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PROJECT REPORT ON
AN ASSESSMENT OF MARKET POSITION, PERFORMANCE AND PERCEPTION OF DIFFERENT BRANDS OF CEMENTS IN COMPARISION WITH “KALYANPUR CEMENTS LIMITED”.
Submitted in the partial fulfillment of the requirements for the award of MASTER OF BUSINESS ADMINISTRATION (2008-10)
Department of Business Management Veer Kunwar Singh University, Ara (Bihar)
Under Guidance of: Mr. Kundan Sharan (D.G.M., Sales)
Submitted by: Abhijeet Kumar Class Roll No. – 40
Kalyanpur Cements Limited
Univ. Roll No. – 209 M.B.A. (Marketing)
Department of M.B.A.
Dr. Ram Janam Sharma Prof. & H.O.D Deptt. Of Economices & Director M.B.A. Email Id: email@example.com Mob:- 09835676913
Ref No. ………
TO Whom it may be concern This is to certify that Mr./Miss Abhijeet kumar bearing the Univ. Roll Number 209 has successfully completed the project work on “An Assessment of market position, performance and perception of different brands of cements comparison with Kalyanpur Cements Limited” under the guidance of Mr./Mrs. Raghavendra Saran (internal) and Saran (external). This project report is submitted to the Veer Kunwar Singh University, Ara in partial fulfillment of Mr./Mrs. Kundan
Veer Kunwar Singh University, Ara
the requirements for the award of Master of Business Administration (M.B.A) during Session:-2008-10.
Prof. Ram Janam Sharma
Director Departments of M.B.A. V.K.S.U.,Ara.
The presentation of this project report has made possible through direct and indirect co-operation of various persons whom I wish to express my appreciation and gratitude. I express my heartiest thanks to “Dr. Ram Janam Sharma” who gave me a chance to undergo summer training programme in “Kalyanpur Cements Limited, Patna.” I also wish to express my sincere gratitude to “Mr. Kundan Sharan” (D.G.M. (Sales), Kalyanpur Cements Limited, Patna) whose guidance and direction showed me path to complete my project. I am also grateful & thankful to “Mr. Sanjay”,(D.G.M. (Administration) KCL, Patna).Who helped me directly and indirectly in the completion of my project.
Veer Kunwar Singh University, Ara
. So the management of various organization is increasingly recognizing information from the market.S.2008-2010 PREFACE The world of business is moving very fast and it is highly competitive. guardian. whenever needed have arisen.I am really indebted for all the help. pain staking efforts and admire of my guide and ‘mentor’ “Mr.U. Ara) who. A marketing project is an organized study of problem. Ara Session: . I have completed this training at Kalyanpur Cements Limited (KCL). Since. As this would not only keep the managers up to date of the latest trends in the market but also it would forearm them to handle any crisis that may occur in future.S. Last but not the least. No word can express my feeling for them & for sacrifices they have made. The project is of great help both for the organization and for the management student. Trade and Commerce.K. As a student of Business Management. it provides a problemcentric-solution to be organization and theoretical-practical-nexus-insight to the management student.U. which inculcate both theoretical & empirical aspects to find a solution. it is beneficial for me to undergo two months practical training in any organization of repute connected with industry. Raghavendra Sharan” (Faculty of V. Ara Page 4 . Performance and perception of KC Veer Kunwar Singh University. on 30th july2010.K. most of all gratitude honor accrues to my parents. &all my friends for their unfailing support during exhausting period of this work. The project report is comprises of the general study of the company and the research conducted on the Brand positioning. Marketing research is the central element of management for information and acts as easy as it seems to be. Patna. Abhijeet Kumar V. he came forward with all his soft spoken and fruitful advice..
The report is prepared with full care to avoid errors. Promotional strategy is a way to disseminate information of existing product in the market to consumers in a way that the product remains in the memory of consumers for a long time. Veer Kunwar Singh University. performance and perception of Kalyanpur Cements Limited and its competitors in Patna/ outsides. The details mentioned on the project is based on real situation. Every firm is trying to beat one another in such fierce competition by adopting different strategies. Promotional strategy is a tool to understand market and get competitive advantages over rival competitors. Market is volatile. unpredictable and full of competition. It is the study of cement users/non-users with special reference to KCL. as much relevant matter as possible. at various localities of Patna. To survive in the market understanding and assessment of market is very necessary. EXECUTIVE SUMMARY In today’s competitive market survival of any firm has become significant to exist in the market. I have tried my level best to bring in. “AN ASSESSMENT OF MARKET POSITION. yet the response collected through respondents can’t be totally error free and I hope I shall be excused for that. PERFORMANCE AND PERCEPTION OF DIFFERENT BRANDS OF CEMENTS IN COMPARISON WITH KALYANPUR CEMENTS LIMITED” helps to understand the market position.Super Cement. Ara Page 5 .
Chapter -1 Table of Contents Page No. 01. Chapter -3 Promotional Strategies of Acc Promotional Strategies of Lafarge Veer Kunwar Singh University. Index S. Ara Page 6 .No . This project is an effort to produce innovative strategies to enhance the market share of KCL.Generally most cement companies follow the same type of promotional strategies but it is the innovative promotional strategies which give competitive advantage to a firm over another firm. The summer Internship Program commenced from 1st June 2010 to 31st July 2010. Chapter -2 Organisational Profile Cement maker’s step up brand building Marketing Network Brand Positioning Marketing and Marketing Detail 03. 7 8 9 10 11-12 13-16 19 20-35 36 37-38 39-41 42-43 44 45-46 47-48 Introduction of the study Scope of the study Objective of the study Research Methodology Limitation 02.
Chapter -4 Swot Analysis Conclusion Suggestion 05. Chapter -5 Lists of outlets covered Data Analysis Questionnaire Bibliography 49-52 53-54 55 56 57 58-59 60-61 62 63-64 65-80 81-85 86 Veer Kunwar Singh University.Promotional Strategies of JP Buland Promotional Strategies of Ultratech Promotional Strategies of Kcl 04. Ara Page 7 .
NO A. Research Methodology 11-12 E. Ara Page 8 . Objective of the study 10 D. Scope of the study 9 C. 8 B.Chapter Name -01 S. Limitation 13-16 Veer Kunwar Singh University. Chapter’s Name Introduction of the study Page No.
Project training gives of knowledge of team work.Introduction of the study An project training is a plate form where student intern to learn to project training is based upon targetable tasks which assigned by the company. The project training provides direct exposure to executive and support function of the different skill of department. organizational culture. And this training also describe the marketing scenario that how marketing is going on. Its gives us knowledge of customer what they want they need what they desire so that this training provide aptitude of the market. We learn only in the class but we have learned practical knowledge only through the project training. Ara Page 9 . Curriculum because its Provide direct exposure of corporate world. During this period we were assigned various tasks by the company which were the part of the day to day the main functioning department within the organization. result orientated. Project training is most important part of the management. Project training provides the knowledge of managerial and selling skill which is most important part of our carrier in corporate sector. team dynamics. target pressure. Veer Kunwar Singh University.
