Professional Documents
Culture Documents
ON
FOR
JAIPRAKASH ASSOCIATES LIMITED
“CEMENT DIVISION”
SUBMITTED BY
MR. OMRAJ SINGH
MeBA-2007-2009
1
DECLARATION
I have declared that this Project Report is an original unpublished work done at
Jaiprakash Associates Ltd. Rewa (M.P.) for the partial fulfillment of Masters of e-
Business Administration.
To the best of my knowledge, no piece of work has been done and submitted by anyone
in this regard.
2
INDIAN INSTITUTE OF e-BUSINESS MANAGEMENT,
This is to certify that Mr. Omraj Singh has successfully completed his Summer Project
ASSOCIATES LIMITED”.
Jai Singh
Director
3
PREFACE
As a management student of summer Training Project one of the pre-requisite for the
The study covers a brief introduction about cement marketing in rural area like Rampur,
Nagud, Singhpur, Ucchra etc. of Satna deistic. The report is followed by detailed study
I am confident that this study meets the complete requirements of MeBA. Program it is
quite possible that may be some error in the report. In the any suggestion for the
4
ACKNOWLEDGEMENTS
At the outset I would like to express my deep gratitude to JAI SINGH Director for
providing me an opportunity to take up this project and his genuine interest in the project
& also I would like to thank Mr. RTT Antoni Sir (GM-TTG) and Mr. SKP Gupta Sir (GM-
counsel, materials, and for coordinating the project work and giving me guidance. This
project would not have been possible without his help. I am very grateful to Dr. Bs Ks
Chopra Sir Chief of, Indian Instituted of e-Business Management for his assistance.
A heartfelt thanks to the many respondents surveyed whose ideas, critical insights and
suggestions have been invaluable in the preparation of this report. I feel highly obliged
for the excellent and able guidance of Mr. RAVI GHATE (Field officer – J.P. Cement
Rewa in Satna Dump (R)); Guiding me all though the way and helping me achieve the
best of my performance.
I have great pleasure in expressing my sincere thanks to the management and all the
members of marketing department of Cement Division, REWA who had given their full
OMRAJ SINGH
5
CONTENTS
Executive Summary
Section 1. Introduction
Section 6. Conclusion
Section 7. Bibliography
6
EXECUTIVE SUMMRY
Associates LTD.
The first week I spent in getting more about the company profile, about product
The remaining time I spent in studying, analyzing and finding potential for Jaipee brand
and other competitive brand in the SATNA segmented market (area wise segmentation).
My product was Cement .My aim was to search the Market Potency of particular brand
and also find out what influence by the consumer to buy a particular brand.
My product’s cement complies with IS: 8112 -1989 for 43 Grade Ordinary Portland
Cement and surpasses IS:1489:1991, the laid down BIS standards for fly ash based
PPC cement.
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• Resistant to lime leaching.
• Beneficial effect on workability due to spherical shape of particles and their high
fineness.
concrete to steel.
SATNA MARKET.
8
SAMPLE PLAN: - Universe Residents of SATNA
Frame Cement Seller
Sample Size Exclusive Dealer, Sub-
Dealer, Consign.
Sampling Method Area Sampling
Contract Method PI (Personal Interview)
Theoretical aspect: - Most of the sellers are sales the JP-BULAND, PRISM
JAIPEE, PRISM and ACC Company. Costumer also has faith in these companies. And
Analysis, Finding:-We found that customers are more determined on feature of the
product and benefits. We also found that some customer is having brand awareness like
ACC, PRISM, JAIPEE and BIRLA. We also found that in which region there is more
Company Brand.
Suggestion:-Dealers is most important for product selling because they have play main
role in the market and their should be provided good facility by the company like
Insurance policy, Health facility with family, Children Education etc to feature accepts.
So that, Dealers becomes motivate and selling will be increase Company product and
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INTRODUCTION
“TO FIND OUT MARKET POTENTINAL FOR JAYPEE BRAND IN SATNA MARKET”
This is like a dream come true working with such a big company in Cement Division. I
enjoyed working with brand like Buland Cement .The Company is having 20% market
Right now JAYPEE GROUP doing Business in various Sectors: Civil Engineering,
Thermal, Transmission. The company realized that it was time to reinvent its identity. In
its new avatar, the company is now known as JAIPRAKESH ASSOCIATE LIMITED – A
name that means many things. It is not merely the product of mass and acceleration but
conglomerate in India. Over the decades it has maintained its salience with leadership in
group has been discharging its respond sibilates to the satisfaction of all its
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shareholders and fellow Indians, summed by its guiding philosophy of "Growth with a
Human Face"
Today this Diversification in Different Area Like: Madhya Pradesh (Sidhi, Satna, Guna),
Uttar Pradesh (Chunar, Dala) Himanchal Pradesh, Gujrat ( Bhuj, Jamnagar) etc. and
also Establishing Cement Plant in Foreign like Bhutan, Afganistan, Irak (Bagdad) etc.
concentrating on Human Growth in India and Foreign and also customer satisfaction
LOCATION
The survey is conducted with the help of questionnaire method and survey is conducted
The project started from getting knowledge of the concerned product. The research
objective is that the overall Dealers, sub-dealers feedback and personal customer visit
which involves feedback of customers. The Dealers requirement & finding new customer
for my product I also took their suggestions .In the project there are many things to learn
in the process and to have the market knowledge and finding new segment for my
product; Because it is good opportunity for me to work with product in SATNA Market.
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OBJECTIVE
In the current scenario of cut-throat competition every company to service invest in some
new technology for their expansion & to maintain the quality, reduce the cost & to
My objective in this survey is to determine the Market Potential of the cement in satna
Aims and objectives of sales analysis are mainly divided into two terms, viz.
1. Main Objective
2. Supplementary Objective
Primary Objective
Secondary Objectives:-
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HISTORY OF JAIPRAKESH ASSOCIATES LTD
With a single minded focus in mind, to achieve pioneering myriads of feat in civil
engineering Shri. Jaiprakash Gaur, the founding father of Jaiprakash Associates Limited
after acquiring a Diploma in Civil Engineering in 1950 from the University of Roorkee,
had a stint with Govt. of U.P. and with steadfast determination to contribute in nation
Historical Milestones
Year 1957 Completed first work as contractor in Kota (India).
