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Research 2
Research 2
Project Report
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AND
COMPUTER APPLICATION
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DECLARATION
I, the undersigned, hereby declare that the project report entitled “MARKET
POSITIONING OF WHITE CEMENT AND WALL PUTTY” written and
submitted by me to the university of Pune, in partial fulfillment of the requirement for
the award of the degree of “MASTER OF BUSINESS ADMINISTRATION” under
the guidance of “Prof. Irfan Inamdar”, is my original work except the topics on the
organizational profile and the conclusions drawn there in are based on the material
collected by my self
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Institute certificate
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Company certificate
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ACKNOWLEDGEMENT
I take this opportunity and privilege to articulate my deep sense of gratefulness to the
managing Director and staff of the ( J K white Cement Works)For the Timely help
and positive encouragement.
I wish to express a special thanks to all teaching and non teaching staff members of
Sinhgad institute of Business Administration& Computer Application, Lonavala for
their continuous support. I would like to acknowledge all my Family members,
relatives and friends their help and encouragement.
Date:
Vikash Dubey
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TABLE OF CONTAINS
2) Company Profile
a) About J.K 21
3) Product Profile
a) J.K White Cement 31
4) Project Detail 37
a) Project Title 37
b) Objectives 37
c) Research methodology 38
5) Data Analysis & Interpretation 42
6) Questionnaire Analysis 42
7) Findings and suggestion 55
8) Conclusion 56
9) Limitations 57
10) Bibliography 58
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EXECUTIVE SUMMARY
The basic approach in this project is identifying major players dealing with
white cement & wall putty, what are the reasons that influence consumers and
seller’s preference.
By using such information we can analyze market conditions and can make
our policies to acquire highest market share.
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INTRODUCTION
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CEMENT INDUSTRY
India is the world's second largest producer of cement with total capacity of 260
million tons (MT) as on April 30, 2012, according to the Cement Manufacture’s
Association. During May 2012, the cement production touched 14.50 MT as
compared to 13.28 MT in May 2011. The cement dispatches quantity was 14.21 MT
in May 2012 over 13.06 MT in the corresponding month in May 2011.
Future Trends
The industry experts project the sector to grow by 9 to 10% for the current
financial year provided India's GDP grows at 7%. India ranks second in
cement production after China.
The major Indian cement companies are Associated Cement Company Ltd
(ACC), J.K Cement Ltd, Grasim Industries Ltd, Ambuja Cements Ltd, and
Birla Cement.
The major players have all made investments to increase the production
capacity in the past few months, heralding a positive outlook for the industry.
The housing sector accounts for 50% of the demand for cement and this trend is
expected to continue in the near future.
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The cement industry in India is dominated by around 20 companies, which account
for almost 70% of the total cement production in India. In the present year, the Indian
cement companies have produced 11 MT cement during April-September 2011. It
took the total cement production in Financial Year 2010 to 231 MT.
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Vital Statistics
The global demand for white cement is of the order of 12 mio tonnes, and is
forecasted to grow at a rate of 9–10 % per annum, significantly higher than the global
growth rate of 3 % per annum for grey cement.
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WHITE CEMENT
White Cement has registered growth in production and sale in India in the last few
years. The White Cement sector has been growing at the rate of 11% per year. This
has given the Indian cement industry a major boost.
White Cement is much like the ordinary grey cement except that it is white in color.
In order to get this color of the White Cement, its method of production is different
from that of the ordinary cement. White Cement is used in architectural projects the
use of white cement has been specified. It is used in decorative works and also
wherever vibrant colors are desired. White Cement is used to fill up the gaps between
marble and ceramic tiles for a smoother and more beautiful finish. However, this
modification in its production method makes White Cement far more expensive then
the ordinary cement
The production of White Cement requires exact standards and so it is a product which
is used for specialized purposes. White Cement is produced at temperatures that hover
around 1450-1500 degrees Celsius. This temperature is more than what is required by
the ordinary grey cement. As more energy is required during the manufacture of
White Cement, it goes to make it more expensive than the ordinary grey cement.
