A Project report on A STUDY OF BIRLA UTTAM CEMENT AND OTHER CEMENT BRAND RETAILERS SATISFACTION WITH RESPECT TO COMPETITORS

Conducted At

(A unit of B.K. Birla group of companies)

Submitted in partial fulfillment for the degree of Master of Business Administration (2012-2014) Guided by: Mr. K.C. Bhatt (DGM Marketing) Submitted by: NIKHIL JAIMAN (MBA 3sem)

Submitted To:

JAIPUR NATIONAL UIVERSITY, JAIPUR

ACKNOWLEDGEMENT
At the outset, I profoundly thank the MANGALAM CEMENT Ltd. for Birla Uttam Cement. me as a student trainee and giving me this opportunity to work in the marketing sector. I express my deep sense of gratitude to my company Guide Mr. K.C. Bhatt Sir for lending their valuable time and suggestions, their kind support made us to possess in depth knowledge in the MANGALAM CEMENT Ltd. I cherish the enriching learning experience in MANGALAM CEMENT Ltd. Though for a brief period, which will provide to me valuable insights into the functioning of a highly professional unit. I am grateful to my faculty guide Prof. Rajesh Mehrotra for each and valuable interaction that brought me to a better understanding of the workings of the MANGALAM CEMENT Ltd. and guide me any time.

ABSTRACT

The summer internship program is under taken after the completion of the second semester of the program and faculty supervised. The summer internship program will equip the student with practical application skills relevant to various situations. The summer internship program is an attempt to bridge the gap between the professional world and the academic institutions. It is a simulation of the real work environment and enables students to experience the rigors of a professional organization. I completed my summer internship program from 1st June to 26th July 2013.I learnt different channels of Mangalam cement Limited and their functions in Kota Market. I met with the entire existing Retailer network in Kota region of Mangalam cement Limited. I started my project in Mangalam cement Limited on 1st June on Saturday and met Mr. K.C. Bhatt (DGM Marketing) Mangalam cement Limited. He gave me a project title A STUDY OF BIRLA UTTAM CEMENT AND OTHER CEMENT BRAND RETAILERS SATISFACTION WITH RESPECT TO COMPETITORS.

DECLARATION
I Nikhil Jaiman S/O Mr.Ghanshyam Sharma hereby declare that the presented report entitled A STUDY OF BIRLA UTTAM CEMENT AND CEMENT BRAND RETAILER SATISFACTION WITH RESPECT TO COMPETITORS is based on the original work and indebtedness on other work/publication has been duly acknowledged at relevant place. Nikhil Jaiman MBA-IIIrd SEMESTER

PREFACE
Good decisional research project result in helping to make the best decisions that can be made at the least cost of making it. Marketing is a subject for all people and all seasons. We all live be exchanging so marketing is the study of exchange process, how transactions are initiated, motivated, facilitated and consummated. Marketing management deals with how organizations and people can better manage their exchange activities to produce income for themselves and satisfaction for others. Marketing consist of asset of principle for choosing target markets, evaluating customer needs, developing wants satisfying products and service, and delivering value to customers and profit to the company. Effective marketing decisions are based on sound information; the function of marketing research is to provide information that will assist marketing managers in making decisions. Today, in the period of down swing of the economy, I have decided to work on cement industry as it effects directly to economic growth of a nation. The impact of decisions can be seen clearly in the cement industry so going through detailed study of the Mangalam Cement Ltd. I have tried to make this report readable by suggesting techniques to overcome this depression. Nikhil Jaiman

EXECUTIVE SUMMARY
The word Cement may be defined as a substance, which can join two of more pieces of some other substance together to form a unit mass. Cement is a fine power which when mixed with water, allowed to set and harder can join different components together to give a strong structure mechanically. Thus, cement can be used as a founding material for bricks of for founding solid particles of different sizes (rubble masonry) to form a monolith. Cement is an essential commodity, which is available in two types, the OPC and the PPC. India is the second largest producer of cement. In Rajasthan, Mangalam cement limited, a unit of B.K. Birla group of companies in having its monopoly in both, the market shares as well as the customer confidence. This is because of its superior quality product and excellent customer services. The company runs round the clock and its policy of maintaining is helpful in providing better quality clinker. The company is having its own limestone mines, which are spread in the area of 10 sq. Km. The company is maintaining its TPM (total productivity maintenance) policy TPM of each and every activity in the industry with special care for profitability with the investment of employees. The assigned title of the project in A STUDY OF BIRLA UTTAM CEMENT OTHER CEMENT BRAND RETAILERS SATISFACTION WITH RESPECT TO COMPETITORS. It focuses over the various factors like demand, sale, quality, reliability and consumer expectations etc. The researches descriptive in nature for this purpose questionnaires and direct communication with all the competitors as well as dealers and retailer is to be used. Beside response of contractors and builders is also consider for determine the purpose of research. At least the project will be beneficial both for company as well as reader who to gain inside knowledge about current position of brand equity of Birla Uttam cement in market. The questionnaire and direct interview are used as the sources of data. The current problem that the company is facing is also identified with their probable suggestion are included in the report. This report will be beneficial for company and for those who want to gain knowledge about the cement industry and its prospects.

SR.NO.
1. 2. 3. 4. 5. 6.

CONTENTS
Acknowledgement Abstract Declaration Preface Executive Summary 1. Cement Industry in India An Overview Concept of Cement Cement industry in Rajasthan Major cement industry in Rajasthan Cement Industry in India Importance of cement Industry in Indian economy Prospects for domestic consumption growth Closure of cement production 2. Company Profile Mangalam cement at a glance Corporate philosophy Marketing policy Organizational setup of Mangalam cement Organizational structure
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PAGE NO.
2 3 4 5 6 9

10 12 13

14 15

16

17 18 19 21 22 23

7.

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 Environmental Performance Location of sales office in India Name & Contact No. of sales office in India Role & function of marketing department Management & key management personnel Achievements Swot analysis Competitors of Birla Uttam Cement Introduction (about project) Market Research Strategy Survey Research Limitation of the Study Data Collection Data Collection Method Questionnaire Design Data Analysis Survey Analysis Swot Analysis Suggestion Facts & Findings Conclusion Recommendation References

25-31 32 33

34

35

36 37-39 40 41 42 42 43 43 44 45 46 50 51-65 66 67 68 69 70 71

9. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26.

CHAPTER I

CEMENT INDUSTRY AN OVERVIEW

INTRODUCTION
What is Cement? Cement is a very important part of constructions; it is necessary material to make buildings like rock strong. The word cement is of ancient Origin, the Roman made a king of structural concrete composed of broken stone or similar material with burned lime as binding medium. This form of construction was called Opus cementhium. Later on the term cementhium was used to denote those admixtures. Mr. Joseph aspadin of England first of all patented the manufacture of an improved type of cementations material for construction of building in the year 1842 and gave it the name Portland cement. This was because of the fact that hardened stone from the cement, Joseph aspadin invented resembled Portland stone found in England. However some other different process of manufacturing Portland cement was adopted on modern lines, as we know it today. Portland cement are made of grinding a mixture of limestone and clay matter, burning the mixture at a very high temperature, cooling the resultant product called clinker and then grind the same to an impalpable powder. The essential constituents of Portland cement are lime, silica, alumina and iron oxide, some gypsum is also added during the final grinding operation.

