DECLARATION
| Shreya Singh studying MBA at STEP-HBTI, Kanpur, hereby declare
that the Internship report entitled as “Study on Consumer
Satisfaction Towards Cement Product with reference to Prism
Cement” has been prepared with due diligence maintain full
originality, as a part of partial fulfillment for the award of the
Masters in Business Administration.
Date : Shreya
Singh
Place: Signature of the
studentACKNOWLEDGEMENT
| take this opportunity to extent my sincere thanks to all those
whose valuable help and guidance made this internship a valuable
one. | had a great opportunity to do my Internship Training
Program at Prism Johnson Ltd, Varanasi and it was indeed a
golden opportunity.
| express my sincere thanks to my mentor MR. Parag Jain,
Regional Manager and MR. Varun Upadhyay Branch Manager for
allowing me to conduct my project. | thank all those people with
whom | came in contact at Prism Cement Ltd. and who have
helped me in whatever little way they could
| would also like to thank all concerned faculty members of the
Department of Management Studies for their continuous guidance
and support. | also extend my heartfelt thanks to my family and
friends whose constant support kept me motivated.
Shreya SinghContents
Executive Summary.
CHAPTER -1
INTRODUCTION...
Industry Profile:
Company Profile:
Applications...
CHAPTER -2.0
ABOUT THE ORGANISATION
Introduction to Group
Companies
Manufacturing companies.
Media
Insurance.
Retail and wholesale.
Hotels.
Our Websites.Group at Glance...
YEAR EVENTS.
Mission and Vision of Prism Group.
Core Values.
PRODUCT DETAILS.
Competitors.
Organization Structure
Chapter ~ 3. cc nnnnnnnn
Research Methodology & Design...
Market Research:
Objective of Study.
Research Instrument.
Questionnaire Design.
Data Collection... a
Sampling Procedure.
Period of The Study.
Sample Size.
Limitations of The Study
SWOT Analysis of Prism Cement .......
Marketing Strategy of Prism Johnson Ltd.
e Segmentation.
« Pricing Strategy... eeMarketing Strategy: os nccnceecnen
eMarketing Strategy Against Competitors.
«Promotional Strategy.
¢ Distribution Strategy.
Chapter - 4. ——
Data Analysis And Interpretation.
Chapter - 5...
Recommendations And Conclusions.__
Chapter-6__
RIED NGG Gh AS
Books Referred
Newspapers/Reports..__ ee
Websites:
Questionnaire.._Executive Summary
The project was carried out at Prism Cement Ltd. at Varanasi Region. |
have tried to find out the customer satisfaction of Prism Cement. The
research was conducted in different parts of Varanasi Region.
Prism Cement Ltd is an ISO 9001:2000 certified professionally
managed company promoted by The Rajan Raheja Group, which was
incorporated on 26 March 1992 in the name of Karan Cement Ltd. The
company manufactures and markets Portland Pozzollana Cement
(PPC) with the brand name Champion and the full range of Ordinary
Portland Cement (OPC) of 3, 43 and 53 grades.
The company operates one of the largest single kiln cement plants in
the country at Satna, Madhya Pradesh. The company also has a
packing unit at Allahabad, Uttar Pradesh equipped with machinery and
technical support from world leaders, F.L Smidth & Co. A/S, Denmark,
Prism has created a niche for itself in the Cement Industry.
The company primarily caters to the demand in the northern region
mainly in the state of Uttar Pradesh, Bihar & Madhya Pradesh. The
company plan for a five-fold increasing cement capacity from 2 MTPA
to 10.0 MTPA by 2011 through brown field and green field expansion
is making steady headway. These expansions will establish the
company brand in new markets and larger customer.
This study includes direct interaction with the customers and this
helps us to know the “Satisfaction Level” to great accuracy. This is of
great importance to the company which will know about the customer
preference to buy a particular brand.
The company will gain information about customer's preferencedepending on the following factors:-
Price Factor
Fineness of the cement
Setting Time
Attractive Packaging
Brand ImageCHAPTER -1
INTRODUCTION
Industry Profile:Introduction to the stream:
The Indian Cement Industry is the second largest producer of the
cement in the world just behind the China but ahead of the US and
Japan. But, per capita production and consumption are below as
compared to the world standards. On the technological front,
Indian Cement Industry can be regarded as highly competitive and
is comparable with the best in the world in terms of quality
standards, fuel consumption etc. Indian cement plants, which
depends upon wet technologies in the sixties and seventies, have
subsequently shifted to modern energy efficient dry technologies.
The latest surge in the demand for cement is driven by boom in
the housing sector and infrastructure sector. Consolidation have
become the latest buzzword of the industry. Many major Indian
players have acquired small companies and MNCs have also
entered in the industry through the acquisitions route.
HISTORY OF GRADES OF CEMENT
In the earlier days, we had only one cement, Ordinary Portland
Cement. Subsequently, the availability in abundance of fly ash in
thermal power stations and slag in steel plants led to the
production of pozzolana cement and slag cement to conserve
energy in the production of cement and to utilize the available by-
products. India was perhaps one of the few countries which
produced as much as 76% of the total cement produced as
blended cement, which is the common name of pozzolanic
cement as well as slag cement as early as in 1982. Then the
industry was under the control of controller of cement.Cement industry was permitted to manufacture the special grade
Ordinary Portland Cement and it was commonly known as sleeper
cement.
The Bureau of Indian Standards came forward to grade the
Ordinary Portland Cement into grade 33 cement, grade 43 cement
and grade 53 cement. This grading closely followed the U.K.
grading which was 32.5. 42.5 and 52.5 as well as 62.5 some of
Indian Companies are also trying to make and persuade the
Bureau of Indian Standards to introduce grade 63.
These higher grads of the cement are specifically introduced to
cater to the needs of the industry engaged in the construction of
long span bridges, high rise structures and other structure of
gigantic magnitude requiring high grades of concrete.
