A COMPARATIVE STUDY OF BRAND PROMOTION OF JAYPEE CEMENT WITH OTHER BRANDS IN REWA CITY

Project Report Submitted to University of Pune In Partial Fulfillment of Requirement for the Award of Degree of

MASTER OF MARKETING MANAGEMENT

By

Monika Asnani
Under the guidance of

Prof. Satish Pawar

Smt. Kashibai Navale Sinhgad School of Business Management

2010-2012
DECLARATION
I, Monika Asnani undersigned, hereby declare that the Project Report entitled Comparative Study Of Brand Promotion Of JAYPEE With Other Brands In Rewa City written and submitted by me to the University of Pune, in partial fulfillment of the requirement for the award of degree of Master of marketing management under the guidance of Prof. satish Pawar is my original work and the conclusions drawn therein are based on the material collected by myself.

Place: Signature of Student (Monika Asnani)

Date:

ACKNOWLEDGEMENT
I am very glad to present a project report on A COMPARATIVE STUDY OF BRAND PROMOTION OF JP WITH OTHERS IN REWA. Heartily thanks to in debt of gratitude to director of SKNSSBM, Dr. Rajshree Shinde, project guide Prof. Satish Pawar and other faculty members of Department of management who provides me opportunity to enrich my knowledge and sharpen the marketing skill. I Express my indebtness and deep sense of gratitude to Mr. A.K. Nandi Senior general manager for giving me opportunity to Undergo vocational training in this esteemed organization. I am heartily thankful to all staff members of JP Associates Ltd. Who has been friendly and informal towards me rendering me mortal support and cooperation and Help me in completion of this project successfully. Monika Asnani Master Of Marketing Management Smt. Kashibai Navale Sinhgad School of Business Management

CONTENT

CHAPTER NO. 1. 2. 3. 4. 4. 5. 4. 5. 6. 7. 8. 9. 10.

PARTICULARS Executive Summary Introduction of the organization Company profile conceptual Background Research objectives Limitations Research Methodology Data Analysis & interpretation Finding Suggestion Conclusion Bibliography Appendix *Questionnaire *List of dealers

PAGE NO 5 6 7 21 22 23 24 25 26 27 28 34 35 36 37 38 39 41 42 - 43

EXECUTIVE SUMMARY

The project titled comparative study of brand promotion of jaypee with other brands is undertaken at Jai prakash Association, Rewa (MP) It is one of the leading cement industry, belonging to a well known industrial group dealing in civil engineering & construction, cement, expressway & highway, real estate development, tourism & hospitality, Information technology, education, mineral & mining. The project report is about the heavy promotion which is an important element of marketing mix and a very essential part of marketing in any organization. Promotion helps the organization to establish their brand value in the market by making their customers aware of the product. There are various type of promotional techniques but under my project I consider 3 types of promotional activities undertaken by jaypee are Technical promotion Dealers promotion Mass awareness promotion

The objectives of my project are1. To find out the best technical promotion of Jaypee 2. To find out the best dealer Level promotion of J P 3. To find out the best Mass Level promotion of J P 4. To analyses the technical promotion of Jaypee with other companies 5. To analyses the dealer Level promotion of Jaypee with other companies 6. To analyses the Mass Level promotion of Jaypee with other companies The research methodology used for the project is descriptive research. Primary and secondary sources are used for the data collection. The area of study is Rewa. The sample size is 70. During two months of my training I have studied the various strategy of cement brand positioning for generating awareness among the people. In rewa there are two brands which are having key competition and that is jaypee and prism.

