Professional Documents
Culture Documents
On
ltd. Aligarh
Submitted by
Session 2016-2017
Department of Management
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2
Acknowledgement
3
I would like to thank Shree Cement ltd. For having the opportunity to do a project that
was challenging as well as rewarding . Working on the project for marketing division has
enabled me to add value to the organization as a whole and has all wonderful learning
Special thanks go to the marketing department for their complete support throughout
I am obliged by Mr. Piyush Kacchal marketing for having taken me under his guidance
A deep note of gratitude goes to Mr. Rajeev Khandelwal and my guide & mentor during
the project for his unstinting encouragement , help in understanding various integral part
of this project.
I am highly indebted to the people mentioned above and all the employees of shree
And last but not the least I am grateful to my institute, BBDNITM lucknow that
provided me this opportunity to interact with this organization and understand the
THANK YOU
Palak khandelwal
Declaration
I hereby declare that work presented in the report is partial fulfillment of requirement of
award of degree of MBA ( Babu Banarsi Das National Institute Of Technology and
4
Management ) UP is the record of my own work done under the guidance of Mr. Piyush
Kacchal, Shree cement Ltd. . The Internship opportunity I had with Shree Cement Ltd.
Was a great chance of learning and professional development. I will survive to use gained
Palak Khandelwal
PREFACE
Project report is an integral part of MBA degree course, this report is particularly for partial
fulfillment of the course. It is a matter of great delight presenting a research report entitled A
study of market potential and sales promotion in Shree cement ltd. Aligarh. The data has
collected by using primary and secondary data collection method the researcher has analyzed the
data and extracted the finding there from analysis and interpretation the base for conclusion
management education and in order to produce promising executive, this practical has to be
interwoven with the theory of exposure to the actual office work and other condition give inside
5
Executive summary
Given the external environment with the failure of the Doha talk, rising crude oil
prices, rising competition from peer set countries and pressure from developed and
neighboring countries the BJP led government has fared well in the first two
in the industries directly related with commodities like cement and allied
are venturing for a partners which has not started its shop in India. Foreign direct
investment (FDI) have been allowed in all sectors to boost productivity Industries
like cement are in the news due to the huge investment made by an MNC,
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which is worlds seconds largest cement manufacturing firm, has escalated the
million tones after china accounting for 6% in the global cement market. The
consumption grew a record 11 % for the nine months ended December, 2005 to
97.8m metric ton (MMT). The construction boom and rising public infrastructure
investment have fuelled domestic consumption in recent years. The recent surge in
cement consumption and the slower pace of capacity addition have reduced the
2003, 2004 and 2005 respectively. In fact, if the Governments Ambitious Bharat
cement companies then have to take a stand whether to eater the needs of
domestic markets or foreign market where realization is on the higher side. The
cement retail price have declined during 2005 - 06 but continue to overrule when
cement and notified it as the uniform sales tax of 14%. The uniform selling prices is
a high growth rate in terms of sales during period ended December 2005. India cements
and Grasim have witnessed a growth as high as 32% to Rs. 3466.30 million and 30% to
Rs. 8948.6 million during the quarter ended December 2005. India cement ltd (ICL) and
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ultra tech cement (UTC) have been witnessing a high volume growth among the major
cement companies.
UTC has witnessed 12.94% growth in terms of volumes during the same period on YOY
basis. Better capacity utilization has led to an improvement in the operating performance
of cement companies. All cement companies expect GACL; have fared well in terms of
growth of operating profit per unit. GACL is considered to be a low cost cement producer
in the country having the largest operating profits per ton of Rs. 515.59 followed by
Grasims 393.78 and UTCs Rs. 350.74. All major cement companies have logged profits
with a positives growth UTC and ACC have registered a high growth in terms of growth
of PAT.
UTC has registered a growth of 316% and ACC has witnessed 262% in terms of after-
tax-profits Cement firms are set for higher quarterly profits as analysis see a bright future
absence of major supply additions. The outlook for the housing industry is highly
positives considering the rise in income level: the easy availability of mortgage finance.
