CONTENTS

CHAPTER-1 INTRODUCTION PAGE NO.

1.1 General 04
1.2 Need of the study 05
1.3 Scope of the study 06
1.4 Industry profile 07 16
1.5 Company profile 18 25

CHAPTER-2 LITERATURE REVIEW 25 - 29

CHAPTER-3 RESEARCH METHODOLOGY AND

DESIGN
3.1 Type of Research 31
3.2 Research Objectives 31
3.3 Research Instrument 31
3.4 Questionnaire design 32
3.5 Data collection 32
3.6 Sample procedure 33
3.7 Period of the study 33
3.8 Sample size 33
3.9 Pilot survey 33
2.10 Limitation of the study 34
CHAPTER-4 DATA ANALYSIS AND
INTERPRETATION
4.1 Data analysis 41 52
CHAPTER-5 SUMMARY OF FINDINGS
5.1 General Findings 53
CHAPTER-6 SUGGESTIONS AND
RECOMMENDATIONS
6.1 Recommendation 55
6.2 Conclusion 56
Annexure 59

1
 LIST OF EXHIBITS

Exhibit No. Exhibit Name Page no.

4.1 Have you purchased PRISM Cement ever 42

4.2 How did you come to know about PRISM CEMENT 43

4.3 Influencing factors for your preference 44

4.4 Are you satisfied with PRISM CEMENT 45

4.5 Do you think convenience is matter 46

4.6 You shift to any other brand 47

4.7 Price as per the quality 48

4.8 Quality is better as compare to the competitors 49

4.9 Reliable as compare to the competitors 50

4.10 Rank you want to give to PRISM CEMENT 51

2
 EXECUTIVE SUMMARY
The project was carried out with PRISM cements Ltd. in the Kanpur region. These researches will
through light if people in this region are satisfied with PRISM Cement. For this purpose people
from different profile were chosen like general customers,dealers,,bulk consumers etc. Different
techniques like questionnaire, personal Interviews and telephonic interviews were used to know
about the customer mood. Additionally, different market in this region were explored to find out
the market potential of PRISM Cement in Kanpur. For satisfying the purpose; views of number of
dealers, retailers and industrial bulk suppliers have been taken in the Kanpur region.

This study includes direct interaction with the customers and this helps us to know the
SATISFACTION LEVEL to great accuracy. This is of great importance to the company which
will know about the customer preference to buy a particular brand.

The company will gain information about customers preference depending on the following
factors:-

Price factor
Fineness of the cement
Setting time
Attractive packaging
Brand image-one of the important factor

3
CHAPTER - I

4
 1. INTRODUCTION

1.1 General:
A market survey is a tool used to gather information about existing or customers satisfaction in a
certain market or population. Researchers select a sample of customers from the population. The
information from the survey is then used to assess attitudes and beliefs, and in turn predict market
behavior. Marketing is a social process by which Dealers, builders, architecture individuals
Consumers obtain what they need & want through creating offering, & freely offering product &
services of value with other. It is the art & science of choosing target makers
& getting keeping & growing customers through creating delivering & communicating superior
customer value. Consumers have their own way of making purchase decisions.

Today in the market there is tough competition and the technologies are changing day by day, to
become successful in modern market the business organization have to be customer orientated
organization have to look after for building customers.
The information about the market was gathered by visiting customers in the market. While doing
the project attempt was made to get correct information from the customers in the market. After
collecting the detailed information about the market analysis has to be done, the finding and result
of the project work is given later in research report.

5
 1.2 NEED OF THE STUDY:

Customer is one for whom you satisfy and or need return for some of payment. The payment may
be money may be time or may be goodwill but there is some form of payment. Satisfaction is the
level of person felt state by comparing products perceive in relations expectations.

Satisfaction level is function of the difference between perceived performance and expectations. If
the performance falls short of expectation, the customer is not satisfied. If the performance
matches the customers are highly satisfied. If the performance is beyond his expectations the
customer is thrilled.

Customer satisfaction is customers positive or negative feeling about the value that was perceived
as a result of using particular organization.

To knowing the perception of the customers.

To finding out the effective and ineffective factors of PRISM cement.

To knowing the current position of the PRISM cement in cement industry.

6
 1.3 SCOPE OF THE STUDY

This study includes direct interaction with the customers and this helps to know the customer
satisfaction level to great accuracy. This study is of importance to the company which will know
the following factors:-

price factors
fineness of the cement
setting time
attractive packaging
brand image
quick delivery time
wide availability

So, scope of this study is to achieve customer satisfaction because customer

satisfaction and quality maintenance is companys primary objective.

7
1.4 INDUSTRY PROFILE

INTRODUCTION
The Indian Cement Industry is the worlds second largest producer of cement in the world just
behind China, but ahead of the United States and Japan. But, per capita production and
consumption are low as compared to the world standards. On the technological front, Indian
cement Industry can be regarded as highly competitive and is comparable with the best in the
world in terms of quality standards, fuel consumption etc. Indian cement plants, which depended
heavily on wet technologies in the sixties and seventies, have subsequently shifted to modern
energy efficient dry technologies. This trend is more perceptible in the last decade. The latest
surge in the demand for cement is driven by the boom in the housing sector and infrastructure
sector. It is consented to be a core sector accounting for approximately 1.3% of GDP and
employing over 0.14 million people. The post deregulation scenario is marked by major
reorganization of many of the capacities in the Indian cement industry. Consolidation has become
the latest buzzword of the industry. Acquisitions, mergers and demergers have been the order of
the day for the industry. Many major Indian players have acquired small companies and MNCs
have also entered the industry through have acquisitions route.

