Post on 15-Aug-2015
SUMMER TRAINING PROJECT REPORT
on‘SALES PROMOTION OF BIRLA CEMENT’
SATNA, M.P
SUBMITTED FOR PARTIAL FULFILLMENT OF THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
[2014-2015]
By
ANURAG DWIVEDI(Roll No.: 1368670021)
EXTERNAL SUPERVISOR INTERNAL SUPERVISOR MR. SUJEET TIWARI SUNITA SINGHAL Senior MKT Manager ASSIATANT PROFESER BIRLA CORPORATION Ltd, AIAM, GRATER NOIDA SATNA (M.P)
ACCURATE INTITUTE OF ADVANCE MANAGEMENT, GRATER NOIDA
CORPORATION
(Affiliated to UPTU and Approved by AICT)
Accurate Institute of Advanced Management (Affiliated to UPTU and Approved by AICTE)
______________________________________
Date:
HEADOF MBA PROGRAM’S CERTIFICATE
Certified that the Summer Training Project Report titled “SALES PROMOTION OF
BIRLA CEMENT” is carried out by Mr. ANURAG DWIVEDI, Roll
No.1368670021, a student of MBA –III semester at Accurate Institute of
Advanced Management, Greater Noida, under the supervision of –MR.
SUJEET TIWARI, SENIOR MKT Manager (Designation) Birla Carporation Ltd.
This is an original work carried out by the said student to the best of my knowledge and I
recommend for the submission of this summer Training Project Report to Uttar
Pradesh Technical University, Lucknow in the partial fulfillment of the award of
MBA Dagree.
Prof.(Dr.) Amar Kr. Saxena
Director,AIAM,Greater Noida.
Plot No. 49, Knowledge Park-3, Greater NOIDA-201306 (UP), Phone: 0120-2328235,
Fax: 0120-2320355 E. Mail.: info@accurate.in, Web: http//www.aiam.in
DECLARATION
To,
The Director,
Accurate Institute of Advance Management,
Plot No.-49, Knowledge Park 3
Greater Noida
Utter Pradesh – 201308.
Respected Sir,
I hereby declare that this project report entitled “sales Promotion Of Satna
Cement Works Satna" is written and submitted by me under the kind guidance
of Mr. Sujeet Tiwari, Senior Mkt Manager, Industry Guide and Mrs.SUNITA
SINGHAL, Asst.Prof, AIAM, Gr. Noida (U.P.). The findings and interpretations in
the report are based on both primary and secondary data collection. This project is not
copied from any source or other Project submitted for similar purpose.
DATE:
PLACE: Greater Noida
ROLL NO.: 1368670021
Signature of student
PREFACE
The learning process of classroom is incomplete without any practical field experience. It
is because of the reason that our Institute like any other, has provision for practical
training, so practical training is vital. Accordingly we had our training with Birla
Carporation Ltd.
This 8 weeks training gave us an insight into the working of an organization and learn
how some of the important concepts that we have been studying as a student of
management are applicable in the field. The project is a sincere attempt to focus on the
subject in a lucid manner. I sincerely attempted to effort to carry out study in deep on
subject.
During this period we had the opportunity to observe the company’s performance, place
in the industry, its products, pricing, advertisement, promotions and its good will through
our market survey. It is hoped that this study will provide valuable information in various
issues related to Birla Corporation Ltd, oriented industries.
ANRAG DWIVEDI
Roll no.:- 1368670020
ACKNOWLEDGEMENT
With immense please we are presenting “Sales Promotion of Satna
Cement Workes Satna” Project report as part of the curriculum of ‘Master of
Management Studies’. We wish to thank all the people who gave us unending support.
I express my profound thanks to Director and Prof. Amar Sexena, project
guide and all those who have indirectly guided and helped us in preparation of this
project.
We also like to extend our gratitude to all staff and our colleagues of College of
Management, who provided moral support, a conductive work environment and the
much-needed inspiration to conclude the project in time and a special thanks to my
parents who are integral part of the project.
Thanking you.
Accurate Institute of Advance Management
Knowledge Park 3, Greater Noida
COMPANY PROFILE
INTRODUCTION OF COMPANY
Time talks. Long years ago, in 1919 a young man named Ghanshyam
Das Birla set up the first Indian-owned jute mill near Kolkata. He called
it Birla Jute Manufacturing.
Time watched as the small unit prospered. It also earmarked a yung
man to beacon the new industrial India.
