SUMMER INTERNSHIP

PROJECT REPORT
ON
MAPPING OF CEMENT MARKET IN
VARANASI
SUBMITTED IN PARTIAL FULLFILLMENT OF THE
MASTER IN BUSINESS ADMINISTATION
BY:
NAME : ANUP KUMAR SINGH
MBA 2013-2015
INTEGRAL UNIVERSITY
LUCKNOW
CERTIFICATE OF THE GUIDE
Mentor / Guide Name :Mr. Avinash Singh
Dei!nation : Manager (Channel & Pricing)
This is to certify that the project report entitled MARKET
MAPPING OF CEMENT MARKET IN VARANASI has been
prepared by Mr. Anp !"ar Singh nder "y spervision
and gidance# for the flfill"ent of Master $n %siness
Ad"inistration. &is field 'or( is satisfactory.
Date: Si!nature o" Guide

DECLARATION
$ Anp !"ar Singh declare that the project entitled
)MAPP$*+ ,- C.M.*T MA/!.T $* 0A/A*AS$1
nder the gidance of Mr. Avinash Singh# Manager (Channel
& Pricing) sb"itted in partial flfill"ent of the re2ire"ent
for the a'ard of the degree of Master of %siness
Ad"inistration to $ntegral 3niversity# 4c(no' is "y
original 'or( 5 carried ot and not sb"itted for the a'ard
of any other degree# diplo"a# fello'ship or other si"ilar or
pri6e to any other institte# organi6ation or niversity by any
other person.

AC#NO$LEDGEMENT
$ e7press "y sincere than(s to "y project gide Mr% A&ina'
Sin!' #Manager (Channel & Pricing) /eliance Ce"ent Pvt
4td 0aranasi for giding "e right fro" the inception till the
sccessfl co"pletion of the project. $ sincerely
ac(no'ledge hi" for e7tending their valable gidance#
spport for literatre# critical revie's of project and the
report and above all the "oral spport he had provided to "e
'ith all stages fo this project.
$ 'old li(e to e7press "y sense of gratitde to the
Mr% Anand Pande( ir for giving "e this valable learning
opportnity and for allo'ing "e to condct this project
report.
My efforts have also been in the direction to "a(e "y report
loo( attractive and representable.$ hope "y hard 'or( 'ill
be appreciated by all.
Anup kumar Singh
MBA Intern
INDEX
Introduction to the industry Page no.6-17
Research methodology Page no.1-!"
Ti!" #$ %" S&'(
O)*"+i," #$ S&'(
T(-" #$ R"."/0+%
S/1-!" Si2" /3' 1"%#' #$ ."!"+i34 ./1-!"
S+#-" #$ S&'(
Li1i/i#3 #$ S&'(
#acts $ #inding Page no.!%-"&
Analysis $ Interpretation o' (ata Page no. "!-%6
#indings)*onclusion Page no. %7
Recommendation $ suggestion Page no. %
Bi+liography Page no. %,
Appendi- Page no. 6.
/uestionnaire Page no. 61-6"
INTRODUCTION O5 INDUSTRY
Re)ian*e Grou+ Pro"i)e
/eliance +rop is a"ongst $ndias leading bsiness hoses
'ith over 89: "illion csto"ers. $t has a strong presence
across a 'ide array of high gro'th cons"er;facing
bsinesses of teleco"# energy# po'er# infrastrctre#
financial services and "edia and entertain"ent. The
+rop crrently has a net 'orth in e7cess of /s. <:#:::
crore (3S= >? billion)# cash flo's of /s. @#::: crore (3S=
>.A billion)# and net profit of /s. 9#8:: crore (3S= :.B
billion).
Throgh its prodcts and services# the /eliance +rop
toches the life of > in >: $ndians every single day. $t has a
bsiness presence that e7tends to over 8:::: to'ns and
C.A la(hs villages in $ndia# and A continents across the
'orld.

Re)ian*e Com+anie 0
Re)ian*e In"ratru*ture:
/eliance $nfrastrctre 4td (/$nfra) is the largest
infrastrctre co"pany developing projects# throgh
varios Special Prpose 0ehicles (SP0s)# in several high
gro'th areas in the $nfrastrctre sector i.e. /oads# Metro
/ail and Ce"ent.The Co"pany is also the leading tility
co"pany having presence across the vale chain of po'er
bsinesses i.e. +eneration# Trans"ission# Distribtion#
Trading of po'er.
The SP0s are inter alia developing a "etro rail project in
M"baiE eleven road projects 'ith total length of >#:::
("sE and developing t'o ce"ent plants of capacity of five
"illion tonnes per year each in Maharashtra and Madhya
Pradesh. /$nfra along 'ith its 'holly o'ned sbsidiary
generates over <C: MF of po'er throgh its five po'er
stationsE distribtes po'er to over B: la(h cons"ers in
M"bai and Delhi and is developing five trans"ission
projects inclding the first
$ndependent Private Trans"ission projects. /$nfra also
provides .ngineering# Procre"ent & Constrction (.PC)
services for developing po'er and road projects.
-or "ore infor"ation clic( hereG ,,,%rin"ra%*om
Re)ian*e Communi*ation:
/eliance Co""nications is $ndias largest infor"ation and
co""nications service provider 'ith over >:: "illion
sbscribers. The co"pany is the realisation of or
fonders drea" of bringing abot a digital revoltion that
'ill provide every $ndian 'ith affordable "eans of
co""nication and a ready access to infor"ation.
The flagship co"pany of the /eliance +rop# /eliance
Co""nications began operations in ><<< and has over
A: "illion sbscribers today. $t offers a co"plete range of
integrated teleco" services. These inclde "obile and
fi7ed line telephony# broadband# national and international
long distance services# data services and a 'ide range of
vale added services and applications ai"ed at enhancing
the prodctivity of enterprises and individals.-or "ore
infor"ation clic( hereG
,,,%re)ian*e*ommuni*ation%*o%in
Re)ian*e Ca+ita) :
/eliance Capital is one of $ndias leading private sector
financial services co"panies. $t ran(s a"ongst the top
private sector financial services and ban(ing grops# in
ter"s of net 'orth. The co"pany is a constitent of C*H
*ifty Inior and MSC$ $ndia.
/eliance Capital has interests in asset "anage"ent and
"tal fndsE life and general insranceE co""ercial and
ho"e financeE stoc( bro(ingE 'ealth "anage"ent
servicesE distribtion of financial prodctsE private e2ityE
asset reconstrctionE proprietary invest"ents and other
activities in financial services.
-or "ore infor"ation clic( hereG '''.reliancecapital.co.in#
'''.reliance"tal.co"# '''.reliancelife.co.in#
'''.reliancegeneral.co.in# '''.reliance"oney.co"
Re)ian*e Po,er :
/eliance Po'er 4i"ited is $ndiaJs leading private sector
po'er generation co"pany. The co"pany has the largest
portfolio of po'er projects /eliance Po'er 4i"ited# a
part of /eliance +rop# is $ndiaJs leading private sector
po'er generation co"pany. The co"pany has the largest
portfolio of po'er projects in the private sector based on
coal# gas# hydro and rene'able energy# 'ith an
operating portfolio of 8#ACA MF. The co"pany also has
the largest captive coal reserves in the private sector#
esti"ated at "ore than t'o billion tonnes. %esides# the
co"pany has prchased three coal "ines in $ndonesia
and also has plans to develop coal bed "ethane based
generation capacity.
-or "ore infor"ation clic( hereG ,,,%re)ian*e+o,er%*o%in
Re)ian*e Entertainment:
$ndia is standing on the threshold of an e7perience and
entertain"ent econo"y. $t is at the crossroads of an
e7citing phase that 'ill shape its cltral and social
fra"e'or( forever. /eliance .ntertain"ent has evolved
ot of the gropJs vision of "eeting yong $ndiaJs
aspirations and ass"ing a leadership position in
co""nications# "edia and entertain"ent.
$t is geared to create a significant presence in bsinesses
across varios vectors of content# $nternet# broadcast and
retail services and platfor"s for distribtion. The
co"pany strives to create converged services and
platfor"s for the "asses to help the" access innovative#
ctting;edge content. !ey content initiatives inclde
prodction and strategic collaboration in areas sch as
ga"ing# "ovies# ani"ation# "sic# broadcast# ser;
generated content# a"ong others.
-or "ore infor"ation clic( hereG httpGKK'''.rbe.co.in
Our C'airman

