ACKNOWLEDGEMENT

A Field Report is never successfully completed without the assistance & guidance from appropriate persons. So now it is the right time to express my sincere gratitude towards all those persons who have helped me to complete this work. I would like to take this opportunity to express my sincere thanks & gratitude to Mr.VIJAY TRIPATHI ( ). I would like to thank him for giving his precious time for guiding me to do this work. I would like to acknowledge my sincere gratitude to my internal guide Sankalp Shukla (HOD) of my institute for helping me in this field work. At last but not least I am grateful to all of my friends for their moral support and endurance during the course of my work.

Thanking all of you once again.

Date: Place:

YOGESH SHRIVASTAVA
MBA IIth Sem

PREFACE
In this research we have focused several things as that retailer preference,wholeseller preference his objectives,needs,perception and attitudes towards our cement. We have chosen this project(TO STUDY THEADVERTISING & SALES PROMOTION STRATEGIES OF PRISM CEMENT LTD.IN SATNA) because it Is the age of big constructions. Now a days many buildings, bridge, colleges, home etc. are manufacturing. So competition is more aggressive in the cement industries so we need to increase our cement demand through sales promotion strategies so that we face the competition in the current competitive scenario of market. Our aims and themes has related to getting the preference of retailers ,wholesalers and customers of our products so we mentioned all factors which affect to take decision for the product.

CHAPTER-1
A) 1.Advertising It means use of paid for space in a publication, for instance, or time on television, radio or cinema, usually as a means of persuading people to take a certain course of action, or to reach a point of view. It can be include posters and other outdoor advertising.
1.1 Advertising Agencies.

It is a team of experts appointed by clients to plan, produce and place advertising campaigns in the media. 1.2 Advertising and Publicity Publicity is defined as non-personal stimulation of demand for a product service/business unit by planting commercially significant news about it in a published medium or obtaining favorable presentation of it on radio, TV or stage that is not paid for by the sponsor. Two significant distinctions emerge. Publicity is not openly paid for. Secondly, presentation is not programmed. Marketers have less control over publicity than they over advertising. Publicity is left to the discretion of the media in terms of whether to present it or not, contents to presentation and the format of presentation. Publicity may be negative as well as positive. 1.3 Advertising Campaign? It is an advertising campaign is an organised series of advertising messages with identical or similar message over a certain period of time. It is an orderly planned effort consisting of related but self contained and independent advertisement. Though the compaign is conveyed through different media, it has a single theme and a unified approach. The independent ads used in campaign are similar to one another and this is deliberate. There is a psychological continuity due to a unified theme. The physical continuity is provided by similarity of visuals and orals. In a broad sense, a compaign is a co-ordinative effort of promotion of a particular product/service during a certain period of time to attain pre-decided objectives. 1.4 Advertising Appeals Now a days advertising has become expensive, time consuming and an important marketing activity. Firms have a great stake in the success of their advertising campaigns, for their growth and, at times, even their survival, depend on it. A vast amount of time, money and energy to into the creative work of developing advertising appeals to influence the buying behavior of consumers. Through various appeals, advertising influence, rationally or emotionally, the prospects purchase decisions. For this purpose, they take the help of varying product features or attributes in their ad appeals, or seek to influence consumer perception of, a and changes in consumer attitude to, the advertised product or brand, Ad appeals may be product oriented or consumer-oriented. Since there is a large number of such ad appeals, it would be difficult to discuss them all. It would, therefore, be helpful to devise a framework for classifying advertising appeals. 1.5 Advertising novelty Advertising novelty is cheap, possibly gimmicky, gift carrying advertising message, brand name or symbol. Typical examples or key rings, ball pens, scribble pads, stick or pin-on badges.

1.6 Advertising Research It provide the knowledge and data about the consumer, the product and the market. These data are about who the

consumers are, what their needs and wants are, what is who the consumers are, what their buying behavior, what are the product qualities; when and where these products are bought, who are the competitors, what is the extent of the competition; and in selecting the type of media to be employed. Advertising-related research falls into four phases: (I) research to facilitate idea generation. (II) research involving idea generation leading to extended creativity. Here research observations are translated into creative copy. (III) Pre-testing. (IV) Past-testing of ads. Though research can give direction to a compaign, it is no guarantee for success. The role of research in advertising process is more to provide a consumer focus than a copy or treatment focus.

1.7 Factors to be considered while selecting a medium of advertising 1. Nature of product and service: - we should consider nature of the product & service while selecting
the medium of advertising. Because the product and service may be many types. As that daily use of the product and services and those product and services which fulfill the needs of luxurious.

2. Scope of the business. 3. Nature of customers category. 4. Consider to customers social and economical condition. 5. Comprative analysis of available medium. 6. Time and place of purching decision. 7. Policy of selling. 1.8 Outdoor advertising.

Posters

signboard

sky advertising

hoardings

travelling display

1.9 Benefits of Advertising Create awareness, interest and desire Cost efficient Creating an impact on the mind of customer. Add value to product. Boosting the sales Supports the activities of distribution network. Making the job of sales force easier. Competitive advantage Building good image.

1.10 Specify the advertisement objectives Inform: launch of new product, communicate benefits of its existing product, inform about the services provided by them, inform about price change, built company image. persuade : to purchase their product, persuade to make a call, encourage to switch from other brands remind: product will yield benefits in future, retain a product in the customers mind during off seasons, remind buyer where to find the product.

B).SALES PROMOTION: 1.11 MEANING

Sales promotion is any initiative undertaken by an organization to promote an increase in sales, usage or trial of a product or service (i.e. initiatives that are not covered by the other elements of the marketing communications or promotions mix). Sales promotions are varied. Often they are original and creative, and hence a comprehensive list of all available techniques is virtually impossible (since original sales promotions are launched daily!).

1.12 Examples of popular sales promotions activities:

(a)

Buy-One-Get-One-Free (BOGOF) - which is an example of a self-liquidating promotion?

For example if a loaf of bread is priced at $1, and cost 10 cents to manufacture, if you sell two for $1, you are still in profit - especially if there is a corresponding increase in sales. This is known as a PREMIUM sales promotion tactic.

(b)

Customer Relationship Management (CRM) incentives such as bonus points or money

off coupons. There are many examples of CRM, from banks to supermarkets.

(c)

New media - Websites and mobile phones that support a sales promotion. For example, in the
United Kingdom, Nestle printed individual codes on KIT-KAT packaging, whereby a consumer would enter the code into a dynamic website to see if they had won a prize. Consumers could

also text codes via their mobile phones to the same effect.

(d)

Merchandising additions such as dump bins, point-of-sale materials and product demonstrations

(e)

Free gifts e.g. Subway gave away a card with six spaces for stickers with each sandwich
purchase. Once the card was full the consumer was given a free sandwich.

(f)

Discounted prices e.g. Budget airline such as EasyJet and Ryan air, e-mail their customers with the latest low-price deals once new flights are released, or additional destinations are announced.

(g)

Joint promotions between brands owned by a company, or with another company's brands. For example fast food restaurants often run sales promotions where toys, relating to a specific movie release, are given away with promoted meals.

