SUMMER TRAINING PROJECT REPORT

ON MARKET SHARE AND PRICE STRATEGY OF JAYPEE CEMENT IN LUCKNOW. FOR

JAIPRAKASH ASSOCIATES LTD. (CEMENT DIVISON)

JAYPEE CEMENT LTD

Towards partial fulfilment of Masters of business Administration (MBA) (Affiliated to U.P Technical University, LUCKNOW) Guided by: Mr. C.K VASISHTA (Sales Manager), Submitted by:HIMANSHU SHUKLA MBA-3rd SEMESTER SESSION -2011-2012

Department OF Management

Babu Banarasi Das National Institute Of Technology & Management

SECTOR-1 ,DR AKHILESH DAS NAGAR ,FAIZABAD ROAD ,LUCKNOW(UP)INDIA www.bbdnitm.ac.in

ACKNOWLEDGMENT
I here by express my thanks to JAYPEE CEMENT Limited LUCKNOW (RMO) who gave me opportunity to do summer training. I would also wish to express my sincere gratitude to Mr. C.K VASISHTA (Sales Manager), Mr M.A KHAN (Area. Manager) and other staff of JAYPEE CEMENT LUCKNOW, who have helped and provided me with idea, suggestion, corporation for carrying out my work. I pay my profound regard to my teachers, parents for their blessing and support to go ahead in life. I express my thanks to all professionals and staff of my Institute and JAYPEE CEMENT Ltd. along with all the respondents who gave me their precious attention. HIMANSHU SHUKLA M.B.A -3RD SEMESTER SESSION: 2011-2012

DECLARATION

I have declared that this Project Report is an original unpublished work done at Jaiprakash Associates Ltd. Lucknow for the partial fulfilment of Masters of Business Administration. To the best of my knowledge, no piece of work has been done and submitted by anyone in this regard. Place: - LUCKNOW HIMANSHU SHUKLA MBA 3rd Semester

PREFACE

As a management student of summer Training Project one of the pre-requisite for the successful completion of MBA. I have done my summer training as Jaiprakash Associates Ltd. The topic of my summer training is MARKET SHARE AND PRICE STRATEGY OF JAYPEE CEMENT IN LUCKNOW. The study covers a brief introduction about cement marketing in urban area like chinhat ,Gomtinagar ,Kanpur road etc. of LUCKNOW. The report is followed by detailed study market Share and price strategy of Cement. I am confident that this study meets the complete requirements of MBA. Program it is quite possible that may be some error in the report. In the any suggestion for the improvement of content of this project report.

EXECUTIVE SUMMARY

TABLE OF CONTENT
Introduction Owner profile Group profile Company Profile Research Methodology Objective of the Study Analysis and Interpretation Findings Swot Analysis Suggestions & Conclusion Limitations Questionnaire Bibliography

EXECUTIVE SUMMRY
After getting the opportunity to undergo my 45 days summer training in Jaiprakash Associates LTD.I carried out my project concerning MARKET SHARE AND PRICE STRATEGY OF JAYPEE CEMENT IN LUCKNOW The first week I spent in getting more about the company profile, about product knowledge from company marketing department followed of various function, an how to find the target customer (Dealers & Retailers).The remaining time I spent in studying, analyzing and finding potential for Jaypee brand and other competitive brand in the LUCKNOW segmented market (area wise segmentation).My product was Cement. My aim was to search the Market share and price strategy of particular brand and also find out what influence by the consumer to buy a particular brand Jaypee cement complies with IS: 8112 -1989 for 43 Grade Ordinary PortlandCement and surpasses IS:1489:1991, the laid down BIS standards for fly ash based PPC cement.

Features of product are:

High Compressive Strength and rate of strength gain. The superfine particles of cement provide great finish to the structure. Cement provides unsegregated concrete of better integrity. Impermeable concrete for durable construction. Resistant under aggressive environment even in costal areas. Resistance to corrosive attack on steel reinforcement. Resistant to lime leaching. Low heat of hydration Crack less construction. Reduces shrinkage and swelling. Beneficial effect on workability due to spherical shape of particles and their high fineness. Pump ability provides more cohesive concrete and mortar. Modulus of elasticity is high especially at later ages. Improved bondage of concrete to steel. We categories target costumers by Cement Company as Dealer, Sub-Dealer, and Retailer etc.

Organization: JAIPRAKESH ASSOCIATES LTD,.

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 produce the branded product. My objective in this survey is to determine the Market Potential of the cement in LUCKNOW region, after determining the satisfaction level of customer.

Primary Objective 1. MARKET SHARE AND PRICE STRATEGY OF JAYPEE CEMENT IN LUCKNOW 2. FIND OUT WHETHER THERE IS AN IMAGE MISMATCH BETWEEN THECEMENT
BRAND AND CUSTOMER.

Secondary Objectives:1. To identify the potential customer. 2. To find out Brand Promotional activity in the Market. 3. To create the ways to promote JAYPEE as BRAND 4. To determine the demand of the Cement.

Methodology:Descriptive study, Dealers, sub-Dealers& Retailers interview, survey and questionnaire, which includes rural areas, sub-urban areas, .

Research Approach: Observation, Focus group, Survey, Behavioural Data.

SAMPLE SIZE-50 DEALERS/RETAILERS

SAMPLE PLAN: Theoretical aspect: Most of the sellers are sales the JAYPEE, PRISMCHAMPION, ACC and BIRLA SAMRAT. Because costumers more emphasis on JAYPEE, PRISM and ACC Company. Costumer also has faith in these companies. And all sellers well have known about these big giants.

Analysis, Finding:We found that customers are more determined on feature of theproduct and benefits. We also found that some customer is having brand awareness like ACC, PRISM, JAIPEE,MYCEM and BIRLA. We also found that in which region there is more promotional activity of particular Company there is more selling of that particular 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 Profitability automatically increase.

INTRODUCTION TITLE OF THE PROJECT:MARKET SHARE AND PRICE STRATEGY OF JAYPEE CEMENT IN LUCKNOW

Why have chosen this company & this project:This is like a dream come true working with such a big company in Cement Division. Ienjoyed working with brand like Buland Cement .The Company is having 20% market share in the Indian Cement Industry. JAYPEE is a largest Cement manufacturing company in India its capturing 9% of India market in cement division. Right now JAYPEE GROUP doing Business in various Sectors: Civil Engineering ,Private Hydropower, Cement, Hospitality, Integrated Township, Information Technology,Thermal, Transmission. The company realized that it was time to reinvent its identity. Inits 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 also the way the company conducts its business. The JAIPRAKESH ASSOCIATE LTD is a well diversified infrastructural industrial conglomerate in India. Over the decades it has maintained its salience with leadership inits chosen line of businesses - Engineering and Construction, Cement, Private Hydropower, Hospitality, Real Estate Development, Expressways and Highways. The group has been discharging its respond sibilates to the satisfaction of all its shareholders and fellow Indians, summed by its guiding philosophy of "Growth with aHuman Face" Today this Diversification in Different Area Like: Madhya Pradesh (Sidhi, Satna, Guna),Uttar Pradesh (Chunar, Dala) Himanchal Pradesh, Gujarat ( Bhuj, Jamnagar) etc. and Also Establishing Cement Plant in Foreign like Bhutan, Afghanistan, Iraq (Bagdad) etc.concentrating on Human Growth in India and Foreign and also customer satisfaction through high quality, high utility and high technology products.
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LOCATION
The survey is conducted with the help of questionnaire method and survey is conducted in the lucknow region

DURATION OF THE PROJECT:The project duration was of 45 Days

HOW DID I CARRY OUT THE PROJECT?

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 LUCKNOW Market.

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OWNER PROFILE

JAIPRAKASH GAUR
Founder-chairman, Jaypee Group
DATE OF BIRTH

January 1, 1931

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EDUCATION Gaur graduated from University of Roorkee (now Indian Institute of Technology Roorkee) in 1950 with a diploma in civil engineering AWARDS AND HONOURS For his contribution to infrastructure and construction sector Gaur was awarded Entrepreneur of the Year by Ernst & Young in 2008 Lifetime Achievement Award conferred by the Builders Association of India (2005) Entrepreneur of Year Award for Infrastructure and Construction by Ernst & Young (2008) Infrastructure Leader of the Yearaward at Essar Steel Infrastructure Excellence Awards 2010 Lifetime Achievement Award conferred by Merchants Chamber ofUttar Pradesh (2010)

Jaiprakash Gaur born in Uttar Pradesh is an Indian entrepreneur and businessman. Gaur is the founder chairman of Jaiprakash Associates and Jaypee Group of companies.Gaur has been associated with the construction industry for more than five decades. CAREER After his graduation from IIT Roorkee, Gaur joined state government's irrigation department as a junior engineer In 1958 he started his own venture as a civil contractor and two decades later, laid the foundation for the Jaypee Group by setting up Jaiprakash Associates, a civil engineering and construction company Gaur stepped down from the company board in October 2010. In 2010 he was ranked by Forbes magazine as the 48th-richest person in India, with an estimated wealth of US$1.5 billion.

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LIFE HISTORY OF JAIPRAKASH GAUR

Jaiprakash Gaur is the Indian Business Tycoon and Indias Top 50 richest person. In 2011, Forbes has estimated his Net Worth of US $ 1.8 Billion making him one of the most richest person in India. Mr. Gaur, an alumnus of IIT, has been associated with the construction industry for over five decades. Leaving a secure government job, he started his own venture with an initial capital of INR 10,000 in 1958. Two decades later, he laid the foundation for the Jaypee Group by setting up Jaiprakash Associates Ltd, a civil engineering and construction company. Mr. Gaur has led the Jaypee Group for over 27 years and has established the group as a diversified infrastructure conglomerate, which deals in cement, engineering design and consultancy, power generation, hospitality, real estate, IT and expressway development. Today, the group is the THIRD-largest cement producer in India.

SOME BUSNESS ACTIVITY Mr. Jaiprakash Gaur is a Founded Chairman of Jaiprakash Associates Ltd. and Jaypee Group. Mr. Gaur is the promoter of JAL. He has been associated with the construction industry for over 54 years and is responsible for the growth of the Jaypee Group of Companies. He also serves as Chairman of Jaiprakash Hydro-Power Limited, Jaypee Greens Limited, Jaiprakash Enterprises Ltd., Jaypee Karcham Hydro Corporation Ltd. and Jaypee Cement Limited. He served as Chairman of Jaypee Hotels Limited. He served as the Founder Chairman at Jaiprakash Associates Limited from December 14, 2007 to October 31, 2010.

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He serves as a Director on the Boards of Manumanik Estates Pvt. Ltd., Sunvin Estates Pvt. Ltd., Samsun Estates Pvt. Ltd. and Ceekay Estates Pvt. Ltd. He serves as a Director of Jaypee Ganga Infrastructure Corporation Limited; Sams Private Limited and Dhara Infra Developes Estaters Private Limited. He served as a Director of Jaiprakash Hydropower Limited from October 29, 2007 to January 2009. He served as Director of Jaypee Infratech Limited from September 10, 2007 to May 28, 2010. He served as a Non-Independent Director of Jaiprakash Power Ventures Limited since December 14, 2007. He served as an Additional Director of Jaypee Hotels Limited from January 2008 to January 17, 2009. Mr. Gaur has been awarded the 'Ernst and Young award for the Entrepreneur of the Year' in relation to the infrastructure and construction sector in the year 2008.

