Advertising & sales promotion activities adopted @ keshav cement project report mba
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Advertising & sales promotion activities adopted @ keshav cement project report mba

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Advertising & sales promotion activities adopted @ keshav cement project report mba

Advertising & sales promotion activities adopted @ keshav cement project report mba

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Advertising & sales promotion activities adopted @ keshav cement project report mba Advertising & sales promotion activities adopted @ keshav cement project report mba Document Transcript

  • CONTENTS Page No.Part – A 1-28  Executive summary 1  Introduction of cement 3  Organization profile 11  Organization structure 19Part – B 29-38  Research methodology 30  Topic of the study 32  Objectives 33  Purpose of the study 34  Scope of the study 33  Limitations 36  Data collection method 38Part – C 39-71  Data analysis & interpretation 40  Findings 64  Suggestions 69  Conclusion 71Part – D 72-82  Annexure 73  Questionnaire 77  Bibliography 82 BABASAB PATIL 1
  • BABASAB PATIL 2
  • EXECUTIVE SUMMARY Practical work plays a very significant role in the field of management. Shri keshav cements & infra ltd is one of the leading manufacturer of cementindustry in Kaladgi, Bagalkot District. It is a public limited company incorporated in theyear 1993. formerly it was known as “Katwa Udyog Limited”. The companies shares areare actively traded in Mumbai stock Exchange(BSE). The company manufactures 43 &53 Grade Ordinary Portland Cement. In today’s scenario infrastructure is in a boom so the engineering &construction work is carried out rapidly for that the main raw material required isCement. In & around Bagalkot city there are many cement industries & which leads tohuge competition in the cement industry mainly in Bagalkot city. So it is necessary tostudy the Advertisement & sales promotion activities & to adopt the effective Advertising& sales promotion strategies to increase the sales & beat the competitors. The study will enhance my knowledge about how the advertising & salespromotion activities plays a very vital role in Cement industry to attract the customers &increase the sales of the company. what competitive Advertising & sales promotionstrategies should the company adopt to beat the competitors. OBJECTIVES: 1 To identify the Advertisement & Sales promotion activities adopted by the Keshav Cements & Infra Ltd 2 To know the brand awareness level of Keshav Cements 3 To know the effectiveness of Advertisement on customers 4 To know the rivals Advertisement & Sales promotion strategies 5The factors that influencing customers to purchase the cement BABASAB PATIL 3
  • Here are some of the findings for the objectives given above which will bevery useful to the company; I found from secondary data that “Trade shows, Tradeallowances & Contents & Incentives” & “Wall paintings & Print Media” these areAdvertisement & sales promotion Activities adopted by Keshav cements. It is foundthat only 54% of the respondents are Aware of the Keshav Cements brand & 46% ofthem are not Aware of the Keshav Cements brand. 86% of the respondents says thatAdvertising plays a very vital role in purchasing competitors brand cement. it is veryeffective while purchasing competitors brand cement. It is found that 80% of therespondents are come to know about the competitors brand through the sources ofAdvertisement,17% through Sales person. It is found that 58% of the respondentsseek Discounts/offers from the competitors brand, & 27% of the respondents seeksPrice offs. It is found that 80% &10% of the respondents look after Quality, Easilyavailability while purchasing competitors brand cement. It gives me immense pleasure to present before you this entire project. BABASAB PATIL 4
  • INTRODUCTION OF CEMENT The word ‘CEMENT’ is a binder, a substance which sets & hardensindependently, & can bind other materials together. The word ‘cement ’ is derived fromthe ‘Roman’ language “opus caementicium” to describe masonry which resembledconcrete & was made from crushed rock with burnt lime as binder. Later it referred to as;cementum, cimentum, cament & cement. Cement is a chemical compound existing of lime stone or chalk, clay, sand, &gypsum to form the end product we know as cement. Cement used in construction arecharacterized as “hydraulic & non hydraulic” cement. Cement is mainly used in theproduction of ‘mortar & concrete’- the bonding of natural or artificial aggregates to forma strong building material which is durable in the face of normal environmental effects.Cement should not be confused with ‘concrete’ as the term cement explicitly refers to thedry powder substance. Upon the addition of water & or additives the cement mixture isreferred to as concrete, especially if aggregates have been added. It is uncertain where it was first discovered the hydrate & non hydraulic cement,but concrete made from such mixtures was first used on a large