CONTENTS
Page No.
Part – A 1-28
? Executive summary 1
? Introuction o! cement "
? Organi#ation $ro!i%e 11
? Organi#ation structure 1&
Part – ' 2&-"8
? (esearc) met)oo%ogy "*
? To$ic o! t)e stuy "2
? O+,ectives ""
? Pur$ose o! t)e stuy "-
? Sco$e o! t)e stuy ""
? .imitations "/
? 0ata co%%ection met)o "8
Part – C "&-11
? 0ata ana%ysis 2 inter$retation -*
? 3inings /-
? Suggestions /&
? Conc%usion 11
Part – 0 12-82
? Annexure 1"
? 4uestionnaire 11
? 'i+%iogra$)y 82
BABASAB PATIL
1
BABASAB PATIL
2
E5EC6TI7E S688A(9
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 istrict. !t is a pu"lic limited company incorporated in the
year 1##$. formerly it was known as %Katwa &dyog 'imited(. )he companies shares are
are actively traded in *um"ai stock +,change-BS+.. )he company manufactures /$ &
0$ 1rade 2rdinary Portland 3ement.
!n today4s scenario infrastructure is in a "oom so the engineering &
construction work is carried out rapidly for that the main raw material re5uired is
3ement. !n & 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 6dvertisement & sales promotion activities & to adopt the effective 6dvertising
& sales promotion strategies to increase the sales & "eat the competitors.
)he study will enhance my knowledge a"out how the advertising & sales
promotion activities plays a very vital role in 3ement industry to attract the customers &
increase the sales of the company. what competitive 6dvertising & sales promotion
strategies should the company adopt to "eat the competitors.
O':ECTI7ES;
1 )o identify the 6dvertisement & Sales promotion activities adopted "y the
Keshav 3ements & !nfra 'td
2 )o know the "rand awareness level of Keshav 3ements
$ )o know the effectiveness of 6dvertisement on customers
/ )o know the rivals 6dvertisement & Sales promotion strategies
BABASAB PATIL
$
0 )he factors that influencing customers to purchase the cement
7ere are some of the findings for the o"8ectives given a"ove which will "e
very useful to the company9 ! found from secondary data that %)rade shows, )rade
allowances & 3ontents & !ncentives( & %:all paintings & Print *edia( these are
6dvertisement & sales promotion 6ctivities adopted "y Keshav cements. !t is found
that only 0/; of the respondents are 6ware of the Keshav 3ements "rand & /; &1>; of the respondents look after Auality, +asily
availa"ility while purchasing competitors "rand cement.
!t gives me immense pleasure to present "efore you this entire pro8ect.
BABASAB PATIL
/
INT(O06CTION O3 CE8ENT
)he word B3+*+C)4 is a "inder, a su"stance which sets & hardens
independently, & can "ind other materials together. )he word Bcement 4 is derived from
the BDoman4 language %opus caementicium( to descri"e masonry which resem"led
concrete & was made from crushed rock with "urnt lime as "inder. 'ater it referred to as9
cementum, cimentum, cament & cement.
3ement is a chemical compound e,isting of lime stone or chalk, clay, sand, &
gypsum to form the end product we know as cement. 3ement used in construction are
characteriEed as %hydraulic & non hydraulic( cement. 3ement is mainly used in the
production of Bmortar & concrete4F the "onding of natural or artificial aggregates to form
a strong "uilding material which is dura"le in the face of normal environmental effects.
3ement should not "e confused with Bconcrete4 as the term cement e,plicitly refers to the
dry powder su"stance. &pon the addition of water & or additives the cement mi,ture is
referred to as concrete, especially if aggregates have "een added.
