1. INTRODUCTION

INTRODUCTION OF INDUSTRIES:-

Globally, India is the second largest cementproducing country, after China and cement industrystands the third place in the economy developmentof India. At present there are about 60 cementcompanies with an a capacity of plants byinvestment Rs. 30,000 corers. Prior to 80’s thecement industry were under full control ofgovernment. The 80’s came to the ‘watershed of thecement industry. Partial de-control policy wasannounced on 28 February 1982. This policy playedan instrumental role in phenomenal growth of thecement industry. After March 1989 was complete decontrol of the cement industry. Subsequent tocomplete de policy, the industry has not only madequantitative and qualitative jumps in matter ofaddition of capacity and adoption of newtechnologies but also experienced a totally freemarket.

The decide of 90 was a decide of growth incapacity and consolidation throw maximum acquisitionsand mergers.

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PRESENT SCENARIO OF THE INDUSTRY

The five years period, from 2004-2009, saw the flurryof activity in acquisitions and mergers, There, therewere 14 acquisitions, which was the highest in thehistory of cement industry. During this period, Indiacements four mere cement plants, Vishaka cement, CCIYerragunt, Rassi Cement & Shri Vishnu cement, GujaratAmbuja two companies- Modi Cements and DLF Cements, ACCone-Damodar Cement Cements, L&T one – Narmada CementCompany, Grasim one Shree Digvijay Cement. Lafage- theFrench cement multinational, entered into India byacquiring TISCO’s two cement units. Later, rise ofaround 20%. These is not so much hope in the exportfront also. The export growth rate has already fallento 11% and is expected to fall further.

The working group on cement industry constituted byplanning commission for the Xth five year plan hasestimated the demand for industry constituted to grow8.7% in 2003-04 as against 4.00% 2002-03. The spurt inGDP growth can be mainly attributed to agriculture andallied activities by as much 12.6% as capered todecline of happen 5.2% in the previous year.

COMPETITIONS FROM THE ENTRY OF FOREIGN PLAYER

Another development of cement industry is the entry ofglobal majors. Companies like the Nordic cement andbuilding material group have made their presence feltin India. They have already acquired a 25% equity stake

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in Narmada cement. The international majors, Holderbank of Switzerland which owns 60 plants all over theworld with total capacity of 80 million tones has setup shops in Delhi under the banner hi-tech consultants.The Franc based Lafarge cement has also entered toIndian market. The other companies e.g. Blue circles ofU.K. and Heisenberg of Germany are also entering toIndian market.

MARKETING STRATEGY

Marketing strategy is the specifically designed gameplan for achieving the marketing objectives of thefirm. It is the marketing strategy that decides thesuccess the business unit, which in turn decides thetotal corporate success. Marketing strategy is a broadconcept of how resources are to be developed to achievemarket success. Because there is no one strategy thatit optimal for all company, so each company mustdetermine what makes the most sense in the light of itsindustry position and its objectives, opportunities,skills and resources.

Lafarge also acquire Raymond Cement Plant. MadrasCement took over mini plants, Karnataka minerals andexpanded its capacity.

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In million tons

Estimated Demand Cement Export Production Capacity Needed

180.50 8.0 165.56 202.64

Poor prices and rising fuel costs prices theprofitability of Indian cement companies in the year2003-2004. Cement prices have shot up- 10%-15% afterlying in the freezer for better part of the fiscal. Inmajor markets across the country, including Mumbai,Delhi, Ahmadabad, Hyderabad and Nagpur price are nowtouching their highest level for the fiscal.

This has come as a major reprieve for cement makerstroubled by a poor demand growth during 2002-2003 sofar. Cement consumption to during April-January periodhas grown by just 5% compared to over 8% growthwitnessed during the same fiscal last year.

In North prices are up by 10%-12%. In Delhi it has shotup to Rs. 250 e bag against Rs. 235 during the month ofDecember 2009. What’s more, for the first time priceare uniform across the region. Cement is now sellingbetween Rs. 260-265 a bag in North including Rajasthan,Haryana, Punjab and Himachal Pradesh. In normal times,Rajasthan and parts of Himachal and Punjab are at leastRs 15-20 cheaper than rest or region.

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PROSPECTIVE SCENARIO OF THE INDUSTRY:

There is consensus among industry watcher that theselling price of cement in India will remain low fortime. Over the last five year, cement price index hasdeclined by 1.1% while price index of iron & steel,building bricks, ceramic tiles, paints, etc. has postedto transform marketing strategy into marketing programsmarketing managers must make basic decision onMarketing mix. The marketing strategy consist a propermarketing mix towards a target group of customers ormarket segment.