Year 1979 Jaiprakash Associates Private Ltd. ( JAPL)
Year 1983 Establishment of Jaypee Rewa Cement Plant (JRCL) with an initial
capacity of 1 million tones.
Year 1980 Hotels Siddharth and Vasant Continental set up.
Year 1986 Formation of Jaiprakash Industries Limited ( JIL) by amalgamating JAPL
into JRCL.
Year 1992 Formation of Jaiprakash Hydro Power Ltd.(JHPL) and Jaiprakash Power
Venture Ltd. (JPVL)
Year 1996 Establishment of Jaypee Bela Cement Plant (JBCP) with an initial capacity
of 1.9 million tones.
Year 2000 Formation of Jaypee Cement Ltd. (JCL) by merging JRCL and JBCP.
Year 2003 Formation of Jaiprakash Associates Ltd. ( JAL) formed by merging JIL with
JCL.
Year 2005 Shares of JHPL listed on BSE/NSE. First Hydropower company to be
publicly held and listed in the country.
Year 2006 Merger of Jaypee Greens with Jaiprakash Associates Ltd. ( JAL)
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CIVIL ENGINEERING Captivating both EPC and
Non EPC contracts in its
stride, building on its year of
expertise as an
acknowledged leader in its
field.
PRIVATE HYDROPOWER Augmenting the nation to
achieve its goal of “Power for
All by 2012” by harnessing
on the countries rich water
potential.
CEMENT Jaypee Buniyad and Jaypee
Buland brands, all
surpassing applicable BIS
standards.
14
COMPANY PROFILE
Transforming challenges into opportunities has been the hallmark of the Jaypee Group,
ever since its inception four decades ago. The group is a diversified infrastructure
conglomerate and has a formidable presence in Engineering & Construction along with
interests in the power, cement and hospitality. The infrastructure conglomerate has also
The Engineering and Construction wing of the group is an acknowledged leader in the
construction of multi-purpose river valley and hydropower projects. It has had the unique
• 1450 MW Sardar Sarover Project, the largest water resource project in India,
• 1000 MW Indira Sagar Power House, second largest surface power house in the
country.
• 1500 MW Naptha Jhakri Power House, the largest underground surface power
The in house Design and Consultancy company, Jaypee Ventures Pvt. Ltd. (JVPL),
gives JAL a competitive edge over its rivals. The design and engineering arm has been
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awarded “CT1” grade by ICRA with CIDC (The Construction Industry Development
Council). This is the highest rating assigned to consultants in the field of engineering.
CEMENT
Jaypee group is the 4th largest cement producer in the country. It produces Ordinary
Portland Cement and Pozzolana Portland Cement under the brand names “Buland” and
“Buniyad”. Its Cement Division currently operates modern, computerized process control
cement plants with an aggregate capacity of 7.0 MTPA. The company is in the midst of
capacity expansion of its cement business in Northern, Central and Western parts of the
country and is slated to be a 25 MTPA cement producer by the year 2010 and 30.5
MTPA by 2011 with Captive Thermal Power Plants totaling 250 MW.
Post expansion the Group will have 8 integrated cement plants supported by 250 MW of
Captive Thermal Power, 8 split location plants, 11 railway sidings and one jetty giving the
POWER
Jaypee Group, an integrated power player in the country after having established a
strong presence in the Hydro-Power Sector has initiated its entry into Thermal Power
The group with its operational projects of 300 MW Baspa-II (Himachal Pradesh) and 400
MW Lower Siang & 500 MW Hirong ) coming up in Arunachal Pradesh and 720 MW
(270 MW Umngot and 450 MW Kynshi Stage –II) in Meghalaya , the Group will have
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total hydro-power generation capacity of over 5600 MW.
The Group is also in the process of implementing 2 x 660 MW pit head based Nigrie
Thermal Power Plant in District Sidhi of M.P. and is setting up through M/s Suzlon, 50
Wangtoo Hydro Electric Project. The Transmission Project will consist of a 230 km long
HOSPITALITY
The group owns and operates four five star hotels, two in the national capital, New Delhi
and one each in Agra and Mussorrie and also a five star Golf resort at Greater Noida,
The real estate industry in India has been witnessing strong growth over the last 5 years
mainly driven by positive growth in the economy with major areas of development
complexes), economic and social services (e.g. hospitals, schools) and information
The Group is a pioneer in the development of India's first golf centric Real Estate.
Jaypee Greens - a saga, a story - a world class integrated community with a sanctuary
international championship 18 hole Greg Norman Golf Course with an integrated sports
complex, a spa resort, more than 16 lakes and water bodies, 60 acre nature reserve and
other natural greens. A masterful creation spread over 7 million sq.ft. in over 450 acres
of land at Greater Noida, it has become the most exclusive address for high end
17
segment of homeowners.
In addition to the construction and operation of 165 km, Noida to Agra expressway, a
Ribbon Development of 2500 Hectares of land at five or more locations along the
purposes, will also be undertaken as an integral part of the project. The company plans
to develop such installations to international standards with state of the art technology.
SOCIAL COMMITMENTS
The group has always believed in growth with a human face and to fulfill its obligations it
has set up Jaiprakash Sewa Sansthan (JSS), a ‘not-for- profit trust’ which primarily
serves the objectives of socio – economic development, reducing the pain and distress
in society and providing education at all levels of the learning curve with sixteen schools,
For over 3 decades now Jaypee Group has supported the socio-economic development
of the local environment in which they operate and ensure that the economically and
educationally challenged strata of the work surroundings are also benefited from the
group’s growth by providing education, medical and other facilities for local development.
