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Summer Training Project Report ON Study of Brand Promotion of Jaypee Cement


Under the Guidance of Submitted by

Prof. Balaji Khune

Privi Singh


I Ms. Privi Singh hereby declare that project entitled Study of Brand Promotion of Jaypee Cement. Written and submitted by me to SIOM Pune, and is done under the guidance of Prof. Balaji Khune the imperial findings in this report are based on data collected by myself. While preparing this I have not copied from any report. I understand that any such copying is entitled to be punished in a way that College authority deems to be fit.

Privi Singh

Sinhgad Institute of Management pune


I have great pleasure in submitting this project report entitled study of Brand Promotion of Jaypee Cement. During the preparation of this project, I got valuable help and cooperation from many. Firstly, I would like to thank the Management and also Departments of JAYPEE CEMENT REWA.I would like to sincerely thank s Mr.Mahendra Singh Sales Officer, for providing me with this opportune. This project report could not have been completed without the guidance of my project guide Prof. Balaji Khune their timely help & encouragement helped me to complete this project successfully.

Privi Singh

In the present scenario any organization cannot survive unless it maintains competitive level of promotional activities. The highly Changing environment and the rapid growth renovation in all sector has made us to the competitive world. In this competitive world it is not enough to come with variety of Product and developed technology but there exists more faces often. There is a saying in Hindi which is very famous JO DIKHTA HAI WAHI BIKTA HAI. So it is very important for every company.To provide information about Quality, pricing Availability Brand image through the promotional programs/ technical activities. A part from these activities the company should also focus on promoting & designing exclusive network in the order to maximize the sale.
A lot of cement companies exists in the market and doing heavy promotional activities so always keep eyes on him and worked comparatively better.


Introduction of the organization

2. About the topic 3. Research objectives 4. Research Methodology Steps of research Data type & Data sources Sampling method Period of study Scope of study 5. Data Analysis & interpretation 6. Conclusion 7. Finding 8. Suggestion 9. Limitations 10. Bibliography


The Jaypee Group was founded by Mr. Jaiprakash Gaur. Jaypee Group is five decade old conglomerate based in Noida, India, involved in various industries that include Engineering, construction , Cement, Power, Hospitality, Real Estate, Expressways, Highways, Education and Social Commitment. Shri. Jaiprakash Gaur, Founder Chairman of Jaiprakash Associates Limited after acquiring a Diploma in Civil Engineering in 1950 from the University of Roorkee (now Indian Institute of Technology Roorkee), had a stint with Govt. of U.P. and branched off on his own, to start as a civil contractor in 1958, group is the 3rd largest cement producer in the country. The groups cement facilities are located today all over India in 10 states, with 18 plants having an aggregate cement production capacity of 24 Million Tonnes and same is poised to become 36 Million Tonnes before October 2012. With a single minded focus in mind, to achieve pioneering myriads of feat in civil engineering Shri. Jaiprakash Gaur, Founder Chairman of Jaiprakash Associates Limited after acquiring a Diploma in Civil Engineering in 1950 from the University of Roorkee, had a stint with Govt. of U.P. and with steadfast determination to contribute in nation building, branched off on his own, to start as a civil contractor in 1958, group is the 3rd largest cement producer in the country. The groups cement facilities are located in the Satna Cluster (M.P.), which has one of the highest cement production growth rates in India.

1979 - Jaiprakash Associates Pvt Ltd formed and sets foot in Iraq. 1981 - Commenced Hotel Business with first hotel in Delhi - Siddharth 1982 - Hotel Vasant Continental was set up 1986 - Commissioning of 1st unit of 1 MTPA Jaypee Rewa Plant (JRP) in District Rewa, MP Formation of Jaiprakash Industries Ltd (JIL) 1987 - JIL listed on Bombay Stock Exchange 1991 - Commissioning of 2nd unit of 1.5 MTPA Jaypee Rewa Plant 1992 - Jaiprakash Hydro Power Ltd established to operate 300 MW Baspa II HE Project, Jaiprakash Power Ventures Ltd established to operate 400 MW Vishnuprayag HE project 1993 - JIL signs MOU to develop & operate 1000 MW Karcham Wangtoo HE Project 1995 - Bela Cement Ltd incorporated to establish 3rd Cement Plant at Bela, Hotel Jaypee Residency Manor set up 1996 - Commissioning of the 3rd cement plant 1.7 MTPA Jaypee Bela Plant in District Rewa, MP 1999 - Hotel Jaypee Palace, Agra set up 2000 - Jaypee Greens Ltd 458-acre (1.85 km2) golf centric real estate company comes into being 2001 - Jaypee Institute of Information Technology (deemed University since Nov 1 2004) set up at NOIDA

2002 - Jaypee Karcham Hydro Corporation Ltd established to operate 1000 MW Karcham Wangtoo HE Project, Jaypee University of Information Technology (State university), Waknaghat set up

2003 - Jaypee Hotel Training Centre(JHTC) is set up at Agra to train students in Hotel Management. In 2007 the institute changed it's program from a diploma course to a degree course and increased the number of years from 2 to 3.

2003 - Jaypee Institute of Engineering Technology (Constituent Centre of JUIT, Waknaghat) set up at Raghogarh, Guna. Later this institute was declared first private state university of Madhya Pradesh as Jaypee University of Engineering & Technology. Also 1st Captive Thermal Power Plant of 25 MW commissioned at JRP. Formation of Jaiprakash Associates Ltd (JAL) by merging JIL with Jaypee Cement Ltd

2004 - Commissioning of 2nd Captive Power Plant of 25 MW at Jaypee Bela Plant 2005 - Shares of JHPL listed on BSE/NSE. First hydropower company to be listed in the country 2006 - Setting up of Madhya Pradesh Jaypee Minerals Corporation Ltd (MPJMCL) in JV with MP State *2007 - Signing of a joint venture agreement with Steel Authority of India Ltd for setting up a 2.0 MTPA slag based cement plant at Bhilai.