White Cement is used in architectural projects the use of white cement has been
specified. It is used in decorative works and also wherever vibrant colors are desired.
White Cement is used to fill up the gaps between marble and ceramic tiles for a
smoother and more beautiful finish.
White Cement is used in architectural projects the use of white cement has been
specified. It is used in decorative works and also wherever vibrant colors are desired.
White Cement is used to fill up the gaps between marble and ceramic tiles for a
smoother and more beautiful finish.
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The various raw materials required for the production of White Cement are:
Limestone
Sand
Iron Ore
Nickel
Titanium
Chromium
Vanadium
BIRLA and JK Cement are the major producers of white cement in the country. The
Birla White brand, has a capacity of 5.5 lakh tones, JK has a capacity of 4.0 lakh
tones. In Indian is white cement consumption capacity is good because of bigger
market and area.
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TYPES OF CEMENT AND THEIR IS CODE
CEMENT TYPE SPECIFIC USE
S.NO
(1) OPC General construction work where high
(a) 33 GRADE strength Concrete is not required, plastering,
finishing Works etc.
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Manufacturing
Process Of WC
Grinding
Raw Material
Purchased
Blending & Storage Power
Clinkerization
Gypsum
Cement Grinding
Fly Ash
Cement Storage
Packing
Market
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At J.K. White Cement Works, Gotan we use technical expertise from F.L. Smidth &
Co. from Denmark and state of the art technology with continuous on-line quality
control by micro processors and X-rays to ensure that only the purest White Cement is
produced. We manufacture White Portland Cement through these 5 significant stages
- Crushing, raw meal grinding, clinkerisation, cement grinding and packing for
dispatch.
At raw mill, crushed limestone, clays and feldspar of desired chemical compositions
are fed through electronic weigh feeders.
Clinkerisation is the heart of cement manufacturing process, where the raw material is
fed to pre-heater at controlled rate through electronic weigh feeder. The feed enters
the kiln through cyclones and fuel is fired at the kiln outlet end.
Clinker and gypsum are fed to the cement mills through electronic weigh feeders at
controlled rate and ground in ball mills. The classifier (high efficiency separator)
controls the fineness of white cement. The finished product of desired chemical
composition and physical properties is transported to Cement Silos for storage.
White cement is drawn from cement silos, for packing in bags by electronic rotary
packer and in small pouches by Fill, Form and Seal machines.
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Porters Five Force Model For Cement Industry
The high capital costs acts as a major entry barrier for the entry of new players. The
high freight costs make it difficult to import cement. Cement being a high volume low
value commodity results in high freight costs, which makes cement imports
economically unfeasible. Domestic Cement industry is highly insulated from global
cement markets. With Go intervention, making cement duty free, cement is being
imported from neighboring countries.
However, due to logistics issues and lack of port handling capabilities, imports of
cement will remain negligible and do not pose a threat to domestic industry.
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Bargaining power of Suppliers:
The major inputs are coal and power. The Prices of both coal and power are
determined by the government. To mitigate the high costs of power the cement
Previously the rivalry was strong among the players, as the industry was not
consolidated. During the last few years the industry has become more consolidated
with the Top 3 players having a combined market share of 49 percent in 2005-06 as
Retail sales constitute about 80 percent of the total sales and the rest is institutional
sales. The retail buyers don’t have any bargaining power while the institutional buyers
get a discount of 5 to 10 percent as they buy cement in bulk.
Threat of Substitutes:
There are no good substitutes for cement. But for wall putty sunla & pop are used.
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SWOT ANALYSIS FOR CEMENT INDUSTRY
Strengths:
Double digit growth rate Cement demand has grown in tandem with strong economic
growth; derived from:
Growth in housing sector (over 30%) key demand driver.
Infrastructure projects like ports, airports, power projects, dams and irrigation
projects.
