ACKNOWLEDGEMENT

I would like to take this opportunity to thank the following people who have

directly or indirectly contributed towards the completion of this dissertation

and without their help this in the present form would have not been possible.

I would like to like to thank my Industry Guide Mr. Rohit Sachan (Manager

Marketing) Jaypee Cement Banda Dump for guiding me throughout the

project.

I am thankful to Mr. Aditya Verma (Faculty of Management) for giving me

opportunity to work on such a nice project as my project. And last but not the

least my special thanks to my parents without their support my BBA course

would not have been possible

1
 PREFACE

As a management student of summer Training Project one of the pre-

requisite for the successful completion of BBA. I have done my summer

training as Jaiprakash Associates ltd .The topic of my summer training is

“Evaluation of consignee and brand position of Jaypee cement in Banda Dump”.

The study covers a brief introduction about cement marketing in area like (Banda,

Hamirpur, Chitrakoot, Karvi and Mahoba)

. The report is followed by detailed study market Potential of Cement.

Till up to late 80’s cement companies were engrossed , in measures to

increase to capacity utilization of their plants at the lowest possible cost .

there managers used to solely on achieving high production efficiency . this

was because of the wide gap that existed between demand and supply of

cements . the government announced a various schemes and concession to

the otherwise controlled industries in phases and at various point of time.

I am confident that this study meets the complete requirements of BBA.

Program it is quite possible that may be some error in the report. In the any

suggestion for the improvement of content of this project report

VIKAS KUMAR
BBA {VI Sem}

2
 Student Declaration

I VIKAS KUMAR Student of BCMT, Meerut. Here By Declare That The Project

Entitled “MARKET POTENTIAL OF JAY PEE CEMENT IN AREA OF MEERUT

DUMP” Is Based On My Original Research Work And Executive Of Staff Of Marketing

Department Of The Company Duly Acknowledged.

VIKAS KUMAR

B.B.A. VI Sem

Roll No. - 8521531

3
 EXECUTIVE SUMMRY

In the current scenario of cut-throat competition every company to service

invest in some new technology for their expansion & to maintain the quality,

reduce the cost & to produce the branded product.

After getting the opportunity to undergo my two month summer training in

Jaiprakash Associates LTD.

I carried out my project concerning “EVALUATION OF CONSIGNEE AND BRAND

POSITION OF JAYPEE CEMENT IN BANDA DUMP”

The first week I spent in getting more about the company profile, about product

knowledge from company marketing department followed of various function, and how

to its the target customer (Dealers ,sub-Dealers &Retailers).The remaining time I spent in

studying, analyzing and finding potential for Jaipee brand and other competitive brand in

the Banda (Bundelkhand)

Features of my product are:

· High Compressive Strength and rate of strength gain.

· The superfine particles of cement provide great finish to the structure.

· Cement provides unsegregated concrete of better integrity.

· Impermeable concrete for durable construction.

· Resistant under aggressive environment even in costal areas.

· Resistance to corrosive attack on steel reinforcement.

· Resistant to lime leaching.

· Low heat of hydration – Crackless construction.

4
· Reduces shrinkage and swelling.

· Pumpability – provides more cohesive concrete and mortar.

· Modulus of elasticity is high especially at later ages. Improved bondage of

concrete to steel. We categories target costumers by Cement Company as

Dealer, Sub-Dealer, and Retailer etc.

Organization: - JAIPRAKESH ASSOCIATES LTD, BANDA (BUNDELKHAND)

Objective: - Brand position of Jaypee cement in area of Banda (Bundelkhand) Dump

Methodology:- Descriptive study, Dealers, sub-Dealers& Retailers

interview, survey and questionnaire, which includes rural areas, sub-urban

areas, urban areas.

Research Approach: - Observation, Focus group, Survey, Behavioral Data.

SAMPLE PLAN: -

PLACE- Banda, Hamirpur, Mahoba, Chitrakoot, Karvi

Sample Size Exclusive Dealer, Sub-Dealer, Consign.

Contract Method :- (Personal Interview)

Theoretical aspect: - Most of the sellers are sales the

ACC, PRISM, JAYPEE, BIRLA. Because costumers more emphasis on these,Company.

Costumer also has faith in these companies. And all sellers well have known

about these big giants.

5
Analysis, Finding:-We found that customers more on feature of the

product and benefits. We also found that some customer is having brand

awareness like ACC, PRISM, JAYPEE, BIRLA.

We also found that in which region there is more promotional activity of

particular Company there is more selling of that particular Company Brand.

Suggestion:-Dealers is most important for product selling because they

have play main role in the market and their should be provided good facility

by the company like Margin, Mason meeting ,Insurance policy, Health facility with
family, Children

Education etc to feature accepts. So that, Dealers becomes motivate and

selling will be increase Company product and Profitability automatically

increase.

6
 CONTENTS

Company profile 9

Product profile 31

Objective of the study 52

Research methodology 54

Swot analysis 64

Findings & analysis 70

Conclusions 85

Recommendations 88

Limitations 90

Bibliography 92

Questionnaire 94

7
8
 INTRODUCTION OF JAYPEE GROUP

The Jaypee Group is a well diversified infrastructural industrial conglomerate in India.

Over the decades it has maintained its salience with leadership in its chosen line of

businesses - Engineering and Construction, Cement, Private Hydropower, Hospitality,

Real Estate Development, Expressways and Highways. The group has been discharging

its responsibilities to the satisfaction of all its shareholders and fellow Indians, summed

by its guiding philosophy of "Growth with a Human Face"

Jaypee group is the 3rd largest cement producer in the country. The groups cement

facilities are located in the Satna Cluster (U.P), which has one of the highest cement

production growth rates in India.

The group produces special blend of Portland Pozzolana Cement under the brand name

‘Jaypee Cement’ (PPC). Its Cement Division currently operates modern, computerized

process control cement plants with an aggregate capacity of 13.5 MTPA. The company is

in the midst of capacity expansion

of its cement business in Northern, Southern, Central, Eastern and Western parts of the

country and is slated to be a 23 MTPA cement producer by the year 2010 and 30 MTPA

by 2011 with Captive Thermal Power Plants totaling 375MW.

9
Keeping pace with the advancements in the IT industry, all the 140 cement dumps are

networked using TDM/TDMA VSATs along with a dedicated hub to provide 24/7

connectivity between the plants and all the 120 points of cement distribution in order to

ensure “track – the – truck” initiative and provide seamless integration. This initiative is

the first of its kind in the cement industry in India.

In the near future, the group plans to expand its cement capacities via acquisition and

green field additions to maximize economies of scale and build on vision to focus on

large size plants from inception.

The Group is committed towards the safety and health of employees and the public. Our

motto is ' Work For Safe, Healthy, Clean & Green Environment '

10
 HISTORICAL MILESTONES

Year 1957 Completed first work as contractor in Kota (India).

