rananjay final

8/12/2019 Rananjay Final

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ACKNOWLEDGEMENT

I am highly indebted to the officials of M/S Prism Cement Limited for allowing me to

undertake this Project as a part of my curriculum of Master in Business dministration!

s part of the project" I render my regards to my project guide Mr! #ee$en sshi "

%y!&eneral Manager 'Mktg!( for the guidance and direction gi$en by him in the preparation of

this project!I would like to record my gratitude to Mr! %inesh &uputa Manager 'Sales( for

consistent support e)tended by them to me during project study!I am humbly thankful to

bhishek Sa)ena Sr! *fficer'Sales( + all the staff of Central Marketing *ffice for gi$ing me the

necessary inputs at $arious stages of my project!

I would fail my duty if I do not e)press my feelings towards my father ,Shri -am Bali

.ada$ who ha$e been my part + parcel during the whole project + without their blessings"

inspiration + good wishes I would ha$e ne$er completed my e)hausti$e research work!

(RANANJAY PRATAP SINGH )

PREFACE


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echni0ues adopted in our classrooms can ne$er progress recently in filling the gap

between theory and practical by replace the ine$itable need of practical e)perience! here ha$e

been much different programme!

Master of business administration" a two year duration course in management" di$ided

into four semester of si) month each" is conduci$e to prepare professional managers to cope with

the re0uirement of Indian society i!e! to achie$e optimum utili1ation of financial resources! his

course enables a student to build a foundation of theoretical knowledge in $arious functional

areas of marketing!

hese theories are formulated on the basis of past practice of different functional

acti$ities and research! s per re0uirement of the course" e$erybody has to undergo summer

training ! I ha$e worked on 2 3 L.SIS *4 %5 L5-6S P5-C5P I*3 *7 -%S P-ISM

8IS 9 9 8IS * :5- C*MP5 I I85 B- 3%S; as a topic of my project! he report is

di$ided into se$eral pars such company profile" objecti$e" research" findings" analysis +

conclusions!

lthough" I ha$e tried my best in the work" yet I do not ha$e any misconception of its

being perfect! ny criticism will make me more proficient in any future work!

CONTENTS


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Executive Summe !

C"m#$%! P "&i'e

O ective* "& t+e Re*e$ c+

Re*e$ c+ Met+","'"-!

D$t$ A%$'!*i* . I%te # et$ti"%

Fi%,i%-*

Limit$ti"%*

/i 'i"- $#+!

A%%exu e

E0EC1TI2E S1MMARY

INTROD1CTION OF THE IND1STRY


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&lobally" India is the second largest cement producing country" after China and

Cement industry stands the third place in the economic de$elopment of India! t present"

there are about ?@ millions tones!

hese companies ha$e set up >A= cement plants by in$estment -s! A="=== crores!

Prior to =6s the cement industries were under full control of go$ernment! he

=6s came to the watershed of the cement industry! Partial de,control policy was

announced on D th4ebruary >E D! his policy played an instrumental role in phenomenal

growth of the cement industry!

fter March >E E there was complete de,control of cement industries!

Subse0uent to complete de,control policy" the industry has not only made 0uantitati$e

and 0ualitati$e jumps in matter of addition of capacity and adoption of new technologies

but also e)perienced a totally free market!

he decade of E=6s was a decade of growth in capacity and consolidation through

ma)imum ac0uisitions and mergers!

Presently there are >A? cement plant in India with total o$erall installed capacity

of >?@ Million on 'M (!


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COMPANY PROFILE

C"m#$%! P "&i'e

PRISM CEMENT Lt,3


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FPrism Cement Limited is an IS* E==> G D== " IS* >?==> G D==?" *:S S > ==> G D==@ + S

=== G D== Certified Company promoted by the -ajan -aheja &roup! It operates one of the

largest single kiln cement plants in the country at Satna" Madhya Pradesh! 50uipped with state,

of,the,art machinery and technical support from 4!L Smidth + Co !S %enmark" the world

leaders in cement technology" Prism Cement has successfully created a niche for itself in the

Indian cement industry!

he Company is managed by a focused Board comprising of eminent e)perts from di$erse fields

ably supported by a professional management team! he Management team ensures high le$els of

transparency" accountability and e0uity in all facets of the company6s operations!