scale by “RomanEngineers”. In the 18th century a big effort started in Europe to understand why somelimes possess hydraulic properties. ‘John smeaton’ often referred to as ‘Father of CivilEngineering in England’ concentrated his work in this field. ‘James parker’ in the 1780s,founded the ‘Natural cement’ made by burning septaria. The invention of ‘port landcement’ is generally credited to ‘Joseph Aspedin’ an English bricklayer in 1824. In 1838 a young chemical Engineer ‘Isac Johnson’ burned the cement rawmaterial at high temperature until the mass was nearly vertified producing the ‘modernPortland cement’. The German chemist ‘Wilhelm michaelis’ proposed the establishmentof cement standards in 1875. the use of concrete in construction grew rapidly from 1850 BABASAB PATIL 5
  • onwards, & was soon the dominant use for cements. Thus Portland cement began itspredominant role.Types of cement: 1) Portland cement 2) Portland cement blends  Portland blast furnace cement  Portland fly ash cement  Portland pozzolan cement  Portland silica fume cement  Masonry cements  Expansive cements  White blended cements  Colored cements  Very finely ground cements 3) Non Portland hydraulic cements  Pozzolan-lime cements  Slag-lime cements  Super sulfated cements  Calcium aluminate cement  Calcium sulfo aluminate cement  Natural cementIndian Cement industry The cement industry is experiencing a boom on account of the overall growth ofthe Indian economy primarily because of increased industrial activity, flourishing realestate business, growing construction activity, & expanding investment in theinfrastructure sector. The performance of the industry, under different policy regimes,truly establishes that decontrol of the industry & liberalization of the economy has led toremarkable improvement in the indicators such as installed capacity, capacityutilization,per capita consumption & exports. BABASAB PATIL 6
  • . Cement is an essential component of infrastructure development & mostimportant input of construction industry, particularly in the government’sinfrastructure & housing programs, which are necessary for the country’s socioeconomicgrowth & development. It is also the second most consumed material on the planet. TheIndian cement industry is the second largest producer of cement in the world just behindChina, but ahead of the United States & Japan. It is consented to be a core sectoraccounting for approximately 1.3% of GDP & employing over 0.14 million people. Alsothe industry is a significant contributor to the revenue collected by both the central &state governments through excise & sales taxes.The Beginning of Indian Cement Industry The attempt to produce cement in India dates back to 1889 when a Calcutta firmattempted to produce cement from Argillaceous (kankar). In 1914 the first commissionedcement-manufacturing unit in India was set up by India Cement Company Limited atPorbandar, Gujarat, with an installed capacity of 10,000 tonnes & production of 1000tonnes. Subsequently two plants; one at Katni (M.P.) & another at Lakheri (Rajasthan)were set up. The problem of supply outstripping demand was significant in early period of theindustry. This was followed by a price war between the producers where they resorted tocutting down of prices & selling at below production cost. It was then when the government of India intervened into the market &referred the cement industry to the Tariff Board. All these events resulted in formation ofIndian Cement Manufacturers’ Association in 1925 whose main function was to regulateprices in the industry. In 1927, Concrete Association of India was formed whose twomain objectives were to educate public about the use of cement & to play an active rolein popularizing Indian cement. The next step in the direction of rescuing cement industrywas the formation of Cement Marketing Company of India Limited in 1930 to promote &control the sale & distribution of cement at regulated prices. BABASAB PATIL 7
  • In 1936, eleven companies, except Sone Valley Portland Cement CompanyLimited, merged to form Associated Cement Company Limited (ACC). In 1937, DalmiyaJain Group set up five factories with installed capacity of 575000 tonnes & ACC addedfour more plants. The price & distribution control system on cement, implemented in 1956,aimed at ensuring fair prices to producers & consumers all over the country, thusreducing regional imbalances, & at reaching self-sufficiency within a short time period(Schumacher & Sathaye 1999). In spite of the fact that government exercised no controlover the Indian cement industry all through the Third Five Year Plan (1961-1967),growth was low due to inadequate retention price & lack of adequate financial resourcesto the existing companiesControl Period (1969-1982) The Indian cement sector had been under strict government control for almost thewhole of the period. During this period, many companies & their plants started off butstill growth was not seen at the desired rate. In 1977, higher prices were allowed forcement produced by new plants or major expansions of existing plants. Due tomaintained slow development, the uniform price imposed by the government, wassubstituted by a three-tier price system in 1979. Different prices were assigned to cementproduced in low, medium & high cost plants. Thus, controlled price did not reflect the true economic cost, & profit marginsreduced increasingly, preventing essential investments in capacity & productionexpansion. A permit system introduced by 14 states & union territories in the periodcomprised direct control over public distribution of cement to ensure fair supplies topriority sectors. However, the system resulted in artificial shortages, extensive blackmarketing & corruption in the civil supply departments of the government. BABASAB PATIL 8
