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A PROJECT REPORTON

“BRANDING AND ADVERTISING STRATEGIES AND DISTRIBUTION CHANNELS 0F JAYPEE ASSOCIATES IN U.P.”

IN THE CEMENT MARKET WITH REFERENCE OFJAI PRAKASH ASSOCIATIES KANPUR.

PROJECT SUBMITTED TO THE“VISHVESHWARYA SCHOOL OF BUSINESS MANAGEMENT”

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE CERTIFICATE OF

“POST GRADUATE DIPLOMA IN MANAGEMENT”

Submitted By:- Akhilesh pratap Singh Harpreet singh PGDM ID: - 2K8PGD020 Session: - 2008-2010

Faculty Guide: Company Guidance:Mrs. Namita Nath Kumar Rajeev MehtaVishveshwarya School of (R.M. Jaypee cement Kanpur)Business Management

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CONTENTS:-

S.N. TOPIC (1) CERTIFICATE

COMPANY CERTIFICATE PREFACE

(2) HISTORY OF THE COMPANY(3) BUSINESS INTERTS OF JAYPEE GROUPS(4) MANAGEMENT AND ORGNANISATION SETUP(5) JAI PRAKASH ASSOCIATES COMPANY PROFILE(6) MAJOR ACHIEVEMENT OF JAYPEE GROUPS(7) SACHIN TENDULKAR IS BRAND AMBASSASDOR (8) PRODUCTION DEPARTMENT(9) PRICING STRATGIES OF JAYPEE CEMENT(10) MARKET POSITION OF JAYPEE CEMENT (11) MARKET SHARE OF JAYPEE CEMENT(12) DISRTIBUTION CHANNEL OF JAYPEE CEMENT(13) TRANSPORTATION OF JAYPEE CEMENT(14) FUTURE DEMAND OF JAYPEE CEMENT(15) FUTURE OF JAYPEE CEMENT IN UTTARPRADESH(16) DUTIES AND RESPONSIBILITY OF MARKETING DEPARTMENT(17) SALES PROMOTION ACTIVITIES(18) BRANDING AND ADVERTISING (19) RESEARCH AND METHODOLOGY(20) LIMITATION OF STUDY(21) CONCLUSION AND RECOMANDATATION (22) SUGGESTION(23) MARKET SURVEY(24) QUESTIONNAIRE(25) BIBLIOGRAPHY

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COMPANY CERTIFICATE

This is certified that the work pertaining to the project report Entitled” “BRANDING AND ADVERTISING STRATEGIES AND DISTRIBUTION CHANNELS 0F JAYPEE ASSOCIATES IN U.P.”With special reference of MR. RAJEEV MEHTA (KANPUR HEAD OF JAYPEE CEMENT) JAI PRAKASH ASSOCIATES LTD. In Sincere effort of AKHILESH PRATAP SINGH is student of “Post Graduate Diploma in Management” in Session 2008 – 2010 has completed under my guidance.

DATE: RAJEEV MEHTAPLACE: (Regional manager jai Prakash Association) JAYPEE Cement division Kanpur.

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PREFACE

The project undergoes deals with the as “BRANDING AND ADVERTISING STRATEGIES AND DISTRIBUTION CHANNELS 0F JAYPEE ASSOCIATES IN U.P.”agent in JAYPEE cement market jai Prakash associates With the cut throat competition in the cement industries and also many cement company category has imposed tremendous pressure on the manufacturer and big brands labels. Every gray area, language has to be scanned and removed before offering any product/ brand. My report has dealt and all the factors that a manufacture has to think before commercializing his to product to command like cost, quality, variety, offers also how to maintain the customers who contributed highly to company product success.I hope that my project report will prove satisfactory and up to the market as to the

marketing and promotion of product.

AKHILESH PRATAP SINGH HARPREET SINGH (CORE MARKETING) Post Graduate Diploma in Management (Vishveshwarya School of Business Management)

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HISTORY OF THE COMPANY

Jaypee Group is one of the major business groups in India. Here is a brief profile and history of Jaiprakash Industries Limited.

Shri Jaiprakash Gaur(Chairperson)

Jaypee Group….

