Project Report Jk White 2
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Transcript of Project Report Jk White 2
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TABLE OF CONTENTS
Preface
Declaration
Acknowledgment
Introduction of the Company 2
Company Overview 3
Objectives of the study 7
Companys product 26
Swot Analysis 56
Marketing Research 61
Research Methodology 74
Rating Scale of Company 80
Conclusion 90
Conclusion and Suggestions for further Research 92
Annexure 96
Bibliography 98
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INTRODUCTION OF THE PROJECT TOPIC
J.K. Cement is an affiliate of the J.K. Organization, which was founded by
LalaKamlapat Singhania. The J.K. Organization is an association of industrial and
commercial companies and has operations in a broad number of industries.
Their cement operations commenced commercial production in May 1975 at their
first plant at Nimbahera in the state ofRajasthan. At Nimbahera, we started with
a single kiln with a production capacity of 0.3 million tons. They added a second
kiln in 1979 with production capacity of 0.42 million tons, and a third kiln in 1982
with a production capacity of 0.42 million tons. They added a precalciner with a
capacity of 0.4 million tons in 1988, which increased their capacity at Nimbahera to
1.54 million tons. During the years 1998 through 2003, they continued to implement
modifications to each of their kilns, which increased our aggregate capacity at
Nimbahera to 2.8 million tons as of September 30, 2005.
They commissioned a second grey cement plant at their Mangrol plant in 2001,
with a production capacity of 0.75 million tons. As of September 30, 2005, they had
an aggregate production capacity of 3.55 million tons per annum of grey cement.
Their white cement plant was completed in 1984 with a capacity of 50,000 tons.
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Their continuing modifications to the plant have increased its production capacity to
300,000 tons as of September 30, 2005.
Today, J. K. Cement Ltd. is one of the largest cement manufacturers in
Northern India. They are also the second largest white cement manufacturer in
India by production capacity. While the grey cement is primarily sold in the
northern India market, the white cement enjoys demand in the export market
including countries like South Africa, Nigeria, Singapore, Bahrain, Bangladesh, Sri
Lanka, Ken
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EXECUTIVE SUMMARY
In modern era, there is too much competition. Every company is running for profit
and maintains a good value in consumers mind, but this is not an easy task. For
making regular profit and maintain good value, it is very important that company
making good policy and also changing time to time. Your product has a good value,
but this not means that you get good profit if your product is not available in the
market. So for Availability Company has to select a channel by which consumer get
that product from market. This is varying from company to company and product to
product that what kind of Channel Company adopted for their product to sell out in
market. There are many types of channel of marketing, but distribution channel is
simpler and more profitable for companies.
Distribution channel is more systematic way of selling different product in different
market, because in this type of channel company dont have to go to sell their
product direct to customer, and they dont have to hire too many teams of
marketing executive. Companies just hired good distributer who have knowledge
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about that market and have good wealth by which he can give credit to local
retailers. Companies just have to give some extra margin to distributer.
J.K. Cement is an affiliate of the J.K. Organization, which was founded by Lala
KamlapatSinghania. There cement operations commenced commercial production
in May 1975 at their first plant at Nimbahera in the state of Rajasthan. , J. K.
Cement Ltd. is one of the largest cement manufacturers in Northern India. They are
also the second largest white cement manufacturer in India by production capacity.
There access to high quality limestone reserves that are suitable for production of
white cement provides us with a competitive advantage. White cement accounted
for 16.6% of their total cement revenue and 35.2% of adjusted EBITDA from their
cement operations in fiscal 2005, and 15.5% of revenues and 26.7% of their adjusted
EBITDA from their cement operations in the six months ended September 31, 2005.
The analysis is done in the J.K white cement, kamla tower, Kanpur. I find that in the
segment of white cement J.K white cement is Number 1. But in wall putty they
are Number 2.
I asked some important question to distributer channel of J.K white cement. In my
survey; I found that there is some communication gap between company and local
retailers. I also found that company marketing executives did not perform their job
as they have to do. Company is also lacking in the field of marketing. Their
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competitor isstronger in marketing. And their marketing team is also very strong.
So thats why J.K losing their shares is white cement and putty also.
After analysis some recommendation are given to the organization, which will help
the organization in the field of marketing.
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OBJECTIVE
OF THE
STUDY
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OBJECTIVE
Objective of the project is to understand the comparative analysis of
marketing strategy of the JK White cement and Birla White cement. And to
know the perception of customers and dealers about the product.
To know the effectiveness of sales in project work.
To analyze the market potential in the cement and wall putty segment.
To analyze the problems which supplier faces in supplying the product.
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SCOPE OF THE STUDY
The project will help the company to concluding further study about their channel
distribution. What kind of changes they have to adopt in their distribution channel
by which they can make more ground for their products. Also by this project
company know about their marketing strategy, how they can acquire more market
for their product.
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INDUSTRY OVERVIEW OF JK WHITE
CEMENT
J.K. Cement is an affiliate of the J.K.
Organization, which was founded by Lala Kamlapat Singhania. The J.K.
Organization is an association of industrial and commercial companies and has
operations in a broad number of industries.
Their cement operations commenced commercial production in May 1975 at their
first plant at Nimbahera in the state ofRajasthan. At Nimbahera, we started with
a single kiln with a production capacity of 0.3 million tons. They added a second
kiln in 1979 with production capacity of 0.42 million tons, and a third kiln in 1982
with a production capacity of 0.42 million tons. They added a precalciner with a
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capacity of 0.4 million tons in 1988, which increased their capacity at Nimbahera to
1.54 million tons. During the years 1998 through 2003, they continued to implement
modifications to each of their kilns, which increased our aggregate capacity at
Nimbahera to 2.8 million tons as of September 30, 2005.
They commissioned a second grey cement plant at their Mangrol plant in 2001,
with a production capacity of 0.75 million tons. As of September 30, 2005, they had
an aggregate production capacity of 3.55 million tons per annum of grey cement.
Their white cement plant was completed in 1984 with a capacity of 50,000 tons.
