Summer Training Report

In

SWOT Analysis of current Marketing activities of MCL

At

Meghalaya Cements Limited

(TOPCEM)

Submitted to

Department of Management Studies

National Institute of Technology, Silchar

Industry Mentors Name:

Submitted By:

Miss Sunita Baruah

Name: Dibya Jyoti Mandal

Manager, (Administration)

Roll No.: 15-50-121

Batch: 2015-2017

ii

Department of Management Studies

National Institute of Technology, Silchar
Declaration

I Dibya Jyoti Mandal , Roll No. 15-50-121 a full time bonafide student of Master of Business
Administration (MBA) Programme, Batch(2015-17) of Department of Management Studies,
National Institute of Technology Silchar, hereby certify that this summer training carried out by
me at Meghalaya cements limited (TOPCEM) and the report submitted in partial fulfillment of
the requirements of the programme is an original work of mine under the guidance of the
industry mentor Miss Sunita Baruah and is not based or reproduced from any existing work of
any other person or on any earlier work undertaken at any other time or for any other purpose,
and has not been submitted anywhere else at any time .

(Student's Signature)
Date:

iii

PREFACE

As a partial fulfillment of the Master of Business Administration (MBA) course in which

two months summer internship has been incorporated in the curriculum during which a study
is to be done in an organisation mainly to extract the practical knowledge and skill from
actual work environment. This project provide me an opportunity to gain profound insight
into a practical applicable of management concepts and developing better ability to analyse
problems and decisions have contributed significantly for better use of resources available to
the management.
To understand and to apply the concept of the curriculum, I have undergone Summer
Internship in Topcem, Guwahati in the title of the project A study on the retention policy in
Meghalaya Cements Limited (TOPCEM) for which a report has been prepared with findings
and opinions of the respective subject undertaken by me.
In this report every possible step that had been taken in the project are shown as glimpse,
with a hope that it will be a tool to help the organisation through the findings and opinion
given in the report.

Dibya Jyoti Mandal

Scholar ID: 15-50-121

iv

ACKNOWLEDGEMENT

It always takes the contribution of a lot of people to complete a project. No project can be
completed through individual effort alone. However, it would not have been possible without
the kind support and help of many individuals and the organisation. I would like to extend
my sincere thanks to all of them.
I would like to express my gratitude towards kind co-operation and encouragement which
helped me in the completion of this project.
I am highly indebted to Sunita Baruah (Manager, HR, Meghalaya Cements Limited) and
Ashim Kumar Das (HOD, DOMS , NIT Silchar) for their guidance and constant supervision
as well as for providing necessary information regarding the project and also for their support
in completing the project.
I would like to express my special gratitude and thanks to all the persons for giving me such
attention and time.
My thanks and an appreciation also goes to my parents in developing the project and people
who have willingly helped me out with their abilities.

Dibya Jyoti Mandal

Scholar ID: 15-50-121

CONTENTS

Chapter

Title

Page No.

Introduction

Industrial Sector Profile

Company Profile

12

Department Details

21

Learnings & Value Addition

32

Recommendation, suggestions, limitations and bibliography

51

Annexure

55

No.

vi

CHAPTER 1: INTRODUCTION:
1.1)

Summary of the project

1.1)Summary of the project.

What is SWOT analysis of current marketing activities?
SWOT is generally used by organisations to analyse their internal strengths and weaknesses, and
its operating environments opportunities and threats. It is used at preliminary stages of planning
and decision making and acts as a precursor to developing a plan or finding a solution that takes
into consideration many different internal and external factors. This exercise aims at maximising
the potential of the strengths and opportunities while minimising the impact of the weaknesses
and threats in order to achieve best results.
Strengths are the qualities that enable to accomplish the overall mission of capacity building and
its respective components dealt with in the study. These are the basis on which continued
progress can be made and continued/sustained. Strengths can be either tangible or intangible. In
some cases these are what institutions are well-versed in or what they have expertise in, the traits
and qualities the employees possess (individually and as a team) and the distinct features that
give the organisation its consistency. Strengths are hereby seen as intrinsic features and where
possible will be related to opportunities for their optimal utilisation and with threats for their
mitigation.
Weaknesses are the shortcomings that prevent the system from accomplishing its mission and
achieving the full potential in the area of capacity building and its respective components dealt
with in the study. These weaknesses deteriorate influences on the success and growth.
Weaknesses are the factors which do not meet the standards they should meet. Weaknesses are
controllable. They must be minimised and eliminated. For the purpose of the study, weaknesses
are seen as intrinsic features. Where possible, they will be related to strengths to address them
internally and opportunities to exploit external factors that will help reduce them.
Opportunities are presented by the environment within which the capacity building systems
operate. These arise when an initiative can take benefit of conditions in its environment to plan
and execute strategies that enable it to become more effective. Institutions and programmes can
2

gain competitive advantage by making use of opportunities. Organization should be careful and
recognize the opportunities and grasp them whenever they arise. Selecting the targets, that will
best serve the purpose while getting desired results, is a difficult task. Opportunities in the study
are seen as avenues for advancement and where possible will be related to strengths for their
optimal utilization and with weaknesses for addressing them in concerted ways for required
areas.
Threats arise when conditions in external environment jeopardize the reliability and success of
the capacity building efforts. They compound the vulnerability when they relate to the
weaknesses. Threats are uncontrollable. When a threat comes, the stability and success of the
initiatives can be at stake. Threats are therefore seen in the study as external conditions that
hamper or can hamper the capacity building efforts, and where possible will be related to
strengths and opportunities for their mitigation.

CHAPTER 2: INDUSTRIAL SECTOR PROFILE

2.1) Brief description of cement industry sector.
2.2) Different companies in cement industry sector.
2.3) Top 10 companies and market share of each company in the same industry sector.
2.4) Growth & opportunities in cement industry sector.
2.5) Share of that cement industry sector in total.

2.1 BRIEF DESCRIPTION OF CEMENT INDUSTRY SECTOR.

The indigenous Indian cement industry traces its history back to 1914, at the time the market was
dominated by imports. Today, the Indian cement industry is very large and second to China in
terms of installed capacity. It has grown at a very fast pace in recent years. Since 1992 India's
cement production has more than quadrupled fromaround 50Mt/yr. to 220Mt/yr.
The cement industry has evolved in the form of clusters across the country due to the
concentration of limestone reservesincertain states. The cyclical nature of the industry, nature of
the commodity and transportation cost requires cement plant to be located in the market it serves.
Also, the availability of Limestone, key raw material plays a vital role in the location of
acompanysplant.
India is the second largest cement producing country in the world after China. The countrys
cement production was 330 million tons in 2013; the figure is expected to double to reach almost
550 million tons by 2020, as per estimates by theCement Manufacturers Association (CMA).

The Indian cement industry is dominated by a few companies. The top 20 cement companies
account for almost 70 percent of the total cement production of the country. A total of 209 large
cement plants together account for 97 per cent of thetotal installed capacity in the country, with
365 small plants account for the rest. Of these large cement plants, 77 arelocated in the states of
Andhra Pradesh, Rajasthan and Tamil Nadu.

