1itendra

Virahyas

]v!RAHYAS@CNA!L.CON

A
Project Study Report
On
Training Undertaken at

Titled
"SALES PROMOTION"
Submitted in partial fulfillment for the
Award of degree of
Master of Business Administration



2009-11
Submitted By:- Submitted To:-
Xx Xx Dr. xxxxxx
MBA Sem. (HOD)

Deepshikha CoIIege of TechnicaI Education, Jaipur

PREFACE


'The First Step Of A Child Means A Lot To Each & Every Individual In The Family
When It Comes To An Every Individual In The Family When It Comes To A New Born
Baby. So Is The Case With The Fresher When They Enter Their New Life"


The new doors were opened by the BALDEV RAM MRDHA NSTTUTE OF
TECHNOLOGY AND MANAGEMENT, which brought in new opportunity walked into my
life when got this golden chance to work with BNAN Cement as a Summer Trainee
.This is a "not to miss Opportunity and counted on it. Opportunity knocks your door just
once its you who has to grab it, if you loose it once, you will loose it forever.

The project allotted to me was "Customer survey & Sales Promotion "at BNAN Cement
. On the whole it was a wonderful experience and a great learning which would be
cherished by me throughout my life. There were Times when was disheartened and
disappointed however there were also times when thing went right and made me feel
proud of what am doing. Success doesn't come at once, we have to start right from the
scratch and struggle our way through all hardships with courage and determination.

The Destiny Is A Word Which Holds No Meaning In The Dictionary. It Is The World
That Identifies The Meaning On Its Own."

XX XX
MBA IIIrd Sem.

ACKNOWLEDGEMENT

"FOR ANY SUCCESSFUL WORKS IT OWNS THANKS TO MANY

express my sincere thanks to my project guide, Mr. Rishi Tamrakar (HR Manager), Deptt.
Human Resource, for guiding me right from the inception till the successful completion of the
project. sincerely acknowledge him for extending their valuable guidance, support for literature,
critical reviews of project and the report and above all the moral support he had provided to me
with all stages of this project.

would also like to thank the supporting staff Mr. J. virahyas for their help and cooperation
throughout our project.



XX XX

EXECUTIVE SUMMARY
The word cement may be defined as a substance, which can join two or more pieces
of some other substance together to form a unit mass . cement is a fine power which
when mixed with water and allowed to set and harder can join different components
together give a strong structure mechanically .thus cement as founding material for
bricks or for founding solid particles of different sizes to form a monolith.

Cement is an essential commodity ,which is available in two types ,the opc and the ppc
.ndia is the second largest producer of cement .

BNAN cement is having its monopoly in both the market share as well as customer
confidence .this is because of its superior quality product and excellent customer
services .The company runs round the clock and its policy of maintain is helpful in
providing better quality clinker .

The company is maintaining its TPM (total productivity maintenance ) policy.
TPM of each activity in the industry with special care for profitability with the investment
of the employees .

The aim of this study is to identify the sales promotion activities for BNAN CEMENT
and to understand the expectation and opinion of retailers and dealer regarding sales of
BNAN cement .

t also focuses over the various factor like demand , sales , quality , reliability and
consumers expectations etc. The research was exploratory in nature for this purpose
questionnaires and direct communication with dealer and retailer was made.

At last project will be beneficial for both company as well as reader who want to gain
inside knowledge about the sales promotion activities of BNAN cement in cement
market.

The questionnaire and direct interview were used as the sources of data.The current
problem that the company is facing is also identified with probable suggestions are
included in the report.

All cements having two grades OPC &PPC generally are the OPC cement is more
preferred by the wholesaler. Nevertheless in case of final customer very few customer
have knowledge about OPC& PPC.

Brand image is the mirror ,which shows how much the company put efforts to achieve
its target .The most important aspect of any business are intangible including it base of
loyal customer brand, symbol, slogan & the brand underlying image, personality identity,
attitude, association. The various factors that effect the demand of the cement as well
as particular brand sales are like quality, prices ,season, promotion strategy of the
company / competitors, relationship with customers ,discounts supply position because
all these helps to create demand of cement .But the quality is the factor ,which is
considered by most of suppliers as well as customers. This is a reason that all cement
companies' emphasis on quality in their advertisement.

Price is the second consideration factor because the price difference among various
brands is generally very less as price determined for basis and CMA determines the
prices.

BNAN Cement is market leader due to its quality and availability and the brand name
'BNAN' i.e. associated with it.

TABLE OF CONTENTS
1. THE INDIAN NORTHEN CEMENT INDUSTRY
2. INTERODUCTION TO THE ORGANISATION
3. RESEARCH METHODOLOGY
3.1 TITLE OF THE STUDY
3.2 DURATION OF THE PROJECT
3.3 OBJECTIVE OF STUDY
3.4 TYPE OF RESEARCH
3.5 SAMPAL SIZE AND METHOD OF SELECTING SEMPAL
3.6 SCOPE OF STUDY
3.7 LIMITATION OF STUDY
4. FACT AND FINDING
5. ANALYSIS AND INTERPRETATION
6. SWOT ANALYSIS
7. CONCLUSION
8. SUGGESTION

9. APPENDIX
10. BIBLIOGRAPHY
1. INTRODUCTION TO THE INDUSTRY

INDUSTRY OVERVIEW: INDIAN CEMENT INDUSTRY
Cement is the preferred building material in ndia. t is used extensively in household
and industrial construction. Earlier, government sector used to consume over 50% of
the total cement sold in ndia, but in the last decade, its share has come down to 35%.
Rural areas consume less than 23% of the total cement. Availability of cheaper building
materials for non-permanent structures affects the rural demand. The ndian Cement
industry is the second largest cement producer in the world. The industry has
undergone rapid technological up gradation and vibrant growth during the last two
decades, and some of the plants can be compared in every respect with the best
operating plants in the world. The industry is highly energy intensive and the energy bill
in some of the plants is as high as 60% of cement manufacturing cost. Although the
newer plants are equipped with the latest state-of-the-art equipment, there exists
substantial scope for reduction in energy consumption in many of the older plants
adopting various energy conservation measures. There are around 11 different types of
cement that are being produced in ndia. The production of all these cement varieties is
according to the specifications of the BS (Bureau of ndian Standards). Some of the
various types of cement produced in ndia are:
v Clinker Cement
v Ordinary Portland Cement (OPC)
v Portland Blast Furnace Slag Cement (PSC)
v Portland Pozzolana Cement (PPC)
v Rapid Hardening Portland Cement
v Oil Well Cement
v White Cement
v Sulphate Resisting Portland Cement

The production of PPC and PSC are based on Fly Ash and Blast furnace slag, the
waste product of Thermal Power Plant and Steel Plant respectively.

