project report cement market

1

A

PROJECT REPORT

ON

“MARKET SURVEY OF RETAIL MARKET & SALES PROMOTION IN AREA OF BHUBANESWAR REGION”

FOR LAFARGE INDIA PVT. LTD.

SUBMITTED TO

ICFAI

SUBMITTED BY

PANKAJ KUMAR KARN

MBA (2006-2008)

ICFAI - BHUBANESWAR

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CERTIFICATE

This is to certify that Project Report title “MARKET SURVEY OF RETAIL MARKET & SALES PROMOTION IN AREA OF BHUBANESWAR REGION” FORLAFARGE INDIA PVT. LTD. is a bonafide work carried out by Pankaj Kumar Karn of MBA of ICFAI Bhubaneswar for fulfillment of MBA degree of university of ICFAI. He has worked under our guidance and direction.

Signature of Guide (Dr George Judah) Prof. Milind Marathe

Date: Date:

Place : Place:

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Acknowledgement

“Interdependence is a higher value than independence”

Knowledge in itself is a continuous process. Nevertheless, a day getting a practical knowledge is

an important thing & most important thing is the support, guidance, motivation and inspiration

provided by the different persons of different sections. At this moment of our substantial

enhancement, I find no words to express my gratitude towards those who helped me directly or

indirectly in making this report successful. I am indebted & thankful for the assistance received

from various individuals

So I think all those people who contributed to this project from the very beginning till its

successful completion.

This project report could not have been completed without guidance of our Prof. Milind Marathe.

I extended to my sincere gratitude to Mr. Rajiv Kumar Area sales manager of the Lafarge India

Pvt. Ltd. in Bhubaneshwar warehouse. For his constant and able of guidance has been instrumental

in large measure on the success of project. He suggest this study ,and it has been great opportunity

to learn about a subject of which had no previous knowledge for this, I am very grateful to him.

I also extend my warmest thanks to Mr. Hari Shankar Choudhary whose constant encouragement

and guidance was immense help for being on track through the project.

Last but not least I would like to thanks my faculties & colleagues who guided me for project

completion.

Pankaj Kumar Karn

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QUESTIONNAIRE

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1. Which brand do you prefer most?

2. Which brand do you store?

3. Give reasons for your preference? _______________________________________________________________________________ 4. Which brand does your customer prefer?

5. What is the Avg. monthly sale of different brands of cement?

6. Give names of the stockiest for your preference? 7. Rank the companies stockiest on the basis frequency of making personal visits & ph calls.

8. Which Companies stockiest inform you about the change in the market price faster?

9. How much credit in days do you enjoy from the stockiest of following companies?

Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan Grasim



Co. Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan Rasim Tones/bags

Co. Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan rasim Ranks


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10. Maximum profit you get out of selling various brands rank them?

11. Rank sales promotion activities according to their effectiveness?

12. Give your preference for the following type of Gifts/incentives.

13. Give your raking to the cement companies in their Sales promotion activities

Company Rank Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan

14. What is the general price gap (BP-RP) between the following companies?

15. Rank the companies on the basis of their transportation facilities? Company Rank

Co. Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan rasim No. of bags/days


Activities Rank Shop Naka & Manson Meet Gifts Incentives Hoardings Others

Share Tour Gold White gold Cheque Others


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Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan 16. Rank the companies on the basis of their cement delivery time? Company Rank Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan 17. Rank the companies which are the best delivery time? Company Rank Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan 18. What kind of problem you generally face with the transport? 19. Rank the companies on the basis of the response to customer complaints. Company Rank Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan

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20. Rank the company on the basis of their Marketing Representative’s frequency of visit. Company Rank Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan 21. Rank the company on the basis of their Marketing Representative’s accessibility. Company Rank Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan 22. Rank the company on the basis of their Marketing Representative’s art of making and maintaining the relationship.

23. Any suggestion you would like to make for the company?


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INDEX

Chapter No

Name Of the Chapter Page no

1 Executive summary

2-3

2 Introduction to the title, Objective, scope of the Project

5-6

3 Company Profile 8-16 4 Theoretical Background 18-19 5 Research Methodology 21-24 6 Data Analysis 26-44 7 Findings 45-47 8 Limitation of the Project 48-48 9 Conclusion 49-49 10 Recommendations 50-50 11 Bibliography 51-51 12 Annexure 52-52

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EXECUTIVE SUMMARY

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EXECUTIVE SUMMARY The project was carried out at Lafarge Cement Pvt. Ltd. at Bhubnashowar region

OBJECTIVE

The objective was carried out for two mail objective. The first objective was carried out the market

survey for knowing prevailing market condition of Lafarge Cement in Bhubneswar market. The

second objective of project was to study the sales promotion activities undertaken by Lafarge and

other competitors.

RESEARCH METHODOLOGY

The descriptive nature of the research necessitated collection of primary data from retailers of

cement through market survey. Both the methods, personal interview technique and telephonic

interview technique were used with the measure emphasis on personal interview method.

Interviews were conducted through the “structure questionnaire”.

Sampling Technique

Random Sampling technique was used to select the retailers. Out of nearly 400 retailers of cement,

randomly 50% of population was considered as a sample size. 189 retailers were visited to collect

the information about the cement market.

The project was carried out for a period of 60 days. After collecting the detailed information from

the market, analysis of the data was made. The market research has reveled many facts and figures

about cement market.

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RESEARCH AND DESIGN:

• INTRODUCTION

• OBJECTIVES

• SCOPE AND LIMITATIMITATION

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INTRODUCTION TO THE TITLE

Today it is fashionable to talk about the new economy. We hear that the business are operating in

globalize economy; things are moving at a nanosecond pace our market are characterized by hyper

competition and disruptive technologies are challenging every business and so business must adopt

to empower consumer

To become successful in such a competitive environment the business organizations have to be

customer oriented. Customers need and want must be taken care of.” Built customer and not only

products”. Customer must be delighted. This information about the market could be collected by

the way of proper market survey. Rom the market survey we get the feed about the good or

services of the organization .For this purpose the said project work is undertaken.

The project was carried out for knowing prevailing market condition of Lafarge Cement in

Bhubaneshawar Region .The second objective of the project was to study the sales promotion

activities undertaken by Lafarge and its other competitors.

