SUMMER TRAINING

PROJECT REPORT

ON

“Brand Position of Jay Pee Cement”

SUBMITTED TOWARDS PARTIAL FULFILLMENT

OF

MASTER OF BUSINESS ADMINISTRATION

(Affiliated to Gautam Buddh Tech. University, Lucknow.)

Guided By: Submitted By:

Mr. Sudhir Kumar Bhupendra Kumar Yadav

(Faculty, Management) Roll No- 0931170011

M.B.A. 3rd Sem.

DEWAN V.S. INSTITUTE OF ENGINEERING & TECHNOLOGY,

MEERUT

1
 ACKNOWLEDGEMENT

I would like to take this opportunity to thank the following people who have

directly or indirectly contributed towards the completion of this dissertation and

without their help this in the present form would have not been possible.

I am thankful to Dr. GAURAV KAUSHIK, (H.O.D) MANAGEMENT for

giving me opportunity to work on such a nice project as my project. And

last but not the least my special thanks to my parents without their support

my MBA course would not have been possible.

2
 STUDENT DECLARATION

I BHUPENDRA KR. YADAV student of M.B.A. III Sem. here by declares that

the project report titled “Brand Position of Jay Pee Cement” is completed and

submitted under the guidance of “MR. sudhir kumar” is my original work.

The imperial finding in this report is based on the data collected by me.

BHUPENDRA KR. YADAV

ROLL NO. 0931170011

M.B.A. III SEM.

3
 EXECUTIVE SUMMRY

In the current scenario of cut-throat competition every company to service

Invest in some new technology for their expansion & to maintain the quality,

Reduce the cost & to produce the branded product.

After getting the opportunity in Jaiprakash Associates LTD.

I carried out my project concerning “Brand Position of Jay pee Cement”

The first week I spent in getting more about the company profile, about

Product knowledge from company marketing department followed of

Various function, and how to it’s the target customer (Dealers, sub-Dealers&

Retailers).The remaining time I spent in studying, analyzing and finding

Potential for Jaypee brand and other competitive brand in the Ghaziabad

4
 TABLE OF CONTENTS

1. GUIDELINES FOR TABLES/ GRAPHS

2. EXECUTIVE SUMMARY

3. INTRODUCTION

4. RESEARCH METHODOLOGY

5. OBJECTIVE OF THE STUDY

6. ANALYSIS AND FINDINGS

7. LIMITATION

8. CONCLUSION

9. RECOMMENDATIONS

10. ANNEXURE

11. BIBLIOGRAPHY

5
 GUIDELINES FOR TABLES/ GRAPHS

 Jai Prakash Associates limited

 Cement policy statement
 Table-1: Typical Chemical and Physical Properties of Jaypee Cement (PPC).
 Table-2: Typical Chemical and Physical properties of Jaypee Cement (OPC-
43 Grade)
 Table-3: Typical Chemical & Physical Properties of Jaypee Cement (OPC-53
Grade)
 Table-4: Typical Chemical & Physical properties of Jaypee Cement (OPC-53
S Grade)
How many years you doing this cement business?
 Which brand of cement you deal with?

 How much you sell in per month?

 Which is higher selling Brand at your outlet?

 In your opinion what is reason for its highest selling brand in your outlet?

 What is your opinion of Brand image of Jaypee cement?

 As per your view what is the weak point of Jaypee cement ?

 What is your opinion about following factor in building brand image?

 How to improve brand image of Jaypee Cement?
 What percentage of Jaypee Cement contributed in your business?
 What do you think brand ambassador build brand image ?

6
7
 INTRODUCTION OF JAYPEE GROUP

The Jaypee Group is a well diversified infrastructural industrial conglomerate in

India. Over the decades it has maintained its salience with leadership in its chosen

line of businesses - Engineering and Construction, Cement, Private Hydropower,

Hospitality, Real Estate Development, Expressways and Highways. The group has

been discharging its responsibilities to the satisfaction of all its shareholders and

fellow Indians, summed by its guiding philosophy of "Growth with a Human

Face"

Jaypee group is the 3rd largest cement producer in the country. The groups cement

facilities are located in the Satna Cluster (U.P), which has one of the highest cement

production growth rates in India.

The group produces special blend of Portland Pozzolana Cement under the brand

name ‘Jaypee Cement’ (PPC). Its Cement Division currently operates modern,

computerized process control cement plants with an aggregate capacity of 13.5

MTPA. The company is in the midst of capacity expansion

8
of its cement business in Northern, Southern, Central, Eastern and Western parts of

the country and is slated to be a 23 MTPA cement producer by the year 2010 and 30

MTPA by 2011 with Captive Thermal Power Plants totaling 375MW.

Keeping pace with the advancements in the IT industry, all the 140 cement dumps

are networked using TDM/TDMA VSATs along 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” initiative and provide seamless integration.

This initiative is the first of its kind in the cement industry in India.

In the near future, 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 large size plants from inception.

The Group is committed towards the safety and health of employees and the public.

Our motto is ' Work For Safe, Healthy, Clean & Green Environment '

9
 Historical Milestones
Year 1957 Completed first work as contractor in Kota (India).

Year 1979 Jaiprakash Associates Private Ltd. ( JAPL)

Year 1983 Establishment of Jaypee Rewa Cement Plant (JRCL) with an

Initial capacity of 1million tones.

Year 1980 Hotels Siddharth and Vasant Continental set up.

Year 1986 Formation of Jaiprakash Industries Limited ( JIL) by amalgamating

JAPL into JRCL.

Year 1992 Formation of Jaiprakash Hydro Power Ltd.(JHPL) and Jaiprakash Power
Venture Ltd. (JPVL)

Year 1996 Establishment of Jaypee Bela Cement Plant (JBCP) with an initial
capacity o 1.9 million tones.

Year 2000 Formation of Jaypee Cement Ltd. (JCL) by merging JRCL and JBCP.

Year 2003 Formation of Jaiprakash Associates Ltd. ( JAL) formed by merging JIL
with JCL.

Year 2005 Shares of JHPL listed on BSE/NSE. First Hydropower company to be

publicly held and listed in the country.

Year 2006 Merger of Jaypee Greens with Jaiprakash Associates Ltd. ( JAL)

10
 SUCCESS KEY

PROMISE

We remain committed, as a Group to strategic business Development in

infrastructure, as the key to nation building in the 21st century.

We aim to achieve perfection in everything we undertake and we have a

commitment to excel. It is the determination to transform every challenge

into opportunity; to seize every opportunity to ensure growth and to grow

with a Human face that drives us.

Jaiprakash Gaur -Chairman

11
 VISION STATEMENT

“To be dynamic and vibrant responsive to the changing economic scenario:

and flexible enough to absorb Environmental and physical fluctuations.

Harness and inherent strength of available human resource and material

have a capacity to learn from success and, more than any thing else, ensure

Growth with human face. “

MISSION STATEMENT

“Our solitary Mission is to achieve Excellence in every sector that we operate in –

be it Engineering & Construction, Cement, Real Estate or Consultancy. To

augment our core competencies and adopt the most comprehensive modern

technology to overtake the obstacles in our path of achievement. To obtain

sustainable development and simultaneously enhancing the shareholders value

and fulfilling our obligations towards building a better India".

12
13
 QUALITY POLICY OF JAYPEE GROUP

Company/Organizational Profile

Transforming challenges into opportunities has been the hallmark of the Jaypee

Group, ever since its inception four decades ago. The group is a diversified

infrastructure conglomerate and has a formidable presence in Engineering &

Construction along with interests in the power, cement and hospitality. The

infrastructure conglomerate has also expanded into real estate & expressways.