Another major driver for the demand in cement would be the increased focus on
infrastructure.
The central government has approved a special purpose vehicle for funding
around 10% to 12% every year, backed by the strong economic growth of 7% to 7.5%.
The industry is primarily dominated by few players namely AC The industry is
primarily dominated by few players namely ACC, Gujarat Ambuja, Grasim, Madras
cements and shree cement. Cumulatively, these players constitute about 90% of the total
market supply. As for the demand, it is growing at an impressive rate with the YOY
demand for the months of January, February, March 2006 being 16, 18, 17.5 %
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respectively. The market demand scenario will be dealt with in detail in the market
assessment section
Among the most efficient players in north India
Shree cement is among the most efficient cement producers in north India with a capacity
of 2.6mn tons p.a. in Rajasthan. Shree has consistently produced at above average
capacity utilization with de bottlenecking of existing facilities. The company has reported
a strong EPS growth of 28% YOY in Q1 F Y04 the stock trades at a P/E of
based captive power plant. Shree expects a net saving of Rs. 250mm on account of the
savings in power costs shree has also undertaken a number of process- optimization
started branding its product. Its launched the corrosion resistant red oxide brand in
FY03, which will lead to higher realization and improved margin. Ultra red oxide is
expected to account for 30% of the companys sales in FY04 despite poor price
realization the company has been able to maintain margin by innovation such as witching
from imported coal to pet coke in its kilns, use of hydraulic rocks breaker for reducing
Index
9
Introduction of cement industry 13
Introduction to organization 28
Marketing 56-59
1. Research design 62
2. Scope of study 63
3. Research methodology 64-67
10
Queries of customer 86
Recommendations 89-90
Annexure 91-96
Reference 97
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India, being the second largest cement producer in the world after China with a total capacity of
151.2 Million Tons (MT), has got huge Cement Company. With the government of India giving
boost to various infrastructure projects, housing facilities and road networks, the cement industry
in India is currently growing at an enviable pace. More growth in the Indian cement industry is
expected in the coming years. The cement industry in India is dominated by around 20
companies, which account for almost 70% of the total cement production in India.
company started manufacturing cement from Argillaceous. But the industry started getting the
organized shape in the early 1900s. In 1914, India Cement Company Ltd was established in
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Porbandar with a capacity of 10,000 tons and production of 1000 installed. The World War I gave
the first initial thrust to the cement industry in India and the industry started growing at a fast rate
in terms of production, manufacturing units, and installed capacity. This stage was referred to as
the Nascent Stage of Indian Cement Company. In 1927, Concrete Association of India was set up
to create public awareness on the utility of cement as well as to propagate cement consumption.
The cement industry in India saw the price and distribution control system in the year 1956,
established to ensure fair price model for consumers as well as manufacturers. Later in 1977,
government authorized new manufacturing units (as well as existing units going for capacity
enhancement) to put a higher price tag for their products. A couple of years later; government
introduced a three-tier pricing system with different pricing on cement produced in high, medium
Cement Company, in any country, plays a major role in the growth of the nation. Cement
industry in India was under full control and supervision of the government. However, it got relief
at a large extent after the economic reform. But government interference, especially in the
pricing, is still evident in India. In spite of being the second largest cement producer in the world,
India falls in the list of lowest per capita consumption of cement with 125 kg. The reason behind
this is the poor rural people who mostly live in mud huts and cannot afford to have the
commodity. Despite the fact, the demand and supply of cement in India has grown up. In a fast
developing economy like India, there is always large possibility of expansion of cement industry.
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Technology Up-gradation
Cement industry in India is currently going through a technological change as a lot of up
gradation and assimilation is taking place. Currently, almost 93% of the total capacity is based
entirely on the modern dry process, which is considered as more environment-friendly. Only the
rest 7% uses old wet and semi-dry process technology. There is also a huge scope of waste heat
recovery in the cement plants, which lead to reduction in the emission level and hence improves
the environment.
around 20 big names that account for more than 70% of the total cement production in India. The
total installed capacity is distributed over around 129 plants, owned by 54 major companies
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across the nation.