India is very vast, so the development of cities and rural areas will certainly starts from
infrastructure and demand of cement will increase also. As economy will rise, development of
cities and rural areas would increase cement demand in India. Cement industry plays an
important role in development of a country and has a correlation with Indian GDP also. Projects
are comingto make the worlds highest bridge over Himalayas, expecting to be completed in
2016.
Indian cement industry will be soon among the highest contributor in the growth of economy. As
potential market of cement is increasing day by day, production of cement will raise and drive
our economic growth also.It is expected that in the coming years cement industry will have high
market share because of the upcoming housing projects and infrastructure development programs
in India.

2.2 DIFFERENT COMPANIES IN CEMENT INDUSTRY SECTOR.

Sr. No

Names

Location

1.

ACC Limited

West Bengal

2.

Adhunik Cement Ltd

Meghalaya

3.

Aditi Industries

Assam

4.

Ambuja Cement Ltd

Gujarat

5.

Anjani Portland Cement Ltd

Andhra Pradesh

6.

Asian Concretes Cement Ltd

Himachal Pradesh

7.

Bharti Cement Corporation Pvt. Ltd

Andhra Pradesh

8.

Birla Corporation Ltd

9.

Bhavya Cement Ltd

Andhra Pradesh

10.

Binani Cement Ltd

Rajasthan

11.

Calcom Cement Ltd

Assam

12.

Cement Corporation of India Ltd

Andhra Pradesh

13.

Cement Manufacturing Company Ltd

Meghalaya

14.

Dalmia Cement (Bharat) Ltd

Tamil Nadu

15.

Deccan Cement Ltd

Andhra Pradesh

16.

Green Valley Industries Limited

Meghalaya

17.

Gujarat Sidhee Cement Ltd

Gujarat

18.

Heidelberg Cement India Ltd

Karnataka

19.

Hemandari Cement Ltd

Andhra Pradesh

20.

India Cements Ltd

Andhra Pradesh

21.

J.K. Cement Ltd

Rajasthan

22.

JK Lakshmi Cement Ltd

Haryana

23.

K.C.P. Ltd

Andhra Pradesh

24.

Kalyanpur Cements Ltd

Bihar

25.

Lafarge India (P) Ltd

Chhattisgarh

26.

Lanco Industries Ltd

Andhra Pradesh

27.

Mawmluh Cherra Cements Ltd

Meghalaya

28.

Meghalaya Cements Ltd.

Meghalaya

29.

OCL India Ltd

Orissa

28.

Prism Cement Ltd.

Madhya Pradesh

29.

Purbanchal Cement Ltd

Assam

30.

RNB Cements (P) Ltd

Meghalaya

31.

Shree Cement Ltd

Bihar

32.

UltraTech Cement Ltd

Andhra Pradesh

2.3 TOP 10 COMPANIES AND MARKET SHARE OF EACH COMPANY IN THE

SAME INDUSTRY SECTOR.
1. SHREE CEMENT
Shree Cement is leading in the list of cement manufacturing company in India. It was founded in
1979 in the city of Ajmer Beawar fourth Rajasthan. The founder of Shree Cement, a member of
Ben Gopal Bangur the CEO. The annual quantity of cement produced by Shree Cement strives
to 1.75 crore tonnes. The market capitalization of Shree Cement. Rs 38460.30 Crore as 10. July
2015.

2. AMBUJA CEMENTS
Ambuja Cements Limited (formerly Gujarat Ambuja Cement Limited) is one of the top cement
company in India has more than 30 years. Founded in 1983,Ambuja Cement based in Mumbai,
Maharashtra. In 2006, Ambuja Cement Management Controls bought the giant global Holmic
Switzerland. The annual production capacity of Ambuja cement is around 2.87 crore tonnes.
Ambuja Cements market capitalization stood at Rs. 37105.87 10. July 2015.

3. ACC (ASSOCIATED CEMENT COMPANY)

ACC (Associated Cement Company) is one of the largest cement manufacturers in India. It was
founded in 1936 and based in Mumbai. Cement Associates Limited is a group of companies such
as FE Dinshaw, Killick Nixon, Khataus and Dad. There are 17 modern cement manufacturing
facilities across the country belongs to the ACC. The company employs more than 9,000 people
and has many distributors to distribute their products. The market capitalization of CAC was Rs.
27639.93 crore 10. July 2015.

4. CEMENTOS AMCO
Founded as Madras Cement Limited, 1950, Ramco Cement is a leading cement manufacturer in
India. It is based in Chennai, Tamil Nadu. Portland cement is the main project of the company.
The combined production capacity of eight facilities Ramco cements state of the art at the
moment is 1.64 crore tonnes. The market capitalization of Cementos Ramco is worth around Rs.
8047.00 crore July 10, 2015

5. CEMENT PRISM
Prism Cement is one of the largest cement company in India. Portland cement is the main
product of the company; however, it comes in different types of building materials such as tiles
and other hardware products for kitchen and bathroom. July 10, 2015, the market capitalization
of Prism Cement RS. 5637.59 Crore.

6. DALMIA CEMENT
Dalmia Cement Dalmia Cement Groups manufacturing division, which was established in 1939,
more than 70 years of experience in the cement industry in India, today Dalmia Cement has
grown to be among the best cement companies India. The company has manufacturing facilities
in Andhra Pradesh and Tamil Nadu, with a combined production capacity of over 90 lakh tonnes
of cement per year. July 10, 2015, capitalization of Dalmia Cement stock market reached Rs.
4753.63 crore.
7. CEMENT EASTERN
Orient Cement ranks top in the list of cement companies in India. It was launched in 1939. It is a
wholly owned subsidiary of the multinational conglomerate Indian CK Birla Group, which was
9

established in 1857. It is based in Hyderabad, Telangana. The total capacity of Orient Cement
production was 50 lakh tonnes per year, the company aims to be around 1.5crore tonnes by 2020
East market capitalization rose to Rs cement. 3644.62 Crore 10. July 2015.

8. JK LAXMI CEMENT
JK Laxmi Cement is one of the best known in the cement industry in India names. It was
founded in 1982 and based in Sirohi, Rajasthan. This is a production subsidiary JK Cement
organization that was formed back in 1888. JK Laxmi Cement supplied about 83 lakh tonnes of
cement per year. Cement market capitalization JK Laxmi is worth Rs. 3880.17 crore 10. July
2015.
9. BIRLA CORP
Birla Company is one of the top cement manufacturers in India today. It is asubsidiary of the
Indian multinational MP Birla Group which was established in 1857. The Companys cement
production began in 1918. The company is headquartered in Kolkata, West Bengal. Birla Corp
produces about 93 lakh tonnes of cement per year. Capitalization Birla Corp market amounted to
Rs. 3272.73 crore 10. July 2015

10. ULTRATECH CEMENT

The largest of the Indian cement industry players is UltraTech Cement, a product of the Indian
conglomerate Aditya Birla Group, which was founded in 1857. The group began its cement
business in 1983 and was named Ultra Tech Cement. The company is headquartered in the
financial capital of India in Mumbai. 6.4 Crore tonnes of gray cement hit the Ultratech Cement
each year. The company is also the largest exporter of cement in India. July 10, 2015 the
Ultratech cement market capitalization is estimated at Rs. 85363.84 crore.