14
ENGINEERING & CONSTRUCTION

The Engineering and Construction wing of the group is an acknowledged leader in

the construction of multi-purpose river valley and hydropower projects. It has had

the unique distinction of executing simultaneously 13 hydropower projects spread

over 6 states and the neighboring country Bhutan for generating 10,290 MW of

power.

The group has been assigned “CR1” grade by ICRA Ltd indicating very “Strong

Contract Execution Capacity with best prospects of timely completion of projects

without cost overruns etc. for projects with average value of Rs.2500 crores.” It is

the only group in India, which pre-qualifies on its own for the bidding of various

projects that are awarded in the country.

15
CEMENT

Jaypee group is the 3rd largest cement producer in the country. The group produces

special blend of Portland Pozzolana Cement under the brand name ‘Jaypee

Cement’ (PPC). Its Cement Division currently operates modern, computerized

process control cement plants with an aggregate capacity of 13.5 MTPA. The

company is in the midst of capacity expansion of its cement business in Northern,

Southern, Central, Eastern and Western parts of the country and is slated to be a

24.30 MTPA cement producer by the year 2010 and 26.80 MTPA by 2011 with

Captive Thermal Power Plants totaling 327MW.

16
POWER

Jaypee Group, an integrated power player in the country after having established a

strong presence in the Hydro-Power Sector has initiated its entry into Thermal

Power Generation, Power Transmission and also forayed into Wind Power.

The group with its operational projects of 300 MW Baspa-II (Himachal Pradesh)

and 400 MW Vishnuprayag (Uttarakhand) is India’s largest Private sector Hydro-

power producer.

Besides this, 1000 MW Karcham Wangtoo project (Himachal Pradesh) is under

advanced stage of implementation. In addition to these, with 3200 MW projects

(2700 MW Lower Siang & 500 MW Hirong ) coming up in Arunachal Pradesh and

720 MW (270 MW Umngot and 450 MW Kynshi Stage –II) in Meghalaya , the

Group will have total hydro-power generation capacity of over 5600 MW.

17
THERMAL POWER

The Group is in the process of implementing 2 x 660 MW pit head based Nigrie

Thermal Power Plant in District Singrauli of M.P. and 5x 250 MW Thermal Power

plant at Bina M.P. JAL has been awarded LOIs for 1980 MW (3 x 660 MW)

Karchana Thermal Power Project and 3300 MW (5 x 660 MW) Bara Thermal

Power project in UP. Besides this, is also setting up

through M/s Suzlon, 50 MW of Wind Power plant in district Dhule

, Maharashtra.

18
TRANSMISSION

The Group is setting up Transmission System associated with 1000 MW Karcham

Wangtoo Hydro Electric Project. The Transmission Project will consist of a 230 km

long transmission line between Wangtoo in Himachal Pradesh and Abdullapur in

Haryana.

19
HOSPITALITY

The Group owns and operates 4 Five Star Hotels, two in New Delhi and one each in

Agra and Mussoorie with a total capacity of 643 rooms. Another state-of-the-art

resort and SPA is being set up in collaboration with SIX SENSES at Greater Noida.

20
REAL ESTATE AND EXPRESSWAYS

The Group is a pioneer in the development of India’s first golf centric Real Estate.

Jaypee Greens - a world class fully integrated complex consists of an 18 hole Greg

Norman Golf Course. Stretching over 450 acres, it also includes residences,

commercial spaces, corporate park, entertainment and nature in abundance.The

Group is constructing 165 km long 6 lane Yamuna Expressway project from Noida

to Agra and ribbon development on 6250 acres at five or more locations along the

expressway for commercial, industrial, institutional, residential and amusement

purposes, will also be undertaken as an integral part of the project. In addition to

this, 1047 km long 8 lane Ganga Expressway from Greater Noida to Ballia (Eastern

Uttar Pradesh) will also be developed by the Group which will be the largest private

sector infrastructure project in India.

21
 SOCIAL COMMITMENTS

The group has always believed in growth with a human face and to fulfill

obligations it has set up Jaiprakash Sewa Sansthan (JSS), a ‘not-for- profit trust’

which primarily serves the objectives of socio – economic development, reducing

the pain and distress in society and providing education at all levels of the learning

curve with sixteen schools, three Technical Training Institutes, two colleges and

three universities.

For over 3 decades now Jaypee Group has supported the socio-economic

development of the local environment in which they operate and ensure that the

economically and educationally challenged strata of the work surroundings are also

benefited from the group’s growth by providing education, medical and other

facilities for local development.

Apart from this sustaining the ecological balance is of paramount importance. Our

ecological management approach has led to efficient and optimum utilization of

available resources, minimization of waste. Our

22
group has also taken green initiatives, afforestation drives, resources conservation,

water conservation, air quality control & noise pollution control and created a

“green oasis’’ amidst the limestone belt at our cement complex in Rewa.

Because we know, the environment is the prime essence of healthy life and healthy

living as what we do today will be reaped by the next generation.

Last but not the least, “It is our dream of a brighter India that gives us the

courage to brave the odds and emerge successful. It’s no small dream. But

then, it’s not too big either

23
 ABOUT THE CEMENT?

Sector structure/Market size

India is the world's second largest producer of cement after China, with cement

companies adding nearly eight million tones (MT) capacity in April 2009, taking

the total installed capacity to 219 MT and dispatch of 16.65 million tons during

April 2009. A few of the leading manufacturers are the UltraTech/Grasim combine,

Dalmia Cements, India Cements, Holcim etc. The cement industry may add 40-45

MT of capacity this fiscal, a 21 per cent increase over the installed capacity at 212

MT in 2008-09.

With the boost given by the government to various infrastructure projects, road

networks and housing facilities, growth in the cement consumption is

anticipated in the coming years. Another 50 MT capacity is likely to be added this

year, according to industry sources.

With almost total capacity utilisation levels in the industry, cement dispatches have

maintained a 10 per cent growth rate. Total despatches grew to 170 MT during

2007–08 as against 155 MT in 2006–07.

Moreover, cement dispatches were 18.12 MT in March 2009, showing a growth of

10.35 per cent as compared to 16.42 MT in March 2008. During March 2009,

24
cement production was 18.10 MT, registering a growth of 10.43 per cent as

compared to 16.39 MT in March 2008.

Despite concerns of slowdown, led by a change in economic scenario along with

excess supply pressure, the cement industry has ended FY 2008-09 on a strong note.

According to experts, the fourth quarter of the current financial year 2009 will

report a 2-3 per cent growth in margins due to rise in prices and 10-12

per cent year-on-year growth in sales due to sudden increase in demand this quarter

Technological change

Continuous technological upgrading and assimilation of latest technology has been

going on in the cement industry. Presently, 93 per cent of the total capacity in the

industry is based on modern and environment-friendly dry process technology and

only 7 per cent of the capacity is based on old wet and semi-dry process technology.

There is tremendous scope for waste heat recovery in cement plants and thereby

reduction in emission level.

25
New Investments

 Shree Cements will invest almost US$ 244.12 million this year, of which half

will be invested towards setting up two grinding units at Rajasthan and

Uttarakhand to augment its capacity. The other half will be towards the two

power plants in Bangur.

 ACC Ltd will spend US$ 575 million on capacity expansion in 2009 and

2010. ACC is expanding capacity by a third to 30 MT by 2010.

 Binani Cement has signed a memorandum of understanding with the Gujarat

government to set up a 2.5 MTPA greenfield cement plant in

Gujarat at a cost of US$ 169.40 million. Binani Cement has also initiated talks

with a few foreign institutional investors (FIIs) to raise US$ 307.99 million for

its new projects.