The project was carried out in the marker of Bhubaneshawar of Orrisa state. There are six market

players in cement industry. They are Konark, Century, Ultratech, ACC, Ambuja, apart from these

there are few local brands selling in the market.

The information about the market was gathered by visiting retailers in the market. Interview of

retailers was taken depending upon there accessibility.

While doing the project attempt was made to collect maximum information about the marker. To

get actual and correct information ,it was not told retailers that the survey is conducted by

Ultratech Cement for the obvious reasons .Number of retailers were visited to get the actual picture

of the market. Again, the retailers of each grade (according to the performance) were visited, to get

each and every detail about the market.

Most of the time was spent in traveling for one retailer were reluctant to give the information , as

they do not want to disclose their business details. Visits to such retailers were loss of time, money

and energy.

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After collecting the derailed information about the market analysis is done. In the analysis, the

observations recorded during the project were carefully analyzed and the results are prepared. The

findings and result of the project work are given at the later stage in the report.

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OBJECTIVE OF THE PROJECT This project was undertaken for two main objectives was

To carry out market survey for knowing prevailing market condition of Lafarge India Pvt.

Ltd. In Bhubaneshawar (Orrisa)

The second objective was

To study the sales and promotion activities undertaken by Lafarge cement and other player

in the market.

To attain these two objectives various other sub objective are needed to be achieved. These are

listed below.

To analyze the market share of Lafarge Cement in Bhubaneshawar market.

To know the customers preference for the brands of cement.

To know the preference of retailer for sorting different brands of cement.

To understand the effectiveness of various sales promotion activities of cement.

To know preference of retailers for different gift and incentives.

To analyze the sales promotion activities of various brands.

To analyze the transportation facilities for Lafarge and other cement companies.

To analyze the frequency of visits of marketing representative of various companies

Thus it attempt to find ways to increase market share, to increase customer satisfaction and

thus increase the business prospects.

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Scope of the study

1. The study has been done for the Cement so more or less it helps in understanding the

consumer preference towards the cement market.

2. The study can help in analyzing certain weak point, improving on which a company can

overcome the low sales of its cement but only in Bhubaneshwar region

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COMPANY PROFILE

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LAFARGE VISION

To be a leading cement company in India by:

• Sustained growth that creates value for our shareholders and doubles our turnover every 4

years.

• Building strong brands that meet consumer needs and aspirations.

• Embracing safety as a way of life.

• Being a responsible citizen and ensuring sustainable development.

• Being committed to the highest standards of corporate governance by conducting our

business with integrity, honesty and transparency.

• Fostering a performance culture in an environment of learning that encourages mutual trust

and respect, teamwork, customer orientation and sharing of best practices - which makes us

a preferred employer.

HISTORY

The beginning (1833 to 1914):

In 1833, Léon Pavin, launched an industrial lime production operation, having taken over a

business acquired by his family in 1749 with the purchase of the Lafarge domain in south-eastern

France, an area known for generations for the quality of its limestone deposits. The company

signed its first major international contract in 1864, delivering 110,000 tonnes of lime for the

construction of the Suez Canal. Lafarge opened its first central research laboratory in 1887, the Le

Teil Laboratory, with which highly reputed scientists collaborated. In 1908, the Central Laboratory

filed a patent for Cement Fondue calcium aluminates, obtained by fusing a mixture of bauxite and

limestone. This new high alumina binder gradually established a reputation as a rapid-hardening

cement resistant to both high temperatures and corrosion. In the years until 1914, favoring a

strategy of horizontal integration, the company – now the "Société des Chauxet des Ciments de

Lafarge du Teil" – set about acquiring lime and cement companies in all parts of France.

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1914 - 1955 Growth on all fronts

International development began with the opening up of North African markets. Lafarge, which

had operated in Algeria ever since 1866, now became the leading Portland cement producer in

Algeria, and set up operations in Morocco and Tunisia. Lafarge continued to acquire companies in

mainland France. With a quarter of the domestic market, the company became established as

France's number one cement producer. In 1926, Lafarge opened its first aluminous cement® plant

in the United Kingdom. It diversified into gypsum in 1931, and developed Superblanc, new

cement, in 1932. By 1939, Lafarge was the leading cement producer in France. After 1945,

Lafarge gained a new lease of life with the arrival of Alfred François at the helm, the Marshall

Plan and the post-war rebuilding boom: production doubled over the next ten years.

1955 - 1981 Mergers, acquisitions, developments

In 1956, Lafarge constructed its first North American cement plant, creating Lafarge Cement of

North America with the start-up of the Richmond plant in Canada. In 1959, Lafarge began

operations in Brazil. By the end of the 1960s, Lafarge Canada had become the third largest cement

producer in the country, with annual production capacity of 900,000 tonnes. In 1980, a merger

agreement was signed between Lafarge and Coppée, the newly formed group becoming Lafarge

Coppée. Acquisitions in the United States and Canada established Lafarge Coppée as the number

one cement producer in North America. The size of the Group rose from 12,000 to 17,000

employees.

1982 - 1990 The conquest of Europe

During the 1980s, with the construction of a single market representing more than 300 million

inhabitants, the Group chose to expand its business in Europe. Lafarge first turned to Germany,

raising its stake in Portland Zementwerk at Wössingen to 83%. Through the purchase of the Swiss

company, Cementia in 1989, the Group acquired interests in Asland (Spain), Aslan (Turkey) and

Perlmooser (Austria). Then followed the investments in Eastern Europe: East Germany, the Czech

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Republic (1991), then Poland, Romania, Russia and Ukraine. The agreement with the East German

cement producer, Karsdorf, came even before German reunification had been mooted.

1990 - 2001 Lafarge becomes world leader in building materials

1994 saw Lafarge take a foothold in China. Today, all four of the Group's Divisions operate there,

and there have been developments throughout Asia (1998: Indonesia and the Philippines; 1999:

India and South Korea). The Group's expansion in Poland began in 1995 with the acquisition of a

75% stake in Kujawy. Within six years (2001), 4 entities representing all four Divisions were

active in the country.Lafarge acquired Redland in 1997, positioning itself more strongly in

Aggregates and Concrete and gaining entry onto the Roofing market.