Shri Madhav Prasad Birla, Shri GD Birla;s nenphew, was born in 1918 .
Under his unncle's tutelagew he inculcated the timeless values that his
uncle fheld so dear to life:interrity and enbterprise. It were these very
values that helped Shri MP Birla transform the humble jute
manufacturing company into a mighty conglometate:Birla Corporation
Limited.
Now, under the chairmanship of Smt. Priyamvada Birla , the company
has crossed the 1, 100-crore plus turnover mark and fhas widespread
interests: Cement, Jute, Auto Trims, Cushioned Vinyl Flooor Covering,
PVC Coated Wallpaper Caribide, Industrial Gases and Synthetic Yarn.
Each division is cemented to the mother entity by the beliefs of the
men who laid the first bricks.
Like other products, our cement too, has the strength of inanity. It
makes for stronger foundations. It makes for trust.
Cement is the flagship division of Birla Corporation Limited. Nearly 89%
of BCL's turnover comes from the cement Division, which has six plants
with an installed capacity. Of 47.80-lakh tons. of the sizz plant two
each are located at Satna (m.p.) and Chanderai (Rajasthan) while
there's one at Dugrapur (WB) and another at Raebareli (up).
Cement is a basic material for all construction activities. Cement
industry is core sector industry and forms the backbone of infra
structural development of the country. Mason joseph Aspdin of for this
cement and called it “Portland Cement because it had resemblance in
colour after setting, to a variety of a variety of sand stone which was
found its colour after setting, to a variety of sand stone which was
found it abundance in Portland in England In 1845 the prototype of
modern Portland cement first appeared.
The Cement industry in India dates back to 1914 when the first unit
was established in Porbander (GUJRAT) with a production of just 1000
tons in a year severe coment in the earlier years, followed by decades
of price & distribution controls, resulted in slow & stunted growth of
this basic industry .
HISTORY OF THE ORGANISATION
Satna Cement Works/ Birla Vikas Cement, are industries of cement
division of Birla Jute & Industries Ltd., are situated in North – East
comer of Satna city about 5 Km from Satna Railway Station. Nearly 81
years back, Birla Jute Manufacturing Company was established in outer
Calcutta by a young person, Ghanshyam Das Birla. It was not
Only Birlas first unit but also first Inian owned jute Mill. He worked a lot
for the growth
And development of the company for many years. The company grew
steadily under the
Guidance of Ghanshym Das Birla. After sometimes in 1936 M.P. Birla
took over the charge. Madhav Prasad also was of a strong sense and of
clear-sighted vision. Working as Chairman of the company, Madhav
Prasad helped in transforming the company from a Manufacturer of
jute goods to a leading multi-product corporation with wide spread
Activities and the name of the company was changed from “ Birla jute
Manufacturing Company” to “Birla Jute Industries Limited” which ranks
among the top thirty companies In the country.
In 1959 this company enmarked an its most significant new venture
cement .The commissioning of Satna Cement Works in M.P., marked
the company entry into Basic industry. This way the first cement plant
in home of birla and the plant its self was of a capacity which was the
largest single unit in terms of production capacity existing in our
country at that time.
Now the name of “Birla jute Industries limited” has changed to “Birla
Corporation Limited” and today the Chairman is Smt. Priyamvada
Birla.
Birla Corporation Limited, a multi- activity company and pioneer in
mlany field, is single-mindedly committed to development of nation
with wide spread operations spanning the whole country and beyond.
The company’s turnover exceeds Rs. 1000 Cr. In a diverse range of
products , which encludes Jute &Synthetic Yarn, Cement Calcium
Carbide, Industrial Gores &Linoleum. Counted amongst the large
plants of thse Cement Division, Statna Cement Works and Birla Vikas
Cemeng at Satna M.P. cover an installed capacity of 1.5 Million Tones
In the near future. BIRLAL CEMENT KHAJURAHO is already a leading
Brand and a forerunner of company’s activities. Riding on the glory of
very high stanbdard of uality, the products of sthe company are
strongly poised in a postion of supremacy in the market.
Birla Corporation Limited, Cement Division has 6 plants i. e. two at
Satna (M.P.) one at Raenbareli (U.P.) , Two at Chittorgarh (Raj) and one
at Durgapur (W.B.) . These plants manufacture various types of cement
like
Ordinary Prtland Cement (OPC),
Portland Pozzolana Cement (PPC),
Lowalkali Cement and Portland slag Cement
The Cement is marked under the brand names of Birla Cement
“Khajuraho” and Birla Cement “Chetak” , Birla Cement “Durgapur”.