 Bheema Cements Ltd is planning to invest US$ 116.42 million in setting up a

new manufacturing line of 1.5 MT capacity at its plant in Andhra Pradesh.

Mergers and Acquistions (M&As)

A growing and robust economy was noteworthy in terms of the total number of

mergers and acquisitions (M&A) in India 2007, with the cement sector contributing

to 7 per cent to the total deal value.

26
  Holcim strengthened its position in India by increasing its holding in Ambuja

Cement from 22 per cent to 56 per cent through various open market

transactions with an open offer for a total investment of US$

 1.8 billion. Moreover, it also increased its stake in ACC Cement with US$

486 million, being the single largest acquirer in the cement sector.

 Leading foreign funds like Fidelity, ABN Amro, HSBC, Nomura Asset

Management Fund and Emerging Market Fund have together bought around

7.5 per cent in India's third-largest cement firm, India Cements (ICL), for

US$ 124.91 million.

 Cimpor, the Portugese cement maker, paid US$ 68.10 million for Grasim

Industries' 53.63 per cent stake in Shree Digvijay Cement.

 CRH Plc, the world's second biggest maker and distributor of building

materials, acquired a 50 per cent stake in My Home Industries Ltd for almost

US$ 372.64 million.

 Vicat SA, a French cement maker acquired a 6.67 per cent stake in

Hyderabad-based Sagar Cement for US$ 14.35 million.

Government Initiatives

Government initiatives in the infrastructure sector, coupled with the housing sector

boom and urban development, continue being the main drivers of growth for the

Indian cement industry.

27
  Increased infrastructure spending has been a key focus area over the last five

years indicating good times ahead for cement manufacturers.

 The government has increased budgetary allocation for roads under National

Highways Development Project (NHDP).

 Appointing a coal regulator is looked upon as a positive move as it will

facilitate timely and proper allocation of coal (a key raw material) blocks to

the core sectors, cement being one of them.

Keeping in mind the global meltdown which is impacting the cement companies in

India, the government reimposed the counter-veiling duty (CVD) and special CVD

on imported cement in January. This is likely to provide a level playing field to

domestic companies.

Road Ahead

According to a report by the ICRA Industry Monitor, the installed capacity is

expected to increase to 241 MTPA by FY 2010-end. India's cement industry is

likely to record an annual growth of 10 per cent in the coming years with higher

domestic demand resulting in increased capacity utilization.

Moreover, according to the Centre for Monitoring Indian Economy (CMIE), cement

production is expected to grow by 8.1 per cent and demand for the same is likely to

rise by a healthy 7-7.5 per cent in FY 2009-10.

About Jaypee Cement Brand

28
Jaypee produces a wide variety of cements, which are specifically designed to cater

to the customer’s requirements for different types of cements in each of its markets.

All the brands, which the Company produces, are so evolved in their characteristics

and properties that they will surpass BIS Standards. For each brand, the relevant

BIS standards are mentioned in enclosed table along with a comparison with the

BIS requirement.

CEMENT POLICY STATEMENT

29
30
 PRODUCT PROFILE

The state-of-the-art cement plants operated by the Jaypee Group are equipped with

the most modern technology from the globally leading technology providers.

Extensive Instrumentation & fully automatic and computerized process control

system, custom designed Quality Control software like QSO Expert and CADES in

the Mines, Cross Belt Expert Analyst using the Prompt Gamma Neutron Activation

Analysis - for the first time in India, X-Ray Fluorescence and X-Ray Diffraction

analysers and optical microscope, enable production of cement of the highest

quality consistently on a sustained basis. Jaypee Rewa Plant Quality control

laboratory is accredited laboratory from National Accreditation Board for

Calibration & Testing Laboratories, for chemical and mechanical Cement testing.

All brands are marketed in attractive HDPE bags, containing 50 Kgs of quality

cement from Jaypee. Bags are identified with a conspicuous Jaypee Logo, which

also over the years has come to be regarded as a “Hallmark” of quality.

Jaypee produces & markets both Portland Pozzolana Cement (PPC) & all grades of

Ordinary Portland Cement (OPC). A brief introduction of each brand is enumerated

as below:-

PORTLAND POZZOLANA CEMENT

Jaypee Cement produces special blend of Portland Pozzolana Cement and markets

it under the popular brand name ‘Jaypee Cement’ (PPC) .

JAYPEE CEMENT (PPC)

31
Jaypee Cement (PPC) is a market leader among all blended/composite cements in

the markets of U.P, Bihar, M.P., Punjab, Haryana, Delhi & Nepal. Its unique design

and blend, with high strength clinker and superior quality fly ash has made it the

popular cement for construction of large number of strong and durable structures in

these states.

Fine particles of Jaypee Cement (PPC) when mixed with water readily form a

smooth paste, which results in a smooth surface. When used with sand and

aggregates it yields a very strong & durable concrete.

Jaypee Cement (PPC) helps to produce more cohesive concrete and mortar which is

also less prone to segregation and bleeding. Due to this quality, Jaypee Cement

(PPC) is suitable for any type of structural application.

*(Curing is done as per specified norms)

Use of superior quality flash in Jaypee Cement (PPC) not only reduces the

incidence of lime leaching from concrete and mortar but also results in refined pore

structure, reduced permeability and long term strength gain. These attributes make

the construction strong, compact, impermeable and resistant to chemical attacks.

Jaypee Cement (PPC) is being used for a number of applications like housing,

commercial complexes, roads, wells, canals, dams etc. which establishes Jaypee

Cement (PPC) as the preferred choice of the discerning customer. It is particularly

well suited for the tropical climatic conditions of India.

32
Table-1: Typical Chemical and Physical Properties of Jaypee Cement (PPC).
  Particulars Typical Range Requirement of
IS: 1489 (PART-1) 1991
  CHEMICAL PROPERTIES    
1. Insoluble Residue (% by mass) 24.0-27.0 X + 4 (100-X) / 100 Max
2. Magnesia (% by mass) 2.00-3.00 6.00 Max.
3. Sulfuric Anhydride (% by mass) 1.50-1.80 3.00 Max.
4. Total Loss on Ignition (% by mass) 2.0-3.0 5.00 Max.
5. Chloride (% by mass) 0.015-0.017 0.10 Max.(For N.C.)*
0.05 Max.(For P.C.)*
  PHYSICAL PROPERTIES    
1 Fineness (M2/Kg) 340-360 300 Min.
2 Setting Time (Minutes)    
  Initial 180-220 30 Min.
  Final 220-240 600 Max.
3 Expansion    
  Le. Chatelier (mm) 0.50-1.00 10.00 Max.
  Auto clave (%) 0.05-0.10 0.8 Max.
4 Compressive Strength (MPa)    
  3 Days 24.0-26.0 16 Min.
  7 Days 34.0-36.0 22 Min.
  28 Days 48.0-52.0 33 Min.
Where x is declared % of pozzolana = 26.0 TO28.0

Cement tested at temp.27± 2°C

The setting time has been optimized to give comfortable time for application.

*N.C.(Normal Concrete Cement )

*P.C.(Prestressed Concrete Cement)

Jaypee Cement (PPC) surpasses the requirements laid down by Bureau of Indian

Standards (BIS) for flyash based PPC cement in IS:1489 Part (I):1991.

33
Qualities of Jaypee Cement PPC

Unmatched characteristics of Jaypee Cement (PPC) which form the basis of sound

& durable construction are:

 Better workability due to spherical shape of flyash particles and better slump

retention.