(h)

Free samples (aka. sampling) e.g. tasting of food and drink at sampling points in supermarkets. For example Red Bull (a caffeinated fizzy drink) was given away to potential consumers at supermarkets, in high streets and at petrol stations (by a promotions team).

(i)

Vouchers and coupons, often seen in newspapers and magazines, on packs.

(j)

Competitions and prize draws, in newspapers, magazines, on the TV and radio, on The Internet, and on packs.

(k)

Cause-related and fair-trade products that raise money for charities, and the less well off farmers and producers, are becoming more popular.

(l)

Finance deals - for example, 0% finance over 3 years on selected vehicles.

Sales Promotion

Sales promotion - Sales promotions are short-term incentives to encourage the purchase or sale of a product or service. Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes. 1.13 Sales Promotion Strategies There are three types of sales promotion strategies: Push, Pull, or a combination of the two. A push strategy involves convincing trade intermediary channel members to "push" the product through the distribution channels to the ultimate consumer via promotions and personal selling efforts. The company promotes the product through a reseller who in turn promotes it to yet another reseller or the final consumer. Trade-promotion objectives are to persuade retailers or wholesalers to carry a brand, give a brand shelf space, promote a brand in advertising, and/or push a brand to final consumers. Typical tactics employed in push strategy are: allowances, buy-back guarantees, free trials, contests, specialty advertising items, discounts, displays, and premiums.

A pull strategy attempts to get consumers to "pull" the product from the manufacturer through the marketing channel. The company focuses its marketing communications efforts on consumers in the hope that it stimulates interest and demand for the product at the end-user level. This strategy is often employed if distributors are reluctant to carry a product because it gets as many consumers as possible to go to retail outlets and request the product, thus pulling it through the channel. Consumer-promotion objectives are to entice consumers to try a new product, lure customers away from competitors products, get consumers to "load up" on a mature product, hold & reward loyal customers, and build consumer relationships. Typical tactics employed in pull strategy are: samples, coupons, cash refunds and rebates, premiums, advertising specialties, loyalty programs/patronage rewards, contests, sweepstakes, games, and point-of-purchase (POP) displays.

Combination: Car dealers often provide a good example of a combination strategy. If you pay attention to car dealers' advertising, you will often hear them speak of cash-back offers and dealer incentives.

1.14 Objectives of Sales Promotion

You have learnt that the main objective of sales promotion is to increase sales. However, there are also some other objectives of sales promotion. The objectives are:
i. To introduce new products ii. To attract new customers and retain the existing ones iii. To maintain sales of seasonal products iv.To meet the challenge of competition Let us learn about these objectives in details.

(i) To introduce new products: Have you ever heard about distribution of free samples? Perhaps you know that many companies distribute free samples while introducing new products. The consumers after using these free samples may develop a taste for it and buy the products later for consumption. (ii) To attract new customers and retain the existing ones: Sales promotion measures help to attract or create new customers for the products. While moving in the market, customers are generally attracted towards the product that offers discount, gift, prize, etc on buying. These are some of the tools used to encourage the customers to buy the goods. Thus, it helps to retain the existing customers, and at the same time it also attracts some new customers to buy the product. (iii) To maintain sales of seasonal products: There are some products like air conditioner, fan, refrigerator, cooler, winter clothes, room heater, sunscreen lotion, glycerin soap etc., which are used only in particular seasons. To maintain the sale of these types of products normally the manufactures and dealers give off-season discount. For example, you can buy air conditioner in winter at a reduced price. Similarly you may get discount on winter clothes during summer. (iv) To meet the challenge of competition: Todays business faces competition all the time. New products frequently come to the market and at the same time improvement also takes place. So sales promotion measures have become essential to retain the market share of the seller or producer in the product-market.

1.15 Importance of Sales Promotion

The business world today is a world of competition. A business cannot survive if its products do not sell in the market. Thus, all marketing activities are undertaken to increase sales. Producers may spend a lot on advertising and personal selling. Still the product may not sell. So incentives
Business Studies

120
need to be offered to attract customers to buy the product. Thus, sales promotion is important to increase the sale of any product. Let us discuss the importance of sales promotion from the point of view of manufacturers and consumers. From the point of view of manufacturers Sales promotion is important for manufacturers because i. it helps to increase sales in a competitive market and thus, increases profits; ii. it helps to introduce new products in the market by drawing the attention of potential customers; iii. when a new product is introduced or there is a change of fashion or taste of consumers, existing stocks can be quickly disposed off; iv. it stabilizes sales volume by keeping its customers with them. In the age of competition it is quite much possible that a customer may change his/her mind and try other brands. Various incentives under sales promotion schemes help to retain the customers.

CHAPTER-2 2.1COMPANY PROFILE

Prism Cement Limited is an ISO 9001:2000 certified company promoted by the Rajan Raheja Group. It operates one of the largest single kiln cement plants in the country at Satna, Madhya Pradesh. Equipped with state-of-the-art machinery and technical support from F.L Smidth & Co A.S Denmark, the world leaders in cement technology, Prism Cement has successfully created a niche for itself in the Indian cement industry. The Company is managed by a focused Board comprising of eminent experts from diverse fields ably supported by a professional management team. The Management team ensures high levels of transparency, accountability and equity in all facets of the companys operations.

We are committed to strive for customer satisfaction by supplying consistent quality cement and clinker as per mutually agreed product specifications.

This shall be achieved by:

y y y

Continual improvement in productivity levels and quality management system Enhancing employees skills Focussing on customers needs and creating awareness regarding proper use of cement

National Accreditation Board for Testing & Calibration Laboratories has granted accreditation to our laboratory in
accordance with ISO/IEC 17025:2005 for the chemical&mechanicatesting.

2.2 Health & Safety Policy

The Health & safety of our people is the prime concern of the Company. Our commitment to create & maintain safe & healthy work environment against hazards and risks shall be achieved by:
y y

Continuously developing & maintaining safe work practices Focussing on operational & occupational hazards & risks Creating awareness about preventive health

PRISM CEMENT LTD.

COMPANY PROFILE

The Profile page of the company captures the details in brief on Company's Address, Top management, Listings in detail. Registered Office 305, Laxmi Niwas Apartments, Ameerpet, , Hyderabad, Andhra Pradesh - 500016 Tel: 6100176, 6100179, , Website: www.prismcement.com Key Officials Name Rajesh G Kapadia Manoj Chhabra Vijay Aggarwal Aneeta S Kulkarni Other Details Business Group Industry BSE Code NSE Code Listings ISIN No. Public Issue Date Raheja Group Cement - Major 500338 PRISMCEMEQ BSE , NSE INE010A01011 31/01/1995 Managing Director Managing Director Company Secretary & Compliance Officer Designation Chairman / Chair Person Registrar & Share Transfer Agent 305, Laxmi Niwas Apartments, Ameerpet, , Hyderabad, Andhra Pradesh - 500016 Tel: 6100176, 6100179, ,

2.3 . The Board of Directors

The Board of Directors of the company has envisioned the organization to new heights. The company is well managed under the foray of these individuals:

Executive Chairman

Executive Vice Chairman

Executive Vice Chairman

Vice Chairman

Vice Chairman

Joint Managing Director

Time Director

Time Director

Time Director

Departmental (GM)

Departmental (GM)

Departmental (GM)