  • The system of price control was accompanied by a policy of freight pooling. Theprice control fixed a uniform price according to estimated production costs at whichcement was required to be sold all over the country. This freight pooling systempromoted equal industrial development all over the country. It supported regionaldispersion.Partial Decontrol (1982-1989) On account of the above-mentioned difficulties in the cement industry thegovernment of India introduced a system of partial decontrol in 1982. A levy quota of66.60 % for sales to government & small house builders was imposed on existing unitswhile for new & sick units a lower quota at 50% was established. The balance of 33.40%could be sold in the free open market to general consumers. A ceiling price was set forsales in the open market in order to protect consumers from unreasonably high pricing ofcement. Under the system of partial decontrol, freight pooling no longer covered non-levy cement. Furthermore, specific mini units were completely freed from price &distribution controls. Although overall profitability increased substantially immediatelyafter the introduction of partial decontrol, profits obtained through non-levy salesdecreased with greater availability of cement in the market & continuously rising inputcosts. To sustain an accelerating course, the government subsequently introducedchanges in levy obligations & retention prices regularly. As a result, in 1988 the levyquota was as low as 30% for units established before 1982 & the retention price hadincreased substantially. In 1987, the Cement Manufacturers Association & thegovernment decided that there was no further necessity for a maximum price ceiling.Total Decontrol (1989 onwards) Finally in 1989, the cement industry was considered to be prepared for freemarket competition, & all price & distribution controls on sale of cement werewithdrawn. The system of freight pooling was abandoned & a subsidy scheme to ensureavailability of cement at reasonable prices in remote & hilly regions of the country was BABASAB PATIL 9
  • worked out. The industry was then de-licensed in July 1991 under the policy of economicliberalization. By removing all controls on the cement sector the government hoped toaccelerate growth & induce further modernization & expansion investments. It was afterthis decontrol that the Indian cement industry moved towards globalization, withincreasing emphasis on the exports. The expansion of the industry was evident after thedecontrol where capacity as well as production increased many fold. Growth was seenfrom 91 plants and 43 million tonnes of production in 1989-90 boosting to 132 plants &161.66 million tonnes production in 2006-07 (CMA 2007). Total capacity utilization forthe industry has also increased from 78% to 91% during the same period. Hence, the history of the Indian cement industry indicates the role ofgovernment played in influencing the twists & turns in the industry. It might benoted that government interventions have been a mix of fiscal instruments & directcontrol on production, pricing & distribution on the one hand & technologicalintervention through government promoted research institutions on the other hand. ACGR of Primary Performance Indicators (%) Total Period Control Period Decontrol Period (1970-71 to (1970-71 to 1987-88) (1988-89 to Indicators 2006-07) 2006-07)Installed Capacity 7.28 7.47 7.09Production 7.39 6.69 8.09Capacity Utilization 0.10 -0.73 0.93Exports 13.10 -5.52 35.38Per Capita Consumption 5.15 1.11 9.35Trend in Primary Performance Indicators of the Indian Cement Industry BABASAB PATIL 10