 Better pumpability – provides more cohesive concrete and mortar.

 Superfine particles provide great finish to the structure.

 Provides un-segregated concrete of better integrity.

 Low heat of hydration.

 Reduced shrinkage and swelling.

 Better pore refinement, reduced permeability.

 Better resistance to chloride and sulfate attack

 Better resistance to alkali-silica reaction.

 Resistance to corrosive attack on steel reinforcement.

 Reduced lime leaching.

 High compressive strength.

 High modulus of elasticity especially at later ages.

 Improved bondage of concrete to steel.

 Long term strength gain.

Conclusion

34
Jaypee Cement (PPC) helps to produce better concrete & compressive strength

keeps on growing with time. Jaypee Cement (PPC) promotes workability in fresh

concrete even with less water and hence yields high

strength concrete of low permeability, less bleeding, better pump-ability and

superior finish. Hardened concrete made with Jaypee Cement (PPC) benefits from

long term gain in compressive strength and related properties like low creep &

shrinkage etc.

Furthermore, the concrete is very durable and effectively resists aggressive attack of

sulfate and chloride ions. It is also resistant to Alkali aggregate reaction. The

concrete is not subjected to attack by acid rain due to presence of green house gases

(GHGs) in higher concentrations in atmosphere.

ORDINARY PORTLAND CEMENT

33 Grade Conforming to IS: 269-1989

43 Grade Conforming to IS: 8112-1989

53 Grade Conforming to IS: 12269-1987

53 S Grade Conforming to IRST-40(53 S)

Jaypee Cement (OPC-43 Grade)

35
Jaypee Cement (OPC-43 Grade) is produced from enriched limestone most suited to

make high quality clinker, which on grinding gives a cement with characteristics

surpassing those specified in IS: 8112 1989. (Please refer Table-2).

Jaypee Cement (OPC-43 Grade) is available in 50 Kgs HDPE bags of a distinctive

design and cover (bag shot).

Jaypee Cement (OPC-43 Grade), has emerged as the top choice of Engineers and

Engineering Companies engaged in construction of mega projects – such as

National Highways, Bridges, Transmission lines, power plants, Industrial and

Residential structures.

Table-2: Typical Chemical and Physical properties of Jaypee Cement (OPC-

43 Grade)
  Particulars Typical Requirement of

Range IS: 8112 - 1989

  CHEMICAL PROPERTIES    
1. Lime Saturation Factor (LSF) 0.88-0.90 0.66 To 1.02
2. Alumina to that of Iron oxide Ratio % 1.40-1.60 0.66 Min.

(A/F)
3. In soluble Residue (% by mass) 1.20-1.60 3.00 Max.
4. Magnesium oxide (% by mass) 2.50-3.20 6.00 Max.
5. Sulphuric Anhydride (% by mass) 1.60-1.80 3.00 Max.
6. Total Loss On Ignition (% by mass) 1.20-1.60 5.00 Max.
7. Total Chloride ( % by mass) 0.010-0.014 0.10 Max.(For N.C.)*

0.05 Max.(For P.C.)*

36
 

PHYSICAL PROPERTIES

1 Fineness (M2/Kg) 280-300 225 Min.

2 Setting Time (Minutes)    
  Initial 120-140 30 Min.
  Final 160-180 600 Max.
3 Soundness    
  Le. Chatelier, Expansion (mm) 1.00-2.00 10.00 Max.
  Auto clave, " (%) 0.10-0.20 0.8 Max.
4 Compressive Strength (MPa)    
  3 Days 32.0-34.0 23 Min.
  7 Days 42.0-44.0 33 Min.
  28 Days 52.0-54.0 43 Min.

Table-3: Typical Chemical & Physical Properties of Jaypee Cement (OPC-53

Grade)
  Particulars Typical Requirement of

37
 Range IS: 12269 - 1987
  CHEMICAL PROPERTIES    
1. Lime Saturation Factor (LSF) 0.90-0.92 0.66 To 1.02
2. Alumina to that of Iron oxide Ratio % 1.20-1.40 0.66 Min.

(A/F)
3. In soluble Residue (% by mass) 1.0-1.20 3.00 Max.
4. Magnesium oxide (% by mass) 3.0-3.50 6.00 Max.
5. Sulfuric Anhydride (% by mass) 1.80-2.00 3.00 Max.
6. Total Loss On Ignition (% by mass) 1.0-1.20 4.00 Max.
7. Total Chloride ( % by mass) 0.010-0.014 0.10 Max.(For N.C.)*

0.05 Max.(For P.C.)*

  PHYSICAL PROPERTIES    
1 Fineness (M2/Kg) 320-340 225 Min.
2 Setting Time (Minutes)    
  Initial 110-120 30 Min.
  Final 150-180 600 Max.
3 Soundness    
  Le. Chatelier, Expansion (mm) 1.00-2.00 10.00 Max.
  Auto clave, " (%) 0.10-0.15 0.8 Max.
4 Compressive Strength (MPa)    
  3 Days 40.0-42.0 27 Min.
  7 Days 49.0-50.0 37 Min.
  28 Days 60.0-62.0 53 Min.

Cement tested at temp.27± 2°C

*N.C.(Normal Concrete)

*P.C.(Prestressed Concrete)

38
Jaypee Cement (OPC-53S Grade)

One of the very few cement manufacturers having the potential to manufacture this

special grade of super fine cement which due to its enhanced quality and

performance parameters has been approved by the RDSO of Indian Railways for

manufacture of “RAILWAY SLEEPERS”.

Jaypee Cement (OPC-53 S Grade) is also used in heavily loaded or pre stressed

structures, which are subjected to high dynamic loads due to rapidly moving

volumes, be it a train passing on the railway sleepers or a great volume of water

moving at high speed to generate electricity in a penstock. The characteristics of

Jaypee Cement (OPC-53 S Grade) vis a vis the prescribed BIS Standards IS:

12269 – 1987 can be seen in Table-4.

39
Table-4: Typical Chemical & Physical properties of Jaypee Cement (OPC-53

S Grade)
  Particulars Typical Requirement of

Range IS: OPC-53 S

  CHEMICAL PROPERTIES    
1. Lime Saturation Factor (LSF) 0.91-0.92 0.80 To 1.02
2. Alumina to that of Iron oxide Ratio % 1.39 0.66 Min.

(A/F)
3. In soluble Residue (% by mass) 1.22 3.00 Max.
4. Magnesium oxide (% by mass) 3.21 6.00 Max.
5. Sulphuric Anhydride (% by mass) 1.84 3.00 Max.
6. Total Loss On Ignition (% by mass) 1.12 4.00 Max.
7. Total Chloride ( % by mass) 0.022 0.10 Max.(For N.C.)*

0.05 Max.(For P.C.)*

     

PHYSICAL TESTING
1 Fineness (M2/Kg) 343 225 Min.
2 Setting Time (Minutes)    
  Initial 125 30 Min.

40
  Final 180 600 Max.
3 Soundness    
  Le. Chatelier, Expansion (mm) 2.00 10.00 Max.
  Auto clave, " (%) 0.14 0.8 Max.
4 Compressive Strength (MPa)    
  3 Days 40.4 27 Min.
  7 Days 49.6 37 Min.
  28 Days Due 53 Min.
Cement tested at temp.27± 2°C

The above cement complies with IS: 12269 -1987 for 53 Grade Ordinary Portland
Cement.