Chairman Non-executive Directors

Mr. Rajesh Kapadia Mr. Rajan Raheja Mr. Satish Raheja Mr. Akshay Raheja Mr. James Arthur Brooks Ms. Ameeta A. Parpia Mr. Manoj Chhabra Mr. Vijay Aggarwal Mr. Ganesh Kaskar

Managing Directors Executive Director

2.4 Code of Conduct for Employees

Guidelines A. Honest and Ethical Conduct The Company expects all employees to act in accordance with the highest standards of personal and professional integrity, honesty and ethical conduct, while working on the Companys premises, at Company sponsored business and social events, or at any other place where employees represent the Company. Honest conduct is understood as such conduct that is ethical, free from fraud or deception and conforming to the accepted professional standards. Ethical conduct includes the ethical handling of actual or apparent conflicts of interest between personal and professional relationships. It is the conduct of maintaining dignity of office and restraining from doing any act that will mar the reputation of the Company. Employees who engage in misconduct or whose performance is unsatisfactory may be subject to corrective action, up to and including termination. B. Compliance with Laws, Rules, and Regulations A variety of government laws, rules and regulations apply to the Company and its operations, and some carry criminal penalties. These laws include, without limitation, certain economic legislations, securities laws, labour laws, etc. The officers and employees shall comply with all applicable laws, rules, and regulations. Transactions, directly or indirectly, involving securities of the Company should not be undertaken without pre-clearance from the Company's

Compliance Officer. Any officer or employee who is unfamiliar or uncertain about the legal rules involving the Companys business conducted by him/her should consult the legal department of the Company before taking any action that may jeopardize the interests of the Company or that individual. In sum, employees must obey all applicable laws. C. Conflicts of Interest Generally, a conflict of interest occurs when an employees or an employees immediate familys personal interest interferes with, has the potential to interfere with, or appears to interfere with the interests or business of the Company. A conflict of interest can occur or appear to occur in a wide variety of situations, viz.
y

Personal Interest in a Transaction A conflict of interest could arise that makes it difficult for an employee to perform corporate duties objectively and effectively where he/she is involved in a competing interest, if he/she is on the other side of a transaction with the Company or if he/she benefits from the transaction. A conflict may also occur where an employee or a family member of an employee receives an improper personal benefit as a result of the employees position at the Company. An employee working simultaneously for a competitor is certainly a conflict. The Company policies prohibit any employee from taking part in any activity that enhances or supports a competitors position. In case there is likely to be a conflict of interest, he/she should make full disclosure of all facts and circumstances thereof and a prior written approval should be obtained from the Companys management.

Outside Activities/Employment In consideration of the employment with the Company, employees are expected to devote their full attention to the business interests of the Company. Employees are prohibited from engaging in any activity that interferes with their performance or responsibilities to the Company or is otherwise in conflict with or prejudicial to the Company. Employees are prohibited from accepting simultaneous employment with a Company supplier, customer, developer or competitor, or from taking part in any activity that enhances or supports a competitors position. Additionally, employees must disclose to the Company any interest that he/she may have that may conflict with the business of the Company. Civic/Charitable Activities Employees may participate in civic or charitable activities so long as such participation does not encroach on the time and attention they are expected to devote to their Company-related duties. Such activities are to be conducted in a manner that does not involve the Company or its assets or facilities, and does not create an appearance of Company involvement or endorsement (except with written approval of the Company).

Notwithstanding that such or other instances of conflict of interest exist due to any historical reasons, adequate and full disclosure by the interested employees should be made to the Companys management. It is also incumbent upon every employee to make full disclosure of any interest which the employee or the employees immediate family, which would include parents, spouse and children, may have in a Company or firm which is a supplier, customer,

distributor of or has other business dealings with the Company. If an employee fails to make a disclosure as required herein and the management of its own accord becomes aware of an instance of conflict of interest that ought to have been disclosed by the employee, the management would take a serious view of the matter and consider suitable disciplinary action against the employee. D. Proper Use of Company Assets Company assets, such as information, materials, supplies, intellectual property, facilities, software, and other assets owned or leased by the Company, or that are otherwise in the Companys possession, may be used only for legitimate business purposes. The personal use of Company assets, without Company approval, is prohibited. E. Delegation of Authority Each employee, and particularly each of the Companys officers, must exercise due care to ensure that any delegation of authority is reasonable and appropriate in scope, and includes appropriate and continuous monitoring. F. Securities transactions and confidential information An employee of Prism and his or her immediate family shall not derive any benefit or assist others to derive any benefit from access to and possession of information about the Company which is not in the public domain and thus constitutes insider information. An employee shall not use or proliferate information which is not available to the investing public and which therefore constitutes insider information for making or giving advice on investment decisions on the securities of the Company. Such insider information might include the following :
y y y y y y y y

Acquisition and divestiture of businesses or business units; Financial information such as profits, earnings and dividends; Announcement of new product introductions or developments; Asset revaluations; Investment decisions / plans; Restructuring plans; Major supply and delivery agreements; Raising finances

G. Handling Confidential Information and Public Communications Employees should observe the confidentiality of information that they acquire by virtue of their positions at the Company, including information concerning customers, suppliers, competitors, and other employees, except where disclosure is approved by the Company or otherwise legally mandated. Special sensitivity is accorded to financial information, which should be considered confidential except where its disclosure is approved by the Company.

The following guidelines shall be followed while dealing with third parties:
y y y

Only public information to be provided. At least two company representatives should be present at meetings with third parties. Unanticipated questions may be taken on notice and a considered response given later.

H. Employees Who Handle or Have Access to Financial Information In addition to any other applicable laws dealing with financial information, financial reporting, auditing matters or public disclosure, the Company requires that employees involved in financial reporting, auditing or public disclosure or with access to such information follow the highest ethical standards, including the following guidelines:
y

y y y y

y y y y

Act with honesty and integrity, avoiding violations of the Code, including actual or apparent conflicts of interest with the Company in personal and professional relationships. Disclose to the Managing Director / President - HRD & Corporate Affairs any material transaction or relationship that reasonably could be expected to give rise to any violations of the Code, including actual or apparent conflicts of interest with the Company. Provide the Companys other employees, consultants, and advisors with information that is accurate, complete, objective, relevant, timely, and understandable. Endeavor to ensure full, fair, timely, accurate, and understandable disclosure in the Companys periodic reports and in other public communications. Act in good faith, responsibly, and with due care, competence and diligence, without misrepresenting material facts. Respect the confidentiality of information acquired in the course of Company work except where Company approval has been obtained or where disclosure is otherwise legally mandated. Confidential information acquired in the course of Company work must not be used for personal advantage. Share and maintain skills relevant to the Companys needs. Proactively promote ethical behavior among peers in the work environment. Achieve responsible use of and control over all assets and resources employed or entrusted. Record or participate in the recording of entries (such as expenses, billing information, and hours worked) in the Companys books and record information that is accurate.

