Upload
vinay-kuppast
View
225
Download
0
Embed Size (px)
Citation preview
Brand Awareness level of Keshawa Cement
CONTENTSSl.No Part-A
1. Executive summary 1-6
• Industry Profile
• Company Profile
• Need For Study
• Objectives
• Methodology• Scope• Findings • Suggestion
Part-B 7-32
2. Introduction of the Study
• History of the company
• Company profile
• Growth of the company
• Manufacturing process
• Organization structure
3. Part-C 33-37
• Research Methodology
• Objectives and scope
• Need for study
4 Part-D
• Data collection method 38-39
5 Part-E
Data Analysis and Interpretation 40-72
6 Part-F 73-83
Annexure and Bibliography
Babasabpatilfreepptmba.com Page 1
Brand Awareness level of Keshawa Cement
Babasabpatilfreepptmba.com Page 2
Brand Awareness level of Keshawa Cement
EXECUTIVE SUMMARY
INDUSTRIAL PROFILE:
In 1838 a young chemical Engineer ‘Isac Johnson’ burned the cement raw
material at high temperature until the mass was nearly vertified producing the ‘modern
Portland cement’. The German chemist ‘Wilhelm michaelis’ proposed the establishment of
cement standards in 1875. the use of concrete in construction grew rapidly from 1850
onwards, & was soon the dominant use for cements. Thus Portland cement began its
predominant role.
COMPANY PROFILE:
Shri Keshav Cement & Infra. Ltd. (KCIL) is Public limited Company incorporated in
the year 1993 to manufacture 43 grade & 53 grade Ordinary Portland Cement. We went
into Public during 1995. The company raised capital via IPO during 1995 to raise capital of
512.42 lakhs which was over subscribed by 12 times. The stocks are actively traded in
Mumbai Stock Exchange. The company has posted profits since inception.
Need For The Study
The main purpose of the study is to the awareness level of the brand
The Study will help us to know the effectiveness of advertisement & sales
promotion activities on the customers
The study will help the company to set strategies for the Bagalkot city & emphasize
on their weaknesses & threat
Babasabpatilfreepptmba.com Page 3
Brand Awareness level of Keshawa Cement
OBJECTIVES:
1 To identify the Advertisement & Sales promotion activities adopted by the Keshav
Cements & Infra Ltd
2 To know the brand awareness level of Keshav Cements
3 To know the effectiveness of Advertisement on customers
Scope Of The Study
In todays scenario Infrastructure is in boom, so there is lot of construction
works takes place in a broad way. For that the main raw material is cement. But there
are many players & huge competition in cement industries. So it is very important to
set a competitive strategies to beat the competitors, where Marketing plays a vital role
METHODOLOGY
Research Design:
“Descriptive” research design is used in the study
Data Source:
Primary Data
Secondary Data
Research Approach:
Survey Method
Field Study:
Personal Interview
Babasabpatilfreepptmba.com Page 4
Brand Awareness level of Keshawa Cement
FINDINGS
I found from secondary data that “Trade shows, Trade allowances & Contents &
Incentives” & “Wall paintings & Print Media” these are Advertisement & sales
promotion Activities adopted by Keshav cements
48% of the respondents use Ultratech cement, 25% of them use ACC cement & 4%
of them use Keshav cements
It is found that 80%, 10% & 7% of the respondents look after Quality, Easily
availability & Reasonable Price while purchasing competitors brand cement. &
While purchasing Keshav cements 17% of the respondents are influenced by Price,
15% from Quality & 6% from Easily Available
SUGGESTIONS
From the study I found that 86% of the respondents says that Advertisement &
sales promotion activities plays a very vital role in purchasing the competitors
cement. Though customers see Quality first while purchasing the cement, but to
know the quality of the brand they must use it, for that they must first know which
brands is available in the market, for which advertisement is essential. So both
advertising & sales promotion activities plays a vital role in purchasing the cement.
Babasabpatilfreepptmba.com Page 5
Brand Awareness level of Keshawa Cement
Babasabpatilfreepptmba.com Page 6
Brand Awareness level of Keshawa Cement
INTRODUCTION OF CEMENT
The word ‘CEMENT’ is a binder, a substance which sets & hardens
independently, & can bind other materials together. The word ‘cement ’ is derived from the
‘Roman’ language “opus caementicium” to describe masonry which resembled concrete &
was made from crushed rock with burnt lime as binder. Later it referred to as; cementum,
cimentum, cament & cement.
Cement is a chemical compound existing of lime stone or chalk, clay, sand, &
gypsum to form the end product we know as cement. Cement used in construction are
characterized as “hydraulic & non hydraulic” cement. Cement is mainly used in the
production of ‘mortar & concrete’- the bonding of natural or artificial aggregates to form a
strong building material which is durable in the face of normal environmental effects.
Cement should not be confused with ‘concrete’ as the term cement explicitly refers to the
dry powder substance. Upon the addition of water & or additives the cement mixture is
referred to as concrete, especially if aggregates have been added.
It is uncertain where it was first discovered the hydrate & non hydraulic cement, but
concrete made from such mixtures was first used on a large scale by “Roman Engineers”.
In the 18th century a big effort started in Europe to understand why some limes possess
hydraulic properties. ‘John smeaton’ often referred to as ‘Father of Civil Engineering in
England’ concentrated his work in this field. ‘James parker’ in the 1780s, founded the
‘Natural cement’ made by burning septaria. The invention of ‘port land cement’ is
generally credited to ‘Joseph Aspedin’ an English bricklayer in 1824.
In 1838 a young chemical Engineer ‘Isac Johnson’ burned the cement raw
material at high temperature until the mass was nearly vertified producing the ‘modern
Portland cement’. The German chemist ‘Wilhelm michaelis’ proposed the establishment of
cement standards in 1875. the use of concrete in construction grew rapidly from 1850
Babasabpatilfreepptmba.com Page 7
Brand Awareness level of Keshawa Cement
onwards, & was soon the dominant use for cements. Thus Portland cement began its
predominant role.
Types of cement:
1) Portland cement
2) Portland cement blends
Portland blast furnace cement
Portland fly ash cement
Portland pozzolan cement
Portland silica fume cement
Masonry cements
Expansive cements
White blended cements
Colored cements
Very finely ground cements
3) Non Portland hydraulic cements
Pozzolan-lime cements
Slag-lime cements
Super sulfated cements
Calcium aluminate cement
Calcium sulfo aluminate cement
Natural cement
Indian Cement industry
The cement industry is experiencing a boom on account of the overall growth of the
Indian economy primarily because of increased industrial activity, flourishing real estate
business, growing construction activity, & expanding investment in the infrastructure
sector. The performance of the industry, under different policy regimes, truly establishes
that decontrol of the industry & liberalization of the economy has led to remarkable
Babasabpatilfreepptmba.com Page 8
Brand Awareness level of Keshawa Cement
improvement in the indicators such as installed capacity, capacityutilization, per capita
consumption & exports.
.
Cement is an essential component of infrastructure development & most
important input of construction industry, particularly in the government’s
infrastructure & housing programs, which are necessary for the country’s socioeconomic
growth & development. It is also the second most consumed material on the planet. The
Indian cement industry is the second largest producer of cement in the world just behind
China, but ahead of the United States & Japan. It is consented to be a core sector
accounting for approximately 1.3% of GDP & employing over 0.14 million people. Also
the industry is a significant contributor to the revenue collected by both the central & state
governments through excise & sales taxes.
The Beginning of Indian Cement Industry
The attempt to produce cement in India dates back to 1889 when a Calcutta firm
attempted to produce cement from Argillaceous (kankar). In 1914 the first commissioned
cement-manufacturing unit in India was set up by India Cement Company Limited at
Porbandar, Gujarat, with an installed capacity of 10,000 tonnes & production of 1000
tonnes. Subsequently two plants; one at Katni (M.P.) & another at Lakheri (Rajasthan)
were set up.
The problem of supply outstripping demand was significant in early period of the
industry. This was followed by a price war between the producers where they resorted to
cutting down of prices & selling at below production cost.
It was then when the government of India intervened into the market &
referred the cement industry to the Tariff Board. All these events resulted in formation of
Indian Cement Manufacturers’ Association in 1925 whose main function was to regulate
prices in the industry. In 1927, Concrete Association of India was formed whose two main
objectives were to educate public about the use of cement & to play an active role in
popularizing Indian cement. The next step in the direction of rescuing cement industry was
Babasabpatilfreepptmba.com Page 9
Brand Awareness level of Keshawa Cement
the formation of Cement Marketing Company of India Limited in 1930 to promote &
control the sale & distribution of cement at regulated prices.
In 1936, eleven companies, except Sone Valley Portland Cement Company
Limited, merged to form Associated Cement Company Limited (ACC). In 1937, Dalmiya
Jain Group set up five factories with installed capacity of 575000 tonnes & ACC added
four more plants.
The price & distribution control system on cement, implemented in 1956,
aimed at ensuring fair prices to producers & consumers all over the country, thus reducing
regional imbalances, & at reaching self-sufficiency within a short time period (Schumacher
& Sathaye 1999). In spite of the fact that government exercised no control over the Indian
cement industry all through the Third Five Year Plan (1961-1967), growth was low due to
inadequate retention price & lack of adequate financial resources to the existing companies
Control Period (1969-1982)
The Indian cement sector had been under strict government control for almost the
whole of the period. During this period, many companies & their plants started off but still
growth was not seen at the desired rate. In 1977, higher prices were allowed for cement
produced by new plants or major expansions of existing plants. Due to maintained slow
development, the uniform price imposed by the government, was substituted by a three-tier
price system in 1979. Different prices were assigned to cement produced in low, medium &
high cost plants.
