Ipsita Das 2 Internship Project Report

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Ipsita DAS 2 - Internship project report
Marketing Management (Biju Patnaik University of Technology)
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Summer Internship Project Report

On
“A DETAILED ANALYSIS OF COMPETITOR ANALYSIS”

ADOPTED BY
My Home Industries Privet Limited

Bhubaneswar
Submitted By:
IPSITA DAS
2102286064
MBA [2021-2023]
(A project report submitted to Biju Patnaik University of

Technology (BPUT), Rourkela, Odisha for partial fulfilment of the
requirements for the award of Degree of MBA Program)
Under the guidance of
External Guide: - External Guide: -

Mr. Sanjeev Gupta Mr. Abhinas Sahu
(Vice-President) (Asst. Professor)
Srusti Academy of Management (Autonomous)

1st B-School in Odisha with “A” Grade Accreditation by NAAC
Approved by AICTE, New Delhi Affiliated to BPUT, Rourkela
38/1, Chandaka Industrial Estate, Near Infocity, Bhubaneswar, Odisha-751024 www.srustiacademy.org

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Declaration
I am IPSITA DAS, a bonfire student of Srusti Academy of Management, pursuing MBA, do hereby
declare that the study entitled “Competitor Analysis: A detailed report on My Home Industries
Pvt.Ltd.” is my authentic work, I have completed my study under the guidance of Mr Abhinas Sahu
(Asst. professor), Srusti Academy of Management, Bhubaneswar and Mr. Sanjeev Gupta (Vice-
president), My Home Industries Pvt.Ltd. Bhubaneswar. All the data furnished in this project report
are authentic and genuine and this report neither full nor in part has ever been submitted for award of
any other degree to either this university or any other university.
IPSITA DAS
MBA (2021-2023)
2102286064
Srusti Academy of Management, (Autonomous) Bhubaneswar, Odisha

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Internal Guide Certificate
This is a certificate that Ms. IPSITA DAS, a student of MBA of Srusti Academy of Management,
(Autonomous) Bhubaneswar has successfully completed his/her summer Internship Project on the
topic of entitled “A Detailed Analysis of Competitor Analysis Adopted by My Home Industries
Limited”. He has worked on the Summer Internship Project from Dt-07-07-2022 to Dt-31-08-2022.
His performance during the project was extremely satisfactory.
Signature
Name of the Guide:
Dt:

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Company Certificate

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Acknowledgement
This project report bears the imprint of many people on it. I am very much thankful to Srusti
Academy of Management, (Autonomous) Bhubaneswar for the successful completion of my
SIP report.
I would like to thank my project supervisor and guide Prof Abhinas Sahu, the Faculty
Member, Srusti Academy of Management, for his invaluable guidance and assistance in preparing
the project report and also contributing a lot for accomplishment of this Project.
I am highly indebted Mr Sanjeev Gupta (Vice-president) of My Home Industries Pvt Ltd,
Bhubaneswar, my corporate guide, who guided me during the internship period and suggested
many issues which has been taken care in my project work.
I am also expressing my indebtedness to my parents and my friends who gave their full-fledged
cooperation for the successful completion of my project.

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Preface
It is a great opportunity for me to pursue my MBA in Srusti Academy of Management under

BPUT, Rourkela, Odisha. In the accomplishment of Summer Internship Programme, I am
submitting a report on “A Detailed Analysis of Competitor Analysis Adopted by My Home
Industries Limited”. Subject to the limitation of time, efforts and resources every possible
attempt has been made to study the matter deeply. The whole project is measured through the
questionnaire, the data further analysed and interpreted and the result was obtained. The purpose
of this report is to give a brief idea about what has been done in the summer training. This report
comprises of various things and knowledge I have got during my summer internship at My home
industries private limited. The objectives of preparing this report are as follows:
1. To understand the Dealers satisfaction among the different brands.
2. To understand the promotional activities done by the different brands.
3. To know the reason behind the customer preferring different products.

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Contents
Chapter-1 Page No
Background of the study
Rationale of the study
Objectives of the Study
Scope of the Study
Research methodology
Chapter -2
Company Profile
Chapter-3
Data Analysis and Interpretation
Chapter-4
Findings, Suggestion and Conclusion
Bibliography

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Chapter-1
• Background of the study
• Scope of the Study
• Objectives of the Study
• Research methodology
• Limitations of the research
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BACKGROUND OF THE STUDY
Today it is fashionable to talk about the new economy. We hear that the business are
operating in globalized economy; things are moving at a second pace our market is
characterized by hyper competition and disruptive technologies are challenging every
business and so business must adopt to empower consumer.
To become successful in such a competitive environment the business organizations have

to be customer oriented. Customers need and want must be taken care of. " Built customer
and not only products Customer must be delighted. This information about the market
could be collected by the way of proper market survey. Rom the market survey we get the
feed about the goods or services of the organization, for this purpose the said project work
is under taken.
The project was carried out in the market of Bhubaneswar of Odisha state.
There are six market players in cement industry including SOLID HD+. They are Dalmia,
Nuvoco, Ultratech, ACC, Ramco, apart from these there are few local brands selling in the
market. The information about the market was gathered by visiting retailers in the market.
Interview of retailers taken depending upon the re-accessibility.
While doing the project attempt was made to collect maximum information about the
marker. To get actual and correct information, it was not told retailers that the survey is
conducted by SOLID HD+ Cement for the obvious reasons. Number 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.
Most of the time was spent in travelling for one retailer were reluctant to give the
information, as they do not want to disclose their business details. Visits to such retailers
were loss of time, money and energy.
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After collecting the derailed information about market analysis is done. In the
analysis, the observations recorded during the project were carefully analysed and the
results are prepared. The findings and result of the project work are given at the later stage
in the report Marketing is a communication process that has the purpose of
individuals or groups - that are directly or indirectly able to purchase - aware of products
and services that may satisfy their existing or newly-identified needs and wants.
Therefore, companies instead of using complaints level as measure of dealer's satisfaction,