Their continuing modifications to the plant have increased its production capacity to
300,000 tons as of September 30, 2005.
Today, J. K. Cement Ltd. is one of the largest cement manufacturers in
Northern India. They are also the second largest white cement manufacturer in
India by production capacity. While the grey cement is primarily sold in the
northern India market, the white cement enjoys demand in the export market
including countries like South Africa, Nigeria, Singapore, Bahrain, Bangladesh, Sri
Lanka, Kenya, Tanzania, UAE and Nepal.
Their access to high quality limestone reserves that are suitable for production of
white cement provides them with a competitive advantage. Based on geological
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surveys conducted by independent agencies on their mines between 1996 and 2001,
their limestone reserves for both grey and white cement are expected to meet our
existing and planned limestone requirements of 4.0 MnTPA of grey cement and 0.4
MnTPA of white cement, for approximately 40 years.
Backed by state-of-the-art technology and highly skilled manpower against the
backdrop of Indias infrastructural growth in an overdrive, they are upbeat about
The future. They are confident of contributing heavily in Indias journey of
development. They see a world of concrete ideas on the horizon.
Lt. Lala Juggilal Singhania
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Lt. lala Kamlapat Singhania
(The founder)
Lt. Sir Padmpat singhania
(The architect)
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Dr.Gaur Hari Shinghania
(The torchbearer)
Mr.Yadhupati Singhania
(The propagator)
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COMPANY PLANT, & PRODUCTION
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Company manufacture grey cement in two facilities located at Nimbahera and
Mangrol in the state of Rajasthan in Northern India. White cement is produced at
their facility at Gotan in the state of Rajasthan. Company plants have obtained many
accolades and recognition, the most noteworthy being: ISO-9001:2000 QMS and
ISO-14001:2004 EMS for the grey cement facility at Nimbahera and ISO-
9001:2000 QMS, ISO-14001:1998 EMS & OHSAS-18001:2005 Occupational
Health and Safety for the white cement facility at Gotan. The construction of their
first most modern dry cement plant began in 1970 in Nimbahera in Rajasthan.
Gotan, Rajasthan:
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Commenced commercial production in 1984 with an initial capacity of 0.05
MnTPA. Constant up-gradation and modernization, especially in the year 2000, saw
the installed capacity rise to 0.21MnTPA. The increase in demand for this product
and focus on installed capacity backed by state-of-the-art technology, has taken its
installed capacity to 0.3 MnTPA.
Capacity utilization of around 75%.
Operating profit: 30% consistently. Recognition: ISO-9001:2000 QMS, ISO-
14001:1998 EMS & OHSAS-18001:2005
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Chanderia Cluster, Rajasthan
Commenced commercial production in 1975 with an initial capacity of 0.3 MnTPA.
In the year 1979, second production line was added to enhance the production
capacity to 0.72 MnTPA. 1982 witnessed the incorporation of another production
line taking the production capacity to 1.14 MnTPA. In 1988 a pre-calciner was
installed and the production capacity touched 1.54 MnTPA. Constant modernization
and up-gradation was instrumental in bringing the plant to its present capacity of 2.8
MnTPA.
Capacity utilization of around 90% Can produce up to 3.1 MnTPA with production
of silicate cement on capacity of 2.8 MnTPA Recognition : ISO-9001:2000 QMS
and ISO-14001:2004 EMS
The following table shows a breakdown of production of the Nimbahera, Mangrol
and Gotan cement facilities for the periods indicated.
Fiscal
2003
Fiscal
2004
Fiscal
2005
Six months ended
September 30,
2005
Nimbahera 2,323,283 2,272,760 2,414,196 1,256,942
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Mangrol 570,464 718,572 912,419 493,211
Gotan 200,149 215,538 224,481 99,343
MANAGEMENT PHILOSOPHY
Customers Satisfaction
Always invest in Latest Technology
Huge Distribution Network Creation
Expansion through Balancing Equipment
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Constant focus on Cost Control & Quality
Invest in Managers & Develop People Skills
Stability of Executive Management & Low Employee turnover
Social Welfare - A Priority
THEIR STRENGTH
They enjoy a number of key competitive advantages, which have helped them
maintain our position as one of the leading cement manufacturers in the Northern
Indian cement market. Their principal strengths and competitive advantages are as
follows:
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Leading position in attractive Northern India grey cement market.
Based on CMA data, Northern Indian cement manufactures have consistently
operated at the highest levels of capacity utilization among Indias five regions.
They believe this reflects the strongdemand in Northern India for cement products
relative to supply. Further, based on capacity expansions announced by cement
manufacturers, we expect cement plants in Northern India to continue to operate at
high utilization levels and anticipate continued strong demand for our grey cement
products in the near and medium-term.
They believe that they are well positioned to take advantage of this demand, as the
fourth largest grey cement manufacturer in Northern India, and the largest grey
cement manufacturer in the state ofRajasthan.
One of the Leading white cement producer in India:
White cement accounted for 16.6% of our total cement revenue and 35.2% of
adjusted EBITDA from their cement operations in fiscal 2005, and 15.5% of
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revenues and 26.7% of their adjusted EBITDA from our cement operations in the
six months ended September 31, 2005. Unlike grey cement, the white cement
industry in India is highly concentrated with the two largest players accounting for
the substantial majority of Indias production capacity. Consequently, prices of
white cement have been relatively less volatile and sales of white cement have
generated more stable cash flows for us even during industry downturns in grey
cement. They also believe their position as the second largest producer of white
cement in India, together with their nationwide delivery network, significantly
enhances the overall brand image of JK Cement.
Proximity and access to large reserves of high quality limestone: They have
access to large reserves of limestone for both their grey and white cement
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operations, which they believe are sufficient to sustain their operations well into the
future. Based on independent geological surveys of different mines during 1996 to
2001, they believe that our limestone reserves are sufficient to support their current
and planned capacity for approximately 40 years for both grey and white cement.