Head office the organization----Kolkata
Branch Offices of the organization—(only Cement Units)
Satna Cement Works , Satna
Durgapur Cement Works , Durgapur
GOVERNMENTS ROLE
In the first sixty five years of its existence only 27 MT of Capacity was
created to review the then ailing cement industry The Government
initiated Liberalization process by announcing;
A) 12% Post tax return on network (1977)
B) Partial Decontrol (W.E.F.28the Feb 1982)
C) Compete decontrols (W.E.F. 1 March 1989
D) De-licensing of cement industry in July 1991.
After 1982 at once the cement industry started attracting
Funds. Investors thronged to this industry the increase in
Production was so steep that supply was Marching ahead of
Demand. At the stage the government urged the industry to export
cement & crane foreign exchange for the Country. Since Then cement
industry has come a long way making India the fourth largest cement
producer in world after China, Japan and USA India may rank 3rd by the
end of this financial year.
PRESENT SCENARIO
But unfortunately it has been sticky growth for the cement industry
with demand failing to keep pace with rising capacities and prices on a
downtrend since 1996-97.The political uncertainty which reduced fresh
infrastructure investment to a trickle, a depressed real state market
took the wind out of this sector albeit temporarily The government
which consumes 40-5%of the 100Mt. per annum industry has brought
it down considerably due to following reasons
The price Distribution Matrix:
The high freight cost involved in cement transportation makes it
unlivable to sell it beyond a particular distance from a plant sites Since
freight cost accounts for more than 17-18% of the total & with the
location of cements plan depending largely on locations of lime stone
mines, cement prices vary from area to area.
The price history of cement suggests that till last year the price
realizations in the Southern states were higher than that in the western
and northern regions. However, over the past months there have been
capacity additions from some companies, which have forced a discount
war among producers even in Kerla, Karnataka & A.P.
DEMAND SUPPLY IMBALANCE
A part of the trouble could be attributed to cement major producers
themselves. Following the high growth seasons of 1993-94 when cement
was in demand, all cement majors went for expansions and capacity
additions, so much that in an industry whish has balanced demand
supply situation four years back was completely disturbed. The creation
of 30 Mr. capacity over the past 3 years is turning out to be major
liability.
However, only a part of this has been absorbed with the capacity
utilization of the cement unit (according to the C.M.A.) has gone down to
75% from 80% as was in previous year.
THE SOUTH EAST ASIAN CRISIS
Following the breakdown of the economics in some of the major
countries in Southeast Asia. The Indian cement industry has started
facing tough completion from countries like Korea & Indonesia on the
export fronts. The devaluation of their currencies have driven down the
cement prices to 25$ -27$ a ton sources from those countries from what
was around 40$ a ton year back, this has put the exporters from our
countries in a spot, owing to relatively higher price for cement out
source from India.
DUTY STRUCTURE
The cement industry which is the foundation of the infra structure of the
economy is burdened with a host of taxes and levies. After cigarettes,
cement contributes the most to the ex-checker through indirect taxes.
Total duties/levies on cement as a percentage of ex-factory
prices of cement work out to 60% whereas ever for luxury foods this
percentage is far less &has coming down over the last couple of years.
The levies are in the nature of royalty, mineral tax & duties on inputs
like limestone, gypsum, coal electricity etc. Besides there are levies of
MANUFACTURING PROCESS(FLOW CHART)