EXPORT

The export of Indian cement has increased over the years mostly after decontrol, giving the
much-required boost to the industry. The demand for cement is a derived demand, for it
depends on industrial activity, real estate, and construction activity. Since growth is taking
place all over the world in these sectors, Indian export of cement is also increasing. India has
an immense potential to tap cement markets of countries in the Middle East and South East
Asia due to its strengths of location advantage, large-scale limestone and coal deposits,
adequate cement capacity and production of world-class quality of cement with the latest
technology.
Hence, the firms in the industry are capitalizing on the opportunities, provided by the
government accompanied by favourable economic conditions. This is evident by

8
the data, which shows negative ACGR of -5.52% in the control period because of highly
protected markets. The average export volume in the period was around only 1.7 lakh tonnes
cement. As the industry was decontrolled and economy opened up, cement exports started
making rapid strides.

PER CAPITA CONSUMPTION

The per capita consumption of 125 kg in the year 2012-13, compares poorly with the world
average of over 350 kg and more than 660 kg in China. Similarly in Japan it is 631 kg/capita
while in France it is 447 kg/capita. The process of catching up with international averages
emphasizes the tremendous scope for growth in the Indian cement industry in the long term.
Also, one of the reasons for strong interest shown by the foreign players in India is due to its
lower per capita consumption of cement.

PRODUCT DIFFERENTIATION

India is producing different varieties of cement, based on different compositions according to

specific end uses, like Ordinary Portland Cement (OPC), Portland Pozzolana Cement (PPC),
Portland Blast Furnace Slag Cement (PBFS), Oil Well C e m e n t , Rapid Hardening Portland
cement, Sulphate Resisting Portland Cement and White Cement etc. The basic difference lies
in the percentage of clinker used. These different varieties of cement are produced strictly
under BIS (Bureau of International Standards) specifications and the quality is comparable
with the best in the world.

In an environment of growing competition witnessed in the post decontrol era, one of the
major developments has been the introduction of higher grades of cement. Grade is the 28
days compressive strength of Ordinary Portland cement, when tested as per Indian Standards
under standard conditions.
Depending upon the strength requirement, OPC is thus classified as OPC-33 grade, OPC-43
grade and OPC-53 grade. However, realization is growing fast amongst the consumers at
large, that the properties of durability are of greater importance than strength.

9
HISTORY OF GRADES OF CEMENT
In the earlier days, we had only one cement, ordinary Portland cement. Subsequently, the
availability in abundance of fly ash in thermal power stations and slag in steel plants led to the
production of pozzolanic cement and slag cement to conserve energy in the production of cement
and to utilize the available by-products. India was perhaps one of the few countries which
produced as much as 76 per cent of the total cement produced as blended cement, which is the
common name of pozzolanic cement as well as slag cements as early as in 1982. Then the industry
was under the control of controller of cements. After de-control, the production of ordinary
Portland cement increased and consequently the percentage of blended cement came down,
currently it is somewhere around 30 per cent.

The introduction of precast / restressed sleepers for the railways necessitated the production of a
special grade ordinary Portland cement because with the then available cement, it was not possible
to obtain the desired strength as well as the rate of gain of strength for the production of sleepers.
Cement industry was permitted to manufacture the special grade ordinary Portland cement and it
was commonly known as sleeper cement.

Subsequently, the Bureau of Indian Standards came forward to grade the ordinary Portland cement
into grade 33 cement, grade 43 cement and grade 53 cement. This grading closely followed the
U.K. grading which was 32.5, 42.5 and 52.5 as well as 62.5, some of Indian companies are also
trying to make and persuade the Bureau of Indian Standards to introduce grade 63.

These higher grades of cements are specifically introduced to cater to the needs of the industry
engaged in the construction of long span bridges, high rise structures and other structures of
gigantic magnitude requiring high grades of concretes. With the cement then available, it was very
difficult to design a mix for obtaining concrete of grade 4.5 and above commonly used in such
structures. Hence, Bureau of Indian Standards classified ordinary Portland cement into the above 3
grades that is now available in the market.

10
After total de-control of cement industry in 1989 and abolishing of licensing system for setting up
of cement plants in 1992, there has been phenomenal growth in the production of cement. With the
many fold increase in the production of cement, cement manufacturers adopted an aggressive
marketing strategy, each projecting their product as the best. Manufacturers of 53 grade cement
invaded the market and created an impression amongst the consumers that 53 grade OPC could be
used by them as it is the best cement and grade 33 and grade 43 cements, are inferior.

In fact, all cements are one and the same but for minor changes in the characteristics.

Grade 33 cements would meet the structural requirements of ordinary and small scale
consumers.
Grade 43 cements may be utilized for precast concrete production besides the sleeper
manufacturers and other building components producers.
Grade 53 cements may be utilized by builders of heavy infrastructure such as bridges, Fly
overs, large span structures and high rise structures.

The common man's perception that 53 grade cement is the best cement is not only due to the
aggressive marketing strategies of the cement manufacturers but also on the presumption that the
heat generated during hardening of concrete is an index of its quality. When 53grade cement is
used the heat generated is very high. Hence, Consumers believe that it is a better cement when
actually it is not so. Each cement has to be chosen for a particular use.

While 53grade cement is actually best only for producing concretes of grade 53 and above, it is
not to be used in ordinary structures where concrete grade 20 is normally adequate.

The total de-controls and competition amongst manufacturers and the market forces have actually
eliminated 33 grades in the market. It may be necessary to enforce the partial regulation or self-
discipline among the manufacturers of cement to produce at least 1/3rd of the cement in the OPC
category as grade 33 cement and 1/3rd another as grade 43 cement and balance 1/3rd as grade 53
cement and partially regulate the price for these 3 grades so that, in the market 33 grade cement
will become available to the common consumer.

11
Though originally introduced to save energy in the cement plants and to make use of the available
industrial by products, research and experience have shown that blended cements have more
durability characteristics than the OPC of even higher grades.