obtaining a direct measure of dealer satisfaction of conducting periodic survey would
provide more appropriate measures. The questionnaire can be made to a random sample of
their recent customers. To find out how they fell about various aspects of the company's
performance. They can also solicit dealers view on the competitor's performance.
The respondents can be asked to list out problems they have, had with the offer and to list
out improvements they could suggest companies would also ask the respondents to rate
various elements of the offer in terms of the importance of each element and how well the
company has performed.
Exclusive dealers needed to bring dealers satisfaction. Many dealers like to

develop exclusive channels for their products. The strategy in which the producer allows
only certain concepts to carry its products is called exclusive design when the producer
requires that these dealers should not handle expeditor products its strategy is called
exclusive dealing, both parties benefits from exclusive arrangements.
Cement industry is one of the major industries in India. Today there are 2 large
cement plants and more than 4 mini cement plants operating in India, producing cement
under different brands and grades. Though most of the companies are restricted to
surrounding states, some spread throughout India. A local market to a city, a district, or a
state is composed of a variety of brands leaving to the customer a wide range of choice.
'In the market, the movement of cement largely depends on the dealer's
promotion, constructor or contractor's awareness and advice to the customer and to an
extent on the awareness of the customer. Dealer is one of the key persons who can affect
the movement of a particular brand of cement.
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A marketer needs the information regarding the dealer's satisfaction on different factors
like product quality, service, price, supply and satisfaction of company's promotional
activities so as to estimate his willingness to push the brand.
The study attempts to analyse the satisfaction of the dealer regarding various
factors corresponding to MAHA SOLID HD+ CEMENTS and the brand preference by the
dealers. This helps the marketers of SOLID HD+ CEMENTS to estimate the market
position of SOLIDE HD+ CEMENTS and take steps for their expansion of business.
EXECUTIVE SUMMARY
The project was carried out at SOLID HD+ cement Pvt. Ltd.
NEED OF THE STUDY
To study the retail market survey and sale promotion activities level towards
SOLID HD cement regarding promotional activities, supply, quality of cement and to
know demand level of SOLID HD cement in the market by the customers.
OBJECTIVES
 To study the customer satisfaction of in my home industries Ltd.

 To generate valid and consistent customer feedback.
 Understanding the expectations and requirements of all your customers
SCOPE OF THE STUDY

 The study has been done for the product - Cement, so more or less it helps is
understanding the consumer preference towards the cement market.
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 The study can help in analysing certain weak point, improving on which a company can
overcome the low sales of its cement and the study was carried out in Bhubaneswar
city.
 The project highlights the scope for future improvement on the basis of present scale.
LIMITATION OF THE STUDY

Since the survey was done only in selected areas of Bhubaneswar, the result obtained may
not be taken as universal suggestion.
Quality of the information highly dependent on the knowledge of the respondents. The
attitude, perception of the customers and the market situation in Bhubaneswar differ from
other market so same approach may not be beneficial.
RESEARCH METHODOLOGY
 The descriptive nature of the research necessitated collection of primary data from
retailers of cement through market survey.
 Personal interview technique was used with the measure emphasis on personal
interview method. Interviews were conducted through the " structure questionnaire ".
SAMPLE DESIGN:
 Random Sampling technique was used to select the retailers.

 Out of nearly 80 retailers of cement in Bhubaneswar market, randomly 65% of
population
 was considered as a sample size.
 A Sample size of 52 retailers were visited to collect the information about the cement
market. The study is conducted in Bhubaneswar market.
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 Time Period - 45days.
After collecting the detailed information from the market, analysis of the data
was made. The market research has revelled many facts and figures about cement market.
Population for this research is set of dealers those who are dealing with SOLIDE HD+ &
other cements in Bhubaneswar.
Source of data
Primary data:
Data collected through structured questionnaire based on visit to the dealer /

retailers point.
Secondary data
Data from the company profile, industry profile and official web sites.
Research instrument:
Research instrument used for data collecting is questionnaire and interview

schedule.
Questionnaire
The questionnaire is prepared in a well-structured and non-disguised form so that

it is easily understandable and answerable by everyone. The type of questions include in
the questionnaire are open-ended questions, multiple choice questions and dichotomous
questions.
Interview schedule
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The interview method of collecting data involves presentation of oral-verbal

stimuli and reply in terms of oral-verbal responses. Then the responses are filled up in the
questionnaire, for further analysis.
Frame work of analysis

The researcher carries out analysis through various statistical tools. The statistical
analysis is useful for drawing inference from the collected information Detailed
information was collected for the project maker survey for retail marketing and sales
promotion activities of SOLID HD cement for the area of Bhubaneswar market. The
interview of retailer taken in a friendly atmosphere so as to encourage them to give right
information, without any hesitation. Because of some inherent limitation of telephonic
interview, the method of personal interview was mostly used.
 Simple percentage analysis
 Pie charts
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CHAPTER - 2
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Company Profile
Our company:
My Home Industries Pvt. Ltd, part of a leading 4000cr business conglobed ate My
Home Group headquartered at Hyderabad. My Home Industries, manufacturer of world-
class Maha Cement, isa renowned name in the industry. To suit various construction needs
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of different geographies, Maha Cement has various brands under its name. All the products
surpass the standards set by Bureau of Indian Standards (BIS).
At My Home Industries Pvt. Ltd. (MHIPL), every process is closely monitored

and controlled, right from the selection of raw materials each process is cautiously carried
out through each and every stage until the finished product is packed and dispatched. The
product ensures easier workability, lesser permeability, guards all the structures against
nature's fury, shields against corrosion and promises longer life.
MHIPL has a joint venture with CRH Plc Ireland, the international leader in
building materials. The growth and success of CRH is founded on its exceptional
commitment and capabilities. Sharing the common vision of excellence, MHIPL and CRH
as one entity, is fast emerging as a leading force in the Indian cement industry.
MHIPL has grown from an annual capacity of 0.2 million tonnes to a staggering
8.4 million tonnes within a short span of 15 years. The company is planning to increase its
annual capacity to 10 million tonnes in the near future.
Vision
Our vision is to continue to develop solutions that make "living better", be it

through Construction of "World Class" Living and Working Spaces or illuminating
households through generation of power or manufacturing products like quality cement to
build dream homes or enriching lives through imparting quality education.
Mission
Our mission is to contribute to building the future by social and capital