(Put in risk - assuming they are able to renew their existing leases upon their expiry)
As one of the first cement producers in Northern India, they were able to choose
their limestone reserves in an area with high quality limestone resources. In addition
to allowing them to produce white cement, which requires high quality limestone, it
also provides them with a cost advantage, as they are not required to purchase
sweeteners to improve the quality of limestone. Further, their manufacturing plants
are in close proximity to their limestone reserves, resulting in lower transportation
costs. Finally, their mines that supply their white cement plant at Gotan also have a
supply of white clay, an important additive necessary for white cement production.
Quality of products and strong brand name:
They believe that brand name and reputation are important to retail purchasers of
cement in India. They have built a strong reputation among cement purchasers by
consistently providing high quality products. They believe that there is strong
customer awareness of their brands, JK Cement (Sarvashaktiman), for grey
cement in their principal market in Northern India, and JK White (Camel), for
white cement across India. Further, they believe that their brand name and their
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reputation for consistently supplying high quality products provide them with a
competitive advantage in ensuring that cement dealers carry their products.
COMPANY PRODUCT
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Extensive marketing and distribution network:
They have a wide distribution network for grey cement in Northern India. They also
have a strong all-India distribution network for white cement. Their distribution
network for grey cement products consists of 44 feeder depots serviced by seven
regional sales offices in Delhi, Haryana, Uttar Pradesh, Punjab, Rajasthan, Madhya
Pradesh and Gujarat. Their white cement network comprises 20 feeder depots
serviced by 13 regional sales offices in Delhi, Chandigarh, Uttar Pradesh, West
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Bengal, Andhra Pradesh, Tamil Nadu, Karnataka, Kerala, Maharashtra, Gujarat,
Madhya Pradesh and Rajasthan. In addition, they have more than 4,000 retail stores
that stock our grey and white cement products, as well as 22 sales promoters and
four handling agents. They believe that the extent of this network, and their
relationships with dealers, enables them to market and distribute our cement widely
and efficiently.
Experience and technical know-how:
They have 30 years of experience in the Indian cement industry, which they believe
provides them with the skills to maximize production efficiency, expand production
capacity quickly and reduce costs. Over the years, they believe that they have
developed long-term customer relationships and a strong reputation for quality. In
addition, they have a proven track record of upgrading and modernizing their
production capabilities efficiently, having increased their production capacity at
Nimbahera by more than 80%, from 1.54 million tons in 1998 to 2.8 million tons as
of September 30, 2005. Further, they have a stable and experienced middle and
senior level management team, many of whom have been working in their cement
operations for more than 20 years. Their Nimbahera manufacturing facility was
chosen by the World Bank and
The Danish International Development Agency as one of the four training centers in
India to serve as the Regional Training Center for Northern India. There are
only four regional training centers for the cement industry in India, and they believe
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their operation of the training center provides us with access to state of art training
aids, live working models, and technical expertise developed by well known
national and international cement producers.
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PRODUCT PORTFOLIO
They produce grey cement and white cement. Grey cement produced by them
consists ofOrdinary Portland cement (OPC) and Portland Pozzolana Cement
(PPC). OPC has three principal grades that are differentiated by their
compressive strengths, and consist of 53-grade, 43-grade and 33-grade OPC.
All their products comply with the quality standards specified by the Bureau of
Indian Standards (BIS). Their cement products are marketed under the brand
names J.K. Cement and Sarvashaktiman for OPC products, J.K. Super for PPC
products and J.K. White and Camel for white cement products, which believe are
well known brands.
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TYPES OF PRODUCT
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Types of Cement:
Grey Cement
Grey cement produced by us consists of OPC and PPC. There are also other cements
in the market that we do not produce, such as Portland slag cement, oil well cement,
sulphate resistant cement, rapid gardening cement, low alkali cement, low heat
cement and super finish cement.OPC has three grades that we produce, that are
differentiated by their compressive strengths, expressed in mega pascals (MPa), as
specified by the BIS.These grades are 53-grade OPC, 43-grade OPC and 33-grade
OPC, with 53-grade OPC having the highest compressive strength. The customer
selects the grade of OPC based on the intended application. Our most popular
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cement, by sales volume, is 43-grade cement, with 53-grade cement being used in
applications which require high strength characteristics.
Ordinary Portland cement
OPC is produced by inter-grinding cement clinker prepared in a rotary cement kiln
with gypsum. Each metric ton of OPC requires approximately 0.95 metric tons of
clinker and approximately 0.05 metric tons of gypsum. The range of applications,
the physical and chemical requirements specified by BIS and strength of the three
grades of OPC are discussed below:
53-grade OPC (IS:12269-1987): 53-grade OPC is high strength cement. According
to the BIS requirements, 53-grade OPC must have a 28-day compressive strength of
no less than 53 MPa. For certain specialized products, such as pre-stressed concrete
and certain pre-cast concrete items requiring high strength, 53-grade OPC is
considered useful as it can produce high-grade concrete at lower cement content
levels. They produce 53-grade OPC by exposing the clinker to the grinding process
for longer period of time, which results in a higher density and stronger cement. As
the grinding process requires a significant amount of power, finer grinding for the
53-grade OPC requires more power and is therefore priced higher compared to
lower grades of OPC.53-grade OPC can be used for the following applications:
1) Pre-cast concrete items such as paving blocks, tiles and building blocks.
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2) Pre-stressed concrete components and
(3)Runways, concrete roads and bridges.
43-grade OPC (IS-8112:1989): According to the BIS requirements, 43-grade OPC
must have a 28-day compressive strength of no less than 43 MPa. 43-grade OPC is
commonly used in the following applications:
1) General civil engineering construction work.
2) Pre-cast items such as blocks, tiles and pipes.
3) Asbestos products such as sheets and pipes and
4) Non-structural works such as plastering and flooring.
