CHAPTER - I INTRODUCTION

INTRODUCTION
The competition is hitting up in the market place with more and more players vying for the same set of customers. These companies are competing with each other for a larger share of the same pie. The scenario is no less with some of the companies in the cement industry though they have enjoyed a glorious past. Zuari cement limited is one among them. Zuari cement has within a short time-span made its presence felt in the cement industry. It has done so by making top quality cement consistently that has won the confidence and trust of millions in the country. This story dates back to the time when there were not many regional brands in the market. As the time elapsed many local brands like Raasi, CCI, Priya cement, KCP, Maha cement has taken up the considerable market share. Thus with so many choices available the customer, can defect to a competitor if he feels even slightly to dissatisfied. Add to this the fact that a dissatisfied customer is likely to share his experiences with many others, which may eventually cause a considerable damage to the good will and brand image of the company. In the recent years the brand Zuari also suffers the same, though it has superior work force, cutting-edge technology, de-centralized quality assurance teams. To emerge as a winner in a highly competitive environment, a brand should incorporate messages that reflect consumers. A brand is more than a product for a company and for any business to become truly successful, it needs to create positive brand recognition for its product. The easiest and most fruitful way to think of a brand image is as an IMAGE that the consumers remember. Hence a brand name and brand image of the product plays a vital role for any firm to position it in the minds of the customers. We are fortunate to take part in this project to know the position of the brand Zuari in the customers mind and determine the setbacks that it suffered in the market and analyze the same.

NEED OF THE STUDY In the current scenario, there is heavy competition in the cement industry. Zuari cement is one of the major companies in the cement industry facing cut-throat competition. Unless we tell them, we cant sell them, which means that people will not buy products until they become aware. ASTUDY ON BRAND IMAGE OF ZUARI CEMENTS Will help in studying the awareness of zuari cement in the market when comparing to other brands, which enables to analyze sales of the company in the view of competition. A careful and thorough study of the different factors enables the company to withstand to the changing situations of the environment and suggests suitable strategies to the company. OBJECTIVES OF THE STUDY The primary objective of the study is to know the Brand image of ZUARI cement this comprises of Consumer awareness level, usage and attitudes towards Zuari cement. Engineers/Builders and Dealers awareness level, usage and attitudes towards Zuari cement. Reasons for preferring or not of Zuari cement. Position of Zuari cement among the other brands in the minds of customers. To give suitable suggestions from findings.

RESEARCH METHODOLOGY The purpose of conducting research is to know the Brand Image through the attitude perceptions of the consumers, Engineers and Dealers towards Zuari cement. The research is based on data collected from the sources. DATA SOURCES: Are generally classified into two categories from where the information is gathered through 1. Primary data 2. Secondary data PRIMARY DATA Primary data collection includes both in-depth interview and simple questionnaire. Data was collected from the Owners (consumers), Dealers and Engineers by way of preparing questionnaire and gathering information relating to various aspects of the product through direct interview method. SECONDARY DATA Secondary Data is derived from sources like Internet, articles, magazines etc.

SCOPE OF THE STUDY In todays globalized scenario Advertising agencies are playing a pivotal role as a strategic consultant for their clients aiming at branding and building the image for their products/services, so understanding their clients customers is the basic need for them which has become a Herculean task Todays customer has a huge basket of choices of choosing a particular brand of cement services. His awareness level, past experiences, and perceptions about the product attributes guide the preference towards a particular service. A product not accepted by the intended customers is a failed product. In this context, the study intends to know preferences, awareness level among different segments (Engineers, Dealers and End-users) and the position of Zuari cement in the sample. LIMITATIONS OF THE STUDY The study was subject to the following limitations: The questionnaires were administered on a sample of 120 members which constitutes 50 Consumers, 50 Engineers/Builders and 20 Dealers, which was sufficient to analyze the attitude and perceptions of the mentioned above, which is one of the major limitations of the study. There was lack of access to the owners of the house, in the case of house hold category (especially in the office hours) and most of the times it was their better halves who had to interact and the result of such is incomplete, as they were not properly involved in the decisions of the construction process. The owner had to be accessed at his residence only after the office hours or only on Sundays for unbiased information and it was highly time consuming.

 Prejudice of some of the respondents. For instance, one of the respondents of the total population (including End users, Engineers/Contractors and Dealers) had bitter experience with respect to Brand Zuari. For this reason, he/she is totally against the brand name Zuari and could not consider even a single factor in favour of the Zuari. The study was restricted to Nalgonda city and some of the outskirts only, as a result of it, it was tough time to collect the required data. RESEARCH METHODOLOGY Sample comprised three categories of respondents: 1. Consumers 2. Dealers 3. Engineers/Builders/Contractors Sample size for survey comprised of 120 persons, the break-up being as under: Consumers = 50 Dealers =20 Engineers/Contractors/Builders = 50 QUESTIONNAIRE DESIGN A questionnaire is a formalized instrument for ascertaining information directly from the respondent concerning their behavior, demographic characteristics, level of knowledge and attitudes, beliefs and opinions.

The types of questions used in the questionnaire:

Multiple choice questions Closed ended questions having alternatives Open ended questions Itemized rating scale.

CONTACT METHOD: Personal interview method This was chosen, as it was the versatile method because in it lies the greatest opportunity of gathering abundant information and as opportunity of observation.

CHAPTER II INDUSTRY PROFILE AND COMPANY PROFILE

INDUSTRY PROFILE
In the most general sense of the word, cement is a binder, a substance which sets and hardens independently, and can bind other materials together. The word "cement" traces to the Romans, who used the term "opus caementicium" to describe masonry which resembled concrete and was made from crushed rock with burnt lime as binder. The volcanic ash and pulverized brick additives which were added to the burnt lime to obtain a hydraulic binder were later referred to as cementum, cimentum, cment and cement. Cements used in construction are characterized as hydraulic or nonhydraulic. The most important use of cement is the production of mortar and concretethe bonding of natural or artificial aggregates to form a strong building material which is durable in the face of normal environmental effects. Concrete should not be confused with cement because the term cement refers only to the dry powder substance used to bind the aggregate materials of concrete. Upon the addition of water and/or additives the cement mixture is referred to as concrete, especially if aggregates have been added. History of the origin of cement It is uncertain where it was first discovered that a combination of hydrated no hydraulic lime and a pozzolan produces a hydraulic mixture (see also Pozzolanic reaction), but concrete made from such mixtures was first used on a large scale by Roman engineers. They used both natural pozzolans (trass or pumice) and artificial pozzolans (ground brick or pottery) in these concretes. Many excellent examples of structures made from these concretes are still standing, notably the huge monolithic dome of the Pantheon in Rome and the massive Baths of Caracalla.

The vast system of Roman aqueducts also made extensive use of hydraulic cement. The use of structural concrete disappeared in medieval Europe, although weak pozzolanic concretes continued to be used as a core fill in stone walls and columns. Modern cement Modern hydraulic cements began to be developed from the start of the Industrial Revolution (around 1800), driven by three main needs

Hydraulic renders for finishing brick buildings in wet climates Hydraulic mortars for masonry construction of harbor works etc, in contact with sea water.