Apart from this sustaining the ecological balance is of paramount importance. Our
ecological management approach has led to efficient and optimum utilization of available
resources, minimization of waste. Our group has also taken green initiatives,
afforestation drives, resources conservation, water conservation, air quality control &
noise pollution control and created a “green oasis’’ amidst the limestone belt at our
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Because we know, the environment is the prime essence of healthy life and healthy
Last but not the least, “It is our dream of a brighter India that gives us the courage to
brave the odds and emerge successful. It’s no small dream. But then, it’s not too big
either”.
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BOARD OF DIRECTORS
The Board of Directors of the company has envisioned the organization to new heights.
Executive Chairman
1) Applicability: - This Code of Conduct is applicable and binding on the Directors and
Senior Management Personnel of the levels of Presidents, Vice Presidents, who are
(b) Adopt highest standards of personal ethics and integrity in their dealings with the
Company.
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(c) Make disclosures, to the Board of Directors, relating to all material financial and
commercial transactions in which they have personal interest, and may have a potential
(d) Ensure security of all confidential information made available to them in the course of
(f) Not engage with any member of the Press or Media in the matters connected with the
Company or its business unless specifically permitted by the Board of Directors of the
The performance of the Company during the year under review cannot be
considered satisfactory.
MATRICS) etc. Stacker/ Reclaimed for Lime stone & Coal, Dynamic & high
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IMPORTANCE TO ECONOMY:
The cement industry accounts for approximately 1.4%of GDP and employs over
0.15 million people .it is significant contributor to the revenue collected by both the
central and state government through excise and sales taxes .cement has consistently
figured among the top a 5-7commodities .It is heavily taxed commodity and the duties
India is the second largest producer of the cement in the world .In 2007-08 India
(160mt) is the second largest producer –behind china (1000mt);but ahead of the US
(99mt)and Japan (66mt).India’s cement industry –both installed capacity and actual
production has grown significantly over the past three accedes, with production
increasing at an average rate of 8.1% per year between 1981 and 2006-07.also it is
worth noticing that the demand for cement is still outstrips supply by at least 5 million
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II. PRODUCTS PROFILE
Jaypee produces a wide variety of cements, which are specifically designed to cater to
the customer’s requirements for different types of cements in each of its markets. All the
brands, which the Company produces, are so evolved in their characteristics and
properties that they surpass BIS Standards. For each brand, the relevant BIS standards
are mentioned in enclosed table along with a comparison with the actual parameters
All brands are marketed in attractive HDPE bags, containing 50 Kgs of quality cement
from Jaypee. Bags are identified with a conspicuous Jaypee Logo, which also over the
Jaypee markets both PPC & OPC grades of cement. A brief introduction of each brand is
enumerated as below:-
Jaypee Cements produces two popular special blends of Portland Pozzolana cement
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BUNIYAD (Blended Cement)
Buniyad is being used for a number of applications like housing & commercial
complexes, roads, wells, canals etc. which establishes that Buniyad cement has proven
Buland cement helps to produce better concrete & compressive strength keeps on
Buland promotes workability in fresh concrete even with less water and hence yields
high strength concrete of low permeability. Less bleeding better pumpability and superior
finish are thus attained by use of Buland. Hardened concrete made with Buland benefits
from continually improving compressive strength and related properties like creep etc.
Furthermore the concrete is very durable and effectively resists aggressive attack of
sulphate and chloride ions. It is also resistant to Alkali aggregate reaction. The concrete
Ca(OH)2
24
ORDINARY PORTLAND CEMENT
OPC-43 Grade is produced from enriched limestone most suited to make high quality
clinker, which on grinding gives a cement with characteristics better than those specified
in IS: 8112 1989. Table below may be referred for the same.
Jaypee OPC-43, has emerged as the top choice of Construction & Civil Engineering
One of the very few cement manufacturers having the capability to manufacture this
special grade of cement which due to its enhanced quality and performance parameters
has been approved by the RDSO and is preferred by Indian Railways for manufacture of
“SLEEPERS”.
Jaypee OPC-53 S Grade is also used in heavily loaded or prestressed structures, which
are subjected to high dynamic loads due to rapidly moving volumes, be it a train passing
on the railway sleepers or a great volume of water moving at high speed to generate
electricity in a Dam.
3. This is then grinding with Gypsum (4-5%) to produce a fine powder called
4. Cement is a chemical, which when mixed with water allowed to set and hander.
6. Buland cement gives strong shield against forces of nature like water & salts.
7. Buland Cement is superfine, which gives cohesive mass & mason experiences
extra ease of working & better finishing. This makes buland cement ideal cement
“BULAND CEMENT”
26
Manufacturing Process:
27
OXIDES COMPOUNDS:
LIME CaO
SILICA SiO2
ALUMINA Al2O3
IRON OXIDE Fe2O3
MAGNESIA MgO
SULPHATE SO3
ALKALIES (Na2O + K2O)
CEMENT + WATER
IN BLENDED CEMENT:
CEMENT + WATER
Hydration
After 15 Days
After 1 Year
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Effect of Buland on concrete properties:
Durability:
The use of buland cement results in reduced permeability and reduced expansive
stresses, therefore reduced tendency of cracking, thus freedom from cracking is related
to concrete durability.
REVIEW OF LITERATURE
Industry analysts have identified major trends that can lead to strong sales opportunities
for operators. Ericsson has addressed these developments and strengthened its
enterprise offering with focus on voice and data solutions. The market trends include:
(PBXs, and changing infrastructure will play a stronger role within enterprises.
• Since the enterprise market is still based on Quality services, it remains a major
• Technology Outsourcing and hosting are becoming viable options for enterprises.
Company Mines and outsource Raw material of other mines are with their own
29
All the operations of cement is computerized through an ERP software containing
modules for Inventory, Purchase, Finance, Sales & Distribution, Costing, Excise &
Taxation, HR & Payroll and MIS. These modules are fully integrated and any entry made
The reach of this software widely spread and touching all manufacturing, distribution,
marketing and selling point located in the states of MP, UP, Bihar, Jharkhand, West
The most popular patterning of chapters in theses and dissertations goes something like
this:
1: Introduction
3: Methodology
4: Results/Findings
Such a pattern implies that the entire collection of information from the professional
literature belongs in. However, whether it’s wise to locate all references to the literature
within a separate chapter is a matter of debate. Two questions worth answering are:
(1) What function is material from the literature expected to perform in your project?
