TO STUDY THE DISTRIBUTION MODEL OF ECL IN COMPARISON TO

COMPETITORS AND MAKING AN INDEPTH STUDY OF POSITIONING AND

ACCEPTANCE EDBC AD-STAR PPC

EMAMI CEMENTS LIMITED

FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR THE AWARD OF

POST GRADUATE DIPLOMA IN MANAGEMENT

UNDER THE GUIDANCE OF: UNDER THE SUPERVISION OF:

PROF. PINAKI RANJAN BHATTACHARYA MR. MANISH KUMAR

SUBMITTED BY :

NAVEEN HISSARIA

2017-19

CALCUTTA BUSINESS SCHOOL

DIAMOND HARBOUR ROAD, OPP. NILGIRI CINEMA HALL, BISHNUPUR, BARA GAGAN,

GOHALIA, 24 PARGANAS SOUTH, KOLKATA, WEST BENGAL 743503

 CONTENT PAGE NO

CERIFICATE 3

DECLARATION 4

ACKNOWLEDGEMENT 5

EXECUTIVE SUMMARY 6

INDUSTRY OVERVIEW 7-13

COMPANY PROFILE 14-26

LITERATURE REVIEW 27-28

RESEARCH METHADOLOGY 28-40

FINDINGS OF THE STUDY 41-42

CONCLUSION 43

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 CERTIFICATE

This is to certify that the study project work titled, “A study of the Distribution Model and
positioning and acceptance of Adstar PPC of Emami Cement Limited and its competitors” is a
bona fide work carried out by Mr. Naveen Hissaria under our supervision and guidance. The
project report is submitted towards the partial fulfillment of 2–year, full time Post Graduate
Diploma in Management.

This work has not been submitted anywhere else for any other degree/diploma. The original
work was carried out during 2nd April to 2nd July in Emami Cement Limited, Kolkata.

Name & Signature of Industry Guide: Mr. Manish Kumar

Name & Signature of Faculty: Prof. Pinaki Ranjan Bhattacharya

Student’s Name and Sign: Mr. Naveen Hissaria

Roll No. 17001

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 DECLARATION

I, Naveen Hissaria, hereby declare that the project work entitled, “A study of the Distribution
Model and position and acceptance of Adstar PPC of Emami Cement Limited and its
competitors” submitted towards partial fulfillment of the requirements for the award of Post
Graduate Diploma in Management is my original work and the report has not formed the basis
for the award of any degree, associate ship, fellowship or any similar title to the best of my
knowledge.

Naveen Hissaria

Roll No. 17010

Place: Kolkata

Date: 23th July, 2018

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 ACKNOWLEDGEMENT

It would have been impossible for me to complete the study without the cooperation,
encouragement and help provided by various persons. I would like to record my gratitude to
them.

First, I would like to express my gratitude to the almighty who bestowed self-confidence, ability
and strength on me to complete this work. Without his grace, this would never have come to
be true.

I would like to thank my college guide Professor Pinaki Bhattacharya and company mentors
Mr. Manish Kumar and Mr. Santanu Mukherjee for their valuable guidance in carrying out this
work. I would also like to thank them for their continuous support, advice and encouragement
throughout the entire project.

I would also like to express my sincere thanks to Professor Suman Kumar Dawn, Chairman,
PGDM Programme and Principal (Acting) of Calcutta Business School for his valuable guidance,
support and encouragement.

I would also like to thank my friends for their support and for being with me always. Last but
not the least I would like to express my gratitude to my parents for everything they have done
for me to reach this stage of my life.

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 EXECUITVE SUMMARY

While going training with Emami Cement Limited during my summer training period of 90 days,
I have come to learn lots of thing about marketing, marketing strategy of Emami Cement
Limited, supply chain management of Emami Cement and distribution channel of Emami
Cement. From company I get to learn that marketing is "Marketing is getting the right product
or service in the right quantity, to the right place, at the right time and making a profit in the
process".

