Description
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
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
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 District. It is a pulic limited company incorporated in the
year !""#. formerly it was known as $Katwa %dyog &imited'. (he companies shares are
are actively traded in )umai stock *+change,BS*-. (he company manufactures .# &
/# 0rade 1rdinary Portland 2ement.
In today3s scenario infrastructure is in a oom so the engineering &
construction work is carried out rapidly for that the main raw material re4uired is
2ement. 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 5dvertisement & sales promotion activities & to adopt the effective 5dvertising
& sales promotion strategies to increase the sales & eat the competitors.
(he study will enhance my knowledge aout how the advertising & sales
promotion activities plays a very vital role in 2ement industry to attract the customers &
increase the sales of the company. what competitive 5dvertising & sales promotion
strategies should the company adopt to eat the competitors.
O':ECTI7ES;
! (o identify the 5dvertisement & Sales promotion activities adopted y the
Keshav 2ements & Infra &td
6 (o know the rand awareness level of Keshav 2ements
# (o know the effectiveness of 5dvertisement on customers
. (o know the rivals 5dvertisement & Sales promotion strategies
/ (he factors that influencing customers to purchase the cement
7ere are some of the findings for the o8ectives given aove which will e
very useful to the company9 I found from secondary data that $(rade shows, (rade
allowances & 2ontents & Incentives' & $:all paintings & Print )edia' these are
5dvertisement & sales promotion 5ctivities adopted y Keshav cements. It is found
that only /.; of the respondents are 5ware of the Keshav 2ements rand & .<; of
them are not 5ware of the Keshav 2ements rand. =<; of the respondents says that
5dvertising plays a very vital role in purchasing competitors rand cement. it is very
effective while purchasing competitors rand cement. It is found that =>; of the
respondents are come to know aout the competitors rand through the sources of
5dvertisement,!?; through Sales person. It is found that /=; of the respondents
seek Discounts@offers from the competitors rand, & 6?; of the respondents seeks
Price offs. It is found that =>; &!>; of the respondents look after Auality, *asily
availaility while purchasing competitors rand cement.
It gives me immense pleasure to present efore you this entire pro8ect.
INT(O06CTION O3 CE8ENT
(he word B2*)*C(3 is a inder, a sustance which sets & hardens
independently, & can ind other materials together. (he word Bcement 3 is derived from
the BDoman3 language $opus caementicium' to descrie masonry which resemled
concrete & was made from crushed rock with urnt lime as inder. &ater it referred to as9
cementum, cimentum, cament & cement.
2ement is a chemical compound e+isting of lime stone or chalk, clay, sand, &
gypsum to form the end product we know as cement. 2ement used in construction are
characteriEed as $hydraulic & non hydraulic' cement. 2ement is mainly used in the
production of Bmortar & concrete3F the onding of natural or artificial aggregates to form
a strong uilding material which is durale in the face of normal environmental effects.
2ement should not e confused with Bconcrete3 as the term cement e+plicitly refers to the
dry powder sustance. %pon the addition of water & or additives the cement mi+ture is
referred to as concrete, especially if aggregates have een added.
It 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'. In the !=
th
century a ig effort started in *urope to understand why some
limes possess hydraulic properties. BGohn smeaton3 often referred to as BHather of 2ivil
*ngineering in *ngland3 concentrated his work in this field. BGames parker3 in the !?=>s,
founded the BCatural cement3 made y urning septaria. (he invention of Bport land
cement3 is generally credited to BGoseph 5spedin3 an *nglish ricklayer in !=6..
In !=#= a young chemical *ngineer BIsac Gohnson3 urned the cement raw
material at high temperature until the mass was nearly vertified producing the Bmodern
Portland cement3. (he 0erman chemist B:ilhelm michaelis3 proposed the estalishment
of cement standards in !=?/. the use of concrete in construction grew rapidly from !=/>
onwards, & was soon the dominant use for cements. (hus Portland cement egan its
predominant role.
(ypes of cementI
!- Portland cement
6- 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
? 2olored cements
? Jery finely ground cements
#- Con Portland hydraulic cements
? PoEEolanFlime cements
? SlagFlime cements
? Super sulfated cements
? 2alcium aluminate cement
? 2alcium sulfo aluminate cement
? Catural cement
Inian Cement inustry
(he cement industry is e+periencing a oom on account of the overall growth of
the Indian 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 estalishes that decontrol of the industry & lieraliEation of the economy has led to
remarkale improvement in the indicators such as installed capacity, capacityutiliEation,
per capita consumption & e+ports.
.
2ement is an essential component of infrastructure development & most
important input of construction industry, particularly in the government3s
infrastructure & housing programs, which are necessary for the country3s socioeconomic
growth & development. It is also the second most consumed material on the planet. (he
Indian cement industry is the second largest producer of cement in the world 8ust ehind
2hina, ut ahead of the %nited States & Gapan. It is consented to e a core sector
accounting for appro+imately !.#; of 0DP & employing over >.!. million people. 5lso
the industry is a significant contriutor 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 India dates ack to !==" when a 2alcutta firm
attempted to produce cement from 5rgillaceous ,kankar-. In !"!. the first commissioned
cementFmanufacturing unit in India was set up y India 2ement 2ompany &imited at
Porandar, 0u8arat, with an installed capacity of !>,>>> tonnes & production of !>>>
tonnes. Suse4uently two plants9 one at Katni ,).P.- & another at &akheri ,Da8asthan-
were set up.
(he prolem 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.
It was then when the government of India intervened into the market &
referred the cement industry to the (ariff Board. 5ll these events resulted in formation of
Indian 2ement )anufacturers3 5ssociation in !"6/ whose main function was to regulate
prices in the industry. In !"6?, 2oncrete 5ssociation of India was formed whose two
main o8ectives were to educate pulic aout the use of cement & to play an active role
in populariEing Indian cement. (he ne+t step in the direction of rescuing cement industry
was the formation of 2ement )arketing 2ompany of India &imited in !"#> to promote &
control the sale & distriution of cement at regulated prices.
In !"#<, eleven companies, e+cept Sone Jalley Portland 2ement 2ompany
&imited, merged to form 5ssociated 2ement 2ompany &imited ,522-. In !"#?, Dalmiya
Gain 0roup set up five factories with installed capacity of /?/>>> tonnes & 522 added
four more plants.
(he price & distriution control system on cement, implemented in !"/<,
aimed at ensuring fair prices to producers & consumers all over the country, thus
reducing regional imalances, & at reaching selfFsufficiency within a short time period
,Schumacher & Sathaye !"""-. In spite of the fact that government e+ercised no control
over the Indian cement industry all through the (hird Hive Kear Plan ,!"<!F!"<?-, growth
was low due to inade4uate retention price & lack of ade4uate financial resources to the
e+isting companies
Contro% Perio <1&/&-1&82=
(he Indian cement sector had een under strict government control for almost the
whole of the period. During this period, many companies & their plants started off ut
still growth was not seen at the desired rate. In !"??, higher prices were allowed for
cement produced y new plants or ma8or e+pansions of e+isting plants. Due to
maintained slow development, the uniform price imposed y the government, was
sustituted y a threeFtier price system in !"?". Different prices were assigned to cement
produced in low, medium & high cost plants.
(hus, controlled price did not reflect the true economic cost, & profit margins
reduced increasingly, preventing essential investments in capacity & production
e+pansion. 5 permit system introduced y !. states & union territories in the period
comprised direct control over pulic distriution of cement to ensure fair supplies to
priority sectors. 7owever, the system resulted in artificial shortages, e+tensive lack
marketing & corruption in the civil supply departments of the government.
(he system of price control was accompanied y a policy of freight pooling. (he
price control fi+ed a uniform price according to estimated production costs at which
cement was re4uired to e sold all over the country. (his freight pooling system promoted
e4ual industrial development all over the country. It supported regional dispersion.
Partia% 0econtro% <1&82-1&8&=
1n account of the aoveFmentioned difficulties in the cement industry the
government of India introduced a system of partial decontrol in !"=6. 5 levy 4uota of
<<.<> ; for sales to government & small house uilders was imposed on e+isting units
while for new & sick units a lower 4uota at />; was estalished. (he alance of ##..>;
could e sold in the free open market to general consumers. 5 ceiling price was set for
sales in the open market in order to protect consumers from unreasonaly high pricing of
cement. %nder the system of partial decontrol, freight pooling no longer covered nonF
levy cement. Hurthermore, specific mini units were completely freed from price &
distriution controls. 5lthough overall profitaility increased sustantially immediately
after the introduction of partial decontrol, profits otained through nonFlevy sales
decreased with greater availaility of cement in the market & continuously rising input
costs.
(o sustain an accelerating course, the government suse4uently introduced
changes in levy oligations & retention prices regularly. 5s a result, in !"== the levy
4uota was as low as #>; for units estalished efore !"=6 & the retention price had
increased sustantially. In !"=?, the 2ement )anufacturers 5ssociation & the
government decided that there was no further necessity for a ma+imum price ceiling.
Tota% 0econtro% <1&8& on>ars=
Hinally in !"=", the cement industry was considered to e prepared for free
market competition, & all price & distriution controls on sale of cement were
withdrawn. (he system of freight pooling was aandoned & a susidy scheme to ensure
availaility of cement at reasonale prices in remote & hilly regions of the country was
worked out. (he industry was then deFlicensed in Guly !""! under the policy of economic
lieraliEation. By removing all controls on the cement sector the government hoped to
accelerate growth & induce further moderniEation & e+pansion investments. It was after
this decontrol that the Indian cement industry moved towards gloaliEation, with
increasing emphasis on the e+ports. (he e+pansion of the industry was evident after the
decontrol where capacity as well as production increased many fold. 0rowth was seen
from "! plants and .# million tonnes of production in !"="F"> oosting to !#6 plants &
!<!.<< million tonnes production in 6>><F>? ,2)5 6>>?-. (otal capacity utiliEation for
the industry has also increased from ?=; to "!; during the same period.
7ence, the history of the Indian cement industry indicates the role of
government played in influencing the twists & turns in the industry. It might e
noted that government interventions have een a mi+ of fiscal instruments & direct
control on production, pricing & distriution on the one hand & technological
intervention through government promoted research institutions on the other hand.
AC?( o! Primary Per!ormance Inicators <@=
Inicators
Tota% Perio
,!"?>F?! to 6>><F
>?-
Contro% Perio
,!"?>F?! to !"=?F==-
0econtro% Perio
,!"==F=" to 6>><F
>?-
Installed 2apacity ?.6= ?..? ?.>"
Production ?.#" <.<" =.>"
2apacity %tiliEation >.!> F>.?# >."#
*+ports !#.!> F/./6 #/.#=
Per 2apita 2onsumption /.!/ !.!! ".#/
Tren in Primary Per!ormance Inicators o! t)e Inian Cement Inustry
9ear Insta%%e
Ca$acity
,)illion tonne-
Prouction
,)illion tonne-
Ca$acity
6ti%i#ation,;-
Ex$ort
,&akh tonne-
Per Ca$ita
Consum$tion
,Kg.-
!""/F"< "?.6/ <"./? ?!./. !/.?> ?6
!""<F"? !>/.6/ ?<.66 ?6..6 !".?> ?=
!""?F"= !>".#> =#.!< ?<.>= 6<.=> =6
!""=F"" !!=."? =?."! ?#.=" 6>.<> =/
!"""F>> !!".!> !>>../ =..#. !"./> "?
6>>>F>! !#>..> "?.<! ?..=/ #!./> ""
6>>!F>6 !.<.!# !>=..> ?..!= ##.=> "?
6>>6F># !/!.!? !!<.#/ ?<."? #..?> !><
6>>#F>. !/?..= !6#./> ?=..6 ##.<# !!>
6>>.F>/ !<..<" !##./? =!.!> .>.?! !!/
6>>/F>< !<>.6. !.!.=! ==./> <>.>? !6/
6>><F>? !</.66 !//.#! "..>> /=.?> !#<
(egiona% Concentration
2ement, eing a ulk commodity, is freight intensive & transporting cement
over long distances can prove to e uneconomical. (his has resulted in cement eing
largely a regional play with the industry divided into five main regions, viE., Corth,
South, :est, *ast & the 2entral region. %ntil !"""F6>>>, Indian was divided in only four
regions9 centre came up only after that. Pun8a, Da8asthan, 7aryana & 7imachal Pradesh
fall in northern region whereas Bihar, Gharkhand, 1rrisa, :est Bengal & 2hattisgarh are
in eastern region. (he west
comprises of 0u8rat & )aharashta & the central region has %ttar Pradesh & )P, thus
leaving 5P, (amil Cadu, Kerala & Karnataka for southern region.
(egion >ise Ca$acity o! Cement in Inia
9ear Nort) East Aest Sout) Center Tota% @
6>>>F>! !=./= !?./. !=./" 6".!" !<.!! !>>.>>
6>>!F>6 !=.<= !/.<# !<.// ##./= !/.// !>>.>>
6>>6F># !=.6> !<.>< !=.>= #6..= !/.!? !>>.>>
6>>#F>. !=.!> !/.6= 6>.>> #!.?> !.."# !>>.>>
6>>.F>/ !=.>> !.."/ !".!# #!.<. !<.6= !>>.>>
6>>/F>< 6>."6 !..!. !?./= #!.</ !/.?! !>>.>>
6>><F>? 6>.<6 !..!= !?./. #6.66 !/... !>>.>>
?%o+a%i#ation o! Inian cement Inustry
(he cement industry is witnessing a numer of multinationals entering the market
& mergers and ac4uisitions in domestic market itself, ringing smaller
players under the umrella of larger companies, & larger companies coming under the
umrella of gloal players.
(he ooming demand for cement, oth in India & aroad, has attracted
gloal ma8ors to India. In 6>>/F><, four of the topF/ cement companies in the world
entered India through mergers, ac4uisitions, 8oint ventures or greenfield
pro8ects. (he consolidation witnessed in the industry in recent times has resulted in two
crucial domestic deals. Hirst eing the deFmerger of &&(3s cement ,renamed as %ltratech
2ement &td.- division & its ac4uisition y 0rasim. (he other consolidation effort was
seen when 0u8arat 5mu8a ac4uired !...; stake in 522 in 6>>> ,India Infoline 6>>#-.
Hollowing this 7olcim took a ig stake in 522 in the year 6>>/. (hus, the top two
groups in the industry, 5ditya Birla 0roup ,0rasim & %ltratech 2ements &td. comine-
& 7olcim 0roup ,5mu8a 2ements &td. F 522 &td. comine- now control more than ./
; of total capacity in the country.
To$ Cement Inustries
5mu8a 2ements &td
0rasim Industries &td
5 2 2 &td
%ltratech 2ement &td
India 2ements &td
Prism 2ement &td
)adras 2ements &td
Birla 2orporation &td
Dalmia 2ement ,Bharat- &td
Shree 2ement &td
G K 2ement &td
2hettinad 2ement 2orpn. &td.
2entury (e+tiles & Inds. &td
Sanghi Industries &td.
G K &akshmi 2ement &td.
Binani 2ement &td
1 2 & India &td.
Ne>s a+out Cement inustry o! Inia
(he 6>?.=!Fmillion tonne cement industry in the country has witnessed $good
growth', despite a tumultuous financial year across most industry verticals. 2ement
consumption in the current year grew y =;, compared to "; last year. Industry e+perts
say that given the current economic scenario, this growth is good.
2ement dispatches ,including e+ports- for the !! months ended Heruary 6>>" were
at !<6.=" million tonne, against !/!.=" million tonne during the yearFago period. 1f this,
e+ports contriuted 6.=< milllion tonne, against #.## million tonne in the previous year.
$(he first half of the current year was ad, owing to the e+port an & high cost of
production, including a dip in prices. But it improved since from last Covemer9 it is
e+pected to continue into the first 4uarter of the ne+t financial year as well,' 2ement
manufacturers e+pect the industry to grow at =; in the ne+t financial year. 2ement
dispatches during the past four consecutive months have seen a healthy growth9 it
increased !!; year on year ,yFoFy- in Covemer, !6; yFoFy in Decemer, =.6<; in
Ganuary and =.?#; in Heruary respectively.
5ccording to the 2ement )anufacturers 5ssociation, growth in cement consumption
during 5pril B>= to Heruary B>" was highest in the eastern region, at aout !!;. (his
was followed y the southern & central regions, where consumption grew y !>; each.
(he western & northern region witnessed <; & .; growth, respectively.
)eanwhile, the 5pril B>= to Heruary B>" period saw a "./! million tonne increase in
cement capacities across the country, against ?.=" million tonne in the same period last
year. :ith demand increasing across the country, cement prices are also firming up.
(his shows that despite of recession there is a growth in the cement industries in
India. :here infrastructure is in oom.
SB(I CESBA7 CE8ENTS 2 IN3(A .T0
O(?ANIDATION P(O3I.E
CO8PAN9 IN3O(8ATION
Came of the 2ompany )@s.Keshav 2ement &td
5dress S.Co. #.< Kaladgi, DistF BagalkotF /=?#!#
7ead office $Gyoti (ower' 6!/@6, Karhar 0alli, <
th
lane,
CaEar camp, ). Jadgaon BelgaumF /">>>/
2onstitution Pulic &imited 2ompany
Kear of Incorporation !""#
Products 1rdinary Portland 2ement, PoEEolonic 2ement,
Blast furnace 2ement, :hite 2ement
&and 5rea 66 .#< 5cres
siEe of the Industry )edium scale Industry
2apacity 66/ (onnes Per Day ,(PD-
Brand Cames Gyoti 0old, Gyoti Power &, Keshav 2ements
)arket reach Karnataka, )aharashtra &, 0oa
(echnology used :est 0erman JSK (echnology
'ACC?(O6N0
S)ri Ces)av Cement 2 In!ra. .t. <CCI.= is Pulic limited 2ompany
incorporated in the year !""# to manufacture .# grade & /# grade 1rdinary Portland
2ement. :e went into Pulic during !""/. (he company raised capital via IP1 during
!""/ to raise capital of /!6..6 lakhs which was over suscried y !6 times. (he stocks
are actively traded in )umai Stock *+change. (he company has posted profits since
inception.
