Project Report

“BRAND POSITION OF BIRLA GOLD CEMENT INJABALPUR DISTRICT”

AT

Maihar Cement, Sarla Nagar, MaiharDistt-Satna (M.P.)

SUBMITTED FOR THE M.B.A. DEPTT.

PIONEER INSTITUTE OF PROFESSIONAL STUDIES INDORE

Batch – 2010-12

Submitted BY

Prashant k.mishra M.B.A. (2nd sem.)

[ 1 ]

“ MAIHAR CEMENT PROP.CENTURY TEXTILES & IND. LTD ”

NAME OF REPORTING MANAGER:NO.OF DAYS SIP DONE: 15.06.2011 to 30.07.2011INDUSTRY /SECTOR WISE: Private HISTORY OF ORGANIZATION:Maihar's history can be traced since the Paleolithic Age. The town was formerly the capital of the princely state of Maihar. The state was founded in 1778 by Rajputs of theKachwaha clan, who were granted land by the ruler of the nearby state of Orchha. The state became a princely state of British India in the early 19th century, and was administered as part of Bundelkhand Agency in the Central India Agency. In 1871 the eastern states of Bundelkhand Agency, including Maihar, were separated to form the new agency of Bagelkhand in Central India. In 1933 Maihar, along with ten other states in western Bagelkhand, were transferred back to the Bundelkhand Agency. The state had an area of 407 square miles (1,050 km2), and a population of 63,702 in 1901. The state, which was watered by the Tons River, consists mainly of alluvial soil covering sandstone, and is fertile except in the hilly district of the south. A large area was under forest, the produce of which provided a small export trade. The title of the ruler was maharaja. The state suffered severely from famine in 1896–1897. Maihar became a station on the East Indian Railway (now the West Central Railway) line between Satna and Jabalpur, 97 miles (156 km) north of Jabalpur. Extensive ruins of shrines and other buildings surround the town. 

PROMOTERS :

[ 2 ]

Chairman's Message

"I believe that the Fortunes of Century Textiles & Industries Limited rest solely

on its continuing ability to evolve and successfully implement new techniques

and systems to anticipate future trends and zero in on to them, to be in short, a

company that is plugged into tomorrow.."

VISION :

Vision - The   3 T

TraditionMaihar Cement is a division of Century Textiles & Industries Ltd., belonging to the BK Birla Group of Companies, a leading Business House with its presence in Core Industries like Textiles, Rayons, Chemicals, Paper & Pulp and Cement, which has been at the vanguard in generating wealth for the Nation.  Our heritage of being a part of this group carries with it a commitment to quality. All our Products meet the most stringent and exacting standards of our growing list of loyal customers who are engaged in building Modern India.TechnologyOur Group's Core Value of Quality has built for us an invincible reputation and for this, the finest technology was sourced from world renowned manufacturers and state-of-the art equipment installed for energy efficient and pollution free large scale cement production. The presence of superior technology is also evinced in our various quality initiatives which have fetched for us the coveted ISO-9001, an International Certification for "Quality Management System". We have also got theISO-140001 Certification for

[ 3 ]

"Environmental Management System" which amply reflects our commitment to the environment.TrustOur Customer is the focal point for all our endeavours and what we value most is their trust in us, whether that be in the aspect of reliability of supply or in the aspect of quality assurance.  An extensive distribution network and a retail chain of thousands of outlets stretching across the length and breadth of regions, play a vital role in taking our cement units closer to the customer's doorsteps.  Further, our efficient and responsive technical staff excel in providing quick and expert care so as to enable thousands of users to keep smiling and ever wanting our products.

MISSION:

"Complete Customer Satisfaction and fulfilling the expectations of society is the key to success of any business enterprise in Global Economy”

MAIHAR CEMENT QUALITY POLICY

Maihar Cement is committed to :-

(1) Produce consistently high quality Cement conforming national / consumer

satisfaction.

(2) Supply Cemented most economical price.

(3) Continually improve the quality and productivity.

(4) Customer satisfaction.

This shall be achieved by :-

(1) Implementation of ISO 9002 in the company.

(2) Training and development a team of dedicated word force.

(3) Adopting latest technology appropriately.

(4) Setting and reviewing objective at various function and level in the

company.

Marketing Policy

Product Quality exceeding Customer's expectations Timely Despatches Attractive and functional packaging Quick Business Response Prompt After-Sales service

[ 4 ]

Adhering to fair and ethical business practices

ACKNOWLEDGEMENT

Completion of project and writing of report is a

satuisfying event and the plesant part is the opportunity

to thank those who inspired , contributed and

cooperated in it .

I would like to avail this opportunity to express

my sincere thanx to all those who have helped in

making this project “ Brand Positioning of Birla Gold ”

cement in Jabalpur Distt. a success.

I express my heartful gratitude to my guide “

Mr. Rajesh Sharma, Y. Jha” Marketing officer of “Maihar

Cement” for this inspiring guidance and constructive

criticism.

I hereby my sincere thank to “Maihar Cement”

Sarla Nagar for giving me an opportunity to carry out

this project and under go practical tranning at this

organization.

[ 5 ]

I am also obliged to “Mr. G.K. Awasthi and Mr.

Amit Shrivastava” for this study and also for providing

one every possible help and guidance to carry out this

project work.

I would also like to thanks all the staff members

of the marketing department of Maihar Cement for their

kind co-operation and facilities throughout this project.

Prashant k.mishra

DECLARATION

I, Prashant Kumar Mishra Student of M.B.A

(MAKETING & H.R)

3rd Sem PIONEER INSTITUTE OF PROFESSIONAL STUDIES

(INDORE) do hereby declare that this project is an

outcome of the study done by me and all the facts and

information produced here are based an the data

collected from primary & secondary source and true and

original in nature.

[ 6 ]

I also declared that no volume of this report is submitted

anywhere else.

DATE PRASHANT K.MISHRA

SYNOPSIS

Acknowledgement

Declaration

Preface

Industry Profile

Manufacturing Process

Company Profile

Chairman’s message

A introduction

[ 7 ]

Company Vision 3T

Awarded earned by Maihar Cement

Company Quality Policy

Product of Maihar Cement

Salient Features of Birla Gold Cement

Specification of Maihar Cement

Marketing Department Chart

Requisite form

Security Deposits

Research Methodology

An Introduction of Marketing Research

Research Process

Objectives

Concept of Brand Positioning

Data Analysis

SWOT Analysis

Scope of Work

Finding

Questionnaire & Bibliography

[ 8 ]

Chairman's Message

"I believe that the Fortunes of Century Textiles & Industries Limited rest solely

on its continuing ability to evolve and successfully implement new techniques

and systems to anticipate future trends and zero in on to them, to be in short, a

company that is plugged into tomorrow.."

"Complete Customer Satisfaction and fulfilling the

expectations of society is the key to success of

any business enterprise in Global Economy".

