Project Report

BRAND POSITION OF BIRLA GOLD CEMENT IN JABALPUR DISTRICT

AT

Maihar Cement, Sarla Nagar, Maihar Distt-Satna (M.P.)

SUBMITTED FOR THE M.B.A. DEPTT. PIONEER INSTITUTE OF PROFESSIONAL STUDIES INDORE

Batch 2010-12 Submitted BY

Prashant k.mishra
M.B.A. (2nd sem.)

[1]

 MAIHAR CEMENT PROP.CENTURY TEXTILES & IND. LTD

NAME OF REPORTING MANAGER: NO.OF DAYS SIP DONE: 15.06.2011 to 30.07.2011 INDUSTRY /SECTOR WISE: Private HISTORY OF ORGANIZATION:
Maihar's history can be traced since the Paleolithic Age. The town was formerly the capital of the princely state of Maihar. The state was founded in 1778 by Rajputs of theKachwaha clan, who were granted land by the ruler of the nearby state of Orchha. The state became a princely state of British India in the early 19th century, and was administered as part of Bundelkhand Agency in the Central India Agency. In 1871 the eastern states of Bundelkhand Agency, including Maihar, were separated to form the new agency of Bagelkhand in Central India. In 1933 Maihar, along with ten other states in western Bagelkhand, were transferred back to the Bundelkhand Agency. The state had an area of 407 square miles (1,050 km2), and a population of 63,702 in 1901. The state, which was watered by the Tons River, consists mainly of alluvial soil covering sandstone, and is fertile except in the hilly district of the south. A large area was under forest, the produce of which provided a small export trade. The title of the ruler was maharaja. The state suffered severely from famine in 18961897. Maihar became a station on the East Indian Railway (now the West Central Railway) line between Satna and Jabalpur, 97 miles (156 km) north of Jabalpur. Extensive ruins of shrines and other buildings surround the town. PROMOTERS :

[2]

Chairman's Message

"I believe that the Fortunes of Century Textiles & Industries Limited rest solely on its continuing ability to evolve and successfully implement new techniques and systems to anticipate future trends and zero in on to them, to be in short, a company that is plugged into tomorrow.."

VISION :

Vision - The

3T

Tradition
Maihar Cement is a division of Century Textiles & Industries Ltd., belonging to the BK Birla Group of Companies, a leading Business House with its presence in Core Industries like Textiles, Rayons, Chemicals, Paper & Pulp and Cement, which has been at the vanguard in generating wealth for the Nation. Our heritage of being a part of this group carries with it a commitment to quality. All our Products meet the most stringent and exacting standards of our growing list of loyal customers who are engaged in building Modern India. Technology Our Group's Core Value of Quality has built for us an invincible reputation and for this, the finest technology was sourced from world renowned manufacturers and state-of-the art equipment installed for energy efficient and pollution free large scale cement production. The presence of superior technology is also evinced in our various quality initiatives which have fetched for us the coveted ISO-9001, an International Certification for "Quality Management System". We have also got theISO-140001 Certification for

[3]

"Environmental Management System" which amply reflects our commitment to the environment. Trust Our Customer is the focal point for all our endeavours and what we value most is their trust in us, whether that be in the aspect of reliability of supply or in the aspect of quality assurance. An extensive distribution network and a retail chain of thousands of outlets stretching across the length and breadth of regions, play a vital role in taking our cement units closer to the customer's doorsteps. Further, our efficient and responsive technical staff excel in providing quick and expert care so as to enable thousands of users to keep smiling and ever wanting our products. MISSION:

"Complete Customer Satisfaction and fulfilling the expectations of society is the key to success of any business enterprise in Global Economy

MAIHAR CEMENT QUALITY POLICY

Maihar Cement is committed to :(1) (2) (3) (4) Produce consistently high quality Cement conforming Supply Cemented most economical price. Continually improve the quality and productivity. Customer satisfaction. national / consumer satisfaction.

This shall be achieved by :(1) (2) (3) (4)

Marketing Policy

Implementation of ISO 9002 in the company. Training and development a team of dedicated word force. Adopting latest technology appropriately. Setting and reviewing objective at various function and level

in the company.

Product Quality exceeding Customer's expectations Timely Despatches Attractive and functional packaging Quick Business Response [4]

Prompt After-Sales service Adhering to fair and ethical business practices

ACKNOWLEDGEMENT
Completion of project and writing of report is a satuisfying event and the plesant part is the opportunity to thank those who inspired , contributed and cooperated in it . I would like to avail this opportunity to express my sincere thanx to all those who have helped in making this project Brand Positioning of Birla Gold cement in Jabalpur Distt. a success. I express my heartful gratitude to my guide Mr. Rajesh Sharma, Y. Jha Marketing officer of Maihar Cement for this inspiring guidance and constructive criticism. I hereby my sincere thank to Maihar Cement Sarla Nagar for giving me an opportunity to carry out this project and under go practical tranning at this organization.
[5]

I am also obliged to Mr. G.K. Awasthi and Mr. Amit Shrivastava for this study and also for providing one every possible help and guidance to carry out this project work. I would also like to thanks all the staff members of the marketing department of Maihar Cement for their kind co-operation and facilities throughout this project.
Prashant k.mishra

DECLARATION
I, Prashant Kumar Mishra Student of M.B.A

(MAKETING & H.R) 3rd Sem PIONEER INSTITUTE OF PROFESSIONAL STUDIES (INDORE) do hereby declare that this project is an

outcome of the study done by me and all the facts and information produced here are based an the data collected from primary & secondary source and true and original in nature.
[6]

I also declared that no volume of this report is submitted anywhere else.

DATE

PRASHANT K.MISHRA

SYNOPSIS
Acknowledgement Declaration Preface Industry Profile Manufacturing Process Company Profile Chairmans message
[7]

A introduction Company Vision 3T Awarded earned by Maihar Cement Company Quality Policy Product of Maihar Cement Salient Features of Birla Gold Cement Specification of Maihar Cement Marketing Department Chart Requisite form Security Deposits

Research Methodology An Introduction of Marketing Research Research Process Objectives

Concept of Brand Positioning Data Analysis SWOT Analysis Scope of Work Finding Questionnaire & Bibliography

[8]

Chairman's Message

"I believe that the Fortunes of Century Textiles & Industries Limited rest solely on its continuing ability to evolve and successfully implement new techniques and systems to anticipate future trends and zero in on to them, to be in short, a company that is plugged into tomorrow.."

"Complete Customer Satisfaction and fulfilling the expectations of society is the key to success of any business enterprise in Global Economy".

