PROJECT REPORT
ON
AN ASSESSMENT OF MARKET POSITION, PERFORMANCE
AND PERCEPTION OF DIFFERENT BRANDS OF CEMENTS
IN COMPARISION WITH “KALYANPUR CEMENTS
LIMITED”.
Awarded By
Department of M.B.A.
Dr. Ram Janam Sharma
Prof. & H.O.D
Deptt. Of Economices &
Director M.B.A.
Email Id: mba_vksu_ara@yahoo.com
Mob:- 09835676913
ACKNOWLEDGEMENT
The presentation of this project report has made possible through direct and
indirect co-operation of various persons whom I wish to express my appreciation and
gratitude.
Last but not the least, most of all gratitude honor accrues to my parents,
guardian, &all my friends for their unfailing support during exhausting period of this
work. No word can express my feeling for them & for sacrifices they have made.
Abhijeet Kumar
V.K.S.U., Ara
Session: - 2008-2010
PREFACE
The world of business is moving very fast and it is highly competitive. Marketing
research is the central element of management for information and acts as easy as it
seems to be. So the management of various organization is increasingly recognizing
information from the market. As this would not only keep the managers up to date of
the latest trends in the market but also it would forearm them to handle any crisis that
may occur in future.
A marketing project is an organized study of problem, which inculcate both
theoretical & empirical aspects to find a solution. The project is of great help both for
the organization and for the management student. Since, it provides a problem-
centric-solution to be organization and theoretical-practical-nexus-insight to the
management student.
As a student of Business Management, it is beneficial for me to undergo two
months practical training in any organization of repute connected with industry,
Trade and Commerce.
I have completed this training at Kalyanpur Cements Limited (KCL), Patna, on
30th july2010. The project report is comprises of the general study of the company and
the research conducted on the Brand positioning, Performance and perception of KC
EXECUTIVE SUMMARY
In today’s competitive market survival of any firm has become significant to exist in
the market. Market is volatile, unpredictable and full of competition. Every firm is
trying to beat one another in such fierce competition by adopting different strategies.
To survive in the market understanding and assessment of market is very necessary.
Promotional strategy is a tool to understand market and get competitive advantages
over rival competitors. Promotional strategy is a way to disseminate information of
existing product in the market to consumers in a way that the product remains in the
memory of consumers for a long time.
Index
E. Limitation 13-16
An project training is a plate form where student intern to learn to project training is
based upon targetable tasks which assigned by the company.
Scope of the project was limited for Patna. For this project 60 days duration was
taken.
There was an opportunity to meet mostly all types of retailers and interact with them
directly, which was good experience. Meeting the retailers, who helped us to
understand their needs and requirements regarding cements?
Interacting directly with people is very joyful experience. Talking with them,
understanding their problems helped to know what could be the promotional strategy
of Cements Company.
It was good opportunity to develop skills and acquire knowledge, which is required for
the field work.
KCL has installed so many hoardings of its cements in all over Patna.KCL has also
installed tube light hoardings in some region of Patna that illuminates at night.
The cement industry has continued its growth trajectory over the past seven years.
Domestic cement demand growth has surpassed the economic growth rate of the
country for the past couple of years. The growth rate of cement demand over the past
five years at 8.37% was higher than the rate of growth of supply at 4.84% as also the
rate of growth of capacity addition during the same period. Demand for cement in the
country is expected to continue its buoyant ride on the bank of robust economic
growth and infrastructure development in the country. The market has number players
and all wants to expand rapidly; therefore they has to undergo continuous research and
development in order to come up with innovative ideas of products and services. To
popularized its product the company has to work on its positioning in the market, how
to make an impact of the product on the eyes and minds of the consumer.
To get the feedback from retailers and consumers for adoption of its
promotional strategy.
Every project of the study should be followed by the, means to accomplish that
objective. The mean, which will be correct and comprehensive, which will give all of,
the information needed. That means, which will help to know about the loopholes of
other alternatives means. The means here is nothing but kind of methodology adopted
to carry out the study.
Marketing is not only much broader than selling, it is not a specialized activity
at all it encompasses the entire business. It is the whole business seen from the point
of view of the final result, that is, from the customers point of view, Concern and
responsibility for marketing must therefore permeate all areas of the enterprise.
