SUMMER TRAINING PROJECT REPORT

on‘SALES PROMOTION OF BIRLA CEMENT’

SATNA, M.P

SUBMITTED FOR PARTIAL FULFILLMENT OF THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

[2014-2015]

By

ANURAG DWIVEDI(Roll No.: 1368670021)

EXTERNAL SUPERVISOR INTERNAL SUPERVISOR MR. SUJEET TIWARI SUNITA SINGHAL Senior MKT Manager ASSIATANT PROFESER BIRLA CORPORATION Ltd, AIAM, GRATER NOIDA SATNA (M.P)

ACCURATE INTITUTE OF ADVANCE MANAGEMENT, GRATER NOIDA

CORPORATION

(Affiliated to UPTU and Approved by AICT)

Accurate Institute of Advanced Management (Affiliated to UPTU and Approved by AICTE)

______________________________________

Date:

HEADOF MBA PROGRAM’S CERTIFICATE

Certified that the Summer Training Project Report titled “SALES PROMOTION OF

BIRLA CEMENT” is carried out by Mr. ANURAG DWIVEDI, Roll

No.1368670021, a student of MBA –III semester at Accurate Institute of

Advanced Management, Greater Noida, under the supervision of –MR.

SUJEET TIWARI, SENIOR MKT Manager (Designation) Birla Carporation Ltd.

This is an original work carried out by the said student to the best of my knowledge and I

recommend for the submission of this summer Training Project Report to Uttar

Pradesh Technical University, Lucknow in the partial fulfillment of the award of

MBA Dagree.

Prof.(Dr.) Amar Kr. Saxena

Director,AIAM,Greater Noida.

Plot No. 49, Knowledge Park-3, Greater NOIDA-201306 (UP), Phone: 0120-2328235,

Fax: 0120-2320355 E. Mail.: info@accurate.in, Web: http//www.aiam.in

DECLARATION

To,

The Director,

Accurate Institute of Advance Management,

Plot No.-49, Knowledge Park 3

Greater Noida

Utter Pradesh – 201308.

Respected Sir,

I hereby declare that this project report entitled “sales Promotion Of Satna

Cement Works Satna" is written and submitted by me under the kind guidance

of Mr. Sujeet Tiwari, Senior Mkt Manager, Industry Guide and Mrs.SUNITA

SINGHAL, Asst.Prof, AIAM, Gr. Noida (U.P.). The findings and interpretations in

the report are based on both primary and secondary data collection. This project is not

copied from any source or other Project submitted for similar purpose.

DATE:

PLACE: Greater Noida

ROLL NO.: 1368670021

Signature of student

PREFACE

The learning process of classroom is incomplete without any practical field experience. It

is because of the reason that our Institute like any other, has provision for practical

training, so practical training is vital. Accordingly we had our training with Birla

Carporation Ltd.

This 8 weeks training gave us an insight into the working of an organization and learn

how some of the important concepts that we have been studying as a student of

management are applicable in the field. The project is a sincere attempt to focus on the

subject in a lucid manner. I sincerely attempted to effort to carry out study in deep on

subject.

During this period we had the opportunity to observe the company’s performance, place

in the industry, its products, pricing, advertisement, promotions and its good will through

our market survey. It is hoped that this study will provide valuable information in various

issues related to Birla Corporation Ltd, oriented industries.

ANRAG DWIVEDI

Roll no.:- 1368670020

ACKNOWLEDGEMENT

With immense please we are presenting “Sales Promotion of Satna

Cement Workes Satna” Project report as part of the curriculum of ‘Master of

Management Studies’. We wish to thank all the people who gave us unending support.

I express my profound thanks to Director and Prof. Amar Sexena, project

guide and all those who have indirectly guided and helped us in preparation of this

project.

We also like to extend our gratitude to all staff and our colleagues of College of

Management, who provided moral support, a conductive work environment and the

much-needed inspiration to conclude the project in time and a special thanks to my

parents who are integral part of the project.

Thanking you.

Accurate Institute of Advance Management

Knowledge Park 3, Greater Noida

COMPANY PROFILE

INTRODUCTION OF COMPANY

Time talks. Long years ago, in 1919 a young man named Ghanshyam

Das Birla set up the first Indian-owned jute mill near Kolkata. He called

it Birla Jute Manufacturing.

Time watched as the small unit prospered. It also earmarked a yung

man to beacon the new industrial India.

Shri Madhav Prasad Birla, Shri GD Birla;s nenphew, was born in 1918 .

