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AProject report
On
AtAdiyta Cement
(Grasim Industries Ltd.)Chittorgarh
For The Partial Fulfillment Of“Master of business Administration”
2007 - 2009
Submitted By: Under the Guidance of: Mr. Narendra S Chouhan Mr. Vibhor paliwal MBA III Sem Mr. Rahul Jain
Vision School of Management(Affiliated to Rajasthan Technical University Kota & Approved by AICTE)
Udaipur Road Chittorgarh (Raj.)E-mail: [email protected]
Website: www.visionmanagement.OrgCertificate
Certificate
I
DECLARATION
I, Narendra singh chouhan hereby declare that the project report entitled” “A study
of price positioning of Ultratech cement” under the guidance of Mr.Vijendra s. Rathore
submitted in partially fulfillment of the requirement for the award of degree of Master of
Business Administration to Rajasthan Technical University, Kota is my original work -
research study - carried out during 14th July, 2008 to 13h august, 2008 and not submitted for
the award of any degree, diploma, fellowship or other similar titles or prizes to any other
institution/organization or university by any other person.
SIGNATURE:
Narendra s. Chouhan
II
PREFACE
As per the requirement of MBA Course, M/s Aditya Cement (A unit of Grasim Industries) has been kind enough to permit me to complete my project Price & positioning Of ultratech cement in Chittorgarh
The study conducted highlights how the customers are attract by Players of Industry and which factors influence their purchasing decisions. Also this project thrown light on those causes which responsible for customers buying behavior like price, quality, distribution, promotion activities, after sales Services.
The study considered the role of Logistic Department in a growing Industry. It consists of all the five P’s of marketing i.e. Product, Price, Place, Promotion, Packaging so that it could give an overall view of Cement Industry in India,
During my project I came across a large number of Dealer &other competitor dealer
of ultratech Cement. I also visited marketing depots of Ultratech Cement situated at
Shambhupura and Nimbahera.
III
Acknowledgement
I express my deep sense of gratitude to the management of Aditya Cement for to imparting me 1 months training on the Project.
“Price&Positoning of Ultratech Cement v/s competitor brand in Chittorgarh”
It’s a matter of pride and immense pleasure for me that with due co-operation of a large number individual, I have successfully completed this project on time.
I express my sincere gratitude to Mr. Vadkey Sr. HR Aditya Cement for their granting permission and consent to allow me to undertake the project in their Marketing Department. I am thankful to all of them for their help and encouragement.
My thanks at the very outset are to Sr (HRD), Mr Pancholy sir&k.K.verdrajan. Manager (HRD),Mr Nirmal Maheshwary marketing manager , for their invaluable support suggestion necessary guidance & co-operation in steering the project work.
I owe my debt of gratitude to my project guide VIRENDRA SINGH Bawal sir (Territory Sales Manager, NIMBAHERA Depot) Mr. V.S.Rathore & Depot Staff, who has guided me through out this project with ample support and helping me to get accomplished the report successfully.
I am also grateful to all the staff of Aditya Cement for their support and motivation for my project. Finally my greatest debt to DR. A.L. jain sir and Vibhore Paliwal,Rahul sir &my Parents, Teachers & Friends who encouraged me to take this project.
Narendra singh Chouhan
IV
Contents
Certificate I
Self Declaration II
Preface III
Acknowledgement IV
Executive Summary V
Chapter: - 1 Introduction of the Topic 1-5
1.1 What is price 1
1.2 What is positioning 1
1.3 What is Price & Positioning 2
1.4 Objective of price 2
1.5 Factor affecting the price 3
1.6 Importance of positioning 4
1.7 Positioning strategy 4
1.8 Positioning process 5
Chapter: - 2 Company Profile 11-35
2.1 Brief History of Aditya cement (Ultratech) 11-15
2.2 Location of Plants 16
2.4 Cement & Its Types 17-18
2.5 Production Process of Cement 19-24
2.6 Distribution Network 25-27
2.7 Achievements 28-32
2.8 Logistic 33-35
Chapter: - 3 Research Methodology 36-39
3.1 Research methodology 36
3.2 Research Design 36
3.3 Research Objective 37
Data sources
3.5 Analyzing the data collection 38
3.6 Significance of Research 39
Chapter: - 4 Analysis & interpretation 40-47
4.1 Swot analysis
Chapter:- 5 Analysis of result 48-59
5.1 Basis on the retailer & dealer
Chapter: - 6 Conclusion & Suggestion 60-62
Bibliography 63
Annexure 64-69
Project Title
“A Study of Price & Positioning of Ultra tech Cement v/s Competitive Brands.”
1
Chapter 1
Introduction of Topic (Conceptual Frame Work)
2
Introduction of topic
Meaning of price
“Price is the mkt mix element that produces revenue”
“Price may be defined as the exchange of goods & service interim of money without price . There is no market in the society if price is not their, exchange of good’s can be undertaken but without price.
To a manufacture price is represent “quantity of money”.
Positioning
“Positioning is the act of designing the Company offering an image to occupy a distinctive in the target in the mind”
“Positioning is the act of Fixing the Locus of the Product” offer in the mind of the target consumers
1.12 - Price Positioning –
The product is positioned as offering the best value “Bush Garden’s can position Ned itself as offering the best value for the money
Précising Decision chandelled in a veracity of way in different companies in small companies’ price decision is taken by the top management.
In same larger company it may be in the hands of divisional 7 product line manger but here also top management set the general pricing policies & objectives.
Positioning the platform of the brand. It facilities the brand to get through the target consumer .In positioning the firm decides how an and Parameters the Product offer has to be placed before the target consumer
3
1.13- Introduction to pricing Decisions
Pricing is a very critical decision in marketing management. What price should be charged for the product is a very crucial several factor like economic social political & other factor influence, The Pricing Decision
Précising Decision handled in a veracity of way in different companies in small companies price decision is taken by the top management.
In same larger company it may be in the hands of divisional 7 product line manger but here also top management set the general pricing policies & objectives.
1.14 - Objectives of Price
1. To maximizing the Profit – The primary objective of the pricing decision is to maximize the profit for concern & there for pricing police should be determined in such a way. So that the company can earn the maximum profit
2. Price Stability – the price should not fluctuate too often. A stable price policy above can win the confidence of the consumer.
3. Competitive Situation- One of the objective of Pricing Decision is to face the competitors’ situation in the market. Price of the commodities should be fixed keeping in the mind the competitive situation.
4. Capturing the market- one of the objective of pricing decision may be capturing the market.
5. Ability to Pay6. Margin of Profit To Middle Man – Pricing of the product should be keeping in
view that middle man gets a fair return on the sale of company product.
1.15- Factor affecting the price
The pricing decision are influenced by many factorInternal Factor
Organizational factor Marketing Mix Product Differentiation Cost of Product Objective of the Firm
4
External Factor Demand Competition Suppliers Economic Condition Buyers Govt.
Internal Factor
1. Organizational Factor – overall Price Strategy deal with by top Executive. They determine the basic rage that the product falls into in terms of market segment
2. Marketing Mix- A shift in any element has an immediate effect on the other, Like Promotion, Distubution, Production.
3. Product Differentiation – The price of the product also depends upon the characteristics of the product. In order to attract the customer in term of size, Color& Packaging.
4. Cost of the Product – Cost & price of a product are closely related. The most important factor is the cost of production
External Factor
1. Demand – The market demand of the product has big impact on pricing. Since demand affected by factor like number and Size of Competitor, The prospecting buyers.