Cement is primarily used to produce concrete. Concrete is mainly produced in ready mixed plants
the world over. Most of the producers of the concrete use OPC and a substantial quantity of
cementitious materials like pozzolanic or granulated blast furnace slag. In countries like U.S. and
U.K. where 90 percent of the concrete produced is in the ready mixed plants and the cementitious
materials are blended in the concrete plants rather than in the cement manufacturing units.

In India ready mixed concrete has just had the beginning. The blending of cementations materials
at site is not advisable now. Hence, blended cement production is very essential. At present
production of blended cement is around 30 percent. This has naturally to increase to at least 50 per
cent.

The blended cement does not gain strength immediately and also do not generate heat like OPC.
Hence, the common belief has been that blended cement is inferior cement. Actually it is not so.
No doubt, the rate of gaining strength is slow in the case of blended cement. But, ultimately, in the
long run it gains as much strength as any OPC. Blended cements give better workability in fresh
concrete and during the hardened stage, give better durability. The consumer is to be adequately
educated on the advantages of blended cement. The reluctance on the part of builders to opt for
blended cement is to an extent justifiable because many builders were forced to use PPC when the
production of PPC was as high as 76 percent during the control days.

They found to their dismay that they have to retain their shuttering for much longer duration and
sometimes the quality of PPC was of doubtful nature because the fly ash blended with the PPC
was of varying quality. However, of late, the selection of pozzolanic materials has been more
stringent and the quality of blended cement is more consistent.

The builders can shed their past memories and start using blended cement. Manufacture of blended
cement results in substantial savings in energy and product cost. Hence, industry must pass on to
the consumers the benefits derived to the users of blended cement.

12
In short, every cement has its own role to play and there is no reason to believe one cement is
superior to the other cement. For ordinary structure. OPC grade 33cement or PPC could meet the
requirements. For producing concretes of higher grades, mixes have to be designed using OPC as
well as cementitious materials concrete chemicals and sometimes additional fillers and even
viscosity agents.

For non-structural uses such as masonry and plastering mortar, cement of much lower strength
than OPC 33 grade classified as masonry cement is the best suitable material. But, unfortunately,
no manufacturer produces this type of cement. More than the choice of the cement, the control
exercised in production of concrete in regard to the selection and proportioning of materials, use of
the minimum required quantity of water, careful handling of the mix during transportation and
placing, compacting well to get a dense concrete, having an engineered formwork, continuous
curing and the like contribute greatly to the quality and durability of concrete.

VARIETIES OF CEMENTS IN INDIA

There are some varieties in cement that always find good demand in the market. To know their
characteristics and in which area they are most required, it will be better to take a look at some of
the details given below.

Portland Blast Furnace slag cement (PBFSC): The rate of hydration heat is found lower
in this cement type in comparison to PPC. It is most useful in massive construction projects,
for example - dams.
Sulphate Resisting Portland cement: This cement is beneficial in the areas where concrete
has an exposure to seacoast or sea water or soil or ground water. Under any such instances,
the concrete is vulnerable to sulphate attack in large amounts and can cause damage to the
structure. Hence, by using this cement one can reduce the impact of damage to the structure.
This cement has high demand in India.
Rapid Hardening Portland cement: The texture of this cement type is quite similar to that
of OPC. But, it is bit more fine than OPC and possesses immense compressible strength,
which makes casting work easy.
Ordinary Portland cement (OPC): Also referred to as grey cement or OPC, it is of much
use in ordinary concrete construction. In the production of this type of cement in India,

13
 Iron (Fe2O3), Magnesium (MgO), Silica (SiO2), Alumina (AL2O3), and Sulphur trioxide
(SO3) components are used.
Portland Pozolona Cement (PPC): As it prevents cracks, it is useful in the casting work of
huge volumes of concrete. The rate of hydration heat is lower in this cement type. Fly ash,
coal waste or burnt clay is used in the production of this category of cement. It can be
availed at low cost in comparison to OPC.
Oil Well Cement: Made of iron, coke, limestone and iron scrap, Oil Well Cement is used in
constructing or fixing oil wells. This is applied on both the off-shore and on-shore of the
wells.
Clinker Cement: Produced at the temperature of about 1400 to1450 degree Celsius, clinker
cement is needed in the construction work of complexes, houses and bridges. The
ingredients for this cement comprise iron, quartz, clay, limestone and bauxite.
White cement: It is a kind of Ordinary Portland Cement. The ingredients of this cement are
inclusive of clinker, fuel oil and iron oxide. The content of iron oxide is maintained below
0.4% to secure whiteness. White cement is largely used to increase the aesthetic value of
a construction. It is preferred for tiles and flooring works. This cement costs more
than grey cement.

CEMENT INDUSTRY ANALYSIS

There are five forces driving cement industrial competition. Porter (1979) suggests (figure
shown below) that when the forces are weak collectively, there is a major opportunity for
superior performance. Therefore, we can conclude that the cement industry is
unattractive in mature markets, but attractive in emerging markets

14
CEMENT COMPANIES SUPPLY CHAIN STRATEGY

Supply Chain (SC) operational objectives can be classified in three groups:

Asset utilization,
Customer response and
Efficiency
We believe that the cement industry is concentrated on asset utilization with some level of
efficiency. The main reason for this location is that cement companies are focused in minimizing
cost based on the economies of scale generated by their investment in large manufacturing plants.
This is a given condition for all large cement companies in the industry. Some cement companies
are moving towards the other operational objectives to gain differentiation in the market. One key
success factor is the required supply chain transformation to support this decision.

