Study on Brand Awareness of

Sankar Cements in Tirunelveli

SUBMITTED BY UNDER THE GUIDANCE OF

R.SELVAKUMAR MR.D.DEEKSHITH
ROLL:30 ASST PROF.
S4 MBAFACULTY OF MANAGEMENT STUDIES
INTRODUCTION
 The ultimate goal of most businesses is to increase
sales & income.
 Ideally you want to attract new customers to your
products & encourage repeat purchases.
 Creating brand awareness is one of the key steps in
promoting a product.
 Brand awareness is a significant way of promoting
commodity related products.
 Brand awareness is a marketing concept that enables
marketers to quantify levels & trends in consumer
knowledge & awareness of a brand’s existence.
OBJECTIVE OF THE STUDY

 To identify the factors that influence the brand

awareness of various cement brands to the firm
 To find out the brand preference of the cement
retailers to the firm
 To give suggestion to improve the brand awareness of
the firm
SCOPE OF THE STUDY

 Identify problems in brand awareness like brand

popularity,low advertisement,product quality,create
lover brand awareness.
 In this study the researcher has to finds out brand
awareness have a wide scope , because this will
increase sales to the company & promote the product
in India cements for developing brand awareness.
INDUSTRY PROFILE
 GLOBAL SCENARIO : Joseph aspdin took out a patent in 1824 for
“Portland cement” a materials he produced by firing finely
ground clay & limestone until the limestone was calcined.
 A few year later, in 1845, Isaac Johnson made the first modern
Portland cement by firing a mixture of chalk & clay at much
higher tem , similar to those used today .
 Top cement producing countries in the world: china,India,US,Iran
 Global cement market segmentation: Hydraulic cement, ordinary
Portland cement, cement clinkers, white cements, Aluminous
cement, Geo polymer cement,others…
 BASED ON END USER : Residential, commercial, Industrial.
 BASED ON GEOGRAPHY: North America, latin America, Europe,
Asia pacific, Middle east & Africa cement market .
 INDIAN SCENARIO: Firstly in 1889 a Kolkata based
company started manuf cement from argillaceous.
 Early 1900’s india cement company ltd was
establisted in 1914 in porbandar with a capacity of
10,000 tons & production of 1000 tons installed.
 In 1927, concreate association of india was
estabilisted to create public awareness on the utility of
cement as well as to propagate cement consumption .
 In the year 1956 in ICI saw the price & distribution
control system .
 Later GVT Authorized new manuf units to put a higher
price tag for their products in the yr 1977.
 In 1982 GVT of india intro a quota system to give
impetus to the cements industry.
 STATE SCENARIO: India is the 2’nd largest producer of
cement in the world
 India cement industry is avital part of its economy
providing employment to more than a Millon people
directly or indirectly
 Since it was deregulated in 1982 the ICI has attracted
huge investment both from indian as well as foreign
investors
 In india the plant was set up in 1904 .then the
production of cement industry occupies an important
position .
 In 1934 ACC est madukkarai with capacity 1.08 M /A. In
1939 dalmia est plant dalmiapuram cc 400 tons/ day
.IN 1949 ICL est units sankarnagar cc 2.05m ton/A
COMPANY PROFILE
 The ICL is a cement manu company based in india .the
company was incorporated in 21 Feb 1946 .
 The 1’st plant was set up at sankarnager in TN in 1949
 The company was founded by two mans ,Late Shri
S.N.N. Sankaralinga Iyer & Late Shri
T.N.Narayanaswami .
 The 2’nd world war was over & political freedom was
round the corner .
 From a two plant company having a cc of just 1.3 M
tons in 1989 ,IC has robustly grown in the last two
decades to a total cc of 15.5 M tons/ A.
 SUBSIDIARY COMPANIES OF ICL : ICL Securities Ltd, ICL
International Ltd, ICL Financial Services, coromandel
REVIEW OF LITERATURE
 KELLER,K.L.(1993),:Brand awareness is the first &
prerequisite dimension of the entire brand knowledge
system in consumers minds,reflecting their ability to
idendity the brand under diff conditions:the likelihood
that a brand name will come to mind & the case with
which it does so (keller,1993).

 KELVIN LANE KELLER,(2000):Marketing management,

says that brand awareness is important that
consumers recall the amt in the context of a given
specific product category.

 PATROSANJOY & SANJEEV (2011): Varshency says that,

SPECIAL CONCEPT
 BRAND AWARENESS : It can be defined as “The
likelihood that consumer recognize the existence &
availability of a company’s product or service.
Creating brand awareness is one of the key steps in
promoting a product”.

 BRAND RECOGNITION: It is the extent to which a

brand is recognized for stated brand attributes , parts,
offering ,or communications .in some cases brand
recognition is defined as aided recall & as a subset
recall .

 BRAND RECALL: It is the extent to which a brand name

is recalled as a member of a brand product or service
FINDINGS

 The age group of above 31-40 has the high degree of

awareness about the firm
 The uneducated people have more preference than any
other levels of educated people
 For the survey the male respontence high for the
female respontence.
 Ramco cement is the highly sales compare other
cements
 Brand image,Price & quality base purchased to the
customer.
SUGGESTIONS

 Gives more attention on advertisements actives through media

by celebrities, which can bring better awareness among peoples.
 Give more concentrate on news coverage areas.
 Promotionals things provide to customers
 Always availability of product in near by areas
 Provide to the free delivery charges to the customer
CONCLUSION

 Concluding the research report with summary of finding and

main highlights regarding the significance of problem faced in the
india cemenes ltd and providing possible suggestions to improve
brand awareness .building brand awareness essential for building
brand equity.create brand awareness is importance to create
reliable brand image ,slogans and taglines.
THANKYOU