infrastructure development by providing all kinds of cement that are environmentally
efficient, enhance our competitive position and bring value to our customers, shareholders
and employees through creation of an environment of empowerment with respect for
company's values.
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Our Research
Maha Cement is marketed through a wide network of 5000+ dealers. The

company is spread all over the country with 20 regional offices and 170+ depots. Maha
Cement has achieved phenomenal success in the states of Andhra Pradesh, Telangana,
Tamil Nadu, Orissa, Maharashtra, Bihar, Jharkhand, Chhattisgarh and West Bengal. With
our recent acquisition of Sree Jaya Jothi Cement Ltd, our footprint has further increased in
Karnataka and Kerala. Company has a dedicated fleet of more than 1200 trucks and
bulkers that ensure prompt delivery of Maha Cement to the customers. Recently, the
company has also forayed into international markets by supplying cement and clinker to
Sri Lanka and Bangladesh.
Our product
Maha Cement OPC 43 Grade
Maha OPC 43 grade cement, is manufactured by grinding the high-quality

clinker with superior quality gypsum in optimum quantity. This is the most common type
of cement used for construction purpose. It is ideal for RCC, PCC, all types of masonry
work and finishing work like plastering etc.
Maha Cement OPC 53 Grade
Maha OPC 53 grade cement, is a high strength, best quality cement designed to
3(Jit the modern construction practices. It is manufactured with excellent quality clinker,
containing high percentage (56-60%) of Tri-calcium Silicate (CYS), and optimum quantity
of gypsum, this cement is ideal for designing high strength high performance concrete used
in high rise buildings, bridges, flyovers, pre-stressed concrete applications, under water
concreting, concrete roads etc, Due to its uniform and consistent 28 days' compressive
strength 60 MPa Maha — OPC 53 is the most preferred brand by Ready Mix Concrete
manufacturers and infrastructure project engineers.
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Maha Cement PPC
Maha Portland Pozzolana Cement (PPC) is premium blended cement

manufactured by inter-grinding the high-quality clinker with superfine processed fly ash.
The clinker used here is specially made with high percentage of Tricalcium Silicate C3S
(58-60%). Only high-quality fly ash from select chambers of Electrostatic Precipitators
(ESPs) are extracted and transported in closed bulkers is used to manufacture Maha
Cement. Clinker and fly ash with desired proportion of gypsum is inter-ground in high
efficiency closed circuit ball Mills. The "O-Sepa" and SKS separators used in the mills
enable us to maintain high fineness (about 350 m2/kg) and good particle size distribution
(PSD). Maha Cement thus manufactured surpasses the compressive strength requirement
of OPC 53 grade at 3, 7 and 28 days while enabling you to get excellent durability in
concrete.
Maha Cement PSC
Maha Portland Slag Cement (PSC), conforming to the IS 455-1989, is

manufactured from high quality clinker and superior quality granulated blast furnace slag.
The slag used contains more than 95% glass content the most desired parameter to
manufacture PSC. The unique feature of our Grinding Units used for manufacturing this
cement is the Vertical Roller Mills (VRM) the most modern technology imported from
Germany. The clinker and slag are separately ground to reach high fineness level and then
blended in a high efficiency mechanical blender. This has not only enabled us to achieve
high fineness (Blaine 3700+ cm2/g) in our Maha Cement but also steep particle size
distribution (PDS) which helps Maha Cement achieve high early strength and excellent
durability properties in concrete.
Maha Cement is best for all types of constructions. It is especially

recommended in regions where the structure is exposed to harsh environmental condition.
The advantages of using Maha — Portland Slag Cement (PSC)

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 Higher strength and high durability
 Improved workability and consistency
 Progressive increase in strength over the years
 Higher resistance to corrosion
 Maximum resistance to alkalis and sulphates attack
Maha Solid HD
Maha Solid is manufactured from specially prepared clinkers of high C3S(Tricalcium

silicates) content and carefully selected high glass content GGBS. Owing to advanced
technology of “separate grinding and blending”,Maha solid has high fineness and optimum
slag and clinker content, which ensure excellent early strength and durability properties.
5 advantages of Maha Solid
 Solid strength
 Solid technology
 Solid consistency
 Solid workability
 Solid durability
Maha Solid HD+
Maha Solid HD’ comes with dual promises of High Durability and High
Design ability. Corning from Vizag Grinding Unit, a unit set up with state-of-the-art
technology from Germany, Solid I-ID’ gives long-term strength. Due to balanced chemical
composition, it also gives superior resistance to corrosion from hazardous chemicals
prevalent in the environment.
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Additionally, due to high fineness, the concrete is highly workable and give
desired finish, catering to the increasing demand for beautiful buildings. With proper
water-cement ratio, Solid HD+ Cement can make amazing concrete structures. The
structures formed are free from common defects like honey combing, etc.
Owing to its high performance, Solid HD + can be used for all the
applications residential buildings, infrastructure projects and industrial usages.
Additionally, due to lesser tendency to form cracks, the cement can be used for building
dams and canals.
With a temper-proof packing, Solid HD+ comes with the assurance to the
customers that they are receiving factory fresh cement at their door strep and there is no
adulteration.
1. Origin of the company
My Home Industries Pvt. Ltd has a joint venture with CRH Plc Ireland, the
international leader in building materials. The growth and success of CRH is founded on its
exceptional commitment and capabilities. Sharing the common vision of excellence,
MHIPL and CRH as one entity, is fast emerging as a leading force in the Indian cement
industry.
My Home Industries Pvt. Ltd, part of a leading 4000cr business conglomerate