Jaypee Group is an infrastructure conglomerate with diverse business interests ranging from Engineering and Construction, Cement, Private Hydropower, Hospitality, Information Technology, and Real Estate Development to Expressways and Highways. The founder of Jaypee Group is Jaiprakash Gaur, who started as a civil contractor in 1958. In 1979, Jaiprakash Associates Private Ltd (JAPL) was formed.In1980; Jaypee Group entered into Hospitality sector and set up Hotels Siddhartha and Vasant Continental. In 1983, Jaypee Reewa Cement Plant (JRCL) was established with an initial capacity of 1 million tone. In 1986, Jaiprakash Industries Limited (JIL) was formed by amalgamating JAPL into JRCL.In 1996; Jaypee Bella Cement Plant (JBCP) was established with an initial capacity of 1.9 million tones. In 2000, JRCL and JBCP were merged to form Jaypee Cement Ltd. (JCL). In 2003, Jaiprakash Associates Ltd. (JAL) was formed by merging JIL with JCL. In 2005, shares of JHPL were listed on BSE/NSE and JHPL became the first Hydropower Company to be publicly held and listed in India.

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Business Interests of Jaypee Group:-

Civil Engineering:-Jaiprakash Associates Ltd., the flagship company of the Group, is a pioneer in construction of river valley and hydropower projects on turnkey basis in India. Jaypee Group has executed 13 Hydropower projects spread over 6 states of India and neighboring Bhutan to generate 10,290MWofpower.

Hydropower:-Jaypee Group ventured into hydropower in 1992, with the formation of Jaiprakash Hydro Power Ltd (JHPL) and Jaiprakash Power Venture Ltd. (JPVL).The group has undertaken following hydro projects: Baspa Hydro - Electric Project Stage II (300 MW) on the river Baspa, in Kinnaur district of Himachal Pardesh; Vishnu Prayag, 400MW project on the river Alaknanada; and Karcham Wangtoo 1000 MW project.

Cement:-Jaypee Group is the 4th largest cement producer in the country. It produces Ordinary Portland Cement and Pozzolana Portland Cement under the brand names "Buland" and "Buniyad".The group has plants at Rewa, and Bela. Jaypee Group is poised to achieve cement production capacity of 20 MTPA by the year 2009.

Hospitality:-Jaypee Group owns and operates four Five Star Deluxe hotels through a subsidiary company, Jaypee Hotels Limited. These hotels are: Hotel Siddhartha and Hotel Vasant Continental in New Delhi, Hotel Jaypee Palace Agra, and Jaypee ResidencyManor,Mussoorie.

RealEstateDevelopment:- Jaypee Group is developing real estate in Greater Noida. Its property, Jaypee Greens, is spread over an area of 450 acres. Itcomprises golf resorts, villas, townhouses, penthouses, condominiums, studio apartments, commercial complexes and shopping malls.

Expressways&Highways:- Jaypee Group is constructing the prestigious 160 km long Expressway with Six lane access that would connect the historical city of Agra with Greater Noida. Information Technology:- Jaypee Group Company JIL Information Technology Limited (JILIT) specializes in: Hardware & Networking, Multimedia Services & Software, and Enterprise Resource Planning.

Thermal Power:-Jaypee Group has formed a Joint Venture company with Madhya Pradesh State Mining Corporation Limited (MPSMCL) to undertake coal production and sale of coal from coal block/blocks which might be allotted to MPSMCL. The company is called Madhya Pradesh Jaypee Minerals Limited. The company has plans to set up 1000 MW Thermal Power Plant in Madhya Pradesh.

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TransmissionSystem:- Jaiprakash Hydro-Power Limited has plans to venture into the development of transmission systems with the Power Grid Corporation of India Ltd (PGCIL).

JAY PRAKASH ASSOCIATES LIMITED:-

Jaiprakash Associates Limited is engaged in the construction of multi-purpose river valley and hydropower projects, and has been involved in construction of engineering projects, including hydropower/river valley projects, expressways and real estate development. The Company`s hydropower projects under execution include Vishnu-Prayag, Karcham Wangtoo, Baglihar (Stage-I & II), Omkareshwar, Dul-Hasti, Tehri, Teesta-V, Indira Sagar (Narmada Sagar), Sardar Sarovar (Narmada) and Tala. Jaiprakash Associates Limited has six subsidiaries: Jaypee Hotels Limited, Jaiprakash Hydro-Power Limited, Jaiprakash Power Ventures Limited, Jaypee Karcham Hydro Corporation Limited, Jaypee Cement Limited and Gujarat Anjan Cement Limited.The chairperson jai prakash associates limited is Shri jai prakash guar.

