DECLARATION

I have declared that this Project Report is an original unpublished work done at Jaiprakash Associates Ltd. Rewa (M.P.) for the partial fulfillment of Masters of Business Administration.

To the best of my knowledge, no piece of work has been done and submitted by anyone in this regard.

Place:- Rewa

Ankur Shukla MBA,IIIrd sem

PREFACE

As a management student of summer Training Project one of the pre-requisite for the successful completion of MBA. I have done my summer training as Jaiprakash Associates Ltd. The topic of my summer training is FINDING advertising strategies FOR JAYPEE BRAND IN REWA MARKET.

The study covers a brief introduction about cement marketing in rural area like Rampur, Nagud, Singhpur, Ucchra etc. of REWA deistic. The report is followed by detailed study market Potential of Cement.

I am confident that this study meets the complete requirements of M.BA. Program it is quite possible that may be some error in the report. In the any suggestion for the improvement of content of this project report

ACKNOWLEDGEMENTS
At the outset I would like to express my deep gratitude to RAJEEV DUBEY head of deptt. for providing me an opportunity to take up this project and his genuine interest in the project & also I would like to thank Mr. Sameer jain Sir (AMO) for giving me the approval to this project in the organization JAIPRAKESH ASSOCIATES LIMITED for this encouragement and contribution of time, counsel, materials, and for coordinating the project work and giving me guidance. This project would not have been possible without his help. I am very grateful to Mr. Suraj Singh. for his assistance. I am thankful to many individuals in the marketing department of JAIPRAKESH ASSOCIATE LTD for the encouragement and professional assistance. A heartfelt thanks to the many respondents surveyed whose ideas, critical insights and suggestions have been invaluable in the preparation of this report. I have great pleasure in expressing my sincere thanks to the management and all the members of marketing department of Cement Division, REWA who had given their full support to bring the summer project to a completion.

Ankur Shukla

CONTENTS

Executive Summary
Section 1. Section 2. Section 3 Section 4. Section 5. Section 6. Section 7 Section 8. Section 9.

Introduction Company Profile

introduction about the Topic

Review of Literature
Research Methodology Analysis of Data Limitations Conclusion

Bibliography

EXECUTIVE SUMMRY

After getting the opportunity to undergo my 45 days summer training in Jaiprakash Associates LTD.
I carried out my project concerning FINDING ADVERTISING STRATEGIES FOR JAYPEE

BRAND IN THE REWA MARKET. The first week I spent in getting more about the company profile, about product knowledge from company marketing department followed of various function, an how to find the target customer (Dealers ,sub-Dealers& Retailers). The remaining time I spent in studying, analyzing and finding potential for Jaipee brand and other competitive brand in the REWA segmented market (area wise segmentation). My product was Cement .My aim was to search the Market Potency of particular brand and also find out what influence by the consumer to buy a particular brand.

My products cement complies with IS: 8112 -1989 for 43 Grade Ordinary Portland Cement and surpasses IS:1489:1991, the laid down BIS standards for fly ash based PPC cement. Features of my product are:
y  y  y  y  y  y

High Compressive Strength and rate of strength gain.  The superfine particles of cement provide great finish to the structure.  Cement provides un segregated concrete of better integrity.  Impermeable concrete for durable construction.  Resistant under aggressive environment even in costal areas.  Resistance to corrosive attack on steel reinforcement. 

y  y  y  y

Resistant to lime leaching.  Low heat of hydration Crackles construction.  Reduces shrinkage and swelling.  Beneficial effect on workability due to spherical shape of particles and their high fineness. 

y  y

Pump ability provides more cohesive concrete and mortar.  Modulus of elasticity is high especially at later ages. Improved bondage of concrete to steel. 

We categories target costumers by Cement Company as Dealer, SubDealer, and Retailer etc. Organization: - JAIPRAKESH ASSOCIATES LTD, REWA.

Objective: - TO FIND OUT ADVERTISING STRATEGIES FOR JAIPEE BRAND AND IMAGE MISMATCH BITWEEN CEMENT BRAND AND ONSUMER IN REWA MARKET. Methodology:- Descriptive study, Dealers, sub-Dealers& Retailers interview, survey and questionnaire, which includes rural areas, sub-urban areas, urban areas.

Research Approach: - Observation, Focus group, Survey, Behavioral Data.

