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CHAPTER TITLE
1 INTRODUCTION
2 INDUSTRY PROFILE & COMPANY
PROFILE
3 REVIEW OF LITERATURE
4 RESEARCH METHODOLOGY
NEED OF THE STUDY
OBJECTIVE OF THE STUDY
SCOPE OF THE STUDY
LIMITATIONS OF THE STUDY
RESEARCH DESIGN
5 DATA ANALYSIS &
INTERPRETATIOIN
6 FINDINGS, SUGGESTIONS &
CONCLUSION
7 BIBLIOGRAPHY & ANNUXURE
CHAPTER-1
INTRODUCTION
INTRODUCTION:
Marketing is a social and managerial process by which individuals and groups obtain what they
need and want, through creating, offering and exchanging products of value with others.
- Philip Kotler.
Marketing includes all those activities having to do with effecting changes in the ownership and
possession of goods and services. It is that part of economics which deals with the creation of
time, place and possession utilities and that phase of business activity through which human
wants are satisfied, by the exchange of goods and services for some valuable consideration.
Marketing is the process of discovering and translating consumer wants into product and service
specifications and then in turn helping to make it possible for more and more of consumers to
Companies have to identify long and short term marketing opportunities and research the
selected market by measuring and forecasting attractiveness of the given market. Having selected
the market, the companies need to develop a differentiating and positioning strategy for the target
market. The marketing strategy must be transformed into marketing programs by deciding on
marketing expenditures and the marketing mix. The final step is organizing the marketing
It has been wrongly assumed that the advertising function is of recent origin. Evidences
suggest that the Romans practiced advertising; but the earliest indication of its use in this country
dates back to the middle Ages, when the use of the surname indicated a mans occupation. The
next stage in the evolution of advertising was the use of signs as a visual expression of the
tradesmans function and a means of locating the source of goods. This method is still in
common use. The seller in primitive times relied upon his loud voice to attract attention and
inform consumers of the availability of his services. If there were many competitors, he relied
upon his own personal magnetism to attract attention to his merchandise. Often it became
necessary for him to resort to persuasion to pinpoint the advantages of his products. Thus, the
seller was doing the complete promotion job himself.
Development of retail stores, made the traders to be more concerned about attracting
business. Informing customers of the availability of supplies was highly important. Some types
of outside promotion were necessary. Signs on stores and in prominent places around the and
notices in printed matters were sometimes used.
When customers were finally attracted to the store and satisfied with the service at least
once, they were still subjected to competitive influences; therefore, the merchants signs and
advertisements reminded customers of the continuing availability of his services. Sometimes
traders would talk to present and former customers in the streets, or join social organizations in
order to have continuing contacts with present and potential customers.
As the markets grew larger and the number of customers increased, the importance of
attracting them also grew. Increasing reliance was placed on advertising methods of informing
about the availability of the products. These advertising methods were more economical
in reaching large numbers of consumers. While these advertising methods were useful for
informing and reminding and reminding, they could not do the whole promotional job. They
were used only to reach each consumer personally. The merchant still used personal persuasion
once the customers were attracted to his store.
The invention of hand press increased the potentialities of advertising. By Shakespeares
times, posters had made their appearance, and assumed the function of fostering demand for
existing products. Another important event was the emergence of the pamphlet as an advertising
medium. The early examples of these pamphlets disclose their sponsorship by companies want to
generate goodwill for their activities. The low cost of posters and handbills encouraged a number
of publishers to experiment with other methods.
CHAPTER-2
INDUSTRY PROFILE & COMPANY PROFILE
INTRODUCTION OF CEMENT
The word CEMENT is a binder, a substance which sets & hardens independently,
& can bind other materials together. The word cement is derived from the Roman language
opus caementicium to describe masonry which resembled concrete & was made from crushed
rock with burnt lime as binder. Later it referred to as; cementum, cimentum, cament & cement.
Cement is a chemical compound existing of lime stone or chalk, clay, sand, &
gypsum to form the end product we know as cement. Cement used in construction are
characterized as hydraulic & non hydraulic cement. Cement is mainly used in the production
of mortar & concrete- the bonding of natural or artificial aggregates to form a strong building
material which is durable in the face of normal environmental effects. Cement should not be
confused with concrete as the term cement explicitly refers to the dry powder substance. Upon
the addition of water & or additives the cement mixture is referred to as concrete, especially if
aggregates have been added.
