EXECUTIVE SUMMARY

Mangalam Cement Limited is a manufacturer of cement in North India. The Company offers Birla Uttam Cement- 43 Grade and Birla Uttam Cement- Portland Pozzolana Cement (PPC). The Company has cement plants (two million tons) and coal-based power plant (35 megawatts) located in Aditya Nagar, Morak district, Kota (Rajasthan). During the year ended March 31, 2012, the Company produced higher clinker production of 14.13 lacs million metric tons and higher cement production of 16.32 lacs million metric tons. As of August 9, 2012, the Company had commissioned its new cement plant with German technology for producing seven lakh tons per annum at its site at Morak, Distt. Kota in Rajasthan under the name of Neer Shree Cement.

INTRODUCTION
Marketing has been viewed as an ongoing or dynamic process involving a set of interacting and independent activities in the flow or journeys of a commodity from a primary consumer to final consumer. Eg. raw cotton to cotton cloth. Marketing can be defined as creation and delivery of standard of living.

The marketing process involves two aspects-

Mental aspect The sellers must know what buyers want and the buyers then only

can be offered the appropriate product and can be given full satisfaction.

2 Physical aspect The goods must be moved to the places at which they
presenting and sales promotions.

are wanted

this involves the choice of channels branding and packing of product, pricing its All marketing theories concept and practical developed initially in connection with physical goods for eg, toothpaste , cars, etc yet one of the major mega trends has been the phenomenal growth of service. A service is any act or performance that one party can offers to another that essentially intangible and does not result in the ownership of anything. Service are those separately identified, essential intangible activities which provide want satisfactory and are not necessary tried to sale of product or another service. is

Fig No. 1 The marketing process involves two aspects-

Performed by (1) Individual (2) Machine (3) By both

Service s 1.An activity 2. An Act

SERVICES

Rendered for 1.Profit 2. Non profit

Directed to customers Business users

Service managers should break away from traditional production oriented mode and adopted the marketing mode Most often it is seen that fast food restaurant sell hamburgers the luxury restorent service the se offering signify a bias of these service towards tangible element in the product package. The tangible components varies which component should be focused on a advertising or should be a unique selling presenting is a critical decision for a service manager. Marketing depends on consumer satisfactory in other words marketing is social and managerial processed by which individual and groups obtain what they need and want through creating and exchanging product and value with other it is core concept of marketing.

TYPES OF MARKETING
3

Practically marketing may be of three types.

1 PRODUCT 2 SERVICES 3 CONCEPT

PRODUCT MARKETINGA product is anything that can be offered to market

to a need or a want. Usually the word product suggest a physically object such as car, tv etc. The sale and purchase of a product is known as product marketing.

Service marketing.In service marketing who has specialized knowledge about

subject , that person provide their service to other person. For eg,, doctor, engineer and advocateprovide their clients and service.

Concept marketing--Concept is an idea or a dream about future. Which may be fulfill or Disillusionised .Concept marketing in typical practical unsought goods those that buyers do not normally think of buying because it can touched, tested and tried priory concept marketing is based on hard selling risk. It focuses creating sales transaction and building long term profitability relationship customer. Credit card smart resorts membership insurance policy are few example of concept selling.

DIFFERENCE BETWEEN PRODUCT AND CONCEPT MARKETING.

1 Indirect / product marketing we have a product which has physical shape. 4

2- Product can be tested, seen and touched by purchaser. 3- Concept marketing is an idea, in concept selling we sell dreams not product 4- concept can not be touched , tested and tried.

PROFILE OF THE ORGANISATION

Mangalam cement limited was promoted in the year 1978 by the famed house of Sty B.K Birla, the most eminent and illustrious industrialist of the country. It is a professionally managed and well established cement manufacturing company enjoying the confidence of consumer because of its superior quality product and excellent customer service. The company has recently commissioned its state of the art new cement Plant with German technology for producing 1.7 million tone per annum at its existing site at MORAK, Distt Kota in Rajasthan under the name of Neer shree cement. 5

Krupp polysius, germany and their counterpart Krupp industries India Ltd, have joined hands with MANGLAM CEMENT LTD to produce BIRLA UTTAM PREMIUM 43 Grade AND 53 MPa (PPC) Portland cement using ultra modern technology. Its unique feature is as follow Vibrating screen - commencing with a 500 TPH crusher with latest vibrating screen to ensure that only very clean limestone goes in the process of manufacturing cement. Stacker reclaimer- to perfect homogeneous the main raw material ie limestone. X Ray analyzer- for quick and accurate analysis for all the raw materials, clinker and cement. Computerized central control room-fro stable efficient operation. Electronic packaging-for consistent result and prompt delivery .