33-grade OPC (IS-269:1989): 33-grade OPC has been commonly used for general
civil construction work under normal environmental conditions. According to the
BIS requirements, 33-grade OPC must have a 28-day compressive strength of no
less than 33 MPa. The increased availability of higher grades of OPC has decreased
the use of 33-grade OPC in India and now 43-grade OPC is normally used for
general construction work rather than 33-grade OPC. 33-grade OPC is now more
commonly used for mass concreting and plain cement concreting and is produced on
a made to order basis. It can also be used for plastering and single storey individual
houses.
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Portland Pozzolana Cement:
They also manufacture PPC (IS:1489 (Part-1) 1991)
under the brand name J.K. Super. PPC is also known as blended cement or silicate
cement, and this blended cement has become increasingly popular in the market in
recent years. Each ton of PPC requires approximately 0.75 tons of clinker, 0.05 tons
of gypsum and 0.20 tons of fly ash, a pozzolanic material that is a by-product of
thermal power plants. In the manufacture of PPC, a portion of the clinker is replaced
with fly ash. This enables the cement manufacturer to produce a higher quantity of
cement per ton of clinker. As a result, the cement manufacturer can increase its
production capacity by making a limited investment in grinding capacity without a
corresponding investment in earlier stage production equipment such as kilns.
Further, the only cost incurred for fly ash is transportation cost from the thermal
power plants that generate it to the cement manufacturing site, as fly ash is currently
available free of cost. The use of fly ash therefore significantly reduces the overall
cost of production of cement.
The advantage of PPC is its low heat of hydration and corresponding resistance to
exposure to various environmental chemicals such as salt water. It is particularly
suitable for marine and hydraulic construction and other mass concrete structures.
This cement has durability that is equivalent to OPC and can be used most of the
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applications where OPC is used. As PPC is generally sold at a comparable price to
OPC and the cost of production of PPC is comparatively lower, PPCs margins per
ton are generally higher compared to OPC.
White Cement:
They manufacture white cement under the brand names J.K. White
and Camel. White cement is produced using a different quality of limestone and is
distinguished from grey cement by its white color. Each ton of white cement
requires approximately 1.33 tons of limestone, 0.02 tons of gypsum and 0.2 tons of
additives including white clay, feldspar and fluorspar.
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White cement is typically used in three principal areas of
application, as set forth below:
Flooring, for the manufacturing and laying of mosaic tiles and as tile fixing
grout, wall applications, such as decorative white cement paints and plain
and spray plasters; and
Other specialized applications including glass fiber reinforced concrete,
garden furniture, lamp posts, as pointing for brick and stone works and as
pre-cast cladding panels.
They sell white cement primarily in the Indian market. They also export
white cement to a number of countries, including South Africa, Nigeria,
Singapore, Bahrain, Bangladesh, Sri Lanka, Kenya, Tanzania, United Arab
Emirates and Nepal.
WHY J.K WHITE CEMENT
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World- class technology
o State of the art technology to ensure consistent quality at
every stage.
Best raw materials
o Gotan ( Rajasthan) having one of the best known source of
chemically pure high grade limestone.
Stringent quality control
o Quality control facility involves technical expertise of F.L.Smidth &
Co. Denmark, the world leader in cement technology.
Management system
o Certified to QMS ( ISO 9001 : 2000), EMS (ISO 14001), OHSAS
18001 & SA 8 8000.
On-line quality control equipment
o QCX : Quality control by computer & X-ray analyzers at all stages
of production.
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o Fuzzy logic : production activity from mining to cement packing
controlled by computerized technology.
Excellent whiteness
o Perfect white cement free from coloring impurities.
Economy to paint industry
o Higher fineness reduces milling time and also gives higher spreading
capacity. The result is saving on white cement cost.
Water Proof:
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JK Water proof is another product from JK Cements Ltd. which is
ISI approved. Its a water repellent material in powder form which specially
formulated and designed to prevent passage of water through pore and capillaries of
the concrete, thereby imparting to concrete an efficient, dependable and durable
water proofing protection against rain, ground water, moisture, dampness, humidity
etc. JK Water proof is free from chlorides and is based on material which disperses
rapidly and makes a homogenous mix with cement. It conforms with IS:2645-1975
(Reaffirmed 1987). JK Water Proof pack is available in 2 different sizes i.e. 1 kg &
25 kg.
JK Wall Putty:
White cement based putty for luxurious and silky interior/exterior
finish of your dream home.
JK Wall Putty is White Cement based putty for cement plastered walls and ceilings.
J.K. Wall Putty is used to fill the uneven surfaces of cement plastered walls and
concrete walls. Application of J.K. Wall putty provides smooth and strong finish to
the walls for further application of all kinds of paints. The smooth finish gives better
look to interiors and exteriors.
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Treatment of New Surface
The new surface requires only soft treatment such
as removal of dust, dirt and foreign matter. In case of cracks, voids and damages; it
should be patched up prior to application of J. K. Wall Putty with grey/white
cement.
Treatment of Old Surface
All loose material and/ or organic growth must be
removed with Putty blade or brush. In case of old painted surface scrub the surface
with coarse emery stone/paper.
Preparation of J.K. Wall Putty Paste
J. K. Wall Putty is a fine powder. Mix
slowly J. K. Wall Putty with approx. 40% water by volume to prepare paste of
desired consistency. Mix vigorously for 5-10 minutes for making lump free, uniform
and smooth putty paste. Product should be mixed in required quantities to be used
within 2-3 hrs of its preparation.
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Application
Apply uniformly the first coat of J.K. Wall Putty with
blade/trowel on the wall from bottom to top. Apply second coat after the first
coat has dried completely. Limit the total thickness of 2 coats to 1.5 mm.
Allow complete drying and then use fine emery paper to remove the
application mark if any. Any kind of paint can be applied on this surface.
Use water for curing before applying paint.
Precaution
Although J.K. Wall Putty does not contain any toxic material, use
rubber gloves while mixing, as prolonged exposure with water may soften the skin
resulting in fine cuts/legions due to cement particles. Precaution should be taken to
avoid dust inhalation while handling the powder putty.
Storage
Store J.K. Wall Putty in a dry place and open the pack just before use.
Keep out of reach of children.