Varieties of Cements in India
There are some varieties of cement that always find good
demand in the market of India are as follows:
e Portland Blast Fumace Slag Cement (PBFSC)
e Sulphate Resisting Portland Cement
e Rapid Hardening Portland Cement
¢ Ordinary Portland Cement (OPC)
e Portland Pozolona Cement (PPC)
¢ Oil Well Cement
a¢ Clinker Cement
¢ White Cement
Cement Industry Analysis
There are five forces driving cement industrial competition. Porter
(1979) suggests that when the forces are weak collectively, there
is a major opportunity for superior performance. Therefore, we
can conclude that the cement industry is unattractive in mature
markets, but attractive in emerging markets.Company Profile:
PRISM CEMENT
Parent Company - Prism Cements Limited
Category - Construction Materials Cement
Sector - Real Estate and Construction
Tagline/Slogan - Door ki Soch
USP - Strong focus on quality
Prism Cements STP :
Segment - Tier I/II/III cities, Public Sector
Public Sector /Private Sector,
Customer/Builder
Target Group - Customers and Builders in both
Public and private sector in
all tier cities
Positioning - Highest quality standardsPrism Johnson Limited
Prism Johnson Limited (Formerly Prism Cement Limited) is
professionally managed Company promoted by the Rajan Raheja
Group. Prism Johnson Limited (Formerly Prism Cement Limited)
is India's largest integrated Building Materials Company with a
wide range from cement, ready-mixed concrete, tiles & bath
products.
The company has 3 Divisions —
1. Cement
2. H&R Johnson (India)
3. RMC (India).
CEMENT
Prism Cement commenced production at its Unit | in August,
1997 and scaled up capacity with Unit Il in December, 2010. It
manufactures Portland Pozzolana Cement (PPC) with the brand
name ‘Champion’ and premium quality grade of cement under
‘Champion Plus’ and ‘DURATECH’ brand. Prism Cement has thehighest quality standards due to efficient plant operations with
modern state of the art automated controls. It caters mainly to
markets of Eastern UP, MP and Bihar, with an average lead
distance of 395 km for cement from its plant at Satna, MP. It has
a wide marketing network with about 4,250 dealers serviced from
~170 stock points.
H &R JOHNSON
Established in 1958, H & R Johnson (India) is the pioneer of
ceramic tiles in India. For over five decades, HRJ has added
various product categories to offer complete solutions to its
customers. Today, HRJ enjoys the reputation of being the only
entity in India to offer end-to-end solutions of Tiles, Sanitary ware,
Bath Fittings, and Engineered Marble & Quartz. All the products
are sold under 4 strong brands, viz. Johnson, Johnson Marbonite,
Johnson Porselano and Johnson Endura. In ceramic / vitrified
tiles, HRJ along with its Joint Ventures and subsidiaries have a
capacity of over 65 million m2 per annum spread across 11
manufacturing plants across the country which is one of the
largest in India.
RMC
RMC (India) division is one of India’s leading ready-mixed
concrete manufacturers, set-up in 1996. RMC (India) division
currently operates 93 ready-mixed concrete plants in 44
cities/towns across the Country. Further, the Division has beenable to secure new positions in its existing markets which will
help it to grow going forward. RMC (India),
Points To Be Discussed
1. Logistics
2. Distribution Network
3. Marketing Setup
4. Products:-
Champion Cement
Ordinary Portland Cement
DuratechLogistics
The plant is located at a distance of approx. 3 kms from the State
Highway No. 6 and 24 kms from the National Highway No. 7. A
private Railway siding inside the plant helps in ensuring prompt
bulk deliveries to our customers.
Distribution Network
Buffer go-downs have been established at strategic locations to
ensure prompt delivery at the consumer's doorstep through a
dedicated network of stockists, sales promoters, clearing and
forwarding agents.
Marketing setup
For providing an effective and customer responsive marketing
facility, a Central Marketing Office has been setup at Varanasi and
it is supported by Regional Offices at Satna, Jabalpur, Allahabad,
Varanasi, Lucknow, Gwaliar, Kanpur and Patna (Patna | & Patna I!)
. Area Offices and Depots have also been established at all major
towns of U.P., M.P. and Bihar to efficiently serve dealers and end
consumers. A professional and experienced marketing team has
been placed at all operative areas equipped with fully
computerized sales and accounting system to serve the most
demanding needs of the customer.Products
Champion Cement
Prism Champion Cement is a finely ground blend of high quality
clinker and carefully selected high quality Pozzolonic material (Fly
Ash) with high fineness and optimum range of chemical
composition. Careful selection of Pozzolona is one of the crucial
factors for the superiority of Prism Champion Cement.
Prism Champion Cement, an optimum blend of -
« Resistance to chemical attack
« Sustained strength gain
+ DurabilityApplications
« Suitable for all types of construction like building, roads,
bridges, culverts and cement base products.
« Mass concrete work like dam, machine foundation work.
« Concrete works in environment involving chemicals in soil and
water.
+ Sewage and effluent treatment plant
« Allkinds of marine works, like jetty etc.
« Suitable for all construction in aggressive environment
ensuring higher durability.
Ordinary Portland Cement
43 Grade
Features
+ Achieve more than the specified strength as per the
relevant IS Code through proper adjustment in the
chemical composition.+ High quality lime stone deposit results in:
Higher strength of cement.
Moderate sulphate resisting properties
Lower level of chloride concentration
e Efficient quality control and high level of control in process
parameter results in reduced free lime, low insoluble residue
and loss on ignition.
Applications
* Optimally higher strength of cement makes it suitable for:
+ All General and semi specialized construction works like
plain and reinforced cement concrete works, brick and
stone masonry, plastering and flooring.
+ Manufacturing of concrete pipes, blocks, tiles and poles.