Thus, controlled price did not reflect the true economic cost, & profit margins
reduced increasingly, preventing essential investments in capacity & production expansion.
A permit system introduced by 14 states & union territories in the period comprised direct
control over public distribution of cement to ensure fair supplies to priority sectors.
However, the system resulted in artificial shortages, extensive black marketing &
corruption in the civil supply departments of the government.
Babasabpatilfreepptmba.com Page 10
Brand Awareness level of Keshawa Cement
The system of price control was accompanied by a policy of freight pooling. The
price control fixed a uniform price according to estimated production costs at which
cement was required to be sold all over the country. This freight pooling system promoted
equal industrial development all over the country. It supported regional dispersion.
Partial Decontrol (1982-1989)
On account of the above-mentioned difficulties in the cement industry the
government of India introduced a system of partial decontrol in 1982. A levy quota of
66.60 % for sales to government & small house builders was imposed on existing units
while for new & sick units a lower quota at 50% was established. The balance of 33.40%
could be sold in the free open market to general consumers. A ceiling price was set for
sales in the open market in order to protect consumers from unreasonably high pricing of
cement. Under the system of partial decontrol, freight pooling no longer covered non-levy
cement. Furthermore, specific mini units were completely freed from price & distribution
controls. Although overall profitability increased substantially immediately after the
introduction of partial decontrol, profits obtained through non-levy sales decreased with
greater availability of cement in the market & continuously rising input costs.
To sustain an accelerating course, the government subsequently introduced changes
in levy obligations & retention prices regularly. As a result, in 1988 the levy quota was as
low as 30% for units established before 1982 & the retention price had increased
substantially. In 1987, the Cement Manufacturers Association & the government decided
that there was no further necessity for a maximum price ceiling.
Total Decontrol (1989 onwards)
Finally in 1989, the cement industry was considered to be prepared for free
market competition, & all price & distribution controls on sale of cement were
withdrawn. The system of freight pooling was abandoned & a subsidy scheme to ensure
availability of cement at reasonable prices in remote & hilly regions of the country was
worked out. The industry was then de-licensed in July 1991 under the policy of economic
liberalization. By removing all controls on the cement sector the government hoped to
Babasabpatilfreepptmba.com Page 11
Brand Awareness level of Keshawa Cement
accelerate growth & induce further modernization & expansion investments. It was after
this decontrol that the Indian cement industry moved towards globalization, with increasing
emphasis on the exports. The expansion of the industry was evident after the decontrol
where capacity as well as production increased many fold. Growth was seen from 91 plants
and 43 million tonnes of production in 1989-90 boosting to 132 plants & 161.66 million
tonnes production in 2006-07 (CMA 2007). Total capacity utilization for the industry has
also increased from 78% to 91% during the same period.
Hence, the history of the Indian cement industry indicates the role of
government played in influencing the twists & turns in the industry. It might be
noted that government interventions have been a mix of fiscal instruments & direct control
on production, pricing & distribution on the one hand & technological intervention through
government promoted research institutions on the other hand.
ACGR of Primary Performance Indicators (%)
Indicators
Total Period(1970-71 to 2006-
07)
Control Period(1970-71 to 1987-88)
Decontrol Period(1988-89 to 2006-
07)Installed Capacity 7.28 7.47 7.09Production 7.39 6.69 8.09Capacity Utilization 0.10 -0.73 0.93Exports 13.10 -5.52 35.38Per Capita Consumption 5.15 1.11 9.35
Trend in Primary Performance Indicators of the Indian Cement Industry
Year Installed Production Capacity Export Per Capita
Babasabpatilfreepptmba.com Page 12
Brand Awareness level of Keshawa Cement
Capacity(Million tonne)
(Million tonne) Utilization(%) (Lakh tonne) Consumption(Kg.)
1995-96 97.25 69.57 71.54 15.70 721996-97 105.25 76.22 72.42 19.70 78
1997-98 109.30 83.16 76.08 26.80 821998-99 118.97 87.91 73.89 20.60 851999-00 119.10 100.45 84.34 19.50 972000-01 130.40 97.61 74.85 31.50 99
2001-02 146.13 108.40 74.18 33.80 972002-03 151.17 116.35 76.97 34.70 1062003-04 157.48 123.50 78.42 33.63 110
2004-05 164.69 133.57 81.10 40.71 115
2005-06 160.24 141.81 88.50 60.07 125
2006-07 165.22 155.31 94.00 58.70 136
Regional Concentration
Cement, being a bulk commodity, is freight intensive & transporting cement over
long distances can prove to be uneconomical. This has resulted in cement being largely a
regional play with the industry divided into five main regions, viz., North, South, West,
East & the Central region. Until 1999-2000, Indian was divided in only four regions; centre
came up only after that. Punjab, Rajasthan, Haryana & Himachal Pradesh fall in northern
region whereas Bihar, Jharkhand, Orrisa, West Bengal & Chattisgarh are in eastern region.
The west
comprises of Gujrat & Maharashta & the central region has Uttar Pradesh & MP, thus
leaving AP, Tamil Nadu, Kerala & Karnataka for southern region.
Region wise Capacity of Cement in India
Year North East West South Center Total %
2000-01 18.58 17.54 18.59 29.19 16.11 100.002001-02 18.68 15.63 16.55 33.58 15.55 100.00
Babasabpatilfreepptmba.com Page 13
Brand Awareness level of Keshawa Cement
2002-03 18.20 16.06 18.08 32.48 15.17 100.002003-04 18.10 15.28 20.00 31.70 14.93 100.002004-05 18.00 14.95 19.13 31.64 16.28 100.002005-06 20.92 14.14 17.58 31.65 15.71 100.002006-07 20.62 14.18 17.54 32.22 15.44 100.00
Globalization of Indian cement Industry
The cement industry is witnessing a number of multinationals entering the market
& mergers and acquisitions in domestic market itself, bringing smaller
players under the umbrella of larger companies, & larger companies coming under the
umbrella of global players.
The booming demand for cement, both in India & abroad, has attracted
global majors to India. In 2005-06, four of the top-5 cement companies in the world
entered India through mergers, acquisitions, joint ventures or greenfield
projects. The consolidation witnessed in the industry in recent times has resulted in two
crucial domestic deals. First being the de-merger of L&T’s cement (renamed as Ultratech
Cement Ltd.) division & its acquisition by Grasim. The other consolidation effort was seen
when Gujarat Ambuja acquired 14.4% stake in ACC in 2000 (India Infoline 2003).
Following this Holcim took a big stake in ACC in the year 2005. Thus, the top two groups
in the industry, Aditya Birla Group (Grasim & Ultratech Cements Ltd. combine) & Holcim
Group (Ambuja Cements Ltd. - ACC Ltd. combine) now control more than 45 % of total
capacity in the country.
Top Cement Industries
Ambuja Cements Ltd
Grasim Industries Ltd
A C C Ltd
Ultratech Cement Ltd
Babasabpatilfreepptmba.com Page 14
Brand Awareness level of Keshawa Cement
India Cements Ltd
Prism Cement Ltd
Madras Cements Ltd
Birla Corporation Ltd
Dalmia Cement (Bharat) Ltd
Shree Cement Ltd
J K Cement Ltd
Chettinad Cement Corpn. Ltd.
Century Textiles & Inds. Ltd
Sanghi Industries Ltd.
J K Lakshmi Cement Ltd.
Binani Cement Ltd
O C L India Ltd.
News about Cement industry of India
The 207.81-million tonne cement industry in the country has witnessed “good
growth”, despite a tumultuous financial year across most industry verticals. Cement
consumption in the current year grew by 8%, compared to 9% last year. Industry experts
say that given the current economic scenario, this growth is good.
Babasabpatilfreepptmba.com Page 15
Brand Awareness level of Keshawa Cement
Cement dispatches (including exports) for the 11 months ended February 2009 were
at 162.89 million tonne, against 151.89 million tonne during the year-ago period. Of this,
exports contributed 2.86 milllion tonne, against 3.33 million tonne in the previous year.
“The first half of the current year was bad, owing to the export ban & high cost of
production, including a dip in prices. But it improved since from last November; it is
expected to continue into the first quarter of the next financial year as well,” Cement
manufacturers expect the industry to grow at 8% in the next financial year. Cement
dispatches during the past four consecutive months have seen a healthy growth; it increased
11% year on year (y-o-y) in November, 12% y-o-y in December, 8.26% in January and
8.73% in February respectively.
According to the Cement Manufacturers Association, growth in cement consumption
during April ‘08 to February ‘09 was highest in the eastern region, at about 11%. This was
followed by the southern & central regions, where consumption grew by 10% each. The
western & northern region witnessed 6% & 4% growth, respectively.
Meanwhile, the April ‘08 to February ‘09 period saw a 9.51 million tonne increase in
cement capacities across the country, against 7.89 million tonne in the same period last
year. With demand increasing across the country, cement prices are also firming up.
This shows that despite of recession there is a growth in the cement industries in India.
Where infrastructure is in boom.
