TABLE OF CONTENTS

S. No.
(a)
1

3
4
5
(b)
(c)

Particular
Chapter as: Executive Summary
Introduction: Design of the Study
Introduction Of the research
Statement of the problem
Objective of the study
Research design
Practical/scientific utility of the study
Limitation of the study
Profile of the organization
Company profile
Product profile
Cement manufacturing process
Corporate Offices
Competitors
Comparative analysis with competitors
Analysis and interpretation of the study
SWOT Analysis
Finding, conclusion & suggestion
Bibliography
Questionnaire

Pg. No.

EXECUTIVE SUMMARY

A cement is a binder, a substance that 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 resembling modern concrete that was made from crushed
rock with burnt lime as binder.
Cements used in construction can be characterized as being either hydraulic or nonhydraulic. Hydraulic cements (e.g., Portland cement) harden because of hydration, a chemical
reaction between the anhydrous cement powder and water. Thus, they can harden underwater or
when constantly exposed to wet weather. The chemical reaction results in hydrates that are not
very water-soluble and so are quite durable in water. Non-hydraulic cements do not harden
underwater; for example, slaked limes harden by reaction with atmospheric carbon dioxide.
The most important uses of cement are as an ingredient in the production of mortar in
masonry, and of concrete, a combination of cement and an aggregate to form a strong building
material.
RK Marbel group a company with reputation for quality and trust built over a period time
pleased to introduce Wonder Cement to cater your Cement needs, known for providing worldclass products and services.
A wide network of Dealers of Wonder Cement takes care of your service needs.
The topic of researchers study was Survey of Wonder cements market in Jaipur which
was to be conducted on the product given to me.
In the project, the researcher worked out with different dealers and customers of Wonder
Cement and other brands. The project guide segmented the market accordingly. The researcher
was mainly focusing to promote Wonder cement. Researcher was supposed to work out to create
brand awareness through survey and comparative analysis with its competitors. Researcher have
surveyed dealers and customersof Cement in Jaipur.
The Research includes 116 sample size. Research is Analytical in nature. Tool to be used
for collecting data is Questionnaire. Survey will be carried out across the city. After analyzing
the data I came to know about the Strength & Weaknesses of Wonder cement as well as Threats
& Opportunities to the Company.

1.1 INTRODUCTION OF THE RESEARCH:A building material made by grinding calcined limestone and clay to a fine powder,
which can be mixed with water and poured to set as a solid mass or used as an ingredient in
making mortar or concrete

1.2 STATEMENT OF THE PROBLEM:The core problem in the project is Survey of Wonder cements market in Jaipur.

1.3 RESEARCH OBJECTIVES:1. To Know theSatisfaction level and expectationsfromcement provider.

2. To know awareness of people towards Wonder Cement.
3. To find out the market potential of cement.

1.4 RESEARCH METHODOLOGY:Marketing

Researchis

the

systematic

gathering,

recording,

and

analysis

of qualitative and quantitative data about issues relating to marketing products and services. The
goal of marketing research is to identify and assess how changing elements of the marketing
mix impacts customer behavior.
It is the basic framework, which provides the guidelines to the study; it is the arrangement of
conditions & analysis in a manner that aims to combine relevance to the research purpose with
economy in procedure. It was a descriptive research and Analytic Research, which has been done
by making an in-depth study to get knowledge about the subject. Descriptive research includes
surveys of all kinds and fact finding enquiries. In analytical research a researcher has to use facts

and information already available (or secondary data), and analyze these to make a critical
evaluation related to the subject matter.
Maximum part of my research is based on Analytical research as I have to analyze the consumer
Sample plan:

Sample Size116
Sample Unit-Dealers and Customers of Cement.
Sampling Design-

Type of Research-

Judgemental purposive Sampling

Descriptive & Analytical

Tools used for Data Analysis-

Bar Chart

Pie Chart

Time for the research - 45 Days

Contact method:
The last issue to be decided in sampling plan is to determine the Contact method i.e. how
the selected unit be approached. Various methods available are mail survey, telephonic survey
and personal interviews. The researcher has used personal interviews and telephonic survey as
methods to get the information and questionnaire filled.
Field Work:
At the end after finishing up the problem definition and research design, researcher
conducted the actual data collection procedure. This is called fieldwork.

1.5 PRACTICAL /SCIENTIFIC UTILITY OF THE STUDY:For company: 1. Useful for the company to know the level of awareness of Wonder Cement.
2. Study will help the company to know the customer profile.
3. It provides the information about the consumer behavior and their responses towards product.

4. Basis for strategy formation for the company to improve future growth.
5. Company can find out its position in the market in comparison to its competitors.
6. Helps in Indirect Promotion of the product.
7. It provides a detailed study of competitors, their market share, strategies, distribution network,
pricing etc.
For Researcher: 1. To learn the practical skills of an effective sales manager.
2. To develop the convincing & communication skills.
3. To develop the leadership qualities.
4. To learn about the cement industry.
5. To understand the working of sales model in cement industry.
For Others: Secondary source of Information This research report would act as a secondary source
of information for any related subject in future.