Under his unncle's tutelagew he inculcated the timeless values that his

uncle fheld so dear to life:interrity and enbterprise. It were these very

values that helped Shri MP Birla transform the humble jute

manufacturing company into a mighty conglometate:Birla Corporation

Limited.

Now, under the chairmanship of Smt. Priyamvada Birla , the company

has crossed the 1, 100-crore plus turnover mark and fhas widespread

interests: Cement, Jute, Auto Trims, Cushioned Vinyl Flooor Covering,

PVC Coated Wallpaper Caribide, Industrial Gases and Synthetic Yarn.

Each division is cemented to the mother entity by the beliefs of the

men who laid the first bricks.

Like other products, our cement too, has the strength of inanity. It

makes for stronger foundations. It makes for trust.

Cement is the flagship division of Birla Corporation Limited. Nearly 89%

of BCL's turnover comes from the cement Division, which has six plants

with an installed capacity. Of 47.80-lakh tons. of the sizz plant two

each are located at Satna (m.p.) and Chanderai (Rajasthan) while

there's one at Dugrapur (WB) and another at Raebareli (up).

Cement is a basic material for all construction activities. Cement

industry is core sector industry and forms the backbone of infra

structural development of the country. Mason joseph Aspdin of for this

cement and called it “Portland Cement because it had resemblance in

colour after setting, to a variety of a variety of sand stone which was

found its colour after setting, to a variety of sand stone which was

found it abundance in Portland in England In 1845 the prototype of

modern Portland cement first appeared.

The Cement industry in India dates back to 1914 when the first unit

was established in Porbander (GUJRAT) with a production of just 1000

tons in a year severe coment in the earlier years, followed by decades

of price & distribution controls, resulted in slow & stunted growth of

this basic industry .

HISTORY OF THE ORGANISATION

Satna Cement Works/ Birla Vikas Cement, are industries of cement

division of Birla Jute & Industries Ltd., are situated in North – East

comer of Satna city about 5 Km from Satna Railway Station. Nearly 81

years back, Birla Jute Manufacturing Company was established in outer

Calcutta by a young person, Ghanshyam Das Birla. It was not

Only Birlas first unit but also first Inian owned jute Mill. He worked a lot

for the growth

And development of the company for many years. The company grew

steadily under the

Guidance of Ghanshym Das Birla. After sometimes in 1936 M.P. Birla

took over the charge. Madhav Prasad also was of a strong sense and of

clear-sighted vision. Working as Chairman of the company, Madhav

Prasad helped in transforming the company from a Manufacturer of

jute goods to a leading multi-product corporation with wide spread

Activities and the name of the company was changed from “ Birla jute

Manufacturing Company” to “Birla Jute Industries Limited” which ranks

among the top thirty companies In the country.

In 1959 this company enmarked an its most significant new venture

cement .The commissioning of Satna Cement Works in M.P., marked

the company entry into Basic industry. This way the first cement plant

in home of birla and the plant its self was of a capacity which was the

largest single unit in terms of production capacity existing in our

country at that time.

Now the name of “Birla jute Industries limited” has changed to “Birla

Corporation Limited” and today the Chairman is Smt. Priyamvada

Birla.

Birla Corporation Limited, a multi- activity company and pioneer in

mlany field, is single-mindedly committed to development of nation

with wide spread operations spanning the whole country and beyond.

The company’s turnover exceeds Rs. 1000 Cr. In a diverse range of

products , which encludes Jute &Synthetic Yarn, Cement Calcium

Carbide, Industrial Gores &Linoleum. Counted amongst the large

plants of thse Cement Division, Statna Cement Works and Birla Vikas

Cemeng at Satna M.P. cover an installed capacity of 1.5 Million Tones

In the near future. BIRLAL CEMENT KHAJURAHO is already a leading

Brand and a forerunner of company’s activities. Riding on the glory of

very high stanbdard of uality, the products of sthe company are

strongly poised in a postion of supremacy in the market.

Birla Corporation Limited, Cement Division has 6 plants i. e. two at

Satna (M.P.) one at Raenbareli (U.P.) , Two at Chittorgarh (Raj) and one

at Durgapur (W.B.) . These plants manufacture various types of cement

like

Ordinary Prtland Cement (OPC),

Portland Pozzolana Cement (PPC),

Lowalkali Cement and Portland slag Cement

The Cement is marked under the brand names of Birla Cement

“Khajuraho” and Birla Cement “Chetak” , Birla Cement “Durgapur”.