TYPES OF RESEARCH
Exploratory Research
Descriptive Research
DESCRIPTIVE STUDY
Though the information present in the report is gathered through different activities
like:-
MARKET DESIGN
SURVEY:- It has helped a lot in understanding the need of the customers and what the
person who is involved in cement business thinks about different brands. Survey is
done in different areas of Patna and possible outlets are covered to collect information
regarding cement market.
QUESTIONNAIRE:- It is basically for knowing the satisfaction level of the customer
that what they want, what their requirement are? Back to top a set of written
questions, requiring written answers, which ask for information about an organization
INTERVIEW:- Interview is done with the customer those who are cement users and
non users that what are their expectation from cement manufactures, which cement
they rank first and why? Why they trust a specific brand etc. It has helped in
understanding the customers demand.
PRIMARY DATA
Primary data is the first hand information, which is collected personally through
interaction with respondents, in form of questionnaires. The data is obtained by using
various methods
They are:-
Observation method
Interview method
Through Questionnaires
SECONDARY DATA
Secondary data is the data, which is already in record for e.g. newspaper, Internet
books Reports published and Magazines. The secondary data is obtained through.
Various publication
Even though I have conducted the research sincerely, the research is subjected to few
limitations; due to practical difficulties encountered during the courses of conducting
research.
research.
Though every possible attempt was made to ensure correct results but
The project was carried out over a span of two months hence time
Many of the times, the respondent did not disclose the requisite
information.
Many people are not willing to fill the questionnaire, as they are busy in
Few of the times, respondents has given answer which has no objectivity
The result is true for each time period and it may vary with time.
sufficient.
In the corporate division office preside the top authorities and manage the whole
Altair of the company like the Marketing and Sales problem and Personnel and
Technical at Banjari.
Organization structure:-
Thus structures are cohesive force that integrates different pairs of the enterprise
in to a co-ordinate whole for the attainment of a command purpose.
The “SINHA GROUP” presently managed by Mr. Satyadev Prakash Sinha and
Mr. Shailendra Prakash Sinha, one of the leading industrial Groups in Eastern India
with diversified business activity covering paints, weigh feeders, load cells, financing,
cements consultancy, Hotel industry besides cement. The total group turnover is Rs.
225 Cores.
The second promoters Mr. Shailendra Prakash Sinha is the joint Managing
Director of the company. He is a B.COM and has obtained a certificate in Hotel
Management from Cornell University, U.S.A and has total business experience of 24
years. There are separate department to look after the different function.
The ‘Sinha group ‘comprises of dozen companies in diverse activities with a total
turnover of approximately Rs.4 billion. The group employs over 5,000 people. A brief
profile of the major companies of the group is as follow:
Jenson &Nicholson(India Ltd):- Jenson &Nicholson (India Ltd) is one of the top
companies in India with a market share in excess of 6%.It manufactures paints,
synthetic resins, varnish enamel &distempers.
Holtec Engineers Private Limited:- Holtec Engineers Private Limited (Holtec) was
formed in 1967 in collaboration with holder bank consulting Ltd ,Canada. Holtec is
the only specialized technical and management consulting company for the cement
industry in India. Holtec is staffed with financial analysts, market specialist,
geologists, mining engineers, architects, civil engineers, process engineers,
mechanical engineers, electrical engineers, instrumentation and control engineers,
computer specialists and management consultants. They are highly qualified to
provide consulting services for the realization of various missions. It has successfully
designed and commissioned various cements plants. It has carried out various
assignments including abroad.
Location
Location plays an important role in the well establishment and survival of the
industry. It is selected according to its market, availability of raw materials and
manpower etc. Which reduced the cost of production Kalyanpur Cement Limited at
Banjari situated 35 kilometre from the Dehri-on-Sone in the District of Rohtas. The
plant is approximately 35 kms from Dehri-on Sone which is nearest railway station
situated on Dehri-Kolcutta Grand road section and is approximately 200kms South-
PHOTO OF FACTORY
Incorporation
KCL set up its first wet process production unit in 1946 at Banjari, Dist. Rohtas
(Bihar) with an installed capacity of 46,000 tons per annum. Thereafter, the
production capacities were expanded in the following manner:
At the time of setting up of the first plant or during each expansion, KCL went in with
the best available contemporary technology. At the time of setting up the present New
Plant, KCL adopted Roller Press technology including for grinding raw material. This
technology was introduced for the first time in Indian cement industry.
