A PROJECT REPORT ON “MARKET SURVEY OF RETAIL MARKET & SALES PROMOTION IN AREA OF BHUBANESWAR REGION” FOR LAFARGE INDIA PVT

. LTD.

SUBMITTED TO

ICFAI

SUBMITTED BY PANKAJ KUMAR KARN MBA (2006-2008)

ICFAI - BHUBANESWAR

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CERTIFICATE

This is to certify that Project Report title “MARKET SURVEY OF RETAIL MARKET & SALES PROMOTION IN AREA OF BHUBANESWAR REGION” FORLAFARGE INDIA PVT. LTD. is a bonafide work carried out by Pankaj Kumar Karn of MBA of ICFAI Bhubaneswar for fulfillment of MBA degree of university of ICFAI. He has worked under our guidance and direction.

(Dr George Judah)

Signature of Guide Prof. Milind Marathe

Date: Place :

Date: Place:

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Acknowledgement
“Interdependence is a higher value than independence” Knowledge in itself is a continuous process. Nevertheless, a day getting a practical knowledge is an important thing & most important thing is the support, guidance, motivation and inspiration provided by the different persons of different sections. At this moment of our substantial enhancement, I find no words to express my gratitude towards those who helped me directly or indirectly in making this report successful. I am indebted & thankful for the assistance received from various individuals So I think all those people who contributed to this project from the very beginning till its successful completion.

This project report could not have been completed without guidance of our Prof. Milind Marathe.

I extended to my sincere gratitude to Mr. Rajiv Kumar Area sales manager of the Lafarge India Pvt. Ltd. in Bhubaneshwar warehouse. For his constant and able of guidance has been instrumental in large measure on the success of project. He suggest this study ,and it has been great opportunity to learn about a subject of which had no previous knowledge for this, I am very grateful to him.

I also extend my warmest thanks to Mr. Hari Shankar Choudhary whose constant encouragement and guidance was immense help for being on track through the project.

Last but not least I would like to thanks my faculties & colleagues who guided me for project completion.

Pankaj Kumar Karn

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QUESTIONNAIRE 4 .

Lafarge Konark Ambuja Century Tones/bags Ramco Acc Ultratech Duncan Rasim 6. monthly sale of different brands of cement? Co.1. Co. Rank the companies stockiest on the basis frequency of making personal visits & ph calls. Ranks Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan rasim 8. How much credit in days do you enjoy from the stockiest of following companies? 5 . What is the Avg. Which brand do you store? Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan Grasim 3. Give names of the stockiest for your preference? 7. Give reasons for your preference? _______________________________________________________________________________ 4. Which brand do you prefer most? Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan Grasim 2. Which Companies stockiest inform you about the change in the market price faster? Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan Grasim 9. Which brand does your customer prefer? Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan Grasim 5.

Give your raking to the cement companies in their Sales promotion activities Company Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan Rank 14. of bags/days 10. Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan rasim No. What is the general price gap (BP-RP) between the following companies? Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan Grasim 15. Maximum profit you get out of selling various brands rank them? Co. Rank the companies on the basis of their transportation facilities? Company Rank 6 . Ranks Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan rasim 11.Co. Rank sales promotion activities according to their effectiveness? Activities Shop Naka & Manson Meet Gifts Incentives Hoardings Others Rank 12. Give your preference for the following type of Gifts/incentives. Share Tour Gold White gold Cheque Others 13.

Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan 16. Rank the companies on the basis of their cement delivery time? Company Rank Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan 17. Company Rank Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan 7 . Rank the companies on the basis of the response to customer complaints. Rank the companies which are the best delivery time? Company Rank Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan 18. What kind of problem you generally face with the transport? 19.

Rank the company on the basis of their Marketing Representative’s accessibility. Co. Any suggestion you would like to make for the company? 8 . Rank the company on the basis of their Marketing Representative’s art of making and maintaining the relationship. Ranks Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan rasim 23. Company Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan Rank 21.20. Company Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan Rank 22. Rank the company on the basis of their Marketing Representative’s frequency of visit.

scope of the Project Company Profile Theoretical Background Research Methodology Data Analysis Findings Limitation of the Project Conclusion Recommendations Bibliography Annexure Page no 1 2 3 4 5 6 7 8 9 10 11 12 2-3 5-6 8-16 18-19 21-24 26-44 45-47 48-48 49-49 50-50 51-51 52-52 9 .INDEX Chapter No Name Of the Chapter Executive summary Introduction to the title. Objective.

EXECUTIVE SUMMARY 10 .

189 retailers were visited to collect the information about the cement market. analysis of the data was made. After collecting the detailed information from the market. 11 . randomly 50% of population was considered as a sample size. The project was carried out for a period of 60 days. personal interview technique and telephonic interview technique were used with the measure emphasis on personal interview method. at Bhubnashowar region OBJECTIVE The objective was carried out for two mail objective. RESEARCH METHODOLOGY The descriptive nature of the research necessitated collection of primary data from retailers of cement through market survey. Ltd. The market research has reveled many facts and figures about cement market. Out of nearly 400 retailers of cement. The first objective was carried out the market survey for knowing prevailing market condition of Lafarge Cement in Bhubneswar market.EXECUTIVE SUMMARY The project was carried out at Lafarge Cement Pvt. Both the methods. Interviews were conducted through the “structure questionnaire”. The second objective of project was to study the sales promotion activities undertaken by Lafarge and other competitors. Sampling Technique Random Sampling technique was used to select the retailers.

RESEARCH AND DESIGN: • INTRODUCTION • OBJECTIVES • SCOPE AND LIMITATIMITATION 12 .

