Chapter one Introduction Marketing in general Marketing management Evolution of marketing concepts Marketing mix Market segmentation Individual

consumer behavior Sales forecasting marketing information Market research procedure Marketing environment Advertising Channels of distribution Pricing Physical distributing Product branding Chapter two Profile of the company Tracing the root of global corporation Global vision and Indian value of Aditya birla group Land mark Awards Chapter three Research design Statement of a problem Objective of the study Methodology and sampling Tools and technique Source of data Plan of analysis limitation of study

CHAPTER FOUR Analysis of sales promotion of birla cement Respondent profile Consumer profile CHAPTER Five Summary of finding conclusion and suggestion Summary of finding Conclusion Suggestion CHAPTER SIX Appendices Bibliography Questionnaire

CHAPTER ONE

INTRODUCTION OF MARKETING DEFINITIONS

MARKETING:

Marketing according to the American marketing association consists of the performance of business activates that direct the flow of goods and services form producer to consumer in other words marketing is a term used to describe collectively those business functions most directly concerned with demand simulating and fulfilling activities of the business enterprise tees activities interlock and interact with one another as components of the total system y which and enterprise develops and makes its product available distributes interlock through marketing channels them and promotes them specifically them view marketing is the business process by which products are matched with markets and through which transfers of ownership are affected.

PROFESSOR HARRY L. HANSON Defines marketing as the process of discovering and translating consumer needs and wants into product and service specifications, creating demand for these products and services and then, in term, expanding this demand

According to Philip kotler; Marketing is analyzing planning implementation, and control of programmers designed to bring desire exchange, with target audiences for the purpose of personal and mutual again. It relies heavily on the adaptation and coordination of product, price promotion and place for achieving response

According to William Stanton defines marketing as the total

system of interacting business activities designed to plan , promote, price and distribute want satisfying product and services , to present and potential customers.

MARKETING MANAGEMENTS:

In the words of prof. Philip kotler, it is the analysis, planning implementation and control of programmers designed to bring about desired exchange with target audiences for the purpose of personal or mutual gain. It relies heavily on the adaptations and co ordination of product, price, and place for achieving effective response. Marketing management sets marketing objectives, develops marketing plans, organizes marketing functions, puts marketing plans and strategies in action and monitors the marketing programmers the final analysis.

EVOLUTION OF MARKETING CONCEPTS:

Marketing customs satisfaction marketing concepts is the way of life in which all the resources of an organization are mobilized to create, stimulate and satisfy the consumer at a profit. It is an integration of marketing activities directed towards customer satisfaction. The marketing philosophy has undergone a through change since the industrial revolution and is likely to change in the years to come. The gradual change to date can be lumped into four captions as

PRODUCTION ORIENTATION, SALES ORIENTATION, CUSTOMER ORIENTATION, AND SOCIAL ORIENTATION.

Till 1930s the production philosophy prevailed that believed in making product first thorn its results in sale assuming that the product is good. Between 1930s and 1940s, there prevailed a philosophy that the firm is to produce not only good product but tell that it is good through advertising. Between 1940s and 1950s and even today there prevails a new philosophy called consumer orientation under which the firm is to be produced only thus products wanted by the customer. Of late during 1970s 80s and onset of 90s have seen a new orientation called social orientation. It means that the firm is to produce not only what the consumers need but also what is good for the society. It has been charged with its social responsibility.

MARKETING MIX
Marketing is the pack of four sets of variables namely, product. Variables price variables, promotion variables and place variables. Marketing mix is the blend or the compound of all the marketing efforts housing round the four ingredients namely product, price, promotion and place. These ingredients are interrelated and all revolve round potential consumer satisfaction as the focal point it is The complex of mixes relating to inputs and resources utilized in marketing programmed to attain the business objectives, such as profitreturn on capital employed -sales volume market share and so on.

MARKET SEGMENTATION:
Market segmentation is the process of grouping buyers into different categories having common desires or needs. It is the process of dividing the market in order to conquer them. It is to identify the group of buyers on the basis of difference in their desire or requirements. It is the strategy that sub divides the target market into sub-groups of consumers with definable, distinct and homogeneous characteristics with a view to develop and follow a distinct and differentiated marketing programmers for each sub group in order to enhance satisfaction to consumers to consumers and profit to the market.

INDIVIDUAL CONSUMER BEHAVIOR:

The process where by individuals decide whether, what, when, where, how and form whom to purchase goods and services. Consumer behavior is all the psychological, social and physical behavior of potential customers as they become aware of, evaluate, purchase, consume and tell others about the products or services.

SALES FORECASTING:
Fore-casting is a systematic attempt to probe the future by inference from the known facts. forecasting, trying to predict he future, is an activity that all individuals and organization engage in albeit at different levels of methodological complexity, sale forecasting is an attempt to determine the volume of sales, which can reasonably be expected at some future date on a scientific basis.

MARKETING INFORMATION:
The term information is a concept familiar to every one information consists of the evaluated date, data being symbols, usually numbers, Used to represent things .it stands for the cues or the guidelines which have the potential of influencing decisions. Information is any perceived or recorded fact, opinion or thought.
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Marketing management information. The nature of information needed to mange the marketing functions of and enterprise is unique because, it is of its dynamism and diversity.

MARKETING RESEARCH PROCEDURE:

The research procedure of process consists of distinct activities a sequence of several steps. These steps are closely interlinked and interdependent, they are so logical that success of one depends on the prior stage any missing of the logical link is costly mistake telling very badly in the final outcome. That is why each step should have careful and meticulous placing. Most of the experts hare happy with the seven step sequence, though some go up to twelve to fourteen steps. These seven steps involved are: 1)defining the problem 2) Considering the possible solutins.3) Developing a research design. 4)Collection of a marketing data 5) Analysis and interpretation of date 6) Preparation and presentation of research report and 7) Follow-up of recommendations. Let us go thorough these steps in detail.

Defining the research problem

Defining a research problem involves three sub steps namely, (1). Discovering the managerial problem. (2) refining and redefining and .(3) translating the managerial problem.

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Discovering a managerial problem is one thing; refining clarifying, crystallizing and defining is another. Successful tackling of problems warrants clear cut definition readily available with the External parties. Such information may not be latest but unbiased and, therefore, accurate and reliable.

2. Considering the possible solution

Once the problem is defined, the next step is to feel it or to have minimum acquaintance. It is tentative proving done in around problem so defined so as to size it up.

3. Developing a research design

A research design is the master plan or a model for the conduct of a formal investigation.

