Ambuja Cement summer
-
Upload
anuj-agarwal -
Category
Documents
-
view
244 -
download
0
Transcript of Ambuja Cement summer
-
7/29/2019 Ambuja Cement summer
1/36
MANUFACTURING PROCESS AND
MARKETING ANALYSIS
Summer Training Report on marketing branch in SHREE CEMENT
Submitted in partial fulfilment for the Award of
MBA (DS)
Part II Session 2012-13
Of Center for Entrepreneurship and Small Business Management,
Maharshi Dayanand Saraswati University, Ajmer
By
ANUJ KUMAR AGARWAL
Under Supervision of
Alpi Maam
MAHARSHI DAYANAND SARASWATI UNIVERSITY, AJMER
-
7/29/2019 Ambuja Cement summer
2/36
Declaration
I hereby certify that Summer Training Report on Manufacturing process and
Marketing Analysis, submitted in partial fulfilment for the award of Master of
Business Administration (Dual Specialization) at Center for Entrepreneurship and
Small Business Management, Maharshi Dayanand Saraswati University, Ajmer is an
authentic record of work carried out by me. The matter embodied in this Summer
Training Report has not been submitted for the award of any other degree or diploma.
Date: Signature of the Student
(Name of the Student)
-
7/29/2019 Ambuja Cement summer
3/36
CERTIFICATE
This is to certify that Mr ANUJ KUMAR AGARWAL student of Class MBA(DS) Part-II has
completed his SUMMERTRAINING REPORT under my supervision.
To the best of my knowledge and belief that it is an original work by the candidate and based on his
efforts and that this work has not been submitted in any other university or institution for any award
of degree or diploma.
I am satisfied with the quality and the standard of this work and recommend its acceptance in the
partial fulfilment for the award of MBA(DS) degree.
Alpi Maam
Center for Entrepreneurship and Small Business Management
Maharshi Dayanand Saraswati University
Ajmer.
Place: Ajmer
Date:
-
7/29/2019 Ambuja Cement summer
4/36
CONTENTS
1. Acknowledgement2.Preface3.Overview of SHREE CEMENT4.Manufacturing process of cement5.Swot analysis6.Marketing strategy7.Ambuja Marketing classification8.Marketing strategy9.Company brand analysis
-
7/29/2019 Ambuja Cement summer
5/36
ACKNOWLEDGEMENT
Perseverance, inspiration and motivation have always played a key role in
the success of any venture. So hereby, its my pleasure to record thanks &
gratitude to the persons involved.
First, I thank Mr. Grijesh Kumar Gour, Manager (HR Dept.) ajmbuja
cement, for his continuous support, stimulating suggestions and helping me
all the time during my project.
No words would suffice my deep sense of gratitude to all the staff
members & all head of departments imparting valuable
information and guidance.
-
7/29/2019 Ambuja Cement summer
6/36
PREFACE
In a developing country like India, where infrastructure plays its pivotal
role, cement industry is the building stone in any development process, It
is one of the infrastructure there sectors without which it is impossible to
imagine the development.
The cement industry in India becomes very much competitive in last few
years with the increasing growth of the cement industries day by day.
The competition is becoming more stringent & crucial.
Indian economy is facing a boom in the real estate. This is directly related
with the cement sector. SHREE CEMENT being one of the top three
players in the Indian market and the most exported Indian cement is an
important part of the sector.
The report also gives a detailed idea about the Indian cement industry and
the key players.
-
7/29/2019 Ambuja Cement summer
7/36
BRIEF HISTORY OF
SHREE CEMENT LIMITED
SHREE CEMENTs Ltd. (SSL) is one of the leading cement manufacturing
companies in India. The Company, initially called Gujarat SHREE CEMENTs
Ltd., was founded by Narotam Sekhsaria in 1983 with a partner, Suresh Neotia.
Sekhsarias business acumen and leadership skills put the company on a fast
track to growth. The Company commenced cement production in 1986. The
global cement major Holcim acquired management control of SSL in 2006.
Holcim today holds little over 46% equity in SSL. The Company is currently
known as SHREE CEMENTs Ltd.
