Beruflich Dokumente
Kultur Dokumente
Page No.
Part A
1-28
Executive summary
Introduction of cement
Organization profile
11
Organization structure
19
Part B
29-38
Research methodology
30
32
Objectives
33
34
33
Limitations
36
38
Part C
39-71
40
Findings
64
Suggestions
69
Conclusion
71
Part D
72-82
Annexure
73
Questionnaire
77
Bibliography
82
EXECUTIVE SUMMARY
Practical work plays a very significant role in the field of management.
Shri keshav cements & infra ltd is one of the leading manufacturer of cement
industry in Kaladgi, Bagalkot District. It is a public limited company incorporated in the
year 1993. formerly it was known as Katwa Udyog Limited. The companies shares are
are actively traded in Mumbai stock Exchange(BSE). The company manufactures 43 &
53 Grade Ordinary Portland Cement.
In todays scenario infrastructure is in a boom so the engineering &
construction work is carried out rapidly for that the main raw material required is
Cement. In & around Bagalkot city there are many cement industries & which leads to
huge competition in the cement industry mainly in Bagalkot city. So it is necessary to
study the Advertisement & sales promotion activities & to adopt the effective Advertising
& sales promotion strategies to increase the sales & beat the competitors.
The study will enhance my knowledge about how the advertising & sales
promotion activities plays a very vital role in Cement industry to attract the customers &
increase the sales of the company. what competitive Advertising & sales promotion
strategies should the company adopt to beat the competitors.
OBJECTIVES:
1
Here are some of the findings for the objectives given above which will be
very useful to the company; I found from secondary data that Trade shows, Trade
allowances & Contents & Incentives & Wall paintings & Print Media these are
Advertisement & sales promotion Activities adopted by Keshav cements. It is found
that only 54% of the respondents are Aware of the Keshav Cements brand & 46% of
them are not Aware of the Keshav Cements brand. 86% of the respondents says that
Advertising plays a very vital role in purchasing competitors brand cement. it is very
effective while purchasing competitors brand cement. It is found that 80% of the
respondents are come to know about the competitors brand through the sources of
Advertisement,17% through Sales person. It is found that 58% of the respondents
seek Discounts/offers from the competitors brand, & 27% of the respondents seeks
Price offs. It is found that 80% &10% of the respondents look after Quality, Easily
availability while purchasing competitors brand cement.
It gives me immense pleasure to present before you this entire project.
INTRODUCTION OF CEMENT
The word CEMENT is a binder, a substance which sets & hardens
independently, & can bind other materials together. The word cement is derived from
the Roman language opus caementicium to describe masonry which resembled
concrete & was made from crushed rock with burnt lime as binder. Later it referred to as;
cementum, cimentum, cament & cement.
Cement is a chemical compound existing of lime stone or chalk, clay, sand, &
gypsum to form the end product we know as cement. Cement used in construction are
characterized as hydraulic & non hydraulic cement. Cement is mainly used in the
production of mortar & concrete- the bonding of natural or artificial aggregates to form
a strong building material which is durable in the face of normal environmental effects.
Cement should not be confused with concrete as the term cement explicitly refers to the
dry powder substance. Upon the addition of water & or additives the cement mixture is
referred to as concrete, especially if aggregates have been added.
It is uncertain where it was first discovered the hydrate & non hydraulic cement,
but concrete made from such mixtures was first used on a large scale by Roman
Engineers. In the 18th century a big effort started in Europe to understand why some
limes possess hydraulic properties. John smeaton often referred to as Father of Civil
Engineering in England concentrated his work in this field. James parker in the 1780s,
founded the Natural cement made by burning septaria. The invention of port land
cement is generally credited to Joseph Aspedin an English bricklayer in 1824.
In 1838 a young chemical Engineer Isac Johnson burned the cement raw
material at high temperature until the mass was nearly vertified producing the modern
Portland cement. The German chemist Wilhelm michaelis proposed the establishment
of cement standards in 1875. the use of concrete in construction grew rapidly from 1850
onwards, & was soon the dominant use for cements. Thus Portland cement began its
predominant role.
Types of cement:
1) Portland cement
2) Portland cement blends
Portland blast furnace cement
Portland fly ash cement
Portland pozzolan cement
Portland silica fume cement
Masonry cements
Expansive cements
White blended cements
Colored cements
Very finely ground cements
3) Non Portland hydraulic cements
Pozzolan-lime cements
Slag-lime cements
Super sulfated cements
Calcium aluminate cement
Calcium sulfo aluminate cement
Natural cement
was the formation of Cement Marketing Company of India Limited in 1930 to promote &
control the sale & distribution of cement at regulated prices.
In 1936, eleven companies, except Sone Valley Portland Cement Company
Limited, merged to form Associated Cement Company Limited (ACC). In 1937, Dalmiya
Jain Group set up five factories with installed capacity of 575000 tonnes & ACC added
four more plants.