FUNCTION1. Lime stone mining,
crushing of lime stone and homogenization
2. Storage of raw material.
3. Grinding of raw material
4. Storage finally grinneded raw material.
5. Pre calcinatory
6. Crushing of coat.
7. Finally grinding of coal.
8. Clinkerization and clinker cooling.
9. Storage of clinker.
10. Clinker dispatch and selling.
11. Crushing of gypsum and other pozzolanic material.
12. Fine Grinding of
1. Lime stone crusher Stacker reclaimed
2. Raw mill hoppers
3. Raw mill
4. Raw mill silos
5. Preheater 6. Coal crusher
7. Coal mill
8. Rotary kiln Great Cooler
9. Clinker stock pile
10. Clinker storage and selling
11. Gypsum pozzolana crusher
12. Cement mill
13. Cement silos
14. Packing plants
ACHIEVEMENTS OF BIRLA CEMENT
Best Productivity Award
National ProductivityCoumsel, Delhi
1987-88 BVC
Award AwardedBy
Year Unit
Export Award CAPEXIL,Calcutta
1990-911991-921993-941994-951995-961996-971997-98
BVCBVCSCWBVC
- - -- - -- - -
National Safety Award
Ministry of Labour Govt. of India
1994 BVC
ISO9002 for Quiality
RWTUV Germany
July 1995 SCWBVC
IS /ISO 14001for Environment Management
BIS, New Delhi Sept 1999
SCWBVC
RESPONSIBILITIES & AUTHORITIES
The responsibility and authorities of different key personnel are
demarcated clearly keeping in view the main activity of each
department
PRESIDENT:
He if the Chief Executive of the Division and has over all
responsibility for laying down company quality policy and objectives.
He is also responsible providing essential resources and personnel for
implementation of the policy. He is the chairman of the management
review committee and responsible for effective implementation of the
quality policy..
HEAD MARKETING:
He is responsible to make survey of the market for sale of the product
method of distribution, expedition redressal of customer complaint and
promotion of company’s products. He if responsible to President
HEAD SALES:
He if responsible to administer and control personnel if the department
and to promote sales of the products, review of domestic sale
contracts, fixation and execution of dispatch program.
GENERAL MANAGER MARKETING :
He is responsible to control the regional Offices and Depots directly. He
is engaged in day to day affairs of Price Control, Market development,
Sales Promotion, Logistics, Transportation and Co-ordination with
Distributors &Dealers. He is also Controls the Out standing &Fund Flow
in assistance with Sales Accounts Department.
REGIONAL MANAGER MARKETING:
They are in-charge of a particular region allotted by the Company.
They Control all the Marketing &Sales affairs such as Market
development, Price decisions,
Outstanding Control, Sales execution its. & Reporting to General
Manager Marketing, Administration of local sales team.
MARKETING OFFICER / SALES OFFICER:
They are reporting to Regional Manager and assisting to them almost
all the affairs to which RM is responsible including decision making .
SALES STAFF:
Sales Asst. Godown In-charge, Sales Representative etc. comes in this
category. They are responsible for day-to-day affairs of Sales under the
supervision of sales/marketing officer.
It is important to note here that the Distributors of Satna Cement
Works are maintaining similar type of hierarchy also who performs
their duties in close contact and co-ordination with the staff of SCW.
MARKETING NETWORK OF SATNA CEMENT (SATNA)
Joint President Dr. M.J. Kapoor
G.M. V. Saran
GM (MKT.) GM (MKT.) DGM (MKT.) DGM (MKT.)KANPUR ALLAHABAD REAGION (M.P.) BARILE (WEST) CENTRE(U.P.)
Region VARANASI Region RAIBARELIEast (U.P.) East (U.P.)
D.G.M. Region (BIHAR)
AWARDS
CAPESIL awards, every year, since1990.
ISO 9002 certification, for Satna cement works, Birla Vikas
cement and Durgapur cement Works.
ISO 9001-2000 (QMS) certification, for Birla Cement
Works, Chanderia Cement Works from BVQ,UK.
IS/ISO 14001 certification, In 1999-2000 for Satna cement
Works and Birla Vikas cement, in 2002-2003 for Birla Cement
Works & chanderia
cement works for environment management systems.
"Best productivity performance" award, from NPC for Birla
Vikas cement in 1987-88. Also recognised by NCB.
"Best in Energy performance", in 1986-87
"Best in Energy performance", for Satna Cement Works in
1993-94, 1994-95, 1996-96 1997-98.
"Best productivity performance" award, from NPC for
Chanderia cement works in 1989-90 and again in 1993-94.
2nd "Best productivity performance" award, for Chanderia
cement works in 1991-92 & "Certificate of Merit", in 1998-99.
"Best Improvement in Thermal Energy performance",
recognition from NCB for Birla cement works in 1992-93 and
Chanderia cement in 1993-94.
"Best improvement in Energy performance", recognition for
Birla cement works in 1992-93
"Bhama Shah Samman", from the Rajasthan Government for
Educational Activities for Cement Works in 1996-97.
VEC-IIT, Madras recognized Chanderia cement Works and Birla
Cement Works
For "Excellence in Improving Machinery Heath Condition"
in 1997.
"Workers Education Trophy", awarded by Cement Board of
Workers Education, Udaipur Ministry of Labour, Government of
India, for Birla Cement Works & Chanderia Cement Works in
1998-99 and again in 2001-02.