While doing the project attempt was made to collect maximum information about the marker. things are moving at a nanosecond pace our market are characterized by hyper competition and disruptive technologies are challenging every business and so business must adopt to empower consumer To become successful in such a competitive environment the business organizations have to be customer oriented. This information about the market could be collected by the way of proper market survey. Most of the time was spent in traveling for one retailer were reluctant to give the information . Century. They are Konark. Again.INTRODUCTION TO THE TITLE Today it is fashionable to talk about the new economy. ACC. Customers need and want must be taken care of. as they do not want to disclose their business details. Rom the market survey we get the feed about the good or services of the organization . money and energy. To get actual and correct information . Ultratech. The information about the market was gathered by visiting retailers in the market. Interview of retailers was taken depending upon there accessibility. We hear that the business are operating in globalize economy. to get each and every detail about the market. There are six market players in cement industry. The project was carried out in the marker of Bhubaneshawar of Orrisa state.” Built customer and not only products”.For this purpose the said project work is undertaken.Number of retailers were visited to get the actual picture of the market. Customer must be delighted. Ambuja. the retailers of each grade (according to the performance) were visited.it was not told retailers that the survey is conducted by Ultratech Cement for the obvious reasons . apart from these there are few local brands selling in the market. 13 .The second objective of the project was to study the sales promotion activities undertaken by Lafarge and its other competitors. The project was carried out for knowing prevailing market condition of Lafarge Cement in Bhubaneshawar Region . Visits to such retailers were loss of time.

In the analysis. The findings and result of the project work are given at the later stage in the report. 14 .After collecting the derailed information about the market analysis is done. the observations recorded during the project were carefully analyzed and the results are prepared.

These are listed below. In Bhubaneshawar (Orrisa) The second objective was  To study the sales and promotion activities undertaken by Lafarge cement and other player in the market.  To analyze the market share of Lafarge Cement in Bhubaneshawar market. To attain these two objectives various other sub objective are needed to be achieved.  To know preference of retailers for different gift and incentives.  To know the customers preference for the brands of cement.  To analyze the transportation facilities for Lafarge and other cement companies. Ltd.OBJECTIVE OF THE PROJECT This project was undertaken for two main objectives was  To carry out market survey for knowing prevailing market condition of Lafarge India Pvt. 15 . to increase customer satisfaction and thus increase the business prospects.  To analyze the sales promotion activities of various brands.  To understand the effectiveness of various sales promotion activities of cement.  To know the preference of retailer for sorting different brands of cement.  To analyze the frequency of visits of marketing representative of various companies Thus it attempt to find ways to increase market share.

The study can help in analyzing certain weak point. improving on which a company can overcome the low sales of its cement but only in Bhubaneshwar region 16 . The study has been done for the Cement so more or less it helps in understanding the consumer preference towards the cement market.Scope of the study 1. 2.

COMPANY PROFILE 17 .

Lafarge opened its first central research laboratory in 1887. delivering 110. having taken over a business acquired by his family in 1749 with the purchase of the Lafarge domain in south-eastern France. teamwork.LAFARGE VISION To be a leading cement company in India by: • • • • • • Sustained growth that creates value for our shareholders and doubles our turnover every 4 years. Building strong brands that meet consumer needs and aspirations.which makes us a preferred employer. Embracing safety as a way of life. This new high alumina binder gradually established a reputation as a rapid-hardening cement resistant to both high temperatures and corrosion. the Central Laboratory filed a patent for Cement Fondue calcium aluminates. honesty and transparency. HISTORY The beginning (1833 to 1914): In 1833. In the years until 1914. Being committed to the highest standards of corporate governance by conducting our business with integrity. customer orientation and sharing of best practices . the Le Teil Laboratory. with which highly reputed scientists collaborated. the company – now the "Société des Chauxet des Ciments de Lafarge du Teil" – set about acquiring lime and cement companies in all parts of France. 18 . In 1908. favoring a strategy of horizontal integration.000 tonnes of lime for the construction of the Suez Canal. an area known for generations for the quality of its limestone deposits. obtained by fusing a mixture of bauxite and limestone. Being a responsible citizen and ensuring sustainable development. Léon Pavin. Fostering a performance culture in an environment of learning that encourages mutual trust and respect. launched an industrial lime production operation. The company signed its first major international contract in 1864.

Lafarge opened its first aluminous cement® plant in the United Kingdom. 1982 . new cement. In 1926. acquisitions. a merger agreement was signed between Lafarge and Coppée. in 1932. Acquisitions in the United States and Canada established Lafarge Coppée as the number one cement producer in North America. creating Lafarge Cement of North America with the start-up of the Richmond plant in Canada. By 1939. developments In 1956. with the construction of a single market representing more than 300 million inhabitants. Cementia in 1989.000 tonnes. Lafarge first turned to Germany. the Czech 19 .1955 Growth on all fronts International development began with the opening up of North African markets. The size of the Group rose from 12. and set up operations in Morocco and Tunisia. In 1980. By the end of the 1960s. the company became established as France's number one cement producer. Through the purchase of the Swiss company. Then followed the investments in Eastern Europe: East Germany. which had operated in Algeria ever since 1866. and developed Superblanc. Lafarge Canada had become the third largest cement producer in the country. Aslan (Turkey) and Perlmooser (Austria).000 employees. It diversified into gypsum in 1931.1990 The conquest of Europe During the 1980s. with annual production capacity of 900. the Group chose to expand its business in Europe. the newly formed group becoming Lafarge Coppée. Lafarge was the leading cement producer in France.000 to 17. 1955 . the Group acquired interests in Asland (Spain). raising its stake in Portland Zementwerk at Wössingen to 83%. After 1945. Lafarge. Lafarge began operations in Brazil.1914 . In 1959. With a quarter of the domestic market. the Marshall Plan and the post-war rebuilding boom: production doubled over the next ten years. now became the leading Portland cement producer in Algeria. Lafarge continued to acquire companies in mainland France. Lafarge constructed its first North American cement plant.1981 Mergers. Lafarge gained a new lease of life with the arrival of Alfred François at the helm.

In July. and there have been developments throughout Asia (1998: Indonesia and the Philippines. Poland and Central Europe. the Gypsum Division acquired the plasterboard businesses of Gyproc (a subsidiary of British PlasterBoard) in Germany. Romania.Republic (1991). 1999: India and South Korea). In 2001. and on every continent. and acquires a 70% interest in the Chongqing cement plant. all four of the Group's Divisions operate there. Thanks to the acquisition of Warren in Canada in 2000. 20 .Lafarge acquired Redland in 1997. which became Materis. Lafarge became the world's leading cement producer. Today.2001 Lafarge becomes world leader in building materials 1994 saw Lafarge take a foothold in China. came even before German reunification had been mooted. the Cement Division enters Australia and had constructed a new cement plant in Mexico. the first greenfield cement plant for the Group in China. then Poland. particularly Asia. Within six years (2001). Lafarge became one of the leading aggregates producers in North America. Numerous acquisitions and joint ventures in all four Divisions. In 2003. 1990 . 2001-2004: A global growth In 2002. 4 entities representing all four Divisions were active in the country. Lafarge was introduced onto the New York Stock Exchange (NYSE). Lafarge focused on its main four Divisions. Russia and Ukraine. near Mexico City. Karsdorf. The agreement with the East German cement producer. The Cement Division inaugurated in China the new Dujiangyan cement plant. following the acquisition of Blue Circle. The Cement Division acquired two new cement plants in Slovenia and in Serbia. Lafarge was the first industrial group to conclude a partnership agreement with WWF (World Wildlife Fund for Nature). positioning itself more strongly in Aggregates and Concrete and gaining entry onto the Roofing market. and divested its Specialty Products businesses. have continued to consolidate its world leadership position. The Group's expansion in Poland began in 1995 with the acquisition of a 75% stake in Kujawy. 2001.