He was also awarded the 'Lifetime Achievement' award by the Builder's Association of India in the year 2005. Mr. Gaur holds a Diploma in Civil Engineering from University of Roorkee (now Indian Institute of Technology, Roorkee).

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GROUP PROFILE

Type

Private

Industry

Conglomerate

Founded

1957

Founder(s)

Jaiprakash Gaur

Headquarters

Noida, India

Key people

Jaiprakash Gaur (Chairman)

Products

Engineering Construction Cement Power Hospitality RealEstate Expressways and Highways Education F1 track (Buddha international circuit)

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Revenue

13,671 crore (US$2.62 billion)(2010-12)

Net income

2,781 crore (US$476.2 million)(2010-12)

Employees

Over 23,000

Website

www.jalindia.com

The Jaypee Group is an Indian conglomerate based in Noida, India. It was founded by Jaiprakash Gaur which is involved in well diversified infrastructure conglomerate with business interests in Engineering & Construction, Power, Cement, Real Estate, Hospitality, Expressways, Sports & Education (not-for-profit). Jaiprakash Gaur, Founder Chairman of Jaiprakash Associates Limited after acquiring a Diploma in Civil Engineering in 1950 from the University of Roorkee (now Indian Institute of Technology Roorkee), had a stint with Govt. of U.P. and branched off on his own, to start as a civil contractor in 1958, group is the 3rd largest cement producer in the country. The groups cement facilities are located today all over India in 10 states, with 18 plants having an aggregate cement production capacity of 24 Million Tonnes and same is poised to become 36 Million Tonnes before October 2011. Jaypee is India's third largest cement producer, the largest private sector hydropower company with 1,700 MW in operation. JIL, the group flagship, has an engineering and construction wing which mostly supports Jaypee projects. It also has the largest land bank in India's National Capital Region (New Delhi). Jaypee has four thermal power plants totalling 5,120 MW under construction, and these are slated to go on stream by December 2014. The group's major project accomplishments in India include: SardarSarovar over the Narmada in Gujarat, the largest concrete dam in the country; Tehri over the Bhagirathi in Uttarakhand, the largest rockfill dam; Nathpa-Jhakri in

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Himachal Pradesh, the largest underground powerhouse; Indira-Sagar in Madhya Pradesh, the second-largest surface powerhouse. The Group has successfully completed projects in 18 states of India, and in Bhutan. Jaypee is the engineering and construction company for India's Yamuna Expressway, expected to open by December 31, 2011, over a year ahead of schedule. Jaypee Group is one of the major business groups in India. Here is a brief profile and history of Jaiprakash Industries Limited.

Jaypee Group is an infrastructure conglomerate with diverse business interests ranging fromEngineering and Construction, Cement, Private Hydropower, Hospitality, Inform ationTechnology, and Real Estate Development to Expressways and Highways. The founder of Jaypee Group is Jaiprakash Gaur, who started as acivil contractor in 1958. In 1979, Jaiprakash Associates Private Ltd (JAPL) was formed.In1980;Jaypee Group entered into Hospitality sector and set up Hotels Siddha rtha and VasantContinental. In 1983, Jaypee Reewa Cement Plant (JRCL) was establis hed with an initialcapacity of 1 million tones. In 1986, Jai prakash Industries Limited (JIL) was formed by amalgamating JAPL into JRCL.In 1996; Jaypee Bella Cement Plant (JBCP) was established with an initial capacity of 1.9 million tones. In 2000, JRCL and JBCP were merged to form Jaypee Cement Ltd. (JCL). In 2003, Jaiprakash Associates Ltd. (JAL) was formed by merging JIL with JCL. In 2005, shares of JHPL were listed on BSE/NSE and JHPL became the first Hydropower Company to be publicly held and listed in India.

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Historical Milestones of jaypee group

Year 1957Completed first work as contractor in Kota (India). Year 1979Jaiprakash Associates Private Ltd. ( JAPL) Year 1983Establishment of Jaypee Rewa Cement Plant (JRCL) with an initialcapacity of 1 million tones. Year 1980Hotels Siddharth and Vasant Continental set up. Year 1986Formation of Jaiprakash Industries Limited ( JIL) by amalgamating JAPL into JRCL. Year 1992Formation of Jaiprakash Hydro Power Ltd.(JHPL) and Jaiprakash Power Venture Ltd. (JPVL) Year 1996Establishment of Jaypee Bela Cement Plant (JBCP) with an initial capacityof 1.9 million tonnes. Year 2000Formation of Jaypee Cement Ltd. (JCL) by merging JRCL and JBCP. Year 2003Formation 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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TIMELINE of JAYPEE GROUP

1979 - Jaiprakash Associates Pvt Ltd formed and sets foot in Iraq. 1981 - Commenced Hotel Business with first hotel in Delhi - Siddharth 1982 - Hotel Vasant Continental was set up 1986 - Commissioning of 1st unit of 1 MTPA Jaypee Rewa Plant (JRP) in District Rewa, MP Formation of Jaiprakash Industries Ltd (JIL) 1987 - JIL listed on Bombay Stock Exchange 1991 - Commissioning of 2nd unit of 1.5 MTPA Jaypee Rewa Plant 1992 - Jaiprakash Hydro Power Ltd established to operate 300 MW Baspa II HE Project, Jaiprakash Power Ventures Ltd established to operate 400 MW Vishnuprayag HE project 1993 - JIL signs MOU to develop & operate 1000 MW Karcham Wangtoo HE Project 1995 - Bela Cement Ltd incorporated to establish 3rd Cement Plant at Bela, Hotel Jaypee Residency Manor set up 1996 - Commissioning of the 3rd cement plant 1.7 MTPA Jaypee Bela Plant in District Rewa, MP 1999 - Hotel Jaypee Palace, Agra set up 2000 - Jaypee Greens Ltd 458-acre (1.85 km2) golf centric real estate company comes into being 2001 - Jaypee Institute of Information Technology (deemed University since Nov 1 2004) set up at NOIDA 2002 - Jaypee Karcham Hydro Corporation Ltd established to operate 1000 MW Karcham Wangtoo HE Project, Jaypee University of Information Technology (State university), Waknaghat set up 2003 - Jaypee Hotel Training Centre (JHTC) is set up at Agra to train students in Hotel Management. In 2007 the institute changed it's program from a diploma course to a degree course and increased the number of years from 2 to 3. 2003 - Jaypee Institute of Engineering Technology (Constituent Centre of JUIT, Waknaghat) set up at Raghogarh, Guna. Later this institute was declared first private state university of Madhya Pradesh as Jaypee University of Engineering &

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Technology. Also 1st Captive Thermal Power Plant of 25 MW commissioned at JRP. Formation of Jaiprakash Associates Ltd (JAL) by merging JIL with Jaypee Cement Ltd 2004 - Commissioning of 2nd Captive Power Plant of 25 MW at Jaypee Bela Plant 2005 - Shares of JHPL listed on BSE/NSE. First hydropower company to be listed in the country 2006 - Setting up of Madhya Pradesh Jaypee Minerals Corporation Ltd (MPJMCL) in JV with MP State *2007 - Signing of a joint venture agreement with Steel Authority of India Ltd for setting up a 2.0 MTPA slag based cement plant at Bhilai. 2008 - Jaypee Ganga Infrastructure Corporation Ltd incorporated for implementation of 1047 km long 8 lane access controlled expressway between Greater Noida and Ballia in UP,Chunar and Dalla cement plants (UPPCL) in UP commissioned 2009 - Amalgamation of four Group Companies, namely, Jaypee Cement Limited, Gujarat Anjan Cement Limited, Jaypee Hotels Limited and Jaiprakash Enterprises Limited with flagship company JAL. Acquired Sangam Power Generation Company Ltd. Signing of MOU for setting up a 2.0 million tonnes per annum capacity cement plant in joint venture with Assam Mineral Development Corporation Limited (AMDC). Group is setting up a Jaypee Hitech Casting Centre. Amalgamation of Jaiprakash Power Ventures Ltd. with Jaiprakash Hydro-Power Ltd.; the name of the Company i.e. Jaiprakash Hydro-Power Ltd. changed to Jaiprakash Power Ventures Ltd. 2010 - Commissioning of 1.75 MnTPA Jaypee Himachal Cement Grinding and Blending Plant, Bagheri (H.P.)., 2.2 MnTPA Bhilai Jaypee Cement Ltd., Satna (Madhya Pradesh)., 1.2 million tonnes Jaypee Roorkee Cement Grinding Unit (JRCGU) at Roorkee, Uttarakhand. 2011 - Buddh International Circuit - Greater Noida 2012-YAMUNA Express way.

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BUSINESS INTERESTS OF JAYPEE GROUP:-

Group Companies
The Jaypee Group is a diversified industrial conglomerate with a tunover of over Rs.7000 Crores. The Group, after 4 decades of continuous growth and diversification, is a leader in the Engineering & Construction sector with substantial interests in Cement, Hydropower, Thermal Power, Wind Power, Expressways & Highways, Hospitality & Tourism, Real Estate, Hospitals, Minerals & Mining, Transmission, Information Technology and Education. Professionally managed and with a work force of over 50,000 people, the group has operations spread across the country. Achieving perfection, creating excellence and transforming every challenge into an opportunity, has been the hallmark of the Jaypee Group

Engineering & Construction

The Engineering and Construction wing of the Group is an acknowledged leader in the construction of multi-purposeRiver Valley and Hydropower projects. It has the unique distinction ofhaving simultaneously executed 13 Hydropower projects spread across 6 states and the neighboring country Bhutan for generating10,290 MW power. The Group has been assigned CR1 grade by ICRA Ltd. indicating very strong contract execution capacity with best prospects of timely completion of projects, without cost overruns for projects with average value of Rs. 2500 crore. It is the only Group in India, which pre-qualifies on its own for the bidding of various projects that are awarded in the country.

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A leader in Engineering and Construction of Hydropower projects in India, the Group has the largest market share in the Indian Hydropower, E&C and EPC sector having participated in 54% of Hydropower projects developed in 10th 5-Year Plan in different capacities. JAL is the only integrated solution provider for Hydropower projects in the country with a track record of strong project implementation in different capacities and has participated in projects that have added over 8840 MW ofHydroelectricity to the National grid between 2002 to 2009. (AN UNPARALLEL FEATURE IN INDIAN POWER SECTOR)

The Group also has the distinction of executing three out of five Hydropower projects contracted on an EPC basis in the country till March 2009. Two of these, 300 MW Chamera - II and 520 MW Omkareshwar, have been completed ahead of schedule. The 900 MW Baglihar (Stage-I and II) Hydroelectric project in Jammu & Kashmir, has been set up in the challenging environment of the State with 22 million cubic meters of concrete, has been the largest EPC project executed in the country in Hydropower sector, so far.

The key non-EPC projects completed across India are

1450 MW Sardar Sarovar Project, the largest water resource project in India, 1000 MW Tehri Dam, Asia's highest rockfill dam., 1000 MW Indira Sagar Power House, second largest surface power house in the country. 1500 MW Nathpa Jhakri Power House, the largest underground surface power house in the country. 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 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.

