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SUMMER TRAINING PROJECT REPORT ON
“ANALYSIS OF DEALAR PERCEPTION TOWARDS PRISM
VIS-À-VISOTHER COMPETITIVE BRANDS”
SUBMITTED UNDER PARTIAL FULFILLMANT OF AREQUIREMENT FOR THE AWARD OF THE DEGREE
MASTER OF BUSINESS ADMINISTRATION
Under the supervision of
Dr. DEVESH GUPTA Ms. SAHGUFTA PRAVEEN (Director) (Lecturer)
Submitted By
RAJESH YADAV(Roll no. 0800770051)
2009-10
DEPARTMENT OF MANAGEMENT STUDIESSHIVDAN SINGH INSTITUTE OF TECHNOLOGY & MANAGEMENT
ALIGARH(AFFILIATED TO U.P. TECH. UNIV. LUCKNOW)
1
ACKNOWLEDGEMENT
I am highly indebted to the officials of M/S
Prism Cement Limited for allowing me to undertake
this Project as a part of my curriculum of Master in
Business Administration.
As part of the project, I render my regards to my
project guide Mr. Jeeven Asshi , Dy.General
Manager (Mktg.) for the guidance and direction
given by him in the preparation of this project.I
would like to record my gratitude to Mr. Dinesh
Guputa Manager (Sales) for consistent support
extended by them to me during project study.I am
humbly thankful to Abhishek Saxena Sr.
Officer(Sales) & all the staff of Central Marketing
Office for giving me the necessary inputs at various
stages of my project.
2
I would fail my duty if I do not express my
feelings towards my father -Shri Ram Bali Yadav
who have been my part & parcel during the whole
project & without their blessings, inspiration & good
wishes I would have never completed my exhaustive
research work.(RAJESH YADAV )
DECLARATION
3
Chapter 1 I RAJESH YADAV student of MBA (Third semester) ‘SHIVDAN SINGH INSTITUTTE OF TECHNOLOGY & MANAGEMENT’ ALIGARH, here by declare that the project entitled “ANALYSIS OF DEALER PERCEPTION TOWARDS PRISM VIS-À-VIS OTHER COMPETITIVE BRANDS” is result of my own efforts. This field survey project is correct to the best of my Knowledge, and so far has not been published any else. It is based on original study conducted by me.
RAJESH YADAV
4
PREFACE
Techniques adopted in our classrooms can never
progress recently in filling the gap between theory
and practical by replace the inevitable need of
practical experience. There have been much different
programme.
Master of business administration, a two year
duration course in management, divided into four
semester of six month each, is conducive to prepare
professional managers to cope with the requirement
of Indian society i.e. to achieve optimum utilization
of financial resources. This course enables a student
to build a foundation of theoretical knowledge in
various functional areas of marketing.
These theories are formulated on the basis of
past practice of different functional activities and
research. As per requirement of the course,
everybody has to undergo summer training . I have 5
worked on “ANALYSIS OF DEALER’S
PERCEPTION TOWARDS PRISM VIS –A – VIS
OTHER COMPETITIVE BRANDS” as a topic of
my project. The report is divided into several pars
such company profile, objective, research, findings,
analysis & conclusions.
Although, I have tried my best in the work, yet I
do not have any misconception of its being perfect.
Any criticism will make me more proficient in any
future work.
CONTENTS
Executive Summery 1-61
6
Company Profile
Objectives of the Research 62-63
Research Methodology 64-65
Data Analysis & Interpretation 66-84
Findings 85-86
Limitations 87-88
Bibliography 89-90
Annexure 91-94
7
EXECUTIVE SUMMARY
8
CEMENT INDUSTRY IN INDIA
INTRODUCTION OF THE INDUSTRY
Globally, India is the second largest cement
producing country, after China and Cement industry
stands the third place in the economic development
of India. At present, there are about 60 cement
companies with an a capacity of around 147 millions
tones. These companies have set up 130 cement
plants by investment Rs. 30,000 crores.
Prior to 80’s the cement industries were under
full control of government. The 80’s came to the
‘watershed of the cement industry. Partial de-control
policy was announced on 28thFebruary 1982. This
policy played an instrumental role in phenomenal
growth of the cement industry.
After March 1989 there was complete de-control
of cement industries. Subsequent to complete de-
control policy, the industry has not only made
quantitative and qualitative jumps in matter of 9
addition of capacity and adoption of new
technologies but also experienced a totally free
market.
The decade of 90’s was a decade of growth in
capacity and consolidation through maximum
acquisitions and mergers.
Presently there are 134 cement plant in India
with total overall installed capacity of 147 Million
Ton (MT).
The state-wise distribution of cement plant across
India is annexed herewith in Annexure-1
Annexure-1
Table Showing Cement plant in each state
together with their capacity.
