A

PROJECT REPORT
ON

CONSUMER AWARENESS TOWARDS

E-MARKETING
PROJECT UNDERTAKEN AT

MAIHAR CEMENT SATNA (M.P.)

FOR THE AWARD OF

BACHELOR OF BUSINESS ADMINISTRATION
BBA (SEMESTER-VI)

BY

MR. ANEET SINGH

UNDER GUIDANCE OF
PROF. K. P. TRIPATHI

VINDHYA INSTITUTE OF MANAGEMENT & SCIENCE,

SATNA (M.P.)
2014- 2015
 VINDHYA INSTITUTE OF MANAGEMENT & SCIENCE
SATNA (M.P.)

GUIDE’S CERTIFICATE
This is to certify that MR. ANEET SINGH has satisfactorily completed the Project

work on “Consumer Awareness towards E-Marketing at Maihar Cement” under my

guidance for the partial fulfillment of BBA (Semester-VI) submitted to Awadhesh

Pratap Singh University, Rewa during the academic year 2014-2015.

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. K. P. TRIPATHI

Date: / 05 / 2015 (Project Guide)

3
 VINDHYA INSTITUTE OF MANAGEMENT & SCIENCE
SATNA (M.P.)

DECLARATION

I undersigned, hereby declare that this Project Report entitled “Consumer

Awareness towards E-Marketing at Maihar Cement” prescribed by AWADHESH

PRATAP SINGH UNIVERSITY, REWA during the academic year 2014-2015 under the

guidance of PROF. K. P. TRIPATHI 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 MR. ANEET

SINGH
DATE: / 05 / 2015

4
 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 “Consumer Awareness towards E-Marketing
at 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 am very thankful to my project guide Prof. K.P.Tripathi 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.

5
 Mr. Aneet Singh

TABLE OF CONTENTS

S.N. Contents Page No.

1 Introduction of Project 7-20

2 Company Profile 21-36

3 Review of Literature 37-39

4 Objectives 40-41

5 Research Methodology 42-45

6 Data Analysis & Interpretation 46-56

7 Findings & Suggestions 57-60

8 Limitations 61-62

9 Conclusion 63-64

10 References 65-66

Annexure
11 67-69
Questionnaire

6
 PREFACE

Cement is recognized as one major the building block for the development of nation and a
key contributor for infrastructure development.

Cement production commenced in India as early as 1914. Right from the beginning, this
industry faced severe competition from importer followed by price and distribution controls till
1982. The easing of control and the liberalization process put the cement industry in vibrant
growth path.

In this present cut-throat market competition and current recession in Indian economy, it
is quite pertinent to review the existing operating methodology in terms of financial activities. In
last few years Satna cement works & Maihar Vikas Cement kept the flag of Maihar Corp. Ltd.
Quite high & were showing a good performance in terms of sales & profit, but the large capacity
addition to this industry forced the management to rethink about the work culture & style of
functioning, so that the company may face the competition & not only retain there market share
but also show a consistent growth over previous year.

To take a holistic view on inflow of funds, we conducted a study which was based on
actual monitoring of cash management product provided by State Bank of India and monitoring
of deposits at depots located at different places like Allahabad, Kanpur, Patna & many others.
We are happy to present the report of the analysis which highlights the current status, problem,
prosperity & puts forth suggestion to improve the performance of the company.

7
 CHAPTER-I

INTRODUCTION

8
E-marketing can be defined as marketing of products and services through electronic media. It is
one of the latest emerging tool in marketing in the world. It include the creative use of internet
technology including use of various multimedia, graphics, text etc with different languages to
create catchy advertisements, forms, e-shop where product can be viewed, promoted and sold. E-
Marketing does not simply entail building or promoting a website, nor does it mean placing a
banner ad on another website. It includes advertisement (flash, text, graphics, audio or video),
product display, product navigation, 3-D products view, basket selection, checkout and payment.
E-marketing & internet marketing terms are used in the same sense.

The Internet is an open worldwide communication network, linking countless number of

computer networks throughout the world, through an intensive network of telephone lines. The
increased availability of Internet is influencing the growth of Internet users around the world.
The popularity of e-marketing has been increased tremendously in last 15 years. Companies are
investing heavily in promotion of their products & services via internet based marketing. But its
growth rate is relatively slower as compared to other emerging technologies.

The prominent reason of slower growth than expected may be due a large proportion of
population in India as well as other developing & under developed countries that people are still
not aware of computers & internet technology also security concern regarding personal
information on websites. Companies need to create buying behavior of the consumers.