(2) Where in the final version of your thesis or dissertation can such material most
reasonably be located?
30
A typical answer to the first question is that faculty advisors want your project not only to
display your ability to answer the particular question on which your research will focus,
A recent joint study released by the National Association of Home Builders (NAHB) and
McGraw-Hill Construction has discovered that some 85% of homeowners who currently
own green homes are happier with their new homes than with their previous houses--
Philadelphia:B.Franklin’sPress:
Journal article: Marx K. (1998). "Sociolo in the Third Reich". New European Social
Thought, 14 ( 3), 123-142. The second, from the Chicago Manual of Style ( 1993), is
often used for studies in the humanities. It sometimes is also found in educational and
World. London: The Tower Press ( 62nd ed.), 1999. Joumal article: Johnson Ben. "W.
Shakespeare and the Kate who kissed". Elizabethan Archives, 8 ( 1604): 67-82.
Well before the time you actually start work on my project, can be on the lookout for
through a journal, my intuitive reaction to items may signal potential topics. Such
"Now that’s an idea worth following detail" or "I can’t draw such a broad conclusion from
such a limited sampling of people" or "There must be a better way to test that theory."
On these occasions, may find it worth the bother to jot down my reaction and to suggest,
31
even in a vague way, the kind of study that could derive from my response. Adopting this
habit enables to compile a list of research possibilities from which can select my thesis
or dissertation problem.
assessments of work in that field. Those analyses can prove useful for my own work by
study. By pausing in my reading to note these features and to identify the publication in
which they appear (author, year, title, volume, number, publisher, page number),
Identify theories that can be applied or tested. The word theory, as we use it throughout
this book, is a proposal about (a) what variables are important for understanding some
phenomenon and (b) how those variables interact to make the phenomenon turn out as
it does. Thus, a political theory may be designed to explain why people vote the way
they do in elections. A sociological theory may show how and why people within a family
may rise or fall on a social-status scale from one generation to the next. An economic
theory may explain stock market cycles of advance and decline. An anthropological
theory may offer reasons for the appearance of particular religious practices within
interact with pupils’ characteristics to affect pupils’ academic performance. Thus, in the
professional literature, may find theories which thesis or dissertation will test empirically,
32
extend, revise, or replace. During your reading, as ideas about theories come to mind,
The word methodology is used here to mean the steps I will follow in answering your
research question, including the kinds of information collect, how collect it, and how you
classify and interpret the results. The professional literature is a valuable source of
approaches. Such information not only can guide your choice of a research design but
also can aid you in devising a defense of that choice. Therefore, as you browse through
the literature, you can profitably take notes about (a) the components of a given method,
(b) the kinds of research problems for which that method has been used, and (c) the
ways of collecting information, such as, analyzing the contents of documents, conducting
experiment. Journal articles or single chapters of an edited book, because they are
restricted in length, may mention the data collecting methods and instruments but not
describe them in detail. I will find this practice satisfactory if the instrument that a writer
specific nature you can discover by obtaining a copy and reading its instruction manual.
But authors’ tests, questionnaires, or interview protocols are often ones they created on
their own and may not be reproduced in the account of their research. In these cases, if
33
it is important that you learn the specific nature of a data-gathering technique, you may
need to hunt for the study’s original, detailed description (perhaps in a book or
dissertation) or else write directly to the author to request a copy of the account.
information - such as historical accounts, survey responses, and test scores - is typically
an incomprehensible mess until it’s been classified and summarized. The professional
literature contains alternative ways this can be done. Taking notes about different
approaches, along with each one’s advantages and limitations, prepares for writing the
schemes
(c) Defend the suitability of that scheme by comparing its features with the strengths and
Suggest statistical and graphic treatments. Numbers, tables, diagrams, and pictures are
among the devices useful for classifying and summarizing data. Therefore, as my peruse
the literature, may benefit from contemplating the kinds of data intend to collect and from
taking notes about authors’ statistical techniques, kinds of tables, and graphic displays
Illustrate ways of interpreting research results. The word interpreting in the present
context refers to explaining to readers what your classified information means. This is
the "so what?" phase of research. The professional literature can help prepare you for
the interpretation task by illustrating the diverse conclusions authors have drawn from
34
their data. It’s useful for me to note which modes of interpretation in the literature find
most convincing, and why. Conversely, I can also determine which interpretations
consider weak, and why. This exercise can aid in establishing criteria to guide the
Suggest outlets for publishing the completed product. I will reach a broader audience
with my project if the results can be disseminated in some form other than that of an
article, a microfiche or
Microfilm version of the entire work, a chapter in someone else’s book, or an entire book
itself. During your review of the literature, you may locate potential outlets for the type of
research my project involves. Recording the addresses of those outlets and noting the
form that each type assumes can prepare you for contacting sources of publication once
In summary, the professional literature has many potential functions for promoting the
quality and speed of my work. Recognizing these functions at the outset of your project,
then taking proper notes during the search, helps ensure that I invest my time
economically.
1. In the following list, place an X on the line in front of each function that your search of
2. For each of the functions that you checked under product, make a list of key terms I
35
3. Specify the bibliographic form you will adopt for listing references at the end of your
thesis or dissertation. For each type of resource that you will use in the literature,
(l) A report on the Internet, and any other type of resource you plan to use.
Specify the form in which you will cite references within the body of your thesis or
dissertation. Create a sample of this form for each type of literature resource that you
intend to consult.
