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Author Name BHARAT

Title A STUDY ON PROMOTIONAL STRATEGIES ADOPTED BY JS..
Paper/Submission ID 773626
Submission Date 2023-06-14 12:11:41
Total Pages 46
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AT KESORAM CEMENTS BY 19E41E0017 Yr-2021 SUBMITTED
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 CHAPTER-1  
INTRODUCTION  

Introduction about the Internship-  

1
This project is related to the promotional strategies of marketing. Promotion is very most  
important part of the marketing mix elements.  
There are following types of marketing mix element in which one of the element is promotion and  
another types of marketing mix element are personal selling to the individual person, sales  
promotion for any product or services, advertising, direct marketing to product or services and  
publicity.  
Promotion mix defines that how much give the importance to the each promotion mix and how  
much budget is required for each promotion mix.  
A promotion plan can have a big objective, including sales increases, creating a brand image of the  
product, new product development, and creating a corporate image, competitive relations etc.  
There are following types of way to promote the products by different media. For promoting the  
products, promoters are using internet advertisement,  special events, news papers or magazine etc.  
TOPIC CHOSEN FOR STUDY  

“A Study on Promotional Strategies adopted by JSW Cement Ltd  

INDUSTRY PROFILE  
In whole world India is a second cement producer country. India is the second-largest cement  
15
producer globally, with a production capacity of over 500 million metric tons per annum.  

There is too much demand of the cement industry in the housing sector.FDI (foreigndirect  
investment) is attracted by cement and gypsum products, this is a report of theDIPP  
(department of industrial policy and promotion).In the housing sector have themajor demand  
for the cement because government is initiating that within 2024 everyperson should have their  
own house and government has also invested a lot of moneyon housing sector field.  
Government has planning for increasing the infrastructure ofIndia; Government has mainly  
focused on the infrastructure of rural area and urbanarea of India. Government has planned  
to increase investment in infrastructure in theamount of US$ 1 trillion.  
After 10 years India country will become main exporter of clinker gray cement. Foreign  
investors are also wanted to come in the cement industry owing the profitmargin and  
steady. Even the domestics companies could go to the foreign market,foreign market also  
needs the huge domestic cement demand because this cement hasa good quality good strength.  
 Market size of cement industry  
4
The cement industry in India is one of the largest and fastest-growing sectors in terms of production  
capacity and consumption. Here is an overview of the market size of the cement industry in India:  

 Production Capacity:  
15
India has a significant cement production capacity, with over 500 million metric tons per annum  
22
(MMTPA) as of 2021. The installed capacity has been steadily increasing over the years to meet the  
growing demand for cement.  

 Consumption and Demand:  

4
Cement consumption in India has been driven by various factors such as infrastructure development,  
residential and commercial construction, and government initiatives. India is one of the largest  
cement-consuming countries globally, with a significant demand for cement in both urban and rural  
areas. Demand is influenced by population growth, urbanization, increasing disposable incomes,  
and government policies and investments.  

Market Share and Competition:  

The Indian cement industry is highly competitive, with a mix of large and small players operating  
across different regions. Major cement companies in India include Ultratech Cement, ACC Ltd,  
Ambuja Cements, Shree Cement, and Dalmia Cement, among others.  
Market share varies among companies, with regional players often dominating in specific areas.  

 Growth and Expansion:  

27
The cement industry in India has witnessed robust growth over the years, driven by the increasing  
32
demand for cement. Companies have been expanding their production capacities through the  
establishment of new plants and the acquisition of existing ones. Greenfield and brownfield  
39
expansions have been carried out to cater to the growing market requirements.  

Infrastructure Development and Government Initiatives:  

28
The Indian government has been investing in infrastructure projects, including roads, highways,  
railways, airports, and urban development.  
30
Initiatives like "Housing for All," "Smart Cities," and "Make in India" have contributed to the  
growth of the cement industry.  
Export Potential:  
India is a net exporter of cement, with significant exports to neighboring countries and regions.  
 33
The export market for Indian cement includes countries like Bangladesh, Sri Lanka, Nepal, the  
Middle East, and African nations.  
COMPANY PROFILE OF JSW CEMENT  

JSW cement is a new diversifies industry of JSW groups. Parth Jindal  is an  owner ofthe JSW  
cement organization; He is a son of Sanjjan Jindal is a MD of JSW Steel.  

4
The company has three production units  
 JSW cement Mumbai  Dolvi(Maharashtra)  
 JSW cement Nandyal Cement plant (Andhra Pradesh)  
 JSW cement plant Toranagallu, Bellary(Karnataka)  

All three units have combine capacity 6 million tons per annum  
JSW cement is leading to promoting the  PSC cement (Portland slag cement) in the south India.  
PSC (Portland slag cement ) is also called the green cement because it generate the least amount  
of co2 gas on  the production  time and this  cement is also use the slag which is the waste  
product of the JSW steel. In the production of PSC  
5
cement using the waste product they are not throwing in the environment they are protecting the  
environment.  

