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EXECUTIVE SUMMARY

Mangalam Cement Limited is a manufacturer of cement in North India. The Company

offers Birla Uttam Cement- 43 Grade and Birla Uttam Cement- Portland Pozzolana

Cement (PPC). The Company has cement plants (two million tons) and coal-based

power plant (35 megawatts) located in Aditya Nagar, Morak district, Kota (Rajasthan).

During the year ended March 31, 2012, the Company produced higher clinker

production of 14.13 lacs million metric tons and higher cement production of 16.32 lacs

million metric tons. As of August 9, 2012, the Company had commissioned its new

cement plant with German technology for producing seven lakh tons per annum at its

site at Morak, Distt. Kota in Rajasthan under the name of Neer Shree Cement.

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INTRODUCTION

Marketing has been viewed as an ongoing or dynamic process involving a set of

interacting and independent activities in the flow or journeys of a commodity from a

primary consumer to final consumer.

Eg. raw cotton to cotton cloth.

Marketing can be defined as creation and delivery of standard of living.

The marketing process involves two aspects-

1 Mental aspectThe sellers must know what buyers want and the buyers then only

can be offered the appropriate product and can be given full satisfaction.

2 Physical aspectThe goods must be moved to the places at which they are wanted

this involves the choice of channels branding and packing of product, pricing its

presenting and sales promotions.

All marketing theories concept and practical developed initially in connection with

physical goods for eg, toothpaste , cars, etc yet one of the major mega trends has been

the phenomenal growth of service.

A service is any act or performance that one party can offers to another that is

essentially intangible and does not result in the ownership of anything.

Service are those separately identified, essential intangible activities which provide want

satisfactory and are not necessary tried to sale of product or another service.

Fig No. 1 The marketing process involves two aspects-

Performed by (1) Individual (2)

Machine (3) By both

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Service managers should break away from traditional production oriented mode and

adopted the marketing mode Most often it is seen that fast food restaurant sell

hamburgers the luxury restorent service the se offering signify a bias of these service

towards tangible element in the product package.

The tangible components varies which component should be focused on a advertising or

should be a unique selling presenting is a critical decision for a service manager.

Marketing depends on consumer satisfactory in other words marketing is social and

managerial processed by which individual and groups obtain what they need and want

through creating and exchanging product and value with other it is core concept of

marketing.

TYPES OF MARKETING

3

SERVICES

Directed to

customers

Business users

Rendered for

1.Profit

2. Non profit

Service s

1.An activity

2. An Act


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Practically marketing may be of three types.

1 PRODUCT

2 SERVICES

3 CONCEPT

PRODUCT MARKETINGA product is anything that can be offered to market

to a need or a want. Usually the word product suggest a physically object such as car, tv

etc.

The sale and purchase of a product is known as product marketing.

Service marketing.In service marketing who has specialized knowledge about

subject , that person provide their service to other person. For eg,, doctor, engineer and

advocateprovide their clients and service.

Concept marketing---Concept is an idea or a dream about future. Which may be fulfill or Disillusionised

.Concept marketing in typical practical unsought goods those that buyers do not

normally think of buying because it can touched, tested and tried priory concept

marketing is based on hard selling risk. It focuses creating sales transaction and building

long term profitability relationship customer. Credit card smart resorts membership

insurance policy are few example of concept selling.

DIFFERENCE BETWEEN PRODUCT AND CONCEPT

MARKETING.

1 Indirect / product marketing we have a product which has physical shape.

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2- Product can be tested, seen and touched by purchaser.

3- Concept marketing is an idea, in concept selling we sell dreams not product

4- concept can not be touched , tested and tried.

PROFILE OF THE ORGANISATION

Mangalam cement limited was promoted in the year1978 by the famed house ofSty

B.K Birla, the most eminent and illustrious industrialist of the country. It is a

professionally managed and well established cement manufacturing company enjoying

the confidence of consumer because of its superior quality product and excellent

customer service.

The company has recently commissioned its state of the art new cement

Plant with German technology for producing 1.7 million tone per annum at its existing

site at MORAK, Distt Kota in Rajasthan under the name of Neer shree cement.

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Krupp polysius, germany and their counterpart Krupp industries India Ltd, have joined

hands with MANGLAM CEMENT LTD to produce

BIRLA UTTAM PREMIUM 43 Grade AND 53 MPa (PPC) Portland cement using

ultra modern technology.

