Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
COMPANYPROFILE
MARKETING
1
Marketing may also be defined as the performance of business activities
that direct the flow of goods from producer to customer or users. It may be
said that marketing include all those activities, which effect changes in the
ownership and possession of goods and services.
MARKETING FUNCTIONS
The marketing function may be classified into five groups these are
Sales promotion roles are derived from broader promotion roles and
objectives, which are derived from more basic marketing objectives
developed for the product. The specific roles set for sales promotion will
vary with the type of target market.
Sales promotion role for consumer includes encouraging for large
scale purchases, building trial among non-users, and attracting switchers
away fro competitors brands.
Sales promotion role for retailers, include inducing retailers to carry
new items and higher levels of inventory, encouraging off-season buying,
encouraging stocking of related items, offsetting competitive promotions,
building brand loyalty of retailers, and gaining entry into new retail outlets.
2
For sales force, sales promotion role includes encouraging support of a
new product or model, encouraging more prospecting, and stimulating off-
season sales.
In addition to these specific roles, there are certain general roles of
sales promotion, which are stated as below:
To simplify the efforts of sales force and motivate them for getting
larger sales orders.
To make the advertising more effective and to facilitate coordination
between personal selling and advertisement.
To prove the product better in quality and use, then of the similar
product of competitors.
3
TECHNIQUES OR TOOLS OF SALES
PROMOTION
FOR CONSUMERS
The consumers of user promotion techniques are the various devices directly
used to motivate and stimulate the consumers towards larger purchases. The
techniques may be executed by house-to-house visits of the customers or by
visiting their offices, or by distributing them to the shops of the middlemen.
Some important consumers / user promotion techniques are briefly stated
below:
Free Samples
Premiums
Contests
Free Trials
Free Training
Trade shows and Exhibitions
After Sales service
Sponsoring the games and Teams
Warranties
FOR DEALERS
4
The important tools used for trade promotion and a brief description of
each tool is given below.
Cooperative advertising
Advertising allowances
Promotional novelties
Displays allowances
5
Management Assistance
It is very difficult to manage the wholesale and retail trades. Many
of the middlemen do not posses the knowledge of various
management techniques. With the result, they will not be in position to
utilize their ability and funds in a proper manner. The producers
provide the following types of managerial assistance to dealers to
mitigate these draw backs:
6
7
CHAPTER-2
PROJECT
PROFILE
8
CONCEPT OF CEMENT
It was about 150 years ago or so that Cement as we know and use it
today was invented of prepared. Mr. Joseph Aspadin of England first of all
patented the manufacture of an improved type of cementations material for
construction of building in the year 1824 and gave it the name "Protland
Cement". This was because of the fact that hardened stone from the cement;
Joseph aspadin invented resembled "Porland stone" found in England.
However some other persons also claimed that they had made similar cement
each of them adopted a different process of manufacturing "Portland
Cement" was adopted on modern lines, as we know it today.
9
grinding operation. Usually Portland cements are divided into the following
seven classes.
10
This would include players who are constantly focusing on raising
operating efficiency, have high economics of scale and are not dependent on
few regional markets above have good distribution logistics and process a
good brand name, cement sector is expected to witness a consumption
growth in tune with the overall economic growth because of the strong co-
relation with GDP. ICRA pointed to on going road and housing projects to be
the main driver of future demand of cement.
11
IMPORTANCE OF CEMENT INDUSTRY
TO INDIAN ECONOMY
Generation of employment
12
PROSPECTS FOR DOMESTIC CONSUMPTION GROWTH
future prospects for growth of the cement industry appear bright. Firstly, at
the existing level of per capita consumption, total cement consumption will
grow in line with per capita consumption; total cement consumption will
grow in line with per capita income. Secondly, as suggested by the
experience of other countries, the cement intensity of the economy is higher
levels of per capita income. Both these factors support the optimistic
assessment of prospects of domestic consumption growth.
But now Govt. bold and pragmatic liberalization policy coupled with
structural changes - has brought India on the threshold of a new are of
economic progress.