Head office the organization----Kolkata

Branch Offices of the organization—(only Cement Units)

Satna Cement Works , Satna

Durgapur Cement Works , Durgapur

GOVERNMENTS ROLE

In the first sixty five years of its existence only 27 MT of Capacity was

created to review the then ailing cement industry The Government

initiated Liberalization process by announcing;

A) 12% Post tax return on network (1977)

B) Partial Decontrol (W.E.F.28the Feb 1982)

C) Compete decontrols (W.E.F. 1 March 1989

D) De-licensing of cement industry in July 1991.

After 1982 at once the cement industry started attracting

Funds. Investors thronged to this industry the increase in

Production was so steep that supply was Marching ahead of

Demand. At the stage the government urged the industry to export

cement & crane foreign exchange for the Country. Since Then cement

industry has come a long way making India the fourth largest cement

producer in world after China, Japan and USA India may rank 3rd by the

end of this financial year.

PRESENT SCENARIO

But unfortunately it has been sticky growth for the cement industry

with demand failing to keep pace with rising capacities and prices on a

downtrend since 1996-97.The political uncertainty which reduced fresh

infrastructure investment to a trickle, a depressed real state market

took the wind out of this sector albeit temporarily The government

which consumes 40-5%of the 100Mt. per annum industry has brought

it down considerably due to following reasons

The price Distribution Matrix:

The high freight cost involved in cement transportation makes it

unlivable to sell it beyond a particular distance from a plant sites Since

freight cost accounts for more than 17-18% of the total & with the

location of cements plan depending largely on locations of lime stone

mines, cement prices vary from area to area.

The price history of cement suggests that till last year the price

realizations in the Southern states were higher than that in the western

and northern regions. However, over the past months there have been

capacity additions from some companies, which have forced a discount

war among producers even in Kerla, Karnataka & A.P.

DEMAND SUPPLY IMBALANCE

A part of the trouble could be attributed to cement major producers

themselves. Following the high growth seasons of 1993-94 when cement

was in demand, all cement majors went for expansions and capacity

additions, so much that in an industry whish has balanced demand

supply situation four years back was completely disturbed. The creation

of 30 Mr. capacity over the past 3 years is turning out to be major

liability.

However, only a part of this has been absorbed with the capacity

utilization of the cement unit (according to the C.M.A.) has gone down to

75% from 80% as was in previous year.

THE SOUTH EAST ASIAN CRISIS

Following the breakdown of the economics in some of the major

countries in Southeast Asia. The Indian cement industry has started

facing tough completion from countries like Korea & Indonesia on the

export fronts. The devaluation of their currencies have driven down the

cement prices to 25$ -27$ a ton sources from those countries from what

was around 40$ a ton year back, this has put the exporters from our

countries in a spot, owing to relatively higher price for cement out

source from India.

DUTY STRUCTURE

The cement industry which is the foundation of the infra structure of the

economy is burdened with a host of taxes and levies. After cigarettes,

cement contributes the most to the ex-checker through indirect taxes.

Total duties/levies on cement as a percentage of ex-factory

prices of cement work out to 60% whereas ever for luxury foods this

percentage is far less &has coming down over the last couple of years.

The levies are in the nature of royalty, mineral tax & duties on inputs

like limestone, gypsum, coal electricity etc. Besides there are levies of

excise duty, sales tax etc. on store & spares consume for cement in

India.

ORGANISATIONAL STRUCTURE

BIRLA CORPORATION LIMITED (SCW/BVC)

MANUFACTURING PROCESS(FLOW CHART)

FUNCTION1. Lime stone mining,

crushing of lime stone and homogenization

2. Storage of raw material.

3. Grinding of raw material

4. Storage finally grinneded raw material.

5. Pre calcinatory

6. Crushing of coat.

7. Finally grinding of coal.

8. Clinkerization and clinker cooling.

9. Storage of clinker.

10. Clinker dispatch and selling.

11. Crushing of gypsum and other pozzolanic material.

12. Fine Grinding of

1. Lime stone crusher Stacker reclaimed

2. Raw mill hoppers

3. Raw mill

4. Raw mill silos

5. Preheater 6. Coal crusher

7. Coal mill

8. Rotary kiln Great Cooler

9. Clinker stock pile

10. Clinker storage and selling

11. Gypsum pozzolana crusher

12. Cement mill

13. Cement silos

14. Packing plants

ACHIEVEMENTS OF BIRLA CEMENT

Best Productivity Award

National ProductivityCoumsel, Delhi

1987-88 BVC

Award AwardedBy

Year Unit

Export Award CAPEXIL,Calcutta

1990-911991-921993-941994-951995-961996-971997-98

BVCBVCSCWBVC

- - -- - -- - -

National Safety Award

Ministry of Labour Govt. of India

1994 BVC

ISO9002 for Quiality

RWTUV Germany

July 1995 SCWBVC

IS /ISO 14001for Environment Management

BIS, New Delhi Sept 1999

SCWBVC

RESPONSIBILITIES & AUTHORITIES

The responsibility and authorities of different key personnel are

demarcated clearly keeping in view the main activity of each

department

PRESIDENT:

He if the Chief Executive of the Division and has over all

responsibility for laying down company quality policy and objectives.