SAMPLE PLAN: -

Universe Frame Sample Size Sampling Method Contract Method

Residents of REWA Cement Seller Exclusive Dealer, SubDealer, Consign. Area Sampling PI (Personal Interview)

Theoretical aspect: - Most of the sellers are sales the JP-BULAND, PRISM CHAMPION, ACC and BIRLA SAMRAT. Because costumers more emphasis on JAIPEE, PRISM and ACC Company. Costumer also has faith in these companies. And all sellers well have known about these big giants.

Analysis, Finding:-We found that customers are more determined on feature of the product and benefits. We also found that some customer is having brand awareness like ACC, PRISM, JAIPEE and BIRLA. We also found that in which region there is more promotional activity of particular Company there is more selling of that particular Company Brand.

Suggestion:-Dealers is most important for product selling because they have play main role in the market and their should be provided good facility by the company like Insurance policy, Health facility with family, Children Education etc to feature accepts. So that, Dealers becomes motivate and selling will be increase Company product and Profitability automatically increase.

INTRODUCTION

TITLE OF THE PROJECT:TO FIND OUT ADVERTISING STRATEGIES FOR JAYPEE BRAND IN REWA MARKET

Why have chosen this company & this project:This is like a dream come true working with such a big company in Cement Division. I enjoyed working with brand like Buland Cement .The Company is having 20% market share in the Indian Cement Industry. JAYPEE is a largest Cement manufacturing company in India its capturing 5% of India market in cement division.

Right now JAYPEE GROUP doing Business in various Sectors: Civil Engineering, Private Hydropower, Cement, Hospitality, Integrated Township, Information Technology, Thermal, Transmission. The company realized that it was time to reinvent its identity. In its new avatar, the company is now known as JAIPRAKESH ASSOCIATE LIMITED A name that means many things. It is not merely the product of mass and acceleration but also the way the company conducts its business. The JAIPRAKESH ASSOCIATE LTD is a well diversified infrastructural industrial conglomerate in India. Over the decades it has maintained its salience with leadership in its chosen line of businesses - Engineering and Construction, Cement, Private Hydropower, Hospitality, Real Estate Development,

Expressways and Highways. The group has been discharging its respond sibilates to the satisfaction ofall its

shareholders and fellow Indians, summed by its guiding philosophy of "Growth with a Human Face" Today this Diversification in Different Area Like: Madhya Pradesh (Sidhi, REWA, Guna), Uttar Pradesh (Chunar, Dala) Himanchal Pradesh, Gujrat ( Bhuj, Jamnagar) etc. and also Establishing Cement Plant in Foreign like Bhutan, Afganistan, Irak (Bagdad) etc. concentrating on Human Growth in India and Foreign and also customer satisfaction through high quality, high utility and high technology products.

LOCATION The survey is conducted with the help of questionnaire method and survey is conducted in the REWA region. DURATION OF THE PROJECT:The project duration was of 30 Days from 14/05/2011 to 13/06/2011.

HOW DID I CARRY OUT THE PROJECT? The project started from getting knowledge of the concerned product. The research objective is that the overall Dealers, sub-dealers feedback and personal customer visit which involves feedback of customers. The Dealers requirement & finding new customer for my product I also took their suggestions .In the project there are many things to learn in the process and to have the market knowledge and finding new segment for my product; Because it is good opportunity for me to work with product in REWA Market.

OBJECTIVE
In the current scenario of cut-throat competition every company to service invest in some new technology for their expansion & to maintain the quality, reduce the cost & to produce the branded product. My objective in this survey is to determine the Market Potential of the cement in REWA region, after determining the satisfaction level of customer. Aims and objectives of sales analysis are mainly divided into two terms, viz. 1. Main Objective 2. Supplementary Objective

Primary Objective 1. TO FIND OUT ADVERTISING STRATEGIES FOR JAYPEE BRAND IN REWA MARKET 2. FIND OUT WHETHER THERE IS AN IMAGE MISMATCH BETWEEN THE CEMENT BRAND AND CUSTOMER. Secondary Objectives:1. To identify the potential area. 2. To identify the potential customer. 3. To find out Brand Promotional activity in the Market. 4. To create the ways to promote JAYPEE as BRAND. 5. To determine the demand of the Cement. 6. To design marketing Strategy.

HISTORY OF JAIPRAKESH ASSOCIATES LTD

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.

