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APROJECT REPORT
ON
ROLE, EFFECT AND OUTPUT OF ADVERTISINGAND SALES PROMOTION ON CEMENT SALES
KJS CEMENT LTD.
Submitted For the Partial FulfillmentOf Master Of Business Administration From
Barkatullah University, Bhopal
SUBMITTED TO:Professor X
SUBMITTED BY:RAHUL GUPTA
MBA III SEMESTER
INSTITUTE OF PROFESSIONAL EDUCATION ANDRESEARCH
BARKATULLAH UNIVERSITY, BHOPAL YEAR - 2013
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PREFACE
The successful completion of this training was a unique experience for me
because by visiting many places and interacting with various persons, I achieveda better knowledge about the topic.
The experience, which I gained by doing this training, was essential at this
turning point of my career.
This training report is being submitted which contains detailed analysis of the
research undertaken by me.
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ACKNOWLEDGEMENT
I would like to express my deep sense of gratitude to the respectable guide
distinguished personalities for their precious suggestions and encouragement
during the training.
The experience which is gained by me during this training is essential for me at
this turning point of my career.
I am thankful to Professor X, for his kind guidance, support and supervision.
Last but not the least I would like to thank company officials, my friends & family
members for their constant support.
RAHUL GUPTA
MBA (III SEMESTER)
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DECLARATION
I RAHUL GUPTA hereby declare that the following summer training report titled
“ROLE, EFFECT AND OUTPUT OF ADVERTISING AND SALES PROMOTIONON CEMENT SALES KJS CEMENT LTD.” is my original authentic work.
The training report was undertaken as a part of the course curriculum of MBA
programme, Barkatullah University, Bhopal. This has not been submitted to any
other examination body earlier.
Date : Signature
Place : Bhopal RAHUL GUPTA
MBA (III SEMESTER)
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CONTENTS
Chapter No. Title Page No.
CHAPTER - I CONCEPTUAL OVERVIEW
CHAPTER – II RESEARCH METHODOLOGY
• OBJECTIVES OF THE STUDY
• RESEARCH METHODOLOGY
• TOOLS OF ANALYSIS
• LIMITATIONS OF THE STUDY
CHAPTER – III THEORETICAL BACKGROUNDCHAPTER – IV COMPANY PROFILE
CHAPTER – V DATA ANALYSIS & INTERPRETATION
CHAPTER – VI FINDINGS
CHAPTER – VII CONCLUSION & SUGGESTIONS
BIBLIOGRAPHY
ANNEXURE
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CHAPTER – I
CONCEPTUAL
OVERVIEW
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CONCEPTUAL OVERVIEW
Another one of the 4P's is 'promotion'. This includes all of the tools available to
the marketer for 'marketing communication'. As with Neil H.Borden's marketing
mix, marketing communications has its own 'promotions mix.' Think of it like a
cake mix, the basic ingredients are always the same. However if you vary the
amounts of one of the ingredients, the final outcome is different. It is the same
with promotions. You can 'integrate' different aspects of the promotions mix to
deliver a unique campaign.
The elements of the promotions mix are:
• Personal Selling.
• Sales Promotion.
• Public Relations.
• Direct Mail.
• Trade Fairs and Exhibitions.
• Advertising.
• Sponsorship.
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The elements of the promotions mix are integrated to form a coherent campaign.
As with all forms of communication. The message from the marketer follows the
'communications process' as illustrated above. For example, a radio advert is made
for a car manufacturer. The car manufacturer (sender) pays for a specific advertwith contains a message specific to a target audience (encoding). It is transmitted
during a set of commercials from a radio station (Message / media).
The message is decoded by a car radio (decoding) and the target consumer
interprets the message (receiver). He or she might visit a dealership or seek further
information from a web site (Response). The consumer might buy a car or express
an interest or dislike (feedback). This information will inform future elements of
an integrated promotional campaign. Perhaps a direct mail campaign would push
the consumer to the point of purchase. Noise represent the thousand of marketing
communications that a consumer is exposed to everyday, all competing for
attention.
The Promotions Mix.
Let us look at the individual components of the promotions mix in more detail.
Remember all of the elements are 'integrated' to form a specific communications
campaign.
1. Personal Selling.
Personal Selling is an effective way to manage personal customer relationships.
The sales person acts on behalf of the organization. They tend to be well trained in
the approaches and techniques of personal selling. However sales people are very
expensive and should only be used where there is a genuine return on investment.
For example salesmen are often used to sell cars or home improvements where the
margin is high.
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2. Sales Promotion.
Sales promotion tend to be thought of as being all promotions apart from
advertising, personal selling, and public relations. For example the BOGOF
promotion, or Buy One Get One Free. Others include couponing, money-off promotions, competitions, free accessories (such as free blades with a new razor),
introductory offers (such as buy digital TV and get free installation), and so on.
Each sales promotion should be carefully costed and compared with the next best
alternative.