SHRI KESHAV CEMENTS & INFRA LTD
ORGANIZATION PROFILE
COMPANY INFORMATION
Babasabpatilfreepptmba.com Page 16
Brand Awareness level of Keshawa Cement
Name of the Company M/s.Keshav Cement Ltd
Adress S.No. 346 Kaladgi, Dist- Bagalkot- 587313
Head office “Jyoti Tower” 215/2, Karbhar Galli, 6th lane, Nazar
camp, M. Vadgaon Belgaum- 590005
Constitution Public Limited Company
Year of Incorporation 1993
Products Ordinary Portland Cement, Pozzolonic Cement,
Blast furnace Cement, White Cement
Land Area 22 .36 Acres
size of the Industry Medium scale Industry
Capacity 225 Tonnes Per Day (TPD)
Brand Names Jyoti Gold, Jyoti Power &, Keshav Cements
Market reach Karnataka, Maharashtra &, Goa
Technology used West German VSK Technology
BACKGROUND
Shri Keshav Cement & Infra. Ltd. (KCIL) is Public limited Company
incorporated in the year 1993 to manufacture 43 grade & 53 grade Ordinary Portland
Cement. We went into Public during 1995. The company raised capital via IPO during
Babasabpatilfreepptmba.com Page 17
Brand Awareness level of Keshawa Cement
1995 to raise capital of 512.42 lakhs which was over subscribed by 12 times. The stocks
are actively traded in Mumbai Stock Exchange. The company has posted profits since
inception.
Presently our “Jyoti Gold & Jyoti Power” cement brands are very popular in the
cement market. & now we are marketing as “Keshav cements” brand in the market. We
supply our cement in North Karnataka, Goa & Maharashtra.
Keshava Infotech Ltd. (KIL) is a medical transcription unit engaged in providing services
to American Hospitals and Clinics. The company commenced commercial operations in
2000 by appointing 50 professionals & today is a 250+ organization. Katwa Infotech Ltd.
has paid up capital of Rs.50 lakhs. In FY 06-07, the company achieved sales & PAT of Rs.
354.50 Lakhs & Rs. 268.68 Lakhs respectively. KIL holds 100% stock in Scribe Care, a
US based marketing firm. Scribe Care brings in value to the services provided by getting
significantly higher prices & better realization. Both these companies are making profits &
paying dividends.
Keshava Finlease Limited incorporated in 1995, commenced its business of hire purchase
finance for automobiles in 1996. The RBI granted registration to the Company under
section 45IC of the reserve bank of India act, 1934 & classified it as a hire purchase
Company under ‘A’ category.
Keshava Construction Co. Ltd. is engaged in construction of luxurious flats targeting
mainly to NRI’s. we have got site at Corlim, which is just 8 km from Goa in Panji.
INTRODUCTION
Shri H.D.Katwa & Katwa family from Belgaum have proposed to establish a 150
TPD mini cement plant based on vertical shaft kiln technology at “Kaladgi” village
Bagalkot district for this purpose the promoters incorporated a company in the name of
Babasabpatilfreepptmba.com Page 18
Brand Awareness level of Keshawa Cement
Shri Keshav Cements & Infra Ltd with request of companies in Karnataka. It is registered
under the companies act 1956 in the year 17th march 1993.
There are five Directors & promoters they are:
1. Shri H.D.Katwa (Chairman)
2. Shri Venkatesh H. Katwa (vice chairman)
3. Shri Vilas H. Katwa (Managing Director)
4. Smt. N H Katwa (Director)
5. Shri Deepak H. Katwa (Director)
Shri H D Katwa, is an highly experienced entrepreneur & well-known industrialist in
region with vast commercial & industrial knowledge. With more than four decades of rich
expertise, he started his career as a trader in textiles. In 1978 he moved to Belgaum city &
promoted a small scale industry in plastic materials. In 1984 he entered into cement arena
by setting up a small mini plant of 30 Tones Per Day (TPD). Since then, there is not
looking back & now he has spearheading 4 profit making organizations with cement
capacity of 600 TPD. Currently, he is actively pursuing expansion of the cement plant to
3000 TPD - which is 100 times the capacity of the first unit set-up in 1984. A visionary &
with perfect attitude, the chairman is heading the board who are currently finalizing setting
up of Beneficiation plant, Spone Iron plant & Power Project of 15 MW.
Shri Venkatesh H Katwa, a graduate MBA from the University of Oklahoma, USA, is
having wide experience in Cement industry, International business & Health Care service
automations. After returning from USA in 1997, he took up his responsibility of Executive
Director at KCIL. He later moved to promote Katwa Infotech Limited, a ITES serving
medical & health care industry in USA. He established business development office in
USA which is growing over 120% every year. Under his leadership, Katwa Infotech
Limited has earned a respectable image & has been awarded as the highest & best exporter
in north Karnataka since the award has been designated for last three consecutive years.
The company with over 250 associates is growing rapidly & looking for over 100% growth
this year too. Mr. Venkatesh is the Vice-Chairman at KCIL & working on executing
projects of expansion & setting up of power project.
Babasabpatilfreepptmba.com Page 19
Brand Awareness level of Keshawa Cement
Shri Vilas Katwa, a graduate MBA from the University of Massachusetts, Boston stared
his career in Information technology working as the chief systems engineer, in McCormack
Institute of Public Affairs at U-Mass Boston. On returning to India, he joined at the Jt.
Managing Director. As he gained experience in cement manufacturing he initiated many IT
drives that gave good control over the production, quality & management parameters.rs.
Also being an engineer in Industrial & Production discipline, he has initiated many policies
& systems that boosted production to its maximum capacity. He is now the managing
director of the company and handles all the affairs He is currently working on operation to
improve the product/services while reducing the cost by utilizing instrumentation
techniques. One of the production facilities is completely electronically controlled making
it the first production facility with such high level of automation in its category.
Shri Deepak Katwa, is a graduate MBA from the University of Okalhoma, United States,
Having a very good commercial background he has made a very important contribution
towards the finance and operations divisions of the company as well as the IT company
that our group has established. It is during his time that the company continued to get three
consecutive awards as the best exporter in North Karnataka for the IT division. His
specialties are public relations, finance, operations & management. He is actively involved
in settings up of the power plant to reduce the overall power cost for the cement plant.
Keshav Cements & Infra Ltd(KCIL) is a reputed group manufacturing Keshav
Cement. The Company is public limited with stocks traded on various stock exchanges in
India, with over 15 years of experience in cement manufacturing and marketing. The
company foresees to be a major player in the construction industry. Keshav Cement has a R
& D team to continually improve the product and services. The company has posted profits
since the inception & has been paying dividends regularly. The inception of the company
began with acquisition of a sick cement plant of 20 TPD (Tons per day) in 1994. The
capacity of the plant was gradually increased year after year to reach 600 TPD. The recent
acquisition has added 300 TPD to the existing capacity. The company is undertaking an
expansion project to increase the output to 3000 TPD which is One million TPA. On the
financial side the company is confident to achieve 100% growth in FY-08 and 400% in
FY-09 owing to the recent acquisition and recently concluded expansion plans.
Babasabpatilfreepptmba.com Page 20
Brand Awareness level of Keshawa Cement
The salient features of this plant:
• Located in the same premises & continuation of existing business, hence the fixed
cost remains almost same
• Use of existing civil structures & low machinery cost will enhance our economic
feasibility
• Already existing market base, expansion will quench the market demand & increase
profitability
• Promoters having good experience running cement units for past 20 years & know
in’s & out’s of the cement scenario
Motto of the Company
To increase shareholder value & deliver the best product & service to the consumer
Mission Statement
To manufacture high quality Portland cement & help our society to build strong &
Durable structures in every village & cities. We will make our cement available at least
possible price through constant application of state-of-art technologies, efficient
management of resources & adoption of indigenous transportation system.
Keshav Cements Speciality:
OPC cement is the most appropriate cement ever used for construction of major
projects. OPC cement is costlier than the Slag or Fly Ash cement. Though the slag
cement has its own advantage to offer, the benefits are at the cost of its initial strength.
Keshav Cement through its state of art technology offer Double Benefits; steel friendly
alkali cement, as well as a super high strength OPC cement. we do not add Slag or
Ash.
Following are the specialities:
1. Premium quality graded OPC cement
2. Double benefit quality
3. No Ash or Slag in the cement
4. Absolutely Crackless construction are possible
Babasabpatilfreepptmba.com Page 21
Brand Awareness level of Keshawa Cement
5. High resistant to chemical attacks. Protects steel from corprosion
6. All types of construction materials can be used along with keshav cements
7. Excellent workability when plastering giving an aesthetic outlook to the
surface
8. cement is especially designed for aggressive & corrosive climatic conditions of
Goa, Karnataka & Maharashtra
9. cement is available at low cost to the customers because of local manufacturing
& indigenous transportation system.
APPLICATIONS OF KESHAV CEMENT
1. Concrete slabs
2. RCC columns & structures
3. High raises building foundatio
4. Perfect for large Dams.
5. Flyover bridges.
6. Residential, Commercial & multi storied structures
SORGANIZATION STRUCTURE
Babasabpatilfreepptmba.com Page 22
Chairman
Board of Directors
Managing Director
Technical Director
General Manager
PersonnelManager
MarketingDepartment
ManufactureDepartment
Dispatch section
R&D Accountsection
Brand Awareness level of Keshawa Cement
H R Marketing Incharge Plant Incharge Chief CashierManager Manager Chemist Supervisor Assistant Assistant Office Area Sales Plant Incharge Chemist Cashier Staff person Supervisor Section Assistantsecurity Supervisor Incharge
security Supervisorofficer MaintenanceGuard Incharge Incharge Mechanics Assistant Workers Priors Incharge Cleaners Incharge Supervisor Supervisor Supervisor Plant Engineer Helpers Helpers Helpers Shift supervisor
Helper
Functional Analysis
There are six departments in the industry:
1. Engineering Department
2. Marketing Department
3. Accounts Department
4. Manufacturing Department
5. R&D Department
6. H R Department
Engineering Department:
It is the primary & functional department in the factory. There are four sections
inside the factory premises where all engineering works will takes place, they are:
• Weigh Bridge section
• Vehicle section
• Workshop section
Babasabpatilfreepptmba.com Page 23
StoreSection Section
VehicleIncharge
ElectricalMaintenance
Brand Awareness level of Keshawa Cement
• Electrical section
Weigh Bridge Section :
In this section weight age of vehicle & raw material is determined by weigh bridge.