Thanks to the acquisition of Warren in Canada in 2000, Lafarge became one of the leading

aggregates producers in North America. Lafarge focused on its main four Divisions, and divested

its Specialty Products businesses, which became Materis. Lafarge was the first industrial group to

conclude a partnership agreement with WWF (World Wildlife Fund for Nature).

In 2001, following the acquisition of Blue Circle, Lafarge became the world's leading cement

producer. Numerous acquisitions and joint ventures in all four Divisions, and on every continent,

particularly Asia, have continued to consolidate its world leadership position. In July, 2001,

Lafarge was introduced onto the New York Stock Exchange (NYSE).

2001-2004: A global growth

In 2002, the Gypsum Division acquired the plasterboard businesses of Gyproc (a subsidiary of

British PlasterBoard) in Germany, Poland and Central Europe.

The Cement Division inaugurated in China the new Dujiangyan cement plant, the first greenfield

cement plant for the Group in China, and acquires a 70% interest in the Chongqing cement plant.

The Cement Division acquired two new cement plants in Slovenia and in Serbia.

In 2003, the Cement Division enters Australia and had constructed a new cement plant in Mexico,

near Mexico City.

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In 2004, the Group:

• Acquired in Ecuador Cementos Selva Alegre.

• Acquired The Concrete Company of Columbus, Georgia, United States with

operations in both cement and concrete.

• Acquired Hupfer Holdings with operations in France and Switzerland in aggregates

activities.

• Acquired an additional 10.2% stake in Lafarge Halla Cement, in South Korea.

• Acquired an additional 14% stake in our gypsum operations in Lafarge Gypsum in

Asia, in a joint venture with Boral.

Lafarge Group's Growth Strategy

To maintain its leadership in construction materials, the Group is aggressively following a strategy

of growth and competitiveness. This includes international development and expansion in all of its

businesses. Lafarge Group has established its presence or consolidated its position, alone or with

local partners, in countries as diverse as Egypt, Uganda, Mexico, South Korea, Venezuela, Brazil,

Jordan, Poland, Germany, Argentina, Turkey, Canada, United States, Australia and Ukraine. With

operations on every continent, Lafarge is committed to a strategy of international development. It

aims to simultaneously, increase its business in countries with high market growth potential, and

further develop products enjoying growth in mature markets, capitalizing on every opportunity and

offering synergies with existing businesses.

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LAFARGE ORGANIZATION

Lafarge Cement - India Lafarge India provides a professional and exciting environment to its employees and is

consistently able to attract the best talent in the industry. Lafarge has always put its employees at

the heart of its strategy. Its management style has for many years been termed "participative

management", open to the cultures of the companies it has acquired on all five continents. The

keywords are Participation, Efficiency and Example. As part of Lafarge's training philosophy, it

conducts regular exchange of personnel between its operations in Europe, North America and

other parts of Asia with India to ensure that the Indian operations reach operating efficiencies

comparable with the best in the world.

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CEO

PRESIDENT

VP (Manufactur

ing) VP

(Business development

VP (finance and

legal)

VP (Control and performance)

VP (Marketing)

VP (human

resource)

RSM

ASM

Summer trainee

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PRODUCTS DETAIL 1. Lafarge Concreto

Lafarge Concreto has been launched by Lafarge to meet the need of homebuilders in India for truly premium all-purpose cement. Concreto was developed in Lafarge’s state-of-the art laboratories, which are extensively networked with its Central Research Institute in France. The company has leveraged its combined know-how of more than 170 years and its experience across 75 countries to develop this unique product. Concreto is a specially engineered, premium quality ‘all purpose cement’. It can be used for varied applications like roofing, foundations, beams, columns, plastering and brickwork. It is specially formulated to provide a denser concrete mix than normal cements. Concreto is characterized by:

• High ultimate strength due to the addition of highly reactive silica containing more than 95% glass content.

• Enhanced durability due to optimum pore refinement and consequently denser concrete matrix – this improves the impermeability of the concrete.

• Exceptionally high resistance to chemical attack (sulphates and acids). • Protects reinforcement from corrosion. • Reduction of structural cracks due to lower heat of hydration than ordinary cements. • Low heat of hydration and higher resistance against alkali-reactive aggregates.

Lafarge Cement

Lafarge Cement is the flagship brand of Lafarge. A unique outcome of international expertise, this super performing cement has been developed taking into consideration the weather conditions in India and the practices of homebuilding. Lafarge Cement is available in Portland Slag Cement (PSC) and Portland Pozzalona Cement (PPC) variants. Lafarge PPC and PSC are very high performance blended cements far exceeding the requirement of IS: 455-1989 & IS: 1489. Lafarge PSC is the only PSC in its markets produced by blending high quality pulverised clinker with the most consistent slag of over 95% glass content. This therefore provides very high compressive strength exceeding 60 MPa at 28 days. Lafarge PSC has a very low heat of hydration and is hence suitable for mass concreting and concrete cast under “Hot Weather Conditions”. Workability retention is also enhanced. Lafarge cement has very high soundness as reflected through the extremely low values of expansion through the Le-Chatelier test and Autoclave tests.Its C3A content is low, thus making it more resistant to sulphates compared to other cements.

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Its other chemical properties contribute to a very low co-efficient of permeability of the concrete prepared, thus making it an ideal choice for construction of dams, foundations, tunnels, or other sub-soil constructions and structures that shall be in contact with water. Being a blended cement with a highly reactive slag obtained from the best source in the country so far, it improves the density of the concrete mix thus increasing the durability factor. Plants and Operations

Lafarge India's current cement operation comprises a modern split location cement facility located at Sonadih (District Raipur, Chhattisgarh) and at Jojobera (District Singhbhum, Jharkhand) and an integrated cement facility located at Arasmeta (District Janjgir-Champa, Chhattisgarh). A brief description of Lafarge India's existing facilities is as below:

Location Facilities Rated Capacities (as of 2006)

Sonadih Clinkerisation unit 1.4 MTPA of clinker

Cement Grinding unit 0.5 MTPA of Ordinary Portland Cement (OPC) 43 grade

Jojobera Cement Grinding unit with separate circuits for clinker and slag grinding