Year 1979 Jaiprakash Associates Private Ltd. ( JAPL)

Year 1983 Establishment of Jaypee Rewa Cement Plant (JRCL) with an

Initial capacity of 1million tones.

Year 1980 Hotels Siddharth and Vasant Continental set up.

Year 1986 Formation of Jaiprakash Industries Limited ( JIL) by amalgamating JAPL into
JRCL.

Year 1992 Formation of Jaiprakash Hydro Power Ltd.(JHPL) and Jaiprakash Power
Venture Ltd. (JPVL)

Year 1996 Establishment of Jaypee Bela Cement Plant (JBCP) with an initial capacity o
1.9 million tones.

Year 2000 Formation of Jaypee Cement Ltd. (JCL) by merging JRCL and JBCP.

Year 2003 Formation of Jaiprakash Associates Ltd. ( JAL) formed by merging JIL with
JCL.

Year 2005 Shares of JHPL listed on BSE/NSE. First Hydropower company to be publicly
held and listed in the country.

Year 2006 Merger of Jaypee Greens with Jaiprakash Associates Ltd. ( JAL)

11
SUCCESS KEY

PROMISE

We remain committed, as a Group to strategic business Development in

infrastructure, as the key to nation building in the 21st century.

We aim to achieve perfection in everything we undertake and we have a

commitment to excel. It is the determination to transform every challenge

into opportunity; to seize every opportunity to ensure growth and to grow

with a Human face that drives us.

Jaiprakash Gaur -Chairman

12
VISION STATEMENT

“To be dynamic and vibrant responsive to the changing economic scenario:

and flexible enough to absorb Environmental and physical fluctuations.

Harness and inherent strength of available human resource and material

have a capacity to learn from success and, more than any thing else, ensure

Growth with human face. “

MISSION STATEMENT

“Our solitary Mission is to achieve Excellence in every sector that we operate in –

be it Engineering & Construction, Cement, Real Estate or Consultancy. To

augment our core competencies and adopt the most comprehensive modern

technology to overtake the obstacles in our path of achievement. To obtain

sustainable development and simultaneously enhancing the shareholders value

and fulfilling our obligations towards building a better India".

13
14
 QUALITY POLICY OF JAYPEE GROUP

Company/Organizational Profile

Transforming challenges into opportunities has been the hallmark of the Jaypee Group,

ever since its inception four decades ago. The group is a diversified infrastructure

conglomerate and has a formidable presence in Engineering & Construction along with

interests in the power, cement and hospitality. The infrastructure conglomerate has also

expanded into real estate & expressways.

ENGINEERING & CONSTRUCTION

The Engineering and Construction wing of the group is an acknowledged leader in the

construction of multi-purpose river valley and hydropower projects. It has had the unique

15
distinction of executing simultaneously 13 hydropower projects spread over 6 states and

the neighboring country Bhutan for generating 10,290 MW of power.

The group has been assigned “CR1” grade by ICRA Ltd indicating very “Strong Contract

Execution Capacity with best prospects of timely completion of projects without cost

overruns etc. for projects with average value of Rs.2500 crores.” It is the only group in

India, which pre-qualifies on its own for the bidding of various projects that are awarded

in the country.

CEMENT

Jaypee group is the 3rd largest cement producer in the country. The group produces

special blend of Portland Pozzolana Cement under the brand name ‘Jaypee Cement’

(PPC). Its Cement Division currently operates modern, computerized process control

cement plants with an aggregate capacity of 13.5 MTPA. The company is in the midst of

capacity expansion of its cement business in Northern, Southern, Central, Eastern and

Western parts of the country and is slated to be a 24.30 MTPA cement producer by the

year 2010 and 26.80 MTPA by 2011 with Captive Thermal Power Plants totaling

327MW.

16
POWER

Jaypee Group, an integrated power player in the country after having established a strong

presence in the Hydro-Power Sector has initiated its entry into Thermal Power

Generation, Power Transmission and also forayed into Wind Power.

The group with its operational projects of 300 MW Baspa-II (Himachal Pradesh) and 400

MW Vishnuprayag (Uttarakhand) is India’s largest Private sector Hydro-power producer.

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

stage of implementation. In addition to these, with 3200 MW projects (2700 MW Lower

Siang & 500 MW Hirong ) coming up in Arunachal Pradesh and 720 MW (270 MW

Umngot and 450 MW Kynshi Stage –II) in Meghalaya , the Group will have total hydro-

power generation capacity of over 5600 MW.

17
THERMAL POWER

The Group is in the process of implementing 2 x 660 MW pit head based Nigrie Thermal

Power Plant in District Singrauli of M.P. and 5x 250 MW Thermal Power plant at Bina

M.P. JAL has been awarded LOIs for 1980 MW (3 x 660 MW) Karchana Thermal Power

Project and 3300 MW (5 x 660 MW) Bara Thermal Power project in UP. Besides this, is

also setting up

through M/s Suzlon, 50 MW of Wind Power plant in district Dhule, Maharashtra.

18
TRANSMISSION

The Group is setting up Transmission System associated with 1000 MW Karcham

Wangtoo Hydro Electric Project. The Transmission Project will consist of a 230 km long

transmission line between Wangtoo in Himachal Pradesh and Abdullapur in Haryana.

19
HOSPITALITY

The Group owns and operates 4 Five Star Hotels, two in New Delhi and one each in Agra

and Mussoorie with a total capacity of 643 rooms. Another state-of-the-art resort and

SPA is being set up in collaboration with SIX SENSES at Greater Noida.

20
REAL ESTATE AND EXPRESSWAYS

The Group is a pioneer in the development of India’s first golf centric Real Estate. Jaypee

Greens - a world class fully integrated complex consists of an 18 hole Greg Norman Golf

Course. Stretching over 450 acres, it also includes residences, commercial spaces,

corporate park, entertainment and nature in abundance.The Group is constructing 165 km

long 6 lane Yamuna Expressway project from Noida to Agra and ribbon development on

6250 acres at five or more locations along the expressway for commercial, industrial,

institutional, residential and amusement purposes, will also be undertaken as an integral

part of the project. In addition to this, 1047 km long 8 lane Ganga Expressway from

Greater Noida to Ballia (Eastern Uttar Pradesh) will also be developed by the Group

which will be the largest private sector infrastructure project in India.

SOCIAL COMMITMENTS

The group has always believed in growth with a human face and to fulfill obligations it

has set up Jaiprakash Sewa Sansthan (JSS), a ‘not-for- profit trust’ which primarily serves

the objectives of socio – economic development, reducing the pain and distress in society

21
and providing education at all levels of the learning curve with sixteen schools, three

Technical Training Institutes, two colleges and three universities.