13
SHREE CEMENT - AT A GLANCE
(An ISO9001: 2000 Company)
PRODUCTS MIX
14
Trust Comes From Quality At Shree Cement Limited
15
Shree Ultra Cement 33 BIS 33-
Grade specification Grade
Fineness (m2 / kg) 225 312
Soundness - -
Le chatelier expansion (mm) Max. 10 0.99
Auto-clave expansion (%) Max.0.8 0.081
Setting Time (Mins) - -
Initial Min. 30 131
Final Max. 600 189
Compressive Strength (MPa) - -
3 days Min.16 36.1
7 days Min.22 47.0
28 days Min. 33 58.0
16
Shree Ultra Cement 53 BIS Shree Ultra
Grade specification Cement 53-
Grade
Fineness (m2 / kg) 225 379
Soundness
Le chatelier expansion Max . 10 0.98
(mm)
Auto-clave expansion (%) Max. 0.8 0.077
Setting Time (Mins)
Initial Min. 30 120
Final Max. 600 178
Compressive Strength
(MPa)
3 days Min.27 41.8
7 days Min.37 55.4
28 days Min. 53 66.5
17
Exemplary Employment Practices.
Energy Conservation
To promote the culture for acquiring knowledge and skill to adapt to the
new technology development.
QUALITY POLICY
18
The process has following latest equipment which are used to achieve this
goal:
1. Vibrating screen: commencing with 500 TPH crusher with latest
vibrating screen to ensure that only very clean limestone goes into
manufacturing process.
3. X-ray analyzer: for quick and accurate analysis of all the raw material,
clinker and cement.
5. Roller mills: latest roller mills for coal grinding and roller process of
clinker grinding to ensure uniform particle size of cement for greater
strength.
CORPORATE POLICY
19
To promote friendship at all levels of individual of group companies
20
The Groups Global Vision and harmonious blend of all the elements, sum up
a well-conceptualized industrial conglomerate.
BOARD OF DIRECTOR
21
<>
22
Shri R.L. Gaggar
23
Shri S.K. Somany
24
Executive Director, is a fellow Chartered Accountant and a Science and Law
Graduate. Joined the Company as President in January, 1995 and has 25
years experience of working at senior positions including over 2 decades in
cement industry. He is a member of the Cement Sector Energy Task Force of
the Government of India, the President of Rajasthan Cement Manufacturers
Association and on the Board of Shree Cement Marketing Limited.
Birla
Physical Characteristics Uttam BIS Specification
Cement
Should not be less than
Sp. Surface 370
225 M2/Kg
A. By Le Chatelier
0.75 Should not exceed 10 mm
Soundness Method
Test B. By Autoclave
0.012 Should not exceed 0.8 %
Method
25
Should not be less than 30
Initial Set 110
Setting Time Minutes
(Minutes) Not more than 600
Final Set 200
Minutes
Compressive 3 days 38.2 Not less than 27 MPa
strength in 7 days 54.8 Not less than 37 MPa
MPa 28 days 70.0 Not less than 53 MPa
Birla
Physical Characteristics Uttam BIS Specification
Cement
Should not be less than
Sp Surface 380
300M2/Kg.
A. By Le Chatelier
0.75 Should not exceed 10 mm
Method
Soundness Test
B. By Autoclave
0.014 Should not exceed 0.8 %
Method
Should not be less than 30
Setting Time Initial Set 130
(Minutes)
Minutes
Final Set 230 Not more than 600 Minutes
3 days 32 Not less than 16 MPa
Compressive
strength in MPa
7 days 45 Not less than 22 MPa
28 days 64 Not less than 33 MPa
26
(A) For customers
27
SHREE cement limited is performing following sales promotion activities
for dealers & retailers
Dealers Meet
Dealers meet are organized from time to time to explain the company
marketing policies any changes, any amendments, any new policies. Such
meetings also serve the important purpose of getting the feed back from the
market and also to learn the competitive brand strategies. Such meetings are
of the duration of 3 hours followed by high tea/ Dinner.
Picnic/ excursion tours
Picnic/ excursion/ tours are organized with the aim of getting to know
the dealers and their families, to create a bond of friendship and to improve
the interpersonal relationship among the dealers as well as with the company.
These tours are held most at any hill station or sea side resort such tour are
mainly meant for fun.