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Power
The Group with its operational projects of 300 MW Baspa-II (Himachal Pradesh) and 400 MW Vishnuprayag(Uttarakhand) is Indias largest private sector Hydropower producer. Besides this, 1000 MW Karcham Wangtoo project (Himachal Pradesh) is under advanced stage of implementation. In addition, with 3200 MWprojects (2700 MW Lower Siang & 500 MW Hirong ) coming up inArunachal Pradesh and 720 MW (270 MW Umngot and 450 MW Kynshi Stage II) in Meghalaya, the Group will have total Hydropower generation capacity of over 5600 MW by 2019. After having established a strong presence in the Hydropower sector the Group has initiated its entry into Thermal Power Generation, Power Transmission and also forayed into Wind Power. The Group is in the process of implementing 2 x 660 MW pit head based Nigrie Thermal Power plant in districtSingrauli of M.P. and 5x 250 MW Thermal Power plant at Bina M.P. JAL has been awarded LOIs for 1980 MW (3 x 660 MW) Karchana Thermal Power Project and 3300 MW (5 x 660 MW) Bara Thermal Power project in UP. Besides this, 49 MW of Wind Power plant is operational in Maharashtra and Gujarat. The Group is also implementing a Transmission system associated with 1000 MW Karcham Wangtoo Hydro-electric project. The Transmission project will consist of a 230 km long transmission line between Wangtoo inHimachal Pradesh and Abdullapur in Haryana.

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Hospitality
The Group owns and operates 4 Five Star Hotels, two in New Delhi and one each in Agra and Mussoorie with a total capacity of 643 rooms. Another state-of-the-art resort and SPA is being set up in collaboration with SIX SENSES at Greater Noida. Jaypee Hotels Resorts and Palaces are best 5 star luxury hotels in India at affordable prices. Jaypee Hotels offers luxury hotels in India with 5 star hotels in Delhi, Agara, Mussoorie, Chennai, Mumbai.

Real Estate and Expressways

The Group is a pioneer in the development of Indias first golf centric Real Estate. Jaypee Greens - a world class fully integrated complex consists of an 18 hole Greg Norman Golf Course. Stretching over 452 acres, it also includes residences, commercial spaces, corporate park, entertainment and nature in abundance. The Group is constructing 165 km long 6 lane Yamuna Expressway project from Noida to Agra and ribbon development on 6175 acres at five or more locations along the expressway for commercial, industrial, institutional, residential and amusement purposes, will also be undertaken as an integral part of the project. In addition to this, 1047 km long 8 lane Ganga Expressway from Greater Noida to Ballia (Eastern Uttar Pradesh) will also be developed by the Group which will be the largest private sector infrastructure project in India.

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Education
People of resources must contribute towards making a better tomorrow for all. Shri Jaiprakash Gaur ji, Founder Chairman of the Group firmly believes that quality education on an affordable basis is the biggest service which, as a corporate citizen, we can provide. Education is the cornerstone to economic development and the strength of 1 billion Indians can be channelized by education alone to build India into a developed nation. The Group currently provides education across all spectrum of the learning curve through 17 schools, 3 ITI's, 2 colleges and 3 universities catering to over 20,000 students. The Jaypee education system plans to take the vision of service to society through quality education to another plane by expanding its infrastructure to provide education to a universe of 200,000 students in less than a decade from now.

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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. For over 4 decades now, Jaypee Group has supported the socio-economic development of the local environment in which it operates and ensured that the economically and educationally challenged strata around the work surroundings are also benefited from the Groups growth by providing education, medical and other facilities for local development. The Group also undertakes Comprehensive Rural Development Programme (CRDP) which covers a wide range of projects such as free medical camps, health check-ups for village school children, literacy campaigns like Balwadis for young boys and girls, safe drinking water supply, creating huge water reservoirs in different villages, self employment which includes tailoring classes for women and animal husbandry. Some other important activities undertaken include the renovation of old temples, other schools and hospital buildings in the adjoining adopted villages.

Cement

Jaypee Group is the 3rd largest cement producer in the country. The group produces special blend of Portland Pozzolana Cement under the brand name Jaypee Cement (PPC). Its cement division currently operates modern, computerized process control cement plants with an aggregate capacity of 28 MnTPA. The company is in the midst of capacity expansion of its cement business in Northern, Southern, Central, Eastern and Western parts of the country and is slated to be 35.90 MnTPA by FY13

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Sports

The Group has hosted Indias first ever Formula OneTM Grand Prix on 30th October, 2011. In addition to F1, the track is also expected to host other top-level international motorsports events from 2012 onwards.

Environment

Every time we borrow from nature, we return it with interest. We at Jaypee believe that harmony between the man and his environment is the prime essence of healthy life and living. The sustenance of our ecological balance is therefore of paramount importance. Efforts are made to conserve ecological balance without any harm done to the local flora and fauna. The Group has also taken green initiatives, afforestation drives, resources conservation, water conservation, air quality control and noise pollution control and created a green oasis amidst the limestone belt at the cement complex in Rewa.

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Subsidiaries
The Jaypee Group operates through its various subsidiaries which are engaged in different business segments.

Jaiprakash Power Ventures Limited (JPVL)

The company with its operational power plants - 300 MW Baspa-II (Himachal Pradesh), 400 MW Vishnuprayag (Uttarakhand) and 1000 MW Karcham-Wangtoo (Himachal Pradesh) is Indias largest Private sector Hydropower producer and is on its way to be an integrated power producer with expansion in Thermal & Power Transmission.

Jaypee Arunachal Power Limited (JAPL)

The company is setting up two hydropower projects - Lower Siang Project (2700 MW) and the Hirong Project (500 MW) in Joint Venture with the Government of Arunachal Pradesh.

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Jaypee Power Grid Ltd.(JPL)

JPL has been formed for execution of the transmission system between Wangtoo in Kinnaur district of Himachal Pradesh & Abdullapur in Yamuna Nagar district of Haryana for evacuation of 1000 MW power from Karcham Wangtoo HEP in Himachal Pradesh.

Bhilai Jaypee Cement Limited (BJCL)

The Clinkerisation Unit of the split-located project of BJCL at Babupur, Satna was successfully commissioned in December 2009. After completion of the project activities of the Grinding Unit at Bhilai, on schedule, despatch of cement from this Unit has started from June 2010.

Gujarat Jaypee Cement & Infrastructure Limited (GJCIL)

GJCIL was incorporated as a Joint Venture between Jaiprakash Associates Limited (JAL) and Gujarat Mineral Development Corporation Limited (GMDC), inter-alia, to implement a 2.4 Million tones per annum capacity cement plant in District Kutch, Gujarat.

Bokaro Jaypee Cement Limited (BOJCL)

BOJCL, the second joint venture between the Company and SAIL with management control vested in the Company, is incorporated to set up a 2.1 MTPA capacity cement plant at Bokaro in Jharkhand.

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Jaypee Cement Corporation Limited (JCCL)

It is proposed to set up an integrated cement plant with a 3.0 Mn tpa cement grinding capacity along with 26 MW captive power plant at Shahabad Distt., Gulbarga, Karnataka.

Madhya Pradesh Jaypee Minerals Limited (MPJML)

A Joint Venture company between JAL and the Madhya Pradesh State Mining Corporation Limited (MPSMCL) to develop the Amelia (North) Coal block.

Jaypee Infratech Limited (JIL)

A subsidiary of Jaiprakash Associates Ltd. which has undertaken the implementation of prestigious Yamuna Expressway Project comprising of 165 KM, 6 Lane Access Controlled Expressway connecting Noida with Agra.

Jaypee Ganga Infrastructure Corporation Limited (JGICL)

JGICL a wholly owned subsidiary of the Company for implementation of the prestigious 1047 km, long 8-lane Access-Controlled Expressway connecting Greater Noida with Ghazipur- Ballia.

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Himalayan Expressway Ltd. (HEL)

The Company will undertake the construction of Zirakpur-Parwanoo Highway connecting Punjab, Haryana & Himachal Pradesh on BOT basis. The total length of the highway would be 28.690 kms.

Jaypee Sports International Ltd.

Jaypee Sports International Ltd. is incorporated for developing a Greenfield stateof-the-art Sports Complex including Car Race track for motor sports with related integrated support infrastructure including townships, cricket stadium, go karting track and auxiliary facilities.(Buddha international circuit )f1 track

Sangam Power Generation Co. Ltd. (SPGCL)

SPGCL was incorporated by Uttar Pradesh Power Corporation Limited (UPPCL) for implementation of 3x660 MW Thermal Power Project in Tehsil Karchana of district Allahabad, Uttar Pradesh.

Prayagraj Power Generation Co. Ltd. (PPGCL)

PPGCL was incorporated by Uttar Pradesh Power Corporation Limited for implementation of 3*660 MW Thermal Power Project (with permission to construct two additional generation units of 660MW each) in Tehsil Bara of District Allahabad, Uttar Pradesh.

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Jaypee Meghalaya Power Limited (JMPL)

JMPL is implementing 270 MW Umngot HE Project in the Umngot river in the State of Meghalaya and 450 MW Kynshi- II Hydro-electric Power Project in the Kynshi River Basin of Meghalaya on BOOT (Build, Own,Operate and Transfer) basis.

Jaypee Agra Vikas Ltd. (JAVL)

Jaypee Agra Vikas Limited is incorporated as a Special Purpose Vehicle to undertake the work for development of section of Agra Inner Ring Road, with a length of about 20.5 Kms.

Jaypee Fertilizers & Industries Limited (JFIL)

For investment in Fertilizer business, JFIL was incorporated as wholly owned subsidiary.

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Philosophy OF JAYPEE group

We aim to achieve perfection in everything that we undertake and we have a commitment to excel. It is the determination - to transform every challenge into opportunity - to seize every opportunity and ensure growth - to grow with human face...that drives the Jaypee Group

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JAYPEE CEMENT PROFILE

Jaypee group is the 3rd largest cement producer in the country. The group's cement facilities are located in the Satna Cluster (U.P), which has one of the highest cement production growth rates in India. The group produces special blend of Portland Pozzolana Cement under the brand name Jaypee Cement (PPC). Its Cement Division currently operates modern, computerized process control cement plants with an aggregate capacity of 21.3 MTPA. The company is in the midst of capacity expansion of its cement business in Northern, Southern, Central, Eastern and Western parts of the country and is slated to be 37.55 MTPA cement producer by 2012 with Captive Thermal Power Plants totaling 702MW. All the 156 cement dumps are networked using State-of-the-art TDM/TDMA VSATs along with a dedicated hub to provide 24x7 connectivity between the plants and all the 156 points of cement distribution in order to ensure track the truck initiative and provide seamless integration. This initiative is the first of its kind in the cement industry in India.

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In the near future, the group plans to expand its cement capacities via acquisition and Greenfield additions to maximize economies of scale and build on vision to focus on large size plants from inception. The Group is committed towards the safety and health of employees and the public. Our motto is ' Work For Safe, Healthy, and Clean & Green Environment '.