Outstanding performing- Performance is growing every year in Ghaziabad Branch Table No:- 1 Year 2006-07 2007-08 2008-09 Sale 1,74,981.00 M.T. 2,76,992.00 M.T. 2,96,303.70 M.T.

COMPANY OF THE YEAR awarded for cement during the year 1988-89 and D.S.J corporate excellence Awarded in the year 1991-92

ADVANTAGES OF BIRLA UTTAM CEMENT

1-SUPERIOR STRENGTH. 2- SUPERIOR FINENESS AND CONSIST QUALITY. 3- DURABILITY AND SOUNDNESS. 4- OPTIMUM SETTING TIME. 5- IDEAL WATER CEMENT RATIO. 6- FLEXIBILITY IN DESIGN AND USAGE. 7- SPECIFICATIONS IN ACCORDANCE WITH BIS. 8-ELECTRONIC PACKAGING. 9-EVERY STAGE SAVING.

SUPERIOR STRENGTH
At our plant we are manufacturing OPC 43 Grade and 53Mpa (PPC) respectively . Under the brand name BIRLA UTTAM which signifies and ensures product Superiority from the house of Birla. 7

The consistent and greater strength of BIRLA UTTAM is because of every hour testing during grinding for higher fineness due to low heat of hydration, less water is required which increases the strength. Higher Blaine and uniform desired particle distribution because of incorporate of roller press grinding system also help in making BIRLA UTTAM strength greater than other brands.

SUPERIOR FINENESS AND CONSISTANT QUALITY

All input raw-material are X-RAY analyzed for thorough investigation and quality control at each stage of cement manufacturing high quality slandered. All raw-materials viz. Morak lime stone, high grade lime stone, gypsum ,clinker and cement are examined thoroughly and quickly with x-ray analyzer which is the heart of quality control. Every bag of BIRLA UTTAM has consistency as far as quality is concerned Because the standard deviation is maintained steadily, grade wise. Our laboratory process and quality control staff are well qualified, talented and highly trained to ensure continuous production of quality cement from our pants. Due to these reasons we are able to provided the Super Fine Particle Consistency (SFPC) grantee for each and every bag of cement which gives strength and stability to your construction and implant confident in you.

DURABILITY AND SOUNDNESS

BIRLA UTTAM is synonymous with high quality, strengths and durability Standards, it not only helps the structural engineering requirements. But Also ensure a long lasting structure. Higher durability of concrete helps Resist the weathering effect and abrasion, and is less susceptible to Temperature fluctuation. BIRLA UTTAM is an excellence product with lower heat of hydration, Lower alkalis and lower magnesia content. It is the right choice for durable and everlasting structure. The strength of the product is much more the BIS Requirement. Typical specification of BIRLA UTTAM as compare to ISS(Indian standard spec.)

Table No:- 2
Soundness A-Lechateliers B- Autoclave expn(%) IS:8112 43 OPC 10mm 0.8% Birla uttam IS:8112 43 OPC 1.00mm 0.020% IS:12269 IS : 12269 53 OPC 10mm 0.8% Birla uttam IS:12269 53 OPC 0.50mm 0.020%

OPTIMUM SETTING TIME

The excellence quality of Morak limestone with lower alumina at our plant site ensure that BIRLA UTTAM gives optimum setting time ideal for improved workability at construction sites. BIRLA UTTAM has lower of hydration which is ideally suited for mass Construction works such as dams, canals,, harbors, housing, Complexes, poles bridges, heavy RCC, machinery foundation and structures Like beam, columns etc,..