Different types of cement

There are different varieties of cement based on different compositions Birla Uttam Cement according to specific uses & requirements. Portland cement are made of grinding a mixture of limestone and clay matter, burning the mixture at very high temperature, cooling the resultant product called clinker and then grind the same to an impalpable powder. The essential constituents of Portland cement are lime, silica, alumina and iron oxide, some gypsum is also added during the final grinding operation. Usually Portland cement is divided into the following classes.

Ordinary Portland cement (O.P.C.)

The basic row material used in the manufacture of O.P.C. is 95%clinker & 5% gypsum. Clinker is a mixture of limestone, silica, alumina, iron etc. Gypsum is improves setting time, it is also improve strength.

Pozolona Portland cement (P.P.C.)

It is a mixture of 80% clinker, 15% fly ash & 5% gypsum. Fly ash is a mixture of 50% alumina & 50% silica, this mixture is also called Pozolona. It is cheaply manufactured because its uses
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fly ash which is burn coal waste as the main ingredient, it has lower heat of hydtetion this helps in preventing carracks where large volume being cast. Other of cement classes are given below Moderate heat Portland cement Rapid hardening cement Low heat Portland cement Sulphate resisting cement Oil well cement White cement The method of manufacturing of all the types of Portland cement is practically the same; they vary only in chemical composition to impact the desired properties of a particular type.

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CEMENT INDUSTRY IN RAJASTHAN

Position of cement industry in Rajasthan, the manufacture of cement of recent development in India. The increasing home market due to increased activity in building construction and new uses of concrete has led to considerable expansion. The choice of location for the manufacture of cement is generally influenced by transport cost where the raw material used is bulky, there is tendency for the industry to the located near the source of raw materials so that the heavy transport costs on material could be avoided for the manufacture of 100 tons of cement, 160 tons of limestone, 38 are bulky in weight and cheap in price hence, cement industry is generally seen outcropping lat places but it does not rise more than a few meters above the plain area. Before independence, Lakheri was the popular place, which is a still famous for its quality cement. At resent these are the following cement industries functioning in Rajasthan.

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MAJOR CEMENT INDUSTRIES WORKING IN RAJASTHAN

1. ACC Limited 2. Birla Corporation Limited 3. Ultratech Cement Limited 4. Mangalam cement Limited 5. Shree cement Limited 6. J.K. cement Limited 7. J.K. Laxmi Cement Limited 8. Shriram cement Limited 9. Binani cement Limited 11. Ambuja cement Limited 12. Jaypee Cement Limited

13. Wonder Cement Limited As far as cement production in Rajasthan is concerned Shree cement, Beawar tops in the list, Birla Uttam Cement according to the production. Now Birla Uttam also tries to increase its capacity by generation electricity through their own thermal power plant. The total capacity of Birla Uttam is 4500 MT/day.

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CEMENT INDUSTRY IN INDIA

Birla Uttam Cement ording to ICRA report With the economy looking up the cement industry is likely to grow at 8 percent in the next couple of months even as the aggregate earnings might not improve drastically. The fundamental look bright and the cement demand in the medium term are expected to grow at around 7-8 percent. ICRA has also predicted a supply surplus situation for the industry in the near to medium term. The cement companies are expected to continue to face the problem of rising input cost, as they do not have control on external cost elements such as energy and freight. The earning of cement industry on an aggregate may not improve significantly, there may be select players in the industry, who may show improve earning. ICRA said. This would include players who are constantly focusing on raising operating efficiently, have high economics of scale and are not dependent on few regional markets above have good distribution logistics and process good brand name, cement sector is expected to witness a consumption growth in tune with the overall economic growth because of the strong co-relation with GDP. ICRA pointed to ongoing road and housing projects to be the main driver of future demand of cement. The infrastructure sector grew by 5.9% in January 2004 against4.9%in the corresponding period last year. However, the growth was at the same level as in December 2003. The index of the six infrastructure industries (crude, petroleum, petro refining, coal, electricity, cement, steel) which Birla Uttam Cement counts for almost 27 percent of the industrial production index (IIP) went up by 4.7 percent in the first ten months of 2003-04 against 5.8 percent in April to January 2003-04. Indian cement industry has posted a healthy growth rate of 7.81during the year 2004-05. Cement production increased from 117.50 million tons in the fiscal 2003-04 to 125.86 million tons in 2004-05 and the installed capacity of the industry increased from 146.38 million tones on March 2004 to 152.09 million tons in March 2005.

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IMPORTANCE OF CEMENT INDUSTRY IN INDIAN ECONOMY

Cement plays a crucial role in the building operation. Almost every p h a s e o f h u m a n a c t i v i t y i n v o l v e s c o n s t r u c t i o n w o r k a n d t h e i n d u s t r i a l development and progress of a nation in directly related with the extent of its construction activities, which are mainly base on the consumption of cement. The importance of cement industry may be given as under: Basic ingredient in construction work Generation of employment Contribution to national exchequer Contribution to Indian railways revenues Helpful in the development of other industries In a nutshell, the cement industry plays a pivotal role in the national economy. The consumption of cement is the key indicator of the countrys prosperity, development and constructive activities. If proper steps were taken for the sound development of the industry with the latest technology t h e i n d u s t r y i s s u r e t o s e r v e t h e p e o p l e a n d n a t i o n i n a b e t t e r w a y . I t i s a matter of pleasure and satisfaction that the government is alive on the issue and is keen to better the position of the industry with a realistic and balanced development strategy so that the industry may be brought out of the whirlpool of stagnation.

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PROSPECTS FOR DOMESTIC CONSUMPTION GROWTH

International experience suggests that the per capital consumption of cement increased dramatically in the early stages of development of a nation and as the nation develops it reaches a plateau. I have all the advanced nations have reached a plateau. The per capital cement consumption of the less developed countries (LDC) are well below the world average, given the fact that Indias per capital income is well below the world average the future prospects for growth of the cement industry appear bright. Firstly, at the existing level of per capita consumption, total cement consumption will grow in line with per capita consumption; total cement consumption will grow in line with per capita income. Secondly, as suggested by the experience of other countries, the cement intensity of the economy is higher at higher levels of per capita income. Both this factors supports the optimistic assessment of prospects of domestics consumption growth. The development economical noted that the cement industry witnessed recessionary trends. During the last few years the prime reasons for such situation. Were substantial back, particulars in govt. of take of cement and industry crunch in the market. But now govt. bold & pragmatic liberalization policy coupled with structural changes has brought India on the threshold of a new are of economic progress. Recently our prime minister has amended to create concrete roal in over India. Govt. has provided special to infrastructure sector and Housing Corporation, so this will create new demand in cement industry. Housing Corporation is providing loan from house on low rates, which will enhance the demand of cement and may after reason like earthquake in Turkey and Kargil incident etc.