Development of strong concretes.

In Britain particularly, good quality building stone became ever more expensive during a period of rapid growth, and it became a common practice to construct prestige buildings from the new industrial bricks, and to finish them with a stucco to imitate stone. Hydraulic limes were favored for this, but the need for a fast set time encouraged the development of new cements. Most famous was Parker's "Roman cement." This was developed by James Parker in the 1780s, and finally patented in 1796. It was, in fact, nothing like any material used by the Romans, but was a "Natural cement" made by burning septaria nodules that are found in certain clay deposits, and that contain both clay minerals and calcium carbonate. The burnt nodules were ground to a fine powder. This product, made into a mortar with sand, set in 515 minutes. The success of "Roman Cement" led other manufacturers to develop rival products by burning artificial mixtures of clay and chalk. John Smeaton made an important contribution to the development of cements when he was planning the construction of the third Eddystone Lighthouse (17559) in the English Channel.
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He needed a hydraulic mortar that would set and develop some strength in the twelve hour period between successive high tides. He performed an exhaustive market research on the available hydraulic limes, visiting their production sites, and noted that the "hydraulicity" of the lime was directly related to the clay content of the limestone from which it was made. Smeaton was a civil engineer by profession, and took the idea no further. Apparently unaware of Smeaton's work, the same principle was identified by Louis Vicat in the first decade of the nineteenth century. Vicat went on to devise a method of combining chalk and clay into an intimate mixture, and, burning this, produced an "artificial cement" in 1817. James Frost working in Britain, produced what he called "British cement" in a similar manner around the same time, but did not obtain a patent until 1822. In 1824, Joseph Aspdin patented a similar material, which he called Portland cement, because the render made from it was in color similar to the prestigious Portland stone. All the above products could not compete with lime/pozzolan concretes because of fastsetting (giving insufficient time for placement) and low early strengths (requiring a delay of many weeks before formwork could be removed). Hydraulic limes, "natural" cements and "artificial" cements all rely upon their belite content for strength development. Belite develops strength slowly. Because they were burned at temperatures below 1250 C, they contained no alite, which is responsible for early strength in modern cements. The first cement to consistently contain alite was made by Joseph Aspdin's son William in the early 1840s. This was what we call today "modern" Portland cement.

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Because of the air of mystery with which William Aspdin surrounded his product, others (e.g. Vicat and I C Johnson) have claimed precedence in this invention, but recent analysis of both his concrete and raw cement have shown that William Aspdin's product made at Northfleet, Kent was a true alitebased cement. However, Aspdin's methods were "ruleofthumb" Vicat is responsible for establishing the chemical basis of these cements, and Johnson established the importance of sintering the mix in the kiln. William Aspdin's innovation was counterintuitive for manufacturers of "artificial cements", because they required more lime in the mix (a problem for his father), because they required a much higher kiln temperature (and therefore more fuel) and because the resulting clinker was very hard and rapidly wore down the millstones which were the only available grinding technology of the time. Manufacturing costs were therefore considerably higher, but the product set reasonably slowly and developed strength quickly, thus opening up a market for use in concrete. The use of concrete in construction grew rapidly from 1850 onwards, and was soon the dominant use for cements. Thus Portland cement began its predominant role. it is made from water and sand Types of modern cement Portland cement Cement is made by heating limestone (calcium carbonate), with small quantities of other materials (such as clay) to 1450C in a kiln, in a process known as calcination, whereby a molecule of carbon dioxide is liberated from the calcium carbonate to form calcium oxide, or lime, which is then blended with the other materials that have been included in the mix . The resulting hard substance, called 'clinker', is then ground with a small amount of gypsum into a powder to make 'Ordinary Portland Cement', the most commonly used type of cement (often referred to as OPC).Portland cement is a basic ingredient of concrete, mortar and most nonspeciality grout.
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The most common use for Portland cement is in the production of concrete. Concrete is a composite material consisting of aggregate (gravel and sand), cement, and water. As a construction material, concrete can be cast in almost any shape desired, and once hardened, can become a structural (load bearing) element. Portland cement may be gray or white. Portland cement blends These are often available as interground mixtures from cement manufacturers, but similar formulations are often also mixed from the ground components at the concrete mixing plant. Portland blast furnace cement Contains up to 70% ground granulated blast furnace slag, with the rest Portland clinker and a little gypsum. All compositions produce high ultimate strength, but as slag content is increased, early strength is reduced, while sulfate resistance increases and heat evolution diminishes. Used as an economic alternative to Portland sulfateresisting and lowheat cements. Portland flyash cement Contains up to 30% fly ash. The fly ash is pozzolanic, so that ultimate strength is maintained. Because fly ash addition allows a lower concrete water content, early strength can also be maintained. Where good quality cheap fly ash is available, this can be an economic alternative to ordinary Portland cement.

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Portland pozzolan cement Includes fly ash cement, since fly ash is a pozzolan, but also includes cements made from other natural or artificial pozzolans. In countries where volcanic ashes are available (e.g. Italy, Chile, Mexico, the Philippines) these cements are often the most common form in use. Portland silica fume cement. Addition of silica fume can yield exceptionally high strengths, and cements containing 520% silica fume are occasionally produced. However, silica fume is more usually added to Portland cement at the concrete mixer Masonry cements Used for preparing bricklaying mortars and stuccos, and must not be used in concrete. They are usually complex proprietary formulations containing Portland clinker and a number of other ingredients that may include limestone, hydrated lime, air entertainers, retarders, water proofers and coloring agents. They are formulated to yield workable mortars that allow rapid and consistent masonry work. Subtle variations of Masonry cement in the US are Plastic Cements and Stucco Cements. These are designed to produce controlled bond with masonry blocks. Expansive cements Contain, in addition to Portland clinker, expansive clinkers (usually

sulfoaluminate clinkers), and are designed to offset the effects of drying shrinkage that is normally encountered with hydraulic cements. This allows large floor slabs (up to 60 m square) to be prepared without contraction joints.