Table No :-3 ISS Setting time IS:8112 mts 43 OPC a Intial time b- Final max. 30 600

Birla Uttam IS :8112 43 OPC 125-140 170-210

ISS IS:12269 53 OPC 30 600

Birla Uttam IS:12269 53 OPC 110 -140 180 -215

IDEAL WATER CEMENT RATIO

WATER cement ratio is vital for achieving desired strength in any concrete structure. to increases the strength of cement it is essential to use clear water free from harmful material such as salt ,clay organic matters.

Table No:- 4
CEMENT CONCRETE : M-150-(1:2:4) M-200(1:1:5:3) Per 50 Kg Per 50 Kg == 27.5 Ltr == 21.0 Ltr

CEMENT MORTAR : (1:6) Per 50 Kg (1:4) Per 50 kg

== 35.0 Ltr == 26.5 Ltr

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FLEXIBILITY IN DESIGN AND USE

The civil engineers, designers, architects, builders and contractors can Choose from 43 and 53 grade respectively of BIRLA UTTAM depending upon the structural requirement. BIRLA UTTAM is the cement for all construction .

SPECIFICATIONS OF BIRLA UTTAM

BIRLA UTTAM cement , a superior quality product with low alkalis, low magnesia and low heat of hydration. Is the right choice of builders for achieving excellent performance by its use to construct build durable environmental friendly structure which, last for ages.

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ELECTRONIC PACKAGING

BIRLA UTTAM premium cement is ideally packed in 50kg bags of HDPE / PP and electronically weighted for consistent weight accuracy. All bags are tested on the line by modern electronic devices during loading of 43 and 53 grades cement respectively to ensure quality of cement and Perfect packaging.

EVERY STAGE SAVING

Saving in cost because of durability. Saving in consumption because of higher compressive strength. Saving in weight for loss because of electronic packaging. Saving in floor space because of finesses and strength. Saving in consumption time because of optimum of low heat of hydration. Saving in transportation time because of large and effective dealers/ depots offices networks.

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B.K.BIRLA GROUP OF COMPANIES

-----------------------------------------------------------------------------------------------------

OUR CORPORATE VISION The 21st century Atlas Atlas , the Titan collective strength of the Group:
This symbol as a whole, represents the collective strength of the group . The astute and dynamic management which binds the group together and gives it leadership and direction , is personified in the figure of Atlas . A pillar of strength, Atlas also stands for steadfastness, consistency and reliability.

The sun Enlightenment and Growth :

The head of the Atlas, also represents the sun . In this context the sun stands for a luminous and powerful presence that the group has over the industrial arena on one hand , and resourcefulness in terms of finance , technological skill, and intellectual leadership on the other.

Earth Segments Diversified Activities ;

Each latitude around the Titan, represent the different industries or activities that constitute the group . They individually draw and give strength and support to the central figure of Atlas.

The Globe - Globe vision : The groups Global vision and harmonious blend of all the elements , sum up a Well conceptualized industrial conglomerate.

Strong Foundation

Sustained Growth

Proven Leadership

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WE AND OUR CUSTOMER

Our corporate culture is built around a universally acclaimed work culture that . Do one thing at a time , know the problem , learn to listen , learn to question , distinguish sense from non sense accept change as inevitable , admit mistakes , say it simple , be calm and smile . This philosophy has built us a strong foundation for our customer service . MANGALAM customer is the most important visitor to our premises . He is not dependent on us nor an interruption on our work ,. He is the purpose and part of it . He is doing us a favor by giving us an opportunity to serve him . We do not believe in the so called pessimism that IT CANT BE DONE but do see things through an analytical glass that What is done why is it to be done , how is to be done ., when is to be done and who will be do it . and we do it with ingenuity , innovation , hard work and long hours , realizing the importance of team work and one work less important than another . The secret of success is consistency of purpose and it has always been a challenge for us to figure out how to out do the other and conquer the quality Everest . We realize that customer service requires twenty four hours a day and seven days a week commitment and all my colleagues and myself at Mangalam are religiously dedicated to this. K.C. JAIN (managing director )

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CEMENT CONCEPT
HISTORY OF CEMENTCement and concrete are inter changeably used as household terms but are by nature different. Cement is a super fine grey powder that binds sand and rocks into mass matrix of concrete . Cement is considered as the best binding material, or say adhesive, inn general natural cement resembles in many respect to eminently hydraulic line in binding properties.