Its unique feature is as follow

Vibrating screen - commencing with a 500 TPH crusher with latest vibrating screen to

ensure that only very clean limestone goes in the process of manufacturing cement.

Stacker reclaimer- to perfect homogeneous the main raw material ie limestone. X Ray

analyzer- for quick and accurate analysis for all the raw materials, clinker and cement.

Computerized central control room-fro stable efficient operation. Electronic

packaging-for consistent result and prompt delivery .

Outstanding performing- Performance is growing every year in

Ghaziabad Branch

Table No:- 1Year Sale

2006-07 1,74,981.00 M.T.

2007-08 2,76,992.00 M.T.

2008-09 2,96,303.70 M.T.

COMPANY OF THE YEARawarded for cement during the year 1988-89 and D.S.J

corporate excellence Awarded in the year 1991-92

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ADVANTAGES OF BIRLA UTTAM CEMENT

1-SUPERIOR STRENGTH.

2- SUPERIOR FINENESS AND CONSIST QUALITY.

3- DURABILITY AND SOUNDNESS.

4- OPTIMUM SETTING TIME.

5- IDEAL WATER CEMENT RATIO.

6- FLEXIBILITY IN DESIGN AND USAGE.

7- SPECIFICATIONS IN ACCORDANCE WITH BIS.

8-ELECTRONIC PACKAGING.

9-EVERY STAGE SAVING.

SUPERIOR STRENGTH

At our plant we are manufacturing OPC 43 Grade and 53Mpa (PPC) respectively .

Under the brand name BIRLA UTTAM which signifies and ensures product Superiority

from the house of Birla.

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The consistent and greater strength of BIRLA UTTAM is because of every hour testing

during grinding for higher fineness due to low heat of hydration, less water is required

which increases the strength.

Higher Blaine and uniform desired particle distribution because of incorporate of roller

press grinding system also help in making BIRLA UTTAM strength greater than

other brands.

SUPERIOR FINENESS AND CONSISTANT QUALITY

All input raw-material are X-RAY analyzed for thorough investigation and quality

control at each stage of cement manufacturing high quality slandered. All raw-materials

viz. Morak lime stone, high grade lime stone, gypsum ,clinker and cement are examined

thoroughly and quickly with x-ray analyzer which is the heart of quality control.

Every bag of BIRLA UTTAM has consistency as far as quality is concerned Because the

standard deviation is maintained steadily, grade wise.

Our laboratory process and quality control staff are well qualified, talented and highly

trained to ensure continuous production of quality cement from our pants.

Due to these reasons we are able to provided the Super Fine Particle Consistency (SFPC)

grantee for each and every bag of cement which gives strength and stability to your

construction and implant confident in you.

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DURABILITY AND SOUNDNESS

BIRLA UTTAM is synonymous with high quality, strengths and durability Standards, it

not only helps the structural engineering requirements. But Also ensure a long lasting

structure. Higher durability of concrete helps Resist the weathering effect and abrasion,

and is less susceptible to Temperature fluctuation.

BIRLA UTTAM is an excellence product with lower heat of hydration, Lower alkalis

and lower magnesia content. It is the right choice for durable and everlasting structure.

The strength of the product is much more the BIS Requirement.

Typical specification of BIRLA UTTAM as compare to ISS(Indian standard spec.)

Table No:- 2

Soundness

A-LechateliersB- Autoclave

expn(%)

IS:8112

43 OPC

10mm0.8%

Birla uttam

IS:8112

43 OPC

1.00mm0.020%

IS:12269

IS : 12269

53 OPC

10mm0.8%

Birla uttam

IS:12269

53 OPC

0.50mm0.020%

OPTIMUM SETTING TIME

The excellence quality of Morak limestone with lower alumina at our plant site ensure

that BIRLA UTTAM gives optimum setting time ideal for improved workability at

construction sites.

BIRLA UTTAM has lower of hydration which is ideally suited for mass Construction

works such as dams, canals,, harbors, housing, Complexes, poles bridges, heavy RCC,

machinery foundation and structures Like beam, columns etc,..

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Table No :-3

Setting time

mts

a Intialtime

b- Final

max.