Retailers Meet
Retailers are the important link who has direct contacts with the
customers. That is why the company also organizes meeting with the
retailers in orders to get the feedback from the market and to review
competitors policies. Such meeting serves an important function of creating
a sense of belongingness among the retailers.
Cash Discount
Cash discounts are given in order to facilities fast cash recovery. For
dealers & Retailers the company has a cash discount scheme as given below.
The dealers or retailers may transfer this discount to the customer. This is a
general discount scheme followed by all cement companies
Rs. 4/- per bag on advance payment
Rs. 3/- per bag if payment received within 3 days after delivery
Rs. 2/- per bag if payment received within 7 days after delivery
28
Rs. 1/- per bag if payment received within 15 days after delivery
Quantity Discount
To encourage the dealers/ Retailers to sell more company has a
scheme of quantity discount as given
Rs. 20/- per MT upto 50 MT
Rs. 40/- per MT from51 MT upto 120 MT
Rs. 50/- per MT from 120 MT upto 50 MT
Rs. 60/- per MT for beyond 250 MT
Distribution Channel
Distributions channels are set of inter dependent organs involved in
the process of making a product for use or consumption. So deciding
marketing channel is a very critical decision because it affects all marketing
decision. Cement is regarded as one of the basic material for the growth of
any country, so it is very essential that the distribution channel should be
such that it makes the product available to all potential customers.
Since inception of Cement Industry in India the distribution of Cement
was fully control by Government, but after adoption of the decontrol
distribution channel of SHREE Cement Limited :
The Company in Rajasthan has four Sales Promoters, which covers all
risks regarding Sales. The stockiest of the company may appoint retailer for
retailing of cement. The company also has sales officer in market for the
purpose of attending tender and liasioning with government department.
Sales promoters of SHREE Cement are arranging the distribution of cement
through dealer/ stockiest.
Advertising
29
Advertising is one of the major tool companys uses to advertise their
products to pursue their potential customers to favor their product.
There are numbers of ways like Newspaper, wall painting, hoardings,
panels, pamphlets etc. generally used by the marketing managers to objective
and established their brand in the eyes of customers.
SHREE Cement Limited is also doing advertising through different
media. The different means by which SHREE Cement Limited is
advertisings is as given below:
Hoardings
Wall paintings
Pamphlets
Brochures
TV Advertising
30
SWOT ANALYSIS
Strength:
It is the best quality manufacture of cement.
One of the best technologies in Rajasthan.
Neer Shrees latest technology is giving the best output.
It is attributed by healthy work environment and sound management
system.
Goodwill of B.K.Birla Group is also strength of MCL.
Good and healthy work environment.
Superior strength of its product.
Optimum setting time of cement.
Ideal water cement ratio.
Electronic packaging system for prompt delivery.
It is self-reliant for raw material.
Sales depots and offices for prompt delivery and immediate attention for
customer grievances
31
Weakness:
Worsening power situation facing companies to invest huge amount
in captive power plant.
Inadequacy of finance for modernization.
Increasing freight rate.
Infrastructure bottlenecks like transportation for raw material, fuel
supply.
Continuous losses may affect its goodwill and market value of its
share.
Opportunity:
Its superior quality attracts brand loyal and quality conscious
customers
Expected infrastructure growth will add to the current demand
By establishing own power plant, SHREE Cement can minimize the
cost of production.
SHREE Cement can get profit by controlling its cost of production
By increase its investments in promotional activities the company
can enhance its market share
Threat:
Large companys are coming up this may put pressure on realization
in Central and North India.
Cement Industry is facing price war, it may compel SHREE Cement
to reduce its price
There is depressed market condition cause by demand recession in
cement, resulting in higher competition
32
If excess supply condition persists it may lead to shutdown of
various cement plants
33
CHAPTER-3
RESEARCH
METHODOLOGY
34
Research Aim
The aim of this study was to identify the sales promotion activities for
SHREE Cement and to understand the expectation and opinion of retailers
and dealers regarding sales of Birla Uttam Cement in Kota District.
Objective
Primary Objective:-
To review the sales promotion activities regulating in the company
Secondary Objective:-
To find out the advertising activities followed by SHREE Cement.
Hypothesis
The hypothesis on which the research was conducted was as follows:
Scope of Study
This study will yield a great benefit to the organization as a lot of scope is
there, particularly in distributor and retailer segment. This will help to
increase the sale of organization.