ANIL AMBANI
/egarded as one of the fore"ost corporate leaders of
conte"porary $ndia# Shri Anil D A"bani# is the chair"an
of all listed co"panies of the /eliance +rop# na"ely#
/eliance Co""nications# /eliance Capital# /eliance
.nergy and /eliance *atral /esorces.&e is also the
president of the Dhirbhai A"bani $nstitte of
$nfor"ation andCo""nications Technology#
+andhinagar An M%A fro" the Fharton School of the
3niversity of Pennsylvania# Shri A"bani is credited 'ith
pioneering several financial innovations in the $ndian
capital "ar(ets. &e spearheaded the contryJs first forays
into overseas capital "ar(ets 'ith international pblic
offerings of global depositary receipts# convertibles and
bonds.
3nder his chair"anship# the constitent co"panies of the
/eliance +rop have raised nearly 3S= 9 billion fro"
global financial "ar(ets in a period of less than >A
"onths.
Shri A"bani has been associated 'ith a n"ber of
prestigios acade"ic instittions in $ndia and abroad:
He i *urrent)( a mem-er o":
Fharton %oard of ,verseers# The Fharton School#
3SA
%oard of +overnors# $ndian $nstitte of Manage"ent
($$M)# Ah"edabad
%oard of +overnors# $ndian $nstitte of Technology
($$T)# !anpr
.7ective %oard# $ndian School of %siness ($S%)#
&yderabad
$n Ine 8::C# Shri A"bani 'as elected as an
$ndependent "e"ber of the /ajya Sabha 5 3pper
&ose# Parlia"ent of $ndia# a position he chose to resign
volntarily on March 8A# 8::B.
Se)e*t A,ard and A*'ie&ement:
0oted Jthe %siness"an of the LearJ in a poll condcted
by The Ti"es of $ndia 5 T*S# Dece"ber 8::B.
0oted the J%est role "odelJ a"ong bsiness leaders in
the biannal Mood of the *ation poll condcted by
$ndia Today "aga6ine# Agst 8::B.
Conferred Jthe C., of the Lear 8::CJ in the Platts
+lobal .nergy A'ards.
Conferred JThe .ntreprener of the Decade A'ardJ by
the %o"bay Manage"ent Association# ,ctober 8::8.
A'arded the -irst Fharton $ndian Al"ni A'ard by the
Fharton $ndia .cono"ic -or" (F$.-) in recognition
of his contribtion to the establish"ent of /eliance as a
global leader in "any of its bsiness areas# Dece"ber
8::>.
Selected by Asia 'ee( "aga6ine for its list of J4eaders
of the Millenni" in %siness and -inanceJ and 'as
introdced as the only Jne' heroJ in %siness and
-inance fro" $ndia#Ine><<<.
Re)ian*e Cement Com+an(
/eliance Ce"ent Co"pany Private 4i"ited (/CCP4) is a
/eliance +rop co"pany and an affiliate of /eliance
$nfrastrctre 4i"ited. Set p in 8::?# /eliance Ce"ent
Co"pany Private 4i"ited ai"s to be a leader in the do"ain
of ce"ent "anfactring and be a part of the $ndian
$nfrastrctre develop"ent story.
The +ropJs foray into ce"ent is a natral e7tension of its
interests in po'er and infrastrctre bsinesses that 'old
give it a co"petitive advantage in the ce"ent sector.
/eliance Ce"ent aspires to be a *e7t+en Ce"ent Co"pany#
and be conted a"ongst the top five ce"ent co"panies in
$ndia. All proposed "anfactring facilities of /eliance
Ce"ent 'ill be state of the art in ter"s of technology and
scale# and 'ill leverage best practices in logistics and
distribtion.
Ce"ent prodction being an energy intensive activity# relies
heavily on energy resorces li(e coal and po'er along 'ith
ra' "aterials# logistics# and plant infrastrctre. The synergy
of these factors co"bined 'ith the 2ality of or prodct and
the e7ection abilities of the /eliance +rop 'ill help drive
the bsiness to the levels aspired for.
The first t'o projects fro" the hose of /eliance Ce"ent
Co"pany Private 4i"ited are located at Madhya Pradesh
and Maharashtra 'ith a co"bined capacity of >: MTPA. The
Madhya Pradesh project has an integrated nit at Maihar# a
blending nit at +ondavali and a grinding nit at /aebareilly
in 3ttar Pradesh. The Maharashtra project has an integrated
nit at Lavat"al and a grinding nit at %tibori. Phase $ of
the %tibori nit 'as co""issioned in 8:>8 and is crrently
catering to the "ar(ets in 0idharbaha region in Maharashtra
and Chhind'ara in Madhya Pradesh. The Maihar nit is on a
fast trac( and slated to be co""issioned in 8:>C.
/eliance Ce"ent is co""itted to'ards
sstainability 'ithot any co"pro"ise. Principles of
Sstainable develop"ent are integral to the co"panyJs
bsiness strategy and are reflected in its 0ision State"ent.
Our .iion Miion / .a)ue
.iion:
/eliance Ce"ent Co"pany 'ill be a leading M*e7t;+enM
ce"ent co"pany# creating peerless vale for its sta(eholders#
throgh e7ection e7cellence# best in class co"petitiveness#
sstainability and long ter" access to resorces# ths
beco"ing the "ost preferred choice for its csto"ers &
e"ployees.
Miion:
/eliance Ce"ent Co"pany 'ill be conted a"ong top three
ce"ent co"panies in $ndia byG
%eing "ost co"petitive in the $ndstry on delivered
cost basis
.nsring sstainable develop"ent of or planet
%eing responsive to all its sta(eholders
.a)ue:
Fe shallG
Be Bo)d
-or s M%oldM is "ore than jst a for letter 'ord. -or s#
being bold is being i"aginative# passionate and fearless
abot setting or goals and achieving the" 'ithot being
ris(;averse.
Be Fat
Speed and agility shall be visible in all or actions. Fe shall
"ove at a pace hitherto not 'itnessed# 'ith spirits seldo"
encontered and achieve goals that others can only drea" of.
Be Tran+arent
,r every act shall be gided by the virtes of integrity and
honesty# thereby enabling s stand any test or scrtiny. Fe
shall also encorage sea"less flo' of ideas# infor"ation and
(no'ledge.
Be A**ounta-)e
Fe shall celebrate or sccesses and ta(e responsibility for
or failres. Ta(ing it all in or stride# 'e shall "ove ahead
ndeterred# gided by or aspirations.
Put 0Team0 -e"ore e)" and ,or1 a one team
Fe shall 'in together and fail together. -or s or tea"Js
sccess shall be para"ont and 'e shall define and align or
actions 'ith it. Fe shall not let or personal agenda interfere
'ith or tea" goals.
Mana!ement Team

Mr. Arvind Patha( is the C., of /eliance Ce"ent. &e has
been 'ith /eliance grop since 8::@# having joined as the
%siness &ead of Ce"ent. Mr. Arvind Patha( provides a
spectr" of gidance on bsiness divisions inclding
strategic planning# operational e7ection# project
develop"ent# sales# logistics# finance and &/..Mr. Arvind
Patha( has an in depth e7perience of three decades in the
ce"ent indstry# ranging fro" plant operations # project
e7ection to spearheading individal bsiness nits. Mr.
Arvind Patha( has also been involved in "anaging projects#
operations and logistics sch as de;bottlenec(ing of large
capacity state;of;the;art ce"ent projects K plants# inclding
+reenfield# %ro'nfield nits.
&e holds a %. Tech. (&onors) in .lectrical .ngineering fro"
$nstitte of Technology# %enares &ind 3niversity and a
Post +radate Diplo"a in $ndstrial Manage"ent fro"
*.$.T.$...