The Emami Group is a conglomerate with a market valuation of Rs.50, 000 Crore, employees
over 25,000 people across location with is based in Kolkata, India. Mr. R.S Agarwal and Mr. R.S
Goenka, which is involved in well-diversified infrastructure conglomerate with business
interests in, founded it Engineering & Construction, Health Care Products, Paper Mills,
Agrotech, CRI tips, Power, Cement, Real Estate, Hospitality, Art & Education.

After getting the opportunity to undergo my 90 days summer training in Emami Cement Ltd. I
carried my project on “A study of the Distribution Model of ECL in comparison to competitors
and making an in depth study of positioning and acceptance of emami double bull cement
Adstar ”.

First few weeks of my training I gathered knowledge about company profile, got the product
knowledge from the company’s marketing department, production and technical department,
the sales and distribution Channel, and the process of making retailer, sub dealer and dealers of
Emami Cement.

After that, I spent time on understanding the sales and pricing policy of Emami Double Bull
Cement, the existing distribution network of Emami Cement along with its competitors. To
complete my given project title I prepared my own questioner and conducted my study with
Sample Size of 50.

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INDUSTRY OVERVIEW
Introduction
India is the second largest producer of cement in the world. No wonder, India's cement industry
is a vital part of its economy, providing employment to more than a million people, directly or
indirectly. Ever since it was deregulated in 1982, the Indian cement industry has attracted huge
investments, both from Indian as well as foreign investors.
India has a lot of potential for development in the infrastructure and construction sector and
the cement sector is expected to largely benefit from it. Some of the recent major initiatives
such as development of 98 smart cities are expected to provide a major boost to the sector.
Expecting such developments in the country and aided by suitable government foreign policies,
several foreign players such as Lafarge-Holcim, Heidelberg Cement, and Vicat have invested in
the country in the recent past. A significant factor which aids the growth of this sector is the
ready availability of the raw materials for making cement, such as limestone and coal.

Market Size
The housing and real estate sector is the biggest demand driver of cement, accounting for
about 65 per cent of the total consumption in India. The other major consumers of cement
include public infrastructure at 20 per cent and industrial development at 15 per cent.
India’s total cement production capacity is nearly 455 million tonnes, as of 2017-18. Cement
consumption is expected to grow by 4.5 per cent in FY19 supported by pick-up in the housing
segment and higher infrastructure spending. The industry is currently producing 280 MT for
meetings its domestic demand and 5 MT for exports requirement.
The Indian cement industry is dominated by a few companies. The top 20 cement companies
account for almost 70 per cent of the total cement production of the country. A total of 210
large cement plants account for a cumulative installed capacity of over 350 million tonnes, with
350 small plants accounting for the rest. Of these 210 large cement plants, 77 are located in the
states of Andhra Pradesh, Rajasthan and Tamil Nadu.

Investments
On the back of growing demand, due to increased construction and infrastructural activities,
the cement sector in India has seen many investments and developments in recent times.
According to data released by the Department of Industrial Policy and Promotion (DIPP),
cement and gypsum products attracted Foreign Direct Investment (FDI) worth US$ 5.25 billion
between April 2000 and December 2017.
Some of the major investments in Indian cement industry are as follows:

 In May 2018, Ultratech Cement decided to acquire the 13.4 MTPA capacity cement
business of Century Textiles and Industries.
 JK Cement is planning to invest Rs 1,500 crore (US$ 231.7 million) over the next 3 to 4
years to increase its production capacity at its Mangrol plant from 10.5 MTPA to 14
MTPA.

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Government Initiatives

In order to help the private sector companies thrive in the industry, the government has been
approving their investment schemes. Some such initiatives by the government in the recent
past are as follows:
In Budget 2018-19, Government of India announced setting up of an Affordable Housing Fund
of Rs 25,000 crore (US$ 3.86 billion) under the National Housing Bank (NHB) which will be
utilised for easing credit to homebuyers. The move is expected to boost the demand of cement
from the housing segment.