In 1824,, Joseph asp din, a brick layer of Leeds 9yorkhire) in U.K discovered that a mixture of slaked lime and clay heated to a high temperature could product a binding material which would harden in the presence of water. Since this new material on setting resembles in color texture and hardness to a lime stone quarried near Portland in England hence it was named PORTLAND CEMENT. After this certain clays in the form of volcanic ash are pozzolans were found in Italy processing similar properties as that Portland cement. In 1852, Manufacturing of cement was first started in GERMENY.

CEMENT-- the product obtained by burning and consuming to power either stone
containing 20 to 40% clay and remaining carborate of lime or a intimate mixture of well proportional calcareous and argillaceous material is called cement. The cement which is manufacturing by burning and crushing to stones containing 20 to 40% clay and remaining carborate of lime is known as

15

Natural cement. Where as the cement manufacturing from an intimate mixture of well proportional cancerous and agillaceous materials is called an artificial cement.

USES OF CEMENTCement is being commonly used as a binding material in the construction of various engineering structured these days. Since it sets quickly and provides sufficient strength to heavy and important structures. It is considered as one of the leading engineering materials of modern times.

RAW MATERIALS REQUIRED FOR MANUFACTURE OF CEMENT

CALCAREOUS MATERIALS The materials which contains calcium or lime as their major constituent one called calcareous material as lime stone chalk and shells. AGRILLACEOUS MATERIALS-The materials which contain alumina as their basic continuant are called argillaceous materials. These materials will provide required proportions of silica, clay, oxide of iron etc, in the manufacturing of cement.

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MANUFACTURING OF OPCTwo methods can be employed for manufacturing of OPC1DRY PROCESS 2WET PROCESS Normally now days DRY PROCESS is used to manufacturing cement so We talk about it.

1 DRY PROCESS
This method is adopted when the raw material are hard, in this method The raw materials are first grind to powder in tube mills separately and when stored in storage bins. They are then mixed in proper proportion and a raw mix is prepared the raw mix is fed into the rotary kins in the form of a fine powder; this process is slow, difficult and costly. The manufacturing of cement is not very easy task because all the grinders of the cement requires a lot of efforts while packing work is done automatically for knowing it let us go in some in detail There are certain type of stones under the earth, so from that area where stones are present , the area having maximum stones are marked and the area is blasted with the help of the dynamite,, the explosion is large and quite noise full and due to this a lot of stones come out of ground in different sizes and are spread out form the earth towards different areas. Now the work of labour is started to take the stones with the help of 17

trucks wagons and trolleys, etc,,, to the plant where the stones are been tested according to the quality which they have been grinded to generate cement. All the in between process the manufacturing of cement after it has been started grinding is carried out automatically, the machine performs the work even the packing of the cement is done automatically ,the tasks of carrying the packed cement to the godowns involves labours who pick loads of cement bags and put them in trucks and wagons , so that cement can be sent to various godowns from where it can be supplied to dealers and wholesalers and retailers so that the project can be performed which requires it. This is not all the manufacturing of cement , as well we know that manufacturing of cement requires a temperature for heating it kline works for 365days continuously and is stoped only when major repairs are done. All this temperature requires a balance of humidity is present there the dust left out of grinding of stone comes out and is affected to works causing T.B. asthma, etc, the works listing skill is also affect due to heavy voice which comes out of machinery which are manufacturing cement. The wagons and containers are then loaded and sent through railways, and the depot in charges through from 31 get it clear from railway department. The incharges check the cement bags which are in polythene, to see the quantity and see that they are not damaged is bags found damaged the information is sent at Moral plant about it.

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MANGALAM CEMENT SOLD BY 3 FORMS

1. Dealers networks- It requires security deposit to be associated in Mangalam cement Ltd , it include the Following: Clearing and forwarding Sales promoters Dealers Retailers 2. Institutional sales The company also supply direct to Govt. project Like DMRC, & some other govt. construction and to other institutions. 3. Direct consumer (consumer sales) the company also supply direct to Big consumers like builders & the other like to OMEX city, Parsvanath ,Unitech & Bilangana Hydro project etc as per demanded by consumer.