State No. of Plants Capacity
(MT)
10
Andhara Pradesh 24
23.96
Assam 1 0.20
Bihar 1 1.00
Chhattisgarh 9
10.36
Delhi 1 0.50
Gujarat 12
17.12
Haryana 1 0.17
Himachal Pradesh 4
4.06
Jammu & Kashmir 1
0.20
Jharkhand 5 4.57
Karnataka 9
10.07
Kerala 1 0.42
11
Madhya Pradesh 12
16.39
Maharashtra 8
10.95
Meghalaya 1 0.20
Orissa 3 2.76
Punjab 3 2.84
Rajasthan 1417.95
Tamil Nadu 13
14.79
Uttar Pradesh 7 5.07
West Bengal 4 3.13
Total 134
146.71
12
PRESENT SCENARIO OF THE INDUSTRY:
The five years period, from 2004 to2009, saw the
flurry of activity in acquisitions and mergers. There
were 14 acquisitions, which was the highest in the
history of Indian Cement Industry. During this
period, India Cements acquired four more cement
plants, Vishaka Cements, CCI-Yerraguntla, Rassi
Cement & Shri Vishnu cement, Gujarat Ambuja two
companies – Modi Cement and DLF Cement, ACC
one-Damodar Cement, L&T one - Narmada Cement
Company, Grasim one-Shree Digvijay Cement.
Lafarge – the French cement multinational, entered
into India by acquiring TISCO’s two cement units.
Later, Lafarge also acquire Raymond Cement Plant.
Madras Cements took over a mini plants - Karnataka
minerals and expanded its capacity.
The Indian cement industry has witnessed
considerable capacity build up over last five year,
13
with the installed capacity of more than 200 million
tones. According to Cement Manufacture Association
(CMA), the cement production has shown 9.74
percent growth in 2007-08 as compared to previous
year. During the year under review, the exports of
cement registered a 34.63 percent, over the previous
year from 5.14 million tons to 6.92 million tones. The
domestic consumption also registered a healthy
growth of 8.68 percent, from 99.01millions tones to
107.6 millions tones.
In Million Ton
Estimated Cement Export
Production Needed
Demand
Capacity
180.50 8.0 165.56
202.64
14
Poor prices and rising fuel costs eroded the
profitability of Indian cement companies in the year
2003-2004. Cement prices have shot up –10%-15%
after lying in the freezer for better part of the fiscal.
In major markets across the country, including
Mumbai, Delhi, Jaipur, Ahmadabad, Hydrabad and
Nagpur, prices are now touching their highest level
for the fiscal.
This has come as a major reprieve for cement-makers
troubled by a poor demand growth during 2002-03 so
far. Cement consumption during April-January
period has grown by just 5% compared to over 8%
growth witnessed during the same fiscal last year.
In North, prices are up by 10-12%.In Delhi it has shot
up to Rs 250 a bag against Rs 235 during the month
of December’2009. What’s more, for the first time
prices are uniform across the region. Cement is now
selling between Rs 260-265 a bag in the North
15
including Rajasthan, Haryana, Punjab and Himachal
Pradesh. In normal times, Rajasthan and parts of
Himachal and Punjab are atleast Rs 15-20 cheaper
than the rest of region.
PROSPECTIVE SCENARIO OF THE
INDUSTRY:
There is consensus among industry watcher that the
selling price of cement in India will remain low for
some time. Over the last five years, cement price
index has declined by 1.1 % while price index of Iron
& steel, building bricks, ceramic tiles, paints, etc.
have posted a rise of around 20%. There is not so
much hope in the export front also. The export
growth rate has already fallen to 11% and is expected
to fall further.
According to industry sources, with the initiative
taken by the government on the infrastructure,
particularly the North-South corridor, popularly
16
known as “Golden Quadrilateral”, the long-term
outlook for the cement industry is encouraging. The
Working Group on Cement Industry constituted by
Planning Commission for the Xth Five Year Plan has
estimated the demand for cement to reach 165.56
million tonnes by 2006-2007.The real gross Domestic
Product (GDP) of the country is estimated to grow
8.7% in 2003-04 as against 4.00% in 2002-03. The
spurt in GDP growth can be mainly attributed to
agriculture and allied activities by as much 12.6% as
compared to decline of 5.2% in the previous year.
The annual rate of inflation, measured by increase in
Wholesale Price Index (WPI) on average basis, was
at 5.4% during 2003-04 as against 3.4% in 2002-03.
It means the prices of cement is fluctuating , although
from March 2002 the index are in increasing trend
which is a good sign for the industry
Competition from the entry of Foreign Player
17
Another development of cement industry is, the entry
of global majors. Companies like the Nordic Cement
and Building Material Group have made there
presence felt in India. They have already acquired a
25% equity stake in Narmada Cement. The
international majors, Holder Bank of Switzerland,
which owns 60 plants all over the world with total
capacity of 80 million tones has set-up shops in Delhi
under the banner Holtech Consultants. The France
based Lafarge cement has also entered to Indian
market. The other companies e.g. Blue Circles of
U.K., and Heisenberg of Germany are also entering
to Indian market.