Road Ahead

The eastern states of India are likely to be the newer and virgin markets for cement companies
and could contribute to their bottom line in future. In the next 10 years, India could become the
main exporter of clinker and gray cement to the Middle East, Africa, and other developing
nations of the world. Cement plants near the ports, for instance the plants in Gujarat and
Visakhapatnam, will have an added advantage for exports and will logistically be well armed to
face stiff competition from cement plants in the interior of the country.
Due to the increasing demand in various sectors such as housing, commercial construction and
industrial construction, cement industry is expected to reach 550-600 Million Tonnes Per
Annum (MTPA) by the year 2025.
A large number of foreign players are also expected to enter the cement sector, owing to the
profit margins and steady demand. In future, domestic cement companies could go for global
listings either through the FCCB route or the GDR route.
With help from the government in terms of friendlier laws, lower taxation, and increased
infrastructure spending, the sector will grow and take India’s economy forward along with it.
Exchange Rate Used: INR 1 = US$ 0.016 as of FY2018.
References: Media Reports, Press releases, Union Budget 2018-19, Edelweiss Securities Ltd.
Disclaimer: This information has been collected through secondary research and IBEF is not
responsible for any errors in the same.

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10 | P a g e
11 | P a g e
12 | P a g e
13 | P a g e
 COMPANY PROFILE

Emami Ltd. is the flagship company of the Kolkata-based Emami Group. Emami Ltd., founded in
1974 by Mr R S Agarwal and Mr R S Goenka, is one of India's leading FMCG companies engaged
in manufacturing & marketing of personal care & healthcare products. With around 300 diverse
products, Emami's portfolio includes trusted power brands like Zandu, BoroPlus, Navratna, Fair
& Handsome and Kesh King. The company acquired controlling stake (66.67%) in Fravin Pty Ltd.,
an Australia-based company with major strengths in R&D and manufacturing of natural and
organic personal care products. In June 2015 Emami Ltd. acquired the business of 'Kesh King'
and forayed into the Ayurvedic hair & scalp care segment.
Emami's products are available in 4 million retail outlets through its network of 2800
distributors across India. Its global footprint spans over 60 countries. The Company has
maintained a CAGR turnover of 16% over the last 5 years. Emami's products have been
endorsed by celebrities, like the legendary actor Amitabh Bachchan, Madhuri Dikshit, Shah
Rukh Khan, Kareena Kapoor Khan, Hrithik Roshan, Kangana Ranaut, Mahendra Singh Dhoni,
Sourav Ganguly, Mary Kom, Saina Nehwal, Sania Mirza, among others.
Emami has been rated as the most trusted brand in the Diversified FMCG category in the Brand
Trust India Report 2015 of TRA (formerly Trust Research Advisory). ET Brand Equity, one of the
most coveted brand ranking platforms based on consumer trust have been ranking Emami
brands like Navratna, Boroplus, Fair & Handsome and Zandu Balm regularly.
Emami Group, a diversified business conglomerate with a market valuation of around Rs.
45,000 crore, employs over 25,000 people across locations. It has a significant presence with
leadership positions in diversified industries such as:

 Paper & Packaging Board - Emami Paper Mills, India's largest newsprint manufacturer
 Bio Diesel and Edible Oil - Emami Agrotech, the largest edible oil refinery in the East & the 3rd
largest in India
 Writing Instruments - CRI Tips, world's 3rd largest ballpoint tip manufacturer
 Emami Realty, a leading real estate company
 Healthcare - AMRI Hospitals, Eastern India's largest chain of private hospitals

14 | P a g e
 Retail - Frank Ross, the largest pharmacy retail chain in the East
 Starmark, one of the largest leisure-cum-book store chains in India
 Contemporary Art - Emami Chisel Art, one of India's largest art galleries