INTRODUCTION
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Maihar Cement is a division of Century Textiles and Industries Ltd, a flagship company of BK Birla Group. The company is well diversified having interest in cement, textiles, rayon, chemicals, pulp and paper.

Maihar Cement is situated at Sarlanagar (Maihar) Dist. Satna in the State of Madhya Pradesh with an installed capacity of 4.20 Million TPA. Maihar is 45 Kms South - East of Satna on Howrah - Mumbai Central Railway Main Line. Maihar is well known for Sharda Devi Temple and Maihar Gharana Music whose proponent was renowned Musician padma Vibhushan Baba Allaudin Khan. Apart from this, company has two more cement plants namely Century Cement at Baikunth, Dist. Raipur in the State of Chhattisgarh with an installed capacity of 4.20 Million TPA and Manikgarh Cement at Gadchandur, Dist. Chandrapur, Maharashtra with an installed capacity of 1.90 Million TPA.
[ 10 ]

The combined Capacity of all cement plants taken altogether is 7.80 Million TPA. More emphasis is given for production of blended cement which constitutes about 95% of the total cement produced by the company.

Plants of Century Textiles and Industries Limited

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Century Cement Maihar Cement Manikgarh Cement Units 2009-10 Century Cement Maihar Cement Manikgarh Cement Total

Chhattisgarh Madhya Pradesh Maharastra

Figures in Million TPA

2.10 4.20 1.90 8.20

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The capacity enhancement to 8.20 Million TPA is under implementation by carrying out modification, up gradation and rebottle of existing plant & machinery and equipments. Which is likely to be completed by Oct-Dec 2009 Quarter. All cement plants are equipped with captive power plants. Which not only ensure an uninterrupted power supply, but also help company substantially on power cost, as the own generated power is quite economical as compared to grid power. The company sells its cement under its premium Brand Name Birla Gold.

Sri B.K. Birla Group has three more plants :(1) (2) (3) M/s Kesoram Cement for southern region. M/s Vasavdutta cement for southern region. M/s Manglam cement for western region.

[ 13 ]

Captive Mines
Maihar Cement has its own Captive Mines with rich limestone reserves at Bhadanpur just 7 Kms from the plant. mines' working is fully mechanized and an overland belt conveyor of 7 kms passing through hilly terrain transports limestone from mines to plant. The aesthetic view of the surrounding area has been maintained by afforestation of the mining area and also by creating water reservoir in the excavated area.

Fig (1) ; A Panaromic view of Mines

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Captive Power Plant

Fig (2) :Captive Power Plant To meet the need of the hour and in order to reduce the cost of production, so as to be competitive, Maihar Cement has installed its own Captive Thermal Power Plant and the total installed capacity is 35 MW which is helpful in uninterrupted running of the plants on sustainable basis.

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Logistics :
Strategic location of the plant, connected with NH-7 puts Maihar Cement in a very advantageous position so far as logistics is concerned. The Plant is well connected by Road with all the major marketing centers. Being situated on Mumbai - Howrah (via Allahabad) main Railway Line, it is also well connected with all the States in East & North East.

Fig (3) :Rail lines Maihar cement is pioneer in producing blended cement i.e. Portland pozolana cement. The motivation for the production of blended cement has been primarily with the aim of preserving limestone reserves and environment.

Advantages : Low heat hydration resulting in resistance to cracking.

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Resistance to corrosive water and chemical attacks and threby longer life to steel / iron structure underneath. High degree of impermeability and workability for the concrete mix. Higher ultimate strength at longer duration. Higher degree of fineness, resulting in 1. 2. 3. Complete chemical reaction Easy workability Increased plasticity

Reduced Alali aggregate reaction as also free lime expansion and thereby resistance to cracking. Lower drying shrinkage and low leaching value. PPC can be used for any type of construction which earlier had been the forte of OPC. However due to its special attributes, its us is rather imperative for the following construction works.

Uses : Hydraulic structures. Mass concreting works. Marine structures. Masonary mortars and plastering. Under aggressive conditions. The basic raw material in the production of cement is limestone. The limestone ore as obtained from the mine is fed to the raw mills after crushing it to acceptable size. Certain 36. Additives such as laterite, Bauxite, High grade limestone (Sweetener) etc. are also introduced along with limestone into the raw mills as applicable. In the raw mills, the above inputs are reduced to a particular fineness. The output of the raw mills, called raw meal is then burnt in the kiln and then
[ 17 ]

cooled to produce clinker. The fuel used for burning of limestone is powdered coal produced from the coal mill. The clinker is thereupon fed into cement mill and pilverized along with gypsum to yield the basic cement is replaced by fly ash to produce PPC.

Process in Nutshell Scenic views of our uniqueness :

(1) Limestone excavated from Mines is transported through Dumpers and fed to crushers wherein it is reduced from above 850 mm to 80 mm size.

(2)

Environmental friendly Conveyor belts transport the limestone from the Crusher to the Plant Site over a distance of 7 kms.
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(3)

Scientifically designed Stackers provide for stacking of the limestone received from the mines in circular / longitudinal stock piles. Use of Reclaimers ensure consistency in quality.

(4)

Most advanced Coal Mill pulverizes the coal to be injected into Kiln for burning of Raw Meal.

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(5)

State of the Art Vertical Roller Mill grinds Limestone feed powdered form called Raw Meal.

to

(6)

Centralized Control Room monitoring the manufacturing process through computers

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(7)

Close Circuit Cement Mill ensures high quality grinding of clinker, gypsum and pozzolana to yield best possible uniformity of the cement particles.

Consistency and accuracy in the packing of bags by electronic packing machines.

Packing Plant is equipped with computer controlled electronic packers, which ensure that cement bags are packed and sealed to 50 kg of cement each accurately. Manual check is also carried out at random to monitor computer accuracy and introduce correction as applicable.

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Packing & Dispatch

Loading of bags in the wagon/trucks is carried out automatically by means of wagon / truck loading machines, equipped with Electronic Loading Counters which accurately keep count of the Number of bags being loaded.

Efficient logistic & transportation network ensures prompt delivery of materials to the customers.

Environmental Management System

Right from inception, great emphasis has been laid at Maihar Cement on maintaining ecological balance and environmental preservation so as to provide green, healthy and pollution free environment. Continuous monitoring of various Pollution Control equipments are done round the clock to maintain emission levels much below the norms specified by State Pollution Control Board.
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Measures Taken Towards a Cleaner Environment

Installation of highly efficient Pollution Control Equipments viz., ESPs, Bag Houses and Pulse Jet Dust Collectors at every dust generating point in the Plant. Regular monitoring of all stacks and ambient air quality. Proper treatment of domestic affluent generated from residential colony in Oxidation Ponds and use of treated water for plantation purposes. Massive efforts for plantation of various species of trees for ecological upgradation.