35
Data Source
Primary Data:-
It is those data, which are collected fresh and first time, and they happen to
be original in characteristics. This may be done by either surveying and
asking person to survey or going in the field and collecting data. This type of
data is more confidential and chance or error is minimized.
In this project surveying the retailers is the source of collecting primary
data. The normal procedure is to conduct personal interview and telephonic
interview for primary data.
A primary survey was conducted at Kota city and survey was carried out at
various levels and the target group was retailer and distributor
Secondary Data:-
It those data which are already collected by someone else and which have
already been past through the statistical process, secondary data provide the
starting point research and offer the advantage of low cost and ready
availability.
Research Approach
Survey with structured schedule at different areas of Kota city.
Telecalling.
Cold calling in different areas of Kota city
Random visits to retailers.
36
Research Instrument
A structured scheduled was provided by SHREE CEMENT LTD. MORAK.
and apart from this some other relevant information was also collected from
the respondents.
Sample Plan
Population Definition:-
Element:- Distributors and retailers
37
CHAPTER-4
DATA COLLECTION
AND
INTERPRETATION
If Yes, Are you deals another brand of cement except Birla Uttam?
Question
38
Percentage
Response No. of Dealers/Retailers
No. of Dealers/Retailers
The above chart shows that 88.57% retailers are dealing in another Brand of
cement except Birla Uttam such as (ACC, AMBUJA, and BIRLA PLUS etc.)
and only 11.43% of retailers are using only Birla Uttam Brand. This means
company should increase the sales promotion activities for to attract the
retailers who will deals in only Birla Uttam Cement.
No. of Percentage
Response
Dealers/Retailers
0-250 Bags 37 35.23
250-500 Bags 30 28.57
500-1000 Bags 20 19.05
39
Above 1000 Bags 18 17.15
Total 105 100
1715% ; 17%
3523% ; 35%
0-250 Bags
1905% ;250-500
19% Bags 500-1000 Bags Above 1000 Bags
2857% ; 29%
The above chart shows that the 37 (105) dealers are selling in small quantity
say (0-250 Bags) and 18(105) which is 17.15% are selling large quantity say
(Above 1000 Bags) we can infer that 17.15% figure are related to Builders
and Contractors.
40
What is the time of minimum sale (consumption) in a season?
Demand of cement may vary in different season. To boost the sale in that
particular time. We must know what is that time when sale (consumption) is
minimum and out of 105 respondents, 37 (66.66%) have opinion that their
sale effect in a rainy season, little no of respondents 15 (14.28%) say that
their sales doesnt effect in rainy season.
No. of Percentage
Response
Dealers/Retailers
Yes 40 38.09
No 65 61.91
Total 105 100
41
250
200
150
50
0
Yes No Total
The above chart shows that the 40 (105) respondents are satisfied with
present sales promotion scheme of the SHREE Cement but sound majority
of 65(105) respondents are unsatisfied with present scheme of sales
promotion such as dealers meet, cash discount etc. and they want other tool
of sales promotion.
No. of Percentage
Response
Dealers/Retailers
Improve the price 41.90
44
structure
Improve the product 28.58
30
quality
Improve the 21.90
23
advertisement policy
If others then _____ 08 7.62
Total 105 100
42
what recommendations do you suggest to improve the sales?
The above chart shows that the 41% respondents want to improve the price
structure, 29% respondents want to improve the product quality 22%
respondents want to improve the advertising policy and rest 8% respondents
want to improve the sales in different manner. We can infer that if company
wants to improve sales, they have timely considered sales promotion activity.
Question
Are you satisfied with present scheme of advertising?
Percentage
Response No. of Dealers/Retailers
Yes 55 52.38
No 50 47.62
Total 105 100
43
Are you satisfied with present scheme of advertising?
56
54
52
50 Yes No
48
46
44
42
No. of Dealers/Re taile rs Pe rce ntage
The above chart shows that the 55 (105) which is 52.38% respondents are
satisfied with the present advertising schemes of SHREE cement and
respondents 50(105) which is 47.62% are unsatisfied with presents
advertising schemes. If company wants stable performance of the present
condition he should use the same policy of advertising.