* Suitable for applications like pre-cast, pre stressed and
slipform construction work
+ Also suitable for all types of specialized concrete repairworks like gunniting etc.
Portland Pozzolona Cement
53 Grades
Features
* Higher strength than 43 Grade is achieved through further
improvement in the raw meal chemical composition and also
grinding finer than 43 Grade Cement.
+ Optimally higher fineness results in early strength improvement.
* Closed circuit cement grinding system using high efficiency
separator controls the particle size distribution resulting proper
hydration character.
Applications
e High strength of cement makes it suitable for:
+ Making high grade concrete with proper mix design.
+ Early form work removal due to high early strength development
results in quicker construction.
* Optimally higher fineness gives better cohesiveness, improved
workability resulting denser concrete and superior surface finish.
+ Economical usage of cement due to high strength throughproper concrete mix design
+ All type of plain and R.C.C., semi and specialized construction
work, like bridges, culverts, slip form work, pre-stressed pipe /
poles etc.
+ Also suitable for all type of specialized concrete repair work like
gunniting etc.
Duratech
After years of R&D, Prism Cement is proud to launch Prism
Duratech Cement, which is a New Generation Cement for High
Construction Quality.
Prism Duratech is a premium high performance blended Cement.
It is a technologically advanced cement produced with 53 Grade
clinker and carefully selected high quality Pozzolonic material
with high fineness and optimum range of chemical composition.
It gives highest strength & durability, has anti rusting, anti
dampness features and is especially designed for critical load
bearing applications like Slab, Column, Beams, Foundations and
all types of RCC & PCC work.
It gives both high early strength and enhanced durability to the
structure. The cement strength keeps on increasing with time for
longer duration so that even in adverse environmental conditions
the strength and durability of the structure remains intact.Prism Duratech Cement is manufactured under strict quality
standard procedures and it passes through many complex
manufacturing process to meet the quality standards. Each bag
of Prism Duratech Cement is a symbol of strength, quality and
durability.
Packed in best in class, polypropylene laminated box shaped
bags, which are tamper-proof and moisture proof and ensure that
there is no chance of pilferage or adulteration.
Along with the product, Prism's Customer Service Engineers
provide value-added services to the consumer of this Premium
Cement. Some of them are as mentioned below:
« Estimates for consumption of materials, testing of various
aggregates at site
«Training of site masons on good construction practices
« Supervision of various important aspects like reinforcement
detailing
« Mix proportion
« Workability test
« Silt test
« Testing the quality of structure in terms of strength, etc.
through ‘Concrete Samadhan' i.e. mobile testing vans.CHAPTER -2
ABOUT THE ORGANISATIONThe Rajan Raheja Group is a diversified conglomerate which has
interests in sectors such as building materials (through Prism
Cement, H&R Johnson (India) and RMC Ready-mix (India),
automotive and industrial batteries (Exide Industries), cable T.V.
(Hathway Cable & Datacom and Asianet Satellite Communications),
financial services (in life insurance and asset management through
joint ventures with ING), publishing (OUTLOOK group), retail
(Globus, H&R Johnson (India) TBK, Food world and Health & Glow),
real estate development, software, petrochemicals and hotels.Introduction to Group
Companies
Prism Johnson Limited (Formerly Prism Cement Limited) is
India's largest integrated Building Materials Company with a wide
range from cement, ready-mixed concrete, tiles & bath products. ...
The Cement Division of the Company operates one of the largest
single kiln cement plants in the country at Satna , Madhya
Pradesh.
Prism Cement primarily caters to the demand in the Northern
Region, mainly in the States of Uttar Pradesh, Bihar and Madhya
Pradesh. Its first line was commissioned in year 1997 with a
clinker production capacity of 6000 tpd. It was increased to 13200
tpd after commissioning of second line in January 2011. It
presently produces 5.6 million tonnes of cement per annum. The
capacity expansion has established the Division's brand in new
markets and to a larger consumer base.
A team of experienced engineers and a dedicated workforce
combined with a high level of automation and sophisticated
control systems have placed the Division's products in the
premium segment.
Prism Cement has successfully established a high brand
preference among its consumers through its excellent qualityproducts and transparent policies.