Fig (4) View of greeneries in plant are

To control fugitive emission, following additional steps have been taken:

Covering of Conveyor belts transporting various process materials All raw materials are stored in covered gantry. Water sprinklers have been provided on the roads to check fugitive emission generated due to movement of vehicles
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Concretization of roads and floors inside the Plant The Fly Ash generated from Thermal Power Plant is used as an additive for manufacture of PPC.

The Plant maintains perfect harmony with environment through effective pollution control measures in respect of air, water, land and noise level. All efforts are made to curb pollution at grass root level.

CUSTOMER SERVICE
Customer delight remains focus of companys marketing mix. For that company provides best quality cement to the customers followed by prompt and perfect after sales service. Later, independent customer feedback assessment is done to evaluate the degree of satisfaction. Technical Service Cell has been setup to provide technical assistance to institutions and people engaged in construction work. Besides on site assistance brochures and useful guidelines for cement usages provided regularly. Masons, contactors, Architects and Engineers are also trained on regular basis and so far 53715 such persons have been trained. Advertisements and promotional Campaigns are created and executed in house by innovative marketing professionals involving whole gamut of activities right from conceptualization to execution stage.

[ 24 ]

Market Regions of Birla Gold:

Maihar Cement sales are mainly spread in Madhya Pradesh, Uttaranchal, West bangal, Bihar, Uttar Pradesh, Assam and Orissa. The increasing congestion of plants in the Satna belt has led to intense competition in M.P. market. S.N. 1 2 3 4 5 6 7 State M.P. Bihar West Bangal U.P. Assam Uttarnchal Export Share 17.86 % 25.91 % 1.15 % 46.83 % 3.48 % 2.47 % 2.29 %

Table : Market Share (State Wise) (Source : Company Data) Cross Branding: Introduction of cross branding concept is the major achievement as packing of different brands of Century, Maihar and Manikgarh Cement from different manufacturing facilities started selling as a single brand Birla Gold, which in turn has given freight benefits and advantage of brand powers of established brands like Birla Faulad, Century Gold, Century Classic etc. This has significantly improved brands base and realization to cement division.

Our Vision - The 3T

Tradition

[ 25 ]

Maihar Cement is a division of Century Textiles & Industries Ltd., belonging to the BK Birla Group of Companies, a leading Business House with its presence in Core Industries like Textiles, Rayons, Chemicals, Paper & Pulp and Cement, which has been at the vanguard in generating wealth for the Nation. Our heritage of being a part of this group carries with it a commitment to quality. All our Products meet the most stringent and exacting standards of our growing list of loyal customers who are engaged in building Modern India. Technology Our Group's Core Value of Quality has built for us an invincible reputation and for this, the finest technology was sourced from world renowned manufacturers and state-of-the art equipment installed for energy efficient and pollution free large scale cement production. The presence of superior technology is also evinced in our various quality initiatives which have fetched for us the coveted ISO-9001, an International Certification for "Quality Management System". We have also got the ISO-140001 Certification for "Environmental Management System" which amply reflects our commitment to the environment. Trust Our Customer is the focal point for all our endeavors and what we value most is their trust in us, whether that be in the aspect of reliability of supply or in the aspect of quality assurance. An extensive distribution network and a retail chain of thousands of outlets stretching across the length and breadth of regions, play a vital role in taking our cement units closer to the customer's doorsteps. Further, our efficient and responsive technical staff excel in providing quick and expert care so as to enable thousands of users to keep smiling and ever wanting our products.

[ 26 ]

AWARD EARNED BY MAIHAR CEMENT

NATIONAL AWARD FOR ENERGY EFFICIENCY FROM NCCBM
Best Improvement in Energy Performance 1991-92 Best Improvement in Thermal Energy Performance 1991-92 Best Improvement in Electrical Energy Performance 2000-01 & 03-04 Best Improvement in Energy Performance in manufacture of Blended Cement

2003-04

OTHER NATIONAL AWARD

Abheraj Baldota Environment Award for 1995-1996 from FIMI National Safety Award for outstanding performance in Industrial Safety Lowest average frequency rate as runner up for the award year 1998 Longest accident free period as runner up for the award year 2001 Longest accident free period as runner up for the award year 2003 Accident free year as runner up for the award year 2005 Accident free year - Best for the performance year 2005 National Energy Conservation Award for 2001 from Govt of India Social Awareness Award for 2002-03 from FIMI

Where there is Quality, there is Productivity

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MAIHAR CEMENT QUALITY POLICY

Maihar Cement is committed to :(5) (6) (7) (8) Produce consistently high quality Cement conforming Supply Cemented most economical price. Continually improve the quality and productivity. Customer satisfaction. national / consumer satisfaction.

This shall be achieved by :(5) (6) (7) (8) Implementation of ISO 9002 in the company. Training and development a team of dedicated word force. Adopting latest technology appropriately. Setting and reviewing objective at various function and level

in the company.

[ 28 ]

PRODUCT OF MAIHAR CEMENT

Maihar cement produced both OPC and PPC. (I) Ordinary Portland Cement (OPC) is three type. (a) 33 Grade (b) 43 Grade (c) 53 Grade (a) OPC 33 Grade :It develop strength quickly enough concrete and morter made with OPC and attacked by acid and Sulphates. Therefore Maihar Cement 33 Grade chemistry and particle size distribution has been adjusted to gire. (1) (2) (3) (b) (c) Moderate Suplhates resisting properties. Very low chloride content to avoid corrosions in steel. Low heat of hydration resulting in a durable structure. OPC 43 Grade :It is some 33 Grade, but its quick setting then OPC 33 Grade. OPC 53 Grade :It is good strength than 33 grade and 43 grade. It is very quick setting than other two grades. It is very useful in view of Economy. (1) (2) (3) Lesser requirement of cement due to very high surface area. Excellent from finish. Speedy construction. (II) Portland Pozolona Cement (PPC) :It differs from OPC mainly in that it is a blended cement and incorporate of active constitution called Pozolana, Which is inter grounded with clinker and gypsum.