CHARACTERISTICS- State wise Capacity

As cement is a low value commodity, freight costs assume a significant proportion of the
final cost. Transporting costs render the prices of cement in distant destinations
uncompetitive. For instance, it is financially infeasible to transport cement by road over
250 kms. Railways are mostly used to transport cement over longer distances.
However, its bulky nature and infrastructure bottlenecks render even rail transport
unviable over very long distances (that is why Madras Cements or ndia Cements,
located in the south, can hardly make a difference to the fortunes of west-based
companies like Gujarat Ambuja). Therefore,
manufacturers tend to sell cement at the nearest market first and sell in distant markets
only if additional realization is greater than freight costs incurred. This highlights the
regional nature of the cement industry. The ndian cement industry has to be viewed in
terms of five regions:-
North (Punjab, Delhi, Haryana, Himachal Pradesh, Rajasthan, Chandigarh, J&K and
Uttaranchal)
West (Maharashtra and Gujarat)
South (Tamil Nadu, Andhra Pradesh, Karnataka, Kerala, Pondicherry, Andaman &
Nicobar and Goa)
East (Bihar, Orissa, West Bengal, Assam, Meghalaya, Jharkhand and Chhattisgarh)
Central (Uttar Pradesh and Madhya Pradesh)

South accounts for 33.03% of cement production capacity of the country, with Andhra
Pradesh accounting for 15.27% of the total production capacity of ndia. t has an
installed capacity of around 20mn tons of cement and ranks first in the country, followed
by Tamil Nadu with 9.94% of the total production capacity. North accounts for 18.02% of
the total production capacity, with Rajasthan at 12.55% of the total production capacity

of the country. West accounts for 16.85% of the total production capacity. Maharashtra
and Gujarat have production capacity of 6.89% and 9.96% respectively.

East and Central Regions account for 16.33% and 15.77% of the total production
capacity of the country respectively.

Production & Dispatches (Region-wise):
During the month of December 2008 the cement industry posted excellent growth in
production mainly from the northern and the eastern region of the country. The demand
continued to be strong as can be evident from the capacity utilization levels in all the
major regions. ncrease in installed capacities by some players also contributed to
improved production growth.
The central region of the country achieved the highest capacity utilization rate of 98%.
The northern region and the eastern region had a capacity utilization rate of 93%
respectively.
The western region and the southern region had a capacity utilization level of 95% and
86% respectively.

The overall cement production and dispatches increased by 11% to 15.82 million metric
tones and 15.81 million metric tones respectively during the month of December 2008
as compared to the same period last year. Excess dispatch implies that there is strong
demand as inventories are being disposed off quickly. The production and dispatches
were higher by 10% and 11% respectively as compared to the previous month. The
following graph gives a clear indication of the increase in production (Region wise) in
December in comparison to the previous month.

TabIe 1 : Region-wise production of cement

Seven CIusters:
Cement and its raw materials namely coal and limestone, are all bulky items that make
transportation difficult and uneconomical. Given this, cement plants are located close to
both, sources of raw materials and markets. Most of limestone deposits in ndia are
located in Madhya Pradesh, Rajasthan, Andhra Pradesh, Maharashtra and Gujarat,
leading to concentration of cement units in these states. This has resulted in 'clusters'.
There are seven such clusters in the country and account for 51% of the cement
capacity. There is a trade-off between proximity to markets and proximity to raw
materials due to which some cement plants have been set up near big markets despite
lack of raw materials.

CIuster-wise capacity of various regions (7 major cIusters)

REASONS FOR THE GROWTH OF CEMENT INDUSTRY

The domestic cement industry is highly insulated from global cement markets. Exports
have been constant at about 6% of total cement demand for past few years. With the
Government of ndia intervention, making cement duty free, cement is being imported
from neighboring countries. However, due to logistics issues and lack of port handling
capabilities imports of cement will remain negligible and do not pose a threat to
domestic industry. Earlier government sector used to consume over 50% of the total
cement sold in ndia but in the last decade, its share has come down to 35%.
Demand for cement is linked to the economic activity in any country. Broadly, it can be
categorized into demand for housing construction (homes, offices etc.) and
infrastructure creation (ports, roads, power plants etc). The real driver of cement
demand is creation of infrastructure; hence cement demand in emerging economies is
much higher than developed
countries where the demand has reached a plateau. n ndia too, the demand for
cement will be affected by spending on infrastructure (including housing).

Indian Cement Industry Demand Drivers - 2009

1. INTRODUCTION TO THE ORGANIZATION

BINANI CEMENT -AT A GLANCE
(AN ISO9001:2000-COMPANY)



Emergence of a GIobaI Leader

At Binani Cement Limited, cement is not just a building material, but a means to transform
imagination and vision into reality. t is a catalyst that fuels growth and development
across the globe. Keeping this in mind, Binani Cement is set to grow strategically across
the globe and supply to emerging markets in China, Dubai, Mauritius and East African
countries.


Binani Cement is the flagship subsidiary of Binani ndustries Limited, the Braj Binani
Group with global gross fixed asset value of Rs. 28077 million and gross income of Rs.
25087 million for the year ended 31st March 2010.

The foundation of success was laid in 1997, when the company commenced operations in

Sirohi District, Rajasthan, after setting up a 1.65 mtpa integrated cement facility and a 25
MW captive power plant with technological support from F. L. Smidth, Denmark and
Larsen & Toubro Ltd.


Not only was capacity raised to 2.25 mtpa in 2005 through advanced in-house R&D and
de-bottlenecking, but the company was certified as SO 9001, SO 14001 and OHSAS
18001 compliant within a short span of commencement an achievement that clearly
illustrates the management's commitment to quality, efficiency, environment, health &
safety.


n 2008, a split grinding unit at Neem Ka Thana was commissioned which boosted the
capacity in ndia to 6.25 mtpa. The clinker grinding unit at Neem Ka Thana is located in
Bhagega village, Sikar district of Rajasthan. Set up with technical support from M/s F.L.
Smidth, Denmark, the unit acquired certifications such as SO 9001, SO 14001 & OHSAS
18001 for quality, environment & OHS management systems in July 2009. Moreover, the
unit has obtained environment clearance from the Ministry of Environment & Forests, New
Delhi and all other relevant consents from the State Pollution Control Board


Continuing in the expansion mode, today Binani Cement's global manufacturing capacity
has touched 8.75MTPA, with plants located in Dubai and China as well. t is expected to
grow upto 15 mtpa annually by 2011 through various expansion projects undertaken
across its plants in ndia and overseas


Growing from Strength to Strength
Vertical and horizontal growth has long been a part of the Company's mission.
Complementing the Brownfield facility at Sirohi, Rajasthan, a split grinding unit

at Neem Ka Thana has been commissioned to boost capacity to 6.25 mtpa in

ndia. And with the installation of two additional power plants the Company is all
set to achieve a power capability of 69.6 MW, which has made the company
100% self-sufficient in power.
To achieve higher energy efficiencies, the company has made a move to mine
lignite at Nimbri Chandawatan. Exploration and operations have already begun
in 2009 to provide this vital fuel for the 75 MW captive power plant. Binani
Cement has made long term arrangement of coal for captive purpose by
acquiring coal mines in ndonesia near the coastal belt. The Company has set
up a Singapore subsidiary exclusively for managing coal which will basically
control the interest in coal mines of ndonesia. f the Government is able to
build strong infrastructural developments of railways and roadway, Binani
Cement is looking to invest in the coal blocks.
A new 2.5 mtpa Greenfield cement plant near coastal Gujarat, a location with
strategic advantages as it provides the Company with the option of exporting
clinker to its manufacturing facilities abroad is planned pending clearance from
the Government of Gujarat.