2.4 GROWTH & OPPORTUNITIES IN CEMENT INDUSTRY SECTOR.

The Indian Cement Industry is currently in the throes of comparatively challenging times with
relatively low consumption growth rates and an over-built capacity. Even though the cumulative
annual growth in the Industry was 7.8% over the last decade, the last two years have witnessed a
10

steep decline to about 4 - 4.5% pa in the wake of the sharp slowdown in the Indian economy.
The threat of looming overcapacity, however, is possibly overemphasized. Players with an intent
of sustained presence in capital-intensive industries are well aware of the significance of industry
cycles and have devised suitable buffering mechanisms to counter negative impacts in the short
term. A supportive feature has been the low breakeven points in India, effected principally by the
very high percentage of blended cement consumption. In the FY 2013-14, consumption in India
at 262 mio t was about 78% of the effective installed capacity, over 25 percentage points above
the average breakeven! Thus, industry plight, although poorer than before, is nowhere as bad as
it is made out to be. With the new government declaring its intention to unshackle the
impediments in economic and infrastructural growth, the years ahead are expected to bring in
more cheer. Cement demand, could enjoy a compound growth rate of the order of 8 - 9% pa over
the next five years and thus touch 425 miotpa in FY 2019-20. The projected capacity utilization,
in what would then be a 470 miotpa industry, could consequently exceed 90%! Cement prices,
over the last decade, have grown steadily at 7-8% pa. Holtecs proprietary Price Model, which
maps the impact of over 40 variables on cement price, indicates that the CAGR of cement prices
would be of the order of 7% pa. The current average price of about Rs. 300-325/ 50 kg bag could
thus reach a level of Rs. 400 by 2020.

2.5 SHARE OF THAT CEMENT INDUSTRY SECTOR IN TOTAL.

Cement demand in India is expected to increase due to governments push for large
infrastructure projects, leading to 45 million tonnes of cement needed in the next three to four
years#.
India's cement demand is expected to reach 550-600 Million Tonnes Per Annum (MTPA) by
2025. The housing sector is the biggest demand driver of cement, accounting for about 67 per
cent of the total consumption in India. The other major consumers of cement include
infrastructure at 13 per cent, commercial construction at 11 per cent and industrial construction
at nine per cent.
To meet the rise in demand, cement companies are expected to add 56 million tonnes (MT)
capacity over the next three years. The cement capacity in India may register a growth of eight
11

per cent by next year end to 395 MT from the current level of 366 MT. It may increase further to
421 MT by the end of 2017. The country's per capita consumption stands at around 190 kg.

CHAPTER 3: COMPANY PROFILE

3.1) Review of company
3.2) Company pictures & logo.
3.3) Company mission & vision.
3.4) History of company.
3.5) Different plants as well as plant locations of the company.
3.6) Product range of company & different plants
3.7) Size (in terms of manpower & turnover) of the company.
3.8) Market share and positions of the company in the industry.
3.9) SWOT analysis of the company.
3.10) Competitors of the company.
3.11) Balance sheet of the company

12

3.1 REVIEW OF COMPANY

Meghalaya Cements Limited is a large integrated cement plant located in Meghalaya on NH
44, at Village Thangskai, District East Jaintia Hills with clinkerization capacity of 2600 tons per
day and 3600 tons of cement per day along with its grinding unit located at Amingaon,
Guwahati, Assam. It also has its own 10 MW Captive Power Plant to ensure 100% uninterrupted
power availability.
The plant is based on advanced dry process rotary kiln technology with twin multistage pre
heaters and completely automized through DCS system. This, coupled with nearly a decade of
operational experience and established market positioning through strong distribution network,
makes Topcem the leader in the region.
The company started its production in 2006 with capacity of 900 tons per day and later expanded
to 2600 tons per day of clinkerization and 3600 tons per day of cement with its new grinding
unit. It has been an enduring journey through steepest cliffs and troublesome waters to success.
TOPCEM cement is today a leading brand in entire north east India and now spreading its wings
to other eastern markets which are West Bengal and Bihar. The company has never
compromised on the values and business ethics. The parameter of quality, customer service and
timely delivery is always given the 1st priority. Over the years it has established a firm brand
value within minds of the masses in all spheres.
Name of the Company: Meghalaya Cements Limited
Brand name: TOPCEM

Sales & Marketing Office

13

4th Floor, Mega Plaza Christian Basti, Guwahati - 781005 Assam

Phone: 0361-2345421/22/23 Fax: 0361-2345419 Email: guwahati@topcem.in

Corporate Office
BE-77, Salt Lake City Sector-1, Kolkata-700064 Phone: 033-23340666/0004
Fax: 033-23340505 Email: kolkata@topcem.in

Registered Office and Works

Village: Thangskai, P.O. Lumshnong Pin: 793210 District: East Jaintia Hills, Meghalaya
Email: meghalaya@topcem.in

Topcem India
Village: Gauripur P.O.: College Nagar, Mouza: Silasundri Ghopa Amingaon - 781031
District: Kamrup. Phone: 0361- 2130087

3.2 COMPANY PICTURES & LOGO.

Logo of TOPCEM with its slogan Mazbooti ka bharosa Hamesha

3.3 COMPANY MISSION & VISION.

Vision:
Meghalaya Cements Ltd. is committed to achievement of customer satisfaction in its
business of cement manufacturing and marketing through meeting all requirements and constant
improvement effectiveness of the Quality Management Policy.
14

Mission:
To provide meaningful service to it customers by continually improving the product and
processes use the latest tools and techniques of performance improvement and innovation.

Goals:

(1) To achieve capacity utility of 90% by the end of 1st year, 100% by the end of 2nd year
and 105% by the end of 3rd year respectively.

(2) To minimize wastage by 10% each year by using energy efficient tools and
techniques in all the process involved.

(3) To adopt an environment friendly approach in all activities related to all the products
and production provision.
3.4 HISTORY OF COMPANY.
Meghalaya cements limited is a decade aged company founded on
2003 with its brand name TOPCEM. MCL started its production since 2006. MCL with brand
name TOPCEM is running successfully in the entire North-east region as well as it has its
influence over some parts of Bengal and Bihar.
3.5 DIFFERENT PLANTS AS WELL AS PLANT LOCATIONS OF THE COMPANY.
Meghalaya Cements Limited has two Plants
1. Meghalaya Plant, Lumshnong
2. Gauripur Plant, Amingaon Guwahati

15

MCL plant (lumshnong, meghalaya)

MCL plant (Gowripur, Amingaon , Guwahati) TOPCEM India

3.6 PRODUCT RANGE OF COMPANY & DIFFERENT PLANTS.

Products of Meghalaya Cements Limited are marketed under the brand name TOPCEM Cement.
The company has been granted license by BIS and ISI Mark to produce the following products:

53 Grade

IS No. 12269:1987 vide License

OPC

No.CM/L5265465

16

43 Grade
OPC

IS No. 8112:1989 vide License

No. CM/L5265364

PPC (Fly
Ash)

IS No. 1489 (part 1) vide license

No.CM/L5265463

PPC ( Calcined Clay based)

53S Grade OPC

a) Lumshnong , Meghalaya (MCL) Plant produces following

1600 Metric tonnes of cement every day of following products,
OPC(Ordinary Portland cement)
PPC(potland pozzolana cement)
And produce 2600 Metric Tonnes of Clinker every day.
b) Gowripur , Amingaon (TOPCEM India) Plant produces following
2000 Metric tonnes of cement every day of following products.
OPC(Ordinary Portland cement)
PPC(potland pozzolana cement)

3.7 SIZE (IN TERMS OF MANPOWER & TURNOVER) OF THE COMPANY.

Company

2015-16

(Rs 2014-15

2013-14

lakhs)

17

2012-13

MCL

33,872.83

34,355.15

33,862.85

34,248.00

TOPCEM

38,636.11

33,632.71

29,671.46

27,456.02

3.8 MARKET SHARE AND POSITIONS OF THE COMPANY IN THE INDUSTRY.

TOPCEM has around 20% of the market share in Northeast India. It is in second position
3.9 SWOT ANALYSIS OF THE COMPANY.
On the basis of the observation SWOT analysis was done for Topcem Cement, Meghalaya
Cements Ltd and following result was obtained.