For this project 60 days duration was taken.Scope of the Study Scope of the project was limited for Patna. Ara Page 10 . Meeting the retailers. which is required for the field work. who helped us to understand their needs and requirements regarding cements? Interacting directly with people is very joyful experience. There was an opportunity to meet mostly all types of retailers and interact with them directly. which was good experience. understanding their problems helped to know what could be the promotional strategy of Cements Company. Talking with them. It was good opportunity to develop skills and acquire knowledge. Veer Kunwar Singh University.KCL has also installed tube light hoardings in some region of Patna that illuminates at night. KCL has installed so many hoardings of its cements in all over Patna.
therefore they has to undergo continuous research and development in order to come up with innovative ideas of products and services.84% as also the rate of growth of capacity addition during the same period. Ara Page 11 . The growth rate of cement demand over the past five years at 8. how to make an impact of the product on the eyes and minds of the consumer. Who are the major players in the cement sector? What is the share of different firms in the market? What position do they occupy in the minds of the target consumer groups? How the KCL brands needs to be positioned? Veer Kunwar Singh University. By keeping in the mind a detailed study is carried out by analyzing the response of some consumers and some intermediaries at different localities of Patna with the general objective listed below: To know the potential of cement market. The market has number players and all wants to expand rapidly. To popularized its product the company has to work on its positioning in the market.Objective of the Study The cement industry has continued its growth trajectory over the past seven years. Domestic cement demand growth has surpassed the economic growth rate of the country for the past couple of years.37% was higher than the rate of growth of supply at 4. Demand for cement in the country is expected to continue its buoyant ride on the bank of robust economic growth and infrastructure development in the country.
To get the feedback from retailers and consumers for adoption of its promotional strategy. To compare promotional strategies of KCL with its competitors. To find out promotional strategies of its competitors. To know the market status of KCL. To improve promotional strategy of KCL. Ara Page 12 . How the competitive brands are positioned? How the brand is perceived by the target consumer groups. Veer Kunwar Singh University. To know what promotional strategy motivates prospective customers to purchase Kalyanpur cements.
The marketing concept is a philosophy.Research Methodology Every project of the study should be followed by the. passionate about delighting their customers. that is. A research design is a type of data related to cement companies prepared depending on various types of data available for the collection. and the satisfaction of his or her needs. The mean. means to accomplish that objective. which will give all of. It is driven by senior managers. That means. It is the whole business seen from the point of view of the final result. measurement and analysis of data. the information needed. which will be correct and comprehensive. Marketing is not only much broader than selling. from the customers point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise. It is overall operational pattern or framework of the project that stipulates what information is to be collected from which source by what procedures. It makes the customer. Ara Page 13 . TYPES OF RESEARCH Exploratory Research Descriptive Research Veer Kunwar Singh University. The means here is nothing but kind of methodology adopted to carry out the study. it is not a specialized activity at all it encompasses the entire business. which will help to know about the loopholes of other alternatives means. the local point of all business activities.
they can be complex also.EXPLORATORY RESEARCH Exploratory research is in the nature of preliminary investigation. what their requirement are? Back to top a set of written questions. occupation or income. “who.It has helped a lot in understanding the need of the customers and what the person who is involved in cement business thinks about different brands. Exploratory research uses a different approach to the problem-solving than the conclusive study. DESCRIPTIVE STUDY This type of research is undertaken in various circumstances. Though the information present in the report is gathered through different activities like:MARKET DESIGN SURVEY:. The objective of it is to generate new ideas. Descriptive research is not always factual and simple. The primary focus of this is on the discovery of new ideas. This research is very useful to know the characteristics of certain groups such as age.It is basically for knowing the satisfaction level of the customer that what they want. requiring written answers. The basic of descriptive research is to find out the answers the questions relating to. educational level. demanding high degree of scientific skill on the part of researcher. when. what. Survey is done in different areas of Patna and possible outlets are covered to collect information regarding cement market. Ara Page 14 . sex. To achieve this object. which ask for information about an organization Veer Kunwar Singh University. respondent should be given sufficient freedom to express themselves. where and how” of the subject under consideration. QUESTIONNAIRE:.
Internet books Reports published and Magazines.Interview is done with the customer those who are cement users and non users that what are their expectation from cement manufactures. The data is obtained by using various methods They are: Observation method Interview method Through Questionnaires SECONDARY DATA Secondary data is the data. which is collected personally through interaction with respondents. in form of questionnaires. DATA COLLECTION METHOD Collection of data is the first step in statistics. which is already in record for e. which cement they rank first and why? Why they trust a specific brand etc. The secondary data is obtained through. state and local government Various publication Veer Kunwar Singh University. It has helped in understanding the customers demand. Ara Page 15 .g. Data can be secondary or primary can be collected using variety of tools. Various publications of central. or it may be personal. newspaper. A questionnaire might ask for information that may be statistically useful. PRIMARY DATA Primary data is the first hand information.or its constituents. INTERVIEW:.
Veer Kunwar Singh University. Office records Newspapers. THE SEVEN MAJOR STEPS IN MARKET SURVEY: Deciding the objectives Specify what information is needed Identify the source of the information Decide on the techniques for acquiring the information Process the gathered information Analyze and interpret the data Present the finding to the decision makers. Magazines. Ara Page 16 . Books.
due to practical difficulties encountered during the courses of conducting research. May be the people of other territory have unduly got considerable participation in my research. Primary data collected to survey was shaped according to perceptions of respondents. so it could be biased.LIMITATION Even though I have conducted the research sincerely. Veer Kunwar Singh University. This study is conducted in a limited geographical area. the finding may not be applicable for other region. There are large amount of population who is said to be continuous floating from one place to another. Ara Page 17 . The project was carried out over a span of two months hence time duration was restrictive factor to understand and solve the competition involved in the project. Though every possible attempt was made to ensure correct results but there may be chances of sampling error. the research is subjected to few limitations. So.
Time is the most important constraint. Many of the times. The detail study required to be completed in a given time frame. Biased views of respondents. Respondents were often reluctant to give information.. the option taken is ridden with dubiousness. Survey is done in summer season. Sometimes respondents exhibited based views towards particular provider. The result is true for each time period and it may vary with time. To know the perception of people by such limited questions are not sufficient. so scorching heat sometimes makes it very difficult to move deeper and collects the information. Sample was not representative of all population. Ara Page 18 .e. I was unable to measure factors like attitude and motivation etc. the respondent did not disclose the requisite information. respondents has given answer which has no objectivity i. Many people are not willing to fill the questionnaire. Another limitation of the project is that. Veer Kunwar Singh University. Few of the times. as they are busy in their own work. There is a chance of human error.
Ara Page 19 .Veer Kunwar Singh University.
Chapter Name -01 S. Marketing and Marketing Detail 42-43 Veer Kunwar Singh University. Cement maker’s step up brand building 36 C. Marketing Network 37-38 D.NO A. Brand Positioning 39-41 E. Chapter’s Name Company Profile Page No. 20-35 B. Ara Page 20 .
At a glance:Group The Sinha Group Veer Kunwar Singh University.Company Profile Kalyanpur Cements Limited. Ara Page 21 .
Bihar Public Ltd.Company Registered Office Central Office Collaborator Factory Constitution Date of Registration Operational Form Manufacturing Process Capacity Kalyanpur Cements Limited 2&3 Clive row. Company 11th August. which is created to obtain certain objective. 1 Fraser road. Organization structure:Organization structure is the back bone of management without organizational structure no management can perform its function smoothly. Veer Kunwar Singh University. Patna Holder bank. 1937 1946 Dry Process 1 million ton per year In the corporate division office preside the top authorities and manage the whole Altair of the company like the Marketing and Sales problem and Personnel and Technical at Banjari. Kolkata-700001 Mourya Centre. Switzerland Banjari Rohtas. Ara Page 22 . Organization structure refers to relationship among position job.