15
SUPPLY CHAIN OPERATING MODEL OF CEMENT (PROCESSOR ANALYSIS)

Cement industry planning process is centralized and optimization oriented. There is no constraint
in the availability of cement main raw materials with the exception of some countries where
subsoil ownership regulations applied. Cement manufacturing is capital and energy intensive
where cement truck delivery is restricted due to its low value-to-weight ratio.

SUPPLY CHAIN OPERATING MODEL OF CEMENT (PRODUCT ANALYSIS)

Cement can be characterized as bulk and bagged as shown below. Bulk cement is dominant in
developed countries and its demand is generated by large construction companies and government.
Bagged cement is dominant in emerging markets and is generated by Do-It-Yourself (DIY)
customers and small contractors. Relatively speaking, bulk cement is functional while bagged
cement is innovative. Functional products should have an efficient supply chain while innovative
products should have a responsive supply chain.

16
LOGISTICS ISSUE

Besides strong demand, eastern and northern region also witnessed price hike due to wagon
unavailability and logistics issues, while demand in southern and the western region remained
tepid ,declining off-take from the government infrastructure spending. The capacity utilization
continued to remain higher as the new capacities that came on stream where not fully stabilized
and as it happens we may expect falling capacity utilization levels and consequent impact on
pricing and margins. Cement manufacturing is capital and energy intensive where cement truck
delivery is restricted due to its low value-to-weight ratio. Functional products should have an
efficient supply chain while innovative products should have a responsive supply chain.

17
CEMENT SUPPLY CHAIN (BUILD TO STOCK)

Two alternatives were proposed to migrate from BTS (Build to Stock) to CTO (Configure to
order), moving the push-pull boundary back in the cement supply chain. First, Grind-to-Order
where cement is kept in clicker (intermediate product of the cement manufacturing process) and
then grinded as orders appear. Second, Pack-to-Order, where cement is kept in bulk and then
packed as orders appear. Further research should be made to confirm the feasibility of these
alternatives.

18
1.5 COMPANY PROFILE

PRISM CEMENT
Prism Cement Limited is one of Indias leading integrated Building Materials Company,
with a wide range of products from cement, ready-mixed concrete, tiles, bath products to
kitchens. The company has three Divisions, viz. Prism Cement, H & R Johnson (India),
and RMC Readymix (India). The equity shares of the company are listed on the Bombay
and National Stock Exchanges.

19
Brief History

Prism Cement Limited commenced operation in 1997. Prism Cement Limited is an IMS certified
company (ISO 9001:2008, ISO 14001:2004, ISO 18001:2007, SA 8000:2008 & ISO 50001:2011)
promoted by the Rajan Raheja Group..This is one of the largest cement plant at a single location in
a country.It is well poised to be a 7 MTPA cement manufacturer..Amalgamation of PCL, HRJ and,
RMC w.e.f. 1st April 2009..Testing lab is having accreditation from NABL..Having well
established Quality Control Lab equipped with ultra-modern equipment's to ensure best
quality..Quality control by Computerized Mine Block development using three dimensional
imaging for optimum blending of Raw material.

20
About company

Amongst Indias leading integrated Building Materials Company, with a wide range of products
from Cement, Ready Mix Concrete, tiles, bath products to kitchens. Company has three Divisions
viz. Prism Cement, H & R Johnson (India), and RMC Readymix (India) Prism Cement Limited is
a professional managed company.

About group

Prism Cement Limited belongs to Rajan Raheja Group, an Indian conglomerate with business
interests which inter alia includes manufacturing, retail and wholesale, broadband and financial
services. It includes major players like Outlook magazine, Exide Life Insurance, Globus, Exide
Industries, Hathway cable and Datacom, Raheja QBE General Insurance etc.

Cement division

Commenced production in August, 1997 with an installed capacity of 2 MnT and set up its Unit
II in December, 2010 increasing its capacity from 2 to 5.6 MnT. Initially producing PPC and
OPC, company soon enhanced its product portfolio and launched 3 new products i.e. HI TECH in
2014, Duratech in 2015 and Champion Plus in 2016. Company has strong network of 4000 dealers
in Eastern and Central UP, MP and Bihar selling around 4.50 lakh tons per month. As on March
2015, company had estimated revenue of nearly Rs 2027 Cr. and employee strength over 4000.

Johnson tiles

Established in 1958, H & R Johnson (India) is the pioneer of ceramic tiles in India. It offers end-
to-end solutions of Tiles, Sanitary ware, Bath Fittings, Kitchens, and Engineered Marble &
Quartz. All products are sold under 4 strong brands, viz. Johnson, Johnson Marbonite, Johnson
Porselano and Johnson Endura. It has a capacity of over 58 million m2 per annum through 10
manufacturing plants across the country and a turnover of Rs. 2309 Cr.

21
RMC (ready mix concerete)

RMC Readymix (India) is one of India's leading ready-mixed concrete manufacturers, set-
up in 1996. RMC currently operates 79 ready-mixed concrete plants in 35 cities/towns across
the Country. RMC has also ventured into the Aggregates business and operates large
Quarries and Crushers. At present, RMC has 7 Quarries across the country. Total Revenue
of RMC Readymix was Rs. 1260 Cr. In FY 2015-16

Synergies Across Divisions

Distribution Network

Cement Division intensive network in UP, MP, Bihar. HRJ Division has a Pan India presence with
strong network .Going up the valuechain: Selling ready- mixed concrete instead of cement.

