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Transcript of Project Prashant Mishra
Project Report
“BRAND POSITION OF BIRLA GOLD CEMENT INJABALPUR DISTRICT”
AT
Maihar Cement, Sarla Nagar, MaiharDistt-Satna (M.P.)
SUBMITTED FOR THE M.B.A. DEPTT.
PIONEER INSTITUTE OF PROFESSIONAL STUDIES INDORE
Batch – 2010-12
Submitted BY
Prashant k.mishra M.B.A. (2nd sem.)
[ 1 ]
“ MAIHAR CEMENT PROP.CENTURY TEXTILES & IND. LTD ”
NAME OF REPORTING MANAGER:NO.OF DAYS SIP DONE: 15.06.2011 to 30.07.2011INDUSTRY /SECTOR WISE: Private HISTORY OF ORGANIZATION:Maihar's history can be traced since the Paleolithic Age. The town was formerly the capital of the princely state of Maihar. The state was founded in 1778 by Rajputs of theKachwaha clan, who were granted land by the ruler of the nearby state of Orchha. The state became a princely state of British India in the early 19th century, and was administered as part of Bundelkhand Agency in the Central India Agency. In 1871 the eastern states of Bundelkhand Agency, including Maihar, were separated to form the new agency of Bagelkhand in Central India. In 1933 Maihar, along with ten other states in western Bagelkhand, were transferred back to the Bundelkhand Agency. The state had an area of 407 square miles (1,050 km2), and a population of 63,702 in 1901. The state, which was watered by the Tons River, consists mainly of alluvial soil covering sandstone, and is fertile except in the hilly district of the south. A large area was under forest, the produce of which provided a small export trade. The title of the ruler was maharaja. The state suffered severely from famine in 1896–1897. Maihar became a station on the East Indian Railway (now the West Central Railway) line between Satna and Jabalpur, 97 miles (156 km) north of Jabalpur. Extensive ruins of shrines and other buildings surround the town.
PROMOTERS :
[ 2 ]
Chairman's Message
"I believe that the Fortunes of Century Textiles & Industries Limited rest solely
on its continuing ability to evolve and successfully implement new techniques
and systems to anticipate future trends and zero in on to them, to be in short, a
company that is plugged into tomorrow.."
VISION :
Vision - The 3 T
TraditionMaihar Cement is a division of Century Textiles & Industries Ltd., belonging to the BK Birla Group of Companies, a leading Business House with its presence in Core Industries like Textiles, Rayons, Chemicals, Paper & Pulp and Cement, which has been at the vanguard in generating wealth for the Nation. Our heritage of being a part of this group carries with it a commitment to quality. All our Products meet the most stringent and exacting standards of our growing list of loyal customers who are engaged in building Modern India.TechnologyOur Group's Core Value of Quality has built for us an invincible reputation and for this, the finest technology was sourced from world renowned manufacturers and state-of-the art equipment installed for energy efficient and pollution free large scale cement production. The presence of superior technology is also evinced in our various quality initiatives which have fetched for us the coveted ISO-9001, an International Certification for "Quality Management System". We have also got theISO-140001 Certification for
[ 3 ]
"Environmental Management System" which amply reflects our commitment to the environment.TrustOur Customer is the focal point for all our endeavours and what we value most is their trust in us, whether that be in the aspect of reliability of supply or in the aspect of quality assurance. An extensive distribution network and a retail chain of thousands of outlets stretching across the length and breadth of regions, play a vital role in taking our cement units closer to the customer's doorsteps. Further, our efficient and responsive technical staff excel in providing quick and expert care so as to enable thousands of users to keep smiling and ever wanting our products.
MISSION:
"Complete Customer Satisfaction and fulfilling the expectations of society is the key to success of any business enterprise in Global Economy”
MAIHAR CEMENT QUALITY POLICY
Maihar Cement is committed to :-
(1) Produce consistently high quality Cement conforming national / consumer
satisfaction.
(2) Supply Cemented most economical price.
(3) Continually improve the quality and productivity.
(4) Customer satisfaction.
This shall be achieved by :-
(1) Implementation of ISO 9002 in the company.
(2) Training and development a team of dedicated word force.
(3) Adopting latest technology appropriately.
(4) Setting and reviewing objective at various function and level in the
company.
Marketing Policy
Product Quality exceeding Customer's expectations Timely Despatches Attractive and functional packaging Quick Business Response Prompt After-Sales service
[ 4 ]
Adhering to fair and ethical business practices
ACKNOWLEDGEMENT
Completion of project and writing of report is a
satuisfying event and the plesant part is the opportunity
to thank those who inspired , contributed and
cooperated in it .
I would like to avail this opportunity to express
my sincere thanx to all those who have helped in
making this project “ Brand Positioning of Birla Gold ”
cement in Jabalpur Distt. a success.
I express my heartful gratitude to my guide “
Mr. Rajesh Sharma, Y. Jha” Marketing officer of “Maihar
Cement” for this inspiring guidance and constructive
criticism.
I hereby my sincere thank to “Maihar Cement”
Sarla Nagar for giving me an opportunity to carry out
this project and under go practical tranning at this
organization.
[ 5 ]
I am also obliged to “Mr. G.K. Awasthi and Mr.
Amit Shrivastava” for this study and also for providing
one every possible help and guidance to carry out this
project work.
I would also like to thanks all the staff members
of the marketing department of Maihar Cement for their
kind co-operation and facilities throughout this project.
Prashant k.mishra
DECLARATION
I, Prashant Kumar Mishra Student of M.B.A
(MAKETING & H.R)
3rd Sem PIONEER INSTITUTE OF PROFESSIONAL STUDIES
(INDORE) do hereby declare that this project is an
outcome of the study done by me and all the facts and
information produced here are based an the data
collected from primary & secondary source and true and
original in nature.
[ 6 ]
I also declared that no volume of this report is submitted
anywhere else.
DATE PRASHANT K.MISHRA
SYNOPSIS
Acknowledgement
Declaration
Preface
Industry Profile
Manufacturing Process
Company Profile
Chairman’s message
A introduction
[ 7 ]
Company Vision 3T
Awarded earned by Maihar Cement
Company Quality Policy
Product of Maihar Cement
Salient Features of Birla Gold Cement
Specification of Maihar Cement
Marketing Department Chart
Requisite form
Security Deposits
Research Methodology
An Introduction of Marketing Research
Research Process
Objectives
Concept of Brand Positioning
Data Analysis
SWOT Analysis
Scope of Work
Finding
Questionnaire & Bibliography
[ 8 ]
Chairman's Message
"I believe that the Fortunes of Century Textiles & Industries Limited rest solely
on its continuing ability to evolve and successfully implement new techniques
and systems to anticipate future trends and zero in on to them, to be in short, a
company that is plugged into tomorrow.."
"Complete Customer Satisfaction and fulfilling the
expectations of society is the key to success of
any business enterprise in Global Economy".
