A COMPARATIVE STUDY OF BRAND PROMOTION OF JAYPEE CEMENT WITH OTHER BRANDS IN REWA CITY

Project Report Submitted to University of Pune In Partial Fulfillment of Requirement for the Award of Degree of

MASTER OF MARKETING MANAGEMENT
By

Monika Asnani
Under the guidance of

Prof. Satish Pawar

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Smt. Kashibai Navale Sinhgad School of Business Management
2010-2012
DECLARATION
I, Monika Asnani undersigned, hereby declare that the Project Report entitled “Comparative Study Of Brand Promotion Of JAYPEE With Other Brands In Rewa City” written and submitted by me to the University of Pune, in partial fulfillment of the requirement for the award of degree of Master of marketing management under the guidance of Prof. satish Pawar is my original work and the conclusions drawn therein are based on the material collected by myself.

Place: Signature of Student (Monika Asnani)

Date:

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ACKNOWLEDGEMENT
I am very glad to present a project report on “A COMPARATIVE STUDY OF BRAND PROMOTION OF JP WITH OTHERS IN REWA.” Heartily thanks to in debt of gratitude to director of SKNSSBM, Dr. Rajshree Shinde, project guide Prof. Satish Pawar and other faculty members of Department of management who provides me opportunity to enrich my knowledge and sharpen the marketing skill. I Express my indebtness and deep sense of gratitude to Mr. A.K. Nandi Senior general manager for giving me opportunity to Undergo vocational training in this esteemed organization. I am heartily thankful to all staff members of JP Associates Ltd. Who has been friendly and informal towards me rendering me mortal support and cooperation and Help me in completion of this project successfully. Monika Asnani Master Of Marketing Management Smt. Kashibai Navale Sinhgad School of Business Management

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CONTENT

CHAPTER NO. 1. 2. 3. 4. 4. 5. 4. 5. 6. 7. 8. 9. 10.

‘PARTICULARS Executive Summary Introduction of the organization Company profile conceptual Background Research objectives Limitations Research Methodology Data Analysis & interpretation Finding Suggestion Conclusion Bibliography Appendix *Questionnaire *List of dealers

PAGE NO’ 5 6 7 – 21 22 – 23 24 25 26 – 27 28 – 34 35 36 37 38 39 – 41 42 - 43

EXECUTIVE SUMMARY

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To find out the best Mass Level promotion of J P 4. There are various type of promotional techniques but under my project I consider 3 types of promotional activities undertaken by jaypee are• • • Technical promotion Dealers promotion Mass awareness promotion The objectives of my project are1. education. To find out the best dealer Level promotion of J P 3. The sample size is 70. 5 . To analyses the Mass Level promotion of Jaypee with other companies The research methodology used for the project is descriptive research. Primary and secondary sources are used for the data collection.The project titled Á comparative study of brand promotion of jaypee with other brands’ is undertaken at Jai prakash Association. To analyses the technical promotion of Jaypee with other companies 5. mineral & mining. tourism & hospitality. To analyses the dealer Level promotion of Jaypee with other companies 6. During two months of my training I have studied the various strategy of cement brand positioning for generating awareness among the people. The project report is about the heavy promotion which is an important element of marketing mix and a very essential part of marketing in any organization. In rewa there are two brands which are having key competition and that is jaypee and prism. The area of study is Rewa. Information technology. real estate development. cement. To find out the best technical promotion of Jaypee 2. belonging to a well known industrial group dealing in civil engineering & construction. Rewa (MP) It is one of the leading cement industry. Promotion helps the organization to establish their brand value in the market by making their customers aware of the product. expressway & highway.

Increases in productivity through the adoption of more efficient and cleaner technologies in the manufacturing sector will be effective in merging economic.INTRODUCTION CEMENT INDUSTRY The cement industry presents one of the most energy-intensive sectors within the India economy and is therefore of particular interest in the context of both local and global environmental discussions. However. analyzing the use and substitution. labor . 6 . Historical estimates vary form indicating an improvement to a decline in the sector’s productivity. Possibilities of these factors as well as identifying the main drivers of productivity growth among these and other factors is of special importance for understanding technological and overall development of an Industry. Composition and policy changes will help identify potential future development strategies that lead toward a more sustainable development path. Regarding patterns of substitution most analyses fusion Interfile substitution possibilities in the context of rising energy demand. environmental. Not much research has been conducted on patterns of substitution among the primary and secondary input actors: capital. The variation depends mainly on the time period considered. the type of indices and econometric specifications used reporting productivity growth. the source of data. and social development objectives. Issues of productivity growth and patterns of sustainable development cement sector as well assign other energy Intensive Industries in India have been discussed form various perspectives.A historical examination of productivity growth in India’s Industries embedded into a broader analysis of structural. energy and materials.