[ 29 ]

SALIENT FEATURES OF BIRLA GOLD

Ideal for concrete provides dense concrete with low permeability. Resistive to corrosive effect or water / chemical. Increase the pH value of concrete, which helps in increasing corrosion resistance. Enhances the properties of plasticity and cohesiveness which are significant for durability. Provides good workability with high water retention property. Formation of secondary CSH Gel which helps in higher ultimate strength. Reduced heat of hydration thereby minimizing thermal cracking. Ideal for all types of constructions :Housing and commercial buildings, high strength flyover, bridges RCC elements, pre-stress and prefabricate concrete elements and canal liming where strength as well as durability are the guiding factors.

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SPECIFICATION OF MAIHAR CEMENT

UNITS Physical Characteristics Specific Surface Soundness Lechateller Method Auto clave Method Setting Time Initial Final Compressive Strength 3 Days 7 Days 28 Days M2/kg Mm % Min Min Mpa Mpa Mpa 300 Min 10.0 Max 0.80 Max 30 Min 600 Max 16 Min 22 Min 33 Min 334 1.00 0.03 105 175 26 41 60 REQUIREMENT BIRLA GOLD [IS:1489(1991)]

MARKETING DEPARTMENT CHART

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REQUISITE RORMS OF REQUIRED CEMENT DISPATCH

(1) (2) (3) (4) (5) Form 75 Presented by the company at border. Form 31 Presented by the second party when the cement for their personal use. Form 32 Presented by the dealer of stockiest. Form F At the time of consignment sales. Form C At the time of direct sales.
Note Form 31 & 32 prepared at MP / UP Border.

SECURITY DEPOSIT
Security is an amount which is given by one party to another party by which the one party assure that if he fails to pay his debts then the second party will adjust that amount with deposit amount. Object of security deposit :(1) (2) (3) To increase stockiest network. The security amount will be adjusted when these is a dispute. Bad debts or in conflict between the party and the company. In the case of down words of market, the company will force his agent to keep at least some in his marketing. The company has about 1900 party who are taken dealership of the company and the company Rs. Above 14 crore from security. The company is give 11% interest on the security amount which will deposit by his agent.

INTRODUCTION OF MARKETING RESEARCH

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Marketing research is a systematic and objective study of problems pertaining to the marketing of goods and services. It may be emphasized that it is restricted to any particular area of marketing but it is applicable to all its phases and aspects. At this stage it may be worth while to examine some definition of marketing research. The most widely used definition of marketing research is that of the American marketing (AMA) which has defined it is The systematic gathering recording and analyzing of data about problems relating to the marketing of goods and services. It may be noted that his definition. (1) (2) Deal with a wider concept of marketing research as it includes Emphasizes that the data must be collected in a systematic all aspects of the marketing of goods or services. manner so that they are representatives. In fact, objectivity is the most important requisite fork goods research on any subject. It marketing research is allowed t obe influenced by personal views and considerations, its utility will be considerable undermined and it may perhaps be of no use at all. Research methodology Research methodology is a way to systematically solve the research problem, we can say that research methodology has many dimensions and research method to constitute a part of the research methodology.

THE RESEARCH PROCESS

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In marketing research even through our focus in on one particular stop, other inter-related step or operation are also being looked into simultaneously let as now describe the major in a marketing research process.
(1)

Formulating the Research Problem :The first step in research is formulating a research problem. It is the most important state is applied research, as poorly defined problem will not yield useful result. Poorly define problem cause confusion and dont allow the researcher to develop a good research design. A complete problem definition must specify each of the following:(a) (b) (c) (d) Unit of Analysis Time and space boundaries. Characteristics of interest. Specific environmental condition How does are go about developing Hypothesis. The answer is using the following approach. (a) (b) (c) Discussion with colleagues and experts about the problem. Examination data and records. Review of similar studies. A research design specifies the method and procedure for conducting a particular study. The researcher should specify the approached study. Broadly speaking, research design can be groped into three categories :(a) Exploratory research :- An exploratory research for uses on the discovery of ideas and is generally based on secondary

(2)

Development of working Hypothesis :-

(3)

Research Design :-

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data. It is a preliminary investigation which does not have rigid design.

(b)

Descriptive :- A descriptive study is under taken when the researcher wants to know the characteristics of certain groups, age say education level, income, Acceptation etc.

(c)

Causal :- A causal research is undertaken when the research is under taken when the researcher is interested in knowing the cause and effect relationship between two or more variable.

(4)

Determination sample design :Another aspects which forms a part of research process is the sampling plan. When the marketing researcher has decided to carry out a field survey he has to decide whether it is to be census or sample survey. I all most all cases, a simple survey is undertaken on account of its overwhelming advantage over a census survey. When a decision in favour of sample of a sample survey has been taken. It is necessary to have a clear definition of the population from which the sample is to be drawn. The size of sample will depend on the degree of precision required as also on the cost consideration.

(5)

Collecting the data :The data collected for the project report can be broadly divided into two categories :(a) (b) Primary Data Secondary Data
(a)

Primary Data :- There is data which primary in

nature. These were never collected before in this report primary data are obtained by. 1. Direct Interview with marketing manager.
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2. Direct Interview with dealer / Retailer.

(b)

Secondary Data :- There are the data which are taken

from various published information. There it is collected by. 1. Company Report. 2. Referring Management books. 3. Company Profile
(6)

Analysis of Data :After the data have been collected, the researcher turn to the task of analyzing them. The analysis of data requires a number of closely related operations such as established of categories. The application of these categories of Row data through coding Tabulation and then drawing statically interferences. Objectives of Research :The purpose of research is to discover answer to question through the application of scientific procedure. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. Through there can be good many objectives that can be listed. The most important one are: (1) (2) (3) (4) To know the buyer. To measure the impact of promotional effort. To know consumer response. To design and implement marketing control.

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CONCEPT OF BRAND POSITIONING

Brand Position and market segmentation are today hallmark in marketing research. Brand positioning deal the measuring perception that the buyer has about the alternate market place offering. Positioning refer to a place a brand occupies in mind in relation to a given product class. This place was originally a product related concepts now refer to the place that the brand hold is in consumer mind relative the perception and preferences. The differentiation of the brand by studying the ways in which their consumers differ as well as now consumer perception of various brand differ is formed as brand positioning. Positioning is significant to consumer in that it provided a basis for comparing alternatives choices in market place. The market can guide the consumer by furnishing class to help position the product in relationship to others. The brand position should be assessed by measuring consumer or organizational buyer perception and preference for the product in relation to its competitors.