The Company was ranked 3rd best for leadership in adopting the
state of the art technology and energy efficiency for the same
year 2004-05. PCI also won the 1st prize for Safety Education and
Mining Machineries at the Annual Safety Week Award in the year
of 2005-06 and also in the identical year the company had
committed to mitigate potential environmental impacts
associated with the cement plants. During the year 2006-07 while
demand for cement had shown a good growth the company had
successful strategizing its market operations which substantially
enhanced the brand equity of ‘PRISM CHAMPION’. During FY 2014
the company's Joint Venture- TBK Venkataramiah Tile Bath
Kitchen
Pvt. Ltd. was converted into a 100% subsidiary. The company
through its Joint Ventures opened four House of Johnson
showrooms in Solan Lucknow Varanasi and Ludhiana taking the
total number of showrooms to 26 as at 31 March 2014.Lifestyle
Investments PVT Limited (LIPL) the erstwhile overseas wholly
owned subsidiary of the company sold its stake in Norcros Plc. a
company listed on the London Stock Exchange. During the year
ended 31 March 2014 the company received an amount of Rs 131
crores as dividend on the equity shares held in LIPL. The
Company wound-up LIPL during the year and received Rs 0.10
crores towards return of equity capital. Subsequent to the Order
dated 24 September 2014 of the Honourable Supreme Court onde-allocation of all coal mines including Sial Ghogri coal mine of
the Company in Madhya Pradesh with effect from 31 March 2015
and promulgation of the Coal Mines (Special Provisions)
Ordinance 2014 and Coal Mines (Special Provision) Rules 2014
(the Rules) the Central Government has completed bidding
process. The Nominated Authority
appointed under the Rules has passed Vesting Order dated 23
March 2015 and as a result thereof with effect from 1 April 2015
the coal mine including lands in or adjacent to the coal mines and
mine infrastructure got vested in favor of the successful bidder. In
compliance of the Vesting Order the Company has handed over
possession of the mine and the assets listed in the Vesting Order
to the successful bidder. Vide email dated 26 March 2015 the
Nominated Authority has communicated to the Company that a
sum of Rs. 32.49 crores has been determined as compensation
payable to the Company. The Company has inter-alia disputed
quantum of compensation and has preferred a Writ before the
Hon'ble High Court of Judicature Delhi and the Company has
lodged claim of Rs. 72.86 crores. The aggregate exposure of the
Company on account of coal mine development expenses mining
surface rights land other infrastructure for mine capital work-in-
progress relating to buildings under construction and other
related matter is around Rs. 47.49 crores (including geological
survey expenses written off in the books of accounts of Rs. 6.22
crores). Since the matter is subjudice and pending settlement of
the claim no adjustment has been made in the accounts. During
FY2016 pursuant to the regulatory changes increasing the foreign
direct investment in insurance companies from 26% to 49% the
Company sold 47610000 equity shares corresponding to 23% of
its holding in the equity paid-up capital of Raheja QBE General
N
SsInsurance Company Limited (RQBE) its general insurance
subsidiary to QBE Asia Pacific Holdings Limited Australia (an
affiliate of the Company's existing joint venture partner in RQBE
ie. QBE Holdings (AAP) Pty Limited) for a consideration of AUD
21573459 (equivalent to Rs 111.04 crores The Company's
shareholding in RQBE stands reduced from 74% to 51%.The
company has launched EDC Cool Roof tiles large format wall tiles
800cm X 1200cm DC and 800cm X 800cm DC during the financial
year 2016.During FY2016 to reduce power costs the company
signed a power supply agreement with BLA Power Pvt. Ltd. for
sourcing 25 MW of power
for its plant. Prism Cement acquired 15.23% equity stake for Rs
21 cr. in BLA Power Pvt. Ltd. under the Captive Arrangement as
per the Electricity Rules 2005. The cement division also managed
to optimize on logistic costs despite increase in fuel price in the
later part of the year. Others initiatives include supply agreement
with ECO Cements Ltd (ECL). During FY 2016 the Company has
launched new products in TBK (Tiles Bath and Kitchen) segment
- Endura EDC in 30cmX30cm in 1.2cm thickness 60cemX60cm
twin white 80cmX80cm Twin White 100cmX100cm Twin White
60cmX60cm Lava Stone and 100cmX100cm Lava Stone. The H &
R Johnson (India) (HRJ) Division has also launched co-
coordinated floor tiles matching with its wall tile portfolio. The
name of the company was changed from “Prism Cement Limited!
to “Prism Johnson Limited’ pursuant to fresh Certificate of
Incorporation issued by the Registrar of Companies Hyderabad
effective 18 April 2018. During the financial year 2018 the
Company signed a Memorandum of Understanding with the
UttarPradesh State Government for setting up a cement Grinding
Unit with a proposed investment of approximately Rs 250 Crores.Upon setting up the Grinding Unit the Company is expected to
optimize its logistic costs as well as improve local availability in
its strategic markets of Uttar Pradesh.
Manufacturing companies
e Prism Johnson Ltd., with two cement units, has a combined
production capacity of 6.0 million tons . Having two divisions
namely
« H&R Johnson (India) Ltd., the top name in ceramic tiles in
India.
« RMC Readymix (India) Pvt. Ltd. was set up in 1996 as a joint
venture of the Raheja group with RMC Group Plc of the UK. It
is now a division of Prism Cements Ltd. It operates 80 ready-
mixed concrete plants in 27 cities/towns across India and is
the third-largest concrete manufacturer in the country.
Exide Industries: is the strongest brand of batteries in the
automotive and industrial field.
« Indian largest battery manufacturer. The Company has a
distribution network comprising over 4000 dealer outlets. The
Company has a market share of 72% of Automotive OEM and
70% of Organized Retail. The Company also manufactures
submarine batteries.
« Supreme Petrochem Ltd. is a joint venture of the Raheja group
with Supreme Industries Ltd., the largest processor of plastic
24materials in India.
Media
« Hathway cable & Datacom limited: cable TV services &
Internet services; cable network in 13 cities and towns across
India
¢ Outlook publications: a weekly political news magazine in
India
« Asianet: owns and operates a fibre optic cable network
in Kerala
Insurance
« Raheja QBE : General insurance company
e Exide Life Insurance Company Limited: JV with ING in
financial services. Later fully acquired by Exide Industries.
Now it is called Exide Life Insurance Company Limited.
Retail and wholesale
« Tile Bazaar
« Globus Stores
« Health & Glow
25« Food world
Hotels
Raheja group holds 36.75% in EIH associated hotels Itd
Our Websites
www.prismcement.com,
www.hrjohnsonindia.com,
www.exideindustries.com,
www.hathway.com,
www.asianetindia.com,
www.inglife.co.in,
www.ingim.co.in,
www.outlookindia.com,
www.globus.in,
www.foodworld.in,
www.healthandglow.in,www.supremepetrochem.com,
www.tridenthotels.com,
www.oberoirajvilas.com
27Group at Glance
7 ronson >
R mT
) in A ORANTJA PROPERTIES
St ING A
hathw@y an
® HOUSE: JOHNSON
RAHEJA
oe 86
as
— ( SPL )
ay ececat
6
El The Ohewi
cd JWMARRIOTT. RAIVILAS
MUMBAI
JAIPUR, INDIA
28Raheja Group
The Rajan Raheja group is a diversified conglomerate which has
interests in sectors such as building materials (through Prism
Cement, H&R Johnson (India) and RMC Readymix (India)),
automotive and industrial batteries (Exide Industries), cable T.V.