There are separate department to look after the different function. Satyadev Prakash Sinha and Mr. covering the business interest of the group. one of the leading industrial Groups in Eastern India with diversified business activity covering paints. Shailendra Prakash Sinha is the joint Managing Director of the company. He is a B.Actually the structure is the relationship among various function of the organization on an established manner.SC I in Economic from London and has total business experience of 32 years. The “SINHA GROUP” presently managed by Mr. the collaborators and other individual with rich business experience for monitoring the performance of the company and appraising company’s plans. 225 Cores. weigh feeders.A and has total business experience of 24 years.S. Ara Page 23 . Shailendra Prakash Sinha. Veer Kunwar Singh University.” Thus structures are cohesive force that integrates different pairs of the enterprise in to a co-ordinate whole for the attainment of a command purpose.COM and has obtained a certificate in Hotel Management from Cornell University. Hotel industry besides cement. load cells. Satyadev Prakash Sinha who is a B. financing. The total group turnover is Rs. the financial institution. The second promoters Mr. He has been responsible for the diversified business interests of the group. U. At the Apex of the company is a board of Directors consistency of representatives of the state Government. cements consultancy. According to Chester Barn ad: “A system of co-operative activities of two or more persons is called organization structure. The Chairman-cum-Managing Director of the company is Mr.” According to Mooney & Relay: “Organization structure is the form every human association for the attainment of a common purpose.
Stores.The main departments are production. Ara Page 24 . now it is known as Holcim. Company was earlier engaged in manufacturing lime and it was known as Kalyanpur lime cement limited till 1988. Qualified and experienced persons head each department. The ‘Sinha group ‘comprises of dozen companies in diverse activities with a total turnover of approximately Rs. A brief profile of the major companies of the group is as follow: Jenson &Nicholson(India Ltd):. The group employs over 5.It manufactures paints. From 1946-1994 the company was engaged in manufacturing cement through wet process and it was started in 1946 with annual capacity of 46.G. Maintain.M Information system. Headed by D.000 people. In its management also included corporate division.Jenson &Nicholson (India Ltd) is one of the top companies in India with a market share in excess of 6%. Purchase.4 billion. Sales. financial institution and Holder Bank of Switzerland. Depot Manage.000 tons per annum. Veer Kunwar Singh University. varnish enamel &distempers. which did concern secretarial. synthetic resins. Bulk materials were in charge of legal section dealing with the legal matters of the concern. Finance and personnel & Administration. It replaced its 4 lakh ton per annum wet process plant with a million ton per annum dry process plant with assistance from World Bank. There was proves icons for information system deptt.
Bihar Hotels Ltd :. geologists. Holtec is staffed with financial analysts. Holtec Engineers Private Limited:.Holtec Engineers Private Limited (Holtec) was formed in 1967 in collaboration with holder bank consulting Ltd . architects. Location Location plays an important role in the well establishment and survival of the industry. computer specialists and management consultants.Bihar Hotels Ltd (BHL)owns Hotel Mourya Patna. It has successfully designed and commissioned various cements plants. instrumentation and control engineers. The Hotel is situated at a prime location in Patna. process engineers.The Hotel is undergoing its second phase of modernization &expansion. mechanical engineers. The plant is approximately 35 kms from Dehri-on Sone which is nearest railway station situated on Dehri-Kolcutta Grand road section and is approximately 200kms South- Veer Kunwar Singh University. It is selected according to its market. Ara Page 25 . market specialist. electrical engineers. civil engineers. The Hotel has an average occupancy rate of 60%70%. They are highly qualified to provide consulting services for the realization of various missions. It has acquired a five star status with a capacity of 80 rooms & 3 banquet halls. It has carried out various assignments including abroad. availability of raw materials and manpower etc. mining engineers. Holtec is the only specialized technical and management consulting company for the cement industry in India.Canada. Which reduced the cost of production Kalyanpur Cement Limited at Banjari situated 35 kilometre from the Dehri-on-Sone in the District of Rohtas.
” on 11th August 1937 with its Registered Offices in Kolkata (West Bengal).West 225 acres of land. BIHA Incorporation KCL was originally incorporated as “KALYANPUR LIME & CEMENT WORKS LTD. The name was changed to “KALYANPUR CEMENTS LIMITED” (KCL) on 9th March. PHOTO OF FACTORY KALAYANPUR CEMENTS LIMITED (Factory at Banjari. Tte registered office of the company is on Kolutta (West Bengal) with its head office in Patna(Bihar). 1988. Veer Kunwar Singh University. Ara Page 26 .
000 4.000 2. Thereafter. the production capacities were expanded in the following manner: Year 1946 1958 1968 1980 Description 1 Cement Plant 2nd Cement Plant 3rd Cement Plant Capacity Expansion Total st 1 2 3 4 Capacity (MT) 46. Holder bank (now Holcim). The implementation of the project commenced in 1991 and was commissioned in 1994. Setting up of New Plant All of the above capacity was of wet process technology. With the adoption of dry process manufacturing technology in the industry.80.Plant Information KCL set up its first wet process production unit in 1946 at Banjari. KCL decided to set up a state of art one million ton dry process cement plant.000 1. This technology was introduced for the first time in Indian cement industry.00. Veer Kunwar Singh University.000 1. Dist.00. The new plant was set up through an IBRD line of credit and in collaboration with the world’s then largest cement manufacturers M/s. Rohtas (Bihar) with an installed capacity of 46.34. KCL went in with the best available contemporary technology. Ara Page 27 .000 At the time of setting up of the first plant or during each expansion. KCL adopted Roller Press technology including for grinding raw material.000 tons per annum. At the time of setting up the present New Plant.
Switzerland. Murli Banjari mines. Coal from CCL and ECL (Singrauli). KCL was the first company in Indian cement industry which received Foreign Direct Investment (FDI) by way of Equity participation. Fuel and power efficiencies continue to be comparable with the new plants of reputed companies like Gujarat Ambuja. Ara Page 28 . The plant recorded a specific power consumption of 78 kwh/ton and fuel consumption of 650 kcals per kg clinker. Prism and DLF (now Gujarat Ambuja). Key Features of Plant KCL is using latest technology for its current manufacturing line which was set up almost at the same time as Tata Steel (now Lafarge). SOURCES OF RAW MATERIALS: Lime stone from own quarries and from adjoining areas like. KCL was adjudged the most fuel efficient plant among Holder bank group’s 80 plants worldwide in 1997 both in terms of power and fuel consumption. The plant continues to maintain fuel efficiency despite frequent/intermittent stoppages. Veer Kunwar Singh University. ACC etc. Gypsum from Bikaner Mines (Rajasthan).
Slag from Bokaro and Durgapur Steel plants. Quarrying & Crushing:.The limestone is quarried and raised from the mines . Ara Page 29 . Manufacturing Process of KCL The manufacturing process adopted by the company is briefly described below: 1. The limestone is there transported to the crusher by the dumpers. Packaging material from different places. The limestone Veer Kunwar Singh University. Blue dust from Orissa and Chaibasa area mines.
Slag is ground separately in the high pressure roll press dedicated to the slag grinding and stored ground slag silo. 3.Limestone and certain additives like iron are in ground in a high pressure roll press to make raw meal. The raw meal is burnt and sintered with pulverized coal and hot air to from clinker. Clinker is ground to fine power and stored in the ground clinker silo. 6. 4. 5. Hot clinker from the kiln is air quantized in coolers and the coked clinker is to the grinding unit. Slag Grinder:. Packing:. 2. 7. Ara Page 30 . Blending:. Grinder:. TECHNOLOGY USED BY KCL:- Veer Kunwar Singh University. Clinker:-Raw meal from the blending into pumped to the pre heated and then to the kills.blocks are then crushed to less than 90 mm size by an impact crusher the crushed limestone is the stocker yard.The cement is packed by automatic electronic packing machine in HDPE bags and loaded in trucks through conveyer belts for dispatch.Clinker and slag or flyer are drawn in requisite quantities and blended with computerized controls to the produce PSC or PPC cement.Clinker is then fed by brocket conveyors to the high pressure clinker grinding roll press along with gypsum. Raw material:.