It is uncertain where it was first discovered the hydrate & non hydraulic cement, but
concrete made from such mixtures was first used on a large scale by Roman Engineers. In the
18th century a big effort started in Europe to understand why some limes possess hydraulic
properties. John smeaton often referred to as Father of Civil Engineering in England
concentrated his work in this field. James parker in the 1780s, founded the Natural cement
made by burning septaria. The invention of port land cement is generally credited to Joseph
Aspedin an English bricklayer in 1824.
In 1838 a young chemical Engineer Isac Johnson burned the cement raw
material at high temperature until the mass was nearly vertified producing the modern Portland
cement. The German chemist Wilhelm michaelis proposed the establishment of cement
standards in 1875. the use of concrete in construction grew rapidly from 1850 onwards, & was
soon the dominant use for cements. Thus Portland cement began its predominant role.
Types of cement:
1) Portland cement
2) Portland cement blends
Portland blast furnace cement
Portland fly ash cement
Portland pozzolan cement
Portland silica fume cement
Masonry cements
Expansive cements
White blended cements
Colored cements
Very finely ground cements
3) Non Portland hydraulic cements
Pozzolan-lime cements
Slag-lime cements
Super sulfated cements
Calcium aluminate cement
Calcium sulfo aluminate cement
Natural cement
The problem of supply outstripping demand was significant in early period of the industry.
This was followed by a price war between the producers where they resorted to cutting down of
prices & selling at below production cost.
It was then when the government of India intervened into the market &
referred the cement industry to the Tariff Board. All these events resulted in formation of Indian
Cement Manufacturers Association in 1925 whose main function was to regulate prices in the
industry. In 1927, Concrete Association of India was formed whose two main objectives were to
educate public about the use of cement & to play an active role in popularizing Indian cement.
The next step in the direction of rescuing cement industry was the formation of Cement
Marketing Company of India Limited in 1930 to promote & control the sale & distribution of
cement at regulated prices.
In 1936, eleven companies, except Sone Valley Portland Cement Company Limited,
merged to form Associated Cement Company Limited (ACC). In 1937, Dalmiya Jain Group set
up five factories with installed capa of 575000 tonnes & ACC added four more plants.
Thus, controlled price did not reflect the true economic cost, & profit margins reduced
increasingly, preventing essential investments in capa & production expansion. A permit system
introduced by 14 states & union territories in the period comprised direct control over public
distribution of cement to ensure fair supplies to priority sectors. However, the system resulted in
artificial shortages, extensive black marketing & corruption in the civil supply departments of the
government.
The system of price control was accompanied by a policy of freight pooling. The price
control fixed a uniform price according to estimated production costs at which cement was
required to be sold all over the country. This freight pooling system promoted equal industrial
development all over the country. It supported regional dispersion.
Hence, the history of the Indian cement industry indicates the role of
government played in influencing the twists & turns in the industry. It might be
noted that government interventions have been a mix of fiscal instruments & direct control on
production, pricing & distribution on the one hand & technological intervention through
government promoted research institutions on the other hand.
The booming demand for cement, both in India & abroad, has attracted
global majors to India. In 2005-06, four of the top-5 cement companies in the world entered
India through mergers, acquisitions, joint ventures or greenfield
projects. The consolidation witnessed in the industry in recent times has resulted in two crucial
domestic deals. First being the de-merger of L&Ts cement (renamed as Ultratech Cement Ltd.)
division & its acquisition by Grasim. The other consolidation effort was seen when Gujarat
Ambuja acquired 14.4% stake in ACC in 2000 (India Infoline 2003). Following this Holcim took
a big stake in ACC in the year 2005. Thus, the top two groups in the industry, Aditya Birla Group
(Grasim & Ultratech Cements Ltd. combine) & Holcim Group (Ambuja Cements Ltd. - ACC
Ltd. combine) now control more than 45 % of total capa in the country.