COMPOUND COMPOSITION OF CEMENT

C3S Tricalcium silicates C3A-Tri calcium aluminate C2S-Dicalcium silicates 19

C4AF- Tetra calcium alumina fernite

NECESSITY OF ADDING GYPSUM IN CEMENT

Portland cement as obtained from grinding clinkers , usually sets and hardens immediately after the addition of water . In order that the setting and hardening may not take place immediately 3 to 4% of gypsum is added during the process of clinker grinding. It is added to slow down the setting time of cement so that the operation of preparation, transportation and placing of the mortar or concrete can be completed before the initial set takes place. The quantity of gypsum to be added, should be such as to adjust the initial setting time of the cement according to I.S.I. According to I.S.I. specification, the initial setting time for OPC should not be less than 50 mts and the final setting time should not be more than 10 hours.

TYPES OF CEMENT: 1. OPC OR NORMAL SETTING CEMENT-its a general purpose

cement suitable for the construction of all engineering works.

2. RAPID HARDENING CEMENT-it contains large proportions

of lime and other constituents as same for OPC. It is burnt at higher temperature than OPC, its also ground finer and cost more . It is also known as high early strength cement.

3. LOW HEAT PORTLAND CEMENT: It contains a low percentage of

tricalcium silicate which hydrates quickly and a percentage of declaim silicate 20

which hydrates slowly . it contains less time than OPC , other materials are same as in OPC.

4. HIGH ALUMINA CEMENT:

It is manufactured by fusing a mixture of

saucier and lime and grinding the clinker so formed . The aluminum content shall be more than 32% and the ratio of alumina is in between 0.85 and 1.3 , it s not only a rapid Harding cement but also a higher ultimate strength cement. 5. Quick setting cement : it contains a smaller percentage of gypsum or setting action is increased by adding sulphate during grinding . it is much costlier than OPC. 6. White cement : this is just a variety of the Portland cement and the whiteness is obtained by reducing the iron oxide contents to a maximum . Its generally made from pure white chalk and clay. free iron oxide. It complies all the requirement for the ordinary cement. 7. COLOURED CEMENT: These cement are manufactured in the same way as OPC and suitable pigment 5 to 10% are added to it before the cement is finally ground . 8.CALCIUM CHLORIDE CEMENT: Its a type of rapid harding cement. The development of strength is increased by the addition of about 2%calcium chloride to the OPC and by grinding finer than OPC.

Research Objective
The report is aimed at finding the position if Mangalam Cement in market through surveying its dealers. 21

The research conducted thus emphasized in fulfilling following objectives:

OBJECTIVE OF THE RESEARCH:

1- To assess the position of Mangalam Cement and its brand BIRLA UTTAM in the market. 2- Whether the organization is successfully advertising itself. 3- Comparision of services provided by Mangalam Cement and other cement companies. 4- Suggestion for maximizing its sales. 5- To know the problem of the dealers while they dealing the cement. 6- To know the the market requirement in term of quality. 7- To know the dealers expectation from the cement company. 8- To study the sales promotion strategies of Mangalam Cement.

FROM THE ORGANIZATION POINT OF VIEW

Organization would becoming to know about the dealers attitude and their complaints by this they can take corrective measures to rectify the complaints. Organization can also find its market share

MY POINT OF VIEWS:-

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I while undergoing my training got familiar with the organization Mangalam

Cement. Cement and came to know about the working of the organization as well as the services, policies etc. of the organization.

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RESEARCH METHODOLOGY
Research in common parlance refers to a search for knowledge. one can also define research as a scientific and systematic search for a pertinent information on a specific topic. In fact, research is an art of scientific investigation. the advanced learners dictionary of current English lays down the meaning of research as a careful investigation through search for new facts in any branch of knowledge. Research is an academic activity and as such the term should be used in technical sense. According to Clifford woody research comprises:-

1- Defining and redefining problem.

2- Formulation hypothesis or suggested solution

3- Collecting.

4- Organizing and evaluating data;

5- Making deduction and reaching conclusions;

6- Carefully testing the conclusion to determine whether they fit the

hypothesis.

formulating

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DATA SOURCES:
THE DATA SOURCES collection on which the report is based has been primary as well as secondary data.