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Additional capacity of 20 million tons per annum will be required to match the
demand
Limited green field capacity addition in pipeline for next two years, leading to
favorable demand – supply scenario
FOR THE YEAR 2011-12, THE DEMAND HAS RAISED UPTO 220 MT & THE
SUPPLY WAS STILL SHORT TO 197 MT.
Coal prices climbing up; industry players say current shortage of coal in the country is
estimated to be over 10 million tones.
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COMPANY PROFILE
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Company Profile
ABOUT JK
J.K. Cement is an affiliate of the J.K. Organization, which was founded by Lala
Kamlapat Singhania. The J.K. Organization is an association of industrial and
commercial companies and has operations in a broad number of industries.
JK‟s cement operations commenced commercial production in May 1975 at their first
plant at Nimbahera in the state of Rajasthan. At Nimbahera, company started with a
single kiln with a production capacity of 0.3 million tons. They added a second kiln in
1979 with production capacity of 0.42 million tons, and a third kiln in 1982 with a
production capacity of 0.42 million tons. Then a precalciner with a capacity of 0.4
million tons was added in 1988, which increased company’s capacity at Nimbahera to
1.54 million tons. During the years 1998 through 2003, JK continued to implement
modifications to each of their kilns, which increased aggregate capacity at Nimbahera
to 2.8 million tons as of September 30, 2005.
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South Africa, Nigeria, Singapore, Bahrain, Bangladesh, Sri Lanka, Kenya, Tanzania,
UAE and Nepal.
Our access to high quality limestone reserves that are suitable for production of white
cement provides us with a competitive advantage. Based on geological surveys
conducted by independent agencies on our mines between 1996 and 2001, our
limestone reserves for both grey and white cement are expected to meet our existing
and planned limestone requirements of 4.0 MnTPA of grey cement and 0.4 MnTPA
of white cement, for approximately 40 years.
Backed by state-of-the-art technology and highly skilled manpower against the
backdrop of India’s infrastructural growth in an overdrive, we are upbeat about the
future. We are confident of contributing heavily in India’s journey of development.
We see a world of concrete ideas on the horizon.
In India J.K. White Cement Works is the first company to introduce white cement
manufacturing with expert & modern dry process technology in 14th August 1984
with the technical collaboration of M/s. F.L. Smith, Denmark. Our plant is first in
Asia who adopts X-Ray Analyzer Fuzzy Logic System for quality control.
J.K. White Cement Works is located at GOTAN, District- Nagpur, and Rajasthan.
Gotan is situated around 84 km east of Jodhpur & 541 km west from Delhi and
connecte4d by broad gauge railway line. Jodhpur is the nearest airport from Gotan.
J.K.White Cement Works has acquired ISO-9002 since December1993, which has
been revised to 9001:2000. Works also acquires ISO-14001 & SA-8000 RINA.
White cement accounted for 16.6% of our total cement revenue and 35.2% of adjusted
EBITDA from our cement operations in fiscal 2005, and 15.5% of revenues and
26.7% of our adjusted EBITDA from
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MANAGEMENT PHILOSOPHY
Customer Satisfaction
OUR STRENGTH
Our cement operations in the six months ended September 31, 2005. Unlike grey
cement, the white cement industry in India is highly concentrated with the two largest
players accounting for the substantial majority of India’s production capacity.
Consequently, prices of white cement have been relatively less volatile and sales of
white cement have generated more stable cash flows for us even during industry
downturns in grey cement. We also believe our position as the second largest
producer of white cement in India, together with our nationwide delivery network,
significantly enhances the overall brand image of JK Cement.
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consistently providing high quality products. We believe that there is strong customer
awareness of our brands, JK Cement (“Sarvashaktiman”), for grey cement in our
principal market in Northern India, and JK White (“Camel”), for white cement across
India. Further, we believe that our brand name and our reputation for consistently
supplying high quality products provide us with a competitive advantage in ensuring
that cement dealers carry our products.