4. Collection of marketing rate

Once the research design is ready, finalized and approved, the researcher is to embark upon the vital role of date collection. A comprehensible research study requires both primary and secondary data. primary date is one , which is originally collected by the researcher based on sampling secondary date is the both published and unpublished information , which is readily avoidable with the eternal partners.
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5. Date analysis and interpretation

Data analysis and interpretation are possible only when at is proceeding. Data processing implies data reduction namely, editing, tabulating, analysis and interpretation.

6. Preparing and presenting the research reports

The researcher is to produce his findings to the user in the form of a report the researcher findings remain futile in case of they are not communicating defectively, clearly and accurately to the decision makers.

Methods and Techniques of Marketing Research SURVEY METHOD

Survey methods refer to all methods of obtaining the needed information through asking he questions to the respondents. This method is, therefore, known as the questionnaire method the systematic gathering of information from the respondents for the purpose of understanding and predicting some aspects of behavior of the population of the interest

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Personal Interview:
Personal interview is the process of communication where face to face contact between the investigator and the respondent is established.

Mail Interview Method:

As the title suggests, the respondents are contacted through post. There is no face to face contact between the investigator and the respondent. The questionnaire is sent to the mailing address of the respondent with a request to fill and return back.

Telephone interview:
Under telephone interview method, the researcher establishes a contact through telephone.

Observation method:
Observation is the method that places an observer human or machine to watch and record as to what is talking place. Here, the observer does not ask the questions to the respondents but observes his or her actions or behavior with or without telling the respondent that he or she is being observed.

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Experimental Method:
Experimental method of research is the procedure of carrying out the best possible solution to a given problem on a small scale. The aim is to determine whether the tentative conclusions reached con be proved in actual conditions. The actual conditions are ever changing and can not be controlled by the researcher.

FOLLOW UP OF RECOMMENDATION:
Even an excellent research is report loses its value when it is kept in cold storage and nothing is done about its implement. Research report is the basis for executive actions to solve the problems encountered.

PRODUCT PLANNING:
Product planning is a systematic determination of the manufacturers productive that is the number of variation of products to be offered by the enterprise to the market it serves. All profitable, and of ending up with a product line that does not match the requirements of the market.

MARKETING ENVIRONMENT:
In is simple terms;environment implies every thing that is external to the organization. Environment is what the organization is out side. It is something that surrounds an enterprise. It is the sum total of external factors within which the enterprise operates. It is made up of tangible and
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intangible factors both controllable and uncontrollable. It is made up of turbulence and tranquility, science and technology, ethics, economic and political situations, attitudes, traditions, cultures alliances and so on. PRICING Thus, pricing is the function of determining the product or service or idea in monetary terms by the marketing manager before it is offered to the target consumers for sale.

1. going rate pricing

2. scaled bid pricing 3. perceived price policy 4. variable price policy 5. non-variable price policy 6. single price policy 7. leader price policy 8. psychological price 9. skimming price policy 10.penetration price policy ADVERTISING Today, the word advertising is very common to all of us because it is a business to the people, for the people and by the people. This term has two specific meanings:

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1. As a micro concept, it stands for the managerial function of any organization intending to send the information to other members of the society, the most widely coated definition is one given by the American
2. Marketing association according to which it is any paid form of

non personal presentation of ideas, goods, or services by and identified sponsor. Put in others, it is sales message directed to a mass audience that seeks o sell goods, services or ideas through persuasion on behalf of the paying sponsor.
3. As a micro concept, it represents the entire advertising industry

and is indispensable institution social and business.

CHANNELS OF DISTRIBUTION American marketing association defines a market channels as the structure of intra company organization units and extra company agents and dealers, wholesale and retail, through which a commodity, product or service is marketed. Professor Philip kotler defines marketing or trade channels as a set of independent organization involved in the process of marking a product or service available for use or consumption. Physical distribution physical distribution involves the management of physical flow of products and establishment and operation of flow systems
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Philip kotler. Physical distribution involves planning, implementing, and controlling the physical flow of materials, and final goods from the points of origin of use to meet customer needs at a profit. The physical distribution encompasses the wide range of interrelated activities such as transportation, warehousing Material handling, packaging inventory control, plant and warehouse location, order processing, marketing forecasting and customer services.

PRODUCT BRANDING
Branding of products is of strategic and increasing importance. Product brand is associated attribute and is so significant that due weight age is to be given in product policy and strategy formulation. At some point the company as to find an effective brand name for the product? Brand though, is name, plays more important role than a mere ordinary name because, a brand is quite different and ordinary name. Brand is abroad term encompassing most ways of identifying a product. A brand is symbol, a mark or name that acts as means of communication to bring about an identity of a given product. Brand is a product image, a quality, a value personality. According to American marketing association, it is a name, term, symbol or a design or a combination of them which is intended to identify the goods or services of one seller or group of sellers and to differentiate then form those of competitors
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MARKETING ORGANIZATION
Marketing organization is one that provides a system o relationship among the various marketing people who perform these functions. It is the mechanism that pools skills, talents and facilities to accomplish the marketing objective. Marketing organizing is the crucial task of determining the spectrum Of activities comprising of marketing. Function, grouping them into subfunction, establishing lines of authorities and responsibilities and providing for and appropriate mechanism for integrating these activities targeted at attaining marketing objectives.

SALES PROMOTION
Sales promotion is any initiative undertaken by an organization to promote an increase in sales, usage or trial of a product or service (i.e. initiatives that are not covered by the other elements of the marketing communications or promotions mix). Sales promotions are varied. Often they are original and creative, and hence a comprehensive list of all available techniques is virtually impossible (since original sales promotions are launched daily!). Here are some examples of popular sales promotions activities:

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(a)

Buy-One-Get-One-Free (BOGOF) - which is an example of a

self-liquidating promotion? For example if a loaf of bread is priced at $1, and cost 10 cents to manufacture, if you sell two for $1, you are still in profit - especially if there is a corresponding increase in sales. This is known as a PREMIUM sales promotion tactic.

(b)

Customer Relationship Management (CRM) incentives such

as bonus points or money off coupons. There are many examples of CRM, from banks to supermarkets.

(c)

New media - Websites and mobile phones that support a sales

promotion. For example, in the United Kingdom, Nestle printed individual codes on KIT-KAT packaging, whereby a consumer would enter the code into a dynamic website to see if they had won a prize. Consumers could also text codes via their mobile phones to the same effect.

(d) Merchandising additions such as dump bins, point-of-sale

materials and product demonstrations.

(e)

Free gifts e.g. Subway gave away a card with six spaces for stickers with each sandwich purchase. Once

(f) The card was full the consumer was given a free sandwich.