JSW cement is also produces the GGBC (Ground Granulated cement) which is used to  
replacement to ordinary Portland cement.  
Since its inception in 2009, JSW Cement entered in the cement  industry market  with the vision  
13
to producing the eco-friendly cement which is creating least of co2 gas and least of pollution. For  
making the JSW cement they are using the waste product of the steel. They are not through this  
waste product on the environment which called that slag. So that many reason this cement is called  
the green cement. Nandyal JSW Cement plant and Dolvi cement are utilizing the slag from JSW  
steel to producing the JSW green cement. Nandyal JSW cement plant is using the world class  
technology to manufacturing the PSC cement and GGBC cement.  
JSW Cement Company won the prestigious award for saving  the energy on the  cement  
production time. With key markets in Telangana, Andhra Pradesh, Karnataka, Tamil Nadu, Kerala,  
Maharashtra, Orissa, and Goa.  
PROMOTERS OF JSW  

. Mr. Sajjan Jindal - Chairman  

. Mr. Parth Jindal - Managing Director  
. Mr. Rajesh Kumar Bagri - Whole-time Director  
. Mr. Seshagiri Rao MVS - Non-Executive Director  
. Mr. Biswadip Gupta - Non-Executive Director  
. Ms. Jaya shree Arun Kumar - Non-Executive Director  
. Mr. Santosh Kumar Singh - Non-Executive Director  
. Mr. Rajeev Singhal - Non-Executive Director  
. Mr. N. P. Vasudevan - Non-Executive Director  
. Mr. R. Ravi Prasad - Non-Executive Director  

JSW CEMENT MISSION VISION AND CORE VALUESJSW Cement believes in building a  
self-reliant India. JSW cement organization hasaim to become a global market leader in the cement  
sector and JSW cement want to give the best quality cement as compare to competitors cement .  

VISION -  
7
“Global recognition for Quality and Efficiency while nurturing Nature and Society.  

MISSION -  
“Supporting India’s growth in core economic sectors with speed and innovation”.  
CORE VALUES -  
• Transparency  
• Strive for Excellence  
• Dynamism  
• Passion for learning  
QUALITY POLICY OF JSW CEMENT  
• Attain product leadership through state of art process facilities and practices  
• Increase business share within the market with a attention on specific sectors  
• Create new markets by promoting special finishes in cement  
• Continuously reach intent on new customers  
• Timely delivery of product as per Customers Quality requirements  
34
• Comply with all applicable Statutory / Regulative needs  
• Minimize Energy Consumption and cement waste  
• Control Hazards, minimize accidents & avoid long operating hours.  
PRODUCT AND SERVICES  
12
• Portland slag cement or green cement (PSC),  
• One of the another type of cement Ordinary Portland Cement (OPC),  
• Another type of cement Ground Granulated Blast Furnace Slag (GGBF)  

INFRASTRUCTURE FACILITIES  
In JSW cement have following types of infrastructure facilities  

 Laboratory - JSW cement laboratory have all equipments for testing  the cement  
quality, cement strength, and measure the quantities of all contents like  
gypsum, silicon etc.  

 Vertical roller mill– This technology is a German based technology. This  

technology is consuming less energy for producing the cement.  

 Bag house - This Baghouse is maintaining the dust free environment. In this plant  
have also the De-dusting and product recovery Baghouse.  

 Packing House – This plan have a modern technology packer. In this packing  
section have nuisance bag filter and this filter provide the safe  work and dust free  
environment.  

AREA OF OPERATION  

In this organization have various types area of operation  

Karnataka –  
North Karnataka-Bellary, Tumkur  
South Karnataka-Hospet, Bangalore, Mysore  
Andhra- Guntakal, Hyderabad  
Kerala- Kochi, Kerala  

COMPETITORS OF JSW CEMENT  

31
Emami Ltd- Emami ltd is a fast moving consumer goods company and this company plans to  
5
invest the 8500 crores for the production of cement.  This plant capacity is 2.4 million tons per  
annum and they are increasing the plant capacity 15-20 million tons per annum in coming next 3  
to 5 years.  
The Gujarat Nirma Company- It is a  Gujarat based Nirma  Company which is producing the  
11 MT production capacity cement.  

FL Smith- This is global engineering based company in Copenhagen. This company has making  
and supply of equipment for a complete  cement production line. It has 3,000 ton capacity in Tamil  
Nadu.  

KKR Mauritius Cement Investments Limited– KKR cement limited hasacquired 8.5 % stake  
in Dalmia Bharat Limited (DBL).  

UltraTech Cement- This cement company is a Indian largest cement organization, it is looking  
to acquire Jai Prakash Associates six cement. Theyare investing total value of Rs 16,500 crores.  
UltraTech Cement Company hasa largest production capacity of cement in India.  

Birla Corporation Ltd- Birla corporation is belongs to  Birla group. It is a part of the MP Birla  
Group. It has acquired two cement of Lafarge India for an enterprise value of Rs 5,000 crores.  

Dalmia Cement (Bharat) Ltd -Dalmia cement ltd Indian based organization, which has invested  
Rs 2,000 crores rupee for expanding the business in North East of India over the past two years.  

UltraTech Cement Ltd- As we know that UltraTech cement is Indian largest cement group. This  
company bought two cement plants  of Jaiprakash  Associates and related power assets of  
Jaiprakash Associates Ltd in Madhya Pradesh. For purchasing these plants, they have invested Rs  
5,400 crores.  