The main function of this section is to measure the weight age of the raw materials like;
lime stone, coke, breeze, clay etc. this section is controlled by the security persons, but
maintaining of books regarding this section are controlled by Vehicle- in charge.
Vehicle Section:
This is sub section of the Engineering department. It is controlled by the Vehicle – in
charge.
The factory owns:
10 Tippers
68 trucks
2 GCB (Ground Material Carry Vehicle)
Total 80 vehicles
The main function of this section is to control all vehicles & service centers & diesel bunk.
Work shop section:
This is another sub section under the Engineering department. This workshop is
managed by 25 workers. The workshop contains the big machines like; Lathe machine,
Grinding machine & wielding machine. The main function of the workshop is to maintain
the vehicles occupied by the factory in a good condition. They will repair the machines &
recondition the machines which are becoming weak & that are gradually slowing down the
process. The main function of it is to recondition.
Electrical Section:
The Electrical section contains 10 workers & they are all technically skilled persons.
It is controlled by the electrical – in charge. The Electricity required for the factory is 1650
KW. The Electricity department contains one Diesel Generator. One Generator is having
capacity of 500 kw. In case of power supply break down the section – in charge puts on of
Babasabpatilfreepptmba.com Page 24
Brand Awareness level of Keshawa Cement
the Generator on. The main function of this department is to supply the required power
continuously during the production.
Marketing Department:
Presently the cement brands “JYOTI POWER” & “JYOTI GOLD” are very
popular in the regional cement market. Company supplies in North Karnataka, North/South
Canara, Goa and some parts of Maharashtra. A new brand with name “Keshav Cement” is
launched on Jan 4th 2008. This brand will reach bigger markets like Bangalore, Pune &
Mumbai. Currently due to aggressive marketing and using innovative techniques, the brand
‘Keshav Cement’ is being sold at premium prices & reached North Karnataka & South
Maharastra. Due to capacity limitations the company is not able to supply to the bigger
markets such as Pune, Mumbai & Bangalore. With the additional capacities added, the
company is in a better position to supply to such bigger markets utilizing over 90% of the
capacity. There was a commitment from store & purchase department of Karnataka for
procurement of 1000 mt pm of cement from the unit, but the company could not supply due
to its local market demand.
Since there are no cement plants in Goa & near by Maharashtra area like;
Kolhapur, Satara, Sangli district, the company has potential market in these areas. Since the
promoters already have their own Trucks & Tippers & proposed to include additional fleet
with loaders, it is felt that the company will not face any difficulty in both procurement of
raw material & supply of cement in the market. With this arrangement the company will
have an edge over other companies as for as selling price is concerned.
Selling price of the cement
Bagalkot - Rs 215
Goa - Rs 250
Maharashtra – Rs 235
Key Competitors of Keshav Cements
Bagalkot Shakti
Babasabpatilfreepptmba.com Page 25
Brand Awareness level of Keshawa Cement
Vijay Shakti
Lokapur Cement
Advertising & Sales Promotion Activities of Keshav Cements
Sales Promotion Activities:
• Trade Allowance (Buying allowance): means it is a deal or discount offered to
resellers in the form of a price reduction on Merchandise ordered during a fixed
period.
The company will give the buying allowance to their customers like;
40 Tonnes per month - Rs 2.00 per Bag
65 Tonnes per month - Rs 3.00 per Bag
105 Tonnes per month – Rs 5.00 per Bag
• Trade Shows: it is a forum where manufacturers can display their products to
current as well as prospective buyers.
It will be carried out mainly by the Management Personnel, once in six months.
These are the details of the Trade Shows done by the keshav cements:
Technical Meet
Place Month
Aminagad – March 2008
Jamkhandi – November 2008
Bilagi – December 2008
Gaddankeri cross – October 2008
• Contests & Incentives: it is developed to stimulate greater selling effort & support
from seller management or sales personnel, it is directed sales persons, wholesalers,
& distributors. For Example; prizes such as Trips or valuable merchandise as
rewards for meeting sales quotas or other goals.
Babasabpatilfreepptmba.com Page 26
Brand Awareness level of Keshawa Cement
Golden Scheme:
30 Tonnes cement for continuous 3 Months – 5 gm Gold
65 Tonnes cement for continuous 3 Months – 10 gm Gold
115 Tonnes cement for continuous 3 Months – 20 gm Gold
1000 Tonnes Cements purchased Rs 5 to 7 off
Trips for 3 to 4 days to kerala
Trips for 1 week any where in India
Advertisements:
• Wall Paintings
• Print Media like; Newspapers(Vijay Karnataka & Deccan Herald)
• Hoardings
Accounts Department:
The Keshav Cements & infra ltd has maintained a separate department for the
purpose of Accounting. The company has installed computers for the purpose of
Accounting period of the company from 1st April to 31st March.
The Accounting mainly deals with payment mode, cash receipts, salary paid &
other miscellaneous receipts & payments.
Manufacturing Department:
The type of Manufacturing operations to produce the cement is continuous
production process. The company manufacture mainly two types of cement they are 43
& 53 Grade. Inputs i.e. Raw materials which is used to produce the cement area:
Babasabpatilfreepptmba.com Page 27
Brand Awareness level of Keshawa Cement
PRODUCTION PROCESS
Raw Material
Lime stone Clay Coke Breeze
Crusher
Hopper Hopper Hopper
Electrical Vibrator Electrical Vibrator Electrical Vibrator
Belt Conveyor
Raw Mill Grinding Blending Silo
Vertical Shaft Kiln
Babasabpatilfreepptmba.com Page 28
Brand Awareness level of Keshawa Cement
Burning 1400 C
Clinker
Gypsum
Hopper Hopper
Feed Table Feed Table
Belt Conveyor Cement Mill
Cement Silo
Packaging Loading
Raw Materials used:• Lime stone 73%• Clay 13%• Coke Breeze 10% • Iron ore 1%• Gypsum 3%
Environmental protection:
There are four section in the plant. In each section suitable pollution control
equipments are installed. Well experienced environmental engineers design these pollution
control equipments since the dust burden is deferred in each section.
For Example; in a hammer mill section during the crushing of limestone dust is
generated it is filtered through Nil one back fitters with electronic device. We have
provided dust collection systems with automatic operations by the dolomite valves.
R&D Department:
Babasabpatilfreepptmba.com Page 29
Brand Awareness level of Keshawa Cement
The company has its separate R&D Department where all the tests are made & strive
to maintain the quality of the cement. it has a Laboratory where all these activities are
carried out.
Laboratory: At the time of mixing lime stone, coke breeze, clay & iron ore, some
adjustments are to be made, it will be made as per the directions of the laboratory. It is
classified into two parts they are:
1. Chemical lab
2. Physical lab
Chemical lab:
This is one of the important section as the body of the production process. It is also
called as quality control section, it is headed by the chief Chemist. The main function of the
lab is to find out the CAO & loss of ignition of material & chemical analysis of the cement
clinkers, Gypsum, & other Raw materials.
The equipments used in chemical lab are:
• Electrical Balance
• Blains Separator
• Physical Balance
• Oven
• Water Bath Machine
Physical lab: This is another section as body of the production process, it is also headed by chief
Chemist. The main function of the physical lab is to find the residue strength of the
finished cement. the equipments used in the physical lab are:
• Trading cat apparatus
• Vibrating machine
• Strength machine
• Humidity chamber
Babasabpatilfreepptmba.com Page 30
Brand Awareness level of Keshawa Cement
HR Department
Here Personnel Manager is the head in the Department. Personnel Department is
usually doing Record keeping & Responding demand & giving suggestions to the line
managers about how a subordinate should develop. & solving the employees problem &
giving trainings & favourable work conditions.
Welfare Facilities provided by the organization:
1. Canteen
2. Hospital
3. Bonus
4. Rest Room
5. Play Ground
6. Safety Measures
• Dress
• Gloves
• Gum Boots
Goggles & Masks
The above facilities are provided to labours, Employees & Staff members. In addition to
the above facilities the Employees are provided with Quarters facility.
Time & Security Section:
This section comes under Administrative department. The section works for 24
hours divided into Three shifts they are as follows:
1st shift 8.00 am to 4.00 pm
2nd shift 4.00 pm to 12.00 pm
3rd shift 12.00 pm to 4.00 am
General shift 8.00 am to 5.00 pm
Babasabpatilfreepptmba.com Page 31
Brand Awareness level of Keshawa Cement
Each shift contains 60 to 70 workers. This section Maintains various Registers & also
shows about the workers working hours & performance. It also maintains discipline of the
worker, Dress, Neatness, Workers In & out. They various Registers are as follows:
• Attendance Register
• Salary Register
• Leave Register
• Absence Register
• Employee record Register
Security:
This is the sub section under the time section of the Administrative Department. The
section has a security Guard i.e. 8+1, it means there are 8 Guards & 1 security officer. The
main function of the security is controlling the incoming & out going Vehicles, workers &
visitors.