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[ 38 ]

DATA ANALYSIS OF MARKET BELONGING TO JABALPUR

S.N. Shopkeep Dealer er /Retail Name/Ad er dress Sales Positio Potenti n of al per Birla Month Gold (Metric Tonnes ) Area :- ITI 110 55 330 330 1 1 Brand Selling Popul ar Brand Dealership Interested Yes/No

1 2 3 4

Krishna Traders Panjab Steel Yashwant Traders Nirman Traders

Dealer Dealer Dealer Retaile r

J.P. Lafarge Birla Gold

5 6

Bagri Iron Ankit Traders

Dealer Retaile r

Birla Gold, J.P., Prism Area :- Maharajpur 220 I Birla Gold 330 I Birla Gold, J.P., Prism, ACC Birla Gold Birla Gold, J.P., Prism, ACC

No because of less demand Lafarg No because e of less demand Birla Already Gold have a dealer Birla No, because Gold his selling is very less Birla Gold Birla Gold Already have a dealer No

J.P.

7 8

Vikas Agency Sandeep Traders

Dealer Retaile r

110 110

I III

Birla Gold J.P.

Already have a dealer No because of less demand

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Agrawal Iron & Steel Co. Shri Ram Traders

Retaile r

Area :- Patan 440 I

10 11 12

13

14 15 16 17

Retaile 220 r Area :- Dhanwantri Nagar Shri Ram Retaile 220 II ACC, Traders r Birla Gold Patel Retaile 55 II Prism, Traders r Birla Gold, Prism Shivshakti Retaile 110 I ACC, Traders r Birla Gold Area :- Madan Mahal Patel Dealer 160 II J.P., Traders Birla Gold Adinath Dealer 330 J.P., Steel Prism Satya Dealer 540 Lafarge Steel Mukesh Retaile 55 I Birla Traders r Gold Area :- Damoh Naka Khandelw Retaile 55 I Prism, al Traders r ACC, Birla Gold Venus Dealer 115 II J.P., Trading Birla Gold Unitech Dealer 220 ACC Area :- Krishi Upaj Mandi Sudama Dealer 85 I Birla Krishi Gold sEva
[ 40 ]

Birla Gold, J.P., ACC J.P.

Birla Gold J.P. ACC Prism

Yes, if They get more commission on it No, because of less profit No No, because his selling is very less No

Birla Gold J.P. J.P.

No (Already) No

Lafarg No e Birla No, because Gold his selling is very less Birla Gold J.P. ACC Birla Gold No

18

19 20 21

No (Already) No. No (Already)

22 23 24 25

Sudama Krishi Seva Poonam Traders Sahu Iron Hanuman Irom Rupal Traders Arihant Traders

Retaile r Retaile r

55 220

I I

Birla Gold

Birla Gold

26 27

28 29 30

Shiva Traders Yadav Traders Ayushi Traders Kanak Agency Kapiskar Traders Patel Traders

31 32 33

Prism Birla Birla Gold Gold Dealer 220 I Birla Birla No Gold Gold (Already) Retaile 110 II J.P., Birla No r Birla Gold Gold Area :- Krishi Upaj Mandi Retaile 55 I Birla Birla No, Because r Gold, Gold not selling Prism more Retaile 170 I Birla Birla No r Gold, Gold J.P., Prism Area :- Vijay Nagar Retaile 33 I Birla Birla No, Because r Gold, Gold less selling J.P. Retaile 55 Lafarge, Lafarg No r Prism e Retaile 110 III ACC, ACC No, because r J.P., less demand Birla of it Gold Dealer 220 J.P. J.P. No Dealer Retaile r 220 J.P. J.P. Birla Gold No, Because of no profit Yes, if Credit sale & Proper supply No (Already) No (Already)

No, very less selling of cement Yes

Area :- Bhedaghat 33 I Birla Gold Area :- Shahpura 110 I Birla Gold 110 I Birla Gold
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34 35

Adinath Steel Ashirwad Traders

Dealer Dealer

Birla Gold Birla Gold

36

Milan Traders Rajesh Traders Rewa Traders

Retaile r Retaile r

Area :- Lalmati 110 II Lafarge, Lafarg Birla e Gold 330 ACC ACC

37 38

39 40 41

Malik Traders Shridham Traders Laxmi & Iron Traders Balaji Traders

ACC, Diamon d Retaile 110 III ACC, r Prism, Birla Gold Area :- Wright Town Dealer 220 J.P. Dealer Dealer 330 110 I I Birla Gold, Lafarge Birla Gold

No, Here is less selling of Birla Gold No No, Because of less demand of Birla Gold No, Because of no profit No (Already) No (Already) No, Because the position of Birla Gold is last here No (Already) Yes, If credit sales Yes, if the adequate supply No, because of less selling of cement

J.P. Birla Gold Birla Gold ACC

42

Retaile r

43 44

Vishwaka rma Traders Jain Traders Jain Traders Swastik Traders

Dealer Retaile r Retaile r Retaile r

Area :- Barela 220 IV ACC, Prism, J.P., Birla Gold 330 I Birla Gold 110 I Birla Gold, J.P., ACC Birla Gold, ACC Mycem, Prism

Birla Gold Birla Gold Birla Gold Myce m

45 46

120 55

I -

Area :- Panagar
[ 42 ]

47 48

R.S. Traders Shri Ram Traders

Retaile r Retaile r

33 110

I I

Birla Gold, Mycem Birla Gold, Prism, Mycem Birla Gold, ACC, Mycem Prism, Mycem

49

Shiva Traders Badkul Traders

Retaile r Retaile r

220

50

110

51

Pradeep Trading Jain Trading P.P. Traders Patel Traders Ganpati Traders Richa Traders Sidharth Traders Rani Traders

Retaile r Dealer

110

Birla Gold, J.P.