  • Year Installed Production Capacity Export Per Capita Capacity (Million tonne) Utilization(%) (Lakh tonne) Consumption (Million tonne) (Kg.)1995-96 97.25 69.57 71.54 15.70 721996-97 105.25 76.22 72.42 19.70 781997-98 109.30 83.16 76.08 26.80 821998-99 118.97 87.91 73.89 20.60 851999-00 119.10 100.45 84.34 19.50 972000-01 130.40 97.61 74.85 31.50 992001-02 146.13 108.40 74.18 33.80 972002-03 151.17 116.35 76.97 34.70 1062003-04 157.48 123.50 78.42 33.63 1102004-05 164.69 133.57 81.10 40.71 1152005-06 160.24 141.81 88.50 60.07 1252006-07 165.22 155.31 94.00 58.70 136Regional Concentration Cement, being a bulk commodity, is freight intensive & transporting cementover long distances can prove to be uneconomical. This has resulted in cement beinglargely a regional play with the industry divided into five main regions, viz., North,South, West, East & the Central region. Until 1999-2000, Indian was divided in only fourregions; centre came up only after that. Punjab, Rajasthan, Haryana & Himachal Pradeshfall in northern region whereas Bihar, Jharkhand, Orrisa, West Bengal & Chattisgarh arein eastern region. The westcomprises of Gujrat & Maharashta & the central region has Uttar Pradesh & MP, thusleaving AP, Tamil Nadu, Kerala & Karnataka for southern region. Region wise Capacity of Cement in IndiaYear North East West South Center Total %2000-01 18.58 17.54 18.59 29.19 16.11 100.002001-02 18.68 15.63 16.55 33.58 15.55 100.00 BABASAB PATIL 11
  • 2002-03 18.20 16.06 18.08 32.48 15.17 100.002003-04 18.10 15.28 20.00 31.70 14.93 100.002004-05 18.00 14.95 19.13 31.64 16.28 100.002005-06 20.92 14.14 17.58 31.65 15.71 100.002006-07 20.62 14.18 17.54 32.22 15.44 100.00Globalization of Indian cement Industry The cement industry is witnessing a number of multinationals entering the market& mergers and acquisitions in domestic market itself, bringing smallerplayers under the umbrella of larger companies, & larger companies coming under theumbrella of global players.The booming demand for cement, both in India & abroad, has attractedglobal majors to India. In 2005-06, four of the top-5 cement companies in the worldentered India through mergers, acquisitions, joint ventures or greenfieldprojects. The consolidation witnessed in the industry in recent times has resulted in twocrucial domestic deals. First being the de-merger of L&T’s cement (renamed as UltratechCement Ltd.) division & its acquisition by Grasim. The other consolidation effort wasseen when Gujarat Ambuja acquired 14.4% stake in ACC in 2000 (India Infoline 2003).Following this Holcim took a big stake in ACC in the year 2005. Thus, the top twogroups in the industry, Aditya Birla Group (Grasim & Ultratech Cements Ltd. combine)& Holcim Group (Ambuja Cements Ltd. - ACC Ltd. combine) now control more than 45% of total capacity in the country. Top Cement Industries Ambuja Cements Ltd Grasim Industries Ltd A C C Ltd Ultratech Cement Ltd BABASAB PATIL 12
  • India Cements Ltd Prism Cement Ltd Madras Cements Ltd Birla Corporation Ltd Dalmia Cement (Bharat) Ltd Shree Cement Ltd J K Cement Ltd Chettinad Cement Corpn. Ltd. Century Textiles & Inds. Ltd Sanghi Industries Ltd. J K Lakshmi Cement Ltd. Binani Cement Ltd O C L India Ltd.News about Cement industry of India The 207.81-million tonne cement industry in the country has witnessed “goodgrowth”, despite a tumultuous financial year across most industry verticals. Cementconsumption in the current year grew by 8%, compared to 9% last year. Industry expertssay that given the current economic scenario, this growth is good. BABASAB PATIL 13
  • Cement dispatches (including exports) for the 11 months ended February 2009 wereat 162.89 million tonne, against 151.89 million tonne during the year-ago period. Of this,exports contributed 2.86 milllion tonne, against 3.33 million tonne in the previous year. “The first half of the current year was bad, owing to the export ban & high cost ofproduction, including a dip in prices. But it improved since from last November; it isexpected to continue into the first quarter of the next financial year as well,” Cementmanufacturers expect the industry to grow at 8% in the next financial year. Cementdispatches during the past four consecutive months have seen a healthy growth; itincreased 11% year on year (y-o-y) in November, 12% y-o-y in December, 8.26% inJanuary and 8.73% in February respectively.According to the Cement Manufacturers Association, growth in cement consumptionduring April ‘08 to February ‘09 was highest in the eastern region, at about 11%. Thiswas followed by the southern & central regions, where consumption grew by 10% each.The western & northern region witnessed 6% & 4% growth, respectively.Meanwhile, the April ‘08 to February ‘09 period saw a 9.51 million tonne increase incement capacities across the country, against 7.89 million tonne in the same period lastyear. With demand increasing across the country, cement prices are also firming up. This shows that despite of recession there is a growth in the cement industries inIndia. Where infrastructure is in boom. SHRI KESHAV CEMENTS & INFRA LTD ORGANIZATION PROFILECOMPANY INFORMATIONName of the Company M/s.Keshav Cement LtdAdress S.No. 346 Kaladgi, Dist- Bagalkot- 587313 BABASAB PATIL 14
  • Head office “Jyoti Tower” 215/2, Karbhar Galli, 6th lane, Nazar camp, M. Vadgaon Belgaum- 590005Constitution Public Limited CompanyYear of Incorporation 1993Products Ordinary Portland Cement, Pozzolonic Cement, Blast furnace Cement, White CementLand Area 22 .36 Acressize of the Industry Medium scale IndustryCapacity 225 Tonnes Per Day (TPD)Brand Names Jyoti Gold, Jyoti Power &, Keshav CementsMarket reach Karnataka, Maharashtra &, GoaTechnology used West German VSK TechnologyBACKGROUND Shri Keshav Cement & Infra. Ltd. (KCIL) is Public limited Companyincorporated in the year 1993 to manufacture 43 grade & 53 grade Ordinary PortlandCement. We went into Public during 1995. The company raised capital via IPO during1995 to raise capital of 512.42 lakhs which was over subscribed by 12 times. The stocks BABASAB PATIL 15