2. Competition- Competitive condition effect the pricing.3. Suppliers – Suppliers of raw material and other goods can have a
significant effect on the price of a product.4. Buyer – The various consumer and Business that by a company product or
service may have an influences in the pricing decision.
1.16- Price Determination Process
1. Estimating the demand for the product2. Anticipating Competition3. Determining expected share of market.4. Selecting a suitable price Strategy5. Company market policy6. Selecting the Price.
5
Positioning
Positioning the platform of the brand. It facilities the brand to get through the target consumer .In positioning the firm decides how an and Parameters the Product offer has to be placed before the target consumer
1.17- Importance
1. To create a distinctive [place of a product or Service in the mind of potential customer.
2. To providing Competitive edge to a product or service.3. Place and intangible services within more tangible frames of references.4. To give the target market. The reason of buying your service and than design
the whole strategy.5. To provide guideline for the development of marketing mix with each
element concentrate with the positioning.
The ways to Positioning the Brad are1. Use Situation2. Linking to use3. Head on competitive positioning4. Life style positioning]5. Benefits offered
1.18- The Firm Should avoid for major positioning error:
1. Under positioning2. Over Positioning3. Confused Positioning4. Doubtful positioning
6
1.19- Positioning Strategy
1. Attribute Positioning – A company position it self an attribute. Such a size of , Number of, Year in Existence.
2. Benefit Positioning. – The Product is Positioned as the leader in certain benefits
3. User Positioning- Positioning the product as best for some user group.4. Use Positioning5. Competitor Positioning – The Product claims to be better in same way than
named competitor.6. Product Category – The Product is positioned as the leader in a certain
product category.7. Price Positioning – The product is positioned as offering the best value “Bush
Garden’s can positioned itself as offering the best value for the money ”
Positioning Process
1. Competitor identification2. Determining how competitor are persuade and evaluated.3. Determining the competitor position4. Analyzing customer preferences5. Making the positioning decision 6. Monitoring the Position
7
Chapter - 2
Introduction of company
8
Introduction of company
Our vision
"To actively contribute to the social and economic development of the communities in which we operate. In so doing, build a better, sustainable way of life for the weaker sections of society and raise the country's human development index."
— Mrs. Rajashree Birla, Chairperson, The Aditya Birla Centre for Community Initiatives and Rural Development
“To be a premium conglomerate with a clear focus at each business level
Kumar Mangalam Birla Chairman, the Aditya Birla
Introduction of Aditya Birla
The roots of the Aditya Birla Group date back to the 19th century in the picturesque town of Pilani, set amidst the Rajasthan desert. It was here that Seth Shiv Narayan Birla started trading in cotton, laying the foundation for the House of Birlas.
Through India's arduous times of the 1850s, the Birla business expanded rapidly. In the early part of the 20th century, our Group's founding father, Ghanshyamdas Birla, set up industries in critical sectors such as textiles and fibred, aluminium, cement and chemicals. As a close confidante of Mahatma Gandhi, he played an active role in the Indian freedom struggle. He represented India at the first and second round-table conference in London, along with Gandhi. It was at "Birla House" in Delhi that the luminaries of the Indian freedom struggle often met to plot the downfall of the British Raj.
Ghanshyamdas Birla found no contradiction in pursuing business goals with the dedication of a saint, emerging as one of the foremost industrialists of pre-independence India. The principles by which he lived were soaked up by his grandson, Aditya Vikram Birla, our Group's legendary leader.
9
Aditya Vikram Birla: putting India on the world map
A formidable force in Indian industry, Mr. Aditya Birla dared to dream of setting up a global business empire at the age of 24. He was the first to put Indian business on the world map, as far back as 1969, long before globalization became a buzzword in India.
In the then vibrant and free market South East Asian countries, he ventured to set up world-class production bases. He had foreseen the winds of change and staked the future of his business on a competitive, free market driven economy order. He put Indian business on the globe, 22 years before economic liberalization was formally introduced by the former Prime Minister, Mr. Narasimha Rao and the former Union Finance Minister, Dr. Manmohan Singh. He set up 19 companies outside India, in Thailand, Malaysia, Indonesia, the Philippines and Egypt.
Interestingly, for Mr. Aditya Birla, globalisation meant more than just geographic reach. He believed that a business could be global even whilst being based in India. Therefore, back in his home-territory, he drove single-mindedly to put together the building blocks to make our Indian business a global force.
Under the leadership of our Chairman, Mr. Kumar Mangalam Birla, the Group has sustained and established a leadership position in its key businesses through continuous value-creation. Spearheaded by Grasim, Hindalco, Aditya Birla Nuvo, Indo Gulf Fertilisers and companies in Thailand, Malaysia, Indonesia, the Philippines and Egypt, the Aditya Birla Group is a leader in a swathe of products — viscose staple fibre, aluminium, cement, copper, carbon black, palm oil, insulators, garments. And with successful forays into financial services, telecom, software and BPO, the Group is today one of Asia's most diversified business groups.
UltraTech Cement Limited, a Grasim subsidiary has an annual capacity of 17 million tones. It manufactures and markets Ordinary Portland Cement, Portland Blast Furnace Slag Cement and Portland Pozzolana Cement.
UltraTech has five integrated plants, five grinding units and three terminals — two in India and one in Sri Lanka. These include an integrated plant and two grinding units of the erstwhile Narmada Cement Company Limited, a subsidiary, which has been amalgamated with the company in May 2006.
UltraTech is the country's largest exporter of cement clinker. The company exports over 2.5 million tunes per annum, which is about 30 per cent of the country's total exports. The export markets span countries around the Indian Ocean, Africa, Europe and the Middle East.
10
The cement division of L&T was demurred in 2004 after Grasim made the 30 per cent open offer for equity shares, gaining control over the new company, christened
UltraTech. Besides the long term strategic value in the wake of rising demand for cement, with the growth of housing and infrastructure sectors in the country, the acquisition brings significant synergy gains to the parent company.
Ready Mix Concrete is likely to see substantial growth in the coming years. Recognizing the opportunities that this business will offer, UltraTech has commenced setting up of Ready Mix Concrete plants at various places in the country.
Global Presence of Aditya Birla Group
11
Our focus areas
Our rural development activities span five key areas and our single-minded goal here is to help build model villages that can stand on their own feet.