*N.C.(Normal Concrete Cement)

*P.C.(Prestressed Concrete Cement)Despatched on - 12/03/06

Week No : 11/2006

Jaypee OPC-53S Grade cement

One of the very few cement manufacturers having the capability to manufacture

this special grade of cement which due to its enhanced quality and performance

parameters has been approved by the RDSO and is preferred by Indian Railways

for manufacture of “SLEEPERS”.

Jaypee OPC-53 S Grade is also used in heavily loaded or prestressed structures,

which are subjected to high dynamic loads due to rapidly moving volumes, be it a

train passing on the railway sleepers or a great volume of water moving at high

speed to generate electricity in a Dam. The characteristics of OPC-53 S Grade

41
cement with the prescribed BIS Standards IS: 12269 – 1987 can be seen in the

table below.
  Particulars Test Results Requirement of

Obtained IS: OPC-53 S

  CHEMICAL ANALYSIS    
1. Lime Saturation Factor (LSF) 0.91 0.80 To 1.02
2. Alumina to that of Iron oxide Ratio 1.31 0.66 Min.

% (A/F)
3. In soluble Residue (% by mass) 0.88 2.00 Max.
4. Magnesia (% by mass) 3.18 5.00 Max.
5. Sulphuric Anhydride (% by mass) 1.86 5.00 Max.

6. Total Loss On Ignition (% by mass) 1.02 4.00 Max.

7. Tricalcium Aluminate (C3A) % 6.98 10.00 Max.
8. Tricalcium Silicate (C3S) % 49.49 45.00 Min.
9. Total Chloride ( % by mass) 0.013 0.10 Max.(For

N.C.)*

0.05 Max.(For

P.C.)*
  PHYSICAL ANALYSIS    
1 Fineness (M2/Kg) 407 370 Min.
2 Setting Time (Minutes)    
  Initial 145 60 Min.
  Final 195 600 Max.

42
3 Soundness    
  Le. Chatelier, Expansion (mm) 1.00 5.00 Max.
  Auto clave, " (%) 0.18 0.8 Max.

4 Compressive Strength (MPa)    

  3 Days 36.0 Not Specified
  7 Days 47.0 37.5 Min.
  28 Days 60.0 Not Specified

43
 PERFORMANCE

Jaypee RewaPlant

Production
Clinker Total Sp. Heat Sp.Electrical Conversion
Year Production Cement Consumption Energy Factor
(MTPA) Production (Net Basis) Consumption,
(MTPA) Kcal/Kg kWh/t
of Clk. of Clk.
2002- 2.317 2.579 768 70.4 0.803
03
2003- 2.173 2.413 748 71.9 0.786
04
2004- 2.561 2.562 704 67.5 0.769
05
2005- 2.918 2.819 708 66.4 0.770
06
2006-
3.106 3.207 698 66.3 0.759
07
2007-
3.131 3.253 698 65.5 0.759
08
2008- 3.087 3.043 691 64.9 0.762
09
 

JAYPEE BELA PLANT

44
 Production
Clinker Total Sp. Heat Sp.Electrical Conversion
Year Production Cement Consumption Energy Factor
(MTPA) Production (Net Basis) Consumption,
(MTPA) Kcal/Kg kWh/t
of Clk. of Clk.
2002- 1.68 1.783 716 62.3 0.848
03
2003- 1.646 1.837 715 64.6 0.828
04
2004- 1.648 2.046 700 63.4 0.863
05
2005- 1.768 2.152 691 63.5 0.857
06
2006-
1.996 2.414 706 64.1 0.817
07
2007-
2.004 2.337 696 63.3 0.797
08
2008- 2.055 2.257 694 62.9 0.813
09

Jaypee Ayodhya Grinding Operational, Tanda (U.P)

45
 Production
Clinker Total Sp. Heat Sp.Electrical Conversion
Year Production Cement Consumption Energy Factor
(MTPA) Production (Net Basis) Consumption,
(MTPA) Kcal/Kg kWh/t
of Clk. of Cement
2005- - 0.756 - 31.16 0.729
06
2006-
- 0.88 - - 1.4824
07
2007-
- 0.91 - - 1.4832
08
2008- - 0.61 - - 1.4780
09
(April
- Dec)

Jaypee Cement Blending Unit, Sadva, Allahabad (U.P)

46
 Production
Clinker Total Sp. Heat Sp.Electrical Conversion
Year Production Cement Consumption Energy Factor
(MTPA) Production (Net Basis) Consumption,
(MTPA) Kcal/Kg kWh/t
of Clk. of Cement
2002- - 0.325 - 5.84 0.662
03
2003- - 0.453 - 4.93 0.687
04
2004- - 0.553 - 4.46 0.680
05
2005- - 0.587 - 4.34 0.689
06
2006-
- 0.58 - - -
07
2007-
- 0.61 - - -
08
2008- - 0.45 - - -
09
(April
- Dec)

Jaypee Cement Grinding Unit, Panipat (Haryana)

47
 Production
Clinker Total Sp. Heat Sp.Electrical Conversion
Year Production Cement Consumption Energy Factor
(MTPA) Production (Net Basis) Consumption,
(MTPA) Kcal/Kg kWh/t
of Clk. of Clk.
2008- - 0.442 - 38.78 1.259
09
(April
– Dec)

ENVIRONMENT
An Environment Management Cell has been constituted to undertake environment

48
protection measures and for development of all environmental aspects. For

environmental sustainability, nearly 6-12% of operational cost is incurred in these

measures which include maintenance and modification of Pollution Control

equipments, hiring of professional consultants for various environmental studies,

maintenance of sewage treatment plant, environmental and plantation works at

plants & mines. The environment cell is divided in three parts:-

1. Air Lab.

2. Water and waste water Lab.

3. Microbiological lab.

Water and wastewater testing lab. with advanced Equipments is set-up at Jaypee

Rewa Cement Complex. The water and wastewater testing is being done at Water

lab itself. A separate Air lab is in operation for the analysis of different gases i.e.

SOX & NO2 as per IS: 5182. Various parameters including heavy metals are

analyzed with NOVA 60 (Merck make) spectroquant spectrometer.

Environmental Lab
 

49
Plantation

A continual afforestation drive in Mines, Plants & Township areas and all along

road is undertaken to improve the overall environment as a safeguard against

pollution. The plant species are chosen corresponding to the soil quality and locally

existing variety and have a survival rate of around 80%, up to 4,95719 trees have

already been planted in plant and mine areas.

Water Conservation

50
The Group’s dry cement manufacturing process based plants have modern air

pollution control equipment and as such there is no effluent from the plants;

therefore the ‘zero – discharge’ principle is complied with. Moreover, the entire

domestic sewage and waste water is treated at Sewage Treatment Plants of adequate

capacity up to the tertiary treatment level after which ozonation is carried out to the tertiary

treated water to get rid of any odour or pathogen in the treated water. This treated water is used in

the cement manufacturing process as well as for horticulture purposes.

Tertiary Treatment Process

 

51
 

Ozonation of Tertiary Treated water

 

52
Mines water Reservoir - A Habitat of Migratory Birds
 

53
A view of Mines Water Reservoir from Jaypee Rewa

Plant
 

54
Every drop of rain water is conserved in the plant by an innovative garland canal

covering a periphery of 6.2 km .The collection is diverted into the reservoirs

situated in the Mines. Four Rain Water harvesting bodies covering nearly 47.0

hectares have been developed in Mines area. These reservoirs with a capacity of

32.2 lac M3 water have created a positive impact on the ground water level of

adjoining villages by stabilizing the water table of the surrounding wells.