The 207.81-million tonne cement industry in the country has witnessed good growth,
despite a tumultuous financial year across most industry verticals. Cement consumption in the
current year grew by 8%, compared to 9% last year. Industry experts say that given the current
economic scenario, this growth is good.
Cement dispatches (including exports) for the 11 months ended February 2009 were at
162.89 million tonne, against 151.89 million tonne during the year-ago period. Of this, exports
contributed 2.86 milllion tonne, against 3.33 million tonne in the previous year.
The first half of the current year was bad, owing to the export ban & high cost of
production, including a dip in prices. But it improved since from last November; it is expected to
continue into the first quarter of the next financial year as well, Cement manufacturers expect
the industry to grow at 8% in the next financial year. Cement dispatches during the past four
consecutive months have seen a healthy growth; it increased 11% year on year (y-o-y) in
November, 12% y-o-y in December, 8.26% in January and 8.73% in February respectively.
Meanwhile, the April 08 to February 09 period saw a 9.51 million tonne increase in cement
capacities across the country, against 7.89 million tonne in the same period last year. With
demand increasing across the country, cement prices are also firming up.
This shows that despite of recession there is a growth in the cement industries in India.
Where infrastructure is in boom.
COMPANY PROFILE:
DCL was promoted and incorporated as a Public Limited Company in the year 1979 by a
technocrat entrepreneur Mr. M B Raju, who is also its current Executive Chairman. Mr. Raju,
who carries with him more than four decades of rich and valuable experience in the cement
industry, is an eminent, popular and highly revered personality in the cement circle. He has been
the pivot and main driving force behind the steady and successful growth of DCL over the years.
The cement plant which commenced commercial production in 1982, is located at Bhavanipuram
in Nalgonda District of Telangana, at around 165 kms from Hyderabad. The plant manufactures a
wide variety of cements, including specialty cements for certain special applications, conforming
to BIS, British and ASTM standards, as per requirements. The regular grades of cement
manufactured include OPC 43, OPC 53, PPC and PSC. Specialty cements produced include S53
for railway applications, SRC (Sulphate Resistant Cement), Low Heat Cement, Low Alkali
Cement etc.
DCL has a very strong network of more than 1000 cement dealers and consignment agents
spread through out the length and breadth of Andhra Pradesh and Telangana and also, in the other
southern states of Tamilnadu, Karnataka and Kerala as well as the neighbouring states namely
Maharashtra, Madhya Pradesh, Chattisgarh and Odisha. The company's marketing strength is
derived mainly from its wide retail network having a strong presence in the rural market.
VISION:
To be an excellent 'role model' Corporate House known for its strong edifice of values and ethics
and, recognized for its high quality products / services; operational efficiency; people orientation;
customer focus; fulfillment of stakeholders' interests; and, discharge of corporate responsibilities.
MISSION:
To strive for excellence and attain leadership positions in all areas of its business
To build a reputation as a group with a strong edifice of values and ethics
To aim for sustained growth through optimum use of technological and intellectual
resources
To deliver consistently high quality product(s) to the customers in the most efficient and
environmentally friendly manner.
To maximize value for all stakeholders
To set an example as a concerned corporate citizen by contributing to the community and
protecting the environment.
OUR ACHIEVEMENTS:
Mr. M B Raju is the recipient of the 'Best Entrepreneur for the Year' award presented
by the HyderabadManagement Association for the year 1991
Award for 'Corporate Initiatives in the field of Industrial Relations' from All India
Organisation of Employers,New Delhi in the year 1995-96
Award for 'Best effort on Environmental improvement in Industries located in the
State' received from the"Federation of Andhra Pradesh Chamber of Commerce & Industry" in
the year 1996-97.
ADDRESSES:
Head Office:
Deccan Cements Limited
Deccan Chambers
6-3-666/B, Somajiguda
Hyderabad 500082
Telangana, India
Tel: 040 2331 0168/ 0552/ 0555
Fax: 040 2331 8366
e -mail: info@deccancements.com
Cement Plant:
Deccan Cements Limited
Bhavanipuram, Janpahad P.O.