Uganda. Canada. Venezuela. Poland. Germany. Australia and Ukraine. United States. With operations on every continent.2% stake in Lafarge Halla Cement. Acquired The Concrete Company of Columbus. 21 .In 2004. Jordan. capitalizing on every opportunity and offering synergies with existing businesses. Argentina. Turkey. Brazil. Georgia. and further develop products enjoying growth in mature markets. the Group: • • Acquired in Ecuador Cementos Selva Alegre. alone or with local partners. increase its business in countries with high market growth potential. • • Acquired an additional 10. Acquired an additional 14% stake in our gypsum operations in Lafarge Gypsum in Asia. This includes international development and expansion in all of its businesses. Lafarge is committed to a strategy of international development. the Group is aggressively following a strategy of growth and competitiveness. South Korea. Lafarge Group has established its presence or consolidated its position. in a joint venture with Boral. in countries as diverse as Egypt. in South Korea. United States with operations in both cement and concrete. • Acquired Hupfer Holdings with operations in France and Switzerland in aggregates activities. Lafarge Group's Growth Strategy To maintain its leadership in construction materials. It aims to simultaneously. Mexico.

The keywords are Participation. 22 .India Lafarge India provides a professional and exciting environment to its employees and is consistently able to attract the best talent in the industry. Efficiency and Example. North America and other parts of Asia with India to ensure that the Indian operations reach operating efficiencies comparable with the best in the world.LAFARGE ORGANIZATION Lafarge Cement . As part of Lafarge's training philosophy. it conducts regular exchange of personnel between its operations in Europe. open to the cultures of the companies it has acquired on all five continents. Lafarge has always put its employees at the heart of its strategy. Its management style has for many years been termed "participative management".

CEO PRESIDENT VP (Manufactur ing) VP (human resource) VP (Marketing) VP (Control and performance) VP (finance and legal) VP (Business development RSM ASM Summer trainee 23 .

thus making it more resistant to sulphates compared to other cements. Concreto was developed in Lafarge’s state-of-the art laboratories. foundations. which are extensively networked with its Central Research Institute in France. plastering and brickwork. Concreto is a specially engineered. 24 . A unique outcome of international expertise. beams. Exceptionally high resistance to chemical attack (sulphates and acids). premium quality ‘all purpose cement’. It is specially formulated to provide a denser concrete mix than normal cements. The company has leveraged its combined know-how of more than 170 years and its experience across 75 countries to develop this unique product. Lafarge PPC and PSC are very high performance blended cements far exceeding the requirement of IS: 455-1989 & IS: 1489. Lafarge Concreto Lafarge Concreto has been launched by Lafarge to meet the need of homebuilders in India for truly premium all-purpose cement. Concreto is characterized by: • • • • • • High ultimate strength due to the addition of highly reactive silica containing more than 95% glass content. This therefore provides very high compressive strength exceeding 60 MPa at 28 days. Enhanced durability due to optimum pore refinement and consequently denser concrete matrix – this improves the impermeability of the concrete. Protects reinforcement from corrosion. Lafarge PSC has a very low heat of hydration and is hence suitable for mass concreting and concrete cast under “Hot Weather Conditions”.PRODUCTS DETAIL 1. It can be used for varied applications like roofing. Lafarge PSC is the only PSC in its markets produced by blending high quality pulverised clinker with the most consistent slag of over 95% glass content. Lafarge Cement Lafarge Cement is the flagship brand of Lafarge. columns. Lafarge cement has very high soundness as reflected through the extremely low values of expansion through the Le-Chatelier test and Autoclave tests. this super performing cement has been developed taking into consideration the weather conditions in India and the practices of homebuilding. Lafarge Cement is available in Portland Slag Cement (PSC) and Portland Pozzalona Cement (PPC) variants. Low heat of hydration and higher resistance against alkali-reactive aggregates. Reduction of structural cracks due to lower heat of hydration than ordinary cements. Workability retention is also enhanced.Its C3A content is low.

at Kuala Lumpur in Malaysia and CTEC . bag filters and electrostatic precipitators are used to reduce pollution and ensure environment friendly plant operations. Being a blended cement with a highly reactive slag obtained from the best source in the country so far. tunnels. Jharkhand) and an integrated cement facility located at Arasmeta (District Janjgir-Champa. Lafarge Group employs more than 500 scientists and spends more than 100 million euros annually in developing leading technologies in the area of building materials and construction technology. foundations. ATC . In all its Indian plants.6 MTPA of clinker 1. Chhattisgarh). Plants and Operations Lafarge India's current cement operation comprises a modern split location cement facility located at Sonadih (District Raipur.4 MTPA of clinker 0. or other sub-soil constructions and structures that shall be in contact with water. A brief description of Lafarge India's existing facilities is as below: Location Facilities Clinkerisation unit Sonadih Cement Grinding unit Cement Grinding unit with separate circuits for clinker and slag grinding Clinkerisation unit Arasmeta Cement Grinding unit Rated Capacities (as of 2006) 1.Its other chemical properties contribute to a very low co-efficient of permeability of the concrete prepared.6 MTPA of Portland Pozzolana Cement (PPC) Jojobera The plants at Sonadih. Chhattisgarh) and at Jojobera (District Singhbhum.at Lyon in France. thus making it an ideal choice for construction of dams. Jojobera and Arasmeta are based on the dry process technology and use energy efficient processes. The regular exchange of knowledge and technological improvements between the technical centre 25 . The thermal energy of the kiln is optimized by the use of a multistage pre-heater with in-line pre-calciner.in Austria. CTS .4 MTPA of Portland Slag Cement (PSC) & Portland Pozzolana Cement (PPC) 1. it improves the density of the concrete mix thus increasing the durability factor.5 MTPA of Ordinary Portland Cement (OPC) 43 grade 3. Lafarge India has adopted stringent quality control measures to ensure the highest quality cement . Lafarge worldwide places a very high emphasis on protection of the environment.at Montreal in Canada.The plants have the benefit of the strong technical and R&D set-up of Lafarge group called DPC which is supported by CTI & CTEO .

and the Indian operations has enabled Lafarge India to improve operational efficiencies on a continuous basis. 26 .