Studying buying behaviour, motives and intention along with the attitude of the online buyers
examines the relationship between attitudes and future intention to participate in these buying
behaviors. The behaviors include: when they click on banner ads (with which site and age
group), response to e-mail advertisements, way in which product information is searched using
search engines and within the site, use of comparison engines, attention and time to customer
review and reaction toward them, product basket, online support services, use of e-mail service,
feedback form, checkout.

9
Satisfied consumers are most likely to continue hence adoption and continuance are connected to
each other through several mediating and moderating factors such as trust and satisfaction. There
are Individual/ Consumer characteristics,

Environmental influences, product/service characteristics, medium characteristics, and online

merchants and intermediaries characteristics which affect the consumer behaviour.

Culture can also be considered as one of the critical factors in both adopting and the success of
E-marketing. The first element in the adoption of E-marketing is the availability of a supportive
atmosphere and environment.
In order for the E-marketing tools (i.e. the Internet) to serve as an effective marketing tool, all
parties in the relationship or the transaction must be familiar with PCs and appreciate the benefits
and the potential applications of the Internet and WWW. Without a supportive culture,
technology may not be able to replace fully the enterprise-customer relationships.

If the culture plays more value on strong relationships in business and people prefer informal
and personal relationship based communication there will be either no or low implementation for
E-marketing. This strong human orientation can make the self service mode of many
e-Marketing based activities somewhat unattractive.

On the other hand, there are a lot of cultural aspects that can affect E-marketing adoption
enterprises. These aspects include: people attitude towards E-marketing activities, trust, security,
lack of social acceptance for electronic economic activity and customer acceptance and
participation in the E-marketing transaction.

These sites have varied product line such as:

 Apparels
 Shoes
 Fashion Accessories

10
  Makeup
 Electronic goods
 Mobiles and tabs
 Books
 Home décor products

VARIOUS POPULAR E-MARKETING

SITES AVAILABLE

With people becoming busy with their work and commitments, they are left out with only a little
spare time. In addition, with wide availability and usage of smart devices, people find internet as
the easiest medium to meet their requirements. This has given immense popularity to online
shopping sites in India; numerous online shopping websites are flaunting best deals to lure
buyers. According to a recent survey, India ranks at position number three for shopping online
and using credit card for online transaction. If you also want to make online purchases and want
to know about the best sources, you have visited the right place. Here you will find information
about top online shopping sites in India. The top 10 sites are:
1. Jabong.com
2. Flipkart.com
3. Snapdeal.com
4. Myntra.com
5. Aamazon.com
6. Naptol.com
7. Yebhi.com
8. Homeshop18.com
9. Inkfruit.com
10. Shopclues.com

11
CORPORATE PROFILE

Jabong.com
Jabong.com is an Indian fashion and lifestyle e-commerce portal, selling apparel, footwear,
fashion accessories, beauty products, fragrances, home accessories and other fashion and lifestyle
products. The company is headquartered in Gurgaon .

Jabong.com is certainly in the acclaimed list of online shopping websites in India. One of the
best customer support services I found in India. The online shopping website is highly popular in
offering best quality products of reputed brands. Customers can cater to a wide variety of fashion
apparel, footwear, accessories and even jewelries. They have huge collection of all mentioned
items for women, kids and men. The online shopping website strives best to offer highest
shopping satisfaction over the internet to all customers from a wide region. They even use
cutting-edge technology on their online shopping platform to make it swift for surfing through
various product pages. In addition, highly experienced support team provides exclusive service
for consumers and tries to solve almost all problems, if any situation demands. Jabong.com is
one of the fastest growing online shopping portals offering reliable, trendy and stylish products
according to taste of reigning period and fashion concerns of people. They are highly popular as
an online shopping portal offering best prices with exclusive discount offers.

Jabong.com is faster, better, bigger but more importantly aligned to customer expectations.
Offering a wide choice, with as many options as possible, available at one destination is only the

12
starting point of what they have envisioned for their journey to delight customers in India.
Jabong.com is for everybody who wants to look stylish and aspires to make a statement.

The competitive advantage of jabong is as follows:

 Widest assortment of products
 Fastest delivery
 High quality customer service
 Flexible Payment Options

 Inspiring & Aspirational

Jabong has used the internet widely to promote its brand. However, Jabong launched its first TV
campaign in March 2012.A similar campaign was launched in September 2012. In Feb 2013
Jabong launched a new TVC with tagline “Fashion Nikla Mann Fisla”.