ISS

IS:8112

43 OPC

30

600

Birla Uttam

IS :8112

43 OPC

125-140

170-210

ISS

IS:12269

53 OPC

30

600

Birla Uttam

IS:12269

53 OPC

110 -140

180 -215

IDEAL WATER CEMENT RATIO

WATER cement ratio is vital for achieving desired strength in any concrete structure. to

increases the strength of cement it is essential to use clear water free from harmful

material such as salt ,clay organic matters.

Table No:- 4

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CEMENT CONCRETE :

M-150-(1:2:4) Per 50 Kg == 27.5 Ltr

M-200(1:1:5:3) Per 50 Kg == 21.0 Ltr

CEMENT MORTAR :

(1:6) Per 50 Kg == 35.0 Ltr

(1:4) Per 50 kg == 26.5 Ltr


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FLEXIBILITY IN DESIGN AND USE

The civil engineers, designers, architects, builders and contractors can Choose from

43 and 53 grade respectively of BIRLA UTTAM depending upon the structural

requirement. BIRLA UTTAM is the cement for all construction .

SPECIFICATIONS OF BIRLA UTTAM

BIRLA UTTAM cement , a superior quality product with low alkalis, low

magnesia and low heat of hydration. Is the right choice of builders for achievingexcellent performance by its use to construct build durable environmental friendly

structure which, last for ages.

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ELECTRONIC PACKAGING

BIRLA UTTAM premium cement is ideally packed in 50kg bags of HDPE / PP and

electronically weighted for consistent weight accuracy. All bags are tested on the line by

modern electronic devices during loading of 43 and 53 grades cement respectively to

ensure quality of cement and Perfect packaging.

EVERY STAGE SAVING

Saving in cost because of durability. Saving in consumption because of higher

compressive strength. Saving in weight for loss because of electronic packaging. Saving

in floor space because of finesses and strength. Saving in consumption time because of

optimum of low heat of hydration. Saving in transportation time because of large and

effective dealers/ depots offices networks.

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B.K.BIRLA GROUP OF COMPANIES

-----------------------------------------------------------------------------------------------------

OUR CORPORATE VISION

The 21st century Atlas

Atlas , the Titan collective strength of the Group:

This symbol as a whole, represents the collective strength of the group . The

astute and dynamic management which binds the group together and givesit leadership and direction , is personified in the figure of Atlas . A pillar of strength,

Atlas also stands for steadfastness, consistency and reliability.

The sun Enlightenment and Growth :The head of the Atlas, also represents the sun . In this context the sun stands for aluminous and powerful presence that the group has over the industrial arena on one hand ,

and resourcefulness in terms of finance , technological skill, and intellectual leadership on

the other.

Earth Segments Diversified Activities ;Each latitude around the Titan, represent the different industries or activities that

constitute the group . They individually draw and give strength and support to the centralfigure of Atlas.

The Globe - Globe vision :The groups Global vision and harmonious blend of all the elements , sum up a Well

conceptualized industrial conglomerate.

Strong Foundation Sustained Growth Proven Leadership

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WE AND OUR CUSTOMER

Our corporate culture is built around a universally acclaimed work culture that . Do one

thing at a time , know the problem , learn to listen , learn to question , distinguish sense

from non sense accept change as inevitable , admit mistakes , say it simple , be calm and

smile . This philosophy has built us a strong foundation for our customer service .

MANGALAM customer is the most important visitor to our premises . He is not

dependent on us nor an interruption on our work ,. He is the purpose and part of it . He is

doing us a favor by giving us an opportunity to serve him .

We do not believe in the so called

pessimism that IT CANT BE DONE but do see things through an analytical glass

that What is done why is it to be done , how is to be done ., when is to be done and

who will be do it . and we do it with ingenuity , innovation , hard work and long hours ,

realizing the importance of team work and one work less important than another .

The secret of success is consistency of purpose and it has always

been a challenge for us to figure out how to out do the other and conquer the quality

Everest .

We realize that customer service requires twenty four hours a day and seven days a week

commitment and all my colleagues and myself at Mangalam are religiously dedicated to

this.

K.C. JAIN (managing director )

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CEMENT CONCEPT

HISTORY OF CEMENT-

Cement and concrete are inter changeably used as household terms but are by nature

different. Cement is a super fine grey powder that binds sand and rocks into mass matrix

of concrete .

Cement is considered as the best binding material, or say adhesive, inn general natural

cement resembles in many respect to eminently hydraulic

line in binding properties.