INTRODUCTION
Maihar Cement is a division of Century Textiles and Industries Ltd,
a flagship company of BK Birla Group. The company is well diversified having
interest in cement, textiles, rayon, chemicals, pulp and paper.
[ 9 ]
Maihar Cement is situated at Sarlanagar (Maihar) Dist. Satna in the State of
Madhya Pradesh with an installed capacity of 4.20 Million TPA. Maihar is 45
Kms South - East of Satna on Howrah - Mumbai Central Railway Main Line.
Maihar is well known for Sharda Devi Temple and Maihar Gharana Music whose
proponent was renowned Musician padma Vibhushan Baba Allaudin Khan.
Apart from this, company has two more cement plants namely
Century Cement at Baikunth, Dist. Raipur in the State of Chhattisgarh with an
installed capacity of 4.20 Million TPA and Manikgarh Cement at Gadchandur,
Dist. Chandrapur, Maharashtra with an installed capacity of 1.90 Million TPA.
The combined Capacity of all cement plants taken altogether is 7.80 Million
TPA. More emphasis is given for production of blended cement which
constitutes about 95% of the total cement produced by the company.
[ 10 ]
Plants of Century Textiles and Industries Limited
[ 11 ]
Century Cement - Chhattisgarh
Maihar Cement - Madhya Pradesh
Manikgarh Cement - Maharastra
Units Figures in Million TPA
2009-10
Century Cement - 2.10
Maihar Cement - 4.20
Manikgarh Cement - 1.90
Total - 8.20
[ 12 ]
The capacity enhancement to 8.20 Million TPA is under
implementation by carrying out modification, up gradation and rebottle of
existing plant & machinery and equipments.
Which is likely to be completed by Oct-Dec 2009 Quarter. All
cement plants are equipped with captive power plants. Which not only ensure an
uninterrupted power supply, but also help company substantially on power cost,
as the own generated power is quite economical as compared to grid power. The
company sells its cement under its premium Brand Name – Birla Gold.
Sri B.K. Birla Group has three more plants :-
(1) M/s Kesoram Cement for southern region.
(2) M/s Vasavdutta cement for southern region.
(3) M/s Manglam cement for western region.
[ 13 ]
Captive Mines
Maihar Cement has its own Captive Mines with rich limestone reserves at
Bhadanpur just 7 Kms from the plant. mines' working is fully mechanized and an
overland belt conveyor of 7 kms passing through hilly terrain transports
limestone from mines to plant. The aesthetic view of the surrounding area has
been maintained by afforestation of the mining area and also by creating water
reservoir in the excavated area.
Fig (1) ; A Panaromic view of Mines
[ 14 ]
Captive Power Plant
Fig (2) :Captive Power Plant
To meet the need of the hour and in order to reduce the cost of
production, so as to be competitive, Maihar Cement has installed its own Captive
Thermal Power Plant and the total installed capacity is 35 MW which is helpful
in uninterrupted running of the plants on sustainable basis.
[ 15 ]
Logistics :
Strategic location of the plant, connected with NH-7 puts Maihar Cement in a
very advantageous position so far as logistics is concerned. The Plant is well
connected by Road with all the major marketing centers. Being situated on
Mumbai - Howrah (via Allahabad) main Railway Line, it is also well connected
with all the States in East & North East.
Fig (3) :Rail lines
Maihar cement is pioneer in producing blended cement i.e. Portland
pozolana cement. The motivation for the production of blended cement has been
primarily with the aim of preserving limestone reserves and environment.
Advantages :-
Low heat hydration resulting in resistance to cracking.
[ 16 ]
Resistance to corrosive water and chemical attacks and threby longer life
to steel / iron structure underneath.
High degree of impermeability and workability for the concrete mix.
Higher ultimate strength at longer duration.
Higher degree of fineness, resulting in –
1. Complete chemical reaction
2. Easy workability
3. Increased plasticity
Reduced Alali aggregate reaction as also free lime expansion and thereby
resistance to cracking.
Lower drying shrinkage and low leaching value.
PPC can be used for any type of construction which earlier had been the
forte of OPC. However due to it’s special attributes, its us is rather
imperative for the following construction works.
Uses :-
Hydraulic structures.
Mass concreting works.
Marine structures.
Masonary mortars and plastering.
Under aggressive conditions.
The basic raw material in the production of cement is limestone. The
limestone ore as obtained from the mine is fed to the raw mills after
crushing it to acceptable size. Certain 36.
Additives such as laterite, Bauxite, High grade limestone (Sweetener) etc.
are also introduced along with limestone into the raw mills as applicable.
In the raw mills, the above inputs are reduced to a particular fineness. The
output of the raw mills, called raw meal is then burnt in the kiln and then
cooled to produce clinker. The fuel used for burning of limestone is
[ 17 ]
powdered coal produced from the coal mill. The clinker is thereupon fed
into cement mill and pilverized along with gypsum to yield the basic
cement is replaced by fly ash to produce PPC.
Process in Nutshell
Scenic views of our uniqueness :
(1) Limestone excavated from Mines is transported through Dumpers and
fed to crushers wherein it is reduced from above 850 mm to 80 mm
size.
(2) Environmental friendly Conveyor belts transport the limestone from the
Crusher to the Plant Site over a distance of 7 kms.
[ 18 ]
(3) Scientifically designed Stackers provide for stacking of the limestone
received from the mines in circular / longitudinal stock piles. Use of
Reclaimers ensure consistency in quality.
(4) Most advanced Coal Mill pulverizes the coal to be injected into Kiln for
burning of Raw Meal.
[ 19 ]
(5) State of the Art Vertical Roller Mill grinds Limestone feed to
powdered form called Raw Meal.
(6) Centralized Control Room monitoring the manufacturing process
through computers
[ 20 ]
(7) Close Circuit Cement Mill ensures high quality grinding of clinker,
gypsum and pozzolana to yield best possible uniformity of the cement
particles.
Consistency and accuracy in the packing of bags by electronic
packing machines .
Packing Plant is equipped with computer controlled electronic packers, which
ensure that cement bags are packed and sealed to 50 kg of cement each
accurately. Manual check is also carried out at random to monitor computer
accuracy and introduce correction as applicable.
[ 21 ]
Packing & Dispatch
Loading of bags in the wagon/trucks is carried out automatically by means of
wagon / truck loading machines, equipped with Electronic Loading Counters
which accurately keep count of the Number of bags being loaded.
Efficient logistic & transportation network ensures prompt delivery of
materials to the customers.
Environmental Management System
Right from inception, great emphasis has been laid at Maihar Cement on
maintaining ecological balance and environmental preservation so as to provide
green, healthy and pollution free environment. Continuous monitoring of various
Pollution Control equipments are done round the clock to maintain emission
levels much below the norms specified by State Pollution Control Board.