INTRODUCTION

Maihar Cement is a division of Century Textiles and Industries Ltd,

a flagship company of BK Birla Group.  The company is well diversified having

interest in cement, textiles, rayon, chemicals,  pulp and paper. 

[ 9 ]

Maihar Cement is situated at Sarlanagar (Maihar) Dist. Satna in the State of

Madhya Pradesh with an installed capacity of 4.20 Million TPA.    Maihar is 45

Kms South - East of Satna on Howrah - Mumbai Central Railway Main Line. 

Maihar is well known for Sharda Devi Temple and Maihar Gharana Music whose

proponent was renowned Musician padma Vibhushan Baba Allaudin Khan. 

Apart from this, company has two more cement plants namely

Century Cement at Baikunth, Dist. Raipur in the State of Chhattisgarh with an

installed capacity of 4.20 Million TPA and  Manikgarh Cement at Gadchandur,

Dist. Chandrapur, Maharashtra with an installed capacity of 1.90 Million TPA.  

The combined Capacity of all cement plants  taken altogether is 7.80 Million

TPA.  More emphasis is given for production of blended cement which

constitutes about 95% of the total cement produced by the company.

[ 10 ]

Plants of Century Textiles and Industries Limited

[ 11 ]

Century Cement - Chhattisgarh

Maihar Cement - Madhya Pradesh

Manikgarh Cement - Maharastra

Units Figures in Million TPA

2009-10

Century Cement - 2.10

Maihar Cement - 4.20

Manikgarh Cement - 1.90

Total - 8.20

[ 12 ]

The capacity enhancement to 8.20 Million TPA is under

implementation by carrying out modification, up gradation and rebottle of

existing plant & machinery and equipments.

Which is likely to be completed by Oct-Dec 2009 Quarter. All

cement plants are equipped with captive power plants. Which not only ensure an

uninterrupted power supply, but also help company substantially on power cost,

as the own generated power is quite economical as compared to grid power. The

company sells its cement under its premium Brand Name – Birla Gold.

Sri B.K. Birla Group has three more plants :-

(1) M/s Kesoram Cement for southern region.

(2) M/s Vasavdutta cement for southern region.

(3) M/s Manglam cement for western region.

[ 13 ]

Captive Mines

Maihar Cement has its own Captive Mines with rich limestone reserves at

Bhadanpur just 7 Kms from the plant.  mines' working is fully mechanized and an

overland belt conveyor of 7 kms passing through hilly terrain transports

limestone from mines to plant.  The aesthetic view of the surrounding area has

been maintained by afforestation of the mining area and also by creating water

reservoir in the excavated area.

Fig (1) ; A Panaromic view of Mines

[ 14 ]

Captive Power Plant

Fig (2) :Captive Power Plant

To meet the need of the hour and in order to reduce the cost of

production, so as to be competitive, Maihar Cement has installed its own Captive

Thermal Power Plant and the total  installed capacity is 35 MW which is helpful

in uninterrupted running of the plants on sustainable basis.

[ 15 ]

Logistics :

Strategic location of the plant, connected with NH-7 puts Maihar Cement in a

very advantageous position so far as logistics is concerned.  The Plant is well

connected by Road with all the major marketing centers.  Being situated on

Mumbai - Howrah (via Allahabad) main Railway Line, it is also well connected

with all the States in East & North East.

Fig (3) :Rail lines

Maihar cement is pioneer in producing blended cement i.e. Portland

pozolana cement. The motivation for the production of blended cement has been

primarily with the aim of preserving limestone reserves and environment.

Advantages :-

Low heat hydration resulting in resistance to cracking.

[ 16 ]

Resistance to corrosive water and chemical attacks and threby longer life

to steel / iron structure underneath.

High degree of impermeability and workability for the concrete mix.

Higher ultimate strength at longer duration.

Higher degree of fineness, resulting in –

1. Complete chemical reaction

2. Easy workability

3. Increased plasticity

Reduced Alali aggregate reaction as also free lime expansion and thereby

resistance to cracking.

Lower drying shrinkage and low leaching value.

PPC can be used for any type of construction which earlier had been the

forte of OPC. However due to it’s special attributes, its us is rather

imperative for the following construction works.

Uses :-

Hydraulic structures.

Mass concreting works.

Marine structures.

Masonary mortars and plastering.

Under aggressive conditions.

The basic raw material in the production of cement is limestone. The

limestone ore as obtained from the mine is fed to the raw mills after

crushing it to acceptable size. Certain 36.

Additives such as laterite, Bauxite, High grade limestone (Sweetener) etc.

are also introduced along with limestone into the raw mills as applicable.

In the raw mills, the above inputs are reduced to a particular fineness. The

output of the raw mills, called raw meal is then burnt in the kiln and then

cooled to produce clinker. The fuel used for burning of limestone is

[ 17 ]

powdered coal produced from the coal mill. The clinker is thereupon fed

into cement mill and pilverized along with gypsum to yield the basic

cement is replaced by fly ash to produce PPC.

Process in Nutshell

Scenic views of our uniqueness :

(1) Limestone excavated from Mines is transported through Dumpers and

fed to crushers wherein it is reduced from above 850 mm to 80 mm

size.

(2) Environmental friendly Conveyor belts transport the limestone from the

Crusher to the Plant Site over a distance of 7 kms.

[ 18 ]

(3) Scientifically designed Stackers provide for stacking of the limestone

received from the mines in circular / longitudinal stock piles. Use of

Reclaimers ensure consistency in quality.

(4) Most advanced Coal Mill pulverizes the coal to be injected into Kiln for

burning of Raw Meal.

[ 19 ]

(5) State of the Art Vertical Roller Mill grinds Limestone feed   to

powdered form called Raw Meal.

(6) Centralized Control Room monitoring the manufacturing process

through computers

[ 20 ]

(7) Close Circuit Cement Mill ensures high quality grinding of clinker,

gypsum and pozzolana to yield best possible uniformity of the cement

particles.

Consistency and accuracy in the packing of bags by electronic

packing machines .  

Packing Plant is equipped with computer controlled electronic packers, which

ensure that cement bags are packed and sealed to 50 kg of cement each

accurately.  Manual check is also carried out at random to monitor computer

accuracy and introduce correction as applicable.

[ 21 ]

Packing & Dispatch

Loading of bags in the wagon/trucks is carried out automatically by means of

wagon / truck loading machines, equipped with Electronic Loading Counters

which accurately keep count of the Number of bags being loaded.

Efficient logistic & transportation network ensures prompt delivery of

materials to the customers.

Environmental Management System

Right from inception, great emphasis has been laid at Maihar Cement on

maintaining ecological balance and  environmental  preservation so as to provide

green, healthy and pollution free environment.  Continuous monitoring of various

Pollution Control equipments are done round the clock to maintain emission

levels much below the norms specified by State Pollution Control Board. 

[ 22 ]

Measures Taken Towards a Cleaner Environment

Installation of highly efficient Pollution Control Equipments viz., ESPs, Bag Houses and Pulse Jet Dust Collectors at every dust generating point in the Plant.