He is also responsible providing essential resources and personnel for

implementation of the policy. He is the chairman of the management

review committee and responsible for effective implementation of the

quality policy..

HEAD MARKETING:

He is responsible to make survey of the market for sale of the product

method of distribution, expedition redressal of customer complaint and

promotion of company’s products. He if responsible to President

HEAD SALES:

He if responsible to administer and control personnel if the department

and to promote sales of the products, review of domestic sale

contracts, fixation and execution of dispatch program.

GENERAL MANAGER MARKETING :

He is responsible to control the regional Offices and Depots directly. He

is engaged in day to day affairs of Price Control, Market development,

Sales Promotion, Logistics, Transportation and Co-ordination with

Distributors &Dealers. He is also Controls the Out standing &Fund Flow

in assistance with Sales Accounts Department.

REGIONAL MANAGER MARKETING:

They are in-charge of a particular region allotted by the Company.

They Control all the Marketing &Sales affairs such as Market

development, Price decisions,

Outstanding Control, Sales execution its. & Reporting to General

Manager Marketing, Administration of local sales team.

MARKETING OFFICER / SALES OFFICER:

They are reporting to Regional Manager and assisting to them almost

all the affairs to which RM is responsible including decision making .

SALES STAFF:

Sales Asst. Godown In-charge, Sales Representative etc. comes in this

category. They are responsible for day-to-day affairs of Sales under the

supervision of sales/marketing officer.

It is important to note here that the Distributors of Satna Cement

Works are maintaining similar type of hierarchy also who performs

their duties in close contact and co-ordination with the staff of SCW.

MARKETING NETWORK OF SATNA CEMENT (SATNA)

Joint President Dr. M.J. Kapoor

G.M. V. Saran

GM (MKT.) GM (MKT.) DGM (MKT.) DGM (MKT.)KANPUR ALLAHABAD REAGION (M.P.) BARILE (WEST) CENTRE(U.P.)

Region VARANASI Region RAIBARELIEast (U.P.) East (U.P.)

D.G.M. Region (BIHAR)

AWARDS

CAPESIL awards, every year, since1990.

ISO 9002 certification, for Satna cement works, Birla Vikas

cement and Durgapur cement Works.

ISO 9001-2000 (QMS) certification, for Birla Cement

Works, Chanderia Cement Works from BVQ,UK.

IS/ISO 14001 certification, In 1999-2000 for Satna cement

Works and Birla Vikas cement, in 2002-2003 for Birla Cement

Works & chanderia

cement works for environment management systems.

"Best productivity performance" award, from NPC for Birla

Vikas cement in 1987-88. Also recognised by NCB.

"Best in Energy performance", in 1986-87

"Best in Energy performance", for Satna Cement Works in

1993-94, 1994-95, 1996-96 1997-98.

"Best productivity performance" award, from NPC for

Chanderia cement works in 1989-90 and again in 1993-94.

2nd "Best productivity performance" award, for Chanderia

cement works in 1991-92 & "Certificate of Merit", in 1998-99.

"Best Improvement in Thermal Energy performance",

recognition from NCB for Birla cement works in 1992-93 and

Chanderia cement in 1993-94.

"Best improvement in Energy performance", recognition for

Birla cement works in 1992-93

"Bhama Shah Samman", from the Rajasthan Government for

Educational Activities for Cement Works in 1996-97.

VEC-IIT, Madras recognized Chanderia cement Works and Birla

Cement Works

For "Excellence in Improving Machinery Heath Condition"

in 1997.

"Workers Education Trophy", awarded by Cement Board of

Workers Education, Udaipur Ministry of Labour, Government of

India, for Birla Cement Works & Chanderia Cement Works in

1998-99 and again in 2001-02.