JAI PRAKASH ASSOCIATES LIMITED (CEMENT DIVISION KANPUR) IN U. P.Product - JAYPEE CEMENT &ANJAN CEMENT Chairperson - Mr. JAI PRAKASH GUARSales Turnover - 565.55 Cr.Product Units - REEWA, CHURK, CHUNAR, DALA Area of Product line - Northern India (U.P, M.P, Bihar, Punjab Haryana, Rajasthan, Delhi)In 1983 this company introduced CEMENT and this company is known as J.P CEMENT and the product have two brand BUNIYAD & BULAND. Managed by Mr.JAI PRAKASH GUAR, who is Managing Director of Jai prakash Industries Brand name of product - JAYPEE CEMENT Head Office - New DelhiMarketing Head office - Sahibabad (UP)

Factory - Reewa, churk, chunar, dalaWorkers - Near about 50,000Main Market - U.P, M.P, Bihar, Punjab, Haryana, Gujarat Delhi, Chandigarh, Rajasthan, Jharkhand, Maharashtra,

I hope that this company will be the top company in the cement industry in future.

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MANAGEMENT AND ORGANISATION SETUP

As it clear from the organization system, the company is headed by its BOARD which all the day to day decision making power to enhance the setup of the organization. All the departments like sales, production, etc who report to Mr. Rajeev Mehta, Mr., vikash chaturvedi,. From the chart it is that the company has PYRAMIDAL setup. All the departmental heads seeks and provides information of day to day basis to their subordinate down the line.

COMPANY PROFILE

Company - Jai prakash associates Head office - JA House, 63 basantlok Vasant vihar New DelhiFax - +91-11-26145389/26143591 Contact No - +91-11-26141540/26143591 Email -jil@jalindia.co.inWebsite -www.jalindia.com

Factory - Reewa, Bela, Churk , Chunar DalaMarketing head office - 64/4, side no.4 Sahibabad Industrial area GhaziabadContact no - 0120-2896705 Fax - 0120-2896777 Registered Office - Kanpur, Krishna tower E-Mail - kanpur.r@jalindia.co.inAnnual turnover - 7million tones per annum.

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MAJOR ACHIEVEMENT OF JAYPEE GROUP:-

Jaypee Group is the largest private sector hydro power producer in India with an installed capacity of 700 MW.

Sardar Sarovar Dam being executed by the group is the third largest in the world for volume of chilled concrete to be placed -nearly 7 million cum.

Indira Sagar a 1000 MW Power house is the second largest surface power house in the country. Nathpa Jhakri a 1500 MW Power House is the largest underground power house in India. Tehri Dam is the third tallest rockfill dam in the world, and the largest in Asia involving

placement of over 25million cum of all types of fill material.

SACHIN IS THE BRAND AMBASSADOR OF JAYPEE CEMENT:-

While launching its new brand campaign, cement maker Jaypee Cement, a wholly owned arm of the Jaypee Group, has appointed master blaster Sachin Tendulkar as its brand ambassador.Mr. Manoj Gaur, Jaypee Group Executive Chairman, said, Sachin and Jaypee Cement are a perfect fit as they stand for similar values of inner strength, endurance and everlasting performance. These value have spurred both to set new benchmarks and made good the dreams and aspirations of all those who believe in Sachin and Jaypee Cement. Sachin would get around Rs 4 crore per endorsement on a yearly basis.The companys new campaign featuring Cricket legend is being released today, and it will make use of TV, print and OOH media. The brand also sports a new tag line, Andar Se Solid that consolidates the brand’s core values of faith, buoyancy and steadiness. Previously, there were two products under the Jaypee Cement banner, named ‘Buland’ with the tag line Buland Bharat ka Buland Cement, and Buniyaad, which had the tag line Yugon Yugon ka Saathi. At the present, both the products have been faded out, and there is only single cement product from the Jaypee Group.

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PRODUCTION DEPARTMENT:-

Excess capacity exists, though some units are sick. 09 - 2011 production expected to reach 30 mn tones. Exports around 8 mn tones. Cement manufactured through the wet, semi-dry or dry process. Dry process accounts for 90% of  the installed capacity

Wet process popular in the past - better control over mixing of raw material .Dry process replacing wet process as it is space saving energy efficient and economical

Usage of jaypee cement

Private housing sector is the major consumer of cement (65%) followed by the government infrastructure sector at 15% down from 20%) < 1% of the cement produced is sold in bulk form unlike US & Japan.

