DECLARATION | Shreya Singh studying MBA at STEP-HBTI, Kanpur, hereby declare that the Internship report entitled as “Study on Consumer Satisfaction Towards Cement Product with reference to Prism Cement” has been prepared with due diligence maintain full originality, as a part of partial fulfillment for the award of the Masters in Business Administration. Date : Shreya Singh Place: Signature of the studentACKNOWLEDGEMENT | take this opportunity to extent my sincere thanks to all those whose valuable help and guidance made this internship a valuable one. | had a great opportunity to do my Internship Training Program at Prism Johnson Ltd, Varanasi and it was indeed a golden opportunity. | express my sincere thanks to my mentor MR. Parag Jain, Regional Manager and MR. Varun Upadhyay Branch Manager for allowing me to conduct my project. | thank all those people with whom | came in contact at Prism Cement Ltd. and who have helped me in whatever little way they could | would also like to thank all concerned faculty members of the Department of Management Studies for their continuous guidance and support. | also extend my heartfelt thanks to my family and friends whose constant support kept me motivated. Shreya SinghContents Executive Summary. CHAPTER -1 INTRODUCTION... Industry Profile: Company Profile: Applications... CHAPTER -2.0 ABOUT THE ORGANISATION Introduction to Group Companies Manufacturing companies. Media Insurance. Retail and wholesale. Hotels. Our Websites.Group at Glance... YEAR EVENTS. Mission and Vision of Prism Group. Core Values. PRODUCT DETAILS. Competitors. Organization Structure Chapter ~ 3. cc nnnnnnnn Research Methodology & Design... Market Research: Objective of Study. Research Instrument. Questionnaire Design. Data Collection... a Sampling Procedure. Period of The Study. Sample Size. Limitations of The Study SWOT Analysis of Prism Cement ....... Marketing Strategy of Prism Johnson Ltd. e Segmentation. « Pricing Strategy... eeMarketing Strategy: os nccnceecnen eMarketing Strategy Against Competitors. «Promotional Strategy. ¢ Distribution Strategy. Chapter - 4. —— Data Analysis And Interpretation. Chapter - 5... Recommendations And Conclusions.__ Chapter-6__ RIED NGG Gh AS Books Referred Newspapers/Reports..__ ee Websites: Questionnaire.._Executive Summary The project was carried out at Prism Cement Ltd. at Varanasi Region. | have tried to find out the customer satisfaction of Prism Cement. The research was conducted in different parts of Varanasi Region. Prism Cement Ltd is an ISO 9001:2000 certified professionally managed company promoted by The Rajan Raheja Group, which was incorporated on 26 March 1992 in the name of Karan Cement Ltd. The company manufactures and markets Portland Pozzollana Cement (PPC) with the brand name Champion and the full range of Ordinary Portland Cement (OPC) of 3, 43 and 53 grades. The company operates one of the largest single kiln cement plants in the country at Satna, Madhya Pradesh. The company also has a packing unit at Allahabad, Uttar Pradesh equipped with machinery and technical support from world leaders, F.L Smidth & Co. A/S, Denmark, Prism has created a niche for itself in the Cement Industry. The company primarily caters to the demand in the northern region mainly in the state of Uttar Pradesh, Bihar & Madhya Pradesh. The company plan for a five-fold increasing cement capacity from 2 MTPA to 10.0 MTPA by 2011 through brown field and green field expansion is making steady headway. These expansions will establish the company brand in new markets and larger customer. This study includes direct interaction with the customers and this helps us to know the “Satisfaction Level” to great accuracy. This is of great importance to the company which will know about the customer preference to buy a particular brand. The company will gain information about customer's preferencedepending on the following factors:- Price Factor Fineness of the cement Setting Time Attractive Packaging Brand ImageCHAPTER -1 INTRODUCTION Industry Profile:Introduction to the stream: The Indian Cement Industry is the second largest producer of the cement in the world just behind the China but ahead of the US and Japan. But, per capita production and consumption are below as compared to the world standards. On the technological front, Indian Cement Industry can be regarded as highly competitive and is comparable with the best in the world in terms of quality standards, fuel consumption etc. Indian cement plants, which depends upon wet technologies in the sixties and seventies, have subsequently shifted to modern energy efficient dry technologies. The latest surge in the demand for cement is driven by boom in the housing sector and infrastructure sector. Consolidation have become the latest buzzword of the industry. Many major Indian players have acquired small companies and MNCs have also entered in the industry through the acquisitions route. HISTORY OF GRADES OF CEMENT In the earlier days, we had only one cement, Ordinary Portland Cement. Subsequently, the availability in abundance of fly ash in thermal power stations and slag in steel plants led to the production of pozzolana cement and slag cement to conserve energy in the production of cement and to utilize the available by- products. India was perhaps one of the few countries which produced as much as 76% of the total cement produced as blended cement, which is the common name of pozzolanic cement as well as slag cement as early as in 1982. Then the industry was under the control of controller of cement.Cement industry was permitted to manufacture the special grade Ordinary Portland Cement and it was commonly known as sleeper cement. The Bureau of Indian Standards came forward to grade the Ordinary Portland Cement into grade 33 cement, grade 43 cement and grade 53 cement. This grading closely followed the U.K. grading which was 32.5. 