In 1824,, Joseph asp din, a brick layer of Leeds 9yorkhire) in U.K discovered that a

mixture of slaked lime and clay heated to a high temperature could product a binding

material which would harden in the presence of water. Since this new material on setting

resembles in color texture and hardness to a lime stone quarried near Portland in

England hence it was named PORTLAND CEMENT.

After this certain clays in the form of volcanic ash are pozzolans were found in Italy

processing similar properties as that Portland cement. In 1852, Manufacturing of cement

was first started in GERMENY.

CEMENT-- the product obtained by burning and consuming to power either stone

containing 20 to 40% clay and remaining carborate of lime or a intimate mixture of well

proportional calcareous and argillaceous material is called cement. The cement which is

manufacturing by burning and crushing to stones containing 20 to 40% clay and

remaining carborate of lime is known as

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Natural cement. Where as the cement manufacturing from an intimate mixture of well

proportional cancerous and agillaceous materials is called an artificial cement.

USES OF CEMENT-

Cement is being commonly used as a binding material in the construction of various

engineering structured these days. Since it sets quickly and provides sufficient strength

to heavy and important structures. It is considered as one of the leading engineering

materials of modern times.

RAW MATERIALS REQUIRED FOR MANUFACTURE OF

CEMENT

CALCAREOUS MATERIALS The materials which contains calcium or lime as

their major constituent one called calcareous material as lime stone chalk and shells.

AGRILLACEOUS MATERIALS-The materials which contain alumina as their basic

continuant are called argillaceous materials. These materials will provide required

proportions of silica, clay, oxide of iron etc, in the manufacturing of cement.

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MANUFACTURING OF OPC-

Two methods can be employed for manufacturing of OPC-

1DRY PROCESS

2WET PROCESS

Normally now days DRY PROCESS is used to manufacturing cement so We talk about

it.

1 DRY PROCESS

This method is adopted when the raw material are hard, in this method The raw materials

are first grind to powder in tube mills separately and when stored in storage bins. They

are then mixed in proper proportion and a raw

mix is prepared the raw mix is fed into the rotary kins in the form of a fine

powder; this process is slow, difficult and costly.

The manufacturing of cement is not very easy task because all the grinders of the

cement requires a lot of efforts while packing work is done automatically for knowing it

let us go in some in detail

There are certain type of stones under the earth, so from that area where stones arepresent , the area having maximum stones are marked and the area is blasted with the

help of the dynamite,, the explosion is large and quite noise full and due to this a lot of

stones come out of ground in different sizes and are spread out form the earth towards

different areas. Now the work of labour is started to take the stones with the help of

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trucks wagons and trolleys, etc,,, to the plant where the stones are been tested according

to the quality which they have been grinded to generate cement.

All the in between process the manufacturing of cement after it has been started grinding

is carried out automatically, the machine performs the work even the packing of the

cement is done automatically ,the tasks of carrying the packed cement to the godowns

involves labours who pick loads of cement bags and put them in trucks and wagons , so

that cement can be sent to various godowns from where it can be supplied to dealers and

wholesalers and retailers so that the project can be performed which requires it.

This is not all the manufacturing of cement , as well we know that manufacturing of

cement requires a temperature for heating it kline works for 365days continuously and is

stoped only when major repairs are done.

All this temperature requires a balance of humidity is present there the dust left out of

grinding of stone comes out and is affected to works causing T.B. asthma, etc, the works

listing skill is also affect due to heavy voice which comes out of machinery which are

manufacturing cement. The wagons and containers are then loaded and sent through

railways, and the depot in charges through from 31 get it clear from railway department.

The incharges check the cement bags which are in polythene, to see the quantity and see

that they are not damaged is bags found damaged the information is sent at Moral plantabout it.

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MANGALAM CEMENT SOLD BY 3 FORMS

1. Dealers networks- It requires security deposit to be associated in Mangalam

cement Ltd , it include the Following:

Clearing and forwarding

Sales promoters

Dealers

Retailers

2. Institutional sales The company also supply direct to Govt. project Like

DMRC, & some other govt. construction and to other institutions.

3. Direct consumer (consumer sales) the company also supply direct to Big

consumers like builders & the other like to OMEX city, Parsvanath ,Unitech &

Bilangana Hydro project etc as per demanded by consumer.