Andhra Cements Ltd – Andhra cement is also a cement producer plant in Andhra. It is also a  
competitor of the JSW cement in Indian market  

SWOT ANALYSIS OF JSW CEMENT  

Strengths  
 High brand equity  
 Huge promotional activities  
 Financially strong  
  Huge market share  
 Using new technology  

Weaknesses  
 They have a Limited portfolio diversification compared to industry leaders  
 As a competitor they have a less no. of plants.  

Opportunities  
 JSW cement has increased in demand from all sectors in Indian country aswell as  
Global world  
 JSW Cement Company is Mergers & Acquisition with other company to keep  
24
continuous supply of raw materials for producing cement in company.  
 JSW group has more invested in the R & D department to develop a newproduct  

Threats  
 They have more competitors in domestic market.  
 And also they have more competitors in foreign market.  

Future Growth and Prospects  

In the JSW cement have many future growth and prospects which are followings  

Green panel defers decision on JSW Cement's Gulbarga project  

In Gulbarga, JSW has planned to start the production of limestone in  the quantity of 4.51 million  
tons per annum. They want to start the  production plant for producing the lime stone in Mogla  
village in Gulbarga district.  

JSW Cement capacity expansion by 2018; forms JV with Aussie co  

JSW cement group want to increase their production capacity andthey want expansion their plants.  
They want  to increases  their capacity  to 17  million tons by April 2018 and they has already  
entered in  joint venture with Australian firm Wagner’s. These both organizations want to  launch  
and promote eco –friendly concrete  because eco-friendly cement is not producing the pollution.  
20
In the current time they are expanding their capacity from 6.8 MTPA to 17 MTPA and they want  
to complete this plan in April 2017.JSW Group’s Salboni cement project gathers steam  
They started the cement grinding units in Salboni West Bengal; they have invested 800 crores on  
their grindings units of cement.  

CHAPTER 2  

CONCEPTUAL BACKGROUND AND LITERATURE REVIEW  

Meaning  
Promotion is most important part of the any organization‘s marketing department. And also  
promotion is a key element of marketing mix; it can be one way or two way communication for  
communicating the customers about the product or services. The marketing mix elements have  
main four P’s. These four P’s are following  

 Price  
 Place  
 Promotion  
 Product.  

By the help of promotion customer can know and  aware about the products and brand of the  
1
product and features of the product and promotion is also help  to generating the sales and profit  
of the organization and brand loyalty of products.  
As we know that promotion is a very most important part of the organization and promotion plan  
have various objectives  
 Sales increases  
 New product acceptance  
 Creation of brand equity,  
 Positioning  
 Creation of corporate image.  
35
Promotion for any product or service is very important for any company or any organization.  
1
It is because only through promotion people would come to  know about the product and people  
can know or understand what is product, what are features of  this product and by the help of  
promotion of any product people also can know that  what is the importance and use of this  
7
product .Only after knowing about the product they consider purchasing. There are mainly two  
types of promotions.  

1
Push strategy- Push strategies is in which promotional activities are done for the distributors,  
wholesalers and retailers to push the product for the customers.  
Trade fairs, wholesaler discounts, bonus and all the activities which benefit thedistributors are  
all examples of push strategies. Hence the demand is pushed or created in the distribution  
channel. These pushactivities are not visible to consumers and it is mostly unknown to the  
customers.  

Pull Strategy-  
In pull strategy there are following types of promotional. These activities are done forthe  
consumers. There are following types of promotional activities  
 Advertisements  
 Digital campaigns  
 Discounts in stores etc  

When a customer goes with a specific brand and product in his mind to the market, itis the pull  
strategy that has worked for the company.  

Importance of Promotional Strategies for the any Organization  

Promotion is a methods and technique to communicating to their consumer in any  
organization.  
Marketing communication is means that in any organization to inform persuade andremind the  
consumers directly or indirectly.  
36
Every one of the small scale industrial units has their own promotional strategies forincreasing  
their sales and their profits and to win their vision and mission.  
1
Companies should always communicate to the potential customers and stakeholders because  
potential customer making and stakeholders are making the profit of the organization.  

There are following elements of promotion mix elements  

 Advertising  
 Direct marketing  
 Interactive / internet marketing  
 Sales promotion  
 Publicity / public relations  
 Personal selling  
Types of promotion strategies-  
There are eight types of sales promotional strategies  
 Advertising  
 Personal selling  
 Sales promotion  
 Packaging  
 Direct mail  
 Event sponsorship  
 Trade fairs and exhibitions  
 Point of purchase display  

Advertising-  
Advertising is a most important element of promotion. By the help of advertisement organization  
can communicate  about their  product and also encourage  the customer for continue purchasing  
the products from the organization. Advertisement of promotion elements is a paid communication  
form of non paid communication about product, services and organization etc.  

Personal selling-  
Personal selling is defining the interpersonal communication in which the salespersonuncovers and  
satisfies the needs of personal customers. In the personal selling sales person direct targeting to  
the individual customer and inthe sales person, direct sales the product to individual customer.  
It is more effective way of persuading people. Personal selling is a costly promotionelement  
where sales person should deal with the individual customer at a one time.  

PERSONAL SELLING IS DIVIEDED IN TO THREE TASKS  

Order getting- Order getting by the customer is the important task to the company because  
they create a new business.  
Order taking- In this steps sales person taking the order from individual customer.  

Support personal  
Support personnel are means that personally support to the customers.  