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Comparison Between J.K. Wall Putty and Traditional Putty
Properties J.K. Wall Putty Traditional Putty
Binding
Property
J.K. Wall Putty is white cement based putty.
Hence it possesses good binding property.
Due to only chalk powder,
it has very less binding
property.
Durability
Due to its cement base, J.K. Wall Putty
becomes an integral part of plaster and
hence more durable.
Less durable
Coverage Area
J.K. Wall Putty covers more surface area
exceeding 20 Sq. ft./kg. In 2 coats on a new
plastered wall.
Covers less surface area.
Water
Resistance
J.K. Wall Putty resists dampness. Does not resist dampness.
Flaking No Flaking.
Flaking occurs when it
comes in contact with
water.
Consumption of
Paint
J.K. Wall Putty requires less paint due to
low absorption.
Requires more paint due to
high absorption.
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Primer Coat No primer coat is required. Primer coat is must.
Appearance
Better appearance due to very high
whiteness of Putty. NCCBM certifies 93%
whiteness.
Appearance is yellowish.
Pigmentation Less pigment consumption yet bright colors.
High pigmentation.
Consumption yet dull
colors.
Consistency
Consistency in quality as it is made under
stringent quality control with tested
ingredients under one roof at company
premises.
No consistency.
Cost
Ultimate cost is less due to
(a) Long life span
(b) No Primer cost
(c) Less paint consumption &
(d) No use Of enamel & varnish while
preparing putty paste.
Ultimate cost is more.
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Advantages over Plaster of Paris (POP)
1. White cement based product therefore strength is more than gypsum based POP.
2. J.K. Wall Putty can be applied on exteriors/exposed surfaces whereas the same is not possible
with POP.
3. J.K. Wall Putty is very white in appearance while POP is yellowish.
4. In case of J.K. Wall Putty no primer is required before painting, whereas it is compulsory for
POP surfaces.
5. J.K. Wall Putty resists seepage while POP does not.
POLICY
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Technologies change, needs change, and in turn products change. What remain
unchanged, are values and ideas that propel any entity forward. Ideas that are
concrete and unwavering, just like their outcome. At JK Cement we are crossing
milestones, one after another, propelled by the following concrete ideas:
To provide products that fully comply with technical specifications
committed to our customers, at the most competitive price.
To ensure complete reliability in our dealings with customers, distributors,
suppliers & other partners.
To operate our manufacturing facilities in such a way, that they help sustain
the environment & provide new opportunities for the underprivileged in that
region.
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To ensure that every department of our every office encourages new & better
ideas and freedom of expressing the same, and cultivate a work environment
that rewards excellence in every employees chosen area of work leading to
a harmonious & fulfilling atmosphere.
To motivate every team member to challenge his last best performance and
out do it continually.
To remain abreast and imbibe the latest technological trends for the benefit
of our customers.
Technical services offered
CSM Counter services meet
CSW Contractors & supervisors workshop
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DIP Downstream industry promotion for technical & managerial help to
industry
DOA Demonstration of application
EAA External application agency recommendation to customers
EXH Exhibitions for application Interaction
ICC Industrial clients contact to solve their problem
LIT Literature based on application R & D
MTW Masons technical workshops
PAS Product application seminars
PTW Painters technical workshops
RCC Rural consumers contact
SDA Stockiest & dealer awareness applications
UCC Urban consumers contact
Any other technical services/advice desired by custom
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Prompt technical services
Specialty of executive
Experience
Nearness to you
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Speaking your language
Specialty of services
Before purchase
Before application
During application
CARPORATE SOCIAL RESPONCIBILITY
WHITE CEMENT UNIT
Concrete Road with proper drainage system at Gotan village
Sponsorship of annual Eye camps at Gotan
Street Light for Gotan village
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Tree plantation along the road leading to Gotan
Organizing Social event for residents of Local area
Funding & Technical support for Infrastructure projects of Local
Community
Tube Well to provide drinking water for villagers
Temple (Renovation of two old temples)
Dharamshala (Inn) at Gotan Village
Free education to the wards of Kargil war heroes
Free bus service for students of nearby villages
Building for girls school at Gotan village
GRAY CEMENT UNIT
Construction of Hospitals
Sponsorship in eye camps
Construction of Dharamshalas
Construction of Panchayat building
Construction of Temple in township
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Construction of school buildings in nearby villages
Construction of roads connecting with the highways
Provide drinking water facilities in nearby villages by bore wells
Operating an Industrial Training Institute affiliated with National Council for
Vocational Training, Govt. of India
Running two schools : Padam Vidya Vihar- From K.G. to Vth Class & Kailash
Vidya Vihar From VIth to XII affiliated with Central Board of Secondary
Education (CBSE) Govt. of India. More than 1000 students study in these schools
MANUFACTURING PROCESS
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The production process for cement consists of drying, grinding and mixing
limestone and additives like bauxite and iron ore into a powder known as raw
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meal. The raw meal is then heated and burned in a pre-heater and kiln and then
cooled in an air cooling system to form a semi-finished product, known as a clinker.
Clinker (95%) is cooled by air and subsequently ground with gypsum (5%) to form
Ordinary Portland Cement (OPC). Other forms of cement require increased
blending with other raw materials. Blending of clinker with other materials helps
impart key characteristics to cement, which eventually govern its end use.
There are two general processes for producing clinker and cement in India : a dry
process and a wet process.
The basic differences between these processes are the form in which the raw meal is
fed into the kiln, and the amount of energy consumed in each of the processes. In the
dry process, the raw meal is fed into the kiln in the form of a dry powder resulting in
energy saving, whereas in the wet process the raw meal is fed into the kiln in the
form of slurry. There is also a semi-dry process, which consumes more energy than
the dry process but lesser than the wet process.
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PRODUCTION PROCESS
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SWOT ANALYSIS
S W O T A N A L Y S I S
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STRENGTH:
MARKET STANDING: Strong presence in the market; steady growth
in sales.
MARKET COVERAGE: Nationwide coverage; semi-urban and rural
areas also well covered.
