SUMMER INTERNSHIP PROJECT REPORT

ONMAPPING OF CEMENT MARKET IN

VARANASI

SUBMITTED IN PARTIAL FULLFILLMENT OF THEMASTER IN BUSINESS ADMINISTATION

BY:NAME : ANUP KUMAR SINGHMBA 2013-2015INTEGRAL UNIVERSITYLUCKNOW

CERTIFICATE OF THE GUIDE

Mentor / Guide Name :Mr. Avinash Singh

Designation : Manager (Channel & Pricing)

This is to certify that the project report entitled ’’MARKET MAPPING OF CEMENT MARKET IN VARANASI’’ has been prepared by Mr. Anup Kumar Singh under my supervision and guidance, for the fulfillment of Master In Business Administration. His field work is satisfactory.

Date: Signature of Guide

DECLARATION

I Anup Kumar Singh declare that the project entitled

“MAPPING OF CEMENT MARKET IN VARANASI”

under the guidance of Mr. Avinash Singh, Manager

(Channel & Pricing) submitted in partial fulfillment of the

requirement for the award of the degree of Master of

Business Administration to Integral University,

Lucknow is my original work – carried out and not

submitted for the award of any other degree, diploma,

fellowship or other similar or prize to any other institute,

organization or university by any other person.

ACKNOWLEDGEMENT

I express my sincere thanks to my project guide Mr.

Avinash Singh ,Manager (Channel & Pricing) Reliance

Cement Pvt Ltd Varanasi for guiding me right from the

inception till the successful completion of the project. I

sincerely acknowledge him for extending their valuable

guidance, support for literature, critical reviews of project

and the report and above all the moral support he had

provided to me with all stages fo this project.

I would like to express my sense of gratitude to the Mr. Anand Pandey sir for giving me this valuable learning opportunity and for allowing me to conduct this project report.

My efforts have also been in the direction to make my report look attractive and representable.I hope my hard work will be appreciated by all.

Anup kumar Singh

MBA Intern

INDEX

Introduction to the industry Page no.6-17

Research methodology Page no.18-34

Title of the Study Objective of Study Type of Research Sample Size and method of selecting sample Scope of Study Limitation of Study

Facts & Finding Page no.35-42

Analysis & Interpretation of Data Page no. 43-56

Findings/Conclusion Page no. 57

Recommendation & suggestion Page no. 58

Bibliography Page no. 59

Appendix Page no. 60

Questionnaire Page no. 61-64

INTRODUCTION OF INDUSTRY

Reliance Group ProfileReliance Group is amongst India’s leading business houses with over 230 million customers. It has a strong presence across a wide array of high growth consumer-facing businesses of telecom, energy, power, infrastructure, financial services and media and entertainment. The Group currently has a net worth in excess of Rs. 90,000 crore (US$ 17 billion), cash flows of Rs. 8,000 crore (US$ 1.5 billion), and net profit of Rs. 3,200 crore (US$ 0.6 billion).Through its products and services, the Reliance Group touches the life of 1 in 10 Indians every single day. It has a business presence that extends to over 20000 towns and 4.5 lakhs villages in India, and 5 continents across the world.

Reliance Companies :

Reliance Infrastructure:

Reliance Infrastructure Ltd (RInfra) is the largest infrastructure company developing projects, through various Special Purpose Vehicles (SPVs), in several high growth areas in the Infrastructure sector i.e. Roads, Metro Rail and Cement.The Company is also the leading utility company having presence across the value chain of power businesses i.e. Generation, Transmission, Distribution, Trading of power.The SPVs are inter alia developing a metro rail project in Mumbai; eleven road projects with total length of 1,000 kms; and developing two cement plants of capacity of five million tonnes per year each in Maharashtra and Madhya Pradesh. RInfra along with its wholly owned subsidiary generates over 940 MW of power through its five power stations; distributes power to over 60 lakh consumers in Mumbai and Delhi and is developing five transmission projects including the first

Independent Private Transmission projects. RInfra also provides Engineering, Procurement & Construction (EPC) services for developing power and road projects.For more information click here: www.rinfra.com

Reliance Communications:

Reliance Communications is India’s largest information and communications service provider with over 100 million subscribers. The company is the realisation of our founder’s dream of bringing about a digital revolution that will provide every Indian with affordable means of communication and a ready access to information.The flagship company of the Reliance Group, Reliance Communications began operations in 1999 and has over 50 million subscribers today. It offers a complete range of integrated telecom services. These include mobile and fixed line telephony, broadband, national and international long distance services, data services and a wide range of value added services and applications aimed at enhancing the productivity of enterprises and individuals.For more information click here: www.reliancecommunications.co.in

Reliance Capital :

Reliance Capital is one of India’s leading private sector financial services companies. It ranks amongst the top private sector financial services and banking groups, in terms of net worth. The company is a constituent of CNX Nifty Junior and MSCI India.Reliance Capital has interests in asset management and mutual funds; life and general insurance; commercial and home finance; stock broking; wealth management services; distribution of financial products; private equity; asset reconstruction; proprietary investments and other activities in financial services.For more information click here: www.reliancecapital.co.in, www.reliancemutual.com, www.reliancelife.co.in,www.reliancegeneral.co.in, www.reliancemoney.com

Reliance Power :

Reliance Power Limited is India's leading private sector power generation company. The company has the largest portfolio of power projects Reliance Power Limited, a part of Reliance Group, is India's leading private sector power

generation company. The company has the largest portfolio of power projects in the private sector based on coal, gas, hydro and renewable energy, with an operating portfolio of 2,545 MW. The company also has the largest captive coal reserves in the private sector, estimated at more than two billion tonnes. Besides, the company has purchased three coal mines in Indonesia and also has plans to develop coal bed methane based generation capacity.