3.4 MTPA of Portland Slag Cement (PSC) & Portland Pozzolana Cement (PPC)

Arasmeta Clinkerisation unit 1.6 MTPA of clinker

Cement Grinding unit 1.6 MTPA of Portland Pozzolana Cement (PPC)

The plants at Sonadih, Jojobera and Arasmeta are based on the dry process technology and use energy efficient processes. The thermal energy of the kiln is optimized by the use of a multistage pre-heater with in-line pre-calciner. Lafarge worldwide places a very high emphasis on protection of the environment. In all its Indian plants, bag filters and electrostatic precipitators are used to reduce pollution and ensure environment friendly plant operations. Lafarge India has adopted stringent quality control measures to ensure the highest quality cement .The plants have the benefit of the strong technical and R&D set-up of Lafarge group called DPC which is supported by CTI & CTEO - at Lyon in France, CTS - at Montreal in Canada, ATC - at Kuala Lumpur in Malaysia and CTEC - in Austria. Lafarge Group employs more than 500 scientists and spends more than 100 million euros annually in developing leading technologies in the area of building materials and construction technology. The regular exchange of knowledge and technological improvements between the technical centre

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and the Indian operations has enabled Lafarge India to improve operational efficiencies on a continuous basis.

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THEORETICAL BACKGROUND

PROMOTION

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Promotion is persuasive communication. It is a highly visible element in the marketing mix. It tells

the target customer product, price, and place. It tells also known as marketing communication.

Promotion consist of activities that facility exchanges with target customers through persuasive

communication to stimulate demand.

According to Professor Philip kotler:-

“Promotion includes all the activities the company undertakes to communicate and promote its

products to the target market.”

In modern marketing the question is not whether to promote but rather what to say, to whom and

how often. A good product, an attractive price and an accessible distribution must be supported by

an effective promotion to satisfy customer needs. Promotion activity include advertising, sales

promotion, public relation, and direct marketing. Promotion can also be viewed as the management

of the customer buying process of pre-purchase, purchase and post purchase.

FUNCTION OF PROMOTION:-

Promotion is a tool to influence target customer and to face competition. It performs four

functions:-

Information

Persuasion

Reminding

Reinforcing

PROMOTION MIX

The promotion mix is the combination of advertising, public relations, sales promotion, personal

selling and direct marketing tools that help achieve marketing objective

1. ADVERTISING: - Advertising in any paid form of nonpersonal communication by an

identified sponsor to promote product.

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2. PUBLIC RELATION: - It refers to programmes designed to promote or protect a company

image and products. Publicity is any unpaid form of communication through

media about an organization, its policies and products.

3. PERSONAL SELLING: - personal selling is personal communication with customers to

persuade them to buy products. It permits interaction and relationship

building. Sales persons provide feedback about the market, competitors and

customers.

4. DIRECT MARKETING: - It is persuasion by manufacturer to specific customers. The tools

of direct marketing are:

1. Face to face selling

2. Mail

3. Catalogue marketing

4. Telephone

5. E-mail

5. SALES PROMOTIONS: - Sales promotion has been increasing in popularity as a tool.

Marketers are using it aggressively. Sales promotion refers to short term

incentives to stimulate demand. It is used to create a stronger and quicker

purchase response. It can be directed at consumers, middleman and sales

personnel. It supplements advertising and facilitates personal selling.

According to Professor William J. Stanton:- “Sales promotion refers to demand –stimulating

devices designed to supplement advertising and facilitate personal selling.

According to professor Philip kotler:- “Sales promotion consists of diverse collection of

incentives tools, mostly short term, designed to stimulate quicker and or

greater purchase of particular product /services by consumer or trade.

NATURE OF SALES PROMOTION:

1. It is short term

2. It provides incentives

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3. It aims at quicker response:

4. It is directed at target audience

OBJECTIVE OF SALES PROMOTION

1. Objective for consumer promotion:-

(a) Encourage greater purchase volume

(b) Attract new customer

(c) Introduce new products

2. Objective for trade promotion:-

(a) Carry and push new item

(b) Increase reseller’s inventories

(c) Attract new channel members

(d) Offset competitive promotion

(e) Better store display

3. Objective for sales force promotion

(a) Motivate sales force

(b) Support new product

METHOD OF SALES PROMOTION

Sales promotion methods differ according to the target audience. They can be directed at

consumer promotion, trade promotion, and sales force promotion

(a) Consumer promotion method

Free sample

Coupons

Rebates

Premium

Price off

Contests

Display/Demonstration

(b)Trade promotion methods

Free goods

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Allowance

Prices-off

Sales contest

Gift items

Credit facilities

Trade show

(c) Sales contests

Trade shows and conventions

Gift items

Promotional kits

Bonus and commissions

.

.

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RESEARCH

METHODOLOGY

RESEARCH METHODOLOGY

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The research methodology is the way systematically solve the systematically solve the research

problems. The main objective of the product was to know the market condition of Lafarge Cemejnt

and to study the sales promotion activities undertaken by various cement companies. For this, right

at the beginning the research plan was prepared. This includes all the detail of how to go about

research work of Lafarge Cement.

RESEARCH PLAN

Definition of research problem

The research problem can be defined as follows

1. `What are the cement being used by various customer in the region of

Bhubaneshwar and what are their expectation from the cement.

2. What the market trend is of cement and brand awareness of Lafarge Cement.

DATA COLLECTION

The descriptive nature of research necessitates collection of primary data from retailers through

market survey, personal interview technique was used and interview were conducted through

structured questionnaire the question were asked in prearranged manner. The market research was

conducted over a period of 60 days. Data was tabulated, analyzed and suggestion and

recommendation were given.

RESEARCH INSTRUMENTATS

The Research instrument chosen for conducting the survey was structured questionnaire was

pre[pared as show as in the annexure. The questionnaire includes open ended as well as close

ended question, few open ended question were included to obtain the perception of the retailers.

The questionnaire designed and a pilot survey was made with the questionnaire and then changes

were made accordingly with the questionnaire.

SAMPLE PLAN

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A sampling technique was chosen for the study was Random Sampling Technique. This is the

most common method of selecting the sample. This is because the retailers are localized in

different part of the marker a group of retailers are chosen are random from large group. It gives

all retailers in a group and equal chance of being selected for the purpose of the survey.