Historical Milestones Year 1957 Completed first work as contractor in Kota (India). Year 1979 Jaiprakash Associates Private Ltd. ( JAPL) Year 1983 Establishment of Jaypee Rewa Cement Plant (JRCL) with an initial capacity of 1 million tones. Year 1980 Hotels Siddharth and Vasant Continental set up. Year 1986 Formation of Jaiprakash Industries Limited ( JIL) by amalgamating JAPL into JRCL. Year 1992 Formation of Jaiprakash Hydro Power Ltd.(JHPL) and Jaiprakash Power Venture Ltd. (JPVL) Year 1996 Establishment of Jaypee Bela Cement Plant (JBCP) with an initial capacity of 1.9 million tones. Year 2000 Year 2003 Year 2005 Year 2006 Formation of Jaypee Cement Ltd. (JCL) by merging JRCL and JBCP. Formation of Jaiprakash Associates Ltd. ( JAL) formed by merging JIL with JCL. Shares of JHPL listed on BSE/NSE. First Hydropower company to be publicly held and listed in the country. Merger of Jaypee Greens with Jaiprakash Associates Ltd. ( JAL)

CIVIL ENGINEERING

PRIVATE HYDROPOWER

CEMENT

Captivating both EPC and Non EPC contracts in its stride, building on its year of expertise as an acknowledged leader in its field. Augmenting the nation to achieve its goal of Power for All by 2012 by harnessing on the countries rich water potential. Jaypee Buniyad and Jaypee Buland brands, all surpassing applicable BIS standards.

HOSPITALITY

Indian hospitality at its best, experience the inimitable charm with the Groups finest boutique hotels in India. A world class ambience offering tranquility and oneness with nature. An ideal golf centric home with top class amenities. The IT arm of the group specialising in educational content development, custom interactive eLearning, cell animation and flash games. Setting up of Thermal Power plant in state of M.P. will help even out the demand-supply mismatch. Evacuation of power will be facilitated by setting up of transmission lines for the 1000 MW Karcham Wangtoo Project.

INTEGRATED TOWNSHIP

INFORMATION TECHNOLOGY

THERMAL

TRANSMISSION

COMPANY PROFILE
Transforming challenges into opportunities has been the hallmark of the Jaypee Group, ever since its inception four decades ago. The group is a diversified infrastructure conglomerate and has a formidable presence in Engineering & Construction along with interests in the power, cement and hospitality. The infrastructure conglomerate has also expanded into real estate & expressways. ENGINEERING & CONSTRUCTION The Engineering and Construction wing of the group is an acknowledged leader in the construction of multi-purpose river valley and hydropower projects. It has had the unique distinction of executing simultaneously 13 hydropower projects spread over 6 states and the neighboring country Bhutan for generating 10,290 MW of power. The key non-EPC projects completed/under execution across India is -

y  y  y

1450 MW Sardar Sarover 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 Naptha Jhakri Power House, the largest underground surface power house in the country.  The in house Design and Consultancy company, Jaypee Ventures Pvt. Ltd. (JVPL), gives JAL a competitive 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. CEMENT Jaypee group is the 4th largest cement producer in the country. It produces Ordinary Portland Cement and Pozzolana Portland Cement under the brand names Buland and Buniyad. Its Cement Division currently operates modern, computerized process control cement plants with an aggregate capacity of 7.0 MTPA. The company is in the midst of capacity expansion of its cement business in Northern, Central and Western parts of the country and is slated to be a 25 MTPA cement producer by the year 2010 and 30.5 MTPA by 2011 with Captive Thermal Power Plants totaling 250 MW. Post expansion the Group will have 8 integrated cement plants supported by 250 MW of Captive Thermal Power, 8 split location plants, 11 railway sidings and one jetty giving the Group a pan India presence in cement sector. POWER Jaypee Group, an integrated power player in the country after having established a strong presence in the Hydro-Power Sector has initiated its entry into Thermal Power Generation, Power Transmission and also forayed into Wind Power. The group with its operational projects of 300 MW Baspa-II (Himachal Pradesh) and 400 MW Vishnuprayag (Uttarakhand) is Indias largest Private sector Hydropower producer. Besides this, 1000 MW Karcham Wangtoo project (Himachal Pradesh) is under advanced stage of implementation. In addition to these, with 2525 MW projects (2025 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 hydro-power generation capacity of over 5600 MW. The Group is also in the process of implementing 2 x 660 MW pit head based Nigrie Thermal Power Plant in District Sidhi of M.P. and is setting up through M/s Suzlon, 50 MW of Wind Power in two phases of 25 MW each in Maharashtra The Group is setting up Transmission System associated with 1000 MW Karcham Wangtoo Hydro Electric Project. The Transmission Project will consist of a 230 km long transmission line between Wangtoo in Himachal Pradesh and Abdullapur in Haryana. HOSPITALITY The group owns and operates four five star hotels, two in the national capital, New Delhi and one each in Agra and Mussorrie and also a five star Golf resort at Greater Noida, with a total capacity of 675 rooms. REAL ESTATE AND EXPRESSWAYS The real estate industry in India has been witnessing strong growth over the last 5 years mainly driven by positive growth in the economy with major areas of development including retail, hospitality, entertainment industries (e.g. hotels, resorts, multi-complexes), economic and social services (e.g. hospitals, schools) and information technology-enabled services (e.g. call centers). The Group is a pioneer in the development of India's first golf centric Real Estate. Jaypee Greens - a saga, a story - a world class integrated community with a sanctuary of homes with limitless hours of enchantment. Residences sculpted around an international championship 18 hole Greg Norman Golf Course with an integrated sports complex, a spa resort, more than 16 lakes and water bodies, 60