The Indian cement industry has started facing tough
competition from countries like Korea and Indonesia
on the export. The devaluation of their currencies has
driven down the cement prices to $27 per MT. This
18
has put the export in a spot, owing to relatively
higher prices for cement out sources from India.
Marketing Strategy
Marketing strategy is the specifically designed
game plan for achieving the marketing objectives of
the firm. It is the marketing strategy that decides the
success of the business unit, which in turn decides the
total corporate success. Marketing strategy is a broad
concept of how resources are to be developed to
achieve market success. Because there is no one
strategy that is optimal for all company, so each
company must determine what makes the most sense
in the light of its industry position and its objectives,
opportunities, skills and resources.
To transform marketing strategy into marketing
programs, marketing managers must make basic
19
decisions on marketing mix. The marketing strategy
consist a proper marketing mix towards a target
group of customers or market segment. Marketing
mix is the set of marketing tools that the firm uses to
pursue its marketing objective in the target market.
These marketing mix tools are Product, Price,
Promotion and Place. Cement is an essential
commodity and there is no alternative product of
cement but since there is over supply in the market
hence there is a tough competition.
Prism cement has adopted the different policy of its
brand against the other brand with respect to each
elements of marketing mix. Prism cement is
concentrating mainly in whole U.P., M.P. and Bihar.
Its overseas markets are Bangladesh & Nepal.
20
Product:
Product stands for the goods or services offered by
the organization as Prism offer cement to their
customers.
Cement is the combination of:
Tri Calcium Alluminate ( C3a)
Di Calcium Silicate (C2 S )
Tri Calcium Silicate ( C3S)
Gypsum (Caso4.2H2O)
When we mixed water with cement then within
three to four hours it goes hard which is same as
Portland Stone found in England so it is known
as Portland cement. Hardness of cement is
known as setting of cement.
Average Composition of cement:
Calcium oxide (Cao)
65%
Silicon oxide (Sio)
22% 21
Aluminum oxide (Alo) 7%
Magnesium oxide (Mgo)
2.5%
Ferrous oxide (Feo)
2%
Sulfur oxide (So)
1.5%
Prism Cement Limited mainly produces three types
of cement.
I. OPC 43 Grade
II. OPC 53 Grade
III. Champion (PPC)
OPC - Ordinary Portland Cement.
PPC - Portland Pozzolona Cement.
Raw materials use for preparation of cement: Lime stone (Caco3)
Clay Magnesium Silicate + Aluminum Silicate &
Gypsum (Caso4.2H2 O)
22
23
COMPANY PROFILE
Company Profile
PRISM CEMENT Ltd.
'Prism Cement Limited is an ISO 9001 : 2008, ISO
14001 : 2004, OHSAS 18001 : 2007 & SA 8000 :
2008 Certified Company promoted by the Rajan
Raheja Group. It operates one of the largest single
kiln cement plants in the country at Satna, Madhya
24
Pradesh. Equipped with state-of-the-art machinery
and technical support from F.L Smidth & Co A.S
Denmark, the world leaders in cement technology,
Prism Cement has successfully created a niche for
itself in the Indian cement industry.
The Company is managed by a focused Board
comprising of eminent experts from diverse fields
ably supported by a professional management team.
The Management team ensures high levels of
transparency, accountability and equity in all facets
of the company’s operations.
Prism Cement Limited is an ISO 9001:2000 certified company promoted by Rajan Raheja Group which has diverse
25
business interests. The company operates one of the largest single kiln cement plants in the country at Satna, Madhya Pradesh. Equipped with state-of-the-art machinery and technical support from F.L Smidth & Co., A.S Denmark, the world leaders in cement technology, the company has successfully created a niche for itself in the Indian cement industry.
The company manufactures Portland Pozzollana Cement (PPC) with the brand name ‘Champion’ and Ordinary Portland Cement (OPC). ‘Champion’, its largest selling product, is general purpose cement mainly used in housing construction. OPC is used for specialised applications like high rise buildings, bridges, AC sheets, pipes, poles, etc.The company has the highest quality standards due to modern plant with automated controls. The strength and other characteristics of its cement are much higher than the BIS requirements. This together with brand building exercise has placed it in the premium price segment.
The company caters mainly to markets of UP, MP and Bihar which are within the radius of 340-370 kms of its plant at Satna, MP. The company has strong marketing network with over 2000 dealers serviced from 46 stocking points without any
26
wholesalers. The equity shares of the company are listed on the Bombay and National Stock Exchanges.
Board of Directors
Chairman :- Mr. Rajan Raheja
Managing Director :- Mr. Manoj Chhabra
Director :- Mr. Aziz Parpia
Mr. Rajesh Kapadia
Mr. Satish Raheja
Mr. Vijay Aggarwal(Alternate
to Mr. Satish Raheja)
Mr. Akshay Raheja
Prism Cement manufactures and markets Portland Pozzollana Cement (PPC) with the brand name ‘Champion’ and the full range of Ordinary Portland Cement (OPC) of 33, 43 and 53 Grades.