COMPOUND COMPOSITION OF CEMENT

C3S Tricalcium silicates

C3A-Tri calcium aluminate

C2S-Dicalcium silicates

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C4AF- Tetra calcium alumina fernite

NECESSITY OF ADDING GYPSUM IN CEMENT

Portland cement as obtained from grinding clinkers , usually sets and hardens

immediately after the addition of water . In order that the setting and hardening may not

take place immediately 3 to 4% of gypsum is added during the process of clinker

grinding. It is added to slow down the setting time of cement so that the operation of

preparation, transportation and placing of the mortar or concrete can be completed before

the initial set takes place.

The quantity of gypsum to be added, should be such as to adjust the initial setting time of

the cement according to I.S.I. According to I.S.I. specification, the initial setting time

for OPC should not be less than 50 mts and the final setting time should not be more

than 10 hours.

TYPES OF CEMENT:

1. OPC OR NORMAL SETTING CEMENT-its a general purpose

cement suitable for the construction of all engineering works.

2. RAPID HARDENING CEMENT-it contains large proportions

of lime and other constituents as same for OPC. It is burnt at higher temperature

than OPC, its also ground finer and cost more . It is also known as high early

strength cement.

3. LOW HEAT PORTLAND CEMENT: It contains a low percentage of

tricalcium silicate which hydrates quickly and a percentage of declaim silicate

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which hydrates slowly . it contains less time than OPC , other materials are same

as in OPC.

4. HIGH ALUMINA CEMENT: It is manufactured by fusing a mixture of

saucier and lime and grinding the clinker so formed . The aluminum content shall bemore than 32% and the ratio of alumina is in between 0.85 and 1.3 , it s not only a

rapid Harding cement but also a higher ultimate strength cement.

5. Quick setting cement : it contains a smaller percentage of gypsum or setting

action is increased by adding sulphate during grinding . it is much costlier than OPC.

6. White cement : this is just a variety of the Portland cement and the whiteness is

obtained by reducing the iron oxide contents to a maximum . Its generally made from

pure white chalk and clay. free iron oxide. It complies all the requirement for the

ordinary cement.

7. COLOURED CEMENT: These cement are manufactured in the same way as

OPC and suitable pigment 5 to 10% are added to it before the cement is finally ground .

8.CALCIUM CHLORIDE CEMENT: Its a type of rapid harding cement. The

development of strength is increased by the addition of about 2%calcium chloride to the

OPC and by grinding finer than OPC.

Research Objective

The report is aimed at finding the position if Mangalam Cement in market throughsurveying its dealers.

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The research conducted thus emphasized in fulfilling following objectives:

OBJECTIVE OF THE RESEARCH:

1- To assess the position of Mangalam Cement and its brand BIRLA UTTAM in the

market.

2- Whether the organization is successfully advertising itself.

3- Comparision of services provided by Mangalam Cement and other cement

companies.

4- Suggestion for maximizing its sales.

5- To know the problem of the dealers while they dealing the cement.

6- To know the the market requirement in term of quality.

7- To know the dealers expectation from the cement company.

8- To study the sales promotion strategies of Mangalam Cement.

FROM THE ORGANIZATION POINT OF VIEWOrganization would becoming to know about the dealers attitude and their complaints by

this they can take corrective measures to rectify the complaints. Organization can also

find its market share

MY POINT OF VIEWS:-

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I while undergoing my training got familiar with the organization Mangalam

Cement.

Cement and came to know about the working of the organization as well as the

services, policies etc. of the organization.

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RESEARCH METHODOLOGY

Research in common parlance refers to a search for knowledge. one can also define

research as a scientific and systematic search for a pertinent information on a specific

topic.

In fact, research is an art of scientific investigation. the advanced learners dictionary of

current English lays down the meaning of research as a careful investigation through

search for new facts in any branch of knowledge.

Research is an academic activity and as such the term should be used in technical

sense.According to Clifford woody research comprises:-

1- Defining and redefining problem.

2- Formulation hypothesis or suggested solution

3- Collecting.

4- Organizing and evaluating data;

5- Making deduction and reaching conclusions;

6-Carefully testing the conclusion to determine whether they fit the formulating

hypothesis.

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DATA SOURCES:THE DATA SOURCES collection on which the report is based has been primary as

well as secondary data.