The register that are mentioned by the security officer are:
• Inward Register
• Outward Register
• Visitors Register
Babasabpatilfreepptmba.com Page 32
Brand Awareness level of Keshawa Cement
RESEARCH METHODOLOGY
Research Design:
“Descriptive” research design is used in the study
Data Source:
Babasabpatilfreepptmba.com Page 33
Brand Awareness level of Keshawa Cement
Primary Data
Secondary Data
Research Approach:
Survey Method
Field Study:
Personal Interview
SAMPLING
Sampling Method :
Stratified Random Sampling
Sampling Element:
Each individual Engineers, Contractors, Dealers & Masons
Sampling Unit:
Engineers, Dealers, Contractors & Masons
Sample Size:
100Sampling Extent:
kaladagiOBJECTIVES:
1 To identify the Advertisement & Sales promotion activities adopted by the Keshav Cements & Infra Ltd
2 To know the brand awareness level of Keshav Cements
3 To know the effectiveness of Advertisement on customers
Babasabpatilfreepptmba.com Page 34
Brand Awareness level of Keshawa Cement
4 To know the rivals Advertisement & Sales promotion strategies
5 The factors that influencing customers to purchase the cement
Scope Of The Study
In todays scenario Infrastructure is in boom, so there is lot of construction works
takes place in a broad way. For that the main raw material is cement. But there are many
players & huge competition in cement industries. So it is very important to set a
competitive strategies to beat the competitors, where Marketing plays a vital role. So it is
essential to study the effectiveness of Advertising & Sales promotion activities & to adopt
the same to increase the Sales & beat the competitors.
The study covers Dealers, Engineers, Contractors & Masons. We had chosen this
topic because it will help us to know the Quality, Awareness level & brand image of the
company through the respondents. It will help the company to know the factors that
influence customers to purchase the cement.
Need For The Study
The main purpose of the study is to the awareness level of the brand
The Study will help us to know the effectiveness of advertisement & sales
promotion activities on the customers
Babasabpatilfreepptmba.com Page 35
Brand Awareness level of Keshawa Cement
The study will help the company to set strategies for the Bagalkot city & emphasize
on their weaknesses & threats
To know the rivals Advertising & Sales promotion strategies
The brand image of various competitors will be known. The company can know
where their competitors stands in the minds of the people
It reveals the factors that influence customers to purchase the cement
Limitations Of The Study
The research study is confined only to kaladagi town
The sample was chosen randomly which might not be the actual representatives of
the total population, due to which there may be an error
Babasabpatilfreepptmba.com Page 36
Brand Awareness level of Keshawa Cement
Information is partially based on secondary data & hence authenticity of the study
can be visualized & is measurable
Babasabpatilfreepptmba.com Page 37
Brand Awareness level of Keshawa Cement
DATA COLLECTION METHOD
Primary Data:
Questionnaire & personal interview
Babasabpatilfreepptmba.com Page 38
Brand Awareness level of Keshawa Cement
Secondary Data:
Company report, Broacher & from Internet
Measurement Technique:
Questionnaire
Analytical Technique:
By using SPSS software
Babasabpatilfreepptmba.com Page 39
Brand Awareness level of Keshawa Cement
DATA ANALYSIS & INTERPRETATION
1. Brand of cement preferred by customers
Contents Frequency Percent
Bagalkot shakti 21 21.0
Keshav Cement 4 4.0
ACC Cement 25 25.0
Ultratech Cement 48 48.0
Others 2 2.0
Total 100 100.0
Babasabpatilfreepptmba.com Page 40
Brand Awareness level of Keshawa Cement
Analysis & Interpretation: 48% of the respondents use Ultratech cement & 25% of the respondents use ACC
cement & 21 % of the respondents use Bagalkot shakti, & 4% of them use Keshav cements
& 2% of them use other cements. It is interpreted as the following respondents Engineers,
Contractors, Dealers & Masons- prefer first Ultratech cement, then ACC cement &
Bagalkot Shakti & give last preference to Keshav cements & others.
2. Parameters used to purchase Competitors brand cement
Contents Frequency Percent
Quality 80 80.0
Reasonable Price 7 7.0
Discounts / Offers 3 3.0
Easily available 10 10.0
Total 100 100.0
Babasabpatilfreepptmba.com Page 41
Brand Awareness level of Keshawa Cement
Analysis & Interpretation: 80% of the respondents sees Quality while purchasing the particular brand
cement & 10% of them sees Easily availability of the cement, & 7% of the respondents
sees Reasonable Price & only 3% of the respondents sees Discounts/Offers. It is interpreted
that the following respondents Engineers, Contractors, Dealers & Masons –purchase
competitors Brand cement first by Quality as it is 80%, then Easily availability as it is 10%
& last they give preference to Reasonable price & Discounts & offers.
3. Extra benefit seek from competitors brand on bulk purchase?
Babasabpatilfreepptmba.com Page 42
Contents Frequency Percent
Yes 96 96.0
No 4 4.0
Total 100 100.0
Brand Awareness level of Keshawa Cement
Analysis & Interpretation:
96% of the respondents says that they get some Extra Benefit from Competitors brand
on bulk purchase, & only 4% of the respondents wont get the Extra Benefits from the
Competitors brand on bulk purchase. It is interpreted that the 96% of the customers seek
Extra benefits & only4% of the customers don’t seek any Extra benefit.
4. Extra Benefits received from Competitors brand….
Contents Frequency Percent
Not received 4 4.0
Dicount /Offers 58 58.0
Incentives 4 4.0
Trade allowance 7 7.0
Price offs 27 27.0
Babasabpatilfreepptmba.com Page 43
Brand Awareness level of Keshawa Cement
Total 100 100.0
Analysis & Interpretation:
58% of the respondents seek following Extra benefits Discounts/offers from the
Competitors brand, & 27% of the respondents seeks Price offs, 7% of the respondents seek
Trade allowance &, 4% of them gets Incentives. This shows that 58%, 27%, 7% of the
respondents receives Extra benefits like; Discounts/Offers from the competitors brand, then
price offs & last Trade allowance from the competitors brand.
5. Are you satisfied by Schemes & offers provided by competitors brand
Contents Frequency Percent
Yes 96 96.0
No 4 4.0
Total 100 100.0
Babasabpatilfreepptmba.com Page 44
Brand Awareness level of Keshawa Cement
Analysis & Interpretation:
96% of the respondents are satisfied with the schemes & offers competitors provides to
them & 4% of them are not satisfied with the schemes competitors provides to them. It is
interpreted as 96% of the respondents are satisfied with the schemes & offers competitors
brand provides to them & 4% of them are not satisfied with them.
6. Sources from which competitors brand comes to know
Contents Frequency Percent
Advertisement 80 80.0
Sales person 17 17.0
Friends/Relatives 3 3.0
Total 100 100.0
Babasabpatilfreepptmba.com Page 45
Brand Awareness level of Keshawa Cement
Analysis & Interpretation:
80% of the respondents are come to know about the competitors brand through
Advertisement, & 17% through Sales person, 3% from Friends/Relatives. This shows that
80% of the respondents come to know about the competitors brand from Advertisement &
17% of them comes to know from Sales person..
7. From which Advertisement competitors brand comes to know
Contents Frequency Percent
Other source 20 20.0
TV Ads 48 48.0
Wall Paintings 24 24.0
Newspaper/Magazines 8 8.0
Total 100 100.0
Babasabpatilfreepptmba.com Page 46
Brand Awareness level of Keshawa Cement
Analysis & Interpretation:
48% of the respondents come to know about the competitors brand from Tv ads. 24% of
the respondents come to know about the competitors brand through Wall Paintings, & 8%
of them from Newspaper/Magazines. This shows that 48%, 24%, 8% of the respondents
comes to know bout the competitors brand through Tv ads, then from wall paintings, & last
from newspaper/magazines.
8. Competitors brand comes to know from which Tv ads
Contents Frequency Percent
Other source 52 52.0
E tv kannada 1 1.0
Udaya tv 3 3.0
Star tv 28 28.0
Chandana tv 16 16.0
Total 100 100.0
Babasabpatilfreepptmba.com Page 47
Brand Awareness level of Keshawa Cement
Analysis & Interpretation: 28% of the respondents come to know from Star Tv, 16% from Chandana Tv, 3%
from Udaya Tv & 1% from ETv Kannada. This shows that 28% of the respondents come to
know from star tv, & 16% of them from chandana tv & last from uday tv & E tv kannada.
9. From Which Newspaper competitors brand will be known?
Babasabpatilfreepptmba.com Page 48
Contents Frequency Percent
Other source 92 92.0
Vijay Karnataka 2 2.0
Prajavani 2 2.0
Times of India 2 2.0
Deccan Herald 2 2.0
Total 100 100.0
Brand Awareness level of Keshawa Cement
Analysis & Interpretation:
2% of the respondents come to know about the particular brand from Vijay
Karnataka, 2% from Prajavani, 2% from Times of India & 2% from Deccan Herald. this
shows that among the 8% of respondents all are equally distributed & come to know about
the particular brand. So it is clear from the above that the respondents comes to know about
the competitors brand from vijay Karnataka, prajavani, Times of India &
decann herald.
10. Awareness of ‘Keshav Cements’ brand
Contents Frequency Percent
Yes 54 54.0
No 46 46.0
Total 100 100.0
Babasabpatilfreepptmba.com Page 49
Brand Awareness level of Keshawa Cement
Analysis & Interpretation:
54% of the respondents are Aware about the Keshav Cements brand & 46% of them
are not Aware about the Keshav Cements. This shows that many of them are not aware
about the keshav cements brand. It is interpreted as 54% of the respondents are aware about
th Keshav cements brand & 46% of them don’t know about the keshav cements brand.