THEORETICAL BACKGROUND PROMOTION 27 .

an attractive price and an accessible distribution must be supported by an effective promotion to satisfy customer needs. public relation.Promotion is persuasive communication. Promotion activity include advertising. It tells the target customer product. It tells also known as marketing communication. sales promotion. and place. A good product. public relations. ADVERTISING: . to whom and how often. price. It performs four functions: Information  Persuasion  Reminding  Reinforcing PROMOTION MIX The promotion mix is the combination of advertising. and direct marketing. personal selling and direct marketing tools that help achieve marketing objective 1.” In modern marketing the question is not whether to promote but rather what to say. sales promotion. Promotion consist of activities that facility exchanges with target customers through persuasive communication to stimulate demand. Promotion can also be viewed as the management of the customer buying process of pre-purchase. FUNCTION OF PROMOTION:- Promotion is a tool to influence target customer and to face competition. It is a highly visible element in the marketing mix. According to Professor Philip kotler:“Promotion includes all the activities the company undertakes to communicate and promote its products to the target market. 28 .Advertising in any paid form of nonpersonal communication by an identified sponsor to promote product. purchase and post purchase.

Sales promotion refers to short term incentives to stimulate demand. SALES PROMOTIONS: . NATURE OF SALES PROMOTION: 1. E-mail 5. It can be directed at consumers. It provides incentives 29 . its policies and products. PUBLIC RELATION: - It refers to programmes designed to promote or protect a company image and products. PERSONAL SELLING: .It is persuasion by manufacturer to specific customers. It is used to create a stronger and quicker purchase response. competitors and customers. It permits interaction and relationship building. Telephone 5.“Sales promotion refers to demand –stimulating devices designed to supplement advertising and facilitate personal selling.Sales promotion has been increasing in popularity as a tool. 4. middleman and sales personnel. designed to stimulate quicker and or greater purchase of particular product /services by consumer or trade.personal selling is personal communication with customers to persuade them to buy products. Stanton:.“Sales promotion consists of diverse collection of incentives tools.2. 3. It is short term 2. DIRECT MARKETING: . Publicity is any unpaid form of communication through media about an organization. Sales persons provide feedback about the market. The tools of direct marketing are: 1. According to professor Philip kotler:. mostly short term. Mail 3. Face to face selling 2. Catalogue marketing 4. According to Professor William J. It supplements advertising and facilitates personal selling. Marketers are using it aggressively.

It aims at quicker response: 4.3. Objective for trade promotion:(a) Carry and push new item (b) Increase reseller’s inventories (c) Attract new channel members (d) Offset competitive promotion (e) Better store display 3. and sales force promotion (a) Consumer promotion method Free sample Coupons Rebates Premium Price off Contests Display/Demonstration (b)Trade promotion methods Free goods 30 . They can be directed at consumer promotion. Objective for sales force promotion (a) Motivate sales force (b) Support new product METHOD OF SALES PROMOTION Sales promotion methods differ according to the target audience. trade promotion. It is directed at target audience OBJECTIVE OF SALES PROMOTION 1. Objective for consumer promotion:(a) Encourage greater purchase volume (b) Attract new customer (c) Introduce new products 2.

.Allowance Prices-off Sales contest Gift items Credit facilities Trade show (c) Sales contests Trade shows and conventions Gift items Promotional kits Bonus and commissions . 31 .

RESEARCH METHODOLOGY RESEARCH METHODOLOGY 32 .

personal interview technique was used and interview were conducted through structured questionnaire the question were asked in prearranged manner. 2.The research methodology is the way systematically solve the systematically solve the research problems. For this. right at the beginning the research plan was prepared. What the market trend is of cement and brand awareness of Lafarge Cement. The market research was conducted over a period of 60 days. RESEARCH PLAN Definition of research problem The research problem can be defined as follows 1. analyzed and suggestion and recommendation were given. RESEARCH INSTRUMENTATS The Research instrument chosen for conducting the survey was structured questionnaire was pre[pared as show as in the annexure. The questionnaire includes open ended as well as close ended question. DATA COLLECTION The descriptive nature of research necessitates collection of primary data from retailers through market survey. few open ended question were included to obtain the perception of the retailers. SAMPLE PLAN 33 . `What are the cement being used by various customer in the region of Bhubaneshwar and what are their expectation from the cement. This includes all the detail of how to go about research work of Lafarge Cement. The main objective of the product was to know the market condition of Lafarge Cemejnt and to study the sales promotion activities undertaken by various cement companies. The questionnaire designed and a pilot survey was made with the questionnaire and then changes were made accordingly with the questionnaire. Data was tabulated.