SAMPLE SIZE

Out of nearly 400 retailers in cement market of Bhubaneshwar and its region around randomly

50% of total population was considered as the sample size.

CONTACT METHOD

Both personal and telephonic interview methods were used for conducting the market survey.

Personal interview had the benefit one to one communication between the researcher and the

respondent. If the respondent is having any doubt or queries in their mind, they can get heir doubts

clarified from the researcher on the spot and so superior of data was collected from the survey was

collected from the survey.

Tele – interview was conducted with the structured questionnaire. Tele-interview was less costly

and less time consuming but the data could not be collected in detail from the respondents. Also

any doubt or queries of respondent could not be clarified.

ANALYSIS AND INFORMATION

Detailed information was collected for the project marker survey for retail marketing and sales

promotion activities of Lafarge Cement for the area of Bhubaneshawar market. The information

was collected by visiting the retailers of cement present in Bhubaneshawar market. The interview

of retailer taken in a friendly atmosphere so as to encourage them to give right information,

without any hesitation. Because of some inherent limitation of telephonic interview, the method of

personal interview was mostly used.

ANALYSIS

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The analysis of the collection information was made in scientific manner. Different manner rank

was given to each alternative of particular questions, in the questionnaire.

A particular rank was given in the following manner,

Rank- 1 For the most favorable alternative

Rank- 2 For the moderately favorable alternative

Rank- 3 For unfavorable alternative

Rank- 4 For most unfavorable alternative

Rank- 5 Unfavorable

To come at the conclusion, total of each alternative of all the sample size retailers was made. Thus

the “sum of an alternative” having least score considered to be most favorable. In this manner,

result is prepared for various important parameters of the survey. With the help of results so

obtained, the findings are recorded in the form of graphs.

The market of cement Changes as the area changes. The demand for particular cement for

particular cement is much less. This is because of the crazier Trend of particular market.

Thus the demand for the cement is not that price sensitive. Price is not the criterion for selection of

rejection of particular brand is adapted on the type of application of cement and the brand name in

market. Thus the awareness among the customers about the particular cement plays a vital role.

The major types of customers are the builders and masons. The individual customers are there, but

their demand is not more. The customers are ready to give slightly high price, but he wants quality

cement, thus he is quality conscious. The customer perceives quality of cement as good quality

because of effective marketing. So effective marketing is necessary.

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The retailer in the marker plays an important role in the sale of the cement. They have some

expectation from the cement companies; they expected credit facility, good sales promotion

schemes, and timely delivery of cement, etc

Among the plastic bag and paper bag of cement, Customer prefer bag. This is because the paper

bag prevents it from moisture and quantity remains intact.

In brief cement market is sensitive to marketing. The better & more the marketing the more is

possibility of sales. The observations and findings of the market survey about market share and

sales promotion activities are given at the next stage, in the report.

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DATA ANALYSIS

PRESENTATION

INTERPRETATION

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Dealers preference towards the cements brand

12%

30%

18%

18%

7%

6%

4%

5%

LafargeKonarkUlteratech AccAmbujaCenturyGrasimDuncan

Q. Which brand do you prefer most?

ANALYSIS, PRESENTSTION AND INTERPRETATION 1:- Dealers brand preference:-

Company No of Dealers percentage Lafarge 24 12% Konark 60 30% Ulteratech 36 18% Acc 36 18% Ambuja 14 7% Century 12 6% Grasim 8 4% Duncan 10 5% Total 200 100%

Analysis and Interpretation:- Obviously, maximum dealer, which are about 78 percent, come with Konark, Acc, Ultratech or Lafarge, And 22 percent either confused or dependent on seasonally available brand for the Cement.


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Dealer preference towards the storage of brand

20%

25%

11%12%

9%

12%

6% 5%LafargeKonarkUlteratechAccAmbujaCenturyGrasimDuncan

Q. Which brand do you store?

ANALYSIS, PRESENTSTION AND INTERPRETATION 2:-

Dealer’s preference for the storage of cements brand:-

Analysis and Interpretation:-

Most of the dealers prefer to store either Lafarge or Konark. 20% of the dealer choice is Lafarge where as 25% of the dealers choice is Konark. Remaining 35% of the dealers inclined towards the Acc, Ultratech and Century. Remaining 20% of the dealer gives equally importance to the Ambuja, Duncan and Grasim.


Company No ofDealers percentage Lafarge 40 20% Konark 50 25% Ulteratech 22 11% Acc 24 12% Ambuja 18 9% Century 24 12% Grasim 12 6% Duncan 10 5% Total 200 100%

40

Cusrtomer preference towards cement Brand

12%

30%

18%

18%

7%6% 4% 5% Lafarge

KonarkUlteratechAccAmbujaCenturyGrasimDuncan

Q. Which brand does your customer prefer?


Customer inclination towards the cement brand:-

Company No of Dealers percentage Lafarge 24 12% Konark 60 30% Ulteratech 36 18% Acc 36 18% Ambuja 14 7% Century 12 6% Grasim 8 4% Duncan 10 5% Total 200 100%

Analysis and Interpretation:- 78% of the customers are brand loyal. And 22% of the customers are price sensitive they go with

that brand which has fewer prices. In case of brand equity Lafarge lies in No. four.


41

Average monthly Consumption

13%

27%

15%

19%

6%

7%

6%7%

LafargeKonarkUlteratechAccAmbujaCenturyGrasimDuncan

Q . What is the Avg. monthly sale of different brands of cement?


Average Monthly sale of cement:-

Company Consumption percentage Lafarge 1365 13% Konark 2651 26% Ulteratech 1548 15% Acc 1890 19% Ambuja 640 6% Century 750 7% Grasim 625 6% Duncan 685 7% Total 10154 100%


This data show that the maximum consumption of cement brand in the region of Bhubaneshwar is

Konark cement which is about 26% of the total sales of the cement. Lafarge is on the no. fourth

position which is about 13% of the total sale of cement.