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White blended cements May be made using white clinker and white supplementary materials such as highpurity met kaolin. Colored cements Used for decorative purposes. In some standards, the addition of pigments to produce "colored Portland cement" is allowed. In other standards (e.g. ASTM), pigments are not allowed constituents of Portland cement, and colored cements are sold as "blended hydraulic cements". Very finely ground cements Made from mixtures of cement with sand or with slag or other pozzolan type minerals which are extremely finely ground together. Such cements can have the same physical characteristics as normal cement but with 50% less cement particularly due to their increased surface area for the chemical reaction. Even with intensive grinding they can use up to 50% less energy to fabricate than ordinary Portland cements. NonPortland hydraulic cements Pozzolanlime cements. Mixtures of ground pozzolan and lime are the cements used by the Romans, and are to be found in Roman structures still standing (e.g. the Pantheon in Rome). They develop strength slowly, but their ultimate strength can be very high. The hydration products that produce strength are essentially the same as those produced by Portland cement. Slaglime cements. Ground granulated blast furnace slag is not hydraulic on its own, but is "activated" by addition of alkalis, most economically using lime. They are similar to pozzolan lime cements in their properties. Only granulated slag (i.e. waterquenched, glassy slag) is effective as a cement component.
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Supersulfated cements These contain about 80% ground granulated blast furnace slag, 15% gypsum or anhydrite and a little Portland clinker or lime as an activator. They produce strength by formation of ettringite, with strength growth similar to a slow Portland cement. They exhibit good resistance to aggressive agents, including sulfate. Calcium aluminate cements Hydraulic cements made primarily from limestone and bauxite. The active ingredients are monocalcium aluminate CaAl2O4 (CaO Al2O3 or CA in Cement chemist notation, CCN) and mayenite Ca12Al14O33 (12 CaO 7 Al2O3 , or C12A7 in CCN). Strength forms by hydration to calcium aluminate hydrates. They are welladapted for use in refractory (hightemperature resistant) concretes, e.g. for furnace linings. Calcium sulfoaluminate cements Made from clinkers that include ye'elimite (Ca4(AlO2)6SO4 or C4A3 in Cement

chemist's notation) as a primary phase. They are used in expansive cements, in ultrahigh early strength cements, and in "lowenergy" cements. Hydration produces ettringite, and specialized physical properties (such as expansion or rapid reaction) are obtained by adjustment of the availability of calcium and sulfate ions. Their use as a lowenergy alternative to Portland cement has been pioneered in China, where several million tons per year are produced. Energy requirements are lower because of the lower kiln temperatures required for reaction, and the lower amount of limestone (which must be endothermic ally decarbonated) in the mix. In addition, the lower limestone content and lower fuel consumption leads to a CO2 emission around half that associated with Portland clinker. However, SO2 emissions are usually significantly higher.

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"Natural" Cements correspond to certain cements of the prePortland era, produced by burning argillaceous limestones at moderate temperatures. The level of clay components in the limestone (around 3035%) is such that large amounts of belittle (the lowearly strength, highlate strength mineral in Portland cement) are formed without the formation of excessive amounts of free lime. As with any natural material, such cements have highly variable properties. Geopolymer cements Made from mixtures of watersoluble alkali metal silicates and aluminosilicate mineral powders such as fly ash and metakaolin. The setting of cement Cement sets when mixed with water by way of a complex series of chemical reactions still only partly understood. The component constituents slowly crystallise and the locking together of the crystals gives it strength. Carbon Dioxide is slowly absorbed to convert the Lime into insoluble calcium carbonate. After the initial setting, immersion in warm water will speed up setting. Environmental and social impacts Cement manufacture causes environmental impacts at all stages of the process. These include emissions of airborne pollution in the form of dust, gases, noise and vibration when operating machinery and during blasting in quarries, and damage to countryside from quarrying. Equipment to reduce dust emissions during quarrying and manufacture of cement is widely used, and equipment to trap and separate exhaust gases are coming into increased use. Environmental protection also includes the reintegration of quarries into the countryside after they have been closed down by returning them to nature or recultivating them.

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Climate Cement manufacture contributes greenhouse gases both directly through the production of carbon dioxide when calcium carbonate is heated, producing lime and carbon dioxide,[14] and also indirectly through the use of energy, particularly if the energy is sourced from fossil fuels. The cement industry produces about 5% of global manmade CO2 emissions, of which 50% is from the chemical process, and 40% from burning fuel. The amount of CO2 emitted by the cement industry is nearly 900 kg of CO2 for every 1000 kg of cement produced. One alternative, in certain applications, lime mortar, reabsorbs the CO2 chemically released in its manufacture, and has a lower energy requirement in production. Newly developed cement types from Novacem and Ecocement can absorb carbon dioxide from ambient air during hardening. Fuels and raw materials A cement plant consumes 3 to 6 GJ of fuel per tonne of clinker produced, depending on the raw materials and the process used. Most cement kilns today use coal and petroleum coke as primary fuels, and to a lesser extent natural gas and fuel oil. Selected waste and byproducts with recoverable calorific value can be used as fuels in a cement kiln, replacing a portion of conventional fossil fuels, like coal, if they meet strict specifications. Selected waste and byproducts containing useful minerals such as calcium, silica, alumina, and iron can be used as raw materials in the kiln, replacing raw materials such as clay, shale, and limestone. Because some materials have both useful mineral content and recoverable calorific value, the distinction between alternative fuels and raw materials is not always clear. For example, sewage sludge has a low but significant calorific value, and burns to give ash containing minerals useful in the clinker matrix.

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Cement industry In 2002 the world production of hydraulic cement was 1,800 million metric tons. The top three producers were China with 704, India with 100, and the United States with 91 million metric tons for a combined total of about half the world total by the world's three most populous states.

Modern cement Modern hydraulic cements began to be developed from the start of the Industrial Revolution (around 1800), driven by three main needs

Hydraulic cement render (stucco) for finishing brick buildings in wet climates. Hydraulic mortars for masonry construction of harbor works, etc., in contact with sea water.

Development of strong concretes. In Britain particularly, good quality building stone became ever more expensive

during a period of rapid growth, and it became a common practice to construct prestige buildings from the new industrial bricks, and to finish them with a stucco to imitate stone.

19

Hydraulic lines were favored for this, but the need for a fast set time encouraged the development of new cements. Most famous was Parker's "Roman cement".[8] This was developed by James Parker in the 1780s, and finally patented in 1796. It was, in fact, nothing like any material used by the Romans, but was a "Natural cement" made by burning sectarian nodules that are found in certain clay deposits, and that contain both clay minerals and calcium carbonate. The burnt nodules were ground to a fine powder. This product, made into a mortar with sand, set in 515 minutes. The success of "Roman Cement" led other manufacturers to develop rival products by burning artificial mixtures of clay and chalk. John Smeaton made an important contribution to the development of cements when he was planning the construction of the third Eddystone Lighthouse (17559) in the English Channel. He needed a hydraulic mortar that would set and develop some strength in the twelve hour period between successive high tides. He performed an exhaustive market research on the available hydraulic limes, visiting their production sites, and noted that the "hydraulicity" of the lime was directly related to the clay content of the limestone from which it was made. Smeaton was a civil engineer by profession, and took the idea no further. Apparently unaware of Smeaton's work, the same principle was identified by Louis Vicat in the first decade of the nineteenth century. Vicat went on to devise a method of combining chalk and clay into an intimate mixture, and, burning this, produced an "artificial cement" in 1817. James Frost, working in Britain, produced what he called "British cement" in a similar manner around the same time, but did not obtain a patent until 1822. In 1824, Joseph Aspdin patented a similar material, which he called Portland cement, because the render made from it was in color similar to the prestigious Portland stone.