PRICING STRATGIES OF JAYPEE CEMENT

Price fluctuations high  Essentially determined by demand  Prices also vary with grades

AVERAGE RETAIL PRICE:-

(Rs.50 Kgs)

DELHI KOLKATA CHENNAI MUMBAIJAN 09 254 259 267 268FEB 09 254 253 264 269MAR09 253 252 268 270AAP 09 254 264 268 273MAY09 259 267 272 275JUNE09 270 281 288 299

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MARKET POSITION OF JAYPEE CEMENT:-

Over 370 companies in the organized sector However, industry dominated by 20 companies who account for over 70% of the market

Individually no company accounts for over 12% of the market Jaypee Cement are world 4th and India 2nd emerging cement industry .

MARKET SHARE OF OF JAYPEE CEMENT:-

Jaypee cement:- 16.98%

Acc cement: - 20.67%

Gujarat ambuja:- 12.09%

Madras cement :- 4.7%

India cement: - 6.8%

L&T cement: - 10.34%

Grism cement: - 8.11%

Other cement: - 20.31%

DISTRIBUTION CHANNEL OF JAYPEE CEMENT:-

l Strategy

Distribution Channel Strategy:-

Market Factors-

Buyer behavior- do they prefer to buy from retailers or directly.

Buyer needs- for product information and service.

Intermediary cost- “mark up or commission” for participating in the channel.

Producer factors-

Whether the producer has the systems to perform the functions neededCustomer based

skills to dist the prods.

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Extent to which producers want to maintain control over how, to whom and at what price

a product is sold. Direct dist gives producer a much better control over these issues.

(nowadays companies are shifting to company owned stores as intermediaries only push

products which have higher margins).

Distribution intensity

Intensive dist- aims to provide saturation coverage of the market using all available

channels.

Selective dist- limited number of outlets in a geographical area. A advantage of this

approach is that the producer can choose the most appropriate or the best performing

outlets.

Exclusive Dist- only one wholesaler, retailer etc handles a particular area.

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DISTRIBUTION STRATEGY OF JAYPEE CEMENT

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TRANSPORTATION OF JAYPEE CEMENT:-

T ransportation costs high - freight accounts for 17% of the production cost Road preferred mode for transportation for distances less than250kms.  However, industry is heavily dependent on roads as the railway infrastructure is not adequate - shortage of wagons.

Nearly 55-60% of the inputs controlled by the government Facing problems due to power shortage Coal availability and quality affecting production

Mini plants realisation of revenue lower than large plants, survival difficult .

FUTURE DEMAND OF JAYPEE CEMENT:-

Infrastructure & construction sector the major demand drivers. Some demand determinants  Economic growth  Industrial activity  Real estate business  Construction activity

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 Investments in the core sector.

FUTURE OF JAYPEE CEMENT:-

g rowth in the housing sector central road fund established for national  highways and

railway over bridges to provide the necessary impetus expansion plans, Greenfield projects on the anvil Capacity likely to be 146.9 mn. tones by  2007 - 2009  By 2008 – 8 mn tones addition expected  2008-2009 - 10 mn tones  2010 - 2011 - 30 mn tones Demand - supply balance expected in the next 12 - 15 months Higher capacity utilization likely in the future Encouraging trend in demand due to pick-up in rural housing demand and industrial

revival Industry likely to grow at 8-10% in the next few years

DUTIES AND RESPONSIBILITY OF MARKETING DEPARTMENT:-

Market planning:- to divide the overall dump territory into smaller segment on the basis

of districts, markets etc to facilitate comprehensive market coverage and review of our

participation of market across the entire territory including non trade customer.

Classify the stockiest:-

1. Authorized- active2. Non authorized-active3. authorized-inactive4. None of the above but having high sale potential

Identify target stockiest from the above and break up the monthly sales target among the

stockiest. Priorities market and stockiest from the above and break up the monthly sales target

among the stockiest. Pay special attention to weaker market and maintain continuous focus on

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strengthening stockiest network. Continuous update of the market constituting stockiest ,total

cement outlet, professionals such as architects, structure engineers etc. and bulk user such as

builders contractor and government buyers. Based on the customer profile plan for market visits

for the month which may be further spilt up in weekly and daily customer coverage

programmes.

