A

PROJECT REPORT

On

“A STUDY OF ADVERTISING STRATEGY WITH

REFERENCE TO MAIHAR CEMENT, SATNA”

FOR THE AWARD OF

BACHELOR OF BUSINESS ADMINISTRATION
BBA (SEMESTER-VI)

BY

SHAILENDRA ARYA
UNDER GUIDANCE OF
PROF. NEERAJ SAXENA

VINDHYA INSTITUTE OF MANAGEMENT & SCIENCE,

SATNA (M.P.)
2016- 2017
VINDHYA INSTITUTE OF MANAGEMENT & SCIENCE
SATNA (M.P.)

GUIDE’S CERTIFICATE
This is to certify that MR. SHAILENDRA ARYA has satisfactorily

completed the Project work on “A Study of Advertising Strategy with

reference to Maihar Cement” under my guidance for the partial fulfillment of

BBA (Semester-VI) submitted to Awadhesh Pratap Singh University, Rewa

during the academic year 2016-2017.

To best of my knowledge and belief the matter presented by him is

original work and not copied from any source. Also this report has not been

submitted earlier for the award of any Degree of Awadhesh Pratap Singh

University, Rewa.

Place: Satna PROF. Neeraj Saxena

Date: / 05 / 2017 (Project Guide)

1
VINDHYA INSTITUTE OF MANAGEMENT & SCIENCE
SATNA (M.P.)

DECLARATION

I undersigned, hereby declare that this Project Report entitled “A Study

on Advertising Strategy with reference to Maihar Cement” prescribed by

AWADHESH PRATAP SINGH UNIVERSITY, REWA during the academic year 2016-

2017 under the guidance of PROF. NEERAJ SAXENA is my original work.

The matter presented in this report has not been copied from any

source. I understand that any such copying is liable to be punishable in any

way the university authorities deem to be fit. Also this report has not been

submitted earlier for the award of any Degree or Diploma of Awadhesh Pratap

Singh University, Rewa or any other University.

This work humbly submitted to Awadhesh Pratap Singh University for

the partial fulfillment of Bachelor of Business Administration (Sem-VI).

PLACE: SATNA SHAILENDRA

ARYA
DATE: / 05 / 2017

2
VINDHYA INSTITUTE OF MANAGEMENT & SCIENCE
SATNA (M.P.)

ACKNOWLEDGEMENT

Whenever we are standing on most difficult step of the dream of our

life, we often remind about The Great God for His blessings & kind help and
he always helps us in tracking off the problems by some means in our lifetime.
I feel great pleasure to present this project entitled “A Study of Advertising
with reference to Maihar Cement”.
I am grateful to those people who help me a lot in preparation of this
project report. It is their support and blessings, which has brought me to write
this project report. I have a deep sense of gratitude in my heart for them.
I would give sincere thanks to our faculty members Prof. Sankalp
Shukla, Prof. R.P.Singh, Prof. Prashant Mishra, Prof. K.P.Tripathi, who is been
& will be source of inspiration to us.
I am very thankful to my project guide Prof. Neeraj Saxena for his
whole-hearted support and affectionate encouragement without which my
successful project would not have been possible.
Finally, I am very grateful to Mighty God and inspiring parents whose
loving & caring support contributed a major share in completion of my task.

Shailendra Arya
3
 TABLE OF CONTENTS

S.N. Contents Page No.

1 Introduction of Project 5-16

2 Company Profile 17-29

3 Review of Literature 30-34

4 Objectives 35-36

5 Research Methodology 37-40

6 Data Analysis & Interpretation 41-51

7 Findings & Suggestions 52-54

8 Limitations 55-56

9 Conclusion 57-58

10 References 59-60

Annexure
11 61-63
Questionnaire

4
 CHAPTER-I

INTRODUCTION OF PROJECT

5
 CHAPTER-I
INTRODUCTION

We are surrounded by advertising—on television, radio, the Internet, as well as on

roadside hoardings and in printed media. Most of it is more sophisticated than we realize
—almost every professionally produced advertisement is a carefully constructed mixture
of words, images, and symbols, chosen with the aid of experts in consumer psychology.
Understanding how advertisements work

Advertisements, whatever their medium or format, have two purposes:

 To inform us of the availability of a product or service, or to give details of an
event
 To persuade us, usually to buy something, or to support a cause

Ultimate objective of every organization is to generate sales which will bring revenues to
the company, and increase sales advertisement is one of the means. The advertiser’s
objectives are different from the consumer’s. Ultimately advertiser want consumer to buy
and keep buying their goods and services. To move consumers to action, they must gain
their attention. They must then hold their interest long enough to convince them to
change their purchasing behavior, try their product, and stick with their product.

Advertising is a form of communication used to help sell products and services. Typically
it communicates a message including the name of the product or service and how that
product or service could potentially benefit the consumer. However, Advertising does
typically attempt to persuade potential customers to purchase or to consume more of a
particular brand of product or service. Modern advertising developed with the rise of
mass production in the late 19th and early 20th centuries. The crescendo of celebrities
endorsing brands has been steadily increasing over the past 20 years or so. Marketers

6
overtly acknowledge the power of celebrity in influencing buyer's purchase decision.
They have firm believe that likeability or a favorable attitude towards a brand is created
by the use of a celebrity. The crore of rupees spent per year on celebrity endorsement
contracts show that celebrities like Amitabh Bachchan, Sharukh khan and Sachin
Tendulkar play an important role for the advertising industry. It is an established fact that
celebrity endorsement can bestow unique features or special attributes upon a product
that it may have lacked otherwise.

The study carried out deals with the impact advertisement creates on a customer’s
preference of a brand. In other words, how does an ad in a television, radio, newspaper,
hoardings and banners lure a customer to go and purchase the product? Does he purchase
because of the benefits or because he liked the advertisement which has created a positive
impact on him.