Following are some of the major names in the Indian cement industry:
ITS DISCOVERY:-
Joseph Aspedine of England first discovered the cement in the year 1878. Since the discovery
took place in the Island of Portland, thus the name was Portland cement.
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2. VARIETIES OF CEMENT AVAILABLEIN THE
MARKET:-
Common types of cement normally available in the market and there specific uses are as under:-
GENERAL VARIETIES
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c. 53 Grade High strength cement used for multistory
building, Precast, priestesses items bridges,
Tall structure etc. develops very Fast strength
and speeds up construction.
SPECIAL VARIETIES
Structural uses.
18
5. SRC( Sulphate Resistant) Marine structure underground Construction, chemical
6. Oil Well Cement Used by petroleum industry for cementing gas &oil
7. Masonry Cement Mortars for bricks stones and concrete block masonry
8. Rapid Hardening Cement Quick setting and high early strength cement, filling
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RED OXIDE CEMENT
Shree Ultra
Red Oxide
Cement
Steel friendly cement using red oxide will now make the e life of steel structures used in
Shree cement claimed that its first product of its kind in the country and the new generation
cement would protect the steel structure from getting rusted. Red oxide has been used in
manufacturing the cement, which would give a protective layer to the steel structure.
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Shree cement took the initiative to find out why the old heritage such as the grand old forts of the
state, the Qutub minar and the Taj Mahal still stand strong, while the modern building have a
shorter life span. Extensive research by shree cement in this aspect revealed that modern building
use steel structures as load bearers to reduce the thickness. Steel, if rusted weaken and leads to
Red Oxide is used with the cement it becomes steel- friendly as red oxide has the property to
protect steel. The Ultra Red Oxide Cement will revolutionize the construction industry.
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4.MANUFACTURING PROCESS
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Limestone, shale clay and silica are crushed proportion to the correct chemical
composition and ground to a fine consistency. Small quantities of iron oxide and
alumina may be added to adjust the raw material mixture. The mixture is heated to
about 2700F (1500 C) in large rotary kiln clinker a hard granular intermediate product
is discharged from the kiln and is ground with approximately five percent gypsum
required (mainly in the finish grinding process where clinker is ground with gypsum
of produce cement) CO however, comes from two distinct sources both related to the
Limestone is the form of calcium carbonate (Caco3) is the main raw material
component (Approximately 70-80%) of clinker. Before this lime can react with the oxides of
silica and silica the limestone must be broken down into free lime or calcium oxide (CaO) and
carbon dioxide (CO) the C02 is discharged to the environment leaving the CaO free to react with
other oxides and form clinker. The process that decomposes limestone into CaO and CO2 is
called calcinations and requires temperatures in excess of 1650 F. the heat required to obtain
these temperatures is obtained through the combustion of fuels (Coal, natural gas, waste fuels) all
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Drying of raw material in cylindrical dyers. Raw material used hard
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Cement
COMIPRESSIVE STRENGHT
It is one of the important properties of cement For OPC the compressive strength must be highest
strength
33 330kg/em2
43 430kg/em2
53 530 kg/em2
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ABOUT THE ORGANIZATION
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1. Company profile
Industry Cement manufacturing (17.5 Million Tons per Annum and Power Generation (597 Mw total
installed capacity)
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Shree cement limited is an India - based cement manufacturing company. It was founded in
Beawar in the Ajmer district of Rajasthan . and now headquartered in Kolkata, is one of the
biggest cement makers in Northern India. Shree cement ltd. Is an energy conscious & environment
friendly business organization. Having ten directors on its board under the chairmanship of Shri. B
.G. Bangur, the policy decisions are taken under the guidance of Shri H.M. Bangur , Managing
director Shri. M.K. Singh, Executive Director of the Company is managed by qualifies
professionals with broad vision who are committed to maintain high standards of quality &
leadership to serve the customers to their fullest satisfaction. The broad consists of eminent
persons with considerable professional expertise in industry and field such as banking law,
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UNIT-1 UNIT- 2
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2. Philosophy, Vision, Values, Guiding Principles
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"Let noble thoughts come to us from all over the
World."