PRIMARY DATA :We collect primary data during the course of doing experiments in an

experimental research but in case we do the research to the descriptive type

and perform surveys, whether sample survey, then we obtain primary data

either through observation or through direct communication with respondents

in one form or another through personal interviews.

The primary data is commonly collected by

the following methods:-

Observation

Interview

Questionnaire

Schedule

In the research conducted the primary data was collected through a

structured, questionnaire which was responded by the dealers and the

main source of primary data was dealer response which was done through

survey.

SECONDARY DATA:

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SECONDARY DATA means the data already available i.e., they refers to

the data which have already been collected and analysed by someone else.

SECONDARY DATA may either be published or unpublished data. Usually

published data are available in:

1- Various publications of foreign governments;

2- Various publications of central , state and local governments;

3- Technical and trade journals;

4- Books , magazines and newspaper;

5- Reports preparated by research scholar, universities and

economists etc;

6- Public record and statistics ,historical documents and other soures of

published information.

The secondary data is one which is already available and ensures the avoidance

of too much vague question , and is processed by various researcher.

The source were:

Literature

Pamphlets

Business magazines

Journals

Textbook

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Internet

Company bulletins

The details of these sources are mentioned in the bibliography.

RESEARCH APPROACHES:

The research done was systematically planned and both random as well as

planned survey was conducted.

SAMPLE SIZE:The sample size chosen was about 75 in form of dealers

Were chosen form the market.

QUESTIONNAIRE:

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The questionnaire was of closed ended type, with the answers provided as well as of

open ended type to get the views of customers. There were also ranking.

questions in which the dealer was asked to give rank to the question.

Open ended type question helped in increased number of dealer and maximizing dealers

satisfaction.

The questionnaire was filled exclusively by dealers themselves.

Target market was the people who were dealer to the Mangalam Cement brands Birla

Uttam and Birla Smart

Those who are the permanent dealer of Mangalam Cement.

TYPE OF RESEARCH:The basic type of research are as follows:

1. Descriptive vs. Analytical: Descriptive research includes surveys and

finding enquires of different kinds. The MAJOR purpose of descriptive

research is description of the state of affairs as it exits at present. In social

science and business research we quite often use the term ex post facto

research for descriptive research studies.

In analytical research on the other hand the researchers has to use facts or

information already available, and analyze to make a critical evaluation of the

material.

2. Applied vs Fundamental: Research can either be applied (or action)

research or fundamental (or basic or pure) research. Applied reseachaims at

finding a solution for an immediate problem facing a society or an industrial

or business organization , whereas fundamental research is mainly concerned

with generation and with the formulation of a theory. Gathering knowledge

for knowledge sake is termed as a pure or basic research.

3. Quantitative vs qualitative: Quantitative research is based on the

measurement of quantity or amount. It is applicable to phenomena that can be

expressed in terms of quantity.

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Qualitative research on the other hand is concerned with qualitative

Phenomenon i.e., phenomenon related to or involving quality or kind.

4. Conceptual vs Empirical: Conceptual research is that related to some

abstract idea(s) or theory. It generally used by philosophers and thinkers todevelop new ideas new concept or to reinterpret existing ones.

On the other hand, empirical research relies on experience or observation alone often

without due to regard for system and theory.

RESEARCH PROCESS:The various step provides a useful guide line regarding the research process:

1. Formulating the research problem.

2. Extensive literature survey.

3. Developing the hypothesis.

4. Preparing the research design.

5. Determining sample design.

6. Collecting of data.

7. Execution of project

8. Analysis of data.

9. Hypothesis of testing.

10.Generalization and interpretation

11. Preparation of the result, i.e., formal write up of conclusion reached .

CRITERIA OF GOOD RESEARCH

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Whatever may be the types of research of work and studies , one thing that is important

is that they all meet on the common ground of scientific method employed by them. one

expects scientific to satisfy the following criteria :

1- The purpose of the research is should be clearly defined and common

concepts be used.

2- The procedural design of the research is should be carefully planned to yields

results that are as objective as possible.

3- The researcher should report with complete frankness, flaws in procedure design

and estimate their effects on the findings.

4- The analysis of data should be sufficiently adequate to reveal its

significance and the methods of analysis used should be appropriate.

5- Greater confidence in research is warranted if the researcher is experienced , has

a greater reputation in research and is the person of

integrity.