20

Setting time and "early strength" are important characteristics of cements. Hydraulic lines, "natural" cements, and "artificial" cements all rely upon their belite content for strength development. Belite develops strength slowly. Because they were burned at temperatures below 1250 C, they contained no alite, which is responsible for early strength in modern cements. The first cement to consistently contain alite was made by Joseph Aspdin's son William in the early 1840s. This was what we call today "modern" Portland cement. Because of the air of mystery with which William Aspdin surrounded his product, others (e.g., Vicat and I.C. Johnson) have claimed precedence in this invention, but recent analysis[10] of both his concrete and raw cement have shown that William Aspdin's product made at Northfleet, Kent was a true alitebased cement. However, Aspdin's methods were "ruleofthumb" Vicat is responsible for establishing the chemical basis of these cements, and Johnson established the importance of sintering the mix in the kiln. William Aspdin's innovation was counterintuitive for manufacturers of "artificial cements", because they required more lime in the mix (a problem for his father), a much higher kiln temperature (and therefore more fuel), and the resulting clinker was very hard and rapidly wore down the millstones, which were the only available grinding technology of the time. Manufacturing costs were therefore considerably higher, but the product set reasonably slowly and developed strength quickly, thus opening up a market for use in concrete. The use of concrete in construction grew rapidly from 1850 onward, and was soon the dominant use for cements. Thus Portland cement began its predominant role. In the US the first large scale use of cement was Rosendale cement a natural cement mined from a massive deposit of a large dolostone rock deposit discovered in the early 19th century near Rosendale, New York.

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Rosendale cement was extremely popular for the foundation of buildings (e.g., Statue of Liberty, Capitol Building, Brooklyn Bridge) and lining water pipes. But its long curing time of at least a month made it unpopular after World War One in the construction of highways and bridges and many states and construction firms turned to the use of Portland cement. Because of the switch to Portland cement, by the end of the 1920s of the 15 Rosendale cement companies, only one had survived. But in the early 1930s it was soon discovered that, while Portland cement had a faster setting time it was not as durable, especially for highways, to the point that some states stopped building highways and roads with cement. Bertrain H. Wait, an engineer whose company had worked on the construction of the New York Cities Catskill Aqueduct, was impressed with the durability of Rosendale cement, and came up with a blend of both Rosendale and synthetic cements which had the good attributes of both it was highly durable and had a much faster setting time. Mr. Wait convinced the New York Commissioner of Highways to construct an experimental section of highway near New Paltz, New York, using one sack of Rosendale to six sacks of synthetic cement, and it was proved a success and for decades the Rosendalesynthetic cement blend became common use in highway and bridge construction.

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COMPANY PROFILE

Italcementi Group History Founded in 1864, Italcementi was quoted for the first time on the stock markets, at the Milan Stock Exchange, in 1925, under the name of Societ Bergamasca per la Fabbricazione del Cemento e della Calce Idraulica and has been operating since 1927 under the name of Italcementi Spa.

Zuari Cement is part of the Italcementi Group, the fifth largest cement producer in the world and the biggest in the Mediterranean region. With net sales over 6 billion Euros in 2009 and a capacity of 70 million tonnes. Italcementi Group combines the expertise, knowhow and culture of a number of companies from more than 22 countries in 4 continents. This includes an industrial network of 63 cement plants, 15 grinding centres, 5 terminals, 134 aggregates quarries and 613 concrete batching units. In India, with its inherent strengths, Italcementi Group's Zuari Cement is committed to give the building industry a cement that is truly international. A commitment to customer satisfaction has seen Zuari Cement grow from a modest 0.5 million tonne capacity in 1995 to 3.5 million tonne today.

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Zuari Cement is in the process of increasing this capacity to 6 million tonne by 2009 through setting up of a new 5500 tonne per day clinker line at Somajiguda and a grinding center at Chennai. A captive power plant with a capacity of 43 MW has already been set up at the Company's cement manufacturing facility at Sitapuram. With a 6% market share in the south Indian cement market and sales of about Euro 188 million in 2009, Zuari Cement has chalked out ambitious plans for the future. This includes strengthening its presence in the Maharashtra, Orissa and West Bengal markets. While technology is just one of its strengths, there are many other factors that contribute equally to Zuari's success. These include a highlevel organisation and decentralised quality assurance teams to guarantee the full compliance with the customers' expectations. Our History Strong foundations for a company of strength. Zuari entered the Cement business in 1994 to operate the Texmaco Cement Plant. In 1995, Texmacos Plant at Somajiguda was taken over by Zuari and a Cement Division was formed. The fledging unit came into its own in the year 2001 when Zuari Industries entered into a Joint Venture with the Italcementi Group, the 5th largest producer of Cement in the world , Zuari Cement Limited was born. Zuari Cement took over Sri Vishnu Cement Limited in 2002. Today, the Company is amongst the topmost cement produces in South India. Zuari and Italcementi The strength of two Zuari Cement is one of the leading cement producers in South India. A fully owned subsidiary of the Euro 6 billion Italcementi Group, Commitment to customer satisfaction has seen Zuari Cement grow from a modest 0.5 million tonne capacity in 1995 to 3.5 million tones today.And earned a place among the most reliable cement producers in the country.

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Thanks to a careful plan of investments and takeovers of other cement producers, the company expanded, quickly reaching a strong position on the market and becoming the leading cement manufacturer in Italy. After several acquisitions abroad, in 1992 Italcementi achieved important international status with its takeover of Ciments Franais, one of the main global cement producer. In 1997 Italcementi consolidated its verticalisation strategy with the acquisition of Calcestruzzi, thus becoming Italian leader in the readymixed concrete sector. In March 1997, all the international companies of the Group gathered under one single corporate identity. Since 1998 Italcementi Group has been pursuing its internationalisation strategy by acquiring new cement works in Bulgaria, Kazakhstan, Thailand, Morocco, India, Egypt and the United States. Our Management While professional management and quality workforce ensure superior results, the role played by the core management should not be discounted. With their vision and experience, they make sure that Zuari Cement moves in the right direction. Towards becoming one among the leading cement producers in India.

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Maurizio Caneppele Managing Director Curriculum vitae

Krishna Srivastava Director Marketing

Ramesh Surya Narayana Director Technical

Curriculum vitae Emiliyan Andreev Chief Financial Officer Curriculum vitae S.SURESH Vice President HR & IR

With an annual production capacity of approximately 70 million tons of cement, Italcementi Group is the worlds fifth largest cement producer.

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The Parent Company, Italcementi S.p.A., is one of Italys 10 largest industrial companies and is included in S&P/MIB Index of the Italian Stock Exchange. Italcementi Groups companies combine the expertise, know how and cultures of 22 countries in 4 Continents boasting an industrial network of 63 cement plants, 13 grinding centres, 5 terminals, 125 aggregates quarries and 614 concrete batching units. In 2009 the Group had sales amounting to almost 6 billion Euro. Italcementi, founded in 1864, achieved

important international status with the takeover of Ciments Franais in 1992.