acre nature reserve and other natural greens. A masterful creation spread over 7 million sq.ft. in over 450 acres of land at Greater Noida, it has become the most exclusive address for high end segment of homeowners. In addition to the construction and operation of 165 km, Noida to Agra expressway, a Ribbon Development of 2500 Hectares of land at five or more locations along the expressway for commercial, industrial, institutional and residential and amusement purposes, will also be undertaken as an integral part of the project. The company plans to develop such installations to international standards with state of the art technology. 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 and providing education at all levels of the learning curve with sixteen schools, two ITIs and three universities. For over 3 decades now Jaypee Group has supported the socio-economic development of the local environment in which they operate and ensure that the economically and educationally challenged strata of the work surroundings are also benefited from the groups growth by providing education, medical and other facilities for local development. Apart from this sustaining the ecological balance is of paramount importance. Our ecological management approach has led to efficient and optimum utilization of available resources, minimization of waste. Our group has also taken green initiatives, afforestation drives, resources conservation, water conservation, air quality control & noise pollution control and created a green oasis amidst the limestone belt at our cement complex in Rewa.

Because we know, the environment is the prime essence of healthy life and healthy living as what we do today will be reaped by the next generation. Last but not the least, It is our dream of a brighter India that gives us the courage to brave the odds and emerge successful. Its no small dream. But then, its not too big either.

BOARD OF DIRECTORS The Board of Directors of the company has envisioned the organization to new heights. The company is well managed under the foray of these individuals:

Executive Chairman Executive Vice Chairman Executive Vice Chairman

Vice Chairman

Vice Chairman

Joint Managing Director

Time Director

Time Director

Time Director

Departmental (GM)

Departmental (GM)

Departmental (GM)

a)

Applicability: - This Code of Conduct is applicable and binding on the

Directors and Senior Management Personnel of the levels of Presidents, Vice Presidents, who are Members of the Senior Management Team of the Company.

b)

Code of Conduct The Board Members and Senior Management shall

Always act in the best interest of the Company. Adopt highest standards of personal ethics and integrity in their dealings with the Company.

C)

Make disclosures, to the Board of Directors, relating to all material

financial and commercial transactions in which they have personal interest, and may have a potential conflict with the interests of the Company. d) Ensure security of all confidential information made available to them in

the course of discharge of their duties or otherwise. e) Follow all prescribed safety and environmental norms. f) Not engage with any member of the Press or Media in the matters connected with the Company or its business unless specifically permitted by the Board of Directors of the Company or the Chairman & Managing Director of the Company.

PERFORMANCE AND ECONOMIC SITUATION OF THE COUNTRY

The performance of the Company during the year under review cannot be considered satisfactory.

1. Present production Capacity -7.0 Million Tones/Annum. 2. Progressing Towards 22 Million Tones / Annum. 3. Single largest Cement Production complex at one location in India. 4. Three modern Cement Plants. 5. State of ART equipments Include: Computer aided deposit evaluation (CADE), Quarry scheduling and Optimization Package (QSO), as will as computerized online Bulk Material Analyzer (GAMMA MATRICS) etc. Stacker/ Reclaimed for Lime stone & Coal, Dynamic & high Efficiency Separators for RAW and FINISH Grinding.

II.