A sampling technique was chosen for the study was Random Sampling Technique. CONTACT METHOD Both personal and telephonic interview methods were used for conducting the market survey. This is the most common method of selecting the sample. ANALYSIS AND INFORMATION Detailed information was collected for the project marker survey for retail marketing and sales promotion activities of Lafarge Cement for the area of Bhubaneshawar market. the method of personal interview was mostly used. Because of some inherent limitation of telephonic interview. without any hesitation. If the respondent is having any doubt or queries in their mind. Also any doubt or queries of respondent could not be clarified. they can get heir doubts clarified from the researcher on the spot and so superior of data was collected from the survey was collected from the survey. Personal interview had the benefit one to one communication between the researcher and the respondent. ANALYSIS 34 . Tele – interview was conducted with the structured questionnaire. Tele-interview was less costly and less time consuming but the data could not be collected in detail from the respondents. The interview of retailer taken in a friendly atmosphere so as to encourage them to give right information. SAMPLE SIZE Out of nearly 400 retailers in cement market of Bhubaneshwar and its region around randomly 50% of total population was considered as the sample size. The information was collected by visiting the retailers of cement present in Bhubaneshawar market. This is because the retailers are localized in different part of the marker a group of retailers are chosen are random from large group. It gives all retailers in a group and equal chance of being selected for the purpose of the survey.

result is prepared for various important parameters of the survey. in the questionnaire. thus he is quality conscious. but he wants quality cement. Different manner rank was given to each alternative of particular questions. the findings are recorded in the form of graphs. Rank- 1 For the most favorable alternative Rank- 2 For the moderately favorable alternative Rank- 3 For unfavorable alternative Rank- 4 For most unfavorable alternative Rank- 5 Unfavorable To come at the conclusion. total of each alternative of all the sample size retailers was made. The customer perceives quality of cement as good quality because of effective marketing. So effective marketing is necessary. 35 . The demand for particular cement for particular cement is much less. but their demand is not more. Price is not the criterion for selection of rejection of particular brand is adapted on the type of application of cement and the brand name in market. The market of cement Changes as the area changes. With the help of results so obtained. The individual customers are there.The analysis of the collection information was made in scientific manner. The customers are ready to give slightly high price. This is because of the crazier Trend of particular market. Thus the “sum of an alternative” having least score considered to be most favorable. A particular rank was given in the following manner. Thus the awareness among the customers about the particular cement plays a vital role. The major types of customers are the builders and masons. In this manner. Thus the demand for the cement is not that price sensitive.

36 . etc Among the plastic bag and paper bag of cement. they expected credit facility. Customer prefer bag. and timely delivery of cement.The retailer in the marker plays an important role in the sale of the cement. This is because the paper bag prevents it from moisture and quantity remains intact. In brief cement market is sensitive to marketing. They have some expectation from the cement companies. in the report. good sales promotion schemes. The better & more the marketing the more is possibility of sales. The observations and findings of the market survey about market share and sales promotion activities are given at the next stage.

DATA ANALYSIS PRESENTATION INTERPRETATION 37 .

maximum dealer.Q. Which brand do you prefer most? Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan Grasim ANALYSIS. come with Konark. And 22 percent either confused or dependent on seasonally available brand for the Cement. Ultratech or Lafarge. 38 . Acc. PRESENTSTION AND INTERPRETATION 1:- Dealers brand preference:Company Lafarge Konark Ulteratech Acc Ambuja Century Grasim Duncan Total No of Dealers 24 60 36 36 14 12 8 10 200 percentage 12% 30% 18% 18% 7% 6% 4% 5% 100% Dealers preference towards the cements brand 5% 4% 6% 7% 30% 18% 18% 12% Lafarge Konark Ulteratech Acc Ambuja Century Grasim Duncan Analysis and Interpretation:Obviously. which are about 78 percent.

Remaining 20% of the dealer gives equally importance to the Ambuja. Which brand do you store? Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan Grasim ANALYSIS. 20% of the dealer choice is Lafarge where as 25% of the dealers choice is Konark. Ultratech and Century. Duncan and Grasim. 39 . PRESENTSTION AND INTERPRETATION 2:Dealer’s preference for the storage of cements brand:Company Lafarge Konark Ulteratech Acc Ambuja Century Grasim Duncan Total No ofDealers 40 50 22 24 18 24 12 10 200 percentage 20% 25% 11% 12% 9% 12% 6% 5% 100% Dealer preference towards the storage of brand 6% 12% 5% 20% Lafarge Konark Ulteratech Acc Ambuja 25% Century Grasim Duncan 11% 9% 12% Analysis and Interpretation:Most of the dealers prefer to store either Lafarge or Konark. Remaining 35% of the dealers inclined towards the Acc.Q.

four. And 22% of the customers are price sensitive they go with that brand which has fewer prices.Q. Which brand does your customer prefer? Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan Grasim ANALYSIS. PRESENTSTION AND INTERPRETATION 3:- Customer inclination towards the cement brand:Company Lafarge Konark Ulteratech Acc Ambuja Century Grasim Duncan Total No of Dealers 24 60 36 36 14 12 8 10 200 percentage 12% 30% 18% 18% 7% 6% 4% 5% 100% Cusrtomer preference towards cement Brand 6% 7% 4% 5% 12% Lafarge Konark Ulteratech Acc Ambuja 30% Century Grasim Duncan 18% 18% Analysis and Interpretation:78% of the customers are brand loyal. 40 . In case of brand equity Lafarge lies in No.

41 . Lafarge Konark Ambuja Century Tones/bags Ramco Acc Ultratech Duncan Rasim ANALYSIS. PRESENTSTION AND INTERPRETATION 4:Average Monthly sale of cement:- Company Lafarge Konark Ulteratech Acc Ambuja Century Grasim Duncan Total Consumption 1365 2651 1548 1890 640 750 625 685 10154 percentage 13% 26% 15% 19% 6% 7% 6% 7% 100% Average monthly Consumption 7% 6% 7% 6% 13% Lafarge Konark Ulteratech Acc 27% Ambuja Century Grasim Duncan 15% 19% Analysis and Interpretation:This data show that the maximum consumption of cement brand in the region of Bhubaneshwar is Konark cement which is about 26% of the total sales of the cement. What is the Avg. fourth position which is about 13% of the total sale of cement.Q . monthly sale of different brands of cement? Co. Lafarge is on the no.

All the giant brands are ranked as 3 or 4 where as all the loose brands retailers are ranked as1or2. Co. Strong brands stockiest are not given the proper consideration towards the retailers. 42 . Ranks Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan Grasim ANALYSIS. PRESENTSTION AND INTERPRETATION 5:- Dealers rank the companies stockiest on the basis of frequency of making personal visits & ph calls Company Lafarge Konark Ulteratech Acc Ambuja Century Grasim Duncan Total Total of Rank 562 656 430 450 515 380 420 470 3883 Rank of the Company stokist Lafarge 12% 11% 17% 10% 13% 12% 11% 14% Konark Ulteratech Acc Ambuja Century Grasim Duncan Analysis and Interpretation:From this data we can conclude that only the weak brands stockiest are preferred by the retailers. Rank the companies stockiest on the basis frequency of making personal visits & ph calls.Q.