Recently their association with Ranbir Kapoor and Deepika Padukone starrer bollywood flick
Yeh Jawani Hai Deewani has given Jabong a strong uplift.

Jabong.com follows both inventory model and a controlled marketplace model. In inventory
model, products are sourced from brands and stored in the Jabong warehouse. In controlled
marketplace model, Jabong doesn’t store the inventory but takes care of the Fulfillment,
Customer Service, and Returns if any. Interestingly, Jabong (like any other Rocket Internet
business) is built by consulting people, rather than hard core operations professionals.

13
 Flipkart.com

Flipkart is an electronic commerce company founded in 2007, by Sachin Bansal and Binny
Bansal. It operates exclusively in India, where it is headquartered in Bangalore, Karnataka. It is
registered in Singapore, and owned by a Singapore-based holding company. Flipkart has
launched its own product range under the name "DigiFlip"

Flipkart.com is the most popular of all Indian online shopping companies, offering genuine
products to people. They have huge stock of innumerable products like clothes, music,
electronics, books, health products, kid’s toys and accessories, perfumes, games, movies, home
appliances, shoes, stationeries and many more things. The shopping website offers great
advantage of faster product delivery and free shipping on ordered products for more than Rs.500.
Customers also enjoy the privilege of exceptional services like payment on delivery or ‘cash on
delivery’. They can also pay on a monthly basis, as EMIs. In case any customer is not satisfied
with the products, he or she can even return them and get entire payment back. As one of the
notable online shopping companies in India, Flipkart also offers 30-day replacement policy. All
types of Visa and Master Debit or Credit cards are accepted to initiate the online transaction
system. Dedicated delivery partners of Flipkart take the responsibility for timely product delivery
at mentioned addresses.

Flipkart.com, an e-retailer was established in 2007, when e-retailing in India was at a nascent
stage. Since its inception Flipkart introduced several innovations and went on to become one of

the largest players in the industry. The case discusses Flipkart's inception, growth, expansion and
development over the years, and the strategies it followed to become a name to reckon with in
the Indian e-retail industry.

14
 Flipkart started as
an online book retailer.
Later they expanded
themselves in areas
like fashion &
technology. Other areas are also in pipeline like furniture and white goods. The strengths of
flipkart are as follows:

 Regular penetration in all possible areas. They started with books, entered later in
fashion, electronics, apparel etc.

 Excellent service: They deliver the product within a span of 24 hours.

 Earning Customer`s trust: Easy returns policy which helped consumers to trust them
more.

 Internet reach: Indian youngsters have become so active on internet in the past decade
and so has their tendency to shop online.

 Convenience: It’s extremely convenient to shop online, comparing the product price &
features sitting in the comfort of your home.

Snapdeal.com
Snapdeal.com was started in February 2010 as a daily deals platform inspired by Groupon.com
but expanded in September 2011 to become an online marketplace. Snapdeal has grown to

15
become the largest online marketplace in India offering an assortment of 4 million+ products
across diverse categories from over 20,000 sellers, shipping to 4,000 towns and cities in India.

Snapdeal.com started their online business platform in 2010 under the leadership of Rohit Bansal
and Kunal Bahl. Presently, they are placed at favorable positions on the list of online shopping
sites in India. They offer widest range of products – lifestyle, fashion apparel, accessories,
electronics, games, eateries, chocolates, grooming, books etc., for both men and women. The
online shopping platform has their service in more than 50 cities across India and also has a
record 15 million registered users in the country. The website features more than 3000 brands –
national, international and even less famous yet offering quality products. The online store has
more than 200 categories featuring more than 250000 products listed with them. More than
25000 products are sold every day. Snapdeal has close ties with reputed courier services that help
in faster home delivery process. They even offer free return policy of products, if they fail to
meet the expectations of customers. Unlike other Indian online shopping companies, they initiate
complete refund and even additional courier charges that the consumer bears, if any, while
returning the products in an undamaged and unused condition.

Snapdeal.com is an online marketplace, featuring a wide assortment of products across categories

like Mobiles, Electronics, Fashion accessories, Apparel, Sports, Books; and services like
Restaurants, Spas & Entertainment amongst others.

16
With over 18 million
members, Snapdeal.com is
the shopping
destination for
millions of internet users
across the country.

Snapdeal features the Best Deals on products and services at unbeatable prices. They are a one-
stop-shop website for the best stuff to do, see, eat, feel and buy in your city. The company
philosophy is very simple; they treat their customers the way they like to be treated. Snapdeal lets
one buy products and services online from across the country.