PRODUCTS PROFILE
Jaypee produces a wide variety of cements, which are specifically designed to cater to the customers requirements for different types of cements in each of its markets. All thebrands, which the Company produces, are so evolved in their characteristics an dproperties 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 obtained during last 6 months. 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 years has come to be regarded as a Hallmark of quality.Jaypee markets both PPC & OPC grades of cement. A brief introduction of each brand is enumerated as below:PORTLAND POZZOLANA CEMENT Jaypee GROUP produces popular special blends of Portland Pozzolana cement known as JAYPEE CEMENT. JAYPEENis being used for a number of applications like housing & commercial complexes, roads, wells, canals etc. which establishes that JAYPEE cement has provento be favorite choice of the discerning customer. It is particularly well situated to the tropical climatic conditions of India. JAYPEE cement helps to produce better concrete & compressive strength keeps on growing with time.JAYPEE promotes

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workability in fresh concrete even with less water and hence yields high strength concrete of low permeability. Less bleeding better pump ability and superior finish are thus attained by use of JAYPEE. Hardened concrete made with JAYPEE benefits from continually improving compressive strength and related properties like creep etc.Further more the concrete is very durable and effectively resists aggressive attack of sulphate and chloride ions. It is also resistant to Alkali aggregate reaction. The concreteis not subjected to attack by acidic GHGs as it contains low quantity of u nutilized Ca(OH)2 What is PORTLAND CEMENT? 1. It is obtained by mixing in predetermined proportion such as calcareous(Limestone) and Argillaceous (Silica) material. 2. Burning them at high temperature (1400-1500oC ) to Produceclinker. 3.This is then grinding with Gypsum (4-5%) to produce a fine powder calledORDINARY PORTLAND CEMENT (OPC). 4.Cement is a chemical, which when mixed with water allowed to set and hander. 5. Cement gives strength more then 53 MPa in 28 days. 6. cement gives strong shield against forces of nature like water & salts. 7. Cement is superfine, which gives cohesive mass & mason experiences extra ease of working & better finishing. This makes JAYPEE cement ideal cement for all applications. TYPES OF CEMENT Ordinary Portland Cement (OPC): OPC, popularly known as grey cement, has 95 per cent clinker and 5 per cent gypsum and other materials. It accounts for 70 per cent of the total consumption.

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Portland Pozzolana Cement (PPC): PPC has 80 per cent clinker, 15 per cent pozolona and 5 per cent gypsum and accounts for 18 per cent of the total cement consumption. It is manufactured because it uses fly ash/burnt clay/coal waste as the main ingredient.

White Cement: White cement is basically OPC - clinker using fuel oil (instead of coal) with an iron oxide content below 0.4 per cent to ensure whiteness. A special cooling technique is used in its production. It is used to enhance aesthetic value in tiles and flooring. White cement is much more expensive than grey cement Portland Blast Furnace Slag Cement (PBFSC): PBFSC consists of 45 per cent clinker, 50 per cent blast furnace slag and 5 per cent gypsum and accounts for 10 per cent of the total cement consumed. It has a heat of hydration even lower than PPC and is generally used in the construction of dams and similar massive constructions. Specialised Cement: Oil Well Cement is made from clinker with special additives to prevent any porosity. Rapid Hardening Portland Cement: Rapid Hardening Portland Cement is similar to OPC, except that it is ground much finer, so that on casting, the compressible strength increases rapidly. Water Proof Cement: Water Proof Cement is similar to OPC, with a small portion of calcium stearate or non- saponifibale oil to impart waterproofing

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AT A GLANCE
Present Capacity of 27.3MTPA On track to become the 3rd Largest Cement Producer in India 37.55 MTPA by 2012 The largest cement producer in the state of Uttar Pradesh Plants of JRP & JBP have been awarded the world renowned accrediting agency Bureau Veritas Certification's(BVC) Integrated Management System comprising of ISO 9001, IS 14001 & OHSAS 18001 For optimizing cost of power, 100% of the power requirement of cement plants are being sourced through captive thermal power plants.(MP-123MW, UP-65 MW, HP-30 MW and Gujrat-85 MW ) One of the first cement companies in india to be awarded a coal block(Mandla North, Distt. Chhindwara-MP, Dingari Tal, Sidhi-MP and Amelia-N, Sidhi-MP) for captive mining to meet the requirement of cement plants and captive power plants. Largest exporter of Cement from India to Nepal during the last 11 years More than 750 Kms of national Highways being reconstructed with more than 1.6 million tonnes of Jaypee Cement likely to be consumed in the same. Jaypee Cement being used in the construction of large dams and hydro electric power projects like the Tehri Dam in Uttarakhand, Dul Hasti and Baglihar projects in J&K, Indra sagar dam in M.P, Teesta-V project inSikkim, Baspa-ll, Nathpa Jhakri and Chamera-ll projects in H.P, Tala project in Bhutan, Karcham-Wang too Project in H.P, Sardar Sarovar Project in Gujrat, Omkareshwar Hydro Electric Project in M.P and Vishnu prayag Project in Uttarakhand List of prestigious clients include Reliance Energy, NTPC, NHPC, GAIL, DMRC, IOC, NFL, Indian Railways, DIAL, L&T, Gammon, HCC, Som Datt Builders. IRCON, UPSBC, Hindalco, GMR, OSEL, RIL to name a few. Creation of large multilocational Technical cells to support & educate our consumers on usage of cement in various types of construction. Awarded with "National Safety Award" by the national Safety Council of India for developing and implementing very effective management systems and procedures and attaining very high performance levels in occupational safety and health.

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Quality Measures

Each plant has been designed and setup using the latest equipment, instrumentation and control systems. Adequate steps have been taken to ensure that successive units are provided with improved measures for facilitating efficiency in operations, timely and proper maintenance, higher energy conservation and better pollution control. Mining operations at JAL are accorded utmost attention and requisite resources. For optimal utilization of limestone reserves and input of right quality limestone to the plants, JAL has installed Computer Aided Deposit Evaluation (CADE), Quarry Scheduling and Optimization (QSO) packages as well as a computerized on-line bulk analyser. The plant enjoys uninterrupted power supply with 100% power backup.

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PLANTS of the JAYPEE CEMENT

Cement silo

Cement mill hopper

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Plants Details
The Cement Division of the Jaypee Group has 7 state-of-the-art, fully computerized integrated Cement Plants(ICPs),6 Grinding Units & 2 Blending Units with an aggregate capacity of 21.3 millions tonnes per annum(MTPA) at present. The Group is in the process of setting up new capacities across the nation and is targeting a capacity of 37.55 MTPAby 2012. along with Captive Thermal Power Plants(CPPs) totalling 702MW. Once the expansion plans have been implemented, the Group will have 12 ICPs supported by 702 MW of captive thermal power, 9split location plants, 11Railway sidings and a jetty, giving the former a pan-india prescence in cement sector.

Plants
Jaypee Rewa Plant. Rewa

Capacity (MTPA)

3.0 2.4 0.6 1.0 1.5 2.5 0.5

Jaypee Bela Plant, Rewa

Jaypee Cement Blending Unit, Sadwa

Jaypee Ayodhya Grinding Operations, Tanda

Jaypee Cement Grinding Unit, Panipat

Chunar Cement factory, Mirzapur

Dalla Cement Factory, Sonebhadra

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Jaypee Sidhi Cement plant, Sidhi

2.0 1.2 1.2 1.2 2.0 2.20 21.3 2.1 1.75 1.2 3.5 1.0 1.5 1.2 1 2 1 37.55

Jaypee Gujrat Cement palnt, Bhuj

Jaypee Wanakbori Cement Grinding Unit, Kheda

Jaypee Roorkee Cement Grinding Unitt, Roorkee

Jaypee Cement Blending & Grinding Unit, Bagheri

Bhilai Jaypee Cement Limited, Satna

EXISTING TOTAL CAPACITY

Bokaro Jaypee Cement Ltd, Bokaro

Jaypee Super Cement Plant, Sonebhadra

Gujrat Jaypee Cement & Infra Ltd, Kutch

Jaypee Balaji Cement Plant, AP

Jaypee cement Grinding Unit, Sikandrabad

Jaypee Himachal Cement Plant, Baga

Jaypee Wanakbori Cement Grinding Unit, Kheda

Churk

Bina

Jaypee Roorkee Cement Grinding unit, ,Roorkee

OVERALL TOTAL COMISSIONED CAPACITY (By 2012)

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Manufacturing Process
Mining Process In order to meet limestone requirement of the three Cement Plants, Jaiprakash Associates Limited has three Captive Limestone Mines Naubasta Limestone Mine, Jaypee Limestone Mine and Bankuiyan Limestone Mine.. Systematic and scientific mining operations of Jaiprakash Associates Limited are well supported by mine planning activities done with the help of mining software SURPAC. The Mining operations are carried out by fully mechanized open cast mining method. The equipments used include 153 mm drill machines, hydraulic excavators of 3.8 cum & 4.1 cum bucket capacities, rock breaker, heavy duty 35 MT carrying capacity dumpers, bull dozers and miscellaneous equipments. The holes drilled for blasting are charged with bottom initiation using NONEL detonators to minimize ground vibration and fly rock & INSTANTEL DS 077 Seismograph being used on regular basis to monitor ground vibration. The reclamation and rehabilitation of mined out area is a continuous process in Jaiprakash Associates Limited. The hard overburden generated is used to back-fill the area capped with topsoil and area is reclaimed in planned way by adopting large scale afforestation.

Crushing Stacking & Reclaiming of Limestone

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The LS Crushers crush the limestone to minus 80 mm size and discharge the material onto a belt conveyor which takes it to the stacker via the Bulk material analyser. The material is stacked in longitudinal stockpiles. Limestone is extracted transversely from the stockpiles by the reclaimers and conveyed to the Raw Mill hoppers for grinding of raw meal.
Crushing Stacking & Reclaiming of Coal

The process of making cement clinker requires heat. Coal is used as the fuel for providing heat. Raw Coal received from the collieries is stored in a coal yard. Raw Coal is dropped on a belt conveyor from a hopper and is taken to and crushed in a crusher. Crushed coal discharged from the Coal Crusher is stored in a longitudinal stockpile from where it is reclaimed by a reclaimer and taken to the coal mill hoppers for grinding of fine coal.

Raw Meal Drying / Grinding & Homogenisation Reclaimed limestone along with some laterite stored in their respective hoppers is fed to the Raw Mill for fine grinding. The hot gasses coming from the clinkerisation section are used in the raw mill for drying and transport of the ground raw meal to the Electrostatic Precipitator / Bag House, where it is collected and then stored and homogenised in the concrete silo. Raw Meal extracted from the silo (now called Kiln feed) is fed to the top of the Preheater for Pyroprocessing.

Clinkerisation

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Cement Clinker is made by pyroprocessing of Kiln feed in the preheater and the rotary kiln. Fine coal is fired as fuel to provide the necessary heat in the kiln and the Precalciner located at the bottom of the 5/6 stage preheater. Hot clinker discharged from the Kiln drops on the grate cooler and gets cooled. The cooler discharges the clinker onto the pan / bucket conveyor and it is transported to the clinker stockpiles / silos. The clinker is taken from the stockpile / silo to the ball mill hoppers for cement grinding.

Cement Grinding & Storage Clinker and Gypsum (for OPC) and also Pozzolana (for PPC) are extracted from their respective hoppers and fed to the Cement Mills. These Ball Mills grind the feed to a fine powder and the Mill discharge is fed to an elevator, which takes the material to a separator, which separates fine product and the coarse. The latter is sent to the mill inlet for regrinding and the fine product is stored in concrete silos .

