Consumer attitude towards Mycem Cement

Chapter 1
INTRODUCTION
Introduction
Objectives of the study
Scope of study
Research Methodology
Limitations
Chapter II
PRODUCT PROFILE
History of the product
Technical consumer service cell
Marketing and policies of the firm
Chapter III
COMPANY PROFILE
Heritage of the company
Cement plants of bcl
Cement plants of bcl
Branch profile
Chapter IV
COMPETITORS PROFILE
Awards
Conclusion
Competitors logo
Chapter V
DATA ANALYSIS AND INTERPRETATION

Introduction
Classification
Tabulation
Interpretation
1

Chapter VI
Suggestions and Conclusion
QUESTIONNAIRE
REFRENCES & BIBLIOGRAPHY

Chapter 1

Introduction

Objectives of the study

Scope of study

Research Methodology

Limitations

Introduction
In today's scenario, Human capital is acknowledged as one of the most
potent sources in contributing directly and significantly in the growth of any
organization. This project attempts to explore the most effective "Marketing
Policies and Practices" for smoothly achieving organizational objective.
It was a research conducted to get the feedback of the Dealers and
customers from different aspects about the existing performance system of
different units in the organization.
The main research objective was to understand the relevance of wide
variety of methods and techniques that can be explored towards performance
of the organizational goal. In today's competitive world every organization is
geared towards maximum return with minimum investment. Marketing plays
a vital role towards planning & controlling cost effective manpower support.
Canalizing human energies in a predetermined desirable direction are
not possible unless harmonious relations are maintained among team
members involved in business development. The way adopted by companies
to manage grievances and stress and thereby motivating the employees and
reducing employee turnover were studied through the project.

Objectives of the study

To analyze the market of Mycem cement in Shimoga region.
To identify the leading company.
To identify best promotional method.
To study dealer's satisfaction about Mycem product.
To know current position of Shimoga market.
To know about the effectiveness about distribution channels.
To know about heavy users of cement in Shimoga.
To collect the suggestion of retailers and dealers for Improvement of
Mycem policies.

Scope of study
The scope of this report is restricted to the study of consumers performance
and dealers opinion regarding marketing of Mycem cement in Shivamogga
city.
This report includes the effort that have been taken up by the Mysore Cement
limited to improve the quality and sales and also the efforts that have been
taken up by Mycem agencies to increase the sales of Mycem cements in
Shivamogga city.
Methodology
It's imperative that any type of organisation in the present environment needs
systematic supply of information coupled with tool of analysis of for making
sound decision which involves minimum risk. A research design is purely and
5

simply the framework or plan for a study that guides the collection and
analysis of the data.
Methods of data Collection
Through interaction with retailers.
Through questionnaires filled from the consumer and retailers.

Sample Design
Considering the constraints, it was decided to conduct the study based on
sample size of 50 respondents. The selection was made through combined
approach of random sampling and convenient sampling. Scientific method
was not adopted in this study because of financial constraints and also
because of lack of time, also the basic aim of doing the research was
academic, hence most convenient way was selected.
Primary Data
The primary data refers to data that is collected a fresh and recorded for the
first time. Primary data are those data that is collected by researcher. It thus
happens to be original in its nature. The various methods of collecting
primary data are through performing interview, through questionnaire,
observation and through direct communication with the respondents but the
basic manner of primary data collection is survey method.
Secondary data
Secondary data refers to those data that has been collected and analyzed by
someone else. In other words secondary data is the information that already
6

exists somewhere having been collected for another purpose. In this study
secondary data was collected for another purpose. In this study secondary
data was collected from various sources, such as
> Internet
> References from libraries
> Company brochures
> Business magazines
> Business dailies
> Company's annual report
Field work
The filed work has been carried out in Shimoga town, only to collect primary
data. The response was encouraging as far as the customers were concerned.
The respondents were selected from different types of occupation.
Limitations
The study is based on the perception, ideas and preferences of the
respondent, which are complex in nature and depend upon subjectivity of the
individual.
The study has serious limitations of resources like time and cost.
The study is restricted to Shimoga town only.
The answers given by the respondents were sometimes biased.
The sample size is restricted to 50 due to constraints like time, cost, and
availability of customers.

Chapter II
PRODUCT PROFILE
HISTORY OF THE PRODUCT
TECHNICAL CONSUMER SERVICE CELL
MARKETING AND POLICIES OF THE FIRM

PRODUCT PROFILE
Product range of Mycem Corporation Limited in cement sector
includes three main types that are Ordinary Portland cement Ordinary
portland cement is the most commonly used cement for a wide range of
applications. These applications cover dry-lean mixes, general-purpose
ready-mixes, and even high strength pre-cast and pre-stressed concrete.

Portland blast furnace slag cement

Portland blast-furnace slag cement contains up to 70 per cent of finely
ground, granulated blast-furnace slag, a nonmetallic product consisting
essentially of silicates and alumino-silicates of calcium. Slag brings with it
the advantage of the energy invested in the slag making. Grinding slag for
cement replacement takes only 25 per cent of the energy needed to
manufacture portland cement. Using slag cement to replace a portion of
portland cement in a concrete mixture is a useful method to make concrete
better and more consistent. Portland blast-furnace slag cement has a lighter
colour, better concrete workability, easier finish ability, higher compressive
and flexural strength, lower permeability, improved resistance to aggressive
chemicals and more consistent plastic and hardened consistency.

Portland Pozzolana cement

Portland pozzolana cement is ordinary portland cement blended with
pozzolanic materials (power-station fly ash, burnt clays, ash from burnt plant
material or silicious earths), either together or separately. Portland clinker is
ground with gypsum and pozzolanic materials which, though they do not
9

have cementing properties in themselves, combine chemically with portland

cement in the presence of water to form extra strong cementing material
which resists wet cracking, thermal cracking and has a high degree of
cohesion and workability in concrete and mortar.

Special features of Mycem Cement

Low heat of hydration which prevent cracks in concrete.
Prevent iron from corrosion due to low chloride contain.
Resistance against water leakage.
Ability to handle high pressure.
Low setting time & need less water for it.
Long life due to low magnesium and tricalcium aluminates.

10

PROMOTION
Promotion a key element ingredient in marketing campaigns consists of
diverse collection of intensive tools. Sales promotion and incentive schemes
are mostly short term and designed to stimulate quicker or greater purchase
of particular product or services by consumer on the trade. The various sales
promotion methods adopted by the company are
Advertisement through television, newspaper, hording, wall painting,
calendar etc.
Dealers and retailers meet and training programme.
Incentives schemes to dealers like cash discount, quantity discount,
annual discount, target setting, loyalty discount, annual visits to tourist
places,

annual gifts.

Dealer's relationship programme like best seller award and other award
programs.
Company visits to dealer's shop.
TECHNICAL CONSUMER SERVICE CELL
Backed up with a dedicated team of highly skilled professional and
experienced application Engineers, the cell functions in an advisory capacity.
Besides handling their constructional problems the cell offers do all kind of
assistance and guidance in the selection of the right cement for different
application to ensure cost-effective, durable and safe construction Project
overview.

