A Project Report

ON

“NETWORK PROMOTIONAL ACTIVITIES & THEIR

RELATIONAL COMPARISION WITH COMPETITORS IN
DISTT. SATNA”

FOR
JAIPRAKASH ASSOCIATES LIMITED
(CEMENT DIVISION)

SUBMITTED BY
MOHD. NADEEM ANSARI

REGIONAL INSTITUTE OF MANAGEMENT & TECHNOLOGY

JABALPUR (M.P)

BBA-2007-2010

A REPORT SUBMITTED FOR THE PARTIAL FULFILLMENT OF

BACHELOR OF BUSINESS ADMINISTRATION
(BBA)
 DECLARATION

I, Mohd Nadeem Ansari student of B.B.A hereby declare that the

project report entitled “Network Promotional Activities and Their
Relational Comparison with Competitors” is the authentic work
done by me at Jaiprakash Associates Limited (Cement Division),
Rewa (M.P.) for the partial fulfillment of Bachelor of Business
Administration (B.B.A).

To the best of my knowledge, no piece of work has been done and

submitted by anyone in this regard.

Date: Mohd Nadeem Ansari

BBA VI Semester
RIMT, Jabalpur (M.P.)
 ACKNOWLEDGEMENT

I here by express my thanks to Jaiprakash Associates Limited

(Cement Division), Rewa (M.P.) who gave me opportunity to do
summer training.

I would also wish to express my sincere gratitude to Mr. G.S.

Dhamija Sir (Sr. GM - Marketing), and other staff of Jaypee Cement,
Rewa (M.P.) who have helped and provided me with idea, suggestion
and corporation for carrying out my work.

I would also wish a special thanks to my project guide Mr. Mukul

Agarwal Sir (Dy. Area Manager) for his motivating guidance and fully
and heartily guidelines.

I would also wish to express my thanks to all the respondents who

gave me their precious attention. Their ideas, critical insights and
suggestions have been invaluable in the preparation of this report.

Lastly, I pay my profound regard to my teachers, parents for their

blessing and support to go ahead in life.

Mohd Nadeem Ansari

 CONTENTS

1. Introduction:
 Objectives
 Research Methodology
 Methods of Data Collection
 Scope & Limitation

2. Discussion on text.

3. Data Analysis & Interpretation.

4. Findings.

5. Conclusion.

6. Recommendation.

7. Annexure:
 Bibliography
 Questionnaire
INTRODUCTION
 OBJECTIVE

Main Objective
To know the best cement company in Satna region with better
“Network promotional activities” for their brand promotion.

Sub Objective
a) To identify the leading company.
b) To identify best promotional method.
c) To know current position of Satna market.
d) To collect the suggestion of dealers and retailers for the improvement of “Network
promotional activities “conducted by Jaypee Cement for their brand promotion.
 RESEARCH METHODOLOGY

Meaning of Research
The term ‘research’ is composed of two words ‘RE’ and ‘Search’
which means to search again. Research is conducted to search for
new facts or to modify the existing facts. The obvious function of
research is to add new knowledge to the existing store as well as to
remove the misconceptions and ignorance of mankind. Thus,
research is a process and means to acquire knowledge about any
natural or human phenomena. It is the pursuit of the truth with the
help of study, observation, comparison and experiment.

Definition of research
“Research is the process of systematically obtaining accurate
answers to significant and pertinent questions by the use of the
scientific method of gathering and implementing information.”

-Clover &
Balsely

“Research is a method of studying, analyzing and conceptualizing

social life in order to extend, modify, correct and verify knowledge
whether that knowledge aids in construction of theory or in practice of
an art.”
-P.V.Young

Meaning of Research Design

Research design is a working plan prepared by the researcher before
the actual start of research work. It is the conceptual structure within
which research activity is conducted. It is a strategic plan of research.
Research design includes an outline of what the researcher will do
from writing the hypothesis and its operation to collection, analysis
and interpretation of data.
 Example: A house builder prepares a blueprint of the entire building
before commencing the actual construction.