1.6LIMITATIONS OF THE STUDY:Every research has its own limitation. It is not possible that are search is accomplished
without having bounding and limitations. There are always some short comings which come into
the way of accomplishment of a particular research study. It is almost impossible for researcher
to get away from it. Following are the few limitations of the particulars research study:1. People generally reluctant to disclose the prices of their cement brand, which causes
hindrance in analyzing competitor prices.

2.Time constraint.

3.The respondents were in different areas so the time taken to interview with them was
too much.

4. Busy schedule of dealers.

5. Conducting Research in Jaipur city & nearby is not an easy task due to distance
travelled. The time was limited which made it even more difficult to visit far places like
jamdoli,Kanota etc.

2.1COMPANY PROFILE
Corporate Profile:Wonder Cement is part of the RK Marble group, which has the distinction of being one of
the leading names in the marble industry.Rk group was stated in May 25, 1989. Being in an
industry, which is highly competitive, RK group aim to position their brand that stands apart
from the clutter and establishes brand recall in a short span of time through impeccable quality
and effective communication. To accomplish this, theirendeavor is to create a extensive network
of dealers that would enable the brand to achieve a place for itself in the premium segment.

Vision:We are committed to create a brand, which is extensively competitive, a brand associated
with quality, trust and transparency. We also aim to be amongst one of the largest as well as the
most preferred cement companies in the country.

Mission:To build a gilt-edged brand in the category through state-of-the-art technology,

continuous innovation and most sustainable business practices thereby evoking trust among our
stakeholders.

Plants:Wonder cement plant with a capacity to produce 3.25 Million Tons per annum is located
in Nimbahera, District Chittorgarh, in Rajasthan. The cement produced from this plant which has
been set up with technical collaboration from ThyssenKrupp and Pfeiffer Ltd., the world leader
in cement technology, is at par with international standards. The entire design of the plant is
based on the latest environment norms, with the help of Reverse air bag house and ESP and a
number of nuisance bag filters installed having emission of below permissible unit. that enable
the plant to be clean & dust free. Wonder Cement Limited has plans to expand its current
capacity to 10 Million Tons in due course by setting up a 2nd and 3rd production line for which
land and layouts are ready.

2.2PRODUCT PROFILE
Wonder cement is available in Two Types:
1. OPC (43 grade and 53 grade),
2. PPC

Ordinary Portland cement:Ordinary Portland Cement is prepared by fully automated dry manufacturing process
using state of art technology under the strict quality assurance at all stages of manufacturing
with the help of ROBOTIC (POLAB) system. The product comes in range of specification to
suit various conditions and application specifically covers dry-lean mixes, general-purpose
ready-mixes and even high strength pre-cast and pre-stressed concrete.

OPC-53 Grade

OPC-43 Grade

Ideal Applications:

High-rise Buildings, Residential, Commercial & Industrial Complexes

Roads, runways, bridges and flyovers

For heavy defense structures like Bunkers

Advantages:

Produces highly durable and sound concrete due to very low percentage of alkalis,
chlorides, magnesia and free lime in its composition.

Almost negligible chloride content results in restraining corrosion of concrete structure in

hostile environment.

Significant saving in cement consumption while making concrete of grades M15, M20
M25, M35 and pre-cast segments due to high strength.

BIS Requirement

WONDER CEMENT

43 Grade
(As per IS-8112-1991)

53 Grade
(As per IS-122691987)

43 Grade

53 Grade

LOI (%)

5.0 max.

4.0 max.

3.0 Max

2.5 Max

IR (%)

3.0 max.

3.0 max.

3.0Max

2.5 Max

SO3 (%)

3.0 max.

3.0 max.

2.7 Max

2.7 Max

MgO (%)

6.0 max.

6.0 max.

1.5 Max

1.5 Max

LSF

0.66 - 1.02

0.80 - 1.02

0.86

0.88

AM

0.66 min.

0.66 min.

1.0 Min

1.0 Min

Chlorides(%)

0.1 max.

0.1 max.

0.02Max

0.02Max

225 min.

225 min.

280 Min

300 Min

Initial

30 min.

30 min.

130 Min

100Min

Final

600 max.

600 max.

280Max

250Max

Le-chat. (mm)

10.0 max.

10.0 max.

1.0Max

1.0Max

Autoclave (%)

0.8 max.

0.8 max.

0.03 Max

0.03 Max

3 Days

23 min.

27 min.

30.0Min

34.0Min

7 Days

33 min.

37 min.

39Min

44.0Min

28 Days

43 min.

53 min.

55 Min

62.0Min

Description

A) CHEMICAL COMPOSITION

B) PHYSICAL PROPERTIES
Specific Surface (M2/Kg)
Setting Time (minutes)

Soundness

Compressive strength (MPa)

Portland Pozzolana cement:Product of Future Portland Pozzolana Cement is prepared by fully automated dry
manufacturing process using state of art technology under the strict quality assurance at all
stages of manufacturing with the help of ROBOTIC (POLAB) system by inter-grinding wellburnt OPC Clinker withgypsum and pozzolanic materials like power-station fly ash or silicious
earths.