INTRODUCTION CEMENT INDUSTRY

The cement industry presents one of the most energy-intensive sectors within the India economy and is therefore of particular interest in the context of both local and global environmental discussions. Increases in productivity through the adoption of more efficient and cleaner technologies in the manufacturing sector will be effective in merging economic, environmental, and social development objectives.A historical examination of productivity growth in Indias Industries embedded into a broader analysis of structural. Composition and policy changes will help identify potential future development strategies that lead toward a more sustainable development path. Issues of productivity growth and patterns of sustainable development cement sector as well assign other energy Intensive Industries in India have been discussed form various perspectives. Historical estimates vary form indicating an improvement to a decline in the sectors productivity. The variation depends mainly on the time period considered, the source of data, the type of indices and econometric specifications used reporting productivity growth. Regarding patterns of substitution most analyses fusion Interfile substitution possibilities in the context of rising energy demand. Not much research has been conducted on patterns of substitution among the primary and secondary input actors: capital, labor , energy and materials. However, analyzing the use and substitution. Possibilities of these factors as well as identifying the main drivers of productivity growth among these and other factors is of special importance for understanding technological and overall development of an Industry.

OBJECTIVE OF THE STUDY

The basic motto to conduct this survey is to find the impact of brand promotional activities in order to enhancing the brand image and companies. All sincere efforts have been made through this survey to touch promotion of marketing which is one of 4ps. Jaypee group has doing various kinds of promotional activities like Technical promotions Dealers promotions Mass awareness promotion

Some of the basic objectives to conduct this survey are fixed as under

Objectives
1. To find out the best technical promotion of Jaypee 2. To find out the best dealer Level promotion of Jaypee 3. To find out the best Mass Level promotion of Jaypee 4. To analyses the technical promotion of Jaypee with other companies 5. To analyses the dealer Level promotion of Jaypee with other companies 6. To analyses the Mass Level promotion of Jaypee with other companies

LIMITATION

123456-

It was an expensive task and money was not in adequate amount. Some of the respondent do not disclose real information Time was not adequate to complete the entire study Some of the respondents are not easily approachable in the time of survey There is big possibility of biasness of interview as well as respondent Some of the respondents had not co-operated at the time of pilot survey

COMPANY PROFILE JAIPRAKASH ASSOCIATION LIMITED

Sh. Jai Prakash Gaur ji, Chairman of the group founded the construction company in 1958 there after company made its foray into many areas of operation and came to be known as Jaypee Group. The motto of Jaypee Group ensures that its employees work towards achieving greater heights. Its motto is No Dream Too Big

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

The JAIPRAKESH ASSOCIATE LTD is a well diversified infrastructural industrial conglomerate in India. Over the decades it has maintained its salience with leadership in its 9

chosen line of businesses - Engineering and Construction, Cement, Private Hydropower, Hospitality, Real Estate Development, Expressways and Highways. The group has been discharging its responsibilty to the satisfaction of all its shareholders and fellow Indians, summed by its guiding philosophy of "Growth with a Human Face"

OVER VIEW ON JAYPEE GROUP:

Jaypee group is the 3rd largest Cement producer in the country. The group cement facilities are located in the Satna U.P which has one of the highest cement production growth rate in India. The group produces Ordinary Portland Cement and Pozzolana Portland Cement under the brand name Jaypee. Its cement division has three modern, computerized process control cement plant namely, JaypeeRewa Cement Plant (JRCP), JaypeeBela Cement Plant (JBCP) with an aggregate capacity of 7.0 MTPA. With its of adding capacities in different regions of the country, thegroup is poised to be a 25 MTPA cement producer by the year 2010 and 30.5 MTPA by 2011. Thus, it is key to be third largest cement producer in the country. Keeping pace with advancements in the IT industry, all the 120 cement dumps are networked using TDM/TDMA VASTSA long 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 10