  • are actively traded in Mumbai Stock Exchange. The company has posted profits sinceinception. Presently our “Jyoti Gold & Jyoti Power” cement brands are very popular inthe cement market. & now we are marketing as “Keshav cements” brand in the market.We supply our cement in North Karnataka, Goa & Maharashtra.Keshava Infotech Ltd. (KIL) is a medical transcription unit engaged in providingservices to American Hospitals and Clinics. The company commenced commercialoperations in 2000 by appointing 50 professionals & today is a 250+ organization. KatwaInfotech Ltd. has paid up capital of Rs.50 lakhs. In FY 06-07, the company achievedsales & PAT of Rs. 354.50 Lakhs & Rs. 268.68 Lakhs respectively. KIL holds 100%stock in Scribe Care, a US based marketing firm. Scribe Care brings in value to theservices provided by getting significantly higher prices & better realization. Both thesecompanies are making profits & paying dividends.Keshava Finlease Limited incorporated in 1995, commenced its business of hirepurchase finance for automobiles in 1996. The RBI granted registration to the Companyunder section 45IC of the reserve bank of India act, 1934 & classified it as a hirepurchase Company under ‘A’ category.Keshava Construction Co. Ltd. is engaged in construction of luxurious flats targetingmainly to NRI’s. we have got site at Corlim, which is just 8 km from Goa in Panji. INTRODUCTION Shri H.D.Katwa & Katwa family from Belgaum have proposed to establish a 150TPD mini cement plant based on vertical shaft kiln technology at “Kaladgi” villageBagalkot district for this purpose the promoters incorporated a company in the name of BABASAB PATIL 16
  • Shri Keshav Cements & Infra Ltd with request of companies in Karnataka. It is registeredunder the companies act 1956 in the year 17th march 1993. There are five Directors & promoters they are: 1. Shri H.D.Katwa (Chairman) 2. Shri Venkatesh H. Katwa (vice chairman) 3. Shri Vilas H. Katwa (Managing Director) 4. Smt. N H Katwa (Director) 5. Shri Deepak H. Katwa (Director)Shri H D Katwa, is an highly experienced entrepreneur & well-known industrialist inregion with vast commercial & industrial knowledge. With more than four decades ofrich expertise, he started his career as a trader in textiles. In 1978 he moved to Belgaumcity & promoted a small scale industry in plastic materials. In 1984 he entered intocement arena by setting up a small mini plant of 30 Tones Per Day (TPD). Since then,there is not looking back & now he has spearheading 4 profit making organizations withcement capacity of 600 TPD. Currently, he is actively pursuing expansion of the cementplant to 3000 TPD - which is 100 times the capacity of the first unit set-up in 1984. Avisionary & with perfect attitude, the chairman is heading the board who are currentlyfinalizing setting up of Beneficiation plant, Spone Iron plant & Power Project of 15 MW.Shri Venkatesh H Katwa, a graduate MBA from the University of Oklahoma, USA, ishaving wide experience in Cement industry, International business & Health Care serviceautomations. After returning from USA in 1997, he took up his responsibility ofExecutive Director at KCIL. He later moved to promote Katwa Infotech Limited, a ITESserving medical & health care industry in USA. He established business developmentoffice in USA which is growing over 120% every year. Under his leadership, KatwaInfotech Limited has earned a respectable image & has been awarded as the highest &best exporter in north Karnataka since the award has been designated for last threeconsecutive years. The company with over 250 associates is growing rapidly & lookingfor over 100% growth this year too. Mr. Venkatesh is the Vice-Chairman at KCIL &working on executing projects of expansion & setting up of power project. BABASAB PATIL 17
  • Shri Vilas Katwa, a graduate MBA from the University of Massachusetts, Boston staredhis career in Information technology working as the chief systems engineer, inMcCormack Institute of Public Affairs at U-Mass Boston. On returning to India, hejoined at the Jt. Managing Director. As he gained experience in cement manufacturing heinitiated many IT drives that gave good control over the production, quality &management parameters.rs. Also being an engineer in Industrial & Production discipline,he has initiated many policies & systems that boosted production to its maximumcapacity. He is now the managing director of the company and handles all the affairs Heis currently working on operation to improve the product/services while reducing the costby utilizing instrumentation techniques. One of the production facilities is completelyelectronically controlled making it the first production facility with such high level ofautomation in its category.Shri Deepak Katwa, is