2008 - Jaypee Ganga Infrastructure Corporation Ltd incorporated for implementation of 1047 km long 8 lane access controlled expressway between Greater Noida and Ballia in UP,Chunar and Dalla cement plants (UPPCL) in UP commissioned

2009 - Amalgamation of four Group Companies, namely, Jaypee Cement Limited, Gujarat Anjan Cement Limited, Jaypee Hotels Limited and Jaiprakash Enterprises Limited with flagship company JAL. Acquired Sangam Power Generation Company Ltd. Signing of MOU for setting up a 2.0 million tonnes per annum capacity cement plant in joint venture with Assam Mineral Development Corporation Limited (AMDC). Group is setting up a Jaypee Hitech Casting Centre. Amalgamation of Jaiprakash Power Ventures Ltd. with Jaiprakash Hydro-Power Ltd.; the name of the Company i.e. Jaiprakash Hydro-Power Ltd. changed to Jaiprakash Power Ventures Ltd.

2010 - Commissioning of 1.75 MnTPA Jaypee Himachal Cement Grinding and Blending Plant, Bagheri (H.P.)., 2.2 MnTPA Bhilai Jaypee Cement Ltd., Satna (Madhya Pradesh)., 1.2 million tonnes Jaypee Roorkee Cement grinding Unit (JRCGU) at Roorkee, Uttarakhand.

Company/Organizational Profile Transforming challenges into opportunities has been the hallmark of the Jaypee Group, ever since its inception five decades ago. The Group is a diversified infrastructure conglomerate with business interests in Engineering & Construction, Power, Cement, Real Estate, Hospitality, Expressways, Sports & Education (not-for-profit). ENGINEERING & CONSTRUCTION The Engineering and Construction wing of the Group is an acknowledged leader in the construction of multipurpose River Valley and Hydropower projects. It has the unique distinction of having simultaneously executed 13 Hydropower projects spread across 6 states and the neighboring country Bhutan for generating 10,290 MW power. The Group has been assigned CR1 grade by ICRA Ltd. indicating very strong contract execution capacity with best prospects of timely completion of projects, without cost overruns for projects with average value of Rs. 2500 crore. It is the only Group in India, which pre-qualifies on its own for the bidding of various projects that are awarded in the country. A leader in Engineering and Construction of Hydropower projects in India, the Group has the largest market share in the Indian Hydropower, E&C and EPC sector having participated in 54% of Hydropower projects developed in 10th 5-Year Plan in different capacities. JAL is the only integrated solution provider for Hydropower projects in the country with a track record of strong project implementation in different capacities and has participated in projects that have added over 8840 MW of Hydroelectricity to the National grid between 2002 to 2009. (AN UNPARALLEL FEATURE IN INDIAN POWER SECTOR) The Group also has the distinction of executing three out of five Hydropower projects contracted on an EPC basis in the country till March 2009. Two of these, 300 MW Chamera - II and 520 MW Omkareshwar, have been completed ahead of schedule. The 900 MW Baglihar (Stage-I and II) Hydroelectric project in Jammu & Kashmir, has been set up in the challenging environment of the State with 22 million cubic meters of concrete, has been the largest EPC project executed in the country in Hydropower sector, so far. The key non-EPC projects completed across India are 1450 MW Sardar Sarovar Project, the largest water resource project in India, 1000 MW Tehri Dam, Asia's highest rockfill dam. 1000 MW Indira Sagar Power House, second largest surface power house in the country. 1500 MW Nathpa Jhakri Power House, the largest underground power house in the country. The in-house Design and Consultancy Company, Jaypee Ventures Pvt. Ltd. (JVPL), gives JAL a competitive 10

edge over its rivals. The design and engineering arm has been awarded CT1 grade by ICRA with CIDC (The Construction Industry Development Council). This is the highest rating assigned to consultants in the field of Engineering. POWER The Group with its operational projects of 300 MW Baspa-II (Himachal Pradesh), 400 MW Vishnuprayag (Uttarakhand) and 1000 MW Karcham Wangtoo (Himachal Pradesh) is Indias largest private sector Hydropower producer. In addition, with 3200 MW projects (2700 MW Lower Siang & 500 MW Hirong ) coming up in Arunachal Pradesh and 720 MW (270 MW Umngot and 450 MW Kynshi Stage II) in Meghalaya, the Group will have total Hydropower generation capacity of over 5600 MW by 2020. After having established a strong presence in the Hydropower sector the Group has initiated its entry into Thermal Power Generation, Power Transmission and also forayed into Wind Power. The Group is in the process of implementing 2 x 660 MW pit head based Nigrie Thermal Power plant in district Singrauli of M.P. and 5x 250 MW Thermal Power plant at Bina M.P. JAL has been awarded LOIs for 1980 MW (3 x 660 MW) Karchana Thermal Power Project and 3300 MW (5 x 660 MW) Bara Thermal Power project in UP. Besides this, 49 MW of Wind Power plant is operational in Maharashtra and Gujarat. The Group has also successfully implemented a Transmission system associated with 1000 MW Karcham Wangtoo Hydro-electric project. The Transmission project consists of a 217 km long transmission line between Wangtoo in Himachal Pradesh and Abdullapur in Haryana. CEMENT Jaypee Group is the 3rd largest cement producer in the country. The group produces special blend of Portland Pozzolana Cement under the brand name Jaypee Cement (PPC). Its cement division currently operates modern, computerized process control cement plants with an aggregate capacity of 28 MnTPA. The company is in the midst of capacity expansion of its cement business in Northern, Southern, Central, Eastern and Western parts of the country and is slated to be 35.90 MnTPA by FY13 (expected) with Captive Thermal Power plants totaling 672 MW. HOSPITALITY The Groups hospitality business owns and operates 6 properties spread across New Delhi, Uttar Pradesh and Uttarakhand. The 4 Five Star Hotels, two in New Delhi and one each in Agra and Mussoorie have a total capacity of 644 rooms. Another 5 star luxury with state-of-the-art resort and SPA has been set up in collaboration with SIX SENSES at Greater Noida with 170 living spaces. Apart from this, Jaypee Delcourt at Greater Noida has comfortable deluxe rooms, multiple dining options, state-of-the-art wellness centre and a promenade of lifestyle stores indeed making it a viable destination for corporate, entrepreneurs, expats business and leisure stays. REAL ESTATE AND EXPRESSWAYS The Group is a pioneer in the development of Indias first golf centric Real Estate. Jaypee Greens - a world class fully integrated complex consists of an 18 hole Greg Norman Golf Course. Stretching over 452 acres, it also includes residences, commercial spaces, corporate park, entertainment and nature in abundance.Jaypee Greens also launched its second project in Noida in November 2007. Indias First Wish Town, is an Integrated Township spread over 1162 acres of land comprising one 18 hole and two 9 hole golf facility & world class 11