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(g) Discounted prices e.g. Budget airline such as Easy Jet and Ryan

air, e-mail their customers with the latest low-price deals once new flights are released, or additional destinations are announced.
(h) Joint promotions between brands owned by a company, or with

another company's brands. For example fast food restaurants often run sales promotions where toys, relating to a specific movie release, are given away with promoted meals.
(i)

Free samples (aka. sampling) e.g. tasting of food and drink at sampling points in supermarkets. For example Red Bull (a caffeinated fizzy drink) was given away to potential consumers at supermarkets, in high streets and at petrol stations (by a promotions team).

(j) Vouchers and coupons, often seen in newspapers and magazines,

on packs.
(k) Competitions and prize draws, in newspapers, magazines, on the

TV and radio, on The Internet, and on packs.

(l)

Cause-related and fair-trade products that raise money for charities, and the less well off farmers and producers, are becoming more popular.

(m) Finance deals - for example, 0% finance over 3 years on selected

vehicles.
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Many of the examples above are focused upon consumers. Don't forget that promotions can be aimed at wholesales and distributors as well. These are known as Trade Sales Promotions. Examples here might include joint promotions between a manufacturer and a distributor, sales promotion

Leaflets and other materials (such as T-shirts), and incentives for distributor sales people and their retail clients.

Sales promotion - Short-term incentives to encourage the purchase or sale of a product or service.
Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.

SALES PROMOTION STRATEGIES

There are three types of sales promotion strategies: Push, Pull, or a combination of the two.

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A push strategy involves convincing trade intermediary channel members to "push" the product through the distribution channels to the ultimate consumer via promotions and personal selling efforts. The company promotes the product through a reseller who in turn promotes it to yet another reseller or the final consumer. Trade-promotion objectives are to persuade retailers or wholesalers to carry a brand, give a brand shelf space, promote a brand in advertising, and/or push a brand to final consumers. Typical tactics employed in push strategy are: allowances, buy-back guarantees, free trials, contests, specialty advertising items, discounts, displays, and premiums.

A pull strategy attempts to get consumers to "pull" the product from the manufacturer through the marketing channel. The company focuses its marketing communications efforts on consumers in the hope that it stimulates interest and demand for the product at the end-user level. This strategy is often employed if distributors are reluctant to carry a product because it gets as many consumers as possible to go to retail outlets and request the product, thus pulling it through the channel. Consumer-promotion objectives are to entice consumers to try a new product, lure customers away from competitors products, and get consumers to "load up" on a mature product, hold & reward loyal customers, and
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build consumer relationships. Typical tactics employed in pull strategy are: samples, coupons, cash refunds and rebates, premiums, advertising specialties, loyalty programs/patronage rewards, contests, sweepstakes, games, and point-of-purchase (POP) displays. Car dealers often provide a good example of a combination strategy. If you pay attention to car dealers' advertising, you will often hear them speak of cash-back offers and dealer incentives.

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CHAPTER TWO

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PROFILE OF THE COMPANY

PROFILE
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Mr. Kumar Mangalam Birla

Chairman, the Aditya Birla Group Mr. Kumar Mangalam Birla is the Chairman of the Aditya Birla Group, which is among India's largest business houses. Among its major companies in India are Grasim, Hindalco, UltraTech Cement, Aditya Birla Nuvo and Idea Cellular. Its JVs include Birla Sun Life (Financial Services). While Mr. Birla is the Chairman of all of the Group's blue-chip companies in India, he serves as a Director on the Board of the Group's international companies spanning Thailand, Indonesia, Philippines and Egypt. The Group's operations extend to Canada, China, Laos, USA, U.K, Germany, Hungary and Australia as well. Additionally, he is on the Board of the G.D.Birla Medical Research & Education Foundation, and a Member of the Board of Governors of the Birla Institute of Technology & Science (BITS), Pilani. He is a Member of the London Business School's Asia Pacific Advisory Board, which provides counsel on the School's strategy and curriculum. He is an "Honorary Fellow" of the London Business School (LBS), a title conferred upon him by the Governing Board of the LBS. Mr. Birla has and continues to hold several key and responsible positions on various regulatory and professional Boards, such as:

Director of the Central Board of Directors of the Reserve Bank of India from 27 June 2006 Chairman of the Staff Sub-Committee of the Central Board of the Reserve Bank of India

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Chairman of the Advisory Committee constituted by the Ministry of Company Affairs for 2006 and 2007 Member of the Prime Minister of India's Advisory Council on Trade and Industry Chairman of the Board of Trade reconstituted by the Union Minister of Commerce and Industry Member of the Government of Uttar Pradesh High Powered Investment Task Force Member of the National Council of the Confederation of Indian Industry (CII) Member of the Apex Advisory Council of the Associated Chambers of Commerce and Industry of India On the Advisory Council for the Centre for Corporate Governance Member of the Organizing Committee for Commonwealth Games, Delhi 2010

In the eleven years that he has been at the helm of the Aditya Birla Group, he has won recognition for his contribution to industry and to professionalizing management. An indicative list is as follows: 2006 Conferred the Lakshmipat Singhania - IIM, Lucknow National Leadership Award - 2006, Business Leader

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Represented India at the Ernst & Young World Entrepreneur Award in Monte Carlo, Monaco in June 2006, where he was inducted as a Member of the Ernst & Young World Entrepreneur of the Year Academy.

TRACING THE ROOT OF GLOBAL CORPORATION

ORIGIN OF THE COMPANY (BIRLA)

The roots of the Aditya Birla Group date back to the 19th century in the picturesque town of Pilani set amidst the Rajasthan desert. It was here that Seth Shiv Narayan Birla started trading in cotton, laying the foundation for the House of Birlas. Through India's arduous times of the 1850s, the Birla business expanded rapidly. In the early part of the 20th century, our Group's founding father, Ghanshyamdas Birla, set up industries in critical sectors such as textiles and fiber, aluminum, cement and chemicals. As a close confidante of Mahatma Gandhi, he played an active role in the Indian freedom struggle. He represented India at the first and second round-table conference in London, along with Gandhiji. It was at "Birla House" in Delhi that the luminaries of the Indian freedom struggle often met to plot the downfall of the British Raj. Ghanshyamdas Birla found no contradiction in pursuing business goals with the dedication of a saint, emerging as one of the foremost industrialists of pre-independence India. The principles by which he lived were soaked up by his grandson, Aditya Vikram Birla, our Group's legendary leader.
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ADITYA VIKRAM BIRLA: PUTTING INDIA ON THE WORLD MAP