All sincere efforts have been made through this survey to touch promotion of marketing which is one of 4p’s. To find out the best technical promotion of Jaypee 2. To analyses the dealer Level promotion of Jaypee with other companies 6. Jaypee group has doing various kinds of promotional activities like • • • Technical promotions Dealers promotions Mass awareness promotion Some of the basic objectives to conduct this survey are fixed as under Objectives 1. To find out the best dealer Level promotion of Jaypee 3.OBJECTIVE OF THE STUDY The basic motto to conduct this survey is to find the impact of brand promotional activities in order to enhancing the brand image and companies. To analyses the Mass Level promotion of Jaypee with other companies 7 . To find out the best Mass Level promotion of Jaypee 4. To analyses the technical promotion of Jaypee with other companies 5.

LIMITATION 123456- It was an expensive task and money was not in adequate amount. Some of the respondent do not disclose real information Time was not adequate to complete the entire study Some of the respondents are not easily approachable in the time of survey There is big possibility of biasness of interview as well as respondent Some of the respondents had not co-operated at the time of pilot survey 8 .

Chairman of the group founded the construction company in 1958 there after company made its foray into many areas of operation and came to be known as Jaypee Group. the founding father of Jaiprakash Associates Limited after acquiring a Diploma in Civil Engineering in 1950 from the University of Roorkee.COMPANY PROFILE JAIPRAKASH ASSOCIATION LIMITED Sh. had a stint with Govt. Over the decades it has maintained its salience with leadership in its 9 . to achieve pioneering myriads of feat in civil engineering Shri. branched off on his own. to start as a civil contractor in 1958. Jai Prakash Gaur ji.P. The JAIPRAKESH ASSOCIATE LTD is a well diversified infrastructural industrial conglomerate in India. The motto of Jaypee Group ensures that its employees work towards achieving greater heights.Jaiprakash Gaur. and with steadfast determination to contribute in nation building. Its motto is “ No Dream Too Big” With a single minded focus. of U.

The group cement facilities are located in the Satna U.Engineering and Construction. Private Hydropower. Thus. it is key to be third largest cement producer in the country. Expressways and Highways. JaypeeRewa Cement Plant (JRCP). Cement. summed by its guiding philosophy of "Growth with a Human Face" OVER VIEW ON JAYPEE GROUP: Jaypee group is the 3rd largest Cement producer in the country. computerized process control cement plant namely.chosen line of businesses .5 MTPA by 2011. Keeping pace with advancements in the IT industry. With its of adding capacities in different regions of the country. thegroup is poised to be a 25 MTPA cement producer by the year 2010 and 30.P which has one of the highest cement production growth rate in India. Its cement division has three modern. all the 120 cement dumps are networked using TDM/TDMA VASTSA long with a dedicated hub to provide 24/7 connectivity between the plants and all the 120 points of cement distribution in order to ensure “track-the-truck” 10 . Real Estate Development.0 MTPA. Hospitality. JaypeeBela Cement Plant (JBCP) with an aggregate capacity of 7. The group produces Ordinary Portland Cement and Pozzolana Portland Cement under the brand name Jaypee. The group has been discharging its responsibilty to the satisfaction of all its shareholders and fellow Indians.

In 1986 . Cement .Jaiprakash Associates Private Ltd was formed . This initiative is the first of its kind in the cement industry in India. the group plans to expand its cement capacities via acquisition and green field additions to maximize economies of scale and build on vision to focus on size plant form inception. Jaiprakash Hydro Power Ltd (JHPL) and Jaiprakash Power Venture Ltd (JPVL) were formed. Healthy. Jaiprakask Associates Ltd (JAL) was formed by merging JIL with JCL. shares of JHPL were listed on BSE/NSE and JHPL became the first hydropower company to be publicly held and listed In India. Jaypee Rewa Cement Plant was established with an initial capacity of 1 million. 2005.9 million tonnes in 2000. In 1992. Jaypee Group entered into Hospitality sector & set up Hotels Siddharth &Vasant Continental . The Group is committed toward the safety and health of employees and the public. In the near future. 11 . Clean Green Environment’. Jaypee Group is an infrastructure conglomerate with diverse business interests ranging from Engineering & Construction . Real Estate Development to Expressways & Highways. Information Technology . In 1983.Jaiprakash Industries Limited was formed by amalgamating JAPL into JRCL . Jaypee Bela Cement Plant (JBCP) was established with an capacity of 1. In 1979 . The founder of Jaypee Group is Jaiprakash Gaur . tonnes . Private Hydropower . Our motto is ‘Work For Safe.initiative and provide seamless integration. JRCL and were merged to form Jaypee Cement Ltd (JCL) In 2003. Hospitality . In 1996. who started as a civil contractor in 1958 . In 1980 .