42.5 and 52.5 as well as 62.5 some of Indian Companies are also trying to make and persuade the Bureau of Indian Standards to introduce grade 63. These higher grads of the cement are specifically introduced to cater to the needs of the industry engaged in the construction of long span bridges, high rise structures and other structure of gigantic magnitude requiring high grades of concrete. Varieties of Cements in India There are some varieties of cement that always find good demand in the market of India are as follows: e Portland Blast Fumace Slag Cement (PBFSC) e Sulphate Resisting Portland Cement e Rapid Hardening Portland Cement ¢ Ordinary Portland Cement (OPC) e Portland Pozolona Cement (PPC) ¢ Oil Well Cement a¢ Clinker Cement ¢ White Cement Cement Industry Analysis There are five forces driving cement industrial competition. Porter (1979) suggests that when the forces are weak collectively, there is a major opportunity for superior performance. Therefore, we can conclude that the cement industry is unattractive in mature markets, but attractive in emerging markets.Company Profile: PRISM CEMENT Parent Company - Prism Cements Limited Category - Construction Materials Cement Sector - Real Estate and Construction Tagline/Slogan - Door ki Soch USP - Strong focus on quality Prism Cements STP : Segment - Tier I/II/III cities, Public Sector Public Sector /Private Sector, Customer/Builder Target Group - Customers and Builders in both Public and private sector in all tier cities Positioning - Highest quality standardsPrism Johnson Limited Prism Johnson Limited (Formerly Prism Cement Limited) is professionally managed Company promoted by the Rajan Raheja Group. Prism Johnson Limited (Formerly Prism Cement Limited) is India's largest integrated Building Materials Company with a wide range from cement, ready-mixed concrete, tiles & bath products. The company has 3 Divisions — 1. Cement 2. H&R Johnson (India) 3. RMC (India). CEMENT Prism Cement commenced production at its Unit | in August, 1997 and scaled up capacity with Unit Il in December, 2010. It manufactures Portland Pozzolana Cement (PPC) with the brand name ‘Champion’ and premium quality grade of cement under ‘Champion Plus’ and ‘DURATECH’ brand. Prism Cement has thehighest quality standards due to efficient plant operations with modern state of the art automated controls. It caters mainly to markets of Eastern UP, MP and Bihar, with an average lead distance of 395 km for cement from its plant at Satna, MP. It has a wide marketing network with about 4,250 dealers serviced from ~170 stock points. H &R JOHNSON Established in 1958, H & R Johnson (India) is the pioneer of ceramic tiles in India. For over five decades, HRJ has added various product categories to offer complete solutions to its customers. Today, HRJ enjoys the reputation of being the only entity in India to offer end-to-end solutions of Tiles, Sanitary ware, Bath Fittings, and Engineered Marble & Quartz. All the products are sold under 4 strong brands, viz. Johnson, Johnson Marbonite, Johnson Porselano and Johnson Endura. In ceramic / vitrified tiles, HRJ along with its Joint Ventures and subsidiaries have a capacity of over 65 million m2 per annum spread across 11 manufacturing plants across the country which is one of the largest in India. RMC RMC (India) division is one of India’s leading ready-mixed concrete manufacturers, set-up in 1996. RMC (India) division currently operates 93 ready-mixed concrete plants in 44 cities/towns across the Country. Further, the Division has beenable to secure new positions in its existing markets which will help it to grow going forward. RMC (India), Points To Be Discussed 1. Logistics 2. Distribution Network 3. Marketing Setup 4. Products:- Champion Cement Ordinary Portland Cement DuratechLogistics The plant is located at a distance of approx. 3 kms from the State Highway No. 6 and 24 kms from the National Highway No. 7. A private Railway siding inside the plant helps in ensuring prompt bulk deliveries to our customers. Distribution Network Buffer go-downs have been established at strategic locations to ensure prompt delivery at the consumer's doorstep through a dedicated network of stockists, sales promoters, clearing and forwarding agents. Marketing setup For providing an effective and customer responsive marketing facility, a Central Marketing Office has been setup at Varanasi and it is supported by Regional Offices at Satna, Jabalpur, Allahabad, Varanasi, Lucknow, Gwaliar, Kanpur and Patna (Patna | & Patna I!) . Area Offices and Depots have also been established at all major towns of U.P., M.P. and Bihar to efficiently serve dealers and end consumers. A professional and experienced marketing team has been placed at all operative areas equipped with fully computerized sales and accounting system to serve the most demanding needs of the customer.Products Champion Cement Prism Champion Cement is a finely ground blend of high quality clinker and carefully selected high quality Pozzolonic material (Fly Ash) with high fineness and optimum range of chemical composition. Careful selection of Pozzolona is one of the crucial factors for the superiority of Prism Champion Cement. Prism Champion Cement, an optimum blend of - « Resistance to chemical attack « Sustained strength gain + DurabilityApplications « Suitable for all types of construction like building, roads, bridges, culverts and cement base products. « Mass concrete work like dam, machine foundation work. « Concrete works in environment involving chemicals in soil and water. + Sewage and effluent treatment plant « Allkinds of marine works, like jetty etc. « Suitable for all construction in aggressive environment ensuring higher durability. Ordinary Portland Cement 43 Grade Features + Achieve more than the specified strength as per the relevant IS Code through proper adjustment in the chemical composition.