11

Cement History
Throughout history, cementing materials have played a vital role. They
were used widely in the ancient world. The Egyptians used calcined gypsum
as cement. The Greeks and Romans used lime made by heating limestone and
added sand to make mortar, with coarser stones for concrete.
The Romans found that cement could be made which set under water
and this was used for the construction of harbours. The cement was made by
adding crushed volcanic ash to lime and was later called 'pozzolanic' cement,
named after the village of Pozzuoli near Vesuvius. In places such as Britain,
where volcanic ash was scarce, crushed brick or tile was used instead. The
Romans were therefore the first to manipulate the properties of cementitious
materials for specific applications and Hadrian's Wall ,England, a few miles
east of House steads. Marcus Vitruvius Pollio, a Roman architect and
engineer in the 1st century BC wrote his "Ten books of Architecture" - a
revealing historical insight into ancient technology. Writing about concrete
floors, for example "First I shall begin with the concrete flooring, which is
the most important of the polished finishing, observing that great pains and
the utmost precaution must be taken to ensure its durability".
"On this, lay the nucleus, consisting of pounded tile mixed with lime in the
proportions of three parts to one, and forming a layer not less than six digits
thick." And on pozzolana:
"There is also a kind of powder from which natural causes produces
astonishing results. This substance, when mixed with lime and rubble, not
only lends strength to buildings of other kinds, but even when piers are
constructed of it in the sea, they set hard under water."
12

(Vitruvius "The Ten Books of Architecture" Dover Publications 1960.)

His "Ten books of Architecture" are a real historical gem bringing together
history and technology. Anyone wishing to follow his instructions might first
need to find a thousand or so slaves to dig, saw, pound and polish... After the
Romans, there was a general loss in building skills in Europe, particularly
with regard to cement. Mortars hardened mainly by carbonation of lime, a
slow process. The use of pozzolaaa was rediscovered in the late middle Ages.
The great mediaeval cathedrals, such as Durham, Lincoln and
Rochester in England and Chartres and Rheims in France, were clearly built
by highly skilled masons. Despite this, it would probably be fair to say they
did not have the technology to manipulate the properties of cementitious
materials in the way the Romans had done a thousand years earlier.
The Renaissance and Age of Enlightenment brought new ways of
thinking, which for better or worse, led to the industrial revolution. In
eighteenth century Britain, the interests of industry and empire coincided,
with the need to build lighthouses on exposed rocks to prevent shipping
losses. The constant loss of merchant ships and warships drove cement
technology forward. Smeaton building the third Eddystone lighthouse (1759)
off the coast of Cornwall in Southwestern England, found that a mix of lime,
clay and crushed slag from iron-making produced a mortar which hardened
under water. Joseph Aspdin took out a patent in 1824 for "Portland Cement."
a material he produced by firing finely-ground clay and limestone until the
limestone was calcined. He called it Portland cement because the concrete
made from it looked like Portland stone, a widely-used building stone in
England.
13

While Aspdin is usually regarded as the inventor of Portland cement,

Aspdin's cement was not produced at a high-enough temperature to be the
real forerunner of modern Portland cement. Nevertheless, his was a major
innovation and subsequent progress could be viewed as mere development.
A ship carrying barrels of Aspdin's cement sank off the Isle of Sheppey
in Kent, England, and the barrels of set cement, minus the wooden staves,
were later incorporated into a pub in Sheerness and are still there now.
A few years later, in 1845, Isaac Johnson made the first modern
Portland cement by firing a mixture of chalk and clay at much higher
temperatures, similar to those used today. At these temperatures (1400C1500C), clinkering occurs and minerals form which are very reactive and
more strongly cementitious. While Johnson used the same materials to make
Portland cement as we use now, three important developments in the
manufacturing process lead to modern Portland cement:
- Development of rotary kilns
- Addition of gypsum to control setting
- Use of ball mills to grind clinker and raw materials
Rotary kilns gradually replaced the original vertical shaft kilns used for
making lime from the 1890s. Rotary kilns heat the clinker mainly by
radiative heat transfer and this is more efficient at higher temperatures,
enabling higher burning temperatures to be achieved. Also, because the
clinker is constantly moving within the kiln, a fairly uniform clinkering
temperature is achieved in the hottest part of the kiln, the burning zone.
The two other principal technical developments, gypsum addition to
control setting and the use of ball mills to grind the clinker, were also
14

introduced at around the end of the 19th century.

Concrete is a material used in building construction, consisting of a
hard, chemically inert particulate substance, known as an aggregate (usually
made from different types of sand and gravel), that is bonded together by
cement and water.
The Assyrians and Babylonians used clay as the bonding substance or
cement. The Egyptians used lime and gypsum cement. In 1756, British
engineer, John Smeaton made the first modern concrete (hydraulic cement)
by adding pebbles as a coarse aggregate and mixing powered brick into the
cement. In 1824, English inventor, Joseph Aspdin invented Portland cement,
which has remained the dominant cement used in concrete production.
Joseph Aspdin created the first true artificial cement by burning ground
limestone and clay together. The burning process changed the chemical
properties of the materials and Joseph Aspdin created stronger cement than
what the using plain crushed limestone would produce.
The other major part of concrete besides the cement is the aggregate.
Aggregates include sand, crushed stone, gravel, slag, ashes, burned shale, and
burned clay. Fine aggregate (fine refers to the size of aggregate) is used in
making concrete slabs and smooth surfaces. Coarse aggregate is used for
massive structures or sections of cement.
Concrete that includes imbedded metal (usually steel) is called
reinforced concrete or ferroconcrete. Reinforced concrete was invented
(1849) by Joseph Monier, who received a patent in 1867. Joseph Monier was
a Parisian gardener who made garden pots and tubs of concrete reinforced
with an iron mesh. Reinforced concrete combines the tensile or bendable
15

strength of metal and the compressional strength of concrete to withstand

heavy loads. Joseph Monier exhibited his invention at the Paris Exposition of
1867. Besides his pots and tubs, Joseph Monier promoted reinforced concrete
for use in railway ties, pipes, floors, arches, and bridges.

16

MARKETING AND POLICIES OF THE FIRM

Modern market is consumer oriented market. Consumer is the king of
the market begins with consumer needs and ends with consumer satisfaction.
Such market is conditioned by two set of factors. Controllable and
uncontrollable factors. Controllable factors are those factors which are with
in the hold of the firm. The success of the product depends upon these
factors.
1. Product Mix policy
2. Price Mix policy
3. Promotional Policy
4. Distribution Policy
1.

PRODUCT MIX POLICY

Shabareesh agencies are promoting their business as C&F agents of Mycem

Shkthi with dealing with cement. The firm deals with cement according the
order given by the dealers. As the product which the firm is dealing is
exclusively under the category of cement.
2.

PRICE MIX POLCY

Pricing is the most important marketing mix policy. It has strategic

importance as pricing is marketing weapon. It required by the firm to
undertake a good pricing policy because it is an important factor which
influences the customer in purchasing of product.
3.

PROMOTIONAL MIX POLICY

17

The Mycem Shkthi has adopted several promotional activities to move

forward the cement product in market. It has undertaken advertising of the
product through broad advertisement. The company has adopted broad
advertising because it acts as an effective sales man. The other measures
through which the company has taken to popularity, Its name is,
a) News paper advertisement
b) Calendar
c) Cable advertisement
d) Personnel Selling
e) Sales promotion
f) Publicity

4. DISTRIBUTION MIX POLICY

Distribution means transfer of the product from C&F agents to dealers to
final consumer. Shabareesh agency supplies goods directly to the consumer
or contractor. The company directly deals with the final consumer and some
time takes the help of middleman like contractors or Home builders.
MARKETING PROBLEMS
The Mycem directly involves in marketing problem and looks in to the depth
of all the fallowing problems.
1. Competitive market.
2. Price fluctuation
3. Consumer awareness
4. product advertisement
5. Location of the Firm ,
18