I. Gifts and donations Employees shall neither receive nor offer or make, directly or indirectly, any illegal payments, remuneration, gifts, donations or comparable benefits which are intended to or perceived to obtain business or uncompetitive favours for the conduct of its business. However, employees may accept and offer nominal gifts, which are customarily given and are of commemorative nature for special events. J. Government agencies Employees shall not offer or give any company funds or property as donation to any government agencies or their representatives, directly or through intermediaries, in order to obtain any

favourable performance of official duties. K. Political non-alignment The Company shall be committed to and support a functioning democratic constitution and system with transparent and fair electoral system in India. The Company shall not support, directly or indirectly, any specific political party or candidate for political office. The Company shall not offer or give Company funds or property as donations directly or indirectly, to any specific political party, candidate or campaign. Employees associated with political parties or the political process or trade associations should ensure that by their participation, they do not give the impression of representing or being the spokesperson of the Company. Employees may contribute to or participate in the political process or trade associations so long as it does not create a conflict of interest situation or impinge upon their work related commitments. L. Health, safety and environment Employees will be provided with a safe and healthy work environment and will strive to comply with all regulations regarding the preservation of the environment of the territory in which the Company operates. Employees shall be committed to prevent the wasteful use of natural resources and minimize any hazardous impact of the development, production, use and disposal of any of the Companys products and services on the ecological environment. M. Selection of Suppliers The Companys suppliers make significant contributions to its success. To create an environment where the suppliers have incentive to work with the Company, they must be confident that they will be treated lawfully and in an ethical manner. The Companys policy is to purchase supplies based on need, quality, service, price and terms and conditions. The Companys policy is to select significant suppliers or enter into significant supplier agreements through a competitive bid process where possible. Under no circumstances should any Company employee, agent or contractor attempt to coerce suppliers in any way. Reporting Violations and Waivers The Company expects employees who observe, learn of, or, in good faith, suspect a violation of the Code, to immediately report the violation to the Managing Director / President - HRD & Corporate Affairs. Employees who report violations or suspected violations in good faith, as well as those who participate in investigations, will not be subject to retaliation of any kind. All employees are required to enforce this Code and are not permitted to condone violations. Reported violations will be investigated and addressed promptly and will be treated confidentially to the extent possible. An employee who violates the Code may be subject to disciplinary action, depending on the severity of the violation. Disciplinary actions may include immediate termination of employment at the Companys sole discretion. Where the Company has suffered a loss, it may pursue its remedies against the individuals or entities responsible. Where laws have been violated, the Company will cooperate fully with the appropriate authorities.

This Code should be read in conjunction with the Companys other policy statements such as the Insider Trading Code, etc.

To be acknowledged as a leading player in the industry with the highest level of integrity. Our Mission

State of the art cement plants Transparent dealings with all stakeholders Committed to the principles of good corporate governance

2.5 Management Discussions Business Environment The year 2009-10 witnessed buoyant and sustained growth of the Indian economy. In thelast five years, the GDP of the Indian economy has grown at an average of 8.5% p.a.notwithstanding the significant dip in growth in 2008-09 on account of the globalslowdown. This year, despite the setbacks and challenges, the Indian economy has achieveda GDP growth rate of around 7%. With this backdrop, the Company achieved a turnover of Rs. 2,988.87 crores with aprofit after tax of Rs. 251.05 crores. The Board of Directors declared two interimdividends aggregating to Rs. 2.50 per equity share during the year ended March 31, 2010. The Scheme of Amalgamation of erstwhile H. & R. Johnson (India) Limited anderstwhile RMC Readymix (India) Private Limited with Prism Cement Limited was approved bythe High Courts of Judicature at Bombay and Andhra Pradesh. The Scheme became effective onMarch 3, 2010 and is operative from April 1, 2009, the appointed date fixed in thesanctioned Scheme. From the said date the Company operates three divisions - Prism Cement,H & R Johnson (India) and RMC Readymix (India). The amalgamation of the threecompanies will create an integrated company in the building

materials segment which willcreate a niche for itself and gain advantage from this unique position within the market. Cement Division Overview The Indian cement industry continued its buoyant performance and registered cementconsumption growth of about 13% on YoY basis. In the last two financial years, the cementindustry has registered a double-digit growth in capacity addition compared to moderategrowth of 3-7% registered during the period FY 03-07. The strong drive in housing andinfrastructure spending is leading to a sharp rise in cement consumption. Performance at a Glance 12 months ended March 31. 2010 Production - Lakh Tonnes 25.68 Sales volume (cement) - Lakh 25.02 Tonnes Net Revenue - Rs. Crores 1,020.93 PBDIT - Rs. Crores 355.28 Power consumption - KWH/T 72.3 Expansions The Company's second cement plant adjoining the present plant location at Satna with aproposed cement capacity of 3.6 MTPA is under progress. The Company endeavours to commencecommercial production in the last quarter of 2010. The Company also has plans to set up a cement plant in the Kurnool District of AndhraPradesh with a cement capacity of 4.8 MTPA. The Company is awaiting certain clearancesfrom the State Government after which further activity shall take place. The Company has been allotted a Coal Block in the Chhindwara District of MadhyaPradesh. The Mining Plan has been approved by the Central Government and the Company hasreceived clearance from the Ministry of Environment & Forests. The Company is in theprocess of evaluating offers from contractors and machinery suppliers. Future Outlook The key growth drivers like housing and infrastructure are continuing to be robustwhich augurs well for the cement industry. Gains will be fueled by rising Governmentinvestments in housing and infrastructure, driven by economic growth and increasing percapita income levels. The planned infrastructure projects of road, airports, ports andpower generation should push cement demand further. Cement continues to be one of thehighly taxed products in the country despite being a basic essential commodity for growth.Any

move on the part of the Government to hike tax rates further to garner more revenuemay impact the profitability of the industry. H & R Johnson (India) (HRJ) Division Overview H & R Johnson (India) (HRJ) has been the market leader in the field of ceramictiles since 1958. Today, it offers a wide basket of products from tiles, bath products tokitchens. It offers the products under 4 strong brands, viz. Johnson, Marbonite, Endura,and Johnson Ceramics International. HRJ Division comprises of the erstwhile H. & R.Johnson (India) Limited along with its subsidiaries, joint ventures & associates whichoperate in the Tiles, Bath & Kitchen segment. The manufacturing plants of the Divisionand that of its joint ventures are spread across the country in order to effectively caterto the market requirements. Tiles The global ceramic tiles industry is estimated to be 8.5 billion m2. Asiarecorded a healthy growth of over 7% during the year. In terms of consumption, India isthe third largest consumer of ceramic tiles in the world accounting for 4.9% of theworld's total consumption of ceramic tiles. It is the fifth-largest manufacturer ofceramic tiles in the world accounting for 4.6% of the world's total production. Indiaproduces close to 400 million m2 of ceramic tiles per annum and the size of theindustry is approximately Rs. 9,000 crores. While about 50% of the industry comprises theorganised sector made up of about 10-12 players, the remaining 50% is the unorganisedsector comprising a large number of small players. The key product categories of ceramictiles in India are glazed wall tiles, glazed floor tiles, vitrified polished tiles, glazedporcelain tiles, and industrial tiles. The per-capita consumption of ceramic tiles in India is approximately 0.34 m2per annum As a comparison, China's per-capita consumption is 2.33 m2 per annum;Brazil's consumption is 3.45 m2 and Russia's per-capita consumption is 1.49 m2per annum. This shows a huge potential for growth of ceramic tiles in India. The keygrowth drivers for India's consumption are healthy GDP growth, rising income levels,increasing urbanisation, growing middle-class, a younger population with exposure tolifestyle trends in developed economies and growth of sectors like infrastructure andorganised retailing. As a result, India's ceramic tile industry is expected to continueits growth rate of approximately 15% per annum. Bath Products The size of bath products industry is approximately Rs. 3,700 crores comprisingsanitaryware, faucets, taps and bath fittings. As in case of tiles, there is a hugepotential for growth in India due to growing demand for modern sanitation. The organisedsector of the industry focuses mainly on middle and upper market segments in urban