No, Because of less selling Birla Yes, if Gold credit sale & more profit than company Birla Yes, if gets Gold more profit on Birla Gold Prism No, Because, nobody demanded Birla Gold Birla No Gold Myce m Birla Gold Birla Gold Myce m Birla Gold Birla Gold Birla Gold No, because here is no market of Birla Gold Yes, if get more profit No, dont want to take dealership No Yes, if gets Profit on Birla Gold Yes

Birla Gold

52

Area :- Sihora 320 Mycem, J.P. 110 110 110 I I Birla Gold Birla Gold, ACC Mycem

53 54 55 56 57

Retaile r Retaile r Dealer Retaile r Retaile r Retaile r

58

Area :- Amkheda 55 I Birla Gold, Mycem 110 I Birla Gold, ACC, J.P. 35 I Birla Gold
[ 43 ]

No, Dont want to take dealership

59 60

Sana Traders Vakil Traders Uma Traders

Retaile r

61

62

Anil Trading Company Poddar Traders Patel Traders

63 64 65 66 67

68

69 70

71

Dholumal & sons Qureshi Retaile 220 I Birla Traders r Gold Shivshakti Sales 550 I Birla Traders Promot Gold r Area :- Garha & Medical Vikas Dealer 220 III ACC, Traders Prism, Birla Gold Anupam Dealer 110 I ACC, Traders Birla Gold Saniya Retaile 88 I ACC, Agency r Prism, Birla Gold R.K. Retaile 55 Prism, Traders r Mycem Area :- Rampur
[ 44 ]

Birla Birla No, because Gold, Gold of less J.P. selling Retaile 55 I Birla Birla No r Gold, Gold Prism Area :- Civil Line Dealer 110 II Satna Satna No Samrat, Samra (Already) Birla t Gold Area :- Raddi Chowki & Gohalpur Dealer 220 Prism Prism No, because Cement of dealership of Prism Retaile 33 ACC, ACC No r Prism Retaile 85 I Birla Birla Yes, if the r Gold, Gold adequate ACC supply Dealer 900 ACC ACC No Birla Gold Birla Gold ACC No No, Already sales promoter No (Already) No (Already) No

55

Birla Gold Birla Gold Prism

No

72 73

Krishna Traders Yadav Traders

Retaile r

74

Jyoti Cement Sunil Traders

Birla Gold, ACC Retaile 55 I Birla r Gold, ACC, Prism Area :- Garha Fathak Dealer 110 Prism, J.P. Retaile r Area :- Adhartal 440 I Birla Gold, Prism

35

Birla Gold Birla Gold

No, because of less selling No, because of less profit on cement No, dont want to take dealership Yes, if gets credit sale.

Prism

75

Birla Gold

SUGGESTION FROM DEALER/RETAILER

[ 45 ]

(1)

Sales promoter should very good in nature which create healthy atmosphere between dealer / retailer. (By Krishna Traders, ITI, Distt-Jabalpur)

(2) (3) (4) (5)

Adequate advertisement which every person know Birla Gold. (By Panjab Steel, ITI, Distt-Jabalpur) Sales Promoter should active and good in behaviour. (By Yashwant Traders, ITI, Distt-Jabalpur) More advertisement and should a sales represent active in Jabalpur. (By Nirman Traders, ITI, Distt-Jabalpur) Active work by sales representatives and lowest rate which increase the sales and profit. (By Bagri Iron, Maharajpur, Distt-Jabalpur)

(6) (7)

Sales promoter good from nature. (By Ankit Traders, Maharajpur, Distt-Jabalpur) A meeting should between dealer and company management. Every month and more commission to dealer. (By Vikas Agency, Maharajpur, Distt-Jabalpur)

(8)

Proper supply and advertisement also lowest rate which earn more profit than other company. (By Sandeep Traders, Maharajpur, Distt-Jabalpur)

(9)

Credit sale in lowest price and advertisement. (By Agrawal Iron & Steel Co., Patan, Distt-Jabalpur)

(10) Sales promotion shold more and afvertisement. (By Shri Ram Traders, Patan, Distt-Jabalpur) (11) Credit sale. (By Shri Ram Traders, Dhanwantri Nagar, Distt-Jabalpur) (12) A dealer should in each area and advertisement. (By Patel Traders, Dhanwantri Nagar, Distt-Jabalpur) (13) Proper supply.
[ 46 ]

(By Shivshakti Traders, Dhanwantri Nagar, Distt-Jabalpur) (14) Credit sale and maximum profit to shopkeeper. (By Patel Traders, Madan Mahal, Distt-Jabalpur) (15) Credit sale and discount scheme. (By Adinath Steel, Madan Mahal, Distt-Jabalpur) (16) Company have to direct contact with dealer and should lowest rate. (By Satya Steel, Madan Mahal, Distt-Jabalpur) (17) Make good relation between shopkeeper & company management. (By Mukesh Traders, Madan Mahal, Distt-Jabalpur) (18) No suggestion. (By Khandelwal Traders, Damoh Naka, Distt-Jabalpur) (19) More sales promotion. (By Venus Trading, Damoh Naka, Distt-Jabalpur) (20) More profit, more advertisement and shold arrange mason meets. (By Unitech, Damoh Naka, Distt-Jabalpur) (21) Every month should meeting between companies officer and dealer and advertisement. (By Sudama Krishi Seva, Krishi Upaj Mandi, Distt-Jabalpur) (22) Quality should be developed (By Laxmi Iron Company, Krishi Upaj Mandi, Distt-Jabalpur) (23) Cement should sale in lowest price and direct billing by company no through sales promoter and also mason meets. (By Poonam Traders, Krishi Upaj Mandi, Distt-Jabalpur) (24) More commission to seller and should proper supply. (By Sahu Iron, Krishi Upaj Mandi, Distt-Jabalpur) (25) More advertisement and should adequate supply. (By Hanuman Irom, Krishi Upaj Mandi, Distt-Jabalpur) (26) Make good relationship between dealer/retailer and company.
[ 47 ]

(By Rupal Traders, Krishi Upaj Mandi, Distt-Jabalpur) (27) Credit sale in lowest price and should advertisement. (By Arihant Traders, Krishi Upaj Mandi, Distt-Jabalpur) (28) More sales promotion. (By Shiva Traders, Vijay Nagar, Distt-Jabalpur) (29) No suggestion. (By Yadav Traders, Vijay Nagar, Distt-Jabalpur) (30) Quality should be developed. (By Ayushi Traders, Vijay Nagar, Distt-Jabalpur) (31) More profit, more advertisement and should arrange mason meets. (By Kanak Agency, Vijay Nagar, Distt-Jabalpur) (32) Credit sale should in lowest price and mason meets arranged more advertisement. (By Kapiskar Traders, Vijay Nagar, Distt-Jabalpur) (33) Cement should sale in lowest rate than other company. (By Patel Traders, Bhedaghat, Distt-Jabalpur) (34) More commistion and more advertisement. (By Adinath Steel, Shahpura, Distt-Jabalpur) (35) More profit should give to shopkeeper and advertisement. (By Ashirwad Traders, Shahpura, Distt-Jabalpur) (36) Proper supply and packing of cement should be changed. (By Milan Traders, Lalmati, Distt-Jabalpur) (37) Credit sale and adequate supply. (By Rajesh Traders, Lalmati, Distt-Jabalpur) (38) Lowest price with credit sale. (By Rewa Traders, Lalmati, Distt-Jabalpur) (39) Advertisement should sale in lowest price and only one supplier in one area and adequate supply. (By Malik Traders, Wright Town, Distt-Jabalpur)
[ 48 ]