2. Our Vision
As an organisation, we spread happiness amongst everyone connected
with our eco system and create wealth for investors, employees, business
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associates and communities where we operate by experimenting and
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4. Our Values, Our Operating Strength
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5. Success driver
PEOPLE AS PROGRESS DRIVERS
Shree believes that what is present in the minds of people is more valuable than the
assets on the shop floor. All the companys initiatives are directed in leverage the
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LEADERS AT EVERY LEVEL
Shree believes in creating leaders not just at the organizational apex but at every
prices.
SHAREHOLDER VALUE
Shrees community concern extends from direct assistance to safe and dependable operation for
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6. INNOVATION
(Petroleum industry waste) thereby increasing profitability and saving natural resources.
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Pioneered in the application of innovative Electro Static Precipitator technology in DG power
generation to save fuel and combat pollution, and replaced HSD by LDO.
distribution losses
power for the plant avoid transmission and distribution losses, and provide surplus power
to Rajasthan.
Development of DD Cones
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Capacity enhancement & utilization of CM-2 Roller press for capacity increase and energy
saving in CM-1
Shree Cement bags Greentech Environment Award for the year 2004-05
responsibility 2003-04
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Overall Quality of the Organization.
Energy Conservation
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9 CODE OF CONDUCT ON CORPORATE GOVERNANCE
PHILOSOPHY
Shree Cement Ltd. Is a professionally managed company. The company always believes in
complete transparency and discharge of the fiduciary responsibility which has been assumed by
Directors as well as by the Senior Management Executives and/ or staff therefore in order to
ensure the continuity thereof though, not written but otherwise ingrained the Board of Directors
has approved of the following code of conduct for the directors as well as for the senior
All the director as well as Senior Management Executive and/or Personnel owe to the company
i) Fiduciary duty
ii) Duty of skill and care
iii) Social responsibility
With the above objects in mind the following code of conduct has been evolved and it is
expected that all directors as well as Senior Management Executive and/or personnel will adhere
to it.
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FIDUCIARY DUTIES
All director as well as Senior Management Executive and/or personnel while dealing on behalf
of the company will exercise the power conferred upon him/ them duties honestly and in the best
The board from time to time shall determine the power to be exercised by the director as well as
Senior Management Executive and/or personnel and all such power shall be exercised
reasonably.
CONFLICT OF INTEREST
None of the Director and/or Senior Management Executive and/or personnel will put himself in a
position where there is potential conflict of interest between personal interest and his duty to the
company. Noe of the director and/ or Senior Management Executive and/or personnel will
exploit an opportunity arising while associated with the company for his personal gain either
directly or indirectly.
SECRET PROFITS
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The director as well as Senior Management Executive and/or personnel while discharging their
duties in a fiduciary capacity is precluded from making any personal profit from an opportunity
which may arise being a Director and/or Senior Management Executive of the company and
should always ensure that he is acting for and on behalf and for the good of the company.
Since all the director as well as Senior Management Executive and/or personnel are acting in a
fiduciary capacity and for the benefits of the company, being advocates of the business of the
Company, none of them will do anything which is in conflict with the interest of the company.
ATTENTION TO BUSINESS
All director as well as Senior Management Executive and/or personnel will give proper attention
None of the director as well as Senior Management Executive and/or personnel while associated
or working for the company will be entitled to disclose either directly or indirectly or make use
of the confidential information which may come in their possession while acting on behalf of the
company and shall not divulge the financial status and position of the company to any person or
persons
INTERNAL TRADING
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None of the director as well as Senior Management Executive and/or personnel will directly or
indirectly in the name of his family members and/or associates will indulge in any internal
The senior management personnel and/or employees are expected to keep the directors fully
informed about the effect of the polices adopted by the company from time to time and also
Senior Management personnel and/or staff who have been entrusted with specific duties for
ensuring compliance of statutory requirement including the rules and regulations shall forthwith
comply with the same and keep the board of directors fully informed about such compliance or
non-compliance.