PRODUCTS PROFILE

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 surpass BIS Standards. For each brand, the relevant BIS standards are mentioned in enclosed table along with a comparison with the actual parameters obtained during last 6 months. All brands are marketed in attractive HDPE bags, containing 50 Kgs of quality cement from Jaypee. Bags are identified with a conspicuous Jaypee Logo, which also over the years has come to be regarded as a Hallmark of quality. Jaypee markets both PPC & OPC grades of cement. A brief introduction of each brand is enumerated as below:-

PORTLAND POZZOLANA CEMENT

Jaypee Cements produces two popular special blends of Portland Pozzolana cement known as Buland & Buniyad

REVIEW OF LITERATURE

Industry analysts have identified major trends that can lead to strong sales opportunities for operators. Ericsson has addressed these developments and strengthened its enterprise offering with focus on voice and data solutions. The market trends include: (Information planning) IP technology is increasing in private branch exchanges (PBXs, and changing infrastructure will play a stronger role within enterprises. 
y

Since the enterprise market is still based on Quality services, it remains a major revenue stream for operators. 

Technology Outsourcing and hosting are becoming viable options for enterprises. Company Mines and outsource Raw material of other mines are with their own equipment want to buy as a service, larger enterprises with CPE (Customer  Premises Equipment) want to use their already existing investment.

RESEARCH METHODOLOGY
Data Collection Method Primary Data: - If the investigator collects the data originally for the investigation, the data is called primary data.

Secondary Data: - If this investigator does not collect the data originally but uses data collected by other investigator or agency and available in published or unpublished form, the data is called secondary data.

Method of collecting Primary Data 1. Observation Method. 2. Interview Method. 3. Mailed questionnaire Method. 4. Questionnaire (or schedule) sent through enumerators. 5. Information from correspondents. Method of Collecting Secondary Data Published Sources a. Govt.Publications b. Semi-Govt.Publications c. Publications of Universities and Research Institutions d. Publications of commercial and Financial Institutions e. Reports of Committees and Commissions f. Newspapers and Periodicals g. Internet

Unpublished Sources All statistical material is not always published. Such records are maintained by various government, post offices and research institutions. Such sources can be used where necessary.

RESEARCH DESIGN
Because the objective of a research is to find new hypothesis, flexibility and ingenuity characterize the investigation. However, three lines of attack may aid in finding hypothesis of value: 1. Study of secondary sources of information. 2. Survey of individuals who are apt to have ideas on the general subject. 3. Analysis of selected cases.

(a)Research Instrument: 1. Personally administered questionnaire 2. Structured interview 3. Unstructured interview

For the purpose of this project, a questionnaire was designed to collect data that consisted of close ended questions & open ended questions. A survey technique is being used to collect the data. During the project a survey of customers using personal interview was done at random locations in Rewa and Rewa and a predetermined structured questionnaire was administered to them. The areas covered were as following: 1. Rewa

(b)Sampling Plan:
* Sampling Unit

The study was restricted to Rewa and Rewa only. Keeping in mind the objective of the study we sampled dealers and retailers of each and every brand. We try to explore out as many shops as could be possible.
*Sample Size

The sample size taken for the purpose of study was around 150 respondents from the two distt.All the respondents were chosen randomly.
*Sampling Procedure

We try to find out almost all of the cement dealers and retailers in the market.
*Contact Method

I personally visited most of the customers after seeking prior appointment. Few shopkeepers due to their busy schedule or loyalty for their brand refused to respond at all. (c) Analytical tools:

The data, which was collected, was summarized and tabulated on MS-excel for further analysis. The analysis performed was mainly comparative analysis using statistical analytical tools. The tools that have been used are as follows:  Bar Chart  Pie Chart  Line Graph  Xy scatter chart

DATA ANALYSIS INTERPRETION

1. Which types of Brand cement you sales?

JAYPEE-BULAND PRISM-CHAMPION ACC BIRLA-SAMRAT (REWA) BIRLA-GOLD (MAHAR)

Total Responses

% of customer 34.11 35.31 14.12 09.40 07.06 100%

% of customer 40 30 20 10 JAYPEEPRISM0 ACC BIRLABIRLA% of customer

InterpretationMost of the Business in REWA deals in construction and building. Least Business activities took place in Cement Sector, most of the dealers are sells PRISM & JAYPEE some dealers are sells ACC cement but few dealers are sells other brand in REWA market.