Presently our $:yoti ?o% 2 :yoti Po>er' cement rands are very popular in
the cement market. & now we are marketing as $Ces)av cements' rand in the market.
:e supply our cement in Corth Karnataka, 0oa & )aharashtra.
Ces)ava In!otec) .t. <CI.= is a medical transcription unit engaged in providing
services to 5merican 7ospitals and 2linics. (he company commenced commercial
operations in 6>>> y appointing /> professionals & today is a 6/>L organiEation. Katwa
Infotech &td. has paid up capital of Ds./> lakhs. In HK ><F>?, the company achieved sales
& P5( of Ds. #/../> &akhs & Ds. 6<=.<= &akhs respectively. KI& holds !>>; stock in
Scrie 2are, a %S ased marketing firm. Scrie 2are rings in value to the services
provided y getting significantly higher prices & etter realiEation. Both these companies
are making profits & paying dividends.
Ces)ava 3in%ease .imite incorporated in !""/, commenced its usiness of hire
purchase finance for automoiles in !""<. (he DBI granted registration to the 2ompany
under section ./I2 of the reserve ank of India act, !"#. & classified it as a hire
purchase 2ompany under B53 category.
Ces)ava Construction Co. .t. is engaged in construction of lu+urious flats targeting
mainly to CDI3s. we have got site at Cor%im, which is 8ust = km from ?oa in Pan8i.
INT(O06CTION
Shri 7.D.Katwa & Katwa family from Belgaum have proposed to estalish a !/>
(PD mini cement plant ased on vertical shaft kiln technology at $Kaladgi' village
Bagalkot district for this purpose the promoters incorporated a company in the name of
Shri Keshav 2ements & Infra &td with re4uest of companies in Karnataka. It is registered
under the companies act !"/< in the year !?
th
march !""#.
(here are five Directors & promoters they areI
!. Shri 7.D.Katwa ,2hairman-
6. Shri Jenkatesh 7. Katwa ,vice chairman-
#. Shri Jilas 7. Katwa ,)anaging Director-
.. Smt. C 7 Katwa ,Director-
/. Shri Deepak 7. Katwa ,Director-
S)ri B 0 Cat>aE is an highly e+perienced entrepreneur & wellFknown industrialist in
region with vast commercial & industrial knowledge. :ith more than four decades of
rich e+pertise, he started his career as a trader in te+tiles. In !"?= he moved to Belgaum
city & promoted a small scale industry in plastic materials. In !"=. he entered into
cement arena y setting up a small mini plant of #> (ones Per Day ,(PD-. Since then,
there is not looking ack & now he has spearheading . profit making organiEations with
cement capacity of <>> (PD. 2urrently, he is actively pursuing e+pansion of the cement
plant to #>>> (PD F which is !>> times the capacity of the first unit setFup in !"=.. 5
visionary & with perfect attitude, the chairman is heading the oard who are currently
finaliEing setting up of Beneficiation plant, Spone Iron plant & Power Pro8ect of !/ ):.
S)ri 7enFates) B Cat>a, a graduate )B5 from the %niversity of 1klahoma, %S5, is
having wide e+perience in 2ement industry, International usiness & 7ealth 2are service
automations. 5fter returning from %S5 in !""?, he took up his responsiility of
*+ecutive Director at K2I&. 7e later moved to promote Katwa Infotech &imited, a I(*S
serving medical & health care industry in %S5. 7e estalished usiness development
office in %S5 which is growing over !6>; every year. %nder his leadership, Katwa
Infotech &imited has earned a respectale image & has een awarded as the highest &
est e+porter in north Karnataka since the award has een designated for last three
consecutive years. (he company with over 6/> associates is growing rapidly & looking
for over !>>; growth this year too. )r. Jenkatesh is the JiceF2hairman at K2I& &
working on e+ecuting pro8ects of e+pansion & setting up of power pro8ect.
S)ri 7i%as Cat>a, a graduate )B5 from the %niversity of )assachusetts, Boston stared
his career in Information technology working as the chief systems engineer, in
)c2ormack Institute of Pulic 5ffairs at %F)ass Boston. 1n returning to India, he
8oined at the Gt. )anaging Director. 5s he gained e+perience in cement manufacturing he
initiated many I( drives that gave good control over the production, 4uality &
management parameters.rs. 5lso eing an engineer in Industrial & Production discipline,
he has initiated many policies & systems that oosted production to its ma+imum
capacity. 7e is now the managing director of the company and handles all the affairs 7e
is currently working on operation to improve the product@services while reducing the cost
y utiliEing instrumentation techni4ues. 1ne of the production facilities is completely
electronically controlled making it the first production facility with such high level of
automation in its category.
S)ri 0ee$aF Cat>a, is a graduate )B5 from the %niversity of 1kalhoma, %nited
States, 7aving a very good commercial ackground he has made a very important
contriution towards the finance and operations divisions of the company as well as the
I( company that our group has estalished. It is during his time that the company
continued to get three consecutive awards as the est e+porter in Corth Karnataka for the
I( division. 7is specialties are pulic relations, finance, operations & management. 7e is
actively involved in settings up of the power plant to reduce the overall power cost for the
cement plant.
Ces)av Cements 2 In!ra .t<CCI.= is a reputed group manufacturing Keshav
2ement. (he 2ompany is pulic limited with stocks traded on various stock e+changes in
India, with over !/ years of e+perience in cement manufacturing and marketing. (he
company foresees to e a ma8or player in the construction industry. Keshav 2ement has a
D & D team to continually improve the product and services. (he company has posted
profits since the inception & has een paying dividends regularly. (he inception of the
company egan with ac4uisition of a sick cement plant of 6> (PD ,(ons per day- in
!"".. (he capacity of the plant was gradually increased year after year to reach <>> (PD.
(he recent ac4uisition has added #>> (PD to the e+isting capacity. (he company is
undertaking an e+pansion pro8ect to increase the output to #>>> (PD which is 1ne
million (P5. 1n the financial side the company is confident to achieve !>>; growth in
HKF>= and .>>; in HKF>" owing to the recent ac4uisition and recently concluded
e+pansion plans.
(he salient features of this plantI
• &ocated in the same premises & continuation of e+isting usiness, hence the fi+ed
cost remains almost same
• %se of e+isting civil structures & low machinery cost will enhance our economic
feasiility
• 5lready e+isting market ase, e+pansion will 4uench the market demand &
increase profitaility
• Promoters having good e+perience running cement units for past 6> years & know
in3s & out3s of the cement scenario
)otto of the 2ompany
(o increase shareholder value & deliver the est product & service to the consumer
)ission Statement
(o manufacture high 4uality Portland cement & help our society to uild strong &
Durale structures in every village & cities. :e will make our cement availale at least
possile price through constant application of stateFofFart technologies, efficient
management of resources & adoption of indigenous transportation system.
Keshav 2ements SpecialityI
1P2 cement is the most appropriate cement ever used for construction of
ma8or pro8ects. 1P2 cement is costlier than the Slag or Fly Ash cement. (hough the
slag cement has its own advantage to offer, the enefits are at the cost of its initial
strength. Keshav 2ement through its state of art technology offer Doule Benefits9
steel friendly alkali cement, as well as a super high strength 1P2 cement. we do not
add Slag or Ash.
Hollowing are the specialitiesI
!. Premium 4uality graded 1P2 cement
6. Doule enefit 4uality
#. Co 5sh or Slag in the cement
.. 5solutely 2rackless construction are possile
/. 7igh resistant to chemical attacks. Protects steel from corprosion
<. 5ll types of construction materials can e used along with keshav cements
?. *+cellent workaility when plastering giving an aesthetic outlook to the
surface
=. cement is especially designed for aggressive & corrosive climatic conditions
of 0oa, Karnataka & )aharashtra
". cement is availale at low cost to the customers ecause of local
manufacturing & indigenous transportation system.
APP.ICATIONS O3 CESBA7 CE8ENT
!. 2oncrete slas
6. D22 columns & structures
#. 7igh raises uilding foundatio
.. Perfect for large Dams.
/. Hlyover ridges.
<. Desidential, 2ommercial & multi storied structures
?. Poles, pipes, tanks, locks & tiles etc.
Com$ressive Strengt) <-"?rae=
0ays 'IS S$eci!ication Ces)av Cements
# 6#> )pa 6">
? ##> )pa #?>
6= .#> )pa .">
O(?ANIDATION ST(6CT6(E
7 D )arketing Incharge Plant Incharge 2hief 2ashier
)anager )anager 2hemist
Supervisor 5ssistant 5ssistant
1ffice 5rea Sales Plant Incharge 2hemist 2ashier
Staff person Supervisor
Section 5ssistant
security Supervisor Incharge
security Supervisor
officer
)aintenance
0uard Incharge Incharge )echanics
5ssistant
rkers Priors
Incharge
2leaners
Incharge
Supervisor Supervisor Supervisor Plant *ngineer
7elpers 7elpers 7elpers Shift supervisor
7elper
2hairman
Board of Directors
)anaging Director
(echnical Director
0eneral )anager
Personnel
)anager
)arketing
Department
)anufacture
Department
Dispatch
section
D&D 5ccount
section
Store
Section
Section
Jehicle
Incharge
*lectrical
)aintenance
3unctiona% Ana%ysis
(here are si+ departments in the industryI
!. *ngineering Department
6. )arketing Department
#. 5ccounts Department
.. )anufacturing Department
/. D&D Department
<. 7 D Department
Engineering 0e$artment;
It is the primary & functional department in the factory. (here are four sections
inside the factory premises where all engineering works will takes place, they areI
• :eigh Bridge section
• Jehicle section
•rkshop section
• *lectrical section
Aeig) 'rige Section ;
In this section weight age of vehicle & raw material is determined y weigh
ridge. (he main function of this section is to measure the weight age of the raw
materials like9 lime stone, coke, reeEe, clay etc. this section is controlled y the security
persons, ut maintaining of ooks regarding this section are controlled y JehicleF in
charge.
7e)ic%e Section;
(his is su section of the *ngineering department. It is controlled y the Jehicle M in
charge.
(he factory ownsI
!> (ippers
<= trucks
6 02B ,0round )aterial 2arry Jehicle-
(otal => vehicles
(he main function of this section is to control all vehicles & service centers & diesel
unk.
AorF s)o$ section;
(his is another su section under the *ngineering department. (his workshop is
managed y 6/ workers. (he workshop contains the ig machines like9 &athe machine,
0rinding machine & wielding machine. (he main function of the workshop is to maintain
the vehicles occupied y the factory in a good condition. (hey will repair the machines &
recondition the machines which are ecoming weak & that are gradually slowing down
the process. (he main function of it is to recondition.
E%ectrica% Section;
The *lectrical section contains !> workers & they are all technically skilled persons.
It is controlled y the electrical M in charge. (he *lectricity re4uired for the factory is
!</> K:. (he *lectricity department contains one Diesel 0enerator. 1ne 0enerator is
having capacity of />> kw. In case of power supply reak down the section M in charge
puts on of the 0enerator on. (he main function of this department is to supply the
re4uired power continuously during the production.
8arFeting 0e$artment;
Presently the cement rands $:9OTI POAE(' & $:9OTI ?O.0' are very
popular in the regional cement market. 2ompany supplies in Corth Karnataka,
Corth@South 2anara, 0oa and some parts of )aharashtra. 5 new rand with name
$Ces)av Cement' is launched on Gan .
th
6>>=. (his rand will reach igger markets like
Bangalore, Pune & )umai. 2urrently due to aggressive marketing and using innovative
techni4ues, the rand BKeshav 2ement3 is eing sold at premium prices & reached Corth
Karnataka & South )aharastra. Due to capacity limitations the company is not ale to
supply to the igger markets such as Pune, )umai & Bangalore. :ith the additional
capacities added, the company is in a etter position to supply to such igger markets
utiliEing over ">; of the capacity. (here was a commitment from store & purchase
department of Karnataka for procurement of !>>> mt pm of cement from the unit, ut the
company could not supply due to its local market demand.
Since there are no cement plants in 0oa & near y )aharashtra area like9
Kolhapur, Satara, Sangli district, the company has potential market in these areas. Since
the promoters already have their own (rucks & (ippers & proposed to include additional
fleet with loaders, it is felt that the company will not face any difficulty in oth
procurement of raw material & supply of cement in the market. :ith this arrangement the
company will have an edge over other companies as for as selling price is concerned.
Se%%ing $rice o! t)e cement
Bagalkot F Ds 6!/
0oa F Ds 6/>
)aharashtra M Ds 6#/
Cey Com$etitors o! Ces)av Cements
Bagalkot Shakti
Ji8ay Shakti
&okapur 2ement
Avertising 2 Sa%es Promotion Activities o! Ces)av Cements
Sa%es Promotion Activities;
• Trade Allowance ,Buying allowance-I means it is a deal or discount offered to
resellers in the form of a price reduction on )erchandise ordered during a fi+ed
period.
(he company will give the uying allowance to their customers like9
.> (onnes per month F Ds 6.>> per Bag
</ (onnes per month F Ds #.>> per Bag
!>/ (onnes per month M Ds /.>> per Bag
• Trade ShowsI it is a forum where manufacturers can display their products to
current as well as prospective uyers.
It will e carried out mainly y the )anagement Personnel, once in si+
months. (hese are the details of the (rade Shows done y the keshav cementsI
(echnical )eet
Place )onth
5minagad M )arch 6>>=
Gamkhandi M Covemer 6>>=
Bilagi M Decemer 6>>=
0addankeri cross M 1ctoer 6>>=
• Contests & IncentivesI it is developed to stimulate greater selling effort & support
from seller management or sales personnel, it is directed sales persons,
wholesalers, & distriutors. Hor *+ample9 priEes such as (rips or valuale
merchandise as rewards for meeting sales 4uotas or other goals.
Golden SchemeI
#> (onnes cement for continuous # )onths M / gm 0old
</ (onnes cement for continuous # )onths M !> gm 0old
!!/ (onnes cement for continuous # )onths M 6> gm 0old
!>>> (onnes 2ements purchased Ds / to ? off
(rips for # to . days to kerala
(rips for ! week any where in India
Avertisements;
• :all Paintings
• Print )edia like9 Cewspapers,Ji8ay Karnataka & Deccan 7erald-
• 7oardings
Accounts 0e$artment;
(he Keshav 2ements & infra ltd has maintained a separate department for the
purpose of 5ccounting. (he company has installed computers for the purpose of
5ccounting period of the company from !
st
5pril to #!
st
)arch.
(he 5ccounting mainly deals with payment mode, cash receipts, salary paid
& other miscellaneous receipts & payments.
8anu!acturing 0e$artmentI
(he type of )anufacturing operations to produce the cement is continuous
production process. (he company manufacture mainly two types of cement they are
.# & /# 0rade. Inputs i.e. Daw materials which is used to produce the cement areaI
P(O06CTION P(OCESS
Daw )aterial
&ime stone 2lay 2oke BreeEe
2rusher
7opper 7opper 7opper
*lectrical Jirator *lectrical Jirator *lectrical Jirator
Belt 2onveyor
Daw )ill
0rinding
Blending Silo
Jertical Shaft Kiln
Burning !.>> 2
2linker
0ypsum
7opper 7opper
Heed (ale Heed (ale
Belt 2onveyor
2ement )ill
2ement Silo
Packaging
&oading
(a> 8ateria%s useI
• &ime stone ?#;
• 2lay !#;
• 2oke BreeEe !>;
• Iron ore !;
• 0ypsum #;
Environmenta% $rotectionI
(here are four section in the plant. In each section suitale pollution control
e4uipments are installed. :ell e+perienced environmental engineers design these
pollution control e4uipments since the dust urden is deferred in each section.
Hor *+ample9 in a hammer mill section during the crushing of limestone dust is
generated it is filtered through Cil one ack fitters with electronic device. :e have
provided dust collection systems with automatic operations y the dolomite valves.
(20 0e$artment;
(he company has its separate D&D Department where all the tests are made &
strive to maintain the 4uality of the cement. it has a &aoratory where all these activities
are carried out.
&aoratoryI 5t the time of mi+ing lime stone, coke reeEe, clay & iron ore, some
ad8ustments are to e made, it will e made as per the directions of the laoratory. It is
classified into two parts they areI
!. 2hemical la
6. Physical la
C)emica% %a+;
(his is one of the important section as the ody of the production process. It is also
called as 4uality control section, it is headed y the chief 2hemist. (he main function of
the la is to find out the 251 & loss of ignition of material & chemical analysis of the
cement clinkers, 0ypsum, & other Daw materials.
(he e4uipments used in chemical la areI
• *lectrical Balance
• Blains Separator
• Physical Balance
• 1ven
• :ater Bath )achine
P)ysica% %a+;
(his is another section as ody of the production process, it is also headed y chief
2hemist. (he main function of the physical la is to find the residue strength of the
finished cement. the e4uipments used in the physical la areI
• (rading cat apparatus
• Jirating machine
• Strength machine
• 7umidity chamer
B( 0e$artment
7ere Personnel )anager is the head in the Department. Personnel Department is
usually doing Decord keeping & Desponding demand & giving suggestions to the line
managers aout how a suordinate should develop. & solving the employees prolem &
giving trainings & favourale work conditions.