Senior Management personnel will from time to time provide or cause to be provided a true and
faithful account of the companys working and effectiveness of the procedures adopted by the
All directors as well as senior management executives and/or personnel are aware that while
working with the company they have a social responsibility as well and therefore from time to
time will devote such time for the upliftment of the downtrodden, poor and needy person in the
locality
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10 . MARKET CLASSIFICATION
over the last few years, there
has been a remarkable shift at
shree : from a Production-
centric to a customer- obsessed
organization .
Challenges
Marketing presence
Markets
Markets states
Market classification
Markets States
Primary Rajasthan
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11.Information Technology
SCL has embraced information Technology in a big manner and made investments to establish
strong IT infrastructure:
IT Policy & Quality Standards: SCL has clearly defined IT policy. Backup and disaster
recovery Policy, SCL Internet/ Network Access Policy and Business Contiun;ly plans
christened SUMriddh ,was developed deploying Oracle 9i RDBMS and Developer 2000
System (IMS) and Raw Material Procurement (RMP) with the objective to make
operations online . The company expects to implement ERP live across the organization
in 2004-05.
branches/dealers through a secured connectivity with the plant for online order
processing. In the second phase, necessary enhancements will make the system work in a
centralized manner using dedicated and secure Virtual Private Network (VPN) across its
branch/dealer network.
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Shrees IT Infrastructure : The company has a scalable, state-of-threat IT network
infrastructure, with optic fibre cable-based gigabit backbone, high-end layer 3 switches,
Cisco routers and IBM corporate-computing servers. Shree has a secure network across
its corporate and site locations with e-trust firewall supplemented with intrusion detection
system and Active Virus Defense Solution from Network Associations. The organization
Shrees corporate website : The company launched its content exhaustive corporate
website.
Shree Cement supplemented its attractively low capital investment per ton with one of the
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Starting with 6 lack tones per annum of cement in 1985, the capacity was upgraded to 7.6 lack
tones in 1993. Second plant with installed capacity of 1.24 million tons per annum was
commissioned in 1997, in record time of 18 months, raising total capacity to 2.0 MTPA. Even
during recession in the industry, it was possible for it to enhance capacity further to 2.6 MTPA
due to its strategic location and better brand image and is the largest single location plant in
North India. The companys installed capacity accounted for 15 percent of Rajasthans total
capacity in 2002-03 and 2.5 percent of Indians production in 2002-03. Cement production
increased 3.42% from 2.747 million tons in 2002-03 to 2.841 million tons in 2003-04.
Once again, the low cost was the result of scores of initiatives across all levels within the
company. Some resulting in small savings. Some in big. But each primarily driven by the belief
Coller fans were configured to a higher capacity so that heat could recuperate better. A better raw
mix helped Shree reduce the proportion of high cost limestone and saved the company Rs 0.44
cr.
Achievements
Capacity Utilization
Cement and clinker production
Product mix-blended cement
Kiln production
Manufacturing cost
Power consumption
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48
12. Shree cement policy
SUSTAINABILITY POLICY
To produce quality cement in an eco-friendly, healthy & safe working environment in a socially
responsible
manner with continual improvement in performance and profitability to the satisfaction of all
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Customer satisfaction
profitability
ENVIRONMENT POLICY
To ensure:
50
Continual improvement in environment management
To ensure Good Health and Safe Environment for all concerned by:
Continually improving health & safety performance by regularly setting and reviewing
Identifying and minimizing injury and health hazards by effective risk control measures
QUALITY POLICY
51
Customer satisfaction
Cost effectiveness
Empower people
Develop competency
None of the person below the age of 18 years shall be engaged to work
Statute enacted shall be honoured in letter & spirit & standard Labour Practices
shall be followed. Every employee shall be accountable to the law of the land & is expected
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Management will appreciate observance of Business ethics & professional code of
conduct
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MARKETING STRATEGY
54
A business is an organ of society. So, is one valid definition of marketing of business purpose to
create a customer?