2. In a month how many cement you sales above chosen brand?

BRAND NAME
JAYPEE-BULAND PRISM-CHAMPION ACC BIRLA-SAMRAT (REWA) BIRLA-GOLD (MAIHAR)

Total Responses

% Sales in a month 31.75 41.53 21.01 4.03 2.01 100%

% Sales in a month 50 40 30 20 10 0 ACC BIRLAJAYPEEPRISMBIRLA-

% Sales in a month

InterpretationAccording to my survey Average sale of the REWA market is capture by the JAYPEE Buland 31.75%. In the REWA market some area like MAIHAR, Naguad, Singhpur JAYPEE sales 95-99%. But some area of REWA Zone like REWA City Capture by the PRISM & ACC Maximum than other cements JAYPEE in Third position in this area.

3.

Re-arranged the importance of following attempt done by JAYPEE on technical status under the brand promotion?

Technical promotion Engineer meet Architect Meet / builders meet Masson meet T.S.E. visit Total
4.3

% of customer 10 30 55.7 04.3 100%

Rank 3 2 1 4 ------

10

30 55.7

Note: - I pointed only No.1 Ranking known by percentage.

InterpretationMost of the Dealer and sub-dealers are given higher purity of Masson Meet. Some of the dealer and sub-dealer said that Builder meet and Engineer meet activity is very less by all company.

4.

What are your views for correction in technical attempt and excluding it which technical attempt can be beneficial?

No Suggestion point 1 Dealer Sub-dealer should do the Visit so that they observed and got better knowledge company and 2 3 4 5 product profile Meeting should be held in timely Take the suggestion to the engineers time to time Marketing officer should do help the dealer, sub-dealer and consigning to sell the product. No suggestion Total
35

Customer (%) 20

10 12 35 23 100

35 30 25 20 15 10 5 0 1 2 3 10 20 12

23

Interpretation
Most of the dealers are suggested that Masson meet is playing effective roll to

customer and Cement brand relationship that by company give gift items to Masson and motivate them.

5.

Under the brand promotion re-arranged the Importance of the following attempts done on dealer states?

Dealer Level Dealer Meet Sub- Dealer Gift Item Foreign journey Van program New year calendar& Dairy Total
8

%of customer 40 20 25 2 5 8 100

Rank 1 3 2 5 6 4 ----

40

25 20

Note: - I pointed only No.1 Ranking known by percentage.

InterpretationMost of the counters are said that all type of programs is attending by dealers and sub-dealers are using most of the facility what gives by the company. Most of the counter I found that company gives a gift items to the Dealers to distribute this gift item to customer and Masson like Dairy, calendar, pen stickers etc.

6. What program can helpful in dealer promotion excluding above attempts.

No Suggestion of Activity % of Dealer 1 Future security is must like Insurance policy to dealer 34 2 Give a member card so that, they can use in the Visit of 27 3 4 India and other country Van program is also necessary All Company should be provide fixed rate of the cement 5 Example: Diesel rate, LPG etc No suggestion Total
34 27 20 16

16 3

20 100

35 30 25 20 15 10 5 0

3 1 2 3 4 5

InterpretationOut of 100 observation 34% counter are suggested that to provide facility to dealer & sub-dealer in future aspects like an Insurance Policy to dealer or his family. Some of the counters are suggested that to provide a member card by company to use different purpose.

7.

Re-arranged the importance of following attempt done by JAYPEE on technical status under the brand promotion?

Advertisement Level Hoarding Wall painting T.V. advertisement Advertising in Newspaper Radio advertisement Banners & Hording

% of customer 10 30 8 25 5 22

Rank 4 1 5 2 6 3

T advertisement

Advertising in Newspaper adio advertisement Banners &

Note: - I pointed only No.1 Ranking known by percentage.

Interpretation Wall painting is playing important roll in the mass publicity; this observation is done by bulk amount of counters are given higher priority. News paper advertisement in second position and hording and Banner is place in third rank in for mass publicity. Because brand image is depend on the promotional activity.

  

 

% of customer

oar

all painting

10. What is the comparative step of attempts done by JAYPEE for mass publicity in comparison of other companies? Table: 1 This table shown ranking to all company Dealer Level jaypee Hording A Wall painting C News paper Advertisment A Radio Advertisement D Hording and Banner using B Different program Different Ranking show below 1 to 5 = E 6 to10 =D 11 to 15 = C 16 to 20 = B 21 to 25 = A All company got different Number different promotional activity out of 25 Hording Wall TV Add. News paper Radio Hording Jaypee Prism ACC Maihar REWA 15 22 17 5 8 Painting 23 22 21 10 12 14 10 9 3 5 Add 22 18 17 11 10 Add 10 9 7 4 5 Banner 20 22 19 10 9 Prism A D B D A Acc A D B D A Maihar D E C E D Rewa C E D E D

This table shown ranking to all company.