Strength:
High compressive strength of Topcem cement.
Topcem belongs to a company called MCL which has a huge market share & potential,
which would not be easily available to other competitive products.
Guaranteed fresh cement for strongest constructions.
An ISO 9001:2000 & 14001:2004 certified cement company.
Weakness:
Great need of strategic way for promotion and advertisement for both dealers and
customers.
The competitor gives scheme & other facilities to the dealer & sub-dealer which may
prove a hindrance for topcem.
Production should be up to the mark that it can meet the crisis situation.
Opportunities:

18

Rapid growth is taking place in barak valley.

Government is spending heavily on infrastructure projects.

People are selecting for more stable structures & intensive use of cement is taking place.

Threats:

Players like dalmia & amrit are growing up considerable market share.

Large no. of player in cement industry makes it more competitive for topcem cement.

Any change in government policy regarding this sector may adversely affect the cement
industry.

3.10 COMPETITORS OF THE COMPANY.

The main competitors of TOPCEM are
1. DALMIA CEMENTS LIMITED
2. STAR CEMENTS
3.11 BALANCE SHEET OF THE COMPANY
Mar ' 12

Mar ' 11

Mar '

Mar '

Mar '

10

09

08

Sources of funds
Owner's fund
274.07

274.04

124.49

124.49

124.49

Share application money

1.99

1.68

0.77

Preference share capital

12,585.75 10,392.00

4,482.17

3,475.93

2,571.73

Equity share capital

Reserves & surplus

Loan funds

19

Secured loans

2,012.09

2,789.76

854.19

1,175.80

982.66

Unsecured loans

1,796.04

1,354.84

750.33

965.83

757.84

16,667.95 14,810.64

6,213.17

5,743.73

4,437.49

19,014.48 17,942.27

8,078.14

7,401.02

4,972.60

Total
Uses of funds
Fixed assets
Gross block
Less : revaluation reserve
Less : accumulated depreciation
Net block

7,379.66

6,542.02

3,136.46

2,765.33

2,472.14

11,634.82 11,400.25

4,941.68

4,635.69

2,500.46

Capital work-in-progress

3,163.02

1,105.32

259.37

677.28

2,283.15

Investments

3,788.77

3,730.32

1,669.55

1,034.80

170.90

Current assets, loans & advances

4,501.82

3,920.31

1,496.18

1,378.35

1,317.49

Less : current liabilities &

6,420.48

5,345.56

2,153.61

1,982.39

1,834.51

-1,918.66

-1,425.25

-657.43

-604.04

-517.02

16,667.95 14,810.64

6,213.17

5,743.73

4,437.49

Net current assets

provisions
Total net current assets
Miscellaneous expenses not written
Total
Notes:
3,697.10

3,730.32

1,669.55

1,034.80

170.90

90.23

Contingent liabilities

5,892.68

4,220.47

420.26

355.07

645.17

Number of equity

2740.65

2740.42

1244.87

1244.86

1244.86

Book value of unquoted

investments
Market value of quoted
investments

sharesoutstanding (Lacs)

20

CHAPTER 4: DEPARTMENT DETAILS

4.1 Organizational chart showing different departments.
4.2) Snapshot of various departments
4.3 The area in which training has been taken.
4.4 Roles and responsibilities of marketing department
4.5 Detail of each and every work performed by marketing department.
4.6 Important staff members list and different positions holding by them.

21

4.7 Departmental chart showing different employees positions

4.8 Highlighted the training method adopted during training.

4.1 ORGANIZATIONAL CHART SHOWING DIFFERENT DEPARTMENTS.

PRESIDENT

GM-SALES (TRADE &

NON TRADE)

GM (NON TRADE)

GM (ACCOUNTS)

GM (SALES AND
MARKETING)

GM (LOGISTICS AND
OPERTATIONS)

GM (HR AND
ADMINSTRATION)

22

GM (CORPORATE
AFFAIRS)

GM (TECHNICAL)

GM (MIS)

GM (PURCHASE)

4.2) SNAPSHOT OF VARIOUS DEPARTMENTS

1) SALES AND MARKETING
This department deals with the promotion, advertising, brand management, brand awareness ets .
Head of the department is Mr Rudra Shekhar Guha(AGM)
2) HR
This department looks the entire employee life cycle, right from recruitment to retirement,
employee engagement programs, promotions, incentives etc.
Head of the department is Miss Sunita Baruah (Manager)
3) PURCHASE
This department deals with the purchase of every minute to big asset of the company that is
required for the company.
Head of the department is Mr Deepak Jaiswal (Senior Executive)
4) TECHNICAL
This department of topcem deals with the complaint handling cements testing conversion etc.
Head of the department is Joydeep Nath (DGM)
5) ACCOUNTS
This department deals with entire accounts of the company like preparation of profit and loss
accounts, balance sheets, financial statements etc
Head of the department is Mr. Birendra Seth (Deputy general manager)

23

6) LOGISTICS
This department deals with entire product life cycle right from product being ordered to its
delivery to the end customers.
Head of the department is Mr. Achintya Das (General Manager)
7) IT
It looks after the entire system networking of the company, its upgradation and modification etc .
Head of the department is Mr. Ratish Prajapati (Manager)
8) OPERATIONS AND MIS
It deals with setting of price, payment follow up, target follow up etc.
Head of the department is Dr. Anil Kapur (President Sales and marketing)
9) SALES (TRADE & NON-TRADE)
In topcem Sales (trade) - department deals with the selling of cement through dealer and subdealers.
Head of the department is Mr. Sujit Ghosh (General Manager)
Sales (non-trade) this department deals with the government projects like highways, bridges etc
Head of the department is Mr. Joydeep Nath (Deputy General Manager)

4.3 THE AREA IN WHICH TRAINING HAS BEEN TAKEN.

Training has been taken in the area of Marketing. The Department in which the
management process through which goods and services are moved from organization to the
customers by various processes like advertising, promotion , brand awareness etc.
4.4 ROLES AND RESPONSIBILITIES OF MARKETING DEPARTMENT

24

The marketing department has overall responsibility for

growing revenue, increasing market share and contributing to company growth and profitability.
In a small business, the marketing department may just be one person, or it may include a
marketing director or manager plus marketing executives responsible for functions such as
advertising, publications or events.

Strategy

The senior member of the marketing department takes responsibility for setting marketing
strategy in line with overall company strategy and objectives. The strategy may be to increase
share in a specific market sector, for example, to enter a new sector, or to open a new channel of
distribution, such as the Internet, to reach a wider geographical market. The marketing
department reaches agreement on strategy with the board or senior management team before
planning campaigns in detail.