11. Through which source you come to know about keshav cements
Contents Frequency Percent
Not use 46 46.0
Advertisement 20 20.0
Sales person 16 16.0
Friends/relatives 18 18.0
Total 100 100.0
Babasabpatilfreepptmba.com Page 50
Brand Awareness level of Keshawa Cement
Analysis & Interpretation:
Among 54% of the respondents 20% of the respondents come to know about the
keshav cements brand through advertisement, 18% from Friends/Relatives &16% from
Sales person. It is interpreted that 20% of the respondents first comes to know about
keshav cements from advertisement, then 18% of them from friends & relatives & 16%
from Sales person.
12. Advertisement through which you come to know about keshav cement
Contents Frequency Percent
Not use 81 81.0
Wall paintings 15 15.0
Newspapers/magazines 3 3.0
Trade shows 1 1.0
Total 100 100.0
Babasabpatilfreepptmba.com Page 51
Brand Awareness level of Keshawa Cement
Analysis & Interpretation:
Among 20% of the respondents, 15% of the respondents came to know about the brand
through Wall Paintings, 3% from Newspaper/Magazines & only 1% through Trade shows.
So we have to concentrate on Newspaper/Magazines & Trade shows to Advertise the
brand.
13. Rate the keshav cements brand
Babasabpatilfreepptmba.com Page 52
Contents Frequency Percent
Not use 46 46.0
Good 34 34.0
Average 20 20.0
Total 100 100.0
Brand Awareness level of Keshawa Cement
Analysis & Interpretation:
Among 54%, 34% of the respondents says that keshav cements brand is Good &
20% of them says it is Average. It is interpreted as 34% of the respondents Engineers,
Contractors, Dealers & Masons says that keshav cements is Good & 20% of them says it is
Average .
14. Factors influenced to purchase keshav cement brand
Babasabpatilfreepptmba.com Page 53
Contents Frequency Percent
Not use 62 62.0
Quality 15 15.0
Price 17 17.0
Easily available 6 6.0
Total 100 100.0
Brand Awareness level of Keshawa Cement
Analysis & Interpretation:
Among 38%, 17% of the respondents are influenced by Price, 15% from Quality & 6%
from Easily Available. Thus it is clear from the above graph that 17% of the respondents
are influenced to purchase keshav cements by Price, then 15% from Quality & 6% from
easily availability.
15. Advertisement by which keshav cement come to known
Contents Frequency Percent
Other source 80 80.0
Wall paintings 16 16.0
Newspapers/magazines 3 3.0
Trade shows 1 1.0
Total 100 100.0
Babasabpatilfreepptmba.com Page 54
Brand Awareness level of Keshawa Cement
Analysis & Interpretation:
Among 20%, 16% of the respondents came to know abou the keshav cements
through Wall Paintings, 3% through Newspaper/Magazines & 1% through Trade shows.
This shows that 16% of the respondents first come to know about keshav cements from
wall paintings & 3% through newspapers/magazines & last Trade shows
16. Advertising plays a very vital role in purchasing the competitors brand cement, what is your opinion
Contents Frequency Percent
Strongly agree 40 40.0
Agree 46 46.0
Disagree 9 9.0
Neither agree nor disagree 5 5.0
Total 100 100.0
Babasabpatilfreepptmba.com Page 55
Brand Awareness level of Keshawa Cement
Analysis & Interpretation:
46% of the respondents Agree with the opinion that Advertising plays a very vital
role in purchasing competitors brand cement, 40% of the respondents Strongly Agree with
this opinion. 9% of the respondents Disagree with the opinion that Advertising plays a
very vital role in purchasing competitors brand cement & 5% of them Neither Agree Nor
Disagree with this opinion. This shows that 46% of the respondents Agree with the opinion
that advertising plays a vital role in purchasing competitors brand cement & 40% of them
strongly agree with the opinion that advertisement plays a vital role & 9%, 5% of the
respondents says Disagree & Neither Agree nor disagree.
17.(a) Rate the brands on the basis of their Advertisement-“Hoardings”?
Babasabpatilfreepptmba.com Page 56
Contents Very Good Good Average Bad Very bad
keshav cement 0 6 10 26 58
Vijay shakti 0 6 8 79 7
Bagalkot Shakti 0 7 17 15 61
Lokapur cement 0 21 9 57 13
ACC cement 11 35 49 5 0
Ultratech cement 21 40 32 7 0
Brand Awareness level of Keshawa Cement
0 0 0 0
11
2 1
6 6 7
2 1
3 54 0
10 8
17
9
4 9
3 22 6
7 9
15
5 7
5 7
5 8
7
6 1
13
0 00
10
2 0
3 0
4 0
5 0
6 0
7 0
8 0
9 0
k e s h a v c e m e n t V i j a y s h a k t i B a g a l k o t S h a k t i L o k a p u r c e m e n t A C C c e m e n t U l t r a t e c h c e m e n t
V e r y G o o d
G o o d
A v e r a g e
B a d
V e r y b a d
Analysis & Interpretation:(The study is restricted only to “Keshav cements, Bagalkot shakti, Lokapur cement &
Vijay shakti” )
6% of the respondents says that “Hoardings” of keshav cements are Good, 10% says
that it is Average, 26% says that it is Bad & 58% says that it is Very bad. 7% of the
respondents says that “Hoardings” of Vijay shakti is Good, 8% says it is Average, says it is
Bad & 7% of them says it is Very bad. 7% of the respondents says that “Hoardings” of
Bagalkot shakti is Good, 17% of them says it is Average, 15% says it is Bad & 61% says it
is Very bad. 21% of the respondents says that “Hoardings” of Lokapur cement is Good, 9%
says it is Average, 57% says it is Bad & 13% says it is Very bad. This shows that the
hoardings of the Keshav cements in bagalkot city is very bad, then comes vijay shakti, after
that Bagalkot shakti & at last Lokapur cement through this graph.
17.(b) Rate the brand on the basis of their Advertisement-“Tv ads”?
Contents Very Good Good Average Bad Very bad
keshav cement 0 0 0 33 67
Vijay shakti 0 0 0 29 71
Bagalkot Shakti 0 0 0 33 67
Lokapur cement 0 0 0 19 81
ACC cement 27 40 30 3 0
Ultratech cement 52 43 5 0 0
Babasabpatilfreepptmba.com Page 57
Brand Awareness level of Keshawa Cement
0 0 0 0
2 7
5 2
0 0 0 0
4 0 4 3
0 0 0 0
3 0
5
3 3 2 9 3 3
1 9
3 0
6 77 1
6 7
8 1
0 00
10
2 0
3 0
4 0
5 0
6 0
7 0
8 0
9 0
k e s h a v c e m e n t V i j a y s h a k t i B a g a l k o t S h a k t iL o k a p u r c e m e n tA C C c e m e n t U l t r a t e c h c e m e n t
V e r y G o o d
G o o d
A v e r a g e
B a d
V e r y b a d
Analysis & Interpretation:(The study is restricted only to “Keshav cements, Bagalkot shakti, Lokapur cement &
Vijay shakti” )
33% of the respondents says that “Tv ads” of Keshav cements are Bad & 67% of
them says that it is Very bad. 29% of the respondents says that “Tv ads” of Vijay shakti are
Bad & 71% of them says it is Very bad. 33% of the respondents says that “Tv ads” of
Bagalkot shakti are Bad & 67% of them says that it is Very bad. 33% of the respondents
says that “Tv ads” of Lokapur cement are Bad & 67% of them says it is Very bad. This
shows that Tv ads of the keshav cements is very bad, then comes vijay shakti , bagalkot
shakti & last Lokapur cement.
17.(c) Rate the brands on the basis of their Advertisement-“Newspaper/Magazine”?
Contents Very Good Good Average Bad Very bad
keshav cement 0 4 67 29 0
Vijay shakti 0 0 0 17 83
Bagalkot Shakti 0 0 9 84 7
Lokapur cement 0 0 11 17 72
ACC cement 17 67 11 5 0
Ultratech cement 17 37 44 2 0
Babasabpatilfreepptmba.com Page 58
Brand Awareness level of Keshawa Cement
0 0 0 0
1 7 1 7
4 0 0 0
6 7
3 7
6 7
09 1 1 1 1
4 4
2 91 7
8 4
1 75 20
8 3
7
7 2
0 00
2 0
4 0
6 0
8 0
1 0 0
k e s h a v c e m e n tV ija y s h a k t iB a g a lk o t S h a k t iL o k a p u r c e m e n tA C C c e m e n tU lt r a t e c h c e m e n t
V e r y G o o d
G o o d
A v e r a g e
B a d
V e r y b a d
Analysis & Interpretation:(The study is restricted only to “Keshav cements, Bagalkot shakti, Lokapur cement &
Vijay shakti” )
4% of the respondents says that “Newspaper/Magazine” of Keshav cements is Good,
67% of them says it is Average & 29% of them says it is Bad. 17% of the respondents says
that “Newspaper/Magazine” of jay shakti is Bad & 83% of the respondents says that it is
Very bad. 9% of the respondents says that “Newspaper/Magazine” of Bagalkot shakti is
Average, 84% of them says it is Bad & 7% of them says it is Very bad. 11% of the
respondents says that “Newspaper/Magazine” of Lokapur cement is Average, 17% of them
says it is Bad & 72% of them says it is Very bad. It is interpreted that Keshav cements
Ranks first in “Newspaper/Magazine” ads then comes, Bagalkot shakti, vijay shakti &
lokapur cement.
17.(d) Rate the brands on the basis of their Advertisement-“Wall paintings”?