3. Public Relations (PR).
Public Relations is defined as 'the deliberate, planned and sustained effort to
establish and maintain mutual understanding between an organization and its
publics' (Institute of Public Relations). It is relatively cheap, but certainly not
cheap. Successful strategies tend to be long-term and plan for all eventualities. All
airlines exploit PR; just watch what happens when there is a disaster. The pre-
planned PR machine clicks in very quickly with a very effective rehearsed plan.
4. Direct Mail.
Direct mail is very highly focussed upon targeting consumers based upon a
database. As with all marketing, the potential consumer is 'defined' based upon a
series of attributes and similarities. Creative agencies work with marketers to
design a highly focussed communication in the form of a mailing. The mail is sent
out to the potential consumers and responses are carefully monitored. For
example, if you are marketing medical text books, you would use a database of
doctors' surgeries as the basis of your mail shot.
5. Trade Fairs and Exhibitions.
Such approaches are very good for making new contacts and renewing old ones.
Companies will seldom sell much at such events. The purpose is to increase
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awareness and to encourage trial. They offer the opportunity for companies to
meet with both the trade and the consumer. Expo has recently finish in Germany
with the next one planned for Japan in 2005, despite a recent decline in interest in
such events.
6. Advertising.
Advertising is a 'paid for' communication. It is used to develop attitudes, create
awareness, and transmit information in order to gain a response from the target
market. There are many advertising 'media' such as newspapers (local, national,
free, trade), magazines and journals, television (local, national, terrestrial, satellite)
cinema, outdoor advertising (such as posters, bus sides).
7. Sponsorship.
Sponsorship is where an organization pays to be associated with a particular event,
cause or image. Companies will sponsor sports events such as the Olympics or
Formula One. The attributes of the event are then associated with the sponsoring
organization.
The elements of the promotional mix are then integrated to form a unique, but
coherent campaign.
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CHAPTER - II
RESEARCH
METHODOLOGY
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RESEARCH METHODOLOGY
OBJECTIVES OF THE STUDY
• Role, effect and output of Advertising and Sales Promotion on Cement
Sales KIS Cement Ltd.
• To analyze the retailers view towards Advertisement and Sales Promotion
activities of KJS CEMENT.
• To know the schemes and factors influencing the retailers to promote
Products of KJS CEMENT.
RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve the research problem.
When we talk to research methodology we not only talk of research methods but
also consider the logic behind the method we use in the context of our research
results are capable of being evaluated either by researcher himself or by other.
The purpose of this section is to describe the methodology carried out to complete
the work. The methodology plays a dominant role in any research work. The
effectiveness of any research work depends upon the correctness and effectiveness
of the research methodology.
This section deals with research design used, data collection, methods used and
sam pling methods used.
RESEARCH DESIGN
A research design specifies the methods and procedures for conducting a
particular research.
I have chosen descriptive research design for my study because I am interested in
analyzing the sales promotion strategies of the company.
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To accomplish the predefined objectives of the research, descriptive research
design is used to collect the require information from the sources. It’s a fact
finding approach generalizing a cross sectional study of the present situation.
DESIGNING THE QUESTIONNAIRE
Structured questionnaires and observation method have been used to conduct the
research.
SAMPLE DESIGN
This project is special in nature and therefore method used for sample technique in
convenient sampling method.
SAMPLE SIZE
50 retailers.
TOOLS OF ANALYSIS
I have used Structured Questionnaire Method. Some of the software’s used for
making this project will be Ms Word and Ms Excel. The Data collected is shownthrough Graphs and Pie Charts.
DATA COLLECTION
Primary Data Sources:
Through interaction with retailers and customers with the help of questionnaire.
Secondary data sources:
Journals, Magazine Brochures,Website of the company.
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LIMITATIONS
• 50 retailers cannot be treated as whole population.
• Inspite of Precautions taken there are certain procedural and technical
limitations.
• Secondary data collected may not be accurate.
• Respondents were limited and cannot be treated as whole population
• Resource was limited.
• Due to lack of time retailers are not willing to give proper response.
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CHAPTER - III
THEORETICAL
BACKGROUND
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THEORETICAL OVERVIEW
SALES PROMOTION
Sales promotion is one of the four aspects of promotional mix. (The other three
parts of the promotional mix are advertising, personal selling, and publicity/public
relations.) Media and non-media marketing communication are employed for a
pre-determined, limited time to increase consumer demand, stimulate market
demand or improve product availability. Examples include:
• contests
• point of purchase displays
• rebate (marketing)
• free travel, such as free flights
Sales promotions can be directed at either the customer, sales staff, or distribution
channel members (such as retailers). Sales promotions targeted at the consumer
are called consumer sales promotions. Sales promotions targeted at retailers and
wholesale are called trade sales promotions. Some sale promotions, particularly
ones with unusual methods, are considered gimmick by many.