Nalgonda District 508218
Telangana, India
Tel: 08683 2295 03/04/05/07
Fax: 08683 2295 02
CHAPTER- 3
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
Research Design:
Primary Data
Secondary Data
Research Approach:
Survey Method
Field Study:
Personal Interview
SAMPLING
Sampling Method:
Sampling Unit:
Sample Size:
100
1 To identify the Advertisement & Sales promotion activities adopted by the DECCAN
CEMENTS & Infra Ltd
The main purpose of the study is to the awareness level of the brand
The Study will help us to know the effectiveness of advertisement & sales promotion
activities on the customers
The study will help the company to set strategies for the BHAVANIPURAM &
emphasize on their weaknesses & threats
The brand image of various competitors will be known. The company can know where
their competitors stands in the minds of the people
The study covers Dealers, Engineers, Contractors & Masons. We had chosen this topic
because it will help us to know the Quality, Awareness level & brand image of the company
through the respondents. It will help the company to know the factors that influence customers to
purchase the cement.
Information is partially based on secondary data & hence authentic of the study can be
visualized & is measurable
Primary Data:
Questionnaire & personal interview
Secondary Data:
Measurement Technique:
Questionnaire
Analytical Technique:
48% of the respondents use Ultratech cement & 25% of the respondents use ACC
cement & 21 % of the respondents use BHAVANIPURAM shakti, & 4% of them use DECCAN
CEMENTS & 2% of them use other cements. It is interpreted as the following respondents
Engineers, Contractors, Dealers & Masons- prefer first Ultratech cement, then ACC cement &
BHAVANIPURAM Shakti & give last preference to DECCAN CEMENTS & others.
Frequency Percent
Contents
Quality 80 80.0
Reasonable Price 7 7.0
Discounts / Offers 3 3.0
Easily available 10 10.0
Total 100 100.0
80% of the respondents sees Quality while purchasing the particular brand cement
& 10% of them sees Easily availability of the cement, & 7% of the respondents sees Reasonable
Price & only 3% of the respondents sees Discounts/Offers. It is interpreted that the following
respondents Engineers, Contractors, Dealers & Masons purchase competitors Brand cement
first by Quality as it is 80%, then Easily availability as it is 10% & last they give preference to
Reasonable price & Discounts & offers.
Frequency Percent
Contents
Yes 96 96.0
No 4 4.0
Total 100 100.0
Analysis & Interpretation:
96% of the respondents says that they get some Extra Benefit from Competitors brand on
bulk purchase, & only 4% of the respondents wont get the Extra Benefits from the Competitors
brand on bulk purchase. It is interpreted that the 96% of the customers seek Extra benefits &
only4% of the customers dont seek any Extra benefit.
Frequency Percent
Contents
Not received 4 4.0
Dicount /Offers 58 58.0
Incentives 4 4.0
Trade allowance 7 7.0
Price offs 27 27.0
Total 100 100.0
58% of the respondents seek following Extra benefits Discounts/offers from the
Competitors brand, & 27% of the respondents seeks Price offs, 7% of the respondents seek Trade
allowance &, 4% of them gets Incentives. This shows that 58%, 27%, 7% of the respondents
receives Extra benefits like; Discounts/Offers from the competitors brand, then price offs & last
Trade allowance from the competitors brand.
Frequency Percent
Contents
Yes 96 96.0
No 4 4.0
Total 100 100.0
96% of the respondents are satisfied with the schemes & offers competitors provides to
them & 4% of them are not satisfied with the schemes competitors provides to them. It is
interpreted as 96% of the respondents are satisfied with the schemes & offers competitors brand
provides to them & 4% of them are not satisfied with them.
Frequency Percent
Contents
Advertisement 80 80.0
Sales person 17 17.0
Friends/Relatives 3 3.0
Total 100 100.0
80% of the respondents are come to know about the competitors brand through
Advertisement, & 17% through Sales person, 3% from Friends/Relatives. This shows that 80%
of the respondents come to know about the competitors brand from Advertisement & 17% of
them comes to know from Sales person..