P. had a stint with Govt.000 shares issued at a 12 . group is the 3rd largest cement producer in the country.00. and with steadfast determination to contribute in nation building. of U. Commenced Hotel Business with first hotel in Delhi – Siddharth Hotel Vasant Continental was set up Commissioning of 1st unit of 1 MTPA JaypeeRewa Plant (JRP) in District Rewa. to achieve pioneering myriads of feat in civil engineering Shri. to start as a civil contractor in 1958. branched off on his own. MP Formation of Jaiprakash Industries Ltd (JIL) by amalgamation of Jaiprakash Associates Pvt Ltd with JaypeeRewa Cement Ltd Public Issue of JIL. The groups cement facilities are located in the Satna Cluster (M.P.25. Founder Chairman of Jaiprakash Associates Limited after acquiring a Diploma in Civil Engineering in 1950 from the University of Roorkee. which has one of the highest cement production growth rates in India.).History With a single minded focus in mind. 2. Milestones Year 1979 1981 1982 1986 Events Jaiprakash Associates Pvt Ltd formed and sets foot in Iraq. Jaiprakash Gaur.

7 MTPA JaypeeBela Plant in District Rewa. 10/1987 1991 1992 JIL listed on Bombay Stock Exchange Commissioning of 2nd unit of 1.5 MTPA JaypeeRewa Plant Jaiprakash Hydro Power Ltd established to operate 300 MW Baspa II HE Project Jaiprakash Power Ventures Ltd established to operate 400 MW Vishnuprayag HE project 1993 1995 JIL signs MOU to develop & operate 1000 MW KarchamWangtoo HE Project Bela Cement Ltd incorporated to establish 3rd Cement Plant at Bela Hotel Jaypee Residency Manor set up 1996 1999 2000 2001 Commissioning of the 3rd cement plant 1.price of Rs. Agra set up Jaypee Greens Ltd – 458 acre golf centric real estate company comes into being Jaypee Institute of Information Technology (deemed University since Nov 1 2004) set up at NOIDA All 3 cement plants were brought under one roof by hiving off Cement Business by JIL under Jaypee Cement Ltd 2002 JaypeeKarcham Hydro Corporation Ltd established to operate 1000 MW KarchamWangtoo HE Project Jaypee University of Information Technology (State 13 . MP Hotel Jaypee Palace.

Commissioning of 3rd Captive Power Plant of 38.5 MW at JaypeeBela Plant 14 . each deploying supercritical technology and is expected to be commissioned in 2013. First hydropower company to be listed in the country Setting up of Madhya Pradesh Jaypee Minerals Corporation Ltd (MPJMCL) in JV with MP State Mineral Development Corporation Ltd for Coal Mining at Amelia Coal Block in Sidhi district of MP Setting up of 1320 MW Nigrie Thermal project in Singrauli district in the State of Madhya Pradesh is expected to comprise two 660 MW units.university). Waknaghat set up 2003 1st Captive Thermal Power Plant of 25 MW commissioned at JRP Formation of Jaiprakash Associates Ltd (JAL) by merging JIL with Jaypee Cement Ltd Jaypee Institute of Engineering & Technology. Guna Set up Awarded the NOIDA-Agra Expressway project on BOOT basis300 MW Baspa-II commissioned and begins power generation 2004 2005 2006 Commissioning of 2nd Captive Power Plant of 25 MW at JaypeeBela Plant Shares of JHPL listed on BSE/NSE.