Receipt storage and sale of material:-

Keep an up to date knowledge of economical route.

Visiting godowns to ensure proper unloading, stocking and analysis of entries in stock inward

and stock outward register.

Matching of physical stock with booked stock.

Grade wise matching of physical stock with booked stock.

Proper compliance of the prescribed quality procedure.

Maintenance of godown register.

Verify the stock of empty bags.

To check the practice of misuse of cements bags.

Visits the railway siding on arrival of cement by sail to check the following:

Condition of material

Verify the quantity of cut and torn bags.

Ensure coverage of all stock by waterproof tarpaulins in all season.

Due compliance of all insurance formalities arrangement of all security and safely of material at

the siding.

Ensure proper record of all direct and indirect sale scrutinizing the record on weekly basis at the

sales promotes office.

Ensure recovery in respect of damages from the freight payable to the truckers.

Check the diversion of road consignments.

Control of non conforming products:-

O n receipt of stock at the dump office the field offices assesses the same for any damage

deterioration or loss during transit and propose a go down discrepancy report(GDR) At the end

of each month field officer proposes monthly statement of cut and torn bags on the basis of GDR

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and submit to concerned HOS/by HOD/ HOD who consolidates the report in the prescribed

format for their respective zone and submit the same to HGRO-marketing with a copy to

customer-CPAC for necessary corrective and preventive action.Field officer sends a salvage

/disposal proposal in the beginning of the month for last month for seeking permission for

salvaging of confirming product to respective by HOS of AMO. The respective by HOD /HOD

Authoresses field officer to undertake the process of salvaging of conforming stock and

segregation of non conforming products

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Verification of challan:- The field officer should ensure that when the cement is received at the godown it should have a

proper challan .A proper challan should also be made at the time of dispatch of the cement from

the dump there are four copies ofchallan

Customer copy:-this copy is retained by the customers. Acknowledgement copy:-this copy is

retained by the customer of receiving and signing the copy .

Sales a/c copy:-this copy is send to the sales a/c for faster processing and billing.

Dump copy:-this copy is maintained at the dump freer record. The field officer should verify

each and every challan. If he is an tour then he should verify the challan as soon as he is

back.Field officer should also ensure that there is no back dating of challan and the stock is being

sent to designated place maintained in the challan.

Monitoring the credit limit:-

The field officer should ensure that no stockiest should cross its credit limit at any point of time.

If under special circumstances excess credit is to be given them the FO should take a prior

approval. The AMO I/C has the power to extend the credit limit upto 50% and the RMO I/C has

the power to extend the same upto 100%.in this case the field officer should also frame out the

recovery of these credit within the stipulated.

Pricing:-

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The field officer has to maintain a price register at the dump which show the price of w/s and retail of all the brands available in the market. The FO should enter the prevailing prices of all the brands a daily basis. The prices have to be cross checked by regular interaction with the

stockiest, competitor’s staff and sales promotes. Based on the price register the FO can send their proposal forbilling price to their respective AMO I/C.

Insurance formalities:-

On the arrival of cement rake the FO should unload the cement in his presence.If any damage

occur during the unloading it has to be communicated to MR Anurag sir (DGM accounts) jaypee

nagar Reewa in the rake arrival report. If the loss is loss then Rs. 1lack then final survey can be

done by any local survey else intimate the insurance company through for final survey. If there is

any seal of damage when rake is unloaded then damage /shortage delivery certificate has to be

taken from the railway officer. In case the seal of wagon is found open an the arrival of rake

then an open delivery certificate has to be taken from railway authorities. If railway

officer……… to give the certificate then a protest letter has to be send to the chief goods

superintendent/station by registered post.

Important information which and field officer should keep.

salespromotees names

Phone no.

Family details of sp.

No of worker.

Security deposit of sp.

Potential of dump.

Area covered through dump.

Mode of supply –by rake and road

Plant from which supply is provided.

S P staff details.

Weakness of dump.

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Profile of the dealers:-

Firm name.

Proprietor.

Phone no.

Average monthly sales.

Target of the current financial year.

Limit being availed.

Security deposit.

Payment cycle.

Competitors:-

Major Player.

Market structure.

Discount structure.

Incentive structure.

Pricing.

Source of supply.

Mode of supply.

Feedback of competitor.