(Hathway Cable & Datacom and Asianet Satellite
Communications), financial services (in life insurance and asset
management through joint ventures with ING), publishing
(Outlook group), retail (Globus , H&R Johnson (India) TBK,
Foodworld and Health & Glow), real estate development, software,
petrochemicals and hotels.2.2 Prism Johnson Group
YEAR EVENTS:
1992
- The Company was incorporated under the name and style of
Karan Cement Limited on 26th March, by Dr. B.V Raju and his
associates.
1993
- A Joint Venture Agreement has been executed on 16th April,
between Mr. Rajan Raheja, F.L. Smidth & Co., A/S, Denmark and
The Industrialisation Fund for Developing Countries, Denmark for
promoting a project for setting up and operating a 2 million
tonnes per annum cement plant by the Company.
1994
-The name of the Company was subsequently changed to Prism
Cement Limited and a fresh Certificate of Incorporation
consequent on change of name was obtained on 15th September.
30- The Company is presently engaged in setting up a 2 million
tonnes per annum cement plant near Satna in Madhya Pradesh.
- The Company is installing Generating Power Sets of 12 MVA
capacity.
- The Company has obtained the Madhya Pradesh Pollution
Control Board's clearance and the Site Environment clearnace
from the Industries Department, Government of Madhya Pradesh
for establishing the plant at the selected site.
- The Company has allotted 3,50,00,000 No. of Equity Shares of
Rs 10 each for cash at par to Promoters, their business
associates and to the Directors and friends.
1995
-The Company made its maiden public issues of 7,87,60,000
equity shares of Rs. 10/- each, at par, aggregating Rs. 7,876 lakhs
and 37,00,000 13.5% secured redeemable partly convertible
debentures (PCD) of Rs. 250/- each, at par, aggregating Rs. 9,250
lakhs in the month of January.
- The Company has tied up its full requirement of term loans of Rs.
24,300 lakhs with financial institutions and banks. The Company
has signed a foreign currency loan agreement with International
Finance Corporation, Washington and a Rupee term loan
agreement with The Industrial Credit and Investment Corporation
of India Limited.1996
-The Company has signed loan agreements with all Financial
Institution/Banks who have sanctioned term loans.
- It is proposed to issue upto 1,66,70,000 Equity Shares of Rs.10/-
each for cash at a price to be determined as per SEBI guidelines
or at par, whichever is higher, on preferential basis to the Indian
promoters and/or their relatives, group/associate Companies,
whether such persons are members of the Company or not, as
may be deemed appropriate by the Board.
1997
-The company, jointly promoted by the Rajan Raheja group, F L
Smidth & Co of Denmark and the industrialisation fund for
Developing Countries, Denmark, is believed to have the largest
single kiln cement plant in the country.
- The company proposes to cater mainly to north and central India.
It has set up a central marketing office at Allahabad in Uttar
Pradesh (UP), which is supported by regional offices at Satna,
Varanasi (UP) and Delhi. Besides, it has also set up area offices
and depots at all major towns of UP, MP and Bihar.- As on September 22, 121 issuers have entered into agreements
with NSDL to get their securities dematerialised.
199
}co
-Prism Cements of the Raheja group, which owns a two million
tpa cement plant at Satna in Madhya Pradesh, in setting up
another plant of similar capacity at Kottapadu village in Kurnool
district of Andhra Pradesh.
- The Madhya Pradesh-based group has chosen to set up the
plant in Kurnool district, keeping in view the large limestone
deposits the district possesses.
199
WO
-Prism Cement is all set to ride the boom in the cement industry.
- The Company will introduce a new product by January 2000 and
will also plan to expand our operations in southern India by 2002.
- The company has improved its capacity utilisation from 33 per
cent to 70 per cent, reduced its power consumption and costs
and tightly consumption and costs and tightly monitored the
freight cost.
- The company's performance in the second quarter will not beimpressive as the plant was shut for 20 days in September for
maintenance and the demand was also depressed owing to the
monsoons.
2000
-The Board of Directors of the company has decided, subject to
necessary approvals, to increase authorised capital from Rs. 300
crores to Rs. 400 crores made of 40 crores equity shares of Rs.
10/- each and Issue of equity shares at a price as per SEBI
Guidelines or at par, whichever is higher, by way of private
placement, preferential or by a combination thereof to the Indian
promoters and/or their group/associate companies.
- The Company increase in authorised capital from Rs 300 crores
to Rs. 325 crores.
- The Company has allotted 4,11,45,000 No. of equity shares of Rs
10 each at par to Mr. Rajan Raheja, promoter, by converting the
existing loan amounting to Rs 41,14,50,000 advanced by him to
the company.
- Prism Cements Ltd. will allot 137,000 No. of equity shares at par
to its Indian promoter, Rajan Raheja.2001
-The company has allotted 1,37,000 No. of equity shares of the
face value of Rs 10 each at par to Mr Rajan Raheja.
2003
-Appoints Mr M Chabbra as the Managing Director of the
company
2004
-Company's shares delisted from Delhi Stock Exchange &
Hyderabad Stock Exchange
2006
-Prism Cements Ltd has appointed Mr. Akshay R. Raheja as
Additional Director w.e.f. October 30,2006.
-Prism Cement Ltd has informed that Mr. Ramen Ray Mandal has
resigned as Nominee of ICICI Bank Ltd on the Board of Directors
of the Company w.e.f. December 14, 2006.
a2007
-The Company has recommended dividend of 10% on Equity
shares of Rs 10/- each.
2008
-Company has declared an interim dividend of 10%.
-Company has Recieved National Energy Conservation Award -
2008
2009
-Company has recommended a final dividend of Re 0.50/- per
equity share of Rs 10/- each, in addition to the interim dividend of
Re 1/- per share paid in October 2008.