Packing Cement extracted from silos is conveyed to the automatic electronic packers where it is packed in 50 Kgs. Polythene bags and dispatched in trucks.

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46

Regional Marketing Offices

Central Zone
Allahabad
45/21, Muir Road, Near Traffic Police Line Crossing, Allahabad - 211002 (U.P) Tel: (0532) 2266002 - 04 FAX: (0532) 2266008

Bhopal
131/3, 3rd floor, Zone-II, M.P. Nagar, Bhopal - 462011 (M.P) Tel: (0755) 4002952-54 Fax: (0755) 40029251

Delhi (Noida Office)

JA Annexe, Sector 134 Wajiidpur, Noida - 201304(U.P) Tel: (0120) 4516000 FAX: (0120) 4516101

Lucknow
Vishnu Sadan, 5 Park Road, Hazratganj, Lucknow - 226001 (U.P) Tel: (0522) 2238953, 2238524 Fax: (0522) 2238557

Rewa
Jaypee nagar, P.O., Jaypee Nagar, Rewa - 486450 (M.P) Tel: (07662) 400700, 229601 - 09 Fax: (07662) 229218

North Zone
Chandigarh
Sco no. 407-408, 1st Floor, above City Financial Bank, Sector 35C, Chandigarh Tel: (0172) 4343100, 4343115 FAX: (0172) 4343116

Panipat
Village Khukhrana, P.O. Asan Kalan, Teh : Madlauda, Distt. Panipat - 132103 (Haryana) Tel: (0180) 2520160 FAX: (0180) 2520100

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Shimla
Jaiprakash Associates Ltd. Magad (Khasra No-104/549 Upmohal) Shiv Nagar, Kasumti Shimla - 171009

East Zone
Raipur
Bhilai Jaypee Cement Ltd., Magneto, The Mall 6th Floor, Labhandi, G. E. Road, Raipur - 492010 (C.G.)

Nagpur
F4 Achraj Tower II, Chaoni, Sadar, Nagpur 440013 Tel: (0712) 2582242 43

Orissa
M/s Ganpati Marketing, Aurashree 13-14 Govind Vihar, Bomikhal, Bhubaneswar 751010 Mobile: +91 9674441380

Patna
5th Floor, Ashiana Chambers, Exhibition Road, Patna-800001(Bihar) Tel: (0612) 2501089, 2500236, 2501167 Fax: (0612) 2224497

Ranchi
Rukmani Tower, 2nd Floor, Near Gaushala, Harmu Bypass Road, Ranchi 834001 (Jharkhand) Tel: (0651)-2280070, 2280039

West Bengal
L&T Chambers, 5th Floor, Unit 502, 16, Camac Street, Kolkata - 700017 (W.B.) Tel: (033) 22895103 06 Fax: (033) 22895107

West Zone
Ahmedabad
Jaiprakash Associates Limited, B/2, Safal Profitaire Corporate Road Prahlad Nagar, Satellite, Ahmedabad - 380 015 (Gujarat) Telefax: (079) 26937591- 93

Mumbai
Office no. 218, Vashi Infotech Park, Sector 30 A, Behind Raghu Leela Mall, Vashi, Navi Mumbai Tel: (022)-67215021-23

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History of Cement
Manufacture of cement has a history, which traces back to millennia. The Romans who were prolific builders used burnt calcareous (calcium bearing) rocks along with pozzolanic materials in an era Before Christ. The structures built by them, like the Pantheon, are still there for us to see proving the goodness of cementitious materials as input material for construction.Post industrialization and as infrastructure development started globally, demands for cement have been growing steadily both quantitatively & qualitatively. India is the second largest cement producer in the world after China and cement consumption has been growing at a CAGR of over 8% p.a. in the last five years. The group cement facilities are located in the Satna cluster, which has one of the highest cement production growth rates in India.

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SACHIN IS THE BRAND AMBASSADOR OF JAYPEE CEMENT:

While launching its new brand campaign, cement maker Jaypee Cement, a wholly owned arm of the Jaypee Group, has appointed master blaster Sachin Tendulkar as its brand ambassador. Mr.Manoj Gaur, Jaypee Group Executive Chairman, said, Sachin and Jaypee Cement are a perfect fit as they stand for similar values of inner strength, endurance and everlasting performance .These value have spurred both to set new benchmarks and made good the dreams and aspirationsof all those who believe in Sachin and Jaypee Cement. Sachin would get around Rs 4 crore per endorsement on a yearly basis.The companys new campaign featuring Cricket legend is being released today, and it will make use of TV, print and OOH media. The brand also sports a new tag line, Andar Se Solid that consolidates the brands core values of faith, buoyancy andsteadiness. Previously, there were two products under the Jaypee Cement banner, namedBuland with the tag line Buland Bharat ka Buland Cement, and Buniyaad, which had the tagline Yugon Yugon ka Saathi. At the present, both the products have been faded out, and there is only single cement product from the Jaypee Group

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Some information about competitor brands

ACC CEMENT LTD

ACC Limited (Formerly The Associated Cement Companies Limited) (BSE: 500410, NSE: ACC) is the largest producer of cement inIndia based in Mumbai. It's registered office is called Cement House. It is located on Maharishi Karve Road, Mumbai. The stock price of company contributes in calculating BSE Sensex. The management control of company was taken over by Swiss cement major Holcim in 2004. On 1 September 2006 the name of The Associated Cement Companies Limited was changed to ACC Limited. The company is only cement company to get Superbrand status in India

History of ACC
In 1936 ten cement companies belonging to Tatas, Khataus, Killick Nixon and F E Dinshaw groups merged to form a single entity, The Associated Cement Companies. Sir Nowroji B Saklatvala was the first chairman of ACC. The first board of directors had some prominent industrialists - J R D Tata, Ambalal Sarabhai, Walchand Hirachand, Dharamsey Khatau, Sir Akbar Hydari, Nawab Salar Jung Bahadur and Sir Homy Mody

PRISM CEMENT LTD

Prism Cement commenced its production in August 1997 and manufactures Portland Pozzollana Cement (PPC) with the brand name 'Champion' and Ordinary Portland Cement (OPC). It has the highest quality standards due to efficient plant operations with automated controls. It caters mainly to markets of UP, MP and Bihar, with an average lead of 340-370 km of its plant at Satna, MP. It has a wide marketing network with about 2,000 dealers serviced from 46 stocking points.

Prism currently sells over 3 MTPA of cement and clinker and is in the process of establishing another unit at the same location with a proposed cement capacity of 3.6 MTPA by 2010-2011. It is also in the process of setting up a 4.8 MTPA capacity cement

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plant in Andhra Pradesh by 2013-2014. This will take its overall capacity above 11 MTPA.

BIRLA CEMENT
Birla Corporation Limited is an India-based company engaged in the manufacturing of cement. The Companys business segments include cement, jute, power and others. The Companys products consist of cement, jute goods, polyvinyl chloride (PVC) floor covering, auto trim parts, and iron and steel casting. Its cement brands include Birla Cement Samrat, Birla Cement Chetak, Birla Cement Khajuraho and Birla Premium Cement. Its jute yarn products include floor and wall covering, lino hessian, decorative fabrics, nursery cloth, jute carpets and non-woven jute felt. The Companys manufacturing plants are located in West Bengal, Madhya Pradesh, Uttar Pradesh and Rajasthan. The Company's subsidiaries include Birla Jute Supply Company Ltd, Talavadi Cements Ltd., Lok Cements Ltd., Birla Cement (Assam) Ltd., New-Age Cement Ltd., Thiruvaiyaru Industries Ltd

MYCEM CEMENT
HeidelbergCement India Limited is a subsidiary of Cementrum I. B.V.( a Company incorporated under the laws of The Netherlands, which is 100% controlled by HeidelbergCement AG).

"HeidelbergCement Group", with its core products being cement, ready mixed concrete, aggregates and related activities, is one of the leading producers of building materials worldwide, and it employs around 54,000 people in more than 40 Countries.

HeidelbergCement India Limited is committed to supply high quality products and provide best possible services to its customers. Its emphasis is to continuously upgrade plant efficiency by employing modern and latest technologies, reduce costs and improve production

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53

Management

Board of Directors

The Board of Directors of the company have envisioned the organisation to new heights. The company is well managed under the foray of these individuals :

Shri Manoj Gaur, Executive Chairman & CEO Shri Sunil Kumar Sharma, Exec. Vice Chairman Shri S.K. Jain, Vice Chairman Shri R.N. Bhardwaj , Independent Director (Chairman Audit Committee) Shri A.K. Sahoo (LIC Nominee), Independent Director Shri B.K. Goswami, Independent Director Shri B.K. Taparia, Independent Director Dr. B. Samal, Independent Director Shri Viney Kumar (IDBI Nominee), Independent Director Shri S.C. Bhargava, Independent Director Shri S.C. Gupta, Independent Director Shri V.K. Chopra, Independent Director Shri M.S. Srivastava, Director Ms. H. A. Daruwalla, Independent Director Shri Sunny Gaur, Managing Director (Cement) Shri Pankaj Gaur, Jt. Mg. Director (Const.) Shri Ranvijay Singh, Whole-time Director Shri R.K. Singh, Whole-time Director Shri S.D. Nailwal, Whole-time Director Shri Rahul Kumar, Whole-time Director & CFO

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Purpose

Vision
As a group, we are committed to strategic business development in infrastructure, as the key to nation building in the 21st century. We aim to achieve perfection in everything we undertake with a commitment to excel. It is the determination to transform every challenge into opportunity; to seize every opportunity to ensure growth and to grow with a human face.

Mission
Our solitary Mission is to achieve Excellence in every sector that we operate in - be it Engineering & Construction, Cement, Real Estate or Consultancy. To augment our core competencies and adopt the most comprehensive modern technology to overtake the obstacles in our path of achievement. To obtain sustainable development and simultaneously enhancing the shareholders value and fulfilling our obligations towards building a better India".

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QUALITY POLICY

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DUTIES AND RESPONSIBILITY OF MARKETING DEPARTMENT:Market planning:-

to divide the overall dump territory into smaller segment on the basisof districts, markets etc to facilitate comprehensive market coverage and review of ou r participation of market across the entire territory including non trade customer Classify the stockiest:1. Authorized- active 2. Non authorized-active 3. authorized-inactive 4. None of the above but having high sale potential Identify target stockiest from the above and break up the monthly sales target among the stockiest. Priorities market and stockiest from the above and break up the monthly sales target among the stockiest. Pay special attention to weaker market and maintain continuous focus on strengthening stockiest network. Continuous update of the market constituting stockiest, total cement outlet, professionals such as architects, structure engineers etc. and bulk user such as builders contractor and government buyers. Based on the customer profile plan for market visits for the month which may be further spilt up in weekly and daily customer coverage programmes. Receipt storage and sale of material:Keep an up to date knowledge of economical route. Visiting go downs to ensure proper unloading, stocking and analysis of entries in stock inward and stock outward register.