27
‘Champion’ Prism’s largest selling product is a general-purpose cement popular for all applications during house construction by individuals. Prism Cement’s OPC is in demand for specialised cement concrete applications like high-rise buildings, bridges, manufacturing AC sheets, pipes, poles etc.
Rich deposits of high quality limestone, highly automated and sophisticated controls ensure that the cement manufactured by Prism meets the highest quality standards. All the cement manufactured by Prism Cement carry the BIS Certification Mark. In fact, the strength and other characteristics are much higher than the BIS requirements. Excellent quality has placed Prism Cement in the premium price segment.
Feature and Applications of Prism Cement:
28
Feature of OPC 53–grade Cement:
More finely ground than OPC 43 Grade to
give much higher strength for same cement content.
Moderate sulphate resisting properties.
Low chloride thus avoids corrosion of
reinforcement steel.
Form work can be struck earlier giving more
number of repetitions
Economical usage of cement due to high
strength.
Higher fineness improves workability, gives
better cohesiveness and denser concrete.
29
Gives higher characteristics strength of concrete
and better bon strength, hence lesser lap length,
saving steels.
Application:
Plain and reinforced cement concrete, masonry
and plastering.
For bridge piers.
Pre stressed Girder, Electric pole, and Concrete
pipes.
Pre cast, Pre Stressed. Slip formed concrete.
Tall Building and Structure (Skyscraper). RCC
Bridges.
For Structural Repairs and Grouting.
Features of OPC 43 Grade Cement:
Ground more finally then OPC 33 grade. Thus
giving more early strength.
30
Form work can be structured early thus save time
and money.
Have moderate sulphate resisting properties.
Low chloride, thus avoids corrosion of
reinforcement steel.
Application:
For all general and semi specialized construction.
For manufacture of concrete blocks and tiles.
Brick and stone masonry, plastering and
flooring.
Plain reinforcement concrete cement.
Pre cast, pre stressed slip formed concrete job
etc.
Features of Champion (PPC) Cement:
31
Significantly higher long term strength
development compared to concrete made with
ordinary cement.
Concrete with lower heat of Hydration and
Thermal cracks.
Concrete with increased resistance against
sulphate, chloride and chemical attack.
Reduced alkali silica reaction.
Lower drying shrinkage.
Offer better resistance to mild acidic water and
aggressive chemicals.
Rock solid concrete with lower permeability and
porosity impervious to seepage and carbonation.
Applications:
RCC works in all types of building construction.
Mass concrete project – dams, spillways, canals.
32
Bridges, culverts and drainage Typical Properties
of Prism Cement:
Compare chart of PRISM Cement vis-à-vis
Bureau of Indian Standard:
Particular 53 Grade 43
Grade Champion
(IS 12269) (IS 8112)
(IS1489)
1. Compressive Strength (MPa):
(a) 3 Days- 27min 38 23 min
16Min 30
(b) 7 Days- 27min 48 33 min
22Min 40
(c) 28 Days- 53min 61 43 min
33Min 53
33
2. Setting Time:
(Minute)
(a) Initial 30 min 110 30 min 120
30Min 180
(b) Final 600 max 160 600max160
600Max 250
Work
Marine works.
Cement based products.
Grouts and mortars.
Mass concrete projects – dams, spillways, canals.
3. Soundness:
(a) Le Chatelie: 10 max 1 10max 1
10Max 1
Exp. (mn)
(b) Auto 0.80 max0.07
0.08max0.17 0.80Max0.15
Clave (%)
34
4. Fineness: (m2/kg)
225 min >310 225min 300
300Min 380
Organization structure
Organizational structure refers to the formal,
established pattern of relationship amongst the 35
various parts of any organization. Organizing is the
formal grouping of activities and resources for
facilitating attainment of specific organizational
objectives. It is possible to achieve objective without
formally organizing, but there is to be great wastage
of resources and time. A good organizational
structure ensures that the objectives are achieved in the shortest possible
time, in an orderly manner, with maximum utilization
of the given resources. (Management of Prism Cement Limited works under the Managing director Mr Manoj Chabra, who directly reports to Chairman Mr Rajen Raheja.)
Corporate affairs etc., Functional Head -Accounts reports to the Managing director. Detailed organizational chart is enclosed herewith in next Page.
36
STATEWISE % MARKET SHARE SATNA
CLUSTER PLANTS
2008 – 2009
(FIG. IN % )
COMPANY UP MP BIHAR
NEPAL
PRISM 8 8 5 13
ACC 15 7 0 7
BIRLA CORP 9 2 5 17
MAIHAR 12 4 3 2
DIAMOND 7 7 1 0
37
JAYPEE 25 14 8 36
SATNA CLUSTER 69 38 22
76
OTHERS 31 62 78 23
OBJECTIVE
38
OBJECETIVE
Objective has an important role in any research.