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CLOSURE OF CEMENT PRODUCTION

Fifteen large cement plants are closed or have stopped production due to various reasons such as technological obsolescence and economic on-viability. Out of fifteen cement plants, three are in Madhya Pradesh, two each in Utter Pradesh, Haryana, Karnataka and Gujarat one each in Andhra Pradesh, Bihar, Maharashtra and Rajasthan. The govt. has taken number of steps for revival of sick industries units. These include guidelines of Reserve Bank of India to banks, amalgamation of sick units with healthy units and setting up of board for industrial and financial reconstruction (BIFR) under sick industrial companies act, national renewal fund, national equity funds etc.

Export and domestic demand of cement

The total quality of various types of cement produced on the country and exported during the last three years as under: As per the task force report on cement industry for the ninth plan there are bright prospects for exports particularly to countries in the Indian sub-continent, middles and Southeast Asia.

Financial problem in cement industry

Inter regional price of cement vary on Birla Uttam Cement count of factors such as local demand and supply, distance of market the cement producing centers etc. on Birla Uttam Cement count of demand recession, at present there is an miss match between the existing production capacity and demand of cement. Since there is excess capacity at present, there is a major capacity expansion plan on avail by the cement industry.

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CHAPTER II COMPANY PROFILE OF MCL

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(An ISO 9001:2000 Company)

An Introduction:
Manglam cement ltd. belongs to the B.K. Birla group companies. Manglam was incorporated in 1978 and commercial production was started in 1982. The total capacity was 4500 tones\day. It was established at Morak, dist. Kota. It is professionally and well-established cement manufacturing company which has a strong commitment for producing best quality cement, it is also satisfy its consumers by its superior product and excellent customer service. The company has established its new cement plant; name of plant was Near Shree Cement plant at the existing at Morak, Kota. The company uses new German technology for producing capacity of 7 lack stones per annum. The MCL has made collaboration with German company which is known as Krupp ply sis & its counter parts Krupp industries India Ltd. to produce Birla Uttam Premium, 43 grade & 53 mpa Portland cement using ultra modern technology. The MCL is committed for producing quality product by ensure this entire manufacturing process has been automatic and following latest equipments are use to achieve this goal. Vibrating screen: - Commencing with a 500 tph crusher with latest vibrating screen to ensure that only very clean stone goes in manufacturing process. Stacker Reclaimer: - To perfectly homogenize the main raw materialize. Limestone. X-Ray Analyzer: - For quick and accurate analysis of all the raw material, clinker and cement. Computerized central control room: - For stable and efficient operation. Vertical roller mills: - Latest roller mills for coal grinding and roller presses for clinker grinding to ensure uniform particle size of cement for greater strength. Electronic packing: - For consistent results and prompt delivery.

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Main Objectives of MCL

To achieve their goals by making a continuous efforts andimprove the quality and productivity levels and attain consistentresults. Maximum utilization of available resources. To adopt the knowledge and skill of new technological development. To making a healthy working environment & encourage teamwork for finding solutions to the problems of quality and productivity and their implementation leading to enhanced commitment. to sustain

Excellence in all spheres of management through consensus,consultation, system perfecti

on, delegation, decentralization and human resources development for knowledge integration and skill development.

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CORPORATE PHILOSOPHY OF MCL

To adopt, the concept of total productivity management in all spheres of excellence in the quality management, for attaining perfection. To derive, the advantage from the synergies of the group companies. To incorporate within the group a common business philosophy and management practices. To aim at various strategies for growing challenges and opportunity. To promote friendship and camaraderie at all levels of individuals of group companies. To decentralize decision and delegate authority for freedom of valueadded activity. Shouldering more responsibility to participate indecision-making process with at all levels. To produce quality cement and render services to entire satisfaction of the valued customers and diversification of business.

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MARKETING POLICY OF MCL

Cover more market share Always stay in profitability Maximum consumer satisfaction Make our brand more visible & different in the market To create market demand & proper supply

Total Production Maintenance (T.P.M.)

TPM is a maintenance program, there is done maintenance of each &everything & activity in the industry with the involvement of all employees. Main concept of TPM Building up more effective maintenance All workers participation Culture preventive philosophy Automation & unmanned plant operations

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ORGANISATION SET UP OF MANGALAM CEMENT LTD.

Location Year of incorporation : : Morak 65 km form Kota Mangalam 1978 Mangalam 1982 400 Crores Mangalam 1200 MT/day 750 workers 320 Staff employees Brand name Product manufactured : : Birla Uttam Birla Uttam cement OPC 43 Grade PPC 53 Grade Registered office and plant : P.O. Aditya nagar Morak Distt. Kota (Rajasthan) Head Office : 9/1, R.N. Mukherjee Road Kolkata - 700001 Neer Shree 3300 MT/day Neer Shree 1992 Neer Shree 1994

Commercial production

Total project cost Capacity

: :

Man power

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ORGANISATION STRUCTURE OF MANGALAM

Managing Director President Joint President Sr. Vice President Vice President Senior General Manager D.G.M.

Personal

Instrument

Electrical

Stores

Accounts

Mains

Manager Assist. Manager Officer Assist. Officer Jr. Sales Officer Sr. Assistant Assistant

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Environmental Performance
As an integral part of environment protection drive, Mangalam Cement Limited employs latest Pollution Control Techniques tominimize the Pollution and make the envi ronment eco friendly. Mangalam Cement Limited has a well-designed environmental policy to achieve the objective of environmental commitment by management.

Environment Awareness Programs

MCL realizes that investments only in pollution control equipment are not likely to bring desired results, until this is matched by a will to operate them efficiently. Towards this end, environmental awareness amongst its employees is going to be a major factor.

Celebration of Environmental day

World Environmental Day, Mines Environment and Mines Safety &Environment Week and Plant Safety Day, Fire Day, World Health Day & Energy Day are regularly celebrated at various units and associated town ships of MCL. Various workshops, seminars, competitions and nature walks, etc. are organized during these celebrations.

Training Programs
Various Training Programs are being conducted by Internal & External Agencies on regular Basis.ISO 14001 Certification Implementation of ISO 14001 is currently underway at our plants.

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Air Policy
EMISSION FROM POINTSOURCES:
Particulate matter generated in different sections was controlled efficiently by installing efficient & adequate numbers of pulse jet type bag filters and Electrostatic Precipitators. Investment of more than Rs. 12 crores was made on installation of 33 numbers bag filters, 8 numbers Electrostatic Precipitators. All the pollution control equipments are well maintained and the emission level remains under the norms. Performance of all Pollution Control Equipments is monitored by a qualified team having latest monitoring equipments. All equipments are designed and located to adhere the noise norms in order to avoid noise pollution.