+ High quality lime stone deposit results in: Higher strength of cement. Moderate sulphate resisting properties Lower level of chloride concentration e Efficient quality control and high level of control in process parameter results in reduced free lime, low insoluble residue and loss on ignition. Applications * Optimally higher strength of cement makes it suitable for: + All General and semi specialized construction works like plain and reinforced cement concrete works, brick and stone masonry, plastering and flooring. + Manufacturing of concrete pipes, blocks, tiles and poles. * Suitable for applications like pre-cast, pre stressed and slipform construction work + Also suitable for all types of specialized concrete repairworks like gunniting etc. Portland Pozzolona Cement 53 Grades Features * Higher strength than 43 Grade is achieved through further improvement in the raw meal chemical composition and also grinding finer than 43 Grade Cement. + Optimally higher fineness results in early strength improvement. * Closed circuit cement grinding system using high efficiency separator controls the particle size distribution resulting proper hydration character. Applications e High strength of cement makes it suitable for: + Making high grade concrete with proper mix design. + Early form work removal due to high early strength development results in quicker construction. * Optimally higher fineness gives better cohesiveness, improved workability resulting denser concrete and superior surface finish. + Economical usage of cement due to high strength throughproper concrete mix design + All type of plain and R.C.C., semi and specialized construction work, like bridges, culverts, slip form work, pre-stressed pipe / poles etc. + Also suitable for all type of specialized concrete repair work like gunniting etc. Duratech After years of R&D, Prism Cement is proud to launch Prism Duratech Cement, which is a New Generation Cement for High Construction Quality. Prism Duratech is a premium high performance blended Cement. It is a technologically advanced cement produced with 53 Grade clinker and carefully selected high quality Pozzolonic material with high fineness and optimum range of chemical composition. It gives highest strength & durability, has anti rusting, anti dampness features and is especially designed for critical load bearing applications like Slab, Column, Beams, Foundations and all types of RCC & PCC work. It gives both high early strength and enhanced durability to the structure. The cement strength keeps on increasing with time for longer duration so that even in adverse environmental conditions the strength and durability of the structure remains intact.Prism Duratech Cement is manufactured under strict quality standard procedures and it passes through many complex manufacturing process to meet the quality standards. Each bag of Prism Duratech Cement is a symbol of strength, quality and durability. Packed in best in class, polypropylene laminated box shaped bags, which are tamper-proof and moisture proof and ensure that there is no chance of pilferage or adulteration. Along with the product, Prism's Customer Service Engineers provide value-added services to the consumer of this Premium Cement. Some of them are as mentioned below: « Estimates for consumption of materials, testing of various aggregates at site «Training of site masons on good construction practices « Supervision of various important aspects like reinforcement detailing « Mix proportion « Workability test « Silt test « Testing the quality of structure in terms of strength, etc. through ‘Concrete Samadhan' i.e. mobile testing vans.CHAPTER -2 ABOUT THE ORGANISATIONThe Rajan Raheja Group is a diversified conglomerate which has interests in sectors such as building materials (through Prism Cement, H&R Johnson (India) and RMC Ready-mix (India), automotive and industrial batteries (Exide Industries), cable T.V. (Hathway Cable & Datacom and Asianet Satellite Communications), financial services (in life insurance and asset management through joint ventures with ING), publishing (OUTLOOK group), retail (Globus, H&R Johnson (India) TBK, Food world and Health & Glow), real estate development, software, petrochemicals and hotels.Introduction to Group Companies Prism Johnson Limited (Formerly Prism Cement Limited) is India's largest integrated Building Materials Company with a wide range from cement, ready-mixed concrete, tiles & bath products. ... The Cement Division of the Company operates one of the largest single kiln cement plants in the country at Satna , Madhya Pradesh. Prism Cement primarily caters to the demand in the Northern Region, mainly in the States of Uttar Pradesh, Bihar and Madhya Pradesh. Its first line was commissioned in year 1997 with a clinker production capacity of 6000 tpd. It was increased to 13200 tpd after commissioning of second line in January 2011. It presently produces 5.6 million tonnes of cement per annum. The capacity expansion has established the Division's brand in new markets and to a larger consumer base. A team of experienced engineers and a dedicated workforce combined with a high level of automation and sophisticated control systems have placed the Division's products in the premium segment. Prism Cement has successfully established a high brand preference among its consumers through its excellent qualityproducts and transparent policies. The Company was ranked 3rd best for leadership in adopting the state of the art technology and energy efficiency for the same year 2004-05. PCI also won the 1st prize for Safety Education and Mining Machineries at the Annual Safety Week Award in the year of 2005-06 and also in the identical year the company had committed to mitigate potential environmental impacts associated with the cement plants. During the year 2006-07 while demand for cement had shown a good growth the company had successful strategizing its market operations which substantially enhanced the brand equity of ‘PRISM CHAMPION’. During FY 2014 the company's Joint Venture- TBK Venkataramiah Tile Bath Kitchen Pvt. Ltd. was converted into a 100% subsidiary. The company through its Joint Ventures opened four House of Johnson showrooms in Solan Lucknow Varanasi and Ludhiana taking the total number of showrooms to 26 as at 31 March 2014.Lifestyle Investments PVT Limited (LIPL) the erstwhile overseas wholly owned subsidiary of the company sold its stake in Norcros Plc. a company listed on the London Stock Exchange. During the year ended 31 March 2014 the company received an amount of Rs 131 crores as dividend on the equity shares held in LIPL. The Company