Myntra.com
Myntra.com is an Indian e-commerce company of fashion and casual lifestyle products,
headquartered in Bangalore, Karnataka The company was founded in 2007 by IITians Mukesh
Bansal, Ashutosh Sac and Rishi Ranjan with a focus on personalization of gift items. By 2010,
Myntra shifted its focus to the online retailing of branded apparel.

A one-stop online shopping portal, myntra.com caters to fulfill all requirements pertaining to
lifestyle and fashion products. The company is counted in the list of online shopping sites raging
the country recently. They even offer variety of branded products through the online shopping
portal. They are primarily reasonable to make online consumers conscious about brand value of
different products of daily utility. From its introduction into the online business world, myntra is
dealing in exclusive choices of accessories, footwear, cosmetics and apparel from more than 500
reputed international and Indian brands. Notable among them are Biba, Adidas, Inc5, Puma,
Nike, United Colors of Benetton etc. The online shopping portal is reputed to offer more than
3000 styles of products, fitting requirements of all valued consumers. The customer support
service and process of home delivery are one of the swiftest in the business world. They are also
one of the leading Indian online shopping companies offering guaranteed 30-day free return of

17
goods from doorsteps of consumers in case of unsatisfactory service. It started with T-shirts,
mugs, greeting cards, calendars, key chains, diaries etc. and later in 2010 expanded itself to retail
fashion and lifestyle products. Myntra gain lot of popularity as an online fashion retail store.

In February 2014, Myntra raised additional $50 Million Funding from Premji Invest and few
other Private Investors. It was founded by Mukesh Bansal, Ashutosh Lawania and Vineet
Saxena. Myntra received a lot of awards also in e-commerce.

Strengths of Myntra.com:

1. Excellent service: They kept their delivery time 24 hours which turned out to be a big reason
for their popularity.
2. Return Policies: They have kept a very easy return policy which is very important in online
shopping. They provide a 30 days return and exchange guarantee.
3. Schemes & Discounts: They provide discounts throughout the year with attractive point
system for loyal customers thus increasing the loyalty.
4. Convenience: They offered the convenience of buying online, trying and returning which was
an instant hit amongst avid online shoppers.

The Merger of two big players

The main reason behind Flipkart wanting to take over Myntra is that, Flipkart did try to enter in
Apparel & Fashion but it could not make that space. Myntra`s delivery service has been great.
Myntra with its return policies, offers, premium points & delivery service gained many
customers.

18
This acquisition
resulted in coverage of
the only area left viz.
apparel & fashion. With
the growth of
internet in India, e-commerce is likely to see a robust development. Now Flipkart is an e-tailer
with a wide range of products. They are likely to use the Myntra`s customer base, product
partnerships & delivery services. Though they have planned to keep everything separate and
function as individual entities.

On the other hand as per one of the the co-founders of Myntra.com , it was better to join hands
with the biggest player and then fight against the other competitors.

19
Amazon.com
Amazon.com is an American electronic commerce company with headquarters in Seattle,
Washington. It is the largest Internet-based company in the United States. Amazon.com started
as an online bookstore, but soon diversified, selling DVDs, VHSs, CDs, video and MP3
downloads/streaming, software, video games, electronics, apparel, furniture, food, toys, and
jewelry. The company also produces consumer electronics—notably, Amazon Kindle e-book
readers, Kindle Fire tablets, Fire TV and Fire Phone — and is a major provider of cloud
computing services.

Amazon is one of the most reputed name in the world of online shopping for products like
eBooks, electronics and others items. The Amazon India website and it services are being
tweaked for India and its hugely growing online shoppers. Amazon.in is operated by Amazon
Seller Services Private Ltd, an affiliate of Amazon.com, Inc. is a Fortune 500 company based in
Seattle that opened on the World Wide Web in July 1995; and today offers Earth’s Biggest
Selection. They are committed to ensure 100% Purchase Protection for your shopping done on
Amazon.in so that you can benefit from a safe and secure online ordering experience, convenient
electronic payments and cash on delivery, easy returns, Amazon’s customer service with 24×7
support, and a globally recognized and comprehensive purchase protection provided by
Amazon’s A-to-Z Guarantee. This specifies that the Orders are eligible for FREE Delivery and
can be placed using Cash on Delivery.

Amazon.com, the world's largest online retailer in Month of June 2013 entered into Indian e-
commerce market with the launch of its marketplace Amazon.in, offering books, movies and
television shows for sale.

The launch of online marketplace has helped Amazon overcome Indian regulatory obstacles that
prevent foreign online retailers from having an entirely owned Indian arm selling directly in
India. The model adopted by Amazon is fully compliant with all relevant Indian laws.