residences. The Group is constructing 165 km long 6 lane Yamuna Expressway project from Noida to Agra and ribbon development on 6175 acres at five or more locations along the expressway for commercial, industrial, institutional, residential and amusement purposes, will also be undertaken as an integral part of the project. SPORTS The Group has hosted Indias first ever Formula OneTM Grand Prix on 30th October, 2011. In addition to F1, the track is also expected to host other top-level international motorsports events from 2012 onwards. EDUCATION People of resources must contribute towards making a better tomorrow for all. Shri Jaiprakash Gaur ji, Founder Chairman of the Group firmly believes that quality education on an affordable basis is the biggest service which, as a corporate citizen, we can provide. Education is the cornerstone to economic development and the strength of 1 billion Indians can be channelized by education alone to build India into a developed nation. The Group currently provides education across all spectrum of the learning curve through 27 Schools, 5 ITCs, 1 Post Graduate College, 1 B.Ed College and 3 Universities catering to learning of over 23,000 students. The Jaypee education system plans to take the vision of service to society through quality education to another plane by expanding its infrastructure to provide education to a universe of 200,000 students in less than a decade from now. SOCIAL COMMITMENTS The Group has always believed in growth with a human face and to fulfill its obligations it has set up Jaiprakash Sewa Sansthan (JSS), a not-for-profit trust which primarily serves the objectives of socio economic development, reducing the pain and distress in society. For over 5 decades now, Jaypee Group has supported the socio-economic development of the local environment in which it operates and ensured that the economically and educationally challenged strata around the work surroundings are also benefited from the Groups growth by providing education, medical and other facilities for local development. The Group also undertakes Comprehensive Rural Development Programme (CRDP) which covers a wide range of projects such as free medical camps, health check-ups for village school children, literacy campaigns like Balwadis for young boys and girls, safe drinking water supply, creating huge water reservoirs in different villages, self employment which includes tailoring classes for women and animal husbandry. Some other important activities undertaken include the renovation of old temples, other schools and hospital buildings in the adjoining adopted villages.

ENVIRONMENT Every time we borrow from nature, we return it with interest. We at Jaypee believe that harmony between the man and his environment is the prime essence of healthy life 12

and living. The sustenance of our ecological balance is therefore of paramount importance. Efforts are made to conserve ecological balance without any harm done to the local flora and fauna. The Group has also taken green initiatives, afforestation drives, resources conservation, water conservation, air quality control and noise pollution control and created a green oasis amidst the limestone belt at the cement complex in Rewa. Last but not the least, as a Group we remain committed to strategic business development in infrastructure, as the key to nation building in the 21st century. We aim for perfection in everything we undertake and we have a commitment to excel. It is the determination to transform every challenge into opportunity; to seize every opportunity to ensure growth and grow with human face; that drives us.

Major Achievements of Jaypee Group


Jaypee Group is the largest private sector hydro power producer in India with an installed capacity Sardar Sarovar Dam being executed by the group is the third largest in the world for volume of Indira Sagar a 1000 MW Power house is the second largest surface power house in the country. Nathpa Jhakri a 1500 MW Power House is the largest underground power house in India. Tehri Dam is the third tallest rockfill dam in the world, and the largest in Asia involving placement

of 700 MW. chilled concrete to be placed -nearly 7 million cum.

of over 25 million cum of all types of fill material.



JAIPRAKASH ASSOCIATES LTD (J.A.L.) is the flagship company of the Jaypee group. The Jaypee Group is a well diversified infrastructural industrial conglomerate in India.. The group has been discharging its responsibilities to the satisfaction of all its shareholders and fellow Indians, summed by its guiding philosophy of "Growth with a Human Face Started with a humble beginning in 1979 with construction activities, getting into cement manufacturing was only a logical and natural diversification for the group in the year 1986. Today with the work force of more than 50,000 committed professional manpower and the presence in almost all states of north India and countries like Nepal, Bhutan etc. The Cement Blending Units with an aggregate capacity of 21.3 millions tones per annum (MTPA) at present. The Group is in the process of setting up new capacities across the nation and is targeting a capacity of 37.55 MTPA by Division of the Jaypee Group has 7 state-of-the-art, fully computerized integrated Cement Plants(ICPs).


With a single-minded focus in mind, to achieve pioneering myriads of feat in civil engineering Shri Jaiprakash Gaur, the founding father of Jaiprakash Associates Limited after acquiring a Diploma in Civil Engineering in 1950 from the University of Roorkee, had a stint with Govt. of U.P. and with steadfast determination to contribute in nation building, branched off on his own, to start as a civil contractor in 1958.

To be among the most trusted power utility company of the country providing environment friendly power on most cost effective basis ensuring prosperity for its human.

To ensure most cost effective power for sustained growth of India. To provide clean and green power for secured future of countrymen. To retain leadership position of the organization in hydro power generation, while working with dedication and innovation in every project we undertaken. To maintain continuous pursuit for cost effectiveness, enhanced productivity for ensuring financial health of the organization to take care of stakeholders aspirations continuously To be a technology driven transparent organization, ensuring dignity and respect for its team members. To inculcate value system all cross the organization for ensuring trustworthy relationship with its constituent associates and stake holders. As the third largest cement producer in the country, Jaypee Group is poised to increase its optimum output from 19.10 MTPA to 33.55 MTPA by 2012. It has signed an MOUfor a 2 MTPA cement plant in a joint venture with Assam Mineral Development Corporation. Two units of Jaiprakash Associate Ltd. At Jypeenagar & Jaypeepuram were awarded 5 star rating by British Safety Council U K for Health & SafetyManagement System.