Advertising is the means of informing as well as influencing the general public to buy
products or services through visual or oral messages. A product or service is advertised to
create awareness in the minds of potential buyers. Some of the commonly used media for
advertising are T.V., radio, websites, newspapers, magazines, bill-boards, hoardings etc.
As a result of economic liberalization and the changing social trends advertising industry
has shown rapid growth in the last decade.

Advertising is one of the aspects of mass communication. Advertising is actually brand-

building through effective communication and is essentially a service industry. It helps to
forms the basis of marketing. Advertising plays a significant role in today's highly
competitive world. A career in advertisement is quite glamorous and at the same time
challenging with more and more agencies opening up every day. Whether its brands,
companies, personalities or even voluntary or religious organizations, all of them use
some form of advertising in order to be able to communicate with the target audience.
The salary structure in advertising is quite high and if you have the knack for it one can
reach the top. It is an ideal profession for a creative individual who can handle work-

7
pressure. Today, new areas are emerging within advertising like event management,
image management, internet marketing etc. Event management wherein events are
marketed, Image management wherein a particular profile of an individual or an
organization is projected. Internet marketing has also brought about a lot of changes in
advertising as Internet means that one is catering to a select group of audience rather than
a mass audience .Today 'Celebrity Endorsement' has attracted immense debate on
whether it really contributes to the brand building process or whether it is just another
lazy tool to make the brand more visible in the minds of the consumers.

Although it has been observed that the presence of a well-known personality helps in
solving the problem of over-communication that is becoming more prominent these days,
there are few undesirable impacts of this practice on the brand. The issue of matching the
values of the celebrity with the brand values is also very important, i.e. getting the right
celebrity to endorse the right brand. Consumers perceive the brand as having superior
quality because it has been endorsed by a credible source. This makes endorsement as
one of the indictors of quality for any brand. Corporate credibility along with endorser
credibility plays a significant role in the attitude of the consumer towards the brand and
the advertisement respectively. On the other hand, the over popularity of the celebrity
sometimes overshadows the brand.

DEFINITION OF ADVERTISING

The word advertising originates from a Latin word advertise, which means to turn to. The
dictionary meaning of the term is “to give public notice or to announce
publicly” .Advertising may be defined as the process of buying sponsor-identified media
space or time in order to promote a product or an idea.

The American Marketing Association, Chicago, has defined advertising as “any form of
non-personal presentation or promotion of ideas, goods or services, by an identified
sponsor.”

8
ORIGIN AND DEVELOPMENT OF ADVERTISING

It has been wrongly assumed that the advertising function is of recent origin. Evidences
suggest that the Romans practiced advertising; but the earliest indication of its use in this
country dates back to the middle Ages, when the use of the surname indicated a man’s
occupation. The next stage in the evolution of advertising was the use of signs as a visual
expression of the tradesman’s function and a means of locating the source of goods. This
method is still in common use. The seller in primitive times relied upon his loud voice to
attract attention and inform consumers of the availability of his services. If there were
many competitors, he relied upon his own personal magnetism to attract attention to his
merchandise. Often it became necessary for him to resort to persuasion to pinpoint the
advantages of this products. Thus, the seller was doing the complete promotion job
himself. Development of retail stores, made the traders to be more concerned about
attracting business. Informing customers of the availability of supplies was highly
important. Some types of outside promotion were necessary. Signs on stores and in
prominent places around the city and notices in printed matters were sometimes used
When customers were finally attracted to the store and satisfied with the service at least
once, they were still subjected to competitive influences; therefore, the merchant’s signs
and advertisements reminded customers of the continuing availability of his services.
Sometimes traders would talk to present and former customers in the streets, or join
social organizations in order to have continuing contacts with present and potential
customers.

As the markets grew larger and the number of customers increased, the importance of
attracting them also grew. Increasing reliance was placed on advertising methods of
informing about the availability of the products. These advertising methods were more
economical in reaching large numbers of consumers. While these advertising methods
were useful for informing and reminding, they could not do the whole promotional job.
They were used only to reach each consumer personally. The merchant still used personal
persuasion once the customers were attracted to his store. The invention of hand press

9
increased the potentialities of advertising. By Shakespeare’s times, posters had made
their appearance, and assumed the function of fostering demand for existing products.
Another important event was the emergence of the pamphlet as an advertising medium.
The early examples of these pamphlets disclose their sponsorship by companies want to
generate goodwill for their activities. The low cost of posters and handbills encouraged a
number of publishers to experiment with other methods.

Media of Advertising

Print Media Electronic Media other Media

1.Newspaper 1.Radio 1.Hoardings

2.Periodicals 2.Television 2.Posters

Print Media

Print media is a very commonly used medium of advertising by businessman. It includes

advertising through newspaper, magazines, journals, etc. and is also called press
advertising.

a) Newspapers
You must have read Newspapers. In our country newspapers are published in English,
Sinhala and Tamil. These are the sources of news, opinions and current events. In
addition, Newspapers are also a very common medium of advertising. The advertiser
communicates his message through newspaper which reaches to millions of people.

Advantages
 Newspaper normally has wide circulation and a single advertisement in the
newspaper can quickly reach to a large number of people.
 The cost of advertising is relatively low because of wide publication. Generally
newspapers are published daily. Thus, the same advertisement can be repeated

10
 frequently and remind reader every day. The matter of advertisement can be given
to newspaper at a very short notice. Are even last minute change in the content is
also possible .this makes advertising quite flexible.

Limitations
 Newspaper are read soon after they are received and then are kept generally in
some corner of the houses after 24 hours we get a fresh newspaper and this makes
the life of the newspaper short.
 People read newspaper mainly for news and pay casual attention to advertisement.
 Illiterate persons cannot read and thus, newspaper advertising does not benefit
them.

b) Periodicals

Periodicals are publications which come out regularly but not on a daily basis. These may
be published on a weekly, fortnightly, monthly, bimonthly, quarterly or even yearly basis.
For example you must have come across magazines and journals like India Today,
Femina, etc. All these periodicals have a large number of readers and thus,
advertisements published in them reach a number of people.