MARKET SHARE: Market leader in white cement.
INNOVATION IN MARKETING: Very innovative; especially in
distribution.
PRODUCT MIX: Wide range.
PACKAGING: Small packs, a major strength.
NEW PRODUCT CAPABILITY: Limited strength.
PRICING: Costs are controlled and prices pegged; High volumes are
released.
PHYSICAL DISTRIBUTION SERVICE LEVEL: High.
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INVENTORY MANAGEMENT: Very good inventory holding cost
lowest in the industry.
WEAKNESS:
INNOVATION IN MARKETING: Wide product mix puts strain on
production, distribution, accounting and administration.
NEW PRODUCT CAPABILITY: Innovation in new products
inadequate.
INVENTORY MANAGEMENT: Ever expanding product mix exerts
some strain on inventory management.
MARKETING CAPABILITY OVERALL: More innovation needed
for the future; Competition is catching up fast.
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OPPORTUNITY:
THE CONSUMER/DEMAND: Large consumer base; growing urban middle
class. Demand is constantly on the increase.
THE INDUSTRY/COMPETITION: Industry attractiveness/profitability
generally good in the medium term. Industry is gaining expert orientation.
TECHNOLOGY: I\those who command the best technology have the scope
to stay on top.
NATURAL ENVIRONMENT: Generally India is full of raw material.
THREAT:
THE CONSUMER/DEMAND: Consumers are becoming choosier.
THE INDUSTRY/COMPETITION: the rapid change in industry structure.
For the new entrants too competition is a major factor to reckon with.
Intense competition and overcrowding likely to lead to a shakeout in the
coming year. The demand cannot support so many problems
TECHNOLOGY: More investments and effort in technology and R&D are
required.
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NATURAL ENVIRONMENT: Though availability of main raw material
stone is no problem, cost competitiveness is lacking. Productivity has to
improve compared to international standard.
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MARKETING
RESEARCH
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What is a market?
Traditionally, a market was a physical place where buyers and sellers gathered to
buy and sell goods. Economists describe a market as a collection of buyers and
sellers who transact over a particular product.
What is marketing?
Marketing deals with identifying and meeting human and social needs. In one line
meeting need profitably. In the social terms deliver a higher standard of living
so marketing means from creating to delivering value to customers and for
managing customer relationship is marketing.
Importance of marketing
It is very important that a company always makes profit, and for this every aspect of
department works regular. Like finance, production and so on. But if there is not
sufficient demand for products or services so the company can make profit. So then
there is a need of marketing, by which company know how to sell their product or
services to consumer. Now every company has confronted newly empowered
customers and new competitors, and has had to rethink their business models.
The scope of marketing
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To prepare to be a marketer, you need to understand what marketing is, how it
works, what is marketed, and how does the marketing.
Marketing channel
Most producers do not sell their goods directly to the final users; between them
stands a set of intermediaries performing a variety of function. These intermediaries
constitute a marketing channel (also called a trade channel or distribution channel).
Formally, marketing channel are set of interdependent organization involved in the
process of making a product or services available for use or consumption. They are
the set of pathways a product or services follows after production, culminating in
purchase and use by the final end user.
Some intermediaries such as wholesalers and retailers buy, take title to and resell
the merchandise; they are called merchants. Others brokers, manufactures
representatives, sales agents search for customers and may negotiate on the
producers behalf but do not take title to the goods; they are called agents.
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The importance of channels
A marketing channel system is particular set of marketing channels employed by a
firm. Decisions about the marketing channel system are among the most critical
facing management. Marketing channel also represent a substantial opportunity cost.
One of the chief roles of marketing channel is to convert potential buyers into
profitable orders. Marketing channels must not just serve markets, they must also
make markets.
The channels chosen affect all other marketing decisions. The companys pricing
depends on whether it uses mass merchandisers or high quality boutiques. The
firms sales force and advertising decisions depends on how much training and
motivation dealers need. In addition, channel decisions involve relatively long
term commitments to other firms as well as a set of policies and procedures. When
an automaker cannot buy them out the next day and replace them with company
owned outlets.
In managing its intermediaries the firm must decide how much effort to devote to
push verses pull marketing. A push strategy involves the manufacture using its
sales force and trade promotion money to induce intermediaries to carry,
promote, and sell the product to end users. Push strategy is appropriate where there
is low brand loyalty in a category, brand choice is made in the store, the product is
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an impulse item, and product benefits are well understood. A pullstrategy involves
the manufacture using advertising and promotion to persuade consumers to ask
intermediaries for the product, thus inducing the intermediaries to order it. Pull
strategy is appropriate when there is high brand loyalty and high involvement in the
category.
Channel development
It depend on the company, what kind of channel they have, if the company is very
successful, it might branch into new market and use different channel in different
markets, the firm might sell directly to retailers; in larger markets it might sell
through distributers. In rural areas it might works with general goods merchants; in
urban areas, with limited line- merchants, in one part of the country it might grant
exclusive franchises; in another, it might sell through all outlet willing to handle the
merchandise. In one country it might use international sales agent; in another, it
might partner with local firms. In short, the channel system evolves in response to
local opportunities and conditions.
Consumers is also seeks different types of channel for different functions in making
a purchase
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The role of marketing channel
Intermediaries bring in pooled financial resources.
They help bulk and create assortment for the customer.
They are normally more cost- effective due to specialization
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Channel function and flows
A marketing channel performs the of moving goods from producers to consumers. It
overcomes the time, place and possession gaps that separate goods and services
from those who need or want them. Members of the marketing channel perform a
number of functions.
Physical flow
Title flow
66
Supplier
s
Transporters
warehousesManufactur
e
Transporte
rs Dealers
Transporters Customers
Suppliers Manufacture Dealers Consumers
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Channel levels
The producer and the final customer are part of every channel.
Consumer marketing channel
0 level 1 level 2 level 3 - level
Types of intermediaries
67
Manufactur Manufact Manufactu Manufactur
Retailer
Wholesal Wholesale
Jobber
Retailer Retailer
Consumer Consume Consume Consume
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A firm needs to identify the types of intermediaries available to carry out its channel
work. Forexample- Companies should search for innovative marketing channels.