43 . Which Companies stockiest inform you about the change in the market price faster? Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan Grasim ANALYSIS. This helps them to take precautionary action against the future happenings.Q. PRESENTSTION AND INTERPRETATION 6:- Company that provides information to the retailer about the price change in the near future:Company Lafarge Konark Ulteratech Acc Ambuja Century Grasim Duncan Total No of Dealer 15 10 21 22 26 38 36 32 200 Information provided to the retailer about future change in price 8% 16% 18% 18% 5% 11% 11% 13% Lafarge Konark Ulteratech Acc Ambuja Century Grasim Duncan Analysis and Interpretation:More than 100 of retailers said that Century or Grasim or Duncan provide the preinformation about the future price change.

ACC. Where as the newly entered cement brand provides sufficient credit in terms of quantity as well as in days to their retailers. less than 50 days) to their stockiest due to which the stockiest are not able to provide the sufficient credit in days to their retailers. 44 .e. Ultratech) of cement industries provides relatively less credit period (i. Konark. :Credit period facilitate by the companies stockiest to the retailer Company Lafarge Konark Ulteratech Acc Ambuja Century Grasim Duncan Total No of days 15 10 21 22 26 38 36 32 200 Credit period facilitate by the Companies stockiest to the retailers Lafarge Century Konark Ulteratech Grasim Acc Ambuja Century Konark Duncan Lafarge Grasim Duncan Ambuja Acc Ulteratech Analysis and Interpretation:The entire market leaders (Lafarge. PRESENTSTION AND INTERPRETATION 7.Q How much credit in days do you enjoy from the stockiest of following companies? Company Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan rasim No. That’s why their growth rate is relatively high. of bags/days ANALYSIS.

45 . and Ultratech respectively. ACC. PRESENTSTION AND INTERPRETATION 8:Maximum share of profit of retailers comes through the selling of the cement:Company Lafarge Konark Ulteratech Acc Ambuja Century Grasim Duncan Total Profit 35 45 38 37 14 17 8 6 200 Maximum profit earned by selling the brands 17 14 8 6 35 37 38 45 Analysis and Interpretation:Only 35 retailers said that their maximum profit comes through Lafarge. 38.Q Maximum profit you get out of selling various brands rank them? Co. Ranks Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan rasim ANALYSIS. and 37 retailers said that their maximum profit comes through Konark. Similarly 45.

PRESENTSTION AND INTERPRETATION 9:Retailer’s belief towards the activity that influences sales of the cement:Activities Shops naka and mason Gift Incentive Hoardings Others Total Ranks 14 37 49 66 34 200 Retailers believe on the activities that influence sales of the cement 17% 7% 19% Shops naka and mason Gift Incentive Hoardings 32% 25% Others Analysis and Interpretation:Sixty six retailers out of two hundred which is 33%. Rank sales promotion activities according to their effectiveness? Activities Shop Naka & Manson Meet Gifts Incentives Hoardings Others Rank ANALYSIS. 46 . Incentives also play vital role in the promotion of the goods. beliefs that Hoardings influence the sales of the cement.Q.

:-TV.g. cycle. Out of two hundred 40 preferred tour.Q Rank sales promotion activities according to their effectiveness? Activities Shop Naka & Manson Meet Gifts Incentives Hoardings Others Rank ANALYSIS. 39 preferred gold. But after asking again and again their preference are out of the available optioned e. etc. PRESENTSTION AND INTERPRETATION 10:Retailers’ preference towards the gift:Gifts Share Tour Gold White Gold Cheque others Totals No of dealers 14 40 39 12 29 66 200 Retailers preference towards the gift 14 66 40 Share Tour Gold W hite Gold Cheque 39 others 29 12 Analysis and Interpretation:Most of the retailers do not want to say about the gift. 29 preferred cheque. 14 preferred share and 12 preferred white gold. trophy. Camera. 47 .

3. PRESENTSTION AND INTERPRETATION 11:Retailers rank the cement company on the basis of the sales promotional activities:- Company Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan Rank 1 20 60 20 20 12 13 50 30 Rank 2 40 55 25 71 14 45 68 62 Rank 3 80 47 32 57 45 68 58 82 Rank 4 25 38 78 27 68 52 24 26 Rank 5 35 0 45 25 61 22 Total (Retailers) 200 200 200 200 200 200 200 200 Retailers rank the cement co on the basis of the their sales promotional activity 90 80 70 60 50 40 30 20 10 0 Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 fa rg e on ar k bu ja U lt r at ec h nt ur y si m cc G ra m Analysis and Interpretation:From the interpretation of the data. Because 30% of the retailers believe that Lafarge is on no 48 C e A D u La K nc a A n . we come to know that Konark and ACC are on no. Lafarge cement is on no.2 respectively.Q Give your raking to the cement companies in their sales promotion activities Company Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan Rank ANALYSIS.1 and no.

and Duncan are making extra effort to penetrate the market. Every retailer mentioned their name and mentioned their considerable effort. ACC. Cemtury and Duncan.three.5 8 10 10 The difference between the billing price and retailing price on one bag of cement 12 10 8 6 4 2 0 fa rg e on ar k bu ja U lt r at ec h nt ur y si m cc G ra m Analysis and Interpretation:Lafarge charges competitive price to the customer. 49 C e D u La K A nc a A n . Q What is the general price gap (BP-RP) between the following companies? Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan Grasim ANALYSIS. PRESENTSTION AND INTERPRETATION 12:The profit on per bag of cement:Company Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan price gap on per bag 6 5 6 6 7. Century. Price of Lafarge is always equal to the price of Ultratech. Grasim. Some of the company charges premium price like OCL where as some of the brand has very less price like Grasim.

. PRESENTSTION AND INTERPRETATION 13:Companies are ranked on the basis of the transportation facility provided by them:Total (Retailers) 200 200 200 200 200 200 200 200 Company Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan Rank 1 70 23 40 20 15 85 80 95 Rank 2 65 25 70 67 14 78 75 62 Rank 3 28 15 65 90 45 37 38 43 Rank 4 25 72 25 20 90 0 7 0 Rank 5 12 65 0 3 36 0 0 0 Companies ranks on the basis of the transportation facilities 100 80 60 40 20 0 Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 fa rg e on ar k bu ja U lt r at ec h nt ur y si m cc G ra m C e 50 D u La K A nc a A n . Q Rank the companies on the basis of their transportation facilities? Company Rank Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan ANALYSIS.