For over 3 decades now Jaypee Group has supported the socio-economic development of

the local environment in which they operate and ensure that the economically and

educationally challenged strata of the work surroundings are also benefited from the

group’s growth by providing education, medical and other facilities for local

development.

Apart from this sustaining the ecological balance is of paramount importance. Our

ecological management approach has led to efficient and optimum utilization of available

resources, minimization of waste. Our

group has also taken green initiatives, afforestation drives, resources conservation, water

conservation, air quality control & noise pollution control and created a “green oasis’’

amidst the limestone belt at our cement complex in Rewa.

Because we know, the environment is the prime essence of healthy life and healthy living

as what we do today will be reaped by the next generation.

22
Last but not the least, “It is our dream of a brighter India that gives us the courage

to brave the odds and emerge successful. It’s no small dream. But then, it’s not too

big either

23
 ABOUT THE CEMENT?

Sector structure/Market size

India is the world's second largest producer of cement after China, with cement

companies adding nearly eight million tonnes (MT) capacity in April 2009, taking the

total installed capacity to 219 MT and despatch of 16.65 million tonnes during April

2009. A few of the leading manufacturers are the UltraTech/Grasim combine, Dalmia

Cements, India Cements, Holcim etc. The cement industry may add 40-45 MT of

capacity this fiscal, a 21 per cent increase over the installed capacity at 212 MT in 2008-

09.

With the boost given by the government to various infrastructure projects, road networks

and housing facilities, growth in the cement consumption is

anticipated in the coming years. Another 50 MT capacity is likely to be added this year,

according to industry sources.

With almost total capacity utilisation levels in the industry, cement dispatches have

maintained a 10 per cent growth rate. Total despatches grew to 170 MT during 2007–08

as against 155 MT in 2006–07.

Moreover, cement dispatches were 18.12 MT in March 2009, showing a growth of 10.35

per cent as compared to 16.42 MT in March 2008. During March 2009, cement

24
production was 18.10 MT, registering a growth of 10.43 per cent as compared to 16.39

MT in March 2008.

Despite concerns of slowdown, led by a change in economic scenario along with excess

supply pressure, the cement industry has ended FY 2008-09 on a strong note.

According to experts, the fourth quarter of the current financial year 2009 will report a 2-

3 per cent growth in margins due to rise in prices and 10-12

per cent year-on-year growth in sales due to sudden increase in demand this quarter

Technological change

Continuous technological upgrading and assimilation of latest technology has been going

on in the cement industry. Presently, 93 per cent of the total capacity in the industry is

based on modern and environment-friendly dry process technology and only 7 per cent of

the capacity is based on old wet and semi-dry process technology. There is tremendous

scope for waste heat recovery in cement plants and thereby reduction in emission level.

New Investments

 Shree Cements will invest almost US$ 244.12 million this year, of which half will

be invested towards setting up two grinding units at Rajasthan and Uttarakhand to

augment its capacity. The other half will be towards the two power plants in

Bangur.

25
  ACC Ltd will spend US$ 575 million on capacity expansion in 2009 and 2010.

ACC is expanding capacity by a third to 30 MT by 2010.

 Binani Cement has signed a memorandum of understanding with the Gujarat

government to set up a 2.5 MTPA greenfield cement plant in

Gujarat at a cost of US$ 169.40 million. Binani Cement has also initiated talks with a

few foreign institutional investors (FIIs) to raise US$ 307.99 million for its new

projects.

 Bheema Cements Ltd is planning to invest US$ 116.42 million in setting up a new

manufacturing line of 1.5 MT capacity at its plant in Andhra Pradesh.

Mergers and Acquistions (M&As)

A growing and robust economy was noteworthy in terms of the total number of mergers

and acquisitions (M&A) in India 2007, with the cement sector contributing to 7 per cent

to the total deal value.

 Holcim strengthened its position in India by increasing its holding in Ambuja

Cement from 22 per cent to 56 per cent through various open market transactions

with an open offer for a total investment of US$

 1.8 billion. Moreover, it also increased its stake in ACC Cement with US$ 486

million, being the single largest acquirer in the cement sector.

 Leading foreign funds like Fidelity, ABN Amro, HSBC, Nomura Asset

Management Fund and Emerging Market Fund have together bought around 7.5

26
 per cent in India's third-largest cement firm, India Cements (ICL), for US$ 124.91

million.

 Cimpor, the Portugese cement maker, paid US$ 68.10 million for Grasim

Industries' 53.63 per cent stake in Shree Digvijay Cement.

 CRH Plc, the world's second biggest maker and distributor of building materials,

acquired a 50 per cent stake in My Home Industries Ltd for almost US$ 372.64

million.

 Vicat SA, a French cement maker acquired a 6.67 per cent stake in Hyderabad-

based Sagar Cement for US$ 14.35 million.

Government Initiatives

Government initiatives in the infrastructure sector, coupled with the housing sector boom

and urban development, continue being the main drivers of growth for the Indian cement

industry.

 Increased infrastructure spending has been a key focus area over the last five

years indicating good times ahead for cement manufacturers.

 The government has increased budgetary allocation for roads under National

Highways Development Project (NHDP).

 Appointing a coal regulator is looked upon as a positive move as it will facilitate

timely and proper allocation of coal (a key raw material) blocks to the core

sectors, cement being one of them.

27
Keeping in mind the global meltdown which is impacting the cement companies in India,

the government reimposed the counter-veiling duty (CVD) and special CVD on imported

cement in January. This is likely to provide a level playing field to domestic companies.

Road Ahead

According to a report by the ICRA Industry Monitor, the installed capacity is expected to

increase to 241 MTPA by FY 2010-end. India's cement industry is likely to record an

annual growth of 10 per cent in the coming years with higher domestic demand resulting

in increased capacity utilization.

Moreover, according to the Centre for Monitoring Indian Economy (CMIE), cement

production is expected to grow by 8.1 per cent and demand for the same is likely to rise

by a healthy 7-7.5 per cent in FY 2009-10.

28
 ABOUT JAYPEE CEMENT BRAND

Jaypee produces a wide variety of cements, which are specifically designed to cater to the

customer’s requirements for different types of cements in each of its markets. All the

brands, which the Company produces, are so evolved in their characteristics and

properties that they will surpass BIS Standards. For each brand, the relevant BIS

standards are mentioned in enclosed table along with a comparison with the BIS

requirement.

29
CEMENT POLICY STATEMENT

30
 PRODUCT PROFILE

The state-of-the-art cement plants operated by the Jaypee Group are equipped with the

most modern technology from the globally leading technology providers. Extensive

Instrumentation & fully automatic and computerized process control system, custom

designed Quality Control software like QSO Expert and CADES in the Mines, Cross Belt

Expert Analyst using the Prompt Gamma Neutron Activation Analysis - for the first time

in India, X-Ray Fluorescence and X-Ray Diffraction analysers and optical microscope,

enable production of cement of the highest quality consistently on a sustained basis.