:elfare Hacilities provided y the organiEationI
!. 2anteen
6. 7ospital
#. Bonus
.. Dest Doom
/. Play 0round
<. Safety )easures
• Dress
• 0loves
• 0um Boots
0oggles & )asks
(he aove facilities are provided to laours, *mployees & Staff memers. In addition to
the aove facilities the *mployees are provided with Auarters facility.
Time 2 Security SectionI
(his section comes under 5dministrative department. (he section works for 6.
hours divided into (hree shifts they are as followsI
!
st
shift =.>> am to ..>> pm
6
nd
shift ..>> pm to !6.>> pm
#
rd
shift !6.>> pm to ..>> am
0eneral shift =.>> am to /.>> pm
*ach shift contains <> to ?> workers. (his section )aintains various Degisters & also
shows aout the workers working hours & performance. It also maintains discipline of
the worker, Dress, Ceatness,rkers In & out. (hey various Degisters are as followsI
• 5ttendance Degister
• Salary Degister
• &eave Degister
• 5sence Degister
• *mployee record Degister
Security;
(his is the su section under the time section of the 5dministrative Department.
(he section has a security 0uard i.e. =L!, it means there are = 0uards & ! security
officer. (he main function of the security is controlling the incoming & out going
Jehicles, workers & visitors.
(he register that are mentioned y the security officer areI
• Inward Degister
• 1utward Degister
• Jisitors Degister
(ESEA(CB 8ETBO0O.O?9
(esearc) 0esignI
$Descriptive' research design is used in the study
0ata Source;
Primary Data
Secondary Data
(esearc) A$$roac)I
Survey Method
3ie% StuyI
Personal Interview
SA8P.IN?
Sam$%ing 8et)o ;
Stratified Dandom Sampling
Sam$%ing E%ement;
*ach individual *ngineers, 2ontractors, Dealers & )asons
Sam$%ing 6nit;
*ngineers, Dealers, 2ontractors & )asons
Sam$%e Si#e;
!>>
Sam$%ing Extent;
Bagalkot
To$ic O! T)e Stuy;
GA ST609 ON A07E(TISIN? 2 SA.ES P(O8OTION ACTI7ITIES
A0OPTE0 '9 HCESBA7 CE8ENTS 2 IN3(A .T0I IN 'A?A.COTJ
Pro+%em 0e!inition
8anagement Pro+%em
$5s it is a cement industry the company wants to know whether the 5dvertising & Sales
promotion activities plays a vital role to oost the sales in &ocal market ,Bagalkot- also,
where people might knowing the rand'.
(esearc) Pro+%em
Derived from the management prolem
$5 study on 5dvertising & Sales promotion activities adopted y Keshav 2ements in
Bagalkot city'.
O':ECTI7ES;
! (o identify the 5dvertisement & Sales promotion activities adopted y the
Keshav 2ements & Infra &td
6 (o know the rand awareness level of Keshav 2ements
# (o know the effectiveness of 5dvertisement on customers
. (o know the rivals 5dvertisement & Sales promotion strategies
/ (he factors that influencing customers to purchase the cement
Pur$ose O! T)e Stuy
? (he main purpose of the study is to the awareness level of the rand
? (he Study will help us to know the effectiveness of advertisement & sales
promotion activities on the customers
? (he study will help the company to set strategies for the Bagalkot city &
emphasiEe on their weaknesses & threats
? (o know the rivals 5dvertising & Sales promotion strategies
? (he rand image of various competitors will e known. (he company can know
where their competitors stands in the minds of the people
? It reveals the factors that influence customers to purchase the cement
Sco$e O! T)e Stuy
In todays scenario Infrastructure is in oom, so there is lot of construction
works takes place in a road way. Hor that the main raw material is cement. But there are
many players & huge competition in cement industries. So it is very important to set a
competitive strategies to eat the competitors, where )arketing plays a vital role. So it is
essential to study the effectiveness of 5dvertising & Sales promotion activities & to
adopt the same to increase the Sales & eat the competitors.
(he study covers Dealers, *ngineers, 2ontractors & )asons. :e had chosen this
topic ecause it will help us to know the Auality, 5wareness level & rand image of the
company through the respondents. It will help the company to know the factors that
influence customers to purchase the cement.
.imitations O! T)e Stuy
? (he research study is confined only to Bagalkot city
? (he sample was chosen randomly which might not e the actual representatives of
the total population, due to which there may e an error
? Information is partially ased on secondary data & hence authenticity of the study
can e visualiEed & is measurale
0ATA CO..ECTION 8ETBO0
Primary 0ata;
Auestionnaire & personal interview
Seconary 0ataI
2ompany report, Broacher & from Internet
8easurement Tec)niKue;
Auestionnaire
Ana%ytica% Tec)niKueI
By using SPSS software
0ATA ANA.9SIS 2 INTE(P(ETATION
!. Brand of cement preferred y customers
Contents Frequency Percent
Bagalkot shakti 21 21.0
Keshav Cement 4 4.0
ACC Cement 25 25.0
Ultratech Cement 48 48.0
Others 2 2.0
Total 100 100.0
Ana%ysis 2 Inter$retation;
.=; of the respondents use %ltratech cement & 6/; of the respondents use
522 cement & 6! ; of the respondents use Bagalkot shakti, & .; of them use Keshav
cements & 6; of them use other cements. It is interpreted as the following respondents
*ngineers, 2ontractors, Dealers & )asonsF prefer first %ltratech cement, then 522
cement & Bagalkot Shakti & give last preference to Keshav cements & others.
6. Parameters used to purchase 2ompetitors rand cement
Contents
Frequency Percent
Quality 80 80.0
Reasonable Price 7 7.0
iscounts ! O""ers 3 3.0
#asily available 10 10.0
Total 100 100.0
Ana%ysis 2 Inter$retationI
=>; of the respondents sees Auality while purchasing the particular rand
cement & !>; of them sees *asily availaility of the cement, & ?; of the respondents
sees Deasonale Price & only #; of the respondents sees Discounts@1ffers. It is
interpreted that the following respondents *ngineers, 2ontractors, Dealers & )asons M
purchase competitors Brand cement first y Auality as it is =>;, then *asily availaility
as it is !>; & last they give preference to Deasonale price & Discounts & offers.
#. *+tra enefit seek from competitors rand on ulk purchaseN
Ana%ysis 2 Inter$retationI
"<; of the respondents says that they get some *+tra Benefit from 2ompetitors
rand on ulk purchase, & only .; of the respondents wont get the *+tra Benefits from
the 2ompetitors rand on ulk purchase. It is interpreted that the "<; of the customers
seek *+tra enefits & only.; of the customers don3t seek any *+tra enefit.
Contents
Frequency Percent
$es 96 96.0
%o 4 4.0
Total 100 100.0
.. *+tra Benefits received from 2ompetitors randO.
Contents
Frequency Percent
%ot receive& 4 4.0
icount !O""ers 58 58.0
'ncentives 4 4.0
Tra&e allo(ance 7 7.0
Price o""s 27 27.0
Total 100 100.0
Ana%ysis 2 Inter$retationI
/=; of the respondents seek following *+tra enefits Discounts@offers from the
2ompetitors rand, & 6?; of the respondents seeks Price offs, ?; of the respondents
seek (rade allowance &, .; of them gets Incentives. (his shows that /=;, 6?;, ?; of
the respondents receives *+tra enefits like9 Discounts@1ffers from the competitors
rand, then price offs & last (rade allowance from the competitors rand.
/. 5re you satisfied y Schemes & offers provided y competitors rand
Contents
Frequency Percent
$es 96 96.0
%o 4 4.0
Total 100 100.0
Ana%ysis 2 Inter$retation;
"<; of the respondents are satisfied with the schemes & offers competitors provides
to them & .; of them are not satisfied with the schemes competitors provides to them. It
is interpreted as "<; of the respondents are satisfied with the schemes & offers
competitors rand provides to them & .; of them are not satisfied with them.
<. Sources from which competitors rand comes to know
Contents
Frequency Percent
A&vertisement 80 80.0
)ales *erson 17 17.0
Frien&s!Relatives 3 3.0
Total 100 100.0
Ana%ysis 2 Inter$retationI
=>; of the respondents are come to know aout the competitors rand through
5dvertisement, & !?; through Sales person, #; from Hriends@Delatives. (his shows that
=>; of the respondents come to know aout the competitors rand from 5dvertisement
& !?; of them comes to know from Sales person..
?. Hrom which 5dvertisement competitors rand comes to know
Contents
Frequency Percent
Other source 20 20.0
T+ A&s 48 48.0
,all Paintings 24 24.0
%e(s*a*er!-aga.ines 8 8.0
Total 100 100.0
Ana%ysis 2 Inter$retation;
.=; of the respondents come to know aout the competitors rand from (v ads. 6.;
of the respondents come to know aout the competitors rand through :all Paintings, &
=; of them from Cewspaper@)agaEines. (his shows that .=;, 6.;, =; of the
respondents comes to know out the competitors rand through (v ads, then from wall
paintings, & last from newspaper@magaEines.
=. 2ompetitors rand comes to know from which (v ads
Contents
Frequency Percent
Other source 52 52.0
# tv kanna&a 1 1.0
U&aya tv 3 3.0
)tar tv 28 28.0
Chan&ana tv 16 16.0
Total 100 100.0
Ana%ysis 2 Inter$retation;
6=; of the respondents come to know from Star (v, !<; from 2handana (v, #;
from %daya (v & !; from *(v Kannada. (his shows that 6=; of the respondents come
to know from star tv, & !<; of them from chandana tv & last from uday tv & * tv
kannada.
". Hrom :hich Cewspaper competitors rand will e knownN
Ana%ysis 2 Inter$retation;
6; of the respondents come to know aout the particular rand from Ji8ay
Karnataka, 6; from Pra8avani, 6; from (imes of India & 6; from Deccan 7erald. this
shows that among the =; of respondents all are e4ually distriuted & come to know
aout the particular rand. So it is clear from the aove that the respondents comes to
know aout the competitors rand from vi8ay Karnataka, pra8avani, (imes of India &
decann herald.
Contents
Frequency Percent
Other source 92 92.0
+i/ay Karnataka 2 2.0
Pra/avani 2 2.0
Times o" 'n&ia 2 2.0
eccan 0eral& 2 2.0
Total 100 100.0
!>. 5wareness of BKeshav 2ements3 rand
Contents
Frequency Percent
$es 54 54.0
%o 46 46.0
Total 100 100.0
Ana%ysis 2 Inter$retationI
/.; of the respondents are 5ware aout the Keshav 2ements rand & .<; of them
are not 5ware aout the Keshav 2ements. (his shows that many of them are not aware
aout the keshav cements rand. It is interpreted as /.; of the respondents are aware
aout th Keshav cements rand & .<; of them don3t know aout the keshav cements
rand.
!!. (hrough which source you come to know aout keshav cements
Contents
Frequency Percent
%ot use 46 46.0
A&vertisement 20 20.0
)ales *erson 16 16.0
Frien&s!relatives 18 18.0
Total 100 100.0
Ana%ysis 2 Inter$retation;
5mong /.; of the respondents 6>; of the respondents come to know aout the
keshav cements rand through advertisement, !=; from Hriends@Delatives &!<; from
Sales person. It is interpreted that 6>; of the respondents first comes to know aout
keshav cements from advertisement, then !=; of them from friends & relatives & !<;
from Sales person.
!6. 5dvertisement through which you come to know aout keshav cement
Contents
Frequency Percent
%ot use 81 81.0
,all *aintings 15 15.0
%e(s*a*ers!maga.ines 3 3.0
Tra&e sho(s 1 1.0
Total 100 100.0
Ana%ysis 2 Inter$retation;
5mong 6>; of the respondents, !/; of the respondents came to know aout the
rand through :all Paintings, #; from Cewspaper@)agaEines & only !; through (rade
shows. So we have to concentrate on Cewspaper@)agaEines & (rade shows to 5dvertise
the rand.
!#. Date the keshav cements rand
Ana%ysis 2 Inter$retation;
5mong /.;, #.; of the respondents says that keshav cements rand is 0ood &
6>; of them says it is 5verage. It is interpreted as #.; of the respondents *ngineers,
2ontractors, Dealers & )asons says that keshav cements is 0ood & 6>; of them says it
is 5verage .
!.. Hactors influenced to purchase keshav cement rand
Contents
Frequency Percent
%ot use 46 46.0
1oo& 34 34.0
Average 20 20.0
Total 100 100.0
Ana%ysis 2 Inter$retation;
5mong #=;, !?; of the respondents are influenced y Price, !/; from Auality & <;
from *asily 5vailale. (hus it is clear from the aove graph that !?; of the respondents
are influenced to purchase keshav cements y Price, then !/; from Auality & <; from
easily availaility.
!/. 5dvertisement y which keshav cement come to known
Contents
Frequency Percent
%ot use 62 62.0
Quality 15 15.0
Price 17 17.0
#asily available 6 6.0
Total 100 100.0
Contents
Frequency Percent
Other source 80 80.0
,all *aintings 16 16.0
%e(s*a*ers!maga.ines 3 3.0
Tra&e sho(s 1 1.0
Total 100 100.0
Ana%ysis 2 Inter$retation;
5mong 6>;, !<; of the respondents came to know aou the keshav cements
through :all Paintings, #; through Cewspaper@)agaEines & !; through (rade shows.
(his shows that !<; of the respondents first come to know aout keshav cements from
wall paintings & #; through newspapers@magaEines & last (rade shows
!<. 5dvertising plays a very vital role in purchasing the competitors rand cement, what
is your opinion
Contents
Frequency Percent
)trongly agree 40 40.0
Agree 46 46.0
isagree 9 9.0
%either agree nor &isagree 5 5.0
Total 100 100.0
Ana%ysis 2 Inter$retation;
.<; of the respondents 5gree with the opinion that 5dvertising plays a very vital
role in purchasing competitors rand cement, .>; of the respondents Strongly 5gree
with this opinion. "; of the respondents Disagree with the opinion that 5dvertising
plays a very vital role in purchasing competitors rand cement & /; of them Ceither
5gree Cor Disagree with this opinion. (his shows that .<; of the respondents 5gree
with the opinion that advertising plays a vital role in purchasing competitors rand
cement & .>; of them strongly agree with the opinion that advertisement plays a vital
role & ";, /; of the respondents says Disagree & Ceither 5gree nor disagree.
!?.,a- Date the rands on the asis of their 5dvertisementF$7oardings'N
Ana%ysis 2 Inter$retation;
,(he study is restricted only to $Keshav cements, Bagalkot shakti, &okapur cement &
Ji8ay shakti' -
<; of the respondents says that $7oardings' of keshav cements are 0ood, !>; says
that it is 5verage, 6<; says that it is Bad & /=; says that it is Jery ad. ?; of the
respondents says that $7oardings' of Ji8ay shakti is 0ood, =; says it is 5verage, says it
is Bad & ?; of them says it is Jery ad. ?; of the respondents says that $7oardings' of
Bagalkot shakti is 0ood, !?; of them says it is 5verage, !/; says it is Bad & <!; says
it is Jery ad. 6!; of the respondents says that $7oardings' of &okapur cement is 0ood,
"; says it is 5verage, /?; says it is Bad & !#; says it is Jery ad. (his shows that the
hoardings of the Keshav cements in agalkot city is very ad, then comes vi8ay shakti,
after that Bagalkot shakti & at last &okapur cement through this graph.
!?.,- Date the rand on the asis of their 5dvertisementF$(v ads'N
Contents Very Good Good Average Bad Very bad
keshav e!ent 0 6 10 26 58
V"#ay shakt" 0 6 8 79 7
Baga$kot %hakt" 0 7 17 15 61
&oka'(r e!ent 0 21 9 57 13
ACC e!ent 11 35 49 5 0
)$trateh e!ent 21 40 32 7 0
Contents Very Good Good Average Bad Very bad
keshav e!ent 0 0 0 33 67
V"#ay shakt" 0 0 0 29 71
Baga$kot %hakt" 0 0 0 33 67
&oka'(r e!ent 0 0 0 19 81
ACC e!ent 27 40 30 3 0
)$trateh e!ent 52 43 5 0 0
Ana%ysis 2 Inter$retation;
,(he study is restricted only to $Keshav cements, Bagalkot shakti, &okapur cement &
Ji8ay shakti' -
##; of the respondents says that $(v ads' of Keshav cements are Bad & <?; of
them says that it is Jery ad. 6"; of the respondents says that $(v ads' of Ji8ay shakti
are Bad & ?!; of them says it is Jery ad. ##; of the respondents says that $(v ads' of
Bagalkot shakti are Bad & <?; of them says that it is Jery ad. ##; of the respondents
says that $(v ads' of &okapur cement are Bad & <?; of them says it is Jery ad. (his
shows that (v ads of the keshav cements is very ad, then comes vi8ay shakti , agalkot
shakti & last &okapur cement.
!?.,c- Date the rands on the asis of their 5dvertisementF$Cewspaper@)agaEine'N
Contents Very Good Good Average Bad Very bad
keshav e!ent 0 4 67 29 0
V"#ay shakt" 0 0 0 17 83
Baga$kot %hakt" 0 0 9 84 7
&oka'(r e!ent 0 0 11 17 72
ACC e!ent 17 67 11 5 0
)$trateh e!ent 17 37 44 2 0
Ana%ysis 2 Inter$retation;
,(he study is restricted only to $Keshav cements, Bagalkot shakti, &okapur cement &
Ji8ay shakti' -
.; of the respondents says that $Cewspaper@)agaEine' of Keshav cements is 0ood,
<?; of them says it is 5verage & 6"; of them says it is Bad. !?; of the respondents
says that $Cewspaper@)agaEine' of 8ay shakti is Bad & =#; of the respondents says that
it is Jery ad. "; of the respondents says that $Cewspaper@)agaEine' of Bagalkot shakti
is 5verage, =.; of them says it is Bad & ?; of them says it is Jery ad. !!; of the
respondents says that $Cewspaper@)agaEine' of &okapur cement is 5verage, !?; of
them says it is Bad & ?6; of them says it is Jery ad. It is interpreted that Keshav
cements Danks first in $Cewspaper@)agaEine' ads then comes, Bagalkot shakti, vi8ay
shakti & lokapur cement.