Following a period of reorganization and integration that culminates in the adoption of a single corporate identity for all Group subsidiaries, the newlyborn Italcementi Group began to diversify geographically through a series of acquisitions in emerging countries such as Bulgaria, Morocco, Kazakhstan, Thailand and India, as well as operating in North America. As part of the plan to further enhance its presence in the Mediterranean area, in 2005 the Group boosted its investments in Egypt becoming the market leader. In 2007 Italcementi acquired full control of the activities in India and signed an agreement to strengthen its position in Kazakhstan while, in 2008, it further strengthened its presence in Asia and the Middle East through the operations in China, Kuwait, Saudi Arabia. In 2011 the Group signed a joint venture in Libya to build a 4 million tons/year cement plant. As a member of the World Business Council for Sustainable Development (WBCSD) Italcementi Group has signed the Cement Sustainability Initiatives Agenda for Action, the first formal commitment that binds a number of world cement industry leaders to an action plan that aims at satisfying presentday needs at the same time as safeguarding the requirements of future generations. To further confirm its commitment
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on these issues, the Group has taken over the cochairman ship of the Cement Sustainability Initiative for the period 20082009. Our Products Cement for every kind of task Zuari Cement manufactures and distributes its own main product lines of cement .We aim to optimize production across all of our markets, providing a complete solution for customer's needs at the lowest possible cost, an approach we call strategic integration of activities. Cement is made from a mixture of 80 percent limestone and 20 percent additives. These are crushed and ground to provide the "raw meal, a pale, flourlike powder. Heated to around 1450 C (2642 F) in rotating kilns, the meal undergoes complex chemical changes and is transformed into clinker. Finegrinding the clinker together with a small quantity of gypsum produces cement. Adding other constituents at this stage produces cements for specialized uses. Blended Cements Zuari Blended Cement the ecofriendly, userfriendly cement Zuari Blended Cement has been developed in response to todays need for environmentfriendly products that are costeffective, durable and have minimal byproducts. Durability is a very important property in concrete. And durability here means concrete that ensures the long life span of structures like homes and residences that are lifetime investments. Since distress of concrete and early failure of structures is a common phenomenon, research over a period of time helped develop various remedial measures that improved durability and cost economics. One of them being blended Portland Cement, with complementary pozzolanic and cementitious materials like fly ash, blast furnace slag, etc. And Zuari Blended Cement is a fine example of it.

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Our Products Portland Cement Zuari OPC is a high quality cement prepared from the finest raw material. Owing to optimum water demand, it contributes to a very low coefficient of permeability of the concrete prepared. This improves the density of the concrete matrix and increases the durability of the concrete. Zuari OPC is a high performance cement far exceeding the codal requirement of BIS. It is this very durability that translates into long commercial constructions of a wide variety. Zuaris edgeWith these unique advantages, Zuari Cement comes to you in two grades 43 Grade OPC and 53 Grade OPC. Zuari OPC is a high quality cement prepared from the finest raw material. Owing to optimum water demand, it contributes to a very low coefficient of permeability of the concrete prepared. This improves the density of the concrete matrix and increases the durability of the concrete. Zuari OPC is a high performance cement far exceeding the codal requirement of BIS. It is this very durability that translates into long commercial constructions of a wide variety. Zuari 43 & 53 Grade Ordinary Portland Cement (OPC) longlasting constructions.

lasting residential and

lasting residential and

Strong cements for

Higher compressive strength Better soundness Lesser consumption of cement for M20 grade concrete and above Faster deshuttering of form work Reduced construction time

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Primo The success story In 2009 Zuari Cement launched its highstrength cement under the brand name 'Primo Concrete Cement' in Bangalore City. 'Primo' improves the density of the concrete matrix and increases the durability of the concrete, making it an immediate hit among construction and infrastructure projects undertaken in and around Bangalore. Recently Primo was also launched in Kochi and Chennai. An extensive marketing and distribution network across south India concretes Zuari Cement's success story. New products, on the line of the extremely successful 'Primo' launch, will play a significant role in key markets. Primo Concrete Cement Concrete Redefined Primo concrete cement is a high quality cement prepared from the finest raw material. Owing to optimum water demand, it contributes to a very low coefficient of permeability of the concrete prepared. This improves the density of the concrete matrix and increases the durability of the concrete. Primo is a high performance cement far exceeding the codal requirement of IS 122691987. It is this very durability that translates into longlasting residential and commercial constructions of a wide variety, such as dams,canals, highways, roads and flyovers.

Higher compressive strength Better soundness Lesser consumption of cement for M20 Concrete grade and above Faster deshuttering of form work Reduced construction time

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Locations CORPORATE OFFICE No. 1, 10th Main, Jeevanbhima Nagar, Bangalore 560 075 Fax 080 40302844/ 40302888 Email zclmkt@zcltd.com,zclho@zcltd.com Works Sitapuram P.O.Dondapadu Nalgonda 508 246 Andhra Pradesh Tel 08683 235107 Fax 08683 235229 Email svclspm@zcltd.com Works Krishna Nagar P.O. Somajiguda Kadapa 516 311 Andhra Pradesh Tel 08563 275104 / 275301 Fax 08563 275164 Email zclygl@zcltd.com Italcementi Group Italcementi Group at a glance

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With an annual production capacity of approximately 70 million tons of cement, Italcementi Group is the worlds fifth largest cement producer. The Parent Company, Italcementi S.p.A., is one of Italys 10 largest industrial companies and is included in FTSE/MIB Index of the Italian Stock Exchange. Italcementi Groups companies combine the expertise, know how and cultures of 22 countries in 4 Continents boasting an industrial network of 59 cement plants, 15 grinding centres, 5 terminals, 373 concrete batching units and 92 aggregates quarries. In 2009 the Group had sales amounting to over 5 billion Euro. Italcementi, founded in 1864, achieved important international status with the takeover of Ciments Franais in 1992. Following a period of reorganization and integration that culminates in the adoption of a single corporate identity for all Group subsidiaries, the newlyborn Italcementi Group began to diversify geographically through a series of acquisitions in emerging countries such as Bulgaria, Morocco, Kazakhstan, Thailand and India, as well as operating in North America. As part of the plan to further enhance its presence in the Mediterranean area, in 2005 the Group boosted its investments in Egypt becoming the market leader. In 2006 Italcementi acquired full control of the activities in India and signed an agreement to strengthen its position in Kazakhstan while, in 2007, it further strengthened its presence in Asia and the Middle East through the operations in China, Kuwait, Saudi Arabia. As a member of the World Business Council for Sustainable Development (WBCSD) Italcementi Group has signed the Cement Sustainability Initiatives Agenda for Action, the first formal commitment that binds a number of world cement industry

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leaders to an action plan that aims at satisfying presentday needs at the same time as safeguarding the requirements of future generations. To further confirm its commitment on these issues, the Group has taken over the coChairmanship of the Cement Sustainability Initiative for the period 20072008. Moreover, Italcementi has been included in The Sustainability Yearbook 2011 the most comprehensive publication on corporate sustainability released yearly by SAM (Sustainable Asset Management). PRODUCT PROFILE Zuari Cement manufactures and distributes its own main product lines of cement .We aim to optimize production across all of our markets, providing a complete solution for customer's needs at the lowest possible cost, an approach we call strategic integration of activities. Cement is made from a mixture of 80 percent limestone and 20 percent clay. These are crushed and ground to provide the "raw meal, a pale, flourlike powder. Heated to around 1450 C (2642 F) in rotating kilns, the meal undergoes complex chemical changes and is transformed into clinker. Finegrinding the clinker together with a small quantity of gypsum produces cement. Adding other constituents at this stage produces cements for specialized uses.