My Home Group headquartered at Hyderabad. My Home Industries, manufacturer of
world-class Maha Cement, is a renowned name in the industry. To suit various construction
needs of different geographies, Maha Cement has various brands under its name. All the
products surpass the standards set by Bureau of Indian Standards (BIS).
MHIPL has grown from an annual capacity of 0.2 million tonnes to staggering
8.4 million tonnes within a short span of 15 years. The company is planning to increase its
annual capacity to 10 million tonnes in the near future.
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2. National and international base
My Home Industry is an Indian base company. The company has created a

new idiom in the art and craft of construction. Dotting the skyline of Hyderabad city, its
projects have a rare quality and a unique aesthetic appeal.
MY HOME INDUSTRY Pvt Ltd. Has Four Plants in Indian base Those are: -
Mellacheruvu Cement Works
Surya pet District, Telangana State:
This plant is the mother plant consisting Of three units with combined
installed capacity of 2.87 million tonnes per annum clinker. All three units are located in
the same premises.
The cement plant is supported by three captive cement grade limestone mines
located within the vicinity of cement plant units. The plant is also supported with two coal
based captive power plants with 15 MW and 60 MW capacities, located within the cement
plant complex. A separated railway siding is established from Mellacheruvu Station
connecting Jaggayyapet Station for transporting raw materials and products.
The plant and mines are certified as per international standard ISO 9001:2008 and ISO
14001:2004 and OSHAS 18001:2007.
Yanakandla Cement Works
Yanakandla (V), Banaganapalle (M), Kurnool District, Andhra Pradesh
Sree Jayajothi Cement Limited was acquired by MHIPL in 2013. The plant is
having clinker and cement manufacturing capacity of 1.82 million tons per annum and 3.2
million tons per annum respectively.
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Vizac Grinding Unit
Mulakalapalli (V), Yelamanchili (M), Visakhapatnam District, Andhra Pradesh
It was established in 2009 with capacity of 1.5 MTPA and upgraded to 2.0
MTPA in 2012. The Plant is endowed with advanced technology of Vertical Roller Mill for
slag grinding supplied by Loesche, Germany and Ball Mill for grinding OPC & PPC from
Humboldt Wedag, Germany. The main raw material clinker is sourced from Mellacheruvu
Unit. Slag is sourced from Vizag Steel Plant and Gypsum from Coromandel Fertilizer,
Vizag. The plant implemented integrated management system and is certified as per
international standards ISO 9001:2008, ISO 14001:2004 and OSHAS 18001:2007.
Ready mix concrete units (Patancheruruvu Nacharam)
Hyderabad, Telangana State
The company is operating two ready mix concrete plants in Hyderabad,

strategically located located at Patancheruvu, having a capacity of 60 m/h and
at Nacharam, having a capacity of 120 m/h.
3. Area of Operation
 Telangana
 Andhra Pradesh
 Odisha
 Jharkhand
 Calcutta
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 Bihar
Solid HD+
Solid comes with dual promises of High Durability and High Design-ability.
Coming from Vizag Grinding Unit, a unit set up with state-of-the-art. technology from
Germany, Solid HD+ gives long-term strength. Due to balanced chemical composition, it
also gives superior resistance to corrosion from hazardous chemicals prevalent in the
environment.
Additionally, due to high fineness, the concrete is highly workable and give
desired finish, catering to the increasing demand for beautiful buildings. With proper
water-cement ratio, Solid HD+ Cement can make amazing concrete structures. The
structures formed are free from common defects like honey combing, etc.
Owing to its high performance, Solid HD+ can be used for all the applications
residential buildings, infrastructure projects and industrial usages. Additionally, due to
lesser tendency to form cracks, the cement can be used for building dams and canals. With
a tamper proof packing, Solid HD+ comes with the assurance to the customers that they are
receiving factory fresh cement at their doorstep and there is no adulteration.
Services Provide by Solid HD+
A. Technical workshops/Seminars
MHIPL conducts technical meetings and training sessions for the people in the
construction industry regularly. Some of the programs conducted are:
 Awareness programs to masons on good construction practices.
 Technical meetings on modern concrete technology and use of blended cement for
sustainable development for engineers, architects, consultants, etc.
 Meetings with wholesalers and retailers to educate them about new trend in cement.
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B. Meetings with Individual House Builders
 Meetings with IHBS are conducted to create awareness about good construction
practices.
 Awareness programmers about building practices are conducted in rural areas.
C. Maha Mobile Concrete Testing Services
In select markets, we are providing concrete testing services through Mobile

Concrete laboratory. A mobile van equipped with basic concrete testing facilities visits
the site of the customer on call. We provide following tests on concrete free of cost:
1) Concrete workability tests
2) Concrete strength tests
3) Advise on correct proportion of mixes
4) Non-Destructive Testing of concrete using rebound hammer.
5) Technical personnel of MHIPL conduct site supervision during important concrete

works for customers.
D. Cover Blocks
Cover blocks are small pieces of concrete placed between shutter and steel bars
so that sufficient thickness of concrete cover is ensured around the steel reinforcement
to protect it from corrosion. We are providing quality cover blocks in select markets
free of cost.
E. Toll Free Number Service
MHIPL operates a toll-free number 18002002552 to listen to its customers more

efficiently.
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1. Competitors
Ultratech
UltraTech Cement Limited is the cement flagship company of the Aditya Birla
Group. A USD 7.1 billion building solutions powerhouse, UltraTech is the largest
manufacturer of grey cement and ready-mix concrete (RMC) and one of the largest
manufacturers of white cement in India. It is the third largest cement producer in the world,
excluding China. UltraTech is the only cement company globally (outside of China) to
have 100+ MTPA of cement manufacturing capacity in a single country. The Company’s
business operations span UAE, Bahrain, Sri Lanka and India.
UltraTech has a consolidated capacity of 119.95 million Tonnes Per Annum

(MTPA) of grey cement. UltraTech has 22 integrated manufacturing units, 27 grinding
units, one Clinkerisation unit and 8 Bulk Packaging Terminals. UltraTech has a network of
over one lakh channel partners across the country and has a market reach of more than
80% across India. In the white cement segment, UltraTech goes to market under the brand
name of Birla White. It has one White Cement unit and two Wall Care putty unit, with a
current capacity of 1.5 MTPA. With 170+ Ready Mix Concrete (RMC) plants in 70+ cities,
UltraTech is the largest manufacturer of concrete in India. It also has a slew of speciality
concretes that meet specific needs of discerning customers. Our Building Products business
is an innovation hub that offers an array of scientifically engineered products to cater to
new-age constructions.
UltraTech pioneered the UltraTech Building Solutions (UBS) concept to provide