2. Detail of the company

A) Company profile & History

Prism Cement Limited is an ISO 9001:2000 certifiedcompany promoted by the Rajan Raheja Group. Operate oneof the largest single kiln cement plants in the countryat Satna, Madhya Pradesh. Equipped with state-of-artmachinery and technical support from F.L. Smith & CoA.S. Denmark, the world leaders in cement technology,Prism Cement has successfully created niche for in theIndian cement industry.

The Company is managed by a focused Board comprising ofeminent expert from diverse field ably supported by a

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professional management team. The Management teamensures high levels of transparency, accountability andequity in all facets of the company’s operations.

The company manufactures Portland Pozzollana Cement(PPC) with the brand name ‘champion’ and OrdinaryPortland, is general purpose cement mainly used inhousing construction. OPC is used for specializedapplication like high rise building, bridges. ACsheets, pipes etc.

The company has the highest quality standards due tomodern plant with automated control. The strength andother characteristics of its cement are much higherthan the BIS requirements. This together with brandbuilding exercise has placed it in the premium pricesegment.

The company caters mainly to markets of UP, MP andBihar which are within the radius of 340-370 kms of itsplant at Satna, MP. The company has strong marketingnetwork with 2000 dealers serviced from 46 stockingpoints without any wholesalers. The equity shares ofthe company are listed on the Bombay and National StockExchange.

Organization structure

Organizational structure refers to the formal,establishment pattern of relationship amongst thevarious parts of any organization. Organizing is theformal grouping of activities and resources forfacilitating attainment of specific organizational

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objectives A good organizational structure that theobjectives are achieved in the shortest possible time,in an orderly manner, with maximum utilization of thegiven resources.

(Management of Prism Cement Limited works under themanaging director Mr. Manoj Chhabra, who directly toChairman Mr. Rajan Raheja.) Corporate affairs etc,Functional Head – Accounts reports to the managingdirector. Detailed organizational chart is enclosedwhich the company operates.

Selection of the company suppliers make contributionsto environment where the suppliers have incentive towork with confident that they will be treated lawfullyand reporting Violation.

The company expects employees who observe learn of orin the code. To immediately report the violation to themanaging Corporate Affairs. Employees, who reportviolation or suspects, well as those who participate ininvestigations.

To be acknowledged as a leading player in the industrywith the highest of integrity. Our Mission-

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B) Background

Company Fundamental

Company Profile

Quotes ClosePrice

Location Location

KeyOfficial

Product Share holding Capital Structure

News

Profit & Loss

Balance Sheet

Cash Flow Ratio Industry

Quarterly Result

Half YearlyResult

Nine Month Result

Yearly Result

Group News

History Director’s Report

Auditor’s Report

Notes to Account

Chairmen Speech

Investor Returns

Peer Group Banking/Auditors

Meetings Charting

Equity Share Capital Of Company

Industry Cement- BSE Code 500338 NSE PRISMCEM

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Major CodeBusiness Group

Raheja Group

Face Value

Rs. 1000 ISIN No.

INE010A0101

Chairman Mr. RajeshKapadia

Market Lot

1 Market Cap

2,262.59(Rs. Cr.)

I) Main Compounds Of Cement

Peer Comparisons

Company Market cap P/E P/BV EV/EBIDT ROE ROCE DE

(Rs. In Cr) (TT) (TTM) A (%) (%) (%)

UltraTech Cem. 28,454.94 20.26 2.67 7.60 26.6 28.5 0.46

Ambuja Cem. 21,159.74 17.50 2.89 9.60 18.3 24.40 0.02

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ACC 18,955.17 17.79 2.93 10.28 17.9 22.4 0.09

Shree Cement 6,184.10 24.51 3.11 6.13 44.4 30.0 1.18

Birla Cement 2,866.31 9.44 1.40 5.87 16.7 17.6 0.45

Prism Cement 2,433.75 25.41 2.01 7.16 27.4 31.2 0.44

Binani Cement 1,838.06 21.41 3.10 9.87 14.4 10.5 1.82

Heidelberg Cem 948.40 18.47 1.24 5.87 16.7 13.5 0.00

J K Cement 769.23 12.01 0.68 4.70 22.6 21.0 0.82

OCL India cem. 598.87 5.23 0.68 2.71 22.5 20.4 1.06

JK Laxmi Cem 566.53 9.58 0.55 3.40 27.2 22.7 0.95

Sanghi Cement 413.56 0.00 0.59 7.88 12.8 5.9 1.23

Mangalam cem. 322.20 8.42 0.82 2.00 35.4 53.4 0.04

Gujarat Sidhee Cem 148.96 0.00 1.49 2.29 26.4 32.7 0.60

Sh. Digvijay Cem. 145.61 15.30 0.84 14.15 7.0 6.9 0.00

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Saurashra Cem. 92.14 0.00 -3.77 2.82 12.4 15.5 12.70

