1

NEW

No end of wisdom

SWOT ANALYSIS OF CURRENT MARKETING

ACTIVITIES OF MCL.

Presented by
Dibya Jyoti Mandal
Scholar No. : 15-50-121

PRESENTATION FLOW

COMPANY PROFILE

THE TOPIC

RESEARCH METHODOLOGY

ANALYSIS & INTERPRETATION

LEARNINGS & USEFULNESS

SUGGESTIONS

CONCLUSION

COMPANY PROFILE

Established on 2003 , Production started since 2006

Located at Lumshnong in Jaintia Hills district of Meghalaya .

In 2011, Introduced a new plant in Amingaon , Guwahati. Topcem India

Produces 3600 MT Per Day of cement & clinker of 2600 MT Per Day.

KAILASH
LOHIA
Covers whole Northeast , West Bengal and some parts of Bihar. (Chairman)

Second company to use SAP , First being Dalmia in Northeast.

BIJAY KUMAR GARODIAMAHENDRA AGARWALA

(Vice chairman)
(Managing director)

RAMAWTAR
AGARWALA
(Director)

Currently , MCL produces three types of cement :

1. 43 Grade OPC ,BIS No. 12269:1987
2. 53 Grade OPC ,BIS No. 8112:1989
3. Fly Ash based PPC, BIS No. 1489 (Part I)-1991

Presently MCL have three office :

1. Registered Office , Lumshnong , Meghalaya .
2. Sales & Marketing Office , Guwahati , Assam .
3. Kolkata Office , Salt Lake City , Sector-1 , West Bengal .

THE TOPIC
SWOT Analysis
Marketing Activities- Activities that a business or organization
undertakes to build

brand awareness.

Why SWOT Analysis of Marketing Activities ?

To estimate the market position

To know demand of the product

To take steps for the expansion of the business.

To take steps to overcome weakness.

RESEARCH METHODOLOGY
Market Survey is done
Questionnaire is followed
Target Dealers , Retailers & Customers of North-Bank.
Techniques Personal Interview, Mail.
Statistical analysis is done , Bar charts
Interpretation is presented.

ANALYSIS & INTERPRETATION

a) Brand Preference -

50%

Star 41%, Dalmia 34%,Topcem 24%

40%
30%

41%
34%
22%

20%
10%

3%

Star
Dalmia
Topcem
Others

0%
Rank

MOST DEMANDED BRAND

45
40
35
30
25
PERCENTAGE %
20
15
10
5
0

39
34

b) Demanding Brand

25

Star 39%, Dalmia 34%, Topcem 25%

2

SUGGESTION TO CUSTOMER

c) Dealers Suggestion to Customers

Topcem 27% , Dalmia 35% , Star 36%

40
35
30
25
PERCENTAGE % 20
15
10
5
0

35

36

27

PRICING STRATEGY
80
70
60
50
PERCENTAGE % 40
30
20
10
0

67

d) Pricing Strategy67% very good, 23% good , 9% normal

23
9

ADVERTISING

e) Advertising-

47

50

47% hoardings, 42% wall painting, 9% television

42

40

and 1% for radio and newspaper

30
PERCENTAGE %
20
9

10
0

MOST FOCUSSED BRAND IN SHOP BRANDING

40
35
30
25
PERCENTAGE % 20
15
10
5
0

35

31

f) Shop Branding-

32

67% supports effect of shop branding on

customers
2

Topcem leading with 35% ,Dalmia 31% , Star 32%

SCHEMES FOR CUSTOMERS

g) Scheme for Customers

86% supports discounts as scheme to attract
customers, while 5% supports gifts , 7%
supports contests.

100
90
80
70
60
PERCENTAGE %
50
40
30
20
10
0

86

TRADE PROMOTION
80
70
60
50
PERCENTAGE % 40
30
20
10
0

h) Trade Promotions-

67

67% support incentive linked to sales ,11%

supports incentives on high store display ,4%
27
11

supports coupons and 27% supports premiums for

trade promotions.

LEARNINGS & USEFULNESS

Knowledge about field or industry
Work environment exposure
Working with peers and team leaders of similar interest
Development of skills.

SUGGESTIONS
Carefully set up marketing strategy in the market
Attractive scheme for the mason and labor class people
Endorse celebrity for innovative advertisement
Representative should visit more frequently in the rural area to make good
relationship
Number of dealers should be increased
More advertisements in mass media and outdoor advertisements.

CONCLUSION

TOPCEM cement is one of the fastest moving brand in entire North-Eastern region
Good market share
From the market survey it can be concluded that :
1) Having a good service rate and strong relationship with dealers and consumers .
2) Supply and quality factors are fetching to the movement of brand .
3) Trade margin, bonuses and schemes is very satisfactory to the dealers and
consumers.

You have to dream

before your dreams can
come true
- APJ Abdul
Kalam