Meaning of Sample
A part of the population which is studied for making judgment about
the entire population is called a sample. Different Methods of drawing
a sample out of a given population have been developed by the
statisticians. These methods with the help of which a sample is drawn
out of a given population are called as a technique of sampling.

Sample Design
1) Sample size : Considering the constraints, it was decided
to conduct the study based on sample size
of 100 respondents.

2) Sampling city : Satna city & its nearby areas (Maihar,

Amarpatan, Ramnagar, Kolgawan).

3) Sampling method : Non-probability sampling, Convenience

sampling.

4) Sampling unit : Satna distt.

 METHODS OF DATA COLLECTION

There are two methods of data collection –

1) Primary Method : Through interaction with dealers &
retailers.
Through questionnaires filled from
dealers, retailers & consumers.

2) Secondary Method : Websites, Magazines, Boks etc.

Tools used for Data Collection

There are several methods of collecting primary data, particularly in
surveys and descriptive research. Important are –
 Observation method.
 Through questionnaires.
 Interview method.

In this project I have used questionnaire method.

SCOPE OF STUDY

The scope of the project is quite wider. It would help the company to
promote their cement brands in market through various “Network
promotional activities”. It also helps the company to build a strong
position of their product/brand in the mind of dealers, retailers &
customer.
 LIMITATION OF THE STUDY

Though the present study aimed to achieve the above-mentioned

objectives in full earnest and accuracy, it was hampered due to
certain limitations. Some of the limitations of this study may be
summarized as follows –

1. Getting accurate responses from the respondents due to their

inherent problems were difficult. They were partial, and refused to
cooperate.

2. Since I did not had the privilege to work on a large scale, so

many findings and recommendations may not be as much in tune
with their ground realities as may be considered desirable.

3. Last but not the least, the time constraint faced in the project
might have affected the comprehensiveness of its findings.

4. As student only those things are written which were originally

found.

5. Accuracy of 100% could be no guaranteed here in this report.

6. The data is only primary data.

DISCUSSION
ON
TEXT
 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 cementations materials
as input material for construction. Post industrialization and as
infrastructure development started globally, demands for cement has
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.
History of Jaiprakash Associates Limited

With a single minded focus in mind, to achieve pioneering myriads of

feat in civil engineering Shri. Jaiprakash Gaur, Founder Chairman of
Jaiprakash Associates Limited after acquiring a Diploma in Civil
Engineering in 1950 from the University of Roorkee, had a stint with
Govt. of U.P. and with steadfast determination to contribute in nation
building, branched off on his own, to start as a civil contractor in
1958.

Jaypee Group is the 3rd largest cement producer in the country. The
groups cement facilities are located in the Satna Cluster (U.P), which
has one of the highest cement production growth rates in India.
 Historical Milestones
Year Events
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) by amalgamation of Jaiprakash Associates

Pvt Ltd with Jaypee Rewa Cement Ltd

Public Issue of JIL. 2,25,00,000 shares issued at a price of Rs. 10/-

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 golf centric real estate company comes into being

2001 Jaypee Institute of Information Technology (deemed University since Nov 1 2004) set up
at NOIDA

All 3 cement plants were brought under one roof by hiving off Cement Business by JIL
under Jaypee Cement Ltd

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 1st Captive Thermal Power Plant of 25 MW commissioned at JRP

Formation of Jaiprakash Associates Ltd (JAL) by merging JIL with Jaypee Cement Ltd

Jaypee Institute of Engineering & Technology, Guna Set up

Awarded the NOIDA-Agra Expressway project on BOOT basis

300 MW Baspa-II commissioned and begins power generation

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 Mineral Development Corporation Ltd for Coal Mining at Amelia Coal Block in Sidhi
district of MP

Setting up of 1320 MW Nigrie Thermal project in Singrauli district in the State of Madhya
Pradesh is expected to comprise two 660 MW units, each deploying supercritical
technology and is expected to be commissioned in 2013.