Ecological Balance

The reclamation and rehabilitation of mined area is a continuous process in

Jaiprakash Associates Limited. The hard overburden generated is used to back-fill

the area and after imparting a good topsoil cover the area is rehabilitated in a

planned way by adopting large scale afforestation. The increased sighting of Hare,

Jackals, Foxes, Cranes and Mongeese is testimony to the fact that the environment

is becoming increasingly more conducive to life.

Some Green initiatives:

55
• Scientific segregation of all types of waste at source:-

Segregation of Domestic & Plant solid-waste at the point of generation to make the

most effective use and disposition of the solid waste. Domestic solid waste is

segregated in two differently coloured bins (one for biodegradable & another for

non-biodegradable)

• Bio-methanation plant for bio-degradable kitchen waste collected from colony and

Annpurnas. The bio-gas is used as a fuel in the Annapurna.

• Use of Plastic waste as Alternative fuel in cement kiln:-

The plastic waste collected from Rewa city and the cement plants’ colonies is used

as alternative fuel in the cement kiln.

• Vermi-composting of leaf litter :-

The leaf-litter collected during road sweeping goes for vermi-composting in pits

having vermin-culture. The compost generated is used as manure in horticulture and

aforrestation.

Regional/Area Marketing Offices of JAYPEE cement

56
 OBJECTIVE

The project started from getting knowledge of the concerned product. The

research objective is that the overall Dealers, sub-dealers feedback and

personal customer visit which involves feedback of customers. The Dealers

requirement & finding new customer for my product I also took their

suggestions .In the project there are many things to learn in the process and

to have the market knowledge and finding new segment for my product;

Because it is good opportunity for me to work with product in

sonabhudra Market.

57
Primary Objective

1. To find out “Brand image of jaypee cement in area of Sonebhadra dump.”

2. Find out whether there is an image mismatch between the cement brands and
customer.

Secondary Objectives:-

1-To find out how to improve the brand image

2-Which is higher selling brand in different area.

3-Which brand ensure proper availability of cement.

4- How much jaypee cement contributed in every outlet?

5- To find out Brand Promotional activity in the Market.

6- To create the ways to promote JAYPEE as Brand.

7- To determine the demand of the Cement.

8- To design marketing Strategy

58
 RESEARCH METHODOLOGY

Meaning of Research

The term ‘research’ is composed of two words ‘RE’ and ‘Search’ which

means to search again. Research is conducted to search for new facts or to

modify the existing facts. The obvious function of research is to add new

knowledge to the existing store as well as to remove the misconceptions and

ignorance of mankind. Thus, research is a process and means to acquire knowledge

about any natural or human phenomena. It is the pursuit of the

59
truth with the help of study, observation, comparison and experiment.

Definition of Research

“Research is the process of systematically obtaining accurate answers to significant

and pertinent questions by the use of the scientific method of

gathering and implementing information

By Clover and Balsely

“Research is a method of studying, analyzing and conceptualizing social life

in order to extend, modify, correct and verify knowledge whether that knowledge

aids in construction of theory or in practice of an art”

By P.V.Young

Type of Research

There are three type of research on the basis of purpose:-

1. Descriptive Research:-This kind of research merely describes and depicts the

current state of affairs of different variables. The research has no control over these

variables. He only reports what has happened and what is happening. E.g. :-Census

in India

2. Exploratory Research :- This research attempts to gain better understanding of

different dimensions of the problem. It studies the subject about which either no

information or a little information is available. In this kind of research the

60
assumption is that the researcher has little or no knowledge about the problem or

situation under the study.

Exploratory studies are appropriate for some persistent phenomena like sickness of

an industry, deficiencies in education system, corruption prevailing in government

departments, rural poverty and so on.

3. Explanatory research :- This kind of research explains the causes of social and

economic phenomena. Describing or exploring the nature of a phenomena is one

thing but explaining the cause for the same is its explanatory aspect.

E.g :- what are the cause for decline in productivity and profitability of a business,

why and What are the causes of industrial backwardness of a state.

Meaning of Research Design

Research design is a working plan prepared by the researcher before the

actual start of research work. It is the conceptual structure within which research

activity is conducted.

It is a strategic plan of research. Research design includes an outline of what the

researcher will do from writing the hypothesis and its operation to collection,

analysis and interpretation of data.

61
E.g :- A house builder prepares a blueprint of the entire building before

commencing the actual construction.

Type of Research Design

1. Exploratory design: - The main objective of exploratory studies is to achieve

new insights into phenomena. The major emphasis in these studies is on the

discovery of new insights and ideas. They are mostly carried out when the

researcher has either no knowledge or a limited knowledge about the phenomena

under study.

E.g :- The impact of television on behavior of youth, Impact of globalization on

Indian culture and social life.

2. Descriptive design: - The descriptive research design enables the researcher to

describe a present picture of a phenomenon under investigation. The methodology

involved in such designs is mostly quantitative in nature producing descriptive data.

3. Diagnostic design: - A diagnostic study is directed towards the solution of a

specific problem by the discovery of relevant variables or causes that are associated

with the problem in varying degrees. It consists of …….

A. The emergence of a problem

B. A diagnosis of its causes

62
C. Formulation of all the possible of remedial measures

D. Recommendations for a possible solution.

E.g:- This study may at discovering or analyzing the specific problems of farmers,

college teacher, or working women or pensioners. It’s aim to identify the relevant

variables associated with the problem.

4. Experimental design: - It is a design in which some of the variables being

studied are manipulated. It is a design which seeks to control conditions within

which persons are observed. Here control means holding one factor constant while

others are free to vary in the experiment. One variable is manipulated are its effect

upon another variable is measured, while other variables which may confound such

a relationship are eliminated

or controlled. The purpose of experimental studies is to test a hypothesis of casual

relationship between variables.

Meaning of sample

A part of the population which is studied for making judgment about the entire

population is called a sample. Different Methods of drawing a sample out of a given

population have been developed by the statisticians. These methods with the help of

which a sample is drawn out of a given population are called as techniques of

sampling.

Type of Sampling

63
A. Probability Sampling

1. Simple random sampling

2. systematic random sampling

3. stratified random sampling

4. Cluster sampling

B. Non-probability sampling.

1. Convenience sampling.

2. Judgment sampling.

3. Quota sampling.

4. Snowball sampling

Sample Size = 60

Meaning of Data Collection Method

The collection of data means a purposive gathering of information relevant to the

subject-matter of investigation from the unit of population under investigation.

Collection of data makes the most important step of any research enquiry or

statistical enquiry. If data collection is not correct, reliable, relevant and

appropriate, one cannot obtain valid and useful result from the enquiry.

64
 Type of Data

#Primary Data # Secondary Data

Primary Data: - If the investigator collects the data originally for the investigation,

the data is called primary data.

Secondary Data: - If this investigator does not collect the data originally but uses

data collected by other investigator or agency and available in published or

unpublished form, the data is called secondary data.

Method of collecting Primary Data

1. Observation Method.

2. Interview Method.

3. Mailed questionnaire Method.

4. Questionnaire (or schedule) sent through enumerators.

5. Information from correspondents.

Method of Collecting Secondary Data

Published Sources

a. Govt.Publications

b. Semi-Govt.Publications

c. Publications of Universities and Research Institutions

d. Publications of commercial and Financial Institutions

e. Reports of Committees and Commissions

65
f. Newspapers and Periodicals

g. Internet

Unpublished Sources

`All statistical material is not always published. Such records are maintained by

various government, post offices and research institutions. Such sources can be used

where necessary.