This technology was introduced in earlier 90’s. These technologies provide slower fuel consumption and a uniform and complete burning of clinker. KCL has purchased an x-ray analyzer from Switzerland.KCL has a “KHDROLLCOX” computerized system that controls and maintain the quality of all the operation and ensure uniformity of the product. Veer Kunwar Singh University. used. KCL was one of the first few plants in the worlds that adopted this technology for all its grinding.KCL has adopted high pressure “Roller press” tech for grinding .KCL has automatic devices at each stage of the production process. X-ray Analyzer:. Double Grinding Technology:. which test the sample to provide accurate measurement of the quality of cement at each stage of the production process. Ara Page 31 . Roll Ox System:. This is new technology which was introduced in 1994.KCL technology uses the DGT where separate roller process from grinning clinker other material is Roller Press:. Five Stage Preheated Technology:.
Ara Page 32 .Organization Chart: Veer Kunwar Singh University.
P. Kalyanpur Cements has strong network of sales promoters are the wholesalers of the company promoting the brand on its behalf further sales promoters have their network of dealers in the market who push the material. Company representatives visit not only the sales promoters but also dealers also on regular basis. West Bengal.Selling Arrangements Company’s sales area covers the domestic markets of Bihar. North. Kalyanpur has been able to build a strong relationship with its most important customers. the sales promoters. Veer Kunwar Singh University.East states like Assam and export markets of Bangladesh and Nepal. Sales promoters meet and dealers meet are organized by the company’s marketing divisons from time to time to strength the relationship further. In this process they try solve whatever problem they face related to supply and sales of brand. Ara Page 33 . Eastern U.
Presently. The introduction of advanced technology has helped the industry immensely to conserve energy and fuel and to save material substantially. Algona (Andhra Pradesh). thereby sparking off a spate of mergers and acquisitions. Some of the major clusters of cement industry in India are: Satna (Madhyapradesh). White cement etc. Production capacity has gone up and top cement companies of the world are vying to enter the Indian market. Portland Blast Furnace Sulphate Resisting Portland cement. Indian cement industry has acquired technical capability to produce different types of cement like ordinary Portland cement (OPC). Gulbarga(Karnataka). Today cement industry comprises of 125 large cement plant and more than 300 mini cement plants. The cement corporation of India. Yerranguntla (Andhra Pradesh). global demand and increased activity in infrastructure development such as state and national highways. The origin of Indian cement industry can be traced back to 1914 when the first unit was set-up at Porbandar with a capacity of 1000 tones. Indian industry is currently ranked in the world.Cement Industry in India Cement industry in India is on a roll at the movement. 93% of the total capacity in the industry is based on modern and environment-friendly dry process technology. Driven by a booming real estate sector. Ara Page 34 . Cement industry in India has also made tremendous strides in technological up gradation and assimilation of latest technology. the cement industry has witnessed tremendous growth. Veer Kunwar Singh University. Chandrapur (Maharashtra). Bilashpur (Chhattisgarh) and Chandoria (Rajasthan). has 10 units. There are 10 large cement plants owned by various state governments. Portland Pozzolana Cement(PPC). which is a central public sector undertaking.
the French cement has acquired the cement plants of Raymond and Tesco.8% of the promoters stake in Gujarat Ambuja cement. India cement taking over Rossi cement and Sri Vishnu cement. Foreign cement companies are also picking up stakes in large Indian cement companies. Lafarge. Swiss cement major Holcim has picked up 14. Veer Kunwar Singh University. ACC taking over IDCOL. the Holcim-ACC-Gujarat Ambuja cements combine and the Aditya Birla group through Grasim industries and Ultratech cement. Indian Rayon’s cement divison and Sri Digvijay cement. and Grasim’s acquisition of the cement business of L&T. Some example of consolidation in the cement industry are: Gujarat Ambuja taking a stake of 14% in Acc and taking over DLF cements and Modi cement. Holcim acquisition has led to the emergence of two major groups in the Indian cement industry.Cement industry in India is going through a consolidation phase. Ara Page 35 .
for meeting special specification for the purpose of construction.43grade. Details of different types with their uses are given below: Ordinary Portland Cement (OPC)(33grade.Types of Cement manufactured: Cement is available in the market in many varieties. Ara Page 36 .53grade) Portland Slag Cement(PSC) Portland Pozzolana Cement(PPC) White Portland Cement(WPC) Sulphate Resisting Cement(SRC) Aluminous Cement(AC) Masonary Cement(MC) Oil Well Cement(OWC) Rapid Hardening Cement(RHC) Hydraulic Cement(HC) Natural Cement(NC) Moderate heat Portland cement(MHPC) Low heat port land cement(LHC) White Cement(WC) Blended Portland Cement(BPC) Portland blast furnace slag cement (PBFSC) Special cement(SC) Veer Kunwar Singh University.
The company also manufactured standard size cement brick(15*16) as well as cement tiles on demand and for internal use.OPC 33grade slag cement and pozzolana is having low heat of Hydration. The cement harden very fastly and getting final maximum. Aluminous of high Alumina cement It contains much higher percentage of alumina than Portland. Used this type of cement is generally used for railway sleeper and bridge construction. For that reason it cannot be made from limestone and clay. Also cement for special purpose are made by modification in composition of heat treatment such as oil well cement quick setting cement. Limiting the ferric oxide to such a value makes white cement that the product is become white. The chemical composition is quite different with Portland cement. The chemical composition is quite different with Portland cement. Ara Page 37 . It is being used where low heat of hydration is required. Sulphate resisting cement For use when high sulphate resistance is required. but required bauxite to mix with the lime stone. Moderation heat of hydration cement For use in general concreto construction exposed to moderate sulphate action or where moderation heat of hydration is required. it is also known as heat cement. OPC 43 and 53grade is being used where high early strength is required. used for building construction. Veer Kunwar Singh University.
Veer Kunwar Singh University. Cement producers are banking on extensive coverage and celebrity endorsements to build top-of-the-mind recall among users. cement manufacturer Lafarge India announced its association with Dhoni recently.” revealed Vinod Juneja.” said Sadasivan. Binani Cements Ltd started by signing film personality Amitabh Bachhan as its brand ambassador last year. rather than bringing in a celebrity to build its brand. in line with its strategy to be a leading cement brand in India. JK Lakshmi signed on actor Om Puri and now cement multinational Lafarge has signed on cricketer Mahendra Singh Dhoni as the brand ambassador for their brand. especially in the rural markets after we signed Bachhan as our brand ambassador. chief of marketing. we need to strengthen our brand. has promoted its phrase. the engineers choice’ emphasizing that its cement is most preferred by engineers in the country. On the other hand. these companies see the move as a nation building exercise along with brand building. Concreto. UltraTech. MD of Binani Cement Ltd. “This has helped us in more sales realization. every company today has to build its brand. Ara Page 38 . companies say they are witnessing more queries from their customers and an increase in demand owing to such promotional methods. Says CS Sadasivan.CEMENT MAKERS STEP UP BRAND BUILDING With competition getting intense.” Moreover. JK Lakshmi Cement “Cement is no longer just a commodity. Similarly. Declining to reveal any specific numbers on the amount paid to the brand ambassadors or the sales increase as a result of the promotions. and to ensure long term profitability. “The competition is getting more and tougher and to differentiate ourselves from others. cement companies are fine tuning their strategies to differentiate themselves with brand building measures. ‘UltraTech.
Veer Kunwar Singh University. Dehri-on -Sone Gaya Biharshariff Arrah Buxar Chapra Siwan Muzaffarpur Chakia Darbhanga Patna Begusarai ii. v. x. ix. It operates depots at: i. iv. iii.Marketing Network:KCL sells over 80% of its cement production in Bihar. xi. xii. Ara Page 39 . vii. vi. viii.
ii. vii. Varansi Mau Lucknow (Sahara India) Ranchi Koderma Daltonganj Hazaribagh Giridih Bokaro . ix. Ara Page 40 . iv. Irrigation department Deputy Development Commissioners Agriculture Marketing Boards Veer Kunwar Singh University. viii. vi. The government of Bihar is a major customer with the following departments being the major consumer of cement being manufactured by KCL. v.The company also operates depots outside Bihar in the following location: i. iii.