!t is uncertain where it was first discovered the hydrate & non hydraulic cement,
"ut concrete made from such mi,tures was first used on a large scale "y %Doman
+ngineers(. !n the 1=
th
century a "ig effort started in +urope to understand why some
limes possess hydraulic properties. BGohn smeaton4 often referred to as BHather of 3ivil
+ngineering in +ngland4 concentrated his work in this field. BGames parker4 in the 1?=>s,
founded the BCatural cement4 made "y "urning septaria. )he invention of Bport land
cement4 is generally credited to BGoseph 6spedin4 an +nglish "ricklayer in 1=2/.
!n 1=$= a young chemical +ngineer B!sac Gohnson4 "urned the cement raw
material at high temperature until the mass was nearly vertified producing the Bmodern
Portland cement4. )he 1erman chemist B:ilhelm michaelis4 proposed the esta"lishment
of cement standards in 1=?0. the use of concrete in construction grew rapidly from 1=0>
BABASAB PATIL
0
onwards, & was soon the dominant use for cements. )hus Portland cement "egan its
predominant role.
)ypes of cementI
1. Portland cement
2. Portland cement "lends
? Portland "last furnace cement
? Portland fly ash cement
? Portland poEEolan cement
? Portland silica fume cement
? *asonry cements
? +,pansive cements
? :hite "lended cements
? 3olored cements
? Jery finely ground cements
$. Con Portland hydraulic cements
? PoEEolanFlime cements
? SlagFlime cements
? Super sulfated cements
? 3alcium aluminate cement
? 3alcium sulfo aluminate cement
? Catural cement
Inian Cement inustry
)he cement industry is e,periencing a "oom on account of the overall growth of
the !ndian economy primarily "ecause of increased industrial activity, flourishing real
estate "usiness, growing construction activity, & e,panding investment in the
infrastructure sector. )he performance of the industry, under different policy regimes,
truly esta"lishes that decontrol of the industry & li"eraliEation of the economy has led to
BABASAB PATIL
<
remarka"le improvement in the indicators such as installed capacity, capacityutiliEation,
per capita consumption & e,ports.
.
3ement is an essential component of infrastructure development & most
important input of construction industry, particularly in the government4s
infrastructure & housing programs, which are necessary for the country4s socioeconomic
growth & development. !t is also the second most consumed material on the planet. )he
!ndian cement industry is the second largest producer of cement in the world 8ust "ehind
3hina, "ut ahead of the &nited States & Gapan. !t is consented to "e a core sector
accounting for appro,imately 1.$; of 1P & employing over >.1/ million people. 6lso
the industry is a significant contri"utor to the revenue collected "y "oth the central &
state governments through e,cise & sales ta,es.
T)e 'eginning o! Inian Cement Inustry
)he attempt to produce cement in !ndia dates "ack to 1==# when a 3alcutta firm
attempted to produce cement from 6rgillaceous -kankar.. !n 1#1/ the first commissioned
cementFmanufacturing unit in !ndia was set up "y !ndia 3ement 3ompany 'imited at
Por"andar, 1u8arat, with an installed capacity of 1>,>>> tonnes & production of 1>>>
tonnes. Su"se5uently two plants9 one at Katni -*.P.. & another at 'akheri -Da8asthan.
were set up.
)he pro"lem of supply outstripping demand was significant in early period of the
industry. )his was followed "y a price war "etween the producers where they resorted to
cutting down of prices & selling at "elow production cost.
!t was then when the government of !ndia intervened into the market &
referred the cement industry to the )ariff Board. 6ll these events resulted in formation of
!ndian 3ement *anufacturers4 6ssociation in 1#20 whose main function was to regulate
prices in the industry. !n 1#2?, 3oncrete 6ssociation of !ndia was formed whose two
main o"8ectives were to educate pu"lic a"out the use of cement & to play an active role
in populariEing !ndian cement. )he ne,t step in the direction of rescuing cement industry
BABASAB PATIL
?
was the formation of 3ement *arketing 3ompany of !ndia 'imited in 1#$> to promote &
control the sale & distri"ution of cement at regulated prices.
!n 1#$>> tonnes & 633 added
four more plants.
)he price & distri"ution control system on cement, implemented in 1#0
Page No.