!?.,d- Date the rands on the asis of their 5dvertisementF$:all paintings'N
Contents Very Good Good Average Bad Very bad
keshav e!ent 0 6 43 51 0
V"#ay shakt" 0 0 0 15 85
Baga$kot %hakt" 37 59 4 0 0
&oka'(r e!ent 0 47 31 22 0
ACC e!ent 11 17 59 9 4
)$trateh e!ent 30 41 29 0 0
Ana%ysis 2 Inter$retation;
,(he study is restricted only to $Keshav cements, Bagalkot shakti, &okapur cement &
Ji8ay shakti'-
<; of the respondents says that $:all paintngs' of keshav cements are 0ood, .#;
of them says it is 5verage & /!; of them says it is Bad. !/; of the respondents says that
$:all paintngs' of Ji8ay shakti is Bad & =/; of them says it is Jery ad. #?; of the
respondents says that $:all paintngs' of Bagalkot shakti is Jery good, /"; of them says
it is 0ood & .; of them says it is 5verage. .?; of the respondents says $:all paintngs'
of lokapur cement is 0ood, #!; of them says it is 5verage & 66; of them says it is Bad.
(his shows that $:all paintings' of Bagalkot cement ranks first as compared to their
competitors &okapur 2ement come ne+t, then Keshav cements & at last Ji8ay shakti .
!?.,e- Date the rands on the asis of their 5dvertisementsF$(rade Shows'N
Contents Very Good Good Average Bad Very bad
keshav e!ent 0 4 16 57 23
V"#ay shakt" 0 0 0 18 82
Baga$kot %hakt" 0 7 19 68 6
&oka'(r e!ent 0 0 39 47 24
ACC e!ent 7 15 65 13 0
)$trateh e!ent 11 21 53 15 0
Ana%ysis 2 Inter$retation;
,(he study is restricted only to $Keshav cements, Bagalkot shakti, &okapur cement &
Ji8ay shakti'-
.; of the respondents says that $(rade shows' of Keshav cements are 0ood, !<; of
them says it is 5verage, /?; of them says it is Bad & 6#; of them says it is Jery ad.
!=; of the respondents says that $(rade shows' of vi8ay shakti are Bad & =6; of them
says it is Jery ad. ?; of the respondents says that $(rade shows' of Bagalkot shakti is
0ood, !"; of them says it is 5verage, <=; of them says it is Bad & <; of them says it is
Jery ad. #"; of the respondents says that $(rade shows' of &okapur cement is 5verage,
.?; of them says it is Bad & 6.; of them says it is Jery ad. So it is clear that Bagalkot
shakti is having good $(rade shows' then comes Keshav cements, then &okapur cement
& last Ji8ay shakti.
!=. 5ny offers or e+tra enefits seek from Keshav 2ements on ulk purchases
Contents
Frequency Percent
%ot use 46 46
$es 51 50
%o 3 3
Total 100 100
Ana%ysis 2 Inter$retation;
/!; of the respondents seek 1ffers & *+tra enefits from Keshav cements on ulk
purchase & #; of them says no. .<; of them wont purchase Keshav cements. So it is
clear that /!; of the respondents seek offers & *+tra enefits from Keshav cements &
only #; of them wont seek any offers & e+tra enefits from keshav cements.
!". 1ffers & *+tra enefits received from keshav cements
Contents
Frequency Percent
%ot use 46 46
iscount!o""ers 46 46
'ncentives 6 6
Buying allo(ances 2 2.0
Total 100 100.0
Ana%ysis 2 Inter$retation;
.<; of the respondents says they receives Discounts@1ffers from Keshav cements
on ulk purchase, <; of them says Incentives & 6; of them says Buying allowances.
(his shows that .<; of the respondents receive Discounts@offers as e+tra enefit from
keshav cements & <; of they seek Incentives & 6; of them receives Buying allowance
from keshav cements on ulk purchase as a *+tra enefit.
6>. 5re you satisfied with the offers & schemes provided y the keshav cementsN
Contents
Frequency Percent
%ot use 46 46
$es 50 50
%o 4 4
Total 100 100.0
Ana%ysis 2 Inter$retation;
/>; of them says they are satisfied with the offers & schemes provided to them y
Keshav cements & .; of them says that they are not satisfied with it. So it is clear that
ma8ority of them are satisfied. />; of them says that they are satisfied with the offers &
schemes provided y the keshav cements & only .; of them says they are not satisfied
with the offers & schemes provided y the keshav cements.
66. Dole of 5dvertising & Sales promotion activities in cement industry
Contents
Frequency Percent
#2tremely im*ortant 58 52
'm*ortant 42 42
Total 100 100.0
Ana%ysis 2 Inter$retation;
/=; of the respondents says that 5dvertising & Sales promotion activities are
*+tremely important & .6; of them says that it is important. (his shows that /=; of the
respondents says that 5dvertising & Sales promotion activities are *+tremely important
in cement industry & .6; of the respondents also saying that it is important.
3IN0IN?S
? I found from secondary data that $(rade shows, (rade allowances & 2ontents &
Incentives' & $:all paintings & Print )edia' these are 5dvertisement & sales
promotion 5ctivities adopted y Keshav cements
? .=; of the respondents use %ltratech cement, 6/; of them use 522 cement &
.; of them use Keshav cements
? It is found that =>;, !>; & ?; of the respondents look after Auality, *asily
availaility & Deasonale Price while purchasing competitors rand cement. &
:hile purchasing Keshav cements !?; of the respondents are influenced y
Price, !/; from Auality & <; from *asily 5vailale
? "<; of the respondents get some *+tra Benefit from competitors rand on ulk
purchase. *ven I found that /!; of the respondents also seek *+tra enefits from
Keshav cements on ulk purchase
? It is found that /=; of the respondents seek Discounts@offers from the
competitors rand, & 6?; of the respondents seeks Price offs. *ven I found that
.<; of the respondents also receives Discounts@1ffers from Keshav cements
? "<; of the respondents are satisfied with the schemes & offers provided y the
competitors rand to the respondents. & />; of the respondents are also
satisfied with the offers & schemes provided y Keshav cements
? It is found that =>; of the respondents are come to know aout the competitors
rand through the sources of 5dvertisement,!?; through Sales person. & also
6>; of the respondents come to know aout the keshav cements rand through
advertisement, &!<; from Sales person
? .=; of the respondents come to know aout the competitors rand through
5dvertisements mainly from (v ads, 6.; of them come to know aout the
particular rand through :all Paintings. *ven !/; of the respondents came to
know aout the Keshav cements rand through :all Paintings
? 6=; of the respondents come to know aout the competitors rand from the
following (v ads Star (v, !<; from 2handana (v, #; from %daya (v & !;
from *(v Kannada.
? 5mong Cewspaper & magaEine 6; of the respondents come to know aout the
competitors rand from Ji8ay Karnataka, 6; from Pra8avani, 6; from (imes of
India & 6; from Deccan 7erald
? /.; of the respondents are 5ware of the Keshav 2ements rand & .<; of them
are not 5ware of the Keshav 2ements
? #.; of the respondents says that keshav cements rand is 0ood & 6>; of them
says it is 5verage
? .<; of the respondents 5gree with the opinion that 5dvertising plays a very vital
role in purchasing competitors rand cement, .>; of them Strongly 5gree with
this opinion.
? It is found that <; of the respondents says that $7oardings' of keshav cements
are 0ood, !>; says that it is 5verage, ?; of the respondents says that
$7oardings' of Ji8ay shakti is 0ood, =; says it is 5verage. ?; of the
respondents says that $7oardings' of Bagalkot shakti is 0ood, !?; of them says
it is 5verage, 6!; of the respondents says that $7oardings' of &okapur cement is
0ood, "; says it is 5verage
? ##; of the respondents says that $(v ads' of Keshav cements are Bad, 6"; of
the respondents says that $(v ads' of Ji8ay shakti are Bad, ##; of the
respondents says that $(v ads' of Bagalkot shakti are Bad, ##; of the
respondents says that $(v ads' of &okapur cement are Bad
? .; of the respondents says that $Cewspaper@)agaEine' of Ces)av cements is
0ood, <?; of them says it is 5verage, !?; of the respondents says that
$Cewspaper@)agaEine' of Ji8ay shakti is Bad, "; of the respondents says that
$Cewspaper@)agaEine' of 'aga%Fot s)aFti is 5verage, !!; of the respondents
says that $Cewspaper@)agaEine' of .oFa$ur cement is 5verage
? <; of the respondents says that $:all paintngs' of keshav cements are 0ood,
.#; of them says it is 5verage, !/; of the respondents says that $:all paintngs'
of Ji8ay shakti is Bad, #?; of the respondents says that $:all paintngs' of
Bagalkot shakti is Jery good, /"; of them says it is 0ood, .?; of the
respondents says $:all paintngs' of lokapur cement is 0ood, #!; of them says it
is 5verage
? .; of the respondents says that $(rade shows' of Keshav cements are 0ood, !<;
of them says it is 5verage, !=; of the respondents says that $(rade shows' of
vi8ay shakti are Bad & =6; of them says it is Jery ad. ?; of the respondents
says that $(rade shows' of Bagalkot shakti is 0ood, !"; of them says it is
5verage, #"; of the respondents says that $(rade shows' of &okapur cement is
5verage,
? /=; of the respondents says that 5dvertising & Sales promotion activities are
*+tremely important & .6; of them says that it is important
S6??ESTIONS
? Hrom the study I found that =<; of the respondents says that 5dvertisement &
sales promotion activities plays a very vital role in purchasing the competitors
cement. (hough customers see Auality first while purchasing the cement, ut to
know the 4uality of the rand they must use it, for that they must first know which
rands is availale in the market, for which advertisement is essential. So oth
advertising & sales promotion activities plays a vital role in purchasing the
cement.
? I found from secondary that $(rade shows, (rade allowances & 2ontests &
Incentives' & $:all paintings & Print )edia like9Cewspapers'these are
5dvertisement & sales Promotion 5ctivities adopted y the keshav cements to
promote their rand. But only /.; of the respondents are aware aout the keshav
cements rand. Inspite of all these 5dvertising & Sales Promotion activities
nearly />; of the respondents are not aware aout the Keshav cements rand.
(his shows that there is lack of 5dvertisements. 5dvertising done y the Keshav
cements is not at all effective So you have to improve the 5dvertisements like9
using 7oardings & doing :all paintings in the crowded areas where thousands of
people were moving daily, find such places & do the wall paintings & 7oardings
their. & also use print )edia ads like9 giving ads in local Cewspapers MBJi8ay
Karnataka & Pra8avani3. (rade shows,(echnical )eets- mainly of $*ngineers
2ontractors, Dealers & )asons' is also one of the effective advertising techni4ue.
:here Bsales person3 plays a very important roleSo (ry to do (rade shows once in
every (hree months & do follow up. It will help to position in the minds of the
customers your rand & make the rand awareness & Identity in the market.
? Bagalkot shakti , Ji8ay shakti & &okapur cement are the rivals for Keshav
cements, among which Bagalkot shakti has used very 0ood 5dvertisements &
Sales promotion strategies, & ac4uired ma+imum customers in Bagalkot city. 5s
compared to Bagalkot shakti, Keshav cements sales promotion strategies are good
ut it only lacks in 5dvertisements. So adopt the 5dvertisement & sales
promotion strategies given aove to eat the competitor.
? (he main factor influencing customers to purchase their product is Auality, then
later comes Price & *asily availaility. So there is great opportunity for the
keshav cements if they improve & maintain 4uality, others Bprice & easily
availaility3 is already there. So Improve & maintain Auality.
CONC.6SION
Hrom this study it is concluded that oth 5dvertising & Sales Promotion activities
plays a vital role in cement industry. But we must determine which 5dvertisement
strategies should e adopted to ac4uire potential customers & eat the competitors. 7ere
5dvertisement like9 :all paintings, 7oardings & also Cewspapers should e adopted &
also (wo Important 5dvertisements like9 $Sales person & (rade Shows' plays a very
vital role in 2ement industry mainly in Bagalkot city as it is local area. (his counts much
to get the rand recognition & rand awareness & also make rand Identity in the local
market. 2ompetitors like Bagalkot Shakti who is the main competitor in the cement
industry in $Bagalkot city' so try to enchmark it.
5s there is lack of effectiveness in the 5dvertisement adopted y Keshav
cement. So improve it y using the aove strategies suggested.
Ces)av Cement P%ant
Ci%n - 8ac)inery
By+ri Po>er 6nit
'rans o! Ces)av Cements
46ESTIONNAI(E
Dear Sir@)adam
Came PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP
(ype of DespondentI *ngineer@Dealer@2ontractor@)ason
Came of the Hirm PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP
5ddress PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP
(elephone@)oile Co PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP
!. :hich rand of cement do you prefer or advice others to useN
a- Bagalkot Shakti - Ji8ay Shakti
c- &okapur cement d- Keshav cement
e- 522 cement f- %ltratech cement
g- 1thers PPPPPPPPPPPPPPP
6. :hat made you to purchase that particular rand cementN
a- Auality - Deasonale Price
c- 5dvertisement d- Discounts@1ffers
e- *asily 5vailale f- 1thers PPPPPPPPPPPPPPPPPPPPPPP
#. Do you seek some e+tra enefit from that particular company on ulk purchasesN
a- Kes - Co c- Cot at all
.. If yes then mention itN
a- Discounts@1ffers - Incentives
c- (rade allowances d- (rade shows
e- (raining programs f- Price offs
g- Premiums
/. 5re you satisfied with the schemes or offers company provides to youN
a- Kes - Co
<. If Co, then mention the schemes & offers you are e+pecting from the particular
companyN
?. 7ow do you come to know aout that particular randN
a- 5dvertisement - Sales person
c- Hriends@Delatives d- 1thers PPPPPPPPPPPPPP
=. If 5dvertisement, then mention the typeN
a- 7oardings - (J 5ds
c- :all paintings d- Cews papers@)agaEines
d- 1thers PPPPPPPPPPPPPPPPPPPPPPPPP
". If (J 5ds then mention which channelsN
a- * tv Kannada - %day tv
c- Surya tv d- Star tv
e- 2handana (v f- 1thers PPPPPPPPPPPPPPPPPPPPPP
!>. If Cews paper, then mention itN
a- Ji8ay Karnataka - Pra8avani
c- Sainyukt Karnataka d- (imes of India
e- Deccan 7erald f- others PPPPPPPPPPPPPPPPP
!!. 5re you aware of Bkeshav cements3N
a- Kes - Co c- Cot at all
!6. If yes, then how you come to know aout the keshav cementsN
a- 5dvertisement - Sales person
c- Hriends@Delatives d- 1thersPPPPPPPPPPPPPPPPPPP
!#. If 5dvertisement then mention the typeN
a- (v 5ds - 7oardings
c- :all paintings d- Cewspaper@)agaEine
e- (rade shows f- 1thers PPPPPPPPPPPPPPPPPP
!.. Date the keshav cements randN
*+cellent 0ood 5verage Bad Jery ad
!/. :hat influenced you to purchase the keshav cementsN
a- Auality - Price
c- 5dvertisement d- Discounts@1ffers
e- *asily availale f- 1thers PPPPPPPPPPPPPPP
!<. If 5dvertisement, then mention itN
a- 7oardings - (v 5ds
c- :all paintings d- Cewspaper@)agaEine
e- (rade shows
!?. 5dvertising plays a very vital role in purchasing the particular rand cementN :hat is
your opinionN
a- Strongly agree - 5gree
c- Disagree d- Strongly disagree
e- Ceither agree nor disagree
!=. Date the rands on the asis of their advertisementsN(he study is restricted only to
$Keshav cements, vi8ay shakti, agalkot shakti, lokapur cement'-
a- !> M very good - = M 0ood
c- < M 5verage d- . M Bad
A07E(TISE8ENT
CO8PANIESL'(AN0S
Keshav
cements
Ji8ay
shakti
Bagalkot
shakti
&okapur
cement
522
cement
%ltratech
cement
7oardings
(v 5ds
Cewspaper@)agaEine
:all paintings
(rade shows
e- ! M Jery ad
!". Do you seek any offers or e+tra enefits from keshav cements on ulk or often
purchasesN
a- Kes - Co
6>. If yes, then mention itN
a- Discounts@1ffers - Incentives
c- Buying 5llowances d- (raining programs
e- point of purchase f- Bonus packs
displays g- 1thers PPPPPPPPPPPPPPPPPPPPP
6!. 5re you satisfied with the offers or schemes provided y the keshav cements to youN
a- yes - Co
66. 5dvertising & sales promotion activities plays a vital role in cement industryN :hat
do you sayN
a- *+tremely important - Important
c- Cot very important d- Cot at all important
6#. Kour Suggestion if any to Keshav cements industryN
PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP
PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP
(75CK K1%
Place I Signature
Date I
'I'.IO?(APB9
1. 8arFeting 8anagement
ByI Philip Kotler
2. 8arFeting (esearc)
ByI 5. Parsuraman
". Avertising 2 Sa%es Promotion
ByI Belch & Belch
-. Ae+sites
• www.google.com
• www.katwa.com
• www.icra.in
• www.hindu.com
• www.cemnetPcom
• www.ief.com
• www.fundoodata.com
• www.economywatch.com
M. Ne>s$a$ers 2 8aga#ines
• *conomic times
• (imes of India
• Businessrld ,magaEine-
/. 8ateria%s
• 2ompany Broachers & Deports
doc_710350800.doc
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
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
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 District. It is a pulic limited company incorporated in the
year !""#. formerly it was known as $Katwa %dyog &imited'. (he companies shares are
are actively traded in )umai stock *+change,BS*-. (he company manufactures .# &
/# 0rade 1rdinary Portland 2ement.