Prism Cement Limitedis an IS* E==>GD=== certified company promoted by -ajan -aheja &roup which has

di$erse business interests! he company operates one of the largest single kiln cement

plants in the country at Satna" Madhya Pradesh! 50uipped with state,of,the,art machinery

and technical support from 4!L Smidth + Co!" !S %enmark" the world leaders in cement


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technology" the company has successfully created a niche for itself in the Indian cement

industry!

he company manufactures Portland Po11ollana Cement 'PPC( with the brand

name Champion6 and *rdinary Portland Cement '*PC(! Champion6" its largest selling

product" is general purpose cement mainly used in housing construction! *PC is used for

specialised applications like high rise buildings" bridges" C sheets" pipes" poles" etc!

he company has the highest 0uality standards due to modern plant with automated

controls! he strength and other characteristics of its cement are much higher than the

BIS re0uirements! his together with brand building e)ercise has placed it in the

premium price segment!

he company caters mainly to markets of HP" MP and Bihar which are within the

radius of A?=,A@= kms of its plant at Satna" MP! he company has strong marketing

network with o$er D=== dealers ser$iced from ?< stocking points without any

wholesalers! he e0uity shares of the company are listed on the Bombay and 3ational

Stock 5)changes!

/OARD OF DIRECTORS

C+$i m$% 45 M 3 R$ $% R$+e $

M$%$-i%- Di ect" 45 M 3 M$%" C++$ $


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Di ect" 45 M 3 A6i6 P$ #i$

M 3 R$ e*+ K$#$,i$

M 3 S$ti*+ R$+e $

M 3 2i $! A--$ 7$'(A'te %$te t" M 3 S$ti*+ R$+e $)

M 3 A8*+$! R$+e $

Prism Cement manufactures and markets Portland Po11ollana Cement 'PPC( with the brand nameChampion6 and the full range of *rdinary Portland Cement '*PC( of AA" ?A and A &rades!

Champion6 Prism6s largest selling product is a general,purpose cement popular for allapplications during house construction by indi$iduals! Prism Cement6s *PC is in demand forspecialised cement concrete applications like high,rise buildings" bridges" manufacturing Csheets" pipes" poles etc!

-ich deposits of high 0uality limestone" highly automated and sophisticated controls ensure thatthe cement manufactured by Prism meets the highest 0uality standards! ll the cementmanufactured by Prism Cement carry the BIS Certification Mark! In fact" the strength and othercharacteristics are much higher than the BIS re0uirements! 5)cellent 0uality has placed PrismCement in the premium price segment!


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Fe$tu e $%, A##'ic$ti"%* "& P i*m Ceme%t G

Fe$tu e "& OPC 9:;- $,e Ceme%t4

J More finely ground than *PC ?A &rade to gi$e much higher strength for same

cement content!

J Moderate sulphate resisting properties!

J Low chloride thus a$oids corrosion of reinforcement steel!

J 4orm work can be struck earlier gi$ing more number of repetitions


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J 5conomical usage of cement due to high strength!

J :igher fineness impro$es workability" gi$es better cohesi$eness and denser

concrete!

J &i$es higher characteristics strength of concrete and better bon strength" hence

lesser lap length" sa$ing steels!

A##'ic$ti"%4

J Plain and reinforced cement concrete" masonry and plastering!

J 4or bridge piers!

J Pre stressed &irder" 5lectric pole" and Concrete pipes!

J Pre cast" Pre Stressed! Slip formed concrete!

J all Building and Structure 'Skyscraper(! -CC Bridges!

J 4or Structural -epairs and &routing!

Fe$tu e* "& OPC


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J Lower drying shrinkage!