The Historical milestone of the Group is shown below in the form of time-line:

Research Objective & Methodology


Working capital management is a very important in every manufacturing industry. So my main objective of the study is to understand the Working capital Management in the following context: Working Capital Policy Cash Management System` Receivable Management Inventory Management Working Capital Financing

Apart from studying the WCM at Jaypee Cement, my main aim would be to know the functioning of Finance Department. To relate how theoretical concepts are implemented in real life situations. How these concepts vary accordingly & also which concepts of any particular function is being adopted and why.

Methodology of Project:
Firstly I would try to know the basics of each & every aspect under working capital Management in this plant How the different theoretical concepts are being implemented here Then I would try to go deep in every aspect one-by-one Which technique they use for their different processes I would also try to learn the concepts and practical aspect of other activities of this plant I would also try to understand relationship of the theoretical learning with the real life learning

Cement At Jaypee


As JIL (Jaiprakash Industries Limited) and JCL (Jaiprakash Cement Limited) were two separate companies in the group, carrying on the engineering & construction (E&C) and cement manufacturing & marketing business respectively. With a view to consolidate the construction and cement operations under one company, The Jaypee Rewa Plant group merged the JIL into JCL with the approval of the scheme of Amalgamation from the High Court of Allahabad on March 11, 2004. The merger was effective from April 1, 2004 .Subsequently, the name of the merged entity has been changed to Jaiprakash Associates Ltd. (JAL). VISION OF THE CEMENT DIVISION:To be dynamic & vibrant, responsive to change scenario and flexible enough to absorb environment & physical fluctuation. Harness the inherent strength of available human resources and materials has the capacity to learn from success and more then anything else, ensure growth with human face. MISSION OF THE CEMENT DIVISION:To ensure growth for improving the quality of life with human face and contribute to growing national economy, maximizing benefits to their customers and the nation at large by serving the core sectors of the economy. The group produces Ordinary Portland Cement (OPC) (grades 33, 44, 53, IRST-40) and Pozzolana Portland Cement (PPC) under the brand name jaypee cement. Its cement division has three modern, computerized process control cement plants namely, Jaypee Rewa Plant (JRP), Jaypee Bela Plant (JBP) with an aggregate capacity of 7.0 MTPA. With its plans of adding capacities in different regions of the country, the group is poised to be a 24 MTPA cement producer by the year 2009. These will be attained with the help of following plant: Jaypee Sidhi Plant Location Baghwar Sidhi (M.P.) Dalla Cement Plant Location U.P. Chunnar Cement Plant Location U.P. In Satna and Bhilai Slag Cement plant have been installed there. In Himanchal Pradesh and Sridhi also the Cemant Plant are already in production.

The two plants (JRP, JBP) have received the ISO 9002 certification from the world renowned crediting agency BVQI. They are also the largest exporter of cement and clinker to Nepal from last 6 years.


(CEMENT DIVISION):A) Jaypee Rewa Plant:


Jaypee Rewa plant has 2 units with an aggregate capacity of 3.2 million tones per annum Unit-I of 1 million tones capacity was commissioned in 1986 and Unit-II and 1.5 million tones capacity was commissioned in 1991. B) Jaypee Bela Plant: Jaypee Bela Plant, the second plant with the capacity of 2.2 from the date of its commencement. C) Jaypee Cement Blending Unit, Sadwa, Allahabad (JCBU): Jaypee Cement Blending unit (JCBU) of 0.6 MTPA capacities was commissioned in December. 2002 at the Village Sadwa-Khurd, District Allahabad, (UP) This is situated on Allahabad - Rewa road at a distance of 28 KM from Allahabad. D) Jaypee Ayodhya Grinding Operations (JAAGO): The latest addition in cement manufacturing capacity came through Jaypee Ayodhya Grinding Operation (JAAGO) having 1.0 MTPA capacity. With a view to the locally procured Fly Ash from NTPC - Tanda, this plant was commissioned in August 2004 at Tanda in U.P.The company is having the need of the limestone to meet that requirements they have established their Captive Limestone Mines. The three mining centers they have to meet their requirements are as follows: Naubasta Limestone Mine Jaypee Limestone Mine Bankuiyan Limestone Mine MTPA (Million Tones Per annum) commissioned in 1996. This plant is exempted from paying the excise duty on its production for 10 years

The systematic and scientific mining operations of Jaiprakash Associates Limited are supported with the help of Holder Bank Management Consultancy (HMC), Switzerland by state-of-the art computerized programming the Computer Aided Deposit Evaluation (CADE) & Quarry Scheduling Optimisation (QSO) E)Jaypee Dala Cement piant Mirjapur F)JaypeeBabupur Cement plant Satna G)Jaypee Chunar cement plant Sonbhadra H)Jaypee Nigri cement Plant I)Jaypee Bhuj cement plant Gujarat


History of Cement
Manufacture of cement has a history, which traces back to millennia. The Romans who were prolific builders used burnt calcareous (calcium bearing) rocks along with pozzolanic materials in an era Before Christ. The structures built by them, like the Pantheon, are still there for us to see proving the goodness of cementations materials as input material for construction. Post industrialization and as infrastructure development started globally, demands for cement have been growing steadily both quantitatively & qualitatively. India is the second largest cement producer in the world after China and cement consumption has been growing at a CAGR of over 8% p.a. in the last five year. Cement Manufacturing Process Mining


The cement manufacturing process starts from the mining of limestone, which is the main raw material for making cement. Limestone is excavated from open cast mines after drilling and blasting and loaded on to dumpers which transport the material and unload into hoppers of the limestone crushers. Crushing Stacking and Reclaming of Coal Crushing Stacking & Reclaiming of Limestone The LS Crushers crush the limestone to minus 80 mm size and discharge the material onto a belt conveyor which takes it to the stacker via the Bulk material analyser. The material is stacked in longitudinal stockpiles. Limestone is extracted transversely from the stockpiles by the reclaimers and conveyed to the Raw Mill hoppers for grinding of raw meal. The process of making cement clinker requires heat. Coal is used as the fuel for providing heat. Raw Coal received from the collieries is stored in a coal yard. Raw Coal is dropped on a belt conveyor from a hopper and is taken to and crushed in a crusher. Crushed coal discharged from the Coal Crusher is stored in a longitudinal stockpile from where it is reclaimed by a reclaimer and taken to the coal mill hoppers for grinding of fine coal.