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ZUARI CEMENTS RANGE OF CEMENT

Zuari Superfine Cement cement

Zuari 43 Grade Cement

Zuari Superfine P53

ZUARI SUPERFINE CEMENT ZUARI 43 GRADE CEMENT ZUARI SUPERFINE P 53 CEMENT QUALITY Six strong benefits that make Zuari 43, 53 Grade, Super fine, Vishnu Premium and Vishnu Shakti the ideal cement

Higher compressive strength. Better soundness. Lesser consumption of cement for M20 Concrete Grade and above. Faster de shuttering of formwork. Reduced construction time with a superior and wide range of cement catering to every conceivable building need, Zuari cement is a formidable player in the cement market.

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Here just a few reasons why Zuari cement chosen by millions of India. Ideal raw material Low lime and magnesia content and high proportion of silicates. Greater fineness. Slow initial and fast final setting. Wide range of applications. Quality customer services. FEATURES THAT PROMISE BETTER PERFORMANCE Concrete of better strength and workability since voids of air and water are reduced. Protection against alkali aggregate reaction due to the presence of a very glassy state of silica. Resistance towards chemical attacks and lowers permeability. Long term durable concrete, because of low free lime. Lower heat of hydration

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SHARE CAPITAL OF ZUARI CEMENT LIMITED 31st December 2011 (Amalgamated) 1. Share Capital Authorized 27,00,00,000 (Previous period 27,00,00,000) equity shares of 27,000.00 Rs.10 each 17,00,00,000 (previous period 17,00,00,000) 9% redeemable 17,000.00 nonconvertible cumulative preference shares of Rs. 10 each Issued, subscribed and fully paid up 25,79,61,400 (previous period 25,79,61,400) equity shares of 25,796.14 Rs.10 each [refer to note (a) and note (b) below] 17,00,00,000 (previous period 17,00,00,000) 9% redeemable 17,000.00 nonconvertible cumulative preference shares of Rs. 10 each 42,796.14

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TAX ASSET / LIABILITY AT THE BALANCE SHEET OF ZUARI CEMENT LIMITED Major components of deferred tax asset / liability as at the balance sheet date comprises of the following. 31st December 2011 (Amalgamated) Deferred tax liability Excess of depreciation allowable under IncomeTax Act, 1961 6,449.72 over depreciation provided in accounts. Total Deferred tax asset Unabsorbed losses and depreciation (to the extent of virtual certainty) [refer Note I below) Provision for leave encashment 187.37 6,449.72

Voluntary retirement expenditure allowable under IncomeTax 42.25 Act 1961. Disallowance under Section 43B Provision for doubtful debts and advances Provision for stores and spares Others Total (B) Net Deferred tax liability (A B) Deferred tax liability taken over on amalgamation Deferred tax charge for the year 134.08 50.93 205.01 170.72 790.36 5,659.36 320.00 5,339.36

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CHAPTER III A CONCEPTUAL FRAME WORK

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BRANDING The era of the producers as gone now we have entered into the era of consumers. Now the producer cant produce anything according to his will and wish. But he has to take every inch of advice, every inch of consumer taste in manufacturing of a product or service in such a competitive market, product differentiation has become most crucial factor. The reason behind this is that, all the companies producing the similar product more or less occupy the same position in the consumers mind this leads to a stage of confusion where no body can determined which company has got a better image or which company is more preferred by the consumer. The aforesaid problems have inspired the marketers to discover new methods to create product differentiation and one such method is branding. So now we would define branding. Branding can be define as ways and means of creating relationship or a strong bondage with the consumers by including a famous name or a famous symbol or a famous logo and a famous tagline. A good brand should possess all the qualities to keep the meaning of branding by creating scope for relationship and a strong bondage with the consumers. In other words branding can also be turned as a method of identifying a particular makers name and theyre by suggesting that he has carved a niche for himself in such a product. To quote an example the moment we hear about BMW, everybody starts thinking about sports car. That is the magic behind this branding strategy. Its a weapon in the marketers hand to effectively define and address the consumers in such a way that it should create a feeling in the consumers mind that what ever he is producing is customized and they have been produced exclusively only for them. So this is a very well developed technique and it is also a parameter to measure the brand image, which is been splashed by different consumers.

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Brand mark is the land mark of consumers choice