Gujarat SHREE CEMENTs is a relatively young company in the industry. It
began operations in 1986. In the last decade the company has grown tenfold.The total cement capacity of the company is 18.5 million tonnes. But, in a short
span of 18 years, it has set new benchmarks in every aspects of the cement
business. From cement quality to power consumption and from marketing to
environment management.
SHREE CEMENTs Limited, formerly known as Gujrat Ambuja Limited is a
majorCementproducing company in India. The Group's principal activity is to
http://en.wikipedia.org/wiki/Cementhttp://en.wikipedia.org/wiki/Cementhttp://en.wikipedia.org/wiki/Cementhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Cement -
7/29/2019 Ambuja Cement summer
8/36
manufacture and market cement and clinker for both domestic and export
markets.
Partnership
The company has entered into a strategic partnership with Holcim, the second
largest cement manufacturer in the world. Holcim had, in January, bought a
14.8 per cent promoters stake in the GACL for INR 21.4 billion. Currently
(2007)Holcimholds about 30% of shares in SHREE CEMENTs Limited.
SHREE CEMENT LIMITED
VISION
To become known as a premier cement maker offering high value realizations
for customers and stakeholders alike.
PHILOSPHY
Let noble thoughts come to us from all over the world.
MISSION
To sustain its reputation as the most efficient cement manufacturer in the world.
To drive down costs through innovative plant practices. To increase the
awareness of superior product quality through a realistic and convincing
communication process with consumers. To strengthen realizations through
intelligent brand building.
STRENGHTS
People management: The ability to inspire individuals to rise closer to their true
potential.
http://en.wikipedia.org/wiki/Holcimhttp://en.wikipedia.org/wiki/Holcimhttp://en.wikipedia.org/wiki/INRhttp://en.wikipedia.org/wiki/INRhttp://en.wikipedia.org/wiki/Holcimhttp://en.wikipedia.org/wiki/Holcimhttp://en.wikipedia.org/wiki/Holcimhttp://en.wikipedia.org/wiki/Holcimhttp://en.wikipedia.org/wiki/INRhttp://en.wikipedia.org/wiki/Holcim -
7/29/2019 Ambuja Cement summer
9/36
Customer focus: The humility to ask whether we would, as customer, is happy
with the service that we are providing.
Brand building: The ability to inspire the confidence that the customer is
indeed buying the right product.
Strategic vision: The ability to avoid price sensitive markets in favour of those
affords better realizations.
Logistics management:The ability to have a product on the dealers shelf
when a customer walks in.
Cost focused MIS: The ability to know exactly where inefficiencies lie.
Cost effective manufacture: The ability to remove these inefficiencies and
make a product at the lowest possible cost.
-
7/29/2019 Ambuja Cement summer
10/36
MANUFACTURING PROCESS OF CEMENT
DEFINITION OF CEMENT
Cement is binding material. Before the cement, murad was used as a binding
material. Cement is one of the cheapest, readily available, strong and ling life
material. The weathering effect on cement is very low. The basic raw material
for cement is lime stone (at least 80% purity). The purest form of limestone is
marble
RAW MATERIAL
Raw materials used for manufacturing cement are:-
Cement grade lime stone, i.e. carbonayte (81.6%)
1. Late rite2. Gypsum3. Coal4. Pozzolanic material (for PPC)
PROCESS
At Rabariyawas units cement is manufactured by dry process. The stepwise
process of cement manufacturing can be described as under:-
1. MINING: The main raw material, lime stone mined from jai surjanamines and transported from mines to crusher by dumpers.
-
7/29/2019 Ambuja Cement summer
11/36
2. CRUSSING ; Mined boulders are crushed to smaller size of 25mm inthe crusher and impurities like clay etc. are seprated from it. There after
it is preblended in a preblending yard by a stacker. This preblended
limestone is reclaimed by a fed in to the raw grinding mill.
3. GRINDING : The lime stone is ground to a fine power, by impact ofsteel balls, During grinding, late rite (a iron compound) is added
(percentage varies according to the quality of late rite, limestone and fuel)
along with circulation of hot air to evaporate moistur contents is lime
stone.