All of the above capacity was of wet process technology. With the adoption of dry
process manufacturing technology in the industry, KCL decided to set up a state of art
one million ton dry process cement plant. The implementation of the project
commenced in 1991 and was commissioned in 1994.
The new plant was set up through an IBRD line of credit and in collaboration with the
world’s then largest cement manufacturers M/s. Holder bank (now Holcim),
KCL is using latest technology for its current manufacturing line which was set up
almost at the same time as Tata Steel (now Lafarge), Prism and DLF (now Gujarat
Ambuja).
KCL was adjudged the most fuel efficient plant among Holder bank group’s 80 plants
worldwide in 1997 both in terms of power and fuel consumption. The plant recorded a
specific power consumption of 78 kwh/ton and fuel consumption of 650 kcals per kg
clinker.
Lime stone from own quarries and from adjoining areas like,
Murli Banjari mines.
1. Quarrying & Crushing:- The limestone is quarried and raised from the mines .
The limestone is there transported to the crusher by the dumpers. The limestone
2. Raw material:- Limestone and certain additives like iron are in ground in a
high pressure roll press to make raw meal.
3. Clinker:-Raw meal from the blending into pumped to the pre heated and then
to the kills. The raw meal is burnt and sintered with pulverized coal and hot air
to from clinker. Hot clinker from the kiln is air quantized in coolers and the
coked clinker is to the grinding unit.
4. Grinder:- Clinker is then fed by brocket conveyors to the high pressure clinker
grinding roll press along with gypsum. Clinker is ground to fine power and
stored in the ground clinker silo.
5. Slag Grinder:- Slag is ground separately in the high pressure roll press
dedicated to the slag grinding and stored ground slag silo.
6. Blending:- Clinker and slag or flyer are drawn in requisite quantities and
blended with computerized controls to the produce PSC or PPC cement.
Roller Press:- KCL has adopted high pressure “Roller press” tech
for grinding . This is new technology which was introduced in 1994.
KCL was one of the first few plants in the worlds that adopted this
technology for all its grinding.
Company’s sales area covers the domestic markets of Bihar, Eastern U.P, West
Bengal, North- East states like Assam and export markets of Bangladesh and
Nepal. Kalyanpur Cements has strong network of sales promoters are the
wholesalers of the company promoting the brand on its behalf further sales
promoters have their network of dealers in the market who push the material.
Kalyanpur has been able to build a strong relationship with its most
important customers, the sales promoters. Company representatives visit not
only the sales promoters but also dealers also on regular basis. In this process
they try solve whatever problem they face related to supply and sales of brand.
Sales promoters meet and dealers meet are organized by the company’s
marketing divisons from time to time to strength the relationship further.
Cement industry in India is on a roll at the movement. Driven by a booming real estate
sector, global demand and increased activity in infrastructure development such as
state and national highways, the cement industry has witnessed tremendous growth.
Production capacity has gone up and top cement companies of the world are vying to
enter the Indian market, thereby sparking off a spate of mergers and acquisitions.
Indian industry is currently ranked in the world.
The origin of Indian cement industry can be traced back to 1914 when the first
unit was set-up at Porbandar with a capacity of 1000 tones. Today cement industry
comprises of 125 large cement plant and more than 300 mini cement plants. The
cement corporation of India, which is a central public sector undertaking, has 10 units.
There are 10 large cement plants owned by various state governments. Cement
industry in India has also made tremendous strides in technological up gradation and
assimilation of latest technology. Presently, 93% of the total capacity in the industry is
based on modern and environment-friendly dry process technology. The introduction
of advanced technology has helped the industry immensely to conserve energy and
fuel and to save material substantially. Indian cement industry has acquired technical
capability to produce different types of cement like ordinary Portland cement (OPC),
Portland Pozzolana Cement(PPC), Portland Blast Furnace Sulphate Resisting
Portland cement, White cement etc. Some of the major clusters of cement industry in
India are: Satna (Madhyapradesh), Chandrapur (Maharashtra), Gulbarga(Karnataka),
Yerranguntla (Andhra Pradesh), Algona (Andhra Pradesh), Bilashpur (Chhattisgarh)
and Chandoria (Rajasthan).