No research exists without any objective. Prism
Cement Ltd. gave me six weeks project of
— ANALYSIS OF DEALER’S PERCEPTION
TOWARDS PRISM VIS –A – VIS OTHER
COMPETITIVE BRANDS with the objective to
know the dealer’s perception about-pricing policy, quality, delivary system ,billing system,etc. sales volume ,ranking of different brands ,pricing of different brands promotional supports given by the companies .effective media ,effective promotion & factors for recommending the particular brand were also fall under the objective.
39
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6 Chapter 7
Chapter 8 RESEARCH
METHODOLOGYChapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 13
Chapter 14 40
Chapter 15
Chapter 16 RESEARCH METHODOLOGY
Chapter 17 Sources of study:—
Chapter 18 Design of the survey:—
The survey was extensively and exploratory
designed to know the objective.It was designed
in such a way that with in the six week ,the
whole Allahabad market was covered by me.
To meet the objective of the survey the
information was obtained by visiting various
authorized stockists of the company as well as by
visiting some retail counters and stockists of
various other companies.
Data collection mode :—
The required to data to achieve the
objective, was collected through a well designed
questionnaire given to me by the company.
41
Sampling:--
I visited and met approximately 140 people including dealer, retailer of the Prism Cement Limited and other companies which I assumed to be adequate enough to create a sample.
DATA ANALYSIS AND
INTERPRETATION
42
DATA ANALYSIS AND INTERPRETATION
AVAILABILITY OF BRANDS AT DIFFERENT SHOPS :-
43
44
BRAND NAMENO OF SHOPS (IN DIGITS)
AVAILABILITY AT SHOP(IN %)
PRISM 55 29.57
JAYPEE 49 26.34
45
MAIHAR 51 27.42
ACC 15 8.06
SATNA 9 4.84
DIAMOND 4 2.15
OTHERS(BIRLA PLUS/SAMRAT ) 3 1.61
From the above figure ,it is obvious that prism is the most available product leaving behind its competitors. The 2nd position is occupied by jaypee ,after which maihar comes at 3rd position and then other brands.
SALES IN ALLAHABAD (IN M.T.):
46
SALES IN PERCENTAGE :
47
SALES VOLUME OF DIFFERENT BRANDS :-
BRAND NAME SALES VOLUME SALES VOLUME 48
(IN %) (IN M.T.)
PRISM 30 4,889
JAYPEE 34 5,467
MAIHAR 28 4546
ACC 3 430
SATNA 3 485
DIAMOND 0 70
OTHERS( B.P. & B.S.) 1 165
From the above it is obvious that JAYPEE stands at the top position after occupying 34% share in market and leads to PRISM,MAIHAR & other competitive brands in sales volume.
49
PRICING OF DIFFERENT BRANDS:--
PRISM
50
DIAMOND :
ACC:
JAYPEE:
51
OTHERS :
52
PREVAILING PRICE IN THE MARKET :
BRAND NAME PRICE RANGE (Rs.)
PRISM 144—146 (champion)
150—155 (43 grade)
JAYPEE 143—148 (buniyaad)
ACC 154--160
MAIHAR 142--147
DIAMOND 140--14653
OTHERS(BIRLA PLUS/SAMRAT) 145--148
HIGHER RANGE:--
PRISM 150—155 (43 grade)
ACC 154--160
MIDDLE RANGE:--
JAYPEE 143—148 (buniyaad)
OTHERS(BIRLA PLUS/SAMRAT) 145--148
PRISM 144—146 (champion)
LOWER RANGE:--
MAIHAR 142--147
DIAMOND 140--146
54
Above data & graph shows that price of PRISM & ACC falls in the category of higher range.
Price of JAYPEE,PRISM (CHAMPION) & OTHERS (BIRLA PLUS/SAMRAT) falls in the category of middle range and price of MAIHAR & DIAMOND falls in the category of lower range.
Effective media :
55
Above figure exhibits that WALL PAINTING & HOARDING is the first choice of people.Then PAMPHLETS & POSTERS occupies the 2nd and then T.V. ,RADIO & OTHERS.
OTHERS INCLUDE:--Wall painting on busy places,Bags,Seat cover & Kiosk etc. .
56
EFFECTIVE PROMOTION :
It is well known that customers are price sensitive.So people placed the DISCOUNT at top position for effective promotion.
ADVERTISING comes at the second slot followed by TARGET SEGMENT MEET & OTHERS.
57
FACTORS FOR RECOMMENDATION OF PERTICULAR BRAND:
People placed the % OF COMMISION & FAVOURABLE PRICE at the 1st & 2nd position.STOCK AVAILIBILTY & OTHERS occupies the 3rd & 4th position respectively.