For more information click here: www.reliancepower.co.in

Reliance Entertainment:

India is standing on the threshold of an experience and entertainment economy. It is at the crossroads of an exciting phase that will shape its cultural and social framework forever. Reliance Entertainment has evolved out of the group's vision of meeting young India's aspirations and assuming a leadership position in communications, media and entertainment.It is geared to create a significant presence in businesses across various vectors of content, Internet, broadcast and retail services and platforms for distribution. The company strives to create converged services and platforms for the

masses to help them access innovative, cutting-edge content. Key content initiatives include production and strategic collaboration in areas such as gaming, movies, animation, music, broadcast, user-generated content, among others.For more information click here: http://www.rbe.co.in

Our Chairman

ANIL AMBANI

Regarded as one of the foremost corporate leaders of contemporary India, Shri Anil D Ambani, is the chairman of all listed companies of the Reliance Group, namely, Reliance Communications, Reliance Capital, Reliance Energy and

Reliance Natural Resources.He is also the president of the Dhirubhai Ambani Institute of Information andCommunications Technology, Gandhinagar An MBA from the Wharton School of the University of Pennsylvania, Shri Ambani is credited with pioneering several financial innovations in the Indian capital markets. He spearheaded the country's first forays into overseas capital markets with international public offerings of global depositary receipts, convertibles and bonds.

Under his chairmanship, the constituent companies of the Reliance Group have raised nearly US$ 3 billion from global financial markets in a period of less than 15 months.

Shri Ambani has been associated with a number of prestigious academic institutions in India and abroad:

He is currently a member of:

Wharton Board of Overseers, The Wharton School, USA

Board of Governors, Indian Institute of Management (IIM), Ahmedabad

Board of Governors, Indian Institute of Technology (IIT), Kanpur

Executive Board, Indian School of Business (ISB), Hyderabad

In June 2004, Shri Ambani was elected as an Independent member of the Rajya Sabha – Upper House, Parliament of India, a position he chose to resign voluntarily on March 25, 2006.

Select Awards and Achievements:

Voted 'the Businessman of the Year' in a poll conducted by The Times of India – TNS, December 2006.

Voted the 'Best role model' among business leaders in the biannual Mood of the Nation poll conducted by India Today magazine, August 2006.

Conferred 'the CEO of the Year 2004' in the Platts Global Energy Awards.

Conferred 'The Entrepreneur of the Decade Award' by the Bombay Management Association, October 2002.

Awarded the First Wharton Indian Alumni Award by the Wharton India Economic Forum (WIEF) in

recognition of his contribution to the establishment of Reliance as a global leader in many of its business areas, December 2001.

Selected by Asia week magazine for its list of 'Leaders of the Millennium in Business and Finance' and was introduced as the only 'new hero' in Business and Finance from India,June1999.

Reliance Cement Company

Reliance Cement Company Private Limited (RCCPL) is a Reliance Group company and an affiliate of Reliance Infrastructure Limited. Set up in 2007, Reliance Cement Company Private Limited aims to be a leader in the domain of cement manufacturing and be a part of the Indian Infrastructure development story.The Group's foray into cement is a natural extension of its interests in power and infrastructure businesses that would give it a competitive advantage in the cement sector. Reliance Cement aspires to be a NextGen Cement Company, and be counted amongst the top five cement companies in India. All proposed manufacturing facilities of Reliance Cement will be state of the art in terms of technology and scale, and will leverage best practices in logistics and distribution.Cement production being an energy intensive activity, relies heavily on energy resources like coal and power along with raw materials, logistics, and plant infrastructure. The synergy of these factors combined with the quality of our product and the execution abilities of the Reliance Group will help drive the business to the levels aspired for.

The first two projects from the house of Reliance Cement Company Private Limited are located at Madhya Pradesh

and Maharashtra with a combined capacity of 10 MTPA. The Madhya Pradesh project has an integrated unit at Maihar, a blending unit at Gondavali and a grinding unit at Raebareilly in Uttar Pradesh. The Maharashtra project has an integrated unit at Yavatmal and a grinding unit at Butibori. Phase I of the Butibori unit was commissioned in 2012 and is currently catering to the markets in Vidharbaha region in Maharashtra and Chhindwara in Madhya Pradesh. The Maihar unit is on a fast track and slated to be commissioned in 2014.

Reliance Cement is committed towards sustainability without any compromise. Principles of Sustainable development are integral to the company's business strategy and are reflected in its Vision Statement.

Our Vision Mission & Values

Vision:Reliance Cement Company will be a leading "Next-Gen" cement company, creating peerless value for its stakeholders, through execution excellence, best in class competitiveness, sustainability and long term access to resources, thus becoming the most preferred choice for its customers & employees.

Mission:Reliance Cement Company will be counted among top three cement companies in India by:

Being most competitive in the Industry on delivered cost basis

Ensuring sustainable development of our planet Being responsive to all its stakeholders

Values:We shall:

Be BoldFor us "Bold" is more than just a four letter word. For us, being bold is being imaginative, passionate and fearless about setting our goals and achieving them without being risk-averse.

Be FastSpeed and agility shall be visible in all our actions. We shall move at a pace hitherto not witnessed, with spirits seldom encountered and achieve goals that others can only dream of.

Be TransparentOur every act shall be guided by the virtues of integrity and honesty, thereby enabling us stand any test or scrutiny. We shall also encourage seamless flow of ideas, information and knowledge.

Be AccountableWe shall celebrate our successes and take responsibility for our failures. Taking it all in our stride, we shall move ahead undeterred, guided by our aspirations.

Put "Team" before self and work as one teamWe shall win together and fail together. For us our team's success shall be paramount and we shall define and align ouractions with it. We shall not let our personal agenda interfere with our team goals.

Management Team

Mr. Arvind Pathak is the CEO of Reliance Cement. He has been with Reliance group since 2008, having joined as the Business Head of Cement. Mr. Arvind Pathak provides a spectrum of guidance on business divisions including strategic planning, operational execution, project development, sales, logistics, finance and HR..Mr. Arvind Pathak has an in depth experience of three decades in the cement industry, ranging from plant operations , project execution to spearheading individual business units. Mr. Arvind Pathak has also been involved in managing projects, operations and logistics such as de-bottlenecking of large capacity state-of-the-art cement projects / plants, including Greenfield, Brownfield units.He holds a B. Tech. (Honors) in Electrical Engineering from Institute of Technology, Benares Hindu University and a Post Graduate Diploma in Industrial Management from N.I.T.I.E.