Acquisition of Cement Plants & Assets of UP State cement corporation Ltd (in Liquidation) of 2. Himalayan Expressway Ltd incorporated for implementation of 27.2 MTPA capacity in Bhuj. District Kutch Gujarat 400 MW Vishnuprayag Hydropower Station of JPVL.0 MTPA slag based cement plant at Bhilai.5 MTPAcapacity Acquisition of Gujarat Anjan Cement Ltd for setting up a green field cement plant of 1.14 km ZirakpurParwanoo Expressway awarded by NHAI Mandla North Coal Block in District Chindwara allotted to the company for captive requirement of cement business. JAL in consortium with Prize Petroleum company Ltd secures the south Rewa block for Oil & Gas 15 . commissioned and begins power generation MOU signed with Govt of Arunachal Pradesh for setting up of 2700 MW HE project on Siang river and 500 MW HE project on Syon river on BOOT basis 2007 Signing of a joint venture agreement with Steel Authority of India Ltd for setting up a 2.

2008 Jaypee Ganga Infrastructure Corporation Ltd incorporated for implementation of 1047 Km long 8 lane Access controlled expressway between Greater Noida and Ballia in UP Chunar and Dalla cement plants (UPPCL) in UP commissioned 1. Haryana.5 MTPA Grinding unit at Panipat. Signed an agreement with the Formula One Administration (FOA) to host the very first F1 Race in India in the year 2011. commissioned BokaroJaypee Cement Ltd incorporated for implementation of 2.) long transmission system to evacuate power from the 1000 MW Karcham-Wangtoo Hydro Electric Project in Himachal Pradesh.1 MTPA slag based cement plant at Bokaro.exploration under the NELP VI round JHPL signs MOU with PGCIL for formation of a Joint Venture company to lay a 230 km (approx. Jaypee Greens launched ‘Wish Town’ a historic residential township in India. Jharkand in JV with SAIL 16 . Slated to be the India’s largest township development in over 1162 acres.

M. Gujarat Anjan Cement Limited.P. for 5 x 660 MW Bara Thermal Power project (Phase – I : 3x660 MW) from UP Power Corporation Ltd. Acquired Bina Power Supply Company Limited (BPSCL) from the Aditya Birla Group to set up a 1250 MW coal fired Thermal Power Plant at Bina. namely. for setting up3 x 660 MW Karchana Thermal Power Project (Phase – I : 2x660 MW) &Prayagraj Power Generation Company Ltd. Signing of MOU for setting up a 2. Acquired Sangam Power Generation Company Ltd. 2009 Amalgamation of four Group Companies.2 MTPA cement capacity plant at Sidhi (M.000 TPA at Rewa. Jaypee Cement Limited.4 million tonnes per annum 17 .) and 1. Madhya Pradesh. Jaypee Hotels Limited and Jaiprakash Enterprises Limited with flagship company JAL.20 MTPA cement plant at Sewagram (Gujarat) has also been successfully commissioned. Jaiprakash Associates’ 2. on BOO basis.0 million tonnes per annum capacity cement plant in joint venture with Assam Mineral Development Corporation Limited (AMDC).P. Group is setting up a JaypeeHitech Casting Centre with capacity of18.

Amalgamation of Jaiprakash Power Ventures Ltd.. UK. 2010 Commissioning of 2. 3. the name of the Company i. Commissioning of 2. with Jaiprakash Hydro-Power Ltd.2 million tonnesJaypeeRoorkee Cement Grinding Unit (JRCGU) at Roorkee.00 MnTPAJaypee Himachal Cement Grinding and Blending Plant.).2 MnTPABhilaiJaypee Cement Ltd.. Bagheri (H.00 MnTPARewa 18 . Kutch. Commissioning of 1. This is a well acclaimed and celebrated international award in the field of Health and Safety management system.P. 1.e. JaypeeInfratech Limited listed on NSE/BSE.capacity cement plant in Sewagram. Wanakbori. Gujarat. changed to Jaiprakash Power Ventures Ltd. Satna (Madhya Pradesh) &Bhilai (Chattisgarh). Jaiprakash Hydro-Power Ltd. Gujarat was dedicated to the nation. JaypeeRewa Cement Plant and JaypeBela Cement Plant in Madhya Pradesh of the Group have been awarded with renowned and most prestigious “SWORD OF HONOUR” award by the British Safety Council.20 MnTPAJaypeeWanakbori Cement Grinding Unit. Uttarakhand.