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 size plant form inception. The Group is committed toward the safety and health of employees and the public. Our motto is Work For Safe, Healthy, Clean Green Environment. Jaypee Group is an infrastructure conglomerate with diverse business interests ranging from Engineering & Construction , Cement , Private Hydropower , Hospitality , Information Technology , Real Estate Development to Expressways & Highways. The founder of Jaypee Group is Jaiprakash Gaur , who started as a civil contractor in 1958 . In 1979 ,Jaiprakash Associates Private Ltd was formed . In 1980 , Jaypee Group entered into Hospitality sector & set up Hotels Siddharth &Vasant Continental . In 1983, Jaypee Rewa Cement Plant was established with an initial capacity of 1 million. tonnes . In 1986 ,Jaiprakash Industries Limited was formed by amalgamating JAPL into JRCL . In 1992, Jaiprakash Hydro Power Ltd (JHPL) and Jaiprakash Power Venture Ltd (JPVL) were formed. In 1996, Jaypee Bela Cement Plant (JBCP) was established with an capacity of 1.9 million tonnes in 2000, JRCL and were merged to form Jaypee Cement Ltd (JCL) In 2003, Jaiprakask Associates Ltd (JAL) was formed by merging JIL with JCL. 2005, shares of JHPL were listed on BSE/NSE and JHPL became the first hydropower company to be publicly held and listed In India.

11

History
With a single minded focus in mind, to achieve pioneering myriads of feat in civil engineering Shri. Jaiprakash Gaur, Founder Chairman of Jaiprakash Associates Limited after acquiring a Diploma in Civil Engineering in 1950 from the University of Roorkee, had a stint with Govt. of U.P. and with steadfast determination to contribute in nation building, branched off on his own, to start as a civil contractor in 1958, group is the 3rd largest cement producer in the country. The groups cement facilities are located in the Satna Cluster (M.P.), which has one of the highest cement production growth rates in India.

Milestones Year
1979 1981 1982 1986

Events
Jaiprakash Associates Pvt Ltd formed and sets foot in Iraq. Commenced Hotel Business with first hotel in Delhi Siddharth Hotel Vasant Continental was set up Commissioning of 1st unit of 1 MTPA JaypeeRewa Plant (JRP) in District Rewa, MP Formation of Jaiprakash Industries Ltd (JIL) by amalgamation of Jaiprakash Associates Pvt Ltd with JaypeeRewa Cement Ltd Public Issue of JIL. 2,25,00,000 shares issued at a 12

price of Rs. 10/1987 1991 1992 JIL listed on Bombay Stock Exchange Commissioning of 2nd unit of 1.5 MTPA JaypeeRewa Plant Jaiprakash Hydro Power Ltd established to operate 300 MW Baspa II HE Project Jaiprakash Power Ventures Ltd established to operate 400 MW Vishnuprayag HE project 1993 1995 JIL signs MOU to develop & operate 1000 MW KarchamWangtoo HE Project Bela Cement Ltd incorporated to establish 3rd Cement Plant at Bela Hotel Jaypee Residency Manor set up 1996 1999 2000 2001 Commissioning of the 3rd cement plant 1.7 MTPA JaypeeBela Plant in District Rewa, MP Hotel Jaypee Palace, Agra set up Jaypee Greens Ltd 458 acre golf centric real estate company comes into being Jaypee Institute of Information Technology (deemed University since Nov 1 2004) set up at NOIDA All 3 cement plants were brought under one roof by hiving off Cement Business by JIL under Jaypee Cement Ltd 2002 JaypeeKarcham Hydro Corporation Ltd established to operate 1000 MW KarchamWangtoo HE Project Jaypee University of Information Technology (State 13

university), Waknaghat set up 2003 1st Captive Thermal Power Plant of 25 MW commissioned at JRP Formation of Jaiprakash Associates Ltd (JAL) by merging JIL with Jaypee Cement Ltd Jaypee Institute of Engineering & Technology, Guna Set up Awarded the NOIDA-Agra Expressway project on BOOT basis300 MW Baspa-II commissioned and begins power generation 2004 2005 2006 Commissioning of 2nd Captive Power Plant of 25 MW at JaypeeBela Plant Shares of JHPL listed on BSE/NSE. First hydropower company to be listed in the country Setting up of Madhya Pradesh Jaypee Minerals Corporation Ltd (MPJMCL) in JV with MP State Mineral Development Corporation Ltd for Coal Mining at Amelia Coal Block in Sidhi district of MP Setting up of 1320 MW Nigrie Thermal project in Singrauli district in the State of Madhya Pradesh is expected to comprise two 660 MW units, each deploying supercritical technology and is expected to be commissioned in 2013. Commissioning of 3rd Captive Power Plant of 38.5 MW at JaypeeBela Plant 14