"Lal Bahadur Shastri Memorial National Award", for
excellent pollution Control Implementation by Chanderia Cement
Works in 2002-03
MARKET SHARE
SATNA has total market potential of about 3000 tons (this may be
slight more or less than the actual average monthly sale). SATNA
CEMENT covers 1/3 rd of the total market. Satna cement is the largest
selling cement in this region. Satna cement advertising is also good in
this region among all the selling brands like Jaypee, Prism Maihar, and
Diamond etc
Maihar cement, miniplant, prism cement are the main competitors of
Satna cement
Jaypee and ACC don't have any market of their own or they have
negligible market with respect to Satna cement. The customer demand
for Satna cement is also good every 5th customer is willing to purchase
Satna cement while every third packaging, which is sold, is of Satna
cement works (SCW)& Birla Vikas Cement (BVC) product.
SWOT ANALYSIS
SRENGTHS
Company established in 1959 so that is old company
Companies has good reputation goodwill in the market
from at least 40 years
Workforce manpower is good ability to produce on time
pricing effectiveness
Product quality is good pricing effectiveness
Logistically reachable to every village
Nearer to the most potential market i.e. western U.P.
WEAKNESSES
Credit policy facility is not given to the dealer retailers
Distribution channel network is not good
Behavior of marketing person is not flexible
Lack of trained marketing field force, which could improve
new market
The efficiency of plant is competitively lesser than that of
competitors plants
Advertising policy is not effective, advertising budget is
less than competitors
Non exist any sales promotion scheme for retailers and
dealers
Availability of cement is not good
Professionalism does not exist in the company.
Management is not innovative. They do the work
traditionally
Availability of the rack and wagon are limited.
OPPORTUNITY
Company could increase the production according to the
demand
They can develop the new market
Well-established brand would be helpful in increasing
market instead of stiff competition
THREATS
The coming up more efficient plants in the same region
and targeting to the same region of domestics and
international market
Major prolonged economic depression
Higher cost of production
Possible saturation of present market
Instability of the government and tendency to low funds
allotment for new project
Hike in diesel price affects the road rail transportation
adversely.
PRODUCTION INTODUCTION
BRAND & PRODUCTS
Our cement is available under the brand names of
Birla Cement Samrat,
Birla Cement Khjuraho,
Birla Cement Samrat Premium
Birla Cement Chetak
Birla Premium Cement &
Birla Cement.
There is Birla Cement in a number of major constructions. It has an
extensive product range that includes the country's only low alkali
cement, using an alkali by-pass in the main kiln at Satna.
Primly, there are three kinds of cement that company
produce:
I. Portland Pozzolana Cement:
Two of our most trusted brands belong to this category:
Birla Cement Samrat
Birla cement Samrat Premium
II. Portland Slag Cement:
Here we have three brands:
Birla Cement Samrat
Birla Premuim Cement
Birla Cement
III. Ordinary Portland Cement:
Here we have two brands:
Birla Cement Chetak
Birla Cement Khjuraho
Right from a sub and super structure to a simple home, there
is a Birla Cement brand for every need.
BIRLA CEMENT SAMRAT
Portland Pozzaolana Cement (ppc)
Special features:
Higher finesse for improved workability
Resistance to alkali-aggregate reaction
Low heat of hydration resulting in reduction in cracking
Improved resistant to sulphate attack
Higher long-term strength over OPC
Segregation-free cohesive mix for excellent finish
Lower chloride content to minimize corrosion
Where to use it:
Brick and stone masonry
Plastering and flooring
Plain and reinforced cement concrete
Ordinary and broad-spectrum pre-cast concrete work
Mass concrete work
Dams and bridge piers
Concrete roads
Plants where it is manufactured:
Satna Cement works and Birla Vikas Cement, Satna
Birla Cement, Works and Chandera Cement Works,
Chanderia.