Contents Very Good Good Average Bad Very bad
keshav cement 0 6 43 51 0
Vijay shakti 0 0 0 15 85
Bagalkot Shakti 37 59 4 0 0
Lokapur cement 0 47 31 22 0
ACC cement 11 17 59 9 4
Ultratech cement 30 41 29 0 0
Babasabpatilfreepptmba.com Page 59
Brand Awareness level of Keshawa Cement
0 0
3 7
0
11
3 0
60
5 9
4 7
17
4 14 3
04
3 1
5 9
2 9
5 1
15
0
2 2
9
00
8 5
0 04
00
10
2 0
3 0
4 0
5 0
6 0
7 0
8 0
9 0
k e s h a v c e m e n t V i j a y s h a k t i B a g a l k o t S h a k t iL o k a p u r c e m e n t A C C c e m e n t U l t r a t e c h c e m e n t
V e r y G o o d
G o o d
A v e r a g e
B a d
V e r y b a d
Analysis & Interpretation:(The study is restricted only to “Keshav cements, Bagalkot shakti, Lokapur cement &
Vijay shakti”)
6% of the respondents says that “Wall paintngs” of keshav cements are Good, 43% of
them says it is Average & 51% of them says it is Bad. 15% of the respondents says that
“Wall paintngs” of Vijay shakti is Bad & 85% of them says it is Very bad. 37% of the
respondents says that “Wall paintngs” of Bagalkot shakti is Very good, 59% of them says it
is Good & 4% of them says it is Average. 47% of the respondents says “Wall paintngs” of
lokapur cement is Good, 31% of them says it is Average & 22% of them says it is Bad.
This shows that “Wall paintings” of Bagalkot cement ranks first as compared to their
competitors Lokapur Cement come next, then Keshav cements & at last Vijay shakti .
17.(e) Rate the brands on the basis of their Advertisements-“Trade Shows”?
Contents Very Good Good Average Bad Very bad
keshav cement 0 4 16 57 23
Vijay shakti 0 0 0 18 82
Bagalkot Shakti 0 7 19 68 6
Lokapur cement 0 0 39 47 24
ACC cement 7 15 65 13 0
Ultratech cement 11 21 53 15 0
Babasabpatilfreepptmba.com Page 60
Brand Awareness level of Keshawa Cement
0 0 0 07
1 14
07
0
1 52 1
1 6
0
1 9
3 9
6 5
5 35 7
1 8
6 8
4 7
1 3 1 52 3
8 2
6
2 4
0 0
0
2 0
4 0
6 0
8 0
1 0 0
k e s h a v c e m e n tV i j a y s h a k t i B a g a l k o t S h a k t iL o k a p u r c e m e n tA C C c e m e n t U l t r a t e c h c e m e n t
V e r y G o o d
G o o d
A v e r a g e
B a d
V e r y b a d
Analysis & Interpretation:(The study is restricted only to “Keshav cements, Bagalkot shakti, Lokapur cement & Vijay shakti”) 4% of the respondents says that “Trade shows” of Keshav cements are Good, 16% of
them says it is Average, 57% of them says it is Bad & 23% of them says it is Very bad.
18% of the respondents says that “Trade shows” of vijay shakti are Bad & 82% of them
says it is Very bad. 7% of the respondents says that “Trade shows” of Bagalkot shakti is
Good, 19% of them says it is Average, 68% of them says it is Bad & 6% of them says it is
Very bad. 39% of the respondents says that “Trade shows” of Lokapur cement is Average,
47% of them says it is Bad & 24% of them says it is Very bad. So it is clear that Bagalkot
shakti is having good “Trade shows” then comes Keshav cements, then Lokapur cement &
last Vijay shakti.
18. Any offers or extra benefits seek from Keshav Cements on bulk purchases
Contents Frequency Percent
Not use 46 46
Yes 51 50
No 3 3
Total 100 100
Babasabpatilfreepptmba.com Page 61
Brand Awareness level of Keshawa Cement
Analysis & Interpretation:
51% of the respondents seek Offers & Extra benefits from Keshav cements on bulk
purchase & 3% of them says no. 46% of them wont purchase Keshav cements. So it is clear
that 51% of the respondents seek offers & Extra benefits from Keshav cements & only 3%
of them wont seek any offers & extra benefits from keshav cements.
19. Offers & Extra benefits received from keshav cements
ContentsFrequency Percent
Not use 46 46
Discount/offers 46 46
Incentives 6 6
Buying allowances 2 2.0
Total 100 100.0
Babasabpatilfreepptmba.com Page 62
Brand Awareness level of Keshawa Cement
Analysis & Interpretation:
46% of the respondents says they receives Discounts/Offers from Keshav cements on
bulk purchase, 6% of them says Incentives & 2% of them says Buying allowances. This
shows that 46% of the respondents receive Discounts/offers as extra benefit from keshav
cements & 6% of they seek Incentives & 2% of them receives Buying allowance from
keshav cements on bulk purchase as a Extra benefit.
20. Are you satisfied with the offers & schemes provided by the keshav cements?
Contents Frequency Percent
Not use 46 46
Yes 50 50
No 4 4
Total 100 100.0
Babasabpatilfreepptmba.com Page 63
Brand Awareness level of Keshawa Cement
Analysis & Interpretation:
50% of them says they are satisfied with the offers & schemes provided to them by
Keshav cements & 4% of them says that they are not satisfied with it. So it is clear that
majority of them are satisfied. 50% of them says that they are satisfied with the offers &
schemes provided by the keshav cements & only 4% of them says they are not satisfied
with the offers & schemes provided by the keshav cements.
22. Role of Advertising & Sales promotion activities in cement industry
Contents Frequency Percent
Extremely important 58 52
Important 42 42
Total 100 100.0
Babasabpatilfreepptmba.com Page 64
Brand Awareness level of Keshawa Cement
Analysis & Interpretation:
58% of the respondents says that Advertising & Sales promotion activities are
Extremely important & 42% of them says that it is important. This shows that 58% of the
respondents says that Advertising & Sales promotion activities are Extremely important in
cement industry & 42% of the respondents also saying that it is important.
Babasabpatilfreepptmba.com Page 65
Brand Awareness level of Keshawa Cement
FINDINGS
Babasabpatilfreepptmba.com Page 66
Brand Awareness level of Keshawa Cement
I found from secondary data that “Trade shows, Trade allowances & Contents &
Incentives” & “Wall paintings & Print Media” these are Advertisement & sales
promotion Activities adopted by Keshav cements
48% of the respondents use Ultratech cement, 25% of them use ACC cement & 4%
of them use Keshav cements
It is found that 80%, 10% & 7% of the respondents look after Quality, Easily
availability & Reasonable Price while purchasing competitors brand cement. &
While purchasing Keshav cements 17% of the respondents are influenced by Price,
15% from Quality & 6% from Easily Available
96% of the respondents get some Extra Benefit from competitors brand on bulk
purchase. Even I found that 51% of the respondents also seek Extra benefits from
Keshav cements on bulk purchase
It is found that 58% of the respondents seek Discounts/offers from the competitors
brand, & 27% of the respondents seeks Price offs. Even I found that 46% of the
respondents also receives Discounts/Offers from Keshav cements
96% of the respondents are satisfied with the schemes & offers provided by the
competitors brand to the respondents. & 50% of the respondents are also satisfied
with the offers & schemes provided by Keshav cements
It is found that 80% of the respondents are come to know about the competitors
brand through the sources of Advertisement,17% through Sales person. & also
20% of the respondents come to know about the keshav cements brand through
advertisement, &16% from Sales person
Babasabpatilfreepptmba.com Page 67
Brand Awareness level of Keshawa Cement
48% of the respondents come to know about the competitors brand through
Advertisements mainly from Tv ads, 24% of them come to know about the
particular brand through Wall Paintings. Even 15% of the respondents came to
know about the Keshav cements brand through Wall Paintings
28% of the respondents come to know about the competitors brand from the
following Tv ads Star Tv, 16% from Chandana Tv, 3% from Udaya Tv & 1% from
ETv Kannada.
Among Newspaper & magazine 2% of the respondents come to know about the
competitors brand from Vijay Karnataka, 2% from Prajavani, 2% from Times of
India & 2% from Deccan Herald
54% of the respondents are Aware of the Keshav Cements brand & 46% of them
are not Aware of the Keshav Cements
34% of the respondents says that keshav cements brand is Good & 20% of them
says it is Average
46% of the respondents Agree with the opinion that Advertising plays a very vital
role in purchasing competitors brand cement, 40% of them Strongly Agree with this
opinion.