wound-up LIPL during the year and received Rs 0.10 crores towards return of equity capital. Subsequent to the Order dated 24 September 2014 of the Honourable Supreme Court onde-allocation of all coal mines including Sial Ghogri coal mine of the Company in Madhya Pradesh with effect from 31 March 2015 and promulgation of the Coal Mines (Special Provisions) Ordinance 2014 and Coal Mines (Special Provision) Rules 2014 (the Rules) the Central Government has completed bidding process. The Nominated Authority appointed under the Rules has passed Vesting Order dated 23 March 2015 and as a result thereof with effect from 1 April 2015 the coal mine including lands in or adjacent to the coal mines and mine infrastructure got vested in favor of the successful bidder. In compliance of the Vesting Order the Company has handed over possession of the mine and the assets listed in the Vesting Order to the successful bidder. Vide email dated 26 March 2015 the Nominated Authority has communicated to the Company that a sum of Rs. 32.49 crores has been determined as compensation payable to the Company. The Company has inter-alia disputed quantum of compensation and has preferred a Writ before the Hon'ble High Court of Judicature Delhi and the Company has lodged claim of Rs. 72.86 crores. The aggregate exposure of the Company on account of coal mine development expenses mining surface rights land other infrastructure for mine capital work-in- progress relating to buildings under construction and other related matter is around Rs. 47.49 crores (including geological survey expenses written off in the books of accounts of Rs. 6.22 crores). Since the matter is subjudice and pending settlement of the claim no adjustment has been made in the accounts. During FY2016 pursuant to the regulatory changes increasing the foreign direct investment in insurance companies from 26% to 49% the Company sold 47610000 equity shares corresponding to 23% of its holding in the equity paid-up capital of Raheja QBE General N SsInsurance Company Limited (RQBE) its general insurance subsidiary to QBE Asia Pacific Holdings Limited Australia (an affiliate of the Company's existing joint venture partner in RQBE ie. QBE Holdings (AAP) Pty Limited) for a consideration of AUD 21573459 (equivalent to Rs 111.04 crores The Company's shareholding in RQBE stands reduced from 74% to 51%.The company has launched EDC Cool Roof tiles large format wall tiles 800cm X 1200cm DC and 800cm X 800cm DC during the financial year 2016.During FY2016 to reduce power costs the company signed a power supply agreement with BLA Power Pvt. Ltd. for sourcing 25 MW of power for its plant. Prism Cement acquired 15.23% equity stake for Rs 21 cr. in BLA Power Pvt. Ltd. under the Captive Arrangement as per the Electricity Rules 2005. The cement division also managed to optimize on logistic costs despite increase in fuel price in the later part of the year. Others initiatives include supply agreement with ECO Cements Ltd (ECL). During FY 2016 the Company has launched new products in TBK (Tiles Bath and Kitchen) segment - Endura EDC in 30cmX30cm in 1.2cm thickness 60cemX60cm twin white 80cmX80cm Twin White 100cmX100cm Twin White 60cmX60cm Lava Stone and 100cmX100cm Lava Stone. The H & R Johnson (India) (HRJ) Division has also launched co- coordinated floor tiles matching with its wall tile portfolio. The name of the company was changed from “Prism Cement Limited! to “Prism Johnson Limited’ pursuant to fresh Certificate of Incorporation issued by the Registrar of Companies Hyderabad effective 18 April 2018. During the financial year 2018 the Company signed a Memorandum of Understanding with the UttarPradesh State Government for setting up a cement Grinding Unit with a proposed investment of approximately Rs 250 Crores.Upon setting up the Grinding Unit the Company is expected to optimize its logistic costs as well as improve local availability in its strategic markets of Uttar Pradesh. Manufacturing companies e Prism Johnson Ltd., with two cement units, has a combined production capacity of 6.0 million tons . Having two divisions namely « H&R Johnson (India) Ltd., the top name in ceramic tiles in India. « RMC Readymix (India) Pvt. Ltd. was set up in 1996 as a joint venture of the Raheja group with RMC Group Plc of the UK. It is now a division of Prism Cements Ltd. It operates 80 ready- mixed concrete plants in 27 cities/towns across India and is the third-largest concrete manufacturer in the country. Exide Industries: is the strongest brand of batteries in the automotive and industrial field. « Indian largest battery manufacturer. The Company has a distribution network comprising over 4000 dealer outlets. The Company has a market share of 72% of Automotive OEM and 70% of Organized Retail. The Company also manufactures submarine batteries. « Supreme Petrochem Ltd. is a joint venture of the Raheja group with Supreme Industries Ltd., the largest processor of plastic 24materials in India. Media « Hathway cable & Datacom limited: cable TV services & Internet services; cable network in 13 cities and towns across India ¢ Outlook publications: a weekly political news magazine in India « Asianet: owns and operates a fibre optic cable network in Kerala Insurance « Raheja QBE : General insurance company e Exide Life Insurance Company Limited: JV with ING in financial services. Later fully acquired by Exide Industries. Now it is called Exide Life Insurance Company Limited. Retail and wholesale « Tile Bazaar « Globus Stores « Health & Glow 25« Food world Hotels Raheja group holds 36.75% in EIH associated hotels Itd Our Websites www.prismcement.com, www.hrjohnsonindia.com, www.exideindustries.com, www.hathway.com, www.asianetindia.com, www.inglife.co.in, www.ingim.co.in, www.outlookindia.com, www.globus.in, www.foodworld.in, www.healthandglow.in,www.supremepetrochem.com, www.tridenthotels.com, www.oberoirajvilas.com 27Group at Glance 7 ronson > R mT ) in A ORANTJA PROPERTIES St ING A hathw@y an ® HOUSE: JOHNSON RAHEJA oe 86 as — ( SPL ) ay ececat 6 El The Ohewi cd JWMARRIOTT. RAIVILAS MUMBAI JAIPUR, INDIA 28Raheja Group The Rajan Raheja group is a diversified conglomerate which has interests in sectors such as building materials (through Prism Cement, H&R Johnson (India) and RMC Readymix (India)), automotive and industrial batteries (Exide Industries), cable T.V. (Hathway Cable & Datacom and Asianet Satellite Communications), financial services (in life insurance and asset management through joint ventures with ING), publishing (Outlook group), retail (Globus , H&R Johnson (India) TBK, Foodworld and Health & Glow), real estate development, software, petrochemicals and hotels.2.2 Prism Johnson Group YEAR EVENTS: 1992 - The Company was incorporated under the name and style of Karan Cement Limited on 26th March, by Dr. B.V Raju and his associates. 