6. Size of the firm.

19

Chapter III
COMPANY PROFILE

20

Company History
Non Ferrous Metals
The groups non-ferrous metals are under Hindalco. It is a dominant
player in aluminum and copper. Its manufacturing locations are primarily in
India, and it owns mines in Australia. On February 11, 2007, the company
entered into an agreement to acquire the Canadian company Novelis for U$6
billion, making the combined entity the world's largest rolled-aluminium
producer. On May 15, 2007, the acquisition was completed with Novelis
shareholders receiving $44.93 per outstanding share of common stock.
Hindalco makes alumina chemicals, primary aluminum, rolled
products, alloy wheels, roofing sheets, wire rods, cast copper rods, copper
cathodes and several other products.
Cement
The Groups cement business is under both Grasim and UltraTech
cement. The two entities are now merged into UltraTech cement to form
India's largest cement manufacturing company. UltraTech cement was
originally the cement business of L&T which was acquired by the group.
Carbon Black
The Group is the fourth largest manufacturer of Carbon Black
worldwide. It operates out of facilities in Egypt, Thailand, India and China. It
is a major supplier to several major automobile tire manufacturers
worldwide.
21

Textile Business
The Aditya Mycem Group is the world's largest player in the Viscose
Staple Fiber industry. It operates out of India, Laos, Thailand, Malaysia and
China. It owns the Mycem Cellulose brand. Apart from viscose staple fiber,
the group also owns acrylic fiber businesses in Egypt and Thailand, viscose
filament yarn businesses and spinning mills at several locations all over India
and South East Asia. The group has pulp and plantation interests in Canada
and has recently invested in plantations in Laos. The Aditya Mycem group is
also a major player in the branded garments market in India.

22

Telecom Services
Idea Cellular is now owned by Aditya Mycem Group. Idea Cellular
started off as a joint venture with the group, AT&T and the Tata Group.
However the stakes of the remaining partners was eventually acquired by the
group. After an Initial Public Offering on the Indian Stock Markets, Idea
Cellular now accounts for a third of the group's market capitalization. The
company is headquartered in Mumbai and has operations in all the 22
telecom circles in India. moop,piol;-09olp
Other Businesses
Apart from the above businesses, the group is a major player in
industry sectors like Insulators, Fertilizers, BPO (Aditya Mycem Minacs),
Insurance ([http://www.Mycemsunlife.com Mycem Sun Life Insurance), IT,
Chemicals, Mining, Sponge Iron, Financial Services (jointly with Sunlife)
and more recently, Retail. Aditya Mycem acquired Business Processing
Outsource Minacs in 2007.
Philanthropy
The Group actively involves itself in several community development
initiatives - in particular around its manufacturing location. The group also
supports development activities in areas like healthcare, education,
sustainable livelihood, infrastructure and social causes. The group's
philanthropic activities are guided by Mrs Rajashree Mycem.
It works in 3,700 villages, reaching out to 7 million people annually
through the Aditya Mycem Centre for Community Initiatives and Rural
23

Development. It runs 45 schools and 18 hospitals.

24

CEMENT INDUSTRY
Cement is a binding material used in civil construction. It is fine
powder, which on addition of requistic addition of water is capable of harding
by the chemical interaction of its constituents with water and is capable of
blending together.
The real foundation stone of present industry was laid in the year 1912
when India Cement Corporation limited established a small factory at
Porbander in Kahtiawa. This factory commenced in 1914 at the rate of about
100 metric tons per day.
The raw material required for cement making are lime stone ,coal, clay
flyash ,and gypsum which regulate setting time. There are two process of
cement manufacturing wet and dry. In the wet process the raw materials are
grounded along with water, but in dry process materials are grounded in dry
state.
Regarding the varieties of the product there are eight varieties in the
industry, Portland cement, Blast furnance, Slag cement, Portland pozzolana
cement, Grey cement, White cement.
Important cement producing companies in India are Associated
Cement Company, Mycem Cement Corporation, Jaypee Cement Corporation,
Gujrat Ambuja Cement etc in private sector and in public sector important
cement company is Cement Corporation of India Lt..
BCL CEMENT DIVISION
The Cement Division of Mycem Corporation Limited has seven plants,
having an installed capacity of 5.8 million tons. After the completion of the
25

ongoing expansion projects, the capacity will increase to 7 million tons.

This plant manufacture varieties of cement, including Ordinary
Portland Cement (OPC), 43 & 53 grades, fly ash-based Portland Pozzolana
Cement (PPC), Portland Slag Cement (PSC) and lowCement.

alkali Portland

Recently, the Company has started producing Sulphate Resistant

Cement (SRC) and it has been well accepted in the market.

OPC is marketed under the brand name of Mycem Cement
KHAJURAHO and Mycem Cement CHETAK, while PPC is marketed under
the brand name of Mycem Cement SAMRAT. PSC is marketed under the
brand name of Mycem Cement.
The Mycem Cement SAMRAT brand is ideal for mass concrete, RCC /
pre-stressed / precast structures (for reduced thermal crack), increased water
tightness of concrete , increased resistance to sulphate content in soil,
aggressive water and alkali aggregate reaction, besides corrosion resistant
properties.
The brands have significant presence in the northern, western and
eastern parts of the country as well as central India. The company has a large
network of dedicated distributors and stockists in all its marketing regions.
Durgapur Cement Works and the two cement units at Shimoga have
received the ISO 9002 quality certification, covering production and
marketing. The Shimoga units have also received the IS/ISO: 14001
certificate for "implementation of the Environmental Management System".
The two chanderia units have received the ISO 9001 : 2000 certification for
Quality Management System, as well as the IS/ISO : 14001 certification.
The quality control laboratories of both Mycem Cement Works and
26

Chanderia Cement Works have been accredited by National Accreditation

Board for Testing & Caliberation Laboratories, Department of Science &
Technology, and Government of India.
The cement units have been receiving, since the past decade,
prestigious awards for productivity, pollution control, energy performance
and worker's education.

27

MANUFACTURING PROCESS Mining

The cement manufacturing process starts from the mining of
limestone, which is the main raw material for making cement. Limestone is
excavated from open cast mines after drilling and blasting and loaded on to
dumpers which transport the material and unload into hoppers of the
limestone crushers. Crushing Stacking & Reclaiming of Limestone The LS
Crushers crush the limestone to minus 80 mm size and discharge the material
onto a belt conveyor which takes it to the stacker via the Bulk material
analyser. The material is stacked in longitudinal stockpiles. Limestone is
extracted transversely from the stockpiles by the reclaimers and conveyed to
the Raw Mill hoppers for grinding of raw meal.
Crushing Stacking & Reclaiming of Coal
The process of making cement clinker requires heat. Coal is used as
the fuel for providing heat. Raw Coal received from the collieries is stored in
a coal yard. Raw Coal is dropped on a belt conveyor from a hopper and is
taken to and crushed in a crusher. Crushed coal discharged from the Coal
Crusher is stored in a longitudinal stockpile from where it is reclaimed by a
reclaimer and taken to the coal mill hoppers for grinding of fine coal.
Raw Meal Drying/Grinding & Homogenisation
Reclaimed limestone along with some laterite stored in their respective
hoppers is fed to the Raw Mill for fine grinding. The hot gasses coming from
the clinkerisation section are used in the raw mill for drying and transport of
the ground raw meal to the Electrostatic Precipitator / Bag House, where it is
collected and then stored and homogenised in the concrete silo. Raw Meal
28

extracted from the silo (now called Kiln feed) is fed to the top of the
Preheater for Pyroprocessing.
Clinkerisation
Cement Clinker is made by pyroprocessing of Kiln feed in the
preheater and the rotary kiln. Fine coal is fired as fuel to provide the
necessary heat in the kiln and the Precalciner located at the bottom of the 5/6
stage preheater. Hot clinker discharged from the Kiln drops on the grate
cooler and gets cooled. The cooler discharges the clinker onto the pan /
bucket conveyor and it is transported to the clinker stockpiles / silos. The
clinker is taken from the stockpile / silo to the ball mill hoppers for cement
grinding.