a graduate MBA from the University of Okalhoma, UnitedStates, Having a very good commercial background he has made a very importantcontribution towards the finance and operations divisions of the company as well as theIT company that our group has established. It is during his time that the companycontinued to get three consecutive awards as the best exporter in North Karnataka for theIT division. His specialties are public relations, finance, operations & management. He isactively involved in settings up of the power plant to reduce the overall power cost for thecement plant. Keshav Cements & Infra Ltd(KCIL) is a reputed group manufacturing KeshavCement. The Company is public limited with stocks traded on various stock exchanges inIndia, with over 15 years of experience in cement manufacturing and marketing. Thecompany foresees to be a major player in the construction industry. Keshav Cement has aR & D team to continually improve the product and services. The company has postedprofits since the inception & has been paying dividends regularly. The inception of thecompany began with acquisition of a sick cement plant of 20 TPD (Tons per day) in1994. The capacity of the plant was gradually increased year after year to reach 600 TPD.The recent acquisition has added 300 TPD to the existing capacity. The company isundertaking an expansion project to increase the output to 3000 TPD which is One BABASAB PATIL 18
  • million TPA. On the financial side the company is confident to achieve 100% growth inFY-08 and 400% in FY-09 owing to the recent acquisition and recently concludedexpansion plans. The salient features of this plant: • Located in the same premises & continuation of existing business, hence the fixed cost remains almost same • Use of existing civil structures & low machinery cost will enhance our economic feasibility • Already existing market base, expansion will quench the market demand & increase profitability • Promoters having good experience running cement units for past 20 years & know in’s & out’s of the cement scenarioMotto of the CompanyTo increase shareholder value & deliver the best product & service to the consumerMission StatementTo manufacture high quality Portland cement & help our society to build strong &Durable structures in every village & cities. We will make our cement available at leastpossible price through constant application of state-of-art technologies, efficientmanagement of resources & adoption of indigenous transportation system. Keshav Cements Speciality: OPC cement is the most appropriate cement ever used for construction of major projects. OPC cement is costlier than the Slag or Fly Ash cement. Though the slag cement has its own advantage to offer, the benefits are at the cost of its initial strength. Keshav Cement through its state of art technology offer Double Benefits; steel friendly alkali cement, as well as a super high strength OPC cement. we do not add Slag or Ash. Following are the specialities: 1. Premium quality graded OPC cement BABASAB PATIL 19
  • 2. Double benefit quality 3. No Ash or Slag in the cement 4. Absolutely Crackless construction are possible 5. High resistant to chemical attacks. Protects steel from corprosion 6. All types of construction materials can be used along with keshav cements 7. Excellent workability when plastering giving an aesthetic outlook to the surface 8. cement is especially designed for aggressive & corrosive climatic conditions of Goa, Karnataka & Maharashtra 9. cement is available at low cost to the customers because of local manufacturing & indigenous transportation system.APPLICATIONS OF KESHAV CEMENT1. Concrete slabs2. RCC columns & structures3. High raises building foundatio4. Perfect for large Dams.5. Flyover bridges.6. Residential, Commercial & multi storied structures7. Poles, pipes, tanks, blocks & tiles etc. Compressive Strength (43Grade) ORGANIZATION STRUCTURE Days BIS Specification Keshav Cements 3 230 Mpa Chairman 290 7 330 Mpa 370 28 430 Mpa 490 Board of Directors BABASAB PATIL 20
  • Managing Director Technical Director General ManagerPersonnel Marketing Dispatch Manufacture R&D AccountManager Department section Department section HR Marketing Incharge Plant Incharge Chief CashierManager Manager Chemist Supervisor Assistant AssistantOffice Area Sales Plant Incharge Chemist CashierStaff person Supervisor Section Assistantsecurity Supervisor Incharge Store Vehiclesecurity Supervisor Section Inchargeofficer Section MaintenanceGuard Incharge Incharge Mechanics Assistant Workers Priors Electrical Incharge Maintenance Cleaners Incharge Supervisor Supervisor Supervisor Plant Engineer Helpers Helpers Helpers Shift supervisor HelperFunctional AnalysisThere are six departments in the industry: 1. Engineering Department 2. Marketing Department BABASAB PATIL 21