Analysis and Interpretation: .Transportation facility is a very vital factor for a brand to be successful in the market. Q Rank the companies on the basis of their cement delivery time? Company Rank Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan ANALYSIS. PRESENTSTION AND INTERPRETATION 14:Companies are ranked on the basis of the cement delivery time:Company Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan Rank 1 114 91 0 82 14 42 11 21 Rank 2 53 82 82 78 25 12 24 37 Rank 3 33 27 91 39 97 83 45 49 Rank 4 0 0 12 1 61 42 21 68 Rank 5 0 0 15 0 3 21 99 25 Total 200 200 200 200 200 200 200 200 Companies rank on the basis of the cement delivery time 120 100 80 60 40 20 0 Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 fa rg e on ar k bu ja U lt r at ec h nt ur y si m cc G ra m Analysis and Interpretation:51 C e D u La K A nc a A n . Lafarge cement has proved itself in this area as they are having the best reach in the urban area not in the rural area.

Lafarge is quite ahead in the race in regards to the delivery option. .Q Rank the companies on the basis of the response to customer complaints. they say that ar least you need carry 200 bags and so on. but Lafarge are willing to accept and delivery any amount of bag at any time. as many retailers says that a small quantity of cement bags are not delivered by most of the company on time. Company Rank Lafarge Konark Ultratech Acc Ambuja ANALYSIS. PRESENTSTION AND INTERPRETATION 15:Companies responses towards the customer complain:Company Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan Rank 1 102 78 41 82 41 42 31 26 Rank 2 71 45 65 78 78 52 51 56 Rank 3 27 36 52 35 44 41 47 45 41 41 5 35 37 37 68 0 1 0 2 28 34 5 Rank 4 Rank 5 Total no of the retailers 200 200 200 200 200 200 200 200 Companies rank on the basis of the response to the customer complail 120 100 80 60 40 20 0 Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 La fa rg e U lt r at ec h C en tu ry Analysis and Interpretation:- 52 D un ca n on ar k bu ja A G ra si m A cc K m .

Most of the retailers said that Lafarge Marketing representative are so much attentive towards the customers responses. PRESENTSTION AND INTERPRETATION 16:Companies’ are ranked on the basis of the visit of the marketing representative:Company Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan Rank 1 85 78 45 47 23 62 23 65 Rank 2 75 65 66 52 45 68 42 74 Rank 3 40 42 74 41 65 47 37 54 Rank 4 0 15 15 51 25 23 47 0 Rank 5 0 0 0 9 42 0 51 7 Total no of the retailers 200 200 200 200 200 200 200 200 Companies are ranked on the basis of the visit of marketing representative 90 80 70 60 50 40 30 20 10 0 Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 fa rg e on ar k bu ja U lt r at ec h nt ur y si m cc G ra m Analysis and Interpretation:- 53 C e D u La K A nc a A n .Almost most all the companies’ stockiest response towards the customer’s complained but Lafarge is far ahead to the other companies. Q Rank the company on the basis of their Marketing Representative’s frequency of visit. Company Rank Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan ANALYSIS.

Hence the analysis carried earlier part of the project i. WHOLESALE PRICE / RETAIL PRICE ANALYSIS BRANDS Lafarge Konark Ultratech ACC Ambuja Century Grasim Duncan WHOLESALE PRICE (Billing price) 112-114 114-116 112-114 112-114 110-112 106-108 102-104 100-102 RETAIL PRICE 118-120 119-120 118-120 118-120 117-119 114-116 112-114 112-114 PRICE GAP 6 5 6 6 7. profit selling brand is justified at both the levels. we can infer that the retailers get a good margin in case of GRASIM & DUNCAN.e. Where as other companies’ marketing representative visit the counter only twice in a month. 54 .Lafarge’s marketing representatives are too much concern towards the customer’s welfare.5 8 10 10 By comparing the wholesale price and retailing price of the various Brands in the market. Above that it is the cheapest brand among the major brands in the market. So they visit almost retailers ones in a week.

An effective organizational strategy. opportunity and threats is also known by TOWS-analysis. Below is the SWOT. therefore. which is acronym for strength. so that an effective strategy can be formulated. is one that capitalizes on the opportunity through the use of strength and neutralizes the threats by minimizing the impact of weakness. weakness.SWOT –Analysis SWOT-analysis is done to understand the external and internal environment of the organization. Strength  People ask for bleakness in cement and Lafarge has this. SWOT. 55 . in cement market. Ltd. Though such an analysis.analysis of Lafarge India Pvt. is strength and weakness exist within an organization can be matched with the opportunity and threats operating in environment .  Cement grade is good and people are satisfied.

 No of the medium class people is growing. Weakness  Great need of strategic way for promotion and advertisement for both dealers and customers. which will increase the requirement.  It was found from my survey that Konark maximum market share is due to brand loyalty. Ultratech and ACC.  Other brands like Duncan and Grasim provide maximum profit to the both customer as well as to the retailers.  Price and margins is not match with dealers and retailers expectation respectively. Threats  Cheep priced brand are grabbing rapidly a large chunk of lower income customer base. Customer choice.  Dealers expect more margin and gift to sell of the Lafarge cement.  Guaranty given by company is from the date of manufacturing which is not acceptable for the dealers and retailers. school society complexes are growing in large scale.  Institutional market like corporate and government offices.  It has a good brand image in Cement.  Lafarge being an MNC has a global leverage. Opportunity  Strong infrastructure requirement for the development of the country and the country is developing in the utter pace.  Take large time in the replacement of Cement. 56 .  Not an easy task to overtake Konark.

 Good name in the market as it carries the goodwill of L&T.  Better packaging ULTRATECH  Sells easily in the market the customer demand for them.  Customer choice.FINDING OTHER REASONS STATED BY RETAILER FOR BRAND PREFERENCE:LAFARGE  Better quality  Good name in the market  Timely available  Immediately respond on the competitors strategy. 57 .  Relatively less price.