Commissioning of 3rd Captive Power Plant of 38.5 MW at Jaypee Bela Plant

Acquisition of Cement Plants & Assets of UP State cement corporation Ltd (in Liquidation)
of 2.5 MTPA capacity

Acquisition of Gujarat Anjan Cement Ltd for setting up a green field cement plant of 1.2
MTPA capacity in Bhuj, District Kutch Gujarat

400 MW Vishnuprayag Hydropower Station of JPVL, commissioned and begins power

generation

MOU signed with Govt of Arunachal Pradesh for setting up of 2700 MW HE project on
Siang river and 500 MW HE project on Syon river on BOOT basis

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.

Himalayan Expressway Ltd incorporated for implementation of 27.14 km Zirakpur

Parwanoo Expressway awarded by NHAI

Mandla North Coal Block in District Chindwara allotted to the company for captive
requirement of cement business

JAL in consortium with Prize Petroleum company Ltd secures the south Rewa block for
Oil & Gas exploration under the NELP VI round

JHPL signs MOU with PGCIL for formation of a Joint Venture company to lay a 230 km
(approx.) long transmission system to evacuate power from the 1000 MW Karcham-
Wangtoo Hydro Electric Project in Himachal Pradesh.

Jaypee Greens launched ‘Wish Town’ a historic residential township in India. Slated to be
the India’s largest township development in over 1162 acres.

Signed an agreement with the Formula One Administration (FOA) to host the very first F1
Race in India in the year 2011.

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

1.5 MTPA Grinding unit at Panipat, Haryana, commissioned

Bokaro Jaypee Cement Ltd incorporated for implementation of 2.1 MTPA slag based
 cement plant at Bokaro, Jharkand in JV with SAIL

2 MTPA cement capacity plant at Sidhi (M.P.) and 1.20 MTPA cement plant at Sewagram
(Gujarat) has also been successfully commissioned.

Acquired Bina Power Supply Company Limited (BPSCL) from the Aditya Birla Group to
set up a 1250 MW coal fired Thermal Power Plant at Bina, Madhya Pradesh.

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. for setting up

3 x 660 MW Karchana Thermal Power Project (Phase – I : 2x660 MW) & Prayagraj Power
Generation Company Ltd. for 5 x 660 MW Bara Thermal Power project (Phase – I : 3x660
MW) from UP Power Corporation Ltd. on BOO basis.

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 with capacity of

18,000 TPA at Rewa, M.P.

Jaiprakash Associates’ 2.4 million tonnes per annum capacity cement plant in Sewagram,
Kutch, Gujarat was dedicated to the nation.

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.).

Commissioning of 2.2 MnTPA Bhilai Jaypee Cement Ltd., Satna (Madhya Pradesh).

1.2 million tonnes Jaypee Roorkee Cement Grinding Unit (JRCGU) at Roorkee,
Uttarakhand
 Company/Organizational Profile
Transforming challenges into opportunities has been the hallmark of
the Jaypee Group, ever since its inception four decades ago. The
Group is a diversified infrastructure conglomerate and has a
formidable presence in Engineering & Construction along with
interests in the Power, Cement and Hospitality. The infrastructure
conglomerate has also expanded into Real Estate & Expressways.

ENGINEERING & CONSTRUCTION

The Engineering and Construction wing of the Group is an acknowledged leader

in the construction of multi-purpose River Valley and Hydropower projects. It has
the unique distinction of having simultaneously executed 13 Hydropower projects
spread across 6 states and the neighboring country Bhutan for generating 10,290
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.

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 of
Hydroelectricity 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.

POWER

The Group with its operational projects of 300 MW Baspa-II (Himachal Pradesh)
and 400 MW Vishnuprayag (Uttarakhand) is India’s largest private sector
Hydropower producer.