Regular monitoring of all stacks and ambient air quality. Proper treatment of domestic affluent generated from residential colony in

Oxidation Ponds and use of treated water for plantation purposes. Massive efforts for plantation of various species of trees for ecological up-

gradation.

Fig (4) View of greeneries in plant are

To control fugitive emission, following additional steps have been taken:

Covering of Conveyor belts transporting various process materials

All raw materials are stored in covered gantry.

Water sprinklers have been provided on the roads to check fugitive

emission generated due to movement of vehicles

Concretization of roads and floors inside the Plant

[ 23 ]

The Fly Ash generated from Thermal Power Plant is used as an additive

for manufacture of PPC.

The Plant maintains perfect harmony with environment through effective

pollution control measures in respect of air, water, land and noise level.   All

efforts are made to curb pollution at grass root level.

CUSTOMER SERVICE

“Customer delight” remains focus of company’s marketing mix. For that

company provides best quality cement to the customers followed by prompt and

perfect “after sales service”. Later, independent customer feedback assessment is

done to evaluate the degree of satisfaction.

“Technical Service Cell” has been setup to provide technical assistance to

institutions and people engaged in construction work. Besides on site assistance

brochures and useful guidelines for cement usages provided regularly. Masons,

contactors, Architects and Engineers are also trained on regular basis and so far

53715 such persons have been trained.

“Advertisements and promotional” Campaigns are created and executed in

house by innovative marketing professionals involving whole gamut of activities

right from conceptualization to execution stage.

Market Regions of Birla Gold:

[ 24 ]

Maihar Cement sales are mainly spread in Madhya Pradesh, Uttaranchal, West

bangal, Bihar, Uttar Pradesh, Assam and Orissa. The increasing congestion of

plants in the Satna belt has led to intense competition in M.P. market.

S.N. State Share

1 M.P. 17.86 %

2 Bihar 25.91 %

3 West Bangal 1.15 %

4 U.P. 46.83 %

5 Assam 3.48 %

6 Uttarnchal 2.47 %

7 Export 2.29 %

Table : Market Share (State Wise)

(Source : Company Data)

Cross Branding:

Introduction of cross branding concept is the major achievement as packing of

different brands of Century, Maihar and Manikgarh Cement from different

manufacturing facilities started selling as a single brand “Birla Gold”, which in

turn has given freight benefits and advantage of brand powers of established

brands like Birla Faulad, Century Gold, Century Classic etc. This has

significantly improved brands base and realization to cement division.

Our Vision - The 3T

[ 25 ]

Tradition

Maihar Cement is a division of Century Textiles & Industries Ltd., belonging to

the BK Birla Group of Companies, a leading Business House with its presence in

Core Industries like Textiles, Rayons, Chemicals, Paper & Pulp and Cement,

which has been at the vanguard in generating wealth for the Nation.  Our heritage

of being a part of this group carries with it a commitment to quality. All our

Products meet the most stringent and exacting standards of our growing list of

loyal customers who are engaged in building Modern India.

Technology

Our Group's Core Value of Quality has built for us an invincible reputation and

for this, the finest technology was sourced from world renowned manufacturers

and state-of-the art equipment installed for energy efficient and pollution free

large scale cement production. The presence of superior technology is also

evinced in our various quality initiatives which have fetched for us the coveted

ISO-9001, an International Certification for "Quality Management System". We

have also got the ISO-140001 Certification for "Environmental Management

System" which amply reflects our commitment to the environment.

Trust

Our Customer is the focal point for all our endeavors and what we value most is

their trust in us, whether that be in the aspect of reliability of supply or in the

aspect of quality assurance.  An extensive distribution network and a retail chain

of thousands of outlets stretching across the length and breadth of regions, play a

vital role in taking our cement units closer to the customer's doorsteps.  Further,

our efficient and responsive technical staff excel in providing quick and expert

care so as to enable thousands of users to keep smiling and ever wanting our

products.

[ 26 ]

AWARD EARNED BY MAIHAR CEMENT

NATIONAL AWARD FOR ENERGY EFFICIENCY FROM  

NCCBM

Best Improvement in Energy Performance 1991-92

Best Improvement in Thermal Energy Performance 1991-92

Best Improvement in Electrical Energy Performance 2000-01 & 03-04

Best Improvement in Energy Performance in manufacture of Blended Cement

2003-04

OTHER NATIONAL AWARD

Abheraj Baldota Environment Award for 1995-1996 from FIMI

National Safety Award for outstanding performance in Industrial Safety

Lowest average frequency rate as runner up for the award year 1998

Longest accident free period as runner up for the award year 2001

Longest accident free period as runner up for the award year 2003

Accident free year as runner up for the award year 2005

Accident free year - Best for the performance year 2005

National Energy Conservation Award for 2001 from Govt of India

Social Awareness Award for 2002-03 from FIMI

“ Where there is Quality, there is Productivity ”

[ 27 ]

MAIHAR CEMENT QUALITY POLICY

Maihar Cement is committed to :-

(5) Produce consistently high quality Cement conforming national / consumer

satisfaction.

(6) Supply Cemented most economical price.

(7) Continually improve the quality and productivity.

(8) Customer satisfaction.

This shall be achieved by :-

(5) Implementation of ISO 9002 in the company.

(6) Training and development a team of dedicated word force.

(7) Adopting latest technology appropriately.

(8) Setting and reviewing objective at various function and level in the

company.

[ 28 ]

PRODUCT OF MAIHAR CEMENT

Maihar cement produced both OPC and PPC.

(I) Ordinary Portland Cement (OPC) is three type.

(a) 33 Grade

(b) 43 Grade

(c) 53 Grade

(a) OPC – 33 Grade :-

It develop strength quickly enough concrete and morter made with

OPC and attacked by acid and Sulphates. Therefore Maihar Cement 33

Grade chemistry and particle size distribution has been adjusted to gire.

(1) Moderate Suplhates resisting properties.

(2) Very low chloride content to avoid corrosions in steel.

(3) Low heat of hydration resulting in a durable structure.

(b) OPC – 43 Grade :-

It is some 33 Grade, but its quick setting then OPC 33 Grade.

(c) OPC – 53 Grade :-

It is good strength than 33 grade and 43 grade. It is very quick

setting than other two grades.

It is very useful in view of Economy.

(1) Lesser requirement of cement due to very high surface area.

(2) Excellent from finish.

(3) Speedy construction.

(II) Portland Pozolona Cement (PPC) :-

It differs from OPC mainly in that it is a blended cement and

incorporate of active constitution called Pozolana, Which is inter grounded

with clinker and gypsum.

[ 29 ]

SALIENT FEATURES OF “BIRLA GOLD”

Ideal for concrete provides dense concrete with low permeability.

Resistive to corrosive effect or water / chemical.

Increase the pH value of concrete, which helps in increasing corrosion

resistance.