29

Cement Grinding & Storage

Clinker and Gypsum (for OPC) and also Pozzolana (for PPC) are
extracted from their respective hoppers and fed to the Cement Mills. These
Ball Mills grind the feed to a fine powder and the Mill discharge is fed to an
elevator, which takes the material to a separator, which separates fine product
and the coarse. The latter is sent to the mill inlet for regrinding and the fine
product is stored in concrete silos.
Packing
Cement extracted from silos is conveyed to the automatic electronic
packers where it is packed in 50 Kgs. Polythene bags and dispatched in
trucks.

30

31

This is Balance sheet of Rohini Traders of the year ended Balance As At 313-2010

Liabilities

Amt

Capital Account

7,94,611.58 Fixed Assets

(As Per schedule)

Assets

Buildings
Car
86,361.35

Furniture
11,409.05
1,618.40 Site
Karnataka Bank OD 2096617.80 2,33,660.00

Amt

3,73,977.00

Secured loans

Karnataka
term
loan

bank 197819.00

Sundry Creditors

Vat Payable

7,06,965.80
Current Assets

Current Liabilities

Advances
Customers

Motorcycle

Cash In Hand

2,629.57

Closing Stock

47,83,235.00

2256539.99 Sundry Debtors

From 243000.00
12862.00

RD With Karnataka Bank 48,000.00

Secured Deposits
Telephone Deposit

56,01,450.37

620.00

50,000.00
10,000.00

56,01,450.37

32

Trading Profit And Loss Account For Year Ended 31-3-2010

Particulars

Amt

TO Opening Stock
" Purchases

By Sales
29,76,602.00 " Closing Stock

" Freight And Hamali

1,32,05,436.0
0
1,63,278.00

" Gross Profit C/d

TO Accounting Charges 6,15,251.00

69,60,567.00
" Bank Charges " Bank 18,000.00
OD Interest
17,570.50

" Electricity Charges

1,56,103.00

" General Insurance

3,876.00

Particulars

By Gross Profit

Amt
1,21,77,332.00
47,83,235.00

1,69,60,567.00
6,15,251.00

b/d
79,131.00
" Trade Discount

" Interest On Term 3,621.00

Loan
" Miscellaneous Exp
30,739.00
" Postage & Courier

4,505.00 .

" Printing & Stationary 33.00

" Professional Tax

2,497.00

" Salary

2,500.00

" Shop Maintenance

48,000.00
33

" Shop Rent

3,810.00

34

" Telephone Charges

72,000.00

" Vehicle Maintenance 14,550.00

5,783.00
3,10,794.50
Net Profit C/d
6,94,382.00

6,94,382.00

This is the information from Sri Rohini Traders Progressive activities in the
Year of 1993. The monthly target of the branch what 1 visited is to sale 3,000
bags of cement. But the monthly sales achieved by the branch is 2,500. The
best product demanded by the customers in that branch is "Mycem Shakthi"
cement The present position of the "branch is good

35

Chapter IV
COMPETITORS PROFILE
AWARDS
CONCLUSION
COMPETITORS LOGO

36

Ace Company History Heritage

Ours has been an interesting story - one that inspired a book. ACC was
formed in 1936 when ten existing cement companies came together under
one umbrella in a historic merger - the country's first notable merger at a time
when the term mergers and acquisitions was not even coined. The history of
ACC spans a wide canvas beginning with the lonely struggle of its pioneer F
E Dinshaw and other Indian entrepreneurs like him who founded the Indian
cement industry. Their efforts to face competition for survival in a small but
aggressive market mingled with the stirring of a country's nationalist pride
that touched all walks of life - including trade, commerce and business.
The first success came in a move towards cooperation in the country's
young cement industry and culminated in the historic merger of ten
companies to form a cement giant. These companies belonged to four
prominent business groups - Tatas, Khataus, Killick Nixon and F E Dinshaw
groups. ACC was formally established on August 1, 1936. Sadly, F E
Dinshaw, the man recognized as the founder of ACC, died in January 1936.
Just months before his dream could be realized.

ACC stands out as the most unique and successful merger in Indian
business history, in which the distinct identities of the constituent companies
were melded into a new cohesive organization - one that has survived and
retained its position of leadership in industry. In a sense, the formation of
ACC represents a quest for the synergy of good business practices, values
and shared objectives. The use of the plural in ACC's full name, The
37

Associated Cement Companies Limited, itself indicates the company's

origins from a merger. Many years later, some stockbrokers in the country's
leading stock exchanges still refer to this company simply as 'The Merger.
A strategic alliance
The house of Tata was intimately associated with the heritage and
history of ACC, right from its formation in 1936 upto 2000. Between the
years 1999 and 2000, the Tata group sold all 14.45 per cent of its
shareholding in ACC in three stages to subsidiary companies of Gujarat
Ambuja Cements Ltd (GACL), who are now the largest single shareholder in
ACC. This has enabled ACC to enter into a strategic alliance with GACL, a
company reputed for its brand image and cost leadership in the cement
industry.
Holcim - a new partnership
A new association was forged between ACC and the Holcim group of
Switzerland in 2005. In January 2005, Holcim announced its plans to enter
into a long-term strategic alliance with the Ambuja Group by acquiring a
majority stake in Ambuja Cements India Ltd. (ACIL), which at the time held
13.8 per cent of the total equity shares in ACC. Holcim simultaneously
announced its bid to make an open offer to ACC shareholders, through
Holdcem Cement Pvt Limited and ACIL, to acquire a majority shareholding
in ACC. An open offer was made by Holdcem Cement Pvt. Limited along
with Ambuja Cements India Ltd. (ACIL), following which the shareholding
of ACIL increased to 34.69 per cent of the Equity share capital of ACC.
Consequently, ACIL has filed declarations indicating their shareholding and
38

declaring itself as a Promoter of ACC.

Holcim is the world leader in cement as well as being large suppliers
of concrete, aggregates and certain construction-related services. Holcim is
also a respected name in information technology and research and
development. The group has its headquarters in Switzerland with worldwide
operations spread across more than 70 countries. Considering the formidable
global presence of Holcim and its excellent reputation, the Board of ACC has
welcomed this new association.
Jaypee Group - Company Profile
Company Profile
Jaypee group is the 4th largest cement producer in the country. The
groups cement facilities are located in the Satna Cluster (U.P), which has one
of the highest cement production growth rates in India.
The group produces Ordinary Portland Cement and Pozzolana Portland
Cement under the brand names "Buland" and "Buniyad". Its cement division
has three modern, computerized process control cement plants namely,
Jaypee Rewa Cement Plant (JRCP), Jaypee Bela Cement Plant (JBCP) with
an aggregate capacity of 7.0 MTPA. With its plans of adding capacities in
different regions of the country, the Group is poised to be a 25 MTPA cement
producer by the year 2010 and 30.5 MTPA by 2011. Thus, it is likely to be
third largest cement producer in the country
Keeping pace with the advancements in the IT industry, all the 120
cement dumps are networked using TDM/TDMA VSATs along with a
dedicated hub to provide 24/7 connectivity between the plants and all the 120
39

points of cement distribution in order to ensure "track - the - truck" initiative