4. BLENDING/ PRE-HEATING: Pre heaters are used to heat the Rawmaterial after it extracted from silos, before feeding in to kiln, pre heating
(83.0c) is done by using hot gases. Large amount of CO2 during this
pre-heating. Pre heating is done to ahieve maximum calcinations.
5. BURING IN THE KILN: Rotary kiln is essentially furnace hot lowcylindrical in shape. It rotates on constant aped on a pair of rollers from
coal mills is injected in the kiln through a nozzle and is used forgenerating heat on combustion. The kiln can arbitrarily be divided in to
following zones.
Calcination Zone; Calcinations taken place and remaining CO2
(Preheating) is released and whole material is in the from of CaO which
is highly reactive.
Burning Zone : (1400-1450C) At this Temperature the material
converts from fine powder to plastic stage which reacts chemically with
iron, silica, alumina, and forms a black substance (complex compound)
termed as clinker.
Cooling Zone: Clinker is cooled initially from 1400 to 240 C. After this
further cooling is done outside the kiln by coolers. Cooled clinker isstored either in silos or under covered sheds.
-
7/29/2019 Ambuja Cement summer
12/36
6. GRINDING: Chittor units use Horizontal ball mills. For cementgrinding cooled clinker fed in to these mills. For required quantity of
gypsum. The mixture are ground in ball mills and stored indifferent silos
depending upon the grade (33,43,53) or type (OPC, PPC)
In case of puzzling, certain percentage of Pozzlanic material (fly ash is
also ground in the cement grinding mills along with the mixture of clinker
and gypsum.
The grade of cement depends upon the fineness of cement during
grinding, finer the grinding higher the grade.
-
7/29/2019 Ambuja Cement summer
13/36
7. PACKING: The cement is extracted from the store silos and packed inPPE bags through rotary packers and dispatched by Rail/Road.
AMBUJA MARKETING CLASSIFICATON
1. PRIMARY GUJRAJ
2. SECONDARY RAJASTHANDELHI, PUNJAB, UP
(WEST), J.K., HARYANA
UTTRANCHAL
3. TERRITORY M.P., CENTRAL U.P.
-
7/29/2019 Ambuja Cement summer
14/36
SWOT ANALYSIS
Here, an attempt has been made to understand the environmental factors
of the Brand. The brands internal attributes can be classified as its
strengths and weaknesses. The external environment can be understood
by determining the opportunities and threats.
Strengths
1. SHREE CEMENT is the only brand to be launched in the last years.Hence it is the only brand which is using the latest world class
technology. This argument can be used to convince the people about its
being better quality cement than all the other brands available in the
market.
2. Our Brand is said to have good packaging. Survey results confirm thisargument.
3. So far, Consumers are satisfied with our Brands overall Quality. It is saidto have quick setting, good fineness and high strength.
4. Overall, Most of the Consumers who have used SHREE CEMENTat leastonce find it good quality cement and are using it or are willing to use it
repetitively.
Weaknesses
1. Due to light colour SHREE CEMENT has facing some problems.2. Despite having good quality, good packaging and high availability,
Ambujas customer demand is low.
3. Consumers are apprehensive about its long term reliability due to itsbeing new cement and connected to Bangur cement.
4. Dealers are also apprehensive about its future availability andreliability.
-
7/29/2019 Ambuja Cement summer
15/36
Opportunities
1. Due to the increasing liberal attitude and more focused attention ofgovernment towards real estate sector, cement demand is going to
increase with more and more real estate companies coming to India
resulting into more development and construction projects.
2. Rural Markets have huge potential demand due to rural developmentprograms carried by government and private institutions and also due to
increasing purchasing power of rural people.
3. Due to its being new cement, Distribution network is to be built such away that it ensures the reach of our cement to the remotest areas.
Threats
1. Government has shown its concern over the high cement prices.2. There are a number of competing brands in the market with strong brand
names which are financially very strong and have huge capacities.