Enhances the properties of plasticity and cohesiveness which are

significant for durability.

Provides good workability with high water retention property.

Formation of secondary CSH Gel which helps in higher ultimate strength.

Reduced heat of hydration thereby minimizing thermal cracking.

Ideal for all types of constructions :-

Housing and commercial buildings, high strength flyover, bridges RCC

elements, pre-stress and prefabricate concrete elements and canal liming

where strength as well as durability are the guiding factors.

[ 30 ]

SPECIFICATION OF MAIHAR CEMENT

UNITS REQUIREMENT

[IS:1489(1991)]

BIRLA GOLD

Physical Characteristics

Specific Surface M2/kg 300 Min 334

Soundness

Lechateller Method

Auto clave Method

Mm

%

10.0 Max

0.80 Max

1.00

0.03

Setting Time

Initial

Final

Min

Min

30 Min

600 Max

105

175

Compressive Strength

3 Days

7 Days

28 Days

Mpa

Mpa

Mpa

16 Min

22 Min

33 Min

26

41

60

[ 31 ]

MARKETING DEPARTMENT CHART

REQUISITE RORM’S OF REQUIRED CEMENT

DISPATCH

(1) Form 75 – Presented by the company at border.

(2) Form 31 – Presented by the second party when the cement for their

personal use.

(3) Form 32 – Presented by the dealer of stockiest.

(4) Form F – At the time of consignment sale’s.

(5) Form C – At the time of direct sales.

Note – Form 31 & 32 prepared at MP / UP Border.

SECURITY DEPOSIT

Security is an amount which is given by one party to another party by

which the one party assure that if he fails to pay his debts then the second party

will adjust that amount with deposit amount.

Object of security deposit :-

(1) To increase stockiest network.

(2) The security amount will be adjusted when these is a dispute. Bad debts

or in conflict between the party and the company.

(3) In the case of down words of market, the company will force his agent

to keep at least some in his marketing.

The company has about 1900 party who are taken dealership of the

company and the company Rs. Above 14 crore from security.

The company is give 11% interest on the security amount which will

deposit by his agent.

[ 32 ]

INTRODUCTION OF MARKETING RESEARCH

Marketing research is a systematic and objective study of problems

pertaining to the marketing of goods and services. It may be emphasized that it is

restricted to any particular area of marketing but it is applicable to all its phases

and aspects. At this stage it may be worth while to examine some definition of

marketing research.

The most widely used definition of marketing research is that of the

American marketing (AMA) which has defined it is “The systematic gathering

recording and analyzing of data about problems relating to the marketing of

goods and services.”

It may be noted that his definition.

(1) Deal with a wider concept of marketing research as it includes all aspects

of the marketing of goods or services.

(2) Emphasizes that the data must be collected in a systematic manner so that

they are representatives.

In fact, objectivity is the most important requisite fork goods

research on any subject. It marketing research is allowed t obe influenced

by personal views and considerations, its utility will be considerable

undermined and it may perhaps be of no use at all.

Research methodology

“Research methodology is a way to systematically solve the research

problem, we can say that research methodology has many dimensions and

research method to constitute a part of the research methodology.”

[ 33 ]

THE RESEARCH PROCESS

In marketing research even through our focus in on one particular stop,

other inter-related step or operation are also being looked into simultaneously let

as now describe the major in a marketing research process.

(1) Formulating the Research Problem :-

The first step in research is formulating a research problem. It is

the most important state is applied research, as poorly defined problem

will not yield useful result. Poorly define problem cause confusion and

don’t allow the researcher to develop a good research design.

A complete problem definition must specify each of the

following:-

(a) Unit of Analysis

(b) Time and space boundaries.

(c) Characteristics of interest.

(d) Specific environmental condition

(2) Development of working Hypothesis :-

How does are go about developing Hypothesis. The answer is using

the following approach.

(a) Discussion with colleagues and experts about the problem.

(b) Examination data and records.

(c) Review of similar studies.

(3) Research Design :-

A research design specifies the method and procedure for

conducting a particular study. The researcher should specify the

approached study.

Broadly speaking, research design can be groped into three

categories :-

(a) Exploratory research :- An exploratory research for uses on

the discovery of ideas and is generally based on secondary

[ 34 ]

data. It is a preliminary investigation which does not have

rigid design.

(b) Descriptive :- A descriptive study is under taken when the

researcher wants to know the characteristics of certain groups,

age say education level, income, Acceptation etc.

(c) Causal :- A causal research is undertaken when the research

is under taken when the researcher is interested in knowing

the cause and effect relationship between two or more

variable.

(4) Determination sample design :-

Another aspects which forms a part of research process is the sampling

plan. When the marketing researcher has decided to carry out a field

survey he has to decide whether it is to be census or sample survey. I all

most all cases, a simple survey is undertaken on account of its

overwhelming advantage over a census survey. When a decision in

favour of sample of a sample survey has been taken. It is necessary to

have a clear definition of the population from which the sample is to be

drawn.

The size of sample will depend on the degree of precision required as

also on the cost consideration.

(5) Collecting the data :-

The data collected for the project report can be broadly divided into two

categories :-

(a) Primary Data

(b) Secondary Data

(a) Primary Data :- There is data which primary in nature. These

were never collected before in this report primary data are

obtained by.

1. Direct Interview with marketing manager.

[ 35 ]

2. Direct Interview with dealer / Retailer.

(b) Secondary Data :- There are the data which are taken from

various published information. There it is collected by.

1. Company Report.

2. Referring Management books.

3. Company Profile

(6) Analysis of Data :-

After the data have been collected, the researcher turn to the task of

analyzing them.

The analysis of data requires a number of closely related operations

such as established of categories. The application of these categories of

Row data through coding Tabulation and then drawing statically

interferences.

Objectives of Research :-

The purpose of research is to discover answer to question through the

application of scientific procedure. The main aim of research is to find

out the truth which is hidden and which has not been discovered as yet.

Through there can be good many objectives that can be listed. The most

important one are: -

(1) To know the buyer.

(2) To measure the impact of promotional effort.

(3) To know consumer response.

(4) To design and implement marketing control.

[ 36 ]

CONCEPT OF BRAND POSITIONING

“Brand Position and market segmentation are today hallmark in marketing

research. Brand positioning deal the measuring perception that the buyer has

about the alternate market place offering”.

“Positioning refer to a place a brand occupies in mind in relation to a given

product class. This place was originally a product related concepts now refer to

the place that the brand hold is in consumer mind relative the perception and

preferences”.

The differentiation of the brand by studying the ways in which their

consumers differ as well as now consumer perception of various brand differ is

formed as brand positioning.”

“Positioning is significant to consumer in that it provided a basis for

comparing alternatives choices in market place. The market can guide the

consumer by furnishing class to help position the product in relationship to

others.”

The brand position should be assessed by measuring consumer or

organizational buyer perception and preference for the product in relation to its

competitors.”