Ideal Applications:

Plaster & Brickwork

Marine work

Mass concrete work - Dam, Canals

RCC work in residential & construction

Advantages:

Higher durability of concrete structure due to less permeability of water.

More resistance towards the attack of alkalies, sulphates, chlorides, chemicals.

Better work ability.

Low heat of hydration.

Due to high fineness, PPC have better cohesion with aggregates and make more dense
concreteness.

Comparative lower Water-Cement ratio provides an added advantage for the further
increase of compressive strength of the concrete.

Better surface finish.

Description

BIS Requirement
WONDER CEMENT
As Per IS 1489 ( P- 1 )
1991
PPC
PPC

A) CHEMICAL COMPOSITION
LOI (%)

5.0 Max.

3.0 Max

IR (%)

X*+(4.0(100-X)/ 100

14.0 Min

SO3 (%)

3.0 Max.

2.7 Max

MgO (%)

6.0 Max.

1.5 Max

Chlorides(%)

0.1 Max.

0.02Max

300 Min.

350 Min

Initial

30 Min.

130 Min

Final

600 Max.

280Max

Le-chat. (mm)

10.0 Max.

1.0Max

Autoclave (%)

0.8 Max.

0.03 Max

Dry Shrinkage (%)

0.15%Max

0.03 Max

3 Days

16 Min.

30.0Min

7 Days

22 Min.

39Min

28 Days

33 Min.

55 Min

B) PHYSICAL PROPERTIES
Specific Surface (M2/Kg)
Setting Time (minutes)

Soundness

Compressive strength (MPa)

Manufacturing Process

Wonder Cement started off as one of the projects of cement In India, which is a part of
R.K.Marble Group. The project was commissioned in April 2012 with installed capacity of 3.25
MTPA of cement. Wonder Cement is truly a plant of 21st Century, The plant is fully automated
with latest world best Germen technology and Quality Control by Automated Po- Lab (Robotic
Lab) with AQCNET Software. Plant is centrally controlled and there are various technological
features, which are hallmarks of the latest technical development.

2.3 CEMENT MANUFACTURING PROCESS

Ordinary Portland Cement (OPC) is a binding agent mainly consisting of calcium oxide (CaO),
silicon oxide (SiO2), aluminium oxide (Al2O3) and ferric oxide (Fe2O3). Limestone is the main
raw material for manufacturing of cement. The whole process of manufacturing of cement can be
divided in the following sections

Mining

Crushing

Raw Material Grinding

Coal Grinding

Pyro-processing

Cement Grinding

Cement Packing

The core equipment supplies include

Stacker reclaimer for limestone, Raw mix additives, coal and Gypsum

Pfeifer MPS 5600B raw mill

Pfeifer 3070BK coal mill

CF silo

6-stage two-string ILC preheater kiln (5.0 x 75 meters) designed for firing low volatile
fuels

Swirlex burner

Polytrack cooler

Two Combi circuit cement mills

2.4 Corporate Office:

M/s Wonder Cement Ltd
17 Old Fatehpura, Near SevaMandir, Udaipur-313004, Rajasthan

Central Marketing Office:M/s Wonder Cement Ltd

108-112, Ambadeep Building, 14, KG Marg, Connaught Place, New Delhi-110001

Regional Marketing Office:M/s Wonder Cement Ltd

402, 4Th Floor, Shail'S Mall, Behind Girish Cold Drinks, C.G Road, Navrangpura,
Ahemdabad - 380009, Gujrat
M/s Wonder Cement Ltd
408-410, 4Th Floor, Gaurav Tower-Ii, Malviya Nagar, Jaipur-302017, Rajasthan

M/s Wonder Cement Ltd

311, Milinda'S Manor, 02, R.N.T Marg, Opp Central Mall, Indore-452001, Mp

Plant Office:-

M/s Wonder Cement Ltd

RK Nagar, Tehsil-NimbaheraDistt- Chittorgarh, 312601,Rajasthan

Business Partners , Jaipur:Dharamraj Distributors

82-83, JagannathPuri, Boring Road, Jhotwara, Jaipur Dist. Jaipur, Jaipur
Business Partner Name
Sh. TanayPratap Singh
Mobile: 9314942893
Officer Incharge Name
Sh. Sanjay Sharma
Mobile: 8003299611

G. K. Enterprises
1, Khandela House, Near Amber Tower, Sansar Chandra Road, Jaipur Dist. Jaipur, Jaipur
Business Partner Name
Sh. Shankar Kothari (Partners - Kishan Das Maheshwari, Shankar Kothari, Sumit Kumar
Chitlangia, SarikaChitlangia)
Mobile: 9414089023, 9839037612
Officer Incharge Name
Sh. Sanjay Sharma
Mobile: 8003299611

Ritesh Enterprises
S-1, JeevanVihar Complex, New Colony, Near PanchBatti, Jaipur Dist. Jaipur, Jaipur

Business Partner Name

Sh. Sanjeev Gupta
Mobile: 9413331434, 9829843444
Officer Incharge Name
Sh. RakeshMotwani
Mobile: 8003294510