Clinkerisation Cement Clinker is made by pyroprocessing of Kiln feed in the preheater and the rotary kiln. Fine coal is fired as fuel to provide the necessary heat in the kiln and the Precalciner located at the bottom of the 5/6 stage preheater. Hot clinker discharged from the Kiln drops on the grate cooler and gets cooled. The cooler discharges the clinker onto the pan / bucket conveyor and it is transported to the clinker stockpiles / silos. The clinker is taken from the stockpile / silo to the ball mill hoppers for cement grinding.

Cement Grinding & Storage Clinker and Gypsum (for OPC) and also Pozzolana (for PPC) are extracted from their respective hoppers and fed to the Cement Mills. These Ball Mills grind the feed to a fine powder and the Mill discharge is fed to an elevator, which takes the material to a separator, which separates fine product and the coarse. The latter is sent to the mill inlet for regrinding and the fine product is stored in concrete silos.

Packing Cement extracted from silos is conveyed to the automatic electronic packers where it is packed in 50 Kgs. Polythene bags and dispatched in trucks.


Electrical Power For total power requirement of 90 MW (Jaypee Rewa Plant and Jaypee Bela Plant), we have CPP 1 - 22.5 MW CPP 2 - 22.5 MW CPP 3 - 38.5 MW Four DG sets provide an emergency backup. Technical Services Owning a strong, durable and beautiful home is one of the innate desires of every human being. At Jaypee, the pioneers in the construction of mega Hydroelectric projects and other infrastructure projects, we fully understand that good cement and construction material alone will not ensure strong and lasting structures. Correct construction practices and quality control at the time of construction play an equally important role. Our understanding of the construction practices and related problems has prompted us to extend customized technical services specially tailored for the Individual Home Builders and large projects. We firmly believe that quality construction leads to satisfied customers. The Jaypee Cement Technical Support Service offerings are: Technical Service Engineers The Area Marketing Offices have a fully functional technical services department aptly supported by qualified Civil Engineers who visit and interact with the customers to assess their needs and accordingly advise them about the best construction practices so that the dream of a strong and durable home is realized. Some of the customer-centric initiatives taken up by the Technical Service Engineers are: Customized solutions to the problems of the individual home builder Training the masons and contractors so that they are aware about good construction practices Train the channel partners (Dealers and Retailers) about the product and its correct usage Interact routinely with the professionals (architects and engineers) and share information regarding latest developments in the product and industry

The services of the Technical Service Engineers can be availed by all users of Jaypee Cement. For more details, please contact nearest Jaypee Cement Area Marketing Office or Jaypee Cement Authorized Dealers.

Cement Brands Jaypee produces a wide variety of cements, which are specifically designed to cater to the customers requirements for different types of cements in each of its markets. All the brands, which the Company produces, are so evolved in their characteristics and properties that they will surpass BIS Standards. For each brand, the relevant BIS standards are mentioned in enclosed table along with a comparison with the BIS requirement. The state-of-the-art cement plants operated by the Jaypee Group are equipped with the most modern technology from the globally leading technology providers. Extensive Instrumentation & fully automatic and computerized process control system, custom designed Quality Control software like QSO Expert and CADES in the Mines, Cross Belt Expert Analyser using the Prompt Gamma Neutron Activation Analysis - for the first time in India, X-Ray Fluorescence and X-Ray Diffraction analysers and optical microscope, enable production of cement of the highest quality consistently on a sustained basis. Jaypee Rewa Plant Quality control laboratory is accredited laboratory from National Accreditation Board for Calibration & Testing Laboratories, for chemical and mechanical Cement testing. All brands are marketed in attractive HDPE bags, containing 50 Kgs of quality cement from Jaypee. 24 Bags are identified with a conspicuous Jaypee Logo, which also over the years has come to be regarded as a Hallmark of quality. Jaypee produces & markets both Portland Pozzolana Cement (PPC) & all grades of Ordinary Portland Cement (OPC). A brief introduction of each brand is enumerated as below:-

Initially, the Jaypee Group started as civil engineering contractors. Jaiprakash Associates Ltd., the flagship company of the Group, is a leader in Construction of river valley and hydropower projects on turnkey basis for more than 4 decades. The company is currently executing various projects in hydropower / irrigation / other infrastructure fields and has had the distinction of executing simultaneously 13 hydropower projects spread over 6 states and the neighbouring country Bhutan for generating 10,290 MW of power. Jaypee Group undertakes projects involving: Large quantities of rock excavation (both surface and underground) Controlled earth/rock fill Concrete manufacture and placement (including chilling) Fabrication and erection of penstock liners Hydro-mechanical equipment Steel Structures Expressway Construction Real Estate Development

The projects that have been commissioned or in the advance stages of completion have been undertaken by it either as a successful EPC contractor or as a Non EPC contractor.