The latest venture of the Emami Group is Emami Cement Limited (ECL). ECL has recently
launched Emami Double Bull cement in the markets of Chhattisgarh, West Bengal, Odisha and
Jharkhand. ECL has an installed capacity of 4.4 million tonnes of cement built at an estimated
cost of over Rs.2650 Crores. The 4.4 million tonne of capacity comes from the state-of-the-art
integrated cement plant at Risda, Baloda Bazaar, situated 70 km away from Raipur, the capital
of Chhattisgarh. The integrated plant has a capacity of 2.4 million tonnes each of clinker and
cement which is being upgraded to 3.2 million tonnes of clinker. A state-of-the-art grinding unit
has now being commissioned at Panagarh, 150 km away from Kolkata with an installed capacity
of 2 million tonnes of cement. The Panagarh unit is one of the biggest greenfield project in
West Bengal which took a record 13 months to start production. The company is now in an
advanced stage of commencing construction for yet another ultra-modern grinding plant at
Jajpur near Cuttack in Odisha. This plant would be commissioned in the first quarter of 2018 so
as to build a total capacity of 6.2 million tonnes of cement for the company.
Emami, known for its strong product portfolio management, best in class quality as well as
innovation in products & services, is quite confident of Double Bull Cement more than meeting
the customer’s expectations. Double bull cement is a premium product with best-in-class
quality in terms of strength and workability. It comes with a bundle of services for the
consumer to optimize on construction needs. The integrated plant based at Risda, Baloda
Bazaar and the grinding plant at Panagarh both equipped with cutting edge technology have
been established in collaboration with specialists FL Smith (Denmark) & GEBR Pfeiffer
(Germany). The Risda plant is equipped with unique robotic laboratory for quality monitoring
with experts on board for total quality management.
The integrated plant boasts of Wastage Heat Recovery System, thereby making it environment
friendly since the waste heat from the system gets utilized/recycled to generate power. The
waste heat recovery system is one of its kind in the industry and would make the Risda plant
most efficient in terms of electrical energy consumption.
The Group is setting up a 4 MTPA Cement Plant in Chhattisgarh with two split grinding units in
West Bengal and Odisha at a total investment of around Rs. 3000 crore. The Group also plans to
set up cement plants in Rajasthan and Andhra Pradesh. The Group has its presence in the Solar

15 | P a g e
Power sector, with around 70 MW projects in hand in Gujarat, Karnataka, Tamil Nadu and
Uttarakhand.
Featured regularly in the Forbes Rich List, Mr. R S Agarwal and Mr. R S Goenka are the proud
recipients of the EY Entrepreneur Award 2015 in the Consumer & Retail category. They have
also been conferred with the Lifetime Achievement Award by ET Bengal Corporate Awards in
2016.
The latest venture of the Emami Group is Emami Cement Limited (ECL). ECL has recently
launched Emami Double Bull cement in the markets of Chhattisgarh, West Bengal, Odisha and
Jharkhand. ECL has an installed capacity of 4.4 million tonnes of cement built at an estimated
cost of over Rs.2650 Crores. The 4.4 million tonne of capacity comes from the state-of-the-art
integrated cement plant at Risda, Baloda Bazaar, situated 70 km away from Raipur, the capital
of Chhattisgarh. The integrated plant has a capacity of 2.4 million tonnes each of clinker and
cement which is being upgraded to 3.2 million tonnes of clinker. A state-of-the-art grinding unit
has now being commissioned at Panagarh, 150 km away from Kolkata with an installed capacity
of 2 million tonnes of cement. The Panagarh unit is one of the biggest greenfield project in
West Bengal which took a record 13 months to start production. The company is now in an
advanced stage of commencing construction for yet another ultra-modern grinding plant at
Jajpur near Cuttack in Odisha. This plant would be commissioned in the first quarter of 2018 so
as to build a total capacity of 6.2 million tonnes of cement for the company.
Emami, known for its strong product portfolio management, best in class quality as well as
innovation in products & services, is quite confident of Double Bull Cement more than meeting
the customer’s expectations. Double bull cement is a premium product with best-in-class
quality in terms of strength and workability. It comes with a bundle of services for the
consumer to optimize on construction needs. The integrated plant based at Risda, Baloda
Bazaar and the grinding plant at Panagarh both equipped with cutting edge technology have
been established in collaboration with specialists FL Smith (Denmark) & GEBR Pfeiffer
(Germany). The Risda plant is equipped with unique robotic laboratory for quality monitoring
with experts on board for total quality management.
The integrated plant boasts of Wastage Heat Recovery System, thereby making it environment
friendly since the waste heat from the system gets utilized/recycled to generate power. The
waste heat recovery system is one of its kind in the industry and would make the Risda plant
most efficient in terms of electrical energy consumption.
Emami Cement Limited has ambitious plans to expand its presence on a pan India basis. The
company has secured limestone mining lease, the basic raw material for the manufacture of

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 cement, in the states of Rajasthan and Andhra Pradesh, with the Rajasthan Mining lease being
won through an auction.