RESEARCH DESIGN

Because the objective of a research is to find new hypothesis, flexibility and

ingenuity characterize the investigation. However, three lines of attack may aid in

finding hypothesis of value:

1. Study of secondary sources of information.

2. Survey of individuals who are apt to have ideas on the general subject.

3. Analysis of selected cases.

METHODOLOGY

In order to come to a conclusion regarding the requirement level of the customer,

area sampling was done and I have prepared a questionnaire consisting of 12-

question, both structured as well as unstructured. Some of the questions are close

ended where as others are open-ended.

66
After critically analyzing the responses, I have used excel sheet to come to a

conclusion regarding his preference and behavior of particular respondent and after

continuing this procedure for 60 correspondents from different walks of life, I used

pie charts to come to the final conclusion as to determine the positive and negative

attitudes of customer towards the JAIPRAKASH ASSOCIATE LTD.

67
 SWOT ANALYSIS

SWOT Analysis is an effective way of identifying your strengths and

weaknesses and of examining the opportunities and threats. What makes it

particularly powerful is that with a little thought, it can help my uncover

opportunities that are well placed to take advantage of. And by

understanding my weaknesses, I can manage and eliminate threats hat would

otherwise catch unawares.

More than this, buy looking at myself and competitors using the SWOT

Framework, I can start to craft a strategy that helps compete successfully in

Market.

STRENGTHS OF JAIPRAKESH ASSOCIATE LTD:

1. Old entrant: As Jaypee Company; is oldest entrant in field Cement

Division, it carrying a long lasting brand image in India, JAIPRAKESH

ASSOCIATES LTD is a generic name for Cement Sector. Today the

Single largest selling Brand in the North Indian Market.

2. Branded products departments: JAIPRAKESH ASSOCIATES

LTD having branded product department for brand promotional activities.

3. Sound Marketing strategy: JAYPEE personnel having versatile

Approach them persistent in pursing world class promotional strategies.

The sound marketing strategies follow up by the companies is

68
 Coverage in world best leading newspaper like Business Standard,

Times of India, and City. newspapers like Dainik Bhaskar, Dainik

Jagran, Navbharat etc.

4. International Presence: JAYPEE is word reckoned name in the

Cement Division especially in India. .

Weakness

Although the company is self sufficient in economic resources but still it is

lacking in taking initiative in brand promotional activities against its

Competitors.

1. Ambuja ,ACC, Shri –ultra,Ultrate chare doing much promotional

activity rather than JAYPEE that’s why it facing more problems in

selling of product in the market.

2. It doesn’t satisfy to Dealers in period of time & not provide motivational

offers in time to time.

3. Price of JAYPEE cement high in comparison to other competitors

4.. Lack of awareness programme for consumers. They think JAYPEE more

use FLYASH

5. Not able to supply material on regular basis

Opportunities

1. Developing of Indian Economy: It provides immense opportunities for the

JAYPEE to uphold among general public by enhancing its brand

69
promotional activities like exhibition, by deeper penetration of branded

products.
2. A large demand of cement in India the cement market of Ghaziabad
Gradually developing

3. Company is coming up with a new plant in Himanchal Pradesh so they can

Make penetration into various parts of north India.

Threats

A-Branded product: As promotional products demand is increasing

Significantly, it creates threat to the JAYPEE, as it may take over ACC

Cement brand image and might be recognized as branded products.

B-entering of new entrant: In India, as globalization took place it brings

Immense opportunities for Cement companies. So numbers of competitors

Are increasing, which might follow unexpected marketing strategy in terms

of rumors for grasping the market share of JAYPEE COMPANY and

Hamper the brand image of the company.

C-he company faces competitions to some small players how are sale

Cement by offering more incentives to dealers because they are not long

Run players.

BRANDING

Branding is more than just a business buzzword. It has become the selling of

Product in the new economy. If the old marketing mantra was, “nothing

Happens until somebody sells something, “the new philosophy could be

70
“Nothing happens until somebody brands something.”

In its simplest form, a brand is a noun. It is the name attached to a product or

Service. However, upon close inspection, a brand represents many more

Intangible aspects of a product or a service: a collection of feelings and

Perceptions about quality, image, lifestyle and status. It creates in the mind

of the customers and prospects the perception that there are no products or services
in the market that is quite like yours. In short a brand offers the customers a
guarantee and then delivers on it.

When should you brand?

Because of the competitive nature of business today, nearly all the industries

can benefit from branded products. All of the traditionally brand-conscious

Including fashion, restaurants and consumer goods, are being forced to brand

Heavily perhaps even more strategically then they ever have in the past.

Financial services, which were one of the last effronteries, are even

Beginning to see the importance of branding by tagging banking packages

And even mutual funds with catchy names. Even industrial market, where the

Cost is usually more of loyalty

.

71
Types of brands:

A brand cannot be all things to all people, by definition; NO one brand is

Going to appeal to all customers. On the contrary, branding is based on the

Concept of singularity – targeting individuals in a personal manner – and

therefore precludes the concept of universal appeal. This is why many

Brands broaden and widen their appeal by creating tertiary brands or line

Extenders.

Primary brands

Secondary brands

Tertiary brands

Brand identity is comprised of:

1. PRICING:
2. DISTRIBUTION.
3. QUALITY:
4. PRESENCE:
5. AWARENESS:
6. REPUTATION
7. IMAGE
8. BENEFITS:
9. POSITIONING SILENCE:
10. SHARE OF MARKET:
11. CUSTOMER COMMITMENT

72
73
FINDING AND ANALYSIS

Que.:- 1- How many years you doing this cement business?

10% Zero to One year

17%

One to five years

13% Five to ten years

32%
Ten to fifteen years

More than fifteen

28% years

According to above figure 10% businessmen are doing cement business

from zero to one years, 32% businessmen are doing cement business

from one to five years, 28% businessmen are doing cement business from

five to ten years, 13% businessmen are doing cement business from more

then fifteen years.

74
Que.:- 2 – Which brand of cement you deal with?

0.3

0.25

0.2
Series3
0.15 30%
28% Series2

20% Series1
0.1
14%
0.05 8%

0
Acc Ultratech Jaypee Ambuja Other

This figure shows that, 8% businessmen are deal with ACC, 30%

businessmen are deal with Ultratech, 14% businessmen are deal with

Jaypee, 28% businessmen are deal with Ambuja and 20% businessmen

are deal with other.

75
Que.:- 3- How much you sell in per month?

0.4 40%

0.35

0.3 30%

0.25
0.2 20% Series1
Series2
0.15
Series3
0.1 10%

0.05
0
0 -- 500 500- 1000- 5000 and
1000 5000 above

As the above table implies that 20% of seller , sale 0 to 500

bags/month ,40% of seller , sale 500 to 1000 bags/month, 30% of seller

, sale 1000 to 5000 bags/month , 10% of seller , sale 5000 and above

bags/month.

76
Que.:- 4- Which is higher selling Brand at your outlet?

Other

Ambuja
Series1
Jaypee Series2
Series3
Ultratech

Acc

0 0.1 0.2 0.3 0.4

Above figure shows that, 7% businessmen sell the ACC brand, 25%

businessmen sell the Ultratech brand, 18% businessmen sell the Ambuja

brand, 15% businessmen sell the Jaypee brand and 35% businessmen sell

the Other brand.

77
Que.:- 5 – In your opinion what is reason for its highest selling brand in

your outlet?

0.35
0.3 30% 30%
0.25
Series1
0.2 20%
Series2
0.15 15%
Series3
0.1
0.05 5%
0

In the above displayed figure 30% businessmen has preferred the

quality, 5% attracted with advertisement,15% say that brand name

is important, 20% favored that margin is most important factor in

the selling of any brand or product, 30% stated that availability of

the product is most important factor.