Mr. Atl Desai is the Chief Mar(eting ,fficer at /eliance
Ce"ent. &e joined the co"pany in 8:>9. Mr. Atl Desai
leads the "ar(eting# logistics and sales operations# prodct
"anage"ent# partnership "ar(eting# csto"er service and
csto"er retention. As a part of the "ar(eting operations# he
also ta(es care of /CCs "edia and indstry relations#
advertising# interactive progra"s# co""nications as 'ell as
"ar(et and csto"er research. Mr. Atl Desai brings 'ith
hi" a rich e7perience of 9: years. &e started his career as a
+.T 'ith +S-4 and sbse2ently "oved to other leading
co"panies inclding Star ce"ent and A"bja Ce"ent 'here
he 'as the &ead of ,peration & "ar(eting.
Mr. %i"al /oy is Senior 0ice President and &ead of &"an
/esorces (&/) at /eliance Ce"ent. Mr. /oy joined the
/eliance grop in 8::@ as 0ice President ; &/ at /eliance
Po'er 4td. Sbse2ently# he "oved 'ithin the grop to
/eliance $nfrastrctre 4td. Throgh his distingished
e7perience spanning 9: years of e7perience in repted
organisations across indstry verticals# Mr. %i"al /oy has
gained in;depth (no'ledge in the areas of &/MK&/D#
Strategy Planning and ,rgani6ation Develop"ent
$nterventions. Mr. %i"al /oy holds a Masters degree in
Social For( fro" MS 3niversity# 0adodara and a
%.Sc. degree fro" /ajasthan 3niversity# Aj"er. &e also
holds a diplo"a in Iornalis" and Mass Co""nication
fro" Sister *ivedita College# !ol(ata.
Mr. Darshan 4al is &ead Corporate ,perations &
Maintenance at /eliance Ce"ent. Mr Darshan 4al is
responsible for P&4 Accont and ,peration costs of all the
plants of /CC# Process ,pti"i6ationE 3pgrading .2ip"ent#
spares planning# $"proving Plant .fficiency and its overall
Monitoring & ,pe7 "anage"ent. &e drives i"prove"ents#
bench"ar(ing & standardi6ationE and 'ill handle the
Preparation & $"ple"entation of standard operating
practices across plants.
Mr. Darshan 4al co"es 'ith rich e7perience spanning over
three decades 'ith leading co"panies in the sector inclding
%inani ce"ent# I.! ce"ent# Modi Ce"ent# Chittor.
*ement etc.
Dr. A ! Singh is 0ice President and &ead of Corporate
.nviron"ent# ,&S & CS/ at /eliance Ce"ent. A PhD in
%io Science 'ith speciali6ation in .nviron"ental Polltion#
Dr. A ! Singh leads all
environ"ental i"pact assess"ent stdies at /eliance
Ce"ent. &is area of speciali6ation inclde environ"ent
"anage"ent# ,ccpational &ealth & Safety (,&S)#
Corporate Sstainability /eporting# CS/# CDM and
volntary initiatives li(e $S,;
>C::># ,&SAS;>@::># SA;@:::. Dr. A ! Singh has over 8?
years of diverse e7perience in research projects 'ith repted
entities li(e +jarat A"bja Ce"ents 4td.# Atlas Cycle
$ndstries 4td and the Central Polltion Control %oard. An
athor of repte# Dr. A ! Singh has pblished environ"ental
stdy and research papers in "ajor pblications and has
sb"itted special research papers at indstry se"inars
across the globe.
MILESTONES
Sutaina-)e De&e)o+ment
/eliance Ce"ent Co"pany Private 4i"ited is co""itted
to'ards sstainability 'ithot any co"pro"ise. Principles of
Sstainable develop"ent are integral to or bsiness strategy
and flo's fro" or 0ision State"ent. $t covers all the
the"es affecting the Co"panys sphere of inflenceG cli"ate
protection# energy efficiency# environ"ent# h"an rights#
codes of governance# health and safety# labor practices#
social initiatives# 2ality of prodcts and processes# relations
'ith csto"ers and sppliers# research and innovation.
Re)ian*e Cement Com+an( P&t% Ltd%
Sutaina-i)it( Po)i*(
Principles of Sstainability are integral to or bsiness
strategy and flo's fro" or 0ision State"ent. Fe are
co""itted to'ards sstainable develop"ent and the MTriple
%otto" 4inesM# "eaning continos i"prove"ent in
econo"ic# environ"ental and social perfor"ance of or
%siness.
Fe recogni6e that in or bsiness processes# efficient
tili6ation of natral resorces & environ"ental protection#
post "ining care# cltre of operational safety# e"ployees
health and co""nity care initiatives are of "aterial
i"portance to establish# operate and "aintain a sstainable
and co"petitive bsiness.
Fe also believe that accontability and transparency to or
sta(eholders to be the pri"e ele"ents in or social
responsibilities. To achieve or sstainability goals# 'e shall
i"ple"ent specific action plans in all spheres of or
activities 'hich 'ill be periodically revie'ed for their
relevance and effectiveness in the conte7t of rapidly;
changing bsiness environ"ent. Fe shall also pt in place
appropriate practices to ensre ade2ate governance and
disclosre.
S"it %anerjee
.7e. 0ice Chair"an
.a)ue and Commitment
.very significant "anage"ent decision has ethical vale
di"ensions. Managing ethics is particlarly relevant for s
today becase it is critical to nderstand and "anage highly
diverse vales in the 'or(place. Attention to bsiness ethics
is critical dring ti"es of fnda"ental change 5 ti"es "ch
li(e those faced no' by bsinesses li(e ors. $n ti"es of
sch fnda"ental change# vales that 'ere previosly ta(en
for granted are no' strongly 2estioned. Many of these
vales are no longer follo'ed. Conse2ently# there is no
clear co"pass to gide s throgh co"ple7 dile""as abot
'hat is right or 'rong. To ensre that 'e# ho'ever# do not
lose or 'ay in difficlt ti"es# 'e have or 0ales and
Co""it"ents presented here.
These shold be sed to gide or actions in bsiness
condct.
Et'i* and .a)ue at Re)ian*e Cement
At /eliance Ce"ent# the isse of ethics is si"pleG it is a
si"ple process that involves defining 'hat is right or
'rong# and then doing the right thing. .thics Manage"ent
at /eliance Ce"ent is abot vales and associated
behavior. $t is a process of defining vales and ensring
that corporate and individal e"ployee behavior
epito"i6e those vales.
Fe believe that any bsiness condct can be ethical only
'hen it rests on the nine core vales of &onesty# $ntegrity#
/espect# -airness# Prposeflness# Trst# /esponsibility#
Citi6enship and Care. Strong co""it"ents to these high
vales have long been bilding principles for /eliance
Ce"ent.
These vales are not to be lost sight of by anyone of or
tea" "e"ber# nder any circ"stances irrespective of the
goals that are intended to be achieved. To s# "eans are as
i"portant as the ends.
Thogh the deeper significance of these vales for s cannot
be captred in 'ords# a brief description of 'hat 'e really
feel abot these virtes is otlined belo'G
Honet(
Fe are co""itted to be trthfl in all or actions. Fe strive
to be honest and forthright 'ith one another and 'ith all
or sta(eholders.
Inte!rit(
Fe insist on honesty# integrity and fairness in all aspects of
its bsiness and e7pect the sa"e in its relationships 'ith
all those 'ith 'ho" it does bsiness. There e7ists a clear
vision and pictre of integrity throghot /eliance
Ce"ent. ,r re'ard and pro"otion syste"s are aligned
'ith this vision of integrity. 3pholding or reptation is
para"ont. Fe are jdged by ho' 'e act. ,r reptation
'ill be pheld if 'e act 'ith integrity in all or dealings#
even at a personal level# and 'e al'ays do 'hat 'e thin(
is right at all ti"es.
Re+e*t
Fe are co""itted to treat everyone fairly and 'ith respect
and dignity. Fe appreciate and vale the s(ills# strengths#
and perspectives of or diverse 'or(force. Fe re2est the
ni2eness of each e"ployee. Fe believe that each
e"ployee "a(es a "eaningfl contribtion in /eliance
Ce"entJs sccess.
Fairne
Fe are fir"ly co""itted to fairness and objectivity in all its
action and interactions. Istice and fairness i"bibed in the
,rgani6ationJs fabric ensre procedral fairness#
i"partiality and consistency in or operations.
Pur+oe"u)ne
Fe see all or activities in ter"s of higher prposes and
ideals. This prposeflness is a 'ay of operating 'hich
ties s to the environ"ent at a "tally beneficial
di"ension.
Trut
Fe endeavor to foster a participatory 'or( environ"ent
'here trst and confidence bet'een tea" "e"bers is
spontaneos. Fe al'ays encorage tea"'or( 'ith open#
candid and speedy co""nication.
Re+oni-i)it(
,r e"ployees are e7pected to de"onstrate highest levels of
personal responsibility and continally affir" that they
are responsible to the"selves for the prsit of
e7cellence. $n or 'orld# accontability is individal
rather than collective. ,r tea" is co""itted and
enthsiastic to ass"e responsibility for actions for the
organi6ation.
Citi2en'i+
Fe are a fiercely patriotic co"pany# flly co""itted to
achieving and participating in every conceivable 'ay in
the progress and integrity of $ndia.
Fe are co""itted to obey all the la's of $ndia and the
contries in 'hich 'e do bsiness and to do or part to
"a(e the co""nities in 'hich 'e live better.
Care
Co"passion# sharing and (indness are vales that 'e try to
inclcate in or decision "a(ing process to achieve
fairness. $t is i"perative that each one of s gets intensely
driven fro" the heart to'ards pholding of these vales in
or day;to;day condct. This initiative 'ill frther
sti"late the creation and "aintenance of a highly ethical
'or( environ"ent.
Code o" Condu*t "or Dire*tor and Senior
Mana!ement
The %oard of Directors (the M%oardM) and the senior
"anage"ent of /eliance Ce"ent 4i"ited (M/eliance
Ce"entM) sbscribe to the follo'ing Code of Condct
adopted by the %oard. They 'oldG
3se de care and diligence in perfor"ing their
dties of office and in e7ercising their po'ers attached
to that officeE
Act honestly and se their po'ers of office# in good
faith and in the best interests of /eliance Ce"ent as a
'holeE
*ot "a(e i"proper se of infor"ation nor ta(e
i"proper advantage of their position as a DirectorE
*ot allo' personal interests to conflict 'ith the
interests of /eliance Ce"entE
/ecognise that their pri"ary responsibility is to
/eliance Ce"entJs shareholders as a 'hole bt they
shold ('here appropriate) have regard for the interests
of all sta(eholders of /eliance Ce"entE
*ot engage in condct li(ely to bring discredit pon
/eliance Ce"entE and
%e independent in jdg"ent and actions# and to
ta(e all reasonable steps to be satisfied as to the
sondness of all decisions ta(en by the %oard of
DirectorsE
.nsre the confidentiality of infor"ation they
receive 'hilst being in office of Director and is only
disclosed if athorised by the co"pany# or the person
fro" 'ho" the infor"ation is provided# or as re2ired
by la'E