Education
Balwadis (pre-school)
Adult education
Non-formal education
Continuing education
Scholarships for girls, merit and technical education
Health and family welfare
Mobile clinics - doctors visit once a week
Medical camps - general and issue-based
Health training and awareness
Sanitation - toilets, training, smokeless chullahs, biogas
Safe drinking water
Mother and child health
Reproductive health
Awareness building
12
Board of directors
The Aditya Birla Management Corporation Private Limited is the Group's apex decision making body and provides strategic direction to Group companies. Its Board of Directors comprises
NAME of DIRECTOR EXECUTIVE/NON-EXECUTIVE/
INDEPENDENT
Mr. Kumar Mangalam Birla Non-executive (Chairman)
Mrs. Rajshree Birla Non-executive (Chairperson)
Mr.M L Apte Independent
Mr.B V Bhargav Independent
Mr.R.C.Bhargav Independent
Mr.Cyril Shroff Independent
Mr.S G Subrahmanyan Independent
Mr.Shailendra K Jain Whole-time Director
Mr. D.D. Rathi Whole-time Director & CFO
1.21 Company profile
CEMENT PLANT
Vikram Woolens VIKRAM CEMENTGH I to IV, Ghironghi, Khor, Distt. NeemuchMalanpur (Madhya Pradesh)Dist. Bhind 477 117Madhya PradeshTel: (07539) 283602 / 603
Aditya CementAdityapuramSawa-ShambhuparaDist Chittorgarh 312 613Rajasthan Tel: (01472) 221001 / 2 / 3
Grasim CementGrasim Vihar Village P.O. RawanTehsil Sigma, Dist RaipurChhatisgarh, Madhya PradeshTel: (07726) 288218 / 219 /220
Rajashree CementAditya Nagar, Malkhed RoadGulbarga 585 292Karnataka
Grasim Cement Division - SouthPO Reddipalayam Dist Ariyalur 621 704Tamil NaduTel: (04329) 249240Fax: (04329) 24925339
13
Birla WhiteRajashree Nagar
P.O. Kharia KhangarTehsil: BhopalgarhDist. Jodhpur 342606 RajasthanTel: (02920) 264040 to 47Fax: (0292
PRODUCT PROFILE
GREY CEMENT
With a total grey cement capacity of 14 million TPA, Grasim is among the largest producers of grey cement in India. All its plants are located close to sizeable limestone mines and are fully automated to ensure consistent quality. All the company’s cement units are equipped with state-of-the-art equipment and are certified with ISO 9001 for quality systems, and ISO 14001 for environment management systems. Its national brands are Birla Plus Birla Super and Birla ready Mix concrete.
VIKRAM CEMENT
The first production line of this unit at Jawed (Madhya Pradesh) went on stream in 1985, with a capacity of 0.5 million TPA. Today, with a capacity of a 4.20 million TPA, Vikram Cement has emerged as a premium regional brand, well reputed for its strength and consistently superior performance. The Vikram Cement unit is one of the few plants to have its own Central Research and Development Centre. The first ISO 9001 cement plant in the country, Vikram Cement has also taken the lead in innovative raw mix designs and process conditions.
14Vikram Cement has won several accolades at the national and international level for its quality, efficiency and environmental initiatives. These include:
1. The first Indian unit to win the coveted TPM award from the Japan
Institute of Plant Maintenance, Tokyo in 19952. The Ramakrishna Bajaj National Quality Award in 1998
3. The first cement unit in the world to receive IQRS - Level 6 rating from DNV, Netherlands.
4. The first cement unit in India to receive ISO-14001 (EMS certification from DNV, Rotterdam, Netherlands) in 1997 and the Occupational Health and Safety Assessment series - 18001 (certification from DNV, Rotterdam, Netherlands) in 2001.
Grasim Cement
Grasim Cement was set up as a Greenfield cement plant at Raipur, Chhatisgarh, in 1995. Based on the most advanced technologies, this plant has an annual installed capacity of 2.06 million TPA. The plant’s unique features include:
5. Asia’s first gamma ray belt analyzer from Gamma Matrix (USA) ensuring the highest standards in online quality control.
6. India’s first polycom (blast furnace slag grinder) with a dynamic air separator from Krupp Polysius Germany, which helps to generate the desired homogeneous particle size distribution.
7. One of the few single kiln cement plants producing more than eight varieties of cement.
8. Its captive power generation ensures a reliable power supply. The plant is also an ISO 14001, ISO 9001, and IQRS L-5 certified unit.
Aditya Cement
Commissioned in a record time of 22 months as a Greenfield 1.0 MTPA plant in 1995 in Shambupura, Rajasthan, its current capacity is about 1.50 million TPA.
15
PRODUCT LINE AT ADITYA CEMENT:
Aditya Cement manufactures clinker as well as Portland cement. There are basically three grades of cement being actively produced at Aditya Cement, they are:
33 Grade Ordinary Portland cement: BIS 269 – 198943 Grade Ordinary Portland cement: BIS 8112 – 198953 Grade Ordinary Portland cement: BIS 12269 – 198753-S Grade Ordinary Portland cement: BIS 12269 –2000Sulphate Resistant Portland cement: BIS 12330 --1988: SPECIAL CEMENT :
Railway sleeper cement
Ultratech cement
ADITYA BIRLA GROUP PRODUCT AND MARKET POSTION
Aluminum Largest integrated and amongst lowest cost producer
Branded Apparels A market leader in the read to wear market
Carbon Black 2nd largest and lowest cost produces in India
Cement Largest manufacturing company in India
Copper Largest Private Sector CompanyFertilizers Largest & Most Efficient Private
CompanyFinancial Services Largest Private Sector Mutual FundsInsulators Largest Domestic Manufacturer and a
Leader in Export Refinery A Leading Private SectorTelecom A Leading Cellular OperatorViscose Filament Yarn
2nd Largest Domestic Manufacturer Sector
Viscose Staple Fiber Largest Global Manufacturer
16
SCENARIO OF INDIAN CEMENT INDUSTRY
Cement industry is a core sector and forms the backbone of the infrastructure development of the country. Cement manufacturing began in India in 1911. The 1st plant had a capacity of 200 tones per day. The industry was deli censed and decontrolled in 1989. The investment cost per ton of installed capacity in 2002 for a cement plant is Rs.4500/- per ton, as compared to Rs.650/- per ton in late 70’s. India is one of the best quality cement manufacturer’s of world. It stands in the top five cement producing nations of the world. Most of the large plants are divided in seven clusters. These are: -Chanderia (Rajasthan)Satna (M.P)Bilaspur (M.P)Chandrapur (Maharashtra)Gulabpura (Karnataka)Nalgonda (Andhra Pradesh)Ygerragunita (Andhra Pradesh)
SOME SALIENT FEATURES
WORLD CLASS ECO-FRIENDLY PLANT
Aditya Cement has adopted the most modern and latest dry process precalcination technology with sophisticated control instruments from internationally renowned firms like Krupp Polysius & IBAU of Germany and Gamma Matrix of USA for ensuring the manufacture of consistent and top quality cement. The entire manufacturing process is made automatic, using highly sophisticated state-of- the-art technology, having on-line process computers with color VDU control panels.
Transweigh make, electronic weigh feeders to feed raw mix to raw mill & cement mill in correct proportion.
Use of silos of world famous ‘IBAU’ design for raw meal storing and blending, which has a blending effect of 1 : 10.
17
MAJOR EQUIPMENTS Major Equipment / Plant supplied by the world renowned Krupp Polysius of Germany.
Fast Lab and Cross Belt on Line Analyser supplied by Gamma Matrix USA in addition to X-ray Analyser (Philips Make) for efficient Quality Control System.
Stacker and Reclaimer for Limestone, Additives and Coal. Energy efficient Vertical Roller Mill for Raw Material and Coal grinding. Six stage suspension Preheater for energy conservation. Static Grate cooler for heat energy conservation.
Roller Press for cement pre grinding to reduce power consumption. Electronic Packers for accurate weight in cement bags. Thermal Power Plant having capacity of 23 Megawatts. Automatic truck and wagon loading equipment for efficient loading
operations.