Part – A 1-28
? Executive summary 1
? Introuction o! cement "
? Organi#ation $ro!i%e 11
? Organi#ation structure 1&
Part – ' 2&-"8
? (esearc) met)oo%ogy "*
? To$ic o! t)e stuy "2
? O+,ectives ""
? Pur$ose o! t)e stuy "-
? Sco$e o! t)e stuy ""
? .imitations "/
? 0ata co%%ection met)o "8
Part – C "&-11
? 0ata ana%ysis 2 inter$retation -*
? 3inings /-
? Suggestions /&
? Conc%usion 11
Part – 0 12-82
? Annexure 1"
? 4uestionnaire 11
? 'i+%iogra$)y 82
BABASAB PATIL
1
BABASAB PATIL
2
E5EC6TI7E S688A(9
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 istrict. !t is a pu"lic limited company incorporated in the
year 1##$. formerly it was known as %Katwa &dyog 'imited(. )he companies shares are
are actively traded in *um"ai stock +,change-BS+.. )he company manufactures /$ &
0$ 1rade 2rdinary Portland 3ement.
!n today4s scenario infrastructure is in a "oom so the engineering &
construction work is carried out rapidly for that the main raw material re5uired is
3ement. !n & 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 6dvertisement & sales promotion activities & to adopt the effective 6dvertising
& sales promotion strategies to increase the sales & "eat the competitors.
)he study will enhance my knowledge a"out how the advertising & sales
promotion activities plays a very vital role in 3ement industry to attract the customers &
increase the sales of the company. what competitive 6dvertising & sales promotion
strategies should the company adopt to "eat the competitors.
O':ECTI7ES;
1 )o identify the 6dvertisement & Sales promotion activities adopted "y the
Keshav 3ements & !nfra 'td
2 )o know the "rand awareness level of Keshav 3ements
$ )o know the effectiveness of 6dvertisement on customers
/ )o know the rivals 6dvertisement & Sales promotion strategies
BABASAB PATIL
$
0 )he factors that influencing customers to purchase the cement
7ere are some of the findings for the o"8ectives given a"ove which will "e
very useful to the company9 ! found from secondary data that %)rade shows, )rade
allowances & 3ontents & !ncentives( & %:all paintings & Print *edia( these are
6dvertisement & sales promotion 6ctivities adopted "y Keshav cements. !t is found
that only 0/; of the respondents are 6ware of the Keshav 3ements "rand & /; &1>; of the respondents look after Auality, +asily
availa"ility while purchasing competitors "rand cement.
!t gives me immense pleasure to present "efore you this entire pro8ect.
BABASAB PATIL
/
INT(O06CTION O3 CE8ENT
)he word B3+*+C)4 is a "inder, a su"stance which sets & hardens
independently, & can "ind other materials together. )he word Bcement 4 is derived from
the BDoman4 language %opus caementicium( to descri"e masonry which resem"led
concrete & was made from crushed rock with "urnt lime as "inder. 'ater it referred to as9
cementum, cimentum, cament & cement.
3ement is a chemical compound e,isting of lime stone or chalk, clay, sand, &
gypsum to form the end product we know as cement. 3ement used in construction are
characteriEed as %hydraulic & non hydraulic( cement. 3ement is mainly used in the
production of Bmortar & concrete4F the "onding of natural or artificial aggregates to form
a strong "uilding material which is dura"le in the face of normal environmental effects.
3ement should not "e confused with Bconcrete4 as the term cement e,plicitly refers to the
dry powder su"stance. &pon the addition of water & or additives the cement mi,ture is
referred to as concrete, especially if aggregates have "een added.