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Matching of physical stock with booked stock. Grade wise matching of physical stock with booked stock. Proper compliance of the prescribed quality procedure. Maintenance of godown register. Verify the stock of empty bags. To check the practice of misuse of cements bags. Visits the railway siding on arrival of cement by sail to check the following:

Condition of material Verify the quantity of cut and torn bags. Ensure coverage of all stock by waterproof tarpaulins in all season. Due compliance of all insurance formalities arrangement of all security and safely of material at the siding. Ensure proper record of all direct and indirect sale scrutinizing the record on weekly basisat the sales promotes office. Ensure recovery in respect of damages from the freight payable to the truckers. Check the diversion of road consignments. Control of non conforming products:On receipt of stock at the dump office the field offices assesses the same for any damage deterioration or loss during transit and propose a godown discrepancy report(GDR) At the end of each month field officer proposes monthly statement of cut and torn bags on the basis of GDR and submit to concerned HOS/by HOD who consolidates the report in the prescribed format for their respective zone and submit the same to HGRO-marketing with a copy to customer-CPAC for necessary corrective and preventive action. Field officer sends a salvage/disposal proposal in the beginning of the month for last month for seeking permission for salvaging of confirming product to respective by HOS of AMO. The respective by HOD /HODAuthoresses field officer to undertake the process of salvaging of confor ming stock andsegregation of non conforming products.

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Verification of challan:The field officer should ensure that when the cement is received at the godown it should have a proper challan .A proper challan should also be made at the time of dispatch of the cement from the dump there are four copies of challan Customer copy:this copy is retained by the customers. Acknowledgement copy:-this copy isretained by the customer of receiving and signing the copy . Sales a/c copy:this copy is send to the sales a/c for faster processing and billing. Dump copy:This copy is maintained at the dump freer record. The field officer should verify each and every challan. If he is an tour then he should verify the challan as soon as he is back.Field officer should also ensure that there is no back dating of challan and the stock is beingsent to designated place maintained in the challan.

Monitoring the credit limit:The field officer should ensure that no stockiest should cross its credit limit at any point of time.If under special circumstances excess credit is to be given them the FO should take a prior approval. The AMO I/C has the power to extend the credit limit upto 50% and the RMO I/C hasthe power to extend the same upto 100%.in this case the field officer should also frame out therecovery of these credit within the stipulated.

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Pricing:The field officer has to maintain a price register at the dump which show the price of w/s and retail of all the brands available in the market. The FO should enter the prevailing prices of all the brands a daily basis. The prices have to be cross checked by regular interaction with the stockiest, competitors staff and sales Promotes. Based on the price register the FO can send their proposal for billing price to their respective AMO I/C.

Insurance formalities:-

On the arrival of cement rake the FO should unload the cement in his presence. If any damage occur during the unloading it has to be communicated to (DGM accounts) jaypee nagar Reewa in the rake arrival report. If the loss is loss then Rs. 1lack then final survey can be done by any local survey else intimate the insurance company through for final survey. If there isany seal of damage when rake is unloaded then damage /shortage delivery certificate has to be taken from the railway officer. In case the seal of wagon is found open an arrival of rakethen an open delivery certificate has to be taken from railway authorities. If railway officer to give the certificate then a protest letter has to be send to the chief goods superintendent/station by registered post.

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Technical Services Owning a strong, durable and beautiful home is one of the innate desires of every human being. At Jaypee, the pioneers in the construction of mega Hydroelectric projects and other infrastructure projects, we fully understand that good cement and construction material alone will not ensure strong and lasting structures. Correct construction practices and quality control at the time of construction play an equally important role. Our understanding of the construction practices and related problems has prompted us to extend customized technical services specially tailored for the Individual Home Builders and large projects. We firmly believe that quality construction leads to satisfied customers.

The Jaypee Cement Technical Support Service offerings are: Technical Service Engineers

Our Area Marketing Offices have a fully functional technical services department aptly supported by qualified Civil Engineers who visit and interact with the customers to asses their needs and accordingly advise them about the best construction practises so that the dream of a strong and durable home is realized. Some of the customer-centric initiatives taken up by the Technical Service Engineers are:

Customized solutions to the problems of the individual home builder. Training the masons and contractors so that they are aware about good construction practices. Train the channel partners (Dealers and Retailers) about the product and its correct usage. Interact routinely with the professionals (architects and engineers) and share information regarding latest developments in the product and industry.

The services of the Technical Service Engineers can be availed by all users of Jaypee Cement. For more details, please contact nearest Jaypee Cement Area Marketing Office or Jaypee Cement

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Authorized Dealers.

Nirman MitrA Services Mobile Concrete Testing Vans

Looking at the importance of quality control tests at the time of construction, Jaypee Cement has introduced mobile testing vans under the brand name of Nirman Mitr. The vans are fully equipped to carry out strength and workability tests of concrete. The grading and quality of the aggregates used in concrete can also be tested. The services of Nirman Mitr are meant primarily for assisting the customer in making good concrete for any application viz. footing, beams, columns, lintels, slabs etc. The services of Nirman Mitr can be availed by any prospective Individual Home Builder. The services of Nirman Mitr are free of cost, subject to the availability of the van and on a first come first serve basis. Currently, Nirman MitrA Vans are operating in the following locations:

1) Delhi 2) Dehradun 3) Allahabad 4) Lucknow

5) Kanpur 6) Patna 7) Gwalior 8) Indore

9) Faridabad 10) Karnal 11) Panchkula 12) Sonepat

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PRODUCTION DEPARTMENT Excess capacity exists, though some units are sick. 09 - 2012 production expected to reach 35 mn tones. Exports around 8 mn tones. Cement manufactured through the wet, semi-dry or dry process. Dry process accounts for 90% of the installed capacityWet process popular in the past - better control over mixing of raw material .Dry processreplacing wet process as it is space saving energy efficient and economical

Usage of jaypee cement

Private housing sector is the major consumer of cement (65%) followed by the government infrastructure sector at 15% down from 20%) < 1% of the cement produced is sold in bulk form unlike US & Japan

DISTRIBUTION CHANNEL OF JAYPEE CEMENT:Distribution Channel Strategy:-Market Factors Buyer behaviour- do they prefer to buy from retailers or directly.

Buyer needs- for product information and service.

Intermediary cost- mark up or commission for participating in the channel. Producer factorsWhether the producer has the systems to perform the functions needed Customer based skills to dist the prods.

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Extent to which producers want to maintain control over how, to whom and at what price a product is sold. Direct dist gives producer a much better control over these issues. (Nowadays companies are shifting to company owned stores as intermediaries only push products which have higher margins).

Distribution intensity

Intensive dist- aims to provide saturation coverage of the market using all available channels. Selective dist- limited number of outlets in a geographical area. A advantage of this approach is that the producer can choose the most appropriate or the best performing outlets. Exclusive Dist- only one wholesaler, retailer etc handles a particular area.

TRANSPORTATION OF JAYPEE CEMENT:-

Transportation costs high - freight accounts for 17% of the production cost Road preferred mode for transportation for distances less than 250kms.However, industry is heavily dependent on roads as the railway infrastructure is not adequate- shortage of wagons. Nearly 55-60% of the inputs controlled by the government

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Facing problems due to power shortage

Coal availability and quality affecting productionMini plants realisation of revenue lower than large plants, survival difficult. FUTURE DEMAND OF JAYPEE CEMENT: Infrastructure & construction sector the major demand drivers. Some demand determinants Economic growth Industrial activity Real estate business Construction activity Investments in the core sector.

The Technical Service and Nirman Mitr Services are non-profit, free of cost services to provide information and guidance to the Jaypee Cement users on the correct application of cement and concrete. The services are meant for general guidance only and in no way replaces the services of professional consultants on projects. No legal liability can be accepted by Jaiprakash Associates Limited for its use.

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Cement industry in the world

His is a list of top countries by cement production in 2011 based on USGS Mineral Program Cement Report. (Jan 2012) While the top 3, China, India and USA, didn't change in the last 6 years, between 2005 to 2010 declining US production by 36.5% was noteworthy. In 2011 U.S. Production performed a slight increase (1,8%). The most progressing countries in terms of ranking are Turkey (10th to 4th), Brazil (13th to 5th) and Vietnam (17th to 8th). All top European cement producing countries except Turkey lost their rankings (Spain, Italy, Germany and France), as a result of the global financial crisis.

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World Cement production in 2011

In 2010, the world production of hydraulic cement was 3,300 million tonnes. The top three producers were China with 1,800, India with 220, and USA with 63.5 million tonnes for a combined total of over half the world total by the world's three most populated states. For the world capacity to produce cement in 2010, the situation was similar with the top three states (China, India, and USA) accounting for just under half the world total capacity Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 Country/Region People's Republic of China India United States Turkey Brazil Russia Iran Viet Nam Japan South Korea Egypt Saudi Arabia Thailand mil Tonnes 2,000 210 68.4 64 62.6 52 52 50 47 46 45 44 36

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Rank 14 15 16 17 18 19

Country/Region Italy Mexico Germany Pakistan Indonesia Spain Others 2011 World Production

mil Tonnes 35 35 33 30 22 20.7 480 3,400

Global Production
Cement is produced in 156 countries across the Globe. During 2008, the global production capacity of cement stood at around 2,872 million tonnes with China accounting for approximately 1,400 million tones and India a distant secondwith total production of 183 million tonnes. The production of Cement is highly skewed with top ten countries together accounting for close to 70% of total cement production. These countries account for close to 70% of total population.

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Cement Industry in India :

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RESEARCH METHODOLOGY
The research methodology is the way systematically solve the systematically solve the research problems. The main objective of the product was to know the market condition of jaypee Cement and to study the sales promotion activities undertaken by various cement companies. For this, right at the beginning the research plan was prepared. This includes all the detail of how to go about research work of Jaypee Cement. RESEARCH PLAN Definition of research problem the research problem can be defined as follows 1. What are the cement being used by various customer in the region of LUCKNOW and what are their expectation from the cement. 2. What the market trend is of cement and brand awareness of JAYPEE Cement. DATA COLLECTION The descriptive nature of research necessitates collection of primary data from retailer s through market survey, personal interview technique was used and interview was conducted through structured questionnaire the question was asked in prearranged manner. The market research was conducted over a period of 30 days. Data was tabulated, analyzed and suggestion and recommendation were given.
RESEARCH INSTRUMENTATS

The Research instrument chosen for conducting the survey was structured questionnaire was prepared as show as in the annexure. The questionnaire includes open ended as well as close ended question, few open ended question were included to obtain the perception of the retailers. The questionnaire designed and a pilot survey was made with the questionnaire and then changes were made accordingly with the questionnaire. A sampling technique was chosen for the study was Random Sampling Technique. This is the most common method of selecting the sample. This is because the retailers are localized indifferent part of the marker a group of retailers

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are chosen are random from large group. It gives all retailers in a group and equal chance of being selected for the purpose of the survey.

SAMPLE SIZE

Out of nearly50 dealers/retailers in cement market of lucknow and its region around randomly 50% of total population was considered as the sample size. CONTACT METHOD Both personal and telephonic interview methods were used for conducting the market survey. Personal interview had the benefit one to one communication between the researcher and the respondent. If the respondent is having any doubt or queries in their mind, they can get their doubts clarified from the researcher on the spot and so superior of data was collected from the survey was collected from the survey. Tele interview was conducted with the structured questionnaire. Teleinterview was less costly and less time-consuming but the data could not be collected in detail from the respondents. Also any doubt or queries of respondent could not be clarified

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Objective Of The Study

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 produce the branded product. My objective in this survey is to determine the Market Potential of the cement in LUCKNOW region, after determining the satisfaction level of customer.