Products
The Company's product portfolio includes Ordinary Portland Cement and
Pozzolana Portland Cement. Marketed under the premium 'Binani Cement' brand
name, it has become a name synonymous with cement in ndia. And with
subsidiaries in Dubai, China and many other potential international markets,
Binani Cement is well and truly set on the path of becoming a brand the world
builds with.

Binani Cement Ltd. produces cement of

two grades:

Grade 43
Grade 53
PPC (Portland Pozzolana Cement)

PRODUCT SPECIFICATIONS

BS BS ASTM GERMANY JAPAN

BNAN
CEMENT

Specifications
43
Grade
53
Grade
BS-
12
C-150
T-1
OPC-

OPC-

43
Grade
53
Grade

LO (%) max 5.00 4.00 3.00 3.00 5.00 5.00 3.00 2.30 2.10

R (%) max 3.00 3.00 1.50 0.75 3.00 3.00 - 2.10 2.00

SO3 (%) max 3.00 3.00 3.50 3.00 3.50 3.50 3.00 2.10 2.00

MgO (%) max 6.00 6.00 4.00 6.00 5.00 5.00 5.00 1.98 1.98

Blaine (M2 / kg)

max
225 225 275 280 220 220 250 300 320

Setting Time
(Mins)

- nitial
(Minimum)
30 30 45 45 60 60 60 125 120

- Final
(Minimum)
600 600 600 375 720 720 600 175 170

Soundness

- Le-Chatelier
(mm)
Maximum
10 10 10 - - - - 1.00 1.00

- Auto Clave (%)

Maximum
0.80 0.80 - 0.80 - - - 0.10 0.10

Compressive
Strength (MPa)

- 3 days min 23.0 27.0 25.0 12.7 - - 7.0 42.0 41.0

- 7 days min 33.0 37.0 - 19.70 18.4 - 15.0 52.0 53.0

- 28 days min 43.0 53.0

42.5
-
62.5
28.2
35.7 -
56.1
35.7 -
56.1
30.0 62.0 65.0

VISION

To be acknowledged as a leading player in the industry
with the highest level of integrity.

MISSION

Forge ahead as a world-class organization in the core sector industry in ndia and
abroad.
Explore opportunities and enhance stakeholder value through ethical practices.
Relentlessly pursue the global movement for a 'customer-driven, quality-oriented,
socially-conscious' industrial corporation.
Adopt, adapt, assimilate and integrate technologies from global giants, thereby
offering value-added products and services.
Adhere to the highest standards in manufacturing; over and above stringent
environmental stipulations.

Pursue research and development activities diligently, consolidating on its track

record of innovation and breakthroughs in manufacturing practices on a state-of-the-
art technology platform.
Promote human values at the forefront and nurture its people with a deep-rooted
sense of employee care, concern and commitment to people; them being considered
as assets of high intrinsic value.

Core Values
The Core VaIues of BINANI CEMENT LIMITED IS
COMIT:
C- Customer Focus
O - Organizational Pride
M- Mutual Respect and Trust
I - nitiative and Speed
T - Total Quality

BUSINSS STRNGTHS OF TH COMPAN

THE Company is an established player in the ndian cement industry and enjoys
a number of key competitive Advantages that have helped it to maintain a leading
position in the Northern and Western ndian markets. The principal strengths and
competitive advantages of the Company are as follows:

ExceIIent North India market prospects

The cement industry is region-based due to the heavy cost incurred from
transportation. Historically Northern ndian cement manufacturers have operated at a
higher level of capacity utilization compared to other regions. Currently North ndia
has a very strong demand for cement due to reasons such as increased construction
for the Commonwealth games, increased spending on infrastructure by the
government etc.

According to Cris nfac, the demand of cement is expected to continue to grow at
growth rates of over 7%, but the capacity additions in the North is not expected to
bridge the demand-supply gap. t is expected that the Northern market can absorb an
additional capacity of 4-5 MTPA without affecting prices adversely.

REASONS STATED BY RETAILER FOR BRAND PREFERENCE:-

BINANI CEMENT (Champion)
v Customers preference
v Good cement, plastering work is good
v Price is suitable as per customers pocket
v Rate & profit
v Quality is good
v mmediately respond on the competitors' strategy

MAIHAR CEMENT (BirIa GoId)
v Good relationship with the company people
v Price is low and affordable for people
v Low price helps to sell easily
v More profit selling the brand

LAFARGE (Concreto)
v Better quality
v Good name in the market
v Timely available
v Relatively less price
v Better packaging
v Good offers


ACC (Suraksha)
v People ask for ACC, it is having a good image and brand loyalty among
v Service is good
v Dhalai karne ke liye people ask for ACC
v Perceived to be of very superior quality cement when compared to others
v Selling form the very first day the shop came in to being & sells easily
v They have same price prevailing for wholesale at dealers retailers end.


JAYPEE CEMENT (BuIand)
v Rate and profit
v Price is suitable as per customers pocket
v Service is good
v Good relationship with the people Jaypee

ULTRATECH
v Good name in the market as it carries the goodwill of L&T
v High Brand awareness among customers
v Good Advertisements
v Famous Brand
v Stable price

PROBLEM FACED BY-

1. STOCKISTS

None of the stockists 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
Stockists are satisfied with the companies' service


2. RETAILERS

The stockists 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)
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

3. CUSTOMERS

Large quantity of cement is not readily available
Cracks in structures
Low Brand Awareness
Less number of people advise to use Birla Gold
A stable pricing strategy has to be adopted

Based on these the major findings are stated as below:

1. ACC was perceived as the brand with best quality followed by Ultratech and then
BNAN Cement.

2. BNAN Cement is having best packaging perceived by the respondents.

3. BNAN Cement is having best delivery system and terms among all cement brands
in respondents perception followed by ACC and Lafarge.

4. Marketing team of BNAN Cement is providing best support to its channel partners.


5. Jaypee Cement is investing a huge amount on advertisement in order to address
consumers. And also its supply is very fast, that's why it's becoming extremely popular.

6. BNAN Cement is in more demand due to the reputation of its dealers & credit
facilities given to the customers.


7. Word of Mouth publicity and Reference publicity are very important media that affects
the sales in cement industry.

8. Buying decision of the end customer is heavily dependant on recommendation from
the mason, engineers and contractors. Hence there is a need to maintain good
relationship with them.