Achievement
S.NO Name of Award YearYear of Receipt
Given by
1 ISO 9002:1994 1997 July97 M/s.TUV, Germany2 ISO 14001:1996 *
* First company in Rajasthan to be certified as ISO 14001:1996
1998 Jan 98 M/s.DNV, Netherlands
3 Merit award for Excellence in Energy Conservation and Management.
1998 Dec. 98 Ministry of Power,Govt. of India
4 Best Electrical Energy Efficient award
1998-99
Nov 2000 National Council for Cement & Building Material, New Delhi
5 Merit award for Excellence in Energy Conservation and Management.
1999 - Ministry of Power,Govt. of India
6 International Quality Rating System Level III
1999 April 99 M/s. QIMPRO standards organization, Mumbai
7 Merit award for Excellence in Energy Conservation and Management.
2000 Jan 2001 Ministry of Power,Govt. of India
9 International Quality Rating System Level V
2000 April 2000 M/s.QIMPRO standards organization, Mumbai
10 Excellent Energy Efficient unit award
2000 Nov 2000 Confederation of Indian Industries
11 ISO 9002:1994 2000 Sep 2000 Recertified, M/s.DNV, Netherlands
12 ISO 14001:1996 2000 Jan 2001 Recertified, M/s.DNV, Netherlands
13 ISO 9001 : 2000**** First company in India to be certified as ISO 9001:2000
2001 Jan 2001 Certified by M/s.DNV, Netherlands
14 TPM Excellency Award 2001 Nov’2001 JIPM, Japan15 Indo-German Greentech
Environment Excellence Award
2000-2001
Nov’2001 Greentech Foundation, New Delhi
16 Merit award for Excellence in Energy Conservation and Management.
2001 2001 Ministry of Power,Govt. of India
17 OHSAS 18001:1999 2001 Dec 2001 M/s.DNV, Netherlands18 Greentech Industrial
Safety Gold Award 2001-2002
Jun’2002 Greentech Foundation, New Delhi
19Chairman Award For Manufacturing Excellence - Silver Medal
2002 Nov’2002 CWCM, Mumbai
20Greentech Environment Excellence Award
2001-2002
Feb’2003Greentech Foundation, New Delhi
21SA 8000 (Social Accountability)
2003 Jun'2003 M/s.DNV, Hong Kong
22India Manufacturing Excellence Award
2004 Dec'2004M/s Frost & Sullivan, Mumbai
23 Golden Peacock award 2005 Jan’2005M/s Frost & Sullivan, Mumbai
19
CEMENT MANUFACTURING PROCESS AT ADITYA CEMENT
The latest technology of manufacture of cement by dry process with suspension pre heater and revaccination has been adopted by us. We have selected the dry process for the manufacturing of cement because the fuel consumption in dry process of cement manufacture is less, compared to wet
process, the coal consumption ratio of wet and dry process is about 1.3: 1. However, in the case of dry process power consumption is higher. The present worldwide trend in cement industry is to put up all plants with dry process mainly because of the overall economy and lesser need of water resources.
RAW MATERIALS USED
Limestone GypsumLateriteBrown OchreRed ochreCoal(a) Pet coke
STAGES OF MANUFACTURING PROCESS
Mining and Crushing
Lime Stone (LS) is quarried with the help of computerized mine planning from the captive Mines utilizing the latest air deck blasting system and crushed in the Impact or (L&T Make, Type : APPM 1882 with Heating Equipment) to size of maximum 75 mm from 1000mm. Transportation and Storage
Crushed LS is transported to a homogenizing stock pile where it is stacked in as many layers as is possible by a Stacker (MDW Make, Capacity: 1000 TPH). Cross Belt Analyzer (CBA) analyses the chemical composition of entire population material that is being transported thus reducing the sampling errors. A high degree of homogenization is obtained as the Lime Stone is reclaimed from the full section of the pile, cutting through all the layers by the Reclaimed (Bridge type Scrapper Reclaimed, Capacity: 650 TPH). Similarly, Coal is also stacked by a Stacker (Capacity: 750 TPH) and reclaimed by a Reclaimed (Cantilever Scrapper Reclaimed, Capacity 150 TPH).
20
Size Reduction
Crushed Lime stone is mixed in desired proportion with additives as per requirement of Raw mix design, with the help of Weigh Feeders (Trans weigh Make) and fed to vertical roller mill. Feed materials are ground to a size of 20-22% on 90 Microns sieve in the mill to facilitate easy burning conditions at clinkerisation process. The vertical Raw Mill is supplied by Krupp Polysius
and the Mill specification is RM 54/27, which has a rated capacity of 300 TPH. Krupp supplied Separator has been replaced with LNV separator for better separating efficiency & high productivity.Storage and BlendingThe Raw Meal is further homogenized the CF silo of 22 meter dia., 49 meter height, with 20,000 ton storage capacity , which has a blending effect of 10:1.
Pyro Processing
Kiln feed is extracted from the Blending Silo and fed to the Six stage Preheater cyclones with in-line pre-calcinator through bucket elevator and air slide and is finally burnt in a Rotary Kiln (Krupp Polysius Make, Capacity: 3,300 TPD, 65 meter long and 4.4 meter diameter) at a temperature of 1450-1500o C. The product from the kiln will be brownish black in color and with the maximum size of 40 mm clinker granules. Heat energy is supplied by firing pulverized coal to the kiln and precalcinator. The fine return dust from the preheated is collected in the Reverse Air Bag House (Thorax Make, Air Volume: 7, 81,000 M3/hr, Gas Temperature: 220o C, Number of Chambers: 22), and re-circulated to silo or kiln feed system.CoolingThe hot clinker leaving the kiln is cooled in a static grate cooler where 10 Nos. of cooler fans are discharging air to different grates for cooling the clinker. Clinker crusher reduces the clinker lumps to small size and is transported to a clinker stock pile (Capacity 60,000 tons, 80 meter diameter) by deep bucket conveyors. Clinker discharged from the kiln at nearly 14000 C will be cooled to 120 –1400C in the Cooler at the same time recuperating nearly 70 –73% of heat possessed by clinker in to the kiln system reducing the specific heat consumption considerably.
21
Clinker Grinding
Clinker and Gypsum are added in the desired proportions through respective weigh feeders and transported by belt conveying system into the POLYCOM (a high pressure grinding roll). From the Polycot, the ground material is fed to High Efficiency Separator (SEPOL) then to a single compartment Ball Mill
(Krupp Polysius Make, Capacity 225 TPH, 4.6 meter diameter, 14.5 meter long and has a 115 ton media) running on single shaft. Clinker is being ground to nearly 3000 Blaine (specific surface) in the process of size reduction. From Cement Mill, Cement is transported by bucket elevators into the Cement Silo.
Along with OPC, Blended cement is also being manufactured under the brand name of BIRLA PLUS. Also super fine cement is being made under the brand name 53-S, which is used, for making Railway sleepers.
Automation
For optimizing cement mill output rate & specific power consumption, software supplied by TCS, Pune has been installed.Cement Storage and Packing
The silo acts as a buffer capacity towards the fluctuations in cement demand, making the mill operation consistent, resulting in reduced energy consumption. It is a multi-compartment silo having six compartments, which can be used for storing six different grades of cement. Cement silo has been provided with sufficient ventilation system for the purpose of deducting as well as to take out the water vapor present in the cement to reduce silo blockage due to lump formation.
Packing
Cement is transported to Rotary Packers (Ennexco Make, 2 Nos., Capacity 180 TPH each, having 12 points each), by means of Air Slides where cement is filled into HDPE bags with the help of compressed air and weighed to 50 kgs automatically (with an average variance of 0.3 kgs) and carried out to truck, trailer or wagon loaders by belt conveyors where cement bags fall directly from the belt conveyors into the trucks, trailers or wagons respectively. Supply of compressed air is required to be confirmed continuously for the uninterrupted dispatch of cement.