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Awards and Recognitions
'We are what we repeatedly do. Excellence, then, is not an act, but a habit'-
Aristotle
An unremitting commitment to the highest standards of quality has earned J.K. Cement a
lot of recognition through the years. The company has been bestowed with many
prestigious awards related to productivity, environment management, and best practices
in Human Resource Development by reputed bodies.
"Productivity Excellence Award, 20010-11" from the Rajasthan State Productivity Council.
"Productivity Excellence Award, 2009-10" from the Rajasthan State Productivity Council.
"Productivity Excellence Award, 2008-09" from the Rajasthan State Productivity Council.
"Productivity Excellence Award, 2007-08" from the Rajasthan State Productivity Council.
"Best Productivity Award for 2004" in cement Sector from Rajasthan State
Productivity Council, Jaipur
Award for "Best Supporting Core Plant" for the year 2003-04 from Regional
Training Centre Nimbahera - an organization for training of employees of
cement sector, which is supported by World Bank.
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Our Maliakhera Mine was awarded the first prize in Mine Lighting &
Electrical Installation and Storage, Transport, Handling & Use of Explosives
(2012)
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PLANTS
Our plants have obtained many accolades and recognition, the most noteworthy being:
ISO-9001:2000 QMS and ISO-14001:2004 EMS for the grey cement facility at
Nimbahera and ISO-9001:2000 QMS, ISO-14001:1998 EMS & OHSAS-18001:2005
Occupational Health and Safety for the white cement facility at Gotan. The
construction of our first most modern dry cement plant began in 1970 in Nimbahera in
Rajasthan.
The following table shows a breakdown of production of the Nimbahera, Mangrol and
Gotan cement facilities for the periods indicated.
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Nimbahera unit (Grey Cement)
Capacity utilization of around 90% Can produce up to 3.1 MnTPA with production of
silicate cement on capacity of 2.8 MnTPA Recognition: ISO-9001:2000 QMS and
ISO-14001:2004 EMS.
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Mangrol unit (Grey Cement)
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Environmental Concern
To feed the required limestone to our cements plants, we hold four mining leases at
Ahirpura, Maliakhera, Karunda and Tilakhera where mining is carried out using deep
hole drilling and blasting. But a lot of care has been taken to negate the ill effects of
this ecology affecting activity. To begin with, we have converted the dry drilling into
wet drilling, water is sprinkled on the haul roads, dense plantation has been cultivated
around the working pit, Sequential Blasting Machine and down the hole delay are
being used to reduce noise, vibration and fly rock. Water is kept stored in the forth
bench for use during summer as it also helps recharge the ground water table.
A forestation is carried out at all the four mines as a part of the mining process. Till
date, a total of 2,85,396 plants have been planted covering a total area of over 65
hectares. Necessary arrangement for watering these plants, ensuring their survival, has
also been done in the form of construction of 6 water tanks combined with the
facilitation of direct water supply pipelines and water tankers.
We have also focused on the Waste Dump Management. The generation of waste
material along with mining of limestone at all our mines, is almost negligible.
However, some waste like Interstitial Clay, when generated, is excavated separately
and dumped at the specified places. These waste dumps are being properly leveled
which are then covered with black cotton soil scraped from other parts of the pit only.
This forms the bed for plantation or forestation. The height of the dumps is kept only
5 to 6 meters. So that there will be no chance of destabilizing of these dumps after
plantation in the long run.
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Product Profile
WHITE CEMENT
China clay is then mixed with limestone and ground before being fed to the
kiln.
Coal-based fuels cannot be used to heat kilns as ash residue would affect the
'whiteness' of clinker. Hence, petroleum-based fuels, which are more costly,
are used in kilns.
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The white cement industry, despite having only two major players, Grasim and JKCL,
is expected to see only a moderate rise in both volumes and prices, mainly due to stiff
competition from substitutes.
JKCL plans to focus on value added products such as wall putty, which would help in
achieving higher realizations.