9. At present cement consumer is flooded with choices due to the existence of
numerous brands in the market. Hence the cement companies need to carefully monitor
their prices and execute dynamic advertising campaigns to attract the customer.

10. BNAN Cement is very popular in price-sensitive segment of customers.

LocationaI Advantages

Location is a key advantage to the Company as its limestone reserves are at a close
proximity to its plant. As the plant is located in Pindwara, Sirohi District, Rajasthan
which is in close proximity to the customers in the states of Rajasthan, Gujarat,
Haryana and NCR it reduces the Company's transportation costs which contribute
significantly to the overall cost reduction. The Company has its own captive power
plant for which high grade coal is imported from South Africa and ndonesia. This
coal comes in from Navlakhi / Kandla port which is approximately 450 kms from the
plant. The Sirohi facility is well connected by road through NH 14 to the primary
markets of the Company; namely Rajasthan and Gujarat. n terms of outward freight,
about 90% of the dispatches' are sent through road with the balance through rail. The
Company services western Uttar Pradesh and parts of Delhi by rail, while the other
markets are serviced by road. A railway siding is also being set up at the Sirohi
facility to link it with the nearest railway station of Keshavganj, which is approximately
12 kms from the Sirohi facility.

Strong brand

Over the last 8 years, the 'Binani' brand has established significant brand recall
especially in the Rajasthan and Gujarat markets, primarily on account of attributes
such as strength, quality and consistency. This has allowed the Company to operate
on a limited advertising budget, as compared to its competitors. The Company is one
of the leading players in each of the key markets of Rajasthan, Gujarat and NCR. t
has a large distribution network in place with more than 1740 dealers and 41 MOs
supported by their own sales staff.

Among the Ieading Cement sector pIayers in the cement industry

The Company is one of the leading cement producers of ndia with an
annual production of 2.25 MnT. t is also one of the market leaders in Rajasthan
with a 13.4% market share and with over 45% of its total sales being dispatched
to that state. n Gujarat also, the Company is among the top seven players with a
market share of 7.6%. The Company's leadership position enables it to leverage
its existing in-house skills, relationship with customers and provides potential to
increase the products being sold.

PIentifuI suppIy of Iimestone and other raw materiaIs

The Company has large reserves of high quality limestone serving its plant
enabling it to continue operations well into the future. ndependent reports from
the technical experts indicate that the mines have sufficient deposits of limestone
to support the Company's operations for at least another 30 years on expanded
capacity.

Superior operationaI performance

The Company has one of the highest operational efficiency compared to its
competitors. With good technical base, lower overheads, international standard
manufacturing facilities and effective marketing network the Company has shown
consistent growth in revenues. t has also maintained stringent control over its
operating costs.

The Company has been continuously improving the efficiency of its
grinders, to optimize the overall requirements of power. The Company's power
consumption norms are among the lowest in the industry at 74 KwH/ MT. t can
also be rated high on kiln efficiency with fuel consumption norms that are better
than the industry standards. The facilities are also state-of-the-art and
environmentally compliant, being SO9001, SO14001 and OHSAS 18001
certified.







Strong management team and motivated and efficient work force

The Company is managed by a team of experienced and professional managers
exclusively focused on different aspects of the cement industry including
production, manufacturing, marketing, quality control and finance. The Promoters
and management of the Company have substantial experience in the cement
industry and its ancillary activities.


The Company believes that its professionals have been able to anticipate
the developments in cement industry, trends in materials use while achieving an

optimal balance between production, distribution and quality, which has

contributed to its growth and success. The Company's human resource policy
revolves around a commitment to create an organization that nurtures talents
and motivates its work force.


Strong marketing and distribution network

The Company has been successful in cornering significant market shares in its
target markets. Despite being a recent entrant in the market, it has become one
of the leading players in Rajasthan and is among the top players in Gujarat. t
has a strong marketing set up which has contributed to ensuring its penetration in
the target markets 3.

The Company has a large and wide spread distribution network of 1740
dealers and 41 MOs in the states of Rajasthan, Gujarat, Delhi, Haryana, parts of
Uttar Pradesh and Punjab. Markets Rajasthan Gujarat Haryana Delhi Punjab
Uttar Pradesh and
Uttaranchal. The sales & marketing functions of the Company are managed from
Delhi, with a team of 64 professionals based at 3 main centers of Ahmadabad,
Delhi and Jaipur. n addition to its staff, the marketing team is supported by MOs
who work on commission basis. The Company has 41 MOs - 12 in Rajasthan, 10
in Gujarat and 19 spread across Delhi, Haryana, Punjab and Uttar Pradesh.

Cash and Carry system of SaIes

The Company is the pioneer in introducing "Cash and Carry system for the sale
of Cement as against credit sales prevalent in the cement industry. The
Company believes that the superior quality of cement produced and sold has
helped it create excellent brand recall and maintain the cash and carry system of
sales.

Customer service:

"Customer deIight remains focus of company's marketing mix. For that
company provides best quality cement to the customers followed by prompt and perfect
"After Sales Services. Later, independent customer feedback assessment is done to
evaluate the degree of satisfaction, which is the key to Birla Gold's marketing strategy.

"TechnicaI Service CeII has been setup to provide technical assistance to
institutions and people engaged in construction work. Besides on site assistance
brochures and useful guidelines for cement usages provided regularly. Masons,

contractors, Architects and Engineers are also trained on regular basis and so far 53715
such persons have been trained.

"Advertisements and PromotionaI campaigns are created and executed in-
house by innovative marketing professionals' involving whole gamut of activities right
from conceptualization to execution stage.

Market Regions of BINANI cement


BNAN Cement sales are mainly spread in Madhya Pradesh, Uttaranchal, West
Bengal, Bihar, Uttar Pradesh, Assam and Orissa. The increasing congestion of plants in
the Ahemdabad belt has led to intense competition in Gujarat market.



Market share (State-wise)
SELLING CHANNELS

Stock Transfer:
n Bihar and Uttar Pradesh sales are through stock transfer to company dumps.
Handling Agents manage company's godown / dumps and cement marketing
under instruction of the company's local office. Cement is sold through dealers.

Consignment SaIe:
Earlier sales in Bihar, Orissa, Assam, A.P. and N.E. States, were made through
Consignment Agents. The Consignment Agents used to develop market and sale
cement through dealers. Storage / Warehousing, sales, collection of payment, tax
payment and advertising in the area were under their responsibilities. But now due
to issues in Branding and due to customer dissatisfaction consignment sale has
been stopped.


DeaIer SaIe:
n Chhattisgarh, the company directly supplies material to dealers against their
orders and collects payment from them. These dealers either retail the cement or
sale in wholesale to sub dealers appointed by them.


Direct SaIe:
Government Departments or private companies float tenders/ enquires from time
to time for bulk supply of cement. The company actively participates in these
tenders. Marketing agents assist in getting orders/payments and get small
commission for the same.