Frequency Percent
Contents
Other source 20 20.0
TV Ads 48 48.0
Wall Paintings 24 24.0
Newspaper/Magazines 8 8.0
Total 100 100.0
48% of the respondents come to know about the competitors brand from Tv ads. 24% of the
respondents come to know about the competitors brand through Wall Paintings, & 8% of them
from Newspaper/Magazines. This shows that 48%, 24%, 8% of the respondents comes to know
bout the competitors brand through Tv ads, then from wall paintings, & last from
newspaper/magazines.
Frequency Percent
Contents
Other source 52 52.0
E tv kannada 1 1.0
Udaya tv 3 3.0
Star tv 28 28.0
Chandana tv 16 16.0
Total 100 100.0
28% of the respondents come to know from Star Tv, 16% from Chandana Tv, 3% from
Udaya Tv & 1% from ETv Kannada. This shows that 28% of the respondents come to know
from star tv, & 16% of them from chandana tv & last from uday tv & E tv kannada.
Frequency Percent
Contents
Other source 92 92.0
Vijay Karnataka 2 2.0
Prajavani 2 2.0
Times of India 2 2.0
Deccan Herald 2 2.0
Total 100 100.0
Analysis & Interpretation:
2% of the respondents come to know about the particular brand from Vijay Karnataka, 2%
from Prajavani, 2% from Times of India & 2% from Deccan Herald. this
shows that among the 8% of respondents all are equally distributed & come to know about the
particular brand. So it is clear from the above that the respondents comes to know about the
competitors brand from vijay Karnataka, prajavani, Times of India &
decann herald.
Frequency Percent
Contents
Yes 54 54.0
No 46 46.0
Total 100 100.0
Analysis & Interpretation:
54% of the respondents are Aware about the DECCAN CEMENTS brand & 46% of them
are not Aware about the DECCAN CEMENTS. This shows that many of them are not aware
about the DECCAN CEMENTS brand. It is interpreted as 54% of the respondents are aware
about th DECCAN CEMENTS brand & 46% of them dont know about the DECCAN
CEMENTS brand.
11. Through which source you come to know about DECCAN CEMENTS
Frequency Percent
Contents
Not use 46 46.0
Advertisement 20 20.0
Sales person 16 16.0
Friends/relatives 18 18.0
Total 100 100.0
Among 54% of the respondents 20% of the respondents come to know about the DECCAN
CEMENTS brand through advertisement, 18% from Friends/Relatives &16% from Sales person.
It is interpreted that 20% of the respondents first comes to know about DECCAN CEMENTS
from advertisement, then 18% of them from friends & relatives & 16% from Sales person.
12. Advertisement through which you come to know about DECCAN CEMENTS
Frequency Percent
Contents
Not use 81 81.0
Wall paintings 15 15.0
Newspapers/magazines 3 3.0
Trade shows 1 1.0
Total 100 100.0
Analysis & Interpretation:
Among 20% of the respondents, 15% of the respondents came to know about the brand
through Wall Paintings, 3% from Newspaper/Magazines & only 1% through Trade shows. So we
have to concentrate on Newspaper/Magazines & Trade shows to Advertise the brand.
Frequency Percent
Contents
Not use 46 46.0
Good 34 34.0
Average 20 20.0
Total 100 100.0
Analysis & Interpretation:
Among 54%, 34% of the respondents says that DECCAN CEMENTS brand is Good &
20% of them says it is Average. It is interpreted as 34% of the respondents Engineers,
Contractors, Dealers & Masons says that DECCAN CEMENTS is Good & 20% of them says it
is Average .
Frequency Percent
Contents
Not use 62 62.0
Quality 15 15.0
Price 17 17.0
Easily available 6 6.0
Total 100 100.0
Analysis & Interpretation:
Among 38%, 17% of the respondents are influenced by Price, 15% from Quality & 6% from
Easily Available. Thus it is clear from the above graph that 17% of the respondents are
influenced to purchase DECCAN CEMENTS by Price, then 15% from Quality & 6% from
easily availability.