Region Wise Sales Breakup

Sales

Bihar
21%

Uttar Pradesh
51%
Madhya
Pradesh
28%

Bihar Madhya Pradesh Uttar Pradesh

22
CEMENT DIVISION

Central Marketing Office

Varanasi

Regional Marketing Office

Allahabad
Varanasi
Lucknow
Kanpur
Patna I & II
Gwalior
Jabalpur

Manufacturing Plant

Expanding capacity at Satna Plant:

Cement and clinker capacity increased from 2 million tons per annum to 7.0 million tons per
annum

Second plant proposed in Kurnool District, Andhra Pradesh:

Capacity: 4.8 million tons per annum

Almost the entire land acquired. Awaiting certain State Government clearances

23
Our Products

24
 SWOT analysis of PRISM CEMENT

Strengths:

Leading position in attractive Kanpur cement market:

We believe this reflects the strong demand in the Kanpur region. For cement products
relative to supply further, based on capacity expansions announced by cement
manufacturers. We expect cement plants in Kanpur to continue to operate at high
utilization levels and anticipate continued strong demand for our cement product in the
near and medium-term. We believe that we well positioned to take advantages of this
demand as the fourth cement manufacturer in Kanpur region.
Quality of products and strong brand name:
We believe that brand name and reputation are important to retail purchases of cement in
India.
We have built a strong reputation among cement purchases by consistently providing high
quality products. We believe that there is strong customer awareness of our brand PRISM
cement.
We believe that our brand name and our reputation for consistently supplying high quality

products provide us with a competitive in ensuring that cement dealers carry our products.

Extensive marketing and distribution network:

We have a wide distribution network in Kanpur. We also have a strong all India
distribution network.
Our distribution network consists 44 depots serviced by seven regional sales offices in
Delhi, Haryana, UttarPradesh, Punjab, Rajsathan, Madhya Pradesh Gujrat, Chatishgad, and
Maharashtra.

25
 Experience and technical knowhow:
We have 30 years of experience in the India cement industry, which we provide us with the
skills to maximize production deficiency, expand production capacity quickly and reduce
costs. Over the years we believe that we have developed long-term customer relationship
and a strong reputation for quality in addition.
We have a proven track record of upgrading and modernizing our production capacities
efficiently, having increased our production capacity at nimbahera by more than 80% from
1.54 million tons in 1998 to 2.8 million tons as of September 2005.

Weakness:

It is at relatively low position in other parts of country.

Low attention on customer relationship management in some parts of the India.

Due to the presence of other cement producers in Kanpur and its adjoining areas the
market share of the PRISM cement remains low.

It has its own mines reserves but it has to consistently renew the lease failing which it will
have no source of production at its major production site.

Opportunities:

Rural project of state and central governments like dams and bridges can be a major
opportunity for the company.
Company is a part of reputed and huge PRISM group. So it can expand its market in
foreign areas also utilizing its brand leverage.

Prestigious project can be major opportunities.

26
 It has major opportunities in real estate due to boom the related projects.

Indian infrastructure is seeing a two fold.so there is also a lot of opportunity in the
concemed sector.
Major foreign project of governments can also be a major opportunity.

Threats:

Cost of production is high. So, company needs to reduce the cost of production and should
concentrate on promotional schemes too.

Presence of other big players in Kanpur region threat for the company.

Rising cost of new material is also a threat for the company.

MARKETING STRATEGY PRISM CEMENT LIMITED:

Segmentation:
The company has segmented the market geographically.it sells its products all over in India
with major presence in Kanpur region.
PRICING STRATEGY:
Before deciding the price of the cement company has
Considered the following points:-

COST FACTOR:

Manufacturing cost
Transporting cost
Storing and material handling
Other cost
Officer expenses
Other expenses
Tax and interest
Competitors price and offering

27
MARKETING STRATEGY:

Company conduct market survey to identify market and customers response, company
position in the market etc. there is R and D department which continuously trying to
improve the quality of the product at the minimum cost and trying to meet the demand of
the customer.

MARKETING STRATEGY FOR COMPETITORS:

Company always keeps an eye over its competitors activities and its offerings like
different promotional schemes; product price etc. It also takes proper action according to
competitors strategy.

DISTRIBUTION STRATEGY:

The company is distributing cement by following ways:-

Direct to customer
Depot
1. Whole seller
2. Retailer

1. Tender sales
2. Government department
Non trading sales
1. Wegon load
2. Institutional sales Method
for developing dealers:
Company conducts the survey also to motivate the sub dealer and advertise the
programmer. The company takes profile of the dealers and gives dealership only to those
in a particular area where the company is not having already existing dealer.

28
 Marketing strategy:
To increase sales in high realization.
To develop stockiest consisting of retailer or final outlet which directly sells to customer.
Increasing sales of the branded cement, PRISM cement.
Marketing distribution network more efficient and cost effective.
The company has a dedicated team of highly skilled professionals and experienced
application engineering. They are functioning in an advisory capacity. Besides handling
their constructional problem the cell offering all kind of assistance in the selection of the
right cement for different application to insure coat effective, durable and date construction

29
CHAPTER - II

30
 LITERATURE REVIEW
Marketing is The management process which identifies anticipates and supplies customer
requirements efficiently and profitably.

Marketing is a total system of interesting business activities defined to Plan, piece, promote and
distribution want satisfying products & services to present and potential consumers

Marketing is the performance of business activities that direct the follow of goods and services
from the producer to the consumer or user

A social and managerial process, by which individuals and groups obtain what they need and
want, through creating and exchanging product and value with others.

Customer satisfaction begins with a difficult faith; it starts with a commitment to deliver the result
for each customer which is also a concern of the dealers. Hence for a manufacturing company, in
order to satisfy its customers, it is highly important to satisfy its dealers, as they are the direct
customers to them. Establishing satisfaction as the ultimate goal is like the other ultimate goals of
business pursuit of higher profits or shareholders wealth. Perfect dealer service or satisfaction is
one that meets the combined need satisfaction is a systemized service that involves the entire
organization.

But many organizations have yet to develop this kind of awareness of dealer satisfaction strategy.

Dealer Satisfaction begins with the following specific assumptions about companys relationship
with the customers.