Besides this, 1000 MW Karcham Wangtoo project (Himachal Pradesh) is under

advanced stage of implementation. In addition, with 3200 MW projects (2700 MW
Lower Siang & 500 MW Hirong ) coming up in Arunachal Pradesh and 720 MW
(270 MW Umngot and 450 MW Kynshi Stage –II) in Meghalaya, the Group will
have 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 district Singrauli 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 in Himachal
Pradesh and Abdullapur in Haryana.
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 20.60
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 a 22.80 MTPA cement producer by the year FY10 and 33.55 MTPA
by FY12 with Captive Thermal Power plants totaling 702 MW.

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 644 rooms. Another state-of-
the-art resort and SPA is being set up in collaboration with SIX SENSES at
Greater Noida.

REAL ESTATE AND EXPRESSWAYS

The Group is a pioneer in the development of India’s 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.

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.

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 Group’s 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 Balwadi’s 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.

ENVIRONMENT

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.
 Success Key

PROMISE

We remain committed, as a Group 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

and we have 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
that drives us.

Jaiprakash Gaur –
Chairman

VISION STATEMENT

“To be dynamic and vibrant responsive to the changing

economic scenario: and flexible enough to absorb
Environmental and physical fluctuations. Harness and
inherent strength of available human resource and material
have a capacity to learn from success and more than any
thing else, ensure Growth with human face”.

MISSION STATEMENT

“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".
Quality Policy
Other Policy Statement
 SWOT ANALYSIS

SWOT Analysis is an effective way of identifying your strengths and

weaknesses and of examining the opportunities and threats.

STRENGTH
 Potential market is closed to the factory.
 Establishing brand-historical advantage.
 Consistent good quality of cement.
 Prompt Customer Service.

WEAKNESS
 Dealers are facing Billing problem by the company.
 Price of Jaypee Cement high in comparison to other competitors.
 Lack of awareness programme for consumers. They think Jaypee
use more fly ash.
 Not able to supply material on regular basis.

OPPORTUNITIES
 Well establish brand will be helpful in increasing sales.
 Growing market.
 Strong infrastructure requirement for the development of the
country and the country is developing in the utter pace.
 THREATS
 Though competition from Prism & ACC.
 Other brands like Prism and ACC provide maximum profit to the
both customer as well as to the dealers & retailers.
 Dealers expect more margin of profit and incentive to sell
Jaypee Cement.
 DATA ANALYSIS
AND
INTERPRETATION
Q1. In which of the following cement brands do you deal?
Options Response (%)
JAYPEE 35.31
PRISM 33.11
ACC 16.12
BIRLA 12.52
OTHERS 3.06
TOTAL RESPONSES 100%

40
35.31
33.11

30

20
16.12
12.52

10

3.06

0
Jaypee Prism ACC Birla Others

Interpretation:
Maximum dealers & retailers deal in Jaypee & Prism, i.e. 35.31% of
dealers & retailers deals in Jaypee & 33.11% of dealers & retailers
deals in Prism, whereas very few dealers & retailers deals in ACC,
Prism & other brand.
Q2. What is the share of selling the following cement
brands by you in a month?
Options Response (%)
JAYPEE 38.53
PRISM 32.75
ACC 15.01
BIRLA 11.71
OTHERS 2
TOTAL RESPONSES 100%

45

38.53

32.75

30

15.01
15
11.71

2
0
Jaypee Prism ACC Birla Others

Interpretation:
Average sale per month by dealers & retailers for Jaypee & Prism is
maximum, i.e. for Jaypee it is 38.53% & for Prism it is 32.75%,
whereas for ACC, Birla & other brands average sale per month by
dealers & retailers is very less as compared to Jaypee & Prism.
Q3. While dealing with cement, how important are the
following features? Please give rank.
Options Response (%) RANK
COST 40.02 1
QUALITY 37.27 2
BRAND IMAGE 7.06 4
PACKAGING 2.10 5
PROMOTIONAL 13.55 3
ACTIVITIES
TOTAL 100% ---
RESPONSES