BINANI Cement is selling through dealers, stock transfer and also selling directly to
government department/institutional buyers.

SeIIing ChanneIs of BINANI Cement

CEMENT- Major PIayers


ACC LIMITED

Established in 1936, ACC has been a pioneer and trend-setter in cement and concrete
technology. A prominent overseas presence and figuring on the elite list of consumer
super brands of ndia but most importantly ACC has been amongst the first ndian
companies to make environmental protection, it is a cornerstone of its corporate
objectives.

The historic merger of ten existing cement companies led to the establishment of ACC
melding into a cohesive organization in the year 1936 at Maharashtra. t's a big
company in cement manufacturing and offers the services of Ready mixed concrete and
Consultancy service.

This company is listed by Bombay Stock Exchange, National Stock Exchange and in
London Stock Exchange. The company received an award as 'Good Corporate Citizen'
for the year 2005-2006. During the year 2007 company acquired 100 % of the equity
stake of Lucky Minmat Private Limited for Rs 35 crores and also acquired 14.3 % equity
stake in Shiva Cement Limited. Meanwhile the company divested its entire equity
shares in Almatis ACC Ltd to the Almatis group. The overseas contract with YANBU
Cement Company in the kingdom of Saudi Arabia is successfully ongoing relationship
from last 28 years and has been renewed up to February 28, 2011.




ULTRATECH CEMENT LTD.



UltraTech Cement Limited was incorporated as a public limited company on 24th
August 2000, as "L&T Cement Limited a 100% Subsidiary of Larsen & Toubro Limited.
The name of the Company was changed to UltraTech Cement Co. Limited with effect
from 19th November 2003 after the Aditya Birla group owned Grasim ndustries
acquired it. The name of the company was again changed to UltraTech Cement Limited
with effect from 11th October 2004.

UltraTech Cement Limited has an annual capacity of 18.2 million tonnes. t

manufactures and markets Ordinary Portland Cement, Portland Blast Furnace Slag
Cement and Portland Pozzolana Cement. t also manufactures ready mix concrete
(RMC). UltraTech Cement Limited has five integrated plants, six grinding units and
three terminals two in ndia and one in Sri Lanka.

UltraTech Cement is the country's largest exporter of cement clinker. The export
markets span countries around the ndian Ocean, Africa, Europe and the Middle East.






INDIA CEMENTS


ndia Cements was set up in 1946 and the company's first plant was established in 1949
at Sankarnagar, Tamil Nadu. Since the ndia Cements Ltd. has been established, it has
risen in stature to become the biggest cement producer in south ndia. ndia Cements
has 7 plants spread across Andhra Pradesh and Tamil Nadu. The total production
capacity of the plants is around 9 million tons per year. n south ndia, ndia Cements
Company has a 28% market share and it plans to achieve a market share of around
35% in the near future.

Around 90% of ndia Cements Company's produce is sold in the Tamil Nadu and
Kerala markets. ndia Cements Company has a distribution network which is very strong
- it has over 10,000 stockists out of which around 25% is devoted to the company. The
ndia Cements Ltd owns famous brands such as Rassi Super Power, Sankar Super

Power, and Coromondal Super Power. n the year of 1990, CL acquired Coromandel
Cement plant at Cuddapah, consequently installed capacity rose to 2.6 million tonnes
per annum). The ndia Cements Company has subsidiary companies which include CL
Financial Services, ndustrial Chemicals & Monomers, CL nternational, and CL
Securities. n 1997 ndia cements acquired Aruna Sugars Finance Ltd which was later
renamed as ndia Cements Capital & Finance Ltd. t also acquired Cement Plant of
Visaka Cement ndustry, at Tandur, Ranga Reddy district of Andhra Pradesh with
nstalled capacity 9,00,000 Tonnes.The cement division of Raasi Cement (RCL) was
vested with the company from April.1998 under a scheme of arrangement

ndia Cements has established itself as a leading cement manufacturing company and
as it plans to expand its production capacity, the company's position in the market is
sure to rise in the near future.

AMBUJA CEMENT

The company's cement plant was commissioned in 1985. t was set up in technical
collaboration with Krupp Polysius, Germany, Bakau Wolf and Fuller KCP. The company
got necessary approvals for setting up another cement plant with 1 million tonne
capacity per annum at Himachal Pradesh in the year 1991. The Company undertook
bulk cement transportation, by sea, to the major markets of Mumbai, Surat and other
deficit zones on the West Coast. Transportation was to be carried out by three specially
designed ships during the year 1992. During the year 1994, the company's Muller
location 1.5 million tonne cement project with clinkerization facility at site in H.P and
grinding facility both at Suli & Ropar in Punjab was bespoken. n 1997, Kodinar plant of
the company was originated its commercial production with an enhanced capacity. n
the last decade the company has grown tenfold. t was the first company in ndia to

introduce the concept of bulk cement movement by the sea transport. The company's
most distinctive attribute, however, is its approach to the business. Ambuja follows a
unique homegrown philosophy for successful survival. Ambuja is the most profitable
cement company in ndia, and one of the lowest cost producers of cement in the world.
The company was awarded for its credit, the National Award for commitment to quality
by the Prime Minister of ndia, National Award for outstanding pollution control by the
Prime Minister of ndia, Best Award for highest exports by CAPEXL and Economic
Times - Harvard Business School Association Award for corporate excellence in
different years. The company was adjudged as the top ndian company in the cement
sector for the Dun and Bradstreet - American Express Corporate Awards 2007. The
company developed a unique homespun channel management model called Channel
Excellence Programme (CEP) for marketing their product. Over 7000 dealerships and
20,000 retailers across ndia are covered under this model. The company name was
changed from Gujarat Ambuja Cements Limited to Ambuja Cements Limited.
JAYPEE CEMENT

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 ndia.

The group produces special blend of Portland Pozzolana Cement under the brand
name 'Jaypee Cement' (PPC). ts 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.

Keeping pace with the advancements in the T 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 ndia. n the near future, the group plans to
expand its cement capacities via acquisition and Greenfield additions to maximize
economies of scale and build on vision to focus on large size plants from inception.






LAFARGE INDIA



Lafarge ndia is a subsidiary of the French Building Materials major Lafarge. Lafarge is
the world leader in building materials, with top-ranking positions in all of its businesses:
Cement, Aggregates & Concrete and Gypsum. Lafarge entered the ndian market in
1999, with the acquisition of the cement business of Tata Steel. This acquisition was
followed by the purchase of the Raymond Cement facility in 2001.