[ 22 ]
Measures Taken Towards a Cleaner Environment
Installation of highly efficient Pollution Control Equipments viz., ESPs, Bag Houses and Pulse Jet Dust Collectors at every dust generating point in the Plant.
Regular monitoring of all stacks and ambient air quality. Proper treatment of domestic affluent generated from residential colony in
Oxidation Ponds and use of treated water for plantation purposes. Massive efforts for plantation of various species of trees for ecological up-
gradation.
Fig (4) View of greeneries in plant are
To control fugitive emission, following additional steps have been taken:
Covering of Conveyor belts transporting various process materials
All raw materials are stored in covered gantry.
Water sprinklers have been provided on the roads to check fugitive
emission generated due to movement of vehicles
Concretization of roads and floors inside the Plant
[ 23 ]
The Fly Ash generated from Thermal Power Plant is used as an additive
for manufacture of PPC.
The Plant maintains perfect harmony with environment through effective
pollution control measures in respect of air, water, land and noise level. All
efforts are made to curb pollution at grass root level.
CUSTOMER SERVICE
“Customer delight” remains focus of company’s marketing mix. For that
company provides best quality cement to the customers followed by prompt and
perfect “after sales service”. Later, independent customer feedback assessment is
done to evaluate the degree of satisfaction.
“Technical Service Cell” 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,
contactors, Architects and Engineers are also trained on regular basis and so far
53715 such persons have been trained.
“Advertisements and promotional” 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 Birla Gold:
[ 24 ]
Maihar Cement sales are mainly spread in Madhya Pradesh, Uttaranchal, West
bangal, Bihar, Uttar Pradesh, Assam and Orissa. The increasing congestion of
plants in the Satna belt has led to intense competition in M.P. market.
S.N. State Share
1 M.P. 17.86 %
2 Bihar 25.91 %
3 West Bangal 1.15 %
4 U.P. 46.83 %
5 Assam 3.48 %
6 Uttarnchal 2.47 %
7 Export 2.29 %
Table : Market Share (State Wise)
(Source : Company Data)
Cross Branding:
Introduction of cross branding concept is the major achievement as packing of
different brands of Century, Maihar and Manikgarh Cement from different
manufacturing facilities started selling as a single brand “Birla Gold”, which in
turn has given freight benefits and advantage of brand powers of established
brands like Birla Faulad, Century Gold, Century Classic etc. This has
significantly improved brands base and realization to cement division.
Our Vision - The 3T
[ 25 ]
Tradition
Maihar Cement is a division of Century Textiles & Industries Ltd., belonging to
the BK Birla Group of Companies, a leading Business House with its presence in
Core Industries like Textiles, Rayons, Chemicals, Paper & Pulp and Cement,
which has been at the vanguard in generating wealth for the Nation. Our heritage
of being a part of this group carries with it a commitment to quality. All our
Products meet the most stringent and exacting standards of our growing list of
loyal customers who are engaged in building Modern India.
Technology
Our Group's Core Value of Quality has built for us an invincible reputation and
for this, the finest technology was sourced from world renowned manufacturers
and state-of-the art equipment installed for energy efficient and pollution free
large scale cement production. The presence of superior technology is also
evinced in our various quality initiatives which have fetched for us the coveted
ISO-9001, an International Certification for "Quality Management System". We
have also got the ISO-140001 Certification for "Environmental Management
System" which amply reflects our commitment to the environment.
Trust
Our Customer is the focal point for all our endeavors and what we value most is
their trust in us, whether that be in the aspect of reliability of supply or in the
aspect of quality assurance. An extensive distribution network and a retail chain
of thousands of outlets stretching across the length and breadth of regions, play a
vital role in taking our cement units closer to the customer's doorsteps. Further,
our efficient and responsive technical staff excel in providing quick and expert
care so as to enable thousands of users to keep smiling and ever wanting our
products.
[ 26 ]
AWARD EARNED BY MAIHAR CEMENT
NATIONAL AWARD FOR ENERGY EFFICIENCY FROM
NCCBM
Best Improvement in Energy Performance 1991-92
Best Improvement in Thermal Energy Performance 1991-92
Best Improvement in Electrical Energy Performance 2000-01 & 03-04
Best Improvement in Energy Performance in manufacture of Blended Cement
2003-04
OTHER NATIONAL AWARD
Abheraj Baldota Environment Award for 1995-1996 from FIMI
National Safety Award for outstanding performance in Industrial Safety
Lowest average frequency rate as runner up for the award year 1998
Longest accident free period as runner up for the award year 2001
Longest accident free period as runner up for the award year 2003
Accident free year as runner up for the award year 2005
Accident free year - Best for the performance year 2005
National Energy Conservation Award for 2001 from Govt of India
Social Awareness Award for 2002-03 from FIMI
“ Where there is Quality, there is Productivity ”
[ 27 ]
MAIHAR CEMENT QUALITY POLICY
Maihar Cement is committed to :-
(5) Produce consistently high quality Cement conforming national / consumer
satisfaction.
(6) Supply Cemented most economical price.
(7) Continually improve the quality and productivity.
(8) Customer satisfaction.
This shall be achieved by :-
(5) Implementation of ISO 9002 in the company.
(6) Training and development a team of dedicated word force.
(7) Adopting latest technology appropriately.
(8) Setting and reviewing objective at various function and level in the
company.
[ 28 ]
PRODUCT OF MAIHAR CEMENT
Maihar cement produced both OPC and PPC.
(I) Ordinary Portland Cement (OPC) is three type.
(a) 33 Grade
(b) 43 Grade
(c) 53 Grade
(a) OPC – 33 Grade :-
It develop strength quickly enough concrete and morter made with
OPC and attacked by acid and Sulphates. Therefore Maihar Cement 33
Grade chemistry and particle size distribution has been adjusted to gire.
(1) Moderate Suplhates resisting properties.
(2) Very low chloride content to avoid corrosions in steel.
(3) Low heat of hydration resulting in a durable structure.
(b) OPC – 43 Grade :-
It is some 33 Grade, but its quick setting then OPC 33 Grade.
(c) OPC – 53 Grade :-
It is good strength than 33 grade and 43 grade. It is very quick
setting than other two grades.
It is very useful in view of Economy.
(1) Lesser requirement of cement due to very high surface area.
(2) Excellent from finish.
(3) Speedy construction.
(II) Portland Pozolona Cement (PPC) :-
It differs from OPC mainly in that it is a blended cement and
incorporate of active constitution called Pozolana, Which is inter grounded
with clinker and gypsum.
[ 29 ]
SALIENT FEATURES OF “BIRLA GOLD”
Ideal for concrete provides dense concrete with low permeability.
Resistive to corrosive effect or water / chemical.
Increase the pH value of concrete, which helps in increasing corrosion
resistance.
Enhances the properties of plasticity and cohesiveness which are
significant for durability.
Provides good workability with high water retention property.
Formation of secondary CSH Gel which helps in higher ultimate strength.