Sales promotion- Sales promotion is a process of selling which includes the incentive offering,  
interestcreating activities, which are short term marketing.  
Philip Kotler has given the thirteen sale promotion tools these are following  
1. Sample  
2. Coupon  
3. Rebates  
4. Price packs  
5. Premium  
6. Frequency program  
7. Prizes  
8. Patronage awards  
9. Free trials  
10. Product warranties  
11. Tie-in promotion  
12. cross-promotion  
13. Point-of-purchase displays and demonstrations  

Packaging-  
Packaging is processes where the main purpose of protect the product and packaginginvolves  
designing and container for the product.  
There are two main role of packaging  
1. Functional role  
2. Communicative role  
Functional role relates to the protection of products throughout the flow of goods from  
producer to consumers even after consumption. The communication role brings messages from  
producer to consumers that influence the purchase decision and consumption.  

messages from producer to consumers that influence the purchase decision and consumption.  

There are following purpose of packaging  

Physical protection  
Physical protection is required for the product to protecting from moisturizevibration,  
temperature, damage etc.  
Barrier protection  
A barrier protection means protection from the oxygen, water vapor,  dust, etcof product.  

Information transmission  
This is another purpose of packaging to transfer the information to thecustomer for example  
how to use the product and how to dispose the product all information they are giving in the  
package of pro duct that is also a mainimportant role of the package.  

Direct mail  
Direct mail is also used for the promotion of product. This is mainly used for to communicate to  
the potential customer. In the direct mail process sales person sent a direct mail to the customer’s  
based on criteria following criteria like  
8
 Age of the customer  
 Income of the customer  
 Location of customer  
 Profession of customer.  

Direct mail is a process where sales manager sent offer, announcement, reminder or other items to  
the direct customer mail because customer should  know everything about the product. In Direct  
mail, sale manager is also send the advertising circulars of the product, catalogs of product, free-  
trial CDs, card applications etc.  

Sponsorship-  
Sponsorship is responsible for any activity or any event in the  organization. Sponsorship is playing  
important role in any  organization because that person supports the all marketing activity on the  
organization.  
There are following activities which are done by the sponsorship in organization like generate  
awareness, brand association etc.  

Trade fairs and exhibition-  

Trade shows and exhibition are the internal element of the marketing communication mix. These  
are use for the meeting friends, customers, suppliers, competitors andprospective customers.  
Point to purchases display-  
The manufacturer marketer provides many materials for display in the retail outletsthat induce  
customers visiting the shop. In many cases, the attractive display of packages, hangings, and  
standouts at retails shops influence the customers to buy a product to service.  

Literature review-  

. This literature review aims to explore the promotional strategies adopted by JSW Cement  
Ltd, a prominent player in the cement industry. The study investigates existing literature on  
promotional strategies, marketing communications, and the specific strategies employed by  
JSW Cement Ltd to gain a competitive edge in the market.  
14
. By reviewing relevant scholarly articles this review provides insights into the various  
promotional techniques used by JSW Cement Ltd and their effectiveness in achieving  
organizational objectives.  

. This literature review provides an overview of the promotional strategies employed by JSW  
Cement Ltd. It offers insights into the various promotional techniques used by the company  
and their impact on customer perception and market share. By examining existing literature  
and research, this study contributes to the understanding of effective promotional strategies  
in the cement industry and provides recommendations for JSW Cement Ltd and other  
players in the market.  

Wansink and Despande (1994) - They shows that if one product have a widely range of  
substitutable product then consumer will consume the more quantity of product because  
38
consumers are getting the verity substitutable product ofthe one product. Study also shows that  
higher perish ability increases consumption rate of the consumer  

Folket et al (1993) – This study shows that if the product supply is limited inthe market then  
consumer consumption of the product is automatically curb because the less availability of the  
product.  

Chandon and Wansing (2002) – This research shows that stockpiling increases consumption of  
high convenience product.  
23
Assuncao and Meyer (1993) - This study shows that consumption of productis keep on  
changing.  
 2
It is a endogenous decision variable. Under this study it shows that consumerconsumption level  
keep on changing process it is not constant.  
Sometimes consumption of product is high and sometimes consumption ofproduct is low. It can  
be according to necessary of consumers.  

Erdem and Keane (1996) - Consumers are always looking forwards this study shows that consumer  
always think about the future prices expectation of the product. Consumers think that may be in  
future price will be high or price willbe come down.  

CHAPTER – 4  
RESEARCH DESIGN  

Need for study:  

23
The purpose of this study is to understand the promotional strategies adopted by JSW cement plant  
and to understand that how JSW uses sales promotion as their promotion tools for short term and long  
2
term sales and this study help to understand that how JSW creating the brand image of their product.  
Objectives of study :  
 To identify the various promotional tools adopted by JSW cement.  
 To evaluate the impact of promotional tools on sales of the JSW cement.  
 To evaluate impact of promotional strategies on brand loyalty of JSW cement.  
 To study the satisfaction level of JSW customers towards promotional strategies.  