Selected Marketing Strategy
Current SHREE CEMENT Ratings
Before stating the marketing strategies for making SHREE CEMENT number
one brand, it will be nice to have a look over the position over which SHREE
CEMENTis currently sitting under various parameters. To get the currentpicture, Respondents of the survey were asked to rate SHREE CEMENTbrand
over the various parameters on a scale of 1 to 7 with 1 being of least important
and 7 most important. Then the ratings of all parameters were averaged out over
all respondents and Average ratings were plotted in a bar graph. Below is the
Bar graph showing the average rating of various parameters.
-
7/29/2019 Ambuja Cement summer
16/36
Bangur Cement Ratings
4.53
5.585.88
5.44 5.35
3.02 3.21
0
1
2
3
4
5
6
7
Bran
dAwar
enes
s
Q
uality
Pack
agin
gPrice
Availability
Advertisin
g
Cust
.De
man
d
From the above Bar Graph, It can be clearly seen that, Despite of Quality,
packaging and availability of the SHREE CEMENT good, the customer
demand of the brand is low. The reason can also be argued from the plot
that such is the case due to low advertising and not very good brand
name. So efforts have to be made to increase the brand awareness and
promote the promotional programs more aggressively.
Marketing Mix Strategies
Product
1. Consistent quality is to be ensured to impart the impression of its being ofgood quality and better cement than others.
2. Quality should be improved and upgraded with the commencement oftime and as new technology arrives in the industry.
3. Ambujas should also be written in hindi on cement bags so that thepeople who dont know English can identify it easily.
SHREE CEMENT Rating
-
7/29/2019 Ambuja Cement summer
17/36
4. 43-grade cement should be launched as some customers addicted to 43grade end up in purchasing some other brand in spite of being interested
in SHREE CEMENT.
Price
1. Price of SHREE CEMENTshould be kept relatively competitive incomparison with other cements in market to ensure people not defray it
because of its high price.
2. Price of SHREE CEMENTshould be kept same at all dealers shop of anarea. Some dealers are said to sell the cement at much lower price than
they are expected to. It is believed in the market that such dealers are
doing the smuggling of cement from Rajasthan. This should be checked
thoroughly and necessary action should be taken as soon as possible so as
to ensure that it is perceived as premium quality cement and not as some
cheap cement.
Distribution (Place)
SHREE CEMENT: How to sell
Dealers
1. Efforts should be made to include all the reputed dealers of the area in ourdealership network as dealer reputation is one of the deciding factors for
purchasing Cement.
2. Efforts should be made to convince the dealer that he sells only SHREECEMENT brand.
3. More Incentives should be provided to dealers to push them to sell moreof our product.
4. Small Dealers, afraid of loosing othercements dealership, must be takeninto confidence by providing them more incentives and ensuring them our
cement availability and full guarantee about its quality.
-
7/29/2019 Ambuja Cement summer
18/36
5. To allure dealers to sell more of SHREE CEMENT, Target discountsshould be provided to them. Dealers can also be sent on tours on fulfilling
some specified criteria.
6. Dealers can be categorized in different categories on the basis of theamount of SHREE CEMENT they have sold. Categories can be like
Silver, Gold, Platinum level dealers. This will give a motivation to low
level dealers to work hard for selling our brand so that they can be
promoted to higher level.
7. SHREE CEMENTLiterature should be provided to all dealers to helpthem to understand about the brand in a more detail. Dealers can further
pass it on to masons/customers to convince them about SHREE
CEMENTbeing a high quality cement and better than all other brands
available in market.
8. To enhance the relationship with Business associate and truly give themeaning to the designation given, Company should provide items like
tables/glass frames to dealers/sub-dealers.
Promotion
Brand Awareness
1. There is an immense need of consistent & aggressive advertising andpromotion for at least next one year to ensure Ambujas brand awareness.
Meets
1. More Mason Meetings2. More Dealer/Sub-Dealer Meetings
a. Helps in better interaction between company and dealersb. Enhances dealers/Contractors confidence in company and Brandc. Helps in promoting Brand through demonstrating product
specialties and quality features
-
7/29/2019 Ambuja Cement summer
19/36
3. Along with regular monthly meets, Special meets should be held at thetime of festivals and wishful comments should be sent across public
through gifts/coupons/prizes.
4. Mobile Vans should be used to promote the brand and make public awareof its quality and making them clear that SHREE CEMENTis not related
to others.