J *ffer better resistance to mild acidic water and aggressi$e chemicals!

J -ock solid concrete with lower permeability and porosity imper$ious to seepage and

carbonation!

A##'ic$ti"%*4

J -CC works in all types of building construction!

J Mass concrete project 9 dams" spillways" canals!

J Bridges" cul$erts and drainage ypical Properties of Prism CementG

O/JECTI2E


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O/JECETI2E

*bjecti$e has an important role in any research! 3o research e)ists without any objecti$e!

Prism Cement Ltd! ga$e me si) weeks project of K 3 L.SIS *4 %5 L5-6S P5-C5P I*3

*7 -%S P-ISM 8IS 9 9 8IS * :5- C*MP5 I I85 B- 3%S with the objecti$e to

know the dealer6s perception about,

>!Pricing policy

D! uality"

A!%eli$ary system "

?! Billing System"


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sales $olume "ranking of different brands "pricing of different brands promotional

supports gi$en by the companies !effecti$e media "effecti$e promotion + factors for

recommending the particular brand were also fall under the objecti$e!


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o meet the objecti$e of the sur$ey the information was obtained by $isiting

$arious authori1ed stockists of the company as well as by $isiting some retail counters

and stockists of $arious other companies!

J D$t$ c"''ecti"% m",e GK

he re0uired to data to achie$e the objecti$e" was collected through a well

designed 0uestionnaire gi$en to me by the company!

J S$m#'i%-45 ,

I $isited and met appro)imately >?= people including dealer" retailer of thePrism Cement Limited and other companies which I assumed to be ade0uate enough tocreate a sample!


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DATA ANALYSIS ANDINTERPRETATION

DATA ANALYSIS AND INTERPRETATION

A2AILA/ILITY OF /RANDS AT DIFFERENT SHOPS G,


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INTREPRETATION

P i*m i* t+e m$ 8et 'e$,e 'e$,e 7it+ %ec8 t" %ec8 &i-+t 7it+ J$!#ee $%, m$i+$ ceme%t

t+e! $ e $'*" m$%u&$ctu e, i% t+i* e-i"% +e%ce t+e! +$ve $'*" - e$t '"c$' m$ 8et *u##" t3

?3 Av$i'$ i'it! i% *+"#*


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B- 3% 3 M5 3* *4 S:*PS 'I3 %I&I S( 8 IL BILI . S:*P'I3 (

P-ISM DE! @

# .P55 ?E D

M I: - > D@!?D

CC > !=

* :5-S'BI-L PLHS/S M- ( A >!

INTERPRETATION


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4rom the abo$e figure "it is ob$ious that prism is the most a$ailable product lea$ing behind itscompetitors! he D nd position is occupied by jaypee "after which maihar comes at A rd position andthen other brands!

A!SALES IN REWA (IN M3T3)4

INTEREPTATION

4rom the abo$e table #aypee cement is most consumed brand followed by Prism andmaihar Cement


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J$!#ee i* t+e m$ 8et 'e$,e i% *$'e* 7it+ %ec8 t" %ec8 &i-+t 7it+ P i*m $%, m$i+$

ceme%t 3"t+e * +$ve "%'! *i-%i&ic$%t $m"u%t "& *$'e* v"'ume i% t+i* $ e$3

93SALES 2OL1ME OF DIFFERENT /RANDS G,

B- 3% 3 M5 S L5S 8*LHM5 'I3 ( S L5S 8*LHM5 'I3 M! !(

P-ISM A= ?" E

# .P55 A? "?


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@3PRICING OF DIFFERENT /RANDS G,,

PRE2AILING PRICE IN THE MARKET G

B- 3% 3 M5 P-IC5 - 3&5 '-s!(

P-ISM D==KD=A 'champion(

> =K>E= '?A grade(

# .P55 D==,D= 'buniyaad(

CC >E=,D==


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M I: - >E=,D==

%I M*3% >E=,D==

* :5-S'BI-L PLHS/S M- ( >@=,D==

bo$e data + graph shows that price of PRISM & ACC falls in the category ofhigher range! Price of JAYPEE,PRISM ' CHAMPI !" & #HERS $%IR A P 'S(SAMRA#" fallsin the category of middle range and price of MAIHAR & )IAM !) falls in the category oflower range!

