YEAR :-2012-2014
1
DECLARATION
Signature
Name of student : SHAMBHAVI
M.B.A(IVth-Sem)
VIMR (Satna)
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INDEX
8. CONCLUSION
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INTRDUCTION OF THE TOPIC
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Product Price
Target
Customer
s
Intended
Positionin
g
Place
Channels
Promotion Coverage
Assortments
Advertising
Locations
Personal selling
Inventory
Sales promotion
Transportation
Public relations
Logistics
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Product :-
Product is a tangible object or an intangible service that is mass produced or
manufactured at a large scale with a specific volume of units. In simple words
Product means the goods and services combination the company offers to the target
market.
The Birla Corp. Ltd. Satna division (Satna cement works) is involved in the
production of cement, which is a chemical substance used as a building material.
The company produces the following varieties of cement.
Price:-
Price is the amount of money customers have to pay to obtain the product. The
various factors affecting the pricing policy of the company are:
Brand image
Competitors price
Manufacturing Cost
Transportation Cost
Promotional Strategies etc.
Place
Place includes company activities that make the product available to target
customers i.e. the sales and distribution network of the company. Satna
cement follows two types of distribution network: Trade This is the
distribution system where the basic motive of the company is trading
through en i.e. dealers anmiddlemd retailers.
Company Depots Dealers Retailers Customer
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Non Trade This is a distribution system basically on contract basis, It
includes bulk customers like contractors and Govt. It is for a fix period at a
fix rate. Minimum 100 tonnes of demand is only considered.
Coverage
UP
MP
Bihar
Chttisgarh
Export to Nepal
Mode of distribution
Rail rack loading
Road
Promotion:-
Promotion refers to activities that communicate the merits of the product and
persuade target customers to buy it.
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Main Objective
To analyse the Cement market and understand the Marketing Mix i.e. 4 Ps
(Product, Price, Place and Promotion) of Birla Corporation Ltd. Cement division,
Satna.
Sub objectives
1. To understand the supply chain of the company and identify the problems
arising in this chain.
2. To identify the leading company and Brand in the Satna Cement Market and
to identify their competitive advantage over others.
3. To identify best promotional system.
4. To know about the effectiveness of distribution channels of cement brands.
5. To study dealers satisfaction about the Birla Products and to collect their
suggestions to improve the companies policies w.r.t. Distribution system,
promotional method, pricing system etc.
METHODLOGY
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Research Design:-
This study was conducted in two steps i.e. an internal survey and an external
survey. The internal survey was in the form of interviews with the various experts
in the company from the department of logistics, Marketing/Sales and production
to find out the influence of supply chain on the marketing mix i.e. the product,
price, place and promotion. The external survey was conducted on dealers, retailers
of cement in Satna market, contractors/builders and bulk consumers. The main
purpose of this survey was to find out the expectations of the customers from
cement product and which is the leading company with regard to marketing mix in
the Satna Market.
Sample Design:-
Data Collection :-
The Internal survey was in the form of Interviews with company employees. In the
external survey the data was collected in the form of questionnaire (Annexture).
The respondants were approached at their shops/offices to collect the information.
The Survey was done in Satna city and the areas covered were:
Birla Road
Rewa Road
Circuit House
Prem Nagar & Dhawari
The MS Office Excel was used for the analysis of the collected data.
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ANALYSIS AND INTERPRETATION
A) Internal Survey
Sample size ( Number of respondents) =40
Upstream Downstream
Suppliers
B) External Survey
Sample Size (Number of respondents) = 30
CONCLUSION
Buoyant state of the economy has created positive spin offs on the business
scenario for the entire cement industry. Not only major players are reaping the
benefits but even other players are also benefiting from the uptrend. Also industry
is undergoing a consolidation phase. The cement sector growth story would remain
strong on back of increasing demand in housing, infrastructure and commercial
construction sectors.
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LIMITATIONS OF THE STUDY
Respondents are biased and not willing to give all information.
A few Respondents have limited knowledge and understanding.
Sample size was limited and not sufficient to give the clear picture.
Survey was geographically limited to the Satna district only.
Perception and psychology of the respondents was biggest challenge to deal
with.
Time constraint was there.
The marketing mix of SCW or any other company can be studied in detail
by taking a larger sample size.
The study can be carried out in the targeted areas of SCW like U.P. and
Bihar where the responses would be more accurate.
The supply chain can be studied in greater detail by taking reference of this
study.
BIBLIOGRAPHY
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Web sites referred
http://www.energymanagertraining.com/
http://www.birlacorporation.com/
http://www.business.mapsofindia.com/
http://www.iloveindia.com/
http://www.scribd.com/
http://wikipedia.org/
Books referred
Marketing Management by Philip Kotler
Studies referred
Report on cement Industry in India by Shobit Chandak
Indian cement Industry: Overview by Dr.Pallavi Modi
ANNEXTURE
Dear Sir/Mam,
Satna Cement believes in customer satisfaction as an ultimate objective and an effective marketing mix
is the key to achieve this. I as a summer trainee take the opportunity to find the effectiveness of the 4 Ps
of marketing mix through this survey. This is a questionnaire to find the customer satisfaction index
with regard to marketing mix. Kindly spare your valuable time for this survey.
What are the various brands of cement you are dealing with?
Please rate the following questions on the 4 point scale given below
1 Very Important
2 Important
3 Average
4 Nil
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Q1) How much importance the following qualities of cement hold in your purchase decision.
Q2) How much importance does packaging hold in your purchase decision ---------
Q3) How much importance do you give to popularity/ Brand image as a preference to buy cement--------
Q4) How much importance do you give to the price of cement in your purchase decision---------
Q5) How much importance do you give to advertisement in making a successful brand image ----------
Signature: Date:
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