%esides# the Code of .thics and %siness Policies of
/eliance Ce"ent apply to Directors holding e7ective
positions and e7ectives in senior "anage"ent.
PRODUCTS
Portland Pozzolana Cement (PPC):
/eliance Ce"ent is a ne';age Portland Po66olana Ce"ent
(fly ash;based) that confor"s to $SG>C@< (Part >) and is
"anfactred in state;of;the;art plants. The plants se
ctting edge technology and e2ip"ent to consistently
prodce high2ality
ce"ent that 'ill help transfor" yor bleprints into concrete
reality.
FEATURES OF RELIANCE CEMENT
3PSD T.C&*,4,+LG ST/,*+./
%3$4D$*+SG /eliance Ce"ent introdces 3nifor"
Particle Si6e Distribtion (3PSD) technology that
prodces ce"ent 'ith a high fineness and rapid setting
property.
-AST./ C,*ST/3CT$,*G %3$4DS &,M.S
-AST./: Dring constrction# ce"ent
setting;ti"e is sally the "ain case of delay.
/eliance Ce"ent sets faster than other ce"ents and
gives "ore strength at the sa"e ti"e.
/,%,T$C N3A4$TL C,*T/,4: /eliance
Ce"ent is "anfactred 'ith state of the art hitech
plants e2ipped 'ith robotic 2ality control labs 'hich
ensre consistent 2ality not jst across different
bagsKbatches of ce"ent bt right do'n to consistency in
the 2ality of eachand every grain of /eliance Ce"ent.
P./-.CT PAC!A+$*+ G -actory sealed
4a"inated poly propylene bags (4PP)
>. Ta"per Proof ; Assred A: !g 2antity and *o
possibility of adlteration.
8. Feather & "oistre resistant ; More shelf life &
-resh Ce"ent.
9. Dst free and clean .nviron"ent ; Clean storage &
4ess dsting fro" bags.
C. ."pty sed bags "ay be re;sed as cring sheets.
3*MATC&.D %,*D$*+ ST/.*+T&: /eliance
Ce"entis "ade sing the revoltionary3PSD
technology that ensres a nifor" distribtion of
particle si6es of ce"ent. This featre of /eliance
Ce"ent gives it n"atched bonding strength 'ith the
other constrction "aterials i.e. sand# aggregates and
steel.
HISTOR3 OF CEMENT
E&o)utiona) De&e)o+ment o" Cement Indutr(
The ce"ent indstry occpies a position of predo"inance
not only as one of the basic infrastrctre for develop"ent#
btalso becase no other indstry of e2al standing plays
sch an i"portant and vital role in the econo"ic life of an
econo"y.
Ce"ent can se into constrction in any'ay. .arlier bro(en
stones# po'der of tiles and other "aterials 'ere "i7er and
se as ce"ent. (.ncyclopedia %ritannica (><A9) Ce"ent
0ol.A# Page;>:C# 4ondon)
.ver since civili6ation first started to bild# 'eve soght a
"aterial that 'old bind stones in to a solid# for"ed "ass.
The Assyrians and %abylonians sed clay for this prpose
and the .gyptians advanced to the discovery of li"e and
gyps" "ortar as a bilding agent for bilding strctre
sch as the pyra"ids.
The +ree(s "ade frther i"prove"ents and finally the
/o"ans developed ce"ent that prodced strctre of
re"ar(able drability. Most of the bilding fondations in
the /o"an for" 'ere constrcted of a for" of concrete
placed in so"e locations to a depth of >8 feet. The great
/o"an baths bilt arond 8? %.C.# the colise" and the
hge %asilica of Constantine are e7a"ples of early /o"an
architectre in 'hich ce"ent "ortar 'as sed. The secret of
the /o"an sccess in "a(ing ce"ent 'as traced to the
"i7ing of sla(ed li"e 'ith po66olana# a volcanic ash fro"
Mont 0esvis. This process prodced ce"ent capable of
hardening nder 'ater.
$nvention of the Modern Ce"ent Plant credit goes to an
A"erican -rederic /anso"e. &e 'as fond first /otary !iln
in >@@A. Develop"ent of /otary !iln credit goes to &rry
and Sea"an. They 'ere sed first /otary !iln in The Atlas
Ce"ent Co"pany in >@<A. >@8C to >@<A 'ere period of
invention of the Modern Ce"ent $ndstry. &o'ever# in $ndia
ce"ent co"e to be established only dring the beginning of
the ><
th
centry.
Hitor( o" Indian Cement Indutr(
The $ndian Ce"ent $ndstry has passed throgh varios
stages. The price and distribtion control in the ?:s 'ith
resltant slggish gro'th# partial decontrol and e7tensive
"oderni6ation in the early @:s follo'ed by total decontrol
and "assive invest"ent in the late @:s and severe "ar(et
recession and abrpt slo' do'n of pace of gro'th in the
early and late <:s.
Ce"ent# as a bilding "aterial has been (no'n in one for"
or another since the ti"e of ancient Sind civili6ation at
Mohen; Io 5 daro in $ndia.
The first ever reference of ce"ent prodction in $ndia is
recorded in +eorge Fatts Directory of ).cono"ic Prodcts
of $ndia1# pblished in >@@<# 'hich statedG )Portland ce"ent
'as being "ade in Calctta fro" argillaceos !an(er1. $n
$ndia# Portland Ce"ent 'as first "anfactred in ><:C in
Madras (Fasher"anpet)# by the Soth $ndia $ndstries
4i"ited (a co"pany that dates bac( to >@?<)# in a 9: tonnes
per day plant. The potential capacity of this plant 'as only
>:::: "etric tonnes per ann". All "ost the entire capital
of /s.< lacs invested 'as o'ned by $ndians. This 'as the
first atte"pt of "anfactring Portland ce"ent 'ith the
calcareos sea;shalls as principal ra' "aterials. There 'as
sfficient de"and for the prodct# bt becase of
technological defects and inade2ate spply of ra'
"aterials# this plant did not operate econo"ically and
lti"ately collapsed.&o'ever# the real fondation stone of
the present indstry 'as laid by $ndia Ce"ent Corporation
li"ited in the year ><>8;><>9.This factory co""enced its
prodction in ,ctober ><>C 'ith >:: tonnes per day rotary
(iln at Porbandar (+jarat).
The plant 'as able to prodce only >::: tonnes in ><>C and
its annal capacity 'as only >:::: tonnes.
This co"pany adopted by )Dry Process1 in stationary
inter"ittent operation on vertical (ilns# 'hich 'ere changed
to continos rotary (ilns sbse2ently. This plant had easy
access to li"estone 2arries of Porbandar. $t 'as sitated
only 9:: and >A:: "iles a'ay fro" %o"bay Port and
%engal Coal -ields.
The ce"ent indstry has co"e a long 'ay since pac(ing of
the first bag of ce"ent in the year ><>C at Porbandar
(+jarat) .The installed capacity 'as a "ere >:::: tonnes
then in $ndia as co"pared an installed capacity of 9B:
"illion tones and cons"ption 8B: "illion tonnes in 8:>9.
*o'# $ndia is the second largest prodcer of ce"ent in the
'orld# after China.
MA4OR LANDMAR# OF INDIA
CEMENT INDUSTR3
$'( Re)ian*e Cement
/eliance Ce"ent Co"pany aspires to be a leading M*e7t;
+enM ce"ent co"pany# creating a niche for itself in the
co"petitive ce"ent indstry throgh e7ection e7cellence#
best in class co"petitiveness# ths beco"ing the "ost
preferred choice for its
csto"ers & e"ployees.
/eliance Ce"ent also boasts of a highly professional
"anage"ent tea" 'hich ensres high levels of transparency#
e"po'er"ent the accontability at all levels. $t has to its
advantage latest technology and high state of the art
"achinery to create the "ost "odern plants in the contry
'hich 'ill help it achieve "ilestones in line 'ith its vision#
"ission and vales.
/eliance Ce"ent 'ill be conted a"ong the top three
ce"ent co"panies in $ndia byG
%eing the "ost co"petitive in the $ndstry# on delivered
cost basis
.nsring sstainable develop"ent
%eing responsive to all its sta(eholders
/eliance Ce"ent Co"pany Private 4i"ited is co""itted
to'ards sstainability 'ithot any co"pro"ise. Principles of
Sstainable develop"ent are integral to or bsiness strategy
and flo's fro" or 0ision State"ent. $t covers all the
the"es
affecting the Co"panys sphere of inflence be it cli"ate
protection# energy efficiency# environ"ent# h"an rights#
codes of governance# health and safety# labor practices#
social initiatives# 2ality of prodcts and processes or
relations 'ith csto"ers and sppliers# research and
innovation etc.
,r present projects are at G
Mad'(a Prade'
$ntegrated 3nit at Maihar (nder e7ection)E %lending 3nit
at +ondavali and a +rinding nit at !ndanganj.
Total Capacity; A.:@ MTPA
Ma'ara'tra
$ntegrated 3nit at M(tban and t'o +rinding nits# one at
%tibori (nder e7ection) and another located in *orth
Festern
Maharashtra. Total Capacity; A.:@ MTPA
Re,ard and Re*o!nition
MAn organi6ation is as good as its peopleM # MPeople 'ho feel
JgoodJ abot the"selves perfor" 'ellM # M+ratitde is the
best attitdeM 5 these are the beliefs that for" the basis of or
&/ Philosophy for /ecognition and /e'ard(/ & /).
A si"ple Mthan( yoM goes beyond a feel;good gestre. So#
'e started spreading joy by issing JThan(. yoJ slips.
Appreciation is also a fnda"ental h"an need. Throgh
Appreciation letter 'e 'ant or e"ployees to feel respected
and valed for their contribtion as an individal or "e"ber
of a grop and give the" a sense of acco"plish"ent for
'or( done 'ell.
Fe at /eliance Ce"ent re'ard and recogni6e e"ployeeJs
dedication# co""it"ent and reslts. Fe consistently
endeavor to boost the "orale# enthsias" and increase
prodctivity of or e"ployees.
MAR#ETING OFFICES
/.4$A*C.
C.M.*T
*.TF,/!
RESEARCH METHODOLOG3:
According to Clifford# 'oody research co"prises defining
and redefining proble"s# for"lating hypothesis or
sggested soltionsE collecting# organi6ing and evalating
dataE "a(ing dedctions and reaching conclsionsE and at
last careflly testing the conclsions to deter"ine 'hether
they fit the for"lating hypothesis.
)Mar(eting research is the syste"atic design# collection#
analysis and reporting of data and findings and relevant to
specific "ar(eting sitations facing the co"pany1.
/esearch is# ths# an original contribtion to the e7isting
stoc( of (no'ledge "a(ing for its advance"ent. $t is the
prsit of trth 'ith the help of stdy# observation#
co"parison and e7peri"ent. $n short# the search of
(no'ledge throgh objectives and syste"atic "ethod of
finding soltion to a proble" is research. The syste"atic
approach concerning generali6ation and the for"lation of
theory is also research.
OB4ECTI.ES OF RESEARCH:
The "ain ai" of research is to find ot the trth 'hich is
hidden and 'hich has not been discovered yet. &o'ever#
each research stdy has its o'n specific prpose. Theses can
be 5
>. To gain fa"iliarity 'ith a pheno"enon or to achieve ne'
insights into it (e7ploratory or for"ative research stdies).
8. To portray accrately the characteristics of a particlar
individal# sitation or a grop (descriptive research).
9. To deter"ine the fre2ency 'ith 'hich so"e thing occrs
or 'ith 'hich it is associated 'ith so"ething else
(diagnostic research).
C. To test a hypothesis of a casal relationship bet'een
variables (hypothesis 5 testing research).