42

Rank of the Company stokist

14%

17%

11%12%13%

10%

11%12%


Q. Rank the companies stockiest on the basis frequency of making personal visits & ph calls.


Dealers rank the companies stockiest on the basis of frequency of making personal visits & ph

calls

Analysis and Interpretation:- From this data we can conclude that only the weak brands stockiest are preferred by the retailers.

Strong brands stockiest are not given the proper consideration towards the retailers. All the giant

brands are ranked as 3 or 4 where as all the loose brands retailers are ranked as1or2.

Co. Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan Grasim Ranks

Company Total of Rank Lafarge 562 Konark 656 Ulteratech 430 Acc 450 Ambuja 515 Century 380 Grasim 420 Duncan 470 Total 3883

43

Information provided to the retailer about future change in

price8%

5%

11%

11%

13%18%

18%

16%


Q. Which Companies stockiest inform you about the change in the market price faster?


Company that provides information to the retailer about the price change in the near future:-


More than 100 of retailers said that Century or Grasim or Duncan provide the preinformation

about the future price change. This helps them to take precautionary action against the future

happenings.


Company No of Dealer Lafarge 15 Konark 10 Ulteratech 21 Acc 22 Ambuja 26 Century 38 Grasim 36 Duncan 32 Total 200

44

Credit period facilitate by the Companies stockiest to the retailers

LafargeKonark

Ulteratech

Acc

AmbujaCentury

Grasim

Duncan


Q How much credit in days do you enjoy from the stockiest of following companies?

ANALYSIS, PRESENTSTION AND INTERPRETATION 7. :-

Credit period facilitate by the companies stockiest to the retailer

Analysis and Interpretation:- The entire market leaders (Lafarge, Konark, ACC, Ultratech) of cement industries provides relatively less credit period (i.e. less than 50 days) to their stockiest due to which the stockiest are not able to provide the sufficient credit in days to their retailers. Where as the newly entered cement brand provides sufficient credit in terms of quantity as well as in days to their retailers. That’s why their growth rate is relatively high.

Company Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan rasim No. of bags/days

Company No of days Lafarge 15 Konark 10 Ulteratech 21 Acc 22 Ambuja 26 Century 38 Grasim 36 Duncan 32 Total 200

45

Maximum profit earned by selling the brands

35

45

38

37

14

17 8 6

Q Maximum profit you get out of selling various brands rank them?


Maximum share of profit of retailers comes through the selling of the cement:-

Analysis and Interpretation:- Only 35 retailers said that their maximum profit comes through Lafarge. Similarly 45, 38, and 37

retailers said that their maximum profit comes through Konark, ACC, and Ultratech respectively.


Company Profit Lafarge 35 Konark 45 Ulteratech 38 Acc 37 Ambuja 14 Century 17 Grasim 8 Duncan 6 Total 200

46

Retailers believe on the activities that influence sales of the cement

7%

19%

25%32%

17%

Shops naka and masonGiftIncentiveHoardingsOthers

Q. Rank sales promotion activities according to their effectiveness?


Retailer’s belief towards the activity that influences sales of the cement:-

Analysis and Interpretation:- Sixty six retailers out of two hundred which is 33%, beliefs that Hoardings influence the sales of

the cement. Incentives also play vital role in the promotion of the goods.


Activities Ranks Shops naka and mason 14 Gift 37 Incentive 49 Hoardings 66 Others 34 Total 200

47

Retailers preference towards the gift

14

40

391229

66ShareTour GoldWhite GoldChequeothers

Q Rank sales promotion activities according to their effectiveness?


Retailers’ preference towards the gift:-

Analysis and Interpretation:- Most of the retailers do not want to say about the gift. But after asking again and again their

preference are out of the available optioned e.g.:-TV, Camera, cycle, trophy, etc. Out of two

hundred 40 preferred tour, 39 preferred gold, 29 preferred cheque, 14 preferred share and 12

preferred white gold.


Gifts No of dealers Share 14 Tour 40 Gold 39 White Gold 12 Cheque 29 others 66 Totals 200

48

Retailers rank the cement co on the basis of the their sales promotional activity

0102030405060708090

Lafarge Konark

Ultratech Acc

AmbujaCentury

GrasimDuncan

Rank 1Rank 2Rank 3Rank 4Rank 5

Q Give your raking to the cement companies in their sales promotion activities



Retailers rank the cement company on the basis of the sales promotional activities:-

Company Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Total (Retailers) Lafarge 20 40 80 25 35 200 Konark 60 55 47 38 0 200 Ultratech 20 25 32 78 45 200 Acc 20 71 57 27 25 200 Ambuja 12 14 45 68 61 200 Century 13 45 68 52 22 200 Grasim 50 68 58 24 200 Duncan 30 62 82 26 200

Analysis and Interpretation:- From the interpretation of the data, we come to know that Konark and ACC are on no.1 and no.2

respectively. Lafarge cement is on no.3. Because 30% of the retailers believe that Lafarge is on no

49

The difference between the billing price and retailing price on one bag of cement

0246

81012

LafargeKonark

Ultratech

AccAmbuja

CenturyGrasim

Duncan

three. Century, Grasim, and Duncan are making extra effort to penetrate the market. Every retailer

mentioned their name and mentioned their considerable effort.

Q What is the general price gap (BP-RP) between the following companies?


The profit on per bag of cement:-

Company price gap on per bag

Lafarge 6 Konark 5 Ultratech 6 Acc 6 Ambuja 7.5 Century 8 Grasim 10 Duncan 10

Analysis and Interpretation:- Lafarge charges competitive price to the customer. Some of the company charges premium price

like OCL where as some of the brand has very less price like Grasim, Cemtury and Duncan. Price

of Lafarge is always equal to the price of Ultratech, ACC.


50

Companies ranks on the basis of the transportation facilities

0

20

40

60

80

100

Lafarge

Konark

Ultratech Acc

AmbujaCentury

GrasimDuncan


. Q Rank the companies on the basis of their transportation facilities? Company Rank Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan


Companies are ranked on the basis of the transportation facility provided by them:-

Company Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Total

(Retailers) Lafarge 70 65 28 25 12 200 Konark 23 25 15 72 65 200 Ultratech 40 70 65 25 0 200 Acc 20 67 90 20 3 200 Ambuja 15 14 45 90 36 200 Century 85 78 37 0 0 200 Grasim 80 75 38 7 0 200 Duncan 95 62 43 0 0 200

51

Companies rank on the basis of the cement delivery time

020406080

100120

Lafarge Konark

Ultratech Acc

AmbujaCentury

GrasimDuncan


Analysis and Interpretation: - Transportation facility is a very vital factor for a brand to be

successful in the market; Lafarge cement has proved itself in this area as they are having the best

reach in the urban area not in the rural area.