5. On-Site visits by technical people should take place where they candemonstrate practically why SHREE CEMENT is better than other
cement and hence can better convince people to buy SHREE CEMENT
instead of other brands.
Ad Mediums effectiveness
Before stating the recommendations for advertising of the brand, it will be nice
to have a look over the effectiveness of various advertising mediums. To gauze
the effectiveness of various advertising mediums, Respondents of the survey
were asked to rate various advertising mediums on a scale of 1 to 5 with 1 being
indicating least effective and 5 most effective. Then the ratings of all the
mediums were averaged out over all respondents and Average ratings were
plotted in a bar graph. Below is the Bar graph showing the average rating of
various ad-mediums.
-
7/29/2019 Ambuja Cement summer
20/36
Ad-Mediums Effectiveness
4.02
2.56
1.84
3.14
4.19 4.074.33
4.14
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
TV
News
pape
rs
Maga
zines
Brochu
res/
Gifft
Items
Hoard
ings
Shop
Pain
tings
Wall
Pain
tings
Tractor
/TrollyPa
inting
s
Advertising
1. More aggressive advertising need to be done to ensure brand awarenessa. Bigger wall paintings
b. Shop/Shutter paintingsc. Tractor/Trolley paintingsd. TV Ad should come on more frequently seen channels like Aaj Tak
and Star TV/Sports along with current channels
e. TV Ad duration should be increased to leave an impression andeffect on viewers mind
f. Stationary Items and Showy items2. Wall painting more effective than shop and shutter paintings.
-
7/29/2019 Ambuja Cement summer
21/36
3. Water Tanker and Tractor/Trolley paintings are more effective than othershop and wall paintings as they roam around the whole village and hence
come across more people resulting into better promotion.
4. More Stationary Items like Notepads, Pens, Pencils and Showy materialslike calendar, brochures, and posters need to be provided to dealers to
ensure Brands presence on dealers shop.
5. SHREE CEMENT Advertisement should show the SHREE CEMENT inHindi so as to make it understand by common man who doesnt know
English. Also there is an immense need of having a line in the ad that
connects the people with SHREE CEMENT in reference of Cement and
portrays the SHREE CEMENT brand as of better quality than others
brands available in the market.
SHREE CEMENT: How to ensure demand
Contractors/Masons
1.
Contractors/Masons should be provided appliances so as to bind themwith the company and ensure their loyalty.
2. Gift items like jewelry / home appliances should be given to dealers /sub-dealers / contractors / masons to ensure their attachment with
company and loyalty towards SHREE CEMENT.
3. Contractors/Masons should be sent for plant visits so that they canconsider themselves as a part of the company and hence work for the
betterment of the company.
4. Contractors/Masons must be assured full guarantee about the quality ofSHREE CEMENT and also they must be provided any other support
requirements needed by them.
-
7/29/2019 Ambuja Cement summer
22/36
Direct Consumers
1. Public is apprehensive about its quality due to its being connected withSHREE CEMENT.
2. Ambujas Periodic Daily should be started in which the information aboutAmbujas regular progress can be provided. This will help in making
public aware of Ambujas progress and ensuring their association with
Bangur.
3. More direct consumers promotion should be done as dealers arethreatened by other big players of loosing their dealership if they sell
Shree. It will also help in doing away the consumer apprehension about
Ambujas quality.
4. Customer care needs to be looked upon to do away the consumersapprehension about Shree. It will also help in building and ensuring the
customer loyalty.
5. To promote the brand among the youth, we should organize and sponsorthe tournaments like cricket/volleyball/kabaddi in the rural areas. Also
trophies/Certificates should be awarded to winners/runners/participants.
6. Apart from holding dealers/masons meets in cities, Small level meetingsshould be organized at village level too. Such activities will create more
awareness at ground level i.e. at villages where people rarely care about
quality and only see price as deciding factor for buying cement.
7. Coupons/Prizes should be placed in cement bags to allure thecontractors/masons/customer. They could vary from a single rupee coin
to TV to small vehicles.
Rural Marketing Strategies
1. Most of the companies fail to make a mark in the rural areas because ofthe fact that they try to implement the same marketing strategies as of
urban areas neglecting the rural markets unique characteristics.