Lafarge currently has three cement plants in ndia: two integrated plants in the state of
Chhattisgarh and a grinding station in Jharkhand. Total cement production capacity of
Lafarge in the ndian market currently stands at around 5.5 million tons. Lafarge ndia
produces different types of cements like Portland Slag Cement, Portland Pozzolana

Cement. Lafarge Cement is famous all over the world for its premium quality and has
been used to build many landmark buildings globally. The company is a leading cement
player in Eastern ndia. t's brands

Lafarge Cement and Lafarge Concreto Cement enjoy high brand equity here and are
amongst the highest priced brands. Lafarge is committed to the ndian market and has
firmplans to expand its capacity in ndia.


Lafarge cement is available through a large dealer network, throughout eastern ndia- in
the states of West Bengal, Jharkhand, Bihar, Chhattisgarh, Orissa and North-East
States. Lafarge Cement is also available in parts of Madhya Pradesh and Maharashtra
(Vidarbha region), parts of Uttar Pradesh, Andhra Pradesh & National Capital Region.

PROJECT PROFILE

The project entitled "Perception of Trade and Non-trade Segments of
BINANICement in Satna market" revolves around the customer, who is the optimal
decision maker of a firm's future. Since the cement is a core product and used by all
consumers; it is very necessary firm to now about their brand's position and customer
expectations.

Earlier Marketers aimed at satisfying the customer's need but the present day of
Marketing requires something more that is customers delight.

n this era of globalization Company can survive only when he knows the fast of
consumer, which is changing day by day. A company can get an edge other its
competitors in these cutthroat competitions through superior quality, innovations and
better customer responsiveness. Hence this project aims to analyze how a cement
manufacturing company can create value to all its stakeholders to achieve a leading
position in the market.

n order to get competitive advantage in core ndustries, A firm will have to not only
take care of consumers taste but also delight its channel partners, which is its external
resource. Normally it takes years to build, and it not easily changed. t ranks in
importance with key internal resources such as manufacturing, research, engineering
and field sales processional etc.

t represents a significant corporal commitment to a large number of intelligent
companies whose business is distribution and to the particular market they serve. t
represents to a commitment to a set of policies and practices that constitute the basic
fabric on which is woven an extensive of long-term relationship intermediaries smooth
the flow of goods and services. This procedure is necessary in order to bridge the
discrepancy between the assortments of goods and services generated by the producer
and the assortment demanded by the consumer. The discrepancy results from the fact
that manufacturers typically produce a large quality of limited variety of goods, where as
consumers usually desire only a limited quantity of a wide variety of goods. n order to
attain the market share it is necessary to satisfy the channel members. Channel
members are having better knowledge of consumers buying behavior hence their
suggestions regarding the product distributors are of high values.

3.RESEARCH METHODOLOGY

3.1 TitIe of the Study:-
"SALES PROMOTON

3.2 Duration of the Project:-
have been asigned this project as 45 days summer internship training from 18
th
June
to 2
nd
August 2010.

3.3 OBJECTIVE OF STUDY

1. To know the position of BNAN Cement in the trade and non-trade
segment regarding sale in comparison with the other brands.

2. To know the reasons behind the selection of a particular brand.


3. To get suggestions form the trade and non-trade segment in order to improve
the sale as well as level of satisfaction in them.

4. To analyze the market share of BNAN Cement.

5. To know the customers preference for the brands of cement.

6. To know the preference of retailer for sorting different brands of cement.

7. To understand the effectiveness of various sales promotion activities of
cement.
8. To know preference of retailers for different gift and incentives.

9. To analyze the sales promotion activities of various brands.

10. To analyze the transportation facilities for BNAN and other cement
companies.

11. To analyze the frequency of visits of marketing representative of various
companies.

12. Thus my study attempts to find ways to increase market share, to increase
customer satisfaction and thus increase the business prospects.

3.4 TYPE OF RESEARCH
RESEARCH
Research in common parlance refers to a search for knowledge. One can also define
research as a scientific and systematic search for pertinent information on a specific
topic. n fact, research is an act of scientific investigation. The advanced learner's
Dictionary of Current English lays down the meaning of research as "a careful
investigation or inquiry especially through search for new facts in any branch of
knowledge. "A careful investigation or enquiry especially through search for new facts
in any branch of knowledge.
t is an academic activity which contributes to the existing stock of knowledge, making
for its advancement. t comprises of: data collection, observation, comparison,
interpretation and findings. t refers to a systematic method of enunciating the problem.
Thus when we talk about research or research methodology we not only talk about
research method but also consider the logic behind it.

RESEARCH DESIGN
t is a plan of action to be carried out in connection with the research project. t is the
guideline for the researcher to enable him to keep track of his action and to know
weather he was moving in the right direction or not. t is the framework or
plan for a study that is used as guide in collecting and analyzing the data. t is the blue
print that is followed in completing a study. There are various types of research with its
pros and cons. Each is meant for its specific purpose. Hence here in this project, used
the descriptive type of research.
Universe
Since the cement is a core product and being used by all types of consumers, so our
focus for collection data was each and every man who are directly or indirectly involved
with the sale or use of cement such as stockists, dealers, civil engineers, contractors,
individual customers, masons, etc.

3.5 SAMPLE SIZE AND DATA COLLECTION METHOD

SampIe Design
To know the position of BNAN Cement in the trade and non-trade segment
regarding sale in comparison with the other brands on the basis of attributes of cement
has been done. For this purpose, opinion of stockists, dealers, engineers, contractors,
architects and builders (who posses knowledge regarding different brands available in
the market) has been taken. This might be helpful to draw the right picture about the
market scenario. This was convenient in nature because would have to account only
those people who actually require or purchase cement in bulk quantity. The survey is
conducted with the help of questionnaire method and survey is conducted in the Satna
region. Survey of 50 traders and 50 non-traders has been done for the analysis.
Among the responses, accepted 95 responses of the survey and rejected 5 (3 traders
and 2 non-traders) because of incomplete questionnaire. The survey was conducted in

Satna City (Prem Nagar, Pateri Road), Kothi Road, Dhawari, Unchehra, Maihar,
Devendra Nagar, Panna, Nagaud, Xxpur, Kotar, Birxxpur, MadhavGarh, Sajjanpur and
Rampur regions of Ahmedabad area.

Data CoIIection
Every type of research requires two types of data to be collected to reach up to any
conclusion. Primary Data are those data, which are directly obtained from people by
approaching them individually, primary data are generated when the researcher
employing mail questionnaire, telephone surveys, personal interviews, observations and
investigates a particular problem at hand.

For this project primary data was collected from stockists, dealers, engineers,
contractors, architects, masons and builders by using survey method. Data collection
from respondents was carried out with the help of a structured interview schedule. n
this method data was collected from respondents through questionnaires. made a
survey based on the questionnaire, which consist of 13 questions. The mode of survey
was directly contacting the people and recording their response based on well-defined
questions and also through telephone.

Secondary Data, on the other hand, includes those data, which are collected in the past
for other research work and are being used in current project work.