Mr. Atul Desai is the Chief Marketing Officer at Reliance Cement. He joined the company in 2013. Mr. Atul Desai leads the marketing, logistics and sales operations, product management, partnership marketing, customer service and customer retention. As a part of the marketing operations, he also takes care of RCC’s media and industry relations, advertising, interactive programs, communications as well as market and customer research. Mr. Atul Desai brings with him a rich experience of 30 years. He started his career as a GET with GSFL and subsequently moved to other leading companies including Star cement and Ambuja Cement where he was the Head of Operation & marketing.

Mr. Bimal Roy is Senior Vice President and Head of Human Resources (HR) at Reliance Cement. Mr. Roy joined the Reliance group in 2008 as Vice President - HR at Reliance Power Ltd. Subsequently, he moved within the group to Reliance Infrastructure Ltd. Through his distinguished experience spanning 30 years of experience in reputed organisations across industry verticals, Mr. Bimal Roy has gained in-depth knowledge in the areas of HRM/HRD, Strategy Planning and Organization Development Interventions. Mr. Bimal Roy holds a Masters degree in Social Work from MS University, Vadodara and aB.Sc. degree from Rajasthan University, Ajmer. He also holds a diploma in Journalism and Mass Communication from Sister Nivedita College, Kolkata.

Mr. Darshan Lal is Head Corporate Operations & Maintenance at Reliance Cement. Mr Darshan Lal is responsible for P&L Account and Operation costs of all the plants of RCC, Process Optimization; Upgrading Equipment, spares planning, Improving Plant Efficiency and its overall Monitoring & Opex management. He drives improvements, benchmarking & standardization; and will handle the Preparation & Implementation of standard operating practices across plants.Mr. Darshan Lal comes with rich experience spanning over three decades with leading companies in the sector including Binani cement, J.K cement, Modi Cement, Chittor.

Cement etc.

Dr. A K Singh is Vice President and Head of Corporate Environment, OHS & CSR at Reliance Cement. A PhD in Bio Science with specialization in Environmental Pollution, Dr. A K Singh leads allenvironmental impact assessment studies at Reliance Cement. His area of specialization include environment management, Occupational Health & Safety (OHS), Corporate Sustainability Reporting, CSR, CDM and voluntary initiatives like ISO-14001, OHSAS-18001, SA-8000. Dr. A K Singh has over 27 years of diverse experience in research projects with reputed entities like Gujarat Ambuja Cements Ltd., Atlas Cycle Industries Ltd and the Central Pollution Control Board. An author of repute, Dr. A K Singh has published environmental study and research papers in major publications and has submitted special research papers at industry seminars

across the globe.

MILESTONES

Sustainable Development

Reliance Cement Company Private Limited is committed

towards sustainability without any compromise. Principles of

Sustainable development are integral to our business strategy

and flows from our Vision Statement. It covers all the

themes affecting the Company’s sphere of influence: climate

protection, energy efficiency, environment, human rights,

codes of governance, health and safety, labor practices,

social initiatives, quality of products and processes, relations

with customers and suppliers, research and innovation.

Reliance Cement Company Pvt. Ltd.

Sustainability PolicyPrinciples of Sustainability are integral to our business strategy and flows from our Vision Statement. We are committed towards sustainable development and the "Triple Bottom Lines", meaning continuous improvement in economic, environmental and social performance of our Business.We recognize that in our business processes, efficientutilization of natural resources & environmental protection, post mining care, culture of operational safety, employee’s health and community care initiatives are of material importance to establish, operate and maintain a sustainable and competitive business.We also believe that accountability and transparency to our stakeholders to be the prime elements in our social responsibilities. To achieve our sustainability goals, we shall implement specific action plans in all spheres of our activities which will be periodically reviewed for their relevance and effectiveness in the context of rapidly-changing business environment. We shall also put in place appropriate practices to ensure adequate governance and disclosure.

Sumit Banerjee Exe. Vice Chairman

Values and Commitments

Every significant management decision has ethical value dimensions. Managing ethics is particularly relevant for us today because it is critical to understand and manage highly diverse values in the workplace. Attention to business ethics is critical during times of fundamental change – times much like those faced now by businesses like ours. In times of such fundamental change, values that were previously taken for granted are now strongly questioned. Many of these values are no longer followed. Consequently, there is no clear compass to guide us through complex dilemmas about what is right or wrong. To ensure that we, however, do not lose our way in difficult times, we have our Values and Commitments presented here.These should be used to guide our actions in business conduct.

Ethics and Values at Reliance Cement

At Reliance Cement, the issue of ethics is simple: it is a simple process that involves defining what is right or wrong, and then doing the right thing. Ethics Management at Reliance Cement is about values and associated behaviour. It is a process of defining values and ensuring that corporate and individual employee behaviour epitomize those values.

We believe that any business conduct can be ethical only when it rests on the nine core values of Honesty, Integrity, Respect, Fairness, Purposefulness, Trust, Responsibility, Citizenship and Care. Strong commitments to these high values have long been building principles for Reliance Cement.These values are not to be lost sight of by anyone of our team member, under any circumstances irrespective of the goals that are intended to be achieved. To us, means are as important as the ends.Though the deeper significance of these values for us cannot be captured in words, a brief description of what we really feel about these virtues is outlined below:

HonestyWe are committed to be truthful in all our actions. We strive to be honest and forthright with one another and with all our stakeholders.

IntegrityWe insist on honesty, integrity and fairness in all aspects of its business and expect the same in its relationships with all those with whom it does business. There exists a clear vision and picture of integrity throughout Reliance Cement. Our

reward and promotion systems are aligned with this vision of integrity. Upholding our reputation is paramount. We are judged by how we act. Our reputation will be upheld if we act with integrity in all our dealings, even at a personal level, and we always do what we think is right at all times.