Advantages

 Periodicals have a selected readership and so advertisers can know about their
target customers and accordingly selective advertisements are given.

Limitations

 Advertising in periodicals is costlier.

 The numbers of people to whom the advertisement reach are small in comparison
to newspaper.
 The advertisement materials are given much in advance hence last minute change
is not possible. This reduces flexibility

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Electronic Media
This is a very popular form of advertising in the modern day marketing. This includes
Radio, television and Internet.
Radio Advertising

All of us are aware about a radio and must have heard advertisement for various products
in it. In radio there are short breaks during transmission of any programmed which is
filled by advertisements of products and services. There are also popular programmers
sponsored by advertisers.

Advantages
 It is more effective as people hear it on a regular basis.
 It is also useful to illiterates, who cannot read and write.
 There are places where newspapers reading may not possible, but you can hear ra-
dio.

For example, you can hear radio while traveling on road or working at home; but you
cannot read newspaper. Similarly, while driving you can hear a radio but cannot read a
newspaper.

Limitations
 A regular listener may remember what he has heard. But, occasional listeners
tend to forget what they have heard in Radio.
 The message that any advertisement wants to communicate may not be proper as
there is no chance to hear it again immediately. There may be some other
disturbances that distort communication.
 In comparison to Television, Radio is less effective as it lacks visual impact.

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Television Advertising

With rapid growth of information technology and electronic media, television has topped
the list among the media of advertising. TV has the most effective impact as it appeals to
both eye and the ear.

Advantages
 It is most effective as it has an audio-visual impact.
 With catchy slogans, song and dance sequences, famous personalities exhibiting
products, TV advertising has a lasting impact.
 With varieties of channels and programmes advertisers have a lot of choice to
select the channel and time to advertise.
 With regional channels coming up any person even illiterates can watch the
advertisements and understood it by seeing and hearing.
Limitations

 TV advertisements are usually expensive to prepare as well as to telecast.

 With almost every manufacturer trying to communicate their message through
TV advertising the impact among the viewers is also reducing. Now-a-days
people are switching on channels whenever there is a commercial break.

Internet

It is the latest method of communication and gathering information.If you have a

computer and with an access to internet you can have information from all over the world
within a fraction of second. Through internet you can go to the website of any
manufacturer or service provider and gather information. Sometimes when you do not
have website addresses you take help of search engines or portals.

13
Advantages
 Information from all over the world is made available at the doorsteps.
 User can see the advertisement at their own time and as per their requirement.

Limitations
 It is not accessible without a computer.
 It is not very suitable for general public.
 It is not suitable for illiterate and those having no knowledge about the
operation of Internet.
Other Media

All the media of advertising discussed above are mostly used by consumers while they
are at home or inside any room, except radio and newspapers or magazines to some
extent. Moreover in all these media, the consumer has also to spend some money to
access the advertisement. However, there are other media available, where the consumer
has to spend nothing and he can see such advertisements while moving outside. Some of
such advertising are hoardings, posters, vehicular displays, gift items, etc.

Hoardings

While moving on roads you must have seen large hoardings placed on iron frames or roof
tops or walls. These are normally boards on which advertisements are painted or
electronically designed so that they are visible during day or night. The advertisers have
to pay an amount to the owners of the space, where the hoardings are placed.

Posters

Poster are printed and posted on walls, buildings, bridges etc to attract the attention of
customers. Posters of films which are screened on cinema halls are a common sight in our
country.

Vehicular displays

14
You must have seen advertisements on the public transport like buses, trains, etc. Unlike
hoardings these vehicles give mobility to advertisements and cover a large number of
people.
at Advertisement Is?

Advertisement is a mass communicating of information intended to persuade buyers to

by products with a view to maximizing a company’s profits.

The elements of advertising are:

 It is a mass communication reaching a large group of consumers.

 It makes mass production possible.
 It is non-personal communication, for it is not delivered by an actual person,
nor is it addressed to a specific person.
 It is a commercial communication because it is used to help assure
 the advertiser of a long business life with profitable sales.
 Advertising can be economical, for it reaches large groups of people.
 This keeps the cost per message low.
 The communication is speedy, permitting an advertiser to speak to millions of
buyers in a matter of a few hours.
 Advertising is identified communication. The advertiser signs his name to his
advertisement for the purpose of publicizing his identity.

Advertising Objectives

Each advertisement is a specific communication that must be effective, not just for
one customer, but for many target buyers. This means that specific objectives should be
set for each particular advertisement campaign. Advertising is a form of promotion and
like a promotion; the objectives of advertising should be specific. This requires that the
target consumers should be specifically identified and that the effect which advertising is

15
intended to have upon the consumer should be clearly indicated. The objectives of
advertising were traditionally stated in terms of direct sales. Now, it is to view advertising
as having communication objectives that seek to inform persuade and remind potential
customers of the worth of the product. Advertising seeks to condition the consumer so
that he/she may have a favorable reaction to the promotional message. Advertising
objectives serve as guidelines for the planning and implementation of the entire
advertising programme.

The basic objectives of an advertising programme may be listed as below:

 To stimulate sales amongst present, former and future consumers. It involves a
decision regarding the media, e.g., TV rather than print ;
 To communicate with consumers. This involves decision regarding copy;
 To retain the loyalty of present and former consumers. Advertising may be used
to reassure buyers that they have made the best purchase, thus building loyalty to
the brand name or the firm.
 To increase support. Advertising impliedly bolsters the morale of the sales
force and of distributors, wholesalers, and retailers; it thus contributes to
enthusiasts and confidence attitude in the organization. :

16
 CHAPTER-II

COMPANY PROFILE

17
COMPANY PROFILE:

Overview
Maihar Cement (Maihar gold gold Gold) is well-established brand in Bihar region,

besides it has market in Madhya Pradesh, Uttar Pradesh, Orissa and other parts of the

Country. One of the major section, which requires or purchases cement in bulk quantity

are engineers, architect, builders and contractors. This section or segment is known as the

non-trader segment. And the retailers, stockists, whole-sellers are known as trader

segment.