The price & distribution control system on cement, implemented in 1956,
aimed at ensuring fair prices to producers & consumers all over the country, thus
reducing regional imbalances, & at reaching self-sufficiency within a short time period
(Schumacher & Sathaye 1999). In spite of the fact that government exercised no control
over the Indian cement industry all through the Third Five Year Plan (1961-1967), growth
was low due to inadequate retention price & lack of adequate financial resources to the
existing companies
Control Period (1969-1982)
The Indian cement sector had been under strict government control for almost the
whole of the period. During this period, many companies & their plants started off but
still growth was not seen at the desired rate. In 1977, higher prices were allowed for
cement produced by new plants or major expansions of existing plants. Due to
maintained slow development, the uniform price imposed by the government, was
substituted by a three-tier price system in 1979. Different prices were assigned to cement
produced in low, medium & high cost plants.
Thus, controlled price did not reflect the true economic cost, & profit margins
reduced increasingly, preventing essential investments in capacity & production
expansion. A permit system introduced by 14 states & union territories in the period
comprised direct control over public distribution of cement to ensure fair supplies to
priority sectors. However, the system resulted in artificial shortages, extensive black
marketing & corruption in the civil supply departments of the government.
The system of price control was accompanied by a policy of freight pooling. The
price control fixed a uniform price according to estimated production costs at which
cement was required to be sold all over the country. This freight pooling system promoted
equal industrial development all over the country. It supported regional dispersion.
Partial Decontrol (1982-1989)
On account of the above-mentioned difficulties in the cement industry the
government of India introduced a system of partial decontrol in 1982. A levy quota of
66.60 % for sales to government & small house builders was imposed on existing units
while for new & sick units a lower quota at 50% was established. The balance of 33.40%
could be sold in the free open market to general consumers. A ceiling price was set for
sales in the open market in order to protect consumers from unreasonably high pricing of
cement. Under the system of partial decontrol, freight pooling no longer covered nonlevy cement. Furthermore, specific mini units were completely freed from price &
distribution controls. Although overall profitability increased substantially immediately
after the introduction of partial decontrol, profits obtained through non-levy sales
decreased with greater availability of cement in the market & continuously rising input
costs.
To sustain an accelerating course, the government subsequently introduced
changes in levy obligations & retention prices regularly. As a result, in 1988 the levy
quota was as low as 30% for units established before 1982 & the retention price had
increased substantially. In 1987, the Cement Manufacturers Association & the
government decided that there was no further necessity for a maximum price ceiling.
Total Decontrol (1989 onwards)
Finally in 1989, the cement industry was considered to be prepared for free
market competition, & all price & distribution controls on sale of cement were
withdrawn. The system of freight pooling was abandoned & a subsidy scheme to ensure
availability of cement at reasonable prices in remote & hilly regions of the country was
worked out. The industry was then de-licensed in July 1991 under the policy of economic
liberalization. By removing all controls on the cement sector the government hoped to
accelerate growth & induce further modernization & expansion investments. It was after
this decontrol that the Indian cement industry moved towards globalization, with
increasing emphasis on the exports. The expansion of the industry was evident after the
decontrol where capacity as well as production increased many fold. Growth was seen
from 91 plants and 43 million tonnes of production in 1989-90 boosting to 132 plants &
161.66 million tonnes production in 2006-07 (CMA 2007). Total capacity utilization for
the industry has also increased from 78% to 91% during the same period.
Hence, the history of the Indian cement industry indicates the role of
government played in influencing the twists & turns in the industry. It might be
noted that government interventions have been a mix of fiscal instruments & direct
control on production, pricing & distribution on the one hand & technological
intervention through government promoted research institutions on the other hand.
ACGR of Primary Performance Indicators (%)
Indicators
Installed Capacity
Production
Capacity Utilization
Exports
Per Capita Consumption
Total Period
Control Period
(1970-71 to 2006- (1970-71 to 1987-88)
Decontrol Period
(1988-89 to 2006-
07)
7.28
7.39
0.10
13.10
5.15
07)
7.09
8.09
0.93
35.38
9.35
7.47
6.69
-0.73
-5.52
1.11
Year
Installed
Capacity
(Million tonne)
Production
(Million tonne)
Capacity
Utilization(%)
Export
(Lakh tonne)
Per Capita
Consumption
(Kg.)
1995-96
1996-97
1997-98
1998-99
1999-00
2000-01
2001-02
2002-03
2003-04
2004-05
2005-06
2006-07
97.25
105.25
109.30
118.97
119.10
130.40
146.13
151.17
157.48
164.69
160.24
165.22
69.57
76.22
83.16
87.91
100.45
97.61
108.40
116.35
123.50
133.57
141.81
155.31
71.54
72.42
76.08
73.89
84.34
74.85
74.18
76.97
78.42
81.10
88.50
94.00
15.70
19.70
26.80
20.60
19.50
31.50
33.80
34.70
33.63
40.71
60.07
58.70
72
78
82
85
97
99
97
106
110
115
125
136
Regional Concentration
Cement, being a bulk commodity, is freight intensive & transporting cement
over long distances can prove to be uneconomical. This has resulted in cement being
largely a regional play with the industry divided into five main regions, viz., North,
South, West, East & the Central region. Until 1999-2000, Indian was divided in only four
regions; centre came up only after that. Punjab, Rajasthan, Haryana & Himachal Pradesh
fall in northern region whereas Bihar, Jharkhand, Orrisa, West Bengal & Chattisgarh are
in eastern region. The west
comprises of Gujrat & Maharashta & the central region has Uttar Pradesh & MP, thus
leaving AP, Tamil Nadu, Kerala & Karnataka for southern region.