Jaypee group is the 3rd largest cement producer in the country. The groups cement facilities are located in the Satna which has one of the highest cement production growth rates in India. The group produces special blend of Portland Pozzolana Cement under the brand name Jaypee Cement (PPC). Its Cement Division currently operates modern, computerized process control cement plants with an aggregate capacity of 24 MTPA*. The company is in the midst of capacity expansion of its cement business in Northern, Southern, Central, Eastern and Western parts of the country and is slated to be 36 MnTPA with Captive Thermal Power Plants totaling 702MW. (* includes 2.2 MnTPA capacity in Joint Venture with SAIL)

Rationale of the Study


The Indian Cement Industry occupies a predominant position not only as one of the basic industries for infrastructure development, but also because it is the 2nd largest producer of cement in the world. Importance to Economy: The cement industry accounts for approximately 1.3% of GDP and employs over 0.14 million people. It is a significant contributor to the revenue collected by both the central and state governments through excise and sales taxes. Cement has consistently figured among the top 5-7 commodities. It is a heavily taxed commodity and the duties amount to around 30% of the selling price of cement. India is the second largest producer of cement in the world. In 2006-07, India (158 mt) is the second largest producer- behind China (1000 mt), but ahead of the US (99 mt) and Japan (66 mt). Indias cement industry both installed capacity and actual production has grown significantly over the past three decades, with production increasing at an average rate of 8.1% per year between 1981 and 2005-06. Also it is worth noticing that the demand for cement is still outstrips supply by at least 5 million tonnes (TOI, June 13,2010). Major Players: The major players in Indian cement industry in terms of sales and market share are: 1. Ultratech Cement
2. ACC ltd. 3

Ambuja Cement

3. Century Textiles & Inds. 4. India Cements 5. Jaiprakash Associates 6. Birla Corporation The relative market share of large players in cement industry has changed significantly over the years. Consolidation of capacities has seen Ultratech, Grasim, India Cement and Gujrat Ambuja emerge as the leading player apart from ACC, which has been the market leader during all the years of excepting FY2001.

Source: ICRA July 2010 Highlights of Indian Cement Industry Large (Large Plants means capacity more than 0.198 Mn.T. per annum) Companies (Members) (Nos.) Cement Plants (Nos.) Installed Capacity (Mn. t.) Cement Production (Mn. t.) 2005-06 Plants with Capacity of Million tonnes and above (Nos.) Manpower Employed (Nos.) Approx. Turnover in 2007 (Mn. US$) around Source: Cement Manufacturers Association Plants 57 139 160.24 167.8 86 1,95,000 13,700

JAIPRAKASH ASSOCIATES LIMITED - CEMENT DIVISION Jaiprakash Associates Limited (JAL) formerly Jaypee Cement Limited is the well diversified conglomerate JAYPEE GROUP, It's cement division has 3 modern, computerized process control cement plants of 5.0 Million tonnes of aggregate per annum capacity near Rewa in Madhya Pradesh, India the single largest cement complex at one location in India from where more than 3, 00,000 bags are dispatched in about 1000 trucks per day. It is the largest cement-manufacturing complex at a single location in Asia. The group produces Ordinary Portland Cement and Pozzolana Portland Cement. Its cement division has three modern, computerized process control cement plants namely, Jaypee Rewa Cement Plant (JRCP), Jaypee Bela Cement Plant (JBCP) with an aggregate capacity of 7.0 MTPA. With its plans of adding capacities in different regions of the country, the group is poised to be a 20 MTPA cement producer by the year 2009.


In the near future, the group plans to expand its cement capacities via acquisition and greenfield additions to maximize economies of scale and build on vision to focus on large size plants from inception. The Group is committed towards the safety and health of employees and the public. The groups motto is ' Work For Safe, Healthy, Clean & Green Environment '. Jaypee Rewa Plant: Jaypee Rewa Plant has 2 units with an aggregate capacity of 2.5 million tonnage per annum. Unit-I of 1 million tonnage capacity was commissioned in 1986 and Unit-II of 1.5 million tonnage capacity was commissioned in 1991. Jaypee Bela Plant: Jaypee Bela Plant of 1.9 million tonnage capacity was commissioned in 1996. A blending unit, first of its kind in the country, having a capacity of 6 lakh tonnage per annum was set up in Sadva Khurd, Distt. Allahabad, (U.P.) in December 2001. pollution control. Mining In order to meet limestone requirement of the three Cement Plants, Jaiprakash Associates Limited has three Captive Limestone Mines Naubasta Limestone Mine, Jaypee Limestone Mine and Bankuiyan Limestone Mine. The Mining operations are carried out by fully mechanized open cast mining methods. The equipments used include 153 mm drill machines, hydraulic excavators of 3.8 cum & 4.1 cum bucket capacities, in-situ rock breaker, heavy duty 35 MT carrying capacity dumpers, bull dozers and miscellaneous equipments. The reclamation and rehabilitation of mined area is a continuous process in Jaiprakash Associates Limited. The hard overburden generated is used to back-fill the area with good topsoil and area is rehabilitated in planned way by adopting large-scale afforestation


Jaypee Rewa Plant :Year S.no. Production 1 2 Clinker Production (MTPA) Total Cement Production (MTPA) 2005-06 2006-07 2007-08 2008-09 2009- 10 23.17 25.79 21.73 24.13 25.61 25.62 29.18 28.19 14.51 14.37

Jaypee Bela Plant :Year S.no. 1 2 Production Clinker Production (MTPA) Total Cement (MTPA) 2005-06 16.8 2006-07 16.46 18.37 2007-08 16.48 20.46 2008-09 2009- 10 17.68 21.52 9.03 11.36

Production 17.83

Jaypee Ayodhya Grinding Operational, Tanda (U.P): Production Total Cement Production (MTPA) Year 2008-09 7.56 2009- 10 3.9

S.no. 1

Jaypee Cement Blending Unit, Production Sadva, Allahabad (U.P):S.no. 1

Year 2005-06 200607 4.53 200708 5.53 200809 5.87 2009- 10

Total Cement Production 3.25 (MTPA)




Production: Total production of cement companies in India has seen a growth of 25.05 percent from 1999-00 to 2009-10. (In million tonnes) Source: Cement Manufacturers Association Major Cement Producing States:

Source: Cement Manufacturers Association


Revenue earned by cement biz Rs. Year 2005-06 2006-07 2007-08 2008-09 2009-10 Crores 797 1040 1281 1932 2069

Rs. Crores 2500 2000 1500 1000 500 0 2005- 2006- 2007- 2008- 200906 07 08 09 10 Rs. Crores



Civil Engineering

Private Hydro Power


Information Technology

Cement Division

Thermal Station

34 Transmission Lines

Social Work


Promoting and Designing exclusive network:In order make a network in any area company needs some dealers who represent its brand so, Dealer is a medium between consumer and company, dealer play a big role in marketing because without dealer company can not sell anything directly to consumer, dealer play a role like a bridge between company & Consumer. Dealer sells of cement as a owner of product that he is directly touched with the consumer so company cannot be loose relation with dealer. Consumer is main target of any company but without dealer this is not possible so always a company tries to make a good and healthy relation and very curious about what is the think of dealer problem of dealer, because in the market dealer face large number of competitor of product. It is very necessary to when a company want to increase its sales value he could be maintain good position in market through to dealer. Dealer satisfaction is a very tough task because no one is satisfy in this world so we cannot say I satisfied this person through to my work.. Satisfaction is only way to know the real problem of any one and this cement field it is not a easy task satisfaction level of any dealer measurement not very easy just know the problem. Satisfaction is a feeling, which shows that what the dealer or any person want he get. Company wants to satisfy dealer because a dealer or retailer are the person who are in contact directly with the consumer so always those in need to satisfy the consumer and make him aware about the project.



1) To find out the factors which encourages the dealers to become exclusive?

2) To know the problems faced by the various exclusive dealers.

3) To find out the reasons why the exclusive dealers switch to the multibrand dealer.

4) To find out the various special schemes given to exclusive dealers by other competitive brands

5) To find out the strategies adopted by the competitors to maintain their exclusivity.

6) Comparative analysis of the facilities given various company.

7) To find out best promotion methods of jaypee.


RESEARCH METHODOLOGY PROMOTING AND DESIGNING EXCLUSIVE NETWORK It is being a research project. I have used random sampling technique with the help of questionnaire prepared by me for exclusive brand dealers & multi brand dealers separately. The purpose of making of this questionnaire was to get unbiased or clear information from the dealer. The areas allotted to me for survey were Rewa. I had been given a list of dealers of Jaypee Cement. During the survey I met many dealers without discussing my identity to them & with the help of questionnaire. I tried to obtain data regarding the factors influencing the dealer to be exclusive & expectation of the dealers from the company. And also the advertisement, promotion, transportation facility support from companies personals which help in analyzing the data. I used graphical representation method to represent my survey report, I analyse the primary data which I got in survey on the basis of the dealer suggestion & views. METHODOLOGY:1) TARGET AREA I have covered Rewa areas for the survey. 2) SAMPLE SIZE AREA Rewa 3) DATA SOURCES:1. Primary sourcesPrimary data is collected by means of questionnaire 2. Secondary sourcesSecondary data is taken from the following sources38


a) Jaypee booklet
b) Jaypee website- www.jalindia.co.in



Promoting and designing exclusive network Dealer Types: Based upon my survey I have divided the dealers into two broad groups. According to the study in cement sector there are two groups 1. Multi Brand Dealer 2. Exclusive dealer As per my survey I met with the two type of dealer multi brand and exclusive brand dealer and I meet with 40 dealer of multi brand dealer and 20 dealer of exclusive dealer. Totally I meet with 60 dealer and collect the data from them. (1)Multi Brand Dealer :During my survey I met with 40 dealer of multi brand dealer of cement and asking question through to questionnaire and getting the data's. Factor influence dealer for selecting a brand I Profit Quality II III IV V

Supply Sales Promotion

Relation with co.


Clearly shown in the table that dealers are affected with the profit of cement sale and they give more attention to get maximum profit to himself. After profit they influenced with the supply of cement because supply of cement affected his business strongly then they mark to quality, sales promotion & relation with com Characteristics of Good cement brand I Profit Quality II III IV

Supply Sales Promotion

According to this chart the dealers give preferences to more & more profit & they know cost of cement affects market as well as they wants good quality with good supply of cement. Advertisement or sales promotion directly affected to consumer mind & they asking about quality and rate of cement.


16 14 12 10 8 6 4 2 0 satisfied j.p prism acc birla maihar

According to my survey maximum dealer give full point to J.P. Cement for quality then they said prism is little back to JP comparison of quality one thing is there ACC is very big run to competitor to quality brand.


20 18 16 14 12 10 8 6 4 2 0 satisfied j.p prism acc birla maihar

According to dealer the supply of J.P is good compare to Prism, dealer point of view is supply create more problem to his business when a company not provide proper supply dealer can not fulfill the demand of consumer.


Sale Promotion
20 18 16 14 12 10 8 6 4 2 0 satisfied j.p prism acc birla maihar

Prism create good image in market on point of sales promotion as compared to J.P from dealer 's prospective when a company give a special preferences to sale promotion he create more effect in mind of consumer.


lation with Company staff

14 12 10 8 6 4 2 0 satisfied j.p prism acc birla maihar

Dealer are very much satisfied to J.P in point of relation of company and dealer, it is good to maintain long presence in market.


12 10 8 6 4 2 0 satisfied j.p prism acc birla maihar

According to my survey I found that Acc is giving more margin as compaired to J.P & prism, In order to attract the dealers but not able to do so because dealers have to give the brand according to customer demand.


12 10 8 6 4 2 0 satisfied j.p prism acc birla maihar

According to survey I found that about both cash discount &quantity discount dealers told that all the brands are giving discount close to each other.