22
CHANNEL OF DISTRIBUTION
Channel of distribution can be viewed as sets of independent organization involved in the process of making a product or service available for use or consumptionDirect party sale
In direct party sale manufacturer selling directly to the final consumer
Sale through Depot(Trade sale)
Direct party
Marketing Management Information System
It is an absolute necessary for organization, to formulate Marketing Management Information System (MMIS) based on the current and future requirements. Information technology can be fully exploited by organization to implement a truly on-line & integrated MMIS with the tool available in the market today. This in turn can help the organization gain competitive edge over its competitors in the market.Crucial information containing stockists, competitive analysis, complaint handling, publicity, distribution, sales staff performance, product sampling, environmental indicators and brand characteristics can be captured at different points at respective frequencies to build an effective MMIS.
23
ROLES & REPONSBILITES OF DISTRIBUTION DEPT
In any industry or org to ensure sale of final product being manufactured Marketing department plays very significant role & vital role. Due to liberalization of economic policies in our country as well as globalization of business world around there is extremely high degree of competition amongst the industries which has rather given more thrust on the marketing function
Cement
manufactu
rer
Marke
t
Depot
DealersSub
dealer
/Retailer
Consumer
Market Depot Party
/CustomerCement
manufacturer
Cement manufacturer
Govt & private institutions or individuals (in bulk demand)
and the role and responsibilities of the marketing personnel are becoming more & more challenging.Increasing competition due to inflow of Multi National Corporation’s(MNC’s) in India, Indian Industries are now striving hard for their development & even for their survival which has adversely affected the Industrial growth I our country. Cement Industries are also not exception of this challenge and hardship.
Aditya Vikram Birla Group with an objective to create a strong and dynamic cement company which is in leadership position, to maintain its prime position in the cement business in the country has recently integrated it’s business profile and integrated the cement division of Grasim and Indian Rayon in a single business in Grasim cement has been identified as a focus area in the group and with the total capacity of 10.65MTPA It is the biggest player in the Industry. The vision of the group is to attain industry leadership and importantly also to ensure that cement becomes a powerful growing business for the group.
24
MARKET LOGISTIC
PRODUCTION
CUSTOMER
PACK I NG P
LANT
DE
ALERS
DEPOT
FINISHED PRODUCT DELIVERY
Logistic
PRODUCTIONON
PRIMARY FREIGHT SECONDARY FREIGHRT
TRANSPOTATION MARKETING
HANDLING HANDLING
DELIVERY DELIVERY
Total Delivery Cost
Primary Cost Secondary Cost MISC. Cost
Loading Cost Freight Cost
Truck
Wagon
Loading Time Cost
Lead Time Cost
Idle Time Cost
Handling Damage
Unloading
Delivery
Torn
Shortage Comn. Cost
Stationery
LOGISTIC COST ( HOME TASK )
TECHONOLOGICAL AND MARKETING RELATED FACTORS
If the cement company is bringing new improved machinery & technology than naturally it adds to initial project cost. The market policy used by the company also governs the price. If the company adopts aggressive policy , spends a lot on advertising ,sales promotion then naturally price per bag will increased adoption of ISO 9000 system will also add to the cost of the cement .
DISTANCE OF THE MARKET PLACE FROM THE PLANT
If market place is in core area (0 to 200 km radius) then transpiration cost will be least . In fringe area (200 to 350 km radius) the transport cost will be relatively higher. In an area of (350 to 500 km radius), the price will get jacked up due to more expenditure involved in transport.
PACKING MATERIAL
The type of packing material commonly used are HDEP,HDPP. Paper is costlier the HDEP so the price may vary on the basis of packing material.
STORING MATERIAL
One company may adopt German multi compartment silo system for storing various types of cement of manufacturers at one place. This system helps bypass the shut down of the plant ,as different cement like SRC, PPC,OPC etc can be manufactured as per convenience and supplied to the customers account of shut down cost. These days normal trend is to grind the cement finger to get advantage of higher early strength. Extra grinding costs naturally add to cost of cement per bag.
DISTRIBUTION & DISPATCH
How to supply effectively ? the most important factor which gave staying power to a lot of top cement conglomerates was supply regularity & lead time between order requisition & delivery –both of which simply translate into product availability in a market .
27.
END USE OF CEMENT
Cement can be used in following applications For all general construction jobs
Bricks & stone masonry Plastering Flooring Plain &reinforcement concrete(RCC) Precast concrete job Cement can be used in roads ,runways, industrial building, RCC
bridges & lofty building.
LIST OF CEMENT BASED PRODUCTS concrete blocks tiles rccdoors window frames fencing poles rcc chamber covers water tanks electric poles
28
Chepter-3
RESEARCH METHODOLOGY
29Research methodology
Meaning of Research
RESEARCH in common parlance refers to a search for knowledge .Also can be defined as a scientific and systematic search for pertinent information on a specific topic. Research is a careful investigation or inquiry especially through search for new facts in any branch of knowledge.
For every comprehensive research a proper research methodology is indispensable and it has to be properly conceived. The methodology adopted by me is as under: -Research Design
Research Objectives
1. To find out the weak areas of Ultratech cement in Chittorgarh dist.2. To find out the improvements required in Ultratech cement. 3. To find out what are the most preferred brands of cement.in chittorgarh dist
4. To compare the various cement brands in terms of quality, pacakinging, strength, delivery time discounts etc.
Problem definition
What are the advertising and publicity tools that are used by the companies?Which of them is the most effective?Is there something different done by the competitors.Survey of the dealers of various brands.
Data Collection Design
Survey of dealer & sub dealer, Retailer
The different brands presently operating in the market are: -
Ultatech(Aditya birla) J.K. (Nimbahera) Chetak (Birla cement ) Birla Uttam Binani Shree Ultra Ambuja Bangur Cemento
30
Data Source
Primary data:
Data which is collected in this survey is fresh and for the first time and thus happens to be original in the nature.
The method used for obtaining primary data were: Personal Interviews Questionnaires
There was no secondary data provided to us as far as this research is concerned.
SamplingThe sample size was 115 Dealer in Chittorgarh dist.. Almost all the Dealer are to be interviewed.
Organization of the field WorkThe initial phase of the project involved introduction to the organization. Then we worked upon finalizing the Questionnaire and the sample population. Around a month was spent on the on-field survey in citiy. Then in the data analysis and the final report making 2 weeks were spent.
Analysis of the Data collectedThe data is collected and analyzed subjectively as well as graphically where it is possible. The analysis is based upon the preferences and the views of the dealer and doesn’t involve any biased view of the researcher.
31
Significance of Research
RESEARCH inculcates scientific and inductive thinking and it promotes the
development of logical habits of thinking and organization .The role of research in
several fields of applied economics, whether related to business or to the economy as
a whole, has greatly increased in modern times. Research provides the basis for
nearly all government policies in our economic system. Research has its special
significance in solving various operational and planning problems of business and
industry. Research is equally important for social scientists in studying social
relationships and in seeking answers to various social problems.
To me as a student, research means careerism or a way to attain a high position
in the social structure.
To professionals, research means a source of livelihood.
32
Chapter -4
Analysis & interpretation
33
Swot Analysis
STRENGTH AND WEAKNESS OF THE ORGANISATION
The organization has conducted SWOT (Strength Weakness Opportunities & Threats) analysis to drive the key interventions for framing objectives and strategies under total quality. SWOT analysis reflect on the following areas :
STRENGTH OF THE ORGANISATION
Own 23 MW captive power generations. State of the art technology plant. Product development facilities. Strong financial back-up of the group. MIS and on line accounting system. Successful introduction of HR system. Internal Recruitment Policy. World Class system implementation. Participate Management. Commitment of the top management.