Essential, creating a customer means identifying needs in the market place finding out which
needs the organization can profitably serve and develop an offering to convert potential buyers
into customers. Marketing managers are responsible for most of the activities necessary to create
needs
Pricing the products to reflect costs, competition and customers ability to buy
Providing for necessary service and follow up to ensure customer satisfaction after the
purchase
Marketing is the performance of business activities that direct the flow of goods and services
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activity to be performed after the production process had been completed. The market would for
instance now pay the lead role in product planning. Marketing and selling would no longer be
synonymous
DISTRIBUTION CHANNEL
Customer
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57
SALES PROMOTION
In order to promote sale, the company organizes conferences, meeting etc. with masons
and dealers occasionally. Gift items are distributed to masons and dealers in order to
include them to promote sale and discounts are also given on higher purchases. Sales
promotion schemes are not fixed it depends upon sales target of sales (trade sale or
direct sale) in case of direct sales , stores in our dealer ( wholesales) , retailer sales
promotion.
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Sales Promotion Strategies
I- Research Design
The issue for this part is the analyzing the market potential &sales promotion. The strategy is to
find out various problem related to the distribution and dealers and strategize efficient solution to
eliminate these problem and make the existing relationship better. Its has been assumed here
that, if better facilities are given to them, than even if the channel in proper way, they would
continue working for the company. The methodology adapted to understand their behaviour is
survey based. The project started with understanding of the complete distribution channel and
consumer behaviour towards company products. Distribution channel also payes significant roles
in the marketing substantial time was spent in understanding the working of Distribution and
Dealer. Next, questionnaire based interviews were done to understand their behaviour and
attitude towards the company. During the process of interviews, they came up with various
problem along with possible solutions to these problem. These are discussed in the later part of
The most relevant and impersonal problem were selected and after analysis, their solution were
worked upon. In all, many dealers, retailers &customers were interviewed in the process.
Although, the number of dealers and retailers could have been increased, monotonousness of
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The problems found and solution worked upon, were discussed with people in the marketing
department and with respected guide, Mr. Narip Bazwa. The quantitative and qualitative analysis
II-Scope of study
Questionnaire Desgin
Data
compilation
Data Analysis
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Research design- Descriptive
Sample size 50
1-Preliminary Survey
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In the preliminary Survey, met with dealers, retailer as a student, contactor & builder and got the
information about products. In the survey also met with masons and consumers to know their
2-Questionnaire Design
On the basis of survey, prepare a questionnaire which correlated with dealers, retailers, masons
and consumers problems and it also indicate present cement market, customers parameters
3-Field Survey
After preparing a questionnaire go for a descriptive field survey, after that filled up the
questionnaire by the dealers, retailers, masons and customers (different type) asked their
perception about Shree Cement. We also those dealers, retailers, masons and customers who are
not using Shree Cement & ask their perception ask questions like..
3. Do you know about the ROC and its impact to the wall?
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4. According to them what we should add to improve the Shree Sales?
On the basis of questionnaire and field survey, collected the datas of the same characteristics and
analyze or the inferences. On the basis of analysis, make the graphs (refer to appendix)
On the of inferences, discuss with mentor about the report and got suggestion toward the that
what should do in the market to resolve the problem and what type of effort have to get the better
result.
6- Strategy Formulation
After taking the suggestion make the strategies to promote the company sales. The main fpcus
the distribution channel because it plays the significant role in the sales and how to handle
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Objective of the study
To Study of the tools and techniques of sales promotion that is used in shree cement
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ANALYSIS AND INTERPRETATION
Ans.
0 to 5 years 40%
5 to 10 years 20%
10 to 15 years 30%
50%
40%
30% 0 to 5 years
5 to 10 years
20% 10 to 15 years
10% More than 15 years
0%
Percentage
The above diagram shows that 40 % distributor having the selling experience between 0 to 5
years an d20 % are having 5 to 10 years experience of selling due to the boom in cement sector
more distributor are joining this sectors. Its a good sign for company
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a) 1st choice b) not 1st choice c) Never
Ans.
Never 22%
40%
35%
Ultratech
30%
25% JK(N)
20% Shree
15% Birla Uttam
10% Bangur
5%
Birla chetak
0%
Percentage
On the basis of 27% retailer says, there 1 st choice is Shree Cement and 51% says not 1 st choice
and remaining 22% says never they have sold Shree Cement.