Vinay Cement 83.92 121.60 1.14 0.00 0.90 1.90 0.13

Kalyanpur Cem. 54.40 0.00 1.30 0.00 0.00 0.00 0.00

Barak Valley cem. 44.00 166.66 0.44 4.12 15.07 13.07 0.40

Burnpur Cem. 33.88 69.13 0.61 29.11 1.02 2.50 0.59

RCC Cement 11.38 0.00 1.65 0.00 0.05 0.40 0.22

Balram cem. 11.08 0.00 -0.46 0.00 10.08 8.90 0.00

Sainik Cement 9.16 0.00 0.38 3.99 0.08 3.30 0.07

Udaipur Cement 8.36 0.00 -0.06 0.00 0.00 0.00 0.00

Nirman Cem. 5.70 24.78 1.390.00 0.00 0.00 0.77

Vishwakarma cem. 3.95 0.00 0.50 19.93 0.00 0.00 0.01

Pittie Cement 3.79 0.54 0.03 0.00 24.03 13.20 1.60

Nihon Cement 2.71 0.00 -0.090.00 0.00 0.00 0.00

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Sahas Cement 2.65 0.00 0.3 0.00 0.00 0.00 0.00

Somani Cement 2.59 0.00 -0.06 2.82 0.00 0.00 0.00

State Wise % Market Share Satna Cluster plants 2008-09 (Fig. in %)

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Company UP MP Bihar Nepal

Prism 8 8 5 13

ACC 15 7 0 7

Birla Corp 9 2 5 17

Maihar 12 4 3 2

Diamond 7 7 1 0

Jayee Satna 25 14 8 36

Cluster 69 38 22 76

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Others 31 62 78 23

II) Purchasing Guidelines For Cement

Specification of Cement

The cement required for construction should be factory –manufactured from a reputed manufacturer. It must not befrom the local plant manufacturer. Care should be taken thatthe cement is properly packed from the factory, not be handpacked locally. Precautions While Purchasing Cement.

Cement is the most important raw material used in abuilding. You should ensure the quality of Cement using thefollowing guidelines.

1. The Cement should be factory manufactured instead ofplant manufactured.

2. The Cement should be packed in the bags of syntheticjute polypropylene bags.

3. The Cement bags should not be hand stitched.4. The Cement bag should bear manufacture’s name or his

trade mark on it if any.5. The Cement bag should bear the grade and type of

cement.6. One Cement bag should have 50 Kg weight.7. The Cement bag should not be older than six weeks from

the trade of manufacturing.

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Precautions While Transporting Cement Bags

1. Care should be taken to carry the bags in a cleanvehicle which is not dustier or on earth etc. it willreduce the strength of the cement.

2. During monsoon season the cement should be carriedunder covered Polythene or Tarpaulin.

Precautions While Stacking Cement at Site

Store Cement in a most proof storage areaotherwise quality of cement will be affected.

1. Cement should be stacked in a shed/fumes, which isdry , leak proof and moisture proof.

2. Cement should be placed on dry brick floors, on woodencreates or on the planks.

Caution:

1. When construction work is given to a contractor, makesure he takes proper care of the cement.

2. In some cases it has been seen that after laying theRCC slab on some part of the building, the contractordismantles his temporary store at the site and placescement on ground floor of the building which is underconstruction.

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Reduction in Cement Strength Due To Storage

S.No. Storage Period Reduction in Strength

1 Fresh Cement Nil

2 03 Months old 20%

3 06 Months old 30%

4 12 Months old 40%

5 24 Months old 50%

1. Due to absorption of moisture by cement during storage.Cement retards in hardening and reduces the strength.

2. It is okay for if absorb up to 1.2% moisture as thislevel of moisture is acceptable but if absorptionexceeds 5% the cement is destroyed for all practicalpurposes.

3. Different types of cements should not be mixed whileusing the, for constructional purposes.

III) Advertisements

1.1 Advertising

It means use of paid for space in apublication, for instance, or time on television,

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radio or cinema usually as a means of persuadingpeople to take a certain course of action, or toreach a point of view. It can be include posters andother outdoor advertising.