WEAKNESSES OF THE ORGANISATION
No any major weakness in organization.
THREATS
Entrants of multinational companies for cement manufacturing. Change in Government Policy for higher levies, taxes, duties etc.
Organization policy from the above have been derived focusing on Technological Innovations Productivity Consistent Quality Cost Effectiveness Employee satisfaction
34
MARKET NEEDS / EXPECTATIONS / OPPORTUNITIES
As mentioned earlier, our Marketing Department constantly strive to explore all avenues by optimum exposure with latest developments, trends and interaction with end users to identify needs as well as opportunities.
.TPM’S MAIN FEATURE IS ZERO ORIENTATION
Zero Breakdowns.Zero Stoppage.Zero losses.Zero Quality Defects.Zero Accidents.Zero Customer Complaints.Zero Pollution.Zero Re-works.Zero Lead time.
THE NEED FOR TPM AROSE OWING TO THE FOLLOWING FACTORS
1. Necessity of stringent quality standards to face competition.2. Necessity of cost reduction, for survival.3. Necessity of multi-skilled manpower to manage hi tech production system at optimal cost.
INTERNATIONAL QUALITY RATING SYSTEM
IQRS represents the latest concept in evaluating the quality of management in any organization. Propounded and popularized by Det NorskeVeritas (DNV) of Netherland’s,IQRS consist of 10 level of quality management implementation. Aditya cement initiated the implementation of IQRS in march 99and achieved Level-3(L-5) of IQRS highest ever achieved by a cement unit in Rajasthan.
The cement is marketed under the brand name of Ultratech, BIRLA SUPER, RAJSHREE CEMENT, BIRLA READY MIX, AND GRASIM SUPER CEMENT bringing the product under the common brand name of VIKRAM Cement.
35
Chapter -5-
Analysis of Result
FINDINGS ON THE BASIS OF RETAILERS AND
DEALERS
Calculation of test and hypothesis
36
Calculation of test Hypothesis
Data Analysis & interpretation
DEALER CARE ACTIVITY: CHITTORGARH DISSTRICT
1. Which brand is good in quality as its competitor
Use Weighted Average Method:-
Option Rank 1
(3)
Best
Rank 2
(2)
Good
Rank 3
(1)
Avg
Total Weight
ed avg.=∑WX
∑X
Rank
Ultratech 21 (3) 7 (2) 1(1) 78 5.37 1
B. Chetak 11 (3) 5 (2) _ 43 2.68 3
Shree Ultra
1(3) 5 (2) 3 (1) 16 1.77
8
J k Laxmi 3 (3) 5 (2) _ 19 2.37 5
Binani 3 3(2) _ 15 2.50 4
Cemento _ 3(2) _ 6 2 7
Bangur 1(3) 3(2) _ 9 2.25 6
J K (N) 1(3) 2(2) 1(1) 8 2 7
Ambuja 1 (3) _ _ 3 3 2
37
W = ∑WX
∑X
Quality wise ranking
0
1
2
3
4
5
6
Brand name
Ran
k
Series1
38
2. Which brand is good in Packing as its competitor
Use Weighted Average Method:-
Option Rank 1
(3)
Best
Rank 2
(2)
Good
Rank 3
(1)
Avg
Total Weight
ed avg.=∑WX
∑X
Rank
Ultratech 11 (3) 14(2) 4(1) 65 3.55 1
B. Chetak 6 (3) 10(2) _ 38 2.37 2
Shree Ultra
1(3) 3 (2) 5(1) 12 1.33
8
J k Laxmi 3(3) 5(2) _ 19 2.37 3
Binani _ 4(2) 2(1) 10 1.66 7
Cemento _ 1(2) 2(1) 4 1.33 6
Bangur _ 4(2) _ 8 2 6
J K (N) 1(3) 3(2) _ 9 2.25 4
Ambuja _ 1(2) _ 2 2 5
39
3:-Which brand is good in Strength as its competitor
Use Weighted Average Method:-
Option Rank 1 Rank 2 Rank 3 Total Weight Rank
(3)
Best
(2)
Good
(1)
Avg
ed avg.=∑WX
∑X
Ultratech 26 (3) 3(2) _ 84 2.89 2
B. Chetak 9(3) 7(2) _ 41 2.56 3
Shree Ultra
1(3) 4 (2) 4(1) 15 1.66
5
J k Laxmi _ 3(2) 5(1) 11 1.37 7
Binani 2(3) 4(2) _ 14 2.33 4
Cemento _ 2(2) 1(1) 3 1 8
Bangur _ 2(2) 2(1) 6 1.5 6
J K (N) _ 2(2) 2(1) 6 1.5 6
Ambuja 1(3) _ _ 3 3 1
W = ∑WX
∑X
40
strength wise ranking
00.5
11.5
22.5
33.5
Brand name
Ran
k
Series1
4- Does publicity material effect the sale
Use of Chi Square Test:-
Option Yes No Total
Rural
Customer
35 45 80
Urban
Customer
50 30 80
Total 85 75 160
41
Null Hypothesis opinion of rural consumer and urban consumer and sale are independent
Calculation;-
Raw total*Colum total = 85*80= 42.5
Grand total 160
0 E 0-E (O-E) 2 (O-E) 2/E
35 42.5 7.5 56.25 1.32
50 42.5 7.5 56.25 1.32
45 37.5 7.5 56.25 1.32
30 37.5 7.5 56.25 1.32
Total 5.66
D.F. =(r-1) (c-1)
= (2-1) (2-1)
= (1) (1) =1
X2 0.05= 3.841
Conclusion: - Calculated value is more than Tabulated value. Hence Hypothesis is
rejected and thus the sale of the cement is affected by the publicity
42
Dealer opinion
0
10
20
30
40
50
60
Yes NO
No
of
Deale
rRural Dealer
Urban dealer
SALE OF EACH BRAND IN THE MARKET
Analysis- Ultratech is good position in the mkt &its biggest competitor is birla chetak in chittorgarh
Its sale high due to its good quality
(Total no. of respondent-80)43
Ultratech, 0.4
Birla chetak, 0.21
Shree ultra, 0.13
Jk lakshmi, 0.1
Binani, 0.05
Bangur, 0.04
Cemento, 0.04
Jk (N), 0.01
Ambuja, 0.02
Ultratech
Birla chetak
Shree ultra
Jk lakshmi
Binani
Bangur
Cemento
Jk (N)
Ambuja
Price of each brand
200201202203204205206207208209210
1 2 3 4 5 6 7 8 9 10
Price of each brand
Series1
Series2
1-BIRLA CHETAK 2042-ULTRATECH 2103-JK LAXMI 2074-SHREE ULTRA 2035-BANGUR 2046-BINANI 2057-CEMENTO 2018-JK(N) 2039-AMBUJA 210
Analysis
Ultratech price is very high Price comparison to its competitor because its advertisement cost is very high
(Total no. of respondent-80)
44
MIN&MAX PRICE OF ALL BRAND
Min&Max Price of all brand
205
198 198 199
204202
198
203206
212210 210
208 207 208204
208210
190
195
200
205
210
215
Ultratech Birlachetak
Shreeultra
Jklakshmi
Binani BangurCementoJk (N) Ambuja
Series1 Series2
Analysis
MIN PRICE-198 MAX PRICE-210
(Total no. of respondent-80)
45
% of buyer decision
Percentage of buyer decision
40%
30%
20%
10% Quality
Price
Advertisement
Dealer Behaviour& OtherFactor
Analysis QUALITY WISE-40%
PRICE WISE-30%ADEVERTISEMENT WISE-20%OTHER FACTOR-10%
(Total no. of respondent-80)
ADVERTISEMENT WISE RANKING
Adevertisement wise ranking
ultratech18%
birla chetak10%
j k lakshmi15%
shree ultra 14%
binani10%
bangur10%
cemeto10%
jk (N)3%
ambuja10%
Analysis
1 BIRLA CHETAK-10%2-ULTRATECH-18%3-JK LAXMI-16%4-SHREE ULTRA-14%5-BANGUR10%6-BINANI-10%7-CEMENTO-10%8-JK(N)-2%9-AMBUJA-10%
(Total no. of respondent-80)
SHOULD BE IMPROVEMENT IN ULTRATECH IN%
should be improvement in ultratech in %
0.05
0.2
0.05
0.2
0.3
0.2
Quality
Packing
strength
Delivery time
Discount
Advertisement
Series1
(Total no. of respondent-80)
47
DELIVERY TIME WISE RANKING
Dilivery time wise ranking
0
2
4
6
8
10
12
Ultratech Birlachetak
Shreeultra
Jklakshmi
Binani BangurCemento Jk (N) Ambuja
Series1
aaaaaaaa
10-Best 8 –Better 6-Good 4-Average 2-Bed
(Total no. of respondent-80)
43STRENGTH WISE RANKING
strength wise ranking
1010
88
8
66
8
10
0 2 4 6 8 10 12
UltratechBirla
Shree ultraJk lakshmi
BinaniBangur
CementoJk (N)
Ambuja
Series1
10-Best 8 –Better 6-Good 4-Average 2-Bed
(Total no. of respondent-80)
% OF DEALER IN CHITTORGARH
% of Dealer
ultratech, 0.26
Birla chetak, 0.2
Shree ultra, 0.11
Jk lakshmi, 0.1
Binani, 0.09
Bangur, 0.07
Cemento, 0.12
Jk (N), 0.07