OTHERS:
1. Create environmental awareness through Environment Weekend and Water Conservation Week celebration. 2. Prepare Environmental Statement Policy. 3. Eco-friendly mining practices are adopted at limestone mines for environment protection.EcoFriendly Mining Practices Adopted at Morak limestone mines For Environment Protection 1. Systematic storage of topsoil and its utilization. 2. Systematic reclamation of Mined out area. 3. Selected waste dumpsite judiciously & stabilized scientifically. 4. Systematic development of Green Belt. 5. Water harvesting through storing of water in mined out area and. It is judicious utilization. 6. Systematic marking of blast holes for control blasting. 7. Proper maintenance of bench height. 8. Regular water spraying on haulage roads and conveyor belts etc. to arrest. 9. Dust generation. 10. Proper maintenance of haulage roads and all approach roads. 11. Regular maintenance of HEMM to arrest noise and smoke emissions. 12. Noise generating equipment is being maintained within standard level. 13. Installed effluent treatment plant. 14. Mineral conservation by adopting proper blending ratio of limestone. 15. Social obligation being met for surrounding village. 16. Regular Monitoring of All Environmental parameters. 17. Adopted wet drilling system.
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Water Policy
One sewage treatment plant (STP) having capacity 20 M3/Hr is installed to collect and treat the domestic waste generated from colonies. The treated water and manure is being used for tree plantation. No liquid effluent is generated from the process. Water used from cooling machineries is cooled and recycled. Method adopted by Mangalam Cement for augmenting ground water storage harvesting this work is being done in two phases and water

Phase I
Collected surface runoff water from surrounding catchments area through natural seasonal water stream and water being stored in mined out pit. Made two anicut in downstream side on the both seasonal nala to check the excess quantity of drain out water. By this process doing rehabilitation of mined out area and recharging the ground water table of the surroundings.

Phase-II
Under this phase, only roof top rainwater harvesting practice is under implementation for directly recharging a running dug wells and tube wells. Any surplus roof top rainwater is proposed to be recharged through a trench constructed around the wells so that it could recharge the area soundings the wells.

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Greenery Policy
Greenery Development
With its vast land holdings, Mangalam has taken up massive tree- plantation drives in the areas available for greening efforts. Focus in this area is on: Rehabilitation of mined out areas Waste dump rehabilitation Nursery development Greenery on filled up ash ponds Greening of townships Green belt around the industrial sites Avenue plantation

1. Extensive tree plantation is carried out in plant, PWD roads, Mines and Residential colonies and surrounding areas. 2. More than 40% area is covered by greenery. 3. Plants are developed in own nursery and distributed to colonies residents, Schools and villagers to encourage them. 4. Gardens are developed in plant, colony and temple premises and mine area. 5. A beautiful garden is developed around the chairman bungalow. 6. A thick forest is developed in a corner of residential colony. 7. Environmental awareness programs are conducted among children, housewives. employees and

8. MCL has adopted a positive approach that maximum employees and their family members, persons from nearby village are involved

Natural resources Conservation

Use of limestone is minimized by increased use of fly ash. Hazardous waste like oil and sludge generated from plant & machineries are being burnt in kiln. Adopted best storage and handling practices for oil, grease and HSD oil in order to eliminate wastage.

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Minimizing energy consumption in each stage of manufacturing by adopting updated technology. Energy Consumption pattern unit wise achieved is given below. Construction of Concrete roads & cleaning by vacuum sweeping machines. Adopted drip irrigation system for plantation. Periodically leakages have properly checked. 2 Kgs. Seedling / year was also done in Mines and nearby areas for 3years. Survival rate is more than 85 %. Tree guards are also provided on every small tree. Arrangement for replenish the trees care made in time. 2 water tankers are engaged for watering throughout the year.

Tree plantations:
Up to year 1996 Approximate 2 lacks tree planted in plant, mines and surrounding area.

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SAFETY, HEALTH & POLLUTION FREE ENVIRONMENT POLICY

PREFACE
Mangalam Cement Limited firmly believes that the most valuable asset it possesses is its man power. Thus it commits it self to ensuring a healthy environment conductive to human safety and dedicated to the welfare of all its employees. This policy sets-forth the companys basic program on Safety, health and Environment free from any kind of pollution. It also reflects the concern of Management for the safety of their employees. We wish it to be known that this program will become a basic part of our Management philosophy and will govern our action to ensure safety and good health of our employees in a pollution free environment.

PURPOSE
The Management holds in high regards the safety, health, welfare and clean environment for its employees. In recognition of this, we will constantly work towards. The maintenance of safe and healthy working environment. Consistent adherence to proper operating/working practices and procedures designed to prevent accidental injury and illness.

RESPONSIBILITY
Department heads and supervisors are responsible for the prevention of accident in their departments. They are directly responsible for maintaining safe working conditions and practices and for the safety of all men working under their supervision. Good house-keeping is not only essential for safety but also indicative of an efficient department as cleanliness leads to efficiency. Each supervisor is responsible for proper training of the workers reporting to him. Job hazards and safe procedures should be fully explained to each worker before he begins his work. It is also supervisors responsibility to see that required personal protective equipment is used in accordance with safety rules and practices.
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Department Heads will schedule departmental safety meetings asoften as necessary to effect safe practices at work. They should encourage employee safety suggestions and give them immediate consideration. Department Heads/Managers/Dy. Gen. Managers will enforce all general and departmental safety rules and regulations. They must see that all accidents are reported and that first aid is rendered in case of injury. First-aid kits should be available at all places and periodical checks be carried out ensuring there availability. The Safety Officer delegated by the Management has the responsibility to guidance and any such aid as needed by supervisors or department heads in preventing accident including: provide may advice, be

Safety meeting planning and assistance. Supplying information and educational material for meetings. Accident investigation follow-up Statistical reporting and study Periodic safety inspection of the department Arranging suitable training program for workers. Co-coordinating with all Department Heads in regard to accident prevention, safe operations, safety training. Conduct safety committee meetings and promote the public relation aspect of the safety program. Ensuring efficient and constant working of all pollution controldevices.

Employees are responsible for exercising maximum care and good judgment in preventing accidents as they only can contribute the most in averting accidents. No job shall be considered efficiently completed unless the worker himself has followed every precaution and safety rules to protect him self and his fellow employees. Unsafe conditions, equipment or practices should be reported to the Management by one and all as soon as possible.

COMMITMENT
The Company is committed to always endeavor to maintain a safe, healthy and pollution free environment. It will provide safe working equipments necessary for personal protection and in case of injury, the best possible first-aid and medical service. In adherence to this the company has installed the most modern and the sate-of-theart technology pollution control devices. Environment protection and safety is not complete without growing plants and vegetation. The Company has planted thousands of tree son this land, in the plant, colonies and surroundings and is going to plant more and more trees year after year. It also sunk tube-wells and dug wells for water for drinking, sanitation and plantation and there is no water shortage felt even at peak summer and potable water is available throughout the day. All these, for a clean, healthy, pollution free and safe environment.

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LOCATION OF SALES OFFICE IN INDIA

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Name of the Officers with their contact detail

RAJASTHAN
Sr. No.

1. 2. 3. 4. 5.