and provide seamless integration. This initiative is the first of its kind in the
cement industry in India.
In the near future, the group plans to expand its cement capacities via
acquisition and greenfield additions to maximize economies of scale and
build on vision to focus on large size plants from inception.
Products & Services
Jaypee produces a wide variety of cements, which are specifically designed
to cater to the customer's requirements for different types of cements in each
of its markets. All the brands, which the Company produces, are so evolved
in their characteristics and properties that they surpass BIS Standards. For
each brand, the relevant BIS standards are mentioned in enclosed table along
with a comparison with the actual parameters obtained during last 6 months.
The state-of-the-art cement plants operated by the Jaypee Group are
equipped with the most modern technology from the globally leading
technology providers. Extensive Instrumentation & fully automatic and
computerized process control system,custom designed Quality Control
software like QSO Expert and CADES in the Mines, Cross Belt Expert
Analyser using the Prompt Gamma Neutron Activation Analysis - for the first
time in India, X-Ray Fluorescence and X-Ray Diffraction analysers and
optical microscope, enable production of cement of the highest quality on a
sustained basis.
All brands are marketed in attractive HDPE bags, containing 50 Kgs of
quality cement from Jaypee. Bags are identified with a conspicuous Jaypee
Logo, which also over the years has come to be regarded as a "Hallmark" of
40

quality
Historic Events / Press Room
Jaiprakash Associates Ltd., the flagship of the Rs. 3000 Crores Jaypee
Group has signed an agreement with Irrigation and CAD Department of
Andhra Pradesh for the Srisailam Left Bank Canal Tunnel Scheme of
Alimmineti Madhava Reddy Project (A.M.R.P.) for design and execution of
Tunnel 1 and Tunnel 2 including Head regulator at the entrance portal of
Tunnel 1 of Srisailam Left Bank Canal Tunnel Scheme of A.M.R.P. from
Neelam Sanjeeva Reddy Sagar Project Reservoir (Srisailam Reservoir) in
Mahaboobnagar and Nalgonda Districts of Andhra Pradesh.
The value of the contract is Rs. 1925 Crores and the same is to be
completed in 60 months. This is the largest single order value contract for
any construction company in the country as on date.
Srisailam Left Bank Canal Tunnel Scheme of AMR Project envisages
carrying 113.28 cumec of water from Srisailam reservoir to the plains of
Nalgonda District, Andhra Pradesh, India through Tunnel - 1 (T-l) of 9.2 m
dia (finished) circular and length 43.5 km off-taking from Srisailam reservoir.
This tunnel opens into a approach canal which crosses Dindi river across
where a balancing reservoir is proposed.
Thereafter the waters are to be carried through an open channel and a
9.0 m dia (finished) circular and 7.25 km long tunnel (T-2) before it reaches
the plains of drought prone district of Nalgonda.
Design and construction of the two Tunnel - vis. Tunnel No. 1 and
2Design and construction of the Head Regulator Fabrication, supply and
41

erection of gates, etc. Electrification, afforestation and landscaping etc.

Monitoring of work progress and construction schedule (computer aided).
Operation and maintenance of works constructed.
The first quarter results of the company were impressive with a
turnover of Rs.1220 crores (net of Excise Duty) that included an
extraordinary income of Rs.360 crores from sale of 180 million shares of its
subsidiary Jaiprakash Hydro-Power Limited, Profit after Tax of Rs.414 crores
and EPS of Rs.23.44.
The Cement Division of the Company with its expanded capacity also
posted impressive growth in both production and dispatch in Ql with cement
production showing a 26% growth and growth in cement dispatch of 20%.
The first quarter also saw the full impact of the two Captive Power Plants of
25 MW capacity each, installed in the last financial year, with cost of power
declining by 23% resulting in a reduction of variable cost of cement, thereby
improving profitability. The cost of power is likely to be in range of Rs.
3/kwh, among the lowest in cement industry.
Jaiprakash Associates Ltd., the flagship of the Rs. 3000 Crores Jaypee
Group has signed an agreement with Irrigation and CAD Department of
Andhra Pradesh for the Srisailam Left Bank Canal Tunnel Scheme of
Alimmineti Madhava Reddy Project (A.M.R.P.) for design and execution of
Tunnel 1 and Tunnel 2 including Head regulator at the entrance portal of
Tunnel 1 of Srisailam Left Bank Canal Tunnel Scheme of A.M.R.P. from
Neelam Sanjeeva Reddy Sagar Project Reservoir (Srisailam Reservoir) in
Mahaboobnagar and Nalgonda Districts of Andhra Pradesh.
The value of the contract is Rs. 1925 Crores and the same is to be
completed in 60 months. This is the largest single order value contract for
42

any construction company in the country as on date.

43

MAIHAR CEMENT PROFILE

INTRODUCTION
Maihar Cement is a division of Century Textiles and Industries Ltd, a
flagship company of BK Mycem 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 3.80 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
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 1.80 Million TPA and Manikgarh Cement at
Gadchandur, Dist. Chandrapur, Maharashtra with an installed capacity of
1.50 Million TPA. 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..
The company sells its cement under its premium brand name -MYCEM
GOLD.
Figures in Million TPA
2008-09
Century Cement 2.1
Maihar Cement 3.8
Manikgarh Cement

1.9

Total 7.8
44

Products
Century Cement
Manikgarh Cement
Century Textiles
Century Rayon
Century Pulp & Paper
Maihar Cement is pioneer in producing Blended Cement i.e. Portland
Pozzolana Cement . The motivation for the production of blended ccement
has been primarily with the aim of preserving limestone reserves and
environment.
Advantages
Low Heat of hydration resulting in resistance to cracking.
Resistance to corrosive water and chemical attacks and thereby longer
life to steel/iron.
High degree of impermeability and workability for the concrete mix.
Higher ultimate strength at longer duration
Higher degree of fineness, resulting in Complete chemical reaction
Easy workability
Increased plasticity
Reduced Alkali aggregate reaction as also free lime expansion and
thereby resistance to cracking.
Lower drying shrinkage and low leaching value.

45

Uses
* Hydraulic Structures
* Mass Concreting Works
* Marine Structures
* Masonry Mortars and Plastering
* Under aggressive Conditions ENVIRONMENT
Prevention of pollution incidental to Plant operations
adopting clean technology and eco-friendly processes in the Plant
Compliance with all applicable legal and statutory requirements
Conservation of natural resources
Reduction in waste generation.
Awareness amongst employees and business associates.
7. Continual

improvement

in

environmental

performance by

effective
implementation
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.
46

 Massive efforts for plantation of various species of trees for

ecological up-gradation. 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
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. Safety
To provide safe working conditions;
To make appropriate personal protective equipment available to all
employees and ensure their proper use;
Identifying and minimizing injury and health hazard by effective risk
control measures;
Continually improving health and safety performance by regularly
setting and reviewing objectives and targets;
Promoting awareness of safe working practices and arranging adequate
training of employees;
Complying with all applicable legislations and regulations;
Other major facilities/activities:
A well equipped Hospital with qualified medical staff.
Provision of appropriate fire fighting equipments at all strategic points in
the factory.
Fire fighting demonstrations and fire drills are conducted at regular
intervals.
47

 Well established procedures have been framed at the Plant for

identification of hazards, assessment of risks and implementation
of necessary control measures.

Awards
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 & 2003-04
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 FL SMIDTH AWARDS
48

 First Prize for lowest electrical energy consumption per tones of

cement & clinker produced amongst modern plants using VRM Technology
situated in Chhattisgarh & Madhya Pradesh for the year from 1998-99 to
2005-06.
First prize for the lowest electrical energy consumption per tones of
cement production for the year 2006-2007 amongst modern cement plants
using VRM technology situated in the State of Madhya Pradesh and
Chhatisgarh.
First Prize for Minimum Auxiliary Power Consumption with respect to
Captive Thermal Power Generation for the year 2005-06.
ISO CERTIFICATIONS
IS/ISO 9002:1994
IS/ISO 9001: 2000
IS/ISO 14001:1996
IS/ISO 14001:2004 Marketing Policy
Product Quality exceeding Customer's expectations
Timely Dispatches
Attractive and functional packaging
Quick Business Response
Prompt After-Sales service
Adhering to fair and ethical business practices HUMAN RESOURCES
49

1. Objective Selection Method,

2. Continuous Training and Development
3. Competitive Wage & Salary Structure
4. Well Defined Systems, Rules and Procedures
5. Goal Oriented Appraisal System and Counseling
6. Encouraging Openness, Participation and Cooperation
7. Synchronizing Personal Aspirations with Organization Goals

50

Company History - Prism Cement YEAR

EVENTS
1992 - The Company was incorporated under the name and style of Kara
Cement Limited on 26th March, by Dr. B.V Raju and his

associates.