OB4ECTI.E OF M3 RESEARCH:
>. To find ot the "ajor factors 'hich contribte to the sale
of prodcts.
8. To e7plore the satisfaction level of (cons"er) to collect
different types of vie's of investors abot the prodcts.
9. To bring in the li"e light cons"ers perception abot the
prodcts and services of Parle li"ited.
C. To find ot the "ost potential Csto"er and the "ost
potential seller in 0aranasii .
A. To find ot the invest"ent behavior of "ar(eting .
B. To esti"ate the level and analy6e the trends in "ar(et
concentration in the ce"ent indstry.

OB4ECTI.E OF THE STUD3
The "ain prpose of the stdy 'as to Map the "ar(et of ce"ent in
varanasiE to "easre the effective of electronic "ediaE to analy6e
the "edia behavior of the peopleE and to identify the first sorce of
infor"ation for cons"er prodcts.
The stdy has been condcted to collect the infor"ation abot
retailers and dealers in 0aranasi region# and the role of different
sorce of infor"ation finding potential dealers for /eliance ce"ent..
The "ain objectives of the stdy as follo'sG
To (no' the /eliance ce"ent a'areness a"ong the
people.
To "easre the effectiveness of Distribtion channel of
the /eliance ce"ent.
To identify first sorce of infor"ation abot prodct.
To identify the change in attitde of the cons"er de
to electronic "edia.
To identify the factors 'hich affects the change in
decision of the cons"er.
Mar(et Mapping for the niverse of retailers operating
in 0aranasi.
To find ot the retail otlets in the "ar(et 'hich cold
be converted into -actory K %rand otlets # Shop in
Shop etc.
To nderstand the opportnities in the "ar(et 'herein
/eliance ce"ent cold pitch in for the distribtion of
the varios prodcts.
T3PES OF RESEARCH:
The basic types of research are as follo's 5De*ri+ti&e
Reear*': The "ajor prpose of this research is description
of the state of affairs# as it e7ists at present.
Ana)(ti*a) Reear*': $n this research# the researcher has to
se facts or infor"ation already available# and analy6e these
to "a(e a critical evalation of the "aterial.
A++)ied Reear*': $t ai"s at finding a soltion for an
i""ediate proble" facing a society or an indstrialK
bsiness organi6ation.
Fundamenta) Reear*': $t "ainly concerned 'ith
generali6ations and 'ith the for"lation of a theory.
5uantitati&e Reear*': $t is based on the "easre"ent of
2antity or a"ont. $t is applicable to pheno"ena that can be
e7pressed in ter"s of 2antity.
5ua)itati&e Reear*': $t is concerned 'ith the 2alitative
pheno"enon# i.e.# pheno"ena relating to or involving 2ality
or (ind.
Con*e+tua) Reear*': $t is related to so"e abstract ideas
or theory.
Em+iri*a) Reear*': $t is data; based research# co"ing 'ith
conclsions# 'hich are capable of being verified by the
observation and e7peri"ent . Dia!noti* Reear*': Sch a
research fallo' case ;stdy "ethod or in;depth approaches
to reach the basic casal relation.
E6+)orator( Reear*': The objective of this research is the
develop"ent of hypothesis rather than their testing.