Q Rank the companies on the basis of their cement delivery time? Company Rank Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan


Companies are ranked on the basis of the cement delivery time:-

Company Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Total Lafarge 114 53 33 0 0 200 Konark 91 82 27 0 0 200 Ultratech 0 82 91 12 15 200 Acc 82 78 39 1 0 200 Ambuja 14 25 97 61 3 200 Century 42 12 83 42 21 200

Grasim 11 24 45 21 99 200 Duncan 21 37 49 68 25 200


52

Companies rank on the basis of the response to the customer complail

020406080

100120

Lafarge

Konark

Ultratech

AccAmbuja

CenturyGrasim

Duncan


Lafarge is quite ahead in the race in regards to the delivery option, as many retailers says that a

small quantity of cement bags are not delivered by most of the company on time, they say that ar

least you need carry 200 bags and so on, but Lafarge are willing to accept and delivery any amount

of bag at any time.

.Q Rank the companies on the basis of the response to customer complaints. Company Rank Lafarge Konark Ultratech Acc Ambuja


Companies responses towards the customer complain:-

Company Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Total no of the retailers Lafarge 102 71 27 200 Konark 78 45 36 41 0 200 Ultratech 41 65 52 41 1 200 Acc 82 78 35 5 0 200 Ambuja 41 78 44 35 2 200 Century 42 52 41 37 28 200

Grasim 31 51 47 37 34 200 Duncan 26 56 45 68 5 200


53

Companies are ranked on the basis of the visit of marketing representative

0102030405060708090

Lafarge

Konark

Ultratech Acc

AmbujaCentury

GrasimDuncan


Almost most all the companies’ stockiest response towards the customer’s complained but Lafarge

is far ahead to the other companies. Most of the retailers said that Lafarge Marketing

representative are so much attentive towards the customers responses.

Q Rank the company on the basis of their Marketing Representative’s frequency of visit. Company Rank Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan ANALYSIS, PRESENTSTION AND INTERPRETATION 16:-

Companies’ are ranked on the basis of the visit of the marketing representative:-

Company Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Total no of the retailers Lafarge 85 75 40 0 0 200 Konark 78 65 42 15 0 200 Ultratech 45 66 74 15 0 200 Acc 47 52 41 51 9 200 Ambuja 23 45 65 25 42 200 Century 62 68 47 23 0 200

Grasim 23 42 37 47 51 200 Duncan 65 74 54 0 7 200


54

Lafarge’s marketing representatives are too much concern towards the customer’s welfare. So they

visit almost retailers ones in a week. Where as other companies’ marketing representative visit the

counter only twice in a month.

WHOLESALE PRICE / RETAIL PRICE ANALYSIS

BRANDS WHOLESALE PRICE

(Billing price) RETAIL PRICE PRICE GAP

Lafarge 112-114 118-120 6 Konark 114-116 119-120 5 Ultratech 112-114 118-120 6

ACC 112-114 118-120 6 Ambuja 110-112 117-119 7.5 Century 106-108 114-116 8 Grasim 102-104 112-114 10 Duncan 100-102 112-114 10

By comparing the wholesale price and retailing price of the various Brands in the market, we can

infer that the retailers get a good margin in case of GRASIM & DUNCAN. Above that it is the

cheapest brand among the major brands in the market.

Hence the analysis carried earlier part of the project i.e. profit selling brand is justified at both the

levels.

55

SWOT –Analysis SWOT-analysis is done to understand the external and internal environment of the organization.

SWOT, which is acronym for strength, weakness, opportunity and threats is

also known by TOWS-analysis. Though such an analysis, is strength and weakness exist within an

organization can be matched with the opportunity and threats operating in environment , so that an

effective strategy can be formulated. An effective organizational strategy, therefore, is one that

capitalizes on the opportunity through the use of strength and neutralizes the threats by minimizing

the impact of weakness.

Below is the SWOT- analysis of Lafarge India Pvt. Ltd. in cement market.

Strength

People ask for bleakness in cement and Lafarge has this.

Cement grade is good and people are satisfied.

56

Customer choice.

Lafarge being an MNC has a global leverage.

It has a good brand image in Cement.

Weakness

Great need of strategic way for promotion and advertisement for both dealers and

customers.

Not an easy task to overtake Konark, Ultratech and ACC.

Price and margins is not match with dealers and retailers expectation respectively.

Guaranty given by company is from the date of manufacturing which is not acceptable for

the dealers and retailers.

Take large time in the replacement of Cement.

Opportunity

Strong infrastructure requirement for the development of the country and the country is

developing in the utter pace.

No of the medium class people is growing.

Institutional market like corporate and government offices, school society complexes are

growing in large scale, which will increase the requirement.

Threats

Cheep priced brand are grabbing rapidly a large chunk of lower income customer base.

Other brands like Duncan and Grasim provide maximum profit to the both customer as

well as to the retailers.

It was found from my survey that Konark maximum market share is due to brand loyalty.

Dealers expect more margin and gift to sell of the Lafarge cement.

57

FINDING

OTHER REASONS STATED BY RETAILER FOR BRAND PREFERENCE:-

LAFARGE

Better quality

Good name in the market

Timely available

Immediately respond on the competitors strategy.

Relatively less price.

Better packaging

ULTRATECH

Sells easily in the market the customer demand for them.

Customer choice.

Good name in the market as it carries the goodwill of L&T.

58

High market awareness.

Sells more

CENTURY

Good relationship with the company people.

Price is low and affordable for people

Low price helps to sell easily.

Quality is good.

More profit selling the brand.

Good service and relationship

ACC

People ask for ACC.

Service is good.

“Dhalai karne ke liye” people ask for ACC.