(40) More sales promotion. (By Shridham Traders, Wright Town, Distt-Jabalpur) (41) Proper supply should and more commission with the compression of other cement company. (By Laxmi & Iron Traders, Wright Town, Distt-Jabalpur) (42) Every month should meeting between company officer and dealer and advertisement. (By Balaji Traders, Barela, Distt-Jabalpur) (43) Proper supply should and give more commission. (By Vishwakarma Traders, Barela, Distt-Jabalpur) (44) Make good relationship between dealer and company. (By Jain Traders, Barela, Distt-Jabalpur) (45) Credit sale should in lowest price. (By Jain Traders, Barela, Distt-Jabalpur) (46) No suggestion. (By Swastik Traders, Barela, Distt-Jabalpur) (47) Adequate supply and direct billing by company. (By R.S. Traders, Panagar, Distt-Jabalpur) (48) Meeting should every month and proper supply. (By Shri Ram Traders, Panagar, Distt-Jabalpur) (49) A dealer should in here and advertisement which people know about Maihar Cement Birla Gold. (By Shiva Traders, Panagar, Distt-Jabalpur) (50) Maximum profit should give. (By Badkul Traders, Panagar, Distt-Jabalpur) (51) Mason meets should and company representatives contact to dealer and advertisement. (By Pradeep Trading, Panagar, Distt-Jabalpur) (52) A dealer should in each area and regular meeting.
[ 49 ]

(By Jain Trading, Sihora, Distt-Jabalpur) (53) Lowest price and maintain the quality of cement direct billing by company. (By P.P. Traders, Sihora, Distt-Jabalpur) (54) Adequate supply and direct billing by company. (By Patel Traders, Sihora, Distt-Jabalpur) (55) Give more sales promotion and new scheme which shopkeeper motivate. (By Ganpati Traders, Sihora, Distt-Jabalpur) (56) Mason meets should in rural area and also advertisement. (By Richa Traders, Amkheda, Distt-Jabalpur) (57) Maximum profit to shopkeeper and credit sale. (By Sidharth Traders, Amkheda, Distt-Jabalpur) (58) Single seller in one area and maximum profit, credit sale. (By Rani Traders, Amkheda, Distt-Jabalpur) (59) Sales promoter should very good in nature and create healthy atmosphere. (By Sana Traders, Amkheda, Distt-Jabalpur) (60) Sales promoter should active and good in behaviour. (By Vakil Traders, Amkheda, Distt-Jabalpur) (61) Adequate advertisement which every person know Birla Gold. (By Uma Traders, Civil Line, Distt-Jabalpur) (62) Increase number of distributor and direct billing by company. (By Anil Trading Company, Area :- Raddi Chowki & Gohalpur, DisttJabalpur) (63) Active work by sales representative and lowest rate which increases the sales and profit. (By Poddar Traders, Area :- Raddi Chowki & Gohalpur, Distt-Jabalpur)

[ 50 ]

(64) Proper supply should and advertisement also lowest rates which earn more profit than other cement. (By Patel Traders, Area :- Raddi Chowki & Gohalpur, Distt-Jabalpur) (65) A meeting should between dealer and company management every month and more commission to dealer. (By Dholumal & sons, Area :- Raddi Chowki & Gohalpur, DisttJabalpur) (66) Birest billing by company and adequate supply. (By Qureshi Traders, Area :- Raddi Chowki & Gohalpur, DisttJabalpur) (67) No suggestion. (By Shivshakti Traders, Area :- Raddi Chowki & Gohalpur, DisttJabalpur) (68) Meeting should every month between dealer and company management and proper supply. (By Vikas Traders, Garha & Medical, Distt-Jabalpur) (69) Meson meets should and more commission by company, free gift and maintain good quality. (By Anupam Traders, Garha & Medical, Distt-Jabalpur) (70) Advertisement should and sales in lowest price and only one supplier in one are. (By Saniya Agency, Garha & Medical, Distt-Jabalpur) (71) Lowest price and credit sale. (By R.K. Traders, Garha & Medical, Distt-Jabalpur) (72) More commission to the seller and proper supply. (By Krishna Traders, Rampur, Distt-Jabalpur) (73) Quality developed. (By Yadav Traders, Rampur, Distt-Jabalpur)

[ 51 ]

(74) Cement should sale in lowest and direct billing by company not through sales promoter and also mason meets. (By Jyoti Cement, Garha Fathak, Distt-Jabalpur) (75) Lowest price with credit sale. (By Sunil Traders, Adhartal, Distt-Jabalpur)

[ 52 ]

Comparative position of selling in Jabalpur District

Total Sales :- 198252 tones per annum. Brand Name Sales in percentage Birla Gold 143540 ACC 43062 J.P. 4575 Prism 4994 Other 2081

160000 140000 120000 100000 80000 60000 40000 20000 0 Birla Gold ACC J.P. Prism Other

Interpretation :There is the first position of Birla Gold cement in Jabalpur District.

[ 53 ]

Total Sales :- 198252 tones per annum. Brand Name Sales in percentage Birla Gold 42 ACC 30 J.P. 11 Prism 12 Other 5

Birla Gold ACC J.P. Prism Other

Interpretation :There is the 42 % market share of Birla Gold cement in Jabalpur District.

SWOT ANALYSIS
[ 54 ]

These strength and weakness of Maihar Cement which if effect the Brand position of Birla Gold. Strength :(1) Brand image :- There is very good brand image of Birla Gold in

various state which maximum dispatch of Birla Gold.

(2) Brand quality :- Brand Quality is well maintain as per condition and

this is anti crack cement and quick setting than other cement.
(3) Brand Popularity :- It is the very popular Brand Maihar Cement

because its maximum demand by customer. (4) Price Conformability reasonable which dealer and buyer is happy with its price.
(5) Credit facility :- Company also provide facility which maximum

person want to sale Birla Gold. Weakness :(1)

Advertisement and publicity effort :- Maihar Cement doing very loss advertisement and publicity which dont know about its quality and strength.

(2)

Marketing personal visit :- No body is go from Maihar Cement for marketing personal visit which peoples not motivate. Scheme and incentive :- A very less discount scheme given by company be can say no free gift given by company and any incentive seem applicable for motivation of people.