2010
-Company has announced that it has acquired the remaining 50per cent stake in Milano Bathroom Fittings (MBF) for an
undisclosed sum.
011
-The Company has signed an Agreement for Mining, Development
and Operation of its Sial Ghogri Coal Block near Chhindwara,
Madhya Pradesh with M/s. India Resources Ltd, Australia and its
wholly owned Indian subsidiary IRL Coal India Pvt Ltd.
-H & R Johnson (India) acquires 50% stake in Small Tiles Private
Ltd.
2012
-H&R Johnson (HR\J), a division of Prism Cement Ltd has forayed
into engineered marble and quartz business with an investment
of Rs 50 crore for the manufacturing of the new product line.
- The Company has recommended a Dividend of Rs. 0.50 per
share.
SQINO
01
[e}
-Prism Cement Ltd has commenced clinker production with the
new Blending Silo at Unit Il, Satna.
INO
01
-Prism Cement has started production of coal at the Prism Coal
Mine in Chhindwara, Madhya Pradesh. EAR EVENTS 1992 - The
Company was incorporated under the name and style of Karan
Cement Limited on 26th March, by Dr. B.V Raju and his
associates.
is
Mission and Vision of Prism Group
Mission:
e The main objective of prism cement is to improve the quality
of its products and services in order to meet customer
satisfaction.
¢ To deliver superior value to our customers, shareholders,
employees, and society at large.
38Vision:
e To be acknowledge as leading player in the industry with
the highest level of integrity.
e To actively contribute to the social and economic
development of the communities in which we operate.
e To build a better, sustainable way of life for the weaker
section of society and raise the country’s human
development index.
Core Values
Corporate Social Responsibility & Sustainable Development
Safety, Health & Environment
Human Resource Policy
Corporate Governance
Internal Control SystemsPRODUCT DETAILS
Prism Cement Limited—in a Nutshell
O Cement Division
= Efficient operations
@ Expanding capacities
@ Rural housing and Infrastructure key growth drivers
O RMC
Strategic route to market for Cement business
@ Higher growth: Growth of cement in India and, in
addition, conversion to Ready-mixed concrete
® Growth Drivers: Urbanization and industrial infrastructure
O HR)
@ Tile business: Growth drivers are affordable housing and
consumption
@ Bath, Kitchen, and Adhesives: Complimentary business
with operating leverage
@ Brand and distribution driven
[\ pose] @
Ehud
Competitors
40a) acc
The Engineer's Choice
nd Vite ante
TAYPEE
CEMENT
Ranbuila ~afez @ SOLID —
Cement
Organization StructureAn organizational structure defines how activities such as task
allocation, coordination and supervision are directed toward the
achievement of organizational aims. ... Organizational structure
can also be considered as the viewing glass or perspective
through which individuals see their organization and its
environment.
Current Dignitaries of Organisation
Dignitaries Name
1 Director Rajan Raheja
2 Company Secretary Aneeta S Kulkarni
3 Managing Director Vijay Aggarwal
4 Independent Director Ameeta A Parpia
5Chairman & Independent
Director Shobhan M Thakore
6 Executive Director & Vivek Krishan Agnihotri
CEO (CEMENT)
7 Executive Director & CEO Joydeep Mukherjee
8 Executive Director & Atul R DesaiCEO (RMC)
9 Independent Director Raveendra Chittoor
10 Executive Director & Sarat Kumar Chandak
CEO (HR & JOHNSON)Chapter - 3Research Methodology & Design
Type of Research
Market Research:
Simply marketing research is a systematic design collection
analysis and reporting of data feeding relevant to a specific
marketing situation facing the company, careful planning thought
all stage of the research is necessary. Objectivity in research in all
important the heart of the scientific method is the object
gathering and analysis of the information. The function of the
marketing research within a company is to provide the
information and analytic input necessary for effective planning of
future marketing activity control of marketing operation in the
present.
Objective of Study:
To find out the customer satisfaction level through scientific
tools like interviews and questionnaire. This will include all the
processes like asking questions from the customer about the
product and company.
Research Instrument:
The research instrument used in the research is a structured
questionnaire . Structured questionnaire are those questionnaire
in which there are definite, concrete and predeterminedquestions relating to the aspect, favor which the researcher
collects data. The questions are presented with exactly the
same order to all the respondents.
Questionnaire Design:
The structured questionnaires that were framed and
designed consist of close ended, open ended, multiple choice,
tating and ranking questions.
Data Collection:
e Selected around 50 persons for the interview.
« Data collected through the telephonic interview.
The survey was descriptive and sample chosen was mainly on the
judgments of the researcher with the help and proper
consultation of project guide.
In this kind of sampling method, the population elements are
based on the judgments of the researcher. The researcher
exercises judgment and expertise chooses the elements to be
included in the sample, because he or she believes appropriate.
In this survey, talked to the dealers of the cement also to know
the strategy of the companies, especially Prism Cement to satisfythe customer as they buy the cement of any particular company.
Sampling Procedure:
Random sampling has been used in this study. Random sampling
is used for selection of homogeneous sample for the study. It
refers to selecting a sample of the study objects on randomly.
Thus research study may include study objects, which are
randomly located.
Period of The Study:
The duration of study is 45 days and during the period, the
following steps were taken :-
* Objectives were set and questionnaire was finalized.
« Data was collected and recorded.
e Data was analyzed and interpreted.
« Reports were generated.
Sample Size:
Pertaining to the limitations of the study, and in consultation withthe company guide and project guide, the sample size is taken as
50. Due to the time and resource constrains the sample size is
taken 50 persons.
Limitations of The Study:
« Some customers were not able to understand some of the
questions.
« The sample size was not enough.
e Some customers or dealers did not co-operate well.
e The questionnaire did not cover the whole aspect of the
market potential of Prism Cement.