areas,whereas the unorganised sector is popular in lower-middle and price sensitive end of themarket as well as rural areas. The growth of bath products is at a healthy rate of approximately 12% per annum andthis growth rate is likely to continue in future also. Kitchen Kitchen is a nascent industry in India. The trend of modular kitchens is catching up inIndia. There is no large established player with a national footprint and a strong brandand distribution network in this industry. As a result, there are a number of small timeplayers / carpenters operating in this industry with limited scale of operations. Theindustry is growing at a healthy rate of 25-30% per annum. Performance at a glance The sales revenue of the Division for the year ended March 31, 2010 was Rs. 1,187.63crores with a PBDIT of Rs. 175.80 crores. It was a year of uncertainty, starting with the economy in the shadows of recession butending on a cheery note of recovery. With the Indian economy improving in the second-halfof the year, there was a revival in demand for tiles, bath products and kitchens. Manyprojects which were put on hold due to liquidity crunch re-started during the third andfourth quarters of the year. Thus, there has been a noticeable improvement on the demandside during the latter part of the year and it is expected to improve further in thecurrent year. The Division continued to strengthen its brands and build its distribution network. Themajor marketing activities during the year were merchandising, sales promotions for thetrade network and advertising in various media. On the distribution front, warehouseoperations were started in 4 cities during the year. This takes the total number ofwarehouses to 33 across the country which enables to cater effectively to the marketrequirements by shortening the lead time for order servicing. The Division has alsoappointed 16 Johnson Kitchen Franchisees with 19 counters across the country and is in theprocess of scaling-up the activities further. Innovation being one of its core values, the Division launched some trend-settinginnovative products. Marbonite StainFree tiles exhibit enhanced stain resistance whencompared to ordinary vitrified polished tiles. Most common household stains can becleaned-off with water or commercially available acids, provided they are cleanedimmediately. Endura ScratchFree is an ideal product for use in high-traffic areas andareas susceptible to abrasion like offices, malls, hotels, etc. When tested as per ISO13006 standards, Endura ScratchFree tiles exhibit much higher level of scratch andabrasion resistance as compared to ordinary glazed floor tiles. Johnson GermFree wall tileis another innovative offering which protects and prevents the growth of fungus andbacteria. Johnson GermFree tiles have been shown to reduce the bacteria count of commonbacteria such as Escherichia Coli, Staphylococcus Aureus, Pseudmones

Aeruginosa, etc.,when tested against Japanese standards JIS Z 28012000 to a level of greater than 95%.Johnson GermFree helps promotes better hygiene and reduces the possibility of infectionsand diseases. Ceramic World Review, a reputed magazine published from Italy, conducted a study in2009 of the world's top ceramic tile manufacturers. H & R Johnson (India) was listedat number 19 in the list of 27 companies being the only Indian company to feature in theranking. Future Outlook With the healthy growth of the Indian economy and the industries that the Companyoperates in, it is well-positioned to continue the growth in future also. Moreover, bulk of the products are targeted towards the affordable housing segmentwhich is likely to continue growing at a healthy rate. The robust distribution network,strong brand equity, wide-spread manufacturing locations and a comprehensive productportfolio of tiles, baths and kitchens enable the Company to enjoy a distinct competitiveadvantage over others in the market. Expansions/Upgrade In line with the efforts to introduce cutting-edge manufacturing technology, astate-of-the-art Inkjet Printing System has been installed at the Pen Plant in the monthof May, 2010. It is aimed at producing high-end, value-added Wall and Floor Tiles. This isthe largest Inkjet Printing System for the tile industry in India. The Turbine control system at Pen is being upgraded to give better control andtrouble-free performance. Along with this upgrade, equipments are being added forInlet Air Chilling which will enhance the power generation capacity from 3.5MW to 4.5 MW. The upgrade is likely to be completed by the second quarter of 2010-11. The Company has signed an agreement with IOC to shift the LNG facility (supply by road)from Pen to Kunigal. This would reduce the cost of energy for the Kunigal Plantsignificantly. This project is likely to be completed by the second quarter of 2010-11. RMC Readymix (India) (RMC) Division Overview The RMC Division is engaged in supplying readymixed concrete and aggregates required bythe construction industry. As at March 31, 2010, the Division operated 59 concrete plantsand 7 aggregate quarries in different locations across the country. The Division has apan-India presence and is respected as a leading supplier of readymixed concrete. Performance at a Glance 12 months ended March 31. 2010 3 Sales Volume in Lakh M 23.72

Net Revenue - Rs. in Crores 679.91 PBDIT - Rs. in Crores 40.20 The RMC markets were badly affected in the wake of recessionary conditions prevailingduring the year 2008-09 resulting in fall in demand in real estate sector and reducedconstruction activities in the Division's primary markets. Despite adverse market conditions, better profitability was achieved by prudent costcontrol and taking efforts to increase volume from the current operating plants andclosing unviable plants. Two commercial plants were added during the year under review toits existing operations. Expansion During the year, the Division enlarged its scope of operations and has commencedoperating a Mega Project Vertical in view of the large infrastructure construction workexpected to be put in place to meet the requirements of the power, water, irrigation andinfrastructure sectors. The Mega Project Vertical will offer dedicated site projectsolutions to the construction industry. The Division has planned to increase its size of operations in the coming years and isactively pursuing certain projects in the RMC and Aggregates Verticals. Some of theseprojects will become operational during 2010-11. Future Outlook The readymixed concrete industry is 15 years old and has been on a fast track growthmode over the last few years. The anticipated construction boom and developments in theresidential, commercial and infrastructure space will offer great opportunities to theDivision. The growth for RMC will come through higher penetration in more areas ofconstruction. At present, around 8-10% of the total concrete manufactured in the countryis obtained through the RMC route whereas internationally this figure is in the region of60-70%. It is expected that this will undergo change and going ahead the penetration willbe more and faster. Internal Control Systems The Company has a system of internal control commensurate with the size of its businesscomprising authority levels and powers, supervision, checks and balances, policies andprocedures. The system is reviewed and updated on an on-going basis. The Internal Auditorsexamine and evaluate the adequacy, relevance and effectiveness of the internal controlsystems, compliance with policies, plans and statutory / regulatory requirements.Appropriate recommendations are made from operational and financial managementperspectives. They also provide value-added services to the management for improvement inefficiencies and prevention of avoidable losses. Internal audit findings are regularly reviewed by the Audit Committee.