OTHERS INCLUDE:--
REPUTATION OF THE BRAND in market,INCENTIVES GIVEN BY COMPANY etc. .
58
DEALER’S PERCEPTION TOWARDS THE
QUALITY OF DIFFERENT BRANDS:
Quality is another major component of cement to
which consumers give preference while purchasing
cement. Consumers prefer to purchase the brand
having faster setting time, consistent supply &
weight, attractive packaging, favourable price,
dealer’s reputation in the market. Dealer say to me
that quality of all prevailing brands, is satisfactory
but setting time of PRISM is better in comparison
with other competitive brands but complain of
cracking is also included in this.
DEALER’S PERCEPTION TOWARDS THE
DELIVERY OF DIFFERENT BRANDS:
59
There are various systems for delivery of products. To have
a competitive advantage over others in these days of neck
to neck competition ,FREE ON RAIL (FOR)service is the
most popular one.Under this system , you don’t have to go
for collecting the products. In case of FOR , transportation
cost is beard by the company itself.
Other than this, sometimes shopkeepers have to
go to pick up the products themselves. Here transportation
cost may or may not be paid by the customers as the case
may be.
Most of the people prefer the FOR service and
they feel that the delivery system of all competitive brands
is Satisfactory.
DEALER’S PERCEPTION TOWARDS
THE PACKAGING OF DIFERENT
BRANDS:
It is well known that “FIRST IMPRESSION IS THE
LAST IMPRESSION. “
60
At which stage knowledge fails, our glimpse provides
us the right destination. Attractive packaging plays an
important role in enhancing the sale of any product.
Dealer prefers attractive, comfortable in handling &
fully packed packaging. During my survey I did not
receive any complain from dealers about packaging
except MAIHAR GOLD. They told me that there are
some torn bags in the supply of MAIHAR GOLD
DEALER’S PERCEPTION TOWARDS THE BILLING SYSTEM OF DIFERENT BRANDS:
During my survey I have noticed that the stockiest
are not very satisfied with the account keeping of
company. They say that they should be provided the
statements of their account on the regular basis so
that they may get to know what they have got as a
benefit. Most of the complains were related with the
61
billing done by the company. They say that
sometimes they have to sell the product at the
lower price than the price conveyed by the
company.
##About the different meetings:- Dealer’s told me
that all the companies organizes MASONMEETING,
SUBDEALERMEETING, ARCHITECT MEETING
ETC.
##Frequency of visiting of field officer is:-
Normally during my survey, people informed me that
frequency of visiting of field officer is satisfactory.
Retailer rated the frequency of visit on 10 point scale
which is given below:
8 out of 10 by J.P.
7 out of 10 by Prism.
62
7 out of 10 by Maihar.
5 out of 10 by ACC.
6 out of 10 by Satna.
DISCOUNT GIVEN BY DIFERENT BRANDS:—
PRISM:
C.D. : 2.5Rs. (wihin 3 days )
2Rs. (wihin 7 days )
*** ( after 7 days )
Q.D. : 1—20M.T.
— 1Rs.
21—50M.T. — 1.5Rs.
51 > M.T. —
2Rs.
JAYPEE—
63
C.D. : 4 RS. ( in advance )
3.50 Rs. (wihin3 days )
Q.D. : 1—200M.T. — 1Rs.
200—500M.T. — 2Rs.
TARGET INCENTIVE: 10% growth over
previous year sale-Rs.1perbag
25% growth over previous year
sale-Rs.1.5perbag
50% growth over previous year
sale-Rs.2perbag
MAIHAR:64
C.D. : 3Rs. (wihin5 days )
2Rs. ( within 3 days)
Q.D. : 1 — 500M.T. — 1Rs.
500—750M.T .— 1.50Rs.
750—1000M.T.— 2.00Rs.
TARGET INCENTIVE: N.A
ACC:
C.D : 3 Rs. ( in advance )
Exclusive: 1.50 Rs. Per bag yearly.
TARGET INCENTIVE: 500 ton/month - Foreign
Toor
CONFERENCE: Once in two year:
SATNA:
C.D. : 2.50Rs. (advance)
2.00 (wihin 3 days )
Q.D. : 15—45M.T. — 1Rs.
\
46—100M.T. — 1.25Rs.
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101> M.T. — 1.50Rs.
EXCLUSIVE: Rs. 1.00 per bag
TARGET INCENTIVE: N.A.
66
SWOT ANALYSIS OF
PRISM CEMENT Ltd
SWOT ANALYSIS OF Prism Cement
Limited:-
STRENGTH:-
Large financial resources.
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Largest intake capacity plant of kiln in India.
Offers the best quality of cement having faster
setting time.
Has the consumption level of up to 25% less
than that of other brands.
WEAKNESS:-
Lack of adequate number of advertisements.
Sales promotional schemes are less in numbers.
Absence of proper distribution channels
High price of product but customers are observed
to be price sensitive.