Jaypee Rewa Plant Quality control laboratory is accredited laboratory from National

Accreditation Board for Calibration & Testing Laboratories, for chemical and mechanical

Cement testing.

All brands are marketed in attractive HDPE bags, containing 50 Kgs of quality cement

from Jaypee. Bags are identified with a conspicuous Jaypee Logo, which also over the

years has come to be regarded as a “Hallmark” of quality.

Jaypee produces & markets both Portland Pozzolana Cement (PPC) & all grades of

Ordinary Portland Cement (OPC). A brief introduction of each brand is enumerated as

below:-

PORTLAND POZZOLANA CEMENT

Jaypee Cement produces special blend of Portland Pozzolana Cement and markets it

under the popular brand name ‘Jaypee Cement’ (PPC) .

JAYPEE CEMENT (PPC)

31
Jaypee Cement (PPC) is a market leader among all blended/composite cements in the

markets of U.P, Bihar, M.P., Punjab, Haryana, Delhi & Nepal. Its unique design and

blend, with high strength clinker and superior quality fly ash has made it the popular

cement for construction of large number of strong and durable structures in these states.

Fine particles of Jaypee Cement (PPC) when mixed with water readily form a smooth

paste, which results in a smooth surface. When used with sand and aggregates it yields a

very strong & durable concrete.

Jaypee Cement (PPC) helps to produce more cohesive concrete and mortar which is also

less prone to segregation and bleeding. Due to this quality, Jaypee Cement (PPC) is

suitable for any type of structural application.

*(Curing is done as per specified norms)

Use of superior quality flash in Jaypee Cement (PPC) not only reduces the incidence of

lime leaching from concrete and mortar but also results in refined pore structure, reduced

permeability and long term strength gain. These attributes make the construction strong,

compact, impermeable and resistant to chemical attacks.

Jaypee Cement (PPC) is being used for a number of applications like housing,

commercial complexes, roads, wells, canals, dams etc. which establishes Jaypee Cement

(PPC) as the preferred choice of the discerning customer. It is particularly well suited for

the tropical climatic conditions of India

Table-1: Typical Chemical and Physical Properties of Jaypee Cement (PPC).

Particulars Typical Range Requirement of
IS: 1489 (PART-1) 1991
CHEMICAL PROPERTIES

32
1. Insoluble Residue (% by mass) 24.0-27.0 X + 4 (100-X) / 100 Max
2. Magnesia (% by mass) 2.00-3.00 6.00 Max.
3. Sulfuric Anhydride (% by mass) 1.50-1.80 3.00 Max.
4. Total Loss on Ignition (% by mass) 2.0-3.0 5.00 Max.
5. Chloride (% by mass) 0.015-0.017 0.10 Max.(For N.C.)*
0.05 Max.(For P.C.)*
PHYSICAL PROPERTIES
1 Fineness (M2/Kg) 340-360 300 Min.
2 Setting Time (Minutes)
Initial 180-220 30 Min.
Final 220-240 600 Max.
3 Expansion
Le. Chatelier (mm) 0.50-1.00 10.00 Max.
Auto clave (%) 0.05-0.10 0.8 Max.
4 Compressive Strength (MPa)
3 Days 24.0-26.0 16 Min.
7 Days 34.0-36.0 22 Min.
28 Days 48.0-52.0 33 Min.

Where x is declared % of pozzolana = 26.0 TO28.0

Cement tested at temp.27± 2°C

The setting time has been optimized to give comfortable time for application.

*N.C.(Normal Concrete Cement )

33
*P.C.(Prestressed Concrete Cement)

Jaypee Cement (PPC) surpasses the requirements laid down by Bureau of Indian

Standards (BIS) for flyash based PPC cement in IS:1489 Part (I):1991.

Qualities of Jaypee Cement PPC

Unmatched characteristics of Jaypee Cement (PPC) which form the basis of sound &

durable construction are:

 Better workability due to spherical shape of flyash particles and better slump

retention.

 Better pumpability – provides more cohesive concrete and mortar.

 Superfine particles provide great finish to the structure.

 Provides un-segregated concrete of better integrity.

 Low heat of hydration.

 Reduced shrinkage and swelling.

 Better pore refinement, reduced permeability.

 Better resistance to chloride and sulfate attack

 Better resistance to alkali-silica reaction.

 Resistance to corrosive attack on steel reinforcement.

 Reduced lime leaching.

 High compressive strength.

 High modulus of elasticity especially at later ages.

34
  Improved bondage of concrete to steel.

 Long term strength gain.

Conclusion

Jaypee Cement (PPC) helps to produce better concrete & compressive strength keeps on

growing with time. Jaypee Cement (PPC) promotes workability in fresh concrete even

with less water and hence yields high

strength concrete of low permeability, less bleeding, better pump-ability and superior

finish. Hardened concrete made with Jaypee Cement (PPC) benefits from long term gain

in compressive strength and related properties like low creep & shrinkage etc.

Furthermore, the concrete is very durable and effectively resists aggressive attack of

sulfate and chloride ions. It is also resistant to Alkali aggregate reaction. The concrete is

not subjected to attack by acid rain due to presence of green house gases (GHGs) in

higher concentrations in atmosphere.

ORDINARY PORTLAND CEMENT

33 Grade Conforming to IS: 269-1989

43 Grade Conforming to IS: 8112-1989

53 Grade Conforming to IS: 12269-1987

53 S Grade Conforming to IRST-40(53 S)

35
Jaypee Cement (OPC-43 Grade)

Jaypee Cement (OPC-43 Grade) is produced from enriched limestone most suited to

make high quality clinker, which on grinding gives a cement with characteristics

surpassing those specified in IS: 8112 1989. (Please refer Table-2).

Jaypee Cement (OPC-43 Grade) is available in 50 Kgs HDPE bags of a distinctive design

and cover (bag shot).

Jaypee Cement (OPC-43 Grade), has emerged as the top choice of Engineers and

Engineering Companies engaged in construction of mega projects – such as National

Highways, Bridges, Transmission lines, power plants, Industrial and Residential

structures.

36
 Particulars Test Results Requirement of

Obtained IS: OPC-53 S

CHEMICAL ANALYSIS
1. Lime Saturation Factor (LSF) 0.91 0.80 To 1.02
2. Alumina to that of Iron oxide Ratio % 1.31 0.66 Min.

(A/F)
3. In soluble Residue (% by mass) 0.88 2.00 Max.
4. Magnesia (% by mass) 3.18 5.00 Max.
5. Sulphuric Anhydride (% by mass) 1.86 5.00 Max.