A Jaypee Prism ACC Maihar REWA

Technical Activity Hording Wall panting T.V. advertisement News paper Advertisement Radio advertisement Hording and Banner using in different Program

Sign

Score 15+22+17+05+08=67 23+22+21+10+12=88 14+10+9+3+5=41 22+18+17+11+10=78 10+9+7+4+5=35 20+22+19+10+9=80

Table 2. above table shown that overall performance of promotional activity by

InterpretationMost of the counters are suggested that PRISM, JAYPEE & ACC Cement are playing well performance to other Cement company in the market. All the Cement Company mostly focused on wall painting and second priority given hording, Banner and news paper advertisement.

9. Which attempts are helpful for mass publicity excluding above attempts and give the suggestion for amendment? Suggestion Activity of Mass publicity Spots programs done by company like cricket, Football & Hockey play by girl in different level like: City, State as well as National level. T.V. advertisement in different channel and News paper advisement ( regional, National) should be increase Company owner & director meet to dealer through email and directly Improve quality, change brand and price will fluctuate according to market situation No suggestion Total 22 12 11 20 100 % of Dealer 35

35 30 25 20 15 10 5 0

35

22

20 12 11

InterpretationOut of 100 observation 35% counter are suggest Spots activity of national level to promote mass level publicity. TV advertisement in different channel is suggested by bulk amount of counter. Because they think that National level of activity is possible only for this activity.

10. Which five attempts are most important from above which was done under brand promotion. Re-arranged these attempts on the basis of their important?

No 1 2 3 4 5

Promotion Activity Dealers & Sub-dealers Meet & masons meet New year calendar, Dairy & gift Items News paper Advertisement, Hording & Banner Wall panting Van program Total

% of customer 31 15 22 26 6 100

Rank 1 4 3 2 5

35 30 25 20 15 10 5 0 0 2 4 6 8 6 15 22 Series1 31 26

InterpretationIn all the survey of the REWA market I found that Technical level promotional activity Masson meet is foremost important in all level of other promotional activity.Secondly I found that wall panting is mass level activity play a major roll in the market. And in third position comes all other different type of promotional activity under it.

11. What is your suggestion for brand promotion of JAYPEE?

Suggestion: 1. Dealers profit should be more so that he suggest for particular JAYPEE brand to customer. 2. Motivational activity also responsible for brand promotion 3. Price should be comparably similar and little a bit high to other brand 4. Future security is must like Insurance policy to dealer 5. Give a member card so that, they can use in the Visit of India and other country

FINDINGS

Brand Preference
1. First I found that most of the people purchase cement from market for purpose of builds House, Buildings, Road and construction etc. Mostly people are using PRISM & JAYPEE
Cement . In REWA area but in sum particular area in REWA like:

NAGUD,SINGHPUR,MAIHAR,UCCHARAHA, BIRALA ROAD AND RAMPUR there are mostly uses of Jaypee (buland )cement for different-different purpose. 2. Secondly I found that users are more in the market but they want in less price and also commission in hole sell. 3. After survey, I found that dealer has a capacity to sell the Cement and exclusive dealers are also important in selling the Cement. 4. I also found that different type of promotional active play a crucial roll in selling the cement.

Firstly; it will let company know where it lacks, how it could be rectified. Secondly; it make the customers make them feel that they are important for the company and lastly in assessment of the sales executives performance. About the Cement industry: The Indian Cement is also increasing in manner. The main reason behind this is the ever-developing Indian economy. With the economic development, the frequencies of the changing Infrastructure in Cement sector have increased tremendously because of the old players are increasing their capacity and new players are emerging at very rate. Although the new players cannot harm the old once but what they can do is that they can eat away some of the market share of the companies. Thus, big players take this point into consideration and develop their strategies. During my project I have realized that the India has vast potential for the Cement industry and it needs aggressive marketing strategies to tap the untouched areas and to withhold position in the market.

Recommendations
y The demand of buland cements more than other cement but being a shortage of buland cement continue supply is affected into the market. So strictly give attention of the supply of buland cement in the rural area and towns.   y The population of rural areas no more educated he always require to suggestion of masons, friends and dealer so arrange the meeting with dealers and other related customer s of JAYPEE (buland) during between 1 to 2 months in year periods about the selling of JAYPEE(buland).   y In the quality main problem of fly ash, because of fly ash the cement bleakish. 