In today3s scenario infrastructure is in a oom so the engineering &
construction work is carried out rapidly for that the main raw material re4uired is
2ement. 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 5dvertisement & sales promotion activities & to adopt the effective 5dvertising
& sales promotion strategies to increase the sales & eat the competitors.
(he study will enhance my knowledge aout how the advertising & sales
promotion activities plays a very vital role in 2ement industry to attract the customers &
increase the sales of the company. what competitive 5dvertising & sales promotion
strategies should the company adopt to eat the competitors.
O':ECTI7ES;
! (o identify the 5dvertisement & Sales promotion activities adopted y the
Keshav 2ements & Infra &td
6 (o know the rand awareness level of Keshav 2ements
# (o know the effectiveness of 5dvertisement on customers
. (o know the rivals 5dvertisement & Sales promotion strategies
/ (he factors that influencing customers to purchase the cement
7ere are some of the findings for the o8ectives given aove which will e
very useful to the company9 I found from secondary data that $(rade shows, (rade
allowances & 2ontents & Incentives' & $:all paintings & Print )edia' these are
5dvertisement & sales promotion 5ctivities adopted y Keshav cements. It is found
that only /.; of the respondents are 5ware of the Keshav 2ements rand & .<; of
them are not 5ware of the Keshav 2ements rand. =<; of the respondents says that
5dvertising plays a very vital role in purchasing competitors rand cement. it is very
effective while purchasing competitors rand cement. It is found that =>; of the
respondents are come to know aout the competitors rand through the sources of
5dvertisement,!?; through Sales person. It is found that /=; of the respondents
seek Discounts@offers from the competitors rand, & 6?; of the respondents seeks
Price offs. It is found that =>; &!>; of the respondents look after Auality, *asily
availaility while purchasing competitors rand cement.
It gives me immense pleasure to present efore you this entire pro8ect.
INT(O06CTION O3 CE8ENT
(he word B2*)*C(3 is a inder, a sustance which sets & hardens
independently, & can ind other materials together. (he word Bcement 3 is derived from
the BDoman3 language $opus caementicium' to descrie masonry which resemled
concrete & was made from crushed rock with urnt lime as inder. &ater it referred to as9
cementum, cimentum, cament & cement.
2ement is a chemical compound e+isting of lime stone or chalk, clay, sand, &
gypsum to form the end product we know as cement. 2ement used in construction are
characteriEed as $hydraulic & non hydraulic' cement. 2ement is mainly used in the
production of Bmortar & concrete3F the onding of natural or artificial aggregates to form
a strong uilding material which is durale in the face of normal environmental effects.
2ement should not e confused with Bconcrete3 as the term cement e+plicitly refers to the
dry powder sustance. %pon the addition of water & or additives the cement mi+ture is
referred to as concrete, especially if aggregates have een added.
It 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'. In the !=
th
century a ig effort started in *urope to understand why some
limes possess hydraulic properties. BGohn smeaton3 often referred to as BHather of 2ivil
*ngineering in *ngland3 concentrated his work in this field. BGames parker3 in the !?=>s,
founded the BCatural cement3 made y urning septaria. (he invention of Bport land
cement3 is generally credited to BGoseph 5spedin3 an *nglish ricklayer in !=6..
In !=#= a young chemical *ngineer BIsac Gohnson3 urned the cement raw
material at high temperature until the mass was nearly vertified producing the Bmodern
Portland cement3. (he 0erman chemist B:ilhelm michaelis3 proposed the estalishment
of cement standards in !=?/. the use of concrete in construction grew rapidly from !=/>
onwards, & was soon the dominant use for cements. (hus Portland cement egan its
predominant role.
(ypes of cementI
!- Portland cement
6- 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
? 2olored cements
? Jery finely ground cements
#- Con Portland hydraulic cements
? PoEEolanFlime cements
? SlagFlime cements
? Super sulfated cements
? 2alcium aluminate cement
? 2alcium sulfo aluminate cement
? Catural cement
Inian Cement inustry
(he cement industry is e+periencing a oom on account of the overall growth of
the Indian 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 estalishes that decontrol of the industry & lieraliEation of the economy has led to
remarkale improvement in the indicators such as installed capacity, capacityutiliEation,
per capita consumption & e+ports.
.
2ement is an essential component of infrastructure development & most
important input of construction industry, particularly in the government3s
infrastructure & housing programs, which are necessary for the country3s socioeconomic
growth & development. It is also the second most consumed material on the planet. (he
Indian cement industry is the second largest producer of cement in the world 8ust ehind
2hina, ut ahead of the %nited States & Gapan. It is consented to e a core sector
accounting for appro+imately !.#; of 0DP & employing over >.!. million people. 5lso
the industry is a significant contriutor 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 India dates ack to !==" when a 2alcutta firm
attempted to produce cement from 5rgillaceous ,kankar-. In !"!. the first commissioned
cementFmanufacturing unit in India was set up y India 2ement 2ompany &imited at
Porandar, 0u8arat, with an installed capacity of !>,>>> tonnes & production of !>>>
tonnes. Suse4uently two plants9 one at Katni ,).P.- & another at &akheri ,Da8asthan-
were set up.
(he prolem 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.
It was then when the government of India intervened into the market &
referred the cement industry to the (ariff Board. 5ll these events resulted in formation of
Indian 2ement )anufacturers3 5ssociation in !"6/ whose main function was to regulate
prices in the industry. In !"6?, 2oncrete 5ssociation of India was formed whose two
main o8ectives were to educate pulic aout the use of cement & to play an active role
in populariEing Indian cement. (he ne+t step in the direction of rescuing cement industry
was the formation of 2ement )arketing 2ompany of India &imited in !"#> to promote &
control the sale & distriution of cement at regulated prices.
In !"#<, eleven companies, e+cept Sone Jalley Portland 2ement 2ompany
&imited, merged to form 5ssociated 2ement 2ompany &imited ,522-. In !"#?, Dalmiya
Gain 0roup set up five factories with installed capacity of /?/>>> tonnes & 522 added
four more plants.
(he price & distriution control system on cement, implemented in !"/<,
aimed at ensuring fair prices to producers & consumers all over the country, thus
reducing regional imalances, & at reaching selfFsufficiency within a short time period
,Schumacher & Sathaye !"""-. In spite of the fact that government e+ercised no control
over the Indian cement industry all through the (hird Hive Kear Plan ,!"<!F!"<?-, growth
was low due to inade4uate retention price & lack of ade4uate financial resources to the
e+isting companies
Contro% Perio <1&/&-1&82=
(he Indian cement sector had een under strict government control for almost the
whole of the period. During this period, many companies & their plants started off ut
still growth was not seen at the desired rate. In !"??, higher prices were allowed for
cement produced y new plants or ma8or e+pansions of e+isting plants. Due to
maintained slow development, the uniform price imposed y the government, was
sustituted y a threeFtier price system in !"?". Different prices were assigned to cement
produced in low, medium & high cost plants.
(hus, controlled price did not reflect the true economic cost, & profit margins
reduced increasingly, preventing essential investments in capacity & production
e+pansion. 5 permit system introduced y !. states & union territories in the period
comprised direct control over pulic distriution of cement to ensure fair supplies to
priority sectors. 7owever, the system resulted in artificial shortages, e+tensive lack
marketing & corruption in the civil supply departments of the government.
(he system of price control was accompanied y a policy of freight pooling. (he
price control fi+ed a uniform price according to estimated production costs at which
cement was re4uired to e sold all over the country. (his freight pooling system promoted
e4ual industrial development all over the country. It supported regional dispersion.
Partia% 0econtro% <1&82-1&8&=
1n account of the aoveFmentioned difficulties in the cement industry the
government of India introduced a system of partial decontrol in !"=6. 5 levy 4uota of
<<.<> ; for sales to government & small house uilders was imposed on e+isting units
while for new & sick units a lower 4uota at />; was estalished. (he alance of ##..>;
could e sold in the free open market to general consumers. 5 ceiling price was set for
sales in the open market in order to protect consumers from unreasonaly high pricing of
cement. %nder the system of partial decontrol, freight pooling no longer covered nonF
levy cement. Hurthermore, specific mini units were completely freed from price &
distriution controls. 5lthough overall profitaility increased sustantially immediately
after the introduction of partial decontrol, profits otained through nonFlevy sales
decreased with greater availaility of cement in the market & continuously rising input
costs.
(o sustain an accelerating course, the government suse4uently introduced
changes in levy oligations & retention prices regularly. 5s a result, in !"== the levy
4uota was as low as #>; for units estalished efore !"=6 & the retention price had
increased sustantially. In !"=?, the 2ement )anufacturers 5ssociation & the
government decided that there was no further necessity for a ma+imum price ceiling.
Tota% 0econtro% <1&8& on>ars=
Hinally in !"=", the cement industry was considered to e prepared for free
market competition, & all price & distriution controls on sale of cement were
withdrawn. (he system of freight pooling was aandoned & a susidy scheme to ensure
availaility of cement at reasonale prices in remote & hilly regions of the country was
worked out. (he industry was then deFlicensed in Guly !""! under the policy of economic
lieraliEation. By removing all controls on the cement sector the government hoped to
accelerate growth & induce further moderniEation & e+pansion investments. It was after
this decontrol that the Indian cement industry moved towards gloaliEation, with
increasing emphasis on the e+ports. (he e+pansion of the industry was evident after the
decontrol where capacity as well as production increased many fold. 0rowth was seen
from "! plants and .# million tonnes of production in !"="F"> oosting to !#6 plants &
!<!.<< million tonnes production in 6>><F>? ,2)5 6>>?-. (otal capacity utiliEation for
the industry has also increased from ?=; to "!; during the same period.
7ence, the history of the Indian cement industry indicates the role of
government played in influencing the twists & turns in the industry. It might e
noted that government interventions have een a mi+ of fiscal instruments & direct
control on production, pricing & distriution on the one hand & technological
intervention through government promoted research institutions on the other hand.
AC?( o! Primary Per!ormance Inicators <@=
Inicators
Tota% Perio
,!"?>F?! to 6>><F
>?-
Contro% Perio
,!"?>F?! to !"=?F==-
0econtro% Perio
,!"==F=" to 6>><F
>?-
Installed 2apacity ?.6= ?..? ?.>"
Production ?.#" <.<" =.>"
2apacity %tiliEation >.!> F>.?# >."#
*+ports !#.!> F/./6 #/.#=
Per 2apita 2onsumption /.!/ !.!! ".#/
Tren in Primary Per!ormance Inicators o! t)e Inian Cement Inustry
9ear Insta%%e
Ca$acity
,)illion tonne-
Prouction
,)illion tonne-
Ca$acity
6ti%i#ation,;-
Ex$ort
,&akh tonne-
Per Ca$ita
Consum$tion
,Kg.-
!""/F"< "?.6/ <"./? ?!./. !/.?> ?6
!""<F"? !>/.6/ ?<.66 ?6..6 !".?> ?=
!""?F"= !>".#> =#.!< ?<.>= 6<.=> =6
!""=F"" !!=."? =?."! ?#.=" 6>.<> =/
!"""F>> !!".!> !>>../ =..#. !"./> "?
6>>>F>! !#>..> "?.<! ?..=/ #!./> ""
6>>!F>6 !.<.!# !>=..> ?..!= ##.=> "?
6>>6F># !/!.!? !!<.#/ ?<."? #..?> !><
6>>#F>. !/?..= !6#./> ?=..6 ##.<# !!>
6>>.F>/ !<..<" !##./? =!.!> .>.?! !!/
6>>/F>< !<>.6. !.!.=! ==./> <>.>? !6/
6>><F>? !</.66 !//.#! "..>> /=.?> !#<
(egiona% Concentration
2ement, eing a ulk commodity, is freight intensive & transporting cement
over long distances can prove to e uneconomical. (his has resulted in cement eing
largely a regional play with the industry divided into five main regions, viE., Corth,
South, :est, *ast & the 2entral region. %ntil !"""F6>>>, Indian was divided in only four
regions9 centre came up only after that. Pun8a, Da8asthan, 7aryana & 7imachal Pradesh
fall in northern region whereas Bihar, Gharkhand, 1rrisa, :est Bengal & 2hattisgarh are
in eastern region. (he west
comprises of 0u8rat & )aharashta & the central region has %ttar Pradesh & )P, thus
leaving 5P, (amil Cadu, Kerala & Karnataka for southern region.
(egion >ise Ca$acity o! Cement in Inia
9ear Nort) East Aest Sout) Center Tota% @
6>>>F>! !=./= !?./. !=./" 6".!" !<.!! !>>.>>
6>>!F>6 !=.<= !/.<# !<.// ##./= !/.// !>>.>>
6>>6F># !=.6> !<.>< !=.>= #6..= !/.!? !>>.>>
6>>#F>. !=.!> !/.6= 6>.>> #!.?> !.."# !>>.>>
6>>.F>/ !=.>> !.."/ !".!# #!.<. !<.6= !>>.>>
6>>/F>< 6>."6 !..!. !?./= #!.</ !/.?! !>>.>>
6>><F>? 6>.<6 !..!= !?./. #6.66 !/... !>>.>>
?%o+a%i#ation o! Inian cement Inustry
(he cement industry is witnessing a numer of multinationals entering the market
& mergers and ac4uisitions in domestic market itself, ringing smaller
players under the umrella of larger companies, & larger companies coming under the
umrella of gloal players.
(he ooming demand for cement, oth in India & aroad, has attracted
gloal ma8ors to India. In 6>>/F><, four of the topF/ cement companies in the world
entered India through mergers, ac4uisitions, 8oint ventures or greenfield
pro8ects. (he consolidation witnessed in the industry in recent times has resulted in two
crucial domestic deals. Hirst eing the deFmerger of &&(3s cement ,renamed as %ltratech
2ement &td.- division & its ac4uisition y 0rasim. (he other consolidation effort was
seen when 0u8arat 5mu8a ac4uired !...; stake in 522 in 6>>> ,India Infoline 6>>#-.
Hollowing this 7olcim took a ig stake in 522 in the year 6>>/. (hus, the top two
groups in the industry, 5ditya Birla 0roup ,0rasim & %ltratech 2ements &td. comine-
& 7olcim 0roup ,5mu8a 2ements &td. F 522 &td. comine- now control more than ./
; of total capacity in the country.
To$ Cement Inustries
5mu8a 2ements &td
0rasim Industries &td
5 2 2 &td
%ltratech 2ement &td
India 2ements &td
Prism 2ement &td
)adras 2ements &td
Birla 2orporation &td
Dalmia 2ement ,Bharat- &td
Shree 2ement &td
G K 2ement &td
2hettinad 2ement 2orpn. &td.
2entury (e+tiles & Inds. &td
Sanghi Industries &td.
G K &akshmi 2ement &td.
Binani 2ement &td
1 2 & India &td.
Ne>s a+out Cement inustry o! Inia
(he 6>?.=!Fmillion tonne cement industry in the country has witnessed $good
growth', despite a tumultuous financial year across most industry verticals. 2ement
consumption in the current year grew y =;, compared to "; last year. Industry e+perts
say that given the current economic scenario, this growth is good.
2ement dispatches ,including e+ports- for the !! months ended Heruary 6>>" were
at !<6.=" million tonne, against !/!.=" million tonne during the yearFago period. 1f this,
e+ports contriuted 6.=< milllion tonne, against #.## million tonne in the previous year.
$(he first half of the current year was ad, owing to the e+port an & high cost of
production, including a dip in prices. But it improved since from last Covemer9 it is
e+pected to continue into the first 4uarter of the ne+t financial year as well,' 2ement
manufacturers e+pect the industry to grow at =; in the ne+t financial year. 2ement
dispatches during the past four consecutive months have seen a healthy growth9 it
increased !!; year on year ,yFoFy- in Covemer, !6; yFoFy in Decemer, =.6<; in
Ganuary and =.?#; in Heruary respectively.
5ccording to the 2ement )anufacturers 5ssociation, growth in cement consumption
during 5pril B>= to Heruary B>" was highest in the eastern region, at aout !!;. (his
was followed y the southern & central regions, where consumption grew y !>; each.
(he western & northern region witnessed <; & .; growth, respectively.
)eanwhile, the 5pril B>= to Heruary B>" period saw a "./! million tonne increase in
cement capacities across the country, against ?.=" million tonne in the same period last
year. :ith demand increasing across the country, cement prices are also firming up.
(his shows that despite of recession there is a growth in the cement industries in
India. :here infrastructure is in oom.
SB(I CESBA7 CE8ENTS 2 IN3(A .T0
O(?ANIDATION P(O3I.E
CO8PAN9 IN3O(8ATION
Came of the 2ompany )@s.Keshav 2ement &td
5dress S.Co. #.< Kaladgi, DistF BagalkotF /=?#!#
7ead office $Gyoti (ower' 6!/@6, Karhar 0alli, <
th
lane,
CaEar camp, ). Jadgaon BelgaumF /">>>/
2onstitution Pulic &imited 2ompany
Kear of Incorporation !""#
Products 1rdinary Portland 2ement, PoEEolonic 2ement,
Blast furnace 2ement, :hite 2ement
&and 5rea 66 .#< 5cres
siEe of the Industry )edium scale Industry
2apacity 66/ (onnes Per Day ,(PD-
Brand Cames Gyoti 0old, Gyoti Power &, Keshav 2ements
)arket reach Karnataka, )aharashtra &, 0oa
(echnology used :est 0erman JSK (echnology
'ACC?(O6N0
S)ri Ces)av Cement 2 In!ra. .t. <CCI.= is Pulic limited 2ompany
incorporated in the year !""# to manufacture .# grade & /# grade 1rdinary Portland
2ement. :e went into Pulic during !""/. (he company raised capital via IP1 during
!""/ to raise capital of /!6..6 lakhs which was over suscried y !6 times. (he stocks
are actively traded in )umai Stock *+change. (he company has posted profits since
inception.