3E&&ective Me,i$ 4

INTERPRETATION

bo$e figure e)hibits that 7 LL P I3 I3& + :* -%I3& is the first choice of people! hen P MP:L5 S + P*S 5-S occupies the D nd and then !8! "- %I* +* :5-S!


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* :5-S I3CLH%5G,,7all painting on busy places"Bags"Seat co$er + Niosketc! !

B3EFFECTI2E PROMOTION G

It is well known that customers are price sensiti$e!So people placed the )ISC '!# at top position for effecti$e promotion!


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A)*ER#ISI!+ comes at the second slot followed by #AR+E# SE+ME!# MEE# & #HERS

3FACTORS FOR RECOMMENDATION OF PERTIC1LAR /RAND4

People placed the - . C MMISI ! & .A* 'RA% E PRICE at the>st + D nd position! S# C/ A*AI I%I #Y & #HERS occupies the A rd + ? th positionrespecti$ely!

* :5-S I3CLH%5G,,


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REP'#A#I ! . #HE %RA!) in market" I!CE!#I*ES &I853 B.C*MP 3. etc! !

DEALER S PERCEPTION TOWARDS THE 1ALITY OF DIFFERENT /RANDS4

uality is another major component of cement to which consumers gi$e preference while

purchasing cement! Consumers prefer to purchase the brand ha$ing faster setting time" consistent

supply + weight" attracti$e packaging" fa$ourable price" dealer6s reputation in the market! %ealer

say to me that 0uality of all pre$ailing brands" is satisfactory but setting time of PRISM is better

in comparison with other competiti$e brands but complain of cracking is also included in this!

DEALER S PERCEPTION TOWARDS THE DELI2ERY OF DIFFERENT /RANDS4

here are $arious systems for deli$ery of products! o ha$e a competiti$e ad$antage o$er

others in these days of neck to neck competition "4-55 *3 - IL '4*-(ser$ice is the

most popular one!Hnder this system " you don6t ha$e to go for collecting the products! In

case of . R " transportation cost is beard by the company itself!


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*ther than this" sometimes shopkeepers ha$e to go to pick up the products

themsel$es! :ere transportation cost may or may not be paid by the customers as the case

may be!

Most of the people prefer the . R ser$ice and they feel that the deli$ery

system of all competiti$e brands is Satisfactory!

DEALER S PERCEPTION TOWARDS THE PACKAGING OF

DIFERENT /RANDS4

It is well known that 24I-S IMP-5SSI*3 IS :5 L S IMP-5SSI*3! 2

t which stage knowledge fails" our glimpse pro$ides us the right destination! ttracti$e

packaging plays an important role in enhancing the sale of any product! %ealer prefers attracti$e"

comfortable in handling + fully packed packaging! %uring my sur$ey I did not recei$e any

complain from dealers about packaging e)cept MAIHAR + ) ! hey told me that there are

some torn bags in the supply of MAIHAR + )

DEALER S PERCEPTION TOWARDS THE /ILLING SYSTEM OF DIFERENT

/RANDS 4

%uring my sur$ey I ha$e noticed that the stockiest are not $ery satisfied with the account

keeping of company! hey say that they should be pro$ided the statements of their account on the


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regular basis so that they may get to know what they ha$e got as a benefit! Most of the complains

were related with the billing done by the company! hey say that sometimes they ha$e to sell

the product at the lower price than the price con$eyed by the company!

OOA "ut t+e ,i&&e e%t meeti%-* G, %ealer6s told me that all the companies organi1es

MAS !MEE#I!+, S'%)EA ERMEE#I!+ " ARCHI#EC# MEE#I!+ E#C !