2.5 COMPETITORS:
1.
2.
3.
4.
5.
6.
7.
8.

Ultratech
Ambuja
Binani
ACC
Shree
Bangur
JK Laxmi
Koromandal

Major Competitors:

S
B
h
i
r
n
e
a
e
n
i

C
o
U
lm
tp
re
at
ti
et
co
r
h
s

A
m
b
u
j
a

2.6COMPARATIVE ANALYSIS WITH OTHER CEMENTS:

2.6.1.Comparative study of Average Quantity sold:-

Average Quantity sold

80000
70000
60000
50000
40000
30000
20000
10000
0

Average Quantity sold

Average quantity sold of different cement brands was told during the training session.This shows
that Ambuja is the market leader in this category.

2.6.2Comparative study ofAverage Billing Price:-

Average Billing Price

295
290
285
280
275
270
265
260
255

Average Billing Price

Average billing price of different cement brands was told during the training session.This shows
that Billing price of Ultratech cement is highest.

2.6.3. Comparative prices of Average Discount (incl.schemes):-

Average Discount (incl.schemes)

25
20
15
10
5
0

Average Discount
(incl.schemes)

Average discount of different cement brands was told during the training session.This shows that
Shree and Binani cement is providing good discount to their dealers.

Data Analysis:For a deeper analysis Researcher has divided the data analysis part into 2 subparts
& there are separate questionnaires for each subpart. The Sample size of 120 has

also been divided into 2 parts Those who were dealers of other cement brands&
those who were customers of other cement brands.

Dealers Feedback:1. Experience in Dealership

A. 1-3 years
C. 8-10 years

B. 4-7 years
D. Above 10 years

TABLE:
S.No.
1
2
3
4

Criteria
1-3 years
4-7 years
8-10 years
Above 10 years
TOTAL

No. of Respondents
21
11
9
15
56

% of Respondents
38
20
16
27

INTERPRETATION:This chart shows that out of 56 respondents 38% have experience of less than 3 years and 20% of
respondents have experience of more than 10 years.
2. Which cement brand you are dealer of:
TABLE:

S.No
.
1
2
3
4
5
6
7
8
9

Criteria
Ambuja
Ultratech
Shree
Binani
Birla
JK
Bangur
Koromandal
ACC
TOTAL

No. of Respondents
12
11
10
9
4
3
3
2
2
56

%
of
Respondents
21
20
18
16
7
5
5
4
4

Interpretation
This chart shows that out of 56 respondents which have dealership of cement,12 are dealer of
Ambuja cement whereas only 4% have dealership of koromandal and ACC cement thisshows
that Ambuja is the market leader in Jaipur Territory with 21% share of the sample studied and
Ultratech is at the second place with 20%
3. Which factors enable you to be the dealer of that brand?
A. Promotional Scheme
B. Quality
C. Company Policy
D. Margin
E. Demand
TABLE:
S.No

Criteria

No.

of %

of

.
1
2
3
4
5

Promotional
Scheme
Quality
Company Policy
Margin
Demand
TOTAL

Respondents

Respondents

3
9
9
11
24
56

5
16
16
20
43

INTERPRETATION:This chart shows that out of 56 respondents 43% have said that they opt particular brand for
dealership because of Demand and 5% said that they are dealer of particular brand because of
promotional scheme..
4. What do you think about promotional activities given by the company?
A.Very good
B. Good
C. Satisfactory
D. Poor

TABLE:
S.No
.
1
2
3
4

Criteria
Very Good
Good
Satisfactory
Poor
TOTAL

No. of Respondents
2
31
20
3
56

% of Respondents
4
55
36
5

Interpretation
This chart shows that out of 56 respondents which have dealership of cement, 55% said that
promotional activities of their brand was good and 36% were satisfied with promotional
activities of their brand, only 5 % were not satisfied.
5. What do you feel about the price of your
brand?
A. Very High
B. High
C. Average
D. Low
TABLE:
S.No.
1
2
3
4

Criteria
Very High
High
Average
Low
TOTAL

No. of Respondents
0
14
35
7
56

%
of
Respondents
0
25
63
13

Interpretation
This chart shows that out of 56 respondents which have dealership of cement, 63% said that
price of their brand was average and 13 % feels that the price was low and company should
increase prices because a good no. of customer believes that good price means good quality.
6. What is the frequency of visit of Marketing Officer at your
shop?
B. Once in a
A. Every 3 days
week
C. Once in 2 weeks
D. More than that
TABLE:
S.No
.
1
2
3
4

Criteria
Every 3 days
Once in a week
Once in 2 weeks
More than that
TOTAL

No.
of %
of
Respondents
Respondents
9
16
20
36
21
38
6
11
56

Interpretation
This chart shows that out of 56 respondents which have dealership of cement, 38% said that
frequency of visit of marketing officer is once in 2 weeks and 11% said that frequency of visit is
more than 2 weeks. Dealers believed that marketing officer should visit on regular basis to
increase sales and to solve sales related problems.
7. Are your discounts credited on time?
A. Yes
B. No