Frequency Percent
Contents
Other source 80 80.0
Wall paintings 16 16.0
Newspapers/magazines 3 3.0
Trade shows 1 1.0
Total 100 100.0
Analysis & Interpretation:
Among 20%, 16% of the respondents came to know abou the DECCAN CEMENTS
through Wall Paintings, 3% through Newspaper/Magazines & 1% through Trade shows. This
shows that 16% of the respondents first come to know about DECCAN CEMENTS from wall
paintings & 3% through newspapers/magazines & last Trade shows
16. Advertising plays a very vital role in purchasing the competitors brand cement, what is your
opinion
Frequency Percent
Contents
Strongly agree 40 40.0
Agree 46 46.0
Disagree 9 9.0
Neither agree nor disagree 5 5.0
Total 100 100.0
Analysis & Interpretation:
46% of the respondents Agree with the opinion that Advertising plays a very vital role in
purchasing competitors brand cement, 40% of the respondents Strongly Agree with this opinion.
9% of the respondents Disagree with the opinion that Advertising plays a very vital role in
purchasing competitors brand cement & 5% of them Neither Agree Nor Disagree with this
opinion. This shows that 46% of the respondents Agree with the opinion that advertising plays a
vital role in purchasing competitors brand cement & 40% of them strongly agree with the
opinion that advertisement plays a vital role & 9%, 5% of the respondents says Disagree &
Neither Agree nor disagree.
18. Any offers or extra benefits seek from DECCAN CEMENTS on bulk purchases
Frequency Percent
Contents
Not use 46 46
Yes 51 50
No 3 3
Total 100 100
Analysis & Interpretation:
51% of the respondents seek Offers & Extra benefits from DECCAN CEMENTS on bulk
purchase & 3% of them says no. 46% of them wont purchase DECCAN CEMENTS. So it is
clear that 51% of the respondents seek offers & Extra benefits from DECCAN CEMENTS &
only 3% of them wont seek any offers & extra benefits from DECCAN CEMENTS.
Frequency Percent
Contents
Not use 46 46
Discount/offers 46 46
Incentives 6 6
Buying allowances 2 2.0
Total 100 100.0
Analysis & Interpretation:
46% of the respondents says they receives Discounts/Offers from DECCAN CEMENTS on
bulk purchase, 6% of them says Incentives & 2% of them says Buying allowances. This shows
that 46% of the respondents receive Discounts/offers as extra benefit from DECCAN CEMENTS
& 6% of they seek Incentives & 2% of them receives Buying allowance from DECCAN
CEMENTS on bulk purchase as a Extra benefit.
20. Are you satisfied with the offers & schemes provided by the DECCAN CEMENTS?
Frequency Percent
Contents
Not use 46 46
Yes 50 50
No 4 4
Total 100 100.0
Analysis & Interpretation:
50% of them says they are satisfied with the offers & schemes provided to them by
DECCAN CEMENTS & 4% of them says that they are not satisfied with it. So it is clear that
majority of them are satisfied. 50% of them says that they are satisfied with the offers & schemes
provided by the DECCAN CEMENTS & only 4% of them says they are not satisfied with the
offers & schemes provided by the DECCAN CEMENTS.
Frequency Percent
Contents
Extremely important 58 52
Important 42 42
Total 100 100.0
Analysis & Interpretation:
58% of the respondents says that Advertising & Sales promotion activities are Extremely
important & 42% of them says that it is important. This shows that 58% of the respondents says
that Advertising & Sales promotion activities are Extremely important in cement industry & 42%
of the respondents also saying that it is important.
CHAPTER-6
FINDINGS, SUGGESTIONS & CONCLUSION
FINDINGS
I found from secondary data that Trade shows, Trade allowances & Contents &
Incentives & Wall paintings & Print Media these are Advertisement & sales
promotion Activities adopted by DECCAN CEMENTS
48% of the respondents use Ultratech cement, 25% of them use ACC cement & 4% of
them use DECCAN CEMENTS
It is found that 80%, 10% & 7% of the respondents look after Quality, Easily availability
& Reasonable Price while purchasing competitors brand cement. & While purchasing
DECCAN CEMENTS 17% of the respondents are influenced by Price, 15% from Quality
& 6% from Easily Available
96% of the respondents get some Extra Benefit from competitors brand on bulk purchase.