Indian Rayon’s cement divison and Sri Digvijay cement. Foreign cement
companies are also picking up stakes in large Indian cement companies.
Swiss cement major Holcim has picked up 14.8% of the promoters stake in
Gujarat Ambuja cement. Holcim acquisition has led to the emergence of two major
groups in the Indian cement industry, the Holcim-ACC-Gujarat Ambuja cements
combine and the Aditya Birla group through Grasim industries and Ultratech cement.
Lafarge, the French cement has acquired the cement plants of Raymond and Tesco.
Cement is available in the market in many varieties, for meeting special specification
for the purpose of construction.
Aluminous Cement(AC)
Masonary Cement(MC)
Hydraulic Cement(HC)
Natural Cement(NC)
White Cement(WC)
Special cement(SC)
OPC 43 and 53grade is being used where high early strength is required. Used
this type of cement is generally used for railway sleeper and bridge
construction.
Sulphate resisting cement For use when high sulphate resistance is required.
Moderation heat of hydration cement For use in general concreto construction
exposed to moderate sulphate action or where moderation heat of hydration is
required.
Limiting the ferric oxide to such a value makes white cement that the product
is become white. Also cement for special purpose are made by modification in
composition of heat treatment such as oil well cement quick setting cement.
With competition getting intense, cement companies are fine tuning their strategies to
differentiate themselves with brand building measures. Cement producers are banking
on extensive coverage and celebrity endorsements to build top-of-the-mind recall
among users.
Binani Cements Ltd started by signing film personality Amitabh Bachhan as its brand
ambassador last year, JK Lakshmi signed on actor Om Puri and now cement
multinational Lafarge has signed on cricketer Mahendra Singh Dhoni as the brand
ambassador for their brand, Concreto.
Moreover, companies say they are witnessing more queries from their customers and
an increase in demand owing to such promotional methods. “This has helped us in
more sales realization, especially in the rural markets after we signed Bachhan as our
brand ambassador,” revealed Vinod Juneja, MD of Binani Cement Ltd.
Similarly, cement manufacturer Lafarge India announced its association with Dhoni
recently, in line with its strategy to be a leading cement brand in India.
On the other hand, UltraTech, rather than bringing in a celebrity to build its brand, has
promoted its phrase, ‘UltraTech, the engineers choice’ emphasizing that its cement is
most preferred by engineers in the country.
Declining to reveal any specific numbers on the amount paid to the brand ambassadors
or the sales increase as a result of the promotions, these companies see the move as a
nation building exercise along with brand building.
“The competition is getting more and tougher and to differentiate ourselves from
others, we need to strengthen our brand,” said Sadasivan.
KCL sells over 80% of its cement production in Bihar. It operates depots at:
i. Dehri-on -Sone
ii. Gaya
iii. Biharshariff
iv. Arrah
v. Buxar
vi. Chapra
vii. Siwan
viii. Muzaffarpur
ix. Chakia
x. Darbhanga
xi. Patna
xii. Begusarai
i. Varansi
ii. Mau
iv. Ranchi
v. Koderma .
vi. Daltonganj
vii. Hazaribagh
viii. Giridih
ix. Bokaro
The government of Bihar is a major customer with the following departments being
the major consumer of cement being manufactured by KCL.
Irrigation department
Theoretical Perspective
Low High
Brand Attributes:-
What the brand delivers through features and benefits to consumers.
Consumer Expectation:-
Competitor Attributes:-
What the otter brands in the market offer through feature and
benefits to consumers.
Price:-
An easily quantifiable factor- your price vs. your competitors prices.
Consumer perception:-
The perceived quality and value of your brand in consumer’s minds (i.e.,
does your brand offer the cheap solution, the good value for the money
solution, the high-end, high price tag solution, etc.? ).
Branding: -
There is more to creating and promoting a brand than making a pretty
logo and tagline are just representations of the brand. Following are
several rules to help create, promote and maintain your brand.
Marketing research is a perpetual task, which a company needs to take gauge effort
and feedback for the the desire information regarding various activities undertaken,
needless to say, today is the era of tough competition. Marketing is said to be a war,
which is not played in the battle fields. Surprisingly, this war is not played in the
showrooms shops, shopping, malls, and consumes storage, super markets but it’s
played in the heart or the mind of the consumers.