6. Total Loss On Ignition (% by mass) 1.02 4.00 Max.

7. Tricalcium Aluminate (C3A) % 6.98 10.00 Max.
8. Tricalcium Silicate (C3S) % 49.49 45.00 Min.
9. Total Chloride ( % by mass) 0.013 0.10 Max.(For N.C.)*

0.05 Max.(For P.C.)*

PHYSICAL ANALYSIS
1 Fineness (M2/Kg) 407 370 Min.
2 Setting Time (Minutes)
Initial 145 60 Min.
Final 195 600 Max.

3 Soundness
Le. Chatelier, Expansion (mm) 1.00 5.00 Max.
Auto clave, " (%) 0.18 0.8 Max.

37
4 Compressive Strength (MPa)
3 Days 36.0 Not Specified
7 Days 47.0 37.5 Min.
28 Days 60.0 Not Specified

PERFORMANCE

Jaypee RewaPlant

Production
Clinker Total Sp. Heat Sp.Electrical Conversion
Year Production Cement Consumption Energy Factor
(MTPA) Production (Net Basis) Consumption,
(MTPA) Kcal/Kg kWh/t
of Clk. of Clk.
2002- 2.317 2.579 768 70.4 0.803
03
2003- 2.173 2.413 748 71.9 0.786
04
2004- 2.561 2.562 704 67.5 0.769
05
2005- 2.918 2.819 708 66.4 0.770
06
2006-
3.106 3.207 698 66.3 0.759
07
2007-
3.131 3.253 698 65.5 0.759
08
2008- 3.087 3.043 691 64.9 0.762
09

38
Jaypee Bela Plant

Production
Clinker Total Cement Sp. Heat Sp.Electrical Conversion
Year Production Production Consumption Energy Factor
(MTPA) (MTPA) (Net Basis) Consumption,
Kcal/Kg kWh/t
of Clk. of Clk.
2002- 1.68 1.783 716 62.3 0.848
03
2003- 1.646 1.837 715 64.6 0.828
04
2004- 1.648 2.046 700 63.4 0.863
05
2005- 1.768 2.152 691 63.5 0.857
06
2006-
1.996 2.414 706 64.1 0.817
07
2007-
2.004 2.337 696 63.3 0.797
08
2008- 2.055 2.257 694 62.9 0.813
09

39
Jaypee Ayodhya Grinding Operational, Tanda (U.P)

Production
Clinker Total Cement Sp. Heat Sp.Electrical Conversion
Year Production Production Consumption Energy Factor
(MTPA) (MTPA) (Net Basis) Consumption,
Kcal/Kg kWh/t
of Clk. of Cement
2005- - 0.756 - 31.16 0.729
06
2006-
- 0.88 - - 1.4824
07
2007-
- 0.91 - - 1.4832
08
2008- - 0.61 - - 1.4780
09
(April -
Dec)

40
Jaypee Cement Blending Unit, Sadva, Allahabad (U.P)

Production
Clinker Total Sp. Heat Sp.Electrical Conversion
Year Production Cement Consumption Energy Factor
(MTPA) Production (Net Basis) Consumption,
(MTPA) Kcal/Kg kWh/t
of Clk. of Cement
2002- - 0.325 - 5.84 0.662
03
2003- - 0.453 - 4.93 0.687
04
2004- - 0.553 - 4.46 0.680
05
2005- - 0.587 - 4.34 0.689
06
2006-
- 0.58 - - -
07
2007-
- 0.61 - - -
08
2008- - 0.45 - - -
09
(April
- Dec)

41
Jaypee Cement Grinding Unit, Panipat (Haryana)

Production
Clinker Total Cement Sp. Heat Sp.Electrical Conversion
Year Production Production Consumption Energy Factor
(MTPA) (MTPA) (Net Basis) Consumption,
Kcal/Kg kWh/t
of Clk. of Clk.
2008- - 0.442 - 38.78 1.259
09
(April
– Dec)

42
 ENVIRONMENT

An Environment Management Cell has been constituted to undertake environment

protection measures and for development of all environmental aspects. For environmental

sustainability, nearly 6-12% of operational cost is incurred in these measures which

include maintenance and modification of Pollution Control equipments, hiring of

professional consultants for various environmental studies, maintenance of sewage

treatment plant, environmental and plantation works at plants & mines. The environment

cell is divided in three parts:-

1. Air Lab.

2. Water and waste water Lab.

3. Microbiological lab.

Water and wastewater testing lab. with advanced Equipments is set-up at Jaypee Rewa

Cement Complex. The water and wastewater testing is being done at Water lab itself. A

separate Air lab is in operation for the analysis of different gases i.e. SOX & NO2 as per

IS: 5182. Various parameters including heavy metals are analyzed with NOVA 60 (Merck

make) spectroquant spectrometer.

43
 Environmental Lab

Plantation

A continual afforestation drive in Mines, Plants & Township areas and all along road is

undertaken to improve the overall environment as a safeguard against pollution. The plant

species are chosen corresponding to the soil quality and locally existing variety and have

a survival rate of around 80%, up to 4,95719 trees have already been planted in plant and

mine areas.

44
Water Conservation

The Group’s dry cement manufacturing process based plants have modern air pollution

control equipment and as such there is no effluent from the plants; therefore the ‘zero –

discharge’ principle is complied with. Moreover, the entire domestic sewage and waste

water is treated at Sewage Treatment Plants of adequate capacity up to the tertiary

treatment level after which ozonation is carried out to the tertiary treated water to get rid

of any odour or pathogen in the treated water. This treated water is used in the cement

manufacturing process as well as for horticulture purposes.

Tertiary Treatment Process

45
Ozonation of Tertiary Treated water

Mines water Reservoir - A Habitat of Migratory Birds

46
47
A view of Mines Water Reservoir from Jaypee Rewa Plant

Every drop of rain water is conserved in the plant by an innovative garland canal

covering a periphery of 6.2 km .The collection is diverted into the reservoirs situated in

the Mines. Four Rain Water harvesting bodies covering nearly 47.0 hectares have been

developed in Mines area. These reservoirs with a capacity of 32.2 lac M3 water have

48
created a positive impact on the ground water level of adjoining villages by stabilizing

the water table of the surrounding wells.

Ecological Balance

The reclamation and rehabilitation of mined area is a continuous process in Jaiprakash

Associates Limited. The hard overburden generated is used to back-fill the area and after

imparting a good topsoil cover the area is rehabilitated in a planned way by adopting

large scale afforestation. The increased sighting of Hare, Jackals, Foxes, Cranes and

Mongeese is testimony to the fact that the environment is becoming increasingly more

conducive to life.

Some Green initiatives:

• Scientific segregation of all types of waste at source:-

Segregation of Domestic & Plant solid-waste at the point of generation to make the most

effective use and disposition of the solid waste. Domestic solid waste is segregated in two

differently coloured bins (one for biodegradable & another for non-biodegradable)

• Bio-methanation plant for bio-degradable kitchen waste collected from colony and

Annpurnas. The bio-gas is used as a fuel in the Annapurna.