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a) Ultratech b) Shree c) JK (n) d) Birla Uttam e) Bangur
Ans:
Jk(n) 20 1
Ultratech 15 2
Shree 12 3
Birla uttam 7 4
Bangur 8 5
Biralchetak 5 6
Rockstrong 5 7
JP 4 8
Binani 3 9
Others brands 21 10
25
20
JK(n) Ultratech
15 Shree Birla uttam
Bangur Birla chetak
10
Rockstrong Jp
5 Binani Others Brands
0
Percentage
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It varies from time to time and depends upon the market condition and quality of the product.
These are Shree, Ambuja and Binani and these are Shree Cements main competitors in Aligarh
City.
Q. 4. On the basis of demand and other factors .Which brand you are selling most?
Ans.
BRAND PERCENTAGE
J. K. Lakshmi 25
Shree 20
Ultra Tech 15
Binani 13
Bangur 10
JP 9
Other 8
Availability of Brands
70
J.K. Lakshmi
25 Shree
20
Ultra Tech
15
Binani
10
Bangur
5
JP
0
other
Percentage
1. Mostly people one selling the Shree brand because it was mostly demanded and other
factors
2. These was the Shree brand which was mostly demanded in market and it has maximum
market share
Ans.
BRAND PERCENTAGE
Ambuja 24
Binani 20
Shree 18
J. K. Lakshmi 13
Bangur 11
Birla Plus 10
Other 04
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Advertisement Of Brand
4% Ambuja
10% 24% Binani
11% Shree
J.K. Lakshmi
13% Bangur
20%
Birla Plus
18% Other
Cement.
Ans:-
BRAND PERCENTAGE
Ambuja 29%
Shree 27%
Binani 18%
Bangur 10%
Jk Lakshmi 05%
Birla Plus 02%
Other 05%
72
30
others
25
Birla Plus
20 J.K. Lakshmi
Bangur
15 Binani
Shree
10
Ambuja
5
1. 29% respondents were satisfy with the services provided by the Ambuja
Cement.
2. Shree Cement respondents at second stage and 27% people responded it.
Q7. According to price which brand is cheapest and which brand is costly?
Ans:-
BRAND PRICE
Binani 255
Shree 265
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Birla Uttam 275
JK(N) 280
JK Laxmi 265
300
290
280
Binani
270 Shree
Ultra Tech
260 Birla Uttam
JK(N)
JK Laxmi
250
240
230
BRAND OF CEMENT
1. There are 1st Binani brand is cheapest (Price rs.255) and then Shrees (Price rs.265) and Ultra
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We met different contractors and explained the advantages od red oxide cement. Not Only
contractors even we met some retailers also explained them why they should sale shree
cement.
Ans:
BRAND SALES
Ultra Tech 32
JK(N) 40
Shree 10
Birla uttam 8
Others 10
45
40
35
30 Ultra tech
25 JK(N)
20 Shree
15 Birla Uttam
10 Others
5
0
BRAN DO F CEMENT
1. 40% people selling the Ultra Tech brand before our meeting of them.
2. The share of shree cement was a 3rd stage in survey which wa 10% market sales
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Q.9 Sales improvement after twenty days after meeting?
Ans:-
BRAND SALES
JK(N) 40%
Ultratech 30%
Shree 12%
Birla Uttam 8%
Other 10%
45%
40%
35%
30% JK(N)
25% Ultra tech
20% Shree
15% Birla Uttam
Other
10%
5%
0%
BRANDS OF CEMENT
1. After meeting the share of shree cement has increased from to 12% in 20 days.
2. JK(N) was at top most selling brand.
Orders:-
In the process of meeting my team got the order of these hundred bags. This thing
motivated my team.
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SURVEY PERCENTAGE
1. Price 60%
2. Quality 30%
3. Availability 10%
According to report
10%
Price
Quality
30% Availability
60%
price.