Reduced heat of hydration thereby minimizing thermal cracking.
Ideal for all types of constructions :-
Housing and commercial buildings, high strength flyover, bridges RCC
elements, pre-stress and prefabricate concrete elements and canal liming
where strength as well as durability are the guiding factors.
[ 30 ]
SPECIFICATION OF MAIHAR CEMENT
UNITS REQUIREMENT
[IS:1489(1991)]
BIRLA GOLD
Physical Characteristics
Specific Surface M2/kg 300 Min 334
Soundness
Lechateller Method
Auto clave Method
Mm
%
10.0 Max
0.80 Max
1.00
0.03
Setting Time
Initial
Final
Min
Min
30 Min
600 Max
105
175
Compressive Strength
3 Days
7 Days
28 Days
Mpa
Mpa
Mpa
16 Min
22 Min
33 Min
26
41
60
[ 31 ]
MARKETING DEPARTMENT CHART
REQUISITE RORM’S OF REQUIRED CEMENT
DISPATCH
(1) Form 75 – Presented by the company at border.
(2) Form 31 – Presented by the second party when the cement for their
personal use.
(3) Form 32 – Presented by the dealer of stockiest.
(4) Form F – At the time of consignment sale’s.
(5) Form C – At the time of direct sales.
Note – Form 31 & 32 prepared at MP / UP Border.
SECURITY DEPOSIT
Security is an amount which is given by one party to another party by
which the one party assure that if he fails to pay his debts then the second party
will adjust that amount with deposit amount.
Object of security deposit :-
(1) To increase stockiest network.
(2) The security amount will be adjusted when these is a dispute. Bad debts
or in conflict between the party and the company.
(3) In the case of down words of market, the company will force his agent
to keep at least some in his marketing.
The company has about 1900 party who are taken dealership of the
company and the company Rs. Above 14 crore from security.
The company is give 11% interest on the security amount which will
deposit by his agent.
[ 32 ]
INTRODUCTION OF MARKETING RESEARCH
Marketing research is a systematic and objective study of problems
pertaining to the marketing of goods and services. It may be emphasized that it is
restricted to any particular area of marketing but it is applicable to all its phases
and aspects. At this stage it may be worth while to examine some definition of
marketing research.
The most widely used definition of marketing research is that of the
American marketing (AMA) which has defined it is “The systematic gathering
recording and analyzing of data about problems relating to the marketing of
goods and services.”
It may be noted that his definition.
(1) Deal with a wider concept of marketing research as it includes all aspects
of the marketing of goods or services.
(2) Emphasizes that the data must be collected in a systematic manner so that
they are representatives.
In fact, objectivity is the most important requisite fork goods
research on any subject. It marketing research is allowed t obe influenced
by personal views and considerations, its utility will be considerable
undermined and it may perhaps be of no use at all.
Research methodology
“Research methodology is a way to systematically solve the research
problem, we can say that research methodology has many dimensions and
research method to constitute a part of the research methodology.”
[ 33 ]
THE RESEARCH PROCESS
In marketing research even through our focus in on one particular stop,
other inter-related step or operation are also being looked into simultaneously let
as now describe the major in a marketing research process.
(1) Formulating the Research Problem :-
The first step in research is formulating a research problem. It is
the most important state is applied research, as poorly defined problem
will not yield useful result. Poorly define problem cause confusion and
don’t allow the researcher to develop a good research design.
A complete problem definition must specify each of the
following:-
(a) Unit of Analysis
(b) Time and space boundaries.
(c) Characteristics of interest.
(d) Specific environmental condition
(2) Development of working Hypothesis :-
How does are go about developing Hypothesis. The answer is using
the following approach.
(a) Discussion with colleagues and experts about the problem.
(b) Examination data and records.
(c) Review of similar studies.
(3) Research Design :-
A research design specifies the method and procedure for
conducting a particular study. The researcher should specify the
approached study.
Broadly speaking, research design can be groped into three
categories :-
(a) Exploratory research :- An exploratory research for uses on
the discovery of ideas and is generally based on secondary
[ 34 ]
data. It is a preliminary investigation which does not have
rigid design.
(b) Descriptive :- A descriptive study is under taken when the
researcher wants to know the characteristics of certain groups,
age say education level, income, Acceptation etc.
(c) Causal :- A causal research is undertaken when the research
is under taken when the researcher is interested in knowing
the cause and effect relationship between two or more
variable.
(4) Determination sample design :-
Another aspects which forms a part of research process is the sampling
plan. When the marketing researcher has decided to carry out a field
survey he has to decide whether it is to be census or sample survey. I all
most all cases, a simple survey is undertaken on account of its
overwhelming advantage over a census survey. When a decision in
favour of sample of a sample survey has been taken. It is necessary to
have a clear definition of the population from which the sample is to be
drawn.
The size of sample will depend on the degree of precision required as
also on the cost consideration.
(5) Collecting the data :-
The data collected for the project report can be broadly divided into two
categories :-
(a) Primary Data
(b) Secondary Data
(a) Primary Data :- There is data which primary in nature. These
were never collected before in this report primary data are
obtained by.
1. Direct Interview with marketing manager.
[ 35 ]
2. Direct Interview with dealer / Retailer.
(b) Secondary Data :- There are the data which are taken from
various published information. There it is collected by.
1. Company Report.
2. Referring Management books.
3. Company Profile
(6) Analysis of Data :-
After the data have been collected, the researcher turn to the task of
analyzing them.
The analysis of data requires a number of closely related operations
such as established of categories. The application of these categories of
Row data through coding Tabulation and then drawing statically
interferences.
Objectives of Research :-
The purpose of research is to discover answer to question through the
application of scientific procedure. The main aim of research is to find
out the truth which is hidden and which has not been discovered as yet.
Through there can be good many objectives that can be listed. The most
important one are: -
(1) To know the buyer.
(2) To measure the impact of promotional effort.
(3) To know consumer response.
(4) To design and implement marketing control.
[ 36 ]
CONCEPT OF BRAND POSITIONING
“Brand Position and market segmentation are today hallmark in marketing
research. Brand positioning deal the measuring perception that the buyer has
about the alternate market place offering”.
“Positioning refer to a place a brand occupies in mind in relation to a given
product class. This place was originally a product related concepts now refer to
the place that the brand hold is in consumer mind relative the perception and
preferences”.
The differentiation of the brand by studying the ways in which their
consumers differ as well as now consumer perception of various brand differ is
formed as brand positioning.”
“Positioning is significant to consumer in that it provided a basis for
comparing alternatives choices in market place. The market can guide the
consumer by furnishing class to help position the product in relationship to
others.”
The brand position should be assessed by measuring consumer or
organizational buyer perception and preference for the product in relation to its
competitors.”