7.06% 2.1%
13.55%
Cost

Quality

Brand Image

37.27% Packaging

40.02% Promotional
Activities

Interpretation:
40.02% of dealers & retailers suggested that cost is an important
feature while dealing with cement. Thus, cost is ranked 1st, whereas
37.27% of dealers & retailers suggested that quality should be given
preference. So, quality is ranked 2nd. On the other hand promotional
activities are at 3rd rank with 13.55%, brand image is at 4th rank with
7.06% & packaging is at 5th rank with 2.10%.
Q4. Give your rank to the following cement brands with
due respect to conduct ‘Dealer’s meeting’ by a
company?
Options Response (%) RANK
JAYPEE 28.22 2
PRISM 30.12 1
ACC 25.11 3
BIRLA 16.55 4
OTHERS 00 5
TOTAL 100% ---
RESPONSES

30.12%

Jaypee

Prism

ACC
25.11%
28.22% Birla

Others

0% 16.55%

Interpretation:
30.12% of dealers & retailers are in favor of Prism for conducting
dealer’s meeting, so Prism is ranked 1st’ whereas 28.22% of dealers
& retailers are in favor of Jaypee, so Jaypee is ranked 2nd. On the
other hand ACC is at 3rd rank with 25.11% & Birla is at 4th rank
with 16.55%.
Q5. Give your rank to the following cement brands with
due respect to conduct ‘Road shows’ for their brand
promotion by a company?
Options Response (%) RANK
JAYPEE 30.35 1
PRISM 28.57 2
ACC 22.05 3
BIRLA 19.03 4
OTHERS 0 5
TOTAL 100% ---
RESPONSES

19.03%
0%
Jaypee

Prism
22.05%
30.35%
ACC

Birla

Others

28.57%

Interpretation:
30.35% of dealers & retailers are in favor of Jaypee for conducting
‘Road shows’, so Jaypee is ranked 1st whereas 28.57% of dealers &
retailers are in favor of Prism, so Prism is ranked 2nd. On the other
hand ACC is at 3rd rank with 22.05% & Birla is at 4th rank with
19.03%.
Q6. Give your rank to the following cement brands with
due respect to provide ‘Dealer board’ & ‘Glow shine
board’ by a company?
Options Response (%) RANK
JAYPEE 37.59 1
PRISM 19.70 3
ACC 24.31 2
BIRLA 18.40 4
OTHERS 0 5
TOTAL 100% ---
RESPONSES

0%

37.59% Jaypee
18.4%

Prism

ACC

Birla

24.31% Others
19.7%

Interpretation:
37.59% of dealers & retailers are in favor of Jaypee for providing
better ‘Dealer board’ & ‘Glow shine board’, so Jaypee is ranked 1st
whereas 24.31% of dealers & retailers are in favor of ACC, so ACC
is ranked 2nd. On the other hand Prism is at 3rd rank with 19.7% &
Birla is at 4th rank with 18.04%.
Q7. Give your rank to the following cement brands with
due respect to conduct ‘Masson meet’ by a company?
Options Response (%) RANK
JAYPEE 26.36 2
PRISM 30.07 1
ACC 23.45 3
BIRLA 16.62 4
OTHERS 3.50 5
TOTAL 100% ---
RESPONSES

30.07%
Jaypee

23.45%
Prism

ACC

Birla

26.36% Others
16.62%
3.5%

Interpretation:
30.07% of dealers & retailers are in favor of Prism for conducting
‘Masson meet’, so Prism is ranked 1st whereas 26.36% of dealers &
retailers are in favor of Jaypee, so Jaypee is ranked 2nd. On the other
hand ACC is at 3rd rank with 23.45%, Birla is at 4th rank with
16.62% & others are at rank 5th with 3.5%.
Q8. Give your feedback regarding ‘customer help stall at
dealer’s counter’.
Options Response (%)
Not held yet 59.33
Helps customer to know about the 10.67
feature of different cement brands
It promotes the company’s name 5.06
& brand name
Helps customer in selecting a 5.96
suitable cement brand
Help dealers & retailers in 1.75
increasing the sale of different
cement brands
No feedback 17.23
TOTAL RESPONSES 100%