So to survive in such a competition the company must try to keep in touch with
the market and consumers along with the markets and consumers along with
competitors activities. Marketing and Marketing Details are controlled by corporate
office Patna. So I can’t give more information about it. Some information is given
below which I have occurred from sales & purchase office:-
ACC Cements: - ACC Limited is India’s foremost manufacturer of cement and ready
mix concrete with a countrywide network of factories and marketing offices.
Established in 1936, ACC has been a pioneer and trend-setter in cement and concrete
technology. ACC’s brand name is synonymous with cement and enjoys a high level of
Strategies
ACC cements Regional Offices have Customer Services Cells are manned by
qualified Civil Engineers. These engineers interact with consumers and customers
to assess their requirements and complaints and provide pre-sales, after-sales
services and techno-promotion services including educating them on usage of
cement and concrete and correct construction practices. They also provide expert
advice on getting the best value from cement and offer assistance on related issues
in civil construction projects.
ACC Help Centers at several locations to help home builders.
Mobile touring vans to visit construction sites to educate users and masons at
site and provide certain specialized services like supervision during slab casting on
demand.
ACC has designed Films and educational literature for masons and students.
First launched in Bangalore, this centre is the first of its kind in India, to provide
assistance to individual home-builders.
The ACC Help Centre provides basic information and guidance to customers on
construction practices on various home building-related procedures - such as pre-
construction worries on stamp duty, selection of architects and appropriate service
providers, estimating budgets. Issues from purchasing land, budgeting to choice of
material and planning of the construction process are elaborated.
www.askacc.com
This is an interactive website, designed primarily for the individual house builder
and the small consumer. The site provides downloads and online inputs on a host
of topics like estimation, budgeting, selecting architects and easy-to-build home-
plans for different plot sizes.
The “Indian Concrete Journal”, the country’s oldest civil engineering journal,
continues to be published by ACC. It reaches out to practicing and consulting
engineers, architects, builders, contractors and government departments. It aims to
disseminate the latest information and technological progress in civil and structural
engineering, cement and concrete technologies, construction methods and practices.
ACC cements use promotional campaign through big hoardings, newspapers and
sometimes through air.
Lafarge Cements: -
Strategies
Lafarge announces its association with ace cricketer and India Captain, Mahendra
Singh Dhoni as its Brand ambassador.
The company launched a “Home Building Made Easy” guide, which provides
potential homebuilders with detailed information on how to plan, finance and
construct a home. In addition, Lafarge started the” Lafarge Home Building Centre”
the first of its kind in India that provides information concerning the process of home
building, home buying and home improvement.
The company has also undertaken several customer orientated initiatives like starting a
newsletter for customers, organizing customer days in plants and market visits by
managers to interact with customers.
Lafarge cements has introduced LAFARGE Help Centre at Toll free no. 1800 345
6666 (available to the customers from all of our core markets) regarding all queries on
Home Building.
J P Buland cements: -
Strategies
...and the father too changes his Teri neki se is haveli ka hi nahin, Kal aaj aur kal buland rahe sapnon
mind and helps in the process. Soon saare gaon ka naksha badal gaya hai. ka mahal. Bharat mein pehli baar
the house stands renovated as good Hum sab buland hain", asserts his 55MPa ki shakti laaya JP ka Buland
as new. doting father. The MVO adds Cement."
J P cement uses old lot of cements for renovation of old temples, other schools and
hospital buildings in Patna and the adjoining areas. This promotional strategy helps it
in using deteriorating cements in renovation work and getting public acclaim.
Construction/renovation of ten temples has already been completed in various parts of
Patna.
Literacy Campaign
To help the ladies of Patna to become self-reliant, tailoring classes are organized by
the Sansthan. Qualified lady teachers who are paid for their services by the Sansthan
conduct these classes. On successful completion of the training course, each lady was
is given one Sewing Machine free of cost. 19 such classes were conducted and 361
ladies had been put through this training successfully. A group of selected village
women were trained in making Papads and Wades.