1.2 Advertising agencies

It is a team of experts appointed byclients to plan, produce and place advertisingcampaigns in the media.

1.3 Advertising and publicity

Publicity is defined as non personalstimulation of demand for a product service/businessunit by planting commercially significant news aboutit in a published medium or obtaining favorablepresentation or it on radio, TV, or stage that is notpaid for by the sponsor. Two ising distinctionsemerge.

1.4 Advertising campaign?

It is an advertising campaign is anorganized series of advertising massages withidentical or similar message over a certain period oftime. It is an orderly planned effort consisting ofrelated but self contained and independentadvertisement.

1.5 Advertising Appeals

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Now a day’s advertising has becomeexpensive, time consuming and an important marketingactivity. Firms have a great stake in the success oftheir advertising campaigns,for their growth and, attimes even their survival,depends on it.a wast amountof time , money and energy to into the creative w orkof developing appeals to influence the buyingbehavior of consumers.

1.6 Advertising research

If provides the knowledge and dataabout the consumer ,product and the market. Thesedata are about who the consumer are, what theirneeds and want are, what is who the consumer are whattheir behavior, what are the product qualities whenand where these products are bought, who are thecompetitors, what is the extant of the competitionand in selecting types of medias to be employed.

I. Research to facilitate idea generation.II. Research involving idea generation leading to

extended creativity.III. Pre-testing.IV. Past testing of advertising.

1.7 Outdoor advertising.

Poster. Sign board. Sky advertising.

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Hoardings. Traveling display.

1.8 Benefits of advertising

Create awareness. Interest and desire. Creating and impact on the mind the customer. Support the activities of distribution network. Competitive advantage. Building good image.

IV) Sales promotion

1.1 Meaning

Sales promotion is any initiative undertaken by anorganization to promote an increase in sales, usages ortrial of product or service. Sales Promotion arevaried. Often they are original and creative, and hencea comprehensive list of available techniques isvirtually impossible.

1.2 Examples of popular sales promotion activities.

A) Customer relationship management (CRM) incentivessuch as bonus points are money off coupons. There aremany examples of CRM, from banks to supermarkets.

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B) New media websites and mobiles phones that supporta sales promotion. Consumer could also text codes viatheir mobile phones to the same effects.

C) Free gifts- e.g. subway gave away a card with sixspaces for stickers with each sandwich purchase.

D) Discounted prices e.g. Budget airline such aseasy jet and ryan air, e-mail their customer with thelatest low price deals once new flits are released, areadditional destinations are announced.

E) Joint promotion- between brands owned by acompany or with another company’s brands. Fore ex. Fastfood restaurants often run sales promotion where toys,relating to a specific movie release, are given awaywith promoted meals.

F) Vouchers and coupons often seen in newspapers andmagazines, on packs.

G) Competition and prize draws- in newspaper,magazines on the TV and radio, internet.

H) Finance deal- for ex. 0% finace over 3 years onselected vehicles.

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Sales promotion- “sales promotions are short-term incentives to encourage the purchase or

sale of a product or service.”

Sales promotion includes several communicationactivities that attempt to provide added value orincentives to consumers, wholesalers, retailers, orother organization customers stimulate immediate sales.These efforts can attempt to simulate product interest,trial, or purchase. Example- of device used in salespromotion includes coupons, sample, premiums, point-of-purchase display, contests, rebates, and sweepstakes.

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V) Sales promotion strategies

There are three types of sales promotion strategy:Push, Pull or Combination of the two.

A PUSH strategy involves convincing trade intermediarychannel members to “push” the product through thedistribution channels to the ultimate via promotion andpersonal selling efforts. The company promotes theproduct through a reseller who in the turn promotes ityet another reseller or the final consumer. Trade-promotion objectives are the persuade retailers orwholesalers to carry a brands, give a brands selfspace, promote a brand in advertising, or push a brandto final consumers. Typical tactics employed in pushstrategy are; allowances. Buy-back guarantees, freetrial contest, specially advertising items, discounts,display, and premiums.

A PULL strategy attempts to get consumers to “pull’’the product from the manufacturer through the marketingchannel. The company focuses its marketing

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communications efforts on consumers in the hope that itstimulates interest and demand for the product at theend user level. This strategy is often employed ifdistributors are reluctant to carry a product becauseit gets it many consumers as possible to go to retailoutlets and request the product, thus pulling itthrough the channel. Consumers-promotion objectives areto entice consumers to try a new product.

Combination:

Car dealers often provide a good example of acombination strategy. If you pay attention to cardealers advertising, you will often hear them speak ofcash-back offers and dealers incentives.