1993 - A Joint Venture Agreement has been executed on 16th April, between Mr. Rajan Raheja, F.L. Smidth & Co., A/S, Denmark and The Industrialisation Fund for Developing Countries, Denmark for promoting a project for setting up and operating a 2 million tonnes per annum cement plant by the Company. 1994 -The name of the Company was subsequently changed to Prism Cement Limited and a fresh Certificate of Incorporation consequent on change of name was obtained on 15th September. 30- The Company is presently engaged in setting up a 2 million tonnes per annum cement plant near Satna in Madhya Pradesh. - The Company is installing Generating Power Sets of 12 MVA capacity. - The Company has obtained the Madhya Pradesh Pollution Control Board's clearance and the Site Environment clearnace from the Industries Department, Government of Madhya Pradesh for establishing the plant at the selected site. - The Company has allotted 3,50,00,000 No. of Equity Shares of Rs 10 each for cash at par to Promoters, their business associates and to the Directors and friends. 1995 -The Company made its maiden public issues of 7,87,60,000 equity shares of Rs. 10/- each, at par, aggregating Rs. 7,876 lakhs and 37,00,000 13.5% secured redeemable partly convertible debentures (PCD) of Rs. 250/- each, at par, aggregating Rs. 9,250 lakhs in the month of January. - The Company has tied up its full requirement of term loans of Rs. 24,300 lakhs with financial institutions and banks. The Company has signed a foreign currency loan agreement with International Finance Corporation, Washington and a Rupee term loan agreement with The Industrial Credit and Investment Corporation of India Limited.1996 -The Company has signed loan agreements with all Financial Institution/Banks who have sanctioned term loans. - It is proposed to issue upto 1,66,70,000 Equity Shares of Rs.10/- each for cash at a price to be determined as per SEBI guidelines or at par, whichever is higher, on preferential basis to the Indian promoters and/or their relatives, group/associate Companies, whether such persons are members of the Company or not, as may be deemed appropriate by the Board. 1997 -The company, jointly promoted by the Rajan Raheja group, F L Smidth & Co of Denmark and the industrialisation fund for Developing Countries, Denmark, is believed to have the largest single kiln cement plant in the country. - The company proposes to cater mainly to north and central India. It has set up a central marketing office at Allahabad in Uttar Pradesh (UP), which is supported by regional offices at Satna, Varanasi (UP) and Delhi. Besides, it has also set up area offices and depots at all major towns of UP, MP and Bihar.- As on September 22, 121 issuers have entered into agreements with NSDL to get their securities dematerialised. 199 }co -Prism Cements of the Raheja group, which owns a two million tpa cement plant at Satna in Madhya Pradesh, in setting up another plant of similar capacity at Kottapadu village in Kurnool district of Andhra Pradesh. - The Madhya Pradesh-based group has chosen to set up the plant in Kurnool district, keeping in view the large limestone deposits the district possesses. 199 WO -Prism Cement is all set to ride the boom in the cement industry. - The Company will introduce a new product by January 2000 and will also plan to expand our operations in southern India by 2002. - The company has improved its capacity utilisation from 33 per cent to 70 per cent, reduced its power consumption and costs and tightly consumption and costs and tightly monitored the freight cost. - The company's performance in the second quarter will not beimpressive as the plant was shut for 20 days in September for maintenance and the demand was also depressed owing to the monsoons. 2000 -The Board of Directors of the company has decided, subject to necessary approvals, to increase authorised capital from Rs. 300 crores to Rs. 400 crores made of 40 crores equity shares of Rs. 10/- each and Issue of equity shares at a price as per SEBI Guidelines or at par, whichever is higher, by way of private placement, preferential or by a combination thereof to the Indian promoters and/or their group/associate companies. - The Company increase in authorised capital from Rs 300 crores to Rs. 325 crores. - The Company has allotted 4,11,45,000 No. of equity shares of Rs 10 each at par to Mr. Rajan Raheja, promoter, by converting the existing loan amounting to Rs 41,14,50,000 advanced by him to the company. - Prism Cements Ltd. will allot 137,000 No. of equity shares at par to its Indian promoter, Rajan Raheja.2001 -The company has allotted 1,37,000 No. of equity shares of the face value of Rs 10 each at par to Mr Rajan Raheja. 2003 -Appoints Mr M Chabbra as the Managing Director of the company 2004 -Company's shares delisted from Delhi Stock Exchange & Hyderabad Stock Exchange 2006 -Prism Cements Ltd has appointed Mr. Akshay R. Raheja as Additional Director w.e.f. October 30,2006. -Prism Cement Ltd has informed that Mr. Ramen Ray Mandal has resigned as Nominee of ICICI Bank Ltd on the Board of Directors of the Company w.e.f. December 14, 2006. a2007 -The Company has recommended dividend of 10% on Equity shares of Rs 10/- each. 2008 -Company has declared an interim dividend of 10%. -Company has Recieved National Energy Conservation Award - 2008 2009 -Company has recommended a final dividend of Re 0.50/- per equity share of Rs 10/- each, in addition to the interim dividend of Re 1/- per share paid in October 2008. 