Name of Officers Shri S.L. Singhania Shri D.C. Taparia Shri G.S. Nigam Shri K.C. Bhatt Shri Rajeev Kapoor

Address 30, Shri rampura Colony, Suraj Nagar (East),Civil Lines, Kota- 302006 Mangalam Cement Ltd., Plot No. 394, Dr S.P. Nagar, Behind Krishi Tyre, Bharatpur Mangalam Cement Ltd., Yash Villa, Ramble Road Opp. Danta Nagar, Ajmer Mangalam House, 93, Dashera Scheme, P.O. Dadabari, Kota 21, Durga Colony, Behind SBBJ Bank, Hanumangarh Jn.

Contact No. 93514-68020 93514-68067 93514-68024 93514-68012 93514-68100

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ROLE & FUNCTION OF MARKETING DEPARTMENT

In the hierarchy of marketing department overall control lies with the president. He forms the policies, takes decisions on the key issues like prices, dispatch transportation realization, outstanding etc. He also interacts and is answerable to the board of directors. The joint president carries out the policies framed by the president &reports directly to the president. Under president, two AVPs marketing look after the day-to-dayfunctioning of the marketing department who are in direct control of the marketing staff. In addition to carrying out the policies of the company the GMs are responsible for sending the feedback from the market to the joint president and the president. The AVPs also look after the welfare of the staff & their families, and to send the sales reports to the head office. Manager sales report directly to AVPs marketing & look after the day-to-day functioning of the department and the field staff under them, they implement the policies formulated by higher management and are responsible for the smooth functioning of the marketing field staff

Planning
For marketing of cement, planning for dispatch is being on month-to-month basis looking to the demand & supply scenario, previous dispatch trend and forth coming major projects.

Reviewing
To review the present market position of Mangalam cement is using the following internal reports which they are reviewing time to time. Bulk lifting charts of dealers Pending order list Outstanding position Review of cement deliveries Net realization basic Monthly Daily Daily Daily Fortnightly

Feed back
For a company, customer feedback is very important as it gives the idea about the product so that if market demands a company can improve its products. Mangalam cement has a system of customer satisfaction feedback. It gets the feedback through customer satisfaction feedback from, through dealers meet & through mason meet.
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MANAGEMENT
1. 2. 3. 4. 5. 6. 7. 8. 9. Sh. Anshuman Vikram Jalan Smt. Vidula Jalan Sh. N.G.Khaitan Sh. K.K Mudgil Mr. K.C. Jain Smt. Aruna Makhan Sh. Gaurav Goel Sh. Amal Ganguli Sh. Swadesh Agrawal Executive Director Executive Director Director Director Director Chairman Executive Director Additional Director Company Secretary

KEY MANAGEMENT PERSONNEL

1. 2. 3. 4. 5. 6. 7. 8. 9. 10 11. 12. 13. 14. 15. Mr. S.S. Jain Mr. A.K. Uppal Mr. Yaswant Mishra Mr. Anil Mandot Mr. R. Giri Mr. G.S. Chandak Mr. S.S. Oswal Mr. Anoop Walia Mr. S.D. Mishra Mr. S.B. Sharma Mr. P.N. Bansal Mr. S.R. Sinha Mr. S.D. Arya Mr. G.S. Nathawat Mr. N.K. Maheshwari President President (Sales & Marketing) President (Corporate) Joint President (Commercial) Vice President (Elect. & Instrumentation) Vice President (Sales & Sales Accounts) Vice President (Civil) Vice President (Marketing) Vice President (Mechanical) Vice President (Mines) Vice President (Projects) Vice President (Purchase) Vice President (Process & Q.C.) Astt. Vice President (Stores) Astt. Vice President (Personnel)

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ACHIEVEMENTS
During mines environment and mineral conservation week (2005-06)
Overall performance -Third Price Reclamation, rehabilitation, restoration of land - Second Price Air pollution control -Third Price Poster competition - Second Price

During mines safety week (2005)

Transport road and clust suppression - Second Price Welfare amnestied and protective equipment, publicity propaganda and housing keeping -Second Price Opencast working places and supervision- First Price

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SWOT ANALYSIS OF COMPANY

Strengths:
It is the best quality manufacturer of cement. One of the best technologies in Rajasthan. Neer Shree latest technology is given the best output. It is attributed by healthy work environment and sound management system. Goodwill of B.K. Birla group is also strength of Mangalam cement ltd. Its site selection is in a way its biggest strength for there is easy Birla Uttam Cementness to the raw material, manual labor and electricity. Mangalam cement limited is an ISO 9001:2000 certified company. Its strong dealers and retailers network is also its strength. Superior strength of its products. Superior fineness & consistent quality of its cement. Durability and soundness. Optimum setting time of cement. Ideal water cement ratio. Flexibility in design and usage.

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Specification in Birla Uttam Cement ordnance with BIS standards. Electronic packaging system for prompt delivery. Sales depots and offices for prompt delivery and immediate attention for customer grievances.

Weaknesses:
Worsening power situations, facing companies to invest huge amounts in captive power plants. Infrastructure bottlenecks like transportation for raw material, fuel support and cement. Improper supply to the dealers/retailers. Inadequacy of finance for modernization. Increasing freight prices. Continuous loses may affect its goodwill and market value of its shares. Improper supply & distributor chain.

Opportunities:
Its superior quality attracts brand loyal and quality conscious customers. Expected infrastructure growth will add to the current demand. By establishing their own power plant, cost of production will be minimized. Mangalam cement limited can get profit by controlling its cost of production. Experts quote that; only those companies will survive in cementindustry, whose cost of production is minimum. By increasing its investments in promotional activities, it canenhance its market share.

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Threats:
Large companies are coming up. This may put pressure on realization in central north India. Cement industry is facing price war; it may compel Mangalam cement limited to reduce its cement price. Company has improper supply to the dealers/retailers; it may affect the goodwill of the company & due to this reason company bear the heavy loss in future. There is depressed market condition cause by demand recession andcommissioning of large capacity in cement, resulting in higher competition. If excess supply conditions persist, it may lead to shut down of various cement plants.

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COMPETITOR OF BIRLA UTTAM CEMENT

In domestic market BIRLA UTTAM CEMENT Limited have many competitors. Some Small players also have competition in cement sector. AMBUJA CEMENT ULTRATECH CEMENT BINANI CEMENT SHREE CEMENT J.K. CEMENT BANGUR CEMENT WONDER ACC SHREE RAM BIRLA SAMARAT JAYPEE

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INTRODUCTION (ABOUT PROJECT):

Under the summer internship project in BIRLA UTTAM CEMENT LTD. which was started on 1st JUNE, 2013. I was given the project title To Study the Birla Uttam Cement and other cement brand retailers Satisfaction with Respect to Competitors. Under this project title, I have to prepare a complete project report about MANGALAM CEMENT LIMITED within 60 days. The project is based on real time research methodology which contains four phases. The objective of the phase is to collect the data from the market having at least 10 data per day. Apart from the data collection, I am to sort out the competitor of MANGALAM CEMENT LIMITED in the Kota market, products & benefits they are offering e.g. placement assistance, soft skills development training etc. Submission of performance sheet on daily basis and attendance sheet on weekly basis in MS excel work sheet is essential. During the data collection, my target is those candidates, who have appeared retailer. I make them understand the importance of MANGALAM CEMENT LIMITED in current regarding the valuable cement offered by MANGALAM CEMENT LIMITED

EXECUTIVE SUMMARY:
The project was carried out at MANGALAM CEMENT LIMITED at KOTA region Objective. The objective was carried out for two main objectives. The first objective was carried out the market survey for knowing prevailing market condition of MANGALAM CEMENT LIMITED in KOTA market. The second objective of project was to study the sales promotion activities undertaken by MANGALAM CEMENT LIMITED and other competitors.