Consumer sales promotion techniques
• Price deal: A temporary reduction in the price, such as happy hour
• Loyal Reward Program: Consumers collect points, miles, or credits for
purchases and redeem them for rewards. Two famous examples are Pepsi Stuff
and AAdvantage.
• Cents-off deal: Offers a brand at a lower price. Price reduction may be a
percentage marked on the package.
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• Price-pack deal: The packaging offers a consumer a certain percentage more of
the product for the same price (for example, 25 percent extra).
• Coupons: coupons have become a standard mechanism for sales promotions.
• Loss leader: the price of a popular product is temporarily reduced in order to
stimulate other profitable sales
• Free-standing insert (FSI): A coupon booklet is inserted into the local
newspaper for delivery.
• On-shelf couponing: Coupons are present at the shelf where the product is
available.
• Checkout dispensers: On checkout the customer is given a coupon based on
products purchased.
• On-line couponing: Coupons are available on line. Consumers print them out
and take them to the store.
• Mobile couponing: Coupons are available on a mobile phone. Consumers show
the offer on a mobile phone to a salesperson for redemption.
• Online interactive promotion game: Consumers play an interactive game
associated with the promoted product. See an example of the Interactive
Internet Ad for tomato ketchup.
Trade sales promotion techniques
• Trade allowances: short term incentive offered to induce a retailer to stock up
on a product.
• Dealer loader: An incentive given to induce a retailer to purchase and display a
product.
• Trade contest: A contest to reward retailers that sell the most product.
• Point-of-purchase displays: Extra sales tools given to retailers to boost sales.
• Training programs: dealer employees are trained in selling the product.
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• Push money: also known as "spiffs". An extra commission paid to retail
employees to push products.
• Trade discounts (also called functional discounts): These are payments to
distribution channel members for performing some function .
Need for Product Promotion
• To introduce a new product in the market.
• To influence the public with the help of new uses of the product.
• To increase the frequency of purchase by each buyer.
• To encourage dealers to stock more goods.
• To withstand in the competitive field.
• To increase the sales by imparting special training to salesmen and by window
display.
Effects of Promotion
• The present day market is very competitive due to the large number of rivals
and substitutes. With the help of promotion producer must create product
differentiation in the minds of consumers.
• Promotion is very essential to communicate the use of the product and the
nature of the product to consumers and middlemen
• Nowadays most of the consumers market their products in wider area and the
consumers are also very large in number. In such cases personal selling alone
cannot be used and so all the steps for promotion are to be followed.
• During the periods of depression it is essential to maintain at least some
minimum market. Therefore it is very essential to use promotion.
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ADVERTISING
Advertising is an important tool of promotion. . Advertisement is a non-personal
presentation of an idea or a product (where as personal selling or salesmanship
help in personal promotional.) Advertisement supplements personal selling to agreat extent. Advertising has, acquired great importance in the modern India
characterized by tough competition in the market and fast changes in technology,
and fashion and taste customers. In this chapter, we shall study the nature,
functions and media of advertisement used by modern business firms.
Advertising is used for communicating business information to the present and
prospective customers. It usually provides information about the advertising firm,
its product qualities, place of availability of its products, etc. Advertisement is
indispensable for both the sellers and the buyers. However, it is more important
for the sellers. In the modern age of large scale production, producers cannot think
of pushing sale of their products without advertising them.
What is advertising
Advertising is the dissemination of information concerning an idea, product. or
service to induce action in accordance with the intent of the advertiser. According
to William J. Stanton, "Advertising consists of all the activities involved in
presenting to an audience a non-personal, sponsor-identified, paid-for message
about a product or organization.”
Advertising is any paid form of non-persona: presentation and promotion of ideas,
goods or services of an identified spocsor. The message which is presented or
disseminated is known as ‘advertisement'.
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Features of Advertising
American Marketing Association has defined advertising as "any paid form of
non-personal presentation and promotion of ideas goods and services of an
identified sponsor". This definition reveals the following features of advertising:
1. It is a paid form of communication. Advertisements appear in newspapers,
magazines, television or cinema screens because the advertiser has purchased
some space or time to communicate information to the prospective customers.
2. It is non-personal presentation of message. There is no face-to-face direct
contact with the customers. That is why, it is described as non-personal
salesmanship. It; is a non-personal form of presenting products and promoting
ideas and is complementary to personal selling. It simplifies the task of sales-force
by creating awareness in the minds of potential customers
3. The purpose of advertising is to promote idea about the products and service,
of a business. It is directed towards increasing the sale of the products and services
of a business unit.
4. Advertisement a issued by an identified sponsor Non disclosure of the name
of the sponsor in propaganda may lead to distortion, deception and manipulation.
Advertisement should disclose or identify the sources of opinions and ideas it
presents.