"Lal Bahadur Shastri Memorial National Award", for

excellent pollution Control Implementation by Chanderia Cement

Works in 2002-03

MARKET SHARE

SATNA has total market potential of about 3000 tons (this may be

slight more or less than the actual average monthly sale). SATNA

CEMENT covers 1/3 rd of the total market. Satna cement is the largest

selling cement in this region. Satna cement advertising is also good in

this region among all the selling brands like Jaypee, Prism Maihar, and

Diamond etc

Maihar cement, miniplant, prism cement are the main competitors of

Satna cement

Jaypee and ACC don't have any market of their own or they have

negligible market with respect to Satna cement. The customer demand

for Satna cement is also good every 5th customer is willing to purchase

Satna cement while every third packaging, which is sold, is of Satna

cement works (SCW)& Birla Vikas Cement (BVC) product.

SWOT ANALYSIS

SRENGTHS

Company established in 1959 so that is old company

Companies has good reputation goodwill in the market

from at least 40 years

Workforce manpower is good ability to produce on time

pricing effectiveness

Product quality is good pricing effectiveness

Logistically reachable to every village

Nearer to the most potential market i.e. western U.P.

WEAKNESSES

Credit policy facility is not given to the dealer retailers

Distribution channel network is not good

Behavior of marketing person is not flexible

Lack of trained marketing field force, which could improve

new market

The efficiency of plant is competitively lesser than that of

competitors plants

Advertising policy is not effective, advertising budget is

less than competitors

Non exist any sales promotion scheme for retailers and

dealers

Availability of cement is not good

Professionalism does not exist in the company.

Management is not innovative. They do the work

traditionally

Availability of the rack and wagon are limited.

OPPORTUNITY

Company could increase the production according to the

demand

They can develop the new market

Well-established brand would be helpful in increasing

market instead of stiff competition

THREATS

The coming up more efficient plants in the same region

and targeting to the same region of domestics and

international market

Major prolonged economic depression

Higher cost of production

Possible saturation of present market

Instability of the government and tendency to low funds

allotment for new project

Hike in diesel price affects the road rail transportation

adversely.

PRODUCTION INTODUCTION

BRAND & PRODUCTS

Our cement is available under the brand names of

Birla Cement Samrat,

Birla Cement Khjuraho,

Birla Cement Samrat Premium

Birla Cement Chetak

Birla Premium Cement &

Birla Cement.

There is Birla Cement in a number of major constructions. It has an

extensive product range that includes the country's only low alkali

cement, using an alkali by-pass in the main kiln at Satna.

Primly, there are three kinds of cement that company

produce:

I. Portland Pozzolana Cement:

Two of our most trusted brands belong to this category:

Birla Cement Samrat

Birla cement Samrat Premium

II. Portland Slag Cement:

Here we have three brands:

Birla Cement Samrat

Birla Premuim Cement

Birla Cement

III. Ordinary Portland Cement:

Here we have two brands:

Birla Cement Chetak

Birla Cement Khjuraho

Right from a sub and super structure to a simple home, there

is a Birla Cement brand for every need.

BIRLA CEMENT SAMRAT

Portland Pozzaolana Cement (ppc)

Special features:

Higher finesse for improved workability

Resistance to alkali-aggregate reaction

Low heat of hydration resulting in reduction in cracking

Improved resistant to sulphate attack

Higher long-term strength over OPC

Segregation-free cohesive mix for excellent finish

Lower chloride content to minimize corrosion

Where to use it:

Brick and stone masonry

Plastering and flooring

Plain and reinforced cement concrete

Ordinary and broad-spectrum pre-cast concrete work

Mass concrete work

Dams and bridge piers

Concrete roads

Plants where it is manufactured:

Satna Cement works and Birla Vikas Cement, Satna

Birla Cement, Works and Chandera Cement Works,

Chanderia.

Raebareli Grinding Unit, Raebareli

Ordinary Portland Cement (OPC)

Brands:

Birla Cement Khajuraho,

Birla Cement Chetak

Special Properties of these brands:

Moderate sulphate resistance

Having very low Chloride content to avoid corrosion in

steel

Quicker rate of strength development

Improved workability

Better surface finish

Birla Cement Khajuraho/Chetak-53 Grade

Ordinary Portland Cement

Pre-stressed girders and electric poles

For ready-mix concrete

M 25 and above concrete

Road, runways, industrial buildings, RCC bridges, tunnels

and high-rise buildings

All types of general constructions

Birla Cement Khjuraho/ Chetak 53 Grade

Ordinary Portland Cement

Brick and stone masonry

Plastering and flooring

For ready-mix concrete

Plain and reinforced cement concrete

Pre-cast and pre-stressed concrete

RCC bridges, high-rise buildings and concrete roads

All types of general constructions

Plants where it is manufactured:

Satna Cement works and Birla Vikas Cement, Satna

Birla Cemnt Works and Chandera Cement Works,

Chanderia

Birla Cement Samrat “PREMIUM ”

High Strength Blended Cement

Special Features:

High Compressive Strenght up to 57 Mpa

Suprefine Cement for improved wokability

Excellent Finish of mortar and concrete surface

Compatible with Indian climatic conditions

Improved resstance to Sulphate attack

Lower Chloried contend to miize corrosion

Improved resstance to alkali aggregate reaction

Consistency in quality

Ideal for Use In:

Foundation, column, beams and R.C.C. slabs

Ordinary & specialized pre-cast pre-fab concrete work

Rapid industrial and residential constructions

High strength, high performance concrete work

Underground constructions.

Concrete roads.

Concrete pipes

All types of general constructions

Plants where it is manufactured:

Birla Vikas Cement & Satna Works,

Satna(M.P.)

PORTLAND SLAGCEMENT(PSC)

Birla Cement

Application area:

Dams and bridges

Underwater constructions

Underground construction

Construction in coastal areas

Brick & stone masonry, plastering & flooring

Plain and reinforced cement concrete

Mass concrete works

Ready-mix concrete

All types of general constructions

Special Features:

Higher Compressive Strength

Low heat of Hydration

Low Water Absorption

High Corrosion Resistance

Increased Workability

Low Shrinkage

Alkali Aggregate Reactivity

Sulphate Resistance

Desired durability

Assurance of Quality

Birla Cement Samrat

High-end strength

Strength matching 53 Mpa parameters

Cooling Strength and durability

Birla Premium Cement in paper bag

Moisture and lump-free

Tamper-proof

Seepage-proof

Accurate Weight

Eco-friendly

Plant where these are manufactured:

Durgapur Cement Works

STRONG SUPPORT

“THE TECHNICAL CONSUMER SERIVE CELL”

Effective quality control is only half the story behind the widespread

acceptance enjoyed by our brands. The other half of the credit belongs

to our Technical consumer Service (TCS) cell, and integral part of all

out plants. Besides organizing various meets and attending to

customer inquiries, the cell shared with the marketing division the

responsibility of elevating the brand image in the eyes of the

consumer. TCS has very specific function like:

Provide technical back-up customers

Assisting customers on technical issues relating to

architectural, structural and general civil engineering

Assessing consumer needs and construction requirements

Conduction technical seminars

Organizing/assisting customer educational activities like

mason meets, architect’s and builders' meets, consumers’

meets, engineers, meets and dealers' training workshops

Research and Development in cement and concert

Continuous analysis of market feedback leading to

continuous improvement in quality and production

practices

Educating field staff and marketing force about product

competitiveness

Monitoring the quality standards of packaging

Godown management of minimize deterioration in the

quality of cement under stronger conditions

RANKING ACCORDIND TO SALES

1ST

PRISM

2ND

SATNA

3RD

JAYPEE

4TH

ACC

5TH

MAIHAR

BRAND’S POSITION

RANK

SATNA is among the largest market of satna cement

about 1/3rd of the market is covered by satna cement. Over all

advertising of satna cement is also good it is on the SECOND

among all brand available and existing here. Prism ranked

FIREST. Jaypee in spite of negligible market also has good

advertising. Miniplant”s doesn’t do any advertising. Their sale

doesn’t need any advertising. Miniplant is actually the duplicate

of all familiar brands.

COMPANY PROJECT CASE

STUDY

CASE STUDY

To study on existing Sales promotion policy of Birla Cement, Satna.

OBJECTIVE OF THE STUDY

Sales promotion is really an investment that build up and intangible

asset called brand equity. The advertising objective should emerge

from a thorough analysis of the current marketing situation. Sales

promotion is done by advertisement in TV and news paper, holding and

wall panting, By educating architects by special seminar on regular

bases.

By importing special offer for more sale of cement to dealer and agent

gift like cycle, TV, frizz. Sales promotion is being done by G.M.

marketing trough technical cell added by Mrs. Raju Jain.

The main objective of the research is –

1. How should the company advertise

2. What kind of media / source should Birla cement use to get

better acceptability.

3. The checking of existing logo, punch line, wall painting,

colour & design, selection of media, quality of advertisings.

4. Brand recall

5. Logo / punch line recall

6. Colour scheme recall

7. To gauge other company’s advertising and comparison

with Birla cement.

MARKETING RESEARCH

Marketing Research is the function which links the consumer,

customer, and public to the marketer through information—information

used to identify and define marketing opportunities and problems;

generate, refine, and evaluate marketing action; monitor marketing

performance; and improve understanding of market as a process.