Ambuja, 0.04 ultratech
Birla chetak
Shree ultra
Jk lakshmi
Binani
Bangur
Cemento
Jk (N)
Ambuja
(Total no. of respondent-80)
49
Suggestion of the Dealer
The major suggestions of the are: -
1 -Its price is very high so decrease the price comparison to birla chetak2 –discount scheme not be specified only c.d. specified3 –regularly mason meet 7increase the number op people &also invite the regular customer4 –Multypal chek book apply5 –Introduce the new 25 kg beg6 –Regularly give the publicity materiel to dealer &sub dealer7 –Increase the labor charges &d.d. commotion
current Increasel.c. 60 p 1 Rsd.d 2Rs 3 Rs
8 maintain the quality &quality is very good9 Attractive packaging should be done10. Company officials should be motivated in a positive way to treat retailers in a friendly manner and also to touch the inaccessible areas11 Maintaining good relationship with the dealers as they influence the
customers greatly. It can be done through.12 Time to time organizing competitions between dealers is a good idea,
special offers, scratch and win schemes, bumper prizes are lucrative.13 When increase the price the information should be provided to dealer in
advance14 Increase the credit limit like birla chetak
Limitations
There were some limitations that were during the project working faced by us. These limitations are:
The information is based upon views and the knowledge of the dealers, which are often biased.Complete data related to the analysis of the survey was not available.The survey was based upon the dealers and suppliers of whom most of them were uneducated and didn’t know much about Cement advertisement.
50
CONCLUSIONS
Ultratech Cement has had to move towards an increasing marketing orientation.Company can no longer “sell what it produces” it has to produce what it can sell.Determination of what can be sold and how it can be sold involves listing to the user and understanding his behavior.Growing capacities have also increased the size of the largest marketThe distance between the producer & consumer has increased. In this scenario marketing research has provide an effective tool in determining user behavior in the cement industry.
Overall observation
Ultratech is good position in the mkt but its price is very high so decrease the price comparing to b.chetak because b chetak is the biggest competitor of ultratech cement in chittorgarh &some improvement in packing & publicity materioul
1- Ultratech has 40% mkt share2- Its advertisement is very good3- Quality wise very good4- Its price is very high so decrease the comparing to birla chetak
Consumer awareness:-
Aditya Cement should create Dealer awareness (regarding it’s brand) to enhance the sell of Ultratech Cement in rural areas.
Result of survey shows that advertising & masons both play major role in cement buying process.
Methodology for Creating Dealer awareness:
Aditya Cement should arrange technical seminars, lectures for architects Company, engineers and structural engineers.In local language mason training programs should be arranged in rural & urban areas. So that the actual users of cement get the technical knowledge.If this training program can be coupled with the field demonstrations, it can surely help the mason in a great way. Literatures and brochures in local language should be printed for wide distribution amongst consumers.Even various media’s like radio press, technical magazines etc. Should be used for educating masses.Educative VHS firms should be produced and the same may be shown to the consumers through audio visual media.Pricing Result of survey revealed that price play a measure role in sale of cement .As Aditya Cement had marginally higher price level then it’s competitors and in rural areas it has been noticed that customer purchase those
brand cement that has lower price. So Aditya Cement should constantly compare its products , prices , channels advertising level’s & promotion with its close competitors . In this way company can identify areas &weakness permit the company to refine it’s strategy to take advantage of competitor’s limitation’s.Company should communicate to dealer about the price change timely.
Managing Customer Value:
Service quality will become the most service success factor in business Aditya Cement need to immediately wake to this reality before Dealer decide to out & leave.Business is not like tennis. If you can’t serve, you can’t win Aditya Cement should provide following customer service to enhance the sell of Ultratech Cement.Technical services:
Recommendations
During this project report on “Aditya Birla Cement Limited” I have studied the various aspects of the management its functions and importance and was a totally new experience for me for I am grateful to every body in “Aditya Birla Cement Limited” before concluding my report I would like to make some recommendations.The company should try to create a Unique Selling Preposition to their product and should make the customer to feel needful for that.The company should open its own outlets in order various districts of its markets and there it can directly reach customers and that could have a positive effect on the company’s bottom lines, as this would remove the middlemen.Increase the number of Television advertisement.The advertisement of the company should such as it tries to link to directly to the emotions of the people.
On the publicity front company can give more credit to the dealer's crease the number of the mason meets and training program
52
BIBLIOGRAPHY
Executive summary of cement Manufacturer's Association
News digests Cement Manufacturer's Association
Marketing Management by Philip Kotler
Research Methodology by C.R.Kothari
Hand book by Saroj khan
www.gracim.com www.adityabirla.com
www.googel.com
Annexure
53
Price & Sales positioning of Ultratech Cement vis - a vis Competitor Brand.
Questionnaires for Dealers
Name of Firm ...........................................Place .........................................................Prop ..........................................................Date ..........................................................
1. Which Brand Do you Sale?a. Ultra Tech b. Birla Chetakc. J.K. Nimbharera d. Binanie. Shree f. Birla Uttamg. Other
2. Are you Dealer of Any Brand?a. Ultra Tech b. Birla Chetakc. J.K. Nimbharera d. Binanie. Shree f. Birla Uttamg. Other
3. What is your Average Sale?a. Ultra Tech b. Birla Chetakc. J.K. Nimbharera d. Binanie. Shree f. Birla Uttamg. Other
4. What Price you buy from depot.a. Ultra Tech Rs.b. Birla Chetak Rs.c. J.K. Nimbharera Rs.d. Binani Rs.e. Shree Rs.f. Birla Uttam Rs.g. Other Rs.