Raebareli Grinding Unit, Raebareli
Ordinary Portland Cement (OPC)
Brands:
Birla Cement Khajuraho,
Birla Cement Chetak
Special Properties of these brands:
Moderate sulphate resistance
Having very low Chloride content to avoid corrosion in
steel
Quicker rate of strength development
Improved workability
Better surface finish
Birla Cement Khajuraho/Chetak-53 Grade
Ordinary Portland Cement
Pre-stressed girders and electric poles
For ready-mix concrete
M 25 and above concrete
Road, runways, industrial buildings, RCC bridges, tunnels
and high-rise buildings
All types of general constructions
Birla Cement Khjuraho/ Chetak 53 Grade
Ordinary Portland Cement
Brick and stone masonry
Plastering and flooring
For ready-mix concrete
Plain and reinforced cement concrete
Pre-cast and pre-stressed concrete
RCC bridges, high-rise buildings and concrete roads
All types of general constructions
Plants where it is manufactured:
Satna Cement works and Birla Vikas Cement, Satna
Birla Cemnt Works and Chandera Cement Works,
Chanderia
Birla Cement Samrat “PREMIUM ”
High Strength Blended Cement
Special Features:
High Compressive Strenght up to 57 Mpa
Suprefine Cement for improved wokability
Excellent Finish of mortar and concrete surface
Compatible with Indian climatic conditions
Improved resstance to Sulphate attack
Lower Chloried contend to miize corrosion
Improved resstance to alkali aggregate reaction
Consistency in quality
Ideal for Use In:
Foundation, column, beams and R.C.C. slabs
Ordinary & specialized pre-cast pre-fab concrete work
Rapid industrial and residential constructions
High strength, high performance concrete work
Underground constructions.
Concrete roads.
Concrete pipes
All types of general constructions
Plants where it is manufactured:
Birla Vikas Cement & Satna Works,
Satna(M.P.)
PORTLAND SLAGCEMENT(PSC)
Birla Cement
Application area:
Dams and bridges
Underwater constructions
Underground construction
Construction in coastal areas
Brick & stone masonry, plastering & flooring
Plain and reinforced cement concrete
Mass concrete works
Ready-mix concrete
All types of general constructions
Special Features:
Higher Compressive Strength
Low heat of Hydration
Low Water Absorption
High Corrosion Resistance
Increased Workability
Low Shrinkage
Alkali Aggregate Reactivity
Sulphate Resistance
Desired durability
Assurance of Quality
Birla Cement Samrat
High-end strength
Strength matching 53 Mpa parameters
Cooling Strength and durability
Birla Premium Cement in paper bag
Moisture and lump-free
Tamper-proof
Seepage-proof
Accurate Weight
Eco-friendly
Plant where these are manufactured:
Durgapur Cement Works
STRONG SUPPORT
“THE TECHNICAL CONSUMER SERIVE CELL”
Effective quality control is only half the story behind the widespread
acceptance enjoyed by our brands. The other half of the credit belongs
to our Technical consumer Service (TCS) cell, and integral part of all
out plants. Besides organizing various meets and attending to
customer inquiries, the cell shared with the marketing division the
responsibility of elevating the brand image in the eyes of the
consumer. TCS has very specific function like:
Provide technical back-up customers
Assisting customers on technical issues relating to
architectural, structural and general civil engineering
Assessing consumer needs and construction requirements
Conduction technical seminars
Organizing/assisting customer educational activities like
mason meets, architect’s and builders' meets, consumers’
meets, engineers, meets and dealers' training workshops
Research and Development in cement and concert
Continuous analysis of market feedback leading to
continuous improvement in quality and production
practices
Educating field staff and marketing force about product
competitiveness
Monitoring the quality standards of packaging
Godown management of minimize deterioration in the
quality of cement under stronger conditions
RANKING ACCORDIND TO SALES
1ST
PRISM
SATNA is among the largest market of satna cement
about 1/3rd of the market is covered by satna cement. Over all
advertising of satna cement is also good it is on the SECOND
among all brand available and existing here. Prism ranked
FIREST. Jaypee in spite of negligible market also has good
advertising. Miniplant”s doesn’t do any advertising. Their sale
doesn’t need any advertising. Miniplant is actually the duplicate
of all familiar brands.
COMPANY PROJECT CASE
STUDY
CASE STUDY
To study on existing Sales promotion policy of Birla Cement, Satna.
OBJECTIVE OF THE STUDY
Sales promotion is really an investment that build up and intangible
asset called brand equity. The advertising objective should emerge
from a thorough analysis of the current marketing situation. Sales
promotion is done by advertisement in TV and news paper, holding and
wall panting, By educating architects by special seminar on regular
bases.
By importing special offer for more sale of cement to dealer and agent
gift like cycle, TV, frizz. Sales promotion is being done by G.M.
marketing trough technical cell added by Mrs. Raju Jain.
The main objective of the research is –
1. How should the company advertise
2. What kind of media / source should Birla cement use to get
better acceptability.
3. The checking of existing logo, punch line, wall painting,
colour & design, selection of media, quality of advertisings.
