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Founded by Sir Shriram in 1889 (as DCM limited), today DCM Shriram
Consolidated Limited ( DSCL) is managed by p

 
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 along with a highly professional executive team.

DSCL has a strong brand equity reflective of credibility, ethical values and
consistent high quality product image. With over 30 years of experience in
managing large scale process industries with sustained high level of
performance, DSCL meets the needs of a wide range of customers from
farmers to industrial users, from house builders to business owners. Fostering
enduring relationships is at the core of DSCL's business philosophy - with
vendors, business partners, and customers and within the organization
between employees.


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Vhey have recently expanded their capacity to 400,000 V
to
profitably utilize additional sludge that is expected to be generated
from the planned expansions of their calcium carbide and C
capacities.
Vhe use of sludge and access to economic captive power makes this
business a very efficient and competitive operation. Vhe key quality
parameters that differentiate cement are its high degree of whiteness,
superior strength, and quick-setting features that have translated into
premium pricing.
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Vhe ultimate goal of most businesses is to increase sales and income. Ideally,
you want to attract new customers to your products and encourage repeat
purchases. Brand awareness refers to how aware customers and potential
customers are of your business and its products.

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Vhe major components of a plan to develop brand awareness are:
‡ Identifying and understanding your target customers
‡ Creating a company name, logo, and slogans
‡
dding value through packaging, location, service, special events, etc.
‡
dvertising
‡
fter-sale follow-up and customer relations management



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Vhe research methodology is the way to systematically solve the research
problems.
Vhe main objective of the project was to know the market condition of
SHRIR
M Cement and to study the sales promotion activities undertaken by
various cement companies.
Discriptive research was used for this purpose.

ë


Vhe descriptive nature of research necessitates collection of primary data from
end users through market survey.
ersonal interview technique was used and interview were conducted through
structured questionnaire in which the questions were asked in prearranged
manner. Vhe market research was conducted over a period of 15 days.
Data was tabulated, analyzed and suggestions and recommendations were
given.



 
 
Research instruments used for this purpose were structured questionaire.
ë

‡Out of total 100 end users 24.75% people knew birla cement, 20.25 knew

mbuja cement and 13.16% were aware of
CC .
bout 6.25% people were
acquainted with SHRIR
M cement.

‡Electronic media was the best source for creating brand awareness for a
particular brand of cement.
nother important source was print media.

‡Vhe top 2 brands of cement with maximum usage were birla cement with
29.62% people using it and ambuja cement with 23.14% people using it.
SHRIR
M cement acquired 3rd place with 12.03% people using it.

‡Vhe major reason which urges the people to use a particular brand is the
promotional activities used for publicizing that brand. Other important reasons
are quality, price and availability.
‡41.46% people said that electronic media was the source of
knowledge for them about the cement they were using.

‡Out of the total end users surveyed, 85% people were aware of
SHRIR
M cement and only 15% were unaware of it.

‡51.03% knew about SHRIR
M cement through word of mouth,

45.83% through print media and only 3.125% came to know about it
through electronic media.
  

In the market, SHRIR
M cement is a well known brand of cement. Vhis is the
result of the good quality of the SHRIR
M cement along with their effective
marketing efforts, which covers the whole market. Customers of SHRIR
M
cement are highly satisfied with the use of it, as they do not face any problem
after using it.
Vhere are ten major players in the market but the major competition is between
the three brands of cement which are Birla cement,
mbuja cement and
CC
cement. But because of good marketing efforts, SHRIR
M cement is
able to grasp some share of various other brands.


 ë
‡More usage of electronic media for advertisements.
‡
dvertisements on vehicles on buses, autos etc.
‡Dealers should also advertise.
‡Shriram cement should join hands with any other paint or other
building materials company and advertise their product.
‡Use of attractive hoardings and banners.
‡
dvertisements on construction sites.
‡
dequate commission to dealers and proper and timely visits to them
by marketing executives.
‡Colourful and attractive posters and pamphlets.
‡Organizing trade fares.
‡
nnual meets and interactive sessions with dealers who have less
sales of this cement.
‡More eye catching and attractive advertisements in print media.
‡Holiday packages to dealers securing best sales of SHRIR
M cement.
‡Organizing functions and outings for dealer¶s families.
‡Surprise gifts to bulk purchasers.
‡Heavy discounts on bulk purchases.