A Short Report On

MARKET SURVEY OF RETAIL MARKET & SALES PROMOTION IN AREA OF JALGAON FOR AMBUJA CEMENT

Summated to

Department of Management Studies, North Maharashtra University Jalgaon

Summated By

AKSHAY VILAS MAHAJAN Roll No: - 23 Class B.B.M 3rd

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Name Of the Chapter

EXECUTIVE SUMMERY

Page no 3 5 6 7 9 10 12 13

1 INTRODUCTION 2 OBJECTIVE 3 PROBLEMS 4 SUGGESTION 5 SOLUTION 6 RECOMMENDATION 7 8 BIBLIOGRAPHY

EXECUTIVE SUMMARY
The project was carried out at ambuja cement at jalgaon OBJECTIVE The objective was carried out for two mail objective. The first objective was carried out the market survey for knowing prevailing market condition of Lafarge Cement in Bhubneswar market. The second objective of project was to study the sales promotion activities undertaken by Lafarge and other competitors.

RESEARCH METHODOLOGY The descriptive nature of the research necessitated collection of primary data from retailers of cement through market survey. Both the methods, personal interview technique and telephonic interview technique were used with the measure emphasis on personal interview method. Interviews were conducted through the structure questionnaire. SAMPLING TECHIQUE Random Sampling technique was used to select the retailers. Out of nearly 400 retailers of cement, randomly 50% of population was
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considered as a sample size. 189 retailers were visited to collect the information about the cement market. The project was carried out for a period of 60 days. After collecting the detailed information from the market, analysis of the data was made. The market research has reveled many facts and figures about cement market. To analyze the firm, I have used various calculation based ratios and also study some other statements like Trends analysis, DU-Pont Charts etc. Ambuja Cements Limited (ACL) is a leading manufacturer of various types of cements in India, part of the Holcim group, worlds largest cement manufacturer. Ambuja Cement has an excellent track record with respect to productivity, energy conservation, quality control and environmental pollution control While doing the project attempt was made to collect maximum information about the marker. To get actual and correct information ,it was not told retailers that the survey is conducted by ambuja Cement for the obvious reasons .Number of retailers were visited to get the actual picture of the market. Again, the retailers of each grade (according to the performance) were visited, to get each and every detail about the market

INTRODUCTION

Today it is fashionable to talk about the new economy. We hear that the business are operating in globalize economy; things are moving at a nanosecond pace our market are characterized by hyper competition and disruptive technologies are challenging every business and so business must adopt to empower consumer To become successful in such a competitive environment the business organizations have to be customer oriented. Customers need and want must be taken care of. Built customer and not only products. Customer must be delighted. This information about the market could be collected by the way of proper market survey. Rom the market survey we get the feed about the good or services of the organization .For this purpose the said project work is undertaken. The project was carried out for knowing prevailing market condition of ambuja Cement in jalgaon Region .The second objective of the project was to study the sales promotion activities undertaken by ambuja and its other competitors. The project was carried out in the market of jalgaon. There are five market players in cement industry. They are Konark, Century, Ultratech, ACC, apart from these there are few local brands selling in the market.
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OBJECTIVE OF PROJECT
This project was undertaken for two main objectives was To carry out market survey for knowing prevailing market condition of ambuja cement in jalgaon The second objective was To study the sales and promotion activities undertaken by ambuja cement and other player in the market. To attain these two objectives various other sub objective are needed to be achieved. These are listed below. To analyze the market share of ambuja Cement in jalgaon market. To know the customers preference for the brands of cement. To know the preference of retailer for sorting different brands of cement. To understand the effectiveness of various sales promotion activities of cement. To know preference of retailers for different gift and incentives. To analyze the sales promotion activities of various brands. To analyze the transportation facilities for ambuja and other cement companies. To analyze the frequency of visits of marketing representative of various companies
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PROBLMES

PROBLEM FACED BY STOCKIEST None of the stockiest had any complains about any brands, in regards to the price, transport, service etc Dispatch being closed at the start of the month is a trump card for them to play in the market to push the sale. Stockiest are satisfied with the companies service. RETAILERS REGRETS (ambuja cement) The stockiest occasionally inform about the price change in the market. They do not make personal visits to the counters frequently. Price should be stabilized in the market. Price stability in regard to the price set by the company as well as wholesalers (i.e. all the wholesalers should have the same price offered in the market).
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 The management should not interfere in the price offered by the counterperson to the customers. They need price flexibility to shoot up the sale. Dispatch being closed every start of the month is a problem is a problem for them to stick to the commitments made by them to the customers. Small quantity ordered is not furnished on time. Pressurize them for taking more quantity for more quantity for transportation facility.

SUGGESTIONS
A very exhaustive study has been made, keeping in the essence of the objective of the project. With the efforts put on the project a detailed analysis was conducted and result were derived, based on the results and market response few suggestions are discussed below A Price fluctuation creates problems for retailers as the cannot keep the commitments of price to customers. The reach to the rural market need to be strengthened Transportation to rural areas need to be strengthened, a significant amount of business is lost because of this. At time it has been seen that the delivery commitments an the side of the company is not prompt, this creates a bad name and again business is lost On interviewing Dealers/Retailers the most important thing they said was about the price flexibility, they want that the company should give them the price flexibility to play in the market.
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SOLUTION
To solve the above problem

1. ADVERTISING: -Advertising in any paid form of nonpersonal communication by an identified sponsor to promote product. 2. PUBLIC RELATION: - It refers to programmes designed to promote or protect a company image and products. Publicity is any unpaid form of communication through media about an organization, its policies and products. 3. PERSONAL SELLING: - personal selling is personal communication with customers to persuade them to buy products. It permits interaction and relationship building. Sales persons provide feedback about the market, competitors and customers. 4. DIRECT MARKETING: - It is persuasion by manufacturer
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to specific customers. The tools of direct marketing are: 1. 2. 3. 4. 5. Face to face selling Mail Catalogue marketing Telephone E-mail

5. SALES PROMOTIONS: - Sales promotion has been increasing in popularity as a tool. Marketers are using it aggressively. Sales promotion refers to short term incentives to stimulate demand. It is used to create a stronger and quicker purchase response. It can be directed at consumers, middleman and sales personnel. It supplements advertising and facilitates personal selling.

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RECOMMENDATION
1) Most profitable cement company in India 2) Its environment protection measures are at par with the best in the world. The pollution levels at all its cement plants are lower than the rigorous Swiss standards of 100 mg/NM3 3) The only cement company to be awarded with the National Quality Award. 4) First cement company to receive the ISO 9002 quality certification. 5) Received ISO 14000 Certification for environmental systems. 6) India's largest exporter of cement. 7) Received Best Award for highest exports by CAPEXIL. 8) First company to introduce the concept of bulk cement movement by sea in India. 9) Strong presence in growing markets of North & West 10) Power: They have established their own captive power plant of 178 MegaWatts

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BIBLIOGRAPHY

BOOKS 1. Research Methodology: C.K. Kothari Wishwa Prakashan Darayaganj New Delhi 2nd Edition-1995 2. Marketing Management: Philip Kotler Prentice- hall of India Pvt. Ltd. New Delhi-110001 8th Edition -1995

WEBSITE 1. 2. 3. 4. www.google.com www.ibef.org www.msn.com www.indianexpress.com

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