Market Research

Market research is a key responsibility for the marketing department. Research helps the
company identify market opportunities and gain a better understanding of customer needs. It also
helps them understand competitors strengths and weaknesses so they can take action to protect
business with existing customers or win business from weaker competitors. The department can
carry out its own research by studying industry reports, market data on websites, or by contacting
customers and prospects to survey their needs and attitudes. Alternatively, they can brief a
market research firm to carry out the research.

Product Development

The marketing department works with Internal or external product development teams to develop
new products or improve existing ones. The department analyzes sales of existing products and
identifies gaps in the product range where there may be opportunities for the company.
Marketing employees provide development teams with information on customer needs and
preferences to help them identify the features or improvements to incorporate in new products.
Later in the product development process, the marketing department sets prices and prepares
plans to launch the product.
25

Communications

Marketing departments plan campaigns and develop communications material to promote

products and services to customers and prospects. Depending on their available budgets, they
may plan advertising campaigns, develop e-mail marketing programs, create promotional content
for the company website, write press releases or product publications, such as product leaflets,
company brochures, product data sheets or customer newsletters. They may write and design the
promotional material if they have skills within the department or they may appoint advertising
agencies or design firms to produce the work.

Sales Support

Cooperation between the sales and marketing departments can improve sales performance and
speed up business growth. The marketing department can provide sales teams with high-quality
leads by running advertisements that include a reply mechanism, such as a coupon or telephone
number, or by encouraging visitors to the company website to register their details in return for a
free newsletter or special report. Marketing also prepares presentations for the sales team and
supplies them with stocks of promotional material to give to customers and prospects.

Events

In some companies, marketing departments are responsible for organizing events, such as
exhibitions, seminars, sales conferences or customer hospitality events. They plan the logistics of
the event, booking exhibition booths or meeting facilities, for example, and provide event
material, such as displays, presentations or handouts. They also promote external events to
customers and prospects to ensure successful attendance.
4.5 DETAIL OF EACH AND EVERY WORK PERFORMED BY MARKETING
DEPARTMENT.
The marketing department of any enterprise is responsible for promoting the products, ideas and
mission of the enterprise, finding new customers, and reminding existing customers that you are
in business. It organizes all the activities that are concerned with marketing and promotion. It
may consist of a single person or a group of people working in a hierarchal system who are

26

responsible for bringing the product of the business to the attention of its targeted customers.
Since this department is the key to your revenue and business activity, it requires people who
have the skills for dealing with people and understanding what they require.
There is no hard and fast rule to the organization of a marketing department, which depends
entirely upon the needs of the business, its size and the amount of money that it wants to spend
on marketing.

Chief Marketing Officer: This is the person who is at the top of the pyramid and is in
charge of the marketing department. The responsibilities of CMO lie in the decision
making within the process of the development of the major marketing strategies, as well
as running the marketing department. CMO is also answerable to the Board of Directors
or the Management about the results of the marketing strategies.

Marketing Director: The person in this role is responsible for all the marketing
strategies that are created and implemented. With his tasks he assists the CMO of the
company.

Vice President Marketing: He is answerable to the Marketing Director. His

responsibility is the implementation of the marketing strategies of the organization. He
works with the marketing manager in determining the strategies, messages, and media to
be employed for marketing.

Marketing Manager: Marketing Manager works under the vice president marketing and
assists him with the implementation of all marketing strategies including creating
messages or advertisements for marketing, choosing the medium of displaying the
messages, which might include print media, television, banners and hoarding, website
and social media marketing, etc. A marketing manager is also responsible for managing
the other employees of the department. There may be one or several marketing managers
depending upon the size and requirements of the business.

Marketing Analyst or Researchers: These individuals are responsible for research and
analysis that drives the marketing department and guides its marketing strategies by
finding out about the target customers and the competition of the business. Marketing
27

Analysts employ marketing tools such as surveys or studies to discover information that
may be useful for marketing. They report to the marketing manager.

Public Relations: Public Relation Officer is in charge of managing the reputation and
goodwill of the company. His job is to create understanding of the clients and try to
influence their thinking and behavior. PRO uses media management and communication
to build up the companys profile. The PRO works under the Marketing Manager and
reports to him.

Social Media Expert/Creative services: With the internet becoming a major player in
marketing, a company benefits from the services of Social Media Experts (SME) and
creative services. While the SMEs concentrate on marketing the business and its service
on the internet so that more people become aware of it, the creative services take care of
designing and presentation part of the business, these include websites, web pages,
brochures, booklets, flyers, advertisements, mailers and e-mailers, and all other
promotional material that is required by the marketing department. The creative services
and social media marketing report to the marketing manager and work under him.

Marketing Coordinator: Coordinates all the various sections of the marketing

department and manages the advertising and marketing campaigns. Marketing
Coordinator is responsible for tracking sales data, maintaining the promotional material
inventory, planning events, preparing reports, etc. They work with the Marketing
Manager and assist him.

Marketing Assistant: Assists and reports to the marketing manager to run the day to day
business of a marketing department. Carries out administrative work required for the
smooth running of the department.

4.6 IMPORTANT STAFF MEMBERS LIST AND DIFFERENT POSITIONS HOLDING

BY THEM.
Sl No.

Name

Position

`1

Dr. Anil Kapur

President
Marketing)

28

(Sales

and

Mr. Sujit Ghosh

GM

Mr. Joydeep Nath

DGM

Mr. Achintya Das

GM

Mr. Deepak Jaiswal

Senior Executive

Mr. Birendra Seth

DGM

Mr. Ratish Prajapati

Manager

Mr. Rudra Shekhar Guha

AGM

Miss Sunita Baruah

Manager

10

Mr. Raktim Ranjan Gogoi

Assistant Manager

11

Mr. Dip Bhattacharya

Manager

12

Miss Dolima Das

Assistant Manager

13

Mrs Ruma Baruah

Manager

14

Mr. Ram Dayal Sharma

Executive

15

Mr Rajesh Chutia

Assistant Manager

16

Mr Bhawesh Goenka

Executive officer

4.7 DEPARTMENTAL CHART SHOWING DIFFERENT EMPLOYEES POSITIONS

Chief Marketing
Officer

Marketing
Director

Marketing
Coordinator

Vice President
Marketing

Social Media
Expert/Creative
services

Marketing
Manager

Researchers
29

Marketing
Analyst

Marketing Assistant

Public Relations Managers

Sales Manager

Employees and Interns

Salesforce

Employees and
Interns

Employees, Trainees and Interns

My position in TOPCEM ltd was Intern and trainee.

4.8 HIGHLIGHTED THE TRAINING METHOD ADOPTED DURING TRAINING.

The training method adopted during the training can be explained as following;

1) On-The-Job Training
On-the-job training, here since the first day of joining as intern/trainee , details about the job is is
explained and how the process will go on for the session. Like,
A)

They provided as a manual detailing about the company and we gained knowledge about
the task.

B)

Trainers go through the job description to explain duties and answer questions.

C)

Intranet was used so trainees can post questions concerning their jobs and experts within
the company can answer them.