Marketing research specifies the information required to address these

issues; design the method for collecting information; manages and

implements the data collection information; manages and implements

the data collection process; analyses the results; and communicates

the findings and their implications.

RESERACH METHODOLOGY

Research Methodology forms an important part of any research project

as it defines how the research has been conducted. It stands to mean

what channels have been used in the research and what type of

research t would be. Research methodology is a step by step approach

towards solving the problem. It may be understood as a science of

studying how research is done significantly.

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

in a technical sense. The purpose of research is to discover answer to

questions through the applications of scientific procedures.

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

which has not been discovered yet. Each research has its own specific

purpose, like to determine the characteristic of a particular individual,

situation or a group.

RESEARCH METHODOLOGY ADOPTED

The technique of finding facts from raw-data we use Sample Technique

for SATANA (M.P.).

SAMPLE

Sampling is simply the process of learning about population on the

basis of a sample drawn from it. Under this method a small group of

the universe is taken as a as the represented of whole mass and the

are drawn. It is a method to make social investigation practicable and

easy.

“A statistical sample is a miniature picture or cross section of the

entire group or aggregate from which

the sample is taken. A sample is reflection of the universe and bears all

the characteristics of the universe.”

The research method adopted in this study is stratified

sampling.

Stratified random sampling or simply random sampling is one of the

random methods which by using the available information concerning

the population, attempt to design amore efficient sample then

obtained by simple random procedure while applying stratified random

sampling technique the procedure is given below-

The universe to be sampled is subdivided into groups which

are mutually exclusive and include all the items in the

universe.

A simple random sample is then chosen independently from

each group. in stratified random sampling the sampling is

designed so that a designed number f items is chosen from

each stratum.

Data Collection:-(by survey)

Survey are only concern with condition or relationship that exists,

opinion that is held, processes that are going on, effects that are

evident of trends that are developing.

a. Sample Survey

b. Random Survey

Survey is completed through questionnaires.

QUESTIONS HAVE ASKED BY THE FOLLOWING –

1. Distributors / Stockiest / Retailers

2. Masons

3. Architects / Civil Engineers / Builders

/Contractors

4. End users / consumers

I. Who are making the house

II. Who are going to make the house

III. Who have made the house

Sample size taken = 200

FINDINGS

Sample size: 200

How many people heard about Birla Cement

Yes 95%

No 5%

Conclusion:

Birla cement is well known company

Sample size: 200

Which brand name of Birla cement is more popular

Khajuraho 50%

samrat 10%

Birla 20%

Other 20%

Conclusion:

Khajuraho is more popular brand

Sample size: 200

In the wall painting, News papers ads. What do

you like most

Color combination 45%

Design 35%

Slogan 15%

All of them 5%

Conclusion:

Color combination is more popular

Sample size: 200

What do you think about packaging of company are

Attractive 40%

Very attractive 30%

Less attractive 15%

Poor 5%

Conclusion:

Package of company is attractive.

Sample size: 200

Any particular brand exist in your mind before purchasing the

Cement

Yes 70%

No 30%

Conclusion:

70% people consider it

Sample size: 200

How many people know the Slogan of Birla Cement

Known 60%

Unknown 40%

Conclusion:

60% people know the slogan.

Sample size: 200

Do you think ads of Birla Cement are appealing?

Very much 60

Not much 55

Normally 65

Not at all 20

Conclusion:

Company is normally appealing.

Sample size: 200

Which Cement Company ads are more effective?

Prism 40

Jay pee 80

Birla Cement 60

Any other 20

Conclusion:

The company ’s ad has second place.

Sample size: 200

Which kind of visual ads you like most

Comic 80

Informative ads 20

Family ads 60

Animation 40

Conclusion:

Comic ad of company is popular.

Sample size: 200

Do you get any technical brochure from Birla Cement?

Yes 65

No 45

Not Much 55

Normally 35

Conclusion:

65 people have got it.

Sample size: 200

Have you watch the video van program of Birla Cement

Yes 65

No 55

Not Much 45

Normally 35

Conclusion:

65 out of 200 have watched.

Sample size: 200

Please suggest through which media we can popularize

Cement ads at their optimum level

Wall painting 35%

Hording 30%

T.V.ads 20%

Newspaper & Magazine 15%

Conclusion:

Wall painting & hording are more popular.

Sample size: 200

Do you know about the architect/mason meet conducted by the

company?

Yes 55%

No 45%

Conclusion:

55% people know it.