Acquisition of Cement Plants & Assets of UP State cement corporation Ltd (in Liquidation) of 2.5 MTPAcapacity Acquisition of Gujarat Anjan Cement Ltd for setting up a green field cement plant of 1.2 MTPA capacity in Bhuj, District Kutch Gujarat 400 MW Vishnuprayag Hydropower Station of JPVL, commissioned and begins power generation MOU signed with Govt of Arunachal Pradesh for setting up of 2700 MW HE project on Siang river and 500 MW HE project on Syon river on BOOT basis 2007 Signing of a joint venture agreement with Steel Authority of India Ltd for setting up a 2.0 MTPA slag based cement plant at Bhilai. Himalayan Expressway Ltd incorporated for

implementation of 27.14 km ZirakpurParwanoo Expressway awarded by NHAI Mandla North Coal Block in District Chindwara allotted to the company for captive requirement of cement business. JAL in consortium with Prize Petroleum company Ltd secures the south Rewa block for Oil & Gas 15

exploration under the NELP VI round JHPL signs MOU with PGCIL for formation of a Joint Venture company to lay a 230 km (approx.) long transmission system to evacuate power from the 1000 MW Karcham-Wangtoo Hydro Electric Project in Himachal Pradesh. Jaypee Greens launched Wish Town a historic residential township in India. Slated to be the Indias largest township development in over 1162 acres. Signed an agreement with the Formula One Administration (FOA) to host the very first F1 Race in India in the year 2011. 2008 Jaypee Ganga Infrastructure Corporation Ltd incorporated for implementation of 1047 Km long 8 lane Access controlled expressway between Greater Noida and Ballia in UP Chunar and Dalla cement plants (UPPCL) in UP commissioned 1.5 MTPA Grinding unit at Panipat, Haryana, commissioned BokaroJaypee Cement Ltd incorporated for

implementation of 2.1 MTPA slag based cement plant at Bokaro, Jharkand in JV with SAIL

16

2 MTPA cement capacity plant at Sidhi (M.P.) and 1.20 MTPA cement plant at Sewagram (Gujarat) has also been successfully commissioned. Acquired Bina Power Supply Company Limited (BPSCL) from the Aditya Birla Group to set up a 1250 MW coal fired Thermal Power Plant at Bina, Madhya Pradesh. 2009 Amalgamation of four Group Companies, namely, Jaypee Cement Limited, Gujarat Anjan Cement Limited, Jaypee Hotels Limited and Jaiprakash Enterprises Limited with flagship company JAL. Acquired Sangam Power Generation Company Ltd. for setting up3 x 660 MW Karchana Thermal Power Project (Phase I : 2x660 MW) &Prayagraj Power Generation Company Ltd. for 5 x 660 MW Bara Thermal Power project (Phase I : 3x660 MW) from UP Power Corporation Ltd. on BOO basis. Signing of MOU for setting up a 2.0 million tonnes per annum capacity cement plant in joint venture with Assam Mineral Development Corporation Limited (AMDC). Group is setting up a JaypeeHitech Casting Centre with capacity of18,000 TPA at Rewa, M.P.