The project was carried out in the organization of Maihar cement. There are five major

market players in cement industry of these areas. They are Jaypee, Maihar gold gold

Gold, Ultratech, ACC, and Maihar gold. Apart from these there are few local brands such

as Maihar gold gold Gold (M.P. Maihar gold gold group) in Madhya Pradesh which is

selling in the market. The information about the market was gathered by visiting retailers

in the market. Interview of retailers was taken depending upon there accessibility. Also

opinion of engineers, contractors, architects and builders (who posses knowledge

regarding different brands available in the market) has been taken. Survey was done for

both trade and non-trade segment to get the right picture about the market scenario.

While doing the project attempt was made to collect maximum information about the

market. To get actual and correct information, it was not told retailers that the survey is

conducted by Maihar Cement for confidentiality reasons. Large numbers of retailers were

visited to get the actual picture of the market. Again, the retailers of each grade

18
(according to the performance) were visited, to get each and every detail about the

market.

Century Textiles and Industries Ltd. was incorporated in 1897 as a Public Limited

Company with its Registered Office at Mumbai. Till 1951, the Company operated only

one Cotton Textile Mill in Mumbai. Thereafter, the Company has made rapid progress in

expanding and diversifying its activities and today it is a well diversified conglomerate.

The details of activities presently being carried on by the Company are as under:-

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(I) Business Segment – Textiles

(a) Cotton Textiles, Yarn and Denim

The Company's Yarn Division situated at Satrati, near Indore, (Madhya Pradesh) is

equipped with 24960 spindles for manufacture of Yarn and produced about 4,541 tones

of yarn during 2008-2009. The Denim Division of the Company situated at the same

location i.e. Satrati, near Indore, (Madhya Pradesh) can produce 21 million meters of

denim fabrics per annum.

(b) Century Rayon - VFY, CSY & Rayon Tyre Yarn

In 1956, Company began its Rayon Division at Kalyan, near Mumbai to manufacture

Viscose Filament Rayon Yarn and today it is one of the largest producer of Viscose

Filament Yarn (VFY) in India. In 1963, it also commenced production of Viscose Tyre

Yarn / Industrial Yarn followed by production of Caustic Soda in 1964 and other

chemicals.

(II) Business Segment – Century Pulp and Paper

20
Rayon and/or paper Grade Pulp and Writing & Printing Paper Unit with an installed

capacity of 20,000 tones each per annum was established in the year 1984 at Lalkua near

Nainital (Uttarakhand). The Company presently is producing over 39,000 tones of

Writing & Printing Century Pulp & Paper– Paper (Wood based) and about 37,000 tones

of Rayon and/or paper Grade Pulp per annum.

(III) Business Segment - Cement

In 1974, the Company diversified into production of Cement by establishing its first

cement plant at Baikunth, near Raipur (Chhattisgarh) to produce 0.60 million Tones Per

Annum (TPA) of Portland cement. The present capacity is 2.10 million TPA.

In 1980, the Company established its second Portland cement plant at Maihar (Madhya

Pradesh) with a capacity of 0.80 million TPA. The present capacity is 1.80 million TPA.

In 1985, the Company established its third Portland cement plant at Gadchandur, Dist.

Chandrapur (Maharashtra) with a capacity of 1 million TPA. The present capacity is 1.90

million TPA.

In 1995-96, the Company's fourth Portland Cement Plant with a capacity of 1 million

TPA adjacent to the existing plant at Maihar started commercial production. The present

capacity is 2.00 million TPA. Thus, the total present cement manufacturing capacity is

7.80 million TPA (of all 4 plants).

21
Century Cement - Maihar Cement - Manikgarh Cement -

INDIAN CEMENT INDUSTRY

Cement is the preferred building material in India. It is used extensively in household and
industrial construction. Earlier, government sector used to consume over 50% of the total
cement sold in India, but in the last decade, its share has come down to 35%. Rural areas
consume less than 23% of the total cement. Availability of cheaper building materials for
nonpermanent structures affects the rural demand. The Indian Cement industry is the
second largest cement producer in the world. The industry has undergone rapid
technological upgradation and vibrant growth during the last two decades, and some of
the plants can be compared in every respect with the best operating plants in the world.
Although the newer plants are equipped with the latest state-of-the-art equipment, there
exists substantial scope for reduction in energy consumption in many of the older plants
adopting various energy conservation measures. There are around 11 different types of
cement that are being produced in India. The production of all these cement varieties is
according to the specifications of the BIS (Bureau of Indian Standards). Some of the
various types of cement produced in India are:
Clinker Cement, Ordinary Portland Cement
Portland Blast Furnace Slag CementPortland Pozzolana Cement
Rapid Hardening Portland Cement,Oil Well Cement

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 Prop.

Century Textiles and Industries limited

B.K. Maihar gold gold

Chairman

Century Textiles & Ind. Ltd.

Chairman’s Message

“I believe that the Fortunes of Century Textiles & Industries Limited rest solely on its

continuing ability to evolve and successfully implement new techniques and systems to

anticipate future trends and zero in on to them, to be in short, a company that is plugged

into tomorrow..”

“Complete Customer Satisfaction and fulfilling the expectations of society is the key

to success of any business enterprise in Global Economy”.

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The City of the Goddess and Music

Maihar’s fame emanates from the Sharda Devi Temple, located at a distance of about 6

km. from the town. Thousands of pilgrims from all over the country , coverage at this

temple, climb hundreds of its steps and pass through the narrow passage leading to

Devi’s idol for her audience and blessings, admit and chanting of the mantras and

changing of the bells.Maihar has also been the auction centre of one of greatest

musicians of modern, “Late Ustad Allauddin khan” fondly remembered as Baba. “

Sarlanagar – the Cementing Community

Maihar Cement, A division of century Textiles & Industries ltd. Located at Sarlanagar

Maihar-dhanwahi road in Satna district of Madhya Pradesh on north—eastern slope of

Rewa — Kymore Range.