30

2) Coaching/Mentoring
Coaching/mentoring was done, that gives employees a chance to receive training one-on-one
from an experienced professional. This usually takes place after another more formal process has
taken place to expand on what trainees have already learned. It is done as follows,
a)

Professional coaches were given the authority to mentor and supervise the trainees.

b)

Set up a formal mentoring program by the professionals to guide new trainees.

Coaching/mentoring gives trainees the chance to ask questions and receive thorough and honest
answers - something they might not receive in a classroom with a group of people.
3) Lectures
Lectures usually take place in a classroom-format. Lectures were provided by representatives of
various departments (purchase, accounts, HR, Marketing etc) and a blueprint of the processes is
been explained.
It seems the only advantage to a lecture is the ability to get a huge amount of information to a lot
of people in a short amount of time. It has been said to be the least effective of all training
methods.

4) Outdoor Training:
A nice break from regular classroom or computer-based training, the usual purpose of outdoor
training is to develop teamwork skills, exposure to the practical world and gaining the difference
between theoretical and practical base of the designated profile.
Some examples include:
a)

Collecting information about the product status in market by personal interviews, follow
ups and preparing questionnaires.

b)

Plant visit and explaining the processes that go on to produce the product, detailing of its
quality check etc.
31

c)

Survey to various dealers, consumers etc to know learn and know whats impact of the
product on them.

Outgoing and active participants may get the most out of this form of training.

CHAPTER 5: LEARNINGS & VALUE ADDITION

5.1 Learnings & value addition during training
a) The questionnaire and data interpretation
b) Research findings
5.2 Difference between practical exposure and theoretical work.

32

5.3 Challenges faced by me during internship.

5.4 Usefulness of training.

5.1 LEARNINGS & VALUE ADDITION DURING TRAINING

The learning and value addition has been determined by the data collected & interpreted during
the training, and it is as follows.

a) THE QUESTIONNAIRE AND DATA INTERPRETATION

1) Which brand of cement you prefer most? Rank them according to your preference
BRANDS

RESPONSE%

STAR

41

DALMIA

34

TOPCEM

22

33

STAR

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

41%
34%
Star
22%

Dalmia
Topcem
Others
3%

Rank

INTERPRETATION:
From the above chart it is found how respondents ranked the cement according to their
preference that 41% people prefer Star, 34% prefer Dalmia, 22% prefer Topcem and only 3%
prefer others.
2) According to you which brand is most demanding and why?
BRAND

RESPONSE%

TOPCEM

25

DALMIA

34

STAR

39

OTHERS

34

MOST DEMANDED BRAND

PERCENTAGE %

50
STAR; 39

40
30

DALMIA ; 34
TOPCEM; 25

20
10
OTHERS; 2
0

INTERPRETATION:
From the above table it is found that according to dealers most demanding brand is Star with
39% respondents, Dalmia with 34% respondents, Topcem with 25% respondents and others with
2% respondents. They say these are demanding because of quality, setting time and compressive
strength of the cement.

3) How will you rate the following brands as per the attributes out of 10?
ATTRIBUTES/BRAND

TOPCEM

STAR

DALMIA

(Avg Response)

(Avg Response)

(Avg Response)

QUALITY

7.5

8.2

7.5

PRICE

6.7

STRENGTH

6.8

7.3

7.6

35

SALES

DURABILITY

7.2

8.1

8.2

PACKAGING

9.5

ADVERTISING

9.2

9.6

9.1

80
ADVERTISING
60
9,2
9,5
7,2
7
6,8
7
7,5

9,6
9
8,1
8
7,3
7
8,2

9,1
9
8,2
8
7,6
6,7
7,5

TOPCEM

STAR

DALMIA

40
20
0

PACKAGING
DURABILITY
SALES
STRNGTH
PRICE

INTERPRETATION:
From the above data it has been found that how respondents rated various attributes out of 10 for
this three top brands.

4) Which brand you suggest customer and why?

BRAND

RESPONSE%

TOPCEM

27

DALMIA

35

STAR

36

36

OTHERS

SUGGESTION TO CUSTOMER
PERCENTAGE %

40
30

DALMIA; 35 STAR; 36
TOPCEM; 27

20
10
OTHERS; 2
0

INTERPRETATION:
From the above data it has been found that respondents suggestion to customers as follows,
Topcem is suggested by 27% respondents while Dalmia by 35% , Star by 36% and others by 2%
respondents.
5) Is shop branding really affecting customers mind?
RESPONSE

RESPONSE%

YES

67

NO

33

37

SHOP BRANDING AFFECT

PERCENTAGE %

80

YES; 67

60
NO; 33

40
20
0

INTERPRETATION:
From the above data it has been found that shop branding really affects customers mind 67%
respondents said supports effect of shop branding on customers.
6) Which brand giving more focus on shop branding?
BRAND

RESPONSE%

TOPCEM

35

DALMIA

31

STAR

32

OTHERS

MOST FOCUSSED BRAND IN

SHOP
BRANDING
TOPCEM ;
PERCENTAGE %

40

35

DALMIA ;
31 STAR ; 32

30
20
10

OTHERS; 2

38

INTERPRETATION:
From the above data it has been found that most focused brand in shop branding is Topcem
leading with 35%, while following are Dalmia with 31% , Star with 32% and others with 2 %
according to response of respondents.
7) Are you getting sufficient merchandise items from Topcem time to time?
RESPONSE

RESPONSE%

YES

97

NO

SUFFICIENT MERCHANDISE
AVAILABLE
PERCENTAGE %

120
100

YES; 97

80
60
40
20

NO; 3

INTERPRETATION:
From the above data it has been found that respondents are happy with the availability of
sufficient merchandise items from Topcem from time to time and 97% says use to the
availability of Topcem items.
8) Have you ever lost any regular customer due to lack of timely supply from Topcem?
RESPONSE

RESPONSE%

39

YES

NO

98

LOSS OF CUSTOMER
PERCENTAGE %

120

NO; 98

100
80
60
40
20

YES; 2

INTERPRETATION:
From the above data it has been found that 98% respondents never lost any customer due to lack
of timely supply from Topcem while 2% agrees with the loss.
9) Have you found any change in demand of Topcem cement due to rapid growth in product
offerings by other brands?
RESPONSE

RESPONSE%

YES

48

NO

52

CHANGE IN DEMAND
PERCENTAGE %

54
NO; 52
52
50
YES; 48
48
46

40

INTERPRETATION:
From the above data it has been found that 52% respondents said no to change in demand due
to rapid growth of product offerings by other brands. While 48% said yes to change in
demand.
10) Is Topcem offering you adequate credit on purchase?
RESPONSE

RESPONSE%

YES

83

NO

17

CREDIT ON PURCHASE
100
PERCENTAGE %

YES; 83
80
60
40
NO; 17

20
0

INTERPRETATION:
From the above data it has been found that 83% respondents says yes Topcem is offering
adequate credit on purchase while 17% denies.
11) What is your opinion about pricing strategy of Topcem?
RESPONSE

RESPONSE %

VERY GOOD

67

GOOD

23

41

NORMAL

BAD

VERY BAD

PRICING STRATEGY
PERCENTAGE %

80

VERY
GOOD ; 67

60
40
GOOD; 23
20

NORMAL; 9
BAD; 1

INTERPRETATION:
From the above data it has been found that 67% of respondents says pricing strategy of Topcem
is very good, while 23% says good 9% says normal and only 1% says bad.
12) Which type of advertising is more effective in your area?
MEANS OF ADVERTISEMENT