Jaiprakash Associates 2.4 million tonnes per annum 17

capacity cement plant in Sewagram, Kutch, Gujarat was dedicated to the nation. Amalgamation of Jaiprakash Power Ventures Ltd. with Jaiprakash Hydro-Power Ltd.; the name of the Company i.e. Jaiprakash Hydro-Power Ltd. changed to Jaiprakash Power Ventures Ltd. 2010 Commissioning of 2.00 MnTPAJaypee Himachal Cement Grinding and Blending Plant, Bagheri (H.P.). Commissioning of 1.20 MnTPAJaypeeWanakbori Cement Grinding Unit, Wanakbori, Gujarat. Commissioning of 2.2 MnTPABhilaiJaypee Cement Ltd., Satna (Madhya Pradesh) &Bhilai (Chattisgarh). 1.2 million tonnesJaypeeRoorkee Cement Grinding Unit (JRCGU) at Roorkee, Uttarakhand. JaypeeInfratech Limited listed on NSE/BSE. JaypeeRewa Cement Plant and JaypeBela Cement Plant in Madhya Pradesh of the Group have been awarded with renowned and most prestigious SWORD OF HONOUR award by the British Safety Council, UK. This is a well acclaimed and celebrated international award in the field of Health and Safety management system. 3.00 MnTPARewa 18

and 2.40 MnTPABela are the only cement plants to be bestowed with this honour in India. 2011 Amalgamation of JaypeeKarcham Hydro Corporation Limited (JKHCL) and Bina Power Supply Company Limited (BPSCL) with Jaiprakash Power Ventures Limited (JPVL) with effect from April 1, 2010, being the Appointed Date.

19

MAJOR ACHIVEMENT OF JAYPEE GROUP

Jaypee Group is the largest private sector hydro power producer in India with an installed capacity of 700 MW. Sardar Sarovar Dam being executed by the group is the third largest in the world for volume of chilled concrete to be placed -nearly 7 million cum. Indira Sagar a 1000 MW Power house is the second largest surface power house in the country. Nathpa Jhakri a 1500 MW Power House is the largest underground power house in India. Tehri Dam is the third tallest rockfill dam in the world, and the largest in Asia

involving placement of over 25million cum of all types of fill material.

QUALITIES OF JAYPEE CEMENT

High compressive strength and rate of strength gain. Reduces shrinkage and swelling. Low heat of hydration which prevent cracks in concrete. Prevent iron from corrosion due to low chloride contain. Resistance against water leakage. Ability to handle high pressure. Low setting time & need less water for it. Long life due to low magnesium and tricalcium aluminates.

20

DIVERSIFICATIONS

21

Brand Promotional Activities of Jaypee:

To position our brand at the top of customers mind. To make Jaypee Cement 1st choice of customers. Reinforce premium position of our brand in our NMZs. To create awareness of brand in weaker market share areas.

Brand Promotional Techniques:

Wall paintings. Hoardings. Press & TV Advertisements. Participation in Fairs, Cultural programs etc. Road Shows. Mobile Technical Van. Zeeni/ Walking Balloon. Special visiting card. Excursion trips. Dealer board/banner. Stickers. Shop painting. Bus painting.

22

HOARDINGS

23

WALL PAINTING

24

MOBILE TECHNICAL

25

CONCEPTUAL BACKGROUND BRAND

The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers." A brand can take many forms, including a name, sign, symbol, colour combination or slogan. The word branding began simply as a way to tell one person's cattle from another by means of a hot iron stamp. The word brand has continued to evolve to encompass identity it affects the personality of a product, company or service. It is defined by a perception, good or bad, that your customers or prospects have about you. Brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: customers, staff, partners, investors etc. Some people distinguish the psychological aspect, brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand, of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The brand experience is a brand's action perceived by a person. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people, consisting of all the information and expectations associated with a product, service or the company(ies) providing them. People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand 26

management. Orientation of the whole organization towards its brand is called brand orientation. The brand orientation is developed in responsiveness to market intelligence. Careful brand management seeks to make the product or services relevant to the target audience. Brands should be seen as more than the difference between the actual cost of a product and its selling price - they represent the sum of all valuable qualities of a product to the consumer. A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. Brand recognition is most successful when people can state a brand without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogan's, and colours. For example, Disney has been successful at branding with their particular script font (originally created for Walt Disney's "signature" logo), which it used in the logo for go.com. Consumers may look on branding as an aspect of products or services, as it often serves to denote a certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic, store-branded product), people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner.