Initially, for reaching subsidized foods grains to remote villages some state
governments used mobile vans for direct distribution. Later, with insight into tribal
customer buying behavior, these vans started distributing food grains from by
visiting periodic market, with a substantial reduction in distribution costs. HLLs
operation shakti, involving self help groups of women for reaching its products in
rural area; India times web marketing site; and ITCs e-choupal fall in this category.
Number of intermediaries
Companies have to decide on the number of intermediaries to use at each channel
level. Three strategies are available:
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Exclusive distribution
It means severely limiting the number of
intermediaries. It is used when the producer wants to maintain control over
the service level and outputs offered by the resellers. Often it involves
exclusive dealing arrangements. By granting exclusive distribution, the
producers hopes to obtain more dedicated and knowledgeable selling. It
requires greater partnership between seller and reseller and is used in
distribution of new area.
Selective distribution
It involves the use of more than a few less than
all of the intermediaries who are willing to carry a particular product. It is used
by established companies and by new companies seeking distributors. The
company does not have to worry about too many outlets; it can gain adequate
market coverage with more control & less cost than intensive distribution.
Intensive distribution
It consists of the manufacture placing or services in
as many outlets as possible. This strategy is generally used for items, such as
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tobacco products, soap, snack, foods, and gums products, for which the
consumer requires a great deal of location convenience.
Manufactures are constantly tempted to move from exclusive or selective
distribution to more intensive distribution to increase sales. This kind of
strategy helps in short term, but often hurts long term performance. Intensive
distribution increases product and service availability, but May also result in
retailers competing aggressively, if price wars ensue, retailers profitability
may also decline, potentially dampening retailer interest in supporting the
product. It may also harm brand equity.
Channel management decision
In this there are five step in which a company make a better channel to sell
their product or services:
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Selecting channel members
Training channel members
Motivating channel members
I. Coercive power
II. Reward power
III. Legitimate power
IV. Expert power
V. Referent power
Evaluating channel members
Modifying channel arrangements
No marketing channel will remain effective over the whole product life cycle. So
this is most important that companies always make changes in their marketing
channel.
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RESEARCHMETHODOLOGY
Research Definition
Simply speaking the purpose of research is to find a solution to a particular type of
problem or showing the problem a direction towards solution or putting some light
in the unknown areas of knowledge for your enlightenment to that particular area of
knowledge-thus research actually help us to understand our reality more clearly as
well as help us to enjoy better living standard. So, research is kind of a project to
find out some answers or solutions for a particular area-research is kind of
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projectbecause every project has its scope of work, time-line and resources, thats
why you may easily interrelate research work with a project-in fact every research
work works on based on a well-devised project plan
How Research Works?
Like every system of this world, research also follow certain rules and take the help
of certain organized procedures in order to get the intended result. In a word, a
research works on its methods to serve its true purpose in any area of the knowledge
domains. So, for working of a research project, you need to approach your study
area in a systematic way, which is also recognized and familiar with the rest of the
world-what I mean by this is that your research method must be recognized by all
over the world or at least by the majority of the scientific community.
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What is the value of Research?
1. Every research works either identify new opportunities for us or give us novel
ideas.
2. Research helps us to diagnosing any known problems or opportunities;
3. Help us to establish a standard of taking action on any chosen area of the
knowledge domain.
4. Evaluate and develop the current technologies and systems.
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SOURCES OF DATA
Data was gathered through secondary sources or both for problem, or project
analysis.
Secondary Data:
Secondary data is data that was collected for another purpose and
already exist somewhere. Secondary data can solve problem partly or wholly.
Secondary data offer the advantages of low cost and ready availability. Secondary
sources are Internet (websites), Books, Journals, Magazines, and Newspaper etc.
. Instruments of primary data are Questionnaires, Personal Interview etc.
Sources of Data
Secondary Data Books, Website
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Tools and Techniques of Data Collection
Inferences are drawn by quantitatively from the response percentage.
Through observations some findings are made.
Recommendations are made to improve the present policy and procedures.
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RATING SCALE
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DESCRIPTION OF THE RATING SCALE
79
JK White Cement Ltd.Customer Satisfaction Survey
Customer Name Date
Customer Representative Surveyed By
Signature
Rating to be done from 1 to 10 scaleSatisfaction level based on 1 to 10 scale: from 1for totally dissatisfied to 10-for truly satisfLevel 4 -for quite dissatisfied, 7 for quite satisfied.
1 2 3 4 5 6 7 8 9The Importance level is based on 1~10 scale, from 1 for not important at all & 10-for
extremely important.Level 4 -for somewhat unimportant to level 7 for somewhat important.
Description
Purchase Department Related IssuesScale
Presale related attributes Level 1 2 3 4 5 6 7 8 9
Accessibility of Marketing personnelSatisfactionImportance
Understanding of your requirementsSatisfaction Importance
Response to your requirementsSatisfactionImportance
Providing product stock information SatisfactionImportance
Behavior of sales personSatisfactionImportance
Follow up/ continuous interactionSatisfactionImportan
ceCommunication during completive execution of Satisfacti
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This customer satisfaction survey is based on rating scale system, it is a very popular
methodology for analyzing the perception of customers about the product, about the
brand name, about their service, are they satisfied their service or not.
In this scale we use their rating system. In this scale there have been given some
attributes as-
Purchase department related attributes,
Delivery related attributes,
Order processing related attributes,
Packaging related attributes,
Over all perception about supplier related attributes,
Technical support related attributes.
These attributes have some related sub-attributes. In front of these attributes
marking has been given till 1 to 10. If the customers are satisfied the given points
(attributes) he will mark till 7 to 10. If someone gives 10 marks it will show highly
satisfaction.
If the customers are dissatisfied in the given points he can mark till 1 to 3. And if
someone gives 1 mark it will show his truly dissatisfaction.