TABLE:
S.No.
1
2

Criteria
Yes
No
TOTAL

No. of Respondents
54
2
56

%
of
Respondents
96
4

Interpretation
This chart shows that out of 56 respondents which have dealership of cement, 96% said that
discounts credited was on time and 4% said that their brand was not providing discounts on time.
It means most of the cement brands are giving discounts on time.
8. Are discounts and schemes properly communicated to you
on time?
A.
Yes
B. No

C. Sometimes
TABLE:
S.No
.
1
2
3

Criteria
Yes
No
Sometimes
TOTAL

No.
Respondents
51
2
3
56

of %
of
Respondents
91
4
5

Interpretation
This chart shows that out of 56 respondents which have dealership of cement, 91% said that
discounts and schems were properly communicated to them and 4 % said that discounts and
schemes were not properly communicated to them. It shows that cement brand are
communicating their new schemes and discount related information to their dealers properly and
it also helps to motivate dealers.
9. Would you like to work with Wonder
Cement?
A. Yes
B. No
TABLE:
S.No.
1
2

Criteria
Yes
No
TOTAL

No. of Respondents
17
39
56

%
of
Respondents
30
70

Interpretation
This chart shows that out of 56 respondents which have dealership of cement, 70% said that they
were happy with their brand and would not like to work with wonder cement but 30% showed
interest to work with wonder cement. Those who showed interest were contacted by marketing
officers of the respective areas.
10. Major Reasons for not working with Wonder Cement till date:
TABLE:
S.No.
1
2
3
4
5

Major Reasons
New
Demand Low
Loyal
Target High
Marketing
TOTAL

No. of Respondents
36
25
11
2
6
61

% of Respondents
59
41
18
3
10

Interpretation
This chart shows that out of 56 respondents which have dealership of cement, 59% said that they
were not working with wonder cement earlier because it was a new brand in market and 3% said
that the targets were higher in wonder cement. In reality mostly respondents are even not aware
that Wonder cement is a part of RK Marble group.

11. Current Billing Prices:

S.No
Particulars
.

Average
Quantity sold

Average
Billing Price

1
2
3
4
5
6

4850
37800
68400
34150
10100
11000

272.2
291.07
287.23
279.7
268.8
281.5

Average
Discount
(incl.scheme
s)
13
12
14
20
17
18

4000

286

16

19500

282

20

7
8

Wonder Cement
Ultratech Cement
Ambuja Cement
Binani Cement
Birla Chetak
J.K. Cement
J.K.
Lakshmi
Cement
Others ( Shree,
Bangur )

Interpretation
This chart shows average billing price,average quantity sold and average discount.

Customers Feedback:1. How did you come to know about your cement brand?
A. TV Advertisement
B. Hoardings
C. Recommended by other users
D. Others

TABLE:
S.No.
1
2

Criteria
TV Advertisement
Hoardings

No. of Respondents
21
10

% of Respondents
35
16.66666667

3
4

Recommended by others
Others
TOTAL

14
15
60

23.33333333
25

Known Current Cement Brand through

35
30
25
20
15
10
5
0

35

16.67

23.33

25

Known Wonder
Cement through

Interpretation
This chart shows that out of 60 respondents, 35% said that came to know about particular cement
brand through TV advertisement and 23% said that they were recommended by others. This
shows that TV advertisements are more useful to spread awareness.
2. Satisfaction rate of your product with regard to quality
A. Very Satisfied
B. Satisfied
C. Moderate
D. Unsatisfied
TABLE:
S.No.
1
2
3
4

Very Satisfied
Satisfied
Moderate
Unsatisfied
TOTAL

No. of Respondents
12
39
9
0
60

% of Respondents
20
65
15
0

Interpretation
This chart shows that out of 60 respondents, 65% were satisfied with quality of cement.

3. Main reasons for opting current cement brand:

A. Quality
B. Price
C. Availability
D. Dealer Motivation
E. Others
TABLE:
S.No.
1
2
3
4
5

Criteria
Quality
Price
Availability
Dealer Motivation
Others
TOTAL

No. of Respondents
29
9
13
9
0
60

% of Respondents
48
15
22
15
0

Reasons for opting Current Cement Brand

Dealer Motivation

Quality
Price
Availibilty
Dealer Motivation

Quality

Availibilty

Others

Price

Interpretation
This chart shows that out of 60 respondents, 48% were choose particular brand because of
quality of cement. While 22% choose cement on the basis of availability.
4. Has the dealer taken the order and delivered the same on time
A. Yes
B. No
TABLE:
S.No.
1
2

Criteria
Yes
No
TOTAL

No. of Respondents
56
4
60

% of Respondents
93.33333333
6.666666667

Has the dealer taken order and delivered the same on time
93.33
100
Dealer taken the order on
time

80
60
40

6.67

20
0
Yes

No

Interpretation
This chart shows that out of 60 respondents, 93% said that dealer delivered cement on time.
5. Has the customer used wonder cement brand before?
A. Yes
B. No
TABLE:
S.No.
1
2

Criteria
Yes
No
TOTAL

No. of Respondents
24
36
60

% of Respondents
40
60

Any other brand used by customer

Yes
Yes

No

No

Interpretation
This chart shows that out of 60 respondents, 40% said that they had used wonder cement earlier
and 60% said they had never used wonder cement.