White cement has become the part and parcel of each house. It has become an essence
and necessity for an outstanding look. White concrete in all three aspects of
economic, social, and environmental has shown an outstanding sustainable
development resulting in greatest popularity with an increasing graph. It increases the
durability, reduces the permeability and enhances the overall durability of the
concrete. This, in turn, enhances the lifespan. White cement has its unique properties
and uses. White cement is produced from raw materials low in coloring elements such
as iron, manganese and chromium, normally utilizing high grade limestone, white
clay and pure silica as raw materials .Now in this modern world it has a wide spread
of uses. Mostly it is used in terrazzo, glass fiber reinforced concrete, as concrete
countertops roof tiles, cold weather construction, sound walls swimming pools and
spas, etc. It has created wonders in aesthetic purposes. Greater reflectivity will
increase visibility; hence it reduces the level of artificial lightning, enhancing road
safety, Increase popularity of monumental beauty, dams and bridges. Larger surface
area and fineness adds to its superiority by making its use in repair works and tile
formation and floors It reflects the heat and prevents the seepage, used to produce
Highly adhesive dry-mixes with low shrinkage and no efflorescence. Contribute to a
better environment by reducing the "Heat Island" effect economic characteristic
makes it unique by reducing long-term maintenance costs. It doesn’t easily fade,
eliminates the need for vibration for settling, reduces air pollution, used to make
prefabricated pavers and tiles, adhesive, paints and dry mixes. the unique properties
and wide variety uses has created a greater demand of it and price. Though its price is
very high but overall comparatively it is economic and sufficient in cost saving in
future.
We manufacture white cement under the brand names J.K. White and Camel. White
cement is produced using a different quality of limestone and is distinguished from
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grey cement by its white color. Each ton of white cement requires approximately 1.33
tons of limestone, 0.02 tons of gypsum and 0.2 tons of additives including white clay,
feldspar and fluorspar.
White cement is typically used in three principal areas of application, as set forth
below:
• Flooring, for the manufacturing and laying of mosaic tiles and as tile fixing grout,
wall applications, such as decorative white cement paints and plain and spray plasters;
and
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JK WALL PUTTY
White cement based putty for luxurious and silky interior/exterior finish of your
dream home. JK Wall Putty is White Cement based putty for cement plastered walls
and ceilings. J.K. Wall Putty is used to fill the uneven surfaces of cement plastered
walls and concrete walls. Application of J.K. Wall putty provides smooth and strong
finish to the walls for further application of all kinds of paints. The smooth finish
gives better look to interiors and exteriors.
Property
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Surface Preparation
The surface should be cleaned to make it free from dirt, dust, grease, oil and paint. All
foreign impurities should be removed with a wire-brush. Wall surfaces should be
cured so that the surface is saturated with water yet in „touch dry‟ condition.
Application
First Coat Application of Putty
The paste should be applied with Putty Blade uniformly on the wall surface in
downward to upward direction to minimize losses.
After the first coating allow the surface to dry for a minimum of three hours.
When the first coat has dried, rub the surface gently with hand or soft cloth to remove
any loose particles.
Second Coat Application
Normally two coats are required to get the desired finish. Second Coat is to be applied
only after the first coat becomes dry. Try to limit the total thickness of coating to a
maximum of 1.5 mm. Wait for at least three days after drying then use fine
emery/sand paper to remove the application mark.
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PACKING
JK Wall Putty is available in 2 Versions
Fine Putty
Coarse Putty
Pickings available are 1Kg, 5 Kgs and 20 kgs and 40 Kgs Bags to facilitate
requirements. For Coarse Putty 20 Kg.
PRECAUTION
Although J.K. Wall Putty does not contain any toxic material, use rubber gloves while
mixing, as prolonged exposure with water may soften the skin resulting in fine
cuts/legions due to cement particles. Precaution should be taken to avoid dust
STORAGE
Store J.K. Wall Putty in a dry place and open the pack just before use. Keep out of
reach of children.