Risda Plant

The Risda plant in Baloda Bazaar, Chhattisgarh is a state-of-the-art fully integrated cement plant
that has an installed capacity of 3.2 million tonne of clinker & 2 million tonne of cement.

Panagarh Plant

Panagarh plant is another state-of-the-art cement grinding and manufacturing plant situated in
West Bengal. A fully integrated plant, Panagarh has an installed capacity of producing 2 million
tonnes of cement per annum.

Mission & Values

Our Mission

 To contribute wholeheartedly towards the environment and society integrating all our
stakeholders into the Emami family
 To make Emami synonymous with natural beauty and health in consumers’ minds
 To effectively recognize and manage talent by building a learning organisation
 To strengthen and foster in the employees a strong feeling of oneness with the company
through commitment to their future
 To drive growth through quality and innovation in products and services
 To uphold the principles of corporate governance
 To encourage decision-making abilities at all levels of the organisation

We strive

 To be a part of every household in the country

 To be a major player in every product category we venture into
 To be one of the most respected marketers in the country
 To be recognised as a global brand

Company's core values

 Commitment & Loyalty to institutional values and principles

 Integrity
 Customer Orientation
 Leadership and Innovation

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 Attention to detail
 Teamwork and Team Environment
 Simple living, high thinking
 Social Responsibility
 Environmental Safety

Social Responsibility
We shall continue to contribute to the communities in which we thrive and address all social
issues responsibly. We strive towards giving back to the society as a responsible institution and
aid in growing the resources around us for building a vibrant nation.

Environmental Safety
Environmental Safety makes the framework of all our activity. We strongly believe that the
safety of an individual will lead to a safer society for our forthcoming generations and we
earnestly vouch for that. All our processes, products and services aim at safeguarding our
environment.

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Compititors

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PRODUCT RANGE

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Manufacturing Process in Cement Industry

1. BLASTING: The raw materials that are used to manufacture cement (mainly limestone
and clay) are blasted from the quarry.

2. TRANSPORT: The raw materials are loaded into a dumper.

3. CRUSHING AND TRANSPORTATION: The raw materials, after crushing, are transported
to the plant by conveyor. The plant stores the materials before they are homogenized.

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1. RAW GRINDING: The raw materials are very finely ground in order to produce the raw mix.

2. BURNING: The raw mix is preheated before it goes into the kiln, which is heated by a flame
that can be as hot as 2000 °C. The raw mix burns at 1500 °C producing clinker, which, when
it leaves the kiln, is rapidly cooled with air fans. So, the raw mix is burnt to produce clinker :
the basic material needed to make cement.

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1. GRINDING: The clinker and the gypsum are very finely ground giving a “pure cement”.Other
secondary additives and cementitious materials can also be added to make a blended
cement.

2. STORAGE, PACKING, DISPATCH: The cement is stored in silos before being dispatched
either in bulk or in bags to its final destination

Distribution Channel in Emami Cement and its Competitors

The distribution channel of Emami Cements and Its competitors is same . Few Cement
Companies invariably hire agents, transport cements to own, or government warehouses via
either roadway or railways.

In case of exports, cement reaches the nearest port via roadways or railways and is then
transferred to the importing country.

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Domestically, from agents or warehouses the cement is transported to the dealers/distributors
and in turn to sub dealers who finally sell it to the end users. There may or may not be physical
ownership of goods. In the second case, dealers and sub dealers take order from buyers and
place it to the companies, coordinate and monitor the timely dispatch of said orders.

DISTRIBUTION STRATEGY

Direct to consumer Depot

Whole seller

Retailer

Corporate and bulk buyers

SUPPLY CHAIN OF CEMENT INDUSTRY IN INDIA

Cement is manufactured through a closely controlled chemical combination of calcium, silicon,

aluminium, iron and other ingredients. Common materials used to manufacture cement include
limestone, shells, and chalk or marl combined with shale, clay, slate, blast furnace slag, silica
sand, and iron ore. These ingredients, when heated at high temperatures form a rock-like
substance that is ground into the fine powder to prepare ordinary Portland cement (OPC). Fly

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ash is added to the OPC to prepare Portland Pozzolana cement and slag ash is added to OPC to
prepare Portland slag cement.