Scope of study: As we know that in the present time there is huge scope of the cement because India  
is a developing country and in the developing country there is so much need of the cement in the  
government sector as well as private sectors and for home building also. In this project I am using  
promotional strategies of marketing there are many use of the promotion tool in any organization and  
by the help of promotional tool organization are promoting their product. They are increasing JSW  
organization sales and increasing the brand image of the organization.  
Research Methodology-  
Research Design- In my project I applied the conclusive research  design to  generate the  
37
findings and reaching the conclusion or decision making.  There are two sub categories of  
conclusive research design.  
1. Descriptive research design  
2. Causal research design  

Source of Data-  
Secondary data- Secondary data is collected form the company record, journals andwebsite etc.  

Methods of data analysis and statistical technique-  

To analyze and interpret collected data the following statistical would be used  
 Percentage analysis  
 Graphical analysis  

Sampling technique-  
Sampling Technique- Random sampling- Random sampling is a process where can collect and  
analyzing only small group of data from the large group of data. In the random sampling can pick  
up a small amount of data on the random.  
In the random sampling have a subset of a statistical population  in which each member  
of the subset has an equal probability of being chosen.  

Limitation of study-  
• Time is the limitation for study.  
• Particular regional area is a limitation for study  
Reliability and accuracy of the analysis depends on the respondes  
 CHAPTER-4  
Analysis and interpretation of the study  

Questionnaires  
1.   Which is the best media for the advertisement of the JSW Cement?  

TABLE 4.1  
PARTICULARS   NO.   OF   % OF  
RESPONDENT   RESPONDENT  
Print add   40   40%  
Dealers meeting   30   30%  
10   10%  
Mouth of words   10   10%  
Any others   10   10%  
Total   100   100%  

Interpretation:  
From the above table and graph shows that out of 100 respondents, 40% like the print ad, an  30%  
respondent like the dealers meeting, and 10% respondents like the sports and 10% respondents like  
the words of mouth advertising media.  
 2. Are JSW Cement Promotional strategies attracting the customer?  

TABLE 4.2  
PARTICULARS   NO.   OF   % OF  
RESPONDENT   RESPONDENT  
Yes   90   90%  
No   10   10%  
Total   100   100%  

Interpretation: From the above table and graph out of 100 respondents , 90%  
26
respondent were agree with that yes promotional strategies attract the  
Customer but 10% respondents were not agree with that promotional strategies attract  
the customer.  
3. How the promotional strategies shows the  Differentiate benefit of  the  
JSW Cement in the market?  

TABLE 4.3  
PARTICULERS   NO.   OF % OF RESPONDENT  
RESPONDENT  
Average   10   10%  
Good   10   10%  
Very good   30   30%  
Excellent   50   50%  
Total   100   100%  

Interpretation: From the above table and graph out of 100 respondents ,50%  
respondents gave the excellent point to the promotional strategies which shows the  
differentiate benefit of JSW cement to the customer in the market , and  30% respondents  
gave the very good , and 10% respondents gave the good and 10%respondents also gave  
the average point.  
4. Is JSW Cement promotion Strategies is helping to increase its sales?  

TABLE 4.4  
PARTICULARS   NO. OF RESPONDENT   % OF  
RESPONDENT  
Yes   70   70%  
No   30   30%  
Total   100   100%  

Interpretation:-  
From the above table and graph out of 100 respondents, 70% respondents gave the  
positive feedback , they told yes these  promotional strategies are  help to increasing the  
sales of JSW cement and 30% respondents gave negative feedback , they told no these  
promotional strategies are not helping to increasing the sales of JSW cement.  
5. Which promotional strategies are helping to increase the sales of JSW  
Cement?  

TABLE 4.5  

PARTICULARS   NO. OF RESPONDENTS  % OF RESPONDENTS  

Dealers meet   50   50%  

Prints adds   20   20%  
Technical camping   20   20%  
Pricing discount   10   10%  
Publicity   0 0%  
Total   100   100%  

Interpretation:-From the above table and graph out of 100 respondents, 50%  
respondents told that dealers meeting is the best promotional strategies among of all  
promotional strategies to increasing the  sales of JSW cement and 20% respondents told  
that prints add are the best and 10% respondents told that pricing discount is the best and  
20% respondents told that technical camping is also the best promotional strategies to  
increase the sales of JSW cement.  
6. Are promotional strategies helps marketing managers in achieving their long  
21
term and short term goals for increasing the purchases level of dealers?  

TABLE 4.6  
PARTICULARS   NO. OF RESPONDENTS   % OF RESPONDENT  

Yes   95   95%  
No   5 5%  
Total   100   100%  

Interpretation:From the above table and graph out of 100 respondents, 95% respondents  
told that “yes these promotional strategies are help to marketing managerto achieving  
their long term and short term goal to increasing the purchase level of dealers in the  
company but 5% respondents told that” no these promotional  strategiesare not helping  
to the marketing manager towards achieving their target.  
7. What is the dealer’s satisfaction level  with the sales promotional activities  
which are carried by JSW Cement Company?  

TABLE 4.7  
PARTICULARS   NO. OF RESPONDENTS   % OF RESPONDENT  
Excellent   55   55%  
Good   25   25%  
Average   10   10%  
Poor   10   10%  
Very poor   0 0%  
Total   100   100%  

Interpretation:-  
3
From the above table and graph out of 100 respondents, 55% respondents gave the  
excellent point for the promotional strategies they told that “they are satisfied with  
promotional activities of JSW cement” and 25% respondents gave the good point for  
these promotional activities and 10% respondents gave the average  point ofpromotional  
activities and 10% respondents choose the poor point for the promotional activities.  
8. For creating a brand loyalty , Does the  marketing Manager Engage  
customers and solicit feedback from customer?  