40 MnTPABela are the only cement plants to be bestowed with this honour in India. being the Appointed Date. 2011 Amalgamation of JaypeeKarcham Hydro Corporation Limited (JKHCL) and Bina Power Supply Company Limited (BPSCL) with Jaiprakash Power Ventures Limited (JPVL) with effect from April 1.and 2. 19 . 2010.

Nathpa Jhakri a 1500 MW Power House is the largest underground power house in India. Prevent iron from corrosion due to low chloride contain.MAJOR ACHIVEMENT OF JAYPEE GROUP • • • • • Jaypee Group is the largest private sector hydro power producer in India with an installed capacity of 700 MW. Reduces shrinkage and swelling. Long life due to low magnesium and tricalcium aluminates. Low heat of hydration which prevent cracks in concrete. Tehri Dam is the third tallest rockfill dam in the world. QUALITIES OF JAYPEE CEMENT • • • • • • • • High compressive strength and rate of strength gain. and the largest in Asia involving placement of over 25million cum of all types of fill material. Indira Sagar a 1000 MW Power house is the second largest surface power house in the country. Ability to handle high pressure. Resistance against water leakage. Low setting time & need less water for it. Sardar Sarovar Dam being executed by the group is the third largest in the world for volume of chilled concrete to be placed -nearly 7 million cum. 20 .

DIVERSIFICATIONS 21 .

➢ Special visiting card. Cultural programs etc. ➢ Road Shows. ➢ To make Jaypee Cement 1st choice of customers. ➢ Reinforce premium position of our brand in our NMZs. ➢ Hoardings.Brand Promotional Activities of Jaypee: ➢ To position our brand at the top of customers’ mind. 22 . ➢ Dealer board/banner. ➢ Participation in Fairs. Brand Promotional Techniques: ➢ Wall paintings. ➢ Stickers. ➢ Bus painting. ➢ To create awareness of brand in weaker market share areas. ➢ Mobile Technical Van. ➢ Press & TV Advertisements. ➢ Excursion trips. ➢ Shop painting. ➢ Zeeni/ Walking Balloon.

HOARDINGS 23 .

WALL PAINTING 24 .

MOBILE TECHNICAL 25 .

or combination of them) and how it relates to key constituencies: customers. creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. The brand experience is a brand's action perceived by a person. The psychological aspect. People engaged in branding seek to develop or align the expectations behind the brand experience. is a symbolic construct created within the minds of people." A brand can take many forms.CONCEPTUAL BACKGROUND BRAND The American Marketing Association defines a brand as a "Name. term. perceptions. images. as it demonstrates what the brand owner is able to offer in the marketplace. partners. of a brand from the experiential aspect. It is defined by a perception. service or company (name. The word branding began simply as a way to tell one person's cattle from another by means of a hot iron stamp. investors etc. experiences. company or service. feelings. Brand is the personality that identifies a product. sometimes referred to as the brand image. design. that your customers or prospects have about you. good or bad. consisting of all the information and expectations associated with a product. service or the company(ies) providing them. beliefs. or design. symbol. The art of creating and maintaining a brand is called brand 26 . symbol. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. including a name. symbol. term. brand associations like thoughts. staff. sign. The word brand has continued to evolve to encompass identity — it affects the personality of a product. sign. attitudes. and so on that become linked to the brand. A brand is therefore one of the most valuable elements in an advertising theme. colour combination or slogan. Some people distinguish the psychological aspect. or any other feature that identifies one seller's good or service as distinct from those of other sellers.

branded products or services also command higher prices. as it often serves to denote a certain attractive quality or characteristic (see also brand promise). 27 . and place). promotion. advertising. Careful brand management seeks to make the product or services relevant to the target audience. slogan's. positioning. including: sales increases. new product acceptance.[2] A promotional mix specifies how much attention to pay to each of the five subcategories. but one of the products has no associated branding (such as a generic. creation of brand equity. price. or persuading a potential buyer's purchasing decision. A brand which is widely known in the marketplace acquires brand recognition.com. These elements are personal selling. sales promotion. Orientation of the whole organization towards its brand is called brand orientation. but rather through visual signifiers like logos. people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner. and colours. direct marketing. It is the communication link between sellers and buyers for the purpose of influencing. it is said to have achieved brand franchise. which it used in the logo for go. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace.they represent the sum of all valuable qualities of a product to the consumer. and publicity. store-branded product). Consumers may look on branding as an aspect of products or services. A promotional plan can have a wide range of objectives. Brand recognition is most successful when people can state a brand without being explicitly exposed to the company's name.[1] The specification of five elements creates a promotional mix or promotional plan. For example. informing. From the perspective of brand owners.management. Where two products resemble each other. Promotion Promotion is one of the four elements of marketing mix (product. Disney has been successful at branding with their particular script font (originally created for Walt Disney's "signature" logo). Brands should be seen as more than the difference between the actual cost of a product and its selling price . and how much money to budget for each. The brand orientation is developed in responsiveness to market intelligence.