RESPONSE %

NEWSPAPER

HOARDINGS

47

WALL PAINTING

42

TELEVISION

RADIO

42

ADVERTISING
HOARDINGS;
47

50

WALL
PAINTING; 42

PERCENTAGE %

40
30
20
10

TELEVISION;
9

NEWSPAPER;
1

RADIO; 1

0
Category 1

INTERPRETATION:
From the above data it has been found that hoardings and wall painting are best ways for
advertising in this zone as the respondents supports 47% for hoardings, 42% for wall painting,
9% for television and 1% for radio and newspaper.
13) What type of trade promotion do you prefer most?
WAY OF TRADE PROMOTION

RESPONSE %

INCENTIVE LINKED TO SALES

67

INCENTIVES ON HIGH STORE DISPLAY

11

COUPONS

PREMIUMS

27

OTHERS

43

TRADE
PROMOTION
INCENTIVE
80

PERCENTAGE %

70

LINKED TO
SALES; 67

60
50
40
30
20
10

INCENTIVES
PREMIUMS; 27
ON HIGH
STORE
DISPLAY; 11
COUPONS; 4

INTERPRETATION:
From the above data it has been found that 67% respondents support incentive linked to sales ,
while 11% supports incentives on high store display ,4% supports coupons and 27% supports
premiums for trade promotions.
14) What type of schemes is required to attract customers?
SCHEMES

RESPONSE %

GIFTS

CONTESTS

DISCOUNT

86

COUPONS

OTHERS

44

SCHEMES FOR CUSTOMERS

DISCOUNT;
86

PERCENTAGE %

100
80
60
40

CONTESTS;
GIFTS; 5 7

20

COUPONS;
OTHERS;
1
1

INTERPRETATION:
From the above data it has been found that 86% respondents supports discounts as scheme to
attract customers, while 5% supports gifts , 7% supports contests and 1% supports coupon and
others are good means to attract customers.
15) How frequently the sales executive of Topcem visits your store?
EXECUTIVES VISIT

RESPONSE %

ONCE IN A DAY

ONCE IN A WEEK

94

ONCE IN A MONTH

SALES EXECUTIVES
VISIT
ONCE IN A
WEEK ; 94

PERCENTAGE %

100
80
60
40
20

ONCE IN A
DAY ; 2

45

ONCE IN A
MONTH; 4

INTERPRETATION:
From the above data it has been found that 94% respondents says that sales executive visits once
in a week to their store , while 2% says sales executive visits every day and 4% says that sales
executives visits once in a month.
b) RESEARCH FINDINGS

58% dealer and sub-dealer deal with topcem cement. Topcem share was found too
average in lakhimpur, dhemaji & other parts of north-bank.

Star cement is the most demanded brand in North Bank of Assam it has got 55% support
while Topcem have only 24%.

Star is the most advertising brand in North Bank of Assam. Less advertisement of
Topcem is observed.

40% respondent think that hoarding is best effective way to advertise the cement product
& 37 % think wall painting is best.

Star cement is more suggested by the sub-dealer to the consumers because of its quality
and faster setting.

Promotional activity of topcem is not that good so topcem need to advertise more
according to the respondents for increasing its market share.

70% respondent said they are getting the merchandising item but they are not happy they
want something special like free foreign tour & others without any scheme condition.

According to the respondents price, quality & margin plays an important role in selling
of cement. Some respondent said consumer think topcem is of less quality because of its
low price in comparison with STAR & DALMIA.

43% of the respondent thinks shop branding is not affecting the customer.

It was found that companies performance in terms of product availability is not good to
sub-dealer point. & profit margin is also not good in comparison with other companies.
46

According to the respondents to increase the market share topcem need to introduce the
mason scheme &to increase the advertisement.

Packaging quality is high in comparison with other brands.

5.2 DIFFERENCE BETWEEN PRACTICAL EXPOSURE AND THEORETICAL

WORK.
The theoretical knowledge is all about understanding the market scenario, different clients,
market potential etc but it is the practical works which will earn revenue to the organization.
But before sending any fresher to the market it is very important to give him a sound theoretical
knowledge of the different practical work he has to perform during his job tenure.
In marketing we can say that practical work is of more important as it will also give you the
theoretical knowledge when we go for the field work along with experience, which we cant get
in theoretical knowledge.
Practical knowledge will also help us to hone our skills by interacting with different clients,
business partners, delegates of other companies etc.
So, basically we can conclude that there in marketing both theoretical and practical work goes in
hand to hand, where theoretical knowledge helps us in doing our practical work more efficiently.

5.3 CHALLENGES FACED BY ME DURING INTERNSHIP.

1) Afraid to ask questions
All of a sudden theres an influx of work, and we finally have the chance to prove ourselves.
But were not sure about x, y, z. we feel the pressure to be an independent and self-sufficient
worker, but its so much better to clarify uncertainties.
2) Supervisors forget that we're new to the field
47

Our supervisor gives as a project, but the directions don't quite make sense to us, or we're having
trouble seeing the bigger picture. This goes along with dont assume. Ask ask ask! Its your
right as an intern and its their duty as a supervisor. They will be impressed that we care about
doing it right the first time or learning more about the overall field.
3) Competition with other interns
Luckily Ive worked in groups where the interns had a collaborative relationship such that we
could ask each other questions and team up on projects easily. Other office environments may
not be quite so friendly, as interns might be competing for a future job opening, or a good letter
of recommendation. My friend experienced working with a fellow intern who was a project
snatcher.
4) Our work is not used
Our boss gives us a project that we finally feel will make use of our college education. But it
ends up never being published, getting lost on their desk, or, whoops there was a
miscommunication between the senior staff and our project is now unnecessary. Not only is this
frustrating because of our seemingly wasted time and effort, but it makes us less motivated for
projects in the future.
5) A New Lifestyle
As a recent college graduate, we may be getting used to a new life style that can be quite jarring.
Instead of waking up at ten and going to a few classes a day, were sitting at a desk 9-5. we
might be living at your parents to save money. The hours and the new living situation clearly
make socializing more difficult than before.
6) Lack of field-specific knowledge / skills
If the student lacks essential field-specific knowledge or skills, both the student and the
internship mentor can bring this problem to the attention of the internship coordinator. A meeting
between (at least) the internship host and the intern should be scheduled as soon as possible in
order to identify areas for improvement and agree on a step-by-step action plan.