2010 -Company has announced that it has acquired the remaining 50per cent stake in Milano Bathroom Fittings (MBF) for an undisclosed sum. 011 -The Company has signed an Agreement for Mining, Development and Operation of its Sial Ghogri Coal Block near Chhindwara, Madhya Pradesh with M/s. India Resources Ltd, Australia and its wholly owned Indian subsidiary IRL Coal India Pvt Ltd. -H & R Johnson (India) acquires 50% stake in Small Tiles Private Ltd. 2012 -H&R Johnson (HR\J), a division of Prism Cement Ltd has forayed into engineered marble and quartz business with an investment of Rs 50 crore for the manufacturing of the new product line. - The Company has recommended a Dividend of Rs. 0.50 per share. SQINO 01 [e} -Prism Cement Ltd has commenced clinker production with the new Blending Silo at Unit Il, Satna. INO 01 -Prism Cement has started production of coal at the Prism Coal Mine in Chhindwara, Madhya Pradesh. EAR EVENTS 1992 - The Company was incorporated under the name and style of Karan Cement Limited on 26th March, by Dr. B.V Raju and his associates. is Mission and Vision of Prism Group Mission: e The main objective of prism cement is to improve the quality of its products and services in order to meet customer satisfaction. ¢ To deliver superior value to our customers, shareholders, employees, and society at large. 38Vision: e To be acknowledge as leading player in the industry with the highest level of integrity. e To actively contribute to the social and economic development of the communities in which we operate. e To build a better, sustainable way of life for the weaker section of society and raise the country’s human development index. Core Values Corporate Social Responsibility & Sustainable Development Safety, Health & Environment Human Resource Policy Corporate Governance Internal Control SystemsPRODUCT DETAILS Prism Cement Limited—in a Nutshell O Cement Division = Efficient operations @ Expanding capacities @ Rural housing and Infrastructure key growth drivers O RMC Strategic route to market for Cement business @ Higher growth: Growth of cement in India and, in addition, conversion to Ready-mixed concrete ® Growth Drivers: Urbanization and industrial infrastructure O HR) @ Tile business: Growth drivers are affordable housing and consumption @ Bath, Kitchen, and Adhesives: Complimentary business with operating leverage @ Brand and distribution driven [\ pose] @ Ehud Competitors 40a) acc The Engineer's Choice nd Vite ante TAYPEE CEMENT Ranbuila ~afez @ SOLID — Cement Organization StructureAn organizational structure defines how activities such as task allocation, coordination and supervision are directed toward the achievement of organizational aims. ... Organizational structure can also be considered as the viewing glass or perspective through which individuals see their organization and its environment. Current Dignitaries of Organisation Dignitaries Name 1 Director Rajan Raheja 2 Company Secretary Aneeta S Kulkarni 3 Managing Director Vijay Aggarwal 4 Independent Director Ameeta A Parpia 5Chairman & Independent Director Shobhan M Thakore 6 Executive Director & Vivek Krishan Agnihotri CEO (CEMENT) 7 Executive Director & CEO Joydeep Mukherjee 8 Executive Director & Atul R DesaiCEO (RMC) 9 Independent Director Raveendra Chittoor 10 Executive Director & Sarat Kumar Chandak CEO (HR & JOHNSON)Chapter - 3Research Methodology & Design Type of Research Market Research: Simply marketing research is a systematic design collection analysis and reporting of data feeding relevant to a specific marketing situation facing the company, careful planning thought all stage of the research is necessary. Objectivity in research in all important the heart of the scientific method is the object gathering and analysis of the information. The function of the marketing research within a company is to provide the information and analytic input necessary for effective planning of future marketing activity control of marketing operation in the present. Objective of Study: To find out the customer satisfaction level through scientific tools like interviews and questionnaire. This will include all the processes like asking questions from the customer about the product and company. Research Instrument: The research instrument used in the research is a structured questionnaire . Structured questionnaire are those questionnaire in which there are definite, concrete and predeterminedquestions relating to the aspect, favor which the researcher collects data. The questions are presented with exactly the same order to all the respondents. Questionnaire Design: The structured questionnaires that were framed and designed consist of close ended, open ended, multiple choice, tating and ranking questions. Data Collection: e Selected around 50 persons for the interview. « Data collected through the telephonic interview. The survey was descriptive and sample chosen was mainly on the judgments of the researcher with the help and proper consultation of project guide. In this kind of sampling method, the population elements are based on the judgments of the researcher. The researcher exercises judgment and expertise chooses the elements to be included in the sample, because he or she believes appropriate. In this survey, talked to the dealers of the cement also to know the strategy of the companies, especially Prism Cement to satisfythe customer as they buy the cement of any particular company. Sampling Procedure: Random sampling has been used in this study. Random sampling is used for selection of homogeneous sample for the study. It refers to selecting a sample of the study objects on randomly. Thus research study may include study objects, which are randomly located. Period of The Study: The duration of study is 45 days and during the period, the following steps were taken :- * Objectives were set and questionnaire was finalized. « Data was collected and recorded. e Data was analyzed and interpreted. « Reports were generated. Sample Size: Pertaining to the limitations of the study, and in consultation withthe company guide and project guide, the sample size is taken as 50. Due to the time and resource constrains the sample size is taken 50 persons. Limitations of The Study: « Some customers were not able to understand some of the questions. « The sample size was not enough. e Some customers or dealers did not co-operate well. e The questionnaire did not cover the whole aspect of the market potential of Prism Cement. SWOT Analysis of Prism Cement Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Prism Cements.Strengths: 1. Prism cements limited has a combined capacity of 6 million tons per year. 2. It is among India’s largest Integrated Building materials company. 