Q. 11. What kind of motivation you expect from company you associated with?
Ans:-
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EXPECT FROM COMPANY PERCENTAGE
Discount 30%
30% Discount
More margin
50%
Credit time
20%
1. When asked about motivation and expectation factor provided from company
a) Yes b) No
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YES 70%
NO 30%
30%
YES
NO
70%
At the time of survey the people of 70% were aware about the shree cement
Ans:
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THINKING ABOUT THE SHREE CEMNT PERCENTAGE
38% Successful
Unsuccessful brand
62%
g) Advertisement
Ans:
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OUR DICISION TO PURCHASE SHREE CEMENT PERCENTAGE
Price 10%
Quality 40%
Availability 5%
Performance 5%
Reliability 10%
Advertisement 10%
1. 40% people told that they purchase the shree cement for its quality.
2. 20% people purchase for its brand image.
3. Only 5% responded that they purchase it for its easy availability.
Ans:
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THINKING ABOUT ADVERTISEMENT PERCENTAGE
Impressive 31%
Satisfactory 29%
Unsatisfactory 40%
Finding
There are 1st Binani brand is cheapest (Price rs.255) and then Shrees (Price rs.265) and
Shree cement was at third stage and 18% people liked the advertisement of Shree
Cement.
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QUERIES OF CUSTOMERS
Thankyou.
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SWOT ANALYSIS
Swot Analysis:-
STRENGTHS WEAKNESSES
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OPPORTUNITY THREATS
it is launched first time in india. Being a popular brand people are still
No competitor of Red Oxide Cement.
Specific purpose only for RCC. doubtful about it.
Good response of people.
Use market potential.
RECOMMENDATION
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Recommendation
The quality of shree cement has improved a fair over time.but this thing has not
really percolated to the customer and manons. Mason meets should be held
frequently to let the masons know about the strong points of shree cement.
There is still scope of improvement for shree cement in quality. Th ROC develops
black spots due to presence of fly ash. This can be avoided by better griding and
certain targets has refrained from fulfilling its promise and is now giving can in
lieu of the promised gifts. It is an times not the giofts but ythe pride if being
presented the gift in a large forum and thus appreciation of work that motivated a
of the most inferior quality. Proper action should be taken to replace the existing
product more by doing roads shows, putting up hoardings etc. in shorts, we need
if we see the per capita consumption in India is low ( 99kg ) comparing to others
countries. Even of being Indias second largest producer of cement in the world
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ANNEXURE
APPENDICES
QUESTIONNAIRE:-
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Profession:
Name of outlet:
Place:
Period:
a) 0 to 5 years b) 5 to 10 years
Ans.
Ans.
a) Ultratech
b) Shree
c) JK(n)
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d) Birla Uttam
e) Bangur
F) Rocksrong
g) Birla chetak
h) JP
i) Binani
j) Other
Ans:
Q. 4. On the basis of demand and other factors .Which brand you are selling most?
Ans.
Ans:
BRAND PERCENTAGE
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Q. 6. On the basis of services which brand you like very much?
Ans:-
Q7. According to price which brand is cheapest and which brand is costly?
Ans:-
We met different contractors and explained the advantages od red oxide cement. Not Only
contractors even we met some retailers also explained them why they should sale shree cement.
Ans:
Ans:-
Ans:-
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Q. 11. What kind of motivation you expect from company you associated with?
a) Discount
b) More margin
c) Credit time
Ans:-
a) Yes
b) No
Ans:
a) Successful Brand
b) unsuccessful Brand
Ans:
a) Price
b) Brand Name
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c) Quality
d)Availability
e) Performance
f) Reliability
g) Advertisement
Ans:
a) Impressive
b) Satisfactory
c) Unsatisfactory
Ans:
REFERENCES
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www.shreecementltd.com
www.indianfoline.com
www.cygnusindia.com
www.sski.co.in
www.kslindia.com
www.rathi.com
www.investmentindia.com
www.bharatbook.com
III) Books & Gournals
Shree cement ltd. annual report
Principles of Marketing- Philip Kotlar
Strategic management Thomson & Strickland
BIBLIOGRAPHY
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