1993 - A Joint Venture Agreement has been executed on 16th April, between
Mr. Rajan Raheja, F.L. Smidth & Co., A/S, Denmark and The
lndustrialisation Fund for Developing Countries, Denmark for promoting a
project for setting up and operating a 2 million tonnes per annum cement
plant by the Company.
1994 - The name of the Company was subsequently changed to Prism
Cement Limited and a fresh Certificate of Incorporation consequent on
change of name was obtained on 15th September. The Company is presently
engaged in setting up a 2 million tonnes per annum cement plant near Satna
in Madhya Pradesh. The Company is installing Generating Power Sets of 12
MVA capacity.
The Company has obtained the Madhya Pradesh Pollution Control Board's
clearance and the Site Environment clearnace from the Industries
Department, Government of Madhya Pradesh for establishing the plant at the
selected site. - The Company has allotted 3,50,00,000 No. of Equity Shares of
Rs.10 each for cash at par to Promoters, their business associates and to the
Directors and friends.
1995 - The Company made its maiden public issues of 7, 87, 60,000 equity
shares of Rs. 10/- each, at par, aggregating Rs. 7,876 lakhs and 37,00,000
13.5%
secured redeemable partly convertible debentures (PCD) of Rs. 250/- each, at
51

par,
aggregating Rs. 9,250 lakhs in the month of January.

52

The Company has tied up its full requirement of term loans of Rs. 24,300
lakhs with financial institutions and banks. The Company has signed a
foreign currency loan agreement with International Finance Corporation,
Washington and a Rupee term loan agreement with The Industrial Credit and
Investment Corporation of India Limited.
1996 - The Company has signed loan agreements with all Financial
Institution/Banks who have sanctioned term loans. It is proposed to issue
upto 1,66,70,000 Equity Shares of Rs. 10/- each for cash at a price to be
determined as per SEBI guidelines or at par, whichever is higher, on
preferential basis to the Indian promoters and/or their relatives,
group/associat Companies, whether such persons are members of the
Company or not, as may be deemed appropriate by the Board.
1997

- The company, jointly promoted by the Rajan Raheja group, F L

Smidth & Co of Denmark and the industrialisation fund for Developing

Countries, Denmark, is believed to have the largest single kiln cement plant
in the country. The company proposes to cater mainly to north and central
India. It has set up a central marketing office at Allahabad in UttarPradesh
(UP), which is supported by regional offices at Satna,Varanasi (UP) and
Delhi. Besides, it has also set up area offices and depots at all major towns of
UP, MP and Bihar. - As on September 22, 121 issuers have entered into
agreements with NSDL to get their securities dematerialised.
1998 - Prism Cements of the Raheja group, which owns a two million tpa
cement plant at Satna in Madhya Pradesh, in setting up anothe plant of
similar capacity at Kottapadu village in Kurnool district of Andhra Pradesh.
The Madhya Pradesh-based group has chosen to set up the plant in Kurnool
district, keeping in view the large limestone deposits the district possesses.
53

1999 - Prism Cement is all set to ride the boom in the cement industr The
Company will introduce a new product by January 2000 and will also plan to
expand our operations in southern India by 2002.
The company has improved its capacity utilisation from 33 per cent to 70 per
cent, reduced its power consumption and costs and tightly consumption and
costs and tightly monitored the freight cost. The company's performance in
the second quarter will not be

impressive as the plant was shut for 20 days

in September for maintenance and the demand was also depressed owing to
the monsoons.
2000 - The Board of Directors of the company has decided, subject to
necessary approvals, to increase authorised capital from Rs. 300 crores to Rs.
400 crores made of 40 crores equity shares of Rs. 10/- each and Issue of
equity shares at a price as per SEBI Guidelines or at par, whichever is higher,
by way of private placement, preferential or by a combination thereof to the
Indian promoters and/or their group/associate companies.
The Company increase in authorised capital from Rs 300 crores to Rs. 325
crores. The Company has allotted 4,11,45,000 No. of equity shares of Rs 10
each at par to Mr. Rajan Raheja, promoter, by onverting the existing loan
amounting to Rs 41,14,50,000 advanced by him to the company. Prism
Cements Ltd. will allot 1,37,000 No. of equity shares at par to its Indian
promoter, Rajan Raheja. 2001 - The company has allotted 1,37,000 No. of
equity shares of the face value of Rs 10 each at par to Mr Rajan Raheja. 2003
Appoints Mr M Chabbra as the Managing Director of the company 2004
Company's shares delisted from Delhi Stock Exchange & Hyderabad Stock
Exchange 2006Prism Cements Ltd has appointed Mr. Akshay R. Raheja as
54

Additional Director w.e.f. October 30,2006.

Prism Cement Ltd has informed that Mr. Ramen Ray Mandal has resigned as
Nominee of ICICI Bank Ltd on the Board of Directors of the Company w.e.f.
December 14, 2006.

55

Conclusion
The survey is conducted in SATNA and its nearby districts Total number of
respondent covered under this survey is 100 which are either dealers or
retailers.
In SATNA mainly five companies are in the market that are MYCEM, ACC,
PRISM, MATHER, and JAYPEE. Prism is toughest competitor of Mycem
cement.
The following are company main brand in SATNA market.
COMPANY

MAIN BRAND

M.R.P(Rs)

MYCEM

SAMART

320

ACC

SURAKSHA

330

JAYPEE

BULAND

300

MATHAR
PRISM

FAULAD
CHAMPION

290
300

56

Chapter V
DATA ANALYSIS AND INTERPRETATION

Consumer is the last part in distribution as it is described as the

ultimate user of the product produced by the manufacture. In modern
marketing the consumer is the king and he decides how the product must be
and also influence the manufacture in his product planning and in all
marketing decisions. In recent Yr consumers decide the fate of the producer.
Therefore the producer should have enough knowledge about the buyer's
behaviour.
The buyer behaviour has made can important consent in modern
marketing because of increase in consumer legislation and consumerism. The
main objective of marketing is to create demand for the products. Marketing
department has aids like advertising sales promotion etc. It success of the
marketing depends on the ability of marketing department of studying buyer
behaviour of their present and prospective customer.
Consumer behaviour is defined as all psychological social and physical
behaviour of potential consumers as they are aware to evaluate and tell other
about the product and services. Buyers behaviour also include acts of
individual objectives and using economic goods and services then proceed
and determines these acts. In buyer behaviour we have to consider the
following question , what does the consumer want to buy . How does the
consumer buy? What are his motives?
As a matter of fact consumer is the king the entire industrial system
57

revolve around him nowadays . Therefore in order to attract the consumers.

The marketing personnel should know his customer needs. So that they can
treat him in the way he likes to be trealtd and try to achieve the maximum
consumer satisfaction.

58

According to the nature customer may be divided as:

An ivtromer , who is social cheerful talkative cordial avoids arguments
ad like to be appreciated. An Intromer who is reserve, sensitive, reasoning
cautions, suspicious and calculative. Hence we find the following of
customers in the market. Impulsive customers timid and nervous customers,
snobbish customer desibrate customer arguemtative customer. Price mided
customer and talkative customer. Thus the knowledge of various attitudes
behaviour and ability to recognize and handle the different types of customer
is a basic requirement for the success of selling.
Buying behaviour is the core of marketing strategy. A firm must
understand buyer's behaviours to achieve the objectives of consumer
satisfaction. Buyer mind is called the Black Box. We cannot see what is
going on his mind and buyer's response becomes the output of the
psychological process. Manufactures wants to fence the output to buy his
product only.
There are 3 approaches for the analysis of the consumer behaviour.
They are
1. Economical Model.
2. Psychological Model.
3. Social-cultural Model.