Brand Positioning Theoretical Perspective The development of a brand’s position in the market by heightening customer perception of the brand’s superiority over other brands of a similar nature. Ara Page 41 . Positioning is how a product appers in relation to other products in the market. Brands can be positioned against competing brands on a perceptual map. Brand positioning relies on the nearest competitor and is easily communicated to the consumer. A perceptual map defines the market in terms of the way buyers perceive key characteristic of competing products. The basis perceptual map that buyers use maps products in the terms of their price and quality is given below:- Low High Veer Kunwar Singh University.
etc. Veer Kunwar Singh University.your price vs. Branding: There is more to creating and promoting a brand than making a pretty logo and tagline are just representations of the brand.e. Ara Page 42 . Consumer Expectation:- Price:- What consumers expect to receive from the brand. An easily quantifiable factor. Following are several rules to help create. the high-end. your competitors prices..? ). Competitor Attributes:What the otter brands in the market offer through feature and benefits to consumers.Main factors that go into defining a Brand Positioning:Brand Attributes: What the brand delivers through features and benefits to consumers. the good value for the money solution. promote and maintain your brand. high price tag solution. does your brand offer the cheap solution. Consumer perception: The perceived quality and value of your brand in consumer’s minds (i.
admit your fallibility and deliver on your promises. It’s not only critical that you try to stand out from the competition but it’s equally important that you are not forgotten. Be Authoritative: Once you know what your brand stands for and promises don’t be afraid to flaunt it. Be Relentless: Get your brand message out there.RULES OF BRANDING:Be Specific: Know what your stands for. and you should be able to stands for quality. and know what your promises. people welcome honestly and your business will be rewarded for it. How does your brand specifically live and breathe quality? Those specific are what will make your brand stand out from your competition. That’s a broad statement that any company can make. Don’t meekly communicate your message. Be Consistent: Get your brand message out there and don’t waiver on it. your customer are just starting to recognize it. Then get it out again and again. A consistent message and customer experience are critical elements to building your brand. I’ve read statistics in the past that state as soon as you’re tired of your message. Don’t offer promotions or guarantees you can’t deliver. Ara Page 43 . People are inundated with a myriad of messages each day. Integrity goes a long way. You need to make everyone else believe you’re the leader and authority in your area of expertise and specialization. Don’t drop the ball on Veer Kunwar Singh University. Be Honest: In today’s world. Say it with powerful words and conviction. Your brand promises should be precise and attainable. Instead.
Your effort will be rewarded in time. which a company needs to take gauge effort and feedback for the the desire information regarding various activities undertaken. They are simple. malls. MARKETING & MARKETING DETAILS Marketing research is a perpetual task. which is not played in the battle fields. both for sales. Ara Page 44 . and consumes storage. today is the era of tough competition. So I can’t give more information about it.communicating your brand promise and building your brand image. Marketing and Marketing Details are controlled by corporate office Patna. Then sales promoter appointed dealer in their allotted market for sales. product and personal branding. Company mostly appointed sales promoter. needless to say. So to survive in such a competition the company must try to keep in touch with the market and consumers along with the markets and consumers along with competitors activities. Marketing is said to be a war. this war is not played in the showrooms shops. shopping. Some information is given below which I have occurred from sales & purchase office:Company appoints sales promoters and directs dealer. Hierarchy of Marketing is given below:- Veer Kunwar Singh University. super markets but it’s played in the heart or the mind of the consumers. basic rules that critical to your brand’s overall success. Surprisingly. These rules apply to company.
Marketing Overview (KCL):- Veer Kunwar Singh University.Especially in central and north Bihar and exports nearby states and Bangladesh.Market: . Ara Page 45 .
Veer Kunwar Singh University. Ara Page 46 .
Promotional Strategies of Ultratech 53-54 E.Chapter Name -03 S. Ara Page 47 . Promotional Strategies of JP Buland 49-52 D.NO A. Promotional Strategies of Lafarge 47-48 C. Chapter’s Name Promotional Strategies of ACC Page No. Promotional Strategies of KCL 55 Veer Kunwar Singh University. 45-46 B.
ACC Limited is India’s foremost manufacturer of cement and ready mix concrete with a countrywide network of factories and marketing offices. ACC’s brand name is synonymous with cement and enjoys a high level of Veer Kunwar Singh University.Promotional strategies of ACC ACC Cements: . Ara Page 48 . Established in 1936. ACC has been a pioneer and trend-setter in cement and concrete technology.
These engineers interact with consumers and customers to assess their requirements and complaints and provide pre-sales. after-sales services and techno-promotion services including educating them on usage of cement and concrete and correct construction practices. ACC has designed Films and educational literature for masons and students. Veer Kunwar Singh University. ACC Help Centers at several locations to help home builders. Strategies ACC cements Regional Offices have Customer Services Cells are manned by qualified Civil Engineers.equity in the Indian market. They also provide expert advice on getting the best value from cement and offer assistance on related issues in civil construction projects. Ara Page 49 . Mobile touring vans to visit construction sites to educate users and masons at site and provide certain specialized services like supervision during slab casting on demand. It is the only cement company that figures in the list of Consumer Super Brands of India.
budgeting to choice of material and planning of the construction process are elaborated. the country’s oldest civil engineering journal. architects. Ara Page 50 . concrete and building construction and maintenance are regularly made available for the benefit of our customers. selection of architects and appropriate service providers. construction methods and practices. builders. budgeting. www. to provide assistance to individual home-builders. Besides this. newspapers and sometimes through air. ACC cements use promotional campaign through big hoardings. It reaches out to practicing and consulting engineers. Indian Concrete Journal The “Indian Concrete Journal”. The site provides downloads and online inputs on a host of topics like estimation. contractors and government departments. Promotional strategy of Lafarge Lafarge Cements: - Veer Kunwar Singh University. The ACC Help Centre provides basic information and guidance to customers on construction practices on various home building-related procedures . this centre is the first of its kind in India. designed primarily for the individual house builder and the small consumer. technical books/booklets on cement. First launched in Bangalore. continues to be published by ACC. estimating budgets. selecting architects and easy-to-build homeplans for different plot sizes.askacc. It aims to disseminate the latest information and technological progress in civil and structural engineering.com This is an interactive website. cement and concrete technologies. Issues from purchasing land.such as preconstruction worries on stamp duty.
The company has also undertaken several customer orientated initiatives like starting a newsletter for customers. Lafarge is the world leader in building materials. with top-ranking positions in all of its businesses: Cement.Lafarge India is a subsidiary of the French Building Materials major Lafarge. home buying and home improvement. organizing customer days in plants and market visits by managers to interact with customers. Ara Page 51 . with the acquisition of the cement business of Tata Steel. Lafarge cements sometimes introduces traffic awareness programmers especially among schools and colleges students carrying placards regarding traffic rules with Lafarge cement written on placards and caps put on by students. Lafarge India produces different types cements like Portland Slag Cement. Its brands Lafarge Cement and Lafarge Concreto Cement enjoy high brand equity here and are amongst the highest priced brands. Lafarge Cement is famous all over the world for its premium quality and has been used to build many landmark buildings globally.5 million tons. The company is a leading cement player in Eastern India. Veer Kunwar Singh University. finance and construct a home. which provides potential homebuilders with detailed information on how to plan. The company launched a “Home Building Made Easy” guide. Aggregates & Concrete and Gypsum. Total cement production capacity of Lafarge in the Indian market currently stands at around 5. Lafarge entered the Indian market in 1999. This acquisition was followed by the purchase of the Raymond Cement facility in 2001. Lafarge started the” Lafarge Home Building Centre” the first of its kind in India that provides information concerning the process of home building. Portland Pozzolana Cement. Strategies Lafarge announces its association with ace cricketer and India Captain. In addition. Mahendra Singh Dhoni as its Brand ambassador.Lafarge currently has three cement plants in India: two integrated plants in the state of Chhattisgarh and a grinding station in Jharkhand.