Promotion
Promotion is one of the four elements of marketing mix (product, price, promotion, and place). It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision.[1]

The specification of five elements creates a promotional mix or promotional plan. These elements are personal selling, advertising, sales promotion, direct marketing, and publicity.[2] A promotional mix specifies how much attention to pay to each of the five subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, 27

competitive retaliations, or creation of a corporate image. Fundamentally, however there are three basic objectives of promotion. These are:[3] 1. To present information to consumers as well as others 2. To increase demand 3. To differentiate a product. There are different ways to promote a product in different areas of media. Promoters use internet advertisement, special events, endorsements, and newspapers to advertise their product. Many times with the purchase of a product there is an incentive like discounts, free items, or a contest. This is to increase the sales of a given product. The term "promotion" is usually an "in" expression used internally by the marketing company, but not normally to the public or the market - phrases like "special offer" are more common.

RESEARCH DESIGN & METHODOLOGY

The Study: This study is descriptive in nature.

28

Sources of Data :In my research, I have used only primary data in order to accomplish my objectives. Primary Data:The primary data are those, which are collected afresh for first time and thus happen to be original in character. The primary data is collected regarding the comment of dealers about the following aspect of promotions of JP CEMENT & OTHERS. 1. Technical aspect of promotion & comparative analysis 2. Dealer level brand promotions & comparative analysis 3. Mass publicity promotion& comparative analysis 4. Suggestions for improvement of promotions Method of primary data collection:All the primary data which I have collected while my survey was done through schedule method. Method of Data representation:The method of data representation views for conducting my study is Bar graph & pie chart. Sample Size :Sample size has selected for the study is 70 in numbers. Sample Method: The sampling technique used in the study is convenience sampling.

Sample unit:Dealers and sub dealers.

29

Sample Area:Sample area has selected for the study is rewa urban and rewa ruler . In Rewa the area which was selected for study were Allahabad road ratahara, Govindgarh road, university road and railway station road, in rewa. Time of Study:The time of study which was taken by me in order to completion of my Research program was 2 months. Method of analysis: Interview by questionnaire No. of question The No. of question which was taken in my questionnaire is 12. Type of question Both open ended and close ended question are included in questionnaire. Study Location:- Rewa (MP)

Data Analysis and Interpretation

30

1. Which Brand of cement do you sale?

Company
Jaypee Prism ACC Birla Mahiar Total

Respondent
22 28 4 13 3 70

Percentage
31% 40% 6% 19% 4% 100%

INTERPRETATIONPrism has the highest sales in rewa city. 40% of dealers sell prism cement in there outlet followed by Jaypee with 31% then followed by birla with 19% then ACC with 6% and then with 4% mahiar. 2. Which of the following Technical promotion technique is most effectively done by Jaypee?

31

Promotion nt
Meson meet Builders meet engineers meet TSE Visit Total

Responde e
47 20 3 0 70

Percentag
67% 29% 4% 100%

INTERPRETATION In technical promotion Jaypee is best in meson meet according to survey. And Builders meet is in 2nd position then engineers meet. Jaypee is lacking behind in TSE visit.

3. Which of the following company is best in technical promotion?

32

Company Name
Jaypee Prism ACC Birla Mahiar Total INTERPRETATION:-

Responde nt
25 32 6 5 2 70

Percenta ge
36% 45% 9% 7% 3% 100%

In Rewa prism is in no.1 position in technical meet and Jaypee is in second position. The key competition is between jaypee and prism in technical promotion.

33

4. Which of the following Dealer level promotion technique is most effectively done by Jaypee?

Promotion
Dealers meet Sub dealers meet Gift item Foreign trip Audio van program Calendar & Diary Total

Respondent
23 7 25 7 2 6 70

Percentage
33% 10% 36% 10% 3% 8% 100%

INTERPRETATIONIn Dealers Promotion Gift item is powerful technique according to dealers. After that dealers meet is 2nd powerful technique followed by other techniques like sub dealers meet, foreign trip, audio van program and calendar & diary.
5. Which of the following company is best in dealer level promotion?