1. The dealer service activities focus mainly on existing dealers.

2. Some dealers are more important than others

3. They are the assets.

4. The dealer is always specific.

31
The dealer needs and value should influence every aspect of the organization strategy, employee
safety and performance, product and organization strategy, employee safety and performance,
product and service development, sales and marketing programs, operational procedures and
information and measurement system.

Understanding the dealer is critical to the success of any customer focus initiative, the first step in
understanding the dealers is to listen to them.

A company needs to hear what its dealers are saying about its people, product service and vision.
Their information helps to develop meaningful product and service.

Organizations need to listen to their dealer satisfied, dissatisfied neutral and prospective. As one
company executive said, talking to a satisfied customer is talking to me. In the past, dealer
satisfaction and service was the responsibility of a separate organization that supported the dealer
primarily after the sale.

Today, service is also likely to be interested with the every product accompany offers.

High dealer satisfaction comes from providing effective services. But giving that service is a
continuous activity. It means being efficient, reliable, courteous, curing and professional every
time.

Banerjee, Sima (2015): In Indian manufacturing sector cement industry is one of the oldest and
established one contributing a large share of total industrial production and employment.
Unfortunately however, the industry has long been a victim of various regulatory measures taken
by the government on its production and distribution from its time of commencement. These have
worsened its competitive structure from the very beginning. The disadvantageous situation of a
large number of companies is reflected in the haphazard movement of the industry's profitability
ratio.

Sharma, Seema (2008): The purpose of this paper is to perform non-parametric production
efficiency analysis of cement companies in India. Relative technical and scale efficiencies are
estimated for the year 2005-2006. Data envelopment analysis (DEA) has been used to calculate the
technical and scale efficiency measures of the companies. Within DEA framework, the input

32
oriented variable returns to scale (VRS) model is employed for the study. A representative sample
of 20 companies which account for 85.5% of the total market share is studied.

Damor, Kailash (2012): In the growth and development of a country the cement industry plays a
significant role. It provides required infrastructure for economic development of the country. More
than 60 percent population of our country lives in village. Roads, Buildings and other
infrastructures provide means for the uplifiment of the economic level of vast rural population.
There are many cement industry they provide better quality cement product. But whichever is to
be providing better performance in the market is not clear in everybody. Therefore, there is need of
comparing in the cement industry.

Ramaratnam, M S; Jayaraman, R; Vasanthi,(2012): Cement industry has been considered as a

road map for the development of a nation. As far as Indian cement industry is concerned, it was
under price control regime until the year 1990 and after the economic reforms initiated by the
Government of India. It took a breathe of relief from full control and rigid supervision, yet in the
pricing aspect, is still under the interference of government. Though India stands at the second
largest manufacturer of the cement in the international arena, it is surprised to note that, the
consumption does not witness a substantial improvement due to the inability of poor people to
construct concrete houses leaving them to dwell in huts and mud houses. Besides the truth, India
takes an advantage of enhancing demand by the way of constructing bridges, hying cement roads
to raise her status as a developing nation in the process of globalization.

Chitra Srivastava Dabas (2012): The findings suggest that government regulations influence the
supply chain structure in India. Relational bonds offset the uncertainty borne of weak institutions.
Informational transparency and long-term orientation foster trust between channel partners. This
trust, in turn, leads to collaborative partnerships. Researchlimitations/implications - The findings
have implications for multinationals planning to enter the Indian retail industry. There is a need to
understand complex regulatory and social institutions in India.

33
Mandal, Kaushik; Bandyopadhyay, Gautam (2011) : This study has selected three objectives:
1. development of scale for identification of channel control strategies of marketer, 2.
identification of strategies for controlling channel partner, and 3. identification of the importance
of each specified strategies. For the empirical purpose of present research, the study has executed a
survey in southern part of west Bengal, a state of India, with randomly selected 166 respondents
who are distribution channel partners in profession. For the purpose of attainment of the first
objective, the study has developed a valid and reliable construct by combining items from the
globally recognized scales of power and influence strategies. The study has reached the second
and third objectives by using appropriate statistical tools used for Exploratory & Confirmatory
factor analysis.

34
CHAPTER - III

35
 RESEARCH METHODOLOGY & DESIGN

3.1 Type of research

Market Research

Definition of marketing research is approved by the board of American marketing association

(AMA) Marketing Research is a function which links the customer and public to marketer
thought information used to identity and defines market opportunity and problems; generate define
and evaluate ,marketing action monitor marketing performance and improve understanding of
marketing as a process.
Simply marketing research is a systematic design collection analysis and reporting of data feeding
relevant to a specific marketing situation facing the company, careful planning thought all stage of
the research is a necessary. Objectivity in research in all important the heart of the scientific
method is the object gathering and analysis of the information. The function of marketing g
research within a company is to provide the information and analytical input necessary for
effective planning of future marketing activity control of marketing operation in the present.

3.2 Objective of study

Primary Objective

To study the satisfaction level of the customer associated with Prism cement.

Secondary Objective

To identify the factors that plays an important role in sale of a cement brand from
customer perspective.

To determine possible improvement based on customer feedback.

3.3 RESEARCH INSTRUMENT

The research instrument used in this study is a structured questionnaire structured

questionnaire are those questionnaire in which there are definite, concrete and predetermined

36
questions relating to the aspect, favor which the researcher collects data. The questions are
presented with exactly the same order to all the respondents.

3.4 QUESTIONNAIRE DESIGN

The structured questionnaires that were framed and designed consist of close ended, open
ended, multiple choice, and Dichotonomos, rating and raking questions.

3.5 Date collection

Selected around 100 persons for the interview.