(2.) EXCLUSIVE DEALER Those dealer who sale only one brand in the market and they are not selling any other brand it means they are very choosy dealer of a special Brand they can not sale any other brand in market as compared to multi brand dealer. In Rewa market I found exclusive brand dealer of following brand in my survey. Their preferences to which cement they are selling due to .
20 18 16 14 12 10 8 6 4 2 0 Jaypee Maihar Gold ACC Prism

According to the survey I found that the Jaypee Cement has more exclusive dealers as compaired to the other brands. In my pilot survey I had met 60 dealers out of them 25 are exclusive dealers. The majority of Exclusive dealers belong to jaypee which are 12 out of 25. Prism has 8 dealers out of 25. ACC has 3 dealers & Maihar gold has 2 dealers. In my survey I had done a comparative study of the different brands in the market according to the facilities provided by them to the dealers in the market.


30 25 quality 20 15 10 5 0 j.p prism acc maihar gold margin availibility discounts settlement of claims special schemes

I found in the survey that quality wise J.P is the best in the market

which I covered in my survey and prism is in the second position. And the dealers are fully satisfied with the quality & availability of J.P but in the other factors like margin, discounts and special schemes they are pointing out the prism is the best for their dealers.


Data Analysis
Q.1 - Which brand do you prefer most? Compa ny Jaypee Prism ACC Maihar 16 14 06 04 40% 35% 15% 10% No of Builders Percentage

Builder's prefrence towards the cement Brands

10% 15%


Prism Maihar Acc


Interpretation:Maximum builders, which are about 40%, are using Jaypee cement,near about 35% are using Prism,15% builders are using ACC cement & 10% are using Maihar cement.


Q.2 Rank the companies stockiest on the basis frequency of making personal visits & ph calls.

Name of company Jaypee Prism ACC Maihar

Total of Rank 68 60 42 30

Rank of company stockist

80 70 60 50 40 30 20 10 0 Jaypee Prism ACC Maihar

Interpretation:From this data we can conclude that rank of Jaypee Company among stockiest is 60 and the rank of Maihar cement is 30, but comparatively to both Prism cement got the highest rank.

Q.3 Which Companies stockiest inform you about the change in the market price faster? Company that provides information to the customers about the price change in the near future:51

Company JPP ACC Maihar

No. of Stockiest 15 4 4

Interpretation:From this data we conclude that Jaypee cements stockiest are not informing the customers (about the change in market price in the near future) faster than Prism cements stockiest.

Q.4 What factors are considered by the consumers?

Factor Availability

No. of consumer 09 52

Price Knowledge Colour Brand image Pack size Schemes & offers

13 02 03 06 04 03

Factor consider the sale of product

8% 10% 22% Availability Price Know ledge 15% Colour Brand image Pack size 8% 5% 32% Schemes & offers

Interpretation:From the above data we can say that mostly price factor is consider by the consumers which is 32%, total availability is also consider by the some consumers which is 22% of total. Some consumers are considering the Brand image of any particular company when they are making the decision to purchase cement.

Q.5 which cements companys advertising strategy is attracting you?

Name of company Jaypee Prism

No. of respondent 21 08 53

Acc Maihar

09 02



No. of respondent



0 Jaypee Prism Acc Maihar

Name of company

Interpretation:From the above data we conclude that about 21 no. of respondent says that Jaypee Cement Companys advertising strategy is more attractive than other cement companys advertising strategy.

Q.6 What attract customer to re-purchase the product? Factors Quality No. of Respondent 15 54

Price Transport Colour

18 4 3

What attract consumers

18 16 14 12

No. of respondent

10 8 6 4 2 0 Quality 15 Price 18 Transport 4 colour 3


Interpretation:From this data we can say that maximum consumers are consider the price & quality factor when they think to re-purchase any spec

1. During my survey when I asked question regarding dealer satisfaction Most of

the dealers are unsatisfied by the companies special treatment which are given to the dealers.


2. Talking about the question regarding dealers switching from Exclusive to multi brand many of the dealer have given the reason of heavy customer demand for other brands and some pointed out to utilize the schemes given by other company. 3 Talking about question regarding quality of the brands then dealer has given first preference given to J.P as compared to the other competitive brands. 4 During my survey when I asked question regarding availability of cement they are satisfied with J.P performance. 5 During my survey when I asked question regarding Dealer level promotions of jp they are partially satisfied specially multi brand dealers 6. During my survey when I asked questions regarding best promotion ativities then I found that wall painting, mason meet, Dealer meet,Hoarding, Gift items are some of the important productions that every company is doing on regular basis.

I found some problems in my survey by the dealers regarding jaypee cement plant. I highlighted the problems not just the suggestion.


1) The major factor which is responsible for the enhancement of market share and dealer satisfaction is the availability of the product. So company management should try to make the product available in time while keeping the freight charges reduced 2) Marketing personnel should pay regular visit and maintain good relation with dealer. 3) Price should be competitive according to the market. 4) Make aware the dealer as well as customer about the quality of ppc cement. 5) Some gifts, tour, should be given to the dealer which motivates him. 6) Company should invite suggestion from the dealer and customer. 7) Try to remove variation in the price of cement. 8) Dont ignore the market having less potential. 9) Company should concentrate on promotional activities..



As a student, only those things are written which were originally found in the survey.


It is believed that whatever different dealers said is true and biased. This report is for the market of Rewa not for any other market. I met with many exclusive dealers and their could be some personal bias for their brand.



The data I collected for my report is both primary and secondary. So there is always less reliability for secondary data.


No accuracy of 100% could be guaranteed here in this report.



After completion of pilot survey I found that cement companies should concentrate more on dealer satisfaction because they are the person who are responsible for the company sales maximization. Company should also focus on the promotional activities because it affects the market a lot. In order to to create the demand in the market. JP group has to worked on his technical and dealer level promotions and make them better from others. This research has given me a practical knowledge about companys promotional activities in the market. I have gained a lot especially during analysis of data and the time of data collection. I also came to know about various marketing strategies that a company adopted during promotions. I thank the entire respondent who provides their valuable time for giving the information about my topic. This research has enriched me with full of experience & I have tried my best for achieving the better and accurate results.



Following are the name of the books and internet site, which have been consulted for preparation of this project report. Books : Website : www. jalindia.co.in www.google.com Research Methodology - C.R. Kothari