4. Brand recall
5. Logo / punch line recall
6. Colour scheme recall
7. To gauge other company’s advertising and comparison
with Birla cement.
MARKETING RESEARCH
Marketing Research is the function which links the consumer,
customer, and public to the marketer through information—information
used to identify and define marketing opportunities and problems;
generate, refine, and evaluate marketing action; monitor marketing
performance; and improve understanding of market as a process.
Marketing research specifies the information required to address these
issues; design the method for collecting information; manages and
implements the data collection information; manages and implements
the data collection process; analyses the results; and communicates
the findings and their implications.
RESERACH METHODOLOGY
Research Methodology forms an important part of any research project
as it defines how the research has been conducted. It stands to mean
what channels have been used in the research and what type of
research t would be. Research methodology is a step by step approach
towards solving the problem. It may be understood as a science of
studying how research is done significantly.
Research is an academic activity and as such the term should be used
in a technical sense. The purpose of research is to discover answer to
questions through the applications of scientific procedures.
The main aim of research is to find out the truth which is hidden and
which has not been discovered yet. Each research has its own specific
purpose, like to determine the characteristic of a particular individual,
situation or a group.
RESEARCH METHODOLOGY ADOPTED
The technique of finding facts from raw-data we use Sample Technique
for SATANA (M.P.).
SAMPLE
Sampling is simply the process of learning about population on the
basis of a sample drawn from it. Under this method a small group of
the universe is taken as a as the represented of whole mass and the
are drawn. It is a method to make social investigation practicable and
easy.
“A statistical sample is a miniature picture or cross section of the
entire group or aggregate from which
the sample is taken. A sample is reflection of the universe and bears all
the characteristics of the universe.”
The research method adopted in this study is stratified
sampling.
Stratified random sampling or simply random sampling is one of the
random methods which by using the available information concerning
the population, attempt to design amore efficient sample then
obtained by simple random procedure while applying stratified random
sampling technique the procedure is given below-
The universe to be sampled is subdivided into groups which
are mutually exclusive and include all the items in the
universe.
A simple random sample is then chosen independently from
each group. in stratified random sampling the sampling is
designed so that a designed number f items is chosen from
each stratum.
Data Collection:-(by survey)
Survey are only concern with condition or relationship that exists,
opinion that is held, processes that are going on, effects that are
evident of trends that are developing.
a. Sample Survey
b. Random Survey
Survey is completed through questionnaires.
QUESTIONS HAVE ASKED BY THE FOLLOWING –
1. Distributors / Stockiest / Retailers
2. Masons
3. Architects / Civil Engineers / Builders
/Contractors
4. End users / consumers
I. Who are making the house
II. Who are going to make the house
III. Who have made the house
Sample size taken = 200
FINDINGS
Sample size: 200
How many people heard about Birla Cement
Yes 95%
No 5%
Conclusion:
Birla cement is well known company
Sample size: 200
Which brand name of Birla cement is more popular
Khajuraho 50%
samrat 10%
Birla 20%
Other 20%
Conclusion:
Khajuraho is more popular brand
Sample size: 200
In the wall painting, News papers ads. What do
you like most
Color combination 45%
Design 35%
Slogan 15%
What do you think about packaging of company are
Attractive 40%
Very attractive 30%
Less attractive 15%
Poor 5%
Conclusion:
Package of company is attractive.
Any particular brand exist in your mind before purchasing the
Cement
Yes 70%
No 30%
Conclusion:
70% people consider it
Sample size: 200
How many people know the Slogan of Birla Cement
Known 60%
Unknown 40%
Conclusion:
60% people know the slogan.
Sample size: 200
Do you think ads of Birla Cement are appealing?
Very much 60
Not much 55
Normally 65
Not at all 20
Conclusion:
Company is normally appealing.
Sample size: 200
Which Cement Company ads are more effective?
Prism 40
Jay pee 80
Birla Cement 60
Any other 20
Conclusion:
The company ’s ad has second place.
Sample size: 200
Which kind of visual ads you like most
Comic 80
Informative ads 20
Family ads 60
Animation 40
Conclusion:
Comic ad of company is popular.
Sample size: 200
Have you watch the video van program of Birla Cement
Yes 65
No 55
Not Much 45
Normally 35
Conclusion:
65 out of 200 have watched.
Sample size: 200
Please suggest through which media we can popularize
Cement ads at their optimum level
Wall painting 35%
Hording 30%
T.V.ads 20%
Newspaper & Magazine 15%
Conclusion:
Wall painting & hording are more popular.