Primary Objective 1. MARKET SHARE AND PRICE STRATEGY OF JAYPEE CEMENT IN LUCKNOW 2. FIND OUT WHETHER THERE IS AN IMAGE MISMATCH BETWEEN THECEMENT
BRAND AND CUSTOMER.

Secondary Objectives:1. To identify the potential customer. 2. To find out Brand Promotional activity in the Market. 3. To create the ways to promote JAYPEE as BRAND 4. To determine the demand of the Cement.

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Analysis and Interpretation

1. WHICH BRANDS DEALER/RETAILER DEALS? JAYPEE ACC PRISM BIRLA MYCEM, 32% 28% 24% 10% 06%

Chart Title
32 28 24

10 6

JAYPEE

ACC

PRISM

BIRLA

MYCEM,

INTERPRETATIONMOST OF THE DEALERS/RETAILERS IN LUCKNOW DEAL IN CONSTRUCTION AND B UILDING. LEAST BUSINESS ACTIVITIES TOOK PLACE IN CEMENT SECTOR, MOST OF THE DEALERS ARE SELLS JAYPEE , PRISM & ACC .SOME DEALERS ARE SELLS BIRLA & MYCEM CEMENT AND FEW DEALERS ARE SELL OTHER BRAND IN LUCKNOW MARKET.

2. WHICH COMPANY LEADING IN THE MARKET?

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JAYPEE ACC PRISM BIRLA MYCEM,

36% 42% 12% 6% 4%

JAYPEE

ACC

PRISM

BIRLA

MYCEM,

6% 12%

0% 4%

36%

42%

INTERPRETATIONIN LUCKNOW MARKET JAYPEE AND ACC, RANK IS NUMBER 1ST AND 2ND, THEN 3RD RANK PRISM AND 4TH RANK BIRLA.

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WHICH BRAND DOES YOU PREFER TO SELL?

JAYPEE ACC PRISM BIRLA MYCEM,

30% 34% 20% 12% 04%

PREFER TO SELL
MYCEM 4 BIRLA 12 PRISM 20 ACC 32 JAYPEE 30

INTERPRETATIONIN LUCKNOW MARKET SELLERS GIVE THE PREFERENCE 1ST ACC THEN 2ND JAYPEEAND 3RD ,4TH AND 5TH RANK PRISM ,BIRLA AND MYCEM.

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3. WHICH PARTICULAR BRAND DO YOU SUGGEST YOUR CUTOMER TO PURCASE & WHY? JAYPEE ACC PRISM BIRLA MYCEM, 30% 34% 20% 12% 04%

SUGGESTED BRAND BY DEALER

35 30 25 20 15 10 5 0 JAYPEE ACC PRISM BIRLA MYCEM

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WHY % OF COMMISSON (CD&QD) STOCK AVAILABILTY FAVORABLE PRICE PERFOMANCE

PERFORMANCE 8%

40 32 20 08

FAVORABLE PRICE 20%

%OF COMMISSON (CD&QD) 40%

STOCK AVAILABILTY 32%

INTERPRETATIONIN THE LUCKNOW MARKET THE SELLER ARE SUGGESTED 1ST ACC THEN THEY SELECT JAYPEE. THE MAIN MOTIVE OF MAXIMUM SELLER IS EARN MORE COMMISSION AND SOME SUGGEST THE PARTICULAR BRAND FOR EASY STOCK AVAILABILITY.

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4. WHICH CEMENT IS MORE DEMANDED BY PEOPLE IN DEALER/RETAILER MARKET AREA? JAYPEE ACC PRISM BIRLA MYCEM, 30% 46% 18% 04% 2%

MORE DEMANDED BY PEOPLE

50 45 40 35 30 25 20 15 10 5 0 JAYPEE ACC PRISM BIRLA MYCEM

INTERPRETATIONIN LUCKNOW MARKET MARKET 46% DEMAND ACC CEMENT 30% MARKET COVER BY JAYPEE.

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5. WHICH CEMENT BRAND IS MORE PROFITABLE THAN OTHERS? JAYPEE ACC PRISM BIRLA MYCEM, 20% 12% 16% 24% 28%

PROFITABLE BRAND

MYCEM 28%

JAYPEE 20%

ACC 12%

BIRLA 24%

PRISM 16%

INTERPRETATIONACCORDING TO DEALERS MORE PROFITABLE BRAND IS MYCEM ,BIRLA AND JAYPEE THEN ACC OR PRISM ARE NAT GIVE SUFFICIENT PROFIT.

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6. WHICH ACTIVITY IS MORE IMPORTANT FOR BRAND PRAMOTION IN THE DEALER LEVEL?

DEALER MEET/SUB DEALER MEET GIFT ITEM FOREIGN TOUR NEW YEAR CALENDAR AND DAIRY

8% 66% 14% 12%

BRAND PRAMOTION IN DEALER LEVEL

70 60 50 40 30 20 10 0 DEALER MEET/SUB DEALER MEET GIFT ITEM FOREIGN TOUR NEW YEAR CALENDAR AND DAIRY

INTERPRETATIONACCORDING TO DEALERS, GIFT ITEMS ARE MORE BENEFICIALLY FOR BRAND PROMOTION IN DEALER LEVEL.

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7. WHICH COMPANYS PACKAGING, ARE YOU SATISFIED?

JAYPEE (LPP BAGS) ACC PRISM BIRLA MYCEM

70% 14% 12% 00% 04%

BEST PACKAGING
80 70 60 50 40 30 20 10 0 JAYPEE(LPP BAGS) ACC PRISM BIRLA MYCEM

INTERPRETATIONACCORDING TO DEALERS JAYPEE CEMENT PACKAGING IS BEST BECAUSE JAYPEE COMPANY USE THE LPP BAGS POLYPROPYLENE BAG. THIS BAGS ARE VERY GOOD AND LONG PERIOD STORAGE.

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8. WHAT IS THE COMPARATIVE STEP OF ATTEMPTS DONE BY JAYPEE FOR MASS PUBLICITY IN COMPARISON OF OTHER COMPANIES? RANK IN GRADE (OUT OF 5 POINTS)

BRAND JAYPEE (LPP BAGS) ACC PRISM BIRLA MYCEM

AVERAGE POINT 3.2 4.6 2.6 1.2 1.6

mass publicity
5 AVERAGE POINT( OUT OF 5 POINTS) 4.5 4 3 2 1 0 JAYPEE ACC PRISM BIRLA MYCEM 3.5 2.5 1.5 0.5

INTERPRETATIONIN SURVEY ACCORDING TO SELLERS ACC CEMENT ADVERTISEMENT CAMPAIGN IS BEST. THEY GIVE NUMBER ONE RANKING ACC .THEN 2ND JAYPEE ,3RD RANKING PRISM 4TH OR 5TH RANK BIRLA OR MYCEM

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9. PRICE STRATEGY OF BRANDS? BRAND AVERAGE WHOLESALE PRICE JAYPEE ACC PRISM BIRLA MYCEM 315 326 310 305 305 322 330 320 315 320 AVERAGE RETAIL PRICE

PRICE POSITIONING
AVERAGE WHOLESALE PRICE 330 326 322 315 310 305 305 320 315 320 AVERAGE RETAIL PRICE

JAYPEE

ACC

PRISM

BIRLA

MYCEM

INTERPRETATIONIN LUCKNOW MARKET MARKET HIGHEST RETAIL PRICE OF ACC OR WHOLESALE PRICE ARE ALSO VERY HIGH SO THE SELLER ARE DO NOT EARN SUFFICIENT PROFIT.BUT IN JAYPEE OR ANOTHER BRANDS THE SELLERS EAEN MORE PROFIT.IN ACC WHOLESELL OR RETAIL PRICE DIFFRENCE IS VERY LOW. IN JAYPEE OR ANOTHER BRANDS WHOLE SELL OR RETAIL PRICE DIFFRENCE IS SUFFICIENT OR BENIFICIALY.

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10. HOW MUCH YOUR TOTAL SALE IN A MONTH? 00-250 BAGS 251-500 BAGS 500-1000 BAGS 1000-2000 BAGS ABOVE 2000 BAGS 00% 22% 24% 40% 14%

TOTAL SALE IN A MONTH

40%

22%

24% 14%

0% 00-250 BAGS 250-500BAGS 500-1000 BAGS 1000-2000BAGS ABOVE 2000 BAGS

INTERPRETATIONIN LUCKNOW MARKET 14% SELLERS ARE SALE MORE THEN 2000 BAGS CEMENT.AND 40% SELLERS SALE IS 1000-2000 BAGS .

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11. HOW MUCH SALE OF JAYPEE CEMENT IN A MONTH?

00-250 BAGS 251-500 BAGS 500-1000 BAGS 1000-2000 BAGS ABOVE 2000 BAGS

10% 24% 22% 28% 16%

JAYPEE CEMENT SALE IN A MONTH

30% 24% 22% 12%

10%

00-250 BAGS

251-500 BAGS

500-1000 BAGS

1000-2000 BAGS

ABOVE 2000 BAGS

INTERPRETATIONIN LUCKNOW MARKET 12% SELLERS ARE SALE ABOVE 2000 BAGS JAYPEE CEMENT AND 28% SELLERS ARE SALE THE CEMENT 1000-2000 BAGS JAYPEE CEMENT.

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12. WHICH COMPANY IS PROVIDING BEST SERVICES?(LIKESUPPLY,TECHNICAL,MARKETING,AND DOC, ETC) JAYPEE ACC PRISM BIRLA MYCEM 20% 32% 26% 18% 04%

PROVIDING BEST SERVICES

35 30 25 20 15 10 5 0 JAYPEE ACC PRISM BIRLA MYCEM

INTERPRETATIONACCORDING TO SELLERS JAYPEE COMPANY IS VERY LOW IN TECHNICAL SERVICE OR DOCUMENTATION THE GIVE THE 3RD RANK .IN THIS GROUP 1ST RANK IS ACC OR 2ND RANK PRISM.

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13. WHAT IS THE COMPARATIVE SITUATION OF JAYPEE AND OTHER COMPANY ON THE VIEW OF TECHNICAL ATTEMPTS WHICH WAS DISCUSSED ABOVE? RANK IN GRADE (OUT OF 5 POINTS) (LIKE- ENGINEER MEET, ARCHITECT MEET /BUILDERS MEET, MASSON MEET, TECHNICAL PROMOTION) BRAND JAYPEE ACC PRISM BIRLA MYCEM AVERAGE POINT 02 4.6 3.6 2.2 1.6

technical attempts
5 AVERAGE POINT( OUT OF 5 POINTS) 4.5 4 3 2 1 0 JAYPEE ACC PRISM BIRLA MYCEM 3.5 2.5 1.5 0.5

INTERPRETATIONACCORDING TO SELLER ACC IS BEST IN ENGINEER MEET, ARCHITECT MEET /BUILDERS MEET, MASSON MEET, TECHNICAL PROMOTION THEN PRISM AND JAYPEE GOT RANK 2ND AND 3RD .