1. Economical Model
It give the economic factor affecting buyer behavior economic theory
describes a man as an "Economic Man" and the rational buyer who has the
perfect information about the market. The user has to attain optimum value
59

for his buying effort and money. According to this theory price is regarded as
strangest mechanism . He compares all competitive product and since all
products are homogenous in lvery respect to the product with lower price.

60

The economic model includes the disposable personal income propensity to

consume same size of the family and changes in income expectations.
Consumer credit and the income available to prospect.
2. Psychological Model
Although economic theories and concept are useful in analyzing many
aspect of consumer behavior psychological factors are also influencing the
buyer behavior of consumers. In modern context psychology plays a vital
role in the sphere of buying and selling therefore it has been said that buying
and selling are based more on psychology than on an economic fact, Hence
the seelur has to thke steps to awaken the consumer to get the good response.
The psychological factors influencing are ambition. Statistic and other
individual requirements in addition to more social needs such as desire to
gain social prestige or the attract the attention of other towards him and other
factor are motivation. Brand image, product image etc.
3. Socio- Cultural Model
Man Is a social animal. Therefore, the individual's decession and
behavior are quit often influenced by family society and culture. His behavior
will be largely influenced by the group in which he Is a member. The
decision may be made on actual buyers or may be done by another and
another member of the family uses the product.
Consumer behavior can understood by the marketing research and
multinational research. By using the questionnaire in marketing research, use
can get the correct continuous answer by survey method. Postal method. In
multinational research. We can use the departmental interview etc. So as to
get the view of the methods of the consumer.
61

A customer is the most important Which a marketer can it have and it

is social and it is said that the customer is the hardest thing to get and the
lasiest thing to lose. Therefore the knowledge of various kinds of consumer
their attitude behavior and their ability to ruoyize and handle them is also a
fundamental requirement for success in selling.
Sizing up or diagnosing a customer is an important pre-requisite to his
proper handling. A customer can be sized up by proper observation. The
bearing of the customer and purposefulness with which he enters the shop
says a lot about the character. The cloths he wears are the indication of his
tasles & ability to speed. Conservation with the customer is a very useful
source of information about is a very useful source of information about his
natures, his attitude. His likes and dislikes his action and expression also a
guide to his character. The purpose of sizing up is to determine the stratrgy to
be adopted in dealing with the different types of customers like the impulsive
nervous customer. Snobb9sh customer deliberate customer argument active
customer. Women customer, silent customer, and suspicious customer.
Survey Analysis
Survey research is one of the most important areas of measurement
which is applied in social and search. The dictionary meaning of survey is
"survey is the technique for the gathering information from a large number of
users. Survey can be anything from a short paper and a pensile feedback from
to an intensive interview. Survey means going into depth at the respondent
and collecting his inner expression for the purpose at knowing his attitudes
about which the survey is conducted.
The survey I was conducted among the different class and sections of
62

people who are residing in Shimoga city. Random sampling method was used
for selecting the customers.
Random sampling is the purest form of the probability sampling. Each
member of the population has an equal and knows chance of being selected.
Where there are very large populations it is often difficult or impossible to
identify every members of the population.
For the survey the method of questionnaire techniques is adopted.
Answers given by the respondents are analyzed and classified. The main aim
of the survey is to study the opinion of the people residing in Shimoga city
about "Consumer attitude towards Mycem Shakthi cement"
So consumers have responded to questionnaire and have helped to
make this survey success. The percentage wise opinion as also shown in all
the tables formed below for this purpose.

63

Tabulation & Analysis

1. Age wise classification of the respondents
AGE

No. of Respondents

Percentage (%)

18 TO 25

13

26%

26 TO 50

15

30%

Above 50 years

22

44%

Total

50

100%

Inference: Above table shows that all the respondents of our Survey are of
different age group's, and they have responded to my survey as it helps for
my project report.
64

2. Qualification wise classification of the respondents

Qualification

No. of Respondents

Percentage (%)

Under Graduate

15

30%

Post Graduate

30

60%

Graduate

10%

Total

50

100%

Interpretation
Above table show that the respondents of different

qualification were met

among those post graduation were30, and graduate's were 15 in number and
under graduate's were 5 in number.
65

3. Occupation wise classification of respondents

Occupation

No. of Respondents

Percentage (%)

Students
Government

8
14

16%
28%

Private
Employee
Employee
Self Employee

11

22%

17

34%

Total

50

100%

INFERENCE:
Above table shows that respondent's of different Occupation, were
66

considered among them students were 8 members Government employee's

were 14 private employees 11 in numbers and self employees were 17
respondents.

4. How many companies have you dealt so far?

Particulars

No. of

Percentage

Respondents
20

40%

two

17

34%

only one

13

26%

total

50

100%

More than two

67

INFERENCE:
From the above table we found that more than 40% respondents have dealt
with more than two companies products and 26% of respondents have dealt
only with one company till now. And 34% of respondents have dealt with two
companies products.
5. Which company do you think is the best?
Companies

No. of Respondents

Percentage

Mycem
ACC

18
12

36%
24%

Prism
Japee

10
6

20%
12%

Maiher

8%

Total

50

100%

68

INFERENCE:
From the above table it is clear that most of respondents are favouring
Mycem Company as the best company in cement business and the second
place is occupied by ACC Company by 12% which is followed by Prism
Japee and others by 3rd- 4th and 5th position.

6. Which company is best in Quality?

Companies

No. of Respondents

percentage

Mycem
ACC

15
11

30%
22%

Prism
Japee
Maiher

10
9
5

20%
18%
10%

Total

50

100%

69

INFERENCE:
From the above table it is known that most of the respondents felt Mycem
company cement is Qualitative than any other cement Second place goes to
ACC followed by ACC, Prism , Japee and others

7. Best Customer satisfying company

Companies

No. of Respondents Percentages

Mycem

18

36%

ACC

10

20%

Jaypee

09

18%

Prism

08

16%

Maiher

05

10%

Total

50

100%

70

INFERENCE:
From the above table we come to know that the Mycem cement company is
most good Customer Satisfaction company , And ACC has taken Second
place followed by Japee, prismand Maiher. The rezones were asked by the
customers for satisfying purpose the some of the respondents side that the
price was key elimente for their satisfaction and some said that the preferred
quality of cement rather then bothering about the price

71

8. Which company deliver the goods on time?

Companies

Respondents

Percentages

Mycem

16

32%

Maiher

10

20%

Acc

18%

Jaypee

16%

Prism

14%

Total

50

100%

INFERENCE:
From the above table it is clear that most respondents have of the opinion that
Mycem company is the best to deliver goods faster than any other company.

72

9. Are you happy with companies reply?

Particular

No. of respondents

Percentage

Yes

36

72%

No

14

28%

Total

50

100%

INFERENCE:
72% of the respondents are happy with the companies reply and 28% of the
respondents felt they were not happy with the companies reply.

73

10. How much Important is cement for building & Which brand comes
first in your mind?
Company

Respondents

Percentage

Mycem
ACC
Mather
PEISM
Jaypee

18
10
9
8
5

36%
20%
18%
16%
10%

Total

50

100%

INFERENCE:
From the above table most of the respondents are of the opinion that Mycem
cement Brand comes to their mind when they think of constructions of
Buildings or Any thing which is followed by Ace, Maiher Peism Jaypee.

