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SUMMER INTERNSHIP PRESENTATION

A PROJECT REPORT ON EFFECTIVENESS OF ADVERTISEMENT POLICY ADOPTED BY BARAK VALLEY CEMENTS LTD IN BARAK VALLEY REGION
Organizational Guide : Mr. Satya Prakash Chatterjee (Sales manager)

Presented by : Sanjit Das Roll no. (53) 3rd semester D.B.A.(JNSMS) Assam University, Silchar

REPORT CHAPTERS 
         

CHAPTER 1: Organizational Profile Objectives and Limitations of the study CHAPTER 2: Research Methodology in details. CHAPTER 3: Snapshot of the advertisement tools. CHAPTER 4: Analysis of data. Chapter 5: Findings & Suggestions

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Organisational Profile 
Barak Valley Cements Limited was incorporated as a Public Limited Company in the year 1999, under the Companies Act, 1956. The Company was promoted by Mr. Prahlad Rai Chamaria, Mr. Bijay Kumar Garodia and Mr. Santosh Kumar Bajaj The company started its commercial production in April 2001. The company started its commercial production at the capacity of the plant at 300 TPD initially. The capacity of the plant was further enhanced from 300 TPD to 460 TPD. The company is located in Assam and all the operations of the company are concentrated in the North Eastern region. The manufacturing unit of the company is at Jhoom Basti, Devendranagar, Badarpurghat, District Karimganj, Assam.  Sales are also concentrated in the North Eastern region.

Subsidiaries Badarpur Energy Private Limited (BEPL) Cement International Limited (CIL) Meghalaya Minerals & Mines Limited (MMML) Goombira Tea Company Pvt. Ltd. Chargola Tea Company Pvt. Ltd. and Singlacherra Tea Company Pvt. Ltd.
Listed both in NSE & BSE

Objectives of the study:    

  

To study the effectiveness of advertisement of products under study . To analyze and compare the consumers attitude towards advertisement. Strengthening relationships with advertisers by offering sound, creative suggestions about the types of ads that seem to work in your market. Measuring advertising recall and brand recognition. Assessing the advertising's appeal to your target market. Understanding where you fit in your target market. Showing how the campaign affected customer behavior and/or brand awareness over time.

Limitations of the study
The major problem of the survey was that most of the respondents being very loyal to their brands didn·t give exact answers. Like they didn·t talk much about what problems they are facing, what are the different marketing schemes of the brand in which they deal etc? Once we got the questionnaire filled, we need to restart the conversation in a much generalized way and talk about the local market conditions. Like who is the main dealer, which cement is mostly sold in that area etc. So this survey demands a good piece of time while talking to the respondent. Some of the respondents may have told they prefer promotion and were much conscious for their brands. Many of the dealers/customers refused to answer any question at all. So the actual figures can be somewhat different from the one that we have found out. Being a very big region, it is quite possible that I was unable to explore some of the dealers/customers.     

Research methodology
GEOGRAPHICALAREA The study is conducted in the three districts viz .Cachar, Hilakandi & Karimganj. PERIOD OF COVERAGE: The duration of project work is about 40 days RESEARCH DESIGN: The research design used in this project by the researcher is the descriptive research design
RESEARCH INSTRUMENT:  Questionnaire  Interview Schedule  Observation method

SAMPLE DESIGN:
Population:
Population for this research is set of dealers those who are dealing with Valley Strong cement in the three districts viz .Cachar, Hilakandi & Karimganj

Sample units:
The sampling units used for this research, are those who are dealing with Valley Strong cement in the three districts viz .Cachar, Hilakandi & Karimganj

Sample size:
The number of samples collected by the researcher is 210 dealers

Sampling procedure / Sampling method:
The sampling method used for this study is non-probability convenience sampling, which is selected according to the easy and convenience of the researcher