Health & Hygiene Awareness Camps Through these camps a regular interaction
with Patna ties by way of lecture / demo by co-opting Govt. Health Workers is
undertaken Topics for interaction range from:
Eradication of Malaria
House hold remedies for insect bites
Control of House Fly
Waste disposal
Pre-natal & post natal care
Vaccination & its importance
Health care initiatives help these people living in the Patna to avail medical facilities
which in other cases would be a financial drain on their already meager resources.
Strategies
India, the world's largest producer of movies in as many as 10-12 different languages,
provides a great opportunity for advertisers to reach the masses. Films are a great
entertainment platform for most Indians. Ultratech to pull the attention of audiences
display its ad on film screen of the hall in Patna. This way of promotional strategy
helps retain the ad in the mind of audience for long time.
Sales office of the ultratech confers with dealers, retailers, stockiest and distributors
and according to their advice it uses hoardings as promotional strategy. Ultratech has
used hoardings all over Patna.
With the help of dealers KCL reaches those area in Patna which is not thickly
populated but the construction work is on war footing stage. These dealers help
retailers in getting their shops opened on those localities with sufficient stock of
KCL takes help of painters who are spread on various region of Patna. These painters
paint whole walls of city with the product of KCL being displayed on it. While
painting these painters take consent of the concerned owner of the walls and for that
they are given some amount of money for this by KCL.
Time to time KCL advertises about its company and product with capturing two pages
of newspaper. Hindustan Hindi newspaper &The Times of India generally publish its
advertisement.
B. Conclusion 58-59
C. Suggestion 60-61
STRENGTH:-
One of the best technologies in the world.
Quality of cement comparable of world standard.
Large limestone deposits and adequate coal reserves.
No threat of cement import due to uneconomical freight cost.
WEAKNESS:-
Inadequate infrastructure.
Poor quality coal and erratic power supply.
Low per capita consumption of cement.
High and differential excise.
Irregular supply.
OPPERTUNITIES:-
Backlog of housing units.
Privatization of road and infrastructure projects.
Immense export opportunities in neighboring countries and west Asia.
THREATS:-
Possibility of oversupply.
Regional imbalance.
Lack of government found
Apart from these usual promotional strategies some companies use innovative ideas
such as Ultratech cements uses its advertisement in most cinema hall of Patna during
the interval of the movies to be for a long time in the retention of customer’s mind. So
many examples of unusual type of promotional strategies have been cited in this
project which should be followed by KCL to improve its promotional strategy.
There are lots of competitors in the market. At present there are number of brands of
different companies circulating in the market of Bihar via ACC, Lafarge, JP, Birla and
L&T etc. The consumer of KCL are however looks satisfied but there is an
expectation of further improvement
KCL lags because of two reasons viz; KC Vajra and irregular supply.
The two major competitors of KCL are Lafarge and Birla; followed by
ACC and L&T, among them Lafarge is the major competitor because of
its better performance and penetration in the market.
The customer looked little bit satisfied with the brands of KCL.
There is enough loyalty for KCL brands from the side of customer.
The company should open a C&F office in every administrative division which
exercise jurisdiction over company warehouse operation. This will ensure
maximum viability of product in the market at short notice. For example: if a
C&F office is established in Patna, then it was control all warehouse/s and
thereby ensure supplies of entire Patna division.
The management should change a little bit of the packaging of KCL products.
The company should give more cash discount to the dealers and also gifts to
them.
Company should try grip the local market and then urban areas.
Direct marketing efforts through field meeting with small groups of Masons &
customers.
Doing performance appraisal of each dealer and find out reason for decrease in
sales.
C. Questionnaire 81-86
D. Biblography 87
P. C Stores
Saidpura Colony, Danapur.
Devi Traders
Khaugal Thana, Danapur.
S. K. Traders
Phulwari Enterprises
Ashiyana Traders
Main Road, Phulwarishariff.
R. K Enterprises
Kurji Mode, Patna.
Deepa Traders
Ma Bhawani Enterprises
Data Analysis
The graph representation the sales of different brands in the urban market. Lafarge
is the it captures the 1st position, ACC is in the 2nd position, KCL is in the 3rd
position in the urban market, Satna and PrISM Is in 4th and 5th position.
Sales of different brands in rural market. KCL is the most popular brand in rural
market. KCL occupies the 1st position in the market. ACC is in the 2nd position, Satna
is in 3rd position, Prism is in 4th position and Lafarge is in 5th position.