Weakness of competitors.

Untapped market:-

Details of the market.

Potential of the market.

Force of action to be taken.

SALES PROMOTION ACTIVITIES

What is sales?

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Every producer, every dealer and every businessman want to maximum his sales. For achievement of the object, they adopt advertisement. Sales promotion includes all the activities that are performed by a producer or by a dealer or by a businessman to increase his sales. The main purpose of sales promotion activities is to encourage the consumer to buy a particular product.Definition:- “Sales promotion encompasses the entire tool in the marketing mix whose major role is persuasive communication.” PHILIP KOTLER “Sales promotion means any steps that are takes for the purpose obtaining or increasing sales”. A.H. R. DELENS“Sales promotion includes all these activities (except advertising, publicity and personal selling) which attract both the attributers towards goods and services of the enterprise”.

Characteristic of Sales Promotion:- Sales promotion dose not includes advertising, personal selling and publicity. Sales promotion helps in selling and it makes advertisement and personal selling easy and effective Sales promotions encourages dealers and distributors to sell the product. Sales promotion encourages consumers also to by the product.

Objective of Sales Promotion:-Some important objective of sales promotion is given below To achieve predetermined marketing objective. To introduced a new promotion into the market. To attract new customer to by the product. To maintain the present consumers and to encourage them to buy more. To encourage dealer and distributer to purchase the product in

Bulk quantity. To minimize the reduction in sales during of season. To establish effective co-ordination between advertisement and sales. To face the competition successfully.

DIFFERENT PROGRAMMES OF SALES PROMOTION

The marketer must make some additional decision to define the full promotion program. How much incentive to offer? Who can particular? How to advertise sales promotion? How long should last? When it should start? How much to budget?

INCENTIVE:-

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A certain minimum incentive is necessary, if the promotion is to succeed, a higher incentive level will produce more sales response, but a diminishing rate some of the large consumer packaged, good fire have a sales promotion. Manager who studies the effectiveness of past promotion and recommends appropriate incentive of brand manager.

CONDITION FOR PARTICIPATION:-

Incentives might be offer only to those who turn in box top. Sweepstakes might not be offered in certain states or to families of company personal or to person under a certain age.

DISTRIBUTION VEHICLE FOR PROMOTION:-

The marketer must decide how to promote and distribute the promotion program. A fifteen cent of coupon could be distributed in the packaged, store, mail and advertising media. Each distribution methods involve a different level of reach and cost.

DURATION OF PROMOTION:-

If the sales promotion period is too short, many prospects will not be able to take advantage since they may not be repurchasing at the time. If the promotion turns too long the deal will lose some of its “act now” force according to one researcher the optimal frequency that about there week per quarter and optimal duration is the length of the coverage purchase cycle.

TIMING OF PROMOTION:-

Brand manager need to develop calendars date for the promotion. The date will be used by production, sales and distribution. Some unplanned promotion will also be need and require co-operation on short notice.

TOTAL SALES PROMOTION BUDGET:-

The marketer can be developed total sales promotion budget in two ways. The marketer can choose the promotion and estimate their total cost. The most common way is to take a conventional percentage of use for sales promotion. Lack of consideration is cost effectiveness. Use of simple decision rules such as extension of last year’s spending percentage of expected sales maintain of fixed ratio of advertisement. Advertisement and sales promotion budgets being prepared independently.

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PRE-TESTING:-

Sales promotion tools should be pre-tested when possible to determine, if they are appropriate and of the right incentive size.

IMPLEMENTING:-

Companies should established implementation plan for each promotion covering lead time and sell of time. “Sell of time” is the time necessary to prepare the time beings with the launches and ends when the deals close.

ADVANTAGE OF SALES PROMOTION:-

There are three main specific advantage of promotion To communicate To convince To compete

Communication is the basis of all marketing in fact. It involves much in addition to the stimulation sales, more over and most marketing communications are promotional. It is not enough nearly to communicate ideas must be convincing, so that action would follow. In other word distribution of information should be capable of producing marketing result. Promotion is the mode of communication adopted by business community for achieving specific objective.

According to the view point of seller such communication may become necessary to modify consumer behaviors and thought. Thus, the objective of promotion is under to provide information to prospective customer about the availability, features and used product. To stimulate demand by creating awareness and interest among customers. To differentiate product from competitive products by creating brand loyalty. To established sales by highlighting the utility of the product. It is a source of education to the customers.