[ 37 ]
[ 38 ]
DATA ANALYSIS OF MARKET BELONGING TO JABALPUR
S.N. Shopkeeper
Name/Address
Dealer /Retail
er
Sales Potential per Month (Metric Tonnes
)
Position of Birla Gold
Brand Selling
Popular
Brand
Dealership Interested Yes/No
Area :- ITI1 Krishna
TradersDealer 110 - J.P. J.P. No because
of less demand
2 Panjab Steel
Dealer 55 - Lafarge Lafarge
No because of less
demand3 Yashwant
TradersDealer 330 1 Birla
GoldBirla Gold
Already have a dealer
4 Nirman Traders
Retailer
330 1 Birla Gold, J.P.,
Prism
Birla Gold
No, because his selling is very less
Area :- Maharajpur5 Bagri Iron Dealer 220 I Birla
GoldBirla Gold
Already have a dealer
6 Ankit Traders
Retailer
330 I Birla Gold, J.P.,
Prism, ACC
Birla Gold
No
7 Vikas Agency
Dealer 110 I Birla Gold
Birla Gold
Already have a dealer
8 Sandeep Traders
Retailer
110 III Birla Gold, J.P.,
Prism, ACC
J.P. No because of less
demand
[ 39 ]
Area :- Patan9 Agrawal
Iron & Steel Co.
Retailer
440 I Birla Gold, J.P., ACC
Birla Gold
Yes, if They get more
commission on it
10 Shri Ram Traders
Retailer
220 - J.P. J.P. No, because of less profit
Area :- Dhanwantri Nagar11 Shri Ram
TradersRetaile
r220 II ACC,
Birla Gold
ACC No
12 Patel Traders
Retailer
55 II Prism, Birla Gold, Prism
Prism No, because his selling is very less
13 Shivshakti Traders
Retailer
110 I ACC, Birla Gold
Birla Gold
No
Area :- Madan Mahal14 Patel
TradersDealer 160 II J.P.,
Birla Gold
J.P. No (Already)
15 Adinath Steel
Dealer 330 - J.P., Prism
J.P. No
16 Satya Steel
Dealer 540 - Lafarge Lafarge
No
17 Mukesh Traders
Retailer
55 I Birla Gold
Birla Gold
No, because his selling is very less
Area :- Damoh Naka18 Khandelw
al TradersRetaile
r55 I Prism,
ACC, Birla Gold
Birla Gold
No
19 Venus Trading
Dealer 115 II J.P., Birla Gold
J.P. No (Already)
20 Unitech Dealer 220 - ACC ACC No.Area :- Krishi Upaj Mandi
21 Sudama Krishi sEva
Dealer 85 I Birla Gold
Birla Gold
No (Already)
[ 40 ]
22 Sudama Krishi Seva
Retailer
55 I Birla Gold
Birla Gold
No, very less selling of cement
23 Poonam Traders
Retailer
220 I Prism Birla Gold
Birla Gold
Yes
24 Sahu Iron Dealer 220 I Birla Gold
Birla Gold
No (Already)
25 Hanuman Irom
Retailer
110 II J.P., Birla Gold
Birla Gold
No
Area :- Krishi Upaj Mandi26 Rupal
TradersRetaile
r55 I Birla
Gold, Prism
Birla Gold
No, Because not selling more
27 Arihant Traders
Retailer
170 I Birla Gold, J.P.,
Prism
Birla Gold
No
Area :- Vijay Nagar28 Shiva
TradersRetaile
r33 I Birla
Gold, J.P.
Birla Gold
No, Because
less selling29 Yadav
TradersRetaile
r55 - Lafarge,
PrismLafarg
eNo
30 Ayushi Traders
Retailer
110 III ACC, J.P., Birla Gold
ACC No, because less demand
of it
31 Kanak Agency
Dealer 220 - J.P. J.P. No
32 Kapiskar Traders
Dealer 220 - J.P. J.P. No, Because of no profit
Area :- Bhedaghat33 Patel
TradersRetaile
r33 I Birla
GoldBirla Gold
Yes, if Credit sale & Proper
supplyArea :- Shahpura
34 Adinath Steel
Dealer 110 I Birla Gold
Birla Gold
No (Already)
35 Ashirwad Dealer 110 I Birla Birla No
[ 41 ]
Traders Gold Gold (Already)Area :- Lalmati
36 Milan Traders
Retailer
110 II Lafarge, Birla Gold
Lafarge
No, Here is less selling
of Birla Gold
37 Rajesh Traders
Retailer
330 - ACC, Diamon
d
ACC No
38 Rewa Traders
Retailer
110 III ACC, Prism, Birla Gold
ACC No, Because of less demand
of Birla Gold
Area :- Wright Town39 Malik
TradersDealer 220 - J.P. J.P. No,
Because of no profit
40 Shridham Traders
Dealer 330 I Birla Gold,
Lafarge
Birla Gold
No (Already)
41 Laxmi & Iron
Traders
Dealer 110 I Birla Gold
Birla Gold
No (Already)
Area :- Barela42 Balaji
TradersRetaile
r220 IV ACC,
Prism, J.P., Birla Gold
ACC No, Because the position of Birla Gold is last here
43 Vishwakarma
Traders
Dealer 330 I Birla Gold
Birla Gold
No (Already)
44 Jain Traders
Retailer
110 I Birla Gold, J.P., ACC
Birla Gold
Yes, If credit sales
45 Jain Traders
Retailer
120 I Birla Gold, ACC
Birla Gold
Yes, if the adequate supply
46 Swastik Traders
Retailer
55 - Mycem, Prism
Mycem
No, because of less
selling of
[ 42 ]
cementArea :- Panagar
47 R.S. Traders
Retailer
33 I Birla Gold,
Mycem
Birla Gold
No, Because of less selling
48 Shri Ram Traders
Retailer
110 I Birla Gold, Prism, Mycem
Birla Gold
Yes, if credit sale & more
profit than company
49 Shiva Traders
Retailer
220 I Birla Gold, ACC,
Mycem
Birla Gold
Yes, if gets more profit
on Birla Gold
50 Badkul Traders
Retailer
110 - Prism, Mycem
Prism No, Because, nobody
demanded Birla Gold
51 Pradeep Trading
Retailer
110 I Birla Gold, J.P.
Birla Gold
No
Area :- Sihora52 Jain
TradingDealer 320 - Mycem,
J.P.Myce
mNo, because here is no market of Birla Gold
53 P.P. Traders
Retailer
110 I Birla Gold
Birla Gold
Yes, if get more profit
54 Patel Traders
Retailer
110 I Birla Gold, ACC
Birla Gold
No, don’t want to take dealership
55 Ganpati Traders
Dealer 110 - Mycem Mycem
No
Area :- Amkheda56 Richa
TradersRetaile
r55 I Birla
Gold, Mycem
Birla Gold
Yes, if gets Profit on
Birla Gold57 Sidharth
TradersRetaile
r110 I Birla
Gold, ACC, J.P.