[ 37 ]

[ 38 ]

DATA ANALYSIS OF MARKET BELONGING TO JABALPUR

S.N. Shopkeeper

Name/Address

Dealer /Retail

er

Sales Potential per Month (Metric Tonnes

)

Position of Birla Gold

Brand Selling

Popular

Brand

Dealership Interested Yes/No

Area :- ITI1 Krishna

TradersDealer 110 - J.P. J.P. No because

of less demand

2 Panjab Steel

Dealer 55 - Lafarge Lafarge

No because of less

demand3 Yashwant

TradersDealer 330 1 Birla

GoldBirla Gold

Already have a dealer

4 Nirman Traders

Retailer

330 1 Birla Gold, J.P.,

Prism

Birla Gold

No, because his selling is very less

Area :- Maharajpur5 Bagri Iron Dealer 220 I Birla

GoldBirla Gold

Already have a dealer

6 Ankit Traders

Retailer

330 I Birla Gold, J.P.,

Prism, ACC

Birla Gold

No

7 Vikas Agency

Dealer 110 I Birla Gold

Birla Gold

Already have a dealer

8 Sandeep Traders

Retailer

110 III Birla Gold, J.P.,

Prism, ACC

J.P. No because of less

demand

[ 39 ]

Area :- Patan9 Agrawal

Iron & Steel Co.

Retailer

440 I Birla Gold, J.P., ACC

Birla Gold

Yes, if They get more

commission on it

10 Shri Ram Traders

Retailer

220 - J.P. J.P. No, because of less profit

Area :- Dhanwantri Nagar11 Shri Ram

TradersRetaile

r220 II ACC,

Birla Gold

ACC No

12 Patel Traders

Retailer

55 II Prism, Birla Gold, Prism

Prism No, because his selling is very less

13 Shivshakti Traders

Retailer

110 I ACC, Birla Gold

Birla Gold

No

Area :- Madan Mahal14 Patel

TradersDealer 160 II J.P.,

Birla Gold

J.P. No (Already)

15 Adinath Steel

Dealer 330 - J.P., Prism

J.P. No

16 Satya Steel

Dealer 540 - Lafarge Lafarge

No

17 Mukesh Traders

Retailer

55 I Birla Gold

Birla Gold

No, because his selling is very less

Area :- Damoh Naka18 Khandelw

al TradersRetaile

r55 I Prism,

ACC, Birla Gold

Birla Gold

No

19 Venus Trading

Dealer 115 II J.P., Birla Gold

J.P. No (Already)

20 Unitech Dealer 220 - ACC ACC No.Area :- Krishi Upaj Mandi

21 Sudama Krishi sEva

Dealer 85 I Birla Gold

Birla Gold

No (Already)

[ 40 ]

22 Sudama Krishi Seva

Retailer

55 I Birla Gold

Birla Gold

No, very less selling of cement

23 Poonam Traders

Retailer

220 I Prism Birla Gold

Birla Gold

Yes

24 Sahu Iron Dealer 220 I Birla Gold

Birla Gold

No (Already)

25 Hanuman Irom

Retailer

110 II J.P., Birla Gold

Birla Gold

No

Area :- Krishi Upaj Mandi26 Rupal

TradersRetaile

r55 I Birla

Gold, Prism

Birla Gold

No, Because not selling more

27 Arihant Traders

Retailer

170 I Birla Gold, J.P.,

Prism

Birla Gold

No

Area :- Vijay Nagar28 Shiva

TradersRetaile

r33 I Birla

Gold, J.P.

Birla Gold

No, Because

less selling29 Yadav

TradersRetaile

r55 - Lafarge,

PrismLafarg

eNo

30 Ayushi Traders

Retailer

110 III ACC, J.P., Birla Gold

ACC No, because less demand

of it

31 Kanak Agency

Dealer 220 - J.P. J.P. No

32 Kapiskar Traders

Dealer 220 - J.P. J.P. No, Because of no profit

Area :- Bhedaghat33 Patel

TradersRetaile

r33 I Birla

GoldBirla Gold

Yes, if Credit sale & Proper

supplyArea :- Shahpura

34 Adinath Steel

Dealer 110 I Birla Gold

Birla Gold

No (Already)

35 Ashirwad Dealer 110 I Birla Birla No

[ 41 ]

Traders Gold Gold (Already)Area :- Lalmati

36 Milan Traders

Retailer

110 II Lafarge, Birla Gold

Lafarge

No, Here is less selling

of Birla Gold

37 Rajesh Traders

Retailer

330 - ACC, Diamon

d

ACC No

38 Rewa Traders

Retailer

110 III ACC, Prism, Birla Gold

ACC No, Because of less demand

of Birla Gold

Area :- Wright Town39 Malik

TradersDealer 220 - J.P. J.P. No,

Because of no profit

40 Shridham Traders

Dealer 330 I Birla Gold,

Lafarge

Birla Gold

No (Already)

41 Laxmi & Iron

Traders

Dealer 110 I Birla Gold

Birla Gold

No (Already)

Area :- Barela42 Balaji

TradersRetaile

r220 IV ACC,

Prism, J.P., Birla Gold

ACC No, Because the position of Birla Gold is last here

43 Vishwakarma

Traders

Dealer 330 I Birla Gold

Birla Gold

No (Already)

44 Jain Traders

Retailer

110 I Birla Gold, J.P., ACC

Birla Gold

Yes, If credit sales

45 Jain Traders

Retailer

120 I Birla Gold, ACC

Birla Gold

Yes, if the adequate supply

46 Swastik Traders

Retailer

55 - Mycem, Prism

Mycem

No, because of less

selling of

[ 42 ]

cementArea :- Panagar

47 R.S. Traders

Retailer

33 I Birla Gold,

Mycem

Birla Gold

No, Because of less selling

48 Shri Ram Traders

Retailer

110 I Birla Gold, Prism, Mycem

Birla Gold

Yes, if credit sale & more

profit than company

49 Shiva Traders

Retailer

220 I Birla Gold, ACC,

Mycem

Birla Gold

Yes, if gets more profit

on Birla Gold

50 Badkul Traders

Retailer

110 - Prism, Mycem

Prism No, Because, nobody

demanded Birla Gold

51 Pradeep Trading

Retailer

110 I Birla Gold, J.P.

Birla Gold

No

Area :- Sihora52 Jain

TradingDealer 320 - Mycem,

J.P.Myce

mNo, because here is no market of Birla Gold

53 P.P. Traders

Retailer

110 I Birla Gold

Birla Gold

Yes, if get more profit

54 Patel Traders

Retailer

110 I Birla Gold, ACC

Birla Gold

No, don’t want to take dealership

55 Ganpati Traders

Dealer 110 - Mycem Mycem

No

Area :- Amkheda56 Richa

TradersRetaile

r55 I Birla

Gold, Mycem

Birla Gold

Yes, if gets Profit on

Birla Gold57 Sidharth

TradersRetaile

r110 I Birla

Gold, ACC, J.P.