SWOT Analysis of Prism Cement
Below is the Strengths, Weaknesses, Opportunities & Threats
(SWOT) Analysis of Prism Cements.Strengths:
1. Prism cements limited has a combined capacity of 6 million
tons per year.
2. It is among India’s largest Integrated Building materials
company.
3. It deals in wide range of products from cement, ready-mixed
concrete, tiles, bath products to kitchens.
4. The equity shares of the company are listed on the Bombay
and National Stock Exchanges.
5. It lays strong focus on Core values and Corporate social
responsibility.
6. It has a wide marketing network with about 3,300 dealers
serviced from 160+ stocking points.
7. Company have single kiln plant which is company’s one of the
best strength.
Weaknesses:
Here are the weaknesses in the Prism Cements SWOT Analysis:
1. It caters to only UP, MP and Bihar markets.
2. When it comes to brand awareness, it is a lot behind its
competitors.3. Advertising activities are also lesser than its competitors in
Indian markets.
Opportunities:
Following are the Opportunities in Prism Cements SWOT Analysis:
1. It can easily enter into other parts of the country.
2. Government policies would not be as stringent as they were
with the earlier government, so Prism cements should leverage
this fact.
Threats:
The threats in the SWOT Analysis of Prism Cements are as
mentioned:
1. It faces tough competition from major players in Northern states it
operates in.
2. Local players are also posing competition by provide low cost
4 P's of Prism Cement
e Product:
Company holds mainly three products:
50Champion
Champion Plus
Duratech
e Segmentation:
The company has segmented the market geographically. It
sells its product mainly in three states of India - M.P, U.P &
Bihar.
e Pricing Strategy:
Before deciding the price of the cement, company has
considered the following points:-
= Manufacturing Cost
= Transportation Cost
= Storing & Material Handling
= Other Cost
= Office Expenses
= Tax & Interest
= Competitors Price And Offering
Marketing Strategy:
Company conducts market survey to identify the market
and customer and company’s position in the market. There
is technical department which deals with the customer
problems and helps in improving the quality of the cement
51according to the needs of the customers and marketing
department maintains the branding and painting of the
company.
Marketing Strategy Against Competitors:
Company always keeps an eye over its competitor's
activities and its offerings like different promotional
schemes. It also takes proper action according to
competitor's strategy.
Promotional Strategy:
Company conducts different promotional schemes for the
customers, dealers and for masons too. Company holds
different meetings for the customers as like:
Anmol Riatey for the dealers.
Sapne for the masons.
Company also offers tours for big dealers.
Distribution Strategy:
Company sells the cement through a proper channel:« Sales Person
+ Dealer
> Retailer
= Consignee
Each dealer holds a specific code.
Company also contacts to the influencers who affect the
customers and try to attract them by holding meetings and
different promotional schemes.
53Chapter - 4Data Analysis And Interpretation
Data Analysis:
The data after collection has to be processed and analyzed in
accordance with the outline laid down for the purpose at the time
of developing the research plan. This is essential for a scientific
study and for ensuring that we have all the relevant data.
Processing implies editing, coding, classification and tabulation
of collected data so that they acquiescent to analysis.
The term analysis refers to the computation of certain measures
along with searching for pattern of relationship that exist among
data - groups. Thus in the process of analysis, relationships or
difference supporting or conflicting with original of new
hypothesis should be subjected to statistical tests to significance
to determine with what validity data can be said to indicate any
conclusion.
Analysis of data in a general way involved number of closely
55telated operations that are performed with the purpose of
summarizing the collected data and organizing them in such a
manner that they answer the research questions.
561. Which brand of cement stucked in your mind while
construction work?
(1) Ultratech (2) Prism
(3) ACC (4) Jaypee
(5) Other
Option Opinion
ACC
Jaypee
Other
Prism
Ultratech
Grand Total
S 0/8} olN)an
Ultratech
18%
40% Customers prefer Prism as their first choice while 18%
customer prefer ultratech, 10% customer prefer ACC, 14%
customer prefer jaypee and 18% customer prefer other cement.
572. How did you come to know about Prism Cement?
(1) Advertisement
(2)Friends/Relatives
(3)Other Sources (Please Specify)
Option Opinion
Advertisement 10
Friends/Relatives 6
Other Sources 34
Grand Total 50
Advertis:
Other
‘Source
s
68%
Other sources contains Dealers and Retailers .
68% of the total customers informed by the dealers and
retailers while 20% customers by advertisement and 12%
customers by friends and relatives.
583. How much quantity of cement have you purchased last
time?
(1) More than 300 bags
(2) 200 to 300 bags
(3) Less than 200 bags
Option Opinion
200 to 300 bags 14
Less than 200 bags 24
More than 300 bags 12
Grand Total 50
More 200 to
than 300
300 bags
bags, 28%
48%
24% customers purchased more than 300 bags while 48%
customers purchased less than 200 bags and 28% Of
customers purchased 200 to 300 bags.
594. Which factors do you consider while selecting this
brand of cement?
(1) Quality (2) Brand Image
(3) Price (4) Availability
(5) Company's advertisement
Option Opinion
Availability 3
Quality 47
Grand Total 50
Availabil
ity
6%
Qi
y
94%
In this question 94% customers preferred quality of the
cement while 6% customer preferred availability and none
considered cement on the basis of brand image, price or
company’s advertisement.
605. Whom do you refer before selecting brand of cement?
(1) Retailers/Dealer (2) Mason
(3) Architect / Engineer (4) Family members
(5) Previous users
Option Opinion
Architect / Engineer 13
Family members 1
Mason 14
Retailers/Dealer 22
Grand Total 50
Architect,
Retailers aioe
(Dear 26%
44%
44% of the customers prefer dealers or retailers before
purchasing the cement while 28% customers to masons , 26%
customers to architecture or engineer and only 2% customer
prefer family members.