FUNCTIONS OF ADVERTISING
Advertising has become an essential marketing activity in the modern era of large
scale production and serve competition in the market. It performs the following
functions:
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1. Promotion of Sales. It promotes the sale of goods and services by informing
and persuading the people to buy them. A good advertising campaign helps in
winning new customers both in the national as well as in the international markets.
2. Introduction of New Product. It helps the introduction of new products in the
market. A business enterprise can introduce itself and its product to the public
through advertising. A new enterprise can't make an impact on the prospective
customers without the help of advertising. Advertising enables quick publicity in
the market.
3. Creation of Good Public Image. It builds up the reputation of the advertiser.
Advertising enables a business firm to communicate its achievements in an effort
to satisfy the customers' needs. This increases the goodwill and reputation of the
firm which is necessary to fight against competition in the market.
4. Mass Production. Advertising facilitates large-scale production. Advertising
encourages production of goods in large-scale because the business firm knows
that it will be able to sell on large-scale with the help of advertising. Mass
production reduces the cost of production per unit by the economical use of
various factors of production.
5: Research. Advertising stimulates research and development activities.
Advertising has become a competitive marketing activity. Every firm tries to
differentiate its product from the substitutes available in the market through
advertising. This compels every business firm to do more and more research to
find new products and their new uses. If a firm does not engage in research and
development activities, it will be out of the market in the near future.
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6. Education of People. Advertising educate the people about new products and
their uses. Advertising message about the utility of a product enables the people to
widen their knowledge. It is advertising which has helped people in adopting new
ways of life and giving-up old habits. It has contributed a lot towards the betterment of the standard of living of the society.
7 Support to Press. Advertising provides an important source of revenue to the
publishers and magazines. It enables to increase the circulation of their publication
by selling them at lower rates. People are also benefited because they get
publications at cheaper rates. Advertising is also a source of revenue for TV
network. For instance, Doordarshan and ZeeTV insert ads before, in between and
after various programmes and earn millions of rupees through ads. Such income
could be used for increasing the quality of programmes and extending coverage.
SIGNIFICANCE OF ADVERTISING
Advertising helps in spreading information about the advertising firm, its products,
qualities and place of availability of its products, and so on. It helps to create a
non-personal link between the advertiser and the receiver of the message. The
significance of advertising has increased in the modern era of large scale
production and tough competition in the market. Advertising is needed not only by
the manufacturers and traders but also for the customers and the society. The
benefits of advertising to different parties are discussed in the following
paragraphs.
BENEFITS TO MANUFACTURERS AND TRADERS
It pays to advertise. Advertising has become indispensable for the manufacturers
and distributors because of the following advantages:
(i) Advertising helps in introducing new products. A business enterprise can
introduce itself and its products to the public through advertising.
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(ii) It can create new taste among the public and stimulate them to I purchase the
new product through effective advertisement.
(iii) Advertising assists to increase the sale of existing products by entering into
new markets and attracting new customers.(iv) Advertising helps create steady demand of the products. For instance, a drink
may be advertised 'during summer as a product necessary to fight tiredness caused
by heat and during winter as an essential thing to resist cold.
(v) Advertising help in meeting the forces of competition in the market-place. If a
product is not advertised continuously, the competitors may snatch its market
through increased advertisementments. Therefore, in certain cases, advertising is a
necessity to remain in the market and remind the customer as done by soft drink
companies.
(vi)Advertising is used to increase the goodwill of firm by promising good quality
to the customers.
(uii) Advertisements increase the morale of the employees of the firm. The
salesmen feel happier because their task becomes easier if the product is
advertised and known to the public
(viii). Advertising facilitates direct distribution of the product through the retailers.
Retailers are encouraged to purchase and sell the advertised products.
BENEFITS TO CUSTOMERS
Advertising offers the following advantages to customers
(i)Advertising helps the customers to know the existence of various products and
their prices. They can choose from the various brands to satisfy their wants. Thus
they cannot be exploited by the sellers.
(ii) Advertising educates the people about new products and their diverse uses.
(iii) Advertising increased the utility of products for many people adds to the
amount of satisfaction which they are already enjoying.
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(iv) Advertising induces the manufacturers to improve the quality of their products
through research and development This ensures supply of the products of better
quality to the consumers
BENEFITS TO SOCIETY
The society at large is also benefited because of advertisement:
(i) Advertising provides employment to persons engaged in writing, designing and
issuing advertisements. Increase in employment brings additional income with the
people which stimulates more demand. Employment is further generated to meet
the increased demand.
(ii) Advertising promotes the standard of living of the people by increasing the
variety and quality in consumption as a result of sustained research and
development activities by the manufacturers.
Advertising educates the people about the various uses of different products and
this increases their knowledge. Advertising also helps in finding customers in the
international market which is essential for earning foreign exchange.
Advertising sustains the press, and other media. It provides, all important source
of income to the press, radio and television network. The customers are also
benefited because they get newspapers and magazines at cheaper rate. The
publishers of newspapers and magazine; are benefited because of increased
circulation of their publication;. Lastly advertising also encourages commercial
art.