RESEARCH METHODOLOGY:
The descriptive nature of the research necessitated collection of primary data from retailers of cement through market survey. Both the methods, personal interview technique and telephonic interview technique were used with the measure emphasis on personal interview method. Interviews were conducted through the structure questionnaire.

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MARKET RESEARCH:
To Study the Marketing Dynamics and how much market share cover by MANGALAM CEMENT LIMITED.
Phase 1: The objective of phase 1 is to collect data from the designated area/market and competitor Analysis

1) Collection of data from market, my regular target of data collection is 10 data per day from the market. 2) In competitor analysis, I have to sort out the competitor of MANGALAM CEMENT LIMITED present in the Kota market, product they are offering.

: STRATEGY:
A marketing strategy is a process that can allow an organization to concentrate its (always limited) resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy is most effective when it is an integral component of corporate strategy, defining how the organization will engage customers, prospects and competitors in the market arena for success. It is partially derived from broader corporate strategies, corporate missions, and corporate goals.

: SURVEY RESEARCH:
A survey research is defined as the method of collecting information by asking a set of pre formulated questions in a predetermined sequence in a structured questionnaire to a sample of individuals drawn so as to be representative of a defined population. These questionnaires are administered to an individual or a group of individuals through interviews. Typical survey objectives involve describing or learning from an ongoing activity by studying the changes in behavioral patterns of the subjects of interest to the researcher.

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Plan for achieving the same with weekly time lines:

1) I have collect the data from 45 Retailer. 2) I will get form the fill of retailers those are interested in MANGALAM CEMENT LIMITED. 3) I will try my best to achieve the weekly target and above the target.

LIMITATIONS OF THE STUDY:

During data collection, I faced many problems because of the methodology (Personal interview) used by me. I used that method because it is considered the best method to know about the dealers during interaction/conversation. The limitations are as follows:-

1) Sometimes respondents do not give a response or give partial response. 2) The data collected is totally dependent on respondents views, which could be bias in nature. 3) The sample size is small and does not actually represent the whole population. 4) There is limited time availability. 5) Many times Retailers are not present in Counter.

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Data collection
It is the initial part of my summer internship program in MANGALAM CEMENT LIMITED. The objective of phase-I is to collect data from the designated area. The target of collecting the data from the market was 10 data / day. Keeping the target in mind, I collected the data as much I could. Before starting the data collection, I was to keep these things in mind:Which method is the best for data collection? If I am able to solve this problem thenWhich questions should be asked to the candidates? In what order the questions should be asked? Means to say that I was to prepare a good format of questionnaire by which I could ask questions. A questionnaire serves four functions:1. Enables data collection from respondents 2. Lends a structure to interviews 3. Provides a standard means for writing down answers. 4. Helps in processing collected data.

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Data collection method:During my data collection, I used these methods1. Door to door interview 2. Personal interview I choose these methods of gathering information from the potential retailers because in rural areas other methods are of less use. People generally hesitate in giving proper information due to lack of literacy. The most important method which was used by me was door to door interview method. This traditional survey method, supposedly the best, involves dealers being interviewed in Kota. This is considered the method of collecting data because It involves a direct, face to face contact with the interviewee. Useful for complex product concepts. Reduces the chances of non-response error. The retailer being at home is at ease & is likely to reveal factual information. The best possible way for in-home product testing. Apart from this method, other methods were also used which are mentioned above.

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Questionnaire designs:
A questionnaire is a set of questions to be asked from respondents in an interview, with appropriate instructions indicating which questions are to be asked, and in what order. Questionnaires are used in various fields of research like survey research and experimental design. Questionnaire design is a vital issue in interviewing. A properly designed questionnaire can tap the necessary information from the respondent. Therefore, researchers always design a tactful set of questions to probe and prompt the interviewee to give useful answers. Questionnaires fall under various categories, such as structured, unstructured, disguised and undisguised.

In the questionnaire I have used two types of questions: Open Ended Questions:
In open ended question design each question has a series of lines (or a blank space) in which the respondents are encouraged to write, in their own words, how they feel about the topic in question.

Close Ended Questions:

Closed question provide a set of answers that the designer of the survey (based on prior experience and responses in the pilot survey) considers will Accommodate the majority of potential responses.

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Retailers Questionnaire
Name of the firm Proprietor Name Address : -----------------------------------------------------: -------------------------------------------------------: --------------------------------------------------------

Retailers total potential(MT) : --------------------------------------------------------Contact No. : --------------------------------------------------------

Q1. How many cement brand you are associated wih ? (a) 1 (b) 2 (c) 3 (d) >3

Q2. Name the cement brand with which you are associated with ? (a) Birla Uttam (b) Wonder (e) Ambuja (i) Shree Ram (f) Binani (j) ACC (c) Birla Samrat (d) Ultratech (g) Bangur (k) J.K. Laxmi (h) Jaypee (l) Shree Cement

Q3. How long you have been associated with cement business ? (a) (c) <2 years 5-10 years (b) (d) 2-5 years >10 years

Q4. Kindly arrange the following parameters in the orde of importance ? (a) Quality (b) Prices (c) Brand Pull (a) Delivery (d) Good incentives (f) Any other specify Q5. Which brand produce best quality of cement ? (a) Birla Uttam (b) Wonder (e) Ambuja (i) Shree Ram (f) Binani (j) ACC (c) Birla Samrat (d) Ultratech (g) Bangur (k) J.K. Laxmi
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(h) Jaypee (l) Shree Cement

Q6. Which brand gives competitve price? (a) Birla Uttam (b) Wonder (e) Ambuja (i) Shree Ram (f) Binani (j) ACC (c) Birla Samrat (d) Ultratech (g) Bangur (k) J.K. Laxmi (h) Jaypee (l) Shree Cement