PRIMARY DATA :
We collect primary data during the course of doing experiments in an experimental research but in case we do the research to the descriptive type and perform surveys, whether sample survey, then we obtain primary data either through observation or through direct communication with respondents in one form or another through personal interviews. The primary data is commonly collected by the following methods: Observation Interview Questionnaire Schedule

In the research conducted the primary data was collected through a structured, questionnaire which was responded by the dealers and the main source of primary data was dealer response which was done through survey.

SECONDARY DATA:
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SECONDARY DATA means the data already available i.e., they refers to the data which have already been collected and analysed by someone else. SECONDARY DATA may either be published or unpublished data. Usually published data are available in: 1- Various publications of foreign governments;

2- Various publications of central , state and local governments;

3- Technical and trade journals; 4- Books , magazines and newspaper; 5- Reports preparated by research scholar, universities and economists etc; 6- Public record and statistics ,historical documents and other soures of published information. The secondary data is one which is already available and ensures the avoidance of too much vague question , and is processed by various researcher.

The source were: Literature Pamphlets Business magazines Journals Textbook

26

 Internet Company bulletins The details of these sources are mentioned in the bibliography.

RESEARCH APPROACHES:
The research done was systematically planned and both random as well as planned survey was conducted.

SAMPLE SIZE:
The sample size chosen was about 75 in form of dealers Were chosen form the market.

QUESTIONNAIRE:

27

The questionnaire was of closed ended type, with the answers provided as well as of open ended type to get the views of customers. There were also ranking. questions in which the dealer was asked to give rank to the question. Open ended type question helped in increased number of dealer and maximizing dealers satisfaction. The questionnaire was filled exclusively by dealers themselves. Target market was the people who were dealer to the Mangalam Cement brands Birla Uttam and Birla Smart Those who are the permanent dealer of Mangalam Cement.

TYPE OF RESEARCH:
The basic type of research are as follows: 1. Descriptive vs. Analytical: Descriptive research includes surveys and
finding enquires of different kinds. The MAJOR purpose of descriptive research is description of the state of affairs as it exits at present. In social science and business research we quite often use the term ex post facto research for descriptive research studies. In analytical research on the other hand the researchers has to use facts or information already available, and analyze to make a critical evaluation of the material.

2. Applied vs Fundamental:

Research can either be applied (or action)

research or fundamental (or basic or pure) research. Applied reseachaims at finding a solution for an immediate problem facing a society or an industrial or business organization , whereas fundamental research is mainly concerned with generation and with the formulation of a theory. Gathering knowledge for knowledge sake is termed as a pure or basic research.

3. Quantitative vs qualitative:
expressed in terms of quantity.

Quantitative research is based on the

measurement of quantity or amount. It is applicable to phenomena that can be

28

Qualitative research on the other hand is concerned with qualitative Phenomenon i.e., phenomenon related to or involving quality or kind.

4. Conceptual vs Empirical: Conceptual research is that related to some

abstract idea(s) or theory. It generally used by philosophers and thinkers to develop new ideas new concept or to reinterpret existing ones. On the other hand, empirical research relies on experience or observation alone often without due to regard for system and theory.

RESEARCH PROCESS:
The various step provides a useful guide line regarding the research process: 1. Formulating the research problem. 2. Extensive literature survey. 3. Developing the hypothesis. 4. Preparing the research design. 5. Determining sample design. 6. Collecting of data. 7. Execution of project 8. Analysis of data. 9. Hypothesis of testing. 10.Generalization and interpretation 11. Preparation of the result, i.e., formal write up of conclusion reached.

CRITERIA OF GOOD RESEARCH

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Whatever may be the types of research of work and studies , one thing that is important is that they all meet on the common ground of scientific method employed by them. one expects scientific to satisfy the following criteria : 1- The purpose of the research is should be clearly defined and common concepts be used.

2- The procedural design of the research is should be carefully planned to yields results that are as objective as possible.

3- The researcher should report with complete frankness, flaws in procedure design and estimate their effects on the findings.

4- The analysis of data should be sufficiently adequate to reveal its significance and the methods of analysis used should be appropriate.