36
Do plan to use a code system for identifying the functions that material from the
literature is expected to perform? If so, describe the form that the codes will assume, and
If I have used function questions to guide your search, then the problem of what to
record from the literature is obviously solved. Simply write answers to your questions. It
is also the case that, as survey the literature, contents of the article or chapter are
reading may suggest further search questions that had not occurred to me before. Thus,
not only record the information I have found but also add to my search strategy the
The matter of how to record what I find can involve considering both what form to use
Search Strategies
for books and journals in the broad area of their topic, Then read the sources in detail,
hoping to find material that might apply to their project. In my experience such a method
lots of time, eliminates wading through pages that will be of no use, and guides to where
approach, first decide which functions intend literature survey to serve. Those functions
37
What studies have already been conducted about my topic, and what conclusions did
What key terms did the author use that can relate to my study, and how were those
terms defined?
topic?
On what theories have previous studies been founded? Or, which theories have been
Additional questions of this sort can focus on the other functions we described earlier in
this chapter. Armed with your guide questions, you skim through book chapters, journal
articles, or newspaper accounts to find the answers you seek. As a result, rarely, if ever,
read a book straight through. Instead, you hunt up answers to my questions. In some
instances this will require a detailed perusal of one or more chapters - sometimes an
entire book or monograph - as when wish to thoroughly understand the theory on which
the study was grounded. In other cases, my task consists of hunting only for a key word
or phrase in the book’s index (as in learning how an author defined a term that will be
important in my project); then read only the pages whose numbers appear for that word
in the index. Sometimes my search will be guided by a single question. In other cases, I
will find it economical to look up answers to several questions at the same time in order
to make the most efficient use of a book, dissertation, or journal that would be difficult or
38
RESEARCH METHODOLOGY
Meaning of Research
The term ‘research’ is composed of two words ‘RE’ and ‘Search’ which means to search
again. Research is conducted to search for new facts or to modify the existing facts. The
obvious function of research is to add new knowledge to the existing store as well as to
remove the misconceptions and ignorance of mankind. Thus, research is a process and
means to acquire knowledge about any natural or human phenomena. It is the pursuit of
the truth with the help of study, observation, comparison and experiment.
Definition of Research
pertinent questions by the use of the scientific method of gathering and implementing
information.”
extend, modify, correct and verify knowledge whether that knowledge aids in
By P.V.Young
39
Type of Research
1. Descriptive Research:-This kind of research merely describes and depicts the current
state of affairs of different variables. The research has no control over these variables.
different dimensions of the problem. It studies the subject about which either no
that the researcher has little or no knowledge about the problem or situation under the
study.
Exploratory studies are appropriate for some persistent phenomena like sickness of an
3.Explanatory research :- This kind of research explains the causes of social and
but explaining the cause for the same is its explanatory aspect.
E.g :- what are the cause for decline in productivity and profitability of a business, why
40
Meaning of Research Design
Research design is a working plan prepared by the researcher before the actual start of
research work. It is the conceptual structure within which research activity is conducted.
researcher will do from writing the hypothesis and its operation to collection, analysis
E.g :- A house builder prepares a blueprint of the entire building before commencing the
actual construction.
insights into phenomena. The major emphasis in these studies is on the discovery of
new insights and ideas. They are mostly carried out when the researcher has either no
41
3. Diagnostic design: - A diagnostic study is directed towards the solution of a specific
problem by the discovery of relevant variables or causes that are associated with the
E.g:- This study may at discovering or analyzing the specific problems of farmers,
college teacher, or working women or pensioners. It’s aim to identify the relevant
4. Experimental design: - It is a design in which some of the variables being studied are
manipulated. It is a design which seeks to control conditions within which persons are
observed. Here control means holding one factor constant while others are free to vary
in the experiment. One variable is manipulated are its effect upon another variable is
measured, while other variables which may confound such a relationship are eliminated
Meaning of sample
A part of the population which is studied for making judgement about the entire
population have been developed by the statisticians. These methods with the help of
sampling.
42
Type of Sampling
A. Probability Sampling
4. cluster sampling
B. Non-probability sampling.
1. Convenience sampling.
2. Judgment sampling.
3. Quota sampling.
4. Snowball sampling
43
Collection of data makes the most important step of any research enquiry or statistical
enquiry. If data collection is not correct, reliable, relevant and appropriate, one cannot
Type of Data
Primary Data: - If the investigator collects the data originally for the investigation, the
Secondary Data: - If this investigator does not collect the data originally but uses data
1. Observation Method.
2. Interview Method.
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Method of Collecting Secondary Data
Published Sources
a. Govt.Publications
b. Semi-Govt.Publications
g. Internet
Unpublished Sources
`All statistical material is not always published. Such records are maintained by
various government, post offices and research institutions. Such sources can be
45
RESEARCH DESIGN
ingenuity characterize the investigation. However, three lines of attack may aid in
2. Survey of individuals who are apt to have ideas on the general subject.
requirement level of the customer, area sampling was done and I have
unstructured. Some of the questions are close ended where as others are
open-ended.
After critically analyzing the responses, I have used excel sheet to come to a
after continuing this procedure for 100 correspondents from different walks of
life, I used pie charts to come to the final conclusion as to determine the
ASSOCIATE LTD.
46
SUCCESS KEY
PROMISE
VISION STATEMENT
“To be dynamic and vibrant responsive to the changing economic scenario: and flexible
enough to absorb Environmental and physical fluctuations. Harness and inherent
strength of available human resource and material have a capacity to learn from success
and, more than any thing else, ensure Growth with human face. “
MISSION STATEMENT
47
QUALITY POLICY
48
OTHER POLICY STATEMENT
49
PRODUCT LIFE CYCLE:-
The JP BULAND is in the introduction stage for SATNA MARKET. This cement is
previous version of Tiger Cement. The Cement is introduced in the years 2004. The
Cement is introduced after Tiger Brand then it is immediately capturing market. This time
JP BULAND is Growth Stage in the market, high expanse on the advertising and sales is
less so as Profit Company is selective in its distribution.
Growth Maturity
Decline
Introduction
50
Consumer buying behavior:
The aim of marketing is to meet and satisfy target customers needs and wants. The field
of consumer behavior studies how Individuals groups and organization select, Buy, use
and dispose of goods, services Ideas, or experience to satisfy their needs and desire.