individual home builders with a one-stop-shop solution for building their homes. This is
the first pan-India multi-category retail chain catering to the needs of individual home
builders (IHBs). The purpose of this initiative is to engage with home builders at all stages
of the construction cycle, empower them with quality construction products and services,
and assist in the completion of their dream homes. Today, UBS is the largest single brand
retail chain with over 3000+ stores across India. UltraTech is a founding member of Global
Cement and Concrete Association (GCCA). It is a signatory to the GCCA Climate
Ambition 2050 and has committed to the Net Zero Concrete Roadmap announced by
GCCA. UltraTech is focused on accelerating the decarbonisation of its operations. It has
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adopted new age tools like the Science Based Targets Initiative (SBTi) and Internal Carbon
Price as well as set ambitious environmental targets through both EP100 and RE100.
UltraTech is the first company in India and the second company in Asia to issue dollar-
based sustainability linked bonds. UltraTech works to actively contribute to the social and
economic development of the communities in which it operates in. The Company’s social
initiatives focus on education, healthcare, sustainable livelihoods, community
infrastructure and social causes. UltraTech reaches out to more than 1.6 million
beneficiaries in over 500 villages in 16 states across India.
Dalmia
Dalmia Founded by Mr Jaidayal Dalmia in 1939, Dalmia Cement is one of India’s

pioneering homegrown cement companies. Headquartered in New Delhi, the company
operates as Dalmia Cement (Bharat) Ltd, which is a 100% subsidiary of Dalmia Bharat Ltd
and is listed on the National Stock Exchange and the Bombay Stock Exchange.
The company operates a manufacturing capacity of 35.9 MnT per annum (MTPA),
across 14 cement plants and grinding units which are spread across 10 states. With over
33,000 dealers and sub-dealers, the company presently services more than 22 states and is
among the leading players in every region where it is present in. To scale the business as
well as venture into new geographies, both, acquisitions and greenfield expansions have
been key for the company. Dalmia Cement is the only company with at least one plant in
each of the four key eastern states of West Bengal, Bihar, Jharkhand and Odisha. The
company offers a range of cement variants through its brand portfolio of three marquee
brands: Dalmia Cement, Dalmia DSP and Konark Cement. These brands are available as
Portland Pozzolana Cement, Portland Slag Cement, Composite Cement and Ordinary
Portland Cement in select markets. Dalmia Cement is India’s largest manufacturer of slag
cement and is a category leader in super-speciality cement used for oil wells, railway
sleepers, and airstrips. Dalmia Cement works with engineers and technocrats around the
country to develop a wide variety of customised cement which is manufactured for specific
engineering and construction needs.
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The company invests heavily in research and development, operating three R&D
centres equipped with cutting edge robotic labs (called Dalmia Cement Future Labs) at its
regional hubs. For nearly eight decades, Dalmia Cement has delivered value-added
products and reliable post-sale services. It has played a catalytic role in India’s
infrastructural growth.
As a prominent Indian cement manufacturer and thought leader, Dalmia Cement

continues to aspire to enhance value in a sustainable way for all its stakeholders. Dalmia
Cement is 13.3 times water positive and will be 20 times water positive by 2025. The
company’s commitment towards environmental protection reflects in its achievements. The
company has the lowest carbon footprint in the cement world globally. It has also been
ranked No. 1 in the global cement manufacturing sector by the Carbon Disclosure Project
(CDP) for business readiness of lowest carbon transition. With 11,286 crores in revenue
and 280.3 billion market capitalisations, the company is building a beautiful tomorrow
with a ‘Future Today’ thought process.
Nuvoco
Nuvoco Vistas Corporation Limited (Nuvoco) is a building materials company

with a vision to build a Safer, Smarter and Sustainable world and aspires to be a “Leading
Building Materials Company Delivering Superior Performance”.
Nuvoco is part of India’s leading business conglomerate – Nirma Group. The

Nirma Group forayed into the cement business in 2014 through a greenfield cement plant
in Nimbol (2.2 MMTPA).Thereafter, grew the business, through the acquisitions of Lafarge
India Limited in 2016 (11 MMTPA) and NU Vista Limited, formerly Emami Cement
Limited in 2020 (8.3 MMTPA).Today, Nuvoco has 11 Cement Plants in the states of West
Bengal, Bihar, Odisha, Chhattisgarh and Jharkhand in East India and Rajasthan and
Haryana in North India comprising five integrated units, five grinding units and one
blending unit. Its integrated plants are equipped with Waste Heat Recovery (WHR)
systems with a total capacity of 44.7 MW, solar power plants with a total capacity of 1.5
MW and Captive Power Plants (CPP) with a generation capacity of 150 MW.
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The Company has a dedicated Construction Development and Innovation Centre

(CDIC) located in Mumbai. This NABL-accredited facility serves as the incubation centre
for innovative products and can conduct more than 100 mechanical tests, covering a range
of materials including cement, fly ash, ground granulated blast-furnace slag (GGBS),
concrete, aggregates, bricks, blocks, and construction chemicals. It also offers third party
external testing services providing products and solutions that have passed the highest
standards and is valid globally. With a strong manufacturing forte, the Company has
diversified its operations into three Key Businesses – Cement, Ready-Mix Concrete
(RMX) and Modern Building Materials (MBM) offering a range of over 50 products.
Nuvoco’s cement portfolio includes Ordinary Portland Cement (OPC), Portland

Slag Cement (PSC), Portland Pozzolana Cement (PPC) and Portland Composite Cement
(PCC) and is among the foremost in the industry; known for its best BIS standard ratings
and use of premium quality raw material. It includes leading brands like Concerto,
Duraguard, DoubleBull, PSC, Nirmax and Infracted with multiple products under it.
The Company is also a leading Ready-Mix Concrete (RMX) player in India

offering specialised products under the brands Artiste, InstaMix, X-Con and Concerto. Its
portfolio includes products such as self-compacting concrete, decorative concrete, ready-
to-use concrete, crack-resistant concrete, concrete with steel fibres, and lean concrete, as
well as concrete with varied characteristics for specialty uses. Currently, Company has
more than 50 RMX plants operational across pan India and is a proud contributor to the
landmark projects like Lodha World One, Amritsar Entry Gate, and the Metros (Delhi,
Jaipur, Noida, and Mumbai).
The modern building material products are a key differentiator for Nuvoco. The
suite of products under this category includes a range of Construction Chemicals,
Multipurpose Bonding and Waterproofing Agents, Wall Putty, Tile Adhesive, Ready Mix
Dry Plaster and Cover Blocks marketed and sold under Zero M and InstaMix brands
ACC
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Acc network of over 6,400 employees, 17 cement manufacturing sites, 80 concrete