Presently our $:yoti ?o% 2 :yoti Po>er' cement rands are very popular in
the cement market. & now we are marketing as $Ces)av cements' rand in the market.
:e supply our cement in Corth Karnataka, 0oa & )aharashtra.
Ces)ava In!otec) .t. <CI.= is a medical transcription unit engaged in providing
services to 5merican 7ospitals and 2linics. (he company commenced commercial
operations in 6>>> y appointing /> professionals & today is a 6/>L organiEation. Katwa
Infotech &td. has paid up capital of Ds./> lakhs. In HK ><F>?, the company achieved sales
& P5( of Ds. #/../> &akhs & Ds. 6<=.<= &akhs respectively. KI& holds !>>; stock in
Scrie 2are, a %S ased marketing firm. Scrie 2are rings in value to the services
provided y getting significantly higher prices & etter realiEation. Both these companies
are making profits & paying dividends.
Ces)ava 3in%ease .imite incorporated in !""/, commenced its usiness of hire
purchase finance for automoiles in !""<. (he DBI granted registration to the 2ompany
under section ./I2 of the reserve ank of India act, !"#. & classified it as a hire
purchase 2ompany under B53 category.
Ces)ava Construction Co. .t. is engaged in construction of lu+urious flats targeting
mainly to CDI3s. we have got site at Cor%im, which is 8ust = km from ?oa in Pan8i.
INT(O06CTION
Shri 7.D.Katwa & Katwa family from Belgaum have proposed to estalish a !/>
(PD mini cement plant ased on vertical shaft kiln technology at $Kaladgi' village
Bagalkot district for this purpose the promoters incorporated a company in the name of
Shri Keshav 2ements & Infra &td with re4uest of companies in Karnataka. It is registered
under the companies act !"/< in the year !?
th
march !""#.
(here are five Directors & promoters they areI
!. Shri 7.D.Katwa ,2hairman-
6. Shri Jenkatesh 7. Katwa ,vice chairman-
#. Shri Jilas 7. Katwa ,)anaging Director-
.. Smt. C 7 Katwa ,Director-
/. Shri Deepak 7. Katwa ,Director-
S)ri B 0 Cat>aE is an highly e+perienced entrepreneur & wellFknown industrialist in
region with vast commercial & industrial knowledge. :ith more than four decades of
rich e+pertise, he started his career as a trader in te+tiles. In !"?= he moved to Belgaum
city & promoted a small scale industry in plastic materials. In !"=. he entered into
cement arena y setting up a small mini plant of #> (ones Per Day ,(PD-. Since then,
there is not looking ack & now he has spearheading . profit making organiEations with
cement capacity of <>> (PD. 2urrently, he is actively pursuing e+pansion of the cement
plant to #>>> (PD F which is !>> times the capacity of the first unit setFup in !"=.. 5
visionary & with perfect attitude, the chairman is heading the oard who are currently
finaliEing setting up of Beneficiation plant, Spone Iron plant & Power Pro8ect of !/ ):.
S)ri 7enFates) B Cat>a, a graduate )B5 from the %niversity of 1klahoma, %S5, is
having wide e+perience in 2ement industry, International usiness & 7ealth 2are service
automations. 5fter returning from %S5 in !""?, he took up his responsiility of
*+ecutive Director at K2I&. 7e later moved to promote Katwa Infotech &imited, a I(*S
serving medical & health care industry in %S5. 7e estalished usiness development
office in %S5 which is growing over !6>; every year. %nder his leadership, Katwa
Infotech &imited has earned a respectale image & has een awarded as the highest &
est e+porter in north Karnataka since the award has een designated for last three
consecutive years. (he company with over 6/> associates is growing rapidly & looking
for over !>>; growth this year too. )r. Jenkatesh is the JiceF2hairman at K2I& &
working on e+ecuting pro8ects of e+pansion & setting up of power pro8ect.
S)ri 7i%as Cat>a, a graduate )B5 from the %niversity of )assachusetts, Boston stared
his career in Information technology working as the chief systems engineer, in
)c2ormack Institute of Pulic 5ffairs at %F)ass Boston. 1n returning to India, he
8oined at the Gt. )anaging Director. 5s he gained e+perience in cement manufacturing he
initiated many I( drives that gave good control over the production, 4uality &
management parameters.rs. 5lso eing an engineer in Industrial & Production discipline,
he has initiated many policies & systems that oosted production to its ma+imum
capacity. 7e is now the managing director of the company and handles all the affairs 7e
is currently working on operation to improve the product@services while reducing the cost
y utiliEing instrumentation techni4ues. 1ne of the production facilities is completely
electronically controlled making it the first production facility with such high level of
automation in its category.
S)ri 0ee$aF Cat>a, is a graduate )B5 from the %niversity of 1kalhoma, %nited
States, 7aving a very good commercial ackground he has made a very important
contriution towards the finance and operations divisions of the company as well as the
I( company that our group has estalished. It is during his time that the company
continued to get three consecutive awards as the est e+porter in Corth Karnataka for the
I( division. 7is specialties are pulic relations, finance, operations & management. 7e is
actively involved in settings up of the power plant to reduce the overall power cost for the
cement plant.
Ces)av Cements 2 In!ra .t<CCI.= is a reputed group manufacturing Keshav
2ement. (he 2ompany is pulic limited with stocks traded on various stock e+changes in
India, with over !/ years of e+perience in cement manufacturing and marketing. (he
company foresees to e a ma8or player in the construction industry. Keshav 2ement has a
D & D team to continually improve the product and services. (he company has posted
profits since the inception & has een paying dividends regularly. (he inception of the
company egan with ac4uisition of a sick cement plant of 6> (PD ,(ons per day- in
!"".. (he capacity of the plant was gradually increased year after year to reach <>> (PD.
(he recent ac4uisition has added #>> (PD to the e+isting capacity. (he company is
undertaking an e+pansion pro8ect to increase the output to #>>> (PD which is 1ne
million (P5. 1n the financial side the company is confident to achieve !>>; growth in
HKF>= and .>>; in HKF>" owing to the recent ac4uisition and recently concluded
e+pansion plans.
(he salient features of this plantI
• &ocated in the same premises & continuation of e+isting usiness, hence the fi+ed
cost remains almost same
• %se of e+isting civil structures & low machinery cost will enhance our economic
feasiility
• 5lready e+isting market ase, e+pansion will 4uench the market demand &
increase profitaility
• Promoters having good e+perience running cement units for past 6> years & know
in3s & out3s of the cement scenario
)otto of the 2ompany
(o increase shareholder value & deliver the est product & service to the consumer
)ission Statement
(o manufacture high 4uality Portland cement & help our society to uild strong &
Durale structures in every village & cities. :e will make our cement availale at least
possile price through constant application of stateFofFart technologies, efficient
management of resources & adoption of indigenous transportation system.
Keshav 2ements SpecialityI
1P2 cement is the most appropriate cement ever used for construction of
ma8or pro8ects. 1P2 cement is costlier than the Slag or Fly Ash cement. (hough the
slag cement has its own advantage to offer, the enefits are at the cost of its initial
strength. Keshav 2ement through its state of art technology offer Doule Benefits9
steel friendly alkali cement, as well as a super high strength 1P2 cement. we do not
add Slag or Ash.
Hollowing are the specialitiesI
!. Premium 4uality graded 1P2 cement
6. Doule enefit 4uality
#. Co 5sh or Slag in the cement
.. 5solutely 2rackless construction are possile
/. 7igh resistant to chemical attacks. Protects steel from corprosion
<. 5ll types of construction materials can e used along with keshav cements
?. *+cellent workaility when plastering giving an aesthetic outlook to the
surface
=. cement is especially designed for aggressive & corrosive climatic conditions
of 0oa, Karnataka & )aharashtra
". cement is availale at low cost to the customers ecause of local
manufacturing & indigenous transportation system.
APP.ICATIONS O3 CESBA7 CE8ENT
!. 2oncrete slas
6. D22 columns & structures
#. 7igh raises uilding foundatio
.. Perfect for large Dams.
/. Hlyover ridges.
<. Desidential, 2ommercial & multi storied structures
?. Poles, pipes, tanks, locks & tiles etc.
Com$ressive Strengt) <-"?rae=
0ays 'IS S$eci!ication Ces)av Cements
# 6#> )pa 6">
? ##> )pa #?>
6= .#> )pa .">
O(?ANIDATION ST(6CT6(E
7 D )arketing Incharge Plant Incharge 2hief 2ashier
)anager )anager 2hemist
Supervisor 5ssistant 5ssistant
1ffice 5rea Sales Plant Incharge 2hemist 2ashier
Staff person Supervisor
Section 5ssistant
security Supervisor Incharge
security Supervisor
officer
)aintenance
0uard Incharge Incharge )echanics
5ssistant
rkers PriorsIncharge
2leaners
Incharge
Supervisor Supervisor Supervisor Plant *ngineer
7elpers 7elpers 7elpers Shift supervisor
7elper
2hairman
Board of Directors
)anaging Director
(echnical Director
0eneral )anager
Personnel
)anager
)arketing
Department
)anufacture
Department
Dispatch
section
D&D 5ccount
section
Store
Section
Section
Jehicle
Incharge
*lectrical
)aintenance
3unctiona% Ana%ysis
(here are si+ departments in the industryI
!. *ngineering Department
6. )arketing Department
#. 5ccounts Department
.. )anufacturing Department
/. D&D Department
<. 7 D Department
Engineering 0e$artment;
It is the primary & functional department in the factory. (here are four sections
inside the factory premises where all engineering works will takes place, they areI
• :eigh Bridge section
• Jehicle section
•
rkshop section• *lectrical section
Aeig) 'rige Section ;
In this section weight age of vehicle & raw material is determined y weigh
ridge. (he main function of this section is to measure the weight age of the raw
materials like9 lime stone, coke, reeEe, clay etc. this section is controlled y the security
persons, ut maintaining of ooks regarding this section are controlled y JehicleF in
charge.
7e)ic%e Section;
(his is su section of the *ngineering department. It is controlled y the Jehicle M in
charge.
(he factory ownsI
!> (ippers
<= trucks
6 02B ,0round )aterial 2arry Jehicle-
(otal => vehicles
(he main function of this section is to control all vehicles & service centers & diesel
unk.
AorF s)o$ section;
(his is another su section under the *ngineering department. (his workshop is
managed y 6/ workers. (he workshop contains the ig machines like9 &athe machine,
0rinding machine & wielding machine. (he main function of the workshop is to maintain
the vehicles occupied y the factory in a good condition. (hey will repair the machines &
recondition the machines which are ecoming weak & that are gradually slowing down
the process. (he main function of it is to recondition.
E%ectrica% Section;
The *lectrical section contains !> workers & they are all technically skilled persons.
It is controlled y the electrical M in charge. (he *lectricity re4uired for the factory is
!</> K:. (he *lectricity department contains one Diesel 0enerator. 1ne 0enerator is
having capacity of />> kw. In case of power supply reak down the section M in charge
puts on of the 0enerator on. (he main function of this department is to supply the
re4uired power continuously during the production.
8arFeting 0e$artment;
Presently the cement rands $:9OTI POAE(' & $:9OTI ?O.0' are very
popular in the regional cement market. 2ompany supplies in Corth Karnataka,
Corth@South 2anara, 0oa and some parts of )aharashtra. 5 new rand with name
$Ces)av Cement' is launched on Gan .
th
6>>=. (his rand will reach igger markets like
Bangalore, Pune & )umai. 2urrently due to aggressive marketing and using innovative
techni4ues, the rand BKeshav 2ement3 is eing sold at premium prices & reached Corth
Karnataka & South )aharastra. Due to capacity limitations the company is not ale to
supply to the igger markets such as Pune, )umai & Bangalore. :ith the additional
capacities added, the company is in a etter position to supply to such igger markets
utiliEing over ">; of the capacity. (here was a commitment from store & purchase
department of Karnataka for procurement of !>>> mt pm of cement from the unit, ut the
company could not supply due to its local market demand.
Since there are no cement plants in 0oa & near y )aharashtra area like9
Kolhapur, Satara, Sangli district, the company has potential market in these areas. Since
the promoters already have their own (rucks & (ippers & proposed to include additional
fleet with loaders, it is felt that the company will not face any difficulty in oth
procurement of raw material & supply of cement in the market. :ith this arrangement the
company will have an edge over other companies as for as selling price is concerned.
Se%%ing $rice o! t)e cement
Bagalkot F Ds 6!/
0oa F Ds 6/>
)aharashtra M Ds 6#/
Cey Com$etitors o! Ces)av Cements
Bagalkot Shakti
Ji8ay Shakti
&okapur 2ement
Avertising 2 Sa%es Promotion Activities o! Ces)av Cements
Sa%es Promotion Activities;
• Trade Allowance ,Buying allowance-I means it is a deal or discount offered to
resellers in the form of a price reduction on )erchandise ordered during a fi+ed
period.
(he company will give the uying allowance to their customers like9
.> (onnes per month F Ds 6.>> per Bag
</ (onnes per month F Ds #.>> per Bag
!>/ (onnes per month M Ds /.>> per Bag
• Trade ShowsI it is a forum where manufacturers can display their products to
current as well as prospective uyers.
It will e carried out mainly y the )anagement Personnel, once in si+
months. (hese are the details of the (rade Shows done y the keshav cementsI
(echnical )eet
Place )onth
5minagad M )arch 6>>=
Gamkhandi M Covemer 6>>=
Bilagi M Decemer 6>>=
0addankeri cross M 1ctoer 6>>=
• Contests & IncentivesI it is developed to stimulate greater selling effort & support
from seller management or sales personnel, it is directed sales persons,
wholesalers, & distriutors. Hor *+ample9 priEes such as (rips or valuale
merchandise as rewards for meeting sales 4uotas or other goals.
Golden SchemeI
#> (onnes cement for continuous # )onths M / gm 0old
</ (onnes cement for continuous # )onths M !> gm 0old
!!/ (onnes cement for continuous # )onths M 6> gm 0old
!>>> (onnes 2ements purchased Ds / to ? off
(rips for # to . days to kerala
(rips for ! week any where in India
Avertisements;
• :all Paintings
• Print )edia like9 Cewspapers,Ji8ay Karnataka & Deccan 7erald-
• 7oardings
Accounts 0e$artment;
(he Keshav 2ements & infra ltd has maintained a separate department for the
purpose of 5ccounting. (he company has installed computers for the purpose of
5ccounting period of the company from !
st
5pril to #!
st
)arch.
(he 5ccounting mainly deals with payment mode, cash receipts, salary paid
& other miscellaneous receipts & payments.
8anu!acturing 0e$artmentI
(he type of )anufacturing operations to produce the cement is continuous
production process. (he company manufacture mainly two types of cement they are
.# & /# 0rade. Inputs i.e. Daw materials which is used to produce the cement areaI
P(O06CTION P(OCESS
Daw )aterial
&ime stone 2lay 2oke BreeEe
2rusher
7opper 7opper 7opper
*lectrical Jirator *lectrical Jirator *lectrical Jirator
Belt 2onveyor
Daw )ill
0rinding
Blending Silo
Jertical Shaft Kiln
Burning !.>> 2
2linker
0ypsum
7opper 7opper
Heed (ale Heed (ale
Belt 2onveyor
2ement )ill
2ement Silo
Packaging
&oading
(a> 8ateria%s useI
• &ime stone ?#;
• 2lay !#;
• 2oke BreeEe !>;
• Iron ore !;
• 0ypsum #;
Environmenta% $rotectionI
(here are four section in the plant. In each section suitale pollution control
e4uipments are installed. :ell e+perienced environmental engineers design these
pollution control e4uipments since the dust urden is deferred in each section.
Hor *+ample9 in a hammer mill section during the crushing of limestone dust is
generated it is filtered through Cil one ack fitters with electronic device. :e have
provided dust collection systems with automatic operations y the dolomite valves.
(20 0e$artment;
(he company has its separate D&D Department where all the tests are made &
strive to maintain the 4uality of the cement. it has a &aoratory where all these activities
are carried out.
&aoratoryI 5t the time of mi+ing lime stone, coke reeEe, clay & iron ore, some
ad8ustments are to e made, it will e made as per the directions of the laoratory. It is
classified into two parts they areI
!. 2hemical la
6. Physical la
C)emica% %a+;
(his is one of the important section as the ody of the production process. It is also
called as 4uality control section, it is headed y the chief 2hemist. (he main function of
the la is to find out the 251 & loss of ignition of material & chemical analysis of the
cement clinkers, 0ypsum, & other Daw materials.
(he e4uipments used in chemical la areI
• *lectrical Balance
• Blains Separator
• Physical Balance
• 1ven
• :ater Bath )achine
P)ysica% %a+;
(his is another section as ody of the production process, it is also headed y chief
2hemist. (he main function of the physical la is to find the residue strength of the
finished cement. the e4uipments used in the physical la areI
• (rading cat apparatus
• Jirating machine
• Strength machine
• 7umidity chamer
B( 0e$artment
7ere Personnel )anager is the head in the Department. Personnel Department is
usually doing Decord keeping & Desponding demand & giving suggestions to the line
managers aout how a suordinate should develop. & solving the employees prolem &
giving trainings & favourale work conditions.