5.06% 5.96% Not held yet

10.67% 1.75%

Helps customer to know about the

17.23%
feature of different cem ent brands

It promotes the com pany’s nam e &

brand nam e

Helps customer in selecting a

suitable cem ent brand

Help dealers & retailers in increasing

the sale of different cement brands

No feedback
59.33%

Interpretation:
Maximum dealers & retailers said that ‘customer help stall’ has not
been held yet near their counters. So, according to my view cement
companies are not paying much attention towards organizing
‘customer help stall at dealer’s counter’. On the other hand some
dealers & retailers refused to give their feedback.
Q9. Advice/Suggest some activity which you think that we
should do for you?

Suggestions:

1. Price is not stable in market, which should be

stabilized.

2. In some areas there are problems regarding

supply, so that problem should be removed.

3. There is limitation on the no. of masons

during ‘Mason meet” that limitation should
be removed.

4. Increase in incentive scheme.

5. The quality of Jaypee cement is good but the

blackness of cement is more that should be
improved.

6. Future security like insurance policy should

be provided to us.
Q10. Do you ever visited in any of the following activities
conducted by cement companies at customer level?
Options Response (%)
Customer camp 15.36
Customer help stall at dealer’s 9.55
counter
Customer meets 00
No 75.09
TOTAL RESPONSES 100%

9.55% 0% Customer camp

15.36%

Customer help stall at

dealer’s counter

Customer meets

No
75.09%

Interpretation:
Maximum no. of customers, i.e. 75.09% has not visited in any
activities organized by cement companies at customer level. This
shows that either company is not interested in carrying out these
activities or customers are not interested in attending these activities.
On the other hand 15.36% of customer has visited to ‘Customer
camp’ & 9.55% of customer has visited to ‘Customer help stall at
dealer’s counter’.
Q11. Which of the following cement brands are offering
better activities at customer level?
Options Response (%)
JAYPEE 11.31
PRISM 19.06
ACC 20.00
BIRLA 7.30
OTHERS 00
ALL ARE EQUAL 42.33
TOTAL RESPONSES 100%

11.31%

Jaypee

19.06% Prism

42.33% ACC

Birla

Others

All are equal

20%

0% 7.3%

Interpretation:
According to 42.33% of customers all cement companies are equal
with due respect to conduct activities at customer level. 20% of
customers favor ACC for conducting customer level activities, while
19.06% of customers voted for Prism, 11.31% of customers voted for
Jaypee, 7.3% customers voted for Birla with due respect to conduct
activities at customer level.
Q12. Advice/Suggest something new that we should do at
customer level to promote our cement brand?

Suggestions:

1. The cost of Jaypee cement is quite high as

compared to other cement brands. So cost of
Jaypee cement should be minimized.

2. Jaypee cement needs to organize customer

meets.

3. Supply in rural areas is not very good. So we

have to prefer other cement brand for
constructions. Supply needs to be improved.
 FINDINGS

After completing the survey many interesting things have been found
by me. As per my findings I found the following:

1. Almost all dealers & retailers deal in all kinds of cement brands
but most of them like to deal in Jaypee & Prism. Dealers &
retailers who deals in Jaypee & Prism said that “Jaypee &
Prism is very close/near to market so there is an ease of
supply, people are also aware of these companies, so cement
of Jaypee & Prism is demanded more by them as compared to
other cement brands”.

2. It is found that the average sale per month of Jaypee & Prism
by dealers & retailers is comparably more than other cement
brands. According to many dealers & retailers Prism is
demanded more but this is limited to Satna city only. On the
other hand Jaypee is demanded more not in Satna city only but
also its nearby areas like Amarpatan, Ramnagar, Maihar, etc.