BRANDING AND ADVERTISING

The overall annual budget for branding and advertising is decided by the managing director of the company and then the overall budget is divided RMO wise. Finally at the RMO level the

approved budget for that RMO is divided for each dump falling under that RMO.While dividing the dump wise budget following criteria’s are taken into account: Total geog Jaypee cement in

that area.

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DIFFERENT MODES OF BRANDING AND ADVERTISING:-

Wall / shop Painting:- In this mode a wall or shop at a suitable visible location is selected and painted with the logo and punch line of Jaypee Cement.

Flex Hoardings:- It is also an effective tool of brand promotion. Flex Hoardings are of large size. These boards can have single sided visibility as well as double sided visibility depending upon the space where it has been put up.

Stockiest Meet:- A stockiest meet is approved for each AMO during a financial year. It also includes family meet where every authorized stockiest come Along with his spouse. In these meetings a corporate CD is shown to the stockiest who tells about the past, present and future plans of one camp any quality of one cement and prevailing and upcoming schemes of the company. The food is also served along with it gifts are also distributes.

Sub Dealer Meet:- The activities in these meetings are generally the same as in stockiest meet. Those sub dealers / consignee who are having more than 30MT average monthly sale are invited in these meets.

Technical Meet:- In these types of meet engineers and contractors are invited. These are interactive meets where the engineers of one company tells about the technical and quality aspects of one cement and the views and the opinions of the invited engineers are taken as the feedback.

Architect Meet:- In this meet architects are invited. The activities are the same as the technical meet.

Mason contact programmed (MCP):- In these type of meets aim is to create brand awareness and loyalty at the grass root level itself as most of the end customers sack the mason’s advise before buying a particular brand of cement. So in these meets masons are invited and briefed about the using of cement i.e. the ratio of cement and the mixture. Prevision for snacks and gifts is also made.

Maha Mason Contact Programme (MMCP):- The basic objective of MMCP is same as the MCP but this is organized at a large scale. 200 Masons are invited and the activities are same as that of MCP.

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Audio Visual Programme (AVP):- Venue of AVP can be dealers point, Market place and other strategic location. A company’s open van Casio a projector and screen on which the company’s adds are shown. In between film songs are also played to attract the views. Flex Dealer Board:- These are provided to each and every authorized stockiest. These boards are help full in dealing priority one stockiest from the stockiest of other brands. These boards should be placed in front area of the shop from where it has maximum visibility.

Retailer / Consignee Boards:- The basic purpose of these boards are same as flex dealer board but these boards are given only to these consignee for whom the concerned field officer has recommended.

Glow Shine Boards:- These boards are given only to JAP members. GSB has a very good visibility and effect in night homes also.

Local Press Advertisement:- In this mode the advertisement of one company related to prees media coverage is printed through news papers. It is the most effective tool as It’s reach is large.

Television Advertisements:- This is the most effective but costly mode of brand promotion. It has the maximum reach and it’s the only mode to reach the national as well as the international land.

Railway Station Activities:- Under this mode the platform of railway station is used as effective medium for brand promotion. The railway platform utilized for placing hoardings kiosks and GSB’s by means of which the brand awareness is done.

Other Activities:- Other activities includes tree garden, JAP member meets, Film show, Sponsorship Festival functions etc.

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RESEARCH AND METHODOLOGY

During our field survey we find out the supply of jaypee cement is gradually increasing day by day with the help of advertisement and to make better relation among to our consignee. Their consignee demand is fulfill properly they are satisfied with the company supply system and demand increase day by day. We saw their advertised in different-2 place that advertisement of the company plays dominant role in enhancing in business of the company.The company has adopted very proper method of advertising such as wall writing and painting in different places. Through this method people are aware about the jaypee cement performance. The people are show attractive about the performance of jaypee cement that they have become interested in using this cement because it’s anti crack cement

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quality.jaypee cement has achieved everbonding,unflenching and incredible (attut,ading, attulya) status among the jaypee cement consumer. As per the field survey the company has captured 16.86% UP cement market .we also found that the other competitors ACC, Mycem, Gujrat ambuja etc their credit and reputation is decreasing day by day .We also find out that these suppliers of different brand of cement losing their faith among cement user due to adulteration which is being done by dealer.