Analysis and interpretation

Influence of advertisement on sales
S. No Criteria

No. of respondents 1 Yes 147

% of
30%

respondents 70%

Yes No

2

No

63

30%

70%

Total

210

100

Infleunce of celebrity on sales
S. No Criteria

% of No. of respondents respondents
28.10%

1

Yes

151

71.90%

Y e s N o

2

No

59

28.10%

71.90%

Total

210

100%

Impact of language on effectiveness

32.86%

Yes No
67.14%

Advertisement Impact on sales
140 120

100 No . of respopondents

80

60

40

20

0 Strongly agree Agree Undecide Disagree Strongly disagree

Theme of a good advertisement

5.71%

17.62%

Quality Price Brand image
76.67%

Rating of B.V.C.L ad campaign
100 90 80

No.of respondents

70

60

50

40

30

20

10

0 Very good Good Average Bad Very bad

Influencing medium of advertisement
140 120

100 No .of respondents

80

60

40

20

0

Present advertisement adequate

45.24% 54.76%

Yes No

Rectification required

31.90%

Yes No
68.10%

Adequate return on advertisement expenses

25.24.%

Yes No
74.76%

Changes on advertisement campaign due to geography

24.76%

Yes No
75.24%

Involvement of dealers openion

23.33%

Yes No
76.67%

Satisfaction with the existing strategy
90 80 70

60

No.of respondents

50

40

30

20

10

0 Very satisfied Satisfied Neither-nor Dissatified Very dissatisfied

Reasons for avdertisement effectiveness
90 80

70

60 No of respondents

50

40

30

20

10

0 Education Likings Standard of living Level of development

Chapter -4

Chapter -5

Findings
1.During the survey while visiting different nook and corner of Barak valley through my personal observation I could find that the rural areas were not given adequate advertisement tools like banners ,paintings& hoardings as compared to the urban areas. 2. While observation I could find that there were number of paintings which are of no use simply they are wastage of money as they are painted on unfavorable location like shutters & doors of shop on front which remains out of sight during the business hours. 3. Opinion of the dealers while drafting the advertising campaign should be taken into as they are working at the grass root level and can give valuable inputs for better effectiveness. 4. Whatever the company is spending on advertising is getting adequate return is justified as per the survey so it is so it is viable for the company to increase its investment on advertising.

Cont.
5. Most of the banners, painting & hoarding convey message in English at present but as per the survey it could have been more effective if it is been conveyed in regional language. 6. Presence of any celebrity in the advertising campaign would have been more effective to catch the attention and also the survey has proved it. Changes in the advertising campaign depending on geographical focus can be initiated as per the outcome of the survey ,changes can be made on urban and rural basis. 7. Printed form of media would not be effective in this region rather than location advertising should be given preference .Electronic media can also be brought under the belt to capture the attention of the customer. 8. The punch line and other advertising tools design had being used for a period of time they don·t seems to be appealing to the customers this needs to be rectified.

Recommendations
Local cable T.V. can be used for advertising as well as to give details about the major dealer/dealers in the city. Details like address, contact no. of the dealer, different schemes, current market price etc can be shown. Brand ambassador has also influence in sale of cement for ex: Sachin Tendulkar of JP Cement and Bhupen Hazarika of Star Cement. Use of local language in advertisements can be beneficial because this increases the acceptance and understanding level of what being transmitted in the advertisement. Different type of incentive schemes, free gifts are mainly for dealers and sometimes for the masons. As a change, we can also try to attract the customers directly. For ex-discount coupons, small free gifts, scratch cards etc can be made available for the customers. Mobile advertising is gradually gaining popularity but the real spurt is yet to happen. Mobile advertising will certainly grow once 3G becomes popular as with it rich media content can be delivered and mobile ads can piggyback. Selection of a punch line which is more appealing to customer and also redesign the banners , hoarding and paintings in a more attractive way.

Cont.
Required distribution of advertising tolls as per the need of the area and sales keeping aside whether it is rural or urban area. A number of meetings are organized by all the cement companies with the local masons. Most of the masons are very less educated. They attend many meetings. So it may become difficult for them to recognize a particular cement brand. What we can do in this case is to take help of Handvertising i.e. we need to put the Valley Strong Cements cement logo on the hands of these masons. So that next time they saw this logo, they found themselves be familiar with the company. The ¶masons meet· are organized by the company regularly. This needs some improvements. We need to decrease the frequency of these meets. What we can do is that organize a big meet with a no. of people, higher company officials, entertainment, and snacks for all. The presence of company officials in the meeting is not alone sufficient. We need to call some big personalities from that city only. The people like these masons are more impressed by the presence of Govt. officials.

Cont .
Transport advertising appears on the inside or outside of taxis, buses, railways and other modes of passenger transportation. It may use transit advertisement to attain high exposure to particular groups consumers on theory way to and from work and tourists. Repeat exposure is possible for a majority of the people in our country use public transport basis. Transport advertising is useful in reaching consumers at an advantageous point which they are embarking on a shopping trip. This medium is a low cost medium. The company should engage it self in public relations in order to develop a favorable image of their organization and products join the eyes of the public. They direct this activity to parties other than target consumers. These "other" include the public at large labour unions, sports club, Non government Organization the press and environmental groups. Public relations activities include sponsoring, lobbying and using promotion message to persuade members of the public to take up a desired position. Public relations programmes may be formal or informal.

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