RespectWe are committed to treat everyone fairly and with respect and dignity. We appreciate and value the skills, strengths, and perspectives of our diverse workforce. We request the uniqueness of each employee. We believe that each employee makes a meaningful contribution in Reliance Cement's success.

FairnessWe are firmly committed to fairness and objectivity in all its action and interactions. Justice and fairness imbibed in the Organization's fabric ensure procedural fairness, impartiality and consistency in our operations.

Purposefulness

We see all our activities in terms of higher purposes and ideals. This purposefulness is a way of operating which ties us to the environment at a mutually beneficial dimension.

TrustWe endeavour to foster a participatory work environment where trust and confidence between team members is spontaneous. We always encourage teamwork with open, candid and speedy communication.

ResponsibilityOur employees are expected to demonstrate highest levels of personal responsibility and continually affirm that they are responsible to themselves for the pursuit of excellence. In our world, accountability is individual rather than collective. Our team is committed and enthusiastic to assume responsibility for actions for the organization.

CitizenshipWe are a fiercely patriotic company, fully committed to achieving and participating in every conceivable way in the progress and integrity of India.We are committed to obey all the laws of India and the countries in which we do business and to do our part to make the communities in which we live better.

CareCompassion, sharing and kindness are values that we try to inculcate in our decision making process to achieve fairness. It is imperative that each one of us gets intensely driven from the heart towards upholding of these values in our day-to-day conduct. This initiative will further stimulate the creation and maintenance of a highly ethical work environment.

Code of Conduct for Directors and Senior Management

The Board of Directors (the "Board") and the senior management of Reliance Cement Limited ("Reliance Cement") subscribe to the following Code of Conduct adopted by the Board. They would:

Use due care and diligence in performing their duties of office and in exercising their powers attached to that office;

Act honestly and use their powers of office, in good faith and in the best interests of Reliance Cement as a whole;

Not make improper use of information nor take improper advantage of their position as a Director;

Not allow personal interests to conflict with the interests of Reliance Cement;

Recognise that their primary responsibility is to Reliance Cement's shareholders as a whole but they should (where appropriate) have regard for the interests of all stakeholders of Reliance Cement;

Not engage in conduct likely to bring discredit upon Reliance Cement; and

Be independent in judgment and actions, and to take all reasonable steps to be satisfied as to the

soundness of all decisions taken by the Board of Directors;

Ensure the confidentiality of information they receive whilst being in office of Director and is only disclosed if authorised by the company, or the person from whom the information is provided, or as required by law;

Besides, the Code of Ethics and Business Policies of Reliance Cement apply to Directors holding executive positions and executives in senior management.

PRODUCTS

Portland Pozzolana Cement (PPC):

Reliance Cement is a new-age Portland Pozzolana Cement (fly ash-based) that conforms to IS:1489 (Part 1) and is manufactured in state-of-the-art plants. The plants use cutting edge technology and equipment to consistently produce highqualitycement that will help transform your blueprints into concrete reality.

FEATURES OF RELIANCE CEMENT

UPSD TECHNOLOGY:STRONGER BUILDINGS: Reliance Cement introduces Uniform Particle Size Distribution (UPSD) technology that produces cement with a high fineness and rapid setting property.

FASTER CONSTRUCTION: BUILDS HOMES FASTER: During construction, cement setting-time is usually the main cause of delay. Reliance Cement sets faster than other cements and gives more strength at the same time.

ROBOTIC QUALITY CONTROL: Reliance Cement is manufactured with state of the art hitech plants equipped with robotic quality control labs which ensure consistent quality not just across different bags/batches of cement but right down to consistency in the quality of eachand every grain of Reliance Cement.

PERFECT PACKAGING : Factory sealed Laminated poly propylene bags (LPP)1. Tamper Proof - Assured 50 Kg quantity and No

possibility of adulteration.

2. Weather & moisture resistant - More shelf life & Fresh Cement.

3. Dust free and clean Environment - Clean storage & Less dusting from bags.

4. Empty used bags may be re-used as curing sheets.

UNMATCHED BONDING STRENGTH: Reliance Cementis made using the revolutionaryUPSD technology that ensures a uniform distribution of particle sizes of cement. This feature of Reliance Cement gives it unmatched bonding strength with the other construction materials i.e. sand, aggregates and steel.

HISTORY OF CEMENT

Evolutional Development of Cement IndustryThe cement industry occupies a position of predominance not only as one of the basic infrastructure for development, butalso because no other industry of equal standing plays such an important and vital role in the economic life of an economy.Cement can use into construction in anyway. Earlier broken stones, powder of tiles and other materials were mixer and use as cement. (Encyclopedia Britannica (1953) Cement Vol.5, Page-104, London)Ever since civilization first started to build, we’ve sought a material that would bind stones in to a solid, formed mass. The Assyrians and Babylonians used clay for this purpose and the Egyptians advanced to the discovery of lime and gypsum mortar as a building agent for building structure such as the pyramids.The Greeks made further improvements and finally the Romans developed cement that produced structure of remarkable durability. Most of the building foundations in the Roman forum were constructed of a form of concrete placed in some locations to a depth of 12 feet. The great Roman baths built around 27 B.C., the coliseum and the huge Basilica of Constantine are examples of early Roman architecture in which cement mortar was used. The secret of the Roman success in making cement was traced to the

mixing of slaked lime with pozzolana, a volcanic ash from Mount Vesuvius. This process produced cement capable of hardening under water.Invention of the Modern Cement Plant credit goes to an American Frederic Ransome. He was found first Rotary Kiln in 1885. Development of Rotary Kiln credit goes to Hurry and Seaman. They were used first Rotary Kiln in The Atlas Cement Company in 1895. 1824 to 1895 were period of invention of the Modern Cement Industry. However, in India cement come to be established only during the beginning of the 19th century.