plants and a nationwide presence of over 56,000 channel partners help us serve our
customers. The brand ACC is a hallmark of quality and durability in cement and ready-mix
concrete - to build homes for all Indians, across cities, towns, villages as well as enduring
structures for infrastructure and industry. Our success over the years can be attributed to
our unrelenting focus on customer centricity, ethical business practices and sustainable
development. Our differentiated offerings are the result of our deep understanding of every
home builder’s needs. This approach makes our portfolio dynamic - spanning cement,
construction chemicals, dry mix products and ready-mix concrete. ACC’s brand
architecture comprises the Gold range and Silver range of products assuring superior
quality for general construction as well as for specialised applications and environments.
Our Leak Block range of construction chemicals help provide 360 ° water resistance to
structures.The Dry Mix range is designed to address key pain points of retail consumers.
With consumer-friendly packaging and ease of usage, these aim to make the journey of
home building easier. The ready-mix concrete product range provides one-stop solutions
from basic requirements to high grades of concrete to build the country’s tallest structures
and contribute to India’s progress.
ACC has been among the first Indian companies to include commitment to
environmental protection as one of its corporate objectives. Since inception, we have
integrated this commitment into all activities of our value chain, from mining to sales to
promoting the use of alternative fuels and resources, resulting in one of the lowest carbon
footprints in the cement industry.
Shree Cement
Shree Cement Limited is one of India's Top three cement producers and among
the fastest growing, with an installed capacity of 43.4 million Tonnes Per Annum in India
and 47.4 including overseas. Be it OPC/PPC/PSC, Bag packing or loose cement in bulkers
- our products meet the requirements of different customer segments. Shree also has an
installed Power Generation Capacity of 752 Mega Watts which includes Waste Heat
Recovery Power, Solar Power, Wind Power along with others. Known for innovation in
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marketing by creating new segments, quick rollout of distribution networks closes to

markets, Shree is consistently winning trust of customers.
Since our founding year in 1979, we have been committed to the cause of
sustainable, inclusive growth and this has been possible by building a culture that promotes
continuous improvement, innovation, care and collaboration, through which we drive
operational excellence in products, processes and people. This has made us a company that
cares for its customers and has enabled us to serve markets across India and the Middle
East. Shree Cement has a consolidated Cement Production Capacity of 47.4 Million tonnes
per annum (including overseas) and a Power Generation Capacity of 752 Megawatts. Our
operations span across India and the UAE with 4 integrated plants in India, 1 in UAE and
9 Grinding Units. Shree Cement was also among the industry pioneers for the use of
alternate fuel resources in the production of cement and today we have the highest installed
capacity of Waste Heat Recover Power plants in the world, second only to China. While
our past performance has been among the best in the industry, we don't believe in resting
on laurels since it breeds complacency. Instead, we take pride in a culture that encourages
taking opportunities as challenges and pursuing them to build a competitive edge. And that
enables us to continue to break new grounds, create new synergies and set new
benchmarks.
2. What products or services do they sell?
 OPC
 DSP
 PPC
 PSC
 PCC
3. Companies market share?
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4. What type of media is used to market their products or services?
 TV
 Newspaper
 CSR Activities
5. What are each competitor's strengths and weaknesses?

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 Packing Quality
 Product Colour
 Product Durability
CUSTOMER
1. End User (Directly consuming products)
 House holder
 Contractor
 Architecture
 Engineer
2. Retailers (Indirectly giving information about customers)
In this Marketing Cycle Retailer is a act Vital Part Who gives

Information About new product arrival To the consumer.
3. Clients (Those are getting service from service providers)
Clients are those people who are indirectly employed by the company to
introduce their product in the market through the various process and they provide
service to the consumer.
 Advertisement
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 Door to Door Introduce
 CSR
4. Service providers (Those are providing service organization or

customers)
Service provider who provide service to the customer/consumer. They
provide two type of service those are
 Tangible
 Intangible
Service provider may be a manufacturing firm or Hospitality organization/hotel,

hospital.
What is each competitor’s market share?
Other ultimate goals of business pursuit of higher profits or shareholders

wealth. Perfect dealer service or satisfaction is one that meets the confined need
satisfaction is a systemized service that involves the entire organization *But
many organizations have yet to develop this kind of awareness of dealer
satisfaction strategy.
Sales Promotion begins with the following specific assumptions about company's
relationship with the customers.
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 The retailer service activities focus mainly on existing dealers. Some retailers
are more important than others
 They are the assets.
 The retailer is always specific.
The retailer needs and value should influence every aspect of the organization
strategy, employee safety and performance, product and organization strategy,
employee safety and performance, product and service development, sales and
marketing programs, operational procedures and information and measurement
system.
Understanding the retailer is critical to the success of any customer focus

initiative, the first step in understanding the retailers is to listen to them.
A company needs to hear what its retailers are saying about its people,
product service and vision. Their information helps to develop meaningful product
and service.
Retailer
Any person who carries on business in purchasing, selling, supplying or

distributing goods and also includes works contractor, company, Co-operative
Society, Broker, Commission Agent, Auctioneer or any other mercantile Agent for
the consideration of cash, commission and deferred payment.
There are two types of retailers such as:
1) Registered retailer.
2) Casual retailer.
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Wholesaler
A wholesaler 'buys goods in large quantities from their manufacturers or

importers, and then sells smaller quantities to retailers, who in turn sell to the
general public.
Retailer
A retailer buys goods or products in large quantities from manufacturers

or importers, either directly or through a wholesaler, and then sells individual
items or small quantities to the general public or end user customers, usually in a
shop, also called store. Retailers are at the end of the supply chain.
A brand is a name or trademark connected with a product or producer.