A formidable force in Indian industry, Mr. Aditya Birla dared to dream of setting up a global business empire at the age of 24. He was the first to put Indian business on the world map, as far back as 1969, long before globalization became a buzzword in India. In the then vibrant and free market South East Asian countries, he ventured to set up world-class production bases. He had foreseen the winds of change and staked the future of his business on a competitive, free market driven economy order. He put Indian business on the globe, 22 years before economic liberalization was formally introduced by the former Prime Minister, Mr. Narasimha Rao and the former Union Finance Minister, Dr. Manmohan Singh. He set up 19 companies outside India, in Thailand, Malaysia, Indonesia, the Philippines and Egypt. Interestingly, for Mr. Aditya Birla, globalization meant more than just geographic reach. He believed that a business could be global even whilst being based in India. Therefore, back in his home-territory, he drove single-mindedly to put together the building blocks to make our Indian business a global force. Under his stewardship, his companies rose to be the world's largest producer of viscose staple fiber, the largest refiner of palm oil, the third largest producer of insulators and the sixth largest producer of carbon black. In India, they attained the status of the largest single producer of viscose filament yarn, apart from being a producer of cement, grey
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cement and rayon grade pulp. The Group is also the largest producer of aluminum in the private sector, the lowest first cost producers in the world and the only producer of linen in the textile industry in India

GLOBAL VISION AND INDIAN VALUES OF ADITYA BIRLA GROUP:

The Aditya Birla Group is India's first truly multinational corporation. Global in vision, rooted in Indian values, the Group is driven by a performance ethic pegged on value creation for its multiple stakeholders. A US$ 12 billion conglomerate, with a market capitalizations of US$ 20 billion, it is anchored by an extraordinary force of 88,000 employees belonging to over 20 different nationalities. Over 23 per cent of its revenues flow from its operations across the world. The Group's products and services offer distinctive customer solutions. Its 74 state-of-the-art manufacturing units and scrotal services span India, Thailand, Laos, Indonesia, Philippines, Egypt, Canada, Australia, China, USA, UK, Germany and Hungary. A premium conglomerate, the Aditya Birla Group is a dominant player in all of the sectors in which it operates. Among these are viscose staple fiber, non-ferrous metals, cement, viscose filament yarn, branded apparel, carbon black, chemicals, fertilizers, sponge iron, insulators, financial services, telecom, BPO and IT services.

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GLOBALLY THE GROUP IS: 1. No. The third largest producer of insulators 2. The fourth largest producer of carbon black 3. The eleventh largest cement producer 4. among the most cost-efficient aluminum and copper producers. The fourth largest aluminum producer in Asia and the largest single location custom copper smelter 5. The best energy efficient fertilizer plant 6. Among the world's top 15 BPO companies and among India's top three position In India, the group holds a frontrunner position as: 1. A premier branded garments player 2. The second largest player in viscose filament yarn 3. among the first five mobile telephony players 4. Leading player in Life Insurance and Asset Management

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BEYOND BUSINESS

A value-based, caring corporate citizen, the Aditya Birla Group inherently believes in the trusteeship concept of management. Part of the Groups profits is ploughed back into meaningful welfare-driven initiatives that make a qualitative difference to the lives of marginalized people. These activities are carried out under the aegis of the Aditya Birla Centre for Community Initiatives and Rural Development, which is spearheaded by Mrs. Rajashree Birla.

LANDMARK

The Aditya Birla Group, India's first multinational corporation, traces its origins back to the tiny village of Pilani in the Rajasthan desert, where Seth Shiv Narayan Birla started cotton trading operations in 1857. Today, the Group's footprint extends to 13 countries and its revenues are US$ 12 billion. We retrace the highlights of this remarkable journey, starting from the present:

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2006 1.Grasim Industries Limited, India; Thai Rayon Public Company Limited, 2.Thailand and P.T. Indo Bharat Rayon, Indonesia form a JV with Hubei Jing Wei Chemical Fiber Company, China, for VSF. 3. Hindalco awarded the Greentech Safety Silver Award for its outstanding safety performance during 2005-06. 2005

1. Indian Rayon re-christened as Aditya Birla Nuvo 2. Aditya Birla Group to set up a world-class aluminum project in Orissa. 3. The Aditya Birla Group signs a framework agreement to acquire St Anne Nackawic Pulp Mill, Canada. 2004 1. Board reconstituted with Mr. Kumar Mangalam Birla taking over as Chairman. 2. Completion of the implementation process to demerge the cement business of L&T and completion of open offer by Grasim, with the latter acquiring controlling stake in the newly formed company UltraTech. 3. Grasim, Nagda, received the FICCI Annual Award 2003-2004 in recognition of corporate initiative in rural development.
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4. Bihar Caustic and Chemicals Ltd., Rehla, Jharkhand, has received the FICCI Annual Award 2003-2004 in recognition of corporate initiative in family welfare. 5. Hindalco receives India CFO Award 2004 for excellence in finance in a large corporate. 6. Scheme of Arrangement announced to merge Indal with Hindalco. 7. Indian Rayon completes its brownfield expansion of 40,000 TPA at HiTech Carbon, Gummidipundi, taking total capacity to 1,60,000 TPA. 8. Deming Award for Indo Gulf. 9. Indal wins FICCI Award 2002-2003 for Corporate Initiative in Rural Development.

2003 1. Mr. Kumar Mangalam Birla, Chairman of the Group, is selected as Business India's Businessman of the Year - 2003. 2. Mr. Kumar Mangalam Birla is selected as The Economic Times' Business Leader of the year. 3. The Group is ranked 16th in India's first ever survey of 'Great places to work in', published in Business World magazine. The Group's joint venture concern, Birla Sun Life Insurance, is ranked 9th in the same study.