Birla Gold

Yes

58 Rani Retaile 35 I Birla Birla No, Don’t

[ 43 ]

Traders r Gold Gold want to take dealership

59 Sana Traders

Retailer

55 I Birla Gold, J.P.

Birla Gold

No, because of less selling

60 Vakil Traders

Retailer

55 I Birla Gold, Prism

Birla Gold

No

Area :- Civil Line61 Uma

TradersDealer 110 II Satna

Samrat, Birla Gold

Satna Samra

t

No (Already)

Area :- Raddi Chowki & Gohalpur62 Anil

Trading Company

Dealer 220 - Prism Cement

Prism No, because of

dealership of Prism

63 Poddar Traders

Retailer

33 - ACC, Prism

ACC No

64 Patel Traders

Retailer

85 I Birla Gold, ACC

Birla Gold

Yes, if the adequate supply

65 Dholumal & sons

Dealer 900 - ACC ACC No

66 Qureshi Traders

Retailer

220 I Birla Gold

Birla Gold

No

67 Shivshakti Traders

Sales Promot

r

550 I Birla Gold

Birla Gold

No, Already sales

promoterArea :- Garha & Medical

68 Vikas Traders

Dealer 220 III ACC, Prism, Birla Gold

ACC No (Already)

69 Anupam Traders

Dealer 110 I ACC, Birla Gold

Birla Gold

No (Already)

70 Saniya Agency

Retailer

88 I ACC, Prism, Birla Gold

Birla Gold

No

71 R.K. Retaile 55 - Prism, Prism No

[ 44 ]

Traders r MycemArea :- Rampur

72 Krishna Traders

Retailer

35 I Birla Gold, ACC

Birla Gold

No, because of less selling

73 Yadav Traders

Retailer

55 I Birla Gold, ACC, Prism

Birla Gold

No, because of less

profit on cement

Area :- Garha Fathak74 Jyoti

CementDealer 110 - Prism,

J.P.Prism No, don’t

want to take dealership

Area :- Adhartal75 Sunil

TradersRetaile

r440 I Birla

Gold, Prism

Birla Gold

Yes, if gets credit sale.

SUGGESTION FROM DEALER/RETAILER

[ 45 ]

(1) Sales promoter should very good in nature which create healthy

atmosphere between dealer / retailer.

(By Krishna Traders, ITI, Distt-Jabalpur)

(2) Adequate advertisement which every person know Birla Gold.

(By Panjab Steel, ITI, Distt-Jabalpur)

(3) Sales Promoter should active and good in behaviour.

(By Yashwant Traders, ITI, Distt-Jabalpur)

(4) More advertisement and should a sales represent active in Jabalpur.

(By Nirman Traders, ITI, Distt-Jabalpur)

(5) Active work by sales representatives and lowest rate which increase the

sales and profit.

(By Bagri Iron, Maharajpur, Distt-Jabalpur)

(6) Sales promoter good from nature.

(By Ankit Traders, Maharajpur, Distt-Jabalpur)

(7) A meeting should between dealer and company management. Every

month and more commission to dealer.

(By Vikas Agency, Maharajpur, Distt-Jabalpur)

(8) Proper supply and advertisement also lowest rate which earn more

profit than other company.

(By Sandeep Traders, Maharajpur, Distt-Jabalpur)

(9) Credit sale in lowest price and advertisement.

(By Agrawal Iron & Steel Co., Patan, Distt-Jabalpur)

(10) Sales promotion shold more and afvertisement.

(By Shri Ram Traders, Patan, Distt-Jabalpur)

(11) Credit sale.

(By Shri Ram Traders, Dhanwantri Nagar, Distt-Jabalpur)

(12) A dealer should in each area and advertisement.

(By Patel Traders, Dhanwantri Nagar, Distt-Jabalpur)

(13) Proper supply.

[ 46 ]

(By Shivshakti Traders, Dhanwantri Nagar, Distt-Jabalpur)

(14) Credit sale and maximum profit to shopkeeper.

(By Patel Traders, Madan Mahal, Distt-Jabalpur)

(15) Credit sale and discount scheme.

(By Adinath Steel, Madan Mahal, Distt-Jabalpur)

(16) Company have to direct contact with dealer and should lowest rate.

(By Satya Steel, Madan Mahal, Distt-Jabalpur)

(17) Make good relation between shopkeeper & company management.

(By Mukesh Traders, Madan Mahal, Distt-Jabalpur)

(18) No suggestion.

(By Khandelwal Traders, Damoh Naka, Distt-Jabalpur)

(19) More sales promotion.

(By Venus Trading, Damoh Naka, Distt-Jabalpur)

(20) More profit, more advertisement and shold arrange mason meets.

(By Unitech, Damoh Naka, Distt-Jabalpur)

(21) Every month should meeting between companies officer and dealer and

advertisement.

(By Sudama Krishi Seva, Krishi Upaj Mandi, Distt-Jabalpur)

(22) Quality should be developed

(By Laxmi Iron Company, Krishi Upaj Mandi, Distt-Jabalpur)

(23) Cement should sale in lowest price and direct billing by company no

through sales promoter and also mason meets.

(By Poonam Traders, Krishi Upaj Mandi, Distt-Jabalpur)

(24) More commission to seller and should proper supply.

(By Sahu Iron, Krishi Upaj Mandi, Distt-Jabalpur)

(25) More advertisement and should adequate supply.

(By Hanuman Irom, Krishi Upaj Mandi, Distt-Jabalpur)

(26) Make good relationship between dealer/retailer and company.

[ 47 ]

(By Rupal Traders, Krishi Upaj Mandi, Distt-Jabalpur)

(27) Credit sale in lowest price and should advertisement.

(By Arihant Traders, Krishi Upaj Mandi, Distt-Jabalpur)

(28) More sales promotion.

(By Shiva Traders, Vijay Nagar, Distt-Jabalpur)

(29) No suggestion.

(By Yadav Traders, Vijay Nagar, Distt-Jabalpur)

(30) Quality should be developed.

(By Ayushi Traders, Vijay Nagar, Distt-Jabalpur)

(31) More profit, more advertisement and should arrange mason meets.

(By Kanak Agency, Vijay Nagar, Distt-Jabalpur)

(32) Credit sale should in lowest price and mason meets arranged more

advertisement.

(By Kapiskar Traders, Vijay Nagar, Distt-Jabalpur)

(33) Cement should sale in lowest rate than other company.

(By Patel Traders, Bhedaghat, Distt-Jabalpur)

(34) More commistion and more advertisement.

(By Adinath Steel, Shahpura, Distt-Jabalpur)

(35) More profit should give to shopkeeper and advertisement.

(By Ashirwad Traders, Shahpura, Distt-Jabalpur)

(36) Proper supply and packing of cement should be changed.

(By Milan Traders, Lalmati, Distt-Jabalpur)

(37) Credit sale and adequate supply.