TABLE 4.8  
PARCULARS   NO. OF RESPONDENTS   % OF RESPONDENTS  

Yes   95   95%  
No   5 5%  
Total   100   100%  

Interpretation:-  
From the above table and graph out of 100 respondents, 95% respondents were agree that  
“yes marketing managers  are engaging the customer and they take  feedback from the  
customer for creating the brand image of the JSW but 5% respondents werenot agree  
they told that marketing managers are not taking feedback from  the customer”.  
9. Key area which a customer looks into when purchases a JSW Cement  
brand?  

TABLE 4.9  
PARTICULARS   NO. OF RESPONDENTS   % OF  
RESPONDENTS  
Features   15   15%  
Strength   25   25%  
Quality   35   35%  
Price   15   15%  
Brand image   10   10%  
Setting time   0 0%  
Total   100   100%  

Interpretation:- From the above table and graph out of 100 respondents , 15%  
respondents looks the features of the  cements and 25% respondents looks the strength of  
the cement and 35% respondents looks the quality of the cement and 10 % respondents  
looks the brand image of the JSW cement.  
10. What is customers (Dealers) view of JSW Cement  as a brand?  

TABLE 4.10  
PARTICULARS   NO. OF RESPONDENTS   % OF  
RESPONDENTS  
Very good   65   65%  
Good   25   25%  
None   5 5%  
Bad   5 5%  
Very bad   0 0%  
Total   100   100%  

Interpretation:-From the above table and graph out of 100 respondents, accordingto  
65% respondents “JSW brand is very good brand” and according  to 25% respondents  
“JSW brand is good  brand “and according to 5% respondents  “JSW brand is bad brand  
“ and 5% respondents did not tell anything “or JSW brand is good either JSW brand is  
not good”.  
11. Is this promotional strategies help to create the brand name of JSW cement  
among all cement brands?  
Example- ACC Cement, UltraTech Cement, JP Cement, Birla Cement?  

TABLE 4.11  
PARTICULARS   NO. OF RESPONDENTS   % OF  
RESPONDENTS  
Yes   85   85%  
No   15   15%  
Total   100   100%  

Interpretation:-  
17
From the above table and graph out of 100 respondents, 85% respondents were agree with  
that “yes JSW cement promotional strategies helps to create the brands name of JSW  
cement among all of cement brands  but 15% respondents were  not agree  with this point.  
12. How does a brand’s sponsorship affect dealer’s attitude towards the JSW  
cement product?  

TABLE 4.12  
PARTICULARS   NO. OF RESPONDENTS   % OF  
RESPONDENTS  
Very good   75   75%  
A lot   15   15%  
Little   10   10%  
Total   100   100%  

Interpretation:-  
Form the above table and graph out of 100 respondents,  According to 75% respondents  
“JSW cement gives very good effect on dealer’s attitude towards its products”, and  
according to 15% respondents “JSW cement gives a  lot effect on  dealers attitude  
towards its products” and  according to 10% respondents “JSW  cement gives little  
effect on dealer’s attitude towards its products”.  
13. How promotional strategies working to impress  the customer  about the  
JSW Cement?  

TABLE 4.13  
PARTICULARS   NO. OF RESPONDENTS   % OF  
RESPONDENTS  
Average   15   15%  
Good   10   10%  
Very good   25   25%  
Excellent   50   50%  
Total   100   100%  

Interpretation:-  
From the above table and graph out of 100  respondents, according to 50% respondents  
“JSW promotional strategies are excellent working to  impress the  customer and  
according to 25% respondents “JSW  promotional strategies are  very good working to  
impress the customers “and according to 15% respondents “JSW promotional strategies  
are average working to impress the customers “and accordingto 10% respondents “JSW  
promotional strategies are good working to impress the customers “.  
 11
14. What is the customer satisfaction level towards price and quality of JSW  
cement?  

TABLE 4.14  
PARTICULARS   NO. OF RESPONDENTS   % OF  
RESPONDENTS  
Highly satisfied   15   15%  
Satisfied   45   45%  
Average   25   25%  
Not satisfied   15   15%  
Highly   not   0 0%  
satisfied  
Total   100   100%  

Interpretation:-  
16
From the above table and graph out of 100 respondents, 15% respondents were highly  
satisfied with the price and quality of JSW cement  and 45% respondents were satisfied  
9
and 25% respondents were average satisfied and 15% respondents were not satisfied and  
0% respondents were highly not satisfied with the  price and quality of JSW cement.  
15. What is the feedback from the dealers about the delivery period of the  
company product?  

TABLE 4.15  
PARTICULARS   NO.   OF   % OF  
RESPONDENTS   RESPONDENTS  
Highly satisfactory   25   25%  
Satisfactory   55   55%  
Average satisfactory   15   15%  
Dissatisfactory   5 5%  
Highly dissatisfactory   0 0%  
Total   100   100%  

Interpretation:-  
From the above table and graph out of 100 respondents, 55%  respondents were satisfied  
16
with the delivery period of the JSW  cement product and  25% respondents were highly  
40
satisfied with the delivery period of JSW cement product and 15% respondents were  
average satisfied with delivery period of JSW cement products and 5% respondents  
were dissatisfied with the delivery period of JSW cement products.  
16. What is the opinion in the dealer point of view towards availability of  
product on company or their warehouse/distribution center?  