To increase demand 3. This is to increase the sales of a given product. endorsements.phrases like "special offer" are more common. but not normally to the public or the market . Many times with the purchase of a product there is an incentive like discounts. however there are three basic objectives of promotion. To present information to consumers as well as others 2. Promoters use internet advertisement. and newspapers to advertise their product. To differentiate a product. There are different ways to promote a product in different areas of media. or a contest. or creation of a corporate image. 28 . The term "promotion" is usually an "in" expression used internally by the marketing company. free items. Fundamentally. These are:[3] 1. RESEARCH DESIGN & METHODOLOGY The Study: This study is descriptive in nature.competitive retaliations. special events.

Method of Data representation:The method of data representation views for conducting my study is Bar graph & pie chart. Sample unit:Dealers and sub dealers. The primary data is collected regarding the comment of dealers about the following aspect of promotions of JP CEMENT & OTHERS. Sample Size :Sample size has selected for the study is 70 in numbers. 29 . I have used only primary data in order to accomplish my objectives. Dealer level brand promotions & comparative analysis 3. Primary Data:The primary data are those. which are collected afresh for first time and thus happen to be original in character. 1.Sources of Data :In my research. Suggestions for improvement of promotions Method of primary data collection:All the primary data which I have collected while my survey was done through schedule method. Mass publicity promotion& comparative analysis 4. Technical aspect of promotion & comparative analysis 2. Sample Method: The sampling technique used in the study is convenience sampling.

in rewa. Govindgarh road. Study Location:. of question which was taken in my questionnaire is 12. university road and railway station road. Type of question Both open ended and close ended question are included in questionnaire. Method of analysis:• • • Interview by questionnaire No. Time of Study:The time of study which was taken by me in order to completion of my Research program was 2 months. of question The No. In Rewa the area which was selected for study were Allahabad road ratahara.Sample Area:Sample area has selected for the study is rewa urban and rewa ruler .Rewa (MP) Data Analysis and Interpretation 30 .

40% of dealers sell prism cement in there outlet followed by Jaypee with 31% then followed by birla with 19% then ACC with 6% and then with 4% mahiar. Which of the following Technical promotion technique is most effectively done by Jaypee? 31 .1. Which Brand of cement do you sale? Company Jaypee Prism ACC Birla Mahiar Total Respondent 22 28 4 13 3 70 Percentage 31% 40% 6% 19% 4% 100% INTERPRETATIONPrism has the highest sales in rewa city. 2.

Promotion nt Meson meet Builders meet engineers meet TSE Visit Total Responde e 47 20 3 0 70 Percentag 67% 29% 4% 100% INTERPRETATION In technical promotion Jaypee is best in meson meet according to survey. And Builders meet is in 2nd position then engineers meet. 3. Jaypee is lacking behind in TSE visit. Which of the following company is best in technical promotion? 32 .

1 position in technical meet and Jaypee is in second position. 33 .Company Name Jaypee Prism ACC Birla Mahiar Total INTERPRETATION:- Responde nt 25 32 6 5 2 70 Percenta ge 36% 45% 9% 7% 3% 100% In Rewa prism is in no. The key competition is between jaypee and prism in technical promotion.

foreign trip.4. 5. Which of the following company is best in dealer level promotion? 34 . Which of the following Dealer level promotion technique is most effectively done by Jaypee? Promotion Dealers meet Sub dealers meet Gift item Foreign trip Audio van program Calendar & Diary Total Respondent 23 7 25 7 2 6 70 Percentage 33% 10% 36% 10% 3% 8% 100% INTERPRETATIONIn Dealers Promotion Gift item is powerful technique according to dealers. audio van program and calendar & diary. After that dealers meet is 2nd powerful technique followed by other techniques like sub dealers meet.