5- Greater confidence in research is warranted if the researcher is experienced , has a greater reputation in research and is the person of integrity.

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LIMITATION OF THE STUDY

A research project while been performed suffers from a number of impedes, stoppages and difficulties which makes the of the project affected by them. the project effectively these problem are taken into consideration .usually we says that a researcher problem does exist if the following conditions are met with:-

1-There must be an individual (or a group of an organization), let us call it I,to whom the problem can be attributed. The individual or the org. as the case may be occupies an environment , say N, which is defined by the values of the uncontrolled variables Y.

2-There must be at least two course of action , c1 and c2 ,to be pursued a. A course of action is defined by one or more value of the controlled variables. For example the number of items purchased at a specified time is said to be one course of action. 1- There must be at least two possible outcome,say o1 and o2 ,of the course of action , which one should be Preferable to the other.

The following are the limitation during the study

1-

The sample size was limited due to the short span of the project.

2-

Some of the dealer were not responding fully during the data collection.

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3-

The study was limited to just one of the sales depot. Of the Mangalam Cement.

4-

Neither random nor systematic sampling individually was providing the information needed, it was then combination of both that worked.

FINDINGS (DEALERS DATA)

Based on the research work which was done on the topic Brand positioning of Mangalam cement in the Market. DATA FINDING : The survey was conducted with dealers of Mangalam cement . I had surveyed on random basis from Ghaziabad And Modinagar , Dadari and Shahibad zone. FINDINGS :1. While the dealers was asked about to which brand of cement you are dealing .? Most of the dealers named the following brands. A ACC B Birla Uttam C Ambuja D Shree E Ultratech

Among the above mentioned Brands 60 % Birla Uttam and ACC 20 % Ambuja and Ultratech 32

20% Shree Cement & Bangur

2 What is your perception of Birla Uttam Cement.? Most of the dealers were responds. 70 % Excellent 20 % very good 10 % average 3 What makes you buy any particular brands.? The followings were the responses.50 % Quality and Better service 40 % customer demand 10 % profit margin 4 According to you direct interaction b\w the dealers and company officials can be helpful to increase the sale of cement.? 70% yes 20 % not so effective 10 % cant say

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5 Which companies offer maximum profit to the dealers ? 60% Bangur and Tuff cemento 40 % Birla Uttam and ACC

6 Rank the items which you expect as a dealer from a cement company in order of Your preference.? The responses to the question were as follows :Ranked in order of preference : 80% says timely supply 20 % says sales promotional support 7 Does Mangalam cement offer any promotional schemes to you. ? The responses of dealers to this was as follow : A 90 % responded ---------Yes B 10 % responded ---------No

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Fig No. 2 Dealers Asked About To Brand. 1. While the dealers was asked about to which brand of cement you are dealing .?

20% Birla Uttam and ACC Ambuja and Ultratech 20% 60% Shree Cement & Bangur

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Fig No. 3 Perception

What is your perception of birla uttam cement.?

10% 20% Excellent very good Average 70%

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Fig No. 4 Particular Branding

What makes you buy any particular brands.?

10% Quality and Better service 40% 50% customer demand profit margin

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Fig No. 5 Direct Interaction B/w dealers And Company.

According to you direct interaction b\w the dealers and company officials can be helpful to increase the sale of cement.?

10%

20% yes not so effective cant say 70%

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Fig No. 6 Maximum Profit Of Dealer

Which companies offer maximum profit to the dealers ?

40% Bangur and Tuff cemento Birla Uttam and ACC 60%

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Fig No. 7 Rank Of Item in Market

Rank the items which you expect as a dealer from a cement company in order of You preference.?

20% says timely supply says sales promotional support 80%

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Fig No. 8 Promotional Schemes.

Does Mangalam cement offer any promotional schemes to you. ?