SATISFIED CLIENTS
Textile Mills
Nuclear Power Project -Kudankulam
Delhi Metro
Reliance
IIT Kanpur
PWD
JUSCO
IJM Hyderabad
Mahindra Gesco
Pharma Industry
Uttar Pradesh State Building Corporation
Unitech
Marathon
Common Wealth Games
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PROJECT TITLE
“MARKET POSITIONING OF WHITE CEMENT & WALL
PUTTY”
1. Research Objective:
Which brands white cement and wall putty available in the given area?
Which brand does customer prefer more in white cement and wall putty?
What is the Potential of these brands in the market?
To understand the factor affecting customer expectation.
2. Research Design:
(a) Research Approach: - Descriptive Research.
(b) Sample Unit- The sample Units (respondents) in the research were selected by
simple random method and were from different White cement and Wall putty
retailers.
(c) Sample Size – 50 Retailers who sell white cement & wall putty in various regions.
(d) Research Methodology- Interview person on one to one basis using structured
questionnaire.
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3. Data Collection:
1. Primary Data.
2. Secondary Data.
Primary data- The primary data are those which are collected afresh and for the
first time .These data are obtained by a study specifically designed to fulfill the data
needs of the problems at hand such data are original in character.
Primary data is a type of data which includes the first hand information which is being
collected from the respondents through observation or direct communication with the
respondents in one form or the other.
Field observation.
Interview.
Questionnaire.
Secondary data- Secondary data means the data are already available i.e. they
refer to the data which have already been collected and analyzed by someone else.
Along with primary I have also collected some facts and my study related information
from the secondary sources.
Internet.
RESEARCH METHODOLOGY
It’s imperative that any type of organization in the present environment needs
systematic supply of information coupled with tool of analysis for making sound
decision which involves minimum risk.
A research design is purely and simply the framework or plan for a study that guides
the collection and analysis of the data.
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METHODS OF DATA COLLECTION
Through interaction with retailers.
SAMPLE DESIGN
Considering the constraints, it was decided to conduct the study based on sample size
of 50 respondents.
The selection was made through approach of random sampling. The basic aim of
doing the research was academic, hence most convenient way was selected.
TOOLS USED
There are several methods of collecting primary data, particularly in surveys and
descriptive research. Important are:-
Observation method.
Through questionnaires.
Interview method.
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Data Analysis &
Interpretation
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DATA ANALYSIS
This also gives the clarity in data collection process. And location
Help to know key person and aware with them.
Type of firm?
Analysis:
This question let us know about the type of organizations being established.
Total 50 100%
4%
16%
50% Paint Shop
Building Material
30% Hardware store
Marble store
INTERPRETATION
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You have white cement/white putty for sales at your shop?
1 Yes 50 100%
2 No 0 0%
This question identifies availability of white cement & wall putty in shop.
0%
Yes
No
100%
Interpretation
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Brands that is available at your shop?
2 Birla 6 12%
3 Both 26 52%
4 Other 0 0%
Total 50 100%
30
26
25
20 18
15
Series1
10
6
5
0
J.K white Birla Both Other
Interpretation
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For wall putty:
4 Other 9 18%
Total 50 100%
40% 36%
35% 30%
30%
25%
18%
20% 16%
For wall putty
15%
10%
5%
0%
JK Wall Birla White Wallplast Other
putty putty putty
Interpretation-
Jk Wall putty covering 36% of market share and Birla white is on second position.
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Which brand do customers prefer mostly?
3 Both 26 52%
Total 50 100%
60%
52%
50%
40% 36%
30%
Series1
20%
12%
10%
0%
J.K. White Birla Both
Interpretation
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Reason for preference
Sr.no Options Response Percentage
1 Cost 10 20%
2 Brand Name 16 32%
3 Services 6 12%
4 Profit 2 4%
5 Schemes 2 4%
6 Quality 14 28%
Total 50 100%
20%
28% Cost
Brand name
Services
Profit
Schemes
4%
Quality
4%
32%
12%
This question is designed to know the reason which influences the purchase of Wall
Putty.