Objectives of sales

You have learnt that the main objective of salespromotion is to increase sales. However, there are alsosome other objectives of sales promotion the objectivesare:

I) To introduce new products:- have you ever heardabout distribution of free samples?

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Perhaps you now that many companies distribute freesamples while introducing new products. The consumersafter using these free samples may develop a test forit and by the products letter for consumption

II) To attract new customers and retain the existingones:- sales promotion measures help to attract orcreate new customers for the products. Whilemoving in the market.

Customers are generally attract two to-words theproduct that offers, discount, gift , prize etc. onbuying.

III) To maintain sales of seasonal product. – there aresome products like air conditioner. Fans, coolerwinter cloths, room heater etc.Which are used only in particular season?

Importance of sales promotion:-

The business world today is a world of competition. Abusiness can’t survive if its products do not sales inthe market.

From the point of view of manufacture

Sales promotion is important for manufactures because-

I) It helps to increase sales in a competitive marketand thus, increase profit.

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II) It helps to introduce new products in the marketby drawing the attention of potential customer

3. Literature Review

Parasuraman et al. (1980s)- conducted an exploratoryinvestigation in the attempt to define service qualityand develop a model of service quality. The resultsshowed that regardless of the type of service,consumers used basically the similar criteria inevaluating service quality (Parasuraman etal.1985).They labeled those 10 criteria as “servicequality determinants”. Since then, service quality wasdefined through 10 dimensions: Access, Communication,Competence, Courtesy, Credibility, Reliability,Responsibility, security, Tangibles and Understanding/Knowing the customer. Later, they were simplified intofive dimensions including Tangibles, Reliability,Responsiveness, Assurance and Empathy.

Additionally, this research is supported by La Barbera& Mazarsky (1983) who also imply that satisfactioninfluence repurchase intentions whereas dissatisfactionis seen as a primary reason for customer defection ordiscontinuation of purchase.

Dawar & Parkar (1994):- Retailer’s reputation is aproxy for the retailer’s credibility and canstand for signal of quality. The use of retailer’sreputation is specific when it applies to an assortment

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of products carried within the store. Dabholkar et al.(1996) developed Retail Service Quality Model (RSQS).Based on SERVPERF, RSQS includes 28 –item scale, ofwhich 17 items are from SERVPERF and 11 items aredeveloped by qualitative research It composes of 5dimensions, namely Physical Aspects, Reliability,Personal Interaction, Problem Solving; and Policy.

Sinha & Batra (1999):- also find the relationshipbetween price consciousness and private label brandpurchase to be positive but also document that it canvary by different product categories of cement.

According to Hasemark and albinesson (2004) cited insingh (2006:1) “satisfaction is an overall attitudetowards a product provider emotional reaction to thedifference between what customers expect and what theyactually receive regarding the fulfillment of a need”.

Chandrasekhar Priya (2004):- selected 10 particularlyripe areas which should be hot markets for at least thenext several years. These comprised of China, HongKong, Taiwan, India etc.

Shekhar M. Raj (2005):- in a study found that whetherthe hegemony of high streets over Indian retail cancontinue.Glitzy malls are coming up by dozen all over thecounty.

Thirumoorthi, P. (2006) concluded that the company mustconcentrate more on high margin to create a betterperformance. Importance must be given to salespromotion. The retailers must also be asked to give

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more displays and discounts. Tamilarasan, R. (2007)studied in depth the variety of store dimensions andservice quality dimensions and revealed that all thesedimensions have to be of the changing and emergingretail scenario in India.

Thirumoorthi, P. (2006):- concluded that thecompany must concentrate more on

high margin to create a better performance. Importancemust be given to sales promotion. The retailersmust also be asked to give more displays and discounts.Tamilarasan, R. (2007) studied in depth thevariety of store dimensions and service qualitydimensions and revealed that all these dimensions haveto be of the changing and emerging retail scenario inIndia.

Malliswari, M. (2007):- Indicated that Indian consumeris now sowing the seeds for an exciting retailtransformation that he already started bringing inlarger interest from international brands/ formats.With the advent of these players, the race is on toplease the Indian customer and it’s time for theIndian customer sits back and enjoys the hospitality tobe integrated like a king.

Ciavolino & Dahlgaard (2007) suggest that “customersatisfaction can be defined as the overall evaluationof the services performance or utilization.” Customersatisfaction can also be measured using some questionslike, considering all your experience of company X, howsatisfied are you in general on a scale from completelysatisfied to dissatisfied? Another question could be towhat degree did company X fulfill your expectation? On

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a scale of much less than expected to much more thanexpected? (Ryan et 1995).