History of Indian Cement IndustryThe Indian Cement Industry has passed through various stages. The price and distribution control in the 70’s with resultant sluggish growth, partial decontrol and extensive modernization in the early 80’s followed by total decontrol and massive investment in the late 80’s and severe market recession and abrupt slow down of pace of growth in the early and late 90’s.Cement, as a building material has been known in one form or another since the time of ancient Sind civilization at Mohen- Jo – daro in India.The first ever reference of cement production in India is recorded in George Watt’s Directory of “Economic Products of India”, published in 1889, which stated: “Portland cement was being made in Calcutta from argillaceous Kanker”. In

India, Portland Cement was first manufactured in 1904 in Madras (Washermanpet), by the South India Industries Limited (a company that dates back to 1879), in a 30 tonnes per day plant. The potential capacity of this plant was only 10000 metric tonnes per annum. All most the entire capital of Rs.9 lacs invested was owned by Indians. This was the first attempt of manufacturing Portland cement with the calcareous sea-shalls as principal raw materials. There was sufficient demand for the product, but because of technological defects and inadequate supply of rawmaterials, this plant did not operate economically and ultimately collapsed.However, the real foundation stone of the present industry was laid by India Cement Corporation limited in the year 1912-1913.This factory commenced its production in October 1914 with 100 tonnes per day rotary kiln at Porbandar (Gujarat).The plant was able to produce only 1000 tonnes in 1914 and its annual capacity was only 10000 tonnes.This company adopted by “Dry Process” in stationary intermittent operation on vertical kilns, which were changed to continuous rotary kilns subsequently. This plant had easy access to limestone quarries of Porbandar. It was situated only 300 and 1500 miles away from Bombay Port and Bengal Coal Fields.

The cement industry has come a long way since packing of the first bag of cement in the year 1914 at Porbandar (Gujarat) .The installed capacity was a mere 10000 tonnes then in India as compared an installed capacity of 360

million tones and consumption 260 million tonnes in 2013. Now, India is the second largest producer of cement in the world, after China.

MAJOR LANDMARK OF INDIA CEMENT INDUSTRY

Why Reliance Cement

Reliance Cement Company aspires to be a leading "Next-Gen" cement company, creating a niche for itself in the competitive cement industry through execution excellence, best in class competitiveness, thus becoming the most preferred choice for itscustomers & employees.Reliance Cement also boasts of a highly professional management team which ensures high levels of transparency, empowerment the accountability at all levels. It has to its advantage latest technology and high state of the art machinery to create the most modern plants in the country which will help it achieve milestones in line with its vision, mission and values.

Reliance Cement will be counted among the top three cement companies in India by:

Being the most competitive in the Industry, on delivered cost basis

Ensuring sustainable developmentBeing responsive to all its stakeholders

Reliance Cement Company Private Limited is committed towards sustainability without any compromise. Principles of Sustainable development are integral to our business strategy and flows from our Vision Statement. It covers all the themes

affecting the Company’s sphere of influence be it climate protection, energy efficiency, environment, human rights, codes of governance, health and safety, labor practices, social initiatives, quality of products and processes or relations with customers and suppliers, research and innovation etc.

Our present projects are at :

Madhya PradeshIntegrated Unit at Maihar (under execution); Blending Unit at Gondavali and a Grinding unit at Kundanganj.Total Capacity- 5.08 MTPA

MaharashtraIntegrated Unit at Mukutban and two Grinding units, one at Butibori (under execution) and another located in North WesternMaharashtra. Total Capacity- 5.08 MTPA

Rewards and Recognition

"An organization is as good as its people" , "People who feel 'good' about themselves perform well" , "Gratitude is the best attitude" – these are the beliefs that form the basis of our HR Philosophy for Recognition and Reward(R & R).A simple "thank you" goes beyond a feel-good gesture. So, we started spreading joy by issuing 'Thank. you' slips.Appreciation is also a fundamental human need. Through Appreciation letter we want our employees to feel respected and valued for their contribution as an individual or member of a group and give them a sense of accomplishment for work done well.We at Reliance Cement reward and recognize employee's dedication, commitment and results. We consistently endeavor to boost the morale, enthusiasm and increase productivity of our employees.

MARKETING OFFICES

RELIANCE CEMENT NETWORK

RESEARCH METHODOLOGY:

According to Clifford, woody research comprises defining

and redefining problems, formulating hypothesis or

suggested solutions; collecting, organizing and evaluating

data; making deductions and reaching conclusions; and at

last carefully testing the conclusions to determine whether

they fit the formulating hypothesis.

“Marketing research is the systematic design, collection,

analysis and reporting of data and findings and relevant to

specific marketing situations facing the company”.

Research is, thus, an original contribution to the existing

stock of knowledge making for its advancement. It is the

pursuit of truth with the help of study, observation,

comparison and experiment. In short, the search of

knowledge through objectives and systematic method of

finding solution to a problem is research. The systematic

approach concerning generalization and the formulation of

theory is also research.

OBJECTIVES OF RESEARCH:

The main aim of research is to find out the truth which is

hidden and which has not been discovered yet. However,

each research study has its own specific purpose. Theses can

be –

1. To gain familiarity with a phenomenon or to achieve new

insights into it (exploratory or formative research studies).

2. To portray accurately the characteristics of a particular

individual, situation or a group (descriptive research).

3. To determine the frequency with which some thing occurs

or with which it is associated with something else

(diagnostic research).

4. To test a hypothesis of a casual relationship between

variables (hypothesis – testing research).

OBJECTIVE OF MY RESEARCH:

1. To find out the major factors which contribute to the sale

of products.

2. To explore the satisfaction level of (consumer) to collect

different types of views of investors about the products.

3. To bring in the lime light consumer’s perception about the

products and services of Parle limited.

4. To find out the most potential Customer and the most

potential seller in Varanasii .

5. To find out the investment behavior of marketing .

6. To estimate the level and analyze the trends in market

concentration in the cement industry.