Q7. What additonal facilities you current get fom the cement players / expect to get ? (a) Tour (b) Discount (c) Silver/ gold Scheme (b) Techinal (e) Local promotional activity (f) Others Q8. How do you define the importance of company sales force ? ------------------------------------------------------------------------------------------Q9. How do you rate the support of various cement companies sales force ? (a) (b) (c) (d) (e) (f) (g) (h) (i) (j) (k) (l) Ambuja : (i) excellent (ii) good (iii) average (iv) poor Ultra tech : (i) excellent (ii) good (iii) average (iv) poor Binani : (i) excellent (ii) good (iii) average (iv) poor Birla uttam : (i) excellent (ii) good (iii) average (iv) poor Wonder : (i) excellent (ii) good (iii) average (iv) poor Birla samrat :(i) excellent (ii) good (iii) average (iv) poor Bangur : (i) excellent (ii) good (iii) average (iv) poor Jaypee : (i) excellent (ii) good (iii) average (iv) poor Shree ram : (i) excellent (ii) good (iii) average (iv) poor Acc : (i) excellent (ii) good (iii) average (iv) poor J.k. laxmi : (i) excellent (ii) good (iii) average (iv) poor Shree cement: (i) excellent (ii) good (iii) average (iv) poor

Q10. Which type of brand you are satisfied ? (a) Birla Uttam (b) Wonder (e) Ambuja (i) Shree Ram (f) Binani (j) ACC (c) Birla Samrat (d) Ultratech (g) Bangur (k) J.K. Laxmi (h) Jaypee (l) Shree Cement

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Q11. Which type of brand you preferred in best quality ? (a) Birla Uttam (b) Wonder (e) Ambuja (i) Shree Ram (f) Binani (j) ACC (c) Birla Samrat (d) Ultratech (g) Bangur (k) J.K. Laxmi (h) Jaypee (l) Shree Cement

Q12.why you like this birla uttam cement ? (a) Quality (b) price (c) brand pull (d ) delivery (e) good incentive Q13. What type of most selling cement brand ? (a) Birla Uttam (b) Wonder (e) Ambuja (i) Shree Ram (f) Binani (j) ACC (c) Birla Samrat (d) Ultratech (g) Bangur (k) J.K. Laxmi (h) Jaypee (l) Shree Cement

Q14. Why this brand is most selling ? -----------------------------------------------------------------------------------------------------Q15. How do you know this birla uttam cement ? (a) POP (b) banner (c) hoarding (d) other advertisement

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Comparative data analysis:

Once the data has been collected the next important phase in the research process is analyzing the data & evaluating the data. The most important aspect of it is to convert the data collected in to a format which facilitates us in effective decision making. After data collection is over and all completed questionnaires are in hand, researcher has to analyze the data collected through the research. Data analysis plays an important role in transforming a lot of data in to verifiable sets of conclusions and reports. Proper analysis helps us to gain insights from the data and to arrive at informed judgments and conclusions. After gathering the information from the retailers, I analyzed the data based on the questionnaire. The results which came from the database wereTotal no. of data collected- 45

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SURVEY ANALYSIS:

QUES. NO.1 ASSOCIATED WITH BRAND (a). 1 (b). 2 (c). 3 (d). >3

HOW MANY CEMENT BRAND YOU ARE ASSOCIATED WITH? NUMBER OF RETAILERS 10 10 20 5

1 2 3 >3

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QUES. NO.2 BRAND NAME BIRLA UTTAM WONDER BIRLA SAMRAT ULTRATECH AMBUJA BINANI BANGUR JAYPEE SHREE RAM ACC J.K. LAXMI SHREE

NAME THE CEMENT BRAND WITH WHICH YOU ARE ASSOCIATED? NUMBER OF RETAILERS 40 12 20 8 15 5 0 1 5 3 4 5

45 40 35 30 25 20 15 10 5 0

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QUES. NO.3

HOW LONG HAVE YOU BEEN ASSOCIATED WITH CEMENT BUSINESS? NUMBER OF RETAILERS 3 12 11 19

ASSOCIATED WITH YEARS <2 YEARS 2-5 YEARS 5-10 YEARS >10 YERAS

20 18 16 14 12 10 8 6 4 2 0 <2 YEARS 2-5 YEARS 5-10 YEARS >10 YERAS

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QUES. NO.4

KINDLY ARRANGE THE FOLLOWING PARAMETERS IN THE ORDER OF IMPORTANCE? NUMBER OF RETAILERS 12 9 24 0 0 0

PERAMETERS QUALITY PRICE BRAND PULL DELIVERY GOOD INCENTIVE OTHERS

30 25 20 15 10 5 0 QUALITY PRICE BRAND PULL DELIVERY GOOD SCHDUAL INCENTIVE OTHERS

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QUES. NO.5

ACCORDING TO YOU WHICH BRAND PRODUCES BEST QUALITY OF CEMENT? NUMBER OF RETAILERS 25 6 3 2 3 1 0 0 3 2 0 0

BEST QUALITY CEMENT BIRLAUTTAM WONDER BIRLA SAMRAT ULTRATECH AMBUJA BINANI BANGUR JAYPEE SHREE RAM ACC J.K. LAXMI SHREE

30 25 20 15 10 5 0

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QUES. NO.6

ACCORDING TO YOU WHICH BRAND GIVES COMPETATIVE PRICE? NUMBER OF RETAILERS 9 4 5 5 18 0 0 0 1 1 0 0

COMPETATIVE PRICE BIRLA UTTAM WONDER BIRLA SAMRAT ULTRATECH AMBUJA BINANI BANGUR JAYPEE SHREE RAM ACC J.K. LAXMI SHREE

20 18 16 14 12 10 8 6 4 2 0

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QUES. NO.7

ADDITIONAL FACILITIES TOUR DISCOUNT SILVER GOLD SCHEME TECHNICAL SUPPORT LOCAL PROMOTIONAL ACTIVITIES OTHERS

WHAT ADDITIONAL FACILITIES YOU CURRENTLY GET FROM THE CEMENT PLAYERS/EXPECT TO GET? NUMBER OF RETAILERS 7 36 1 0 0

TOUR DISCOUNT SILVER GOLD SCHEME TECHNICAL SUPPORT LOCAL PROMOTIONAL ACTIVITIES OTHERS

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QUES. NO.8

HOW DO YOU DEFINE THE IMPORTANCE OF COMPANY SALES FORCE? NUMBER OF RETAILERS 10 30 5

SALES FORCE INCREASE IN SALES GOOD BAD

INCREASE IN SALES GOOD BAD

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QUES. NO. 9

AMBUJA

ULTRATECH

BINANI

BIRLA UTTAM 21 9 0 0

WONDER

BIRLA SAMRAT 8 5 0 0

BANGUR

JAYPEE

SHREE RAM 0 6 0 0

EXCELLENT GOOD AVERAGE POOR

18 7 0 0

14 5 0 0

0 6 0 0

6 4 0 0

0 5 0 0

5 4 0 0

25 20 15 10 5 0 EXCELLENT GOOD AVERAGE POOR

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QUES. NO.10 CEMENT BRANDS BIRLA UTTAM WONDER BIRLA SAMRAT ULTRATECH AMBUJA BINANI BANGUR JAYPEE SHREE RAM ACC J.K. LAXMI SHREE