RESEARCH DESIGN
A research design is the arrange"ent of conditioned for
collection and analysis of Data in a "anner that ai"s to
co"bine relevance to the research prpose 'hich econo"y
in procedres
So it is clear fro" the above definition that very first
step in the process of "ar(eting research is syste"atic
design 'hich can be defined as a specification of "ethods
and procedre for ac2iring the infor"ation need to strctre
or solve proble"s.
The "ain characteristics of research design can be
s""ari6ed in t'o 'ordsG
ANTICIPATION
SPECIFICATION
FUNCTIONS OF RESEARCH DESIGN:
State"ent of evidence needed to solve the proble".
Anticipation of 'hat 'ill be done 'ith data to provide
ans'er to proble"s.
Specification of evidence fro" 'here it 'ill be obtained
and ho'.
State"ent of basic sche"es 'hereby ans'ers 'ill be
revealed and validated.
+ide for the Calclation and approval of the feasibility
and cost of the project.
/evision of ble prints or plan for giding the 'or(.
T3PES OF RESEARCH DESIGN:
T'ere are t'ree t(+e o" reear*' dei!n: 7
>./esearch design in case of e7ploratory research stdies.
8./esearch design in case of descriptive and diagnostic
research stdies.
9./esearch design in case of hypothesis 5 testing research
stdies.
M3 RESEARCH DESIGN :
My /esearch 'as e7ploratory research so $ a" discssing
only e6+)orator( reear*' dei!n% $n e7ploratory research
design hypothesis is developed on the basis of the
inflencing variables# 'hich are available. The "ain prpose
to do research design is to find ne' ideas for 'hich the
researcher "st al'ays re"ain alert. The possibilities of
ideas are e7plored bt in case a better idea is fond the focs
of investigation gets change. There are three principle stages
of e7ploratory research design.
FIRST STAGE : Srvey of secondary infor"ation
sorces.
SECOND STAG :$ntervie's 'ith (no'ledgeable persons.
THIRD STAGE : .7a"ination of sitation that are
analoges to the Proble".
SAMPLING DESIGN:
A Sa"ple design is a definite plan for obtaining a sa"ple
for" a given poplation. $t refers to the techni2e or the
procedre the researcher 'old adopt in selecting ite"s for
the sa"ple. Sa"ple design "ay as 'ell lay do'n the n"ber
of ite"s to be inclded in the sa"ple i.e.# the si6e of the
sa"ple.
DIFFERENT T3PES OF SAMPLE DESIGNS:
There are t'o types of sa"ple designs.
8%Non 9 +ro-a-i)it( am+)in!%
:%Pro-a-i)it( am+)in!%
M3 SAMPLING DESIGN:
-or the srvey of /eliance Ce"ent Pvt. 4td. $n varanasi City#
"y respondents 'ere appro7i"ately 8A: /etailers &
Dealers. So the niverse 'as large in this case. Therefore# $
too( the sa"ple in this case 'hile $ srveyed the niverse.
Therefore# the data are appro7i"ately 2ite accrate.
METHODS OF DATA COLLECTION:
There are t'o types of data.
8%PRIMAR3 DATA
:%SECONDAR3 DATA
PRIMAR3 DATA: The pri"ary data are those# 'hich are
collected afresh and for the first ti"e# and ths happen to be
original in character.
SECONDAR3 DATA:
The secondary data are those 'hich have already been
collected by so"eone else and 'hich have already been
passed throgh statistical proble".
The "ethods of collecting pri"ary and secondary data differ
since pri"ary data are to be originally collected 'hile in
case of secondary data the natre of data collection 'or( is
"erely that of co"pilaion.
CLASSIFICATION OF SECONDR3 DATA
$*T./*A4 S.C,*DA/L DATA
.HT./*A4 S.C,*DA/L DATA
INTERNAL SECONDAR3 DATA
>. SA4.S A*A4LS$S
8. $*0,$C. A*A4LS$S
9. ACC,3*T$*+ /.C,/DS
E;TERNAL SECONDAR3 DATA
>. 4$%/A/$.S
8. ,$T./AT3/.
9. P./$,D$CA4S
C. C.*S3S A*D /.+$ST/A/$,* DATA
C.*S3S ,- P,P34AT$,*
C.*S3S ,- A+/$C34T3/.
C.*S3S ,- CATT4.
COLLECTION OF PRIMAR3 DATA:
Fe collect pri"ary data dring the corse of doing
e7peri"ent in an e7peri"ental research bt in case 'e do
research of the descriptive type and perfor"s srveys#
'hether sa"ple srveys or censs srveys# then 'e can
obtain pri"ary data either throgh observation or throgh
direct co""nication 'ith respondents in one for" or
another or throgh personal intervie's this "eans that there
are several "ethods of collecting pri"ary data# particlarly
in srveys and descriptive researches. The i"portant ones
are 5
8% O-er&ation Met'od
:% Inter&ie, Met'od
<% T'rou!' =uetionnaire
>% T'rou!' S*'edu)e
COLLECTION OF SECONDAR3 DATA:
Fhen the researchers tili6e the secondary data# then he has
to loo( into varios sorces fro" 'here he can obtain the".
Secondary data "ay be either pblished data or npblished
data. 3sally pblished data are available in 5
0arios pblications of the central# state and local
govern"ents.
0arios pblications of foreign govern"ents or of
international bodies and their sbsidiary organi6ations.
Technical and trade jornals.
%oo(s# Maga6ines and ne'spapers.
/eport and pblications of varios associations
connected 'ith bsiness and indstry# ban(s# stoc(
e7changes etc.
/eports prepared by research scholars# niversities#
econo"ists etc. in different fields.
FACTORS AFFECTING MAPPING OF CEMENT
MAR#ET:
De"ographics
+eographics
DEMOGRAPHICS
Si2e o" +o+u)ation: According to the censs 8:>># as of
May 8::>#the poplation of varanasi stood at C: lacs of
'hich >@ lacs lived in rral areas and 88 lacs in rban areas.
Litera*( and edu*ation: According to the Censs 8:>>#the
*ations average literacy rate is BA.CO..7hibit >@.> sho's
the gro'th in literacy rate since ><A>.
GEOGRAPHICS:
Fe "entioned earlier that as of May 8:>>#the poplation of
0aranasi stood in rban areas.$n ter"s of percentage ?9O of
poplation is in rral areas and 8?O in rban areas.
LIMITATION O5 THE STUDY
The effectiveness of project is "easred in (eeping in "ind the
constraints and li"itation given belo'G
The present stdy 'as confined to varanasi and its
adjoining areas. The findings of this stdy "ay not
applicable to other areas.
The li"itation and biasness of sa"pling techni2es sed
in this stdy "ay inflence the findings of this stdy.
De to li"itation of ti"e and resorces# all the possible
factors inflencing the report cold not be considered.
The stdy of tradition "ay not 'ell over a period of
ti"e de to varios i"prove"ents in the present
edcation syste".
Difficlty in "easring and predicting cons"er
behaviorG h"ans dont all behave in the sa"e 'ay all
of the ti"e.
5ACTS AND 5INDINGS
M/06" M/--i34 /3' M/06"i34 S0/"4(
The stdy of Mar(et Mapping helps fir"s and organi6ations
i"prove their "ar(eting strategies by nderstanding isses
sch as ho'
&elps in finding potential dealers for the co"pany.
&elps in "a(ing proper ansd effective distribtion plan
for s"ooth distribtion of prodct fro" 'holeseller to
retailer to cons"ers.
The psychology of /etailers thin(# feel# reason# and
select bet'een different alternatives (e.g.# brands#
prodcts)E
The psychology of ho' the cons"er is inflenced by
his or her environ"ent (e.g.# cltre# fa"ily# signs#
"edia)E
The behavior of cons"ers 'hile shopping or "a(ing
other "ar(eting decisionsE
4i"itations in cons"er (no'ledge or infor"ation
processing abilities inflence decisions and "ar(eting
otco"eE
&o' cons"er "otivation and decision strategies differ
bet'een prodcts that differ in their level of i"portance
or interest that they entail for the cons"erE and
&o' "ar(eters can adapt and i"prove their "ar(eting
ca"paigns and "ar(eting strategies to "ore effectively
reach the cons"er.
,ne MofficialM definition of cons"er behavior is MThe stdy
of individals# grops# or organi6ations and the processes
they se to select# secre# se# and dispose of prodcts#
services# e7periences# or ideas to satisfy needs and the
i"pacts that these processes have on the cons"er and
society.M Althogh it is not necessary to "e"ori6e this
definition# it brings p so"e sefl pointsG
8% .ither behavior occrs for the individal# or in the
conte7t of a grop (e.g.# friends inflence 'hat (inds of
clothes a person 'ears) or an organi6ation people on the
job "a(e decisions as to 'hich prodcts the fir" shold
se.
:% Cons"er behavior involves the se and disposal of
prodcts as 'ell as the stdy of ho' they are prchased.
Prodct se is often of great interest to the "ar(eter#
becase this "ay inflence ho' a prodct is best
positioned or ho' 'e can encorage increased
cons"ption. Since "any environ"ental proble"s
reslt fro" prodct disposal (e.g.# "otor oil being sent
into se'age syste"s to save the recycling fee# or
garbage piling p at landfills) this is also an area of
interest.
<% The i"pact of cons"er behavior on society is also
of relevance. -or e7a"ple# aggressive "ar(eting of high
fat foods# or aggressive "ar(eting of easy credit# "ay
have serios repercssions for the national health and
econo"y.
There are for "ain applications of Mar(et MappingG
8% The "ost obvios is for marketing strategyPi.e.# for
"a(ing better "ar(eting ca"paigns. -or e7a"ple# by
nderstanding that cons"ers are "ore receptive to
food advertising 'hen they are hngry# 'e learn to
schedle snac( advertise"ents late in the afternoon. %y
nderstanding that ne' prodcts are sally initially
adopted by a fe' cons"ers and only spread later# and
then only gradally# to the rest of the poplation# 'e
learn that (>) co"panies that introdce ne' prodcts
"st be 'ell financed so that they can stay afloat ntil
their prodcts beco"e a co""ercial sccess and (8) it is
i"portant to please initial csto"ers# since they 'ill in
trn inflence "any sbse2ent csto"ers brand
choices.
8% A second application is pubi! p"i!y. $n the ><@:s#
Actance# a near "iracle cre for acne# 'as introdced.
3nfortnately# Actance reslted in severe birth defects
if ta(en by pregnant 'o"en. Althogh physicians 'ere
instrcted to 'arn their fe"ale patients of this# a n"ber
still beca"e pregnant 'hile ta(ing the drg. To get
cons"ers attention# the -ederal Drg Ad"inistration
(-DA) too( the step of re2iring that very graphic
pictres of defor"ed babies be sho'n on the "edicine
containers.
:% S"!ia marketing involves getting ideas across to
cons"ers rather than selling so"ething. Marty
-ishbein# a "ar(eting professor# 'ent on sabbatical to
'or( for the Centers for Disease Control trying to
redce the incidence of trans"ission of diseases throgh
illegal drg se. The best soltion# obviosly# 'old be
if 'e cold get illegal drg sers to stop. This# ho'ever#
'as dee"ed infeasible. $t 'as also deter"ined that the
practice of sharing needles 'as too ingrained in the drg
cltre to be stopped. As a reslt# sing (no'ledge of
cons"er attitdes# Dr. -ishbein created a ca"paign that
encoraged the cleaning of needles in bleach before
sharing the"# a goal that 'as believed to be "ore
realistic.
Ana)(i /
Inter+retation
o" Data