Secondary Data, such as procedures of marketing for cement, marketing conditions,
brief details of M/s BNAN Cement and other competitors, price, quality, and other
strategy and planning, specification in relation to other cement companies, all other
information which can be useful to complete this project, was collected for Sales and
Marketing Department of BNAN Cement. Published Documents of BNAN Cement
and other competitors' cement plants have
also been used for collection of secondary data.

SampIe size TotaI - 44

Sampling units jaipur
Sampling procedure Judgement sampling
Research design Exploratory
Data collection method Survey
Research instrument Questionnaire
Type of questionnaire Structured
Type of question Close and open ended
Area covered Dealers, Retailers and contractor

NATURE OF SURVEY

Objective of my study in this project is the discovery of ideas and thoughts from trade
and non-trade segment and is expIoratory in nature. Hence instead of probability
sampling, a non-probabiIity sampIing procedure has been adopted. Survey was
subjective as well as convenient in nature because have taken into account those
people who are directly related to non-trade segment

Accordingly made a survey based on the questionnaire, which consists of 13
questions. The mode of survey was direct contacting the people and also on telephone
by recording their response about the questions asked.
ASSUMPTIONS MADE

During the project the data regarding the comparison in among different brands on the
basis of market share were required. For collecting those following assumptions are
made-

1. Survey of non-trade segment included engineers, contractors, masons, architects
and builders have been done because it is assumed that only these parties have
adequate knowledge and information regarding cement market situation and they are
able to compare different brands on the basis of attributes of cement.

2. The comparison of different brands was based on retailers' and dealers perception
about these brands because it has been assumed that they are directly in contact with
customers and they can influence the buying decision of end consumer or buyer.

3. The term quality was assumed to be sum total of setting time strength, treatment
color etc. and the opinion was taken in total terms.

4. Delivery promptness, delivery quality and percentage of defective bags of cement
reaches to retailer are taken into account while we were trying to know their perception
about any particular brand on the basis of delivery.

5. Not only the promotional tools uses by company out also advertisement along with
other support provided by marketing team such as payment terms, credit terms,
attention on the feed back on remarks given by retailers are considered while trying to
know about marketing support.

6. n this survey it is assumed that the response provided by respondents is true,
genuine and free from any bias. Results obtained are based only on the opinion of the
respondents.

3.6 SCOPE OF THE STUDY

A big boom has been witnessed in Cement ndustry in resent times. A large number of
new players have entered the market and trying to gain market share in this rapidly
improving market.
The research was carried on in Nimbahera. had been sent at one of the branch of
BNAN CEMENT where completed my Project work. surveyed on my Project Topic
"Price analysis of the various cement Brands on the visiting customers of the
Nimbahera Branch of BNAN CEMENT.

The study will help to know the preferences of the customers, which company, mode of
investment, option for getting return and so on they prefer. This project report may help
the company to make further planning and strategy.

3.7 LIMITATION OF THE STUDY
O Lack of co-operation from the retailers in regard to giving interview.

O t was found in some cases dealers showed inclination towards certain brands
which gave them more margins when compared to others.

O t was experienced during the survey that it was difficult to convince or make the
retailers and dealers understand the important of the project.

O As the retailers and dealers thought that it was unwise for them to give their
details of business as they feared competitors would take advantage.

O Some time the emotional attachment and brand loyalty of respondents prohibited
to give correct information.

O The time constraint faced in the project might have affected the
comprehensiveness of its findings.

4.FACT AND FINDING

Good brands image of BNAN cement in existing market.
Low sales as compared to market potential, which is around 27 % of the total
market.
Birla, Binani and Bangur have maximum market shares viz.
Less advertisement of the product as comp aired to other company.
Lack of self enthusiasm in working patterns of executives.
mproper communication between executives and dealers and other parties.
No facility for removal of companies from the side of dealers / retailers on time.
There is a need of a depot at chittorgarh for timely delivery.
There is a complaint from the side of retailers is that dealers deal customer
directly and sell cement on lower price, due to this customer does not go to
retailers and purchase from dealers. Thus the retailers are not interested to keep
stock of BNANcement.

5. ANALYSIS & INTREPRETATION

OBSERVATION & ANALYSIS

1. Market Position in terms of SaIes:


Jaypee and BNAN Cements have a good market share in Satna region. Here people
are price conscious and even aggressive marketing by Jaypee has allowed it to capture
a large market here.

2. Customer Preference of the Brand:

3. Purchasing frequency and reasons
According to this survey:

a) n summer i.e. March, April, May about 35% of the cement purchase increases. t is
due to good climatic conditions for starting new construction work.
b) n monsoon i.e. from June to August about 30% of the construction work is
decreased due to rains.
c) 35% purchasing of cement is done according to the availability of work and the
purchasing does not depend upon seasons.

Hence attempts need to be done to maximize their sales efforts in summer and launch
heavy marketing during rainy seasons to increase sales. As we know that sales in
cement industry are seasonal, there is a need to launch different marketing campaigns
according to season to target its customers more accurately. BNAN cement can also
launch special variety of cement specifically designed for various seasons. This idea
could motivate more customers to buy BNAN cement.

4. Decision for seIection of brand:
Advertisements- 35%
Contractors, Masons, Engineers advice- 50%
Personal Decision- 5%
Family Referrals, Word of Mouth- 10%

t can be seen that customers give the maximum weightage to the advice of masons,
engineers and contractors. Even Advertisements play a major role in their buying
decisions. Very few people take personal decision while buying cement and family
referrals also effects their selection of a brand. Thus company should make maximum
efforts to attract masons, contractors and also launch innovative advertising campaigns
to attract more customers.

5. AvaiIabiIity of PromotionaI Schemes

From the above data can say that there are abut 32% of respondent who are not
availing any promotional schemes and they are most important for any company to
make them their customer by offering them schemes. ncreasing the reach of

promotional schemes should be done by BNAN cement. Some companies such as

ULTRATECH, ACC send their sales representatives to the construction of the site.
6. Ranking of TechnicaI Promotion activity of BINANI Cement

Most of the respondents gave high ranking to mason meet conducted by BNAN
cement, but complained that company did not conduct ample builders/engineers meet
and also complained that the Technical Sales Executive (T.S.E.) visits are less by the
company.

7. Under the brand promotion re-arrange the importance of the
foIIowing attempts done on deaIer side.

8. PIace these mass pubIicity media on the basis of its importance
under brand Promotion

Wall painting is playing important role in mass publicity; this observation is done by
large amount of customers and is thus given higher priority. News paper advertisement
is in second position and Banner is in third rank in for mass publicity. Hence maximum
priority is to be given for promotional activities.

6.SWOT ANALYSIS

STRENGTH:

1) Marketing team of BNAN Cement is having good relations with its channel
partners hence they are able to understand their problem and provide best possible
support.
2) People ask for bleakness in cement and BNAN Cement has this.
3) BNAN Cement is having best packaging in comparison to other brands.
4) Due to its delivery promptness and effective delivery system BNAN scores
over other brands of cement.