6. Which of the following mass level promotion technique is effectively done by jaypee? PROMOTION Hordings Wall painting TV ad News paper ad Baners and posters RESPONDENT 17 36 8 3 6 35 PERCENTAGE 24% 52% 11% 4% 9% . ACC in 4th rank with 3% and mahiar in 5th rank with 1%.Jaypee Prism ACC Birla Mahiar Total Companies Respondent 34 25 2 8 1 70 Percentage 49% 36% 3% 11% 1% 100% INTERPRITATION:In dealers promotion Jaypee is in 1st rank with 49% and prism is in 2nd rank with 36% then Birla is in 3rd rank with 11%.

Total 70 100% INTERPRITATION:In mass level promotion jaypee is best in Wall Painting with 52% then in hoardings with 24% and then in TV and with 11%. in Banners & posters with 9% and in newspaper with 4%. 36 .

7. ACC. FINDINGS 37 . and mahiar. Which of the following company is best in mass level promotion? Companies Jaypee Prism ACC Birla Mahiar Respondent 34 25 2 8 1 70 Percentage 48% 36% 5% 10% 1% 100% INTERPRITATION:In mass level promotion Jaypee is no. prism is in 2 nd position then followed by other companies like Birla.1.

4. Regarding sales it is found that in Rewa.S. and other companies then 49% of all dealers has graded Jaypee as no. When I asked question regarding mass publicity promotion of JAYPEE and other companies then approx. During survey I asked found that regarding Dealer level promotions of Jaypee. Jaypee is followed by 31% sales. 48% of all dealers has graded JAYPEE promotions as rank no. 7. During survey I asked found that regarding technical promotions of JAYPEE.1. Thus Prism is best in Technical promotion as compared to Jaypee 6. 1 SUGGESTIONS: 38 . as rank 3 and rank 4. 2.Talking about the question regarding dealer level promotion 36% of all dealer has graded gift item as rank no1 and 33% of all dealer has graded promotions by dealer meet as rank 2 and Followed by foreign trip & calendar and diaries as rank 3 and rank 4. Regarding technical Promotion 67% of all dealers has graded meson meet as rank no1 and 29% of all dealer has graded builder meet as rank 2and Followed by engineer meet& T. 3. Prism is leading in sales. 5. Talking about question regarding mass level promotion 52% of all dealers has graded wall painting promotion as rank no1and 24% of all dealer has graded hording promotion as rank 2and Followed by TV Aid& News Paper Aid.1 in dealer level promotion and 36% of all dealers has given prism rank no1 in dealer level promotion. So mesons meet and builder meet is most important technical promotion company point of view. and other companies then 45% of all dealers has given prism rank no1. 40% dealers sell prism cement.E visit as rank 3 and rank 4.1 and 36% of all dealer has graded prism promotions as rank no. 36% of all dealers has graded.

P. is very good on his mass awareness promotions and it must continue on his mass promotions. builders meet. Trade Promotion Activities: The dealers should be given diaries. gift item is one of the tool to promote brand. pens and calendars. J. 2. should meet regularly with both of them. Also T-Shirts can be distributed to the masons so that they become more inclined towards JP Brand. J. contractors and architects in the city and then hold frequent technical meets with them.P should also increase distribution of gift and dealers meeting because they want something extra. Company should give emphasis on these promotions because it is very important. This also explains the masons’ and dealers’ influence on the final consumer.1. Also I believe that the negative perception about the Fly Ash is because of this only. 7. 3. Influence of the Engineers & Technical staff: The frequent meets with the technical staff increases the faithfulness and loyalty of dealers and masons towards the brand. If J. should continue increase his technical promotional activities like mesons meet. 4. 8. Now a day situation has totally change person have no time to make his home because they are doing job and indulge in business so they are hiring contractor so J.P. Gift item should be based on seasons. So JP should identify masons.P. 5. This would help in reducing the negative perception about the Fly Ash and Slow Setting of JP. want to enhance his image and his sale then J. 39 the builders and . In order to enhancement of brand image (A) (B) (C) (D) WALL PAINTING HORDINGS MESON MEET EALERS MEET&GIFT ITEMS according to dealers 6.P.

wants to enhance his image then J. Conclusion 40 .P.9. should work for city and help to develop infrastructure facilities in the cities.P. According to me if J.