(3)

(4)

Dealership :- A very less number of dealer, on Jabalpur Distt which not sale optimum and dont sale optimum and dont achieve target. Dump :- There is no dump which lack of supply people go with another brand and dealer is denominative.. Balance between supply and demand :- There is no balance between supply and demand because when demand is more company dont fulfill supply.
[ 55 ]

(5)

(6)

[ 56 ]

Factors affecting the sales of cement

The factor which affects sales of cement :(1) (2) (3) (4) (5) (6) (7) (8) (9) Availability of cement Price of cement Mason recommendation Dealers Retailer efficiency. Advertisement and sales promotion Packing of cement. Colour of cement Quality of cement. Setting time of cement.

SCOPE OF WORK
[ 57 ]

The main scope of work if given below :(1) (2) (3) To get basis knowledge about organization and its product. To understand quality system and packing. Conduct following marketing activities. (a) (b) (c) (d) (e) (f) (g) (h) (i) (j) To do market survey. To prepare detail of dealer and retailer of particular market. To give status of popular brand and brand available in the market. To study competitor in the market. To find out retail price and whole sale price of different brand. To prepare list of retailers interested in dealing with the company. Suggestion of dealer and retailer. Study the demand of cement in the market. Suggestion for development of brand image and market network. Assessment of brand position of Birla Gold

FINDING

[ 58 ]

(1) Brand position :- On the basis of comparative study done to find out the

brand position of Brand Gold in Jabalpur Distt. It is establish to be holding first position.
(2) Demand :- The most demanded on cement of all Brand found to be 53

Grade and most cement is sale in January to March quarter.

(3) Advertisement :- A very less advertisement in Jabalpur distt. There is only

10-12 wall painting and no any other type of advertisement.

(4) Sales promotion :- A very less sales promotion is done by company with

dealer and retailer is not happy from company management.

(5) Mason meets :- There is no mason meet is done by company which here is

very low awareness about Birla gold and no body is supporter.

(6) Dealers Network :- There is very less dealer in Jabalpur distt. Because

sales Promoter is not active in Jabalpur distt.

(7) Dealers meeting :- There is no meeting between company management

and dealers retailers, which there is huge gap between company management and dealers.

SUGGESTION

[ 59 ]

Maihar Cement should give more emphasis is on the following point to increase the market share in Jabalpur Distt.
(1) Strong Brand Image :- Company, Management should concentrate to

create strong Brand image in Jabalpur through arrange dealers meetings and maintain the quality.
(2) Concentration on R & D in cement :- Company should concentrate in

research & development which make different type of cement and developed quality.
(3) Exploration of new usage of cement :- company should concentrate new

usage of cement because every time new constriction is start.

(4) Rural Marketing :- Company should concentrate rural marketing because

around 75% population lived in Rural area. These are states where rural population various between 70-80 percent like Uttar Pradesh, Madhya, Rajsthan, Kerla, Bihar and Orissa.
(5) Social Marketing :-

Company should emphasis on social marketing like give the donation for school, hospitals, Green Plant, Temple construction etc.
(6) Mason meets :-

Company should more emphasis on mason meets people aware about Maihar Cement Quality and its product. Mason meets is important because its create bridge between company and consumer.
(7) New incentive scheme for loyal dealer :-

Company should issues new incentive scheme

(8) Advertisement :-

Advertisement should because it is business of the people, for the people and by the people. Advertisement pay vital role in increasing market shame because it is sales message directed to a mass audience that seeks

[ 60 ]

to sell goods, services of idea through persuasion on behalf of the paying sponsor.
(9) Matching or role with market trend :-

Company should pay the role as market trend, it means every activities should as market trend like price, packing advertisement etc.
(10)

Wide dealer network :-

Company should create wide network of dealer which market share increase because if network is wide which cover more areas.
(11)

Demand and supply :Company should maintain balance between demand and supply because in hot season very less supply than demand.

(12)

Recruitment of Qualified professional.

[ 61 ]

Analysis & interpretation

Q1. Do you ever use product of Maihar Cement ?

Interpretation 78% of the respondent says yes that they use Maihar Cement whereas 22% of the respondent says No.

[ 62 ]

Q2.

Which is popular brand in Your region ?

Birla Gold ACC J.P. Prism Other

Interpretation Here the position of Birla Gold is better than other companies. At this region Birla Gold is 42% than at the second position ACC with 30% and then J.P. 11%, Prism 12% and other companies 5%.

[ 63 ]

Q3.

What is your favourite media ?

45 40 35 30 25 20 15 10 5 0 T.V. Newspaper Hoarding Internet Mobile

Interpretation Here, we find that 40 of the respondent favorite media is T.V. While 28% says their favorite media is Newspaper, 15% said hoarding whereas 9% says internet and 8% says mobile.

[ 64 ]

Q4

What is your opinion about Maihar Cement Price ?

Reasonable 76%

High 17 %

Low 7%

Interpretation Here we find that 76% of the respondent says that the price is reasonable whereas 17% says high and 7% of the respondent says low.

[ 65 ]

Q5.

What is your opinion about Maihar Cement Quality ?

Fair 26%

Execllent 32%

Good 42%

Interpretation Here 23% of the respondent says that the quality of Maihar Cement is excellent whereas 42% of the respondent says good and 26% fair.

[ 66 ]

Q6.

In Newspaper which type of advertisement is good ?

90 80 70 60 50 40 30 20 10 0 Coluor B&W

Interpretation Colour is the best way to express emotions Here also colour covers a major space with 79% while B & W covers 21% reading publication of an advertisement.

[ 67 ]

Q7.

What are the different activities which has been performed by the company ? (a) Road Show (b) Events (c) Sponsorship

Sponsorship 24%

Roadshow 20%

Events 56%

[ 68 ]

Q8.

Whats the most appealing thing in packing which attract you most.?

20%

45% 15%

Quality of packing Design Colour Theme

20%

Interpretation Quality of packing is yet an important part of selling an item here it goes for 45% for Birla Gold Whereas 20% says design matter, Whereas 20% says theme is the important part rest 15% prefer colour is the right tool or it attracts more.

[ 69 ]

BIBLOGRAPHY
(1) PHILIP KOTLER, MARKETING MANAGEMENT Planning Analysis, Implementation & Control, Ninth Edition of Prentice Hall of India Private Limited. (2) (3) Dr. C.N. SONTAKKI MARKETING MANAGEMENT Kalayani Publishers New Delhi C.R. KOTHARI RESEARCH METHODOLOGY Method & Technique, Second edition of wishwa prakashan New Delhi (4) (5) (6) www.google.com Manual and information provided by the company. From Newspapers & Magazines also.

[ 70 ]