The statutoryauditors independently monitor the internal controls, compliance with procedures and theiradequacy from time to time and express their opinion on issues of concern at the AuditCommittee Meetings. Human Resources The Company has always considered its human resources as an asset and is committedtowards their development for continuous growth. The Company believes that the employeesare central to its sustainable success and initiatives are taken to ascertain their levelsof satisfaction and to ensure that employees' morale and motivation are constantlyimproved. Industrial Relations have remained cordial throughout the year. Focus on training to enhance the skill-sets of employees in line with the business andmarket requirements continued during the year. Skill upgradation as well as specialisedpsychological profile support programmes for enhancing the happiness quotient of employeeswas undertaken. Off-site bonding events were organised for employees. Employeevolunteering was encouraged, whereby some of the staff participated in the Cyclothon(cycling marathon) which was organised in Mumbai in February 2010 to promote a betterenvironment. Corporate Social Responsibility Prism is proud of being a socially committed organisation and a responsible corporatecitizen. The Company attaches great importance to discharging its responsibilities to thecommunity and society wherever located. CSR includes maintaining top notch ethical andbusiness practices, health and well being of employees, energy conservation measures andconcern for environment. The Company has been consistently taking action to integrate the community around itsplants through various community development programmes related to issues like health,hygiene, safety, education, environment, water management, sports, social and culturalactivities. The health centres at the manufacturing units are well equipped and regular medicalcheck-ups are carried out. Health care measures are offered not just for its employees andtheir families, but also to those residing in the immediate vicinity. The Companyorganises various health programmes on vaccinations, immunisation camps, free medical eyeand general check-up camps, blood donation camps, etc. Apart from undertaking a series of energy saving activities at the plant andmanufacturing processes, the Company has initiated stringent measures to economise fuelconsumption. The Company's HRJ Division has utilised the cogeneration facility at the PenPlant and commissioned a biomass gasifier for spray drying application at the Karaikalfacility during the year. Thermal energy generation using renewable biomass has beenimplemented at the tile manufacturing

facilities at Dewas, Kunigal and Karaikal. Thepurpose of the project was to replace fossil fuels for generating thermal energy by usingrenewable biomass residues like Soyabean/ Ground Nut/Rice Husk which were earlier treatedas waste and thus serve as an additional source of revenue for farmers. The cement factory of the Company at Satna has one of the lowest power consumption inthe industry. Safety, Health & Environment The Company manages its operations with a high concern for safety and environment. Theefforts undertaken by the Company in managing and nurturing the environment fulfill allsafety norms. The Company also provides suitable training to the Company's employees aboutthe importance of safety in day-to-day life in general and work in particular. During the year, the Company's cement plant was awarded the runner-up position for NATIONAL SAFETY AWARD - 2007 for the Lowest Average (Accident) Frequency Rate and theAccident Free year. The Cement Packing Plant at Allahabad received the Winner position inthe same categories. The Company has been accredited with ISO 9001, ISO 14001 and the OHSAS 18001 for itscement plant at Satna and the tile manufacturing facilities of HRJ Division at Pen, Dewas,Kunigal and Karaikal. During the year, the Company has received 13,692 CERs (Carbon credits). Cautionary Statement Statements in the Management Discussion and Analysis describing the Company'sobjectives, projections, estimates, expectations or predictions may be forward-lookingstatements within the meaning of applicable laws and regulations. Actual results coulddiffer materially from those expressed or implied. Important factors that could influencethe Company's operations include input availability and prices, demand and pricing offinished goods in the Company's principal markets, changes in government regulations, taxlaws, economic developments within the country and other incidental factors.

2.6 Peer Comparison

Company UltraTech Cem. Ambuja Cem. ACC Shree Cement Birla Corpn. Prism Cement Binani Cement Heidelberg Cem. J K Cements OCL India JK Lakshmi Cem. Sanghi Inds. Mangalam Cement Guj. Sidhee Cem. Sh. Digvijay Cem Saurashtra Cem. Vinay Cements Kalyanpur Cement Barak Valley Burnpur Cement RCC Cements Balaram Cements Sainik Finance Udaipur Cement Nirman Cements Vishwakarma Cem Pittie Cement Nihon Nirmaan Sahas Cements Somani Cement Market Cap (Rs. in Cr.) 28,454.94 21,159.74 18,955.17 6,184.10 2,866.31 2,433.75 1,838.06 948.40 769.23 598.87 566.53 413.56 322.20 148.96 145.61 92.14 83.92 54.40 40.00 33.88 11.38 11.08 9.16 8.36 5.70 3.95 3.79 2.71 2.65 2.59 P/E (TTM) (x) 20.26 17.50 17.79 24.51 9.44 25.41 21.41 18.47 12.01 5.23 9.58 0.00 8.42 0.00 15.30 0.00 121.62 0.00 166.66 69.13 0.00 0.00 0.00 0.00 24.78 0.00 0.54 0.00 0.00 0.00 P/BV (TTM) (x) 2.67 2.89 2.93 3.11 1.40 2.01 3.10 1.24 0.68 0.68 0.55 0.59 0.82 1.49 0.84 -3.77 1.14 1.30 0.44 0.61 1.65 -0.46 0.38 -0.06 1.39 0.50 0.03 -0.09 0.33 -0.06 EV/EBIDTA (x) 7.60 9.63 10.28 6.13 5.87 7.16 9.87 5.80 4.70 2.71 3.40 7.88 2.00 2.29 14.15 2.82 0.00 0.00 4.12 29.11 0.00 0.00 3.99 0.00 0.00 0.00 19.93 0.00 0.00 0.00 ROE (%) 26.6 18.3 17.9 44.4 16.7 27.4 14.4 8.6 22.6 22.5 27.2 12.8 35.4 26.4 7.0 12.4 0.9 0.0 15.7 1.2 0.5 10.8 0.8 0.0 0.0 0.0 24.3 0.0 0.0 0.0 ROCE (%) 28.5 24.4 22.4 30.0 17.6 31.2 10.5 13.5 21.0 20.4 22.7 5.9 53.4 32.7 6.9 15.5 1.9 0.0 13.7 2.5 0.4 8.9 3.3 0.0 0.0 0.0 13.2 0.0 0.0 0.0 D/E (x) 0.46 0.02 0.09 1.18 0.45 0.44 1.82 0.00 0.82 1.06 0.92 1.23 0.04 0.60 0.00 12.71 0.13 0.00 0.40 0.59 0.22 0.00 0.07 0.00 0.77 0.01 1.60 0.00 0.00 0.00

2.7 Purchasing Guidelines for Cement

Specification of Cement The cement required for construction should be factory-manufactured from a reputed manufacturer. It must not be from the local plant manufacturer. Care should be taken that the cement is properly packed from the factory, not be hand packed locally. While taking supply of cement manufacturing date, grade and type should be checked. The cement should not be more than six weeks old from the date of manufacturing. Precautions While Purchasing Cement Cement is the most important raw material used in a building. You should ensure the quality of Cement using the following guidelines. 1. The cement should be factory manufactured instead of plant manufactured. 2. The cement should be packed in the bags of synthetic jute or polypropylene bags. 3. The cement bags should not be hand stitched. 4. The cement bag should bear manufacturer's name or his trade mark on it if any. 5. The cement bag should bear the grade and type of cement. 6. The cement bag consignment must have identification mark on package. 7. The cement bag should indicate the date of manufacturing. 8. One cement bag should have 50 Kg. weight. 9. The cement bags should not be older than six weeks from the date of manufacturing. 10. Do not purchase cement bags which are partially set due to moisture. Do not purchase if there are small lumps in the bags. 11. Do not purchase cement bags which are pressed or have lumps due to high pressure of stack having more than 10 to 12 bags. 12. Do not take cement bags which are torn by side and stitched in later. Precautions While Transporting Cement Bags 1. Care should be taken to carry the bags in a clean vehicle which is not dustier or on earth etc. It will reduce the strength of the cement. 2. During monsoon season the cement should be carried under covered Polythene or Tarpaulin. 3. Care should be taken that the labor should not tear the bags while loading and unloading the cement bags.