Ciavolino & Dahlgaard (2008) contend that servicequality is the measure of service levels based theattributes of the core product. Such attributesinclude; Facility layout-display of products. Cleanenvironment, Clear Labeling. Other attributes can belocation, Process- queue management, waiting time,express checkouts, supermarket operation hours,delivery time. Additional services like parking, parentand baby facilities, And loyalty/membership cards,Product-variety of groceries, durability, merchandisequality and merchandising.

Zairi (2009) says that many studies have viewed theimpact of customer satisfaction on repeat purchase.Loyalty and retention and they have all echoed concernthat customer who are satisfied are most likely toshare their experience with other people with regardsto about five to six people.

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4. Rationale of the study:

The study of promotion strategy cement industry enablesus to analysis one decision in promotion. TheWholesalers and Dealer takes a look to choose theproduct and understand the inferential as well as theinternal factors. This is done in a clean unpollutedatmosphere in cement industry. It is a matter for studyas to why people come and buy Prism cement.

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5. Objectives Of Study

To Study on advertising & Sales Promotion of PrismCement Ltd. In Indore

To Study the profitability position of the company,their GP margin, NP margin, earning power, etc.

To Study the benefits provided by company to itscorporate social responsibility.

To study on advertising and sales Promotion of prismCement ltd.

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To study of sales volume, ranking of differentbrands, pricing of different brands promotionalsupports given by the companies.

6. Research Methodology

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a.) Research design- The type of research design is “Descriptive Research”

b.) Variable- Dependent variable- Wholesaler and dealer. Independent variable- Quality, Product Price,

Promotion, Customer Expectation, and internal factor.

c.) Sample Size- 50

d.) Sample design- In this research we to designed the sample in

order to 110 questionnaires and questioners wefill up by many retailer, dealer, wholesaler, andconsumer.

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e.) Tools for Data collection-

Primary data- Primary data are those data which arecollected first time, to meet the objective of researchonly.

Secondary data- Secondary data is data has been already use for any other purpose and can be used for this research. As this study is based on financial statement of companies, means secondary data.

f.) Tools for data analysis:-

The Collected data analysis by using table, bar graph, ratios and Table to represent data in tabular form. It is easy to analysis data and makessome conclusion.

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7. Analysis and Interpretation of result:

Figure:- 1

Brand of cement you sell

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Jaypee cmt

Prism cmt ACC cmt Birla cmt Maihar cmt

0

5

10

15

20

25

30

35

40

45

50

y

45%

5%

18%

5%

27%

Interpretation:

Most of the business in Indore deals in construction and buildings. Most of the dealers sell Prism Cement, Some dealer’s sell JP Cement but a few dealers sell other brand in Indore Market.

Figure: 2

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Customer prefers to by such plant cement, which is very much advertise

YesSomewhatCant sayNo73%

18%9%

Interpretation:

In the survey it is found that 73% customers give important to advertisement, 18% customers finding it irrelevant, 9% customers did not gave not gave any opinion about giving important to advertisement while buying cement.

This shows that a majority of customers in the market give importance to advertisement given by the company while buying cement which shows that it also plays an important role in increasing the sales of cement in themarket.

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Figure: 3

Customer consider brand image as a preference to by cement?

YesSomewhatCan't sayNo

67%

25%4%

4%

Interpretation

In the survey it is found that 67% customers give importance to band image, 25% Customers give somewhat importance to brand image, 4% customers can’t say anything about giving importance to brand image, and 4%

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customers don’t give importance to brand image while buying cement.

This shows that a majority of customers in the market give importance to the brand image of the company whilebuying cement which shows that brand image plays an importance role in increasing the sales of in the market.

Figure: 4

While Buying cement Customers Give More Preference

PriceQualityBrandOther

46%

36%

18%

Interpretation:

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Out of the total respondents covered in the survey 36% customers buy a particular brand of cement due to its quality. 46% customers buy a particular brand of cementdue to its price, and 18% customers buy a particular brand of cement due to its brand name.

This shows that while buying cement the customers give most preference to the price, second preference to quality of the cement, and 18% people admitted of brandvalue and advertising which has helped to make their decision.

It shows that if we produce quality and advertise it properly we can capture any market by securing mere than 50% Share of its volume.

Figure; 5

The Following Advertisement Method Is The Most Effective

WallpaintingsHordings & BannersNews paperTV advertisement

32%

37%9%

22%

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Interpretation:

In survey it is found that customers as well dealers said that Wall painting, Hoardings and Banners, News Paper advertisement are the most effective method for advertisement while they give less importance to T.V. advertisement.