MA4OR PLA3ERS IN SOUTH:
T,TA4 SA4.S for the year 8:>8 Q /s. >>8BB.:> Cr
*a"e of the
co"pany
*et Sales in
Cr.(8::<)
Percentage (O)
Andhra Ce"ents 9B<.9B 9.8?@A9C8@>
Chettinad Ce"ent >#>9?.B? >:.:<@8A>8<
Dal"ia Ce"ent >#?A@.B@ >A.B>:C<ABC
$ndia Ce"ents 9#9A@.9C 8<.@:<C@@<
Madras Ce"ent 8#A9:.<: 88.CBC<>@@>
/ain Co""odities >#>>>.:> <.@B>B>:8??
6ari Ce"ents C9@.?8 9.@<C><>CBB
MA4OR PLA3ERS IN THE NORTH:
T,TA4 SA4.S for the year 8:>8 Q /s. 99A@<.:8 Cr
*a"e of the
Co"pany
*et Sales in
Cr. (8::<)
Percentage
(O)
ACC ?#<C8.BB 89.BCBA<BC8
A"bja Ce". ?#:C:.?: 8:.<B>9>C>C
%irla Corpn. >#?<:.>< A.98<B@@:<A
I ! Ce"ents >#BBC.C8 C.<AA8A:8A?
I! 4a(sh"i Ce". >#889.<: 9.BC9?A:8C<
Shree Ce"ent 8#?>B.CB @.:@?9CA8>
3ltraTech Ce". B#9@A.A: ><.:>:B?B?
Different reason and its contribution to purchase the cement by Reatailers and
Dealers.
Speci'ication 1
Price !%
/uality !.
Packing 1%
*an2t say &.
3otal 1..
3he dealers pre'er the product 'rom 4arious reason as like !%1 dealersr pre'er
the product 'or its price5 !.1'or its 6uality5 1%1 'or its packing +ut &.1 dealers
ha4e not certain idea or 4ie7 7hy they pre'er the cement may +e they pre'er
+y a4aila+ility5 a7areness5 and other 4arious reason.