Understanding consumer behavior are never easy. Customer may state their needs and
wants but act otherwise they may respond to influence that change their mind at last
minute.
Philip Kotler in his book Marketing Management talks about an old Spanish saying that
“To be a bull fighter, fist learn to be a bull”
There are many factors which affect the consumer buying decision are-
I noticed that the buyer of the Cement is also affected by almost all these factors. The
factors ranged from price, quality, brand Image, company image and host of
perceptions that he had while making his purchase decision of Cement. The model of
buying behaviors as proposed by Kotler, is shown. The model also shows the five
stage model of buying process is also shown in the following diagram:
51
MODEL OF BUYER BEHAVIUR:-
Product Economic
Price Technological
Buyer’s Buyer’s Decision
characteristics Process
Place Political Cultural Problem
Recognition
Promotion Cultural Social Information Search
Personal Evaluation of
Alternatives
Psychological Purchase Decision
& Post Purchase
Behaviors
Buyer’s Decisions
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase Amount
52
CUSTOMER RELATIONSHIP MANAGEMENT:-
Company need to improve the customer relationship, focusing more to the customer
satisfaction and providing the best service the can be financial solution building the
stronger relation with the customer and Dealers, sub-dealers etc. maintaining the data
base and using it with CRM. Timely cross check the customer satisfaction level and
having the warm relation with the customer. Try to have the customer delight in the
customer satisfaction.
Comparative Analysis:-
There are 5-majer Brand their in the Satna market; Prism & ACC Brands is a majer
competitor of JP Buland. All the Brand having a different-2 Quality and Brand Image in
the market
Brand Image:-
We are Analysis that in the market JP having a good Brand image in Satna Market:
Zone Sales %
Satna City 30%
Nagud & Singhpur 90%
Davendra nager & Panna 25%
Rampur baghaland & Madavgarh 50%
Kotar & Birshinpur 40%
Maihar & Ucchra 98%
53
This selling is possible only for Brand Image Maihar and Nagud Area having good brand
image of the Buland Cement and also promotional activity and Dealer Satisfaction
SWOT ANALYSIS
SWOT Analysis is an effective way of identifying your strengths and weaknesses and of
What makes it particularly powerful is that with a little thought, it can help my uncover
And by understanding my weaknesses, I can manage and eliminate threats hat would
More than this, buy looking at myself and competitors using the SWOT
framework, I can start to craft a strategy that helps compete successfully in market.
generic name for Cement Sector. Today the single largest selling Brand in the North
Indian Market.
product department for brand promotional activities. It plays a crucial role in making
54
awareness among the general public. They are unveiling new products time to time
according to the latest trend. Some of the products offered by branded products to
customers.
persistent in pursing world class promotional strategies. They choose effective media to
tap the untouched market. The sound marketing strategies follow up by the companies is
coverage in world best leading newspaper like Business Standard, Times of India, and
City.
especially in India. JAYPEE took off by BULAND CEMENT and innovations and spread
over many countries. JAYPEE of INDIA, which is ranked, wholly owns it in the top five
one of the India’s most impressive success stories. As Company having premium market
Weakness
Although the company is self sufficient in economic resources but still it is lacking in
1. ACC and PRISM are doing much promotional activity rather than JAYPEE that’s
55
2. It doesn’t satisfy to Dealers in period of time & not provide motivational offers in
time to time.
5. Lack of awareness programme for consumers. They think JAYPEE more use
FLYASH
Opportunities
developing
4. As company is coming up with a new plant in Baghwar, Sidhi so they can more
penetration in M.P.
56
Threats
c. The company faces competitions to some small players how are sale
cement by offering more incentives to dealers because they are not long
run players.
BRANDING
Branding is more than just a business buzzword. It has become the selling of
product in the new economy. If the old marketing mantra was, “nothing happens
until somebody sells something, “the new philosophy could be “nothing happens
57
intangible aspects of a product or a service: a collection of feelings and
perceptions about quality, image, lifestyle and status. It creates in the mind of the
customers and prospects the perception that there are no products or services in
the market that is quite like yours. In short a brand offers the customers a
relations will help in achieving their sales goals? Therefore, successful branding
A brand is the one thing that you can own that nobody can take away from you.
Everything else your competitor can steal your trade secrets. Eventually, your patents
will expire, physical plant will wear out, and technology will change, but my brand can go
on and live. It creates a lasting value above and beyond all the elements of my business.
For instance, if we owned the Marlboro Company and wanted to sell it. They are worth a
small fraction of what you can sell that brand; the value of the brand is huge compared to
wants to sell his or her company or to take it to Wall Street for a public offering or
other infusion of capital. It is often the brand that a business owner has to sell in
such cases.
58
When should you brand?
Because of the competitive nature of business today, nearly all the industries can
fashion, restaurants and consumer goods, are being forced to brand heavily-
perhaps even more strategically then they ever have in the past. Financial
services, which were one of the last effronteries, are even beginning to see the
importance of branding by tagging banking packages and even mutual funds with
catchy names. Even industrial market, where the cost is usually more of loyalty
building factor, has seen brand names creep in, for example, Tyke, a DuPont
Types of brands:
A brand cannot be all things to all people, by definition; NO one brand is going to
the concept of universal appeal. This is why many brands broaden and widen
Although most industries and products or services can benefit from a brand not
every product needs its own stand-alone brand. Brand can be separated into
three categories.
59
Primary brands – This is a company’s core brand or umbrella brand. Primary
Secondary brands- These are often line extenders or flankers for a core brand.
They don’t need to have their own name; usually modifier to the brand name will
Take, for instance, a toothbrush called the crest deep sweep. Crest is the core
expectations but they contribute to the company’s overall image in some way.
Therefore they sometimes don’t sport registered brand names, but just
descriptors.
For example, a garbage bag manufacturer may a generic brand bag in addition to
its flagship brand the generic line may bring n minimal revenue for the company.
But it fills the need within a niche market so the company continues to
60
2. DISTRIBUTION: Availability; limited distribution of a product or service
translate to more satisfied customers who come back again and again to
purchase my offerings.
services with a high profile market presence will lead to brand recognition
or unwarranted.