The graph gives an idea about the supply of the various brands of cement in the
market. Lafarge has a regular supply in the market it is in the 1st position, ACC is in
the 2nd position, Satna & Prism is in 3rd position and KCL is in the 4th position.
The position of the different brands of cement according to there quality. Lafarge and
ACC are in the same position. Prism is the 3rd position, KCL is in the 4th position and
Satna is in the 5th Position.
Position of Cement brand according to the stock availability in the market. Lafarge
and KCL is in the 1st position. ACC is in the 2nd position, Satna is in 3rd position
and Prism is in the 4th position.
According to the packaging the brand is position in the market. KCL is in the 1st
position, Lafarge is in the 2nd position, Prism is in 3rd position, ACCis in 4th position
and Satna is in the 5th position.
12%
25%
KCL
Ultra tech
33%
17% ACC
13% Lafarg
J.P. Buland
INTERPRETATION: The above pie chart depicts that in the present situation
Lafarge has greater market share than KCC and other competitors.
38% 39%
Hordings
Print Media
23% ElectronicMedia
YES No
45 15
50
40
30
20
10
0
Yes
No
YES NO
50 10
50
40
30
20
10
0
Yes
No
INTERPRETATION: Current lot means cements are produced weekly and it should
not be used for later use. 50 retailers expressed that procurement of current lot cement
enhances brand building image of the company and others 10 had opposite opinion.
13%
20%
KCC
17% Ultra tech
Lafarge
17% J P Buland
ACC
33%
13. Which company gives you maximum margin for selling cements?
15 10 20 8 7
25
20
20
15
15
10
10 8
7
5
0
KCL Ultra tech Lafarge ACC J P Buland
INTERPRETATION: - For enhancing the sell of cements each and every company
gives margin to retailers for sell of cements. Lafarge gives maximum margin and
J.P.Buland gives minimum margin.KCL gives reasonable margin.
25%
YES
NO
75%
15. Does Lafarge cements surpass both in promotional strategy and quality?
Column1
33%
YES
NO
67%
INTERPRETATION: - Lafarge being French based company for being deep rooted
in Bihar it emphasizes on quality product and adopts promotional strategies according
to regions and prevailing circumstances of these regions. 67% retailers exude
confidence that Lafarge do really surpass in quality and promotional strategies but
other 33% think other companies pose good competition before Lafarge.
Column1
60
50
40
30
50 Column1
20
10
10
0
YES NO
2. Address: - ……………………………………………………………….
5. Education: - ………………………………………………….………….
Ranking Rating
a. Lafarge
b. Ultratech
c. Acc
d. KCL
e. Birla Gold
f. Jaypee
Ranking Rating
a. Lafarge
b. Ultratech
c. ACC
d. KCL
e. Birla Gold
f. Prism
a. Lafarge
b. Jaypee
c. BirlaGold
d. Kcl
e. Prism
f. Acc
a. Ultratech
b. Acc
c. Kcl
d. Birla Gold
e. Prism
f. Jaypee
12. What the different discount you normally get from the companies?(Company)
c. Quarterly discount
d. Yearly discount
e. Tax discount
b. Jaypee
c. Birla Gold
d. Kcl
e. Prism
a. Jan-Feb
b. Mar-Apr
c. May-June
d. Aug-Sep
e. Oct-Nov
f. Dec-Jan
a. Yearly discount
b. Tax discount
c. Gold scheme
d. Foreign Tour
e. Gift offers
a. Irregular supply
c. Slow setting
d. Packaging
e. Any other
17. Do you like to companies give any cash discount or quantity discount?
a. Always
b. Time to time
c. Peak season
d. Any other
18. What is reason for the rate gap of different brands in?
a. Quality
b. Brand value
c. Brand price
d. Cost difference
e. Any other
retail price?
a. 270-290
b. 285-300
c. 295-310
d. 310-325
e. 325-345
b. Lafarge
c. Kcl
d. Birla gold
e. Jaypee
Rank
a. Acc
b. Birla Gold
c. Kcl
d. Jaypee
e. Prism
f. Lafarge
a. Much better……………………………………………………………
b. Better…………………………………………………………………..
c. Same……………………………………………………………………
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