6. Would you like to buy Wonder Cement product in next purchase:

A. Yes
B. No
TABLE:
S.No.
1
2

Criteria
Yes
No
TOTAL

No. of Respondents
37
23
60

% of Respondents
62
38

Comparison of Wonder Cement with Other brand

No

Yes
No

Yes

Interpretation
This chart shows that out of 60 respondents, 62% said that they would prefer wonder cement for
their next purchase while 38% were satisfied with their existing brand.
7. Would you refer Wonder Cement product to your relative/friends:
A. Yes
B. No
TABLE:
S.No.

1
2

Criteria

No. of Respondents

Yes
No
TOTAL

% of Respondents

32
28
60

53.33333333
46.66666667

Refer wonder cement to others

Yes
No

No
Yes

Interpretation
This chart shows that out of 60 respondents, 53% said that they would refer others for wonder
cement.

SWOT ANALYSIS:SWOT analysis is a strategic planning method used to evaluate the Strengths,
Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It
involves specifying the objective of the business venture or project and identifying the internal
and external factors that are favorable and unfavorable to achieve that objective. The technique is
credited to Albert Humphrey, who led a convention at Stanford University in the 1960s and
1970s using data from Fortune 500 companies.
A SWOT analysis must first start with defining a desired end state or objective. A SWOT
analysis may be incorporated into the strategic planning model.

Strengths: Characteristics of the business or project that give it an advantage over others.

Weaknesses: are characteristics that place the team at a disadvantage relative to others.

Opportunities: elements that the project could exploit to its advantage.

Threats: elements in the environment that could cause trouble for the business or project.
Strengths

Use POLAB technology in their cement operations.

Logistic management
Presence in prime market.
Well diversified fuel mix and efficient operation.
Geographically positioned, which gives flexibility to its operations.
It has strong presence in high growth market like west, north which does not suffer from
oversupply.
It has extensive dealership and retailers network.
Captive logistic and transport management for efficient delivery and optimal cost.

Weaknesses
Its cyclical industry
High transport cost.
Highly regionalized and localized market.
There are no operations in southern market.
Capacity constraints to limit sales.
Lack of timely capacity addition to restrict sales.
Dependent on govt. for license of mines.
Levy of royalty over and above the technical services fees.

Opportunities: Huge govt. expenditure in infrastructure development to boosts the cement demand high.
Low cost housing loan increased the real estate and individual housing also.
Rising population works as a catalyst for housing boom.
As per govt. budget, tax free income increased to Rs. 200000/- which create saving and
boost up the housing.
Low per capita consumption as 176kg where as 256kg on developed country.
Long term growth for cement industries are favorable and it may grow at the rate of 7%
to 8%
Threats: Rising input cost of material like limestone, gypsum, and mart. Due to high duty and high
mining cost.
Gypsum are imported, due to low quality of gypsum in India, which impact on price of
production by paying the import duty.
Rising cost of logistics.
Rising cost of power.
Shortage of fly ash.
Increasing diesel price are the another threat which increase the transportation cost,
which may create a material effect in freight and forwarding cost.
Penalty threats of cartel by competition commission of India.
New entrant threats due to high potential market.

FINDINGS:

Ambuja is the market leader in Jaipur territory followed by Ultratech and Shree cement
respectively.
2 PPC grade cement is the most preferred cement by the consumers.
3 The researcher found Ambuja, Ultratech and local brands as main competitors.
4 Price of Wonder cementis average more as compared to its competitors.
5 Dealers are ready to switch their dealership due to unsatisfactory services of current
Cement brands.
6 Quality and availability provided are major attributes that affect customers purchase
decision.
7 It has been seen that most competitors are making their Cement available to
dealerswithout charging delivery cost.
8 Most of the customers are influenced for particular cement brand by their contractor.
9 Tv advertisement is the best media for sales promotion.
10 Most of the respondents are not aware about the Wonder cement.
11 Quality is the most preferred factor for consumers.
12 Consumers dissatisfaction level increases with time. The more they use the cement, the
more they get dissatisfied due to quality.
13 The researcher found that RK Marble brand name has very good image in consumers
and customers mind and they consider it as reliable brand.

Conclusion: In the study I have done market research of Cement and found that most of the customers are
quality conscious.
There are lots of customers who are not aware of the fact that Wonder cement is a part of RK
Marble group.
As already mentioned in the above that customers are quality conscious and the quality of
Wonder cement is high from the other players(Koromandal,Shree)which are available in the
market.

Ambuja and Ultratech are the market leaders have maximum market share respectively of the
total sample studied. This Industry is affected by the low cost cement which are manufactured by
local players.
Customers are not loyal with particular brand because of few reasons and they are:1.Dealer motivation:-Most of the customers get influenced by dealer of cement and they make
their purchase because of dealer motivation.
2.Contractor:- Customers are motivated for a particular brand through their contractor.
Contractor ask for a particular brand and then customer would have to switch from brand of
his/her choice.
3. Advertisement:-Customers are also influenced by the Advertisement of cement brands.