Dry process- Hard raw materials like clinker or blast furnace slag are first crushed in ball mills
then dried and stored. Crusher does crushing and then drying is done by rotary kiln.

Wet process- Limestone and clay is washed, mixed in proper combination to get slurry. The
slurry is then fed into rotary kiln for drying.

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 LITERATURE REVIEW

A major focus of channels of distribution is delivery. It is only through distribution that public
and private goods and services can be made available for use of consumption. Producer of such
goods and services are individually capable of generating only the form or structural utility for
their product and services. They can organise their production capabilities in such way that the
products they have develop can, in fact, be seen analysed and sold in the market.

“Marketing Channels are set of interdependent organisations involved in the process of making
a product or service available for used on consumption. They are a set of pathways a product or
service follows after production, culmination in purchase and use by the final end user”. -
Philip Kotler

“Channel of distribution is a path traced in the direct or indirect transfer of the title to a
product as it moves from a producer to ultimate consumers or industries users”. - EW Cundif
and RS Stil

“The course taken in the transfer of the title to a commodity constitutes its channel of
distribution. It is the route by the title to a product in its passage from its first owner, an
agricultural procedure or a manufacture as the case may be, to the last owner, the ultimate
consumer or the business user.” – Beckman and Others

“A channel of distribution or marketing channel is a structure of intra-company organisation,

unites and intracompany agents and dealers and retailers through which a commodity product
or service in marketed”. -American Marketing Association

“The manner in which goods move from the manufacturer to the out let where the consumer
purchases them; in some marketplaces, it’s a very complex channel, including distributors,
wholesaler, jobbers and brokers”. - Small Business Entrepreneur

“A channel of distribution can be defined as the collection of organisation units, institutions, or

agencies within or external to the manufacturer, which perform the functions that support
product marketing. The marketing functions are pervasive: they include buying, selling,
transporting, storing, grading, financing, bearing market risk, and providing marketing

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information. Any organisation unit, institution, or agency that performs one or more of the
marketing functions is a member of a channel of distribution”.

Industry has been defined “as a process in which changes of a series of strategically
production are taking place and it involves those basic changes that accompany the
mechanization of an enterprise. The building of a new industry and the opening of a new
territory”

The achievements in the field of industrial development during the past three decades in India
have been significant and substantial in many respects. There is considerable literature on
cement industry befitting, its long and chequered history and high economic importance. A
good deal of analytical literature exists at broad levels covering problems associated with
productivity, financial performance, size and technology, labour and location.

RESEARCH METHODOLOGY

Research methodology describes how the research study was undertaken. This includes the
specifications of source of data, research design, and method of data collection, the sampling
method and the tools used.

4.1.1 RESEARCH PLAN

Definition of research problem, the research problem can be defined as follows:-
What are the cement being used by various customer in the region of Kolkata and what
are their expectation from the cement.
What the market trend is of cement and brand awareness of Emami Cement.

How is the Distribution Channel and ROI Model, of Emami Cement and other players in
the market.

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4.1.2 SAMPLE DESIGN
Geographical area - The study is conducted in different areas of Kolkata (Tollygunge,
Alipore, Behala, Thakurpukur, James Long, Joka, Pailan, Amtala, Shamali)
Duration of project - The duration of project work is about 10-12 weeks.

Population - Population for this research is the dealers and retailers of Cement in
Kolkata region.
Sample size - The number of samples collected by the researcher is 50 dealers and
retailers.

4.1.3 SOURCE OF DATA

Primary data - The data is collected by direct survey from the dealer’s through
questionnaire. The researcher used structured questionnaire.

Secondary data - Here the researcher collected secondary data from the company
profile, industry profile and official web sites.

4.1.4 RESEARCH INSTRUMENT

Questionnaire - The questionnaire is prepared in a well-structured and non-disguised
form so that it is easily understandable and answerable by everyone. The type of
questions include in the questionnaire are open-ended questions, multiple-choice
questions and ranking based questions. The questionnaire designed and a pilot survey
was made with the questionnaire and then changes were made accordingly with the
questionnaire.