20
The new marketplace is going to offer Indian customers with a shopping destination to purchase
products from third-party sellers. It is important here to note that the India represents Amazon’s
tenth marketplace launch.

In its present model, Amazon.in does not own any of the commodities that are sold through the
website but it just acts as a collector to all the retailers who desire to display their products on the
website. It is worth mentioning here that In Amazon's US website, there are both Amazon-owned
goods and third-party products being sold.

Amazon has been enthusiastically lobbying with the Indian Government in order to allow foreign
direct investment in online retail and to relax the regulations against foreign e-commerce
companies. Meanwhile, government had relaxed norms for offline multi-brand retail allowing 51
percent FDI deciding it against implementing similar provisions for the players on the web.

Amazon India has also come up with an option called Fulfillment by Amazon in which it is
supposed to provide end-to-end logistics solutions to retailers who wish to avail of this service.

21
CHAPTER-II

22
 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 (according

to the performance) were visited, to get each and every detail about the market.

23
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:-

24
(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

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

25
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).

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

26
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

Prop. Century Textiles and Industries limited

B.K. Maihar gold gold

Chairman

Century Textiles & Ind. Ltd.

27
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”.

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. “

28
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.

29
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 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.

30
 Plants of Century Textiles & Industries Limited:

MAIHAR CEMENT

CENTURY CEMENT

MANIKGARH CEMENT

Figures in Million

Units TPA

2009-10

Century Cement 2.1

Maihar Cement 4.2

Manikgarh Cement 1.9

Total 8.2

31
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

 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.

32
  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:

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

33
  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 Chhattisgarh &

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

 First prize for the lowest electrical energy consumption per tonne of cement production

for the year 2006-2007 amongst modern cement plants using VRM technology 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.

ISO CERTIFICATIONS

 IS/ISO 9002:1994

 IS/ISO 9001: 2000

MANAGEMENT

Maihar Cement is managed by board of directors comprising of: -

1. Shri B.K.Maihar gold gold

2. Shri Kumar Managalam Maihar gold gold

3. Shri P.K.Daga

4. Shri E.B.Desai.

5. Shri Arvindp C. Dalal

34
6. Shri Amal Ganguli.

7. Shri B.L. Jain (whole time director)

STRUCTURE

Unit 1

Shri Kamal Kishore President (co-ordination)

Shri R.S.Doshi Executive President (Finance)

Shri R.K. Vaishnavi Executive President (plant)

Shri P.M. Intodia Joint President (Marketing)

Shri Vijay Kumar Sr. Vice President (Process and Quality Control)

Shri Ajay Kumar Jain Vice President (Production)

Shri M.P. Joshi Vice President (Electrical)

Shri. O.P. Moondra Vice President (Instrumental)

Shri A.S. Thakkur Vice President (Store)

Shri P.K. Agrawal Vice President (Purchase)

Unit 2

Shri B.P.Jain President (Technical)

Shri V.K.Bhandari Executive President (Commercial)

Shri Rakesh Sharma Joint President (Personnel and Administration)

Shri S.K.Tiwari Sr Vice President (Mines)

Shri Arvind Kumar Jain Vice President (Mechanical)

KEY ACTIVITIES OF PERSONNEL DEPARTMENT

Recruitment and selection

35
Induction

Training and Development

Performance appraisal

Promotion

Administration of contract labour

Industrial relations

Event management

Canteen upkeep

Grievance handling

Transportation upkeep

Estate Management

Hospital administration

School/College management

Thrift / Co-operative society management

Yoga & Naturopathy centre administration

Guest house/ recreation centre management

Handling legal cases

Safety & security

36
Structural Chart of Personnel & Administration Department

Rakesh Sharma
Joint President (P&A)

H.P.Tiwari
(VP P&A Admin.)

G.K.Awasthi
Sr.Mgr.
(Finance).)

B.K.Dwivedi
Paras C. Jain
Dy Mgr.(Adm.)
Mgr. (Adm.)

B.L .Agrawal
Mgr.(Welf)
R.P.Tiwari
Mgr(Admn.)

O.P.Gautam
Mgr (Admn)

37
CHAPTER-III

38
 REVIEW OF LITERATURE

Industry has been defined “as a process in which changes of a series of

strategically production are taking place and it involves those basic changes that
accompany the mechanization of an enterprise. The building of a new industry and the
opening of a new territory”

The achievements in the field of industrial development during the past three
decades in India have been significant and substantial in many respects

There is considerable literature on cement industry befitting, its long and

chequerred history and high economic importance. A good deal of analytical literature
exists at broad levels covering problems associated with productivity, financial
performance, size and technology, manpower and location.