Precautions While Stacking Cement at Site Store cement in a moist proof storage area other wise quality of cement will be affected. 1. Cement should be stacked in a shed/fumes, which is dry, leak proof and moisture proof. 2. Cement should be placed on dry brick floors, on wooden crates or on the planks. 3. In any case, the cement bags should not be stored on the earth. 4. The stack should not be higher than 10 bags to avoid lumps under pressure. 5. The cement bags should not be stacked with outer wall. 6. Cement from different manufacturers should be stacked separately. 7. The cement should be used on first come first used basis. 8. During monsoon season cement bags should be covered with polythene. 9. The cement bags should be kept close together to reduce air circulation. Caution: 1. When construction work is given to a contractor, make sure he takes proper care of the cement. A lot of time contractors do not care for proper storage of the cement at site as it costs them labor time (money). This results in reduction of strength of cement as the table below shows. 2. In some cases it has been seen that after laying the RCC slab on some part of the building, the contractor dismantles his temporary store at the site and places cement on ground floor of the building which is under construction. This is not good as the cement bags may draw moisture from the floor and walls, as the new building is wet due to construction work in progress, which results in reduction of strength in cement. Reduction in Cement Strength Due To Storage S. No 1 2 3 4 5 Storage Period Fresh cement Three months old Six months old 12 Months old 24 Months old Reduction in Strength Nil 20% 30% 40% 50%

1. Due to absorption of moisture by cement during storage, cement retards in hardening and reduces the strength. 2. It is okay for cement to absorb up to 1.2% moisture as this level of moisture is acceptable but if absorption exceeds 5%, the cement is destroyed for all practical purposes. 3. Different types of cements should not be mixed while using them for constructional purposes.

2.8 Manufacturing Process:

2.9 MAIN COMPOUNDS OF CEMENT A. TRICALCIUM SILICATE (C3S) i. Early strength High liberation of heat. B. DICALCIUM SILICATE (C2S) i. Later strength ii. Low liberation of heat. C. TRICALCIUM ALUMINATE (C3A) i. Affects setting Behavior- flash set ii. High liberation of heat D. TETRA CALCIUM ALUMINO FERRITE (C4AF) i. NO CONTRIBUTION TOWARDS STRENGTH OXIDES COMPOUNDS: LIME SILICA ALUMINA IRON OXIDE MAGNESIA SULPHATE ALKALIES CaO SiO2 Al2O3 Fe2O3 MgO SO3 (Na2O + K2O)

IN OPC:
CEMENT + WATER

CEMENT + WATER

GLE (78-80%)

Ca(OH)2 (20-22)

IN BLENDED CEMENT:
CEMENT + WATER

Hydration

STRENGTH

GEL (78-80%)

Ca(OH)2 (20-22)

SILICATE REACTION STARTS

After 15 Days

HIGHER STRENTGH

GEL (97-98%)

Ca(OH)2 (2-3%)
After 1 Year

CHAPTER-3

3.0 RESEARCH METHODOLOGY

3.1 OBJECTIVE OF THE RESEARCH

THE MAIN OBJECTIVE OF THIS RESEARCH IS TO GET RETAILER AND WHOLESELLER PREFERENCE TOWARD INCREASE THE SALE OF PRISM CEMENT THROUGH SALES

PROMOTION AND ADVERTISING STRATIGIES .

3.2LITERATURE REFERRED

IN THE ABOVE STUDY WE PREFER MANY TYPES OF BOOKS (C.R KOTHRI )

WEBSITES (GOOGLE, YAHOO, ) MAGAZINES THESE LITERATURE HELPED FOR THE SOLVE TO COMPLEXCITY WHICH INCLUDE IN MY STUDY.

3.3 RESEARCH DESIGN

OUR RESEARCH IS DESCRIPTIVE RESEARCH.

3.4 SAMPLING
IN THIS RESEARCH WE TO DESIGN THE SAMPLE IN ORDER TO 110 QUESTIONNAIRES AND QUESTIONNERS WE FILL UP BY MANY RETAILER , WHOLLSELLER , AND CONSUMERS

3.5 DATA COLLECTION

FOR THIS RESEARCH WE OBTAINED THE DATA THROUGH THE QUESTIONNAIRES.IN THIS WE INCLUDEE SEVERAL QUESTION IN ORDER TO PRISM CEMENT SALES PROMOTION ACTIVITY FOR INCREASE THE DEMAND OF CEMENT

CHAPTER-4

PERCENTAGE ANALYSIS

brand of cement you sell

18% 5% 27% jaypee ce 5% prism ce acc ce birla ce mahir 45% mahir ce

FIGURE NO : 1

Interpretation: Most of the business in Satna deals in construction and building. Most of the dealers sell Prism cement, some dealers sell JP cement but a few dealers sell other brand in Satna and Rewa market.

customers prefers to buy such brand cement, which is very much advertised
9% 18% 0%

yes somewhat can't say no 73%

FIGURE NO : 2

Interpretation: In the survey it is found that 73% customers give importance to advertisement, 18% customers finding it irrelevant , 9% customers did not gave any opinion about giving importance to advertisement while buying cement. This shows that a majority of customers in the market give importance to advertisement given by the company while buying cement which shows that it also plays an important role in increasing the sales of cement in the market.

customers consider brand image as a preference to buy cement?

4% 4% 25% yes somewhat can't say 67% no

FIGURE NO :3

Interpretation: In the survey it is found that 67% customers give importance to brand image, 25% customers give somewhat importance to brand image, 4% customers cant say anything about giving importance to brand image, and 4% customers dont give importance to brand image while buying cement. This shows that a majority of customers in the market give importance to the brand image of the company while buying cement which shows that brand image plays an important role in increasing the sales of cement in the market

While buying cement customers give more preference .

0% 18% 36% quality price brand other

46%

FIGURE NO: 4

Interpretation: Out of the total respondents covered in the survey 36% customers buy a particular brand of cement due to its quality, 46% customers buy a particular brand of cement due to its price, and 18% customers buy a particular brand of cement due to its brand name. This shows that while buying cement the customers give most preference to the price, second preference to quality of the cement, and 18 % people admitted of brand value and advertisisng which has helped to make their decision. It shows that if we produce quality and advertise it propoerly we can capture any market by securing more than 50 % share of its volume.

the following advertisement method is the most effective

27% 27%

hoardings & banners wallpaintings t.v.advertiesment news paper 9%

FIGURE NO: 5

37%

Interpretation:

In survey it is found that customer as well dealers said that Wall painting, Hoardings and Banners, News paper advertisement are the most effective method for advertisement while they give less importance to T.V. advertisement.