LIMITATIONS

Though the present study aimed to achieve the above-mentioned objectives in full earnest and accuracy, it was hampered due to certain limitations. Some of the limitations of this study may be summarized as follows: y Getting accurate responses from the respondents due to their inherent problems were difficult. They were partial, and refused to cooperate.   y Since I did not had the privilege to work on a large scale, so many findings and recommendations may not be as much in tune with their ground realities as may be considered desirable.  

CONCLUSION

LOCATION The survey is conducted with the help of questionnaire method and survey is conducted in the REWA region. DURATION OF THE PROJECT:The project duration was of 30 Days from 14/05/2011 to 13/06/2011.

HOW DID I CARRY OUT THE PROJECT? The project started from getting knowledge of the concerned product. The research objective is that the overall Dealers, sub-dealers feedback and personal customer visit which involves feedback of customers. The Dealers requirement & finding new customer for my product I also took their suggestions .In the project there are many things to learn in the process and to have the market knowledge and finding new segment for my product; Because it is good opportunity for me to work with product in REWA Market. In order to come to a conclusion regarding the requirement level of the customer, area sampling was done and I have prepared a questionnaire consisting of 12-question, both structured as well as unstructured. Some of the questions are close ended where as others are open-ended.

After critically analyzing the responses, I have used excel sheet to come to a conclusion regarding his preference and behavior of particular respondent and after continuing this procedure for 100 correspondents from different walks of life, I used pie charts to come to the final conclusion as to determine the positive and negative attitudes of customer towards the JAIPRAKASH ASSOCIATE

BIBLIOGRAPHY

 Web  www.jalindia.com  www.jaypeecement.com  From Magazines  fron business today.com  from business mantra  From Books  from C.R. kothari marketing management  from marketing research philip kotler  from ICRA survey on Indian Cement industry

QUESTIONAIRE
TO FIND OUT ADVERTISING STRATEGIES FOR JAYPEE CEMENT IN REWA MARKET
QUESTIONNAIRE OF CONSUMKER

Name of the Business Name of the Owner Address Contact Details E - mail :

: : : :

. . . Ph. .. Mob.: . Fax ...

1. which type of Cement you sales? a. JAYPEE b. PRISM c. MAIHAR d. ACC e. BIRLA 2. In a month how many cement you sales above chosen brand? a. JAYPEEs b. PRISM c. MAIHAR d. ACC e. BIRLA 3. Re-arranged the importance of following attempts done by JAYPEE? a. Architect meet/ builders meet b. Masson meet c. Engineer meet d. T.S.E. Visit

What is the comparative situation of JAYPEE and Other Company on the view of technical attempts which was discussed above?

Technical promotion Engineer meet Architect Meet / builders meet Masson meet T.S.E. Visit

Jaype e

Prism ACC Maihar

REW
A

5. What is the comparative situation of JAYPEE and Other Company on the view of technical attempts which was discussed above? REW A

Technical promotion Engineer meet Architect Meet / builders meet Masson meet T.S.E. Visit

Jaype e

Prism ACC Maihar

6.

Under the brand promotion Re-arranged the importance of the

following attempts done on dealer status? a. Dealer meet b. Sub-Dealer meet c. Gift item d. Foreign tour e. Van program f. New year Calendar and Dairy

7. What are the comparative steps of attempt done by Jaypee on dealer status in comparison of other companies? Dealer Level Dealer meet Sub-dealer Meet Gift Items Foreign Visit Jaype e Prism ACC Maihar REW A

8. What programs can helpful in Dealer promotion excluding above attempts?

________________________________________________________________ ________________________________________________________________

9. Re-arranged the following attempts done for mass publicity on the basis of its importance under the brand promotions. a. Hording b. Wall panting c. TV advertisement

d. News paper Advertisement e. Radio advertisement f. Hording and Banner using in different program

10. What is the comparative step of attempts done by JAYPEE for mass publicity in comparison of other companies? Dealer Level Hording Wall panting T.V. Advertisement News paper Advertisement Radio Advertisement Hording and Banner using in different program Jaype e Prism ACC Maihar REW A

11. Which attempts are helpful for mass publicity excluding above attempts, and give the suggestion for amendment? ________________________________________________________________

12. Which 5 attempts are most important from above attempts which was done

13. under Brand promotion Re-arranged this attempts on the basis of their importance a. _____________ b. _____________ c. _____________ d. ______________

14. What are your suggestions for brand promotion of JAYPEE? _____________________________________________________ ----------------------------------------------------------------------------------------