Birla Gold
Yes
58 Rani Retaile 35 I Birla Birla No, Don’t
[ 43 ]
Traders r Gold Gold want to take dealership
59 Sana Traders
Retailer
55 I Birla Gold, J.P.
Birla Gold
No, because of less selling
60 Vakil Traders
Retailer
55 I Birla Gold, Prism
Birla Gold
No
Area :- Civil Line61 Uma
TradersDealer 110 II Satna
Samrat, Birla Gold
Satna Samra
t
No (Already)
Area :- Raddi Chowki & Gohalpur62 Anil
Trading Company
Dealer 220 - Prism Cement
Prism No, because of
dealership of Prism
63 Poddar Traders
Retailer
33 - ACC, Prism
ACC No
64 Patel Traders
Retailer
85 I Birla Gold, ACC
Birla Gold
Yes, if the adequate supply
65 Dholumal & sons
Dealer 900 - ACC ACC No
66 Qureshi Traders
Retailer
220 I Birla Gold
Birla Gold
No
67 Shivshakti Traders
Sales Promot
r
550 I Birla Gold
Birla Gold
No, Already sales
promoterArea :- Garha & Medical
68 Vikas Traders
Dealer 220 III ACC, Prism, Birla Gold
ACC No (Already)
69 Anupam Traders
Dealer 110 I ACC, Birla Gold
Birla Gold
No (Already)
70 Saniya Agency
Retailer
88 I ACC, Prism, Birla Gold
Birla Gold
No
71 R.K. Retaile 55 - Prism, Prism No
[ 44 ]
Traders r MycemArea :- Rampur
72 Krishna Traders
Retailer
35 I Birla Gold, ACC
Birla Gold
No, because of less selling
73 Yadav Traders
Retailer
55 I Birla Gold, ACC, Prism
Birla Gold
No, because of less
profit on cement
Area :- Garha Fathak74 Jyoti
CementDealer 110 - Prism,
J.P.Prism No, don’t
want to take dealership
Area :- Adhartal75 Sunil
TradersRetaile
r440 I Birla
Gold, Prism
Birla Gold
Yes, if gets credit sale.
SUGGESTION FROM DEALER/RETAILER
[ 45 ]
(1) Sales promoter should very good in nature which create healthy
atmosphere between dealer / retailer.
(By Krishna Traders, ITI, Distt-Jabalpur)
(2) Adequate advertisement which every person know Birla Gold.
(By Panjab Steel, ITI, Distt-Jabalpur)
(3) Sales Promoter should active and good in behaviour.
(By Yashwant Traders, ITI, Distt-Jabalpur)
(4) More advertisement and should a sales represent active in Jabalpur.
(By Nirman Traders, ITI, Distt-Jabalpur)
(5) Active work by sales representatives and lowest rate which increase the
sales and profit.
(By Bagri Iron, Maharajpur, Distt-Jabalpur)
(6) Sales promoter good from nature.
(By Ankit Traders, Maharajpur, Distt-Jabalpur)
(7) A meeting should between dealer and company management. Every
month and more commission to dealer.
(By Vikas Agency, Maharajpur, Distt-Jabalpur)
(8) Proper supply and advertisement also lowest rate which earn more
profit than other company.
(By Sandeep Traders, Maharajpur, Distt-Jabalpur)
(9) Credit sale in lowest price and advertisement.
(By Agrawal Iron & Steel Co., Patan, Distt-Jabalpur)
(10) Sales promotion shold more and afvertisement.
(By Shri Ram Traders, Patan, Distt-Jabalpur)
(11) Credit sale.
(By Shri Ram Traders, Dhanwantri Nagar, Distt-Jabalpur)
(12) A dealer should in each area and advertisement.
(By Patel Traders, Dhanwantri Nagar, Distt-Jabalpur)
(13) Proper supply.
[ 46 ]
(By Shivshakti Traders, Dhanwantri Nagar, Distt-Jabalpur)
(14) Credit sale and maximum profit to shopkeeper.
(By Patel Traders, Madan Mahal, Distt-Jabalpur)
(15) Credit sale and discount scheme.
(By Adinath Steel, Madan Mahal, Distt-Jabalpur)
(16) Company have to direct contact with dealer and should lowest rate.
(By Satya Steel, Madan Mahal, Distt-Jabalpur)
(17) Make good relation between shopkeeper & company management.
(By Mukesh Traders, Madan Mahal, Distt-Jabalpur)
(18) No suggestion.
(By Khandelwal Traders, Damoh Naka, Distt-Jabalpur)
(19) More sales promotion.
(By Venus Trading, Damoh Naka, Distt-Jabalpur)
(20) More profit, more advertisement and shold arrange mason meets.
(By Unitech, Damoh Naka, Distt-Jabalpur)
(21) Every month should meeting between companies officer and dealer and
advertisement.
(By Sudama Krishi Seva, Krishi Upaj Mandi, Distt-Jabalpur)
(22) Quality should be developed
(By Laxmi Iron Company, Krishi Upaj Mandi, Distt-Jabalpur)
(23) Cement should sale in lowest price and direct billing by company no
through sales promoter and also mason meets.
(By Poonam Traders, Krishi Upaj Mandi, Distt-Jabalpur)
(24) More commission to seller and should proper supply.
(By Sahu Iron, Krishi Upaj Mandi, Distt-Jabalpur)
(25) More advertisement and should adequate supply.
(By Hanuman Irom, Krishi Upaj Mandi, Distt-Jabalpur)
(26) Make good relationship between dealer/retailer and company.
[ 47 ]
(By Rupal Traders, Krishi Upaj Mandi, Distt-Jabalpur)
(27) Credit sale in lowest price and should advertisement.
(By Arihant Traders, Krishi Upaj Mandi, Distt-Jabalpur)
(28) More sales promotion.
(By Shiva Traders, Vijay Nagar, Distt-Jabalpur)
(29) No suggestion.
(By Yadav Traders, Vijay Nagar, Distt-Jabalpur)
(30) Quality should be developed.
(By Ayushi Traders, Vijay Nagar, Distt-Jabalpur)
(31) More profit, more advertisement and should arrange mason meets.
(By Kanak Agency, Vijay Nagar, Distt-Jabalpur)
(32) Credit sale should in lowest price and mason meets arranged more
advertisement.
(By Kapiskar Traders, Vijay Nagar, Distt-Jabalpur)
(33) Cement should sale in lowest rate than other company.
(By Patel Traders, Bhedaghat, Distt-Jabalpur)
(34) More commistion and more advertisement.
(By Adinath Steel, Shahpura, Distt-Jabalpur)
(35) More profit should give to shopkeeper and advertisement.
(By Ashirwad Traders, Shahpura, Distt-Jabalpur)
(36) Proper supply and packing of cement should be changed.
(By Milan Traders, Lalmati, Distt-Jabalpur)
(37) Credit sale and adequate supply.