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LIMITATION OF THE STUDY

A research project while been performed suffers from a number of impedes,

stoppages and difficulties which makes the of the project affected by them.

the project effectively these problem are taken into consideration .usually we

says that a researcher problem does exist if the following conditions are met

with:-

1-There must be an individual (or a group of an organization), let us call it I,to whom

the problem can be attributed. The individual or the org. as the case may be occupies

an environment , say N, which is defined by the values of the uncontrolled variables

Y.

2-There must be at least two course of action , c1 and c2 ,to be pursued a. A course of

action is defined by one or more value of the controlled variables. For example the

number of items purchased at a specified time is said to be one course of action.

1- There must be at least two possible outcome,say o1 and o2 ,of the course of

action , which one should be Preferable to the other.

The following are the limitation during the study

1- The sample size was limited due to the short span of the project.

2- Some of the dealer were not responding fully during the data collection.

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3- The study was limited to just one of the sales depot. Of the Mangalam

Cement.

4- Neither random nor systematic sampling individually was providing the

information needed, it was then combination of both that worked.

FINDINGS (DEALERS DATA)

Based on the research work which was done on the topic Brand positioning

of Mangalam cement in the Market.

DATA FINDING : The survey was conducted with dealers of Mangalam

cement . I had surveyed on random basis from Ghaziabad And Modinagar ,

Dadari and Shahibad zone.

FINDINGS :-

1. While the dealers was asked about to which brand of cement you are dealing.?

Most of the dealers named the following brands.

A ACC

B Birla Uttam

C Ambuja

D Shree

E Ultratech

Among the above mentioned Brands

60 % Birla Uttam and ACC

20 % Ambuja and Ultratech

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20% Shree Cement & Bangur

2 What is your perception of Birla Uttam Cement.?

Most of the dealers were responds.

70 % Excellent

20 % very good

10 % average

3 What makes you buy any particular brands.?

The followings were the responses.-

50 % Quality and Better service

40 % customer demand

10 % profit margin

4 According to you direct interaction b\w the dealers and company officials can

be helpful to increase the sale of cement.?

70% yes

20 % not so effective

10 % cant say

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5 Which companies offer maximum profit to the dealers ?

60% Bangur and Tuff cemento

40 % Birla Uttam and ACC

6 Rank the items which you expect as a dealer from a cement company in order

of Your preference.?

The responses to the question were as follows :-

Ranked in order of preference :

80% says timely supply

20 % says sales promotional support

7 Does Mangalam cement offer any promotional schemes to you. ?

The responses of dealers to this was as follow :

A 90 % responded ---------Yes

B 10 % responded ---------No

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Fig No. 2 Dealers Asked About To Brand.

35

1. While the dealers was asked about to which brand

of cement you are dealing .?

60%20%

20%

Birla Uttam and ACC

Ambuja and Ultratech

Shree Cement & Bangur


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Fig No. 3 Perception

What is your perception of birla uttam cement.?

70%

20%

10%

Excellent

very good

Average

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Fig No. 4 Particular Branding

What makes you buy any particular brands.?

50%40%

10%

Quality and Better service

customer demand

profit margin

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Fig No. 5 Direct Interaction B/w dealers And Company.

According to you direct interaction b\w the dealers and company

officials can be helpful to increase the sale of cement.?

70%

20%

10%

yes

not so effective

cant say

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Fig No. 6 Maximum Profit Of Dealer

Which companies offer maximum profit to the dealers ?

60%

40%

Bangur and Tuff cemento

Birla Uttam and ACC

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Fig No. 7 Rank Of Item in Market

Rank the items which you expect as a dealer from a cement company

in order of You preference.?

80%

20%

says timely supply

says sales promotional support

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Fig No. 8 Promotional Schemes.

Does Mangalam cement offer any promotional schemes to you. ?

90%

10%

Yes

No

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DEALER SATISFACTION

May war last in mind even before the betel of joined .A company which tells itself that it

cannot face MNCs in its field of activity can only give up fear of possible feature is the

key factor that will inexorably, lead to a read inability to succeed against the imaged

superiority of an adversary.

Customer support managers who believes that no complaints mean satisfied customers

are living in fools paradise .most dissatisfied customers have not any idea as where to

complaint and how to complaint.

In all probability such customers are not likely to return for repeat business if they have

other options.