• Use of Plastic waste as Alternative fuel in cement kiln:-

The plastic waste collected from Rewa city and the cement plants’ colonies is used as

alternative fuel in the cement kiln.

49
• Vermi-composting of leaf litter :-

The leaf-litter collected during road sweeping goes for vermi-composting in pits having

vermin-culture. The compost generated is used as manure in horticulture and

aforrestation.

Regional/Area Marketing Offices of JAYPEE cement

50
 OBJECTIVE OF THE STUDY

The project started from getting knowledge of the concerned product. The

research objective is that the overall Dealers, sub-dealers feedback and

personal customer visit which involves feedback of customers. The Dealers

requirement & finding new customer for my product I also took their

suggestions .In the project there are many things to learn in the process and

to have the market knowledge and finding new segment for my product;

Because it is good opportunity for me to work with product in

MEERUT,MODINAGAR,MURADNARAR, NOIDA Market.

Primary Objective

1. TO FIND OUT “BRAND IMAGE OF JAYPEE CEMENT IN AREA OF

BANDA (BUNDELKHAND) DUMP”

2. FIND OUT WHETHER THERE IS AN IMAGE MISMATCH BETWEEN THE

CEMENT BRAND AND CUSTOMER.

Secondary Objectives:-

1-To find out how to improve the brand imag

2-Which is higher selling brand in deferent area

3-Which brand ensure proper availability of cement

4- How much jaypee cement contributed in every outlet?

5- To find out Brand Promotional activity in the Market.

51
6- To create the ways to promote JAYPEE as BRAND.

7- To determine the demand of the Cement.

8- To design marketing Strategy

52
53
 RESEARCH METHODOLOGY

Meaning of Research

The term ‘research’ is composed of two words ‘RE’ and ‘Search’ which

means to search again. Research is conducted to search for new facts or to

modify the existing facts. The obvious function of research is to add new

knowledge to the existing store as well as to remove the misconceptions and

ignorance of mankind. Thus, research is a process and means to acquire knowledge

about any natural or human phenomena. It is the pursuit of the

truth with the help of study, observation, comparison and experiment.

Definition of Research

“Research is the process of systematically obtaining accurate answers to significant and

pertinent questions by the use of the scientific method of

gathering and implementing information

By Clover and Balsely

“Research is a method of studying, analyzing and conceptualizing social life

in order to extend, modify, correct and verify knowledge whether that knowledge aids in

construction of theory or in practice of an art”

By P.V.Young

54
 Type of Research

There are three type of research on the basis of purpose:-

1. Descriptive Research:-This kind of research merely describes and depicts the current

state of affairs of different variables. The research has no control over these variables. He

only reports what has happened and what is happening. E.g :-Census in India

2.Exploratory Research :- This research attempts to gain better understanding of

different dimensions of the problem. It studies the subject about which either no

information or a little information is available. In this kind of research the assumption is

that the researcher has little or no knowledge about the problem or situation under the

study.

Exploratory studies are appropriate for some persistent phenomena like sickness of an

industry, deficiencies in education system, corruption prevailing in government

departments, rural poverty and so on.

3.Explanatory research :- This kind of research explains the causes of social and

economic phenomena. Describing or exploring the nature of a phenomena is one thing

but explaining the cause for the same is its explanatory aspect.

E.g :- what are the cause for decline in productivity and profitability of a business, why

and What are the causes of industrial backwardness of a state.

55
 Meaning of Research Design

Research design is a working plan prepared by the researcher before the

actual start of research work. It is the conceptual structure within which research activity

is conducted.

It is a strategic plan of research. Research design includes an outline of what the

researcher will do from writing the hypothesis and its operation to collection, analysis

and interpretation of data.

E.g :- A house builder prepares a blueprint of the entire building before commencing the

actual construction.

Type of Research Design

1. Exploratory design: - The main objective of exploratory studies is to achieve new

insights into phenomena. The major emphasis in these studies is on the discovery of new

insights and ideas. They are mostly carried out when the researcher has either no

knowledge or a limited knowledge about the phenomena under study.

E.g :- The impact of television on behavior of youth, Impact of globalization on Indian

culture and social life.

56
2. Descriptive design: - The descriptive research design enables the researcher to

describe a present picture of a phenomenon under investigation. The methodology

involved in such designs is mostly quantitative in nature producing descriptive data.

3. Diagnostic design: - A diagnostic study is directed towards the solution of a specific

problem by the discovery of relevant variables or causes that are associated with the

problem in varying degrees. It consists of …….

A. The emergence of a problem

B. A diagnosis of its causes

C. Formulation of all the possible of remedial measures

D. Recommendations for a possible solution.

E.g:- This study may at discovering or analyzing the specific problems of farmers,

college teacher, or working women or pensioners. It’s aim to identify the relevant

variables associated with the problem.

4. Experimental design: - It is a design in which some of the variables being studied are

manipulated. It is a design which seeks to control conditions within which persons are

observed. Here control means holding one factor constant while others are free to vary in

the experiment. One variable is manipulated are its effect upon another variable is

measured, while other variables which may confound such a relationship are eliminated

57
or controlled. The purpose of experimental studies is to test a hypothesis of casual

relationship between variables.

Meaning of sample

A part of the population which is studied for making judgement about the entire

population is called a sample. Different Methods of drawing a sample out of a given

population have been developed by the statisticians. These methods with the help of

which a sample is drawn out of a given population are called as a techniques of

sampling.

Type of Sampling

A. Probability Sampling

1. Simple random sampling

2. systematic random sampling

3. stratified random sampling

4. cluster sampling

B. Non-probability sampling .

1. Convenience sampling.

2. Judgment sampling.

58
3. Quota sampling.

4. Snowball sampling

Sample Size = 300

Meaning of Data Collection Method

The collection of data means a purposive gathering of information relevant to the subject-

matter of investigation from the unit of population under investigation.

Collection of data makes the most important step of any research enquiry or statistical

enquiry. If data collection is not correct, reliable, relevant and appropriate, one cannot

obtain valid and useful result from the enquiry.

Type of Data

#Primary Data # Secondary Data

Primary Data: - If the investigator collects the data originally for the investigation, the

data is called primary data.

Secondary Data: - If this investigator does not collect the data originally but uses data

collected by other investigator or agency and available in published or unpublished form,

the data is called secondary data.

59
 Method of collecting Primary Data

1. Observation Method.

2. Interview Method.

3. Mailed questionnaire Method.

4. Questionnaire (or schedule) sent through enumerators.

5. Information from correspondents.

Method of Collecting Secondary Data

Published Sources

a. Govt.Publications

b. Semi-Govt.Publications

c. Publications of Universities and Research Institutions

d. Publications of commercial and Financial Institutions

e. Reports of Committees and Commissions

f. Newspapers and Periodicals

g. Internet

60
Unpublished Sources

`All statistical material is not always published. Such records are maintained by various

government, post offices and research institutions. Such sources can be used where

necessary.