North
East
West
South
Center
Total %
2000-01
2001-02
18.58
18.68
17.54
15.63
18.59
16.55
29.19
33.58
16.11
15.55
100.00
100.00
11
2002-03
2003-04
2004-05
2005-06
2006-07
18.20
18.10
18.00
20.92
20.62
16.06
15.28
14.95
14.14
14.18
18.08
20.00
19.13
17.58
17.54
32.48
31.70
31.64
31.65
32.22
15.17
14.93
16.28
15.71
15.44
100.00
100.00
100.00
100.00
100.00
12
13
Cement dispatches (including exports) for the 11 months ended February 2009 were
at 162.89 million tonne, against 151.89 million tonne during the year-ago period. Of this,
exports contributed 2.86 milllion tonne, against 3.33 million tonne in the previous year.
The first half of the current year was bad, owing to the export ban & high cost of
production, including a dip in prices. But it improved since from last November; it is
expected to continue into the first quarter of the next financial year as well, Cement
manufacturers expect the industry to grow at 8% in the next financial year. Cement
dispatches during the past four consecutive months have seen a healthy growth; it
increased 11% year on year (y-o-y) in November, 12% y-o-y in December, 8.26% in
January and 8.73% in February respectively.
According to the Cement Manufacturers Association, growth in cement consumption
during April 08 to February 09 was highest in the eastern region, at about 11%. This
was followed by the southern & central regions, where consumption grew by 10% each.
The western & northern region witnessed 6% & 4% growth, respectively.
Meanwhile, the April 08 to February 09 period saw a 9.51 million tonne increase in
cement capacities across the country, against 7.89 million tonne in the same period last
year. With demand increasing across the country, cement prices are also firming up.
This shows that despite of recession there is a growth in the cement industries in
India. Where infrastructure is in boom.
COMPANY
INFORMATION
14
Adress
Head office
Constitution
Year of Incorporation
1993
Products
Land Area
22 .36 Acres
Capacity
Brand Names
Market reach
Technology used
BACKGROUND
15
Shri Keshav Cement & Infra. Ltd. (KCIL) is Public limited Company
incorporated in the year 1993 to manufacture 43 grade & 53 grade Ordinary Portland
Cement. We went into Public during 1995. The company raised capital via IPO during
1995 to raise capital of 512.42 lakhs which was over subscribed by 12 times. The stocks
are actively traded in Mumbai Stock Exchange. The company has posted profits since
inception.
Presently our Jyoti Gold & Jyoti Power cement brands are very popular in
the cement market. & now we are marketing as Keshav cements brand in the market.
We supply our cement in North Karnataka, Goa & Maharashtra.
Keshava Infotech Ltd. (KIL) is a medical transcription unit engaged in providing
services to American Hospitals and Clinics. The company commenced commercial
operations in 2000 by appointing 50 professionals & today is a 250+ organization. Katwa
Infotech Ltd. has paid up capital of Rs.50 lakhs. In FY 06-07, the company achieved sales
& PAT of Rs. 354.50 Lakhs & Rs. 268.68 Lakhs respectively. KIL holds 100% stock in
Scribe Care, a US based marketing firm. Scribe Care brings in value to the services
provided by getting significantly higher prices & better realization. Both these companies
are making profits & paying dividends.
Keshava Finlease Limited incorporated in 1995, commenced its business of hire
purchase finance for automobiles in 1996. The RBI granted registration to the Company
under section 45IC of the reserve bank of India act, 1934 & classified it as a hire
purchase Company under A category.
Keshava Construction Co. Ltd. is engaged in construction of luxurious flats targeting
mainly to NRIs. we have got site at Corlim, which is just 8 km from Goa in Panji.
INTRODUCTION
16
Shri H.D.Katwa & Katwa family from Belgaum have proposed to establish a 150
TPD mini cement plant based on vertical shaft kiln technology at Kaladgi village
Bagalkot district for this purpose the promoters incorporated a company in the name of
Shri Keshav Cements & Infra Ltd with request of companies in Karnataka. It is registered
under the companies act 1956 in the year 17th march 1993.
There are five Directors & promoters they are:
1.
Shri Venkatesh H Katwa, a graduate MBA from the University of Oklahoma, USA, is
having wide experience in Cement industry, International business & Health Care service
automations. After returning from USA in 1997, he took up his responsibility of
Executive Director at KCIL. He later moved to promote Katwa Infotech Limited, a ITES
serving medical & health care industry in USA. He established business development
office in USA which is growing over 120% every year. Under his leadership, Katwa
Infotech Limited has earned a respectable image & has been awarded as the highest &
best exporter in north Karnataka since the award has been designated for last three
17
consecutive years. The company with over 250 associates is growing rapidly & looking
for over 100% growth this year too. Mr. Venkatesh is the Vice-Chairman at KCIL &
working on executing projects of expansion & setting up of power project.