OBJECTIVE OF THE STUDY

The main purpose of the study was to Map the market of cement in

varanasi; to measure the effective of electronic media; to analyze

the media behavior of the people; and to identify the first source of

information for consumer products.

The study has been conducted to collect the information about

retailers and dealers in Varanasi region, and the role of different

source of information finding potential dealers for Reliance cement..

The main objectives of the study as follows:

To know the Reliance cement awareness among the

people.

To measure the effectiveness of Distribution channel of

the Reliance cement.

To identify first source of information about product.

To identify the change in attitude of the consumer due

to electronic media.

To identify the factors which affects the change in

decision of the consumer.

Market Mapping for the universe of retailers operating

in Varanasi.

To find out the retail outlets in the market which could

be converted into Factory / Brand outlets , Shop in

Shop etc.

To understand the opportunities in the market wherein

Reliance cement could pitch in for the distribution of

the various products.

TYPES OF RESEARCH:

The basic types of research are as follows –Descriptive

Research: The major purpose of this research is description

of the state of affairs, as it exists at present.

Analytical Research: In this research, the researcher has to

use facts or information already available, and analyze these

to make a critical evaluation of the material.

Applied Research: It aims at finding a solution for an

immediate problem facing a society or an industrial/

business organization.

Fundamental Research: It mainly concerned with generalizations and with the formulation of a theory.

Quantitative Research: It is based on the measurement of quantity or amount. It is applicable to phenomena that can be expressed in terms of quantity.

Qualitative Research: It is concerned with the qualitative phenomenon, i.e., phenomena relating to or involving quality or kind.

Conceptual Research: It is related to some abstract ideas

or theory.

Empirical Research: It is data- based research, coming with

conclusions, which are capable of being verified by the

observation and experiment . Diagnostic Research: Such a

research fallow case -study method or in-depth approaches

to reach the basic casual relation.

Exploratory Research: The objective of this research is the

development of hypothesis rather than their testing.

RESEARCH DESIGN

A research design is the arrangement of conditioned for

collection and analysis of Data in a manner that aims to

combine relevance to the research purpose which economy

in procedures

So it is clear from the above definition that very first

step in the process of marketing research is systematic

design which can be defined as a specification of methods

and procedure for acquiring the information need to structure

or solve problems.

The main characteristics of research design can be

summarized in two words:

ANTICIPATION

SPECIFICATION

FUNCTIONS OF RESEARCH DESIGN:

Statement of evidence needed to solve the problem.

Anticipation of what will be done with data to provide answer to problems.

Specification of evidence from where it will be obtained and how.

Statement of basic schemes whereby answers will be revealed and validated.

Guide for the Calculation and approval of the feasibility and cost of the project.

Revision of blue prints or plan for guiding the work.

TYPES OF RESEARCH DESIGN:

There are three types of research design: -

1.Research design in case of exploratory research studies.

2.Research design in case of descriptive and diagnostic

research studies.

3.Research design in case of hypothesis – testing research

studies.

MY RESEARCH DESIGN :

My Research was exploratory research so I am discussing

only exploratory research design. In exploratory research

design hypothesis is developed on the basis of the

influencing variables, which are available. The main purpose

to do research design is to find new ideas for which the

researcher must always remain alert. The possibilities of

ideas are explored but in case a better idea is found the focus

of investigation gets change. There are three principle stages

of exploratory research design.

FIRST STAGE : Survey of secondary information

sources.

SECOND STAG :Interviews with knowledgeable persons.

THIRD STAGE : Examination of situation that are

analogues to the Problem.

SAMPLING DESIGN:

A Sample design is a definite plan for obtaining a sample

form a given population. It refers to the technique or the

procedure the researcher would adopt in selecting items for

the sample. Sample design may as well lay down the number

of items to be included in the sample i.e., the size of the

sample.

DIFFERENT TYPES OF SAMPLE DESIGNS:

There are two types of sample designs.

1.Non – probability sampling.

2.Probability sampling.

MY SAMPLING DESIGN:

For the survey of Reliance Cement Pvt. Ltd. In varanasi

City, my respondents were approximately 250 Retailers &

Dealers. So the universe was large in this case. Therefore, I

took the sample in this case while I surveyed the universe.

Therefore, the data are approximately quite accurate.

METHODS OF DATA COLLECTION:

There are two types of data.

1.PRIMARY DATA

2.SECONDARY DATA

PRIMARY DATA: The primary data are those, which are

collected afresh and for the first time, and thus happen to be

original in character.

SECONDARY DATA:

The secondary data are those which have already been

collected by someone else and which have already been

passed through statistical problem.

The methods of collecting primary and secondary data differ

since primary data are to be originally collected while in

case of secondary data the nature of data collection work is

merely that of compilaion.

CLASSIFICATION OF SECONDRY DATA

INTERNAL SECONDARY DATA

EXTERNAL SECONDARY DATA

INTERNAL SECONDARY DATA

1. SALES ANALYSIS

2. INVOICE ANALYSIS

3. ACCOUNTING RECORDS

EXTERNAL SECONDARY DATA

1. LIBRARIES

2. OITERATURE

3. PERIODICALS

4. CENSUS AND REGISTRARION DATA

CENSUS OF POPULATION

CENSUS OF AGRICULTURE

CENSUS OF CATTLE

COLLECTION OF PRIMARY DATA:

We collect primary data during the course of doing

experiment in an experimental research but in case we do

research of the descriptive type and performs surveys,

whether sample surveys or census surveys, then we can

obtain primary data either through observation or through

direct communication with respondents in one form or

another or through personal interviews this means that there

are several methods of collecting primary data, particularly

in surveys and descriptive researches. The important ones

are –

1. Observation Method

2. Interview Method

3. Through questionnaires

4. Through Schedules

COLLECTION OF SECONDARY DATA:

When the researchers utilize the secondary data, then he has

to look into various sources from where he can obtain them.

Secondary data may be either published data or unpublished

data. Usually published data are available in –

Various publications of the central, state and local governments.