 High market awareness.  Sells more

CENTURY  Good relationship with the company people.  Price is low and affordable for people  Low price helps to sell easily.  Quality is good.  More profit selling the brand.  Good service and relationship

ACC  People ask for ACC.  Service is good.  “Dhalai karne ke liye” people ask for ACC.  Very superior quality cement as compared to others  Selling form the very first day the shop came in to being & sells easily (shree ganesh traders, bhatagaon)  They have same price prevailing for wholesale at dealers/stockiest retailers end. AMBUJA  Customers preference  Good cement, plastering work is good GRASIM (Birla plus)  Customers choice.  Price is suitable as per customers pocket  Rate & profit  Good relationship with the people at Grasim.  Birla is a very renowned name so people trust it.

DUNCAN  Rate & profit  Price is suitable as per customers pocket 58

 Service is good.

PROBLEM FACED BY STOCKIEST  None of the stockiest had any complains about any brands, in regards to the price, transport, service etc  Dispatch being closed at the start of the month is a ”trump card “for them to play in the market to push the sale.  Stockiest are satisfied with the companies service.

RETAILERS REGRETS (Lafarge)  The stockiest occasionally inform about the price change in the market.  They do not make personal visits to the counters frequently.  Price should be stabilized in the market.  Price stability in regard to the price set by the company as well as wholesalers (i.e. all the wholesalers should have the same price offered in the market).  The management should not interfere in the price offered by the counterperson to the customers.  They need price flexibility to shoot up the sale.  Dispatch being closed every start of the month is a problem is a problem for them to stick to the commitments made by them to the customers.  Small quantity ordered is not furnished on time.  Pressurize them for taking more quantity for more quantity for transportation facility.  Lafarge now does not give any gifts at the counters.

59

LIMITATION OF THE STUDY
1. Lack of cooperation from the retailers in regard to giving interview 2. It was found in some cases dealers showed inclination towards certain brands which gave them more margins when compared to others. 3. It was experienced during the survey that it was difficult to convince or make the retailers and dealers understand the important of the project

4. As the retailers and dealers thought that it was unwise for the to give their details of
business as they feared competitors would take advantage.

60

SUGGESTIONS A very exhaustive study has been made. they want that the company should give them the price flexibility to play in the market. this creates a bad name and again business is lost On interviewing Dealers/Retailers the most important thing they said was about the price flexibility. 61 . a significant amount of business is lost because of this. it should not be increased or decreased). based on the results and market response few suggestions are discussed below A Price fluctuation creates problems for retailers as the cannot keep the commitments of price to customers…… The reach to the rural market need to be strengthened Transportation to rural areas need to be strengthened. With the efforts put on the project a detailed analysis was conducted and result were derived. keeping in the essence of the objective of the project. it should not increased to the customer. (As the company has outlined that the price offered by the company should only be offered to the customer. At time it has been seen that the delivery commitments an the side of the company is not prompt.

62 . This is the result of the good quality of the Lafarge cement along with their effective marketing efforts. The distribution channel of cement industry must be well designed and made effective this ensures timely availability of cement to customers. There are seven major players in the market but the major completion is between the two brands of cement. Lafarge cement is able to grasp some share of various other brands The market survey undertaken shows that effective marketing efforts play a vital role in creating the goodwill for the brand. as they do not face any problem after using it. Lafarge cement is well known brand of cement. CONCLUSION To attain the objective of the project detailed information was collected from the market of Bhubaneshwar. The market research has revealed many facts and figures about the cement scenario in the market prevailing. But because of good marketing efforts. which covers the whole market customers of Lafarge cement are highly satisfied with the use of it.The Brand Name Lafarge is quite difficult to be pronounced and remember. so it should be made short and easy for the rural masses to remember like (L&T). In the market.

BIBLIOGRAPHY BOOKS 1. New Delhi-110001 8th Edition -1995 63 .Good marketing creates good image i. Lafarge still cherishes the good will created by Tata cement in the market. Marketing Management: Philip Kotler Prentice. Ltd.hall of India Pvt. Even through often Lafarge take over the Tata cement and place its brand as Lafarge cement in the market . brand building. Research Methodology: C. but still it has not shown any decline in its status.e. Kothari Wishwa Prakashan Darayaganj New Delhi 2nd Edition-1995 2.K.

2. 4.com www.WEBSITE 1.co.ibef.indianexpress.lafarge-cement. 5.org www.google. 3.msn.in www. www.com ANNEXTURE 64 .com www.

Which brand do you prefer most? Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan Grasim 2. monthly sale of different brands of cement? 65 . What is the Avg. Which brand do you store? Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan Grasim 3. Which brand does your customer prefer? Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan Grasim 5.QUESTIONNAIRE 1. Give reasons for your preference? _______________________________________________________________________________ 4.

Lafarge Konark Ambuja Century Tones/bags Ramco Acc Ultratech Duncan Rasim 6. Share Tour Gold White gold Cheque Others 13. Give names of the stockiest for your preference? 7. Ranks Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan rasim 11. How much credit in days do you enjoy from the stockiest of following companies? Co. Which Companies stockiest inform you about the change in the market price faster? Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan Grasim 9. Rank sales promotion activities according to their effectiveness? Activities Shop Naka & Manson Meet Gifts Incentives Hoardings Others Rank 12. Rank the companies stockiest on the basis frequency of making personal visits & ph calls. Give your preference for the following type of Gifts/incentives. Co. of bags/days 10. Maximum profit you get out of selling various brands rank them? Co. Ranks Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan rasim 8. Give your raking to the cement companies in their Sales promotion activities 66 .Co. Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan rasim No.

Rank the companies which are the best delivery time? Company Lafarge Konark Rank 67 .Company Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan Rank 14. Rank the companies on the basis of their transportation facilities? Company Rank Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan 16. What is the general price gap (BP-RP) between the following companies? Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan Grasim 15. Rank the companies on the basis of their cement delivery time? Company Rank Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan 17.

What kind of problem you generally face with the transport? 19. Rank the company on the basis of their Marketing Representative’s accessibility. Company Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan Rank 21. Rank the company on the basis of their Marketing Representative’s frequency of visit. Company Rank Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan 20. Rank the companies on the basis of the response to customer complaints. Company Lafarge Konark Ultratech Acc Ambuja Century Grasim Rank 68 .Ultratech Acc Ambuja Century Grasim Duncan 18.

Duncan 22. Rank the company on the basis of their Marketing Representative’s art of making and maintaining the relationship. Ranks Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan rasim 23. Any suggestion you would like to make for the company? 69 . Co.

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