74

11. Do you know about Mycem Cement?

particulars

No. of respondents

percentage

Yes

42

84%

No

16%

Total

50

100%

INFERENCE:
From the above table we came to know that 84% of respondents does know
about Mycem company cement and other 8% said they don't know about it.

75

12. If yes how did you came to know about Mycem Cement?
Media

Respondents

Mouth to mouth

TV

22

44%

customers

15

30%

News paper

13

26%

Total

50

100%

INFERENCE:
From the above table we come to know that 44% of respondents have come
to know about Mycem from Advertisements in TV, And 30% from customers
who has already purchased and happy with the purchase they have made for
their purpose and 13% of respondents came to know about Mycem cement
through News paper .
76

13. Did the Advertisement motivate you?

Particulars

Respondents

percentage

A bit

21

42%

Don't know

12

24%

Highly motivated

18%

Not at all

16%

Total

50

100%

INFERENCE:
From the above table we come to know that Advertisement don't have much
Importance on the buying decision of the respondents and only 18% are
highly motivated by the advertisements .
77

14. What are the factors that motivated you to purchase Mycem
Cement?
Factors

Respondents

Percentage

Quality

18

36%

Durability

11

22%

Brand

11

22%

Price

10

20%

Total

50

100%

INFERENCE:
From the above table we come to know that Quality is the main reason for
purchasing Mycem company Cement and 22% each have of the opinion that
78

Durability and brand is also the reason for Purchasing of Mycem company
cement.

79

15. How much importance do you give for Strength of the cement?
Strength of Cements

Respondents

Percentage

Very important

20

40%

Important

15

30%

Less Important

10

20%

Not At all Important

05

10%

Total

50

100%

INFERENCE:
From the above table we come to know that most of the respondents will give
heavy importance to the Strength of cement and only 05% of the respondents
don't give the importance to strength of the cements.

80

16. Have you made anyone to purchase Mycem Cement

Particulars

Respondents

Percentage

Yes

40

80%

No

10

20%

Total

50

100%

INFERENCE:
From the above graph show that customer has satisfied by Mycem cement
and suggest to other to purchase the Mycem cement it, and some of (20%)
customer are not satisfied with cement and didn't suggest to anyone

81

Chapter VII
Suggestions and Conclusion

82

Suggestions and Conclusion

Mycem Cement can easily increase its market share in Satna market by
giving more attention to various element of marketing mixture. For this
purpose suggestions are followings:FOR PRODUCT
Company should invest more on R&D.
Company should improve packaging because some complaint about
the Packaging is found.
Company should give more training to workers about total quality
Management.

Company should organise more mansion meet, so that opinion and

suggestions of the users can be known.

FOR PRICE
Price fluctuation is one of the complaints from dealers and retailer;
company should fix prices at least for one month.
Company should also give credit facilities to dealers and retailers.
Price of brand should be reasonable and not more than competitor's
price.
Company should fix certain amount of margins for dealers.

83

FOR PROMOTION
Company is for behind in comparison to its competitors in all mode of
advertisement, hence budget for it should be increased and serious
attention should be paid on it.
Company should provide good incentives scheme to dealers and
retailers.
Dealers and retailers meet should be organised to understand and solve
their
problem, and utilise as promotional method.
FOR PLACE
Mycem distribution channel is not so strong in comparison to others,
especially in Madhya Pradesh; hence company should pay attention to
it.
Company should increase its number of dealers for easy availability.
Company should supply the cement directly to its heavy users i.e.
railway.

84

Conclusion
From the above survey we found that the customer of the Mycem
cement company clearly stated that the Mycem cement is good. Company in
the way of satisfying the customers through giving good service and good
quality and reasonable price of Rs. 260 (50kg). But some of customers want
to improve the quality of the product as they were asked for suggestions they
reply. And those satisfied customer suggested to others to purchase the
Mycem cement but somehow 20% of customers were not satisfied by the
product. Company has to improve over all activity to satisfy those 20% of
customer to get good name in the business.

85

QUESTIONNAIRE
Dear Respondent,
I am Akshatha S. pursuing BBM in Acharya Tulsi National College of
Commerce Shimoga. We have to undergo project report in final year BBM.
My topic is Consumer attitude towards Mycem Cement. I need your
expensive time. I assure u that this survey is only for academic purpose.
Thank you,
Yours Faithfully,
Akshatha S.
PART-A
1. Name :
2. Address :
3. Sex :

Male

[ ]

Female

[ ]

4. Age

18-25 years

[ ]

26-50 years

[ ]

Above 50 years

[ ]

5. Qualification : Under graduate

[ ]

6. Occupation :

Graduate

Post graduate

[ ]

Student

[ ]

[ ]

Others

[ ]

Government Employee [ ]
Private employee

[ ]

Self employee

[ ]

86

PART-B
7. How many companies have you dealt till now ?
a. Only one

[ ]

b. Two

[ ]

c. More than two

[ ]

8. Which company do you think is the best ?

1. Mycem

[ ]

2. ACC

[ ]

3. Japee

[ ]

4. Prism

[ ]

5. Maiher

[ ]

9. Which company is best is quality ?

1. Mycem

[ ]

2. ACC

[ ]

3. Japee

[ ]

4. Prism

[ ]

5. Maiher

[ ]

10. Best Customer satisfying company ?

1. Mycem

[ ]

2. ACC

[ ]

3. Japee

[ ]

4. Prism

[ ]

5. Maiher

[ ]

Give reasons
11. Which company deliver goods on time ?
1. Mycem

[ ]

2. ACC

[ ]

3. Japee

[ ]

4. Prism

[ ]

5. Maiher

[ ]

12. Are you happy with companys reply ?

1. Yes

[ ]

2. No.

[ ]

13. How much Important is cement for building and which brand comes first
in your mind ?
1. Mycem

[ ]

2. ACC

[ ]
87

3. Japee

[ ]

5. Maiher

[ ]

4. Prism

[ ]

14. Which company has best customer satisfaction ?

1. Mycem

[ ]

2. ACC

[ ]

3. Japee

[ ]

4. Prism

[ ]

5. Maiher

[ ]

15. Do you know about Mycem Cement ?

1. Yes

[ ]

2. No.

[ ]

16. If yes how did come to know about Mycem Cement ?

1. TV

[ ]

3. Mouth to mouth

2. News paper

[ ]

[ ]

17. Did the advertisement motivate you ?

1. Not at all

[ ]

2. Dont know

[ ]

3.A bit

[ ]

4. Highly motivated

[ ]

18. What are the factors that motivated you to purchase Mycem Cement ?
1. Brand

[ ]

2. Quality

3. Prize

[ ]

4. Durability

[ ]
[ ]

19. How much importance do you give for the strength of the cements ?
1. Not at all important

[ ]

2. Less important

[ ]

3. Important

[ ]

4. Very Important

[ ]

20. Have you made anyone to purchase Mycem Shakhti Cement ?

1. Yes

[ ]

2. No.

[ ]

21. Any suggestions for your Mycem Cement Co. Ltd.,

88


Date :
Place :

Signature

REFRENCES & BIBLIOGRAPHY

1. MARKETING MANAGEMENT by Philip Kotlar.
2. RESEARCH METODOLOGY by C.R.Kothari.
3. MARKETING RESEARCH by Tall, Donals & Howkins.
4. www.Mycemcorporatiomcom
5. BUSINESS MAGZINES i.e Business Today, Business World.
6. NEWSPAPERS i.e Economic Times.
7. MYCEM CORPORATION LIMITED annual magazines and reports.
8. www.acclimited.com
9. www.prismcement.com
10.www.iilindia.com
11.www.maiharcement.com

89