:elfare Hacilities provided y the organiEationI
!. 2anteen
6. 7ospital
#. Bonus
.. Dest Doom
/. Play 0round
<. Safety )easures
• Dress
• 0loves
• 0um Boots
0oggles & )asks
(he aove facilities are provided to laours, *mployees & Staff memers. In addition to
the aove facilities the *mployees are provided with Auarters facility.
Time 2 Security SectionI
(his section comes under 5dministrative department. (he section works for 6.
hours divided into (hree shifts they are as followsI
!
st
shift =.>> am to ..>> pm
6
nd
shift ..>> pm to !6.>> pm
#
rd
shift !6.>> pm to ..>> am
0eneral shift =.>> am to /.>> pm
*ach shift contains <> to ?> workers. (his section )aintains various Degisters & also
shows aout the workers working hours & performance. It also maintains discipline of
the worker, Dress, Ceatness,
rkers In & out. (hey various Degisters are as followsI• 5ttendance Degister
• Salary Degister
• &eave Degister
• 5sence Degister
• *mployee record Degister
Security;
(his is the su section under the time section of the 5dministrative Department.
(he section has a security 0uard i.e. =L!, it means there are = 0uards & ! security
officer. (he main function of the security is controlling the incoming & out going
Jehicles, workers & visitors.
(he register that are mentioned y the security officer areI
• Inward Degister
• 1utward Degister
• Jisitors Degister
(ESEA(CB 8ETBO0O.O?9
(esearc) 0esignI
$Descriptive' research design is used in the study
0ata Source;
Primary Data
Secondary Data
(esearc) A$$roac)I
Survey Method
3ie% StuyI
Personal Interview
SA8P.IN?
Sam$%ing 8et)o ;
Stratified Dandom Sampling
Sam$%ing E%ement;
*ach individual *ngineers, 2ontractors, Dealers & )asons
Sam$%ing 6nit;
*ngineers, Dealers, 2ontractors & )asons
Sam$%e Si#e;
!>>
Sam$%ing Extent;
Bagalkot
To$ic O! T)e Stuy;
GA ST609 ON A07E(TISIN? 2 SA.ES P(O8OTION ACTI7ITIES
A0OPTE0 '9 HCESBA7 CE8ENTS 2 IN3(A .T0I IN 'A?A.COTJ
Pro+%em 0e!inition
8anagement Pro+%em
$5s it is a cement industry the company wants to know whether the 5dvertising & Sales
promotion activities plays a vital role to oost the sales in &ocal market ,Bagalkot- also,
where people might knowing the rand'.
(esearc) Pro+%em
Derived from the management prolem
$5 study on 5dvertising & Sales promotion activities adopted y Keshav 2ements in
Bagalkot city'.
O':ECTI7ES;
! (o identify the 5dvertisement & Sales promotion activities adopted y the
Keshav 2ements & Infra &td
6 (o know the rand awareness level of Keshav 2ements
# (o know the effectiveness of 5dvertisement on customers
. (o know the rivals 5dvertisement & Sales promotion strategies
/ (he factors that influencing customers to purchase the cement
Pur$ose O! T)e Stuy
? (he main purpose of the study is to the awareness level of the rand
? (he Study will help us to know the effectiveness of advertisement & sales
promotion activities on the customers
? (he study will help the company to set strategies for the Bagalkot city &
emphasiEe on their weaknesses & threats
? (o know the rivals 5dvertising & Sales promotion strategies
? (he rand image of various competitors will e known. (he company can know
where their competitors stands in the minds of the people
? It reveals the factors that influence customers to purchase the cement
Sco$e O! T)e Stuy
In todays scenario Infrastructure is in oom, so there is lot of construction
works takes place in a road way. Hor that the main raw material is cement. But there are
many players & huge competition in cement industries. So it is very important to set a
competitive strategies to eat the competitors, where )arketing plays a vital role. So it is
essential to study the effectiveness of 5dvertising & Sales promotion activities & to
adopt the same to increase the Sales & eat the competitors.
(he study covers Dealers, *ngineers, 2ontractors & )asons. :e had chosen this
topic ecause it will help us to know the Auality, 5wareness level & rand image of the
company through the respondents. It will help the company to know the factors that
influence customers to purchase the cement.
.imitations O! T)e Stuy
? (he research study is confined only to Bagalkot city
? (he sample was chosen randomly which might not e the actual representatives of
the total population, due to which there may e an error
? Information is partially ased on secondary data & hence authenticity of the study
can e visualiEed & is measurale
0ATA CO..ECTION 8ETBO0
Primary 0ata;
Auestionnaire & personal interview
Seconary 0ataI
2ompany report, Broacher & from Internet
8easurement Tec)niKue;
Auestionnaire
Ana%ytica% Tec)niKueI
By using SPSS software
0ATA ANA.9SIS 2 INTE(P(ETATION
!. Brand of cement preferred y customers
Contents Frequency Percent
Bagalkot shakti 21 21.0
Keshav Cement 4 4.0
ACC Cement 25 25.0
Ultratech Cement 48 48.0
Others 2 2.0
Total 100 100.0
Ana%ysis 2 Inter$retation;
.=; of the respondents use %ltratech cement & 6/; of the respondents use
522 cement & 6! ; of the respondents use Bagalkot shakti, & .; of them use Keshav
cements & 6; of them use other cements. It is interpreted as the following respondents
*ngineers, 2ontractors, Dealers & )asonsF prefer first %ltratech cement, then 522
cement & Bagalkot Shakti & give last preference to Keshav cements & others.
6. Parameters used to purchase 2ompetitors rand cement
Contents
Frequency Percent
Quality 80 80.0
Reasonable Price 7 7.0
iscounts ! O""ers 3 3.0
#asily available 10 10.0
Total 100 100.0
Ana%ysis 2 Inter$retationI
=>; of the respondents sees Auality while purchasing the particular rand
cement & !>; of them sees *asily availaility of the cement, & ?; of the respondents
sees Deasonale Price & only #; of the respondents sees Discounts@1ffers. It is
interpreted that the following respondents *ngineers, 2ontractors, Dealers & )asons M
purchase competitors Brand cement first y Auality as it is =>;, then *asily availaility
as it is !>; & last they give preference to Deasonale price & Discounts & offers.
#. *+tra enefit seek from competitors rand on ulk purchaseN
Ana%ysis 2 Inter$retationI
"<; of the respondents says that they get some *+tra Benefit from 2ompetitors
rand on ulk purchase, & only .; of the respondents wont get the *+tra Benefits from
the 2ompetitors rand on ulk purchase. It is interpreted that the "<; of the customers
seek *+tra enefits & only.; of the customers don3t seek any *+tra enefit.
Contents
Frequency Percent
$es 96 96.0
%o 4 4.0
Total 100 100.0
.. *+tra Benefits received from 2ompetitors randO.
Contents
Frequency Percent
%ot receive& 4 4.0
icount !O""ers 58 58.0
'ncentives 4 4.0
Tra&e allo(ance 7 7.0
Price o""s 27 27.0
Total 100 100.0
Ana%ysis 2 Inter$retationI
/=; of the respondents seek following *+tra enefits Discounts@offers from the
2ompetitors rand, & 6?; of the respondents seeks Price offs, ?; of the respondents
seek (rade allowance &, .; of them gets Incentives. (his shows that /=;, 6?;, ?; of
the respondents receives *+tra enefits like9 Discounts@1ffers from the competitors
rand, then price offs & last (rade allowance from the competitors rand.
/. 5re you satisfied y Schemes & offers provided y competitors rand
Contents
Frequency Percent
$es 96 96.0
%o 4 4.0
Total 100 100.0
Ana%ysis 2 Inter$retation;
"<; of the respondents are satisfied with the schemes & offers competitors provides
to them & .; of them are not satisfied with the schemes competitors provides to them. It
is interpreted as "<; of the respondents are satisfied with the schemes & offers
competitors rand provides to them & .; of them are not satisfied with them.
<. Sources from which competitors rand comes to know
Contents
Frequency Percent
A&vertisement 80 80.0
)ales *erson 17 17.0
Frien&s!Relatives 3 3.0
Total 100 100.0
Ana%ysis 2 Inter$retationI
=>; of the respondents are come to know aout the competitors rand through
5dvertisement, & !?; through Sales person, #; from Hriends@Delatives. (his shows that
=>; of the respondents come to know aout the competitors rand from 5dvertisement
& !?; of them comes to know from Sales person..
?. Hrom which 5dvertisement competitors rand comes to know
Contents
Frequency Percent
Other source 20 20.0
T+ A&s 48 48.0
,all Paintings 24 24.0
%e(s*a*er!-aga.ines 8 8.0
Total 100 100.0
Ana%ysis 2 Inter$retation;
.=; of the respondents come to know aout the competitors rand from (v ads. 6.;
of the respondents come to know aout the competitors rand through :all Paintings, &
=; of them from Cewspaper@)agaEines. (his shows that .=;, 6.;, =; of the
respondents comes to know out the competitors rand through (v ads, then from wall
paintings, & last from newspaper@magaEines.
=. 2ompetitors rand comes to know from which (v ads
Contents
Frequency Percent
Other source 52 52.0
# tv kanna&a 1 1.0
U&aya tv 3 3.0
)tar tv 28 28.0
Chan&ana tv 16 16.0
Total 100 100.0
Ana%ysis 2 Inter$retation;
6=; of the respondents come to know from Star (v, !<; from 2handana (v, #;
from %daya (v & !; from *(v Kannada. (his shows that 6=; of the respondents come
to know from star tv, & !<; of them from chandana tv & last from uday tv & * tv
kannada.
". Hrom :hich Cewspaper competitors rand will e knownN
Ana%ysis 2 Inter$retation;
6; of the respondents come to know aout the particular rand from Ji8ay
Karnataka, 6; from Pra8avani, 6; from (imes of India & 6; from Deccan 7erald. this
shows that among the =; of respondents all are e4ually distriuted & come to know
aout the particular rand. So it is clear from the aove that the respondents comes to
know aout the competitors rand from vi8ay Karnataka, pra8avani, (imes of India &
decann herald.
Contents
Frequency Percent
Other source 92 92.0
+i/ay Karnataka 2 2.0
Pra/avani 2 2.0
Times o" 'n&ia 2 2.0
eccan 0eral& 2 2.0
Total 100 100.0
!>. 5wareness of BKeshav 2ements3 rand
Contents
Frequency Percent
$es 54 54.0
%o 46 46.0
Total 100 100.0
Ana%ysis 2 Inter$retationI
/.; of the respondents are 5ware aout the Keshav 2ements rand & .<; of them
are not 5ware aout the Keshav 2ements. (his shows that many of them are not aware
aout the keshav cements rand. It is interpreted as /.; of the respondents are aware
aout th Keshav cements rand & .<; of them don3t know aout the keshav cements
rand.
!!. (hrough which source you come to know aout keshav cements
Contents
Frequency Percent
%ot use 46 46.0
A&vertisement 20 20.0
)ales *erson 16 16.0
Frien&s!relatives 18 18.0
Total 100 100.0
Ana%ysis 2 Inter$retation;
5mong /.; of the respondents 6>; of the respondents come to know aout the
keshav cements rand through advertisement, !=; from Hriends@Delatives &!<; from
Sales person. It is interpreted that 6>; of the respondents first comes to know aout
keshav cements from advertisement, then !=; of them from friends & relatives & !<;
from Sales person.
!6. 5dvertisement through which you come to know aout keshav cement
Contents
Frequency Percent
%ot use 81 81.0
,all *aintings 15 15.0
%e(s*a*ers!maga.ines 3 3.0
Tra&e sho(s 1 1.0
Total 100 100.0
Ana%ysis 2 Inter$retation;
5mong 6>; of the respondents, !/; of the respondents came to know aout the
rand through :all Paintings, #; from Cewspaper@)agaEines & only !; through (rade
shows. So we have to concentrate on Cewspaper@)agaEines & (rade shows to 5dvertise
the rand.
!#. Date the keshav cements rand
Ana%ysis 2 Inter$retation;
5mong /.;, #.; of the respondents says that keshav cements rand is 0ood &
6>; of them says it is 5verage. It is interpreted as #.; of the respondents *ngineers,
2ontractors, Dealers & )asons says that keshav cements is 0ood & 6>; of them says it
is 5verage .
!.. Hactors influenced to purchase keshav cement rand
Contents
Frequency Percent
%ot use 46 46.0
1oo& 34 34.0
Average 20 20.0
Total 100 100.0
Ana%ysis 2 Inter$retation;
5mong #=;, !?; of the respondents are influenced y Price, !/; from Auality & <;
from *asily 5vailale. (hus it is clear from the aove graph that !?; of the respondents
are influenced to purchase keshav cements y Price, then !/; from Auality & <; from
easily availaility.
!/. 5dvertisement y which keshav cement come to known
Contents
Frequency Percent
%ot use 62 62.0
Quality 15 15.0
Price 17 17.0
#asily available 6 6.0
Total 100 100.0
Contents
Frequency Percent
Other source 80 80.0
,all *aintings 16 16.0
%e(s*a*ers!maga.ines 3 3.0
Tra&e sho(s 1 1.0
Total 100 100.0
Ana%ysis 2 Inter$retation;
5mong 6>;, !<; of the respondents came to know aou the keshav cements
through :all Paintings, #; through Cewspaper@)agaEines & !; through (rade shows.
(his shows that !<; of the respondents first come to know aout keshav cements from
wall paintings & #; through newspapers@magaEines & last (rade shows
!<. 5dvertising plays a very vital role in purchasing the competitors rand cement, what
is your opinion
Contents
Frequency Percent
)trongly agree 40 40.0
Agree 46 46.0
isagree 9 9.0
%either agree nor &isagree 5 5.0
Total 100 100.0
Ana%ysis 2 Inter$retation;
.<; of the respondents 5gree with the opinion that 5dvertising plays a very vital
role in purchasing competitors rand cement, .>; of the respondents Strongly 5gree
with this opinion. "; of the respondents Disagree with the opinion that 5dvertising
plays a very vital role in purchasing competitors rand cement & /; of them Ceither
5gree Cor Disagree with this opinion. (his shows that .<; of the respondents 5gree
with the opinion that advertising plays a vital role in purchasing competitors rand
cement & .>; of them strongly agree with the opinion that advertisement plays a vital
role & ";, /; of the respondents says Disagree & Ceither 5gree nor disagree.
!?.,a- Date the rands on the asis of their 5dvertisementF$7oardings'N
Ana%ysis 2 Inter$retation;
,(he study is restricted only to $Keshav cements, Bagalkot shakti, &okapur cement &
Ji8ay shakti' -
<; of the respondents says that $7oardings' of keshav cements are 0ood, !>; says
that it is 5verage, 6<; says that it is Bad & /=; says that it is Jery ad. ?; of the
respondents says that $7oardings' of Ji8ay shakti is 0ood, =; says it is 5verage, says it
is Bad & ?; of them says it is Jery ad. ?; of the respondents says that $7oardings' of
Bagalkot shakti is 0ood, !?; of them says it is 5verage, !/; says it is Bad & <!; says
it is Jery ad. 6!; of the respondents says that $7oardings' of &okapur cement is 0ood,
"; says it is 5verage, /?; says it is Bad & !#; says it is Jery ad. (his shows that the
hoardings of the Keshav cements in agalkot city is very ad, then comes vi8ay shakti,
after that Bagalkot shakti & at last &okapur cement through this graph.
!?.,- Date the rand on the asis of their 5dvertisementF$(v ads'N
Contents Very Good Good Average Bad Very bad
keshav e!ent 0 6 10 26 58
V"#ay shakt" 0 6 8 79 7
Baga$kot %hakt" 0 7 17 15 61
&oka'(r e!ent 0 21 9 57 13
ACC e!ent 11 35 49 5 0
)$trateh e!ent 21 40 32 7 0
Contents Very Good Good Average Bad Very bad
keshav e!ent 0 0 0 33 67
V"#ay shakt" 0 0 0 29 71
Baga$kot %hakt" 0 0 0 33 67
&oka'(r e!ent 0 0 0 19 81
ACC e!ent 27 40 30 3 0
)$trateh e!ent 52 43 5 0 0
Ana%ysis 2 Inter$retation;
,(he study is restricted only to $Keshav cements, Bagalkot shakti, &okapur cement &
Ji8ay shakti' -
##; of the respondents says that $(v ads' of Keshav cements are Bad & <?; of
them says that it is Jery ad. 6"; of the respondents says that $(v ads' of Ji8ay shakti
are Bad & ?!; of them says it is Jery ad. ##; of the respondents says that $(v ads' of
Bagalkot shakti are Bad & <?; of them says that it is Jery ad. ##; of the respondents
says that $(v ads' of &okapur cement are Bad & <?; of them says it is Jery ad. (his
shows that (v ads of the keshav cements is very ad, then comes vi8ay shakti , agalkot
shakti & last &okapur cement.
!?.,c- Date the rands on the asis of their 5dvertisementF$Cewspaper@)agaEine'N
Contents Very Good Good Average Bad Very bad
keshav e!ent 0 4 67 29 0
V"#ay shakt" 0 0 0 17 83
Baga$kot %hakt" 0 0 9 84 7
&oka'(r e!ent 0 0 11 17 72
ACC e!ent 17 67 11 5 0
)$trateh e!ent 17 37 44 2 0
Ana%ysis 2 Inter$retation;
,(he study is restricted only to $Keshav cements, Bagalkot shakti, &okapur cement &
Ji8ay shakti' -
.; of the respondents says that $Cewspaper@)agaEine' of Keshav cements is 0ood,
<?; of them says it is 5verage & 6"; of them says it is Bad. !?; of the respondents
says that $Cewspaper@)agaEine' of 8ay shakti is Bad & =#; of the respondents says that
it is Jery ad. "; of the respondents says that $Cewspaper@)agaEine' of Bagalkot shakti
is 5verage, =.; of them says it is Bad & ?; of them says it is Jery ad. !!; of the
respondents says that $Cewspaper@)agaEine' of &okapur cement is 5verage, !?; of
them says it is Bad & ?6; of them says it is Jery ad. It is interpreted that Keshav
cements Danks first in $Cewspaper@)agaEine' ads then comes, Bagalkot shakti, vi8ay
shakti & lokapur cement.