4.1.5 STATISTICAL TOOLS

Percentage - Percentage refers to special kind of ratio, are used in Marketing

Comparison between two or more series of data. Percentage is issued to describe
relationship by reducing everything to a common base & allow meaningful comparison
to be made.
Ranking Method - This type of analysis is particularly useful when the purpose of the
question is to identify the preferences of the sample respondents among different
choices.
The ranking was in the order of 1 for most important and 8 for the least important
Weighted Average - An average in which each quantity to be averaged is assigned a
weight. These weightings determine the relative importance of each quantity on the
average.

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 Weightings are the equivalent of having that many like items with the same value
involved in the average. If distribution is more important than order, then the average
completed is representatives of the distribution. In such case, proper weightage is to be
given to various items, the weight attached to each item being professional to the
importance of the item.

Minimum and Maximum

Mean and Median

Standard Deviation

BARS GRAPHS AND TABLES

DISTRIBUTION CHANNEL OF EMAMI AND ITS COMPETITORS AND POSITION AND ACCEPTANCE
OF EMAMI DOUBLE BULL CEMENT ADSTAR PPC

Interpretation Overall:-

For how many years you are engaged in this business?

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In this Graph we can see that the sample that I have analyzed, I can see that most of the dealers
are there in the business for 7-15 years, the benefit of this is that they would be knowing the
market in a proper way and hence they would be able to do their respective business.

What kind of building materials do you keep?

In this sample we can see that the most of the dealers that I have interacted with, they
mainly keep building materials to help in building od infrastructure and these materials
mainly comprise of Cement, Sand Brick and stone chips.

What is your average potential, brands you are dealing with & mode of sales?

Average potential (tonnes per month)

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In this graph we can see that the average potential in the range of 100-200 and this can be
placed in 30 percent in the case of a rating scale.

No. of brands with name

In this graph we can analyze that Dalmia has the best brand name with the case of
products followed by ACC, Lafarg, and then Emami and others are mainly rated on the
same scale.

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Mode of sales

In this graph we can mainly see what is their respective mode of sales, here they mainly
deal in whole sale, as through this mode they can sell a large amount of their products.

What is mode of getting the supply of product?

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In this graph we can see that the main mode of getting the product is though Plant and this
is the largest when plotted on a graphical scale.

Are you planning to go for any new/other dealership in nearby future?

They are not sure yet whether they would be acquiring any new dealer in the future, and
this is what is depicted through the graph.

How often you are getting the supply of product?

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The supply of product is obtained once in 15 days, and this is quite good for a company so
this is what is being depicted through the graph.

What is the mode of payment?

The main mode of payment is cash as they interact with dealers, so cash is main form of
payment

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Which type of customer buying the product constantly?

The products are mainly obtained by retailers and contractors and they are in a constitute
of 70% when placed in a scale of 100%.

Do Consumer generally request cement?

Yes consumers require cement always, this is depicted through the above graph.

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Does the company give any advertisement for the product if yes through what medium?

The advertisement of the products is mainly done through TV as because through this
attract a large number of customers. So this TV Advertisement is the highest when plotted
in a rating scale.

Does the company give information about the different grades and their quality standards
periodically?

Yes they give information about standards, to make the people aware of their methods.

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Apart from the company did you take any steps to increase the sales?

Yes steps have been taken to increase the sales through, mason and meeting through this
method discussions are done and problems are found out as to why the required sales are
not happening and corrective actions and remedies are being taken.

Whether the company conduct dealers meet regularly?

Yes they conduct meetings regularly to know the need of the dealers and help them.

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If yes specify the frequency in which the meets were conducted?

The meeting are held Twice in a year, as because it helps to know the problems and flaws
and they can take corrective actions to increase their sales and rectify problems in all the
respective areas.

Opinion on the timely distribution system?

More than 75% people give their opinion on this system and help in benefits of the
company and help in doing business effectively.

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Which Products you are dealing with? Also provide your Preference rating.