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OPPORTUNITIES:-
Growth in infrastructural development will result
in the consumption of cement.
Government policies of rural development will
enhance the demand of cement in rural areas.
Substantial potential for growth.
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THREATS:-
Competitive pressure on sales and realization.
Present distribution if followed can lead in
decreasing market share.
Any hike in price can effect the position of prism
adversely.
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CONCLUSION
71
CONCLUSION
Now I shall conclude my study. When I go through my whole research, there are several points, which are quite peculiar.
The first and foremost fact, which comes out, is
that, JAYPEE AND MAIHAR, both appear as
closest competitors of PRISM. This is due to :
Less price
Effective sales promotional scheme
including emphatic advertisements.
It is also obvious from the datum that JAYPEE
is in the top position in the sales volume. It is
due to reason that advertising campaign of
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JAYPEE is so large. It provides allowable
incentive also i.e.
Provides foreign tour to the dealer in
couple.
Invites the dealer’s for 1st day, 1st show
movie with family twice in a year.
Organizes dealer meet also
One of the basic reasons behind the success of
JAYPEE is the propagation of enough
information about its product to the customer.
There are several factors which act as
determinants for the successful performance of
the cement. These factors are:
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Good quality including fast setting time.
Favorable price.
Good distribution policy.
Effective sales promotional schemes
including advertisements.
Large sales force for creating the demand .
Time to time information about prevailing
market price & dealer’s perception about
prevailing prices.
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RECOMMENDATION
RECOMMENDATION
After my project study, going through the market conditions of cement and the marketing strategies of the company , I
75
would like to make following suggestions to the company :-
An effective distribution policy to increase the market share of PRISM. A better distribution system consisting of various channels of distribution will certainly uplift it’s present position .It has been seen that due to the lack of proper distribution, PRISM’S cement is being severely effected, so a good policy should be quickly laid down.
Actually the customers are price sensitive so price should be kept as reasonable as possible.
Fostering better relationship among channel members by
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arranging regular meet and conducting workshops for them.
Motivating channel members to sell more cement of PRISM by associating incentives to prescribed targets.
Welfare schemes for channel members should be devised. Devising some promotional schemes to attract the customers as well as channel members.
Advertisement campaigns should be carried on comprehensive scale.
Strict vigil about black marketing and price variations and appropriate action should be taken.
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Better sales margin should be given to channel members especially to retailers.
And at last main and important suggestion emphasizes the fact that sales force should be increased.
QUESTIONNAIRE78
QUESTIONNAIRE
Name of the firm
Name of the proprietor/managing partner
Are you a: C&F/Distributor/Authorized
Dealer/ Retailer
Address
Contact no.
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1. Which companies you’re dealing with:
i. Prism ( )
ii. Jaypee ( )
iii. ACC ( )
iv. Maihar ( )
v. Satna ( )
vi. Mycem ( )
vii. Others ( )
2. Name of the brands which sells most in market:
i. Prism ( )
ii. Jaypee ( )
iii. ACC ( )
iv. Maihar( )
v. Satna ( )
vi. Mycem ( )
vii. Others ( )
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3. What’s your perception about pricing policy of
different brands available in the
market?
Brand name Lower range Middle range
Higher range
ACC
Prism
Jaypee
Maihar
Satna
Others
4. What’s your perception about quality of
different brands available in the market?
Brand name Average Good Very good
Excellent
ACC 81
Prism
Jaypee
Maihar
Satna
Others
5. What’s your perception about delivery system of
different brands available in the market?
Brand name Average Good Very
good Excellent
Prism
ACC
Jaypee
Maihar
Satna
Others
6. Brand wise sales of your counter:
Brand name Quantity sold
Prism 82
ACC
Jaypee
Maihar
Satna
Others
7. How satisfactory is the billing system of
different companies?
Brand name Average Good Very
good Excellent
Prism
ACC
Jaypee
Maihar
Satna
Others
83
8. Which company gives you the best promotional
support?
i. Prism ( )
ii. Jaypee ( )
iii. ACC ( )
iv. Maihar ( )
v. Satna ( )
vi. Mycem ( )
vii. Others ( )
9. What kinds of meetings do different companies
organize?
Brand name MasonMeeting Subdealer
meeting Architect meeting Others
ACC
Jaypee
Prism
Maihar
Satna
Others
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10. What is sales volume of different brands in
comparison with others?
Brand Name Volume (%)
ACC
Prism
Jaypee
Maihar
Satna
Others
11. What is the frequency of Field Officer visit
of given companies?
Brand Name Weekly Once a month More
than a week Very frequently
ACC
Prism
Jaypee
Maihar
Satna
Others
85
12. What kind of promotional supports are given
to you by companies?
Brand Name Wall Painting BannerHoarding
Kiosk Others
ACC
Prism
ACC
Jaypee
Maihar
Satna
Others
13. What kind of technical supports are given
to you by companies?
i. Brand Name
ii. Timely campaign
iii. Handling Guidance to costomer regarding
construction practices
iv. Others AC
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14. How will you rank different brands in your
area on the basis of their position?