!?.,d- Date the rands on the asis of their 5dvertisementF$:all paintings'N
Contents Very Good Good Average Bad Very bad
keshav e!ent 0 6 43 51 0
V"#ay shakt" 0 0 0 15 85
Baga$kot %hakt" 37 59 4 0 0
&oka'(r e!ent 0 47 31 22 0
ACC e!ent 11 17 59 9 4
)$trateh e!ent 30 41 29 0 0
Ana%ysis 2 Inter$retation;
,(he study is restricted only to $Keshav cements, Bagalkot shakti, &okapur cement &
Ji8ay shakti'-
<; of the respondents says that $:all paintngs' of keshav cements are 0ood, .#;
of them says it is 5verage & /!; of them says it is Bad. !/; of the respondents says that
$:all paintngs' of Ji8ay shakti is Bad & =/; of them says it is Jery ad. #?; of the
respondents says that $:all paintngs' of Bagalkot shakti is Jery good, /"; of them says
it is 0ood & .; of them says it is 5verage. .?; of the respondents says $:all paintngs'
of lokapur cement is 0ood, #!; of them says it is 5verage & 66; of them says it is Bad.
(his shows that $:all paintings' of Bagalkot cement ranks first as compared to their
competitors &okapur 2ement come ne+t, then Keshav cements & at last Ji8ay shakti .
!?.,e- Date the rands on the asis of their 5dvertisementsF$(rade Shows'N
Contents Very Good Good Average Bad Very bad
keshav e!ent 0 4 16 57 23
V"#ay shakt" 0 0 0 18 82
Baga$kot %hakt" 0 7 19 68 6
&oka'(r e!ent 0 0 39 47 24
ACC e!ent 7 15 65 13 0
)$trateh e!ent 11 21 53 15 0
Ana%ysis 2 Inter$retation;
,(he study is restricted only to $Keshav cements, Bagalkot shakti, &okapur cement &
Ji8ay shakti'-
.; of the respondents says that $(rade shows' of Keshav cements are 0ood, !<; of
them says it is 5verage, /?; of them says it is Bad & 6#; of them says it is Jery ad.
!=; of the respondents says that $(rade shows' of vi8ay shakti are Bad & =6; of them
says it is Jery ad. ?; of the respondents says that $(rade shows' of Bagalkot shakti is
0ood, !"; of them says it is 5verage, <=; of them says it is Bad & <; of them says it is
Jery ad. #"; of the respondents says that $(rade shows' of &okapur cement is 5verage,
.?; of them says it is Bad & 6.; of them says it is Jery ad. So it is clear that Bagalkot
shakti is having good $(rade shows' then comes Keshav cements, then &okapur cement
& last Ji8ay shakti.
!=. 5ny offers or e+tra enefits seek from Keshav 2ements on ulk purchases
Contents
Frequency Percent
%ot use 46 46
$es 51 50
%o 3 3
Total 100 100
Ana%ysis 2 Inter$retation;
/!; of the respondents seek 1ffers & *+tra enefits from Keshav cements on ulk
purchase & #; of them says no. .<; of them wont purchase Keshav cements. So it is
clear that /!; of the respondents seek offers & *+tra enefits from Keshav cements &
only #; of them wont seek any offers & e+tra enefits from keshav cements.
!". 1ffers & *+tra enefits received from keshav cements
Contents
Frequency Percent
%ot use 46 46
iscount!o""ers 46 46
'ncentives 6 6
Buying allo(ances 2 2.0
Total 100 100.0
Ana%ysis 2 Inter$retation;
.<; of the respondents says they receives Discounts@1ffers from Keshav cements
on ulk purchase, <; of them says Incentives & 6; of them says Buying allowances.
(his shows that .<; of the respondents receive Discounts@offers as e+tra enefit from
keshav cements & <; of they seek Incentives & 6; of them receives Buying allowance
from keshav cements on ulk purchase as a *+tra enefit.
6>. 5re you satisfied with the offers & schemes provided y the keshav cementsN
Contents
Frequency Percent
%ot use 46 46
$es 50 50
%o 4 4
Total 100 100.0
Ana%ysis 2 Inter$retation;
/>; of them says they are satisfied with the offers & schemes provided to them y
Keshav cements & .; of them says that they are not satisfied with it. So it is clear that
ma8ority of them are satisfied. />; of them says that they are satisfied with the offers &
schemes provided y the keshav cements & only .; of them says they are not satisfied
with the offers & schemes provided y the keshav cements.
66. Dole of 5dvertising & Sales promotion activities in cement industry
Contents
Frequency Percent
#2tremely im*ortant 58 52
'm*ortant 42 42
Total 100 100.0
Ana%ysis 2 Inter$retation;
/=; of the respondents says that 5dvertising & Sales promotion activities are
*+tremely important & .6; of them says that it is important. (his shows that /=; of the
respondents says that 5dvertising & Sales promotion activities are *+tremely important
in cement industry & .6; of the respondents also saying that it is important.
3IN0IN?S
? I found from secondary data that $(rade shows, (rade allowances & 2ontents &
Incentives' & $:all paintings & Print )edia' these are 5dvertisement & sales
promotion 5ctivities adopted y Keshav cements
? .=; of the respondents use %ltratech cement, 6/; of them use 522 cement &
.; of them use Keshav cements
? It is found that =>;, !>; & ?; of the respondents look after Auality, *asily
availaility & Deasonale Price while purchasing competitors rand cement. &
:hile purchasing Keshav cements !?; of the respondents are influenced y
Price, !/; from Auality & <; from *asily 5vailale
? "<; of the respondents get some *+tra Benefit from competitors rand on ulk
purchase. *ven I found that /!; of the respondents also seek *+tra enefits from
Keshav cements on ulk purchase
? It is found that /=; of the respondents seek Discounts@offers from the
competitors rand, & 6?; of the respondents seeks Price offs. *ven I found that
.<; of the respondents also receives Discounts@1ffers from Keshav cements
? "<; of the respondents are satisfied with the schemes & offers provided y the
competitors rand to the respondents. & />; of the respondents are also
satisfied with the offers & schemes provided y Keshav cements
? It is found that =>; of the respondents are come to know aout the competitors
rand through the sources of 5dvertisement,!?; through Sales person. & also
6>; of the respondents come to know aout the keshav cements rand through
advertisement, &!<; from Sales person
? .=; of the respondents come to know aout the competitors rand through
5dvertisements mainly from (v ads, 6.; of them come to know aout the
particular rand through :all Paintings. *ven !/; of the respondents came to
know aout the Keshav cements rand through :all Paintings
? 6=; of the respondents come to know aout the competitors rand from the
following (v ads Star (v, !<; from 2handana (v, #; from %daya (v & !;
from *(v Kannada.
? 5mong Cewspaper & magaEine 6; of the respondents come to know aout the
competitors rand from Ji8ay Karnataka, 6; from Pra8avani, 6; from (imes of
India & 6; from Deccan 7erald
? /.; of the respondents are 5ware of the Keshav 2ements rand & .<; of them
are not 5ware of the Keshav 2ements
? #.; of the respondents says that keshav cements rand is 0ood & 6>; of them
says it is 5verage
? .<; of the respondents 5gree with the opinion that 5dvertising plays a very vital
role in purchasing competitors rand cement, .>; of them Strongly 5gree with
this opinion.
? It is found that <; of the respondents says that $7oardings' of keshav cements
are 0ood, !>; says that it is 5verage, ?; of the respondents says that
$7oardings' of Ji8ay shakti is 0ood, =; says it is 5verage. ?; of the
respondents says that $7oardings' of Bagalkot shakti is 0ood, !?; of them says
it is 5verage, 6!; of the respondents says that $7oardings' of &okapur cement is
0ood, "; says it is 5verage
? ##; of the respondents says that $(v ads' of Keshav cements are Bad, 6"; of
the respondents says that $(v ads' of Ji8ay shakti are Bad, ##; of the
respondents says that $(v ads' of Bagalkot shakti are Bad, ##; of the
respondents says that $(v ads' of &okapur cement are Bad
? .; of the respondents says that $Cewspaper@)agaEine' of Ces)av cements is
0ood, <?; of them says it is 5verage, !?; of the respondents says that
$Cewspaper@)agaEine' of Ji8ay shakti is Bad, "; of the respondents says that
$Cewspaper@)agaEine' of 'aga%Fot s)aFti is 5verage, !!; of the respondents
says that $Cewspaper@)agaEine' of .oFa$ur cement is 5verage
? <; of the respondents says that $:all paintngs' of keshav cements are 0ood,
.#; of them says it is 5verage, !/; of the respondents says that $:all paintngs'
of Ji8ay shakti is Bad, #?; of the respondents says that $:all paintngs' of
Bagalkot shakti is Jery good, /"; of them says it is 0ood, .?; of the
respondents says $:all paintngs' of lokapur cement is 0ood, #!; of them says it
is 5verage
? .; of the respondents says that $(rade shows' of Keshav cements are 0ood, !<;
of them says it is 5verage, !=; of the respondents says that $(rade shows' of
vi8ay shakti are Bad & =6; of them says it is Jery ad. ?; of the respondents
says that $(rade shows' of Bagalkot shakti is 0ood, !"; of them says it is
5verage, #"; of the respondents says that $(rade shows' of &okapur cement is
5verage,
? /=; of the respondents says that 5dvertising & Sales promotion activities are
*+tremely important & .6; of them says that it is important
S6??ESTIONS
? Hrom the study I found that =<; of the respondents says that 5dvertisement &
sales promotion activities plays a very vital role in purchasing the competitors
cement. (hough customers see Auality first while purchasing the cement, ut to
know the 4uality of the rand they must use it, for that they must first know which
rands is availale in the market, for which advertisement is essential. So oth
advertising & sales promotion activities plays a vital role in purchasing the
cement.
? I found from secondary that $(rade shows, (rade allowances & 2ontests &
Incentives' & $:all paintings & Print )edia like9Cewspapers'these are
5dvertisement & sales Promotion 5ctivities adopted y the keshav cements to
promote their rand. But only /.; of the respondents are aware aout the keshav
cements rand. Inspite of all these 5dvertising & Sales Promotion activities
nearly />; of the respondents are not aware aout the Keshav cements rand.
(his shows that there is lack of 5dvertisements. 5dvertising done y the Keshav
cements is not at all effective So you have to improve the 5dvertisements like9
using 7oardings & doing :all paintings in the crowded areas where thousands of
people were moving daily, find such places & do the wall paintings & 7oardings
their. & also use print )edia ads like9 giving ads in local Cewspapers MBJi8ay
Karnataka & Pra8avani3. (rade shows,(echnical )eets- mainly of $*ngineers
2ontractors, Dealers & )asons' is also one of the effective advertising techni4ue.
:here Bsales person3 plays a very important roleSo (ry to do (rade shows once in
every (hree months & do follow up. It will help to position in the minds of the
customers your rand & make the rand awareness & Identity in the market.
? Bagalkot shakti , Ji8ay shakti & &okapur cement are the rivals for Keshav
cements, among which Bagalkot shakti has used very 0ood 5dvertisements &
Sales promotion strategies, & ac4uired ma+imum customers in Bagalkot city. 5s
compared to Bagalkot shakti, Keshav cements sales promotion strategies are good
ut it only lacks in 5dvertisements. So adopt the 5dvertisement & sales
promotion strategies given aove to eat the competitor.
? (he main factor influencing customers to purchase their product is Auality, then
later comes Price & *asily availaility. So there is great opportunity for the
keshav cements if they improve & maintain 4uality, others Bprice & easily
availaility3 is already there. So Improve & maintain Auality.
CONC.6SION
Hrom this study it is concluded that oth 5dvertising & Sales Promotion activities
plays a vital role in cement industry. But we must determine which 5dvertisement
strategies should e adopted to ac4uire potential customers & eat the competitors. 7ere
5dvertisement like9 :all paintings, 7oardings & also Cewspapers should e adopted &
also (wo Important 5dvertisements like9 $Sales person & (rade Shows' plays a very
vital role in 2ement industry mainly in Bagalkot city as it is local area. (his counts much
to get the rand recognition & rand awareness & also make rand Identity in the local
market. 2ompetitors like Bagalkot Shakti who is the main competitor in the cement
industry in $Bagalkot city' so try to enchmark it.
5s there is lack of effectiveness in the 5dvertisement adopted y Keshav
cement. So improve it y using the aove strategies suggested.
Ces)av Cement P%ant
Ci%n - 8ac)inery
By+ri Po>er 6nit
'rans o! Ces)av Cements
46ESTIONNAI(E
Dear Sir@)adam
Came PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP
(ype of DespondentI *ngineer@Dealer@2ontractor@)ason
Came of the Hirm PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP
5ddress PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP
(elephone@)oile Co PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP
!. :hich rand of cement do you prefer or advice others to useN
a- Bagalkot Shakti - Ji8ay Shakti
c- &okapur cement d- Keshav cement
e- 522 cement f- %ltratech cement
g- 1thers PPPPPPPPPPPPPPP
6. :hat made you to purchase that particular rand cementN
a- Auality - Deasonale Price
c- 5dvertisement d- Discounts@1ffers
e- *asily 5vailale f- 1thers PPPPPPPPPPPPPPPPPPPPPPP
#. Do you seek some e+tra enefit from that particular company on ulk purchasesN
a- Kes - Co c- Cot at all
.. If yes then mention itN
a- Discounts@1ffers - Incentives
c- (rade allowances d- (rade shows
e- (raining programs f- Price offs
g- Premiums
/. 5re you satisfied with the schemes or offers company provides to youN
a- Kes - Co
<. If Co, then mention the schemes & offers you are e+pecting from the particular
companyN
?. 7ow do you come to know aout that particular randN
a- 5dvertisement - Sales person
c- Hriends@Delatives d- 1thers PPPPPPPPPPPPPP
=. If 5dvertisement, then mention the typeN
a- 7oardings - (J 5ds
c- :all paintings d- Cews papers@)agaEines
d- 1thers PPPPPPPPPPPPPPPPPPPPPPPPP
". If (J 5ds then mention which channelsN
a- * tv Kannada - %day tv
c- Surya tv d- Star tv
e- 2handana (v f- 1thers PPPPPPPPPPPPPPPPPPPPPP
!>. If Cews paper, then mention itN
a- Ji8ay Karnataka - Pra8avani
c- Sainyukt Karnataka d- (imes of India
e- Deccan 7erald f- others PPPPPPPPPPPPPPPPP
!!. 5re you aware of Bkeshav cements3N
a- Kes - Co c- Cot at all
!6. If yes, then how you come to know aout the keshav cementsN
a- 5dvertisement - Sales person
c- Hriends@Delatives d- 1thersPPPPPPPPPPPPPPPPPPP
!#. If 5dvertisement then mention the typeN
a- (v 5ds - 7oardings
c- :all paintings d- Cewspaper@)agaEine
e- (rade shows f- 1thers PPPPPPPPPPPPPPPPPP
!.. Date the keshav cements randN
*+cellent 0ood 5verage Bad Jery ad
!/. :hat influenced you to purchase the keshav cementsN
a- Auality - Price
c- 5dvertisement d- Discounts@1ffers
e- *asily availale f- 1thers PPPPPPPPPPPPPPP
!<. If 5dvertisement, then mention itN
a- 7oardings - (v 5ds
c- :all paintings d- Cewspaper@)agaEine
e- (rade shows
!?. 5dvertising plays a very vital role in purchasing the particular rand cementN :hat is
your opinionN
a- Strongly agree - 5gree
c- Disagree d- Strongly disagree
e- Ceither agree nor disagree
!=. Date the rands on the asis of their advertisementsN(he study is restricted only to
$Keshav cements, vi8ay shakti, agalkot shakti, lokapur cement'-
a- !> M very good - = M 0ood
c- < M 5verage d- . M Bad
A07E(TISE8ENT
CO8PANIESL'(AN0S
Keshav
cements
Ji8ay
shakti
Bagalkot
shakti
&okapur
cement
522
cement
%ltratech
cement
7oardings
(v 5ds
Cewspaper@)agaEine
:all paintings
(rade shows
e- ! M Jery ad
!". Do you seek any offers or e+tra enefits from keshav cements on ulk or often
purchasesN
a- Kes - Co
6>. If yes, then mention itN
a- Discounts@1ffers - Incentives
c- Buying 5llowances d- (raining programs
e- point of purchase f- Bonus packs
displays g- 1thers PPPPPPPPPPPPPPPPPPPPP
6!. 5re you satisfied with the offers or schemes provided y the keshav cements to youN
a- yes - Co
66. 5dvertising & sales promotion activities plays a vital role in cement industryN :hat
do you sayN
a- *+tremely important - Important
c- Cot very important d- Cot at all important
6#. Kour Suggestion if any to Keshav cements industryN
PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP
PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP
(75CK K1%
Place I Signature
Date I
'I'.IO?(APB9
1. 8arFeting 8anagement
ByI Philip Kotler
2. 8arFeting (esearc)
ByI 5. Parsuraman
". Avertising 2 Sa%es Promotion
ByI Belch & Belch
-. Ae+sites
• www.google.com
• www.katwa.com
• www.icra.in
• www.hindu.com
• www.cemnetPcom
• www.ief.com
• www.fundoodata.com
• www.economywatch.com
M. Ne>s$a$ers 2 8aga#ines
• *conomic times
• (imes of India
• Business
rld ,magaEine-/. 8ateria%s
• 2ompany Broachers & Deports
doc_710350800.doc