Its towering silos, silent chimneys, serpentine conveyor belts multistoried preheaters,

concrete roadways, provide avisual extra vaganza. A modern industrial temple carved out

of what was previously a sprawling, barren and bare rock – information.

24
Tradition

Maihar Cement is a division of Century Textiles & Industries Ltd., belonging to the BK

Maihar gold gold Group of Companies, a leading Business House with its presence in

Core Industries like Textiles, Rayons, Chemicals, Paper & Pulp and Cement, which has

been at the vanguard in generating wealth for the Nation.  Our heritage of being a part of

this group carries with it a commitment to quality. All our Products meet the most

stringent and exacting standards of our growing list of loyal customers who are engaged

in building Modern India.

Technology

Our Group’s Core Value of Quality has built for us an invincible reputation and for this,

the finest technology was sourced from world renowned manufacturers and state-of-the

25
art equipment installed for energy efficient and pollution free large scale cement

production. The presence of superior technology is also evinced in our various quality

initiatives which have fetched for us the coveted ISO-9001, an International Certification

for “Quality Management System”. We have also got the ISO-140001 Certification for

“Environmental Management System” which amply reflects our commitment to the

environment.

Trust

Our Customer is the focal point for all our endeavors and what we value most is their

trust in us, whether that be in the aspect of reliability of supply or in the aspect of quality

assurance.  An extensive distribution network and a retail chain of thousands of outlets

stretching across the length and breadth of regions, play a vital role in taking our cement

units closer to the customer’s doorsteps.  Further, our efficient and responsive technical

staff excel in providing quick and expert care so as to enable thousands of users to keep

smiling and ever wanting our products.

Plants of Century Textiles & Industries Limited:

MAIHAR CEMENT

CENTURY CEMENT

26
MANIKGARH CEMENT

Figures in Million

Units TPA

2009-10

Century Cement 2.1

Maihar Cement 4.2

Manikgarh Cement 1.9

Total 8.2

Maihar Cement is pioneer in producing Blended Cement i.e. Portland

Pozzolana Cement .  The motivation for the production of blended

cement has been primarily with the aim of preserving limestone reserves

and environment.

Advantages

27
  low Heat of hydration resulting in resistance to cracking.

 Resistance to corrosive water and chemical attacks and thereby longer life

to steel/iron structure underneath.

 High degree of impermeability and workability for the concrete mix.

 Higher ultimate strength at longer duration

 Higher degree of fineness, resulting in - Complete chemical reaction

 Easy workability

 Increased plasticity

 Reduced Alkali aggregate reaction  as also free lime expansion and

thereby resistance to cracking.

 Lower drying shrinkage and low leaching value.

Maihar Cement has been bestowed upon several awards both at the National as well as

Regional Levels. Some of the Important Awards won till date:

28
NATIONAL AWARD FOR ENERGY EFFICIENCY FROM   NCCBM

 Best Improvement in Energy Performance 1991-92

 Best Improvement in Thermal Energy Performance 1991-92

 Best Improvement in Electrical Energy Performance 2000-01 & 2003-04

 Best Improvement in Energy Performance in manufacture of Blended Cement

2003-04

  OTHER NATIONAL AWARD

 Abheraj Baldota Environment Award for 1995-1996 from FIMI

 National Safety Award for outstanding performance in Industrial Safety

 Lowest average frequency rate as runner up for the award year 1998

 Longest accident free period as runner up for the award year 2001

 Longest accident free period as runner up for the award year 2003

 Accident free year as runner up for the award year 2005

 Accident free year - Best for the performance year 2005

 National Energy Conservation Award for 2001 from Govt of India

 Social Awareness Award for 2002-03 from FIMI

FL SMIDTH AWARDS

 First Prize for lowest electrical energy consumption per tonne of cement & clinker

produced amongst modern plants using VRM Technology situated in Chhattis-

garh & Madhya Pradesh for the year from 1998-99 to 2005-06.

29
 First prize for the lowest electrical energy consumption per tonne of cement pro-

duction for the year 2006-2007 amongst modern cement plants using VRM tech-

nology situated in the State of Madhya Pradesh and Chhatisgarh.

 First Prize for Minium Auxiliary Power Consumption with respect to Captive

Thermal Power Generation for the year 2005-06.

CHAPTER-III

REVIEW OF LITERATURE

30
Review of Literature:

Advertising, sales promotion and public relations are mass-communication tools

available to marketers. As its name suggests, mass communication uses the same
message for everyone in an audience. The mass communication tools trade off the
advantage of personal selling, the opportunity to tailor a message to each prospect, for the
advantage of reaching many people at a lower cost per person (Etzel et al., 1997).

Today, definitions of advertising abound. We might define it as communication process,

a marketing process, an economic and social process, a public relations process or
information and persuasion process (Arens, 1996). Dunn et al. (1978) viewed advertising
from its functional perspectives, hence they define it as a paid, non-personal
communication through various media by business firms, non-profit organization, and
individuals who are in some way identified in the advertising message and who hope to
inform or persuade members of a particular audience. Morden (1991) is of the opinion
that advertising is used to establish a basic awareness of the product or service in the
mind of the potential customer and to build up knowledge about it. Kotler (1988) sees
advertising as one of the four major tools companies use to direct persuasive
communications to target buyers and public noting that “it consists of non-personal forms
of communication conducted through paid media under clear sponsorship”. According to
him, the purpose of advertising is to enhance potential buyers’ responses to the
organization and its offering, emphasizing that “it seeks to do this providing information,
by channeling desire, and by supplying reasons for preferring a particular organization’s
offer. While writing on advertising nature and scope, Etzel et al. (1997) succinctly.

31
Capture all advertising as having four features:

(i) A verbal and or visual message

(ii) A sponsor who is identified
(iii) Delivery through one or more media
(iv) Payment by the sponsor to the media carrying the message.

Summarizing the above, they conclude that “advertising then consist of all the activities
involved in presenting to an audience a nonpersonal, sponsor- identified, paid-for
message about a product or organization”.