TABLE 4.16  
PARTICULARS   NO. OF RESPONDENTS   % OF  
RESPONDENTS  
Very good   55   55%  
Good   40   40%  
None   5 5%  
Bad   0 0%  
Very bad   0 0%  
Total   100   100%  

Interpretation:-  
From the above table and graph out of 100  respondents, according to 55% respondents  
“the availability of cement in JSW is very good “and according to 40% respondents “the  
29
availability of products in JSW cement is good “and 5% respondents they did not tell  
anything about delivery period of JSW cement.  
17. Are JSW Cement Promotional strategies helping to retaining its dealers?  

TABLE 4.17  
PARTICULARS   NO. OF RESPONDENTS   % OF  
RESPONDENTS  
Yes   95   95%  
No   5 5%  
Total   100   100%  

Interpretation:-  
Form the above table and graph out of 100 respondents , 95% respondents were agree  
25
that “yes JSW cement promotional strategies are retaining the customer but 5%  
respondents are not agree with that JSW promotional strategies are retaining the  
customers.  
18. How the promotional strategies impact on lost customer?  

TABLE 4.18  
PARTICULERS   NO.   OF   % OF  
RESPONDENTS   RESPONDENTS  
Very good   55   55%  
Good   30   30%  
Bad   10   10%  
Very bad   5 5%  
Total   100   100%  

Interpretation:-  
From the above table and graph out of 100  respondents, according to 55% respondents  
“JSW promotional strategies are very good for the lost customer this strategies are  
working to come back the customer “and according to 30% respondents “JSW  
promotional strategies are good for the lost customer” and according 10% respondents  
“JSW promotional strategies are bad  for the lost customer” and  according to 5%  
respondents” JSW promotional strategies are very bad for the lost customer of company”  
19. How JSW Cement is promoting the dealers to achieving their targets?  

TABLE 4.19  
PARTICULARS   NO. OF RESPONDENTS   % OF  
RESPONDENTS  
By discount   65   65%  
By gift   30   30%  
By low price   5 5%  
Total   100   100%  

Interpretation:-  
From the above table and graph out of 100  respondents, according to 65% respondents  
“JSW cement is promoting the dealers to  achieving their targets by  the help of giving  
the discount “and according to  30% respondents “JSW cement company giving the gift  
to promoting the dealers for achieving their targets”, and according to 5% respondents  
“company is giving the low price of cement to dealersfor achieving their targets.  
20. Are dealer satisfied with promotional strategies of JSW cement?  

TABLE 4.20  
19
PARTICULARS   NO. OF RESPONDENTS   % OF  
RESPONDENTS  
Yes   85   85%  
No   15   15%  
Total   100   100%  

Interpretation:-  
From the above table and graph out of 100 respondents, 85% respondents are satisfied  
6
with these promotional strategies and 15% respondents are not satisfied with these  
promotional strategies.  
 CHAPTER-5  
Findings and Suggestions  

5.1 Findings:-  

 From the survey its clearly shows that promotional strategies is very effectiveness  
tools which effect on the customer attitude , sales of product and promotion of the  
product and it is also use for making the brand image of product .  

 Maximum no. of respondents 40% and 30% they like the print add and dealers  
meetings for promoting the products.  

 During the survey it found that yes 90% promotional strategies attract the  
customer.  

 Maximum no. respondents tell that 70%  promotional strategies help to increase  
the sales of the JSW cement plant.  

 During the survey it found that yes promotional strategies 95% help  to achieving  
the long term and short term goals of marketing managers of JSW cement.  

 Form the survey it found that JSW cement it the best brand of the cement  
65% respondent give a very good brand in the all  cement like UltraTech cement  
, ACC cement etc.  

 30% of respondents are looking the quality of JSW cement and  10% respondents  
are looking the brand name of cement and customers are satisfied with the price  
and quality of JSW cement.  

 According to survey delivery period of the JSW cement and availability of the  
products in JSW company and their warehouses are good  
5.2 Suggestions:  

 For more aware to the customer about JSW  cement product, marketing manager  
of JSW should use some other promotional strategies like  

a) Personal selling  
b) Direct mail to customer for creating the more sales and more profits  
c) Sales promotions like free trails, some other benefit to customer, patronage  
awards to the customer.  

 According to survey of delivery period of JSW cement and availability ofproduct  

in JSW Company and their warehouses are good but for more satisfaction of the  
customers and for better services to the customer, marketing managers should do  
more improvement on the availability of cement and delivery of cement to the  
customer.  

 In the local Karnataka market, customers well  known about the  JSW cement but  
if we talk about all Indian market then all customer don’t know about JSW cement  
so marketing managers should create the strong brand of JSW cementon the all  
Indian cement  customer mind  then in all Indian market people  will be know  
about the JSW cement as a strong brand.  