Sample size: 200

If Yes, Have you attended any of them?

Yes 30%

No 70%

Conclusion:

Out of them only 30% have attended.

SOME OTHER FINDINGS

Advertisement plays an important role in affecting purchases

decision.

Advertisement in TV and Newspaper should be increased.

There should be proper wall and spaces are selected for panting.

Hoarding should be in the place were people recalling easily.

There is not a large number of dealers in the market.

Different people have different perception about different ads.

LIMITATION

The survey was conducted only in Cretan region of Satna as it was

not possible to conduct at each and every area.

The problem is taken place while measuring the space of wall

panting and hoarding.

A limited time was there to be collecting the information that is 6

weeks that restricts the collection of information.

The employees of Satna cement are so much loaded with work this

restricted gating more and more information forms them.

SOURCES OF DATA COLLATION

The information were collected through company book and

information bouchers and field survey through questionnaire

by personal interview, personal observation, marketing office

of satna cement works, dealers and branch office of satna

cement works.

CONCLUSION

RECOMMENDATION & SUGGESTION

Number of dealers and whole sellers must be increased

Advertising

OUT DOOR MEDIA

1.Good quality walls should be chosen & painted and must also

ensure that walls painted are not defaced.

2 Through shop paintings.

3 Advertisement through balloons hanged at particular Places so

that it can draw the attention of public.

PRINT MEDIA

Use Print Media with necessary information

Which will be required by uses when customer comes to the shop to

buy the cement will reduce the time period of buying influences of

others.

VISUAL MEDIA

Advertisement through the cable T.V. that may be Effective.Company

should concentrate in rural market also. In theVillages Company

should advertise by video van program

SALES PROMOTION

Sales promotion schemes given the retailers/stockiest,Give them

target to save and if they complete the target,They will get rewards,

foreign tours, scooter, Refrigerator,T.V. etc. Sponsor well regarded

events, as shown, games.Invite your customer join your club. Give

visible support to some courses as, support for Helping the homeless,

charity.Create your own retail units.

PUBLIC RELATION

The company must develop good relationship with retailer dealer,

stockiest, wholesalers, consumers.,

OTHERS

Contract with masons and give them gifts. Influence them

To use the Birla Cement and if they use then give them

incentives.

Company should prepare and distribute literature giving

technical guidance about the use of Cement and also

Explain which grade of cement will be suitable for a

particular purpose.

Improve the distribution channel company should make

More retailers and more dealers/stockiest.

Professionals should be recruit. Recruit young blood as

many as possible specially for marketing personals.

Feedback report is an essential thing that must revise

regularly.

BIBLIOGRAPHY

BIBLIOGRAPHY

PHILIP KOTLAR (MARKETING MGMT.)

SANTOSH GUPTA (RESEARCH METHOLOGY)

ANNUAL REPORT OF COMPANY

COMPANY’S MAGAZINES

www.satancement.com

www.google.com

ANEXTURE

QUESTIONNAIRE

1. How many people heard about Birla Cemet

Yes

No

2. Which brand name of Birla cement is Correct

Khajuraho

Samrat

Khajuraho/samarat

None

3. In the wall painting, News papers ads. What do you

like most

Color combination

Design

Slogan

All of them

4. What do you think about packaging of company are

Attractive

Very attractive

Less attractive

Poor

5. Any particular brand exist in your mind before

purchasing the Cement

Yes

No

If yes, then why ……………………………………

6. How many people know the Slogan of Birla Cement

Known

Unknown

7. Which of the following is the Logo of Birla Cement

BIRLA

CORPORATION LIMITED

MP BIRLA GROUP

8. Do you think ads of Birla Cement are appealing

Very much

Not much

Normally

Not at all

9. Which Cement Company ads are more effective

Prism

Jay pee

Birla Cement

Any other

10. Which kind of visual ads you like most

Comic

Informative ads

Family ads

Animation

11. Do you get ant technical brochure from Birla Cement

Yes

No

Not Much

Normally

12. Have you watch the video van program of Birla Cement

Yes

No

Not Much

Normally

13. Please suggest through which media we can

popularized Cement ads at their optimum level

Wall painting

Hording

T.V.ads

Newspaper & Magazine

14. Suggest us how should the company advertise for

the maximum Impact of ads …………………………………

15. Do you know about the architect/mason meet

conducted by the company

Yes

No

16. If Yes, Have you attended any of them

Yes

No

17. Then have you got any benefit please tell…………….

……………………………………………………………

Name…………………………………………………………

Address………………………………………………………