To help of the questionnaire, personal and telephonic interview.
Collected the data through focus interviews. Concentrated on taking interview mainly
from the following group of people.
Architects/engineers----25%
Retailer stockiest-------15%
Wholesale -------10%
Industrial bulk consumer-----20%
General consumer------30%

The survey was descriptive and sample chosen was mainly on the judgments of the researcher with
the help and proper consultation of project guide.

In this kind of sampling method, the population elements are based on the judgments of the
researcher. The researchers exercises judgment or expertise chooses the elements to be included
in the sample, because he or she believes appropriate.

In this survey, visited the dealers of the cement also to know the strategy of the companies,
especially PRISM cement to satisfy the customer as they buy the cement of any particular
company. The main purpose of the descriptive research is description of the state of affairs as they
exist at present.

37
3.6 SAMPLING PROCEDURE

Random sampling has been used in this study. Random sampling is used for selection of
homogeneous sample for the study. It refers to selecting a sample of study objects on randomly.
Thus research study may include study objects, which are randomly located. Research findings
based on random sampling however, cannot be generalized.

3.7. PERIOD OF THE STUDY

The duration of Study is 45 days and during the period, the following steps were taken.

Objectives were set and questionnaire was finalized

Data were collected and recorded
Data were analyzed and interpreted

Reports were generated

3.8. SAMPLE SIZE

Pertaining to the limitations of the study, and in consultation with the company guide and
the project guide, the sample size is taken as 100. Due to time and resource constrains the sample
size is taken as 100 People in consultation with the industry Project guide.

3.9 PILOT SURVEY

A pilot survey with 30 samples was conducted for testing the validity of the questions. It
was found that there was no need for changed in the questionnaire and hence the same
questionnaire was used for final survey also.

38
3.10 LIMITATION OF THE STUDY

Some customers were not able to understand some of the questions.

The sample size was not enough and it failed to give the picture or the result of the survey
(sample size=100)

Some customers or dealers did not co-operate well.

The questionnaire did not cover the whole aspect of the market potential of PRISM
cement.

39
CHAPTER IV

40
 DATA ANALYSIS AND INTERPRETATION
Data Analysis

The data after collection has to be processed and analyzed in accordance with the outline
laid down for the purpose at the time of developing the research plan. This is essential for a
scientific study and for ensuring that we have all the relevant data. Processing implies editing,
coding, classification and tabulation of collected data so that they acquiescent to analysis.

The term analysis refers to the computation of certain measures along with searching for
patterns of relationship that exists among data groups. Thus in the process of analysis,
relationships or difference supporting or conflicting with original of new hypothesis should be
subjected to statistical tests to significance to determine with what validity data can be said to
indicate any conclusions.

Analysis of data in a general way involved a number of closely related operations that are
performed with the purpose of summarizing the collected data and organizing them in such a
manner that they answer the research questions.

41
 1. Have you purchased PRISM Cement ever?

Parameters YES NO
No. of 70 30 100
respondents
% 70 30 100

Exhibit 4.1

NO
30%

YES
70%

INTERPRETATION

As given in the pie chart 70% of the customers respondents they are purchased PRISM cement and
30% of the customers respondents they are not purchased PRISM cement ever.

42
 2. IF YES, how did you come to know about PRISM CEMENT?

Parameters No. of respondents %

1.NEWSPAPER 40 40
2.DEALER/WHOLE SELLER 20 20
3.ARCHITECTURE/Eng. 25 25
4.builder 15 15

45% NEWSPAPER
40%
40%

35% ARCHITERCURE,
25%
30%
DEALER, 20%
25%

20%
BUILDER, 15%
15%

10%

5%

0%
NEWSPAPER DEALER ARCHITERCURE BUILDER

Exhibit 4.2

INTERPRETATION

As given in the Bar graph 40% of the customers respondents they got information about PRISM
cement from NEWSPAPER and 20% of the customers got information about PRISM cement from
DEALER,25% of the customer got information about PRISM cement from
ARCHITERCURE/ENG/ and 15% of the customer got information about PRISM cement from
BUILDER.
43
 3. What are the influencing factors for your preference?

Parameters No of respondents %
1.price 20 20
2.quality 60 60
3. convenience 15 15
4.all of above 05 05

Exhibit 4.3

All of the above

5%
Price
Convenience 20%
15%

Quality
60%

INTERPRETATION

As given in the pie chart 60 % of the customers preferring PRISM cement for its better quality,
15% of the customers preferring PRISM cement for its convenience, 5% of the customers
preferring PRISM cement for purchased PRISM cement for its all quality and 20% of the
customers preferring PRISM cement for its price.
44
 4. Are you satisfied with PRISM CEMENT?

Parameters No. of respondents %

Yes 90 90
No 10 10

NO
10%

YES
90%

Exhibit 4.4

INTERPRETATION

As given in the pie chart 90% of the customers are satisfied with the PRISM cement and 10% of
the customers are not satisfied with the PRISM cement.

45
 5. Do you think convenience is matter?

Parameters No of respondents %
Yes 80 80
No 20 20

NO
20%

Yes
80%

Exhibit 4.5

INTERPRETATION

As given in the pie chart 80% of the customers respondents convenience is important and 20%
of customers respondents convenience is not matter.

46
 6. If PRISM CEMENT is not convenience to you than will you shift to any other brand?

Parameters No. of respondents

Yes 95
No 05

NO
5%

YES
95%

Exhibit 4.6

INTERPRETATION

As given in the pie chart 95% of the customer respondents they want to change their brand as per
their convenience and 05% of the customers respondents they dont want to change their brand.

47
 7. Are you satisfied with the price as per the quality?

Parameters No. of respondents %

YES 90 90
NO 10 10

NO
10%

YES
90%

Exhibit 4.7

INTERPRETATION

As given in the pie chart 90% of the customers respondents they are satisfied with the price as
per quality of PRISM cement and 10% of the customers respondents they are not satisfied as
with the price as per quality of PRISM cement.