Figure: 6

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The Company Who Provide The Most Pop & Giveaways

To Dealer/Retailer

J.P. cmtPrism cmtACC cmtBirla cmtMaihar

27%

28%9%

9%

27%

Interpretation:

In this figure we find that JP cement provide 28% Pop &Giveaways Item to dealer and Retailer Prism Provide 27%, ACC 9%, Birla cement 27% and in the last Maihar Cement provide 9%.

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Figure: 7

Are You Satisfied With our Pop & Giveaways items

YesSomewhatCan't sayNo

9%9%

82%

Interpretation:

The majority of the dealer and retailer 82%, Are satisfied with our Pop & Giveaways 9%. Are 9% can’t say.

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Figure: 8

What You Find Most attractive in our outdoor communication and Why

SizeDesignColourVisibility

27%

37%

18%

18%

Interpretation:

In the view of the dealer, retailer and customers pointof view 37% of people give a preference to size. 27% ofpeople give a preference to design. 18% of people give

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a preference to color. Also 18% of people give a preference to visibility.

Figure: 9

Preference Of Brand Among Target Group

Prism cmtJ.P. cmtACC cmtMaihar cmtBirla cmt

9%

27%

4%5%

55%

Interpretation:

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In the survey it is found that 55% customers are satisfied whit Prism Cement, 27% customers are satisfied with the JP cement, 4% customers are satisfied with ACC, 5% customers are satisfied with Maihar cement. And 9% customer are satisfied are satisfied with Birla. This shows that the customers aremore satisfied with the Prism cement in the Market

Figure: 10

Most Effective Brand Promotion Strategy

J.P. cmtPrism cmtACC cmtMaihar cmtBirla cmt

50%

34%

8%4%4%

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Interpretation:

In survey it is found that JP cement brand has 50% the most effective sales promotion scheme, Prism Cement has34%, ACC cementhas4%, Maihar cement has 4% and Birla cement has 8%. This shows that Prism cement brand has the less effective sales promotion scheme in comparisonto JP cement.

8. Finding and observations

Most of the customers purchase cement from the market for purpose of building House, Road and construction etc. Most of the customers use PRISM &Jaypee cement in Indore Region. However, in some areas viz., NAGUD, BIRSINGHPUR< MAIHAR, UCCHARHA, BIRALA and RAMPUR of the same region, they mostly use PRISM cement for CONSTRUCTION purpose.

In the survey I found that most of the customers give importance to Advertisement and the busy that brand which is adequately advertised.

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In the survey I found that 51% Customers give importance to brand image for buying any cement brand.

While buying cement the customers give most preference to the price, Second preference to brandof the cement, and least preference to quality of the cement because they think that all the brands have equally good name in the market and all of them have more or less the same quality.

In survey I found that Prism cement is the no. I cement manufacturing company for launching attractive scheme

In survey I found that Prism cement manufacturing adopts most effective sales promotion scheme for its brands.

Prism cement’s product enjoys the highest demand inthe market because of awareness of its features by larger public.

Because of sales promotion methods such as free samples, prices, gift, coupons etc which are being used by Prism cement, enhances its sells as well asawareness about their products.

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9. Suggestions

The following are followed to cement companies based onthe conclusion drawn from the research study:-

Companies have to increase the awareness level in thebuyers through print media and other advertisementchannels.

Company should maintain their regular supplyaccording to the demand.

Proper survey and guideline should be given by thecompany.

Quality and brand name are to important factor hencecompanies have tried to build and maintain name andtheir goodwill in the market.

Company should have reasonable price of the product oreach everyone.

Word of mouth can be generated by keeping the existingcustomers.

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10. Conclusion

My project is to access (“A comparative study of

promotion strategy of different cement Companies withspecial reference to Prism Cement in Indore”) wherecompany is company selling 5000 tons of cement monthly.One of the finding of my project is that 75% ofcustomers surveyed want the which multipurpose, housebuild, Road, etc. The next finding is that 50% ofcustomer surveyed purchase the Prism cement on thesuggestion of dealers and 25% customers purchase thePrism cement on the suggestion of Masson & engineers.The remaining customers purchase the prism cement onthe suggestion sales promotion, brands name of thecompany and quality of cement and other factors.

The company should continue the sales promotion effortsand bring new innovation as the market is going to becompetitive day by day.

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TV, Newspaper advertisement, painting and latestoutdoor media solution is suggested also some publicrelation work is suggested where company has not havingany expenditure.