Very superior quality cement as compared to others

Selling form the very first day the shop came in to being & sells easily (shree ganesh

traders, bhatagaon)

They have same price prevailing for wholesale at dealers/stockiest retailers end.

AMBUJA

Customers preference

Good cement, plastering work is good

GRASIM (Birla plus)

Customers choice.

Price is suitable as per customers pocket

Rate & profit

Good relationship with the people at Grasim.

Birla is a very renowned name so people trust it.

DUNCAN

Rate & profit

Price is suitable as per customers pocket

59

Service is good.

PROBLEM FACED BY

STOCKIEST

None of the stockiest had any complains about any brands, in regards to the price,

transport, service etc

Dispatch being closed at the start of the month is a ”trump card “for them to play in the

market to push the sale.

Stockiest are satisfied with the companies service.

RETAILERS REGRETS (Lafarge)

The stockiest occasionally inform about the price change in the market.

They do not make personal visits to the counters frequently.

Price should be stabilized in the market.

Price stability in regard to the price set by the company as well as wholesalers (i.e. all the

wholesalers should have the same price offered in the market).

The management should not interfere in the price offered by the counterperson to the

customers.

They need price flexibility to shoot up the sale.

Dispatch being closed every start of the month is a problem is a problem for them to stick

to the commitments made by them to the customers.

Small quantity ordered is not furnished on time.

Pressurize them for taking more quantity for more quantity for transportation facility.

Lafarge now does not give any gifts at the counters.

60

LIMITATION OF THE STUDY

1. Lack of cooperation from the retailers in regard to giving interview

2. It was found in some cases dealers showed inclination towards certain brands which gave

them more margins when compared to others.

3. It was experienced during the survey that it was difficult to convince or make the retailers

and dealers understand the important of the project

4. As the retailers and dealers thought that it was unwise for the to give their details of

business as they feared competitors would take advantage.

61

SUGGESTIONS A very exhaustive study has been made, keeping in the essence of the objective of the project.

With the efforts put on the project a detailed analysis was conducted and result were derived,

based on the results and market response few suggestions are discussed below

A Price fluctuation creates problems for retailers as the cannot keep the commitments of price to

customers……

The reach to the rural market need to be strengthened

Transportation to rural areas need to be strengthened, a significant amount of business is lost

because of this.

At time it has been seen that the delivery commitments an the side of the company is not prompt,

this creates a bad name and again business is lost

On interviewing Dealers/Retailers the most important thing they said was about the price

flexibility, they want that the company should give them the price flexibility to play in the market.

(As the company has outlined that the price offered by the company should only be offered to the

customer, it should not increased to the customer, it should not be increased or decreased).

62

The Brand Name Lafarge is quite difficult to be pronounced and remember, so it should be made

short and easy for the rural masses to remember like (L&T).

CONCLUSION

To attain the objective of the project detailed information was collected from the market of

Bhubaneshwar. The market research has revealed many facts and figures about the cement

scenario in the market prevailing.

In the market, Lafarge cement is well known brand of cement. This is the result of the good quality

of the Lafarge cement along with their effective marketing efforts, which covers the whole market

customers of Lafarge cement are highly satisfied with the use of it, as they do not face any

problem after using it.

There are seven major players in the market but the major completion is between the two brands of

cement. But because of good marketing efforts, Lafarge cement is able to grasp some share of

various other brands

The market survey undertaken shows that effective marketing efforts play a vital role in creating

the goodwill for the brand. The distribution channel of cement industry must be well designed and

made effective this ensures timely availability of cement to customers.

63

Good marketing creates good image i.e. brand building. Even through often Lafarge take over the

Tata cement and place its brand as Lafarge cement in the market , but still it has not shown any

decline in its status. Lafarge still cherishes the good will created by Tata cement in the market.

BIBLIOGRAPHY

BOOKS

1. Research Methodology: C.K. Kothari

Wishwa Prakashan Darayaganj

New Delhi

2nd Edition-1995

2. Marketing Management: Philip Kotler

Prentice- hall of India Pvt. Ltd.

New Delhi-110001

8th Edition -1995

64

WEBSITE

1. www.lafarge-cement.co.in 2. www.google.com 3. www.ibef.org 4. www.msn.com 5. www.indianexpress.com

ANNEXTURE

http://www.lafarge-cement.co.in/�

http://www.google.com/�

http://www.ibef.org/�

http://www.msn.com/�

http://www.indianexpress.com/�

65

QUESTIONNAIRE 1. Which brand do you prefer most?

2. Which brand do you store?

3. Give reasons for your preference? _______________________________________________________________________________ 4. Which brand does your customer prefer?

5. What is the Avg. monthly sale of different brands of cement?




66

6. Give names of the stockiest for your preference? 7. Rank the companies stockiest on the basis frequency of making personal visits & ph calls.

8. Which Companies stockiest inform you about the change in the market price faster?

9. How much credit in days do you enjoy from the stockiest of following companies?

10. Maximum profit you get out of selling various brands rank them?

11. Rank sales promotion activities according to their effectiveness?

12. Give your preference for the following type of Gifts/incentives.

13. Give your raking to the cement companies in their Sales promotion activities




Co. Lafarge Konark Ambuja Century Ramco Acc Ultratech Duncan rasim No. of bags/days



Share Tour Gold White gold Cheque Others

67


14. What is the general price gap (BP-RP) between the following companies?

15. Rank the companies on the basis of their transportation facilities? Company Rank Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan 16. Rank the companies on the basis of their cement delivery time? Company Rank Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan 17. Rank the companies which are the best delivery time? Company Rank Lafarge Konark


68

Ultratech Acc Ambuja Century Grasim Duncan 18. What kind of problem you generally face with the transport? 19. Rank the companies on the basis of the response to customer complaints. Company Rank Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan 20. Rank the company on the basis of their Marketing Representative’s frequency of visit. Company Rank Lafarge Konark Ultratech Acc Ambuja Century Grasim Duncan 21. Rank the company on the basis of their Marketing Representative’s accessibility. Company Rank Lafarge Konark Ultratech Acc Ambuja Century Grasim

69

Duncan 22. Rank the company on the basis of their Marketing Representative’s art of making and maintaining the relationship.

23. Any suggestion you would like to make for the company?


project report cement market

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