48
 8. If Yes, Do you think the quality is better as compare to the competitors?

Parameters No. of respondents %

YES 70 70
NO 30 30

NO
30%

YES
70%

Exhibit 4.8

INTERPRETATION

As given in the pie chart 70% of the customers respondents the quality is better than as compared
to other cement company and 30% of the customers are respondents the quality of PRISM cement
is not better as compared to the competitors.

49
 9. It is reliable as compare to the competitors?

Parameters No. of respondents %

YES 96 96
NO 04 04

NO
4%

Yes
96%

Exhibit 4.9

INTERPRETATION: As given in the pie chart 96% of the customers respondents the PRISM
cement is reliable as compared to the competitors and 40% of the customers respondents the
PRISM cement is reliable as compared to the competitors.

50
 10. Out of 5 which rank you want to give to PRISM CEMENT?

Parameters No. of respondents %

Good 40 40

Better 15 15

Avg. 30 30

Bad 05 05

No reply 10 10

45
40
35
30
25
20
15
10
5
0
GOOD BETTER AVG. BAD NO REPLY

Exhibit 4.10

INTERPRETATION

As given in the Bar graph 40 of the customers respondents the PRISM cement is GOOD, 15
customers respondents its BETTER,30 customers are respondents its AVERAGE,5 customers are
respondents its BAD and 10 customers are not responds.

51
CHAPTER V

52
 SUMMARY OF FINDINGS

Customer satisfaction with respect to the PRISM CEMENT is satisfactory.

Despite the increasing cost of the raw material the company is able to bring down the cost of the
manufacturing through procurement of raw materials by the mines which are located nearby.

Customers come to know about PRISM CEMENT mainly from hoardings many people are
illiterate.

Customers want more prizes and dealers want more incentives, gift and tours.

Dealers also want more meeting with officials of the cement companies.

Bulk consumers want more and more cash discount.

53
CHAPTER VI

54
 RECOMMENDATIONS

The company should concentrate on more aggressive advertisement to promote their products.

The company should launch more and more promotional schemes like two for the price of one
or more discount coupons.

Company should do more to promote their brand as customers prefer good brand while buying
any cement.

Customer prefer price as an important factor while buying any cement so the company
should fix the price accordingly.

55
 CONCLUSIONS

Company should concentrate on direct meeting with the customer as they are the most vital
element in deciding the growth or decline of any company.

Company should decrease the response time to the complaint received.

The company should fix certain amount of cement especially for the dealers and give them free of
cost as incentives.

The company should appoint more and more persons for the promotions of the brands.

Company should decrease delivery time of the cement.

56
 BIBLIOGRAPHY

o An analysis of profitability trend in Indian Cement Industry Banerjee, Sima. Economic

Affairs; New Delhi 60.1 (Feb 2015): 171-179.

o Analyzing the technical and scale efficiency performance: a case study of cement firms in
India Sharma, Seema Journal of Advances in Management Research; Bingley 5.2 (2008):
56-63.

o Profitability Analysis of Cement Industries Damor, Kailash P. Sumedha Journal of

Management; Hyderabad 1.3 (Jul-Sep 2012): 28-38.

o Impact of Investors' Ratios on Dividend Decisions with Special Reference to Select

Cement Companies in India: An Analytical Study Ramaratnam, M S; Jayaraman, R;
Vasanthi, G South Asian Journal of Management; New Delhi 19.3 (Jul-Sep 2012): 68-85.

o Quest for Different Strategic Dimensions of Channel Management: An Empirical Study

Mandal, Kaushik; Bandyopadhyay, Gautam Roy, Koushick. Journal of Business Studies
Quarterly; Antioch 3.2 (Dec 2011): 25-44.

o Organized retailing in India: upstream channel structure and management

Chitra Srivastava Dabas Sternquist, Brenda Mahi, Humaira The Journal of Business &
Industrial Marketing; Santa Barbara 27.3 (2012): 176-195.

Books referred:

Marketing research-----Naresh kumar malhotra, Pearson edition.

Marketing management --------Philip kotler, Pearson edition.
Customer satisfaction research management------Derek allen,Pearson edition

Journals/newspapers:

Annual journal of PRISM cement

Labour and industrial chronicle
Indian cement review

Web sites:

www.PRISMcement.com

57
 Annexure

QUESTIONNAIRE

S.No: Date:

Name of..
customer..........................................................................Center..............................

Postal address...........................................................................................................

Contact no

1Q. Have you purchased PRISM CEMENT ever?

YES [ ] NO [ ]

Q2. IF YES, How did you come to know about PRISM CEMENT?

a.TV commercial [ ] b.Dealer/wholesaler [ ]

c.Archi/Eng [ ] d.Builder [ ]

Q3. What are the influencing factors for your preferences?

a. Price [ ] b.Quality [ ]

c.Convenience [ ] d.All of above [ ]

58
Q4. Are you satisfied with PRISM CEMENT?

Yes [ ] No [ ]

Q5. Do you think convenience is matter?

YES [ ] NO [ ]

Q6. IF the PRISM CEMENT is not convenience to you than will you shift to other brands?

YES [ ] NO [ ]

Q7. Are you satisfied with the price as per the quality?

YES [ ] NO [ ]

Q8. IT is reliable as compare to the competitors?

YES [ ] NO [ ]

Q9. IF YES, Do you think the quality is better as compare to the competitors?

YES [ ] NO [ ]

Q10. Out of 5 which rank you want to give to the PRISM CEMENT?

a.GOOD [ ] b.BETTER [ ]

c.AVERAGE [ ] d.BAD [ ]

e.NO REPLY [ ]

59