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4. The Group is ranked 20th in a study on the 'Best Employers in India', conducted by Hewitt Associates and Business Today. 5. Hindalco receives the Asian CSR Award for its "Rural Poverty Alleviation Program". The Asian CSR Awards are Asia's premier awards program on Corporate Social Responsibility. 6. The Group acquires the Mount Gordon Copper mines in Australia, another strategic step in becoming a globally competitive copper player. 7. Liaoning Birla Carbon, the Group's first carbon black company in China, is incorporated. 8. Indian Rayon acquires TransWorks, a leading Indian ITES / BPO company. 9. The board of engineering major Larsen & Turbo Ltd (L&T) decides to emerge its cement business into a separate cement company (CemCo), in which L&T will retain 20 per cent of its equity with the balance to be distributed to their shareholders in proportion to their shareholding in L&T. As a consequence, Grasim to acquire an 8.5 per cent equity stake from L&T and then make an open offer for 30 per cent of the equity of CemCo, to acquire management control of CemCo. 10. The Group divests its entire 37.38 per cent equity stake in Mangalore Refineries and Petrochemicals Ltd (MRPL) to the Oil and Natural Gas Corporation (ONGC).
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11. Birla Copper acquires the Nifty Copper Mines in Australia, as part of a strategic plan to make the company an integrated copper producer, and source raw material for its copper smelter at Dahej, Gujarat. 12. Indian Rayon formally launches its insulators joint venture with NGK Insulators Ltd., Japan, christening it as "Birla NGK Insulators Private Limited. 13. Birla Copper, a strategic business unit of Hindalco, is accorded London Metal Exchange (LME) registration. Its copper cathodes are approved as 'Grade A' copper brand by LME. 2002 1. The Grasim board approves an open offer for purchase of up to 20 per cent of the equity of L&T, in accordance with the provisions and guidelines issued by the Securities & Exchange Board of India Regulations, 1997. 2. Grasim increases stake in L&T to 14.15 per cent (351.84 lakh shares). 3. Landmark corporate restructuring of Hindalco and Indo Gulf. The fertilizer business of Indo Gulf to be emerged into a separate company called Indo Gulf Fertilizers. Indo Gulf's copper business to be merged with Hindalco, creating a non-ferrous metals powerhouse.

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4. Grasim divests its Gwalior unit to Melodeon Exports Limited, and consolidates textile operations at a single location in Bhiwani, MP, which will manufacture both 'Grasim' and 'Graviera' brands. 5. PSI Data Systems acquires Birla Technologies Ltd, bringing the Group IT services business under one umbrella. 6. The Group receives The Economic Times' "Corporate Citizen" of the year award. 7. Indal acquires a controlling stake in Anapurna Foils Ltd (AFL), to augment its position in the foil and packaging sectors. Subsequently AFL is merged with Indal. 8.PSI Data Systems acquires Birla Technologies Ltd, bringing the Group IT services business under one umbrella.

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AWARDS:
IN QUEST OF EXCELLENCE: When it comes to the achievements of our people, we prefer to shout from the rooftops. Recognizing performance and lauding achievements has always been a tradition with the Aditya Birla Group. This process has been institutionalized through the biennial Aditya Birla Awards for Outstanding Achievements. Instituted in the memory of Aditya Vikram Birla, the awards are a celebration of the culture of excellence that he epitomized. The awards focus on the core values of the Group, encompassing critical aspects of customer orientation, people processes and value creation. These awards are designed to foster growth in the Group's units by promoting excellence through human Endeavour. Keenly contested by 40 units spread over 13 countries, the winners are selected by an eminent panel of industry leaders Award categories Lifetime achievements awards The chairmans awards for individual excellence Distinguished achievers
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 Exceptional contributors Young professional Outstanding leaders Exemplary service award Lifetime contribution award Vision 2015 business Vision 2015 group Oh no so smart Award ca

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CHAPTER THREE

40

RESEARCH DESIGN

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RESEARCH DESIGN AIM The chapter explains the methods used on conducting the research study and problem of study. Objective of study 1. To study sales promotion techniques adopted by the company. 2. Based on the response of the dealers suggestions and ideas are made. The quality of service Scope of study The scope of study was only confirmed to few-selected customer like authorized dealers of the particular company. The study was restricted to Bangalore city on the selected areas the study was about the various sales promotion techniques adopted by the company in reaching the dealers or customers.

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Methods of conducting the survey A certain group of dealers in different areas of Bangalore and of different age groups, traders enterprisers etc. were selected to conduct the survey. To understand the different response of dealers, the random sampling was done in order to survey all segments of the group. Over 100 sampling was done to find out response of the dealers on the various sales promotion techniques adopted by the company. Different areas were selected to conduct the survey to arrive for the conclusion.

Tools and techniques used for conducting a survey.

Techniques used for conducting a survey was framing questionnaire and trying to get the answers from the traders. The data collected form customers was through their answers, on objective type about response of various sales promotion technique adopted by the company and data was analyzed.

Source of data
The source of data available was through primary data (survey i.e. questionnaire method) the primary data from various source traders, enterprises, required information was collected from these source. Secondary data was taken from company records books, computer net.etc.

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Analyzing the data

The analyzing of data were presented inform of pie charts, graphs etc. the data collected was analyzed and tabulated into percentage. This percentage was then covered into pie charts and graphs and presented in order to understand in a simpler manner. Then conclusion was drawn from this information.

LIMITATION OF THE STUDY

The survey was conducted in few selected areas over 100 respondents. In few selected individuals, as the society is large and widely. It is only restricted to few areas of Bangalore city. The answers given by the customer were in objective types. The acierate information cannot be gathered and to analyze and arrive at exact solution. Theories

44

CHAPTER FOUR

45

RESPONDENT PROFILE

46

RESPONDENT PROFILE
The study was conducted into considering the view of the entire society. Respondents response towards birla cement and the various services provide to them. It consisted of professionals businessmen; individual houses, traders, enterprises and other customer are represented in graphs.

47

1) How customers came across birla cement? No. respondents No. of Respondents in percentage 40 20 30 10 100

Newspaper Magazine Television Friends

20 10 15 5 50 Table #1

Analysis: The above table indicates how costumers came across birla cement - 40%of respondents came across birla cement through news paper. - 20%of respondents came across birla cement through magazines. 30%of respondents came across birla cement through television. - 10%of respondents came across birla cement through friends.

48

Graph showing customers who came across birla cement.

how customers came across birla cement.

ne m w ag te sp le fri az ap vi en in so er ds es n s

percentage No. respondents

20

40

60

INFERENCE:
Graph indicates the respondents customers who came across birla cement. The customers came across through news paper, television magazine, and friends. Graph show that that large number of percentage respondents customers came across birla cement through newspapers and television. The birla cement should make use of other facilities such as magazines and other electronic medium to reach large number of prospective customers.

49

2. Customers impression on brand brila cement. Segments Good Average Satisfactory Excellent 50 TABLE #2 ANALYSIS The above table indicates customers impression on brand birla cement. - 60%or respondents customers impression on brand birla cement were good. - 10%of respondents customers impression on brand birla cement were average. - And another 10% of respondents customers impressions on brand birla cement were satisfactory. 100 No of respondents 30 5 5 10 No of respondents in percentage. 60 10 10 20

50

graph showing cutomers impression on brand birla.

sa tis ex av fa ce er go ct lle ag or od nt y e

no of respondents no of respondents in percentage

50

100

INFERENCE:
This indicates the respondents customers impression about the brand birla. As the graph shows that large (60%) percentage of people felt that the brand was good and another 20% of the customers impression was excellent. So the company should try to increase the brand image of birla on mind of people.