Question Are you satisfied with the present credit policy of the company?
44
Are you satisfied with the present credit policy of the company?
100 84
80
Yes No
60
40 21
20
0
No. of Dealers/Re taile rs
The above chart shows that the 21 (105) respondents are satisfied with the
present credit policy of SHREE cement and vast Majority respondents
84(105) are unsatisfied with presents credit policy of company. So company
should more concentrate on the credit policy as per the dealers and retailers
points of views.
Question Are you satisfied with profit margin, you earn on selling the
companys product?
Response No. of Dealers/Retailers Percentage
Yes 42 40
No 63 60
Total 105 100
45
Are you satisfied with profit margin, you earn on selling the companys product?
63 60
70
60
50 42 40 No
Yes
40
30
20
10 No
0 Yes
No. of Dealers/Retailers Percentage
The above chart shows that the 42 (105) which are 40% respondents are
satisfied with the profit margin on the selling of product of SHREE cement
and respondents 63(105) which are 60% are unsatisfied with the profit
margin on the selling of product of SHREE cement. We can infer that in the
competitive market, good no. of respondents is in the favor of the present
profit margin of the company.
46
Are you getting the delivery of product on time and in required quantity?
Yes No
The above chart shows that the 68(105) which is 64.76% respondents are
satisfied with the delivery of product on time and in required quantity of the
company and 37(105) respondents which is 35.24% are unsatisfied with the
delivery of product on time and in required quantity. We can infer that in the
competitive market, company should concentrate on its distribution channel.
So that dealers and retailers can get delivery of product on time and in
required quantity.
Question Are you satisfied with the present after sales service of the
company?
Response No. of Dealers/Retailers Percentage
Yes 74 70
No 31 30
Total 105 100
47
Are you satisfied with the present after sales service of the company?
70
70
60
50
30
40
30
20
10
0
Yes No
The above chart shows that the 74(105) which is 70% respondents are
satisfied with the present after sales service of the company and 31(105)
respondents which is 30% are unsatisfied with the present after sales service
of the company. We can infer that company is providing good after sales
services and vast majority of respondent are satisfied. So there is no need to
change in after sales services facilities.
Question
What is the brand preference of dealer and retailer?
48
What is the brand preference of dealer and retailer?
49
CHAPTER-5
FINDING
AND
OBSERVATION
50
FINDING & OBSERVATION
35% of retailers are not satisfied with the distribution channel of the
company.
30% of retailers are not satisfied with the after sales services of the
company.
A good amount of retailers are satisfied with the profit margin of the
product.
Big Strength of respondents are not satisfied with the credit policy of
the company
51
CHAPTER-6
LIMITATION AND
DIFFICULTIES
52
LIMITATION & DIFFICULTIES
Sample size of 105 respondents was only taken due to time constrain.
A large sample size would have given an opportunity to get more
accurate over all feed back from the retailers.
This research is limited to Kota city only hence the finding of the
study cannot be generalized all over India; on the basis of Kota city
we cant analysis the sales and distribution management of the
company.
53
RECOMMENDATIONS
AND SUGGESTIONS
54
RECOMMENDATION & SUGGESTION
Company should increase the sales promotion scheme and should go for more ads
in local areas.
After sales services should be enough prompt and up to the customer expectation.
55
BIBLIOGRAPHY
56
BIBLIOGRAPHY
Website - www.SHREEcementltd.com
www.google.com
57
ANNEXURE
58
ANNEXURE
Address:_____________________________________________
Phone:_______________________________________________
Date:________________________________________________
(ii) If Yes, Are you deal in another brand of cement except Birla Uttam?
(1) Only Birla Uttam (2) Others Brand
59
5. If no, what recommendations do you suggest to improve the sales?
1. Improve the price structure
2. Improve the product quality
3. Improve the advertisement policy
4. If others then
_____________________________________________
7. Are you satisfied with the present credit policy of the company?
(1) Yes (2) No
8. Are you getting the delivery of product on time and in required quantity?
(1) Yes (2) No
9. Are you satisfied with profit margin, you earn on selling the companys product?
(1) Yes (2) No
10. Are you satisfied with the present after sales service of the company?
(1) Yes (2) No
60