Shri Vilas Katwa, a graduate MBA from the University of Massachusetts, Boston stared
his career in Information technology working as the chief systems engineer, in
McCormack Institute of Public Affairs at U-Mass Boston. On returning to India, he
joined at the Jt. Managing Director. As he gained experience in cement manufacturing he
initiated many IT drives that gave good control over the production, quality &
management parameters.rs. Also being an engineer in Industrial & Production discipline,
he has initiated many policies & systems that boosted production to its maximum
capacity. He is now the managing director of the company and handles all the affairs He
is currently working on operation to improve the product/services while reducing the cost
by utilizing instrumentation techniques. One of the production facilities is completely
electronically controlled making it the first production facility with such high level of
automation in its category.
Shri Deepak Katwa, is a graduate MBA from the University of Okalhoma, United
States, Having a very good commercial background he has made a very important
contribution towards the finance and operations divisions of the company as well as the
IT company that our group has established. It is during his time that the company
continued to get three consecutive awards as the best exporter in North Karnataka for the
IT division. His specialties are public relations, finance, operations & management. He is
actively involved in settings up of the power plant to reduce the overall power cost for the
cement plant.
Keshav Cements & Infra Ltd(KCIL) is a reputed group manufacturing Keshav
Cement. The Company is public limited with stocks traded on various stock exchanges in
India, with over 15 years of experience in cement manufacturing and marketing. The
company foresees to be a major player in the construction industry. Keshav Cement has a
R & D team to continually improve the product and services. The company has posted
profits since the inception & has been paying dividends regularly. The inception of the
company began with acquisition of a sick cement plant of 20 TPD (Tons per day) in
18
1994. The capacity of the plant was gradually increased year after year to reach 600 TPD.
The recent acquisition has added 300 TPD to the existing capacity. The company is
undertaking an expansion project to increase the output to 3000 TPD which is One
million TPA. On the financial side the company is confident to achieve 100% growth in
FY-08 and 400% in FY-09 owing to the recent acquisition and recently concluded
expansion plans.
The salient features of this plant:
Located in the same premises & continuation of existing business, hence the fixed
cost remains almost same
Use of existing civil structures & low machinery cost will enhance our economic
feasibility
Already existing market base, expansion will quench the market demand &
increase profitability
Promoters having good experience running cement units for past 20 years & know
ins & outs of the cement scenario
19
steel friendly alkali cement, as well as a super high strength OPC cement. we do not
add Slag or Ash.
Following are the specialities:
1. Premium quality graded OPC cement
2. Double benefit quality
3. No Ash or Slag in the cement
4. Absolutely Crackless construction are possible
5. High resistant to chemical attacks. Protects steel from corprosion
6. All types of construction materials can be used along with keshav cements
7. Excellent workability when plastering giving an aesthetic outlook to the
surface
8. cement is especially designed for aggressive & corrosive climatic conditions
of Goa, Karnataka & Maharashtra
9. cement is available at low cost to the customers because of local
manufacturing & indigenous transportation system.
APPLICATIONS OF KESHAV CEMENT
1. Concrete slabs
2. RCC columns & structures
3. High raises building foundatio
4. Perfect for large Dams.
5. Flyover bridges.
6. Residential, Commercial & multi storied structures
7. Poles, pipes, tanks, blocks & tiles etc.
Compressive Strength (43Grade)
Days
3
7
28
BIS Specification
230 Mpa
330 Mpa
430 Mpa
Keshav Cements
290
370
490
20
ORGANIZATION STRUCTURE
Chairman
Board of Directors
Managing Director
Technical Director
General Manager
Personnel
Manager
Marketing
Department
HR
Manager
Marketing
Manager
Dispatch
section
Incharge
Manufacture
Department
Plant Incharge
Supervisor
Office
Staff
Area Sales
person
security
Assistant
Plant Incharge
R&D
Account
section
Chief
Chemist
Chemist
Cashier
Assistant
Cashier
Supervisor
Supervisor
security
officer
Store
Section
Section
Guard
Incharge
Section
Incharge
Supervisor
Assistant
Vehicle
Incharge
Maintenance
Incharge
Mechanics
Assistant
Incharge
Workers
Priors
Electrical
Maintenance
Cleaners
Incharge
Supervisor
Helpers
Supervisor
Supervisor
Plant Engineer
Helpers
Helpers
Shift supervisor
Helper
21
Functional Analysis
There are six departments in the industry:
1. Engineering Department
2. Marketing Department
3. Accounts Department
4. Manufacturing Department
5. R&D Department
6. H R Department
Engineering Department:
It is the primary & functional department in the factory. There are four sections
inside the factory premises where all engineering works will takes place, they are:
Vehicle section
Workshop section
Electrical section
22
Total 80 vehicles
The main function of this section is to control all vehicles & service centers & diesel
bunk.
Work shop section:
This is another sub section under the Engineering department. This workshop is
managed by 25 workers. The workshop contains the big machines like; Lathe machine,
Grinding machine & wielding machine. The main function of the workshop is to maintain
the vehicles occupied by the factory in a good condition. They will repair the machines &
recondition the machines which are becoming weak & that are gradually slowing down
the process. The main function of it is to recondition.
Electrical Section:
The Electrical section contains 10 workers & they are all technically skilled persons.
It is controlled by the electrical in charge. The Electricity required for the factory is
1650 KW. The Electricity department contains one Diesel Generator. One Generator is
having capacity of 500 kw. In case of power supply break down the section in charge
puts on of the Generator on. The main function of this department is to supply the
required power continuously during the production.