616. Are you satisfied wit!
(1) Yes
Option Opinion
No 1
Yes 49
Grand Total 50
h Prism Cement?
(2) No
98% customer are satisfied with prism cement only 2%
customers are unsatisfied.
7. Do you think convenience matter?
(1) Yes (2) No
Option Opinion
No 19
Yes 31
62Grand Total 50
62% of the customers think that convenience plays an
important role in cement selection while 38% Of the customer
think that it doesn’t matter.
8.If the Prism Cement is not convenient to you then will
you shift to other brand?
(1) Yes (2) No
Option Opinion
No 34
Yes 16
Grand Total 50
6368% of the customers are loyal towards the company they will
not shift to the other brand while 32% customers will shift to
other brand.
9. Do you think the qualities is better as compare to the
competitors?
(1) Yes (2) No
Option Opinion
No 9
Yes 41
Grand Total 50
6482% customers are satisfied with quality in comparison of the
other brands while 18% of customers are unsatisfied.
10. Are you satisfied with the price as per the quality?
(1) Yes (2) No
Option Opinion
No 4
Yes 46
Grand Total 50
65No
92% customers think price is reasonable as per the quality
while 8% customers are against the price.
11. Do you think this cement is durable.?
(1) Yes (2) No
Option Opinion
No 1
Yes 49
Grand Total 50
6698% customer agreed that the cement is durable while only 2
% of the customers think its not.
12. Does dealer/retailer provide the product on credit?
(1) Yes (2) No
If yes, (Duration).
Option Opinion
No 28
Yes 22
Grand Total 50
44% customers told that dealers or retailers provide cement
on credit for 1-3 months while 56% of the customers told that
dealers or retailers don’t provide product on credit.
6713. Does company inform about the all 3 brands of the
cement ?
(1) Yes (2) No
Option Opinion
No 1
Yes 39
Grand Total 50
Yes’
78%
78% of the customers have information about all three brands
of the company while 22% customers don’t have any
information about them.
14. What was your experience with the company ?
EXplaiN eo... eeeeeeeeeeeeeeteeees
Option Opinion
68Better an
Good 25
Average 13
Bad 1
Grand Total 50
Avera Bad
ge
26%,
22% customers have better relation to the company while 50%
customer have good, 26% customer have average relation
because they are new to company and 2% customers have not
good relation with company.
15. Out of 5 which rank do u want to give to the Prism
Cement.
(1) Better (2) Good
(3) Average (4) Bad
(5) No Reply
69Option Opinion
Average 10
Bad 1
Better 20
Good 14
No Reply 5
Grand Total 50
Bette
r
40%
40% customers ranked better, 28% customers ranked good, 20%
customers ranked average and 2% ranked bad to the company
while 10% customers didn’t reply.
70Chapter - 5Recommendations And Conclusions
Recommendations:
The company should concentrate on more aggressive
advertisement to promote their products.
The company should launch more and more promotional
schemes like two for the price of one or more discounts.
Customer prefer quality as an important factor while
buying any cement so the company should improve the
quality accordingly.
Company should organize more and more promotional
programs for the awareness of customers.
Conclusion:
Company should concentrate on direct meeting with the
customer as they are the most vital element in deciding the
growth or decline of any company.
Company should decrease the respond time to the
complaints received.
Company should fix certain amount of cement especially
for the dealers and give them free of cost as incentives.
“I
Nve Company should appoint more and more persons for the
promotions of the brands.
e Company should decrease delivery time of the cement.
Chapter-6
73Bibliography
Books Referred:
Marketing Research - Naresh Kumar Mehrotra, Pearson
Edition
Marketing Management - Philip Kotler, Pearson EditionCustomer Satisfaction Research Management - Derek Allen,
Pearson
Newspapers/Reports:
Labour and Industrial Chronicle
Indian Cement Review
Websites:
www.prismjohnson.in
www.google.com
www.wikipedia.orgQuestionnaire
S.No. Date:
Naimié:Of CUSTOMER jase c0sscccsccsesenssorsewseresesssnseresnsatsnessnrrereeserees
Address.
Contact NO. oon... eeceeceeseececsneesnesseeseeneessecsseccneesneeeneeseesseee
1. Which brand of cement stucked in your mind while
construction work?
2. How did you come to know about Prism Cement?
(1) Advertisement
(2)Friends/Relatives
(3)Other Sources (Please Specify)
3. How much quantity of cement have you purchased last time?(1) More than 300 bags
(2) 200 to 300 bags
(3) Less than 200 bags
4. Which factors do you consider while selecting this brand of
cement?
(1) Quality
(2) Brand Image
(3) Price
(4) Availability
(5) Company's advertisement
5. Whom do you refer before selecting brand of cement?
(1) Retailers/Dealer
(2) Mason
(3) Architect / Engineer
(4) Family members
(5) Previous users
6. Are you satisfied with Prism Cement?(1)Yes
(2) No
7. Do you think convenience matter?
(1) Yes
(2) No
8. If the Prism Cement is not convenient to you then will you
shift to other brand?
(1) Yes
(2) No
9. Do you think the qualities is better as compare to the
competitors?
(1) Yes
(2) No
10. Are you satisfied with the price as per the quality?
(1) Yes
(2) No
11. Do you think this cement is durable.?
(1) Yes(2) No
12. Does dealer/retailer provide the product on credit?
(1) Yes
(2) No
If yes, (Duration)...
13. Does company inform about the all 3 brands of the cement
?
(1) Yes
(2) No
14. What was your experience with the company ?
Explain... eee eeeeeeeeeeeeeeeees
15. Out of 5 which rank do u want to give to the Prism Cement.
(1) Better
(2) Good
(3) Average
(4) Bad
)
(5) No Reply80818283848586