Various publications of foreign governments or of international bodies and their subsidiary organizations.

Technical and trade journals.

Books, Magazines and newspapers.

Report and publications of various associations connected with business and industry, banks, stock exchanges etc.

Reports prepared by research scholars, universities, economist’s etc. in different fields.

FACTORS AFFECTING MAPPING OF CEMENT MARKET:

Demographics

Geographics

DEMOGRAPHICS

Size of population: According to the census 2011, as of May 2001,the population of varanasi stood at 40 lacs of which 18 lacs lived in rural areas and 22 lacs in urban areas.

Literacy and education: According to the Census 2011,the

Nation’s average literacy rate is 65.4%.Exhibit 18.1 shows

the growth in literacy rate since 1951.

GEOGRAPHICS:

We mentioned earlier that as of May 2011,the population of

Varanasi stood in urban areas.In terms of percentage 73% of

population is in rural areas and 27% in urban areas.

LIMITATION OF THE STUDY

The effectiveness of project is measured in keeping in mind the

constraints and limitation given below:

The present study was confined to varanasi and its adjoining areas. The findings of this study may not applicable to other areas.

The limitation and biasness of sampling techniques used in this study may influence the findings of this study.

Due to limitation of time and resources, all the possible factors influencing the report could not be considered.

The study of tradition may not well over a period of time due to various improvements in the present education system.

Difficulty in measuring and predicting consumer behaviour: humans don’t all behave in the same way all of the time.

FACTS AND FINDINGS Market Mapping and Marketing Strategy

The study of Market Mapping helps firms and organizations

improve their marketing strategies by understanding issues

such as how

Helps in finding potential dealers for the company.

Helps in making proper ansd effective distribution plan

for smooth distribution of product from wholeseller to

retailer to consumers.

The psychology of Retailers think, feel, reason, and select between different alternatives (e.g., brands, products);

The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);

The behavior of consumers while shopping or making other marketing decisions;

Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; 

How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and

How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

One "official" definition of consumer behavior is "The study

of individuals, groups, or organizations and the processes

they use to select, secure, use, and dispose of products,

services, experiences, or ideas to satisfy needs and the

impacts that these processes have on the consumer and

society." Although it is not necessary to memorize this

definition, it brings up some useful points:

1. Either behavior occurs for the individual, or in the

context of a group (e.g., friends influence what kinds of

clothes a person wears) or an organization people on the

job make decisions as to which products the firm should

use.

2. Consumer behavior involves the use and disposal of

products as well as the study of how they are purchased.

Product use is often of great interest to the marketer,

because this may influence how a product is best

positioned or how we can encourage increased

consumption. Since many environmental problems

result from product disposal (e.g., motor oil being sent

into sewage systems to save the recycling fee, or

garbage piling up at landfills) this is also an area of

interest.

3. The impact of consumer behavior on society is also

of relevance. For example, aggressive marketing of high

fat foods, or aggressive marketing of easy credit, may

have serious repercussions for the national health and

economy.

There are four main applications of Market Mapping:

1. The most obvious is for marketing strategy—i.e., for

making better marketing campaigns. For example, by

understanding that consumers are more receptive to

food advertising when they are hungry, we learn to

schedule snack advertisements late in the afternoon. By

understanding that new products are usually initially

adopted by a few consumers and only spread later, and

then only gradually, to the rest of the population, we

learn that (1) companies that introduce new products

must be well financed so that they can stay afloat until

their products become a commercial success and (2) it is

important to please initial customers, since they will in

turn influence many subsequent customers’ brand

choices.

1. A second application is public policy. In the 1980s,

Acutance, a near miracle cure for acne, was introduced.

Unfortunately, Acutance resulted in severe birth defects

if taken by pregnant women. Although physicians were

instructed to warn their female patients of this, a number

still became pregnant while taking the drug. To get

consumers’ attention, the Federal Drug Administration

(FDA) took the step of requiring that very graphic

pictures of deformed babies be shown on the medicine

containers.

2. Social marketing involves getting ideas across to

consumers rather than selling something. Marty

Fishbein, a marketing professor, went on sabbatical to

work for the Centers for Disease Control trying to

reduce the incidence of transmission of diseases through

illegal drug use. The best solution, obviously, would be

if we could get illegal drug users to stop. This, however,

was deemed infeasible. It was also determined that the

practice of sharing needles was too ingrained in the drug

culture to be stopped. As a result, using knowledge of

consumer attitudes, Dr. Fishbein created a campaign

that encouraged the cleaning of needles in bleach before

sharing them, a goal that was believed to be more

realistic.

Analysis & Interpretation of Data

MAJOR PLAYERS IN SOUTH:

TOTAL SALES for the year 2012 = Rs. 11266.01 Cr

Name of the

company

Net Sales in

Cr.(2009)

Percentage (%)

Andhra Cements 369.36 3.278534281

Chettinad Cement 1,137.67 10.09825129

Dalmia Cement 1,758.68 15.61049564

India Cements 3,358.34 29.8094889

Madras Cement 2,530.90 22.46491881

Rain Commodities 1,111.01 9.861610277

zuari Cements 438.72 3.894191466

MAJOR PLAYERS IN THE NORTH:

TOTAL SALES for the year 2012 = Rs. 33589.02 Cr

Name of the

Company

Net Sales in

Cr. (2009)

Percentage

(%)

ACC 7,942.66 23.64659642

Ambuja Cem. 7,040.70 20.96131414

Birla Corpn. 1,790.19 5.329688095

J K Cements 1,664.42 4.955250257

JK Lakshmi Cem. 1,223.90 3.643750249

Shree Cement 2,716.46 8.08734521

UltraTech Cem. 6,385.50 19.0106767

Different reason and its contribution to purchase the cement by Reatailers and

Dealers.