1800 345 6666 (available to the customers from all of our core markets) regarding all queries on Home Building. Lafarge cements has introduced LAFARGE Help Centre at Toll free no. Ara Page 52 . These pandals are spread all over the Patna in festive seasons. Promotional Strategies of JP Buland J P Buland cements: - Veer Kunwar Singh University. Lafarge displays its posters all over in Patna and enjoys promotional strategy. Lafarge cements sponsors or contributes money with local-lites to decorate large and impressive Pandals.Chhath & Durga Pooja is the sacred and famous festival in Bihar.
The candidates are required to build a low-cost house upon completion of the program. it is likely to be third largest cement producer in the country. These retailers in their own localities advertise Buland cements through cable operator in different areas. The course consists of theory and practical sessions. J P Buland cement uses electronic media as promotional strategy. Its cement division has three modern.5 MTPA by 2011. the Group is poised to be a 25 MTPA cement producer by the year 2010 and 30. The group produces Ordinary Portland cement and Pozzolana Portland cement under the brand names “Buland” and “Buniyad”. Certificates of qualification are awarded after candidates successfully clear an evaluation process based on a grading system. Thus. computerized process control cement plants namely. Ara Page 53 .Jaypee group is the 4th largest cement producer in the country.0 MTPA. The masons after being trained go to different sites and recommends J P Buland Cements. Jaypee Bella Cement Plant (JBCP) with an aggregate capacity of 7. With its plans of adding capacities in different regions of the country. The groups cement facilities are located in the Satna Cluster (U.P). Jaypee Rewa Cement Plant (JRCP). Strategies J P Cements provides professional training in masonry to the illiterate and unemployed youth making them employable. which has one of the highest cement production growth rates in India. Veer Kunwar Singh University. Sales office of the J P Cements provides money to dealer in Patna and the dealer provides the same to retailers under him.
The MVO adds Cement.and the father too changes his the house stands renovated as good as new. . asserts his 55MPa ki shakti laaya JP ka Buland doting father. Literacy Campaign Veer Kunwar Singh University." mind and helps in the process. Soon saare gaon ka naksha badal gaya hai. Teri neki se is haveli ka hi nahin. ka mahal. other schools and hospital buildings in Patna and the adjoining areas..A proud couple is excited about their son's home coming. Ara Page 54 . This promotional strategy helps it in using deteriorating cements in renovation work and getting public acclaim.. Bharat mein pehli baar J P cement uses old lot of cements for renovation of old temples. . Kal aaj aur kal buland rahe sapnon Hum sab buland hain".. His household finds itself goaded into a scurry of activity.. He is received in all due pomp and splendour He promptly suggests a renovation He however summons the labourers of their bungalow which is scoffed at by his annoyed father and gets to work over the dilapidated building. Construction/renovation of ten temples has already been completed in various parts of Patna.
J P Cements regularly conduct Customer Perception &Satisfaction Measurement surveys to align itself with the needs and expectations of our customers and the market realities (competition. A group of selected village women were trained in making Papads and Wades. each lady was is given one Sewing Machine free of cost. etc. Health Workers is undertaken Topics for interaction range from: Eradication of Malaria House hold remedies for insect bites Control of House Fly Waste disposal Pre-natal & post natal care Vaccination & its importance Health care initiatives help these people living in the Patna to avail medical facilities which in other cases would be a financial drain on their already meager resources. which would enable these girls to become literate. tailoring classes are organized by the Sansthan. A pilot project with 42 girls is progressing. Health & Hygiene Awareness Camps Through these camps a regular interaction with Patna ties by way of lecture / demo by co-opting Govt. 19 such classes were conducted and 361 ladies had been put through this training successfully. On successful completion of the training course. First batch of 6 students have appeared in Class-V examination. Conduct adult education campaign. Ara Page 55 . Qualified lady teachers who are paid for their services by the Sansthan conduct these classes. trade dynamics.Special attention is given to young girls [8 – 14 years] who have never attended school. Veer Kunwar Singh University.). To help the ladies of Patna to become self-reliant.
People from top to bottom have been trained and sensitized to forge better relationships with customers.UltraTech Cement Limited has an annual capacity of 17 million tonnes. Veer Kunwar Singh University. Ara Page 56 .Customer relationship management is a critical success factor in cement business which is highly competitive. Promotional Strategies of Ultratech ULTRATECH CEMENTS: . Portland blast furnace slag cement and portland pozzalana cement. It manufactures and markets ordinary Portland cement.
UltraTech Cement is the country’s largest exporter of cement clinker.two in India and one in Sri Lanka. The export markets span countries around the Indian Ocean. Ambuja and some strong regional brands have been fighting for mind space. Strategies India. Ultra Tech’s subsidiaries are Dakshin Cement Limited and UltraTech Ceylinco (P) Ltd. Films are a great entertainment platform for most Indians. Although cement is said to be a low-involvement category. Ready Mix Concrete is likely to see substantial growth in the coming years. Ultratech to pull the attention of audiences display its ad on film screen of the hall in Patna. the world's largest producer of movies in as many as 10-12 different languages. We wanted to be different and were constantly on the lookout for high visibility media. This way of promotional strategy helps retain the ad in the mind of audience for long time. Says Mr. provides a great opportunity for advertisers to reach the masses. UltraTech has commenced setting up of Ready Mix Concrete Plants at various places in the country. Puranmalka: "Brand awareness is the category driver. Major brands like ACC. We found that cricket has a great following in our country and Veer Kunwar Singh University. Africa. five grinding units and three terminals . Ara Page 57 .UltraTech Cement Limited has five integrated plants. the brand awareness in this category is very high. Europe and the Middle East. Recognising the opportunities that this business will offer.
Ultratech organizes intercollegiate and district level cricket matches on Mohinul has stadium Patna and sticks the logo of Ultratech on player’s helmets and bats. Sales office of the ultratech confers with dealers. Promotional Strategy of KCL With the help of dealers KCL reaches those area in Patna which is not thickly populated but the construction work is on war footing stage. stockiest and distributors and according to their advice it uses hoardings as promotional strategy. Ara Page 58 . These dealers help retailers in getting their shops opened on those localities with sufficient stock of Veer Kunwar Singh University. Ultratech has used hoardings all over Patna. retailers.we wanted to explore the possibility of associating with this sport.
Ara Page 59 . Veer Kunwar Singh University. These painters paint whole walls of city with the product of KCL being displayed on it. KCL takes help of painters who are spread on various region of Patna.cements to cater to the needs of people. Retailers have opened so many shops that people generally buy cements from them. Time to time KCL advertises about its company and product with capturing two pages of newspaper. While painting these painters take consent of the concerned owner of the walls and for that they are given some amount of money for this by KCL. Hindustan Hindi newspaper &The Times of India generally publish its advertisement. The main focus of the KCL here is to reduce the transportation cost of people in cement.
Chapter Name -04 S. 57 58-59 60-61 Veer Kunwar Singh University. B. Chapter’s Name Swot Analysis Conclusion Suggestion Page No.NO A. C. Ara Page 60 .