3. It deals in wide range of products from cement, ready-mixed concrete, tiles, bath products to kitchens. 4. The equity shares of the company are listed on the Bombay and National Stock Exchanges. 5. It lays strong focus on Core values and Corporate social responsibility. 6. It has a wide marketing network with about 3,300 dealers serviced from 160+ stocking points. 7. Company have single kiln plant which is company’s one of the best strength. Weaknesses: Here are the weaknesses in the Prism Cements SWOT Analysis: 1. It caters to only UP, MP and Bihar markets. 2. When it comes to brand awareness, it is a lot behind its competitors.3. Advertising activities are also lesser than its competitors in Indian markets. Opportunities: Following are the Opportunities in Prism Cements SWOT Analysis: 1. It can easily enter into other parts of the country. 2. Government policies would not be as stringent as they were with the earlier government, so Prism cements should leverage this fact. Threats: The threats in the SWOT Analysis of Prism Cements are as mentioned: 1. It faces tough competition from major players in Northern states it operates in. 2. Local players are also posing competition by provide low cost 4 P's of Prism Cement e Product: Company holds mainly three products: 50Champion Champion Plus Duratech e Segmentation: The company has segmented the market geographically. It sells its product mainly in three states of India - M.P, U.P & Bihar. e Pricing Strategy: Before deciding the price of the cement, company has considered the following points:- = Manufacturing Cost = Transportation Cost = Storing & Material Handling = Other Cost = Office Expenses = Tax & Interest = Competitors Price And Offering Marketing Strategy: Company conducts market survey to identify the market and customer and company’s position in the market. There is technical department which deals with the customer problems and helps in improving the quality of the cement 51according to the needs of the customers and marketing department maintains the branding and painting of the company. Marketing Strategy Against Competitors: Company always keeps an eye over its competitor's activities and its offerings like different promotional schemes. It also takes proper action according to competitor's strategy. Promotional Strategy: Company conducts different promotional schemes for the customers, dealers and for masons too. Company holds different meetings for the customers as like: Anmol Riatey for the dealers. Sapne for the masons. Company also offers tours for big dealers. Distribution Strategy: Company sells the cement through a proper channel:« Sales Person + Dealer > Retailer = Consignee Each dealer holds a specific code. Company also contacts to the influencers who affect the customers and try to attract them by holding meetings and different promotional schemes. 53Chapter - 4Data Analysis And Interpretation Data Analysis: The data after collection has to be processed and analyzed in accordance with the outline laid down for the purpose at the time of developing the research plan. This is essential for a scientific study and for ensuring that we have all the relevant data. Processing implies editing, coding, classification and tabulation of collected data so that they acquiescent to analysis. The term analysis refers to the computation of certain measures along with searching for pattern of relationship that exist among data - groups. Thus in the process of analysis, relationships or difference supporting or conflicting with original of new hypothesis should be subjected to statistical tests to significance to determine with what validity data can be said to indicate any conclusion. Analysis of data in a general way involved number of closely 55telated operations that are performed with the purpose of summarizing the collected data and organizing them in such a manner that they answer the research questions. 561. Which brand of cement stucked in your mind while construction work? (1) Ultratech (2) Prism (3) ACC (4) Jaypee (5) Other Option Opinion ACC Jaypee Other Prism Ultratech Grand Total S 0/8} olN)an Ultratech 18% 40% Customers prefer Prism as their first choice while 18% customer prefer ultratech, 10% customer prefer ACC, 14% customer prefer jaypee and 18% customer prefer other cement. 572. How did you come to know about Prism Cement? (1) Advertisement (2)Friends/Relatives (3)Other Sources (Please Specify) Option Opinion Advertisement 10 Friends/Relatives 6 Other Sources 34 Grand Total 50 Advertis: Other ‘Source s 68% Other sources contains Dealers and Retailers . 68% of the total customers informed by the dealers and retailers while 20% customers by advertisement and 12% customers by friends and relatives. 583. How much quantity of cement have you purchased last time? (1) More than 300 bags (2) 200 to 300 bags (3) Less than 200 bags Option Opinion 200 to 300 bags 14 Less than 200 bags 24 More than 300 bags 12 Grand Total 50 More 200 to than 300 300 bags bags, 28% 48% 24% customers purchased more than 300 bags while 48% customers purchased less than 200 bags and 28% Of customers purchased 200 to 300 bags. 594. Which factors do you consider while selecting this brand of cement? (1) Quality (2) Brand Image (3) Price (4) Availability (5) Company's advertisement Option Opinion Availability 3 Quality 47 Grand Total 50 Availabil ity 6% Qi y 94% In this question 94% customers preferred quality of the cement while 6% customer preferred availability and none considered cement on the basis of brand image, price or company’s advertisement. 