It is found that 6% of the respondents says that “Hoardings” of keshav cements are
Good, 10% says that it is Average, 7% of the respondents says that “Hoardings”
of Vijay shakti is Good, 8% says it is Average. 7% of the respondents says that
“Hoardings” of Bagalkot shakti is Good, 17% of them says it is Average, 21% of
the respondents says that “Hoardings” of Lokapur cement is Good, 9% says it is
Average
Babasabpatilfreepptmba.com Page 68
Brand Awareness level of Keshawa Cement
33% of the respondents says that “Tv ads” of Keshav cements are Bad, 29% of the
respondents says that “Tv ads” of Vijay shakti are Bad, 33% of the respondents
says that “Tv ads” of Bagalkot shakti are Bad, 33% of the respondents says that
“Tv ads” of Lokapur cement are Bad
4% of the respondents says that “Newspaper/Magazine” of Keshav cements is
Good, 67% of them says it is Average, 17% of the respondents says that
“Newspaper/Magazine” of Vijay shakti is Bad, 9% of the respondents says that
“Newspaper/Magazine” of Bagalkot shakti is Average, 11% of the respondents
says that “Newspaper/Magazine” of Lokapur cement is Average
6% of the respondents says that “Wall paintngs” of keshav cements are Good, 43%
of them says it is Average, 15% of the respondents says that “Wall paintngs” of
Vijay shakti is Bad, 37% of the respondents says that “Wall paintngs” of Bagalkot
shakti is Very good, 59% of them says it is Good, 47% of the respondents says
“Wall paintngs” of lokapur cement is Good, 31% of them says it is Average
4% of the respondents says that “Trade shows” of Keshav cements are Good, 16%
of them says it is Average, 18% of the respondents says that “Trade shows” of
vijay shakti are Bad & 82% of them says it is Very bad. 7% of the respondents says
that “Trade shows” of Bagalkot shakti is Good, 19% of them says it is Average,
39% of the respondents says that “Trade shows” of Lokapur cement is Average,
58% of the respondents says that Advertising & Sales promotion activities are
Extremely important & 42% of them says that it is important
SUGGESTIONS
From the study I found that 86% of the respondents says that Advertisement &
sales promotion activities plays a very vital role in purchasing the competitors
cement. Though customers see Quality first while purchasing the cement, but to
Babasabpatilfreepptmba.com Page 69
Brand Awareness level of Keshawa Cement
know the quality of the brand they must use it, for that they must first know which
brands is available in the market, for which advertisement is essential. So both
advertising & sales promotion activities plays a vital role in purchasing the cement.
I found from secondary that “Trade shows, Trade allowances & Contests &
Incentives” & “Wall paintings & Print Media like;Newspapers”these are
Advertisement & sales Promotion Activities adopted by the keshav cements to
promote their brand. But only 54% of the respondents are aware about the keshav
cements brand. Inspite of all these Advertising & Sales Promotion activities nearly
50% of the respondents are not aware about the Keshav cements brand. This shows
that there is lack of Advertisements. Advertising done by the Keshav cements is not
at all effective So you have to improve the Advertisements like; using Hoardings &
doing Wall paintings in the crowded areas where thousands of people were moving
daily, find such places & do the wall paintings & Hoardings their. & also use print
Media ads like; giving ads in local Newspapers –‘Vijay Karnataka & Prajavani’.
Trade shows(Technical Meets) mainly of “Engineers Contractors, Dealers &
Masons” is also one of the effective advertising technique. Where ‘sales person’
plays a very important roleSo Try to do Trade shows once in every Three months &
do follow up. It will help to position in the minds of the customers your brand &
make the brand awareness & Identity in the market.
Bagalkot shakti , Vijay shakti & Lokapur cement are the rivals for Keshav cements,
among which Bagalkot shakti has used very Good Advertisements & Sales
promotion strategies, & acquired maximum customers in Bagalkot city. As
compared to Bagalkot shakti, Keshav cements sales promotion strategies are good
Babasabpatilfreepptmba.com Page 70
Brand Awareness level of Keshawa Cement
but it only lacks in Advertisements. So adopt the Advertisement & sales promotion
strategies given above to beat the competitor.
The main factor influencing customers to purchase their product is Quality, then
later comes Price & Easily availability. So there is great opportunity for the keshav
cements if they improve & maintain quality, others ‘price & easily availability’ is
already there. So Improve & maintain Quality.
CONCLUSION
From this study it is concluded that both Advertising & Sales Promotion activities
plays a vital role in cement industry. But we must determine which Advertisement
Babasabpatilfreepptmba.com Page 71
Brand Awareness level of Keshawa Cement
strategies should be adopted to acquire potential customers & beat the competitors. Here
Advertisement like; Wall paintings, Hoardings & also Newspapers should be adopted &
also Two Important Advertisements like; “Sales person & Trade Shows” plays a very vital
role in Cement industry mainly in Bagalkot city as it is local area. This counts much to get
the brand recognition & brand awareness & also make brand Identity in the local market.
Competitors like Bagalkot Shakti who is the main competitor in the cement industry in
“Bagalkot city” so try to benchmark it.
As there is lack of effectiveness in the Advertisement adopted by Keshav
cement. So improve it by using the above strategies suggested.
Babasabpatilfreepptmba.com Page 72
Brand Awareness level of Keshawa Cement
Keshav Cement Plant
Babasabpatilfreepptmba.com Page 73
Brand Awareness level of Keshawa Cement
Kiln - Machinery
Hybrid Power Unit
Babasabpatilfreepptmba.com Page 74
Brand Awareness level of Keshawa Cement
Babasabpatilfreepptmba.com Page 75
Brand Awareness level of Keshawa Cement
Babasabpatilfreepptmba.com Page 76
Brand Awareness level of Keshawa Cement
Brands of Keshav Cements
Babasabpatilfreepptmba.com Page 77
Brand Awareness level of Keshawa Cement
QUESTIONNAIRE
Dear Sir/Madam
Name __________________________________________________________
Type of Respondent: Engineer/Dealer/Contractor/Mason
Name of the Firm _________________________________________________
Address __________________________________________________________
Telephone/Mobile No ______________________________________________
1. Which brand of cement do you prefer or advice others to use?
a) Bagalkot Shakti b) Vijay Shakti
c) Lokapur cement d) Keshav cement
e) ACC cement f) Ultratech cement
g) Others _______________
2. What made you to purchase that particular brand cement?
a) Quality b) Reasonable Price
c) Advertisement d) Discounts/Offers
e) Easily Available f) Others _______________________
3. Do you seek some extra benefit from that particular company on bulk purchases?
a) Yes b) No c) Not at all
4. If yes then mention it?
a) Discounts/Offers b) Incentives
c) Trade allowances d) Trade shows
Babasabpatilfreepptmba.com Page 78
Brand Awareness level of Keshawa Cement
e) Training programs f) Price offs
g) Premiums
5. Are you satisfied with the schemes or offers company provides to you?
a) Yes b) No 6. If No, then mention the schemes & offers you are expecting from the particular
company?
7. How do you come to know about that particular brand?
a) Advertisement b) Sales person
c) Friends/Relatives d) Others ______________
8. If Advertisement, then mention the type?
a) Hoardings b) TV Ads
c) Wall paintings d) News papers/Magazines
d) Others _________________________
9. If TV Ads then mention which channels?
a) E tv Kannada b) Uday tv
c) Surya tv d) Star tv
e) Chandana Tv f) Others ______________________
10. If News paper, then mention it?
a) Vijay Karnataka b) Prajavani
c) Sainyukt Karnataka d) Times of India
e) Deccan Herald f) others _________________
Babasabpatilfreepptmba.com Page 79
Brand Awareness level of Keshawa Cement
11. Are you aware of ‘keshav cements’?
a) Yes b) No c) Not at all
12. If yes, then how you come to know about the keshav cements?
a) Advertisement b) Sales person
c) Friends/Relatives d) Others___________________
13. If Advertisement then mention the type?
a) Tv Ads b) Hoardings
c) Wall paintings d) Newspaper/Magazine
e) Trade shows f) Others __________________
14. Rate the keshav cements brand?
Excellent Good Average Bad Very bad
15. What influenced you to purchase the keshav cements?
a) Quality b) Price
c) Advertisement d) Discounts/Offers
e) Easily available f) Others _______________
16. If Advertisement, then mention it?
a) Hoardings b) Tv Ads
c) Wall paintings d) Newspaper/Magazine
e) Trade shows
17. Advertising plays a very vital role in purchasing the particular brand cement? What is your opinion?
a) Strongly agree b) Agree
c) Disagree d) Strongly disagree
Babasabpatilfreepptmba.com Page 80
Brand Awareness level of Keshawa Cement
e) Neither agree nor disagree
18. Rate the brands on the basis of their advertisements?The study is restricted only to “Keshav cements, vijay shakti, bagalkot shakti, lokapur cement”)
a) 10 – very good b) 8 – Good
c) 6 – Average d) 4 – Bad
e) 1 – Very bad
19. Do you seek any offers or extra benefits from keshav cements on bulk or often purchases?
a) Yes b) No
20. If yes, then mention it?
a) Discounts/Offers b) Incentives
c) Buying Allowances d) Training programs
e) point of purchase f) Bonus packs
displays g) Others _____________________
21. Are you satisfied with the offers or schemes provided by the keshav cements to you?
a) yes b) No
22. Advertising & sales promotion activities plays a vital role in cement industry? What do you say?
Babasabpatilfreepptmba.com Page 81
ADVERTISEMENT
COMPANIES/BRANDS
Keshav cements
Vijay shakti
Bagalkot shakti
Lokapur cement
ACC cement
Ultratech cement
Hoardings
Tv Ads
Newspaper/Magazine
Wall paintings
Trade shows
Brand Awareness level of Keshawa Cement
a) Extremely important b) Important
c) Not very important d) Not at all important
23. Your Suggestion if any to Keshav cements industry?
_________________________________________________________________
__________________________________________________________________
THANK YOU
Place : Signature
Date :
BIBLIOGRAPHY
1. Marketing Management
By: Philip Kotler
Babasabpatilfreepptmba.com Page 82
Brand Awareness level of Keshawa Cement
2. Marketing Research
By: A. Parsuraman
3. Advertising & Sales Promotion
By: Belch & Belch
4. Websites
• www.google.com
• www.katwa.com
• www.icra.in
• www.hindu.com
• www.cemnet_com
• www.ibef.com
• www.fundoodata.com
• www.economywatch.com
5. Newspapers & Magazines
• Economic times
• Times of India
• Business World (magazine)
6. Materials
• Company Broachers & Reports
Babasabpatilfreepptmba.com Page 83