WEAKNESS:

1) The competitors are doing much promotional activity rather than BNAN
that's why it facing more problems in selling of product in the market. Players such as
Jaypee, Maihar, Ultratech and Lafarge are spending heavily in advertising compared to
BNAN Cement.
2) Company is not having the best demand, as it is not perceived as of better
quality than ACC, Ultratech.
3) Company is not having good image in comparison to few leading brands, as
company is not projecting its image through advertisement.
4) Lack of awareness program for consumers. They think BNAN cement
contains more FLYASH.

OPPORTUNITY:

1) Rapid growth is taking place in Bihar and Madhya Pradesh. People are opting
for more stable structures and intensive use of cement is taking place, even government
is spending heavily on infrastructure projects. Thus, this is the right time to fully tap
these markets.
2) As ndian core industry is also growing at rate of nearly 10% per annum,
BNAN cement is having a good future.
3) Foreign direct investment in infrastructure sector going to increase in coming
years, which will increase the demand of cement.
4) Roads are undergoing through the transformation process through which the
traditional method of road building will be replaced by modern concrete roads.

THREATS:

1) Large number of players in cement industry makes it more competitive for
BNAN Cement to carefully price its product and at the same time satisfy its dealers
and customers.
2) Players such as Jaypee Cement, Maihar Cement, and Birla Samrat are eating
up considerable market share of BNAN cement in Satna region.
3) Due to ndia's exponential growth many new international cement companies
are expected in coming years which will bring a tide of change and can start price war.
4) The emergence of small players in this market may increase the competition
and start the malpractices, and heavy discounts to retailers. They can also influence
many retailers by giving better profit margin, and other benefit.

7.CONCLUSION

n this modern era when globalization and liberalization has brought a tide of change
and only those companies can survive, which will ride on it or which will keep them
isolated and let the tide go. No company can be untouched from the storm of change
and the pace of addictiveness will decide its success. The market share of company will
be decided from the value it gives to the customer, the relations it has with its channel
partners and end consumers, the number of innovative products it has in its basket and
its position in consumers mind.

8.RECOMMENDATION AND SUGGESSTION

RECOMMENDATION

1. The company is having quality products but it is unable to harvest it because they
haven't projected their advertisement on quality hence company should project its
image through advertisement. Quality accreditation and awards got by the company can
be projected.

2. Company is having one of the best marketing supports, delivery term and packaging
with which can tap the new opportunity thrown in market buy loss of market share of
ACC, as well as Jaypee.

3. Company should increase its reach hence it should increase its numbers of dealer
and emphasis on retailing has to be done. But company should be careful in doing so
because it may bring dissatisfaction among existing dealers.

4. Company should increase the meets for reference groups like Engineers, Architects,
and Builders & Constructions companies as they play major role in influencing buyers
purchasing decision.

5. Company should give stress on the quality of cement.

6. The reach to the rural market need to be strengthened and transportation to rural
areas need to be strengthened, a significant amount of business is lost because of this.

7. Effective Branding needs to be done. Cement is merely the means to an enda
dream home. The challenge, therefore, is to develop an identity or personality for the
product that consumers can relate to. Hence innovative advertisements should be used
to stand out in the crowd.

SUGGESTION
"Micro-Iending" in RuraI areas:

People in the rural regions of Madhya Pradesh are less affluent. Their inability to
secure credit emerged as a primary obstacle to financing construction projects.
discovered that in these regions communities would conduct lotteries in which a
group of families contribute a specific sum each month to a pool and one lucky
family would win the entire amount at the end of the month. The winnings are
then diverted to purposes such as Weddings and celebration of festivals.

will recommend that working with the local leaders, BNAN Cement should
help community organizers establish similar financing pools in which, instead of
cash, the winners can receive building materials, including cement. n addition,
BNAN Cement can provide construction advice and blueprints to the winners.

Hence this program can be aimed to these potential customers by appealing to
their aspirations and thus provide them psychological satisfaction through
financial benefits. This program can create loyal customers and will enhance the
image of the company.

"RetaiIing" in Urban Areas:

BNAN Cement can strengthen its hold over distribution, by its foray into
retailing. t can increase cement usage in these areas by providing building
solutions to retail consumers. t can thus open company- owned retail outlets.

The company can tap the segment where customers are keener to build their
homes rather than buy a pre-built flat. This is evident in Tier cities and smaller
towns. As Bihar and M.P. have no major metropolitan cities, this concept can
work well here. Here flat culture isn't popular and individuals still build their
homes through local contractors and laborers.

9.APPENDIX


QUESTIONNAIRE:

Name: .......................

Name of the Business (in case of stockist/dealer): ........

Address: ......................

Contact Details: Ph. ..... Mob: ..... Fax: ....

E - mail: ............

Category: Contractors/Engineers/Builders/nstitutions

1. Name the Brand of Cement you sell:
a. Jaypee Buland
b. Birla Gold
c. ACC
d. BNAN Champion
e. Birla Samrat
f. Ultratech


2. Which Brand do you prefer?
a. Jaypee Buland
b. Birla Gold
c. ACC

d. BNAN Champion
e. Birla Samrat
f. Ultratech

3. s your decision influence by anyone?
o Yes
o No

4. f yes then by whom?
Engineers or Architects
Masons
Advertisements
Personal Discussion
Contractors
Brand mage of the company


5. Name the different promotion schemes offered by different companies known to you


6. Under the brand promotion Re-arrange the importance of the following attempts done
on dealer side?
a. Dealer meet
b. Sub-Dealer meet
c. Gift item
d. Foreign tour
e. Van program
f. New year Calendar and Dairy

7. Rate the following attempts done for mass publicity on the basis of its importance
under the brand promotions.
a. Hording
b. Wall panting
c. TV advertisement
d. News paper Advertisement
e. Radio advertisement
f. Hoarding and Banner

8. Do you get any technical assistance from any company? f Yes, How?

9. What according to you the company does to increase its sales in this segment?

10. During which month/period your purchasing is
Maximum, Reason?
Minimum, Reason?

11. Do you have any complaint with any company?
o Yes
o No


12. Are you satisfied with the service given by the company regarding complaint
resolution?
o Yes
o No

13. How a cement company can improve the level of satisfaction of you? Please
explain.
Thank you for your support...

10.BIBILOGRAPHY

REFERENCES
Sources of On-Iine JournaIs and Write ups:

1. www.articlenext.com
2. www.capitaline.com
3. www.BNAN cement.com
4. www.economywatch.com
5. www.globusz.com
6. www.ibef.org
7. www.mospi.nic.in
8. www.rbi.org.in
9. www.researchandmarkets.com


Books Referred:
Philip Kotler, Kevin Keller, Abraham Koshy and Mithileshwar Jha, "Marketing
Management, twelfth edition, published by Pearson Prentice Hall (year 2007)
Naresh Malhotra, "Marketing Research

1itendra
Virahyas

]v!RAHYAS@CNA!L.CON