  • 3. Accounts Department 4. Manufacturing Department 5. R&D Department 6. H R Department Engineering Department: It is the primary & functional department in the factory. There are four sections inside the factory premises where all engineering works will takes place, they are: • Weigh Bridge section • Vehicle section • Workshop section • Electrical sectionWeigh Bridge Section : In this section weight age of vehicle & raw material is determined by weighbridge. The main function of this section is to measure the weight age of the rawmaterials like; lime stone, coke, breeze, clay etc. this section is controlled by the securitypersons, but maintaining of books regarding this section are controlled by Vehicle- incharge.Vehicle Section: This is sub section of the Engineering department. It is controlled by the Vehicle –in charge.The factory owns:10 Tippers68 trucks2 GCB (Ground Material Carry Vehicle)Total 80 vehiclesThe main function of this section is to control all vehicles & service centers & dieselbunk.Work shop section: BABASAB PATIL 22
  • This is another sub section under the Engineering department. This workshop ismanaged by 25 workers. The workshop contains the big machines like; Lathe machine,Grinding machine & wielding machine. The main function of the workshop is to maintainthe vehicles occupied by the factory in a good condition. They will repair the machines &recondition the machines which are becoming weak & that are gradually slowing downthe process. The main function of it is to recondition.Electrical Section: The Electrical section contains 10 workers & they are all technically skilled persons.It is controlled by the electrical – in charge. The Electricity required for the factory is1650 KW. The Electricity department contains one Diesel Generator. One Generator ishaving capacity of 500 kw. In case of power supply break down the section – in chargeputs on of the Generator on. The main function of this department is to supply therequired power continuously during the production.Marketing Department: Presently the cement brands “JYOTI POWER” & “JYOTI GOLD” are verypopular in the regional cement market. Company supplies in North Karnataka,North/South Canara, Goa and some parts of Maharashtra. A new brand with name“Keshav Cement” is launched on Jan 4th 2008. This brand will reach bigger markets likeBangalore, Pune & Mumbai. Currently due to aggressive marketing and using innovativetechniques, the brand ‘Keshav Cement’ is being sold at premium prices & reached NorthKarnataka & South Maharastra. Due to capacity limitations the company is not able tosupply to the bigger markets such as Pune, Mumbai & Bangalore. With the additionalcapacities added, the company is in a better position to supply to such bigger marketsutilizing over 90% of the capacity. There was a commitment from store & purchasedepartment of Karnataka for procurement of 1000 mt pm of cement from the unit, but thecompany could not supply due to its local market demand. Since there are no cement plants in Goa & near by Maharashtra area like;Kolhapur, Satara, Sangli district, the company has potential market in these areas. Since BABASAB PATIL 23
  • the promoters already have their own Trucks & Tippers & proposed to include additionalfleet with loaders, it is felt that the company will not face any difficulty in bothprocurement of raw material & supply of cement in the market. With this arrangementthe company will have an edge over other companies as for as selling price is concerned.Selling price of the cementBagalkot - Rs 215Goa - Rs 250Maharashtra – Rs 235Key Competitors of Keshav CementsBagalkot ShaktiVijay ShaktiLokapur CementAdvertising & Sales Promotion Activities of Keshav CementsSales Promotion Activities: • Trade Allowance (Buying allowance): means it is a deal or discount offered to resellers in the form of a price reduction on Merchandise ordered during a fixed period. The company will give the buying allowance to their customers like; 40 Tonnes per month - Rs 2.00 per Bag 65 Tonnes per month - Rs 3.00 per Bag 105 Tonnes per month – Rs 5.00 per Bag • Trade Shows: it is a forum where manufacturers can display their products to current as well as prospective buyers. It will be carried out mainly by the Management Personnel, once in six months. These are the details of the Trade Shows done by the keshav cements: BABASAB PATIL 24
  • Technical MeetPlace MonthAminagad – March 2008Jamkhandi – November 2008Bilagi – December 2008Gaddankeri cross – October 2008• Contests & Incentives: it is developed to stimulate greater selling effort & support from seller management or sales personnel, it is directed sales persons, wholesalers, & distributors. For Example; prizes such as Trips or valuable merchandise as rewards for meeting sales quotas or other goals. Golden Scheme: 30 Tonnes cement for continuous 3 Months – 5 gm Gold 65 Tonnes cement for continuous 3 Months – 10 gm Gold 115 Tonnes cement for continuous 3 Months – 20 gm Gold 1000 Tonnes Cements purchased Rs 5 to 7 off Trips for 3 to 4 days to kerala Trips for 1 week any where in India Advertisements:• Wall Paintings• Print Media like; Newspapers(Vijay Karnataka & Deccan Herald)• HoardingsAccounts Department: The Keshav Cements & infra ltd has maintained a separate department for thepurpose of Accounting. The company has installed computers for the purpose ofAccounting period of the company from 1st April to 31st March. BABASAB PATIL 25