Sample size: 200
Do you know about the architect/mason meet conducted by the
company?
Yes 55%
No 45%
Conclusion:
55% people know it.
SOME OTHER FINDINGS
Advertisement plays an important role in affecting purchases
decision.
Advertisement in TV and Newspaper should be increased.
There should be proper wall and spaces are selected for panting.
Hoarding should be in the place were people recalling easily.
There is not a large number of dealers in the market.
Different people have different perception about different ads.
LIMITATION
The survey was conducted only in Cretan region of Satna as it was
not possible to conduct at each and every area.
The problem is taken place while measuring the space of wall
panting and hoarding.
A limited time was there to be collecting the information that is 6
weeks that restricts the collection of information.
The employees of Satna cement are so much loaded with work this
restricted gating more and more information forms them.
SOURCES OF DATA COLLATION
The information were collected through company book and
information bouchers and field survey through questionnaire
by personal interview, personal observation, marketing office
of satna cement works, dealers and branch office of satna
cement works.
CONCLUSION
RECOMMENDATION & SUGGESTION
Number of dealers and whole sellers must be increased
Advertising
OUT DOOR MEDIA
1.Good quality walls should be chosen & painted and must also
ensure that walls painted are not defaced.
2 Through shop paintings.
3 Advertisement through balloons hanged at particular Places so
that it can draw the attention of public.
PRINT MEDIA
Use Print Media with necessary information
Which will be required by uses when customer comes to the shop to
buy the cement will reduce the time period of buying influences of
others.
VISUAL MEDIA
Advertisement through the cable T.V. that may be Effective.Company
should concentrate in rural market also. In theVillages Company
should advertise by video van program
SALES PROMOTION
Sales promotion schemes given the retailers/stockiest,Give them
target to save and if they complete the target,They will get rewards,
foreign tours, scooter, Refrigerator,T.V. etc. Sponsor well regarded
events, as shown, games.Invite your customer join your club. Give
visible support to some courses as, support for Helping the homeless,
charity.Create your own retail units.
PUBLIC RELATION
The company must develop good relationship with retailer dealer,
stockiest, wholesalers, consumers.,
OTHERS
Contract with masons and give them gifts. Influence them
To use the Birla Cement and if they use then give them
incentives.
Company should prepare and distribute literature giving
technical guidance about the use of Cement and also
Explain which grade of cement will be suitable for a
particular purpose.
Improve the distribution channel company should make
More retailers and more dealers/stockiest.
Professionals should be recruit. Recruit young blood as
many as possible specially for marketing personals.
Feedback report is an essential thing that must revise
regularly.
BIBLIOGRAPHY
BIBLIOGRAPHY
PHILIP KOTLAR (MARKETING MGMT.)
SANTOSH GUPTA (RESEARCH METHOLOGY)
ANNUAL REPORT OF COMPANY
COMPANY’S MAGAZINES
www.satancement.com
www.google.com
ANEXTURE
QUESTIONNAIRE
1. How many people heard about Birla Cemet
Yes
No
2. Which brand name of Birla cement is Correct
Khajuraho
Samrat
Khajuraho/samarat
None
3. In the wall painting, News papers ads. What do you
like most
Color combination
Design
Slogan
All of them
4. What do you think about packaging of company are
Attractive
Very attractive
Less attractive
Poor
5. Any particular brand exist in your mind before
purchasing the Cement
Yes
No
If yes, then why ……………………………………
6. How many people know the Slogan of Birla Cement
Known
Unknown
7. Which of the following is the Logo of Birla Cement
BIRLA
CORPORATION LIMITED
MP BIRLA GROUP
8. Do you think ads of Birla Cement are appealing
Very much
Not much
Normally
Not at all
9. Which Cement Company ads are more effective
Prism
Jay pee
Birla Cement
Any other
10. Which kind of visual ads you like most
Comic
Informative ads
Family ads
Animation
11. Do you get ant technical brochure from Birla Cement
Yes
No
Not Much
Normally
12. Have you watch the video van program of Birla Cement
Yes
No
Not Much
Normally
13. Please suggest through which media we can
popularized Cement ads at their optimum level
Wall painting
Hording
T.V.ads
Newspaper & Magazine
14. Suggest us how should the company advertise for
the maximum Impact of ads …………………………………
15. Do you know about the architect/mason meet
conducted by the company
Yes
No