(By Rajesh Traders, Lalmati, Distt-Jabalpur)

(38) Lowest price with credit sale.

(By Rewa Traders, Lalmati, Distt-Jabalpur)

(39) Advertisement should sale in lowest price and only one supplier in one

area and adequate supply.

(By Malik Traders, Wright Town, Distt-Jabalpur)

[ 48 ]

(40) More sales promotion.

(By Shridham Traders, Wright Town, Distt-Jabalpur)

(41) Proper supply should and more commission with the compression of

other cement company.

(By Laxmi & Iron Traders, Wright Town, Distt-Jabalpur)

(42) Every month should meeting between company officer and dealer and

advertisement.

(By Balaji Traders, Barela, Distt-Jabalpur)

(43) Proper supply should and give more commission.

(By Vishwakarma Traders, Barela, Distt-Jabalpur)

(44) Make good relationship between dealer and company.

(By Jain Traders, Barela, Distt-Jabalpur)

(45) Credit sale should in lowest price.

(By Jain Traders, Barela, Distt-Jabalpur)

(46) No suggestion.

(By Swastik Traders, Barela, Distt-Jabalpur)

(47) Adequate supply and direct billing by company.

(By R.S. Traders, Panagar, Distt-Jabalpur)

(48) Meeting should every month and proper supply.

(By Shri Ram Traders, Panagar, Distt-Jabalpur)

(49) A dealer should in here and advertisement which people know about

Maihar Cement Birla Gold.

(By Shiva Traders, Panagar, Distt-Jabalpur)

(50) Maximum profit should give.

(By Badkul Traders, Panagar, Distt-Jabalpur)

(51) Mason meets should and company representatives contact to dealer and

advertisement.

(By Pradeep Trading, Panagar, Distt-Jabalpur)

(52) A dealer should in each area and regular meeting.

[ 49 ]

(By Jain Trading, Sihora, Distt-Jabalpur)

(53) Lowest price and maintain the quality of cement direct billing by

company.

(By P.P. Traders, Sihora, Distt-Jabalpur)

(54) Adequate supply and direct billing by company.

(By Patel Traders, Sihora, Distt-Jabalpur)

(55) Give more sales promotion and new scheme which shopkeeper

motivate.

(By Ganpati Traders, Sihora, Distt-Jabalpur)

(56) Mason meets should in rural area and also advertisement.

(By Richa Traders, Amkheda, Distt-Jabalpur)

(57) Maximum profit to shopkeeper and credit sale.

(By Sidharth Traders, Amkheda, Distt-Jabalpur)

(58) Single seller in one area and maximum profit, credit sale.

(By Rani Traders, Amkheda, Distt-Jabalpur)

(59) Sales promoter should very good in nature and create healthy

atmosphere.

(By Sana Traders, Amkheda, Distt-Jabalpur)

(60) Sales promoter should active and good in behaviour.

(By Vakil Traders, Amkheda, Distt-Jabalpur)

(61) Adequate advertisement which every person know Birla Gold.

(By Uma Traders, Civil Line, Distt-Jabalpur)

(62) Increase number of distributor and direct billing by company.

(By Anil Trading Company, Area :- Raddi Chowki & Gohalpur, Distt-

Jabalpur)

(63) Active work by sales representative and lowest rate which increases the

sales and profit.

(By Poddar Traders, Area :- Raddi Chowki & Gohalpur, Distt-Jabalpur)

[ 50 ]

(64) Proper supply should and advertisement also lowest rates which earn

more profit than other cement.

(By Patel Traders, Area :- Raddi Chowki & Gohalpur, Distt-Jabalpur)

(65) A meeting should between dealer and company management every

month and more commission to dealer.

(By Dholumal & sons, Area :- Raddi Chowki & Gohalpur, Distt-

Jabalpur)

(66) Birest billing by company and adequate supply.

(By Qureshi Traders, Area :- Raddi Chowki & Gohalpur, Distt-

Jabalpur)

(67) No suggestion.

(By Shivshakti Traders, Area :- Raddi Chowki & Gohalpur, Distt-

Jabalpur)

(68) Meeting should every month between dealer and company management

and proper supply.

(By Vikas Traders, Garha & Medical, Distt-Jabalpur)

(69) Meson meets should and more commission by company, free gift and

maintain good quality.

(By Anupam Traders, Garha & Medical, Distt-Jabalpur)

(70) Advertisement should and sales in lowest price and only one supplier in

one are.

(By Saniya Agency, Garha & Medical, Distt-Jabalpur)

(71) Lowest price and credit sale.

(By R.K. Traders, Garha & Medical, Distt-Jabalpur)

(72) More commission to the seller and proper supply.

(By Krishna Traders, Rampur, Distt-Jabalpur)

(73) Quality developed.

(By Yadav Traders, Rampur, Distt-Jabalpur)

[ 51 ]

(74) Cement should sale in lowest and direct billing by company not through

sales promoter and also mason meets.

(By Jyoti Cement, Garha Fathak, Distt-Jabalpur)

(75) Lowest price with credit sale.

(By Sunil Traders, Adhartal, Distt-Jabalpur)

[ 52 ]

Comparative position of selling in Jabalpur District

Total Sales :- 198252 tones per annum.

Brand

Name

Birla Gold ACC J.P. Prism Other

Sales in

percentage

143540 43062 4575 4994 2081

0

20000

40000

60000

80000

100000

120000

140000

160000

Birla Gold ACC J.P. Prism Other

Interpretation :-

There is the first position of Birla Gold cement in Jabalpur District.

[ 53 ]

Total Sales :- 198252 tones per annum.

Brand Name

Birla Gold ACC J.P. Prism Other

Sales in percentage

42 30 11 12 5

Birla Gold

ACC

J.P.

Prism

Other

Interpretation :-

There is the 42 % market share of Birla Gold cement in Jabalpur District.

[ 54 ]

SWOT ANALYSIS

These strength and weakness of “Maihar Cement” which if effect

the Brand position of Birla Gold.

Strength :-

(1) Brand image :- There is very good brand image of “Birla Gold” in various

state which maximum dispatch of “Birla Gold”.

(2) Brand quality :- Brand Quality is well maintain as per condition and this

is anti crack cement and quick setting than other cement.

(3) Brand Popularity :- It is the very popular Brand “Maihar Cement”

because its maximum demand by customer.

(4) Price Conformability reasonable which dealer and buyer is happy with its

price.

(5) Credit facility :- Company also provide facility which maximum person

want to sale “Birla Gold”.

Weakness :-

(1) Advertisement and publicity effort :- “Maihar Cement” doing very loss

advertisement and publicity which don’t know about its quality and

strength.

(2) Marketing personal visit :- No body is go from “Maihar Cement” for

marketing personal visit which people’s not motivate.

(3) Scheme and incentive :- A very less discount scheme given by company

be can say no free gift given by company and any incentive seem

applicable for motivation of people.