Even I found that 51% of the respondents also seek Extra benefits from DECCAN
CEMENTS on bulk purchase
It is found that 58% of the respondents seek Discounts/offers from the competitors brand,
& 27% of the respondents seeks Price offs. Even I found that 46% of the respondents also
receives Discounts/Offers from DECCAN CEMENTS
96% of the respondents are satisfied with the schemes & offers provided by the
competitors brand to the respondents. & 50% of the respondents are also satisfied with
the offers & schemes provided by DECCAN CEMENTS
It is found that 80% of the respondents are come to know about the competitors brand
through the sources of Advertisement,17% through Sales person. & also 20% of the
respondents come to know about the DECCAN CEMENTS brand through advertisement,
&16% from Sales person
48% of the respondents come to know about the competitors brand through
Advertisements mainly from Tv ads, 24% of them come to know about the particular
brand through Wall Paintings. Even 15% of the respondents came to know about the
DECCAN CEMENTS brand through Wall Paintings
28% of the respondents come to know about the competitors brand from the following
Tv ads Star Tv, 16% from Chandana Tv, 3% from Udaya Tv & 1% from ETv Kannada.
Among Newspaper & magazine 2% of the respondents come to know about the
competitors brand from Vijay Karnataka, 2% from Prajavani, 2% from Times of India &
2% from Deccan Herald
54% of the respondents are Aware of the DECCAN CEMENTS brand & 46% of them are
not Aware of the DECCAN CEMENTS
34% of the respondents says that DECCAN CEMENTS brand is Good & 20% of them
says it is Average
46% of the respondents Agree with the opinion that Advertising plays a very vital role in
purchasing competitors brand cement, 40% of them Strongly Agree with this opinion.
It is found that 6% of the respondents says that Hoardings of DECCAN CEMENTS are
Good, 10% says that it is Average, 7% of the respondents says that Hoardings of Vijay
shakti is Good, 8% says it is Average. 7% of the respondents says that Hoardings of
BHAVANIPURAM shakti is Good, 17% of them says it is Average, 21% of the
respondents says that Hoardings of Lokapur cement is Good, 9% says it is Average
33% of the respondents says that Tv ads of DECCAN CEMENTS are Bad, 29% of the
respondents says that Tv ads of Vijay shakti are Bad, 33% of the respondents says that
Tv ads of BHAVANIPURAM shakti are Bad, 33% of the respondents says that Tv
ads of Lokapur cement are Bad
6% of the respondents says that Wall paintngs of DECCAN CEMENTS are Good, 43%
of them says it is Average, 15% of the respondents says that Wall paintngs of Vijay
shakti is Bad, 37% of the respondents says that Wall paintngs of BHAVANIPURAM
shakti is Very good, 59% of them says it is Good, 47% of the respondents says Wall
paintngs of lokapur cement is Good, 31% of them says it is Average
4% of the respondents says that Trade shows of DECCAN CEMENTS are Good, 16%
of them says it is Average, 18% of the respondents says that Trade shows of vijay
shakti are Bad & 82% of them says it is Very bad. 7% of the respondents says that Trade
shows of BHAVANIPURAM shakti is Good, 19% of them says it is Average, 39% of the
respondents says that Trade shows of Lokapur cement is Average,
58% of the respondents says that Advertising & Sales promotion activities are Extremely
important & 42% of them says that it is important
SUGGESTIONS
From the study I found that 86% of the respondents says that Advertisement & sales
promotion activities plays a very vital role in purchasing the competitors cement. Though
customers see Quality first while purchasing the cement, but to know the quality of the
brand they must use it, for that they must first know which brands is available in the
market, for which advertisement is essential. So both advertising & sales promotion
activities plays a vital role in purchasing the cement.
I found from secondary that Trade shows, Trade allowances & Contests & Incentives &
Wall paintings & Print Media like;Newspapersthese are Advertisement & sales
Promotion Activities adopted by the DECCAN CEMENTS to promote their brand. But
only 54% of the respondents are aware about the DECCAN CEMENTS brand. Inspite of
all these Advertising & Sales Promotion activities nearly 50% of the respondents are not
aware about the DECCAN CEMENTS brand. This shows that there is lack of
Advertisements. Advertising done by the DECCAN CEMENTS is not at all effective So
you have to improve the Advertisements like; using Hoardings & doing Wall paintings in
the crowded areas where thousands of people were moving daily, find such places & do
the wall paintings & Hoardings their. & also use print Media ads like; giving ads in local
Newspapers Vijay Karnataka & Prajavani. Trade shows(Technical Meets) mainly of
Engineers Contractors, Dealers & Masons is also one of the effective advertising
technique. Where sales person plays a very important roleSo Try to do Trade shows
once in every Three months & do follow up. It will help to position in the minds of the
customers your brand & make the brand awareness & Identity in the market.