(By Rajesh Traders, Lalmati, Distt-Jabalpur)
(38) Lowest price with credit sale.
(By Rewa Traders, Lalmati, Distt-Jabalpur)
(39) Advertisement should sale in lowest price and only one supplier in one
area and adequate supply.
(By Malik Traders, Wright Town, Distt-Jabalpur)
[ 48 ]
(40) More sales promotion.
(By Shridham Traders, Wright Town, Distt-Jabalpur)
(41) Proper supply should and more commission with the compression of
other cement company.
(By Laxmi & Iron Traders, Wright Town, Distt-Jabalpur)
(42) Every month should meeting between company officer and dealer and
advertisement.
(By Balaji Traders, Barela, Distt-Jabalpur)
(43) Proper supply should and give more commission.
(By Vishwakarma Traders, Barela, Distt-Jabalpur)
(44) Make good relationship between dealer and company.
(By Jain Traders, Barela, Distt-Jabalpur)
(45) Credit sale should in lowest price.
(By Jain Traders, Barela, Distt-Jabalpur)
(46) No suggestion.
(By Swastik Traders, Barela, Distt-Jabalpur)
(47) Adequate supply and direct billing by company.
(By R.S. Traders, Panagar, Distt-Jabalpur)
(48) Meeting should every month and proper supply.
(By Shri Ram Traders, Panagar, Distt-Jabalpur)
(49) A dealer should in here and advertisement which people know about
Maihar Cement Birla Gold.
(By Shiva Traders, Panagar, Distt-Jabalpur)
(50) Maximum profit should give.
(By Badkul Traders, Panagar, Distt-Jabalpur)
(51) Mason meets should and company representatives contact to dealer and
advertisement.
(By Pradeep Trading, Panagar, Distt-Jabalpur)
(52) A dealer should in each area and regular meeting.
[ 49 ]
(By Jain Trading, Sihora, Distt-Jabalpur)
(53) Lowest price and maintain the quality of cement direct billing by
company.
(By P.P. Traders, Sihora, Distt-Jabalpur)
(54) Adequate supply and direct billing by company.
(By Patel Traders, Sihora, Distt-Jabalpur)
(55) Give more sales promotion and new scheme which shopkeeper
motivate.
(By Ganpati Traders, Sihora, Distt-Jabalpur)
(56) Mason meets should in rural area and also advertisement.
(By Richa Traders, Amkheda, Distt-Jabalpur)
(57) Maximum profit to shopkeeper and credit sale.
(By Sidharth Traders, Amkheda, Distt-Jabalpur)
(58) Single seller in one area and maximum profit, credit sale.
(By Rani Traders, Amkheda, Distt-Jabalpur)
(59) Sales promoter should very good in nature and create healthy
atmosphere.
(By Sana Traders, Amkheda, Distt-Jabalpur)
(60) Sales promoter should active and good in behaviour.
(By Vakil Traders, Amkheda, Distt-Jabalpur)
(61) Adequate advertisement which every person know Birla Gold.
(By Uma Traders, Civil Line, Distt-Jabalpur)
(62) Increase number of distributor and direct billing by company.
(By Anil Trading Company, Area :- Raddi Chowki & Gohalpur, Distt-
Jabalpur)
(63) Active work by sales representative and lowest rate which increases the
sales and profit.
(By Poddar Traders, Area :- Raddi Chowki & Gohalpur, Distt-Jabalpur)
[ 50 ]
(64) Proper supply should and advertisement also lowest rates which earn
more profit than other cement.
(By Patel Traders, Area :- Raddi Chowki & Gohalpur, Distt-Jabalpur)
(65) A meeting should between dealer and company management every
month and more commission to dealer.
(By Dholumal & sons, Area :- Raddi Chowki & Gohalpur, Distt-
Jabalpur)
(66) Birest billing by company and adequate supply.
(By Qureshi Traders, Area :- Raddi Chowki & Gohalpur, Distt-
Jabalpur)
(67) No suggestion.
(By Shivshakti Traders, Area :- Raddi Chowki & Gohalpur, Distt-
Jabalpur)
(68) Meeting should every month between dealer and company management
and proper supply.
(By Vikas Traders, Garha & Medical, Distt-Jabalpur)
(69) Meson meets should and more commission by company, free gift and
maintain good quality.
(By Anupam Traders, Garha & Medical, Distt-Jabalpur)
(70) Advertisement should and sales in lowest price and only one supplier in
one are.
(By Saniya Agency, Garha & Medical, Distt-Jabalpur)
(71) Lowest price and credit sale.
(By R.K. Traders, Garha & Medical, Distt-Jabalpur)
(72) More commission to the seller and proper supply.
(By Krishna Traders, Rampur, Distt-Jabalpur)
(73) Quality developed.
(By Yadav Traders, Rampur, Distt-Jabalpur)
[ 51 ]
(74) Cement should sale in lowest and direct billing by company not through
sales promoter and also mason meets.
(By Jyoti Cement, Garha Fathak, Distt-Jabalpur)
(75) Lowest price with credit sale.
(By Sunil Traders, Adhartal, Distt-Jabalpur)
[ 52 ]
Comparative position of selling in Jabalpur District
Total Sales :- 198252 tones per annum.
Brand
Name
Birla Gold ACC J.P. Prism Other
Sales in
percentage
143540 43062 4575 4994 2081
0
20000
40000
60000
80000
100000
120000
140000
160000
Birla Gold ACC J.P. Prism Other
Interpretation :-
There is the first position of Birla Gold cement in Jabalpur District.
[ 53 ]
Total Sales :- 198252 tones per annum.
Brand Name
Birla Gold ACC J.P. Prism Other
Sales in percentage
42 30 11 12 5
Birla Gold
ACC
J.P.
Prism
Other
Interpretation :-
There is the 42 % market share of Birla Gold cement in Jabalpur District.
[ 54 ]
SWOT ANALYSIS
These strength and weakness of “Maihar Cement” which if effect
the Brand position of Birla Gold.
Strength :-
(1) Brand image :- There is very good brand image of “Birla Gold” in various
state which maximum dispatch of “Birla Gold”.
(2) Brand quality :- Brand Quality is well maintain as per condition and this
is anti crack cement and quick setting than other cement.
(3) Brand Popularity :- It is the very popular Brand “Maihar Cement”
because its maximum demand by customer.
(4) Price Conformability reasonable which dealer and buyer is happy with its
price.
(5) Credit facility :- Company also provide facility which maximum person
want to sale “Birla Gold”.
Weakness :-
(1) Advertisement and publicity effort :- “Maihar Cement” doing very loss
advertisement and publicity which don’t know about its quality and
strength.
(2) Marketing personal visit :- No body is go from “Maihar Cement” for
marketing personal visit which people’s not motivate.
(3) Scheme and incentive :- A very less discount scheme given by company
be can say no free gift given by company and any incentive seem
applicable for motivation of people.