(4) Dealership :- A very less number of dealer, on Jabalpur Distt which not

sale optimum and don’t sale optimum and don’t achieve target.

(5) Dump :- There is no dump which lack of supply people go with another

brand and dealer is denominative..

[ 55 ]

(6) Balance between supply and demand :- There is no balance between

supply and demand because when demand is more company don’t fulfill

supply.

[ 56 ]

Factor’s affecting the sales of cement

The factor which affects sales of cement :-

(1) Availability of cement

(2) Price of cement

(3) Mason recommendation

(4) Dealer’s Retailer efficiency.

(5) Advertisement and sale’s promotion

(6) Packing of cement.

(7) Colour of cement

(8) Quality of cement.

(9) Setting time of cement.

[ 57 ]

SCOPE OF WORK

The main scope of work if given below :-

(1) To get basis knowledge about organization and its product.

(2) To understand quality system and packing.

(3) Conduct following marketing activities.

(a) To do market survey.

(b) To prepare detail of dealer and retailer of particular market.

(c) To give status of popular brand and brand available in the market.

(d) To study competitor in the market.

(e) To find out retail price and whole sale price of different brand.

(f) To prepare list of retailers interested in dealing with the company.

(g) Suggestion of dealer and retailer.

(h) Study the demand of cement in the market.

(i) Suggestion for development of brand image and market network.

(j) Assessment of brand position of “Birla Gold”

[ 58 ]

FINDING

(1)Brand position :- On the basis of comparative study done to find out the

brand position of “Brand Gold” in Jabalpur Distt. It is establish to be

holding first position.

(2)Demand :- The most demanded on cement of all Brand found to be 53

Grade and most cement is sale in January to March quarter.

(3)Advertisement :- A very less advertisement in Jabalpur distt. There is only

10-12 wall painting and no any other type of advertisement.

(4)Sales promotion :- A very less sales promotion is done by company with

dealer and retailer is not happy from company management.

(5)Mason meets :- There is no mason meet is done by company which here is

very low awareness about “Birla gold” and no body is supporter.

(6)Dealer’s Network :- There is very less dealer in Jabalpur distt. Because

sale’s Promoter is not active in Jabalpur distt.

(7)Dealer’s meeting :- There is no meeting between company management

and dealer’s retailers, which there is huge gap between company

management and dealers.

[ 59 ]

SUGGESTION

Maihar Cement should give more emphasis is on the following point to

increase the market share in Jabalpur Distt.

(1)Strong Brand Image :- Company, Management should concentrate to

create strong Brand image in Jabalpur through arrange dealer’s meeting’s

and maintain the quality.

(2)Concentration on R & D in cement :- Company should concentrate in

research & development which make different type of cement and

developed quality.

(3)Exploration of new usage of cement :- company should concentrate new

usage of cement because every time new constriction is start.

(4)Rural Marketing :- Company should concentrate rural marketing because

around 75% population lived in Rural area. These are states where rural

population various between 70-80 percent like Uttar Pradesh, Madhya,

Rajsthan, Kerla, Bihar and Orissa.

(5)Social Marketing :-

Company should emphasis on social marketing like give the donation for

school, hospitals, Green Plant, Temple construction etc.

(6)Mason meets :-

Company should more emphasis on mason meets people aware about

“Maihar Cement” Quality and its product.

Mason meets is important because its create bridge between company and

consumer.

(7)New incentive scheme for loyal dealer :-

Company should issues new incentive scheme

(8)Advertisement :-

Advertisement should because it is business of the people, for the people

and by the people. Advertisement pay vital role in increasing market

[ 60 ]

shame because it is sale’s message directed to a mass audience that seeks

to sell goods, services of idea through persuasion on behalf of the paying

sponsor.

(9)Matching or role with market trend :-

Company should pay the role as market trend, it mean’s every activities

should as market trend like price, packing advertisement etc.

(10) Wide dealer network :-

Company should create wide network of dealer which market share

increase because if network is wide which cover more areas.

(11) Demand and supply :-

Company should maintain balance between demand and supply

because in hot season very less supply than demand.

(12) Recruitment of Qualified professional.

[ 61 ]

Analysis & interpretation

Q1. Do you ever use product of Maihar Cement ?

Interpretation

78% of the respondent says yes that they use Maihar Cement whereas 22% of the

respondent says No.

[ 62 ]

Q2. Which is popular brand in Your region ?

Birla Gold

ACC

J.P.

Prism

Other

Interpretation

Here the position of Birla Gold is better than other companies. At this

region Birla Gold is 42% than at the second position ACC with 30% and then J.P.

11%, Prism 12% and other companies 5%.

[ 63 ]

Q3. What is your favourite media ?

0

5

10

15

20

25

30

35

40

45

T.V. Newspaper Hoarding Internet Mobile

Interpretation

Here, we find that 40 of the respondent favorite media is T.V. While 28% says

their favorite media is Newspaper, 15% said hoarding whereas 9% says internet

and 8% says mobile.

[ 64 ]

Q4 What is your opinion about Maihar Cement Price ?

Reasonable 76% High 17 % Low 7%

Interpretation

Here we find that 76% of the respondent says that the price is reasonable whereas

17% says high and 7% of the respondent says low.

[ 65 ]

Q5. What is your opinion about Maihar Cement Quality ?

Execllent32%

Fair 26%

Good 42%

Interpretation

Here 23% of the respondent says that the quality of Maihar Cement is excellent

whereas 42% of the respondent says good and 26% fair.

[ 66 ]

Q6. In Newspaper which type of advertisement is good ?

0

10

20

30

40

50

60

70

80

90

Coluor B & W

Interpretation

“Colour is the best way to express emotions”

Here also colour covers a major space with 79% while B & W covers 21%

reading publication of an advertisement.

[ 67 ]

Q7. What are the different activities which has been performed by the

company ?

(a) Road Show

(b)Events

(c) Sponsorship

Roadshow 20%

Events 56%

Sponsorship 24%

[ 68 ]

Q8. What’s the most appealing thing in packing which attract you most.?

45%

20%

15%

20%

Quality of packing

Design

Colour

Theme

Interpretation

Quality of packing is yet an important part of selling an item here it goes for 45%

for Birla Gold Whereas 20% says design matter, Whereas 20% says theme is the

important part rest 15% prefer colour is the right tool or it attracts more.

[ 69 ]

BIBLOGRAPHY

(1) PHILIP KOTLER, MARKETING MANAGEMENT

Planning Analysis, Implementation & Control, Ninth Edition of

Prentice Hall of India Private

Limited.

(2) Dr. C.N. SONTAKKI – MARKETING MANAGEMENT

Kalayani Publishers – New Delhi

(3) C.R. KOTHARI – RESEARCH METHODOLOGY

Method & Technique, Second edition of wishwa prakashan – New

Delhi

(4) www.google.com

(5) Manual and information provided by the company.

(6) From Newspapers & Magazines also.

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