Marketing Department:
Presently the cement brands JYOTI POWER & JYOTI GOLD are very
popular in the regional cement market. Company supplies in North Karnataka,
North/South Canara, Goa and some parts of Maharashtra. A new brand with name
Keshav Cement is launched on Jan 4th 2008. This brand will reach bigger markets like
Bangalore, Pune & Mumbai. Currently due to aggressive marketing and using innovative
techniques, the brand Keshav Cement is being sold at premium prices & reached North
Karnataka & South Maharastra. Due to capacity limitations the company is not able to
supply to the bigger markets such as Pune, Mumbai & Bangalore. With the additional
capacities added, the company is in a better position to supply to such bigger markets
23
utilizing over 90% of the capacity. There was a commitment from store & purchase
department of Karnataka for procurement of 1000 mt pm of cement from the unit, but the
company could not supply due to its local market demand.
Since there are no cement plants in Goa & near by Maharashtra area like;
Kolhapur, Satara, Sangli district, the company has potential market in these areas. Since
the promoters already have their own Trucks & Tippers & proposed to include additional
fleet with loaders, it is felt that the company will not face any difficulty in both
procurement of raw material & supply of cement in the market. With this arrangement the
company will have an edge over other companies as for as selling price is concerned.
Selling price of the cement
Bagalkot -
Rs 215
Goa
Rs 250
Maharashtra Rs 235
Key Competitors of Keshav Cements
Bagalkot Shakti
Vijay Shakti
Lokapur Cement
Advertising & Sales Promotion Activities of Keshav Cements
Sales Promotion Activities:
24
months. These are the details of the Trade Shows done by the keshav cements:
Technical Meet
Place
Month
Aminagad
March 2008
Jamkhandi
Bilagi
November 2008
December 2008
Contests & Incentives: it is developed to stimulate greater selling effort & support
from seller management or sales personnel, it is directed sales persons,
wholesalers, & distributors. For Example; prizes such as Trips or valuable
merchandise as rewards for meeting sales quotas or other goals.
Golden Scheme:
30 Tonnes cement for continuous 3 Months 5 gm Gold
65 Tonnes cement for continuous 3 Months 10 gm Gold
115 Tonnes cement for continuous 3 Months 20 gm Gold
1000 Tonnes Cements purchased Rs 5 to 7 off
Trips for 3 to 4 days to kerala
Trips for 1 week any where in India
Advertisements:
Wall Paintings
Hoardings
25
Accounts Department:
The Keshav Cements & infra ltd has maintained a separate department for the
purpose of Accounting. The company has installed computers for the purpose of
Accounting period of the company from 1st April to 31st March.
The Accounting mainly deals with payment mode, cash receipts, salary paid
& other miscellaneous receipts & payments.
Manufacturing Department:
The type of Manufacturing operations to produce the cement is continuous
production process. The company manufacture mainly two types of cement they are
43 & 53 Grade. Inputs i.e. Raw materials which is used to produce the cement area:
26
PRODUCTION PROCESS
Raw Material
Lime stone
Clay
Coke Breeze
Crusher
Hopper
Electrical Vibrator
Hopper
Electrical Vibrator
Hopper
Electrical Vibrator
Belt Conveyor
Raw Mill
Grinding
Blending Silo
Vertical Shaft Kiln
Burning 1400 C
Clinker
Gypsum
Hopper
Hopper
Feed Table
Feed Table
Belt Conveyor
Cement Mill
Cement Silo
Packaging
Loading
27
73%
13%
10%
1%
3%
Environmental protection:
There are four section in the plant. In each section suitable pollution control
equipments are installed. Well experienced environmental engineers design these
pollution control equipments since the dust burden is deferred in each section.
For Example; in a hammer mill section during the crushing of limestone dust is
generated it is filtered through Nil one back fitters with electronic device. We have
provided dust collection systems with automatic operations by the dolomite valves.
R&D Department:
The company has its separate R&D Department where all the tests are made &
strive to maintain the quality of the cement. it has a Laboratory where all these activities
are carried out.
Laboratory: At the time of mixing lime stone, coke breeze, clay & iron ore, some
adjustments are to be made, it will be made as per the directions of the laboratory. It is
classified into two parts they are:
1. Chemical lab
2. Physical lab
Chemical lab:
This is one of the important section as the body of the production process. It is also
called as quality control section, it is headed by the chief Chemist. The main function of
the lab is to find out the CAO & loss of ignition of material & chemical analysis of the
cement clinkers, Gypsum, & other Raw materials.
28
Electrical Balance
Blains Separator
Physical Balance
Oven
Physical lab:
This is another section as body of the production process, it is also headed by chief
Chemist. The main function of the physical lab is to find the residue strength of the
finished cement. the equipments used in the physical lab are:
Vibrating machine
Strength machine
Humidity chamber
HR Department
Here Personnel Manager is the head in the Department. Personnel Department is
usually doing Record keeping & Responding demand & giving suggestions to the line
managers about how a subordinate should develop. & solving the employees problem &
giving trainings & favourable work conditions.