OOF e ue%c! "& vi*iti%- "& &ie', "&&ice i*45 3ormally during my sur$ey" people informed me

that fre0uency of $isiting of field officer is satisfactory! -etailer rated the fre0uency of $isit on >=

point scale which is gi$en belowG

out of >= by #!P!

@ out of >= by Prism!

@ out of >= by Maihar!

out of >= by CC!

< out of >= by Satna!

DISCO1NT GI2EN /Y DIFERENT /RANDS4>

PRISM4


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C!%! G D! -s! 'wihin A days (

D-s! 'wihin @ days (

' after @ days (

!%! G >KD=M! ! K >-s!

D>K =M! ! K >! -s!

> Q M! ! K D-s!

JAYPEE>

C!%! G ? -S! ' in ad$ance (

A! = -s! 'wihinA days (

!%! G >KD==M! ! K >-s!

D==K ==M! ! K D-s!

TARGET INCENTI2E4 >= growth o$er pre$ious year sale,-s!>perbag

D growth o$er pre$ious year sale,-s!>! perbag

= growth o$er pre$ious year sale,-s!Dperbag


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MAIHAR4

C!%! G A-s! 'wihin days (

D-s! ' within A days(

!%! G > K ==M! ! K >-s!

==K@ =M! !K >! =-s!

@ =K>===M! !K D!==-s!

TARGET INCENTI2E4 3!

ACC4

C!% G A -s! ' in ad$ance (

5)clusi$eG >! = -s! Per bag yearly!

TARGET INCENTI2E4 == ton/month , 4oreign oor

CONFERENCE4 *nce in two yearG

SATNA4

C!%! G D! =-s! 'ad$ance(

D!== 'wihin A days (


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!%! G > K? M! ! K >-s! R

?==M! ! K >!D -s!

>=>Q M! ! K >! =-s!

SWOT ANALYSIS OF PRISM

CEMENT Lt,


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J bsence of proper distribution channels

OPPORT1NITIES45

J &rowth in infrastructural de$elopment will result in the consumption of cement!

J &o$ernment policies of rural de$elopment will enhance the demand of cement in rural

areas!

J Substantial potential for growth!

THREATS45

J Competiti$e pressure on sales and reali1ation!

J Present distribution if followed can lead in decreasing market share!

J ny hike in price can effect the position of prism ad$ersely!


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CONCL1SION


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CONCL1SION

3ow I shall conclude my study! 7hen I go through my whole research" there are se$eral points" which are 0uite peculiar!

he first and foremost fact" which comes out" is that" # .P55 3% M I: -" both

appear as closest competitors of P-ISM! his is due to G

J Less price

J 5ffecti$e sales promotional scheme including emphatic ad$ertisements!

It is also ob$ious from the datum that # .P55 is in the top position in the sales $olume!

It is due to reason that ad$ertising campaign of # .P55 is so large! It pro$ides allowable

incenti$e also i!e!

J Pro$ides foreign tour to the dealer in couple!

J In$ites the dealer6s for > st day" >st show mo$ie with family twice in a year!

J *rgani1es dealer meet also


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RECOMMENDATION

RECOMMENDATION


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fter my project study" going through the market conditions of

cement and the marketing strategies of the company " I would like

to make following suggestions to the company G,

J n effecti$e distribution policy to increase the market share

of P-ISM! better distribution system consisting of $arious

channels of distribution will certainly uplift it6s present

position !It has been seen that due to the lack of proper

distribution" P-ISM6S cement is being se$erely effected" so a

good policy should be 0uickly laid down!

J ctually the customers are price sensiti$e so price should be

kept as reasonable as possible!

J 4ostering better relationship among channel members by

arranging regular meet and conducting workshops for them!

J Moti$ating channel members to sell more cement of P-ISM

by associating incenti$es to prescribed targets!

J 7elfare schemes for channel members should be de$ised!