 Marketing strategies of JSW are excellent but in the view of customer satisfaction  
regular survey of customer’s satisfaction is very necessary.  
5.3 Conclusion:  

JSW cement is belongs to the JSW groups. This group is the biggest group in India  
it’s has a brand name in India. JSW group started cement business in year of 2009. In  
the current time there is huge demand for the cement for government sector as well as  
private sector and cement industry is giving the profit for the Indian economy.  
JSW cement is new cement in Indian market so promoting JSW cement brand and  
creating the brand image of the JSW cement marketing managers are using the  
promotional strategies.  
According to a customer’s respondents JSW marketing  promotional strategies are good  
working in the market .these promotional strategies are attracting the more customers and  
shows the different benefit of cement to the customer.  
In JSW marketing manager are using the dealers meeting , print  add ,technical complain  
etc. promotional strategies so these promotional strategies are increasing the sales volume  
of the company and helps to creating the brand image and brand loyaltyof the JSW  
cement and giving the more profitable business to the company.  
This cement is called the green cement because during the  production it releases the less  
quantity of Co2 gas and it is not creating so much pollution. It is polluted the environment.  
1.4 Bibliography:  
Books:  
1- Name of author   George E.Belch & Michael A.Belch  
Title of books   Advertising and promotion  
Name of publisher   Tata McGraw-Hill  
Edition   Sixth edition  
Year of publication   2003  

2- Name of author   Jeffrey Gitomer  

Title of books   A little Red book of selling  
Name of publisher   Bard press  
Edition   1STEdition  
Year of publication   2004  

3- Name of author   Zeke Camusio  

Title of books   Internet marketing Bible  
Name of publisher   Independent publishing platform  
Edition   2NDEdition  
Year of publication   2011  
Articles:  
One  
 Name of author –Goran Vlsicetal  
 Title of article-Analysis of consumers attitude towards interactivity and  
relationship personalization contemporary development  in interactive marketing  
communication  
 Name of the journal- Marketing communication  
 Published date-14 June 2007  

Two  
 Name of author –Frank Mulhern  
 Title of article-Integrated marketing communication: From media channels to  
digital connectivity.  
 Name of the journal- Marketing communication  
 Published date-25 June 2009  

Websites:-  
www.economictimes.com  
www.economywatch.com  
www.zaubacorp.com  
www.JSW.in/groups/about-groups  
 ANNEXURE  
“QUESTIONNARE USED FOR SERVEY”  
Personal profile  
 Name of the respondent or dealers  -…………………..  
 Name of the dealership or agency  -…………………...  
 Gender of Respondent   -…………………...  
 Age of respondent   -……………………  
 Contact details   -……………………  
a. Address   -…………………...  
b. Mobile no.   -……………………  
c. Email Id   -……………………  

1. Which is the best media for the advertisement of the JSW Cement?  
 Print add  
 Dealers meeting  
 sports  
 Mouth of words  
 Any other  

3.   Are JSW Cement Promotional strategies attracting the customer?  

 Yes  
 No  

3. How the promotional strategies shows the  Differentiate benefit of  the  
JSW Cement in the market?  
 Average  
 Good  
 Very Good  
 Excellent  
 4. Is JSW Cement promotion Strategies is helping to increase its sales?  
 Yes  
 No  

5. Which promotional strategies is helping to increase the sales of JSW Cement?  

 Dealers meet  
 Print adds  
 Technical camping  
 Pricing discount  
 Publicity  

6. Are promotional strategies helps marketing managers in achieving their long  

term and short term goals for increasing the purchases level of dealers?  
 Yes  
 No  

7. What is the dealer’s satisfaction level with the sales promotional activities  
which are carried by JSW Cement Company?  
 Excellent  
 Good  
 Average  
 Poor  
 Very poor  

8. For creating a brand loyalty , Does the  marketing Manager Engage  

customers and solicit feedback from customer?  
 Yes  
 No  

9. Key area which a customer looks into when purchases a JSW Cement  
brand?  
 Features  
 Strength  
 Quality  
 Price  
 Brand image  
 Setting time  

10. What is customers (Dealers) view of JSW Cement as a brand?  

 Very good  
 Good  
 None  
 Bad  
 Very Bad  

11. Is this promotional strategies help to create the brand name of JSW cement  
among all cement brands?  

Example- ACC Cement, Ultratech Cement, JP Cement, Birla Cement?  

 Yes  
 No  

12. How does a brand’s sponsorship affect dealer’s attitude towards the  
product?  
 Very much  
 A lot  
 Nighters  
 Little  
13. How promotional strategies working to impress  the customer  about the  
JSW Cement?  
 Average  
 Good  
 Very Good  
 Excellent  

14. What is the customer satisfaction level towards price and quality  of JSW  
cement?  
 Highly satisfied  
 Satisfied  
 Average  
 Not satisfied  
 Highly not satisfied  

15. What is the feedback from the dealers about the delivery period of the  
company product?  
 Highly satisfactory  
 Satisfactory  
 Average satisfactory  
 Dissatisfactory  
 Highly dissatisfactory  

16. What is the opinion in the dealer point of view towards availability of  
product on company or their godouns \Dump?  
 Very good  
 Good  
 None  
 Bad  
 Very Bad  
17. Is JSW Cement Promotional strategies helping retaining its dealer’s?  
 Yes  
 No  

18. How the promotional strategies impact on lost customers?  

 Very good  
 Good  
 Bad  
 Very bad  

19. How JSW Cement is promoting the dealers to achieving their targets?  
 By Discount  
 By gift  
 By low price  

20. Are dealers satisfied with promotional strategies of JSW cement?  

 Yes  
 N0