48

7) Lack of general professional skills

If the student lacks the necessary professional skills, either the student, the internship mentor or
the internship coordinator himself should request that a meeting be held. As a lack of skills often
only becomes apparent during or after the first interim evaluation, it is important that a meeting
between (at least) the internship host and the intern is scheduled as soon as possible in order to
identify areas for improvement and agree on a step-by-step action plan.
9) Lack of work ethic
If the student does not have an appropriate work attitude, the internship coordinator should be
informed either by the internship mentor or by the student himself. A meeting may also be
requested by the internship coordinator. The internship mentor and/or the internship coordinator
will invite the student to a meeting at which areas for improvement will be identified.
5.4 USEFULNESS OF TRAINING.
There is lot of usefulness of training that is highlighted as follows:
1) Learn more about your field or industry.
Along with job shadows and informational interviews, internships are one of the best ways to
truly learn about our field from a real-world perspective. While the classroom certainly teaches
students important information, theres something different about implementing those teachings
with a real client or customer.
2) Apply knowledge learned in the classroom.
Again, theres a big difference between learning about strategies and tactics and actually
applying them. Interning for an organization helps students learn how their classroom knowledge
applies to real situations and reinforces concepts taught in classes.
3) Gain valuable work experience.
In most fields, no longer can a college graduate land an entry-level job with merely a bachelors
degree and no prior work experience. Internships help students get this real-world experience
while still in school. Internship programs are a great way to generate more work samples for our
49

professional portfolio and give you real accomplishment stories for our resume and online
profiles.
4) Decide if this is the right path for you.
Working for a company in our industry can give us valuable insight into whether or not the
industry is the right choice for us, potentially avoiding the costs of obtaining a degree in a field
were not interested in. Its best to know as early as possible, and an internship can help us do
that.
5) Develop and build upon skills.
Learning new skills in an internship can help us in future employment opportunities and might
give us a leg up on our competition in future application processes.
6) Get a foot in the door at a company.
Internship experiences provide a valuable opportunity to share our skills with a prospective
employer long before the hiring process for an entry-level job occurs. This can be a great benefit
when, in the future, an opening does occurif weve impressed them, well probably be on the
list of top candidates for the job.
7) Gain valuable networking contacts.
Another benefit to completing an internship is the contacts we make. Networking is often one of
the best ways to land a new job and a primary way to learn about unadvertised job opportunities.
8) Obtain references for future job opportunities.
our internship supervisor has had a chance to see our skills in action at the company and is an
ideal reference for future job opportunities. Other individuals we work closely with at our
internship can also serve as references or provide recommendation letters for your job search.
9) Learn about the world of work.
Although weve probably had a job before or during college, we probably dont know what the
day-to-day experience of working in your field will be like until your first internship experience.
50

When we choose to intern at a company, well experience first-hand what its like to work in an
office, interact with supervisors and co-workers, and handle customers or clients.
10) Meet peers with similar interests.
Internship programs can introduces us to other students and recent graduates in our field or who
share our interestswhich certainly cant hurt our career or your social life.

51

CHAPTER 6: RECOMMENDATION, SUGESSTION,

LIMITATIONS AND BIBLIOGRAPHY
6.1) Conclusion:
6.2) Recommendation & Suggestion
6.3) Limitations
6.4) Bibliography

52

6.1) CONCLUSION:
In this modern era when globalization & liberalization has brought a tide of change and only
these companies can survive, which will ride on it or which will keep them isolated and let the
tide go.
In my research project it has been found that market capture of topcem is average in barak valley
market. Most dealers are not satisfied with topcem. To increase satisfaction level of dealers &
sub-dealers Topcem need to increase satisfaction level of dealer. Topcem should take care of
their dealer & sub-dealer so that they can gather more customers.
Topcem have all the qualities that customers are looking for but they are not aware of it. Hope
management of Topcem will look after this matter.
The study has given me an opportunity to learn and experience the market of cement with special
people in this field which will help in future course of time. I hope that this report will be a help
for the organization as much as I have been benefited in acquiring knowledge and experiences
during the tenure of my study.
6.2) RECOMMENDATION& SUGGESTION

Large no. of players in cement industry makes it more competitive for Topcem. So they
should carefully set up their marketing strategy in the market & at same time its dealers
& sub-dealers.

Company should offer some attractive scheme for the Mason and Labour class people,
which play an important role in cement selling. These classes of people suggest the
customer to purchase cement brand.

Topcem should try to endorse celebrity for innovative advertisement which will help
topcem to stand out in the crowd.

The company representative should visit more frequently in the rural area to make good
relation with dealers and sub dealers. Which will helpful l to know the weakness of the
company in the market. They will also able to know the competitor marketing strategy.

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The people of barak valley prefer black colour cement so it will be better if the colour is
black it will help in increasing the sales of cement & low fineness of the bag makes a
huge difference in sales of cement.

Though maximum no of the respondent says shop branding is not affecting customer
mind but some sub-dealer said when people come to their shop & if they see the
advertisement inside the shop they use ask about the particular brand & if they feel good
after knowing the brand, they purchase it.

The sign boards which will be using for shop branding should tell about the benefits of
using this cement so that people get convinced.

6.3) LIMITATIONS:
Lack of time is the basic limitation in the study.
Some dealer refuses to co-operate with the queries.
Money played a vital factor in the whole project duration.
Some respondents were very rude.
People dont understand the importance of a project survey. They thought it is
wastage of time.
6.4) BIBLIOGRAPHY
Books:
1. Marketing Management BY Philip Kotler, kviene Lane Keller, Abraham Koshy
2. Research Methodology by C.k.kothari.
3. Marketing dictionary,American marketing association.
4. Cement Portal India
Websites

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1. http://www.aanchalgroup.com,
2. http://www.wisegeek.com.
3. http://www.indiamart.com.

4. www.topcem.in
5. prithvigroup.net/meghalaya-cements-limited.html
6. www.wikipedia.com
7. www.google.com

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CHAPTER 7: ANNEXURE
7.1) Sample questionnaire

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7.1) SAMPLE QUESTIONNAIRE

1) Which brand of cement you prefer most? Rank them according to your preference(a) Dalmia ( ) (b) Star ( )

(c) Topcem ( ) (d) Others __________

2) According to you which brand is most demanding and why?

3) How will you rate the following brands as per the attributes out of 10?
ATTRIBUTES

TOPCEM

DALMIA

STAR

Quality
Price
Strength
Sales
Durability
Packaging
Advertising

4) Which brand you suggest customer and why?

5) Is shop branding really affecting customers mind?

(a) Yes ( )

(b) No ( )

6) Which brand giving more focus on shop branding?

(a) Topcem ( ) (b) Dalmia ( ) (c) Star ( ) (d) Others __________________
7) Are you getting sufficient merchandise items from Topcem time to time?
(a) Yes ( ) (b) No ( )
8) Have you ever lost any regular customer due to lack of timely supply from Topcem?
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(a) Yes ( )

(b) No ( )

9) Have you found any change in demand of Topcem cement due to rapid growth in product
offerings by other brands?
(a) Yes ( )

(b) No ( )

10) Is Topcem offering you adequate credit on purchase?

(a) Yes ( )

(b) No ( )

11) What is your opinion about pricing strategy of Topcem?

(a) Very good ( )

(b) Good ( )

(c) Normal ( ) (d) Bad ( )

(d) Very bad ( )

12) Which type of advertising is more effective in your area?

(a) Newspaper ( ) (b) Hoardings ( ) (c) Wall Painting ( ) (d) Television ( ) (e) Radio ( )
13) What type of trade promotion do you prefer most?
a) Incentives linked to sales ( ) (b) Incentives on high store display ( )(c) Coupons ( )
(d) Premiums ()
14) What type of schemes is required to attract customers?
(a) Gifts ( )

(b) Contests ( ) (c) Discount ( ) (d) Coupons ( )

(e) Others___________

15) How frequently the sales executive of Topcem visits your store?
(a) Once in a day ( ) (b) Once in a week ( ) (c) Once in a month ( )
Thank You
Signature of the Respondent

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