Suggestions: Most of the customers of Jaipur market are quality conscious and some of the customers are
price-conscious. There are lots of customers who are not aware about the Wonder cementand
they depends upon the local and other brands like Ambuja,Ultratech and Shree etc.
The customers are ready to switch over on Wonder cement due to its brand name and services
provided to the customers. On the basis of data analysis the researcher has concluded that there is
market forwonder cement but due to unawareness about Wonder cement there is requirement of
effective advertising and marketing strategies to make aware the customers about Wonder
cement.

Research reached on this conclusion that there is demand of Wonder cement in market. The
customer always in need of Cement brand those can give a satisfactory servicewith goodquality.
Through the evaluation of the project the market of Cement always there, just the market players
have to emerge with latest technologies with less cost to the customer & best quality products.
These are some suggestions:

The Company should advertise more to spread awareness.

Today Price based competition is skyrocketing, so if it is possible the Company should
cut down its price.
Company should promote its cement through canopy and product demonstration.

Company should introduce some kind of finance scheme like payments in instalments
etc. if possible.
The Company should give efficient and effective services to the customer, so that the
product performance improves. This will lead to Customer satisfaction.
Company should promote their product at various business website.
Company should give free demonstration at various places.
Should approach Educational Institutes, Organizations at the time of set up.
Should make their sub-dealers at smaller cities to penetrate market.
RK Marble as a company have a very good brand image in the mind of customers but
still they prefers other brands cement so Wonder cement need to advertise more its
products and need to come up with more innovative products.
Improve the marketing strategies i.e. advertising, promotion etc. This will surely help
Wonder cement to penetrate the tough Indian market and to keep the market share intact.
Process of follow up for the potential customers can be done in a more effective way.

Bibliography:Books
Kotler Philip (1990), Marketing Management, Prentice Hall Publications India, New
delhi, Pp- 123-236.
Web References

http://www.wondercement.com

http://www.scribd.com
http://www.wikipedia.com

Others

Wonder Database

Group meeting:
Group meetings of rural customers as well as prospects are
an important part of interpersonal media. The company is able to
pass on the message regarding benefits of the products to a large
number of customers through such meetings. Group meeting of
key customers are conducted by banks, agricultural inputs and
machinery companies in rural areas. The bankers visit an
identified village, get the village people in a common place and
explain the various schemes to the villagers. Such meetings could
be organized in prosperous villages for promoting consumer
durables and two wheelers also. Example: MRF Tyres conduct
tractor owners meet in villages to discuss repairs and
maintenance of tractors.

Opinion leaders:
Villagers place more emphasis on the experience of others
who have used a product/brand to make purchase decision.
Opinion leader is a person who is considered to be knowledgeable
and is consulted by others and his advice is normally followed.
Such opinion leaders could be big landlords, bank official,

panchayath-president,
teachers,
extension
workers
etc.
Examples: a) Mahindra Tractors use bankers as opinion leaders for
their product. b) Asian Paints promoted its Utsav brand of paint by
painting the village Sarpanchs house a few months prior to the
launch if the branch to demonstrate that the paint does not peel
off.

The Melas:
Melas are of different types i.e. commodity fairs, cattle fairs
and religious fairs and may be held only for a day or may extend
over a week. Many companies have come out with creative ideas
for participating in such melas. Examples: a) Britannia promotes
Tiger Brand Biscuits through melas. b) The mahakumbh at
Allahabad is the biggest mela in India. HLL has put up 14 stalls in
the mela grounds for promoting Lifebuoy. Handcarts have been
deployed for increasing access.

The Haats:
Traditionally on certain days of week, both the sellers and
buyers meet in the village to buy and sell goods and services.
These are the haats that are being held regularly in all rural areas.
The sellers arrive in the morning in the haat and remain till late in
the evening. Next day they move to another haat. The reason
being that in villages the wages are paid on weekly basis and

haat is conducted on the day when the villages get their wages.
For the marketer, the haat can be an ideal platform for
advertising and selling of goods. By participating in haats and
melas, the company can not only promote and sell the products
but also understand the shared values, beliefs and perceptions of
rural customers that influence his buying behaviour.

Folk dances:

These are well-appreciated form of entertainment

available to the village people. The folk dance Kuravan Kurathi is popular in
Tamil Nadu. The troupe consists of dancers, drummers and musicians and they
move in a well-decorated van from one village to another village singing and
dancing. In a day the troupe covers about 8-10 villages. As soon as the van reaches
a village, film songs are played to attract the attention of the villages. This is
followed by folk dances. Mike announcement is made about the companys
products and leaflets are distributed. After the dance programme, queries, if any,
about the products are answered by the sales person. Folk dance programme costs
about Rs.5000 per day and therefore these programmes are conducted during the
peak season in selected villages. Examples: Fertilizer and pesticide companies
organize folk dance programmes during peak season in selected markets. Thumps
Up has sponsored Lavnis, the folk dance programme of Maharashtra and over 30
programmes have been arranged in selected rural markets.