Specification %

Price 35

Quality 30

Packing 15

Can’t say 20

Total 100

The dealers prefer the product from various reason as like 35% dealersr prefer

the product for its price, 30%for its quality, 15% for its packing but 20% dealers

have not certain idea or view why they prefer the cement may be they prefer

by availability, awareness, and other various reason.

Fig.01

Market Share of Cement (250 Dealers and Retailers )

Company % of Market share

Jaypee 34%

ACC 26%

Birla 10%

Prism 8%

Mycem 12%

Other 10%

.

Rating of Distribution of Reliance Cement in Varanasi (250 Retailers And Dealers)

Rating of Distribution %

Excellent 45

Good 30

Average 20

Poor 5

On the basis of retailer satisfaction I also ranked the

distribution of the product in Varanasi, the 45%

retailer rank it Excellent ,30% rank it Good , 20%

average and 5% rank its as s poor distribution.

Fig.03

250 Retailers And Dealers awareness about Cement by different sources.

Sources % Of contribution

TV Add 58

Radio Add 6

Banner and holding 12

Retail shopkeepers 8

Distributor 4

Other 12

Some other factors as like awareness of product in also

consider in total sales of the product. The consumer

aware the Parle’s product by different sources as like

58% consumer by TV Add, 6% by Radio Add, 12% by

Banner and holding 4% by distributes and 12% aware

about product by other sources.

Fig.04

250 Retailers & Dealers awareness about Cement

Products % of Awareness

Jaypee 95

ACC 90

Mycem 75

Birla 70

Satna 45

Ambuja 79

Reliance 70

Satisfaction Level of 250 Dealers & Retailers from

Reliance Cement

MAXIMUM 56%

AVERAGE 33%

MINIMUM 11%

Level consumer satisfaction of the Reliance Cement is differ

to consumer-to-consumer 35% consumer satisfy maximum level

and 33% with average level from the product. 11% consumers

satisfy minimum level from the product.

CONCLUSION

During the preparation of the project work, I went in market and

retail shops , had conversations with retailers and consumers, and

collected DSR (Daily Sales Report) . On the basis of DSR and

observation of the consumer response, I analyzed the market

situation of the Parle industries Ltd. in Varanasi region and try to

gather the knowledge of market share, flow of product in the

market and buying behavior of the consumer about the product of

Parle. My project is completed On the basis of my observations of

the consumer response on the retail shop.My fact and findings is

given below-

1. The consumer prefer the product from various reason as like

35% consumer prefer the product for its price, 30% for its

quality, 15% for its packing but 20% consumer have not

certain idea or view why they prefer the Parle product may

be they prefer by availability, awareness, and other various

reason.

2. In the various company of Biscuits, the Parle have 55%

market share and Britania and ITC have less market share in

Varanasi as 30% and 15% and other biscuits company have

10% 0f market share in Varanasi.

RECOMMENDATION AND SUGGESTIONS

On the basis of my project report, and the survey, I suggest to

the company to increase the sales volume by following way: -

Company should increase the quality of the product in the

present time consumer want different flavor with high

Quality. To face the competition form other company and

increase the market share the company should improve the

quality of different product and increase sales.

1. Print media and television are the major source of

awareness, so these Medias cancan be concentrated

more for efficient results.

2. The ages groups 30-45 and above are not interested to

consume the biscuits, so these potential groups can

concentrate.

3. The retailer is complain about the profit margin because

it is less and not interested to sale it so some discount

should be given to retailer to motivate them to the

increase profit margin and help in increase the sales.

BIBLIOGRAPHY

BOOKS-

Marketing management- Philip Kotlar

Element of marketing management-Pradeep Kumar

Research methodology- C.R. kothari

Public Relation- Dewakar Sharma

WEBSITE

www.msnsearch.com

http://www.indiainbusiness.nic.in/industry-infrastructure/

industrial-sectors/Cement.htm

http://www.ibef.org/industry/cement.aspx

http://business.mapsofindia.com/cement/

www.google.com

APPENDIX

The effectiveness of project and consumer behavior is

measured in keeping in mind the constraints and limitation

given below:

1. The present study was confined to Delhi city and its

adjoining areas. The findings of this study may not

applicable to other areas.

2. The limitation and biasness of sampling techniques used in

this study may influence the findings of this study.

3. Due to limitation of time and resources, all the possible

factors influencing the report could not be considered.

QUESTIONNAIRE

PARLE BISCUITS

Date: _______________ City: ______________________

Type of outlet: A/B/C

Question pertaining to retailer profile:

Name of the shop: ______ __

Contact Person: _____ __

Address: __________________ ____

Tel. No.: _____-_____________

Question pertaining to supply of biscuits:

1. Are PARLE biscuits available in your shop?

[ ] YES [ ] NO

2. If YES, Which brands are available?

Parle-G Elaichi Cream

Milk Shakti Marie Glucose-V

Krackjack Crunchy K.C.Butter C. Cracker

Monaco Hide & Seek

Marie Choice Cashew

Chocolate Cream Kreams chocklate

Matfair Cookies Fun Center

Orange Cream Kesar Bite Galaxy Cookies Coconut Crunch

3. If No, What is the reason for non-availability of PARLE?

[ ] No regular visit [ ] Replacement Problem

[ ] Problem with Distributor

4. If No, Reason for non-availability of Milk Shakti?

[ ] Problem with supply [ ] People don’t like it

5. What is the Source of procurement?

[ ] Distributor [ ] Whole Saler

[ ] Direct

6. Which other Biscuits brands are available?

(a) _________________(b) ___________________

(c) _________________(d) ___________________

7. Which Brands are mostly selling?

[ ] Parle [ ] Britania

[ ] Priyagold [ ] Other

8. What extra quality our competitors have?

9. What are the average monthly sales of PARLE?

[ ] Below 1000 [ ] 1000 to 3000

[ ] 3000 to 5000 [ ] Above 5000

10. Would you like to give any suggestion regarding proper supply?

Super Stockist Name: Signature of Retailer

Thanks a lot for spending your precious time on our queries. Your opinion

means a lot to us. We look forward to be serving you soon.