3. Maximum dealers & retailers are of the view that in market only
those cement brands are preferred most by users which has
reasonable cost & good quality. Few dealers & retailers said
that they were selling the cement of Jaypee & Prism only
because of better “Network promotional activities” by company
for them.

4. According to many dealers & retailers, ‘Dealer’s Meeting’ of

Prism is good because it takes place at regular interval also the
problem faced by dealers & retailers is solved soon by the
company during dealers’ meet. On the other hand Jaypee also
conduct ‘Dealers’ meeting’ regularly like Prism but they take
more time in solving problems faced by us.
5. It is found that ‘Road Shows’ has not been conducted by any of
the cement company so long but still maximum dealers &
retailers are in favor of Jaypee & Prism. Very few dealers &
retailers are in favour of ACC & Birla.

6. Jaypee & ACC is favored more by dealers & retailers for

providing ‘Dealer Board’ & ‘Glow Shine Board’. Prism, Birla &
other brands are also providing ‘Dealer Board’ & ‘Glow Shine
Board’ to dealers & retailers but many of them complaint about
their quality & size. According to many dealers & retailers,
‘Dealer Board’ & ‘Glow Shine Board’ of Jaypee & ACC are
known for its uniqueness besides quality, size, and color.

7. All cement companies are conducting ‘Mason Meet’ on regular

basis. But it is found that many dealers, retailers & masons are
in favor of prism because there are no limitations on the no. of
masons during ‘Mason Meet’. While there is limitation on the
no. of masons during ‘Mason Meet’ conducted by Jaypee but
still it is favored by so many dealers, retailers & masons. On the
other hand very few dealers, retailers & masons are in favor of
ACC, Birla & others.

8. All cement companies have not conducted ‘Customer help stall

at dealer’s counter’ so far in Satna & its nearby areas.
According to dealers & retailers all cement company should
organize ‘Customer help stall at dealer’s counter’ as it helps in
promoting the company’s name & brand name, helps customer
to know about the feature of different cement brands, helps
customer in selecting a suitable cement brand & finally it help
dealers & retailers in increasing the sale of different cement
brands.

9. From the study it is also found that maximum no. of cement

users (govt. contractor, builders, householders etc.) are not
aware of such activities which is conducted by cement
companies for them (at customer level).
10. During the study it is found that almost all cement companies are equal with due
respect to conduct activities at customer level many cement users (govt.
contractor, builders, householders etc.).
 CONCLUSION

During two weeks of my training I have studied about various

“Network promotional activities”. These “Network promotional
activities” helps cement companies in promoting their cement brands
among dealers, retailers & cement users (govt. contractor, builders,
householders etc.). All promotional activities have their own
importance in promoting cement brands in the market & all are
effective. Promotional department plays a significant role in cement
brand building. It generates high revenue for company. They offer
variety of good quality product, which lure the customers for buying. It
produce new brand time to time according to the latest trend. The
amendment in the personnel of the company and any achievement of
the company due to their valuable contribution leads to enhance the
moral of the employees. The company organizes “Network
promotional activities” at dealers, retailers & customers level for
strengthening their relationship with dealers, retailers & customers.
“Network promotional activities” help company in the following ways:

1. “Network promotional activities” motivate dealers & retailers to

sell their cement brands in the market.

2. Through “Network promotional activities” company can capture

maximum market share.

3. Company can make their relation strong with dealers, retailers

& customers through “Network promotional activities”.
 RECOMMENDATIONS

1. The population of rural areas is not very educated. They always

require a suggestion of dealers & retailers, masons and friends.
So, company should arrange a meeting (customer meets) for
them with dealers & retailers and other experienced users
(govt. contractor, builders, householders etc.) of Jaypee cement
for at least 1 or 2 months in year.

2. In some areas of Satna the supply is weak so more attention

should be paid by company on supply.