LIMITATIONS OF STUDY

The jaypee cement goodwill is exclusively is far better in entire U P state in journal but particularly in Kanpur’s specific areas south, west, east, north is

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somewhat not up to the mark. Due to the faulty system of transportation when the supply chain is distributed the dealer become confuse in contracting other brand therefore the supply chain need proper hilling attention.

CONCLUSION

Our survey analysis is this that jaypee cement has made it reputable place in the cement market. It is an emerging brand and its future is

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bright .the day will come when this jaypee cement will shore up high in the consumer mind and it’ll be prevailed on the Indian market as well as foreign also.

RECOMMENDATION

1.The approach of jaypee cement is meager specifically in rural areas.

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2.By applying hard labour and attention the rural market can also be tapped very easily.

3.The customer relationship management needs more attention in rural areas to attract dealer ship in dealer areas the company should provide more incentives to the rural and urban dealer ship.

4.The dump facility should be enhance and wall kept, square and safe.

MARKET SURVEY

Market survey is an essential and efficient strategy to keep an up to date awareness of the market. The direct interaction with dealer and distribution makes a field officer come to know about the present scenario of the market ie the demand of our product, the wholesale and retail rate, the price of competitor, potential of dealer ,any untapped market or any complaint towards the product. A F O should regularly and consistently visit the market to know the pulse of the market. I was given the opportunity to visit the dealer and consignees of a particular market. I visited the market at four different location north Kanpur, south Kanpur, east

Kanpur, west Kanpur on 12th may09 to 29st may o9 the daily market report related

to the survey attached behind.

FINDINGS:-

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The conclusion to which I have reached is that the cement market o Kanpur area is dominated by ACC cement and the rest player like J P ,Prism Birla gold etc. are enjoying more or less the same position .

The ACC with its instant and timely delivery of cement is the no.1 choice of dealers and consignees. Whereas talking about our product i.e. jaypee cement the main problem that is being faced is the non availability of the stocks and late delivery of the already booked order .

The price difference between the jaypee and Acc cement is more or less of Rs.5-6 both either in wholesale or retail. Probably the thing is that our company has recently focused on new plants for more production. New plants are being set up which in long run will give a huge supply and the non availability problem which is being faced be no longer a problem.

WITH HOW MANY BRAND RETAILER DEAL?

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Analysis:- Most of the retailer are having more than two brand.

HOW MUCH CAPACITY IN STOCK IN A MONTH?

Analysis:-Most of the retailer store 100-500 bags in their stock.

WHICH BRAND DOES U PREFER TO SELL?

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Analysis:- According to the sales most of retailer used ACC Cement.

WHICH CEMENT BRAND IS MORE PROFITABLE THAN OTHERS?

Analysis:- According to our survey Jaypee cement is the most profitable

brand.

WHICH CEMENT BRAND HAVE MORE POTENTIALITY IN MARKET?

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Analysis:- Potentiality of ACC cement is more in comparison to its competitors.

WHICH CEMENT IS MORE DEMANDED BY PEOPLE IN KANPUR AREA?

Analysis:- According to the graph ACC cement is having more demand in Kanpur area.

PRIORITY GIVEN TO DEAL WITH A CEMENT BRAND?

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Analysis:-According to the graph most of the retailer gives the priority to the performance of the product.

HOW MUCH YOUR TOTAL SALE IN A MONTH?

Analysis:-According to the survey appx. 1000-1500 bags were sold out in a month.

HOW MUCH SALE OF JAYPEE CEMENT IN A MONTH?

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Analysis:-68% retailer sell 200-500 bags of Jaypee cement in a month

WHICH COMPANY IS PROVIDING BEST SERVICES?

Analysis:- ACC is providing is providing best service to its retailers.

MARKET SHARE OF JAYPEE CEMENT AT KANPUR.

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Analysis:-Jaypee cement is having 16.86% market share in the market.

BIBLIOGRAPHY:-

BOOKS

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Beri, GC; Marketing research; New Delhi; Tata Mc GrawHill; 1993

Kotler Philip; Marketing Management; Asia; Pearson Education Asia; 1992.

Saundus; Research Method For Business Students; Singapore; Pearson Education Asia;

2000

MAGAZINES, JOURNALS AND NEWSPAPERS

Journals published by j.p.association, Annual Report

Cement India, Business World, 4p etc. company prospectuses.

INTERNET

www.jal.com

www.google.com

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