!t is uncertain where it was first discovered the hydrate & non hydraulic cement,
"ut concrete made from such mi,tures was first used on a large scale "y %Doman
+ngineers(. !n the 1=
th
century a "ig effort started in +urope to understand why some
limes possess hydraulic properties. BGohn smeaton4 often referred to as BHather of 3ivil
+ngineering in +ngland4 concentrated his work in this field. BGames parker4 in the 1?=>s,
founded the BCatural cement4 made "y "urning septaria. )he invention of Bport land
cement4 is generally credited to BGoseph 6spedin4 an +nglish "ricklayer in 1=2/.
!n 1=$= a young chemical +ngineer B!sac Gohnson4 "urned the cement raw
material at high temperature until the mass was nearly vertified producing the Bmodern
Portland cement4. )he 1erman chemist B:ilhelm michaelis4 proposed the esta"lishment
of cement standards in 1=?0. the use of concrete in construction grew rapidly from 1=0>
BABASAB PATIL
0
onwards, & was soon the dominant use for cements. )hus Portland cement "egan its
predominant role.
)ypes of cementI
1. Portland cement
2. Portland cement "lends
? Portland "last furnace cement
? Portland fly ash cement
? Portland poEEolan cement
? Portland silica fume cement
? *asonry cements
? +,pansive cements
? :hite "lended cements
? 3olored cements
? Jery finely ground cements
$. Con Portland hydraulic cements
? PoEEolanFlime cements
? SlagFlime cements
? Super sulfated cements
? 3alcium aluminate cement
? 3alcium sulfo aluminate cement
? Catural cement
Inian Cement inustry
)he cement industry is e,periencing a "oom on account of the overall growth of
the !ndian economy primarily "ecause of increased industrial activity, flourishing real
estate "usiness, growing construction activity, & e,panding investment in the
infrastructure sector. )he performance of the industry, under different policy regimes,
truly esta"lishes that decontrol of the industry & li"eraliEation of the economy has led to
BABASAB PATIL
<
remarka"le improvement in the indicators such as installed capacity, capacityutiliEation,
per capita consumption & e,ports.
.
3ement is an essential component of infrastructure development & most
important input of construction industry, particularly in the government4s
infrastructure & housing programs, which are necessary for the country4s socioeconomic
growth & development. !t is also the second most consumed material on the planet. )he
!ndian cement industry is the second largest producer of cement in the world 8ust "ehind
3hina, "ut ahead of the &nited States & Gapan. !t is consented to "e a core sector
accounting for appro,imately 1.$; of 1P & employing over >.1/ million people. 6lso
the industry is a significant contri"utor to the revenue collected "y "oth the central &
state governments through e,cise & sales ta,es.
T)e 'eginning o! Inian Cement Inustry
)he attempt to produce cement in !ndia dates "ack to 1==# when a 3alcutta firm
attempted to produce cement from 6rgillaceous -kankar.. !n 1#1/ the first commissioned
cementFmanufacturing unit in !ndia was set up "y !ndia 3ement 3ompany 'imited at
Por"andar, 1u8arat, with an installed capacity of 1>,>>> tonnes & production of 1>>>
tonnes. Su"se5uently two plants9 one at Katni -*.P.. & another at 'akheri -Da8asthan.
were set up.
)he pro"lem of supply outstripping demand was significant in early period of the
industry. )his was followed "y a price war "etween the producers where they resorted to
cutting down of prices & selling at "elow production cost.
!t was then when the government of !ndia intervened into the market &
referred the cement industry to the )ariff Board. 6ll these events resulted in formation of
!ndian 3ement *anufacturers4 6ssociation in 1#20 whose main function was to regulate
prices in the industry. !n 1#2?, 3oncrete 6ssociation of !ndia was formed whose two
main o"8ectives were to educate pu"lic a"out the use of cement & to play an active role
in populariEing !ndian cement. )he ne,t step in the direction of rescuing cement industry
BABASAB PATIL
?
was the formation of 3ement *arketing 3ompany of !ndia 'imited in 1#$> to promote &
control the sale & distri"ution of cement at regulated prices.
!n 1#$>> tonnes & 633 added
four more plants.
)he price & distri"ution control system on cement, implemented in 1#0