Brands have become increasingly important components of culture and the
economy, now being described as "cultural accessories and personal philosophies.
A product identity, or brand image are typically the attributes one associates with a
brand, how the brand owner wants the consumer to perceive the brand - and by
extension the branded company, organization, product or service. The brand owner
will seek to bridge the gap between the brand image and the brand identity.
Effective brand names build a connection between the brand personalities as it is
perceived by the target audience and the actual product/service. The brand name
should be conceptually on target with the product/service (what the company
stands for). Furthermore, the brand name should be on target with the brand
demographic. Typically, sustainable brand are easy to remember, transcend trends
and have positive connotations. Brand identity is fundamental to consumer
recognition and symbolizes the brand's differentiation from competitors. Brand
Image is not something you have or you don't! A brand is unlikely to have one
brand image, but several, though one or two may predominate. The key in brand
research is to identify or develop the most powerful images and them through
subsequent brand communications. The term "brand image" gained popularity as
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evidence began to grow that the feelings and images associated with a brand were
powerful purchase influencers, though recognition, recall and brand identity. It is
based on the proposition that consumers buy not only a product (commodity), but
also the image associations of the product, such as power, wealth, sophistication,
and most importantly identification and association with other users of the brand.
In a consumer led world, people tend to define themselves and their Jungian
“persona" by their possessions. According to Sigmund Freud, the ego and
superego control to a large extent the image and personality that people would like
others to have of them.
Good brand images are instantly evoked, are positive, and are almost
always unique among competitive brands.
Brand image can be reinforced by brand communications such as

packaging, advertising, promotion, customer service, word-of-mouth and other
aspects of the brand experience.
Brand images are usually evoked by asking consumers the first

words/images that come to their mind when a certain brand is mentioned
(sometimes called ‘‘top of mind’’). When responses are highly variable, non-
forthcoming, or refer to non-image attributes such as cost, it is an indicator of a
weak brand image.
Definition
Individual or firm that buys goods from a producer or distributor for

wholesale and/or retail reselling, unlike a distributor, a dealer is a principal and not
an agent.
The dealer came in to existence when communications were difficult

with consumers and it is found necessary to have a point of distribution. The
dealers help the manufactures by formulating the policy of manufacturers
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according to the demand and assist them in securing the markets for their goods.
The dealers are also relieving the manufactures from the necessity of having sales
organizations. The manufactures are not put to the task of collecting and securing
orders and the numbers of accounts they have to open are smaller compared to
dealing directly with the consumer.
Dealer generally enters in to forward contracts for supply of goods with

the results the manufactures do not accumulate heavy stocks. The dealers are
being close touch with consumers so they are in position to advice the
manufacturer by giving proper feedback about the customer's requirements. The
dealer occupies a very important specialized position. He not only assists to the
manufacture that also acts as the link in the chain of distribution between the
manufacturer and consumers for which purpose the dealer maintain efficient and
comprehensive organization. The dealer can assess the public demand and see
that marketable goods or manufacturer thus protecting the manufacture from
wasteful and indiscriminate production as well as the consumer against goods
which are neither satisfaction nor dissatisfaction of good value.
RETAILER'S RELATION
Large manufacturers depend on dealer to sell their products, therefore

good relations are most important to them, every manufactures thus wants to
motivate his distribution channel to sell more of his own products. Here the
manufacturer must realize that dealers are themselves business men and must be
viewed as customers and human beings rather than mechanical entities for 昀氀ow of
his products.
The retailer interested in maximizing their profits thus good dealer

relations can be promoted if the manner is fair to his dealers in his behaviour for
example- salesmen of some manufactures dump products on dealers through
aggressive selling. Thereafter, the dealer finds stocks are laying at heavy on his
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hands and he cannot sell those products by adequately. Advertising products in the
area concern the manufacturer should provide his dealers with promotional
literature; he should correspond them as frequently as necessary to show that the
manufacturer is there to help the dealers to sell all and thus makes profit for them.
He may offer adequate trade discount, provided display facilitate and even arrange
contests among the dealers to motivate them towards better results. The
manufacture should realize that the company dealers are more important assets. If
they are assisted with promotional help. They will appreciate effort and would be
more in demand to support the company campaigns in advertising.
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Chapter-3
Data Analysis and Interpretation
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1. Which Cement brand do you sell?
ACC 6
Dalmia 20
Emami 5
Nuvoco 11
Ramco 12
Shree 7
Solid HD+ 16
Ultratech 23
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2. Which brand dealers prefer the most?
Rank Brand Response

1 Solid HD 17
2 Nuvoco 15
3 Dalmia 8
4 Ultratech 7
5 Others 3
Response
17
18
15
16
14
12
10 8
7
8
6
3
4
2
0
Solid HD Nuvoco Dalmia Ultratech Others
Response
Interpretation
As shown in the diagram we can easily understand that the dealers prefer
Solid HD over than other brand in 2nd position Nuvco, Dalmia and
Ultratech are in 3rd and 4th place respectably this preference is based upon
the facilities given by the companies.
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3. How do you rate the Representative

4.00% behaviour with retailers?
Ra琀椀ng 10.00% Percentage
5 40%
40.00%
4 30%
16.00%
3 16%
5 4 3 2
2 10%
1
1 4%
30.00%
Interpretation
As per survey 40% dealer gives rating 5, 30% gives 4, rest 30% gives
1,2& 3 to the representative behaviour with retailer. As 70% gives rating
4&5 that shows that the behaviour of the exicutive withs the dealers is up
to mark.
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Response
14
12
4. Rank companies according to their sales promotion activities.
10
Rank Brand Response
1 8 Ultratech 14
2 Dalmia 13
6
3 Solid HD 11
4 4 Nuvoco 8
5 2 Others 4
0
Ultratech Dalmia Solid HD Nuvoco Others
Response
Interpretation
As per the diagram and per perception of the dealer Ultratech is doing the
most number of sales promotional activities then Dalmia then Solid HD is
there and then Nuvoco.
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Response
14
12
5. Rank companies according to the credit facility given.
10
Rank Brand Response
1 8 Solid HD 14
2 6 Nuvoco 13
3 Ultratech 11
4 4 Dalmia 8
5 2 Others 4
0
Solid HD Nuvco Ultratech Dalmia Others
Response
Interpretation
According to the dealers Solid HD provides the best credit facility then
nuvoco and Ultratech and Dalmia is there.
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6. Which brand offer you a better margin to sell in your store?