54
5. What Price you sale to
UltraTech Binani Birla J.K. Shree OtherWhole seller to Retail 100Retailer
6. How would you rank the brand?
S. No. Quality
Packing
Sale
Strength
delivery time
Discounts
Ads.
Mkt. Visit by Officer
UltratechBirla ChetekJ.K. (N.)BinaniShreeOther
7. Which Factor Effect Customer buyer decision a. Qualityb. Prizec. Advertisement d. Other
8. Which Company providing maximum publicity material?a. Ultra Tech b. Birla Chetakc. J.K. White d. Binanie. Shree f. Birla Uttamg. Other
9. Does Publicity Material affect your sale?a. Yes b. No55
10. Which Brand Has Good Quality?a. Ultra Techb. Birla Chetak c. J.K. Whited. Binanie. Shreef. Birla Uttamg. Other11. Which Brand Customer Demand More.a. Ultra Techb. Birla Chetakc. J.K. Whited. Binanie. Shreef. Birla Uttamg. Other
12. If Customer asks for Cement which would you prefer.a. Ultra Techb. Birla Chetakc. J.K. Whited. Binanie. Shreef. Birla Uttamg. OtherWhy.........................................................................................................................................................................................................................................................
13. Which company help you increase your sale?a. Ultra Tech b. Birla Chetakc. J.K. White d. Binanie. Shree f. Birla Uttamg. Other
56
14. Any Suggestion for cement Company.
...............................................................................................................................................................................................................................................................
15. What sort improvement do you think is require in brand.
S. No. Quality Packing Sale Strength delivery time
Discounts Ads. Mkt. Visit by Officer
UltratechBirla ChetekJ.K. (N.)BinaniShreeOther
Signature of Dealer …………………….. Seal
57
List of Dealer & Sub dealer
DEALER & S.DEALER NAME PLACE BRANDRajendra cement agency Bhedesar Ultratech
Nakoda bilders Bhedesar b. chetakPrabha agency Bhedesar Jk laxmi
Sanwariya agency Bhedesar Shree ultra New naween Awary mata ultratechLal singh ji Nikumb chouraha b. chetak
Bharat cement agency Nikumb Binani Bheru lal/ suresh kumar jain Nikumb Ultratech
Verdichand/ amrit lal Nikumb Jk laxmiPitliya brothers Nikumb b.chetak Shivam brothers Dungla Jk laxmiVimal cement Dungla b.chetak
Chandan sales corpration Dungla Bangur Nakoda fertilisers Dungla Ultratech Mahta fertilisers Dungla Binani
Tuff cementoBhagvati lal/shanker lal dhani Dungla Shree ultra
Priyanka enterprises Badi sadri ultratechPiyush enterprises Badi sadri Jk laxmi
Nalwaya treders Badi sadri Ultratech Vidhy oil Badi sadri Ultratech
Mohit enterprises Badi sadri cementoRanjit lal/arvind kumar Badi sadri ultratechVimal trading company Badi sadri binani
Naher bilders Badi sadri B.chetakKotari enterprises Choti sadri Cemento
Deepak enterprises Choti sadri Ultratech Anjaly enterprises Choti sadri Jk laxmi Ashish enterprises Choti sadri b.chetak
Shree vishvenath electicales Choti sadri Shree ultra Angina seles agency Choti sadri Bangur Mangalem bilders Choti sadri Ambuja Triputi enterprises Choti sadri Jk laxmi
Laxmi traders Choti sadri Ultratech Anjana enterprises Choti sadri Binani
Kamlesh treding company Chikarda Jk (N) Jk laxmi
Kamlesh g loda Chikarda b. chetak Adinath traders Chikarda Ultratech Sampat cement Morvan Ultratech
Nakoda cement &senetry Mangalwar Shree ultraMahaveer agency Mangalwar Ultratech
Hajari mal /ful chand jain Mangalwar Bangur Mahaveer krushi bhandar Mangalwar B .chetak
Tulsi cement Mangalwar Ultratech Nakoda iron store Bhadsoda Ultratech
Om shanty machinarys Bhadsoda ultratechLodha brothers Bansen Ultratech
Maheshwary treders Bansen B .chetakAnil enterprises Singpur B .chetak
Shanty lal/rajendra lal Singpur Ultratech Sanwariya oil mil Singpur Shree ultra
Gaytri cement suplirs Gora g ka nimbaheda
B .chetak
Ashok mal/ indra mal Kapasen Ultratech Maheshwari senetry Kapasen B .chetak
Palod communication Kapasen Ultratech Gautam agency Kapasen Jk laxmi
Shree ultraVikrem agency Kapasen Jk (n)
Sanwariya cement Kapasen Binani Gaurave g Kapasen Tuff cemento
Pokherana agency Bhopal sager B .chetakShree mahalaxmi rice mils Bhopal sager Ultratech
Mahaveer auto sells Bhopal sager All brandVaishanawcement agency Shani maraj Ultratech
Vijay kirana store Shani maraj B .chetakRamesh trading company Babrana Ultratech
B .chetakKesari mal/permil kumar jain Akola Ultratach
Namdev cement agency Akola Jk laxmiSunder lal/shyam lal samer Akola Bangur
Deepak agency Akola Binani Nakoda cement agency Akola B .chetak
Jai ambey cement Roliya B .chetakVaibheve enterprises Chittorgarh B .chetak
Triputy traders Chittorgarh Cemento Maa kripa building materiol Chittorgarh Shree ultra
Shub marbel Chittorgarh B .chetak
Charbuja building materiol Chittorgarh B .chetak
s. j .distributers Chittorgarh B .uttam .
Laxmi enterprises Chittorgarh B .chetak
Tulsi traders Chittorgarh Ultratech
Adinath agency Chittorgarh Ambuja
Krishna enterprises Chittorgarh Cemento
Shree g serimic Chittorgarh Ultratech
Raj shree cement agency Chittorgarh Shree ultra
Bargadiya cement agency Chittorgarh B .chetak
Bharat agency Chittorgarh Ultratech
Nawkar agency Chittorgarh Jk (N)
Friends agency Chittorgarh Jk(N)
Ambeshwary agency Chittorgarh Jk laxmi
V .r .distibuters Chittorgarh Shree ultra
Sanjay paints Chittorgarh Ultratech B .chetak
Rakesh traders Chittorgarh Jk laxmi
Maheshwari cement agency Gangrar Ultratech
Mundra cement agency Gangrar B .chetak
Jain treding company Gangrar Ultratech
Balaji traders Gangrar Binani
Mayank traders Gangrar Shree ultra
Chaebuja cement agency Gangrar Ultratech
Rajendra sury cement supplirs Shambupura Jk (N)
Mahaveer builders Shambupura Binani
Kamal traders Shambupura Ambuja
Sanweriya c. supplirous Shambupura B .chetak
Shree ram khad bhandar Shambupura B .chetak
Ram lal g Shambupura Bangur
Mahalaxmi stone Sawa Ultratech
Kothari brothers Sawa Jk laxmiB chetak
Deepak c. supplirous Sawa Shree ultra
Kuldeep hardwayer Sawa Binani
Chotiya c.agency Nimbahera Ultratech
Delawat brothers Nimbahera Jk laxmi
Dashora c. supplirous Nimbahera Ultratech
Shree shyam traders Nimbahera Bangur Ambuja
Sanweriya traders Nimbahera Ultratech Shree ultra
Jyoti bilders Nimbahera Ultratech
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