THE COMPANY WHO PROVIDE THE MOST POP & GIVEAWAYS TO

9% 27% 28%

DEALER /RETAILER

jp cement-buland prism-cement acc cement birla samrat mahir cement 27% 9%

FIGURE NO: 6

In this figure we find that jp cement provide 28% pop& giveaways item to dealer and retailer Prism provide 27%, acc 9% ,birla cement 27% and in the last maihar cement provide 9%.

ARE YOU SATISFIED WITH OUR POP & GIVEAWAYS ITEMS.

9% 0% 9%

yes no can't say some what 82%

FIGURE NO: 7

The majority of the dealer and retailer 82% Are satisfied with our pop & giveaways 9% are not satisfied , 9% cant say.

WHAT YOU FIND MOST ATTRACTIVE IN OUR OUTDOOR COMMUNICATION AND WHY
18% 37% size 18% design colour visibility

27%

FIGURE NO: 8

In the view of the dealer , retailer and customers point of view 37 % of people give a preference to size. 27% of people give a preference to design. 18% of people give a preference to colour. also 18% of people give a preference to visibility.

PREFERENCE OF BRAND AMONG TARGET GROUP

5% 4% prism cement jp cement acc cement mahir 27% 55% birla samrat 9%

FIGURE NO: 9

Interpretation:

In the survey it is found that 55% customers are satisfied with Prism cement, 27% customers are satisfied with jp cement, 4% customers are satisfied with ACC, 5% customers are satisfied with Maihar Cement, and 9% customers are satisfied with Birla.This shows that the costomers are more satisfied with the Prism cement in the market.

MOST EFFECTIVE BRAND PROMOTION STRATEGY

4% 8% 4% 50% jp cement prism cement acc cement mahir cement birla cement 34%

FIGURE NO: 10

Interpretation:

In survey it is found that jp cement brand has 50% the most effective sales promotion scheme, Prism cement has 34%, ACC cement has 4%, Maihar cement has 4% and Birla cement has 8 %. This shows that Prism cement brand has the less effective sales promotion scheme in comparison to jp cement.

BEST PREFFERED OUTDOOR ADVERTISING MODE

9% 9% 18% price gift coupon free sample other 64% 0%

FIGURE NO :11

Interpretation:

In the survey it is found that most of the customers as well as dealers think that Discount Schemes , Prizes, Gifts and Coupons, are the most useful methods for sales promotion while they give less importance to the free samples and others sales promotion activity such as Demonstration,

the attractive schemes are promoted by Prism Cement for dealers for enhancement of sales in comparison to other companies. 0% 9%
27% dealer meet sub dealer meet gift item foreign journey

64%

FIGURE NO :12

In the dealer and retailer point of view toward the attractive schemes are promoted by Prism Cement for dealers for enhancement of sales in comparison to other companies. 64 %give a preference to dealer meet, 27% give a preference to sub dealer meet, 95% give a preference to gift items, and 0 % give a preference to foreign journey.

the most useful sales promotion strategy for selling of Prism cement brand

36%

37% push stratigies pull startigies combition

Figure no.13

27%

The 37 % persons give a preference to push strategy. The 36 % persons give a preference to pull strategy. The 27 % persons give a preference to combination.

Chapter-5

FINDINGS

 First I found that most of the customers purchase cement from the market for purpose of building House, Road and construction etc. Most of the customers use PRISM & japee cement in Satna region. However, in some areas viz., NAGUD, SINGHPUR, MAIHAR, UCCHARAHA, BIRALA ROAD and RAMPUR of the same region, they mostly use PRISM cement for different purpose.  In the survey I found that most of the customers give importance to cement brand which is highly advertised.  In the survey I found that 51% customers give importance to brand image for buying any cement brand.  while buying cement the customers give most preference to the price, second preference to brand of the cement, and least preference to quality of the cement because they think that all the brands have equally good name in the market and all of them have more or less the same qualityt.  In survey I found that Prism cement is the no. 1 cement manufacturing company for launching attractive schemes.  In survey I found that Prism cement manufacturing adopts most effective sales promotion scheme for its brands.  Prism cements products enjoy the highest demand in the market because of awareness of its features by larger public.  Because of sales promotion methods such as free samples, prizes, gifts, coupons etc which are being used by Prism cement, enhances its sells as well as awareness about their products. Advertisement and the buy that

Chapter -7
CONCLUSION AND RECOMMENDATIONS

My project is to access (TO STUDY THEADVERTISING & SALES PROMOTION STRATEGIES OF

PRISM CEMENT LTD.IN SATNA)

. One of the main findings of my project is that 75% of customers surveyed want the product which multipurpose, house Build, Road, etc. The next finding is that 50% of customer surveyed purchase the Prism cement on the suggestion of dealers and 25%

customers purchase the Prism cement on the suggestion of Masson and Engineers. The remaining customers purchase the Prism cement on the basis of sales promotion, brand name of company and quality of cement and other factors.

Thus the company should focus on providing the best possible facilities to the dealers and employees.

The company should also focus on giving more incentives to the customers as well as dealers.

Chapter -8

QUESTIONNAIRE

Q.1 Which Brand of cement you sell?

A) JAYPEE CEMENT-BULAND C) ACC E) MAIHAR

B) PRISM-CHAMPION D) BIRLA-SAMRAT (SATNA)

Q. 2 Do customers prefer to buy such brand cement, which is very much advertised?

A) Yes C) Cant say

B) Somewhat D) No

Q. 3 Do customers consider brand image as a preference to buy cement?

A) Yes C) Cant say

B) Some what D) No

Q.4 While buying cement, what does customers give more preference to?

A) Quality C) Brand

B) Price D) Others

Q.5 In your opinion which of the following advertisement method is the most effective?

A) Hoarding and Banners C) T.V. advertisement

B) Wall painting D) Advertising in Newspaper

Q.6 WHICH THE COMPANY WHO PROVIDE THE MOST POP & GIVEAWAYS TO DEALER /RETAILER .

A) JAYPEE CEMENT-BULAND C) ACC E) MAIHAR

B) PRISM-CHAMPION D) BIRLA-SAMRAT (SATNA)

Q.7 ARE YOU SATIFIED OUR POP & GIVEAWAYS ITEMS. A) YES C)CANT SAY B) NO D)SOME WHAT.

Q.8 WHAT IS MOST Attractive to you in our hoardings.

a) Size c) Colours

b)design e)visibility

Q.9 With which brand of cement customer are satisfied? A) Prism cement C) ACC E) Birla B) Prism D) Masher

Q.10 Which of the following brands has the most effective sales promotion scheme?

A) Jaypee cement C) ACC D) Maihar

B) Prism E) Birla

Q.11 Under the following, which the method is the most useful method for sales promotion? A) Prizes C) Coupons B) Gift D) Free samples E) Others

Q.12 What are the attractive schemes promoted by Prism Cement for dealers for enhancement of sales in comparison to other companies?

A) Dealer Meet C) Gift Item

B) Sub- Dealer D) Foreign journey

Q.13 Which is the most useful sales promotion strategy for selling of Prism cement brand? A) Push strategy C) Combination of both B) Pull strategy