Fig.01
M/06" S%/0" #$ C"1"3 7250 D"/!"0. /3'
R"/i!"0. 8
C#1-/3( 9 #$ M/06" .%/0"
8aypee !"1
A** &61
Birla 1.1
Prism 1
Mycem 1&1
9ther 1.1
.

Rating of Distribution of Reliance Cement in
Varanasi (250 Retailers And Dealers)
R/i34 #$ Di.0i)&i#3 9
:-cellent "%
;ood !.
A4erage &.
Poor %
On the basis of retailer satisfaction I also ranked the
distribution of the roduct in Varanasi! the "5#
retailer rank it $%cellent !&0# rank it 'ood ! 20#
a(erage and 5# rank its as s oor distribution)

*ig)0&
250 Retailers And Dealers a+areness about Cement b, different sources)
S#&0+". 9 O$ +#30i)&i#3
3< Add %
Radio Add 6
Banner and holding 1&
Retail shopkeepers
(istri+utor "
9ther 1&
Some other factors as like awareness of product in also
consider in total sales of the product. The consumer
aware the Parles product by different sources as like
58% consumer by T !dd" #% by Radio !dd" $%% by
&anner and holdin' (% by distributes and $%% aware
about product by other sources.
Fig.04
250 Retailers - Dealers a+areness about Cement
P0#'&+. 9 #$ A:/0"3"..
8aypee ,%
A** ,.
Mycem 7%
Birla 7.
Satna "%
Am+u=a 7,
Reliance 7.
.atisfaction /e(el of 250 Dealers - Retailers from
Reliance Cement
MA>IM?M %61
A<:RA;: !!1
MI@IM?M 111
4evel cons"er satisfaction of the /eliance Ce"ent is differ
to cons"er;to;cons"er 9AO cons"er satisfy "a7i"" level
and 99O 'ith average level fro" the prodct. >>O cons"ers
satisfy "ini"" level fro" the prodct.

CONCLUSION
Dring the preparation of the project 'or(# $ 'ent in "ar(et and
retail shops # had conversations 'ith retailers and cons"ers# and
collected DS/ (Daily Sales /eport) . ,n the basis of DS/ and
observation of the cons"er response# $ analy6ed the "ar(et
sitation of the Parle indstries 4td. in 0aranasi region and try to
gather the (no'ledge of "ar(et share# flo' of prodct in the
"ar(et and bying behavior of the cons"er abot the prodct of
Parle. My project is co"pleted ,n the basis of "y observations of
the cons"er response on the retail shop.My fact and findings is
given belo';
8% The cons"er prefer the prodct fro" varios reason as li(e
9AO cons"er prefer the prodct for its price# 9:O for its
2ality# >AO for its pac(ing bt 8:O cons"er have not
certain idea or vie' 'hy they prefer the Parle prodct "ay
be they prefer by availability# a'areness# and other varios
reason.
:% $n the varios co"pany of %iscits# the Parle have AAO
"ar(et share and %ritania and $TC have less "ar(et share in
0aranasi as 9:O and >AO and other biscits co"pany have
>:O :f "ar(et share in 0aranasi.

RECOMMENDATION AND SUGGESTIONS
,n the basis of "y project report# and the srvey# $ sggest to
the co"pany to increase the sales vol"e by follo'ing 'ayG ;
Co"pany shold increase the 2ality of the prodct in the
present ti"e cons"er 'ant different flavor 'ith high
Nality. To face the co"petition for" other co"pany and
increase the "ar(et share the co"pany shold i"prove the
2ality of different prodct and increase sales.
8% Print "edia and television are the "ajor sorce of
a'areness# so these Medias cancan be concentrated
"ore for efficient reslts.
:% The ages grops 9:;CA and above are not interested to
cons"e the biscits# so these potential grops can
concentrate.
<% The retailer is co"plain abot the profit "argin becase
it is less and not interested to sale it so so"e discont
shold be given to retailer to "otivate the" to the
increase profit "argin and help in increase the sales.
BIBLIOGRAPH3
BOO#S7
Mar(eting "anage"ent; Philip !otlar
.le"ent of "ar(eting "anage"ent;Pradeep !"ar
/esearch "ethodology; C./. (othari
Pblic /elation; De'a(ar Shar"a
$EBSITE
'''."snsearch.co"
httpGKK'''.indiainbsiness.nic.inKindstry;
infrastrctreKindstrial;sectorsKCe"ent.ht"
httpGKK'''.ibef.orgKindstryKce"ent.asp7
httpGKKbsiness."apsofindia.co"Kce"entK
'''.google.co"
APPENDI;
The effectiveness of project and cons"er behavior is
"easred in (eeping in "ind the constraints and li"itation
given belo'G
8% The present stdy 'as confined to Delhi city and its
adjoining areas. The findings of this stdy "ay not
applicable to other areas.
:% The li"itation and biasness of sa"pling techni2es sed in
this stdy "ay inflence the findings of this stdy.
<% De to li"itation of ti"e and resorces# all the possible
factors inflencing the report cold not be considered.
;UESTIONNAIRE
PARLE BISCUITS
(ate0 AAAAAAAAAAAAAAA *ity0 AAAAAAAAAAAAAAAAAAAAAA
3ype o' outlet0 A)B)*
;&".i#3 -"0/i3i34 # 0"/i!"0 -0#$i!":
@ame o' the shop0 AAAAAA AA
*ontact Person0 ))))) ))
Address0 AAAAAAAAAAAAAAAAAA AAAA

3el. @o.0 AAAAA-AAAAAAAAAAAAA
;&".i#3 -"0/i3i34 # .&--!( #$ )i.+&i.:
1< Are PARB: +iscuits a4aila+le in your shopC
D E F:S D E @9
2< I' F:S5 Ghich +rands are a4aila+leC
Parle-; :laichi
*ream
Milk Shakti Marie ;lucose-<
Hrack=ack *runchy H.*.Butter *.
*racker
Monaco Iide $
Seek
Marie *hoice *ashe7
*hocolate *ream Hreams
chocklate
Mat'air *ookies #un
*enter
9range *ream Hesar Bite ;ala-y *ookies *oconut
*runch
3< I' @o5 Ghat is the reason 'or non-a4aila+ility o' PARB:C
D E @o regular 4isit D E Replacement Pro+lem
D E Pro+lem 7ith (istri+utor
=< I' @o5 Reason 'or non-a4aila+ility o' Milk ShaktiC
D E Pro+lem 7ith supply D E People don2t like it
5< Ghat is the Source o' procurementC
D E (istri+utor D E Ghole Saler
D E (irect
>< Ghich other Biscuits +rands are a4aila+leC
JaK AAAAAAAAAAAAAAAAAJ+K AAAAAAAAAAAAAAAAAAA
JcK AAAAAAAAAAAAAAAAAJdK AAAAAAAAAAAAAAAAAAA
?< Ghich Brands are mostly sellingC
D E Parle D E Britania
D E Priyagold D E 9ther
@< Ghat e-tra 6uality our competitors ha4eC
A< Ghat are the a4erage monthly sales o' PARB:C
D E Belo7 1... D E 1... to !...
D E !... to %... D E A+o4e %...
10< Gould you like to gi4e any suggestion regarding proper supplyC
S&-"0 S#+6i. N/1": Si43/&0" #$ R"/i!"0
3hanks a lot 'or spending your precious time on our 6ueries. Four opinion
means a lot to us. Ge look 'or7ard to +e ser4ing you soon.