Those views of Etzel et al. (1997) coincide with the simple but all- embracing definitions
of Davies (1998) and Arens (1996). For instance, while Davies states that “advertising is
any paid form of non-personal media presentation promoting ideas/concepts, good s or
services by an identified sponsor. Arens expressing almost the same view describes
advertising as “the personal communication of information usually paid for and usually
persuasive in nature about products (goods and services) or ideas by identified sponsors
through various media”. From the foregoing, it could be concluded that the purpose of
advertising is to cerate awareness of the advertised product and provide information that
will assist the consumer to make purchase decision, the relevance of advertising as a
promotional strategy, therefore, depends on its ability to influence consumer not only to
purchase but to continue to repurchase and eventually develop-brand loyalty.
Consequently, many organizations expend a huge amount of money on advertising and
brand management.

A brand is a name given by a manufacturer to one (or a number) of its products or

services. Brands are used to differentiate products from their competitors. They facilitate
recognition and where customers have built up favorable attitude towards the product,
may speed the individual buyers through the purchase decision process. Individual
purchasers will filter out un favorable or un-known brands and the continued purchase of
the branded product will reinforce the brand loyal behavior. Without brands, consumer
couldn’t tell one product from another and advertising then would be nearly impossible

32
Advertising is a non-personal form of promotion that is delivered through selected media
outlets that, under most circumstances, require the marketer to pay for message
placement. Advertising has long been viewed as a method of mass promotion in that a
single message can reach a large number of people. But, this mass promotion approach
presents problems since many exposed to an advertising message may not be within the
marketer’s target market, and thus, may be an inefficient use of promotional funds.
However, this is changing as new advertising technologies and the emergence of new
media outlets offer more options for targeted advertising. Advertising also has a history
of being considered a one-way form of marketing communication where the message
receiver (i.e., target market) is not in position to immediacy respond to the message (e.g.,
seek more information). This too is changing.

For example, in the next few years technologies will be readily available to enable a
television viewer to click a button to request more details on a product seen on their
favorite TV program. In fact, it is expected that over the next 10-20 years advertising will
move away from a one-way communication model and become one that is highly
interactive. Another characteristic that may change as advertising evolves is the view that
advertising does not stimulate immediate demand for the product advertised.

That is, customers cannot quickly purchase a product they see advertised. But as more
media outlets allow customers to interact with the messages being delivered the ability of
advertising to quickly stimulate demand will improve.

Advertising is only one element of the promotion mix, but it often considered prominent
in the overall marketing mix design. Its high visibility and pervasiveness made it as an
important social and encomia topic in Indian society. Promotion may be defined as “the
co-ordination of all seller initiated efforts to set up channels of information and
persuasion to facilitate the scale of a good or service” promotion is most often intended to
be a supporting component in a marketing mix promotion decision must be integrated

33
and co-ordinate with the rest of the marketing mix, particularly marketing mix strategy.
The promotion mix consists of four basic elements.

They are-

 Advertising
 Personal selling
 Sales promotion, and
 Publicity

Advertising is the dissemination of information by non-personal means through paid

media where the source is the sponsoring organization.

 A personal selling is the between audience and employees of the sponsoring or-
ganization. The source of information is the sponsoring organization.
 Sales promotion is the dissemination of information through a wide variety of ac-
tivities other than personal selling, advertising and publicity. Which stimulate
consumer purchasing and dealer effectiveness.
 Publicity is the disseminating of information by personal or non- personal means
and is not directly paid by the organization and the organization is not source.

34
 CHAPTER-IV

OBJECTIVES OF THE STUDY

35
OBJECTIVES

This research is based on the study of advertising strategy with reference to

Maihar Cement. The objectives of my study are as follows:

 To know the impact of advertisement on its customer.

 To advice appropriate advertising methods with reference to Maihar Ce-
ment Ltd.
 To determine effectiveness of advertisement media used by Maihar Ce-
ment.
 To know to what extent advertisement helps in increasing sales.

36
 CHAPTER-V

RESEARCH METHODOLOGY

37
Research Methodology:

This project is prepared with the help of theoretical knowledge as well as practical
knowledge & a crumb of advises & suggestions from the concerned professors. As far as
practical is concerned, all the information about the companies information available on
internet. The theoretical pert taken from the various books & magazines available on this
subject. And other recent happing in marketing is taken from magazines & news paper.
Overall this mission has been completed with the combination of all those things & it had
been with the best of my facts & information.

Research methodology refers to search for knowledge. Redman and Mory define research
as a “Systematized effort to gain new knowledge. Research is an academic activity and
such the term should be used in technical sense. According to Clifford Woody, Research
comprises defining and redefining problem, formulating hypothesis or suggested
solutions; collecting, organizing and evaluating data; making deductions and research
conclusions; and at last carefully testing the conclusions to determine whether they fit the
formulating hypothesis.

Research is thus an original contribution to the existing stock of knowledge making for
its advertisement. It is pursuit of truth with the help of study, observation, comparison
and experiment. In short the search for knowledge through objective and systematic
method of finding solution to problem is research.

RESEARCH DESIGN

38
A Research design is the arrangement of conditions for collection and analysis of data in
a manner that aims to combine relevance to the Research purpose with economy in
procedure. In fact the Research design is the conceptual structure within which Research
is conducted: it constitutes the blueprint for the collection measurement and analysis of
data.

It must be able to define clearly what they want to measure and must find adequate
methods for measuring it along with a clear cut definition of population wants to study.
Since the aim is to obtain complete and accurate information in these studies, the
procedure to be used must be carefully planned. The research design must make enough
provision for protection against bias and must maximize reliability with due concern for
the economical completion of the search study.

Descriptive research is adopted for this study. It includes surveys and fact finding
enquires of different kinds. The major purpose of descriptive research is description of
the state affairs as it exists at present. The main characteristic of this method is that the
researcher has no control over the variables. He can only report what has happened or
what is happened.