IMPORTANCE OF BRANDING

A rose by any other name would smell as sweet. But will a shoe without addidas logo appear a trendy, or a car without the BMW logo carry the same premium? The answer is, It wont. The phenomenon that makes an addidas shoe or BMW car more desirable than a nondescript product is what is called as Branding. Branding as a marketing strategy has seen a significant increase in interest in recent years due to a variety of factors. The increase in competition in just about every product category coupled with the ability for most consumers to quickly and easily seek out and compare all competing offerings via the Internet has put a great deal of pressure on brands to strengthen their positions and continually seek ways to deliver greater value to customers. Companies are now fully realizing the importance of creating strong brands and brand images that provide real customer benefits so they can avoid the vicious practice of continual price slashing and cost reduction due to the downward pressure that exists in commodity markets. Theyre discovering that it is desirable to compete on more than just price and volume. The Global Trend toward Brands.. Companies on a global scale now realize that one of the most promising paths to long term longevity, a prosperous organization, and healthy profits is to create and manage a strong brand and an image for their products and services. In the words of Scott Bed bury, author of the book by the same name, it is indeed A new brand world.
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When people hear your name, they conjure up a set of impressions that influence how they think and buy. Those thoughts define your brand. Your brand is the promise you make about your work a work a guarantee of quality. As with any promise, it implies a relationship, this one between you and all your potential customers. It tells them what to expect from your company. A brand tells them how you are relevant to their lives, and how you are different from other companies. In short, a brand suggests to the world how to perceive your work before they have even experienced it for themselves and even more prompts them to want to experience it for themselves. If it is consistent, relevant, and distinctive, a strong brand will accomplish three things: Differentiation Customer preference Premium price Bottom line, defining your brand means being clear about who you are, where you want to go, how youre going to get there, and with whom. It means beings direct about attracting those people who will value your work. Your brand resides in your customers mind as a result of all the impressions made by encounters with your name, your marketing messages, and everything else that people see and hear about your business. Something as basic as your business address contributes to how your brand is perceived. For that matter, every time someone walks into your business and looks around, visits your website, meets an employee, or glances at your ad, that person forms an impression that leads to a mind-set about your business. Thus a Brand is the sum of all available information about product, service or company. Brand is a unique and identifiable symbol, association, name or trademark, which serves to differentiate competing products or services. Both a physical and emotional trigger to create a relationship between consumers and the product/service. But mostly consumer products have practiced branding for several years now. Branding
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refers to building an Image that conveys certain benefits to the customer and thus differentiates the product from its competitors. By branding, you create your own selffulfilling prophecy. This is especially true in small business, where there may be thousands of similar companies vying for the customers attention. The easiest and most fruitful way to think of a brand is as an IMAGE that the audience remembers. This means that successful branding of a service or a product is a matter of creating an image that is positive, Relevant, and Memorable What is Brand Image and how is it created? Brand image is a unique set of association within the minds of target customers, which represent what the brand currently stands for, and implies the current promise to customers. (Note that brand image is what is currently in the minds of consumers, whereas brand identity is inspirational). It is the sum total of all tangible & intangible traits- the ideas, beliefs, values, prejudices, interests, features & ancestry that make it unique. A Brand image visually & collectively represents all internal & external characteristics the name, symbol, packaging, literature, signs, vehicle & culture. Its anything & everything that influences how its target constituencies or even a single customer perceives brand or a company. Brand image is the best, single marketable investment a company can make. Creating or revitalizing a positive brand image is a basic component of every business and lays a foundation on which companies can build their future. Once you make your product or service distinctive, build your new image through a combination of words, imagery and other devices that appeal to human logic and emotion. Choose or create a memorable name for your brand. Create a visually effective logo. Write a tagline or slogan for the brand that concisely captures and communicates the essence of your unique selling preposition. A brand must communicate what it distinctively stands for using as few words and/or images so it is distinctive and easily
42

recognizable to your market. Image alone can help differentiate a commodity whether based on real or perceived benefits as long as the strategy is executed properly. Images can be built to inform consumers about hidden or small differences that they might otherwise be unaware of and thus turn these differences into something that, in their own minds, they simply cannot live without.

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CHAPTER IV

DATANALYSIS AND INTERPRETATIONS

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1) How long you are a dealer of ZUARI cement? Duration of Dealership Sl.No 1 2 3 4 Opinion 0-3YRS 3-6yrs 8-9yrs No. of. Respondents 34 19 9 % 49% 25% 16% 100% 10% 100%

Total above 70 10 8 Graphical representation of table Total 70

60 40 20 0 0-3yrs 3-6yrs 8-9yrs 10 above

Interpretation: The above table reveals that 49% of the respondents are using zuari Cement Since from 3 Years and 25% of the respondents are using from 3 to 6 years and 16% of the respondents are using zuari Cement from 6-9 years and 10% of respondents are using 10 years above.

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2) Why did you choose Zuari cement dealership? REASON FOR ZUARI DEALAR SHIP S.No. 1. 2. 3. 4. Remarks Profit earning price Quality Product/Brand imge Total Respondents 6 4 48 12 70 Percentage 8% 6% 69% 17% 100%

Graphical representation of table

80 60 40 20 0 Profit Price Quality roduct P earning / Brand Image

Interpretation: In this research most of the respondents are 69% of quality like to taken a Zuari Cement Dealership. 17% of dealers are Product / Brand Image, and 8% of respondents are only profit earning they are sub dealers and 6% of respondents are on the price.

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3) Apart from Zuari cements which brand would you like to prefer?

S.NO. 1. 2. 3.

Opinions L&T ACC Others Total

Respondents 20 20 30 70

Percentage 28% 28% 44% 100%

Graphical representation of table

50 40 30
20 10 0 L&T ACC OTHERS

Interpretation: The above table deals with otherstocks of cement 28% of respondents are view that they maintained only the L&T Cement & 44% of respondents maintain other brand cement , while some 28% of the respondents maintained ACC .

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4) Who are the principle customers in your shop?

S.NO. 1. 2. 3. 4.

Opinions Direct customers contractors Builders Masons Total

Respondents 38 17 8 7 70

Percentage 55% 24% 11% 10% 100%

Graphical representation of table

60 40 20 0 Direct customers Contractors BuildersMasons

Interpretation: In this tables reveals about dealers principle customers 55% of dealers said that the influence on the customers with respect to purchase decision of cement, 24% of replied there are contractors, 11% & 10% with Builders and masons buying

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5) How did you sell cement bags?

S.NO. 1. 2. 3.

Opinions Net cash Credit Base Others Total

Respondents 45 5 20 70

Percentage 65% 7% 28% 100%

Graphical representation of table

70 60 50 40 30 20 10 0 Net Cash Credit base Others

Interpretation: Regarding this is a about of the finance mode of selling. 65% respondents are only they are selling on net cash 28% respondents are based other special mode. Remaining just 7% dealers are selling on credit base.

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6) How is the performance of this cement as per consumers opinion? S.NO. 1. 2. 3. 4. Opinions Excellent Good Average Poor Total Respondents 8 13 47 2 70 Percentage 11% 20% 67% 2% 100%

Graphical representation of table

80 70 60 50 40 30 20 10 0 Excellent Good Average Poor

Interpretation: From the above table 67% dealers said his consumers performance on the Average, 20% of dealers reveals that Consumers opinion is good. 11% of respondents are excellent and just 2% only are poor in respect of consumer performance.
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7) Does customers follow your suggestions? S.NO. 1. 2. 3. Opinions Always Some times Never Total Respondents 40 15 15 70 Percentage 58% 21% 21% 100%

Graphical representation of table

Never 21%

0%

Some times 21%

Always 58%

Interpretation: 58% of the respondents said that customers follows Always their suggestion and 21% of the respondents said customers follows Sometimes and rest of the respondent said that they 21% never .

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8) Which mode of transport is cost benefit for Zuari cement?

Sl.No

Opinion

No.of. Respondents

Percentage

1 2

Zuari Cements Own Transport Total

50 20

72% 28% 100%

70

Graphical representation of table

80 70 60 50 40 30 20 10 0 ZUARI Own Transport

Interpretation: From the above table 72% of the respondents said that they get the stock through company transport and 28% of the respondents set the stock by own transport of these respondents who get the stock on their own will do so when they are in urgent need.
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9) Is ZUARI cement available to you on the basis of credit?

Sl.no

Opinion

No.of. Respondents

Percentage

Very often

65

93

No

Total

70

100%

Graphical representation of table

100 80 60 40 20 0 Very Often

No

Interpretation: The above table clearly indicates that zuari cements available on credit base to 93% dealers. Only 7% dealers are not satisfied about credit system.

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10) Is Zuari cement able to supply in time?

