SUMMER INTERNSHIP PROJECTON

“A BRAND ASSESMENT SURVEY ON ULTRATECH CEMENT IN VARIOUS

PART OF JAGATSINGHPUR”

AT

ULTRATECH CEMENT LIMITED.

SUBMITTED BY-:TRINATH ROUTRAY

Roll No.: BIM0813BM006

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

POST GRADUATE DIPLOMA IN MANAGEMENT (PGDM)

UNDER GUIDANCE OF:

INTERNAL GUIDE EXTERNAL GUIDE

Prof: SUBRAT SWAIN Mr. JYOTI RANJAN MOHANTY (Asst. PROFESSOR) (Territory SALES OFFICER)

SUBMITTED AT: BHARATIYA VIDYA BHAVAN (BCCM), BHUBANESWAR KENDRA

BHAVAN’S CENTRE FOR COMMUNICATION AND MANAGEMENT,BHUBANESWAR KENDRA

STUDENT’S DECLARATION

I here by declare that the project entitled “A BRAND ASSESMENT SURVEY ON

ULTRATECH CEMENT LIMITED IN VARIOUS PART OF

JAGATSINGHPUR”submitted in partial fulfillment of post graduate diploma program is

exclusively prepared by me and is not submitted to any other institute. The primary sources of data

were collected by me, through structured direct questionnaire provided by the company.

Information related to the products, introduction and company profile is taken from secondary

sources like internet, magazine, etc.

The study and survey which is conducted and done by me under the guidance and supervision of

the company guide Mr Jyoti Ranjan Mohanty (Territory Sales Manager) Of Ultratech Cement Limited

.

Trinath RoutrayRoll No.: BIM0813BM006

Batch: 2013– 2015

Bharatiya Vidya Bhavan,

Bhubaneswar, Odisha.

what marketing and research is all about to various forms of distribution that are

prevalent. The topics that are brought about are such that they bring forward both the

critical aspect of my research as well they connect to it.

TABLE OF CONTENTS

Chapter Topic Page No

1 EXECUTIVE SUMMARY. INTRODUCTION.

2 OBJECTIVES OF STUDY. LIMITATIONS.

3 ORGANISATION PROFILE. ABOUT KONARK CEMENT. PRODUCTS OF OCL INDIA LIMITED. SWOT ANALYSIS.

4 RESEARCH METHODOLOGY.

5 DATA ANALYSIS & INTERPRETATION.

6 MAJOR FINDINGS.

7 CONCLUSION. SUGGESTIONS.

8 BIBLIOGRAPHY. ANNEXURES.

CERTIFICATE OF GUIDE

This is to certify that the report entitled “A BRAND ASSESMENT SURVEY ON ULTRATECH CEMENT LIMITED

IN VARIOUS PART OF JAGATSINGHPUR Conducted at Ultratech Cement Limited submitted by Trinath Routray (Roll No.:

BIM0813BM006) of Bharatiya Vidya Bhavan” Bhubaneswar Kendra ,Odisha towards partial

fulfillment of the requirement for the award of the degree of Post Graduate Diploma in

Management (PGDM) is a bonafide record of the work carried out by him under my guidance and

supervision.

COLLEGE GUIDE

Prof. Subrat Swain

what marketing and research is all about to various forms of distribution that are

prevalent. The topics that are brought about are such that they bring forward both the

critical aspect of my research as well they connect to it.

The kinds of activities that have been performed have been highlighted by means of the

‘nature of research’ section and so forth. I have also went ahead and discussed various

aspects like what are the various forms of attitude and how they are pertinent from the

dealer’s point of view. Also the nature of my research has been questionnaire and

interviews so I have also mentioned that as a part of my literature review section.

Then in the statement of problem section I have discussed the nature of my problem

and the various objectives that were entrusted to me by the organization. All of it has

later been dealt with in the analysis section.

In the analysis section, I have worked on whatever data I had collected. Here I start by

the nature of the cement market in India which is then followed by the distribution

pattern that is followed in Jagatsinghpur. Then I have explained the questionnaire and

later analyzed the same. Finally I have brought a set of recommendations and

conclusions which help in bringing forward the main essence of the work that has been

done.

Finally in the appendix section, I have submitted the details of the brands that I had

collected by visited various cement counters and a copy of questionnaire used in this

research.