SAMPLING DESIGN

A sample design is a definite plan for obtaining a sample from the sampling frame, it
refers to the technique or procedure the researcher would adopt in selecting some
sampling units from which interferences about the population is drawn. Sampling type
used is Simple Random sampling technique.

POPULATION AND SAMPLE SIZE

A decision has to be taken concerning sampling unit before selecting sample. 100
suppliers were undertaken for the study.

39
 DATA COLLECTION

For achieving the specific objectives of this study, data were gathered from both primary
and secondary sources.

Primary Sources:

 Direct conversation with the suppliers.

 Supplier’s opinion towards advertising strategies of the company.

Secondary Sources:

 Various records of the Company.

 Different Types of system information.
 Different newsletters.

40
 CHAPTER-VI
DATA ANALYSIS & INTERPRETATION

41
DATA ANALYSIS AND INTERPRETATION

Table 1: Brand Selection

From which brand you are satisfied?

Cumulative
Frequency Percent Valid Percent Percent

Valid Jaypee Cement 40 40.0 40.0 40.0

Birla Cement 3 3.0 3.0 43.0

Maihar Cement 54 54.0 54.0 97.0

ACC Cement 3 3.0 3.0 100.0

Total 100 100.0 100.0

42
Interpretation: From the above chart it is clear that out of 100 suppliers, 54% suppliers
are using Maihar Cement, 40% suppliers are using Jaypee Cement whereas rest of the
suppliers are using other brands of the cement.
Table 2: Customer’s buying preference towards cement

While buying Cement what does a customer give more preference to?

Cumulative
Frequency Percent Valid Percent Percent

Valid Quality 58 58.0 58.0 58.0

Brand 5 5.0 5.0 63.0

Others 37 37.0 37.0 100.0

Total 100 100.0 100.0

43
Interpretation: From the above chart it is clear that out of 100 respondents, 58% of the
customers are giving the first preference to the quality of cement whereas 37% of the
customers are considering other factors like brand etc.

Table 3: Operating firms

From how many years you are operating your firms?

Cumulative
Frequency Percent Valid Percent Percent

Valid Three years 29 29.0 29.0 29.0

Five Years 22 22.0 22.0 51.0

Eight years 13 13.0 13.0 64.0

Less than Three years 36 36.0 36.0 100.0

Total 100 100.0 100.0

44
Interpretation: From the above chart it is clear that out of 100 respondents, 29% of the
suppliers are operating their firms from 3 years, 22% from 5 years, 13% from 8 years and
rest of the suppliers are operating their firms from more than Eight years.

Table: 4 Strategies used in increasing the sales of cement.

Which strategy you are liking to increase the sale of cement?

Cumulative
Frequency Percent Valid Percent Percent

Valid Marketing 74 74.0 74.0 74.0

Advertising 16 16.0 16.0 90.0

Planning 7 7.0 7.0 97.0

Others 3 3.0 3.0 100.0

45
 Total 100 100.0 100.0

Interpretation: From the above chart it is clear that out of 100 respondents, 74% of the
customers like marketing strategy of the company for increasing the sales of the cement.

Table 5: Methods used for advertising

What methods are you using for advertising?

Cumulative
Frequency Percent Valid Percent Percent

Valid Price 39 39.0 39.0 39.0

Gift 12 12.0 12.0 51.0

Free sample 6 6.0 6.0 57.0

46
 Hording 43 43.0 43.0 100.0

Total 100 100.0 100.0

Interpretation: From the above chart it is clear that out of 100 respondents, 43% of the
customers like hoardings, 39% like price and rest of the customers like gift and free
samples.

Table 6: Advertising strategy preferred to sell the product.

Which advertising strategy you should prefer to sell your product?

Cumulative
Frequency Percent Valid Percent Percent

Valid Brand Strategy 72 72.0 72.0 72.0

Push Strategy 5 5.0 5.0 77.0

Product Strategy 19 19.0 19.0 96.0

47
 Pull Strategy 4 4.0 4.0 100.0

Total 100 100.0 100.0

Interpretation: From the above chart it is clear that out of 100 respondents, 72% of the
suppliers prefer brand strategy to sale the product.

Table 7: Most attractive advertising method

Which is the most attractive advertising according you?

Cumulative
Frequency Percent Valid Percent Percent

Valid Size 3 3.0 3.0 3.0

Quality 88 88.0 88.0 91.0

Price 9 9.0 9.0 100.0

48
 Total 100 100.0 100.0

Interpretation: From the above chart it is clear that out of 100 respondents, 88%
customers have opinion that quality is the most important factor as per product is
concern.
Table 8: Most effective method of advertising

Which is the most effective method of advertising?

Cumulative
Frequency Percent Valid Percent Percent

Valid Newspaper 33 33.0 33.0 33.0

Poster 22 22.0 22.0 55.0

Hoardings 28 28.0 28.0 83.0

Television 17 17.0 17.0 100.0

49
 Total 100 100.0 100.0

Interpretation: From the above chart it is clear that out of 100 respondents, 33%
customers are saying that newspaper is the most effective method of advertising, 28% of
customers like hoardings and rest of the customers like poster and television method of
advertising.

Table 9: Which company's advertising effective would you most like?

Which company's advertising effective would you most like?

Cumulative
Frequency Percent Valid Percent Percent

Valid Jaypee Cement 36 36.0 36.0 36.0

Maihar Cement 54 54.0 54.0 90.0

Reliance Cement 2 2.0 2.0 92.0

50
 KJS Cement 2 2.0 2.0 94.0

None of the above 6 6.0 6.0 100.0

Total 100 100.0 100.0

Interpretation: From the above chart it is clear that out of 100 respondents, 54%
suppliers’ feels that Maihar Cement has the most effective advertising whereas 36%
suppliers like the advertising of Jaypee Cement.

SWOT ANALYSIS OF MAIHAR CEMENT LIMITED

STRENGTHS

 Large financial resources

 Largest intake capacity plant of kiln in India.
 Offers the best quality of cement having faster setting time.
51
  Has the consumption level of up to 25% less than that of other brands.