Sl.No

Opinion

No.of. Respondents 62 8

Percentage

1 2

Yes No

89% 11%

Total No

70 8

100% 11%

Graphical representation of table

100 90 80 70 60 50 40 30 20 10 0 yes no

Interpretation: Above table indicates that zuari cements did not meet the demand of the dealers .Only 11% dealers were not satisfied with supply time. But it has need to be considered to meet the demand driven situation at any time.
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11)

Did you provide any discount for consumer?

Sl.No

Opinion

No. of. Respondents

Percentage

1 2 2

Yes No No

25 50 45

36% 64% 64%

Total

70

100%

Graphical representation of table

64

36

yes

no

Interpretation: From the above table 64% of dealers are not willing to give any discount to consumers only 36% were willing to give discount to consumers.

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12) Do you expect cement price to grow up in the next year/future? No.of. Respondents

Sl.No

Opinion

Percentage

1 2 2 Total

Yes No No

61 9 9 70

88% 12% 12% 100%

Graphical representation of table

90 80 70 60 50 40 30 20 10 0
opinion Yes No

Interpretation: From the above diagram dealers perception towards price hiking was very high .They are strongly assessing that price must be increased in near future. Only 12% were not confident about price hikes in near future.
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13) What is your present sales status on area wise? S.NO. 1. 2. 3. 4. Opinions Rural Urban Other states Above all Total Respondents 8 16 8 38 70 Percentage 11% 22% 11% 56% 100%

Graphical representation of table

60 50 40 30 20 10 0 Rural Urban Other States Above all

Interpretation: To expressing the sales of area uses. From the above diagram most of the respondents are 56% on rural, urban, other states(Above all) in all of them 22% of respondents were said that urban area and 11% of respondents are rural and other states expressing.

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14) Are you satisfied with the present price? Satisfied of Present Price Sl.no Opinion No. of. Respondents Percentage

Satisfied

60

89%

2 2

Not Total Satisfied

10 70

11% 100%

Graphical representation of table

90 80 70 60 50 40 30 20 10 0 Satisfied Not Satisfied

Interpretation: From the above diagram 89% of the respondents are satisfied with the present price of cement and 11% of the respondents are not satisfied with price of Zuari Cement.

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15) Are you satisfied distribution policies and practices?

Sl.no

Opinion

No. of. Respondents

Percentage

Yes

56

80

No

14

20

Total 70

100%

Graphical representation of table

60 50 40 30 20 10 0 Yes no

Interpretation: From the above diagram out of 100% 70% of Respondents have said that they are satisfied with policies and procedures but 20% people are not satisfied with polices and procedure.

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CHAPTER V FINDINGS AND SUGGESTIONS

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FINDINGS From the above analysis reveals that 49% of the respondents are using Zuari Cement Since 3 Years and 25% of the respondents are using from 3 to 6 years and 13% of the respondents are using Zuari Cement from 6-9 years and 10% of respondents are using 10 years above. It is indicating that increasing brand loyalty towards Zuari cement. In this research most of the respondents i.e, 69% like to take a Zuari Cement Dealership. It reveals that quality is main criteria for selecting dealership. Dealers are not willing to give credit to customers. From the above table 67% dealers said his consumers performance on the Average, 20% of dealers reveals that Consumers opinion is good. 11% of respondents are excellent and just 2% only are poor in respect of consumer performance.. This analysis clearly indicating that need to improve customer satisfaction. From the above analysis dealers were willing use their own transport in demand driven situation to get their stock as early as possible. The above analysis clearly indicates that Zuari cements available on credit base to 93% dealers. Only 7% dealers are not satisfied about credit system. It is ultimately providing good credit to dealers.

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SUGGESTIONS Customers brand loyalty increasing year by year. It is advisable to more concentration on delivering best quality always with affordable prices. It is advisable to design the credit based and discount based offers to consumers through dealers which will add the value to three parties consumers, company and to dealers. It is better to implement more attractive price strategies to attract the dealers. It is advisable to create brand awareness programmes in cities to increase sales rapidly. Company has to concentrate on ultimate customer by delivering value at

affordable prices with good practices at all levels in distribution network. It is advisable company has maintain efficient supply chain Management (SCM) operations to bring the economies of scale in operations From the above table 64% of dealers are not willing to give any discount to consumers only 36% were willing to give discount to consumers. This indicating that dealers were not giving any credit to customers. Above table indicates that Zuari cements did not meet the demand of the dealers From the above diagram dealers perception towards price hiking was very high .They strongly assessing that price must be increased in near future. So, it was ultimately creating demand for cement and dealers were going for maintain high inventory levels. From the above analysis it was clear that according dealers opinion most of the consumers were from rural and urban areas

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QUESTIONNAIRES STUDY ON BRAND IMAGE OF ZUARI CEMENT (Dealers) Dear Sir/Madam, I am a student of DARE COLLEGE, conducting a Market research to know the factors that influence you, while choosing a brand of cement for the construction of your house and also the brand perception in the cement segment. Kindly extend your cooperation in filling this questionnaire and enable me in doing the research successfully. 1. How long you are a Dealer of Zuari cement? a. 0-3 b. 2. Why did you choose Zuari cement Dealership? a. Profit earning b. Price c. Quality d. Product or brand image 3. Apart from Zuari cements which brand would you like to prefer? ( ) ( ) b. 3-6yrs c. 8-9yrs d. 10years above ( )

a. Kesoram b. L & T c. Acc d. Others 4. Who are the principle customers in your shop? a. Direct customers b. Contractors c. Builders d. Masons
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5. How did you sell cement bags? ) a. Cheque and drafts b. Net cash c. Credit base d. Others

6. How is the performance of this cement has for consumers opinion? ) a. Excellent b. Good c. Average d. Poor. 7. Does customers follow your suggestions? ) a. Always b. Sometimes c. Never d. Others 8. Which mode of transport is cost benefit for zuari cement? a. Zuari cements b. Own transport 9. Is zuari cement is available to you on the basis of credit? a. Very often b. No ( ) (

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10. Is Zuari cement is able to supply in time? a. Yes b. No

11. Did you provide any discount for the customer? a. Yes b. No 12. Do you expect cement price to grow up in the next year or future? a. Yes b. No 13. What is your present sales status on area wise? a. Rural b. Urban c. Other states d. All the above 14. Are you satisfied with the present price? a. Satisfied b. Not satisfied 15. Are you satisfied with distribution policies and practices? a. Yes b. No.

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BIBLIOGRAPHY

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BIBILIOGRAPHY
BOOKS: STRATEGIC BRAND MANAGEMENT (Pearson education, Second edition) MARKETING RESEARCH (Second edition) BOOK NAME Marketing mgt Marketing Marketing research G.C. BERI Dr. N. Rajannair AUTHOR Philip kotler William j. Stanton David j. luck & Ronal Rubin MARKETING RESEARCH MARKETING - RAJENDRA NARGUNDKAR - Kevin Lane Keller

Websites: www.allaboutbranding.com www.brandchannel.com www.agencyfags.com www.rksbbdo.com www.zuaricement.com www.poolonline.com

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