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J %e$ising some promotional schemes to attract the customers

as well as channel members!

J d$ertisement campaigns should be carried on

comprehensi$e scale!

J Strict $igil about black marketing and price $ariations and

appropriate action should be taken!

J Better sales margin should be gi$en to channel members

especially to retailers!

J nd at last main and important suggestion emphasi1es the

fact that sales force should be increased!


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1ESTIONNAIRE

1ESTIONNAIRE

3ame of the firm

3ame of the proprietor/managing partner


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re you aG C+4/%istributor/ uthori1ed %ealer/ -etailer

ddress

Contact no!

3 7hich companies you6re dealing withG

i! Prism ' (

ii! #aypee ' (

iii! CC ' (

i$! Maihar ' (

$! Satna ' (

$i! Mycem ' (

$ii! *thers ' (

?3 3ame of the brands which sells most in marketG

i! Prism ' (

ii! #aypee ' (

iii! CC ' (


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i$! Maihar' (

$! Satna ' (

$i! Mycem ' (

$ii! *thers ' (

:3 7hat6s your perception about pricing policy of different brands a$ailable in the

market

Brand name Lower range Middle range :igher range

CC

Prism

#aypee

Maihar

Satna

*thers


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#aypee

Maihar

Satna

*thers

93 7hat6s your perception about deli$ery system of different brands a$ailable in the

market

Brand name $erage &ood 8ery good 5)cellent

Prism

CC

#aypee

Maihar

Satna

*thers

@3 Brand wise sales of your counterG

Brand name uantity sold

Prism

CC

#aypee


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Maihar

Satna

*thers

3 :ow satisfactory is the billing system of different companies

Brand name $erage &ood 8ery good 5)cellent

Prism

CC

#aypee

Maihar

Satna

*thers

B3 7hich company gi$es you the best promotional support

i! Prism ' (

ii! #aypee ' (

iii! CC ' (

i$! Maihar ' (


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$! Satna ' (

$i! Mycem ' (

$ii! *thers ' (

3 7hat kinds of meetings do different companies organi1e

Brand name MasonMeeting Subdealer meeting rchitect meeting *thers

CC

#aypee

Prism

Maihar

Satna

*thers

3 7hat is sales $olume of different brands in comparison with others

Brand 3ame 8olume ' (

CC

Prism

#aypee

Maihar

Satna

*thers

3 7hat is the fre0uency of 4ield *fficer $isit of gi$en companies


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Brand 3ame 7eekly *nce a month More than a week 8ery fre0uently

CC

Prism

#aypee

Maihar

Satna

*thers

?3 7hat kind of promotional supports are gi$en to you by companies

Brand 3ame 7all Painting Banner :oarding Niosk *thers

CC

Prism

CC

#aypee

Maihar

Satna

*thers

:3 7hat kind of technical supports are gi$en to you by companies

i! Brand 3ame

ii! imely campaign


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iii! :andling &uidance to costomer regarding construction practices

i$! *thers C


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Maihar

Satna


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S1GGESSTIONS

S1GGESSION


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he following suggestions are followed to cement companies based on the

conclusion drawn from the research studyG,

Companies ha$e to increase the awareness le$el in the buyers through

print media and other ad$ertisement channels!

Company should maintain their regular supply according to the

demand!

Proper sur$ey and guideline should be gi$en by the company!

uality and brand name are to important factor hence companies ha$e

tried to build and maintain name and their goodwill in the market!

Company should ha$e reasonable price of the product to reach

e$eryone!

7ord of mouth can be generated by keeping the e)isting customers!


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/I/LIOGRAPHY

/I/LIOGRAPHY


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/1SINESS RESEARCH METHODS5 IKM1ND

WILLIAM G

MARKETING MANAGEMENT

PHILIP KOTLER

MARKETING MANAGEMENT

8!S! - M S7 M. + S!3 M NHM -I

F1NDAMENTAL OF STATISTICS

%!3!5L: 3C5

rananjay final

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