51

3. Customers impression about price of birla cement. Segment No of respondent No of respondents in percentage. 20 50 10 20 100

Low Normal High Very high

10 25 5 10 50 Table #3

ANALYSIS: From the above table we understand that how the respondents customers felt about the price of the birla cement with the price of other cement brand. - 20% of respondent customer felt price of birla cement were low compared to other brand.
-

50% of respondent customer felt price of birla cement were normal compared to other brand. 10% of respondent customer felt price of birla cement were high compared to other cement brand 20% of respondent customer felt price of birla cement were very high compared other cement brand.

52

graph sh ow in g costomers impression on price of birla cemen t.

50 40 30 20 10 0

low

normal

high

very high

no of respondents no of respondents in percentage

INFERENCE:
This graph indicates how customers responded when asked about the price of the birla cement with other cement brand. Around 50% of respondent felt neither the price were neither high or low that is the price were normal So the company should also reduce the price of the cement in order to increase the sales of the cement in the future.

53

4) Reasons for purchasing birla cement.

No of respondents Price Feature Quality Durability 20 15 10 5 50 TABLE #4 ANALYSIS:

No of respondents in % 40 30 20 10 100

The above table indicates what made the customers to purchase birla cement. - 40% of customers bought birla cement because of the price of the birla cement. - 10% of customers bought birla cement because of the feature available with birla cement. - 40% of customers bought birla cement because of quality of birla cement compared to other cement. - 10% of customers bought birla cement because of durability of birla cement.

54

graph showing the various reasons for purcashing birla cement.

70 60 50 40 30 20 10 0 price feature quality durability

no of respondents

no of respondents in percentage

INFERENCE: This factor indicates the various factors which influenced the customers to purchase the birla cement .the respondent customers were influenced by price, feature, quality, durability. As graph shows that large percentage of customers were influenced by price and quality of birla cement. So the company should also keep price reasonable and at the same time it should also more feature and qualities

55

5) The company which does more sales promotion activity.

No of respondents L&T BIRLA ACC PRIYACEMENT 22 16 9 3 50 TABLE#5 ANALYSIS:

No of respondents in % 44 32 18 6 100

From this table we understand that what the costumers felt about the sales promotion conducted by other cement manufactures to a great extent. - 44% of respondents felt that L&T conducted more sales promotion actives. - 32% of respondents felt that BIRLA cement conducted more sales promotion activities. - And 18%of people felt that ACC conducted more sales promotion activities. - And only 6% of people felt that PRIYA cement conducted more sales promotion acuities

56

Graph showing the company which does more sales promotion activities . 70 60 50 40 30 20 10 0 L&T BIRLA ACC PRIYA

no of respondents

no of respondents in percentage

INFERENCE: The above graph indicates the company which conducted more sales promotion activities according to respondent customers .the respondents think that L&T had conducted more sales, activities fallowed by BIRLA cement. So the company should conduct more sales promotion activities so that it increases sales of company, company should also provide huge discount for regular customers as well as for bulk purchase.

57

6) Does aggressive sales promotion increases sales of birla cement? No of respondents No respondents in percentage. 80 20 100

Yes No

40 10 50 Table #6

ANALYSIS From the above table we can understand weather aggressive sales promotion would increase sales of the products of birla cement. - Around 80% of the customer feels that an aggressive sales promotion would increase sales of the birla cement. - And only 20%of people feel that sales promotion would not increase the sales of the birla cement.

58

does aggressive sales promotion increases sales ?

120 100 80 60 40 20 0 yes no of respondent no no of respondents in percentage

INFERENCE: The above graph indicates weather aggressive sales promotion increases sales of birla cement. When survived most of the respondent customer felt that an aggressive sales promotion increases the sales birla cement, out of the total survey 76% of costumer said that and aggressive sales promotion increases the sales of the company. So if the company does not use effective sales promotion should make use of effective sales promotion strategy in order to increase the sales.

59

7) Preference in mode of payment?

Segments

No of respondents

No of respondents in percentage. 34 66 100

Cash Installment

17 33 50 TABLE #7

ANALYSIS This table indicates the respondents response about the mode of payment to be made during the transaction. Out of the survey we found out that just 34% of people insist on cash and carry type of business, but another 66% of customers feel they would like to do the business transaction on installment basis. So the company should provide more customer on may be on credit or installment basis so that it could increase the sales of the company.

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graph showing respondents preferece on mode of payment on transaction .

70 60 50 40 30 20 10 0

cash

installment no of respondents in percentage

no of respondent

INFERENCE: This graph indicates the mode of payment preferred by the respondent customers on every transaction made with birla cement. This graph shows that around 34% of people insist on cash and carry type of business, but another 66% of customers feel they would like to do the business transaction on installment basis. From this graph we understand that company should provide sales on installment basis.

61

8) Expatiation of consumer from supplier and manufacturer of birla cement?

Segments Technical support Quality image Advertisement Competitive price

No respondents 5 25 03 17 50 TABLE #8

No of respondents in % 10 50 06 34 100

Analysis: The table indicates the various expectation of consumer from supplier and manufacturer of birla cements - 10%of customer requires technical support from the suppliers or manufacturer of birla cement. - 50%of customer prefer quality image from the suppliers or manufacturer of birla cement. -6%of customer prefers advertisement from the suppliers or manufacturer of birla cement. - 34%of customer prefer competitive price from the suppliers or manufacturer of birla cement.

62

Graph showing customers expectation from birla cement .

compititive price advertisement quality image technical support 0 10 20 30 40 50

no of respondent

no of respondents in percentage

INFERENCE: The above graph indicates that the customers expectations from suppliers and manufactures of birla cement. From this we understand that most the respondents insist on quality and price of cement rather than advertisement and technical support. So company should reduce the price and increase the quality of product.

63

9) Service facility provided by the company

Segment

No of respondents

No of respondents in % 10 20 30 40 100

Average Satisfactory Good Excellent

5 10 15 20 50 Table #9

ANALYSIS: This graph indicates the opinion of respondents customer about the service facility provided by the company. - Out of 100%, 10%of respondent felt that the service provided were average. - And 20% of respondents felt that the service provided by the company were satisfactory. - 30% of respondents felt that the service provided by the company were good. - 40% of respondents felt that the service provided by the company were excellent.

64

graph showing the service facility provided by the company.