(4) Dealership :- A very less number of dealer, on Jabalpur Distt which not
sale optimum and don’t sale optimum and don’t achieve target.
(5) Dump :- There is no dump which lack of supply people go with another
brand and dealer is denominative..
[ 55 ]
(6) Balance between supply and demand :- There is no balance between
supply and demand because when demand is more company don’t fulfill
supply.
[ 56 ]
Factor’s affecting the sales of cement
The factor which affects sales of cement :-
(1) Availability of cement
(2) Price of cement
(3) Mason recommendation
(4) Dealer’s Retailer efficiency.
(5) Advertisement and sale’s promotion
(6) Packing of cement.
(7) Colour of cement
(8) Quality of cement.
(9) Setting time of cement.
[ 57 ]
SCOPE OF WORK
The main scope of work if given below :-
(1) To get basis knowledge about organization and its product.
(2) To understand quality system and packing.
(3) Conduct following marketing activities.
(a) To do market survey.
(b) To prepare detail of dealer and retailer of particular market.
(c) To give status of popular brand and brand available in the market.
(d) To study competitor in the market.
(e) To find out retail price and whole sale price of different brand.
(f) To prepare list of retailers interested in dealing with the company.
(g) Suggestion of dealer and retailer.
(h) Study the demand of cement in the market.
(i) Suggestion for development of brand image and market network.
(j) Assessment of brand position of “Birla Gold”
[ 58 ]
FINDING
(1)Brand position :- On the basis of comparative study done to find out the
brand position of “Brand Gold” in Jabalpur Distt. It is establish to be
holding first position.
(2)Demand :- The most demanded on cement of all Brand found to be 53
Grade and most cement is sale in January to March quarter.
(3)Advertisement :- A very less advertisement in Jabalpur distt. There is only
10-12 wall painting and no any other type of advertisement.
(4)Sales promotion :- A very less sales promotion is done by company with
dealer and retailer is not happy from company management.
(5)Mason meets :- There is no mason meet is done by company which here is
very low awareness about “Birla gold” and no body is supporter.
(6)Dealer’s Network :- There is very less dealer in Jabalpur distt. Because
sale’s Promoter is not active in Jabalpur distt.
(7)Dealer’s meeting :- There is no meeting between company management
and dealer’s retailers, which there is huge gap between company
management and dealers.
[ 59 ]
SUGGESTION
Maihar Cement should give more emphasis is on the following point to
increase the market share in Jabalpur Distt.
(1)Strong Brand Image :- Company, Management should concentrate to
create strong Brand image in Jabalpur through arrange dealer’s meeting’s
and maintain the quality.
(2)Concentration on R & D in cement :- Company should concentrate in
research & development which make different type of cement and
developed quality.
(3)Exploration of new usage of cement :- company should concentrate new
usage of cement because every time new constriction is start.
(4)Rural Marketing :- Company should concentrate rural marketing because
around 75% population lived in Rural area. These are states where rural
population various between 70-80 percent like Uttar Pradesh, Madhya,
Rajsthan, Kerla, Bihar and Orissa.
(5)Social Marketing :-
Company should emphasis on social marketing like give the donation for
school, hospitals, Green Plant, Temple construction etc.
(6)Mason meets :-
Company should more emphasis on mason meets people aware about
“Maihar Cement” Quality and its product.
Mason meets is important because its create bridge between company and
consumer.
(7)New incentive scheme for loyal dealer :-
Company should issues new incentive scheme
(8)Advertisement :-
Advertisement should because it is business of the people, for the people
and by the people. Advertisement pay vital role in increasing market
[ 60 ]
shame because it is sale’s message directed to a mass audience that seeks
to sell goods, services of idea through persuasion on behalf of the paying
sponsor.
(9)Matching or role with market trend :-
Company should pay the role as market trend, it mean’s every activities
should as market trend like price, packing advertisement etc.
(10) Wide dealer network :-
Company should create wide network of dealer which market share
increase because if network is wide which cover more areas.
(11) Demand and supply :-
Company should maintain balance between demand and supply
because in hot season very less supply than demand.
(12) Recruitment of Qualified professional.
[ 61 ]
Analysis & interpretation
Q1. Do you ever use product of Maihar Cement ?
Interpretation
78% of the respondent says yes that they use Maihar Cement whereas 22% of the
respondent says No.
[ 62 ]
Q2. Which is popular brand in Your region ?
Birla Gold
ACC
J.P.
Prism
Other
Interpretation
Here the position of Birla Gold is better than other companies. At this
region Birla Gold is 42% than at the second position ACC with 30% and then J.P.
11%, Prism 12% and other companies 5%.
[ 63 ]
Q3. What is your favourite media ?
0
5
10
15
20
25
30
35
40
45
T.V. Newspaper Hoarding Internet Mobile
Interpretation
Here, we find that 40 of the respondent favorite media is T.V. While 28% says
their favorite media is Newspaper, 15% said hoarding whereas 9% says internet
and 8% says mobile.
[ 64 ]
Q4 What is your opinion about Maihar Cement Price ?
Reasonable 76% High 17 % Low 7%
Interpretation
Here we find that 76% of the respondent says that the price is reasonable whereas
17% says high and 7% of the respondent says low.
[ 65 ]
Q5. What is your opinion about Maihar Cement Quality ?
Execllent32%
Fair 26%
Good 42%
Interpretation
Here 23% of the respondent says that the quality of Maihar Cement is excellent
whereas 42% of the respondent says good and 26% fair.
[ 66 ]
Q6. In Newspaper which type of advertisement is good ?
0
10
20
30
40
50
60
70
80
90
Coluor B & W
Interpretation
“Colour is the best way to express emotions”
Here also colour covers a major space with 79% while B & W covers 21%
reading publication of an advertisement.
[ 67 ]
Q7. What are the different activities which has been performed by the
company ?
(a) Road Show
(b)Events
(c) Sponsorship
Roadshow 20%
Events 56%
Sponsorship 24%
[ 68 ]
Q8. What’s the most appealing thing in packing which attract you most.?
45%
20%
15%
20%
Quality of packing
Design
Colour
Theme
Interpretation
Quality of packing is yet an important part of selling an item here it goes for 45%
for Birla Gold Whereas 20% says design matter, Whereas 20% says theme is the
important part rest 15% prefer colour is the right tool or it attracts more.
[ 69 ]
BIBLOGRAPHY
(1) PHILIP KOTLER, MARKETING MANAGEMENT
Planning Analysis, Implementation & Control, Ninth Edition of
Prentice Hall of India Private
Limited.
(2) Dr. C.N. SONTAKKI – MARKETING MANAGEMENT
Kalayani Publishers – New Delhi
(3) C.R. KOTHARI – RESEARCH METHODOLOGY
Method & Technique, Second edition of wishwa prakashan – New
Delhi
(4) www.google.com
(5) Manual and information provided by the company.
(6) From Newspapers & Magazines also.
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