WEAKNESSES

 Lack of adequate number of advertisements.

 Sales promotional schemes are less in numbers.
 Absence of proper distribution channels.
 High price of product but customers are observed to be price sensitive.

OPPORTUNITIES

 Growth in infrastructural development will result in the consumption of cement.

 Government policies of rural development will enhance the demand of cement in
rural areas.
 Substantial potential for growth.

THREATS

 Competitive pressure on sales and realization.

 Present distribution if followed can lead in decreasing market share.
 Any hike in price can affect the position of Prism adversely.

52
 CHAPTER-VII
FINDINGS & SUGGESTIONS

CHAPTER-VII
FINDINGS & SUGGESTIONS

FINDINGS

53
On the basis of Analysis of available table following findings are drawn by the

researcher:

1. 54% suppliers are using Maihar Cement, 40% suppliers are using Jaypee Cement
whereas rest of the suppliers are using other brands of the cement.
2. 58% of the customers are giving the first preference to the quality of cement whereas
37% of the customers are considering other factors like brand etc.
3. 29% of the suppliers are operating their firms from 3 years, 22% from 5 years, 13% from
8 years and rest of the suppliers are operating their firms from more than Eight years.
4. 74% of the customers like marketing strategy of the company for increasing the sales of
the cement.
5. 43% of the customers like hoardings, 39% like price and rest of the customers like gift
and free samples.
6. 72% of the suppliers prefer brand strategy to sale the product.
7. 88% customers have opinion that quality is the most important factor as per product is
concern.
8. 33% customers are saying that newspaper is the most effective method of advertising,
28% of customers like hoardings and rest of the customers like poster and television
method of advertising.
9. 54% suppliers’ feels that Maihar Cement has the most effective advertising whereas 36%
suppliers like the advertising of Jaypee Cement.

SUGGESIONS

On the basis of the findings following suggestions are given by the researcher.

54
 Companies should research continuously for quality improvement.
 Develop more effective advertising campaigns.
 Advertising messages should both be persuasive and reminder-oriented.
Comparative advertising is useful in this regard.
 Television combines motion, sound, and special visual effects for which it is the
most preferred media for advertisements.
 To employ integrated advertising of their product.
 More budgets could be devoted to TV adverts in view of the Consumers.

55
 CHAPTER-VIII
LIMITATIONS

LIMITATIONS:

1. The accuracy of the study is based on the information given by the respondents.

56
2. Due to time constraints the sample size had to be confirmed to 100.

3. The respondents were unable or unwilling to give a complete and accurate

response to certain questions

57
 CHAPTER-IX
CONCLUSION

Conclusion:

 According to this study, it has found out that people notice advertisements and the
awareness level of the brand is good only because of advertisements.

58
 Based on this study I would say television advertisements have more reach to the
people. Customers prefer television in comparison to other media since they get
both the audio and visual effects .This also proves that customer’s rely on adver-
tisements shown in media
 Customers of the age group of 20-25 are more interested in advertisements and
brands.
 The customers like branded products because of the quality it possesses..
 For an advertisement to be effective the price, the music and the tag line should be
highlighted. These three aspects create a great impact in brand preference.
 Hoardings and banners also create brand awareness of a product and are important
to increase brand preference.
 The customer’s also spread word of mouth after they use a product.
 This survey also makes it clear that customers (especially of the younger genera-
tion) refer internet before they purchase and they search for the product features
shown in internet advertisements.

59
CHAPTER-X
REFERENCES

BIBLIOGRAPHY

60
BOOKS

Research Methodology : C.S.R. Kothari

Principles of Marketing : Philip Kotler, Prentice Hall of India

Fundamentals of Marketing : William J. Stanton, Mc Graw Hill, New Delhi

61
 CHAPTER-XI
ANNEXURE

Questionnaire

62
RESEARCH SURVEY QUESTIONNAIRE ON ADVERTISING STRATEGIES

I am a student of A.P.S University, Rewa pursuing B.B.A. with Marketing Specialization.

I am currently doing a survey regarding “A Study of Advertising Strategies with
reference to Maihar Cement”. Please spend your precious time by filling up this
questionnaire. Your feedback will be kept confidential. Your answers are valuable to my
research. Thank you for your kind cooperation.

1. From which brand you are satisfied?

(a) Jaypee Cement
(b) Birla Cement
(c) Maihar Cement
(d) ACC Cement
2. While buying Cement what does a customer give more preference to?
(a) Quality
(b) Brand
(c) others
3. From how many years you are operating your firms?
(a) Three years
(b) Five years
(c) Eight years
(d) More than eight years
4. Which strategy you like to increase the sale of cement?
(a) Marketing
(b) Advertising
(c) Planning
(d) Others
5. Which methods you are using for advertising?
(a) Price
(b) Gift
(c) Free sample
(d) Hoardings
6. Which advertising strategy you should prefer to sell your product?
(a) Brand strategy
(b) Push strategy
(c) Product strategy
(d) Pull strategy

7. Which is the most attractive advertising according you?

(a) Size
(b) Quality
(c) Price
8. Which is the most effective method of advertising?
(a) Newspaper

63
 (b) Poster
(c) Hoardings
(d) Television
9. Which cement is used as target for audience in advertising?
(a) Maihar Cement
(b) Birla Cement
(c) ACC Cement
(d) Reliance Cement
10. State the reason for target audience of advertising of particular cement?
(a) Newspaper
(b) Low price
(c) Attractive
(d) High price
11. From which brand customer is more satisfied while purchasing the cement?
(a) Quality
(b) Quantity
(c) Somewhat
12. What is the origin point of market activities of your firm?
(a) Goods
(b) Advertising
(c) Distributor
(d) Consumer
13. Which company's advertising effective would you most like?
(a) Jaypee Cement
(b) Maihar Cement
(c) Reliance Cement
(d) KJS Cement
(e) None of these.

64