TABLE OF CONTENTS

Chapter Topic Page No

1 EXECUTIVE SUMMARY. INTRODUCTION.

2 OBJECTIVES OF STUDY. LIMITATIONS.

3 ORGANISATION PROFILE. ABOUT KONARK CEMENT. PRODUCTS OF OCL INDIA LIMITED. SWOT ANALYSIS.

4 RESEARCH METHODOLOGY.

5 DATA ANALYSIS & INTERPRETATION.

6 MAJOR FINDINGS.

7 CONCLUSION. SUGGESTIONS.

8 BIBLIOGRAPHY. ANNEXURES.

CERTIFICATE OF GUIDE

This is to certify that the report entitled “A BRAND ASSESMENT SURVEY ON ULTRATECH CEMENT LIMITED

IN VARIOUS PART OF JAGATSINGHPUR Conducted at Ultratech Cement Limited submitted by Trinath Routray (Roll No.:

BIM0813BM006) of Bharatiya Vidya Bhavan” Bhubaneswar Kendra ,Odisha towards partial

fulfillment of the requirement for the award of the degree of Post Graduate Diploma in

Management (PGDM) is a bonafide record of the work carried out by him under my guidance and

supervision.

COLLEGE GUIDE

Prof. Subrat Swain

INTRODUCTION

The topic for this project is “A BRAND ASSESMENT SURVEY ON

ULTRATECH CEMENT IN VARIOUS PARTS OF JAGATSINGHPUR”. This

topic has been assigned to me by Ultratech Cement under which I have undergone my

internship program. The main crux of this topic is discussed as follows.

The cement industry consists of standardised goods where there is not much of a

difference with respect to the nature of the goods, against those of the competitors. So

in that regards, the organization in order to survive in the market needs to go that extra

mile to see that their cement does well. My organization had recently undergone a

brand makeover where the out-dated systems of management have been replaced with

updated and dynamic systems so as to stay ahead from the competitors.

The distribution channel of cement industry in the generic sense consists of the

company as producer on the top. Then right after the chain we have a Carrying and

Freight agent who takes care of the main task of transferring the materials to the

dealers and the sub-dealers. In cement industry, the material comes in the goods train

and road transport system and they are concerned with the storage and transportation

job only. They personally don’t take any further responsibility of the goods. After the

Carrying and Freight agents we have set of dealers which are the most important aspect

of my project as my research had mainly centred on them. Next the cement is sold

either in the whole sale market or the retail market. Both the sales take place with

respect to the dealers only.

Finally the cement is sold to the end customers either by means of the wholesale or the

retail route. The end customers are the one who are in the form of individual customer,

promoter and industries. The last bit industries are further classified into three forms

namely raw materials and by products, grills and pillars and different form of industries

like say the cottage industries.

As an intern, my main task was to visit all the cement counters and to find out the

details about which all cement companies are they dealing in and to what percentage

are each of them contributing to the sales of each counter. When a particular cement

company is active for the dealer, my job is to see whether he is convinced to stock

cement of some other companies as well. This will in a way let me know about the

viable gap which exists in the market and that the dealers have a perception about a

particular brand.

Cement is the binder that concrete mortars together. This is why it is the most

important component when it comes to giving solidarity and durability. On a general

note, it is used for making concrete for slabs, foundations beams, sunshades and

mortars for brickwork, plastering, flooring and such similar work.

Generally, Three types of cements are used by the customers for their construction:

1)Portland Slag Cement (PSC)

2)Portland Pozzolana Cement (PPC)

3)Ordinary Portland Cement (OPC)

Finally the cement is sold to the end customers either by means of the wholesale or the

retail route. The end customers are the one who are in the form of individual customer,

promoter and industries. The last bit industries are further classified into three forms

namely raw materials and by products, grills and pillars and different form of industries

like say the cottage industries.

As an intern, my main task was to visit all the cement counters and to find out the

details about which all cement companies are they dealing in and to what percentage

are each of them contributing to the sales of each counter. When a particular cement

company is active for the dealer, my job is to see whether he is convinced to stock

cement of some other companies as well. This will in a way let me know about the

viable gap which exists in the market and that the dealers have a perception about a

particular brand.

Cement is the binder that concrete mortars together. This is why it is the most

important component when it comes to giving solidarity and durability. On a general

note, it is used for making concrete for slabs, foundations beams, sunshades and

mortars for brickwork, plastering, flooring and such similar work.