Welfare Facilities provided by the organization:
1. Canteen
2. Hospital
3. Bonus
4. Rest Room
5. Play Ground
6. Safety Measures
Dress
Gloves
Gum Boots
29
The above facilities are provided to labours, Employees & Staff members. In addition to
the above facilities the Employees are provided with Quarters facility.
Time & Security Section:
This section comes under Administrative department. The section works for 24
hours divided into Three shifts they are as follows:
1st shift
8.00 am to 4.00 pm
2nd shift
4.00 pm to 12.00 pm
3rd shift
12.00 pm to 4.00 am
Attendance Register
Salary Register
Leave Register
Absence Register
Security:
This is the sub section under the time section of the Administrative Department.
The section has a security Guard i.e. 8+1, it means there are 8 Guards & 1 security
officer. The main function of the security is controlling the incoming & out going
Vehicles, workers & visitors.
The register that are mentioned by the security officer are:
Inward Register
Outward Register
30
Visitors Register
31
RESEARCH METHODOLOGY
Research Design:
Descriptive research design is used in the study
Data Source:
Primary Data
Secondary Data
Research Approach:
Survey Method
Field Study:
Personal Interview
32
SAMPLING
Sampling Method:
Sampling Element:
Each individual Engineers, Contractors, Dealers & Masons
Sampling Unit:
Engineers, Dealers, Contractors & Masons
Sample Size:
100
Sampling Extent:
Bagalkot
33
Problem Definition
Management Problem
As it is a cement industry the company wants to know whether the Advertising & Sales
promotion activities plays a vital role to boost the sales in Local market (Bagalkot) also,
where people might knowing the brand.
Research Problem
Derived from the management problem
A study on Advertising & Sales promotion activities adopted by Keshav Cements in
Bagalkot city.
34
OBJECTIVES:
1
35
36
37
38
39
Secondary Data:
Company report, Broacher & from Internet
Measurement Technique:
Questionnaire
Analytical Technique:
By using SPSS software
40
41
Frequency
Percent
Bagalkot shakti
21
21.0
Keshav Cement
4.0
ACC Cement
25
25.0
Ultratech Cement
48
48.0
Others
2.0
Total
100
100.0
42
Percent
Quality
80
80.0
Reasonable Price
7.0
Discounts / Offers
3.0
Easily available
10
10.0
Total
100
100.0
Contents
43
Frequency
Percent
Yes
96
96.0
No
4.0
Total
100
100.0
Contents
44
Percent
Not received
4.0
Dicount /Offers
58
58.0
Incentives
4.0
Trade allowance
7.0
Price offs
27
27.0
Total
100
100.0
Contents
45
Percent
Yes
96
96.0
No
4.0
Total
100
100.0
Contents
46
Percent
Advertisement
80
80.0
Sales person
17
17.0
Friends/Relatives
3.0
Total
100
100.0
Contents
47
Percent
Other source
20
20.0
TV Ads
48
48.0
Wall Paintings
24
24.0
Newspaper/Magazines
8.0
Total
100
100.0
Contents
48
Percent
Other source
52
52.0
E tv kannada
1.0
Udaya tv
3.0
Star tv
28
28.0
Chandana tv
16
16.0
Total
100
100.0
Contents
49
Percent
Other source
92
92.0
Vijay Karnataka
2.0
Prajavani
2.0
Times of India
2.0
Deccan Herald
2.0
Total
100
100.0
Contents
50
Percent
Yes
54
54.0
No
46
46.0
Total
100
100.0
Contents
11. Through which source you come to know about keshav cements
51
Frequency
Percent
Not use
46
46.0
Advertisement
20
20.0
Sales person
16
16.0
Friends/relatives
18
18.0
Total
100
100.0
Contents
12. Advertisement through which you come to know about keshav cement
52
Frequency
Percent
Not use
81
81.0
Wall paintings
15
15.0
Newspapers/magazines
3.0
Trade shows
1.0
Total
100
100.0
Contents
Frequency
Percent
Not use
46
46.0
Good
34
34.0
Average
20
20.0
Total
100
100.0
Contents
Frequency
Percent
Not use
62
62.0
Quality
15
15.0
Price
17
17.0
Easily available
6.0
Total
100
100.0
Contents
Frequency
Percent
Other source
80
80.0
Wall paintings
16
16.0
Newspapers/magazines
3.0
Trade shows
1.0
Total
100
100.0
Contents
56
16. Advertising plays a very vital role in purchasing the competitors brand cement, what
is your opinion
Frequency
Percent
Strongly agree
40
40.0
Agree
46
46.0
Disagree
9.0
5.0
Total
100
100.0
Contents
57
Very Good
Good
Average
Bad
Very bad
keshav cement
10
26
58
Vijay shakti
79
Bagalkot Shakti
17
15
61
Lokapur cement
21
57
13
ACC cement
11
35
49
Ultratech cement
21
40
32
58
Contents
Very Good
Good
Average
Bad
Very bad
keshav cement
33
67
Vijay shakti
29
71
Bagalkot Shakti
33
67
Lokapur cement
19
81
ACC cement
27
40
30
Ultratech cement
52
43
Very Good
Good
Average
Bad
Very bad
59
keshav cement
67
29
Vijay shakti
17
83
Bagalkot Shakti
84
Lokapur cement
11
17
72
ACC cement
17
67
11
Ultratech cement
17
37
44
Very Good
Good
Average
Bad
Very bad
keshav cement
43
51
60
Vijay shakti
15
85
Bagalkot Shakti
37
59
Lokapur cement
47
31
22
ACC cement
11
17
59
Ultratech cement
30
41
29
Very Good
Good
Average
Bad
Very bad
keshav cement
16
57
23
Vijay shakti
18
82
61
Bagalkot Shakti
19
68
Lokapur cement
39
47
24
ACC cement
15
65
13
Ultratech cement
11
21
53
15
Percent
Not use
46
46
Yes
51
50
Contents
62
No
Total
100
100
Percent
Not use
46
46
Discount/offers
46
46
Incentives
Contents
63
Buying allowances
2.0
Total
100
100.0
20. Are you satisfied with the offers & schemes provided by the keshav cements?
Frequency
Percent
Not use
46
46
Yes
50
50
No
Total
100
100.0
Contents
64
Percent
Extremely important
58
52
Important
42
42
Total
100
100.0
Contents
65
66
FINDINGS
I found from secondary data that Trade shows, Trade allowances & Contents &
Incentives & Wall paintings & Print Media these are Advertisement & sales
promotion Activities adopted by Keshav cements
67
48% of the respondents use Ultratech cement, 25% of them use ACC cement &
4% of them use Keshav cements
It is found that 80%, 10% & 7% of the respondents look after Quality, Easily
availability & Reasonable Price while purchasing competitors brand cement. &
While purchasing Keshav cements 17% of the respondents are influenced by
Price, 15% from Quality & 6% from Easily Available
96% of the respondents get some Extra Benefit from competitors brand on bulk
purchase. Even I found that 51% of the respondents also seek Extra benefits from
Keshav cements on bulk purchase
It is found that 58% of the respondents seek Discounts/offers from the
competitors brand, & 27% of the respondents seeks Price offs. Even I found that
46% of the respondents also receives Discounts/Offers from Keshav cements
96% of the respondents are satisfied with the schemes & offers provided by the
competitors brand
to
48% of the respondents come to know about the competitors brand through
Advertisements mainly from Tv ads, 24% of them come to know about the
68
particular brand through Wall Paintings. Even 15% of the respondents came to
know about the Keshav cements brand through Wall Paintings
28% of the respondents come to know about the competitors brand from the
following Tv ads Star Tv, 16% from Chandana Tv, 3% from Udaya Tv & 1%
from ETv Kannada.
Among Newspaper & magazine 2% of the respondents come to know about the
competitors brand from Vijay Karnataka, 2% from Prajavani, 2% from Times of
India & 2% from Deccan Herald
54% of the respondents are Aware of the Keshav Cements brand & 46% of them
are not Aware of the Keshav Cements
34% of the respondents says that keshav cements brand is Good & 20% of them
says it is Average
46% of the respondents Agree with the opinion that Advertising plays a very vital
role in purchasing competitors brand cement, 40% of them Strongly Agree with
this opinion.
It is found that 6% of the respondents says that Hoardings of keshav cements
are Good, 10%
69
respondents says that Tv ads of Bagalkot shakti are Bad, 33% of the
respondents says that Tv ads of Lokapur cement are Bad
4% of the respondents says that Newspaper/Magazine of Keshav cements is
Good, 67% of them says it is Average, 17% of the respondents says that
Newspaper/Magazine of Vijay shakti is Bad, 9% of the respondents says that
Newspaper/Magazine of Bagalkot shakti is Average, 11% of the respondents
says that Newspaper/Magazine of Lokapur cement is Average
6% of the respondents says that Wall paintngs of keshav cements are Good,
43% of them says it is Average, 15% of the respondents says that Wall paintngs
of Vijay shakti is Bad, 37% of the respondents says that Wall paintngs of
Bagalkot shakti is Very good, 59% of them says it is Good,
47% of the
respondents says Wall paintngs of lokapur cement is Good, 31% of them says it
is Average
4% of the respondents says that Trade shows of Keshav cements are Good, 16%
of them says it is Average, 18% of the respondents says that Trade shows of
vijay shakti are Bad & 82% of them says it is Very bad. 7% of the respondents
says that Trade shows of Bagalkot shakti is Good, 19% of them says it is
Average, 39% of the respondents says that Trade shows of Lokapur cement is
Average,
58% of the respondents says that Advertising & Sales promotion activities are
Extremely important & 42% of them says that it is important
SUGGESTIONS
70
From the study I found that 86% of the respondents says that Advertisement &
sales promotion activities plays a very vital role in purchasing the competitors
cement. Though customers see Quality first while purchasing the cement, but to
know the quality of the brand they must use it, for that they must first know which
brands is available in the market, for which advertisement is essential. So both
advertising & sales promotion activities plays a vital role in purchasing the
cement.
I found from secondary that Trade shows, Trade allowances & Contests &
Incentives & Wall paintings & Print Media like;Newspapersthese are
Advertisement & sales Promotion Activities adopted by the keshav cements to
promote their brand. But only 54% of the respondents are aware about the keshav
cements brand. Inspite of all these Advertising & Sales Promotion activities
nearly 50% of the respondents are not aware about the Keshav cements brand.