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CHAPTER - IV
COMPANY PROFILE
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COMPANY PROFILE
THE GROUP
KJS Cements Ltd. has been promoted by Kamal Group of Industries under the
leadership of Shri. Kamaljeet Singh Ahluwalia, Shri. Pawan Kumar Ahluwalia and
Shri Prashant Ahluwalia. The group initially started with mining operations and
thereafter diversified to Iron & Steel, Power, Media (Sadhna News Channel) etc.
The group is further envisaging entering into the sectors of Telecommunications,
Infrastructure development such as Housing, Hotels, Commercial space
development etc., financial services, Logistic & Transportation.
KJS CEMENT LTD. – THE COMPANY
Diwan Lime Company was incorporated in 1983 and was into the business of
extracting limestone since then. Our promoters looking at the future prospects and
no dearth of proven quality of limestone in the area decided to change and role
over the name KJS Cement Ltd. in 2007 to put up an integrated 2.27million ton
cement plant.
The Present project is for setting up a Greenfield integrated 2.27million ton per
annum, Cement plant at Maihar, Distt. Satna (Madhya Pradesh) along with captive
power plant of 27 MW. The envisaged product mix is 10% Ordinary Portland
Cement (OPC) and 90% Pozzolana Portland Cement (PPC) grade of Cement. The
limestone mines are adjacent to the plant which is sufficient enough to cater the
need for next 50years.
Timely mobilization of resources has not only facilitated the process of achieving
targets but also round the clock working ensures the successful completion of the
plant ahead of the schedule. The team of professional executives which is best of
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talent available in the industry is at project site and is fully competent to take up
the challenge and their assignments under the continuous guidance of Shri Pawan
Kumar Ahluwalia, the Managing Director of the company who is always prepared
for their hand holding in case of any difficulty and keep the team fully motivatedwith his continued support. He virtually has become the part and partial of the
team..
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KEY FACTS
Date of Incorporation
19.05.1983
Constitution
Limited Company
Industry
“2.27million Ton Greenfield Integrated Cement Plant with 27MW Captive Power
Plant”
Registered Office:
GROUND FLOOR, UNIT NO-005, COPIA CORPORATE
SUITES, JASOLA, New Delhi-110044
Works:
RAJNAGAR, TEHSIL-MAIHAR, DISTRICT SATNA,
MADHYA PRADESH-485771
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PRODUCT
An integrated 2.27 Million Ton Cement Plant with 27MW captive power plant
(And the pictorial representation of Cement, Clinker & Power should appear).
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BUSINESS
1. Mining of iron ore, manganese and limestone.
2. Iron & Steel plant with Captive Power Plants.
3. Real Estate Business, Hospitality (Entered in MoU with Hayat Andaz) and
Manufacturing of other building materials.
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CHAPTER - II
DATA ANALYSIS
& INTERPRETATION
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DATA ANALYSIS & INTERPRETATION
RETAILERS SURVEY
Q1. Are you selling KJS CEMENT?
Options Percentage of RespondentsYes 92
No 8
0
10
20
30
40
50
60
70
80
90
100
Yes No
Options
P e r c e n t a g e o f R e s p
o n d e n t s
Interpretation:
92% of the respondents are selling KJS CEMENT and 8% of the respondents say
that they are not selling KJS CEMENT.
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Q2. Reason for Selling KJS CEMENT ?
Options Percentage of Respondents
Margin 20
Promotional Schemes 22
Demand 36Dealer relationship 6
Credit Policy 12
Other Reasons 4
0
5
10
15
20
25
30
35
40
Margin Promotional
Schemes
Demand Dealer
relationship
Credit Policy Other
Reasons
Options
P e r c e n t a g e o f R e s p o n d e n t s
Interpretation:
20% of the respondents are selling KJS CEMENT because of margin, 22% of the
respondents say that respondents are selling KJS CEMENT because of
Promotional Schemes, 36% of the respondents say that they are selling KJS
CEMENT because of Demand, 6% of the respondents are selling KJS CEMENT
because of Dealer Relationship, 12% of the respondents are selling KJS CEMENT
because of Credit Policy.
Q3. Reason for not selling KJS CEMENT?
Options Percentage of Respondents
Credit Policy 6
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Promotional Material Not Supplied on Time 10
Schemes are not conveyed on time 16
Supply of product is not proper 22
Don’t Wish To Specify 46
0
510
15
20
25
30
35
40
45
50
Credit Policy Promotional
Material Not
Supplied on
Time
Schemes are
not conveyed on
time
Supply of
product is not
proper
Don’t Wish To
Specify
Options
P
e r c e n t a g e o f R e s p o n d e n t s
Interpretation:
46% of the respondents have not specified the reason for not selling KJS
CEMENT, 6% of the respondents say that they are not selling KJS CEMENT
because of Credit Policy, 10% of the respondents are not selling KJS CEMENT
because promotional material is not supplied on time, 16% of the respondents are
not selling KJS CEMENT because schemes are not conveyed on time.