No threat of cement import due to uneconomical freight cost. THREATS: Possibility of oversupply. Quality of cement comparable of world standard. Large limestone deposits and adequate coal reserves. Poor quality coal and erratic power supply. Low per capita consumption of cement. High and differential excise. WEAKNESS: Inadequate infrastructure. Privatization of road and infrastructure projects. Immense export opportunities in neighboring countries and west Asia. Lack of government found Veer Kunwar Singh University. Irregular supply. Ara Page 61 .Swot Analysis of KCL STRENGTH: One of the best technologies in the world. OPPERTUNITIES: Backlog of housing units. Regional imbalance.
architects. masons and contractors to assure them that they get right quality of cement. With the help of information collected by retailers in Patna one can conclude that whether it is Kalyanpur cements limited or its competitors for them main promotional strategies would be to meet with dealers. an innovative press campaign and creative usage of outdoor media will also be helping spread awareness about the cement product. JP. individual house builders. In addition. engineers. retailers.CONCLUSION Different companies have distinct way of promotional strategies for different product. Ara Page 62 . The consumer of KCL are however looks satisfied but there is an expectation of further improvement After the interaction/interview/survey at different localities of Patna. Birla and L&T etc. stockiest. Cement is a product that requires a different kind of promotional strategy. There are lots of competitors in the market. a brand new television commercial. So many examples of unusual type of promotional strategies have been cited in this project which should be followed by KCL to improve its promotional strategy. Apart from these usual promotional strategies some companies use innovative ideas such as Ultratech cements uses its advertisement in most cinema hall of Patna during the interval of the movies to be for a long time in the retention of customer’s mind. Lafarge. I have come to following conclusion: Veer Kunwar Singh University. At present there are number of brands of different companies circulating in the market of Bihar via ACC.
KCL has good brand image in the consumers mind but the considerable chunk of market is eaten up by the KC Vajra. KCL lags because of two reasons viz; KC Vajra and irregular supply. The two major competitors of KCL are Lafarge and Birla; followed by ACC and L&T, among them Lafarge is the major competitor because of its better performance and penetration in the market. The degree of grievances with the brand KCL is comparatively lesser. The customer looked little bit satisfied with the brands of KCL. The biggest grievance from the side of consumer is irregular supply. Advertising is not very much satisfying. It needs some improvement. Commercial usage i.e. institutional usage of KCL brand is comparatively lesser. There was uneasiness for unavaibility of KCL brands in particular season. There is enough loyalty for KCL brands from the side of customer.
Veer Kunwar Singh University, Ara
On the basic of my survey I have extracted some information, regarding that I want to give some suggestion to the management of KCL. The company should open a C&F office in every administrative division which exercise jurisdiction over company warehouse operation. This will ensure maximum viability of product in the market at short notice. For example: if a C&F office is established in Patna, then it was control all warehouse/s and thereby ensure supplies of entire Patna division. The management should change a little bit of the packaging of KCL products. The company should give more cash discount to the dealers and also gifts to them. There are number of complaints of irregular supply of KCL cement particularly in rainy season, and this season is ideal for roofing. So any shortage of supply in this duration will give other a chance to consolidate his position.
Manufacturing quality cement and supplying it on a regular basis.
Company should try grip the local market and then urban areas. Direct marketing efforts through field meeting with small groups of Masons & customers. Regional local press to reach opinion leaders viz. Architects, Engineers, Contractors etc. To magnetize the end users, it is advised to give free gifts; Discounts. The Company can arrange public meeting to educate them on cement properties, through these meetings company can have a good public relationship.
Veer Kunwar Singh University, Ara Page 64
Advertisement of KCC through electronic media and an eminent personality as a Brand Ambassador would help entice customers. Outdoor for continuous brand awareness. Introduce KCC help-line number. Radio – as a reminder medium. Doing performance appraisal of each dealer and find out reason for decrease in sales.
Fulfillment of social obligations at the time of local religious occasions and festivals like contribution in sacred festival Chhath & Durga- pooja with its banner & hoardings being displayed all over the Pandal in Patna. KCL can advertise its product inside the cinema during intermission.
Veer Kunwar Singh University, Ara
Questionnaire 81-86 D.Chapter Name -06 S.NO A. Biblography 87 Veer Kunwar Singh University. Chapter’s Name Lists of outlets covered Page No. Ara Page 66 . 63-64 B. Data Analysis 65-80 C.
Danapur. Devi Traders Khaugal Thana. K. Ara Page 67 . Traders Veer Kunwar Singh University. S.LISTS OF OUTLETS COVERED P. Danapur. C Stores Saidpura Colony.
Patna. Patna. Phulwarishariff. Bharat Traders Mahendru. Danapur. K Enterprises Kurji Mode. Patna. Deepa Traders Shahganj Chowk. Baba Vaidhnath Enterprises Veer Kunwar Singh University. Tiwari cements Gandhi School Road . Ara Page 68 . Ma Ganga Trading company Shahganj Chowk. Vinay Traders Nehru Nagar. Danapur. Phulwari Enterprises Main Road. Patna. Patna. Vikash Cement Stores Vijay Nagar. Ashiyana Traders Main Road. Hari Om Chauhan Traders Dargah Road. Phulwarishariff. sanichara more. Patna.Gandhi School Road. Ma kali cement store Rajiv Nagar. Patna. Patna. Kankarbagh. Patna. R. Ma Bhawani Enterprises Shahganj Chowk. Dargah road.
Ashiyana. Market Share Analysis of various Cements Companies Operating in Patna. Shyam cement store Ambedkar Path. Veer Kunwar Singh University. Ara Page 69 . Patna. Digha Road. Patna. Data Analysis 1.
43 19. Ara Page 70 .Companies Lafarge Birla JP ACC KCL Ambuja Market Share (%) 33.44 21.55 8.42 15.03 2.13` Ranking 1 2 3 4 5 6 Veer Kunwar Singh University.
ACC is in the 2nd position. Lafarge is the it captures the 1st position. Companies Lafarge ACC KCL SATNA Prism Penetration Of Cement Brand (%) 40 27 18 11 4 The graph representation the sales of different brands in the urban market. Satna and PrISM Is in 4th and 5th position. Ara Page 71 . KCL is in the 3rd position in the urban market. Veer Kunwar Singh University.2. Penetration of Cement brands in Sales in Urban Market.
KCL occupies the 1st position in the market.3. KCL is the most popular brand in rural market. Veer Kunwar Singh University. Ara Page 72 . Satna is in 3rd position. ACC is in the 2nd position. Prism is in 4th position and Lafarge is in 5th position. Penetraion of Cement brands basis Sales in Rural market. Companies KCL ACC SATNA PRISM LAFARGE Penetration Of Cement Brand (%) 36 24 20 15 5 Sales of different brands in rural market.
ACC is in the 2nd position. Ara Page 73 .4. The graph gives an idea about the supply of the various brands of cement in the market. Satna & Prism is in 3rd position and KCL is in the 4th position. Lafarge has a regular supply in the market it is in the 1st position. Position of Cement brand basis Regular Supply. Veer Kunwar Singh University.
Positioning of Cement brand basis Quality of product. The position of the different brands of cement according to there quality. KCL is in the 4th position and Satna is in the 5th Position. Lafarge and ACC are in the same position. Ara Page 74 .5. Prism is the 3rd position. Veer Kunwar Singh University.
Ara Page 75 . ACC is in the 2nd position. Veer Kunwar Singh University. Positioning of Cement brand basis Stock Availability. Lafarge and KCL is in the 1st position. Position of Cement brand according to the stock availability in the market. Satna is in 3rd position and Prism is in the 4th position.6.
Veer Kunwar Singh University. Ara Page 76 . Lafarge is in the 2nd position. ACCis in 4th position and Satna is in the 5th position.7. According to the packaging the brand is position in the market. Positioning of Cement brand basis Packaging. KCL is in the 1st position. Prism is in 3rd position.