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For example
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82
JK White Cement Ltd.Customer Satisfaction Survey
Customer Name: Mohini Enterprises Date 12/06/08
Customer Representative Surveyed By
Signature
Rating to be done from 1 to 10 scaleSatisfaction level based on 1 to 10 scale: from 1for totally dissatisfied to 10-for truly satisfiedLevel 4 -for quite dissatisfied, 7 for quite satisfied.
1 2 3 4 5 6 7 8 9
The Importance level is based on 1~10 scale, from 1 for not important at all & 10-for extremely importaLevel 4 -for somewhat unimportant to level 7 for somewhat important.
Description
Purchase Department Related IssuesScale
Presale related attributes Level 1 2 3 4 5 6 7 8 9
Accessibility of Marketing personnelSatisfaction Importance
Understanding of your requirementsSatisfaction Importance
Response to your requirementsSatisfaction Importance
Providing product stock informationSatisfaction Importance
Behavior of sales personSatisfaction
Importance
Follow up/ continuous interactionSatisfaction Importance
Communication during completive execution of salesSatisfaction Importance
Scale
Delivery Related attributes Level 1 2 3 4 5 6 7 8 9
Delivery as per order ( Qty)
Satisfactio
n Importance
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CONCLUSION
If we go through the SWOT analysis of JK White Cement product as a
whole then I found that company have a very good standing at market place
and JK White Cement have a very good corporate image among present
companies and they should cash their image by effective use of marketing
mix.
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The advertisement campaign of JK White Cement is not too good then
others. There is no field level activities is to be performed for increasing
sales.
From the survey, I found that lot of people aware of JK Wall putty . They
ask only Birla wall putty to the retailer.
In my research , I found that if J.K White Cement wants to stand in top
position then they have to maintain themselves in some areas:
1. Advertising
2. Dealer board
3. Availability ( distribution network)
4. Ad material
5. Daily visit of retailer shop by sales and marketing team.
In my research, I found that JK White Cement have more market share in
white share in white cement as compare to Birla White Cement.
However JK White Cement have good image in market. But still company is
not able to cash all opportunity, which are existing in the market.
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RECOMMENDATIONS
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In my survey, I found that JK White Cement had already a well position in the
market now white cement means JK White Cement. The proof was that when I
asked retailer which brand is more sell, and then he told me only one name. So the
sage is shown is my data analysis. By following recommendation company can
increases their market share:
Company must emphasize on advertising and creating customer awareness.
They should launch some other advertising campaign and also increase the
frequency of old advertisement.
The company must arrange very well structured and strong Distribution
Network, while have a major role in any brand success of any brand.
Company must provide dealer board display board and pop to the retailers
by which awareness of consumer increases. They also have to give proper
scheme & Stationary materials to the retailers.
In my research, the biggest road block which I found is the visit of a sales
person to the retailers shop. Every retailers told me that no company
person comes to their shop for any kind of communication. Some retailers
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not seen any companys person from last six month. So company give more
consideration on this topic, just because of this point company lose their
market share from their competitors.
To become the market leader the company should increase the customers in
the market.
The company should have proper stock so that the demand of the customers
can be easily full filled.
The frequency of the advertisement must be increased throughout the year,
The company should make regularly calls to its customer, so that they cannot
think for others.
The company should immediately respond to its customers.
There must be fast action for complaints.
The company should target project sell also.
The company should maintain the approach to contact the project customers.
A descriptive study with primary survey (questionnaire based) should be
conducted to obtain quantitative results.
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Productivity should be improved regularly.
Regular feedback should be taken for complaints.
Company should also concentrate on delivery of goods within given time of
period.
Sales person of company must be do regular visit on customer.
Make aware the consumers for your brand, for your product.
Make them believe that your products quality is the best option for them.
Target new customers.
Try to use media for advertise the product.
After selling the product your responsibility is not finish, but it is starts now.
Always try to innovate the product.
Make good relations with all your customers.
Increase customers loyalty.
Ways to increase customers loyalty-
Prompt action.
Honesty.
The customer is always loyal.
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More than just the money.
Mutual trust.
Giving the benefit of the doubt.
Walking the extra mile.
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ANEXTURE
1. How did you come to know of JK WHITE Cement?
(a) Advertisements
(b) Friends and relatives
2. Have you got the finish you expected?
(a) Yes
(b) No
3. Do you aware of the services offered by the JK WHITE Cement?
(a) Yes
(b) No
4. Have you used any of the services offered by the JK WHITE Cement?
(a) Yes
(b) No
5. What is your opinion about the services offered by the JK WHITE
Cement?
(a) Very good (c) satisfactory
(b) Good (d) poor
6. How was your experience of the product you used?
(a) Very dissatisfied (c) Neither satisfied nor dissatisfied
(b) Dissatisfied (d) very satisfied
7 Are you satisfied with the quality of the JK WHITE?
(a) Very dissatisfied (c) Neither satisfied nor dissatisfied
(b) Dissatisfied (d) very satisfied
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8. What is your opinion about the durability of the JK WHITE?
(a) Very dissatisfied (c) Neither satisfied nor dissatisfied
(b) Dissatisfied (d) very satisfied
9. Are you using JK WHITE first time?
(a) Yes
(b) No
10. Did you ask for the JK WHITE when you go the dealer?
(a) Yes
(b) No
if no , How did you decide to purchase the JK WHITE?
(a) Dealers Advice
(b) Friends and relatives Advice
(c) Advertisements
11. Are you satisfied with the advertisement campaign of JK WHITE?
(a) Very dissatisfied (c) Neither satisfied nor dissatisfied
(b) Dissatisfied (d) very satisfied
12. Have you suggested to others to use JK WHITE?
(a) Yes
(b) No
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BIBLOGRAPHY
REFERENCES:
1. Kotler Philip,2003-Marketing Management 11th edition,Prentice Hall publication.
2. http://www.marketingteacher.com/Lessons/lessonmarketing research primary.htm.
3. http://www.marketingteacher.com/Lessons/lessonmarketing research secondary .htm.
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