605. Whom do you refer before selecting brand of cement? (1) Retailers/Dealer (2) Mason (3) Architect / Engineer (4) Family members (5) Previous users Option Opinion Architect / Engineer 13 Family members 1 Mason 14 Retailers/Dealer 22 Grand Total 50 Architect, Retailers aioe (Dear 26% 44% 44% of the customers prefer dealers or retailers before purchasing the cement while 28% customers to masons , 26% customers to architecture or engineer and only 2% customer prefer family members. 616. Are you satisfied wit! (1) Yes Option Opinion No 1 Yes 49 Grand Total 50 h Prism Cement? (2) No 98% customer are satisfied with prism cement only 2% customers are unsatisfied. 7. Do you think convenience matter? (1) Yes (2) No Option Opinion No 19 Yes 31 62Grand Total 50 62% of the customers think that convenience plays an important role in cement selection while 38% Of the customer think that it doesn’t matter. 8.If the Prism Cement is not convenient to you then will you shift to other brand? (1) Yes (2) No Option Opinion No 34 Yes 16 Grand Total 50 6368% of the customers are loyal towards the company they will not shift to the other brand while 32% customers will shift to other brand. 9. Do you think the qualities is better as compare to the competitors? (1) Yes (2) No Option Opinion No 9 Yes 41 Grand Total 50 6482% customers are satisfied with quality in comparison of the other brands while 18% of customers are unsatisfied. 10. Are you satisfied with the price as per the quality? (1) Yes (2) No Option Opinion No 4 Yes 46 Grand Total 50 65No 92% customers think price is reasonable as per the quality while 8% customers are against the price. 11. Do you think this cement is durable.? (1) Yes (2) No Option Opinion No 1 Yes 49 Grand Total 50 6698% customer agreed that the cement is durable while only 2 % of the customers think its not. 12. Does dealer/retailer provide the product on credit? (1) Yes (2) No If yes, (Duration). Option Opinion No 28 Yes 22 Grand Total 50 44% customers told that dealers or retailers provide cement on credit for 1-3 months while 56% of the customers told that dealers or retailers don’t provide product on credit. 6713. Does company inform about the all 3 brands of the cement ? (1) Yes (2) No Option Opinion No 1 Yes 39 Grand Total 50 Yes’ 78% 78% of the customers have information about all three brands of the company while 22% customers don’t have any information about them. 14. What was your experience with the company ? EXplaiN eo... eeeeeeeeeeeeeeteeees Option Opinion 68Better an Good 25 Average 13 Bad 1 Grand Total 50 Avera Bad ge 26%, 22% customers have better relation to the company while 50% customer have good, 26% customer have average relation because they are new to company and 2% customers have not good relation with company. 15. Out of 5 which rank do u want to give to the Prism Cement. (1) Better (2) Good (3) Average (4) Bad (5) No Reply 69Option Opinion Average 10 Bad 1 Better 20 Good 14 No Reply 5 Grand Total 50 Bette r 40% 40% customers ranked better, 28% customers ranked good, 20% customers ranked average and 2% ranked bad to the company while 10% customers didn’t reply. 70Chapter - 5Recommendations And Conclusions Recommendations: The company should concentrate on more aggressive advertisement to promote their products. The company should launch more and more promotional schemes like two for the price of one or more discounts. Customer prefer quality as an important factor while buying any cement so the company should improve the quality accordingly. Company should organize more and more promotional programs for the awareness of customers. Conclusion: Company should concentrate on direct meeting with the customer as they are the most vital element in deciding the growth or decline of any company. Company should decrease the respond time to the complaints received. Company should fix certain amount of cement especially for the dealers and give them free of cost as incentives. “I Nve Company should appoint more and more persons for the promotions of the brands. e Company should decrease delivery time of the cement. Chapter-6 73Bibliography Books Referred: Marketing Research - Naresh Kumar Mehrotra, Pearson Edition Marketing Management - Philip Kotler, Pearson EditionCustomer Satisfaction Research Management - Derek Allen, Pearson Newspapers/Reports: Labour and Industrial Chronicle Indian Cement Review Websites: www.prismjohnson.in www.google.com www.wikipedia.orgQuestionnaire S.No. Date: Naimié:Of CUSTOMER jase c0sscccsccsesenssorsewseresesssnseresnsatsnessnrrereeserees Address. Contact NO. oon... eeceeceeseececsneesnesseeseeneessecsseccneesneeeneeseesseee 1. Which brand of cement stucked in your mind while construction work? 2. How did you come to know about Prism Cement? (1) Advertisement (2)Friends/Relatives (3)Other Sources (Please Specify) 3. How much quantity of cement have you purchased last time?(1) More than 300 bags (2) 200 to 300 bags (3) Less than 200 bags 4. Which factors do you consider while selecting this brand of cement? (1) Quality (2) Brand Image (3) Price (4) Availability (5) Company's advertisement 5. Whom do you refer before selecting brand of cement? (1) Retailers/Dealer (2) Mason (3) Architect / Engineer (4) Family members (5) Previous users 6. Are you satisfied with Prism Cement?(1)Yes (2) No 7. Do you think convenience matter? (1) Yes (2) No 8. If the Prism Cement is not convenient to you then will you shift to other brand? (1) Yes (2) No 9. Do you think the qualities is better as compare to the competitors? (1) Yes (2) No 10. Are you satisfied with the price as per the quality? (1) Yes (2) No 11. Do you think this cement is durable.? (1) Yes(2) No 12. Does dealer/retailer provide the product on credit? (1) Yes (2) No If yes, (Duration)... 13. Does company inform about the all 3 brands of the cement ? (1) Yes (2) No 14. What was your experience with the company ? Explain... eee eeeeeeeeeeeeeeeees 15. Out of 5 which rank do u want to give to the Prism Cement. (1) Better (2) Good (3) Average (4) Bad ) (5) No Reply80818283848586