Brand Name Top level Middle level Bottom
level
ACC
Prism
ACC
Jaypee
Maihar
Satna
Others
15. What is the price(in Rs.) at which you
are selling other competitive brands?
Brand Name WHOLESALE PRICE/BAG
RETAIL PRICE/BAG
ACC
87
Prism
ACC
Jaypee
Maihar
Satna
16. Which company’s packaging, are you
satisfied?
Brand name Rank in grade (A,B,C,D,)
ACC
Prism
ACC
Jaypee
Maihar
Satna
Others
17. How much discount(in Rs.) do you get
from the different companies?
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Brand Name C.D. Q.D. Target
Discount Exclusive Discount
ACC
Prism
ACC
Jaypee
Maihar
Satna
Others
18. Which is the effective media for the
cement ?
i. T.V. ( )
ii. Radio ( )
iii. Wall painting & hoarding( )
iv. Pamphlets & posters ( )
v. Others( )
19. What kind of promotion is effective for the
cement ?
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i. Advertising ( )
ii. Discount ( )
iii. Personnel Selling( )
iv. Publicity ( )
v. Target segment meet( )
vi. Others( )
20. Which particular brand do you suggest your
customer to purchase & why?
i. ACC ( )
ii. Prism ( )
iii. Jaypee ( )
iv. Maihar( )
v. Satna ( )
vi. Mycem ( )
vii. Others ( )
21. Factors which you consider while
recommending the particular brand:
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i. % of commission ( )
ii. Stock availability( )
iii. Favorable price ( )
iv. Others( )
SUGGESSION
91
SUGGESSION
The following suggestions are followed to
cement companies based on the conclusion
drawn from the research study:-
Companies have to increase the
awareness level in the buyers through
print media and other advertisement
channels.
Company should maintain their
regular supply according to the demand.
Proper survey and guideline should
be given by the company.
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Quality and brand name are to
important factor hence companies have
tried to build and maintain name and
their goodwill in the market.
Company should have reasonable
price of the product to reach everyone.
Word of mouth can be generated by
keeping the existing customers.
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BIBLIOGRAPHY
BIBLIOGRAPHY
94
“BUSINESS RESEARCH METHODS-ZIKMUND”,
WILLIAM G
MARKETING MANAGEMENT
PHILIP KOTLER
MARKETING MANAGEMENT
V.S. RAMASWAMY & S.NAMA KUMARI FUNDAMENTAL OF STATISTICS D.N.ELHANCE
95
Contact Us
CORPORATE OFFICE
Prism Cement Limited
"Rahejas", Main Avenue, Vallabhai Patel road, Santacruz(W), Mumbai 400 054.Tel. No. 022-66754142/3/4, Fax No. 022-26001304.
WORKS
Prism Cement Limited
Village: Mankahari, Tehsil.Rampur Baghelan, Satna 485 111 (MP).Tel. No. 07672-275622/1, 410260, Fax No.07672-275303.
Central Marketing Office
Prism Cement Limited
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16/1/6A Jawahar Lal Nehru Road, Tagore Town, Allahabad 211 002.Tel. No. 0532-2465228, 2465332, 2465360, Fax No. 0532-2465291.
MARKETING OFFICE
Kanpur
House No.X1/170, Opp.Swarnalata Education Centre, Krishnapuram Kanpur 208 007.Tel. No. 0512-2404123, 2400932, Fax No. 0512-2404123.
Lucknow
3/113 Vivek Khand, Gomti Nagar, Lucknow 226 010.Tel. No. 0522-2396847, 2397589, Fax No. 0532-2397590.
97
Bareilly(UP)
C-77/3 Opp.Tagore Park, Rajindra Nagar, Bareilly(UP).Tel. No. 0581-2530089/91, Fax No. 0581-2530089.
Allahabad
16/1/6A Jawahar Lal Nehru Road, Tagore Town, Allahabad 211 002.Tel. No. 0532-2465228, 2465332, Fax No. 0532-2465291.
Varanasi
Unit I,C.19/40 VIP Fariman, Behind Kashi, Gramin Bank, Varanasi 221 002.Tel. No. 0542-2227428/9, Fax No. 0542-2227427
Patna
302, Abhishek Plaza, Exihibition Road, Patna 800 001.Tel. No. 0612-2224017, 2238744, Fax No. 0612-2224017.
98
Satna (MP)
Rajdeep, Satna Rewa Road, Satna 485 001 (MP). Tel. No. 07672-404401/2, Fax No. 07672-227514.
Jabalpur
4 H.I.G. Near Main Post Office, South Civil Lines, Delight Talkies Compound, Jabalpur 482 001.Tel. No. 0761-2620026, 2678907, Fax No. 0761-2620026.
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