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Q4. Which type of promotional activities attract customers?
Options Percentage of Respondents
Discounts 34
Extra Offer 22
1+1 Offer 24Advertisements 16
0
5
10
15
20
25
30
35
40
Discounts Extra Offer 1+1 Offer Advertisements
Options
P e r c e n t a g e o f
R e s p o n d e n t s
Interpretation:
Most of the respondents say that customers want discounts, 22% of the
respondents say that customers are attracted towards extra offer for example 10%
extra or 20% extra, 24% of the respondents say that customers are attracted
towards 1+1 offer and 16% of the respondents say that customers are attracted
towards advertisements.
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Q5. Do you think advertisement motivates people to use a particular product?
Options Percentage of Respondents
Yes 68
No 32
0
10
20
30
40
50
60
70
80
Yes No
Interpretation:
68% of the respondents say that advertisement motivates people to use a particular
Product.
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Q6. Which medium of advertisement attracts more customers?
Options Percentage of Respondents
Radio 24
Television 36
Hoardings 20Others 20
0
5
10
15
20
25
30
35
40
Radio Television Hoardings Others
Interpretation:
Most of the respondents say that television advertisement attract more number of
customers.
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Q7. Rate the message in the advertisement of KJS CEMENT?
Options Percentage of Respondents
Good 44
Average 40
Poor 16
0
5
10
15
20
25
30
35
40
45
50
Good Average Poor
Interpretation:
Most of the respondents say that Message of KJS CEMENT advertisement is
good, 40% of the respondents have rated the message of advertisement as average.
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Q8. Rate the Attractiveness of the advertisement of KJS CEMENT?
Options Percentage of Respondents
Very Attractive 88
Less Attractive 10
Not at All Attractive 2
0
10
20
30
40
50
60
70
80
90
100
Very Attractive Less At tractive Not at All Attractive
Interpretation:
88% of the respondents say that advertisement of KJS CEMENT is attractive, 10%
of the respondents say that advertisement of KJS CEMENT is less attractive.
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Q9. Rate the Quality as per the advertisement of KJS CEMENT?
Options Percentage of Respondents
Highly Satisfactory 38
Satisfactory 56
Averagely Satisfactory 4Dissatisfactory 2
Highly Dissatisfactory 0
0
10
20
30
40
50
60
Highly
Satisfactory
Satisfactory Averagely
Satisfactory
Dissatisfactory Highly
Dissatisfactory
Interpretation:
Quality of KJS CEMENT Clothing is satisfactory as per the advertisement.
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Q10. Do you think Sales of KJS CEMENT increased due to the advertisement ?
Options Percentage of Respondents
Yes 88
No 12
0
10
20
30
40
50
60
70
80
90
100
Yes No
Interpretation:
Most of the respondents say that sales of KJS CEMENT increased due to
advertisement.
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Q11. Does the company provides you promotional materials ?
Options Percentage of Respondents
Yes 78
No 22
0
10
20
30
40
50
60
70
80
90
Yes No
Options
P e r c e n t a g e o f R e s p o n d e n t s
Interpretation:
78% of the respondents say that company provides promotional material and 22%
of the respondents say that company do not provide promotional
material.Company is providing Leaflets, Displays and Hoardings to the retailers.
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Q12. How do you rate the promotional offers of the company?
Options Percentage of Respondents
Good 58
Average 32
Poor 10
0
10
20
30
40
50
60
70
Good Average Poor
Options
P e r c e n t a g e
o f R e s p o n d e n t s
Interpretation:
58% of the respondents are satisfied with the promotional offers of the company
and 32% of the respondents are averagely satisfied with the promotional offers of
the company.
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Q13. How do you rate the customer schemes of the company?
Options Percentage of Respondents
Good 46
Average 32
Poor 22
0
5
10
15
20
25
30
35
40
45
50
Good Average Poor
Options
P e r c e n t a g e
o f R e s p o n d e n t s
Interpretation:
46% of the respondents say that customer schemes offered by the company is
good, 32% of the respondents say that customer schemes offered by the company
is average and 22% of the respondents are not satisfied with the schemes offered
by the company.
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Q14 How do you rate the credit policy of the company?
Options Percentage of Respondents
Good 42
Average 36
Poor 22
0
5
10
15
20
25
30
35
40
45
Good Average Poor
Options
P e r c e n t a g e
o f R e s p o n d e n t s
Interpretation:
42% of the respondents say that credit policy of the company is good, 36% of the
respondents say that credit policy of the company is average and 22% of the
respondents say that credit policy of the company is poor.
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Q15. How do you rate the Margin of the company?