Generally, Three types of cements are used by the customers for their construction:

1)Portland Slag Cement (PSC)

2)Portland Pozzolana Cement (PPC)

3)Ordinary Portland Cement (OPC)

From a consumer’s point of view this classification is quite meaningless, as for them

cements is nothing more than a binder. A detailed briefing about the same is mentioned

later in the introduction section.

The current market has the following major brands operating namely ULTRATECH,

A.C.C, LAFARGE, KONARK, JAYPEE, MAHA SHAKTI , AMBUJA and RAMCO

Cement.

The Indian economy is one whose growth economy is largely propelled by domestic

demand. With this respect, cement industry is one of the sunrise industries – a direct

beneficiary of this growth story. The incessant demand for this vital material places it

as one of the more important that is inherent to manufacturing process.

In this project report, I have tried to prepare a set of data that emerges out of the survey

that was conducted with dealers, sub-dealers and also small counters.

CHAPTER-2

OBJECTIVES OF STUDY.

LIMITATIONS.

OBJECTIVES OF STUDY

By means of survey conducted in the market, I am expected to find out the following

that in a way act as the objectives which gets derived out of my study.

1. To find the Dealer’s satisfactory level with the various brands of cement.

2. To find out the level of brand loyalty amongst the dealers, sub-dealers and

the small counters

3. To find out the per month sale of the various brands of cement .

4. To find the retail price of the various brands of cement .

5. To find out the factor which influences a cement dealer purchase decision

most.

6. To find out the factor which influences a customer purchase decision most.

7. The elements where the company need to concentrate so that it can avoid

any threat to its market share in this area.

LIMITATION

1.All the dealers are not covered due to vast area of survey .

2.Since the survey was done only in JAGATSINGHPUR region, the result obtained

may not be taken as universal suggestion.

3.The feedbacks may be influenced by the other cement companies.

4.This survey result is based on the dealers feedback, so the feedback may be biased

due to inter-dealer competition.

5.The feedbacks may be influenced by the personal interest of the dealers.

6.The feedbacks may be influenced by the other cement companies.

CHAPTER 3

ORGANISATION PROFILE ABOUT ULTRATECH CEMENT PRODUCTS OF ULTRATECH

CEMENT LIMITED. SWOT ANALYSIS

ORGANISATION PROFILE

Type PrivateIndustry Conglomerate

Founded 1857

Founder(s) Seth Shiv Narayan Birla

Headquarters Mumbai, Maharashtra, India

Area served Worldwide

Key people Kumar Mangalam Birla (Chairman)

Products

cements , Metals, textiles, chemicals , agribusiness , carbon black , mining , wind power, insulators , telecommunications, financial services , information technology , retail , trading solutions

Revenue US$ 40 billion (2012)

Employees 136,000 (2012)

Aditya Birla Group of Companies UltraTech Cement Limited Aditya Birla Chemicals (India)Limited Aditya Birla Finance Limited Aditya Birla Insurance Brokers Aditya Birla Minacs Worldwide Limited Aditya Birla Minerals Aditya Birla Money Mart Limited Aditya Birla Money Limited Aditya Birla Nuvo Limited Aditya Birla Retail Aditya Birla Science and Technology Company Limited Alexandria Carbon Black Company SAE Alexandria Fiber Company SAE Birla JingweiFibres Company Limited Birla Laos Pulp and Plantations Company Limited Birla Sun Life Asset Management Company Limited Birla Sun Life Insurance Dahej Harbour& Infrastructure Limited DomsjöFabriker Essel Mining and Industries Grasim Industries Limited Idea Cellular Limited Indo Phil Cotton Mills Indo Phil Textile Mills Indo Thai Synthetics Liaoning Birla Carbon Company Limited Novelis Inc. Pan Century Surfactants Inc. PT Elegant Textile Industry PT Indo Bharat Rayon PT Indo Liberty Textiles PT Indo Raya Kimia PT Sunrise Bumi Textiles Swiss Singapore Overseas Enterprises Pte Limited Thai Acrylic Fibre Thai Carbon Black Thai Rayon Utkal Alumina International Limited Pantaloons Fashion & Retail

Ultratech Cement Limited

Type

Public BSE: 532538

Industry Building materials

Founded 1983

HeadquartersMumbai, Maharashtra, India

Key people O P Puranmalka, Director

Products Cements

Revenue US$3.7 billion (2011–12)

Profit US$450 million (2011–12)

Parent Grasim Industries