This shows that there is lack of Advertisements. Advertising done by the Keshav
cements is not at all effective So you have to improve the Advertisements like;
using Hoardings & doing Wall paintings in the crowded areas where thousands of
people were moving daily, find such places & do the wall paintings & Hoardings
their. & also use print Media ads like; giving ads in local Newspapers Vijay
Karnataka & Prajavani. Trade shows(Technical Meets) mainly of Engineers
Contractors, Dealers & Masons is also one of the effective advertising technique.
Where sales person plays a very important roleSo Try to do Trade shows once in
every Three months & do follow up. It will help to position in the minds of the
customers your brand & make the brand awareness & Identity in the market.
71
Bagalkot shakti , Vijay shakti & Lokapur cement are the rivals for Keshav
cements, among which Bagalkot shakti has used very Good Advertisements &
Sales promotion strategies, & acquired maximum customers in Bagalkot city. As
compared to Bagalkot shakti, Keshav cements sales promotion strategies are good
but it only lacks in Advertisements. So adopt the
72
CONCLUSION
From this study it is concluded that both Advertising & Sales Promotion activities
plays a vital role in cement industry. But we must determine which Advertisement
strategies should be adopted to acquire potential customers & beat the competitors. Here
Advertisement like; Wall paintings, Hoardings & also Newspapers should be adopted &
also Two Important Advertisements like; Sales person & Trade Shows plays a very
vital role in Cement industry mainly in Bagalkot city as it is local area. This counts much
to get the brand recognition & brand awareness & also make brand Identity in the local
market. Competitors like Bagalkot Shakti who is the main competitor in the cement
industry in Bagalkot city so try to benchmark it.
As there is lack of effectiveness in the Advertisement adopted by Keshav
cement. So improve it by using the above strategies suggested.
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Kiln - Machinery
75
76
77
78
QUESTIONNAIRE
Dear Sir/Madam
Name __________________________________________________________
Type of Respondent: Engineer/Dealer/Contractor/Mason
Name of the Firm _________________________________________________
Address __________________________________________________________
Telephone/Mobile No ______________________________________________
1. Which brand of cement do you prefer or advice others to use?
a) Bagalkot Shakti
b) Vijay Shakti
c) Lokapur cement
d) Keshav cement
e) ACC cement
f) Ultratech cement
g) Others _______________
2. What made you to purchase that particular brand cement?
a) Quality
b) Reasonable Price
c) Advertisement
d) Discounts/Offers
e) Easily Available
f) Others _______________________
3. Do you seek some extra benefit from that particular company on bulk purchases?
a) Yes
b) No
c) Not at all
b) Incentives
c) Trade allowances
d) Trade shows
e) Training programs
f) Price offs
79
g) Premiums
5. Are you satisfied with the schemes or offers company provides to you?
a) Yes
b) No
6. If No, then mention the schemes & offers you are expecting from the particular
company?
b) Sales person
c) Friends/Relatives
d) Others ______________
b) TV Ads
d) News papers/Magazines
d) Others _________________________
9. If TV Ads then mention which channels?
a) E tv Kannada
b) Uday tv
c) Surya tv
d) Star tv
e) Chandana Tv
f) Others ______________________
b) Prajavani
c) Sainyukt Karnataka
d) Times of India
e) Deccan Herald
f) others _________________
80
b) No
c) Not at all
12. If yes, then how you come to know about the keshav cements?
a) Advertisement
b) Sales person
c) Friends/Relatives
d) Others___________________
b) Hoardings
c) Wall paintings
d) Newspaper/Magazine
e) Trade shows
f) Others __________________
Excellent
Good
Average
Bad
Very bad
b) Price
c) Advertisement
d) Discounts/Offers
e) Easily available
f) Others _______________
b) Tv Ads
c) Wall paintings
d) Newspaper/Magazine
e) Trade shows
17. Advertising plays a very vital role in purchasing the particular brand cement? What is
your opinion?
a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree
81
b) 8 Good
c) 6 Average
d) 4 Bad
COMPANIES/BRANDS
ADVERTISEMENT Keshav
cements
Vijay
shakti
Bagalkot
shakti
Lokapur
cement
ACC
cement
Ultratech
cement
Hoardings
Tv Ads
Newspaper/Magazine
Wall paintings
Trade shows
e) 1 Very bad
19. Do you seek any offers or extra benefits from keshav cements on bulk or often
purchases?
a) Yes
b) No
b) Incentives
c) Buying Allowances
d) Training programs
e) point of purchase
f) Bonus packs
displays
g) Others _____________________
21. Are you satisfied with the offers or schemes provided by the keshav cements to you?
a) yes
b) No
82
22. Advertising & sales promotion activities plays a vital role in cement industry? What
do you say?
a) Extremely important
b) Important
THANK YOU
Place :
Signature
Date :
BIBLIOGRAPHY
83
1. Marketing Management
By: Philip Kotler
2. Marketing Research
By: A. Parsuraman
3. Advertising & Sales Promotion
By: Belch & Belch
4. Websites
www.google.com
www.katwa.com
www.icra.in
www.hindu.com
www.cemnet_com
www.ibef.com
www.fundoodata.com
www.economywatch.com
Economic times
Times of India
6. Materials
84