34

Jaypee Prism ACC Birla Mahiar Total

Companies

Respondent
34 25 2 8 1 70

Percentage
49% 36% 3% 11% 1% 100%

INTERPRITATION:In dealers promotion Jaypee is in 1st rank with 49% and prism is in 2nd rank with 36% then Birla is in 3rd rank with 11%. ACC in 4th rank with 3% and mahiar in 5th rank with 1%.

6. Which of the following mass level promotion technique is effectively done by jaypee? PROMOTION Hordings Wall painting TV ad News paper ad Baners and posters RESPONDENT 17 36 8 3 6 35 PERCENTAGE 24% 52% 11% 4% 9%

Total

70

100%

INTERPRITATION:In mass level promotion jaypee is best in Wall Painting with 52% then in hoardings with 24% and then in TV and with 11%, in Banners & posters with 9% and in newspaper with 4%.

36

7. Which of the following company is best in mass level promotion?

Companies
Jaypee Prism ACC Birla Mahiar

Respondent
34 25 2 8 1 70

Percentage
48% 36% 5% 10% 1% 100%

INTERPRITATION:In mass level promotion Jaypee is no.1. prism is in 2 nd position then followed by other companies like Birla, ACC, and mahiar.

FINDINGS

37

1. Regarding sales it is found that in Rewa, Prism is leading in sales, 40% dealers sell prism cement, Jaypee is followed by 31% sales. 2. Regarding technical Promotion 67% of all dealers has graded meson meet as rank no1 and 29% of all dealer has graded builder meet as rank 2and Followed by engineer meet& T.S.E visit as rank 3 and rank 4. So mesons meet and builder meet is most important technical promotion company point of view. 3.Talking about the question regarding dealer level promotion 36% of all dealer has graded gift item as rank no1 and 33% of all dealer has graded promotions by dealer meet as rank 2 and Followed by foreign trip & calendar and diaries as rank 3 and rank 4. 4. Talking about question regarding mass level promotion 52% of all dealers has graded wall painting promotion as rank no1and 24% of all dealer has graded hording promotion as rank 2and Followed by TV Aid& News Paper Aid. as rank 3 and rank 4. 5. During survey I asked found that regarding technical promotions of JAYPEE. and other companies then 45% of all dealers has given prism rank no1. 36% of all dealers has graded. Thus Prism is best in Technical promotion as compared to Jaypee 6. During survey I asked found that regarding Dealer level promotions of Jaypee. and other companies then 49% of all dealers has graded Jaypee as no.1 in dealer level promotion and 36% of all dealers has given prism rank no1 in dealer level promotion. 7. When I asked question regarding mass publicity promotion of JAYPEE and other companies then approx. 48% of all dealers has graded JAYPEE promotions as rank no.1 and 36% of all dealer has graded prism promotions as rank no. 1

SUGGESTIONS:

38

1.

If J.P. want to enhance his image and his sale then J.P. should continue increase his technical promotional activities like mesons meet, builders meet.

2.

J.P should also increase distribution of gift and dealers meeting because they want something extra, gift item is one of the tool to promote brand.

3. 4.

Gift item should be based on seasons. J.P. is very good on his mass awareness promotions and it must continue on his mass promotions.

5.

Company should give emphasis on these promotions because it is very important. In order to enhancement of brand image (A) (B) (C) (D) WALL PAINTING HORDINGS MESON MEET EALERS MEET&GIFT ITEMS

according to dealers

6.

Influence of the Engineers & Technical staff: The frequent meets with the technical staff increases the faithfulness and loyalty of dealers and masons towards the brand. This also explains the masons and dealers influence on the final consumer. Also I believe that the negative perception about the Fly Ash is because of this only. So JP should identify masons, contractors and architects in the city and then hold frequent technical meets with them. This would help in reducing the negative perception about the Fly Ash and Slow Setting of JP.

7.

Trade Promotion Activities: The dealers should be given diaries, pens and calendars. Also T-Shirts can be distributed to the masons so that they become more inclined towards JP Brand.

8.