Complain can be the most useful tool for manager to order product and services

improvement. Customers complaints give invaluable feedback to the organization, not

only helping to solve the problem, but uniliating company wide preventive measures.

Companies profit from effective complaints resolution as it earns then customer loyalty.

Thus it is very important to solicit as many complaints as possible, by breaking down

barriers to complaining .complaints are a vital sources of information for launching

company wide preventive measures.

Over 35 years ago, peter duckers observed that a companies first is to create customers

.customers estimate which offer will deliver the most value, customers are value

maximizes ,with in the bounds of search costs and limited knowledge ,mobility and

income. Reliability durability and performance are normally evaluated by customers.

Satisfaction is the customers feeling of pleasure or disappointment resulting

From comparing products precived performance in relation to his or her expectation.

Many companies are aiming for high satisfaction because customers who are justsatisfied still find it easy to switch when a better offer comes along.Those who are highly

satisfied are much less ready to switch.Buyers expectations are influenced by their their

post buying experiences, friends and markets and competitors information and promises.

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For customer centered companies, customers satisfaction is both a goal and a marketing

tool. Companies that achieve high customer satisfaction ratings make sure that there

target market knows it.

Although the customers center firms seek to create high customers satisfaction, its main

goal is not to maximize customer satisfaction.

1) the company can increase the customer satisfaction by lowering its price or

increasing its services, but the result may be lower profit.

2) the company might b able to increase its profitability by means other then

increased satisfaction .

3) the company has many share holders, including employees, dealers And stock

holders spending more to increase customers satisfaction might divert funds

from increasing the satisfaction the satisfaction subject to delivering at least

acceptable levels of satisfaction level to other stack holders with in the

constraints of its total resources.

THE NEED OF CUSTOMERS SATISFACTION

The cost of attracting new customer is estimated to be five items the cost of keeping a

current customer happy .it requires a great deal of efforts to induce a satisfied customers

away from the current suppliers .

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MARKETING STRATEGY

AT the heart of every marketing strategy success in to days fiercely competitive worlddoes not come by change , it requires chalking out strategy that lead to achievement of

organization goals by beating the competition .A strategy is a careful designed plot to

murder the competition . The managers must bear in mind the uniqueness of service

business while evolving and implementing strategy .

The marker must approach the market in a systematic manner . He must plan various

activities the controllable tools and follow a sating course of action . As the core of

every marketing strategy rests the battle.

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CONCLUSION / INTERPRETATION

The topic for the study was position of mangalam cement in the Ghaziabad market and

On the basis of the findings made on the study , the following facts are concluded.

1. Mangalam cement with its manufacturing is providing two brands of cement in

the market ; Birla uttam and Birla smart .

2. In last few years Mangalam cement has performed enormous job and has also

achieve its target very soon.

3-Since it has a good name in the field of cement industry the expectation level of

dealers and consumers is very much high.

4 - In order to maximize the satisfaction of dealers and consumers the company

should provide more promotional activities to its brands to attract more customer.

The conclusion implies that A list of findings is summarized in a proper and

systematic manner.

My project position of Mangalam cement brands in the market has led me to conclude

the following. One of the conclusions is that the quality of cement of Birla Uttam is very

good and company can feel proud of it.

The company comes at second position after ACC as far as the dealers preference is

concerned.

Another conclusion is that there is large of 43 grade cement , so the company must

increase the difference of price between OPC and PPC grade .Another conclusion is that

the consumers buy maximum cement with the preference for a Particular brand name.

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SUGGESTIONS

After doing an extensive survey in areas of Ghaziabad, Dadri , Modinagar , And

Sahibabad I came through various things , while some showed positive signs for the

company but there are some areas where improvement is needed.

I would like to point out the following recommendations in form of suggestion for the

final consideration.

1- The company should take Marketing network into confidence .

2- Company should go for aggressive kind of marketing strategy and sales

promotion strategy which can create brand loyalty for Mangalam cement , the

days are gone when everything depended on dealer , now consumer should take

care of Brand loyalty.

3- The company should give stress in promoting Birla name , this can

create and maintain brand awareness.

4 Company should spend more on publicity and regarding awareness of

Mangalam cement, wall painting and hoardings are widely suggested.

It was concluded that these days consumers have started demanding cement by brand

name of company , so company should create such a marketing strategy so that brand

awareness and loyalty is developed among customers.

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