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Findings
MOST OF THE DEALERS/RETAILERS IN LUCKNOW DEAL IN CONSTRUCTION AND BUIL DING. LEAST BUSINESS ACTIVITIES TOOK PLACE IN CEMENT SECTOR, MOST OF THE DEALERS ARE SELLS JAYPEE , PRISM & ACC .SOME DEALERS ARE SELLS BIRLA & MYCEM CEMENT AND FEW DEALERS ARE SELL OTHER BRAND IN LUCKNOW MARKET. 2. IN LUCKNOW MARKET JAYPEE AND ACC, RANK IS NUMBER 1ST AND 2ND, THEN 3RD RANK PRISM AND 4TH RANK BIRLA. 3. IN LUCKNOW MARKET SELLERS GIVE THE PREFERENCE 1ST ACC THEN 2ND
1.

JAYPEEAND 3RD ,4TH AND 5TH RANK PRISM ,BIRLA AND MYCEM. 4. IN THE LUCKNOW MARKET THE SELLER ARE SUGGESTED 1ST ACC THEN THEY SELECT JAYPEE. 5. THE MAIN MOTIVE OF MAXIMUM SELLER IS EARN MORE COMMISSION AND SOME SUGGEST THE PARTICULAR BRAND FOR EASY STOCK AVAILABILITY. 6. IN LUCKNOW MARKET MARKET 46% DEMAND ACC CEMENT 30% MARKET COVER BY JAYPEE. 7. ACCORDING TO DEALERS MORE PROFITABLE BRAND IS MYCEM ,BIRLA AND JAYPEE THEN ACC OR PRISM ARE NAT GIVE SUFFICIENT PROFIT. ACCORDING TO DEALERS, GIFT ITEMS ARE MORE BENEFICIALLY FOR BRAND PROMOTION IN DEALER LEVEL. 9. ACCORDING TO DEALERS JAYPEE CEMENT PACKAGING IS BEST BECAUSE JAYPEE
8.

COMPANY USE THE LPP BAGS POLYPROPYLENE BAG. THIS BAGS ARE VERY GOOD AND LONG PERIOD STORAGE.
10. IN SURVEY ACCORDING TO SELLERS ACC CEMENT ADVERTISEMENT CAMPAIGN IS

BEST. THEY GIVE NUMBER ONE RANKING ACC .THEN 2ND JAYPEE ,3RD RANKING PRISM 4TH OR 5TH RANK BIRLA OR MYCEM 11. IN LUCKNOW MARKET MARKET HIGHEST RETAIL PRICE OF ACC OR WHOLESALE PRICE ARE ALSO VERY HIGH SO THE SELLER ARE DO NOT EARN SUFFICIENT PROFIT.BUT IN JAYPEE OR ANOTHER BRANDS THE SELLERS EAEN MORE PROFIT.IN ACC WHOLESELL OR RETAIL PRICE DIFFRENCE IS VERY LOW. IN JAYPEE OR ANOTHER BRANDS WHOLE SELL OR RETAIL PRICE DIFFRENCE IS SUFFICIENT OR BENIFICIALY. 12. IN LUCKNOW MARKET 14% SELLERS ARE SALE MORE THEN 2000 BAGS CEMENT.AND 40% SELLERS SALE IS 1000-2000 BAGS .

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13. IN LUCKNOW MARKET 12% SELLERS ARE SALE ABOVE 2000 BAGS JAYPEE CEMENT AND 28% SELLERS ARE SALE THE CEMENT 1000-2000 BAGS JAYPEE CEMENT.
14. ACCORDING TO SELLERS JAYPEE COMPANY IS VERY LOW IN TECHNICAL SERVICE OR

DOCUMENTATION THE GIVE THE 3RD RANK .IN THIS GROUP 1ST RANK IS ACC OR 2ND RANK PRISM 15. ACCORDING TO SELLER ACC IS BEST IN ENGINEER MEET, ARCHITECT MEET /BUILDERS MEET, MASSON MEET, TECHNICAL PROMOTION THEN PRISM AND JAYPEE GOT RANK 2ND AND 3RD

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SWOTAnalysis
SWOTAnalysis is done to understand the external and internal environment of the organization. SWOT, which is acronym for strength, weakness, opportunity and threats, is also known by TOWS-analysis. Though such an analysis, is strength and weakness exist within an organization can be matched with the opportunity and threats operating in environment, so that an effective strategy can be formulated. An effective organizational strategy, therefore, is one that capitalizes on the opportunity through the use of strength and neutralizes the threats by minimizing the impact of weakness. Below is the SWOT- analysis of jaypee cement Ltd in cement market. SWOT

STRENGTH:
1. JAYPEE is 2
nd

most preferred brand after ACC.

2. It has reasonable price in comparison to its competitor. 3. Quality of product is good .4. Setting time and shining is better than competitors. WEAKNESS:
1. Lack of distribution channel.

2. Lack of TECHNICAL SERVISE. 3. Low advertisement budget.

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OPPORTUNITIES:
1. Boom phase in cement market.

2. Immense export opportunities. 3. Rapid infrastructure development. THREAT:

1. Tough competition from ACC, BIRLA, PRISM.

2. Scarcity of raw material in near future. 3. Lack of infrastructure in near future

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CONCLUSION AND SUGGESTIONS

Recognition: it was a general verdict that while giving the prizes company must Organise a function so that Dealers get Recognition in Front of Competitors it will Push Others to excel in Sales(As Done In ACC) Packaging: Good Packaging Will Stop the Leakage hence better value to Customers Promptness in Gift delivery: Gift Must be delivered time to time In Order to encourage Sales JAYPEE can easily increase its market share in LUCKNOW market by giving more attention to various element of marketing mixture. For this purpose suggestions are followings:-

FOR PRODUCT

1. Company should more invest in R&D. 2. Company should give more training to workers about total quality management. 4. Company should organise more mansion meet, so that opinion and suggestion of users can be known.

FOR PRICE

1. Price fluctuation is one of the complaints from dealers and retailer; company should fix prices at least for one month. 2. Company should also give credit facilities to dealers and retailers. 3. Company should fix certain amount of margins for dealers.

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FOR PROMOTION

1. Company is for behind in comparison to its competitors in all mode of advertiseme nt, hence budget for it should be increased and serious attention should paid on it. 2. Company should provide good incentives scheme to dealers and retailers. 3. Dealers and retailers meet should be organised to understand and solve their problem, and utilised as promotional method.
FOR PLACE

1. Company should increase its number of dealers for easy availability. 2. Company should supply the cement directly to its heavy users i.e. railway

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LIMITATION OF THE STUDY

Field selected was not the prime Market for JAYPEE cements Lack of cooperation from the retailers in regard to giving interview It was found in some cases dealers showed inclination towards certain brands which gave them more margins when compared to others. It was experienced during the survey that it was difficult to convince or make the retailers and dealers understand the important of the project As the retailers and dealers thought that it was unwise for them to give their details of business as they feared competitors would take advantage Sample size of 50 is not enough to generalise result. Response is depend upon psychology of respondent. The survey is geographically limited to LUCKNOW district. Some of the respondent tries to hide information like sales volume. Dealers take it lightly and do not show interest in providing sufficient and exact information. Some secondary data which I expect to collect from the company is not provided to me.

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FUTURE OF JAYPEE CEMENT Growth in the housing sector Central road fund established for national highways and railway over bridges to provide the necessary impetus Expansion plans Capacity likely to be 146.9 mn. tones by 2010-2015 2010 - 2012 - 35 mn tones Demand - supply balance expected in the next 12 - 15 months Higher capacity utilization likely in the future Encouraging trend in demand due to pick-up in rural housing demand and industrial revival Industry likely to grow at 8-10% in the next few years

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QUESTIONNAIRE

MARKET SHARE AND PRICE STRATEGY OF JAYPEE CEMENT IN LUCKNOW Name of the FIRM: --------------------------------------------------Address:------------------------------------------------------------------Mob.: ---------------------------------------------------------------------Owner of the firm------------------------------------------------------1)

WHICH BRANDS DEALER/RETAILER DEALS?

JAYPEE ACC PRISM BIRLA MYCEM,

2)

WHICH COMPANY LEADING IN THE MARKET?

JAYPEE ACC PRISM BIRLA MYCEM,

3)

WHICH BRAND DOES U PREFER TO SELL?

JAYPEE ACC PRISM BIRLA MYCEM, OTHERS

4)

WHICH PARTICULAR BRAND DO YOU SUGGEST YOUR CUTOMER TO PURCASE & WHY?
JAYPEE ACC PRISM BIRLA MYCEM,

& WHY..? .% OF COMMISSON (CD&QD) STOCK AVAILABILTY FAVORABLE PRICE PERFOMANCE

5)

WHICH CEMENT IS MORE DEMANDED BY PEOPLE IN DEALER/RETAILER MARKET AREA?

JAYPEE ACC PRISM BIRLA

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MYCEM,

6)

WHICH CEMENT BRAND IS MORE PROFITABLE THAN OTHERS?

JAYPEE

ACC PRISM BIRLA MYCEM,

7)

WHICH ACTIVITY IS MORE IMPORTANT FOR BRAND PRAMOTION IN THE DEALER LEVEL?
DEALER MEET/SUB DEALER MEET GIFT ITEM FOREIGN TOUR VAN PROGRAM NEW YEAR CALENDAR AND DAIRY

8)

WHICH COMPANYS PACKAGING, ARE YOU SATISFIED?

JAYPEE ACC PRISM BIRLA MYCEM

9)

WHAT IS THE COMPARATIVE STEP OF ATTEMPTS DONE BY JAYPEE FOR MASS PUBLICITY IN COMPARISON OF OTHER COMPANIES? RANK IN GRADE (1,2,3,4,5)
JAYPEE ACC PRISM BIRLA MYCEM

Hording Wall panting T.V. Advertisement News paper Advertisement Radio Advertisement Hording and Banner using in different program

10) PRICE STRATEGY OF BRANDS?

BRAND
ACC JAYPEE PRISM BIRLA MYCEM

WHOLESALE PRICE

RETAIL PRICE

11) HOW MUCH YOUR TOTAL SALE IN A MONTH?

00-250 BAGS 251-500 BAGS 500-1000 BAGS 1000-2000 BAGS ABOVE 2000 BAGS

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12) HOW MUCH SALE OF JAYPEE CEMENT IN A MONTH?

00-250 BAGS 251-500 BAGS 500-1000 BAGS 1000-2000 BAGS ABOVE 2000 BAGS

13) WHICH COMPANY IS PROVIDING BEST SERVICES?(LIKE-supply,technical,marketing,and doc, etc)

JAYPEE ACC PRISM BIRLA MYCEM

14) .WHAT IS THE COMPARATIVE SITUATION OF JAYPEE AND OTHER COMPANY ON THE VIEW OF TECHNICAL ATTEMPTS WHICH WAS DISCUSSED ABOVE? RANK IN GRADE (1,2,3,4,5)
JAYPEE Engineer meet Architect Meet /builders meet Masson meet T.S.E. Visit Technical promotion ACC PRISM BIRLA MYCEM

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BIBLIOGRAPHY:BOOKS
Beri, GC; Marketing research; New Delhi; Tata Mc GrawHill; 1993 Kotler Philip; Marketing Management; Asia; Pearson Education Asia; 1992. Saundus; Research Method For Business Students; Singapore; Pearson Education Asia;2000

MAGAZINES, JOURNALS AND NEWSPAPERS

Cement India, Business World, 4p etc. company prospectuses.

INTERNET
www.jalindia.com
www.acclimited.com

www.scribd.com
www.prismcement.org.in www.birlacorporation.coms

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