DECLARATION

I , Abhishek Parija a bonafide student of GITAM INSTITUTE of INTERNATIONAL

BUSINESS, Vishakhapatnam hereby declare that this Project Report is an original unpublished
work done at India Cements Ltd., Hyderabad (Marketing Office) for the partial fulfillment of
Masters of Business Administration(IB) degree.
To the best of my knowledge, no piece of this report work has been done and submitted by
anyone in this regard.

Place:- Hyderabad

Date:- 19th June 2009

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 ACKNOWLEDGEMENT
To prepare this Summer Project report has been a very challenging, but interesting 8 weeks of
hard work & co-operation. This project would not have been possible without sheer support and
co-operation of the employees of India Cements Ltd. On the outset I would like to thank the
following personnel for making this project a reality.
a. Mr. Naresh Reddy (General Manager, Marketing) for his support & in depth clarity and
helping me understand what to look for in the project.
b. Mr. A.Ramchandra Reddy (Zonal Sales Manager) for being my industry guide during this
tenure of 8 weeks.
c. Mr. P.Satyanarayana (Cheif Manager, P&A) for arranging a visit to their cement
manufacturing plant based at Tandur and motivating me to get along with my project.
d. Mr. Ramesh Choudhury (Sr.Manager, P&A, Tandur Plant) & Mr. Venkatraman (Asst.
Manager, P&A) for arranging and looking after my Tandur plant visit.
e. Mr. Ganesh Rao (Mines Manager,Tandur Plant) for giving me a brief insight on the
workings of the mines.
f. Mr. M Srinivas (Sr.Manager, E&I) for giving me a live tour of the Tandur limestone
mines.
g. Mr. Padmaveer (Head, Quality Control) & Mr.Hariprasad (Trainee, Quality Control) for
showing me the stringent quality control techniques cement goes through.
h. Mr. K.V.Satyanarayana Raju (Sr.Manager, Distribution) for letting me know the
distribution details from Tandur plant.
i. Mr. R.Srinivasa Rao (Area Sales Manager, Mahbubnagar) for giving me an indepth
insight of the operations at Mahbubnagar Dist.
I have great pleasure in thanking all the employees at ICL who have helped in various ways and
had made my stint at India Cements Ltd. a smooth one, without whose support my Summer
Project would not have been possible.
I would also like to forward my sincere thanks to Prof.V.G.Pattnaik (Chairperson: Placement
,GIIB) for arranging my opportunity to work at ICL & Dr.Radha Raghuramapatruni (Asst.
Professor) for being my faculty guide and continuously helping me through out these 8 weeks to
shape up & review my project.

I have sheer pleasure in expressing my sincere thanks to the management at ICL, my faculty at
GIIB & my colleagues who have given their full co-operation & support in bringing my Summer
Project to a completion.

ABHISHEK PARIJA

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 EXECUTIVE SUMMARY

The report is about IndiaCements Ltd, the largest cement manufacturing company in the southern
part of India. The objective of the study is to check on dealer satisfaction level of India Cements
Ltd. , to study the awareness among customers that Coromandel King , Coromandel Super Power
& Raasi Gold are the products of India Cements Ltd. & to check the awareness as well as the
recall of logo among the customers of Coromandel & Raasi respectively in Hyderabad,
Secunderabad & Mahbubnagar District.The project involved meeting dealers of India Cements
Ltd. which included sole dealers of Coromandel , sole dealers of Raasi and as well as common
dealers i.e who stock both the brands Coromandel & Raasi. It was to check upon the satisfaction
level of the dealers , how long have they been dealing with India Cements Ltd, to check their
expectations from the company as well as get information on the brand awareness of
Coromandel & Raasi among the customers in both the districts.

This study was carried out to understand where the company lacks & where the company scores
over its competitors. Being an industrial product , cement is sold through dealers , retailers &
C&F agents . It is very necessary to keep all of them equally satisfied as they represent the
company for the customers.

The study was largely based on primary data. 115 dealers were visited in total. 100 in the twin
cities (Hyderabad & Secunderabad) & 15 from Mahbubnagar District. The primary data was
collected from randomly selected set of dealer and retail outlets through an informal interaction
and well structured questionnaire. The sample size was 115; respondents were from various parts
of Hyderabad, Secunderabad and Mahbubnagar. Secondary data was collected from the internet,
and website of the company.

A Statistical Research was undertaken in order to ascertain and to able to describe the
characteristics of interest in situation. The data so collected was subjected to Descriptive
Statistical Analysis to draw significant conclusion. Frequency tables & Cross Tabulations were
derived and analysed to draw upon on conclusions.
I have also tried to relate few concepts & literature of Branding, Brand Awareness & Logo
Recognition benefits to support my conclusions
.************

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 TABLE OF CONTENTS

CHAPTER Topics Name Page

Number
Chapter- 1 Company Profile 1-3
Chapter-2 Industry Profile 4-9
Overview : 4
Current Scenario : 5
Scenario in Andhra Pradesh : 8
Major cement manufacturers in India : 9
Chapter-3 Product Profile 10-12
Ordinary Portland cement (OPC): 10
Portland Pozzolana Cement (PPC): 11
Chapter-4 CEMENT MANUFACTURING PROCESS 13-17
Chapter-5 LIVE PICTURES from TANDUR 18-21
MANUFACTURING UNIT

Chapter- 6 NEED OF THE STUDY 22

OBJECTIVES OF THE STUDY 22
SCOPE OF THE STUDY 22
LIMITATIONS OF THE STUDY 22
Chapter-7 TERMINOLOGY REVIEW 23-29
Marketing 23
Dealer satisfaction 23
Logo & its significance 24
Branding & brand awareness 25

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Chapter-8 RESEARCH METHODOLOGY 30-34
Types of Research 30
Types of Research Design 31
Types of Sampling 32
Types of Data 33
Chapter-9 THEORY OF CROSS-TABULATIONS: 34-35
Chapter-10 ANALYSIS OF THE STUDY 36
FrequencyTables for Hyderabad & Mahbubnagar 37-51
Cross-tabulations for Hyderabad 52-59
Cross-tabulations for Mahbubnagar 60-63

Chapter-11 FINDINGS AND RECOMMENDATIONS 64-66

Chapter-13 ANNEXURES 65-72
Chapter-14 BIBLIOGRAPHY 73