-
7/29/2019 Ambuja Cement summer
23/36
2. Rural Market is altogether different from urban market in more than oneway. The psyche of the rural people, their purchasing behavior, economic
level and rural areas infrastructure is very different from what we fo und
in the urban areas and hence call for marketing strategies specifically
designed for rural areas.
3. To understand the rural market, Attempt has to be made to find theunique characteristics of rural market by defining the term rural,
determining the amount and flow of income and determining the types of
products & packages that are typically used in the rural areas.
4. Popular media channels used in urban areas like TV, Radio, andNewspapers etc. are not going to pay too much in rural markets.
5. I am not suggesting that we should not use the conventional media likeTV, Radio etc. We should use them but to make a breakthrough and
become number one brand in the rural areas, we need to come out with
new innovative and creative ways of promoting our brand which
influence and leave a bigger impact over rural people.
6. We should try to explore the rural people interests and the activities theyare concerned and touched with to find the opportunities for alternative
ways of promotion.
-
7/29/2019 Ambuja Cement summer
24/36
AWARDS
2003-2004o Business World & FICCI Corporate Social Responsibility (CSR)
award for recognising the impact of business on environment and
society: second runner-up
o Asian Institute of Management CSR award for povertyalleviation
2004-2005o Ernst & Young Entrepreneur of the Year (Manufacturing)o Asian Institute of Management Award for Environmental
Excellence
o Greentech 'Environment Excellence Award' in the Gold categoryby Greentech Foundation to GACL, Bhatinda
o 'Enviroment Week awards' for plantation, air, noise and waterpollution control and community development
o 'Safety Week awards' for safer mining 2005-2006
o 'Asian CSR Award' (Environment Excellence) 2005 for corporatesustainable development at GAC (India) Works
o Centre for Science and Environment Green rating Project award toGACL (second rank)
o 'Best Environment Management Practices Award' for the Roparunit from the State Pollution Control Board
o Capexil 'Certificate of Export Recognition' to GACL (Mumbai) inrecognition of outstanding export performance
o Awards won by the Maratha Limestone Mine of Maratha CementWorks (a unit of SHREE CEMENTs Ltd) Upparwahi.
-
7/29/2019 Ambuja Cement summer
25/36
2007
o In Mines Environment & Mineral Conservation WeekIndianBureau of Mines
o 'Corporate Excellence Award 2007' awarded to ACL by the IndianInstitute of Materials Management, Chandigarh
o Dun & Bradstreet 'American Express Corporate Award 2007' toACL
o 'National Award for Environmental Excellence' in OpencastMining from NCBM (2nd placeto Ambujas Sugala Limestone
Mine)
2008o 'Certificate of Merit'by Rajasthan State Productivity Council,
Jaipur
o 'Gobar Times Green Schools Programme Awards' by Centrefor Science and Environment (CSE) For the Year 2008 : Ambuja
Public School : Rabriyawas
2009o BCT Panvel received re-certification on ISO 9001-2008, ISO
14001-2004 & OHSAS18001-2007
o Ambujanagar has won 'Best Environmental Excellence in PlantOperation'National award by NCBM 2009
'Certificate of Appreciation' for Accident Free million man hour
our worked - Gujarat Safety CouncilBaroda 2009
-
7/29/2019 Ambuja Cement summer
26/36
RESEARCH METHODOLOGY
Research in common parlance refers to search for knowledge. Without
knowledge no job can be given perfection. It is the knowledge which
shows, us the path and helps us to lead on it. In fact, research is an art of
scientific investigation. Some people even consider research as a
movement, a movement from the known to unknown. The method which
man employs for obtaining the knowledge of whatever the unknown can
be termed as research.
Research is an academic activity an as such the term should be used in
technical sense. According to Clifford woody research comprises
defining the redefining problem, formulating hypothesis or suggesting
solutions, collecting, organizing and evaluating data ; making deductions
and reaching conclusions and at last carefully testing the conclusions to
determine whether they fit the formulating hypothesis.