Gupta.M.C.(2000)discussed the study revealed that profitability of the units has

been consistently good things largely to the partial decontrol of cement.

HarshDwivedi (2001)discussed to its wider ramification, analyzing among other

things, stages of control, marketing practices, trends and innovation, consumer preference
and importance of management. He found that existing capacity were inadequate to meet
the growing demand for cement and marketing practices lacked depth and realism.

R.Ramanujam (2005) discussed its wider ramification, analyzing among covering

all aspects of cement unit, cost of production, productivity, marketing and finance. He
found that in the liberalized economy, the industry has a favorable market factories affect
capacity utilization viz., power cut, inadequate supply of coal and its poor quality and
shortage of forenighe wagone, with all these areas under government control, the gult
must take necessary steps to remove the hurdles

39
 M.selvaraj(2007)discussed to the limited aspects of cement unit like finance,
administration, human resource and marketing aspect etc. he found that as cement market
has turned out to be a buyers market in recent years, effort should be made by the
government and cement manufacturers association to popularize cement by exhibiting
various uses of cement and thus creating an increase in the demand of cement.

K.shanmuga Vadivu (2011) discussed the research study has brought sufficient
market opportunity for the cement industry in different areas in Karur district, it has been
brought out in the report that. The various problems faced by the dealer, the trend in
cement industry. Almost all the companies understood customers insipid for quality. The
need of the hours is to have an effective distribution network so that supplies reach and in
time to customers. This will also help to ensure increased sales and promotion activities.

1. M.C. Gupta, profitability analysis of cement industry with special reference to

Rajasthan 1988.

2. Harsh Dwivedi, cement industry in India Marketing perspectives, New Delhi:

Classier Publishing House, 1994.

3. R. Ramanujam, study on cement industry in Tamilnadu, 1996.

4. M.selvaraj, financial administration and human management in Indian cement

industriy,1996.

5. K. Shanmuga Vadivu, A study on marketing of cement in chettinad cement

corporation Ltd., puliyar at karur district in tamilnadu, 2002.

40
CHAPTER-IV

41
 OBJECTIVES OF THE STUDY

1. To study what is e-marketing.

2. To study about the various e- marketing sites available.

3. To study awareness of e-marketing among management students of Maihar Cement.

4. To study acceptance of e-marketing among respondents.

5. To study the impact of e- marketing on purchase decision of Maihar cement.

42
CHAPTER-V

43
The system of collecting data for research projects is known as research methodology. The data
may be collected for either theoretical or practical research for example management research
may be strategically conceptualized along with operational planning methods and change
management.

Some important factors in research methodology include validity of research data, Ethics and the
reliability of measures most of your work is finished by the time you finish the analysis of your
data.

Formulating of research questions along with sampling weather probable or non probable is
followed by measurement that includes surveys and scaling. This is followed by research design.
The last two stages are data analysis and finally writing the research paper, which is organized
carefully into graphs and tables so that only important relevant data is shown.

MEANING OF RESEARCH

Research can be defined as the search for knowledge, or as any systematic investigation, with an
open mind, to establish novel facts, usually using a scientific method. The primary purpose for
applied research (as opposed to basic research) is discovering, interpreting, and the development
of methods and systems for the advancement of human knowledge on a wide variety of
scientific matters of our world and the universe.

Research is initiated by examining the secondary data to gain insight into the problem. The
primary data is evaluated on the basis of the secondary data.

RESEARCH PLAN

44
The data for this research project is collected through questionnaire. A structured questionnaire
was framed as it is less time consuming, generates specific and to the point information, easier to
tabulate and interpretate. Moreover respondents prefer to give direct answer.
RESEARCH PROCESSES

Generally, research is understood to follow a certain structural process. Though step order may
vary depending on the subject matter and researcher, the following steps are usually part of most
formal research, both basic and applied:

COLLECTION OF DATA

45
Data collection is a term used to describe a process of preparing and collecting data - for example
as part of a process improvement or similar project. The purpose of data collection is to obtain
information to keep on record, to make decisions about important issues, to pass information on
to others. Primarily, data is collected to provide information regarding a specific topic.

TYPES OF DATA
PRIMARY DATA: - The primary Data was collected from respondents by administering a
structured questionnaire.
SECONDARY DATA: - Apart from primary data collected, the data collected through text
books, and internet is used for the study.