Thus the company should focus on providing he bestpossible facility to the dealers and employees.

The company should also focus on giving more incentivesto the customers as well as dealers.

Recommendation

After my project study, going through the marketcondition of cement and the marketing strategy of thecompany, I would like to make following to the company:-

An effective distribution policy to increase themarket share of PRISM Cement. A better distributionsystem consisting of various channels of distribution

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will certainly uplift, PRISM cement position. It hasbeen seen that due to the lack of properdistribution, PRISM cement is being effected, so agood policy should be quickly laid down.

Actually the customers are price sensitive so priceshould be kept as reasonable as possible.

Fostering better relationship among members byarranging regular meet and conducting workshops forthem.

Motivating Channel members to sell mere cement ofPRISM by associating incentives to prescribedtargets.

Welfare scheme for channel members should be devised. Devising some promotional scheme to attract the

customers as well as channel members. Advertisement campaigns should be carried on

comprehensive scale. Strict vigil about black marketing and price

variations and appropriate action should be taken. Better sales margin should be given to channel

members especially to retailers. And at last and important suggestion emphasizes the

fact that sales force should be increased.

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11. Bibliography

Aggarwal, Vaishali (2008), Role Of Retailers InReducing Inventory And ImprovingCustomer Satisfaction: An Empirical Study Consumer Non-Durables.Bansal, Gautam and Singh, Amrinder (2008), Study OnConsumer Perception RegardingPurchase Of Products From Big Shopping Malls, Journalof IMS Group, Vol. 5, Issue 2.Dabholkar, P. et.al. (1996), A Measure Of ServiceQuality For Retail Stores: Scaledevelopment and Validation, Journal of the Academy ofMarketing Sciences, Vol. 24(Winter).

Das, S. (2000), Scenes from the Malls, Business India,November, pp 96-98.Ghewari, Asita A. and Pawar, Satish N. (2012), A StudyOf Effect Of Opening Of MallsOn Small Traditional Retailers In Pimpri Chinchwad,Pune, Sinhgad InternationalBusiness Review, Vol. V, Issue 1.

Goswami, Paromita (2007), Apparel Shopping Behavior OfUrban Indian Students,ICFAI Journal of Management Research, Vol. 6 (4).Gupta and Hiremath (2011), Apparel Retail OutletSelection: Influence Of ServiceLevels In Goa, Indian Journal of Marketing, Vol. 41,Issue 11.

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Johnson, M. (1993), Retail Market In India, Advertisingand Marketing, pp 154-55.

-: Business Research Methods zikmund”- WILLAM G

-: Marketing Management – PHILIP KOTLER

-: Marketing Management- V.S. RAMASWAMY & S.NAMA KUMARI

-: Fundamental of Statistics- D.N.ELHANCE

-: Indian cement industry.com

ANNEXURE

QUESTIONNAIRE

This survey is conducted for partial fulfillment of therequirement for the degree. Participation in this study isvoluntary and all information is for academic purpose onlyand will be confidential.

“A comparative study of promotion strategy of differentcement Companies with special reference to Prism Cement in

Indore.”

Name (Optional):-………………………………………………………………………..

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Q.1 Which brand of cement you sell?

a) JP Cement-Buland b) Prism-Champion

c) ACC d) Birla-Samrat

e) Maihar

Q.2 Do customers prefer to buy such brand cement, which is very much advertised?

a) Yes b) Somewhat

c) Can’t say d) No

Q.3 Do customers consider brand image as a preference to buycement?

a) Yes b) Somewhat

c) Can’t say d) No

Q.4 While buying cement, what does customer give more preference to?

a) Quality b) Price

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c) Brand d) Others

Q.5 In your opinion which of the following advertisement method is the most effective?

a) Hoarding and banners b) Wall painting

c) T.V. advertisement d) Advertising in Newspaper

Q.6 Which the company who provide the most pop & giveaways to Dealer / retailer?

a) JP Cement-Buland b) Prism-Champion

c) ACC d) Birla-Samrat

e) Maihar

Q.7 Are you satisfied our pop & giveaways items?

a) Yes b) Somewhat

c) Can’t say d) No

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Q.8 What is most attractive to you in our hoardings?

a) Size b) Design

c) Colors d) Visibility

Q.9 With which brand of cement customer are satisfied?

a) Prism Cement b) ACC Cement

c) Maihar Cement d) Birla Cement

Q.10 Which of the following brands has the most effective sales promotion scheme?

a) JP Cement-Buland b) Prism-Champion

c) ACC d) Birla-Samrat

e) Maihar

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