Options Percentage of Respondents
Good 44
Average 36
Poor 20
0
5
10
15
20
25
30
35
40
45
50
Good Average Poor
Options
P e r c e n t a g e
o f R e s p o n d e n t s
Interpretation:
44% of the respondents say that margin on the products is good, 36% of the
respondents say that margin is averagely satisfactory and 20% of the respondents
are not satisfied with the margin of the company.
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Q16. How do you rate the Brand Pull of the company?
Options Percentage of Respondents
Good 56
Average 34
Poor 10
0
10
20
30
40
50
60
Good Average Poor
Options
P e r c e n t a g e
o f R e s p o n d e n t s
Interpretation:
Most of the respondents say that brand pull of the company is good.
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Q17. How do you rate the Supply norms of the company?
Options Percentage of Respondents
Good 60
Average 30
Poor 10
0
10
20
30
40
50
60
70
Good Average Poor
Options
P e r c e n t a g e
o f R e s p o n d e n t s
Interpretation:
Most of the respondents are satisfied with the supply norms of the company, 30%
of the respondents say that supply norms of the company are averagely
satisfactory.
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Q18. Does the company executives convey promotional schemes on time ?
Options Percentage of Respondents
Yes 60
No 30
0
10
20
30
40
50
60
70
Yes No
Options
P e r c e n t a g e o f R e s p o n d e n t s
Interpretation:
Most of the respondents say that company executives convey promotional
schemes on time.
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Q19. Do you think promotional activities of the company attract customers?
Options Percentage of Respondents
Yes 92
No 8
0
10
20
30
40
50
60
70
80
90
100
Yes No
Options
P e r c e n t a g e o f R e s p o n d e n t s
Interpretation:
92% of the respondents say that promotional activities of the company attract
customers and their sales has increased due to promotional activities of the
company and 8% of the respondents say that promotional activities of the
company is not attractive.
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Q19. Please specify the increase in sales after promotion and advertising?
Options Percentage of Respondents
1 to 10% 46
10 to 30% 38
More than 30% 16
0
5
10
15
20
25
30
35
40
45
50
1 to 10% 10 to 30% More than 30%
Options
P e r c e n t a g e
o f R e s p o n d e n t s
Interpretation:
46% of the respondents say that after sales promotion and advertising there is a
growth of 1-10% percent, 38% of the respondents say that after sales promotion
activities of the company sales has increased by 10 to 30%.
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CHAPTER - II
FINDINGS
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OBSERVATIONS & FINDINGS
• 92% of the respondents are selling KJS CEMENT and 8% of the
respondents say that they are not selling KJS CEMENT.
• 20% of the respondents are selling KJS CEMENT because of margin, 22%
of the respondents say that respondents are selling KJS CEMENT because
of Promotional Schemes, 36% of the respondents say that they are selling
KJS CEMENT because of Demand, 6% of the respondents are selling KJS
CEMENT because of Dealer Relationship, 12% of the respondents are
selling KJS CEMENT because of Credit Policy.
• 46% of the respondents have not specified the reason for not selling KJS
CEMENT, 6% of the respondents say that they are not selling KJS
CEMENT because of Credit Policy, 10% of the respondents are not selling
KJS CEMENT because promotional material is not supplied on time, 16%
of the respondents are not selling KJS CEMENT because schemes are not
conveyed on time.
•
Most of the respondents say that customers want discounts, 22% of therespondents say that customers are attracted towards extra offer for
example 10% extra or 20% extra, 24% of the respondents say that
customers are attracted towards 1+1 offer and 16% of the respondents say
that customers are attracted towards advertisements.
• Most of the respondents say that customers want discounts, 22% of the
respondents say that customers are attracted towards extra offer for
example 10% extra or 20% extra, 24% of the respondents say that
customers are attracted towards 1+1 offer and 16% of the respondents say
that customers are attracted towards advertisements.
• Most of the respondents say that television advertisement attract more
number of customers.
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• Most of the respondents say that Message of KJS CEMENT advertisement
is good, 40% of the respondents have rated the message of advertisement as
average.
•88% of the respondents say that advertisement of KJS CEMENT is
attractive, 10% of the respondents say that advertisement of KJS CEMENT
is less attractive.
• Quality of KJS CEMENT Clothing is satisfactory as per the advertisement.
• Most of the respondents say that sales of KJS CEMENT increased due to
advertisement.
• 78% of the respondents say that company provides promotional material
and 22% of the respondents say that company do not provide promotional
material.Company is providing Leaflets, Displays and Hoardings to the
retailers.
• 58% of the respondents are satisfied with the promotional offers of the
company and 32% of the respondents are averagely satisfied with the
promotional offers of the company.
•
46% of the respondents say that customer schemes offered by the companyis good, 32% of the respondents say that customer schemes offered by the
company is average and 22% of the respondents are not satisfied with the
schemes offered by the company.
• 42% of the respondents say that credit policy of the company is good, 36%
of the respondents say that credit policy of the company is average and 22%
of the respondents say that credit policy of the company is poor.