60 50 40 30 20 10 0 average satifactory good excellent

no of respondent

no of respondents in percentage

INFERENCE: The above graph indicates that the satisfaction of respondent consumer about the service provided by birla cement. From this we can understand that around 40% of people felt that services provided by the company were excellent, so company should provide few of the service free of cost so as to increase its sales.

65

10) Incentives to be given to the dealers to affect more sales.

Segments Commission High profit Credit facility Others

No of respondents 20 10 15 5 50 Table #10

No of respondents in % 40 20 30 10 100

ANALYSIS: This table indicates that weather any incentives must be given to the dealers to effect more sales. Out of the survey that: - 40% of respondent felt that commission should be given to affect more sales. - 20% of respondent felt that high profit should be given to affect should be given to affect more sales. - 30% of respondent felt that credit facility should be given to affect should be given to affect more sales. - 10% of respondent felt that other factors should be given to affect should be given to affect more sales

66

graph showing incenttives to be given to the dealers to effect more sales.

others credit facility high profit commission 0 no of respondent 10 20 30 40

no of respondents in percentage

INFERENCE: This graph indicates that commission should be given to the dealers to affect more sales This graph indicates that 40%of people feel that commission should be given and 30% feel that credit facility should be given. So the company should give more commission for dealers to increase the sales.

67

11) Recommend other to buy birla cement?

Segment Yes No

No of respondents 28 22 50

No of respondents in % 56 44 100

Table #11 ANALYSIS: This shows whether the respondent customer would recommend other to buy the birla cement. - Out of 100%, only 56% of people told that they would recommend others to buy birla cement. - Where as 44% of respondents told that they would not others to recommend others to buy birla cement.

68

graph showing reccomending others to buy birla cement

100 80 60 40 20 0 yes no no of respondents in percentage

no of respondent

INFERENCE: The graph indicates that whether the respondent customer would recommend others to buy birla cement. Graph shows large numbers of percentage of responded as yes. Even thou majority of people say yes, company should look to increase It still further.
69

12) Interested in buying new range of products. Segment Yes No 20 May or may not 5 50 Table #12 ANALYSIS: This shows whether the respondent customers are interested in buying new range of product if introduced. Out of 100%, only 50 % of people told that they would buy new range of product if introduced by the company 40% of people told that they would not buy new range of product if introduced by the company
70

No of respondents 25

No of respondents in % 50 40 10 100

Other 10 % of people told that they may or may not buy new range of product if introduced by the company.

graph showing interest in buying new range of product.

50 40 30 20 10 0 yes no may or may not

no of respondent

no of respondents in percentage

INFERENCE: This shows that only half of the respondent customers are willing to buy new range of products and other 40% of people would not buy the product.
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And rest other 10% may or may not buy.

13) Convenience of location of the cement dealer?

Segment Yes No

No of respondents 35 14 50 Table#13

No of respondents in % 72 28 100

ANALYSIS: This graph shows about the location of the cement dealers available near to them. - Out of 100%, 72% of people feel that cement dealers are closely available to them. - And 28%of people feel that they dont have any cement dealer near to them.

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Graph showing convienience of location of the cement dealer .

no

yes

0 no of respondent

50

100

150

no of respondents in percentage

INFERENCE: According to the survey the graph shows that location is convenient for them. The graph shows 72%of respondent customer says that they had convenience of location in purchasing the birla cement.
73

Other respondents said that they were not easily accessible to the cement dealer so the company should set up more of agency.

14) Discount facility provided by the company.

Segment Good Average Excellent Poor

No of respondents 10 15 20 5 50 TABLE #14

No of respondents in % 20 30 40 10 100

ANALYSIS: The above table indicates the respondents response on the discount facility provided by the company. 20% of respondents felt that the discount given were good. 30% of respondents felt that the discount given were average. 40% of respondents felt that the discount given were excellent. And 10% of respondents felt that the discount given were poor.
74

Graph showing discount facility provided by the company. 40 35 30 25 20 15 10 5 0 good average excellent poor

no of respondent

no of respondents in percentage

INFERENCE: This graph shows that 40% of people felt that the discount provided by the company were excellent.

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15) Complaint on failure of any product or services?

Segments Sometimes Not at all

No of respondents 45 5 50 TABLE #15

No of respondents in % 90 10 100

ANALYSIS: This table indicates whether the respondents have any complaint on the product or services rendered to them - 90% of respondents responded that they did not have any complaint or fault in any product or service rendered to them. - And another 10% of people felt that they did not have any kind of complaint.

76

Graph showing complaint on failure of product or services.

140 120 100 80 60 40 20 0 some times not all no of respondents in percentage

no of respondent

INFERENCE: From this graph it is clear that 90% of respondents sometime have complaint on failure of product. So company should make the product and services complaint free.
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16) Awareness of various services provided by the company. Such as textura and flooring services. Segments Yes No No of respondents 23 27 50 Table #16 ANALYSIS: This table indicates the various services which are provided by birla groups. The various services are textura coatings and flooring services etc It was found that only 46% of respondents were aware of these services. - But majority of respondents that is 54% of people were unaware of these services. No of respondents in % 46 54 100

78

graph showing awareness of various services provided by the company.

23 27

yes

no

INTERFERENCE: From this graph we understand that only 46% were aware of these services and rest 54% of people were unaware. This shows that company should advertise for these services and make the aware of these services.
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17) Comparison of sales promotion activity of birla cement with other cement manufacturers. Segment Good Very good Average Poor No of respondents 20 15 12 3 50 Table #17 ANALYSIS: This table clearly states the sales promotion activity of birla with other cement manufacturers
-

No of respondents in% 40 30 24 6 100

40% of respondent feel that the sales promotion activity was good. 30% of customer feel that the sales promotion activity was very. good.
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24% of people feel that the sales promotion activity was average. And 6% of people feel that the sales promotion activity was poor.

Graph showing the sales promotion acitvity of birla with other cement manufacturer
100% 80% 60% 40% 20% 0% very good good average poor

no of respondent

no of respondents in percentage

INFERENCE: From this graph se can understand that the sales promotion activity of birla cement were very good to some extent and good to 30%.

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So birla cement should adopt more aggressive sales promotion strategies in increasing the sales.

18) Comparison of birla cement with other cement? Segments Good Very good Average Poor No of respondents 12 24 8 6 50 Table #18 ANALYSIS: From the table we can understand how the respondent customers rate birla cement with other cement. - 24 % of respondents felt that birla cement was good compared to other cement. - 48%of respondents felt that birla cement was very good compared to other cement manufactures
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No of respondents in% 24 48 16 12 100

- 16% of respondents felt that birla cement had an average value compared to other cement manufacturer. - 12%respondents felt that birla cement was poor compared to other manufacturer.