3. Price fluctuation is one of the complaints received from

maximum dealers & retailers. So company needs to fix prices at
reasonable cost & not more than competitors’ price.

4. In quality there is a problem of fly ash. So company should

focus on the quality of production (cement).

5. There is limitation on the no. of masons during ‘mason meet’.

Company should remove such limitations.

6. Activities at customer level have not been conducted so far.

Company should conduct such activities ob regular basis.

7. Company should invest more in R&D.

ANNEXURE
 Biblography

1. Kotler Philip, ‘Marketing Management’, Prentice Hall

Publishers, 11th edition.

2. Kothari C.R., ‘Research Methodolgy’ New Age

International (P) Ltd., Publishers, 2004 edition.

3. Bagavati & R.S.N.Pillai, ‘Modern Marketing’, S.Chand &

Company Ltd., 2004edition.

4. www.google.com
5. www.scribd.com
6. www.jalindia.com

7. Business Magazines.
DEAR RESPONDENT,
I am doing the survey project in Jaypee Associates Ltd. (Cement division), Rewa (MP) for my
summer training. I need your expensive time. I assure you that this survey is only for academic
purpose.

Name of the firm: ____________________________________

Name of person: ____________________________________
Type of seller: a) JAP member b) Other dealer c) Consignee
Contact no.: ____________________________________
Date of visit: ____________________________________

Q1. In which of the following cement brands do you deal?

a) Jaypee Cement b) ACC
c) Birla c) Prism
d) Other
If ‘Other’ then specify the brand _____________________________________________

Q2. What is the share of selling the following cement brands by you in a month?
CEMENT BRANDS SHARE OF SELLING (MT)
Jaypee Cement
ACC
Birla
Prism
Other

Q3. While dealing with cement, how important are the following features? Please give rank.
FEATURES OF CEMENT BRAND RANK
Cost
Quality
Brand Image
Promotional activity for network
Packaging

Q4. Give your rank to the following cement brands with due respect to conduct ‘Dealer’s
meeting’ by a company?
 CEMENT BRAND RANK
Jaypee Cement
ACC
Birla
Prism
Other

ePlease specify the reason for ranking 1st to that cement brand
______________________________________________________________________

Q5. Give your rank to the following cement brands with due respect to conduct ‘Road shows’
for their brand promotion by a company?
CEMENT BRAND RANK
Jaypee Cement
ACC
Birla
Prism
Other

Please specify the reason for ranking 1st to that cement brand
_______________________________________________________________________
_

Q6. Give your rank to the following cement brands with due respect to provide ‘Dealer board’
& ‘Glow shine board’ by a company?
CEMENT BRAND RANK
Jaypee Cement
ACC
Birla
Prism
Other
 Please specify the reason for ranking 1st to that cement brand
_______________________________________________________________________
_

Q7. Give your rank to the following cement brands with due respect to conduct ‘Masson
meet’ by a company?
CEMENT BRAND RANK
Jaypee Cement
ACC
Birla
Prism
Other

Please specify the reason for ranking 1st to that cement brand
_______________________________________________________________________
_

Q8. Give your feedback regarding ‘customer help stall at dealer’s counter’. How it helps your
business?

_______________________________________________________________________
_

_______________________________________________________________________
_

Q9. Advice/Suggest some activity which you think that we should do for you?

_______________________________________________________________________
_

_______________________________________________________________________
_

TO BE FILLED BY CUSTOMERS

Q10. Do you ever visited in any of the following activities conducted by the cement companies
at customer level?
ACTIVITIES AT YES NO
CUSTOMER LEVEL
Customer camp
 Customer help stall at dealer’s
counter
Customer meets

If yes then specify the company’s name _______________________________________

Q11. Which of the following cement brands are offering better activities at customer level?
a) Jaypee Cement b) ACC
c) Birla c) Prism
d) Other
If ‘Other’ then specify the brand _____________________________________________

Q12. Advice/Suggest something new that we should do at customer level to promote our
cement brand?
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
___