WHICH TYPE OF BRAND YOU ARE SATISFIED? NUMBER OF RETAILERS 25 6 4 0 4 2 0 1 1 1 1 0

30 25 20 15 10 5 0

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QUES. NO.11 CEMENT BRANDS BIRLAUTTAM WONDER BIRLA SAMRAT ULTRATECH AMBUJA BINANI BANGUR JAYPEE SHREE RAM ACC J.K. LAXMI SHREE

WHICH TYPE OF BRAND YOU PREFERRED IN BEST QUALITY? NUMBER OF RETAILERS 27 6 2 1 4 2 0 0 1 1 0 1

30 25 20 15 10 5 0

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QUES. NO.12 LIKE QUALITY PRICE BRAND PULL DELIVERY GOOD INCENTIVES

WHY YOU LIKE THIS BIRLA UTTAM CEMENT ? NUMBER OF RETAILERS 12 6 25 0 0

QUALITY PRICE BRAND PULL DELIVERY GOOD INCENTIVES

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QUES. NO.13 MOST SELLING BIRLA UTTAM WONDER BIRLA SAMRAT ULTRATECH AMBUJA BINANI BANGUR JAYPEE SHREE RAM ACC J.K. LAXMI SHREE

WHAT TYPE OF MOST SELLING CEMENT BRAND? NUMBER OF RETAILERS 25 4 10 1 2 1 0 0 1 1 0 1

30 25 20 15 10 5 0

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QUES. NO.14 MOST SALE QUALITY PRICE GOODWILL DEMAND

WHY THIS BRAND IS MOST SELLING? NUMBER OF RETAILERS 10 5 15 10

QUALITY PRICE GOODWILL DEMAND

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QUES. NO.15 INCENTIVE OFFERED POP BANNER HOARDING OTHER ADVERTISING

HOW YOU KNOW THIS BIRLA UTTAM CEMENT? NUMBER OF RETAILERS 0 0 0 45

50 45 40 35 30 25 20 15 10 5 0 POP BANNER HORDING OTHER ADVERTISING

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SWOT ANALYSIS OF LOCAL MARKET :

SWOT-analysis 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 MANGALAM CEMENT LIMITED in cement market.

Strength
People ask for bleakness in cement and MANGALAM CEMENT LIMITED has this. Cement grade is good. MANGALAM CEMENT LIMITED being an MNC has a global leverage. It has a good brand image in Cement.

Weakness
Main problem its price is high according to other cement brand. Great need of strategic way for promotion and advertisement for both retailers and customers. Not an easy task to overtake AMBUJA, ULTRATECH. Price and margins is not match with dealers and retailers expectation respectively.

Opportunity
Strong infrastructure requirement for the development of the country and the country is developing in the utter pace. No of the medium class people is growing. Institutional market like corporate and government offices, school society complexes are growing in large scale, which will increase the requirement.

Threats
Cheep priced brand are grabbing rapidly a large chunk of lower income customer base. Other brands like Ultratech and Ambuja provide maximum profit to the both customer as well as to the retailers. It was found from my survey that Ultratech and Ambuja maximum market share is due to brand loyalty. Retailers expect more margin and gift to sell of the MANGALAM CEMENT LIMITED.
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SUGGESTIONS
Firstly this cement brand price is high according to other cement brand so if this cement company has been reduce the price then many customers are ready to purchase this cement brand. When company has decide the changes in price then some points are notice:1. 2. 3. 4. Per Month Date to Date changes in price (Like 5-10 May or Every Month 1st Date). Informed to every Dealer or Retailer about changes in price before 2/3 days. Price changes according to market demand. Price changes according to competitors brand.

Changes in Advertising Products and its attractive to Customer. Increase the product quality. Changes in Branding Promotion. Increase the % of Discount.

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FACT & FINDING

ULTRATECH Sells easily in the market the customer demand for them. Customer choice. Good name in the market as it carries the good will of GRASIM. High market awareness. Sells more

BIRLA UTTAM CEMENT Service is good. Very superior quality cement as compared to others. They have same price prevailing for wholesale at dealers/stockiest retailers end.

AMBUJA Customers preference. Good cement, plastering work is good.

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CONCLUSION
During the 8 weeks of my training at MANGALAM CEMENT LIMITED and the surveys I conducted till date, I reached the following conclusions:

1) To attain the objective of the project detailed information was collected from the market of Kota. The market research has revealed many facts and figures about the cement scenario in the market prevailing. In the market, MANGALAM CEMENT LIMITED is well known brand of cement. This is the result of the good quality of the MANGALAM CEMENT LIMITED. 2) Which covers the whole market customers of MANGALAM CEMENT LIMITED are highly satisfied with the use of it, as they do not face any problem after using it? There are seven major players in the market but the major competition is between the two brands of cement. But because of good marketing efforts, MANGALAM CEMENT LIMITED is able to grasp some share of various other brands. 3) MANGALAM CEMENT LIMITED Kota is a very large and reputed organization and it gives me immense pleasure and satisfaction to be associated with such a reputed organization. 4) The organization maintains state of the art quality and standards. 5) A coin has two sides and it holds true for every organization, no matter how large or reputed it is, there are always some small shortcomings along with the plus points of the organization and MANGALAM CEMENT LIMITED is no different. 6) MANGALAM CEMENT LIMITED ording to the dealers, People do not have faith in MANGALAM CEMENT LIMITED products. They still believe that other cements like Ultratech and Ambuja are better. 7) Most of the retailers I dealt with consider MANGALAM CEMENT LIMITED excellent cement. 8) The market survey undertaken shows that effective marketing efforts play a vital role in creating the goodwill for the brand. The distribution channel of cement industry must be well designed and made effective this ensures timely availability of cement to customers. Good marketing creates good image i.e. brand building. 9) MANGALAM CEMENT LIMITED Retailers believe that the fall in the demand of MANGALAM CEMENT LIMITED is because of improper marketing and advertisement done by the company. 10) During the course of retailer survey I also found the general publics opinion about MANGALAM CEMENT LIMITED.
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RECOMMANDATION
A very exhaustive study has been made, keeping in the essence of the objective of the project. With the efforts put on the project a detailed analysis was conducted and results were derived, based on the results and market response few suggestions are discussed below.

1) Convince the retailers to extend their tie-up with MANGALAM CEMENT LIMITED. 2) Increase in advertisement and publicity. 3) Motivational programs and workshops for retailers. 4) Marketing department should be well furnished and attractive. 5) There should be consistency in price. 6) MANGALAM CEMENT LIMITED should give the retailers competitive prices and facilities. 7) Glow sign boards should be provided to the dealers. 8) New marketing strategies should be adopted as Ultratech does to attract new customers. 9) To popularize MANGALAM CEMENT LIMITED, free gifts may be distributed at some public places. 10) Company should have a proper technical feedback and correction department. 11) Good coordination between marketing department retailers. 12) Departments should be interconnected through computer network. 13) New technology should be adopted from national and international companys experts in the field.
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REFRENCES:
Biblography:
C.R. Kothari- research methodology G.s. Beryl-Marketing Research Philip Kotler-Marketing Reach

Weblography:
WWW.MANGALAMCEMENTLIMITED.COM

www.google.com www.scribd.com

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