This research is mainly based on analysis of secondary data available in
Annual reports of SHREE CEMENT. An Elaborative study is made by
comparing various options available for component of capital & their cost
& also the use of fixed interest or dividend bearing securities in the total
capital structure. Various statistical & mathematical techniques are used
for comparison & calculation of data.
-
7/29/2019 Ambuja Cement summer
27/36
Finding
REASONS STATED BY RETAILER FOR BRAND PREFERENCESHREE CEMENT :-
LAFARGE
ACC
a good image and brand loyalty
among consumers
-
7/29/2019 Ambuja Cement summer
28/36
easily
PRISM CEMENT
ment, plastering work is good
JAYPEE CEMENT
ULTRATECH
-
7/29/2019 Ambuja Cement summer
29/36
Conclusion
Becoming the number one brand is not an easy task for SHREE
CEMENT but at the same time it is also not impossible. SHREE
CEMENThas to come out with some creative and innovative initiatives
which havent been tried by any other competing brand so far. Today
India seem to focus more on rural areas so tomorrows leader will be the
one who will be able to make a breakthrough in the rural areas. Rural
markets call for an altogether different marketing strategy which takes
into consideration rural markets unique characteristics and preserve their
tradition instead of trying to change it.
ForShree, Journey has just begun and its a long tedious way ahead. It
has to ensure the strong dealer network under its purview and a system
should be put in place to evaluate and gauze the effectiveness of the
network. Along with strong dealer network, it also needs to ensure the
brand awareness for which some new creative promotional programs
need to be planned to reach out to the remotest places.
-
7/29/2019 Ambuja Cement summer
30/36
APPENDIX
Market Survey Questionnaire:-
Q.1. What are the reasons for selecting Brand or Cement company :
Rank the following
Quality
Colour
Quick / slow setting
Price
Strength
Recommendation by dealer
Q.2. What are the reasons for not considering SHREE CEMENT?
Rank the following
Quality
Colour
Quick / slow setting
Price
Strength
Recommendation by dealer
-
7/29/2019 Ambuja Cement summer
31/36
Q.3. Have you discontinued any of the earlier purchased brands?
1st
brand
2nd
brand
3rd
brand
Q.4. Who helped you in chossing this brand.
Rank the following
Shop keeper
Friends
Neighbors
Architect
Contractor
Q.5. At the time of selling cement the transportation facility should be
prompt or not. ?
-
7/29/2019 Ambuja Cement summer
32/36
Q.6. If not whether you are going to purchase another brand or wait for
you regular brand.
Q.7. What properties do you expect in good cement.
Rank the following
Long life
Light / dark colour
Correct weight
Durability
Quick slow setting
Strength
-
7/29/2019 Ambuja Cement summer
33/36
Q.8. What are the aspects that worry you?
Rank the following
Poor Quality
Colour
Short weight
Quick / slow setting
Poor strength
Chipping / Peeling off
Cracks
Q.9. Do you think that the cement product of high pricing having good
quality.
.
Q.10. Brands available on the site / shop and their prices.
.
.
.
-
7/29/2019 Ambuja Cement summer
34/36
Q.11. Are you aware about SHREE CEMENT. ?
.................................
Q.12. Mention the SHREE CEMENT Strength and Weakness. ?
Strengths
..
Weakness
..
Q.13. What are the Incentives / Discounts you are getting from SHREE
CEMENT??
Q.14. What are the Various Incentives / Discounts getting from Other
Brands.?
-
7/29/2019 Ambuja Cement summer
35/36
BIBLIOGRAPHY
Website of SHREE CEMENT group.
www.shreecementltd.com
Statistical Department Of SHREE CEMENT Group.
Marketing Department SHREE CEMENT UNIT RABARIYAWAS,PALI,
WWW.GOOGLE.COM
WWW.wikipedia.COM
ARTICLES FROM VARIOUS NEWS PAPERS:
WWW.THEHINDU.COM
WWW.TIMESOFINDIA.COM
http://www.google.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.thehindu.com/http://www.timesofindia.com/http://www.timesofindia.com/http://www.thehindu.com/http://www.wikipedia.com/http://www.google.com/ -
7/29/2019 Ambuja Cement summer
36/36
JSJKLSJFSJS;F