SAMPLING OF DATA
SAMPLING UNITS: - Management Students
SAMPLE SIZE: - 100 respondents.
SAMPLING AREA: - The research was conducted at Gyan Ganga College, Jabalpur .
SAMPLING METHOD: - Convenience sampling

TOOLS FOR DATA ANALYSIS

PIE CHARTS: - A pie chart (or a circle graph) is a circular chart divided into sectors, illustrating
proportion. Together, the sectors create a full disk.

46
 CHAPTER-VI
DATA ANALYSIS & INTERPRETATION

47
 DATA ANALYSIS
1. Are you aware about the various e-marketing sites available?

S.NO. OPTIONS PERCENTAGE

A Yes 100%

B No 0%

48
Interpretation: The above graph shows that 100% people are aware about the various e-
marketing sites available over the net which is a good thing which shows that almost
everybody is using new technology hence using new ways for purchasing.

2. How did you come to know about the e-marketing site?

S.NO. OPTIONS PERCENTAGE

A Advertisement 50%
B Friends / family 30%
C Net surfing 20%

49
Interpretation: The above graph shows that 50%people are attracted towards the e-commerce
sites through advertisements hence these sites should pay more attention towards advertisements
so as to attract more customers.

3. Which website do you prefer the most?

S.No. Websites Percentage

1 Jabong.com 40%
2 Snapdeal.com 18%
3 Flipkart.com 20%
4 Myntra.com 8%
5 Amazon.com 14%

50
Interpretation: The above graph shows that 40%people prefer jabong.com as it is more
convenient according to them, to shop through jabong as it offers great deal of discounts and
offers on the products as mentioned by the consumers.

4. Do you find these sites interesting and useful?

S.No. OPTIONS PERCENTAGE

A YES 80%

B NO 20%

51
Interpretation: According to the above graph 80% people find these sites more useful and
interesting and hence they visit these sites more often to check for discounts and offers that are
available from time to time on these sites.

5. How often do you visit these sites in a week?

S.No. OPTIONS PERCENTAGE

A ONCE 40%

B TWICE 20%

C THRICE 20%

52
 D MORE 10%

Interpretation: The above graph shows that people like to visit these sites often so as to check
for discounts and offers which are available on weekdays as well as on weekends.

6. What according to you is more convenient for shopping?

S.No. OPTIONS PERCENTAGE

A E-MARKET 25%
B RETAIL OUTLETS 40%
C BOTH 35%

53
Interpretation: the above graph shows that 35% people are happy to shop through both ways
retail as well as e-markets are more convenient to shop through both ways , retail as well as e-
markets. But, 25%people think that e-markets are more convenient to shop as they get a variety
of products at one single place.

7. Have you got an inclination towards a particular product line on these

sites?

S.NO. OPTIONS PERCENTAGE

A APPARELS 38%
B ELECTRONIC ITEMS 25%
C MAKE-UP/ACCESSORIES 10%
D BOOKS 20%
E HOME DECOR 7%

54
Interpretation: Above graph shows that more consumers are attracted towards apparels and
electronic items available on these sites as compared to books, home décor and makeup/
accessories. This is because they find these goods much cheaper on these goals much cheaper on
these sites with full description.

8. Do you find these online products cheaper than the retail outlet
products?

S.NO. OPTIONS PERCENTAGE

A YES 65%
B NO 35%

55
Interpretation: This graph shows that 65% people feel that online products are much cheaper as
compared to the retail outlet products available in the market and hence they love to buy products
online.

9. Which payment method do you find suitable for online payment?

S.NO. OPTIONS PERCENTAGE

A DEBIT/CREDIT CARD 25%
B PAYPAL ACCOUNT 5%
C CASH ON DELIVERY 70%

56
Interpretation: The above graph shows that 70% people prefer cash on delivery as it is much
more safe and secure. Some sites even provide the option of opening the delivery, when received
by customers.

10.Do you recommend these sites to your family and friends?

S.NO. OPTIONS PERCENTAGE

A YES 98%
B NO 2%

57
Interpretation: In the above graph it is clear that almost everybody recommends these sites to
their near and dear ones so that they may also enjoy online shopping. Here it shows that word of
mouth publicity is hence enjoyed by these sites.

58
 CHAPTER-VII
FINDINGS & SUGGESTIONS

FINDINGS

It has been found that:

59
 The most preferred website among the management students was found to be jabong.com
which shows that the respondents like to shop on jabong.com as it gives better services.

 The IT and Telecom industries have helped the e-marketing sites to grow and reach many
customers worldwide.