61
DATA ANALYSIS INTERPRETION
% of customer
JAYPEE-BULAND 34.11
PRISM-CHAMPION 35.31
ACC 14.12
BIRLA-SAMRAT (SATNA) 09.40
BIRLA-GOLD (MAHAR) 07.06
Total Responses 100%
Sales Brand
40
34.11 35.31
30
20
14.12
10 9.4
7.06
0
Jaypee Pris m ACC Birla-Gold Birla-Sam rat
62
Interpretation-
50
41.53
40
31.75
30
21.01
20
4.03
10
2.01
0
d
CC
d
t
ra
ol
an
is
-G
A
am
ul
Pr
a
B
-S
irl
a
B
irl
B
63
Interpretation-
According to my survey Average sale of the SATNA market is capture by the JAYPEE
Buland 41.53%.
In the Satna market some area like MAIHAR, Naguad, Singhpur JAYPEE sales 95-99%.
But some area of SATNA Zone like SATNA City Capture by the PRISM & ACC
Maximum than other cements JAYPEE in Third position in this area.
4.3 10
30
55.7
64
Interpretation-
Most of the Dealer and sub-dealers are given higher purity of Masson Meet.
Some of the dealer and sub-dealer said that Builder meet and Engineer meet
Table: 1
This table shown ranking to all company.
65
A B C D E
ACC
JAYPEE
PRISM
MAIHAR
SATNA
Table 2:
This table shown that overall performance of promotional activity by all company
Interpretation
Most of the Dealers are suggested a Masson meet and also all company are mostly
focus on this field because Masson is a most user and suggested of the cement.
66
Builder meet and Engineer meet are second position in the market to influence customer
Technical level promotional activity also affected by the marketing officer Visit. Because
most of the Dealers are said that officer of Jaypee Cement are seen very less in the
market field.
5. What are your views for correction in technical attempt and excluding it which
technical attempt can be beneficial?
35
35
30
25 23
20
20
15 12
10
10
5
0
1 2 3 4 5
Interpretation-
I got in 35% counter want to take help of Marketing officer to every company
related problem and Goods delivery in timely and also billing problem.
67
Most of the dealers are suggested that Masson meet is playing effective roll to
customer and Cement brand relationship that by company give gift items to
8
5
2
40
25
20
Interpretation-
Most of the counters are said that all type of programs is attending by dealers
and sub-dealers are using most of the facility what gives by the company.
Most of the counter I found that company gives a gift items to the Dealers to distribute
this gift item to customer and Masson like Dairy, calendar, pen stickers etc.
68
7. What are the comparative steps of attempt done by Jaypee on dealer status in
comparison of other companies?
Table: 1
This table shown ranking to all company.
1 to 5 = E 6 to 10 = D 11 to 15 = C 16 to 20 = B 21 to 25 = A
All company got different Number and different promotional activity out of 25.
69
A B C D E
Jaypee
Prism
ACC
Maihar
Satna
Table 2:
This table has shown that overall performance of promotional activity by all company.
Interpretation-
I observed that Jaypee is performing well in dealer in compare to other company but
ACC & Prism are also performing in this field and all are given higher priority to this
meet.
All company comparatively similarly provide gift Items to motivate Customer and
Few counter said that foreign tour only got after achieving target by scheme.
70
8. What program can helpful in dealer promotion excluding above attempts.
35 34
30 27
25
20
20
16
15
10
5 3
0
1 2 3 4 5
Interpretation-
Out of 100 observation 34% counter are suggested that to provide facility to dealer &
Some of the counters are suggested that to provide a member card by company to use
different purpose.
9. Re-arranged the following attempts done for mass publicity on the basis of it’s
importance under brand promotion?
71
Advertisement Level % of customer Rank
Hoarding 10 4
Wall painting 30 1
T.V. advertisement 8 5
Advertising in Newspaper 25 2
Radio advertisement 5 6
Banners & Hording 22 3
10%
25%
30%
22%
8%
5%
Interpretation
Wall painting is playing important roll in the mass publicity; this observation is done by
bulk amount of counters are given higher priority.
News paper advertisement in second position and hording and Banner is place in third
rank in for mass publicity. Because brand image is depend on the promotional activity.
10. What is the comparative step of attempts done by JAYPEE for mass publicity
in comparison of other companies?
Table: 1
This table shown ranking to all company.
1 to 5 = E 6 to10 =D 11 to 15 = C 16 to 20 = B 21 to 25 = A
All company got different Number different promotional activity out of 25
Hording Wall TV Add. News paper Radio Hording
Painting Add Add Banner
Jaypee 15 23 14 22 10 20
Prism 22 22 10 18 9 22
ACC 17 21 9 17 7 19
Maihar 5 10 3 11 4 10
Satna 8 12 5 10 5 9
A B C D E
Jaypee
Prism
ACC
Maihar
Satna
Table 2:
This table shown that overall performance of promotional activity by all company
73
Technical Activity Sign Score
Hording 15+22+17+05+08=67
Wall panting 23+22+21+10+12=88
T.V. advertisement 14+10+9+3+5=41
News paper Advertisement 22+18+17+11+10=78
Radio advertisement 10+9+7+4+5=35
Hording and Banner using in 20+22+19+10+9=80
different Program
Interpretation-
Most of the counters are suggested that PRISM, JAYPEE & ACC Cement are playing
All the Cement Company mostly focused on wall painting and second priority given
11. Which attempts are helpful for mass publicity excluding above attempts and
give the suggestion for amendment?
74
35 35
30
25 22
20
20
15
12 11
10
5
0
1 2 3 4 5
Interpretation-
Out of 100 observation 35% counter are suggest Spots activity of national level to
they think that National level of activity is possible only for this activity.
12. Which five attempts are most important from above which was done under
brand promotion. Re-arranged these attempts on the basis of their important?