Interpretation
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Please rate Birla & J.K on the following attributes using the
scale (0 is poor: 10 is best)
Characteristics White Cement Wall Putty
J.K. BWC J.K. BWC
WC
Whiteness 10 9 10 10
Price 9 8 9 9
Availability 9 8 8 7
Customer 9 9 8 9
satisfaction
Packaging 8 9 8 8
Action against 9 10 9 10
complaints
Credibility of 9 7 9 7
stockiest
Promotion 8 7 8 9
Analysis:
This was to know the various parameters on which Wall Putty and White
Cement can be rated.
The various factors which can be the differentiating factor, and can be
concentrated are easily determined.
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Interpretation:
For White Cement
12
10 10
10 9 9 9
8
8 7 7
4
JK
2
BIRLA
0
12
10 10
10 9 9 9
8
8 7 7
4
JK
2 BIRLA
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Company representative give visits?
Sr. no Options Response Percentage
1 Yes. 39 78%
2 No 11 22%
22%
Yes
No
78%
Interpretation
Most of retailers say yes.
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Does the company representative serves purpose or adds
value?
Sr.no Options Response Percentage
1 Yes 35 70%
2 No 15 30%
30%
Yes
No
70%
Interpretation
This specifies that Retailers having service advantage with this or not.
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What you feel about future demand of White Cement based
Wall Putty?
Sr. no Options Response Percentage
1 Growing fast 5 10%
2 Medium 22 44%
3 Stagnant 15 30%
4 Decline 8 16%
Total 50 100%
Analysis:
This was to know the future market potential
10%
16%
Growing Fast
Medium
Stagnant
30% Decline
44%
Interpretation
Around 44% says there is potential in the market, and the market is slowly growing.
This slowly growing market can be converted to fast growing market by boosting the
product in the market by various marketing strategies and in can increase from 10%.
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Name of the stockiest/ servicing stockiest?
Analysis
Shanty machinery store is only service provider for J k in most shops. And for Birla
Govind Hardware store.
Analysis
We take retailers advises and suggestion to enhance product service, Quality
and Performance.
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Findings, Suggestions
and Conclusion
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Findings at a glance
RECOMMENDATION
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Conclusion
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Limitations
The place where study is done is not so urban and people are not much
aware.
Paucity of time with dealer and sub dealers made them to provide Quick
information rather than precise information,.
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BIBLIOGRAPHY
2) J K brochures
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Questionnaire
Market position of White Cement & Wall Putty.
Part-1
3. Do you have white cement/ wall putty for sales at your shop?
Yes No
a) White Cement ( ) ( )
b) Wall Putty ( ) ( )
4. If yes then which brands are displayed at your shop?
a) J.K. c) Both
b)Birla d) Any other (please specify)………………………
Part-2
5. Which brand do customers prefer mostly?
a) J.K. ( Putty) c) Both
b) Birla (Putty) d) None
e) Any other (please specify)………………………………….
6. What is the average monthly sale of JK and BIRLA from your shop?
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7. ABC pricing for white cement.
J.K BIRLA
25kg 50kg 25kg 50kg
A
B
C
J.K BIRLA
20kg 40kg 20kg 40kg
A
B
C
Part-3
9. Please rate J.K. Cement & Birla Wall Care on the following attributes using the
scale 0 to5 .(1:very poor,2:Poor 3:Average, 4:Good, 5:Very Good).
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10. Do you get any offer/ scheme from the company?
Yes No
J.K
BIRLA
11. If yes, then which types of schemes are offered?
a) J.K. ( )
b) BIRLA. ( )
c) Any other …………………………………………………………………….
a) Yes. ( )
b) No. ( )
15. If yes, does the company representative serves purpose or adds value?
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Part-4
16. How do you see the future growth of White cement/ Wall putty? (Please tick your
option)
……………………………………………………ADD:
…………………………………………………..
…………………………………………………………………………………………………
………………………………………………………………
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