With the economic development. it make the customers feel they are important for the company and lastly. It generates high revenue for company. This will help the company on three ways: Firstly. It plays a crucial role in making awareness to the general public. They offer variety of good quality product. the frequencies of the changing Infrastructure in Cement sector have increased tremendously because of the old players are increasing their capacity and new players are emerging at a rapid rate. Promotional department plays a significant role in Cement brand building. About the Cement industry: The Indian Cement is also increasing in manner. how it could be rectified. it will let company know where it lacksof .promotional tools are effective. It produce new brand time to time according to the latest trend. Secondly. big players take this point into consideration and develop their strategies. During my project I have realized that the India has vast potential for the Cement Industry 41 .During 2 months of my training I have studied the various strategies of Cement brand positioning for generating awareness among the people. The company conducted the customer satisfaction survey to strengthens relationship with the customers. The amendment in the personnel of the company and any achievement of the company due to their valuable contribution leads to enhance the moral of the employees. Although the new players cannot harm the old once but what they can do is that they can eat away some of the market share of the old companies. The main reason behind this is the ever-developing Indian economy. in assessment of the sales executives performance. Thus. As such all. which lure the customers for buying.

Analysis. PRISM. Because costumers more emphasis on JAYPEE and PRISM Company.Most of the sellers are selling JAYPEE CEMENT. PRISM CHAMPION. I also found that some customers are having brand awareness like ACC.and it needs aggressive marketing strategies to tap the untouched areas and to withhold position in the market. JAYPEE and BIRLA. Finding:. ACC and BIRLA SAMRAT. And all sellers well have known about these big giants. Costumer also has faith in these companies. 42 . Theoretical aspect: .I found that customers are more determined on feature of the product and benefits.

Marketing Tata McGraw-Hill publication pvt ltd.com 43 .jalindia.google.BIBLIOGRAPHY . WEBSITES ➢ www. ➢ Business today. ➢ Saxena Rajan.Kothari. BOOKS ➢ Marketing management by Philip Kotler. ➢ Research methodology by C.com ➢ www.R.

Name of Owner…………………………………………. Which Brand of cement do you sale? ○ ○ ○ ○ ○ Jaypee Prism ACC Birla Mahiar 2. Contact Detail:Ph no…………………. Address…………………………………………………. According to you which of the following technical promotion technique is effectively done by Jaypee? Meson meet Builders meet Engineers meet TSE visit ○ ○ ○ ○ 44 . 1.QUESTIONNAIRE “COMPARATIVE STUDY OF BRAND PROMOTION OF JAYPEE CEMENT WITH OTER BRANDS IN REWA CITY” Name of Business………………………………………. Fax…………………… Mobile no…………………. Email……………………….

which of the following Mass level promotion technique is effectively done by Jaypee in your view? ○ ○ ○ ○ Hoardings Wall painting TV Ad News paper Ad Banners & Posters 45 ○ . In your opinion which of the following company is best in technical promotion? ○ ○ ○ ○ ○ done ○ ○ ○ ○ ○ ○ Jaypee Prism ACC Birla Mahiar by Jaypee? Dealers meet Sub dealers meet Gift Item Foreign trip Audio van program Calender & Diary 4. According to you which of the following Dealers level promotion technique is effectively 5. which of the following company is best in dealers level promotion according to you? ○ ○ ○ ○ ○ Jaypee Prism ACC Birla Mahiar 6.3.

46 ..7. which of the following company is best in mass level promotion according to you? ○ ○ ○ ○ ○ Jaypee Prism ACC Birla Mahiar 8. Give some suggestion for brand promotion exercised by Jaypee ……………………………………………………………………………………………….

LIST OF SOME EXCLUSIVE DEALERS OF JAYPEE AND OTHERS • • • • • • • • • • • • • • • • • • • • Shri Sai Traders Dang Assosiates Shri Vaibhav Traders R.P Buildware Shyam Traders Rewa Traders Nishank Traders Dayal Traders Deepali Traders • Mishra Traders • Shankar Traders • • • • Durge Traders Pankaj Traders Agarwal Traders Kamlesh iron store 47 .K Traders Satya Traders Vimal Enterprizes Bhole Traders Siddhart Traders Balaji Traders Om Enterprizes Mani Traders Shushma Traders Sahu Traders Manish Traders G.

Enterprize Pooja Enterprize Shri Raj Traders Shri Anuj Steel Traders Shri Sanjay Steel Traders Shivam Traders Gaharwar Traders Shivang Trader Vikash Traders Hansika Traders Sai Kripa Traders Shukla Traders • Bharat Traders • • • • • • • Prism Traders 48 .• • • • • • • • • Shri Chandra Hardware Anant Hardware Ma durga Hardware J. K.

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