Graph showing comprision of birla with other cement

80 70 60 50 40 30 20 10 0

good

very good

average

poor

no of respondent

no of respondents in percentage

INFERENCE: This graph shows that 48%of respondents felt that birla cement was very good compared to other cement manufactures. And other 24% of respondent customers felt that it was good.

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CHAPTER- FIVE

84

SUMMARY OF FINDINGS CONCLUSION AND SUGGESTIONS

85

SUMMARY OF FINDINGS: The survey was conducted on sales promotion towards birla cement. The study was on customers (dealers, professional, businessman and other group of customers) A questionnaire was administered Consumers: 1) There is no doubt that the consumers are aware of birla cement. 2) The textura service provided by the company is is very popular among interior decorators because they make use of this facility or service because of extraordinary looks and durability of the buildings and walls. 3) The various services of birla cement are also influenced by the customer to make use of birla cement because of wide range of services such as textura, flooring etc.
86

The professional such as interior decorators who make use of textura services to the walls of the buildings which add-ons durability, strength of the walls and also provides extraordinary looks at reasonable price. 4) The quality of the products provided by the company is of high quality and at reasonable price.

Businessman ,dealers were also influenced by this feature to make use of birla cement even the builders and developers and individual customer were also influenced by the quality of birla cement .as every customer expects good quality of product and durability of the product . 5) The price of birla cement is also reasonable to some extent. Along with this facilities company is also provides birla ordinary cement, white cement, textura coatings, flooring etc on birla group which influenced the individual builders and interior decorators and builders and developers. 6) the sales promotion activities conducted by the company is good as many group of customer give more important on sales and promotion activities to know whether they get any discounts , profit in buying birla cement .

87

CONCLUSIONS:
The study revels that the birla cement provided to the customer is best in quality s generally the people look for the basic need that is the quality and price from other services. Nevertheless the quality may be good or good brand having necessary features but the price of the birla cement should be priced low or reasonable. Birla group has been quicker in providing services to the customer. Which makes the customer convenient to use birla cement. According to survey it indicates that the service provided by birla cement is excellent.

88

Birla cement s brand it has variety of features that is birla white cement, textura, flooring, ready mix, re provided by them which attract the customer t use these products s price is reasonable with added features. The target consumer re businessman, dealers, professional, etc are concerned about sales promotions which they provide to them that is my be on commission and discount. Etc but other group of customer that is individuals who construct their own house they are bothered bout price and quality of birla cement The quality of ready mix cement, textura, flooring services re good and consumer also expect good quality product and quality service. Birla cement should also target individual who construct their own house. As Indian population is very high and mostly middle class people most of the middle class people are rational in thinking, verifying quality, price, brand durability etc of the product. If birla Cement Company provide reasonable price to middle class target group then the birla group over come other competitors in the market.

89

SUGGESTIONS:
Birla cement overall is more efficient than other cement the survey indicates that the price and quality of (textura, ready mix cement, flooring) is good. The various services provided by birla groups textura, ready mix, flooring, is efficient and durable. There is no failure of product and if any it is immediately attended by the company. The areas in which the company should improve re: 1) As the survey indicates that customer who come across birla cement is mostly through news paper .the company should also use other facility such as magazines, televisions, authorized dealers and other advertising facilities to rely more customer s people re wide spread . It is difficult for the company to reach by itself and lot of time is spent on it. So, the company has to take the help of television, magazines, and authorized dealers to reach large group o prospective customers.
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2) There is huge demand for birla cement, but there is only few cement dealers are available. So the company should distribute cements to every dealer and also promote sales promotion activities among dealers to purchase more of birla cement by giving good mount of profit margin. 3) Company should also conduct various sales promotion activities by providing discounts on bulk purchase and commission for dealers for sales of cement bags which will provoke the consumers to buy birla cement rather than other cement. 4) The various services offered by company such as textura coatings, ready mix, flooring services should be targeted towards middle class consumer s Indian population over large extent consist of middle class consumer. Birla group has gret scope for getting middle class consumers who are spread wide in the country. 5) From the survey we can understand that majority o people opt for installment purchase or credit transactions rather than cash and carry transaction. So company should introduce credit or installment scheme as part of sales promotion activity and they also set up more and more of birla cement dealers for convenience of various consumers in the country 6) The company should adopt aggressive marketing techniques to increase the sales. 7) The company should publish trade brochures etc and adopt good advertising strategies in order to maximize the profits of the organization.

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CHAPTER SIX

92

BIBLIOGRAPHY

93

BIBLIOGRAPHY

Sl no. Name 1. 2. 3. Marketing Sales promotion

Author C.N sowtakki Google

How to complete Fudith bell your research project successfully

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QUESTIONNAIRE

95

A report on sales promotion of birla cement towards Consumers. 1) Name 2) Address : : 20-30yrs 41-50yrs 31-40yrs 51-60yrs

3) Age

4) Gender

male

female professional

5) Occupation

dealers

Businessman others 6) How did you come across brila cement?

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News paper Television

magazine

friends and family

7) What is your first impression on brand birla cement? Good

average excellent

Satisfactory

8) What is your opinion about price of brila cement? Low High

normal very high

09) What is the reason of purchasing birla cement? Price Quality

feature durability

10) Which cement company do you think does more sales promotion activity? L&T ACC

BIRLA

PRIYA CEMENT

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11) Do you think aggressive sales promotion increases sales of our product? Yes

No

12) Which method of payment do you prefer? Cash

installment

13) What benefit do you expect from the supplier, manufacturer of birla cement? Technical support Advertisement quality image

competitive price

14) What do you feel about the services facilities provided by company? Average satisfactory Good

excellent

15) What incentives to be given to the dealers to affect more sales Commission Credit facility

high profit others

16) Do you recommend others to buy our product?

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Yes If no, why

No

17) If introduced will you be interested to buy new range of product. Yes

No

May\may not

18) Is the present location convenient for you? Yes If no., why

No

19) Do you think that the discount facility provided by the company is good? Good Excellent

average poor

20) Did you have any complaint about the failure of any product or service of this particular company? Some times

Not all

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21) Are you aware of various facilities such as textura and flooring services provided by the company? Yes

No

22) How do you rate the sales promotion activity of birla cement. Very good Average

good poor

23) Any suggestions to improve the product.

24) Any suggestions to improve the effectiveness of Sales. 25) Overall how would you rate birla cement with other cement. Very good Average

good poor

THANK YOU FOR YOURCO-OPERATION Signature

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