78
Que.:- 6 what is your opinion of Brand image of Jaypee cement?

0.4
0.35 35%
0.3
0.25 Series1
22%
0.2 20% Series2
0.15 14% Series3
0.1 9%
0.05
0

In the above shown figure 9% businessmen have mentioned that

jaypee cement is excellent, according to 20% it is very good,22%

said that it is good, according to 35% it is satisfactory, but 14%

were not satisfied with the jaypee brand.

79
 0.45
0.4 40%
0.35
0.3
Series1
Que.:-
0.258 – As per your view what
24%is the weak point of Jaypee cement?
Series2
0.2
Series3
0.15 15% 14%
0.1
7%
0.05
0

According to 7% businessmen quality is a weak point of jaypee

Cement, 15% said it is price, 24% said that they don’t advertise the

Product, 40% recognized availability as a weak point, anfd

According to 14% packaging is not too good so it is a weakness of

Jaypee brand.

80
Que.:- 9 – What is your opinion about following factor in building brand
image?

0.45 40%
0.4
0.35
0.3 Series1
0.25 20% Series2
0.2 16%
0.15 12% 12% Series3
0.1
0.05
0

According to the response of dealers 12% said that brand name

builds the brand image, 16% stated that price is an important factor

in building the brand image, 12% favored after sales services, 40%

were in favor of advertising and 20% recognized quality as a

crucial factor in making the brand image of any product.

81
Que.:- 10 – How to improve brand image of Jaypee Cement?

15% 10%

10%
Price
10%
Quality
Availability
Packaging
Other

55%

As dealers responded 55% called it the availability of the product,

According to 10 % it is the quality, 10% focused on price,

Packaging is important according to 10% of the sample size, 15%

Stated that some other factors are also important as motivation to

the dealers, schemes for the customers etc.

82
Que.:- 11 – What percentage of Jaypee Cement contributed in your
business?

0.8

0.7 70%

0.6

0.5
Series1
0.4
Series2
0.3

0.2
15%
0.1 10%
5%
0
0 1 2 3 4 5

According to this figure 5% businessmen quoted that Jaypee

cement contributes in their business more than 30%, 10% said that

in their total sale Jaypee has the share of more than 20%, 15%

mentioned that Jaypee has a share of more than 15%, 70% or you

can say mass stated that Jaypee has a share of less than 10% in

their total sale.

83
Que.:- 12 – What do you think brand ambassador build brand image ?

60%
0.6

0.5
40%
0.4

Yes
0.3
No
0.2

0.1

0
1 2

According to the response of the business men 60% said that brand

ambassador builds the brand image but apart from that 40%

mentioned that brand ambassador plays no role in building the

brand image of any company.

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85
 CONCLUSION

During two months of my training I have studied the various

strategies of Cement brand positioning for generating awareness

among the people. As such all promotional tools are effective.

Promotional department plays a significant role in Cement brand

building. It generates high revenue for company. It plays a crucial

role in making awareness to the general public. They offer variety

of good quality product, which lure the customers for buying. It

produce new brand time to time according to the latest trend.

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.

The company conducted the customer satisfaction survey for

strengthens relationship with the customers. This will help the

company on three ways:

Firstly; it will let company know where it lacks, how it could be

Rectified.
Secondly; it makes the customers make them feel that they are

important for the company and lastly in assessment of the sales

executives performance.

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About the Cement industry: The Indian Cement is also increasin

in manner. The main reason behind this is the ever-developing

Indian economy. With the economic development, 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 very rate

During my project I have realized that the India has vast potential

for the Cement industry and it needs aggressive marketing

strategies to tap the untouched areas and to withhold position in the

market.

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 Recommendations
1-There should be regular company executives visit to the dealer and sub-
dealer

2-Company should increase the packaging quality.

3-Provide incentive & schemes to the dealer and sub-dealer with

transparency

4-Company should organize a monthly interaction with masons/painters to

get them acquainted with the trends and uses of Jaypee cement.

5- Company should be ensure proper availability of cement

6- There should be a gift coupon inside the various packaging for the
Masons

7- In Sonabhadra region the supply is weak so more attention on supply.

8- Matter of the price fluctuations should be looked Into and the subsequent

effect of them on the buying behavior should be addressed.

9- Jaypee more requires advertisement by wall painting , t/v

Channels and complementary gifts

10- Most of the dealers preferred credit supply and complementary gifts
item over other attributes. Sub- dealers expect from company to provide them
gift items and discount schemes from time to time.

LIMITATIONS

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Though the present study aimed to achieve the above-mentioned objectives

in full earnest and accuracy, it was hampered due to certain limitations.

Some of the limitations of this study may be summarized as follows: -

Getting accurate responses from the respondents due to their inherent

Problems were difficult. They were partial, and refused to cooperate.

Since I did not had the privilege to work on a large scale, so many finding

and recommendations may not be as much in tune with their ground

realities as may be considered desirable.

Last but not the least, the time constraint faced in the project might have

affected the comprehensiveness of its findings.

As student only those thing are written which were originally found

As a student some personal bias to written down this report

Accuracy of 100% could be no guaranteed here in this report

The data is only primary data.

QUESTIONNAIRE

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NAME-
MARKET-
ADDRESS-
CONTACT NO.
1- How many years you are doing this cement business?
{a} zero to one years
{b} one to five years
{c} five to ten years
{d} ten to fifteen years
{e} more than fifteen years

2-which brand of cement you deal with?

{a} Acc
{b} Ultratech
{c} Jaypee
{d} Ambuja
{e} Other { specify------------------------}

3-How much you sell in per month?

4-Which is higher selling Brand at your outlet?

{a} ACC
{b} Ultratech
{c} Ambuja
{d} Jaypee
{i} Other {specify---------------------------}

5-In your opinion what is reason for its highest selling Brand in your outlet?
{a} Quality
{b} Price
{c} Advertisment
{d} Schemes & incentives
{e} Brand name
{f} Margin
{h} Policy of the company regarding to replacement
{i} Availability
{j} Packaging
{k} Any other {specify…………………………………

6-What is your opinion of Brand image of Jaypee cement?

{a} Excellent
{b} Very good

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{c} Good
{d} Satisfactory
{e} Unsatisfactory

7-As per your view what is the weak point of Jaypee cement?
{a} Quality
{b} Price
{c} Brand image
{d} Advertisements
{e} Scheme & Incentives
{f} Availability
{g} Margin
{h} Brand Ambassador
{i} Packaging

8-What is your opinion about following factor in building Brand Image?

{a} Brand name
{b} After sale services
{c} Company officer dealing
{d} Price
{e} Advertising
{f} Brand Ambassador
{g} Quality
{i} Packaging

9- How to improve the Brand image of Jaypee cement?

{a} Price
{b} Quality
{c} Production
{d} Availability
{e} After sale services
{f} Packaging
{g} Schemes & Incentives
{h} Any other { specify--------------------------}

10-What percentage of Jaypee cement contributed in your business?

{a} 0 to 10 %
{b} 10 to 20 %
{c} 20 to 30 %
{d} more than 30

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BIBLIOGRAPHY

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 BOOKS REFFRENCE

 C.R. Kothari – Research Methodology

 Philip Kotler – Marketing Management

 ICRA Report on cement industry

 CMA- Cement Marketers Association Report

WEBSITES

 www.jalindia.co.in

 www.indiainfoline.com

 www.google.co.in

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