 Audio Visual Publicity Vans (AVP Vans):

AV unit is one of the effective tools for rural communication.
The van is a mobile promotion station having facilities for
screening films slides and mike publicity. The sales person makes
a brief talk about situation in the village, the products and the
benefits. The ad film is screened along with some popular film
shots and this continues for about 30 minutes. At the end of the
film show, he distributes handbills and answers queries of the
customers. The whole operation takes about 1-2 hours depending
upon the products under promotion, number of participants in the
meeting and time taken for question and answers. The vans move
to the next village for the second show. The cost of running a fully
equipped AVP unit is about Rs.4000 per day and AVP van
operation has to be considered as an investment for business
development in rural areas. Example: Companies such as HLL,
Colgate, and Phillips have made effective use of AVP vans for
popularizing their products in rural areas.

Product display contests:

Package is an integral part of the product. Its main purpose
is to protect the product during transit, to preserve the quality
and to avoid any loss in quality and quantity. The main purpose of
this contest is to remind the customer to buy the product as soon
as he enters the shop. Another objective is to influence the dealer
to stock the product and support the company in increasing the
sales. The display contest has to be announced well in advance
and promotional materials to be distributed to all the selected
dealers in a geographical area. Prizes for best displays are
announced to motivate the dealers; the contest lasts for about a
month. A well-planned product display contest not only increases
the involvement of dealers in the companys products but also

increases the sales during the contest period. This is used for
promoting consumer goods such as shampoos, soaps and
toothpaste.

Field demonstration:

This is based on the extension principle seeing is believing

and is one of the most effective methods to show the superiority
of the companys products to the customers. A progressive farmer
who is an opinion leader is selected and the demonstration is
conducted in his field in the presence of a group of farmers in the
village. The farmers observe the results in the field and the local
dealer calls on them in their farms and persuades them to buy the
particular brand of pesticide or fertilizer. Examples: a) Spraying a
particular brand of an insecticide against insect pests and
showing the farmer how effectively the insects are controlled. b)
Demonstrating the use of tractor/implements for different
agricultural operations. c) Hawkins pressure cooker has
demonstration representatives who carry out demos in rural
households. The representative receives 1% commission for every
customer who approaches the dealer via demonstrations. e)
Similarly effectiveness of detergents, pressure cookers, vaccum
cleaners and mosquito coils could be promoted by
demonstrations in selected markets.

 Field days:

These are extension of field demonstrations. One of the main

objectives of following modern agricultural practices is to increase
the yield. The company organizes demonstrations in a piece of
land belonging to progressive farmers. All the fertilizers,
pesticides, nutrients etc. are applied after making field
observations. Just before harvest, all the important farmers are
invited to see demonstration plot and see for themselves how the
yields are better in the plot compared to other fields. Field
demonstrations/field days consume lot of time and efforts and
therefore have to be planned well.

Information centers:

They provide latest information on cultivation of crops,

fertilizer application, weed, management and control of pests and
diseases. Experienced agricultural graduates who make frequent
visits to the field and
advice farmers on modern agricultural practices manage the
centers. They also provide information on farm implements,
seeds, fertilizers, pesticides, diesel engines, sprayers and tractors
etc. Many consumer goods companies have opened show rooms
in prosperous rural areas. Example: Hero Honda has opened

extension counters with show room facilities in major rural

markets.

Life-style marketing:
Each rural market segment has certain special features i.e.
they share common life-style traits. They include village sports,
religious events, prominent personalities and role models.
Examples: Textile mills maintaining community gardens, Mineral
water companies supplying clean drinking water during summer
festivals in villages and Consumer goods companies sponsoring
Kabaddi.

Distribution Channel Strategies

The channel members consist of wholesalers and retailers

who are middlemen in distribution and they perform all marketing
functions. These middlemen facilitate the process of exchange of
goods; create time, place and possession utilities. Therefore
channels are useful to producers as well as consumers. Even if a
company has a product that meets the requirements of rural
consumers, it will succeed only if it is made available at the right
place as and when required by the consumer.

Direct sales to consumers:

Examples: In many states, the government has encouraged
farmers to sell vegetables directly to urban consumers by setting
up Framers market. Farmers, in this case, put up stalls in the

market place and directly sell fresh vegetables to the consumers,

eliminating middlemen in the market.

Manufacturer-wholesaler-retailer-consumer:
The manufacturer appoints wholesalers in key rural markets
and these wholesalers cater to the needs of retailers in villages.
Example: Sale of pesticides used in agriculture.

Manufacturer-retailer-ultimate consumer:
Examples: 1) Companies like Hero Honda have direct retailers in
semi-urban markets. 2) Mahindra Tractors have appointed
distributors in all prosperous rural areas and these distributors
deal directly with farmers for sales and services of tractors. 3)
Philips has direct distributors in areas with low demand and poor
accessibilities. The distributors extend credit facilities; they follow
a journey cycle