• 44% of the respondents say that margin on the products is good, 36% of the
respondents say that margin is averagely satisfactory and 20% of the
respondents are not satisfied with the margin of the company.
• Most of the respondents say that brand pull of the company is good.
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• Most of the respondents are satisfied with the supply norms of the
company, 30% of the respondents say that supply norms of the company
are averagely satisfactory.
•Most of the respondents say that company executives convey promotional
schemes on time.
• 92% of the respondents say that promotional activities of the company
attract customers and their sales has increased due to promotional activities
of the company and 8% of the respondents say that promotional activities
of the company is not attractive.
• 46% of the respondents say that after sales promotion and advertising there
is a growth of 1-10% percent, 38% of the respondents say that after sales
promotion activities of the company sales has increased by 10 to 30%.
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CHAPTER - II
CONCLUSION &
SUGGESTIONS
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CONCLUSION
Role, effect and output of Advertising and Sales Promotion on Cement Sales KJS
Cement Ltd. 20% of the respondents are selling KJS CEMENT because of margin,
22% of the respondents say that respondents are selling KJS CEMENT because of
Promotional Schemes, 36% of the respondents say that they are selling KJS
CEMENT because of Demand, 6% of the respondents are selling KJS CEMENT
because of Dealer Relationship, 12% of the respondents are selling KJS CEMENT
because of Credit Policy.
46% of the respondents say that after sales promotion and advertising there is a
growth of 1-10% percent, 38% of the respondents say that after sales promotion
activities of the company sales has increased by 10 to 30%.
Advertising and sales promotion activities of KJS Cement is attracting customers.
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SUGGESTIONS
• Frequency of advertisement must be more.
• Advertisement must be at right location and right time.
• KJS Cement must provide schemes to its retailers.
• KJS Cement must revise its Promotion strategy.
• Retailer Sales Promotion activities must be more aggressive.
• Retailers must be provided with Glow Sign Boards and Danglers.
• Margin of the retailers must be increased
• Customer Sales Promotion offers must be attractive.
• Customer Sales Promotion activities must be increased.
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BIBLIOGRAPHY
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BIBLIOGRAPHY
Books:
• Kotler, Philip. (1999):’Marketing Management’ Prentice Hall Of India Pvt.
Ltd., New Delhi.
• Kothari, C.R (2001):’Research Methodology’, Vishwa Publication., New
Delhi
• Saxena, Rajan. (2003):’Marketing Management’ Tata Mcgraw-Hill
Publishing Company Limited. New Delhi
• Verma H.V(1993):’Marketing Of Services’, Gobal Business Press, New
Delhi
Websites :
• www.kjscement.com
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ANNEXURE
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RETAILERS SURVEY
Name : __________________________________________
Address : __________________________________________
Contact No : __________________________________________
Q1. Are you selling KJS CEMENT?
a. Yes b. No
Q2. Reason for Selling KJS CEMENT ?
a. Margin b. Promotional Schemes
c. Demand d. Dealer relationship
e. Credit Policy f. Other Reasons
Q3. Reason for not selling KJS CEMENT?
a. Credit Policy
b. Promotional Material Not supplied on Time
c. Schemes are not conveyed on time
d. Supply of product is not proper
e. Don’t Wish To Specify
Q4. Which type of promotional activities attract customers?
a. Discounts b. Extra Offer
c. 1+1 Offer d. Advertisements
Q5. Do you think advertisement motivates people to use a particular product?
a. Yes b. No
Q6. Which medium of advertisement attracts more customers?
a. Radio b. Television
c. Hoardings d. Others
Q7. Rate the message in the advertisement of KJS CEMENT?
a. Good b. Average c. Poor
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Q8. Rate the Attractiveness of the advertisement of KJS CEMENT?
a. Very Attractive b. Less Attractive
c. Not at All Attractive
Q9. Rate the Quality as per the advertisement of KJS CEMENT?a. Highly Satisfactory b. Satisfactory
c. Averagely Satisfactory d. Dissatisfactory
e. Highly Dissatisfactory
Q10. Do you think Sales of KJS CEMENT increased due to the advertisement ?
a. Yes b. No
Q11. Does the company provides you promotional materials ?
a. Yes b. No
Q12. How do you rate the promotional offers of the company?
a. Good b. Average c. Poor
Q13. How do you rate the customer schemes of the company?
a. Good b. Average c. Poor
Q14 How do you rate the credit policy of the company?
a. Good b. Average c. Poor
Q15. How do you rate the Margin of the company?
a. Good b. Average c. Poor
Q16. How do you rate the Brand Pull of the company?
a. Good b. Average c. Poor
Q17. How do you rate the Supply norms of the company?
a. Good b. Average c. Poor
Q18. Does the company executives convey promotional schemes on time ?
a. Yes b. No
Q19 Do you think promotional activities of the company attract customers?