75
35
30 31
25 26
22
20
15 15
10
5 6
0
1 2 3 4 5
Interpretation-
In all the survey of the SATNA market I found that Technical level promotional activity
Secondly I found that wall panting is mass level activity play a major roll in the market.
And in third position comes all other different type of promotional activity under it.
Suggestion:
1. Dealer’s profit should be more so that he suggest for particular JAYPEE brand
to customer.
3. Price should be comparably similar and little a bit high to other brand
5. Give a member card so that, they can use in the Visit of India and other
country
76
FINDINGS
Brand Preference
1. First I found that most of the people purchase cement from market for purpose of builds
House, Buildings, Road and construction etc. Mostly people are using PRISM & JAYPEE
2. Secondly I found that users are more in the market but they want in less price and also
3. After survey, I found that dealer has a capacity to sell the Cement and exclusive dealers
4. I also found that different type of promotional active play a crucial roll in selling the cement.
77
Utility.
5. There are much utility of the cement and use for multipurpose. In this case our product
(BULAND) fits for all the cases and gives full performance that’s why peoples are like more
6. Most of the customer demand various type of cement like Bulund, prism ,Maihar ,ACC,
BIRLA and other type of cement which is use for same purpose and do same work .
7. Awareness about the features of our product is very much than others that’s why there is
high demand of our product.
8. In buying influence the factor which affects the customer in choosing the Brand. In case of
other, reference plays an important role in strong concrete power.
9. Most of the people demand the cement season by season in bulk but its minimum use in all
season.
10. Most of the cement company is found to be existing in the sub urban areas.
Conclusion
During two months of my training I have studied the various strategies of Cement
brand positioning for generating awareness among the people. As such all-
promotional tools are effective. Promotional department plays a significant role in
Cement brand building. It generates high revenue for company. It plays a crucial role
in making awareness to the general public. They offer variety of good quality product,
which lure the customers for buying. It produce new brand time to time according to
the latest trend.
The amendment in the personnel of the company and any achievement of the
company due to their valuable contribution leads to enhance the moral of the
employees.
The company conducted the customer satisfaction survey for strengthens
relationship with the customers. This will help the company on three ways:
78
Firstly; it will let company know where it lacks, how it could be rectified.
Secondly; it make the customers make them feel that they are important for the
company and lastly in assessment of the sales executives performance.
About the Cement industry: The Indian Cement is also increasing in manner. The
main reason behind this is the ever-developing Indian economy. With the economic
development, the frequencies of the changing Infrastructure in Cement sector have
increased tremendously because of the old players are increasing their capacity and
new players are emerging at very rate. Although the new players cannot harm the old
once but what they can do is that they can eat away some of the market share of the
companies. Thus, big players take this point into consideration and develop their
strategies.
During my project I have realized that the India has vast potential for the Cement
industry and it needs aggressive marketing strategies to tap the untouched areas and
to withhold position in the market.
Recommendations
• The demand of buland cements more than other cement but being a shortage of
buland cement continue supply is affected into the market. So strictly give attention of
masons, friends and dealer so arrange the meeting with dealer’s and other related
• In the quality main problem of fly ash, because of fly ash the cement bleakish.
79
• Jaypee more require advertisement in rural area, more ads in out side less in city
especially in shops.
• Prices the matter of price fluctuations should be looked into and the subsequent
LIMITATIONS
Though the present study aimed to achieve the above-mentioned objectives in full
earnest and accuracy, it was hampered due to certain limitations. Some of the limitations
• Since I did not had the privilege to work on a large scale, so many findings
80
• Last but not the least, the time constraint faced in the project might have
• As student only those thing are written which were originally found
BIBLIOGRAPHY
TECHNIQUES”
81
Marketing Management-PhillipKotler
ANNEXURES
QUESTIONNAIRE
QUESTIONNAIRE OF CONSUMKER
82
1. Which type of Cement you sales?
a. JAYPEE
b. PRISM
c. MAIHAR
d. ACC
e. BIRLA
2. In a month how many cement you sales above chosen brand?
a. JAYPEEs
b. PRISM
c. MAIHAR
d. ACC
e. BIRLA
3. Re-arranged the importance of following attempts done by JAYPEE?
a. Architect meet/ builders meet
b. Masson meet
c. Engineer meet
d. T.S.E. Visit
5. What is the comparative situation of JAYPEE and other companies on the view
of technical attempts which was discussed above?
83
6. Under the brand promotion Re-arranged the importance of the following
attempts done on dealer status?
a. Dealer meet
b. Sub-Dealer meet
c. Gift item
d. Foreign tour
e. Van program
f. New year Calendar and Dairy
7. What are the comparative steps of attempt done by Jaypee on dealer status in
comparison of other companies?
84
8. What programs can helpful in Dealer promotion excluding above attempts?
________________________________________________________________
9. Re-arranged the following attempts done for mass publicity on the basis of
its importance under the brand promotions.
a. Hording
b. Wall panting
c. TV advertisement
d. News paper Advertisement
e. Radio advertisement
f. Hording and Banner using in different program
10. What is the comparative step of attempts done by JAYPEE for mass
publicity in comparison of other companies?
85
11. Which attempts are helpful for mass publicity excluding above attempts,
and give the suggestion for amendment?
________________________________________________________________
12. Which 5 attempts are most important from above attempts which was done
13. under Brand promotion Re-arranged this attempts on the basis of their
importance
a. _____________
b. _____________
c. _____________
d. ______________
86
3. Dhawari Vinya singh Unik Ajancy & 9826935669
Vishveshwar
Traders
Anand Tiwari Anand Traders 9303320831
Ashok Sharma Prabha Traders 07672-237569
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Traders
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Unchera Pushpraj singh Ram Bhai 9425841685
Gaterwale
Santosh Tambrakar Santosh Traders 9893825178
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Satrughan Chaurasiya Chaurasiya Traders 9893065520
Maihar Upandra singh Pushkar Traders 9993827742
Bhola Prasad Agrawal B.K. Traders -----------
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Enterprises
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Constration
Company
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Jaiswal
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Singh
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Cement Store
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88