Now a day situation has totally change person have no time to make his home because they are doing job and indulge in business so they are hiring contractor so J.P. should meet regularly with both of them. 39 the builders and

9.

According to me if J.P. wants to enhance his image then J.P. should work for city and help to develop infrastructure facilities in the cities.

Conclusion

40

During 2 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 to strengthens relationship with the customers. This will help the company on three ways:

Firstly; it will let company know where it lacksof , how it could be rectified.

Secondly; it make the customers feel they are important for the company and lastly, in assessment of the sales executives performance.

About the Cement industry: The Indian Cement is also increasing in manner. The main reason behind this is the ever-developing Indian economy. With the economic development, the frequencies of the changing Infrastructure in Cement sector have increased tremendously because of the old players are increasing their capacity and new players are emerging at a rapid rate. Although the new players cannot harm the old once but what they can do is that they can eat away some of the market share of the old companies. Thus, big players take this point into consideration and develop their strategies.

During my project I have realized that the India has vast potential for the Cement Industry 41

and it needs aggressive marketing strategies to tap the untouched areas and to withhold position in the market.

Theoretical aspect: - Most of the sellers are selling JAYPEE CEMENT, PRISM
CHAMPION, ACC and BIRLA SAMRAT. Because costumers more emphasis on JAYPEE and PRISM Company. Costumer also has faith in these companies. And all sellers well have known about these big giants.

Analysis, Finding:- I found that customers are more determined on feature of the product
and benefits. I also found that some customers are having brand awareness like ACC, PRISM, JAYPEE and BIRLA.

42

BIBLIOGRAPHY .

BOOKS
Marketing management by Philip Kotler. Research methodology by C.R.Kothari. Saxena Rajan; Marketing Tata McGraw-Hill publication pvt ltd.

Business today.

WEBSITES
www.jalindia.com www.google.com

43

QUESTIONNAIRE

COMPARATIVE STUDY OF BRAND PROMOTION OF JAYPEE CEMENT WITH OTER BRANDS IN REWA CITY

Name of Business. Name of Owner. Address. Contact Detail:Ph no. Fax Mobile no. Email.

1. Which Brand of cement do you sale? Jaypee Prism ACC Birla Mahiar

2. According to you which of the following technical promotion technique is effectively done by Jaypee? Meson meet Builders meet Engineers meet TSE visit

44

3. In your opinion which of the following company is best in technical promotion? done

Jaypee Prism ACC Birla Mahiar by Jaypee? Dealers meet Sub dealers meet Gift Item Foreign trip Audio van program Calender & Diary

4. According to you which of the following Dealers level promotion technique is effectively

5. which of the following company is best in dealers level promotion according to you? Jaypee Prism ACC Birla Mahiar

6. which of the following Mass level promotion technique is effectively done by Jaypee in your view?

Hoardings Wall painting TV Ad News paper Ad Banners & Posters 45

7. which of the following company is best in mass level promotion according to you? Jaypee Prism ACC Birla Mahiar

8. Give some suggestion for brand promotion exercised by Jaypee ..

46

LIST OF SOME EXCLUSIVE DEALERS OF JAYPEE AND OTHERS

Shri Sai Traders Dang Assosiates Shri Vaibhav Traders R.K Traders Satya Traders Vimal Enterprizes Bhole Traders Siddhart Traders Balaji Traders Om Enterprizes Mani Traders Shushma Traders Sahu Traders Manish Traders G.P Buildware Shyam Traders Rewa Traders Nishank Traders Dayal Traders Deepali Traders

Mishra Traders Shankar Traders

Durge Traders Pankaj Traders Agarwal Traders Kamlesh iron store

47

Shri Chandra Hardware Anant Hardware Ma durga Hardware J. K. Enterprize Pooja Enterprize Shri Raj Traders Shri Anuj Steel Traders Shri Sanjay Steel Traders Shivam Traders Gaharwar Traders Shivang Trader Vikash Traders Hansika Traders Sai Kripa Traders Shukla Traders

Bharat Traders

Prism Traders

48