ACC 3
Dalmia 16
Emami 20
Nuvoco 11
Ramco 5
Shree 6
Solid HD+ 26
Ultratech 13
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lOMoARcPSD|35046932
7. Rank the Companies/brand on the basis of providing attractive

sales incentives to push their products?
ACC 3
Dalmia 6
Emami 2
Nuvoco 8
Ramco 5
Shree 1
Solid HD+ 7
Ultratech 4
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lOMoARcPSD|35046932
8. Which Companies stockiest inform you about the change in the

market price faster?
ACC 8
Dalmia 22
Emami 9
Nuvoco 8
Ramco 13
Shree 7
Solid HD+ 18
Ultratech 15
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Sa琀椀sfac琀椀on Level
9. How much the dealer satisfied with the technical service and dispute
settlement of Solid HD? Highly sa琀椀s昀椀ed
Satisfaction level Response Average
Unsa琀椀s昀椀ed
Highly satisfied 28
Average 14
Unsatisfied 8
Interpretation
From the diagram we can easily know that Solid HD provides a good
technical service and the dispute settlement is decent so the dealers are
satisfied.
.
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lOMoARcPSD|35046932
Chapter-4
(Findings,Suggestion,Conclusion)
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FINDINGS
 We found that in order to sustain the current market share all current market players have to
struggle a lot, they have to keep strong distribution channel to reach the product in each place
of the country and Ulltratech become successful to do this.
 Most of the dealers have 6 to 10 yrears of experience in dealership among that they are dealing
with Solid HD cements above 10 years
 Most of the dealer rated that the quality of Solid HD is very good.
 The major promotional factor with influenced the dealers to choose Solid HD cment is
discount.
 Most of the dealers also dealing wih the other brands to satify the need of various customers.
 According to the retailers outdoor advertisement and electronic media are consider to be more
effective to promote Solid HD cements.
 The major supports required to dalers are promotinal schemes and service from the company.
 Overall 60% above dealers rated Solid HD cements as Good one in the current market.
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SUGGESTIONS
 The price offerd for solid HD is need to be monitored due to the challenges arises and several
consumers tend to find that has best price for value for them. So it is needed to do
benchmarking on challengers price strrategy.
 At this time it has been seen that the delivery commitments an the side of the company is not
prompt,this create the mean again business lost.
 Reach to the rural area market need to be strengthned.
 More Transportaion facility& Incentives need to be provide to the retailers for strenghthend the
brand for better performancce in market.
 On interviewing dealers the most important thing they said about the price flexibility ,they
want that the company should give price flexibility to play in the market.
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CONCLUSION
Finally, we conclude that of pricing strategies, setting the price for the company's products and
services are a vital roles and important parts for our business success, through the understanding
the distinct between cost and price which company charge the appropriate and best price which
means customer is willing to pay a price to your products then can maximize sales volume and
profit margin. Additionally, different pricing strategies can be used at different times to fit with
changes in marketing strategies, market conditions. and product life cycles.
To attain the objective of the project detailed information was collected from the market of
Bhubaneswar. The market research has revealed many facts and figures about the cement scenario
in the market prevailing.
In the market, SOLID HD cement is well known brand of cement. This is the result of the good
quality of the SOLID HD cement along with their effective marketing efforts, which covers the
whole market customers of SOLID HD cement is highly satisfied with the use of it, as they do not
face any problem after using it.
There are seven major players in the market but the major competitor is between the two brands of
cement. But because of good marketing efforts, SOLID HD cement is able to grab some share of
various other brands.
The market survey undertaken shows that effective marketing efforts play a vital role in creating
the goodwill for the brand. The distribution channel of cement industry must be well designed and
made effective this ensures timely availability of cement to customers.
Good marketing creates good image i.e.-Brand Building. Solid HD cherishes the Goodwill created
by My Home Industries Pvt.Ltd.
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lOMoARcPSD|35046932
BIBILOGRAPHY
 www.myhomegroup.com
 www.mahacementindustries.com
 www.acclimited.com
 www.dalmiacement.com
 www.ramcocement.in
 www.doublebullcement.com
 www.shreecement.com
 www.nuvoco.com
 www.timesnow.in
 www.economictimes.com
 www.businessstandard.com
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lOMoARcPSD|35046932
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Ipsita Das 2 Internship Project Report

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Ipsita DAS 2 - Internship project report

Marketing Management (Biju Patnaik University of Technology)

Studocu is not sponsored or endorsed by any college or university

Summer Internship Project Report

“A DETAILED ANALYSIS OF COMPETITOR ANALYSIS”

My Home Industries Privet Limited

(A project report submitted to Biju Patnaik University of

External Guide: - External Guide: -

Srusti Academy of Management (Autonomous)

38/1, Chandaka Industrial Estate, Near Infocity, Bhubaneswar, Odisha-751024 www.srustiacademy.org

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Internal Guide Certificate

His performance during the project was extremely satisfactory.

Name of the Guide:

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It is a great opportunity for me to pursue my MBA in Srusti Academy of Management under

1. To understand the Dealers satisfaction among the different brands.

2. To understand the promotional activities done by the different brands.

3. To know the reason behind the customer preferring different products.

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Background of the study

Rationale of the study

Objectives of the Study

Scope of the Study

Data Analysis and Interpretation

Findings, Suggestion and Conclusion

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• Background of the study

• Scope of the Study

• Objectives of the Study

• Limitations of the research

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BACKGROUND OF THE STUDY

To become successful in such a competitive environment the business organizations have

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Therefore, companies instead of using complaints level as measure of dealer's satisfaction,

Exclusive dealers needed to bring dealers satisfaction. Many dealers like to

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NEED OF THE STUDY

 To study the customer satisfaction of in my home industries Ltd.

SCOPE OF THE STUDY

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LIMITATION OF THE STUDY

 Random Sampling technique was used to select the retailers.

 was considered as a sample size.

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 Time Period - 45days.

Data collected through structured questionnaire based on visit to the dealer /

Research instrument used for data collecting is questionnaire and interview

The questionnaire is prepared in a well-structured and non-disguised form so that

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The interview method of collecting data involves presentation of oral-verbal

Frame work of analysis

 Simple percentage analysis

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At My Home Industries Pvt. Ltd. (MHIPL), every process is closely monitored