 Security and safety is a major factor of concern when a person shops through these sites
as on some sites debit/credit card number has to be punched in. There is a threat of losing
their private account and pin numbers.

 The boom in the it as well as telecom sector has led to the growth of these e-markets on a
wider scale.

 No, consumers can shop through these sites by sitting anywhere around and can get these
shops on their palms due to the growth of telecom sector and the high tech android
phones.

 Many consumers visit these websites often in a week which shows their inclination
towards the e- markets.

 Purchasing products online has become a trend amongst the youth. This shows that the
youth today is more technology driven and go according to the trends and fashion.

60
 The popularity of the e-marketing sites is growing due to advertisements shown on
electronic as well as print media.

 Consumers prefer cash on delivery service provided by these e- marketing sites because it
is safe, secure and much more convenient.

 E-marketing sites are even enjoying the word of mouth publicity when customers feel that
they are given proper services as promised by the site.

SUGGESTION

 More advertising should be done so as to increase awareness about the e-marketing sites
so as to attract more and more customers because it was found that half the respondents
have come to know about the sites through the advertisements shown.

61
 More and more events should be organized to make the sites known to consumers. This
can be done by sponsoring various programs that come on television.

 Promotional strategies like offers and discounts should be adopted to increase the sale.
This could be done on weekends and even on certain weekdays so as to increase the sales
of the sites.

 Association with famous celebrity to reach out to the customers is much important
because nowadays everyone likes to buy those products which there favourite celebrities
are endorsing for those products.

 In order to increase the sales and market share, the companies should adopt different
marketing strategies at different place on different time.

62
CHAPTER-VIII
LIMITATIONS

LIMITATIONS

63
 People have hesitations in using e-services due to security concerns, lack of physical
Approach towards product offered, delays in product delivery along with price & quality
concerns.

 People are more resistant to change & not easily adaptable to newer technology.

 The data depends totally on views of respondents.

 The findings and conclusion are based on the views of the respondents which might differ
from others.

 Some of the consumers were not aware about the websites.

 People are tradition bound & have doubt in mindset as far as issue of online
shopping/purchase of product is concerned.

64
CHAPTER-IX

Conclusion

65
E-marketing is rapidly changing the way people do business all over the world. Now,
retailers can even get tie-ups with these sites and can do business through them. In the
business-to-consumer Segment, sales through the web have been increasing dramatically over
the last few years.Customers, not only those from well-developed countries but also those
from developing countries, are getting used to the new Shopping channel.

E-marketing is gaining popularity among people specially the younger generation but in
today scenario to become equally popular among all age groups e-marketing will have to
cover a longer distance. Promotional schemes should be launched to promote e-marketing
business. Advertising of web-products & services is one of the major issues where companies
fail to attract potential consumer’s attention.

Companies should focus on offering informative advertisements which would contain

product information along with additional products & services offering which best suits
needs of people. Such advertisements frequency should be high so as to position the products
& brands in consumer mindset. In a nut shell we can conclude that e-marketing has a
potential to grow, only proper boosting needs to be done both at producer and consumer level
apart from government efforts.

66
 CHAPTER-X
REFERENCES

REFERENCES:-

Website:
 www.researchersworld.com

67
Books:

 Electronic Commerce

By:Muneesh Chandra Trivedi

(Jaico Book Publications)
 E-commerce

By: Kamlesh K. Bajaj & Debjani Nag

(Tata Mc. Graw Hill publications)

68
 CHAPTER-XI
ANNEXURE

QUESTIONNAIRE:

Name: Gender:
Age:

69
1. Are you aware about the various e-marketing sites available?

A. Yes
B. No

2. How did you come to know about the e-marketing site?

A. Advertisement
B. Friends/family
C. Net surfing

3. Which website do you prefer the most?

A. Jabong.com
B. Snapdeal.com
C. Flipkart.com
D. Myntra.com
E. Amazon.com

4. Do you find these sites interesting and useful?

A. Yes
B. No

5. How often do you visit these sites in a week?

A. Once
B. Twice
C. Thrice
D. More

6. What according to you is more convenient for shopping?

A. E- market

70
B. Retail outlets
C. Both

7. Have you got an inclination towards a particular product on these sites?

A. Apparels
B. Electronic products
C. Make-up/accessories
D. Books
E. Others

8. Do you find these online products cheaper than the retail outlet
products?

A. Yes
B. No

9. Which payment method do you find suitable for online payment?

A. Debit/credit card
B. PayPal account
C. Cash on delivery

10. Do you recommend these sites to your family and friends?

A. Yes
B. No

71