Ara Page 77 .Veer Kunwar Singh University.
P Buland .8. Veer Kunwar Singh University. INTERPRETATION: The above pie chart depicts that in the present situation Lafarge has greater market share than KCC and other competitors. What is the market share of KCC and its competitors? KCC 15 Ultra tech 10 ACC 8 Lafarge 20 J P Buland 7 12% 33% 13% 25% 17% KCL Ultra tech ACC Lafarg J. Ara Page 78 .
Ara Page 79 . Veer Kunwar Singh University. 38% of them have advised for advertisement through electronic media and 39% & 23% through hoardings and print media respectively. Which media do retailers &consumers prefer to improve promotional strategy of KCL can be improved? Hoardings 20 Print Media 15 Electronic Media 25 38% 39% Hordings Print Media ElectronicMedia 23% INTERPRETATION: This pie chart portrays the opinion of retailers 60 taken as sample size for improving the promotional strategy of KCC.9.
10. Veer Kunwar Singh University. Will advertisement through electronic media help enhance the sale of KCC? YES 45 No 15 50 40 30 20 10 0 Y es No INTERPRETATION: 45 retailers during asking question suggested that advertisement through electronic media will help boost the sale of KCL and15 retailers had adverse opinion. Ara Page 80 . They advocated quality of cements.
Veer Kunwar Singh University. 50 retailers expressed that procurement of current lot cement enhances brand building image of the company and others 10 had opposite opinion.11. Does current lot of cement help in promotional strategy of any company? YES 50 NO 10 50 40 30 20 10 0 Yes No INTERPRETATION: Current lot means cements are produced weekly and it should not be used for later use. Ara Page 81 .
This is why KCL strikes 20% in the mind of retailers. Which company gives you maximum margin for selling cements? Veer Kunwar Singh University.12. 13. While purchasing cements which cements strike in your mind? KCL 12 Ultra tech 10 Lafarge 20 J P Buland 10 ACC 8 13% 20% KCC Ultra tech Lafarge 17% J P Buland ACC 17% 33% INTERPRETATION: In retailers retention of mind KCL is known because of its quality but sometimes brand image of its competitors doesn’t let it strike first in the memory of retailers. Ara Page 82 .
P.For enhancing the sell of cements each and every company gives margin to retailers for sell of cements. 14.KCL 15 Ultra tech 10 Lafarge 20 ACC 8 J.KCL gives reasonable margin. Lafarge gives maximum margin and J.Buland gives minimum margin.P. Does KCL remain readily available in the market? Veer Kunwar Singh University. Ara Page 83 . Buland 7 25 20 15 10 5 0 KCL Ultra tech Lafarge ACC J P Buland 15 10 20 8 7 INTERPRETATION: .
15. Does Lafarge cements surpass both in promotional strategy and quality? Veer Kunwar Singh University.Some of the retailers also sells the product of other competitors so 15 of them said it is not readily available in the market. Ara Page 84 .YES 45 NO 15 25% YES NO 75% INTERPRETATION: KCL being local cements company in Bihar remains readily available as expressed by 45 retailer’s .
16. Ara Page 85 . 67% retailers exude confidence that Lafarge do really surpass in quality and promotional strategies but other 33% think other companies pose good competition before Lafarge.YES 40 NO 20 C olum n1 33% YES NO 67% INTERPRETATION: .Lafarge being French based company for being deep rooted in Bihar it emphasizes on quality product and adopts promotional strategies according to regions and prevailing circumstances of these regions. Does KCL lag behind in Quality? Veer Kunwar Singh University.
C olum n1
60 50 40 30 20 10 0 10 YES NO 50 Column1
INTERPRETATION: - 50 retailers commend the quality of KCL which is generally used in wall construction but not have a impact in piling and ceiling construction.10 retailers feel it of lower quality because being lacking in pilling & ceiling construction.
Questionnaire of Kalyanpur Cements Limited
Veer Kunwar Singh University, Ara
1. Name: - ………………………………………………………………… 2. Address: - ………………………………………………………………. 3. Contact No: - ………………………………………………….……….. 4. Year of Experience: - …………………………………………….…….. 5. Education: - ………………………………………………….…………. 6. Monthly Income: - ……………………………………………………... 7. Which cement will you prefer to use? (0-10) Ranking a. Lafarge b. Ultratech c. Acc d. KCL e. Birla Gold f. Jaypee 8. Which is the popular brand in the market? (0-10) Ranking a. Lafarge b. Ultratech c. ACC d. KCL e. Birla Gold f. Prism 9. Which company rank quality in the selling in market?(0-10) Rating Rating
Veer Kunwar Singh University, Ara
Ranking a. Lafarge b. Jaypee c. BirlaGold d. Kcl e. Prism f. Acc
How do you rank these cement brands? Supply a. b. c. d. e. f. Lafarge Ultratech Acc Kcl Jaypee Birla Gold Quality Packaging Quantity
11. How do you rank the suppliers of these cements brand? Rank 1. a. Ultratech b. Acc c. Kcl d. Birla Gold e. Prism f. Jaypee Rank 2. Rank 3. Rank 4.
12. What the different discount you normally get from the companies?(Company)
Veer Kunwar Singh University, Ara
Kcl e. Oct-Nov f. Tax discount 13. Dec-Jan Kcl Prism Jaypee Ultratech Rs. Quantity discount b. Jaypee c. When you normally get discount from companies? Acc a. Birla Gold d. May-June d. Ara Page 89 . Cash discount c.20 Veer Kunwar Singh University.15 Rs. Jan-Feb b.10 Rs. Prism 14. Mar-Apr c.Acc Kcl Prism Jaypee Satna a. Aug-Sep e.8 a. Acc b. Quarterly discount d. Yearly discount e. How much discount you normally get from companies? Rs.
Time to time c. Any other 17. Different rates in same market c. Which schemes is the most popular other than conventional schemes? a.15. Packaging e. Any other Veer Kunwar Singh University. Always b. Tax discount c. Irregular supply b. Brand price d. Quality b. Foreign Tour e. Cost difference e. Peak season d. Slow setting d. Any other 18. What is reason for the rate gap of different brands in? a. What problem you normally face dealing with company? a. Gold scheme d. Gift offers 16. Yearly discount b. Ara Page 90 . Do you like to companies give any cash discount or quantity discount? a. Brand value c.
Kcl d.19. 285-300 c. 295-310 d. 270-290 b. Lafarge Veer Kunwar Singh University. Lafarge c. Birla Gold c. Prism f. Jaypee e. How much retail price you normally get from companies given below on their retail price? Company Name a. Ara Page 91 . Acc b. 325-345 Gain 20. Acc b. What is your overall satisfaction in cements brands?(0-10) Rank a. Jaypee 21. 310-325 e. Kcl d. Birla gold e. How many customer satisfied uses these cement?(0-10) Rank a.
. How would you compare kcl brand cements with other cements brands? a. What improvement do you want in kcl? …………………………………………………………………………………… …………………………………………………………………………………… …………………………………………………………………………… 24. c. What you expect from kcl cements? ………………………………………………………………………………… ………………………………………………………………………………………… ……………………………………………………………………………………. Ara Page 92 . Better………………………………………………………………….22. Much better…………………………………………………………… b. Veer Kunwar Singh University. Same…………………………………………………………………… 23..
R. R. Ara Page 93 .BIBLIOGRAPHY BOOKS:Marketing Management Marketing Research Philip Kotler S.com) Veer Kunwar Singh University. C. Kothari NEWSPAPERS:The Economic Times The Times of India The Hindustan Times MAGAZINES:Business Today Business World India Today WEBSITES:Website of Kalyanpur Cement (www. Bajpai.kalyanpurcementsltd.
Ara Page 94 .Veer Kunwar Singh University.
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