RESEARCH DESIGN

Because the objective of a research is to find new hypothesis, flexibility and

ingenuity characterize the investigation. However, three lines of attack may aid in finding

hypothesis of value:

1. Study of secondary sources of information.

2. Survey of individuals who are apt to have ideas on the general subject.

3. Analysis of selected cases.

METHODOLOGY

In order to come to a conclusion regarding the requirement level of the customer, area

sampling was done and I have prepared a questionnaire consisting of 12-question, both

structured as well as unstructured. Some of the questions are close ended where as others

are open-ended.

61
After critically analyzing the responses, I have used excel sheet to come to a

conclusion regarding his preference and behavior of particular respondent and after

continuing this procedure for 100 correspondents from different walks of life, I used pie

charts to come to the final conclusion as to determine the positive and negative attitudes

of customer towards the JAIPRAKASH ASSOCIATE LTD.

62
 SWOT ANALYSIS

SWOT Analysis is an effective way of identifying your strengths and

weaknesses and of examining the opportunities and threats. What makes it

particularly powerful is that with a little thought, it can help my uncover

opportunities that are well placed to take advantage of. And by

understanding my weaknesses, I can manage and eliminate threats hat would

otherwise catch unawares.

More than this, buy looking at myself and competitors using the SWOT

ramework, I can start to craft a strategy that helps compete successfully in

market.

STRENGTHS OF JAIPRAKESH ASSOCIATE LTD:

1. Old entrant: As Jaypee Company; is oldest entrant in fielf Cement

Division, it carrying a long lasting brand image in India, JAIPRAKESH

ASSOCIATES LTD is a generic name for Cement Sector. Today the

single largest selling Brand in the NorthIndian Market.

2. Branded products departments: JAIPRAKESH ASSOCIATES

LTDhaving branded product department for brand promotional activities.

3. Sound Marketing strategy: JAYPEE personnel having versatile

approach they persistent in pursing world class promotional strategies.

The sound marketing strategies follow up by the companies is

63
 coverage in world best leading newspaper like Business Standard,

Times of India, and City.newspapers like Dainik Bhaskar, Dainik

Jagran, Navbharat etc.

4. International Presence: JAYPEE is word reckoned name in the

Cement Division especially in India. .

Weakness

Although the company is self sufficient in economic resources but still it is

lacking in taking initiative in brand promotional activities against its

competitors.

1. Ambuja ,ACC, Shri –ultra,Ultratechare doing much promotional

activity rather than JAYPEE that’s why it facing more problems in

selling of product in the market.

2. It doesn’t satisfy to Dealers in period of time & not provide motivational

offers in time to time.

3. Price of JAYPEE cement high in comparison to other competitors

4.. Lack of awareness programme for consumers. They think JAYPEE more

use FLYASH

5. Not able to supply material on regular basis

64
Opportunities

1. Developing of Indian Economy: It provides immense opportunities for the

JAYPEE to uphold among general public by enhancing its brand

promotional activities like exhibition, by deeper penetration of branded

products.

2.A large demand of cement in India the cement market of Banda (Bundelkhand)
gradually developing

.
3. company is coming up with a new plant in Himanchal Pradesh so they can

make penetration into various parts of north India.

Threats

A-Branded product: As promotional products demand is increasing

significantly, it creates threat to the JAYPEE, as it may takeover ACC

Cement brand image and might be recognized as branded products.

B-ntering of new entrant: In India, as globalization took place it brings

immense opportunities for Cement companies. So numbers of competitors

are increasing, which might follow unexpected marketing strategy in terms

of rumors for grasping the market share of JAYPEE COMPANY and

hamper the brand image of the company.

65
C-he company faces competitions to some small players how are sale

cement by offering more incentives to dealers because they are not long

run players.

66
BRANDING

Branding is more than just a business buzzword. It has become the selling of

product in the new economy. If the old marketing mantra was, “nothing

happens until somebody sells something, “the new philosophy could be

“nothing happens until somebody brands something.”

In its simplest form, a brand is a noun. It is the name attached to a product or

service. However, upon close inspection, a brand represents many more

intangible aspects of a product or a service: a collection of feelings and

perceptions about quality, image, lifestyle and status. It creates in the mind

of thecustomers and prospects the perception that there are no products or services in the
market that is quite like yours. In short a brand offers the customers a guarantee and then
delivers on it.

When should you brand?

Because of the competitive nature of business today, nearly all the industries

can benefit from branded products. All of the traditionally brand-conscious

including fashion, restaurants and consumer goods, are being forced to brand

heavilyperhaps even more strategically then they ever have in the past.

Financial services, which were one of the last effronteries, are even

beginning to see the importance of branding by tagging banking packages

and even mutual funds with catchy names. Even industrial market, where the

cost is usually more of loyalty

.

67
Types of brands:

A brand cannot be all things to all people, by definition; NO one brand is

going to appeal to all customers. On the contrary, branding is based on the

concept of singularity – targeting individuals in a personal manner – and

therefore precludes the concept of universal appeal. This is why many

brands broaden and widen their appeal by creating tertiary brands or line

extenders.

Primary brands

Secondary brands

Tertiary brands

Brand identity is comprised of:

1. PRICING:
2. DISTRIBUTION.
3. QUALITY:
4. PRESENCE:
5. AWARENESS:
6. REPUTATION
7. IMAGE
8. BENEFITS:
9. POSITIONING SILENCE:
10. SHARE OF MARKET:
11. CUSTOMER COMMITMENT

68
69
Q-1: With how many brands retailer deal?

(a) One 75
(b.) Two 105
(c.) More than two 120

Interpretation:

Most of the retailer are having more than two brands

70
Q-2: How much have you stock in your shop?

(a) 100-500 bags 114

(b.) 500-1000 156
(c.) 1000-1500 bags 30

Interpretation:

Most of the retailer are having tock 500-1000

71
Q-3: Which brands does you prefer to sail?

(a) Jaypee 84
(b.) ACC 126
(c.) Prism 54
(d) Birla 36

Interpretation:

Most of the retailer are prefer to ACC brand

72
Q-4: Which cement brands is more profitable than others ?

(a) Jaypee 60
(b.) ACC 135
(c.) Prism 60
(d) Birla 45

Interpretation:

Most of the retailer says ACC brand is more profitable

73
Q-5: Which cement brand have more potentiality in the market?

(a) Jaypee 84
(b.) ACC 156
(c.) Prism 36
(d) Birla 24

Interpretations

Most of the retailer says ACC brand have more potentiality in the market

74
Q-6: How much your total sale in a month?

(a) 500-1000 84

(b.) 1001-1500 120

(c.) 1501-2000 66

(d) More than 2000 30

Interpretations

Most of the retailer sell 1001 – 1500 begs in a month

75
Q-7: How much sale of jaypee cement in a month?

(a) 300-500 114

(b.) 500-1000 141

(c.) More than 1000 45

Interpretations

Most of the retailer says 500-1000 begs of jaypee cement

76
Q-8: Which company is providing best services?

(a) Jaypee 105

(b.) ACC 135

(c.) Prism 45

(d) Birla 15

Interpretations

Most of the retailer says ACC provide the best services

77
Q-9: Which cement brands have the greatest demand in bundelkhand?

(a) Jaypee 39

(b.) ACC 195

(c.) Prism 36

(d) Birla 30

Interpretations

According to our survey most of the retailer says ACC brand have great demand in the
bundelkhand market

78
Q-10: Season of maximum sales?

(a) Jan-March 60

(b.) April June 105

(c.) July Sept 90

(d) Oct – Dec 45

Interpretations

According to the survey most of the retailer says April – June seasons have more demand
of cement in market

79
Q-11: Which type of people have more demand of jaypee cement?

(a) General Public 105

(b.) Contractor 165

(c.) Government contractor 30

Interpretations
According to the survey most of the retailer says contractor have more demand of jaypee
cement in market

80
Q-12: How much have the market share of jaypee cement in buldelkhand?

(a) Jaypee 105

(b.) ACC 63

(c.) Prism 57

(d) Birla 45

(e) Other 30

Interpretations

According to the survey jaypee cement have more market share in bundelkhand market

81
Q-13: Which brand gives more incentive / margin?

(a) Jaypee 96

(b.) ACC 126

(c.) Prism 48

(d) Birla 30

Interpretations

According to the survey most of the retailer says ACC cement provide more incentive
and margin

82
Q-14: In which forms?

(a) Cash discount 24

(b.) Promotion scheme 105

(c.) Trade discount 36

(d) Profit margin 135

Interpretations

According to the survey most of the retailer says ACC provide the incentive and margin
in promotion scheme

83
84
 CONCLUSION

During two months of my training I have studied the various

strategies of Cement brand positioning for generating awareness

among the people. As such all promotional tools are effective.

Promotional department plays a significant role in Cement brand

building. It generates high revenue for company. It plays a crucial

role in making awareness to the general public. They offer variety

of good quality product, which lure the customers for buying. It

produce new brand time to time according to the latest trend.

The amendment in the personnel of the company and any

achievement of the company due to their valuable contribution

leads to enhance the moral of the employees.

The company conducted the customer satisfaction survey for

strengthens relationship with the customers. This will help the

company on three ways:

Firstly; it will let company know where it lacks, how it could be

rectified.

Secondly; it make the customers make them feel that they are

important for the company and lastly in assessment of the sales

executives performance.

About the Cement industry: The Indian Cement is also increasin

85
in manner. The main reason behind this is the ever-developing

Indian economy. With the economic development, the frequencies

of the changing the infrastructure in Cement sector have increased

tremendously because of the old players are increasing their

capacity and new players are emerging at very high rate

During my project I have realized that the India has vast potential

for the Cement industry and it needs powerful marketing

strategies to tap the untouched areas and to withhold position in the

market.

86
87
 RECOMMENDATIONS

1-There should be regular company executives visit to the dealer and sub-
dealer

2-Company should increase the packaging quality.

3-Provide incentive & schemes to the dealer and sub-dealer with

transparency

4-Company should organize a monthly interaction with

masons/painters to get them acquainted with the trends and uses of

Jaypee cement.

5- Company should be ensure proper availability of cement

6- There should be a gift coupon inside the various packaging for the

Masons

7- In Banda (Bundelkhand) region the supply is weak so more attention

on supply.

8- Matter of the price fluctuations should be looked

into and the subsequent effect of them on the consumer buying behavior
should be addressed.

9-Jaypee more requires advertisement by wall painting , t/v

Channels, and complementary gifts

10- Most of the dealers preferred credit supply and

complementary gifts item over other attributes. sub-

dealers expect from company to provide them gift items

and discount scemes from time to time.

88
89
 LIMITATIONS

Though the present study aimed to achieve the above-mentioned objectives

in full earnest and accuracy, it was hampered due to certain limitations.

Some of the limitations of this study may be summarized as follows: -

Getting accurate responses from the respondents due to their inherent

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

Since I did not had the privilege to work on a large scale, so many finding

and recommendations may not be as much in tune with their ground

realities as may be considered desirable.

Last but not the least, the time constraint faced in the project might have

affected the comprehensiveness of its findings.

As student only those thing are written which were originally found

As a student some personal bias to written down this report

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

The data is only primary data.

90
91
BIBLIOGRAPHY

 www.jalindia.co.in

 www.indiainfoline.com

 www.google.co.in

 C.R. Kothari – Research Methodology

 Philip Kotler – Marketing Management

 ICRA Report on cement industry

 CMA- Cement Marketers Association Report o

92
93
 QUESTIONNAIRE

NAME-
ADDRESS-
NAME OF THE FIRM
CONTACT NO.-

Q-1: With how many brands retailer deal?

(a) One (b.) Two (c.) More than two

Q-2: How much have you stock in your shop?

(a) 100-500 bags (b.) 500-1000 (c.) 1000-1500 bags

Q-3: which brands does you prefer to sail?

(a) Jaypee (b.) ACC (c.) Prism (d) Birla

Q-4: Which cement brands is more profitable than others ?

(a) Jaypee (b.) ACC (c.) Prism (d) Birla

Q-5: Which cement brand have more potentiality in the market?

(a) Jaypee (b.) ACC (c.) Prism (d) Birla

Q-6: How much your total sale in a month?

(a) 500-1000 (b.) 1001-1500 (c.) 1501-2000 (d) More than 2000

Q-7: How much sale of jaypee cement in a month?

(a) 300-500 (b.) 500-1000 (c.) More than 1000

94
Q-8: Which company is providing best services?

(a) Jaypee (b.) ACC (c.) Prism (d) Birla

Q-9: Which cement brands have the greatest demand in bundelkhand?

(a) Jaypee (b.) ACC (c.) Prism (d) Birla

Q-10: Season of maximum sales?

(a) Jan-March (b.) April June (c.) July Sept (d) Oct – Dec

Q-11: Which type of people have more demand of jaypee cement?

(a) general Public (b.) Contractor (c.) Government contractor

Q-12: How much have the market share of jaypee cement in buldelkhand?

(a) Jaypee (b.) ACC (c.) Prism (d) Birla (e) Other

Q-13: Which brand gives more incentive / margin?

(a) Jaypee (b.) ACC (c.) Prism (d) Birla

Q-14: In which forms?

(a) Cash discount (b.) Promotion scheme (c.) Trade discount

(d) Profit margin

Q-15: Any suggestions __________________________________________

______________________________________________________________

Date: Signature

95