10%

Yes No

90%

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DEALER SATISFACTION

May war last in mind even before the betel of joined .A company which tells itself that it cannot face MNCs in its field of activity can only give up fear of possible feature is the key factor that will inexorably, lead to a read inability to succeed against the imaged superiority of an adversary. Customer support managers who believes that no complaints mean satisfied customers are living in fools paradise .most dissatisfied customers have not any idea as where to complaint and how to complaint. In all probability such customers are not likely to return for repeat business if they have other options. Complain can be the most useful tool for manager to order product and services improvement. Customers complaints give invaluable feedback to the organization, not only helping to solve the problem, but uniliating company wide preventive measures. Companies profit from effective complaints resolution as it earns then customer loyalty. Thus it is very important to solicit as many complaints as possible, by breaking down barriers to complaining .complaints are a vital sources of information for launching company wide preventive measures. Over 35 years ago, peter duckers observed that a companies first is to create customers .customers estimate which offer will deliver the most value, customers are value maximizes ,with in the bounds of search costs and limited knowledge ,mobility and income. Reliability durability and performance are normally evaluated by customers. Satisfaction is the customers feeling of pleasure or disappointment resulting From comparing products precived performance in relation to his or her expectation. Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch when a better offer comes along.Those who are highly satisfied are much less ready to switch.Buyers expectations are influenced by their their post buying experiences, friends and markets and competitors information and promises.

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For customer centered companies, customers satisfaction is both a goal and a marketing tool. Companies that achieve high customer satisfaction ratings make sure that there target market knows it. Although the customers center firms seek to create high customers satisfaction, its main goal is not to maximize customer satisfaction. 1) the company can increase the customer satisfaction by lowering its price or increasing its services, but the result may be lower profit. 2) the company might b able to increase its profitability by means other then increased satisfaction . 3) the company has many share holders, including employees, dealers And stock holders spending more to increase customers satisfaction might divert funds from increasing the satisfaction the satisfaction subject to delivering at least acceptable levels of satisfaction level to other stack holders with in the constraints of its total resources.

THE NEED OF CUSTOMERS SATISFACTION

The cost of attracting new customer is estimated to be five items the cost of keeping a current customer happy .it requires a great deal of efforts to induce a satisfied customers away from the current suppliers .

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MARKETING STRATEGY

AT the heart of every marketing strategy success in to days fiercely competitive world does not come by change , it requires chalking out strategy that lead to achievement of organization goals by beating the competition .A strategy is a careful designed plot to murder the competition . The managers must bear in mind the uniqueness of service business while evolving and implementing strategy . The marker must approach the market in a systematic manner . He must plan various activities the controllable tools and follow a sating course of action . As the core of every marketing strategy rests the battle.

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CONCLUSION / INTERPRETATION
The topic for the study was position of mangalam cement in the Ghaziabad market and On the basis of the findings made on the study , the following facts are concluded.

1. Mangalam cement with its manufacturing is providing two brands of cement in the market ; Birla uttam and Birla smart . 2. In last few years Mangalam cement has performed enormous job and has also achieve its target very soon. 3-Since it has a good name in the field of cement industry the expectation level of dealers and consumers is very much high. 4 - In order to maximize the satisfaction of dealers and consumers the company should provide more promotional activities to its brands to attract more customer. The conclusion implies that A list of findings is summarized in a proper and systematic manner. My project position of Mangalam cement brands in the market has led me to conclude the following. One of the conclusions is that the quality of cement of Birla Uttam is very good and company can feel proud of it. The company comes at second position after ACC as far as the dealers preference is concerned. Another conclusion is that there is large of 43 grade cement , so the company must increase the difference of price between OPC and PPC grade .Another conclusion is that the consumers buy maximum cement with the preference for a Particular brand name. 45

SUGGESTIONS
After doing an extensive survey in areas of Ghaziabad, Dadri , Modinagar , And Sahibabad I came through various things , while some showed positive signs for the company but there are some areas where improvement is needed.

I would like to point out the following recommendations in form of suggestion for the final consideration.

1- The company should take Marketing network into confidence . 2- Company should go for aggressive kind of marketing strategy and sales

promotion strategy which can create brand loyalty for Mangalam cement , the days are gone when everything depended on dealer , now consumer should take care of Brand loyalty. 3- The company should give stress in promoting Birla name , this can create and maintain brand awareness. 4 Company should spend more on publicity and regarding awareness of Mangalam cement, wall painting and hoardings are widely suggested.

It was concluded that these days consumers have started demanding cement by brand name of company , so company should create such a marketing strategy so that brand awareness and loyalty is developed among customers.

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