BHAVANIPURAM shakti , Vijay shakti & Lokapur cement are the rivals for DECCAN
CEMENTS, among which BHAVANIPURAM shakti has used very Good
Advertisements & Sales promotion strategies, & acquired maximum customers in
BHAVANIPURAM . As compared to BHAVANIPURAM shakti, DECCAN CEMENTS
sales promotion strategies are good but it only lacks in Advertisements. So adopt the
Advertisement & sales promotion strategies given above to beat the competitor.
The main factor influencing customers to purchase their product is Quality, then later
comes Price & Easily availability. So there is great opportunity for the DECCAN
CEMENTS if they improve & maintain quality, others price & easily availability is
already there. So Improve & maintain Quality.
CONCLUSION
From this study it is concluded that both Advertising & Sales Promotion activities plays a
vital role in cement industry. But we must determine which Advertisement strategies should be
adopted to acquire potential customers & beat the competitors. Here Advertisement like; Wall
paintings, Hoardings & also Newspapers should be adopted & also Two Important
Advertisements like; Sales person & Trade Shows plays a very vital role in Cement industry
mainly in BHAVANIPURAM as it is local area. This counts much to get the brand recognition
& brand awareness & also make brand Identity in the local market. Competitors like
BHAVANIPURAM Shakti who is the main competitor in the cement industry in
BHAVANIPURAM so try to benchmark it.
BIBLIOGRAPHY
1. Marketing Management
By: Philip Kotler
2. Marketing Research
By: A. Parsuraman
4. Websites
www.google.com
www.katwa.com
www.icra.in
www.hindu.com
www.cemnet.com
www.ibef.com
www.fundoodata.com
www.economywatch.com
6. Materials
Company Broachers & Reports
QUESTIONNAIRE
Name __________________________________________________________
Address __________________________________________________________
Telephone/Mobile No ______________________________________________
g) Others _______________
c) Advertisement d) Discounts/Offers
3. Do you seek some extra benefit from that particular company on bulk purchases?
a) Discounts/Offers b) Incentives
g) Premiums
5. Are you satisfied with the schemes or offers company provides to you?
a) Yes b) No
6. If No, then mention the schemes & offers you are expecting from the particular
company?
7. How do you come to know about that particular brand?
a) Hoardings b) TV Ads
d) Others _________________________
a) E tv Kannada b) Uday tv
c) Surya tv d) Star tv
12. If yes, then how you come to know about the DECCAN CEMENTS?
c) Friends/Relatives d) Others___________________
13. If Advertisement then mention the type?
a) Tv Ads b) Hoardings
a) Quality b) Price
c) Advertisement d) Discounts/Offers
a) Hoardings b) Tv Ads
e) Trade shows
17. Advertising plays a very vital role in purchasing the particular brand cement? What is your
opinion?
18. Rate the brands on the basis of their advertisements?The study is restricted only to
DECCAN CEMENTS, vijay shakti, BHAVANIPURAM shakti, lokapur cement)
c) 6 Average d) 4 Bad
COMPANIES/BRANDS
Hoardings
Tv Ads
Newspaper/Magazine
Wall paintings
Trade shows
e) 1 Very bad
19. Do you seek any offers or extra benefits from DECCAN CEMENTS on bulk or often
purchases?
a) Yes b) No
a) Discounts/Offers b) Incentives
21. Are you satisfied with the offers or schemes provided by the DECCAN CEMENTS to you?
a) yes b) No
22. Advertising & sales promotion activities plays a vital role in cement industry? What do you
say?
_________________________________________________________________
__________________________________________________________________
THANK YOU
Place : Signature
Date :