The products that we are dealing with is mainly Dalmia, ACC, and Lafarg and a comparative
rating is given on scale as depicted in the above graph.

What are various incentives schemes the company is providing?

The company is mainly providing D, QD, Quarterly schemes to the employees so that they work
together for the betterment of the organization.

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Which Ad-star ppc product you dealing with? State your preference rating

The main product that they are dealing with is ACC, and then Emami and this can be clearly
depicted in the above graph.

Recommendation

FINDINGS FOR OBJECTIVE: 1


Most of the respondents are having opinion that price is the reason for selecting the
 market leader.

It is found from the analysis that maximum of the dealers are recommended their brand
 of cement for the reason of its quality.

It is found from the analysis that majority of the respondent are not satisfied with the
 price of Emami cement.

It is found from the analysis that maximum of the respondentsare having opinion that
 the advertisements are helping to increase the sales of cement.

It is inferred from the analysis that most ofthe respondents are having opinion that
 Emami cement advertisement is attractive.

It is found from the analysis that majority of the respondents are having opinion that
 Satisfied on the services of Emami cement.

It is foundfrom the analysis that most of the respondents are facing the problem of low
incentives
given by the Emami Cements Ltd.

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 FINDINGS FOR OBJECTIVE: 2


It is found from the analysis that majority of the respondents are satisfied with the
strength,durability, fast setting, colour, service and after sales service of the Emami
cement.

It is found from the analysis that the strength of the cement is ranked first by the
 respondents.

It is found from the analysis that the quality of the cement is ranked first by the
maximum number of
respondents.

FINDINGS FOR OBJECTIVE: 3


 It is found from the analysis that maximum of the respondents are motivated by Masons.

It is found from the analysis that most of the respondents are attracted by the
 advertisement of Emami cement.

Most of the respondents are felt thatthe advertisement should be in local vernacular
 language to touch the rural viewers.

It is found from the analysis that majority of the respondents are never purchased
 Emami cement based on advertisement.

It is evident from the analysis that maximum of the respondents are having opinion that
 television media is the best one to increase the sale of cement.

It is found from the analysis that most of the respondents attend major problem of non -
 availability of the brand.

It is found from the analysis that mostof the respondents are avoiding the Birla Plus

cement for the reason of its high cost.
FINDINGS FOR OBJECTIVE: 4


 It is found from the analysis that most of the respondents are aware of Emami cement.

It is found from the analysis that majority of the respondents are known about Emami
 cement through Masons .

It is found from the analysis that maximum of the respondents are aware Emami cement
through wall painting.


SUGGESTIONS

Based on the findings from the study, following points are suggested to the Company.

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
From the study, maximum of the respondents are not satisfied with the price of the
Emami cement because of its high cost. Hence, the company should concentrate the price
 with competitors and can increase the sales of the Birla Plus cement.

It the recent era, television is the most attractive and fast reaching one in the rural and
urban area. So, the company may advertise through television will increase the awareness
 about the cement and increase the market share also.

Most of the customers are finalizing their purchase decision with the help of Mason s. So,
even though the company maintains the quality, the company may encourage the Masons
 in order to make the recommend to the customers.
Most of the respondents are suffering for non -availability of the cement. Because of non -
availability, the dealers are also disappointed with the company. It is one of the major problem
of

the dealer also. Hence, the company may concentrate the problem and take necessary steps


CONCLUSION

We must profitably achieve our business objectives by retaining current Dealers,

Consumers and gaining new one by continually meeting and exceeding their needs and
expectation. So, continuous Dealers’ and consumers’ satisfaction measurement is essential. The
study is aimed to measure customers’ preference and dealers’ attitude towards various features
of Emami cement, and the study provides a lot of suggestions. If the organization thoroughly
studies the suggestion and implements the suggestions, then, there is no doubt that it would
always remain satisfying the Consumers and Dealers. It would be able to attract some more loyal
Dealers and consumers of the competitors.

The advertisement effort undertaken by the management of Emami cement is unique, in a way
because even a casual enquiry made by a Layman to a person utilizing “Emami Cement”
captures the attention and imagination of everybody who sees the advertisement. The users say
that the Emami Cement has “LIFE” in it.


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