  • The Accounting mainly deals with payment mode, cash receipts, salary paid & other miscellaneous receipts & payments. Manufacturing Department: The type of Manufacturing operations to produce the cement is continuous production process. The company manufacture mainly two types of cement they are 43 & 53 Grade. Inputs i.e. Raw materials which is used to produce the cement area: PRODUCTION PROCESS Raw MaterialLime stone Clay Coke Breeze BABASAB PATIL 26
  • Crusher Hopper Hopper HopperElectrical Vibrator Electrical Vibrator Electrical Vibrator Belt Conveyor Raw Mill Grinding Blending Silo Vertical Shaft Kiln Burning 1400 C Clinker Gypsum Hopper Hopper Feed Table Feed Table Belt Conveyor Cement Mill Cement Silo Packaging LoadingRaw Materials used: • Lime stone 73% • Clay 13% • Coke Breeze 10% • Iron ore 1% • Gypsum 3% BABASAB PATIL 27
  • Environmental protection: There are four section in the plant. In each section suitable pollution controlequipments are installed. Well experienced environmental engineers design thesepollution control equipments since the dust burden is deferred in each section. For Example; in a hammer mill section during the crushing of limestone dust isgenerated it is filtered through Nil one back fitters with electronic device. We haveprovided dust collection systems with automatic operations by the dolomite valves.R&D Department: The company has its separate R&D Department where all the tests are made &strive to maintain the quality of the cement. it has a Laboratory where all these activitiesare carried out.Laboratory: At the time of mixing lime stone, coke breeze, clay & iron ore, someadjustments are to be made, it will be made as per the directions of the laboratory. It isclassified into two parts they are: 1. Chemical lab 2. Physical labChemical lab: This is one of the important section as the body of the production process. It is alsocalled as quality control section, it is headed by the chief Chemist. The main function ofthe lab is to find out the CAO & loss of ignition of material & chemical analysis of thecement clinkers, Gypsum, & other Raw materials.The equipments used in chemical lab are: • Electrical Balance • Blains Separator • Physical Balance • Oven BABASAB PATIL 28
  • • Water Bath MachinePhysical lab: This is another section as body of the production process, it is also headed by chiefChemist. The main function of the physical lab is to find the residue strength of thefinished cement. the equipments used in the physical lab are: • Trading cat apparatus • Vibrating machine • Strength machine • Humidity chamberHR Department Here Personnel Manager is the head in the Department. Personnel Department isusually doing Record keeping & Responding demand & giving suggestions to the linemanagers about how a subordinate should develop. & solving the employees problem &giving trainings & favourable work conditions.Welfare Facilities provided by the organization: 1. Canteen 2. Hospital 3. Bonus 4. Rest Room 5. Play Ground 6. Safety Measures • Dress • Gloves • Gum Boots Goggles & MasksThe above facilities are provided to labours, Employees & Staff members. In addition tothe above facilities the Employees are provided with Quarters facility.Time & Security Section: BABASAB PATIL 29
  • This section comes under Administrative department. The section works for 24hours divided into Three shifts they are as follows:1st shift 8.00 am to 4.00 pm2nd shift 4.00 pm to 12.00 pm3rd shift 12.00 pm to 4.00 amGeneral shift 8.00 am to 5.00 pm Each shift contains 60 to 70 workers. This section Maintains various Registers & alsoshows about the workers working hours & performance. It also maintains discipline ofthe worker, Dress, Neatness, Workers In & out. They various Registers are as follows: • Attendance Register • Salary Register • Leave Register • Absence Register • Employee record RegisterSecurity: This is the sub section under the time section of the Administrative Department.The section has a security Guard i.e. 8+1, it means there are 8 Guards & 1 securityofficer. The main function of the security is controlling the incoming & out goingVehicles, workers & visitors.The register that are mentioned by the security officer are: • Inward Register • Outward Register • Visitors Register BABASAB PATIL 30
  • RESEARCH METHODOLOGYResearch Design: BABASAB PATIL 31
  • “Descriptive” research design is used in the studyData Source: Primary Data Secondary DataResearch Approach: Survey MethodField Study: Personal Interview SAMPLINGSampling Method: BABASAB PATIL 32
  • Stratified Random SamplingSampling Element: Each individual Engineers, Contractors, Dealers & MasonsSampling Unit: Engineers, Dealers, Contractors & MasonsSample Size: 100Sampling Extent: Bagalkot Topic Of The Study:“A STUDY ON ADVERTISING & SALES PROMOTION ACTIVITIESADOPTED BY ‘KESHAV CEMENTS & INFRA LTD’ IN BAGALKOT” BABASAB PATIL 33
  • Problem DefinitionManagement Problem“As it is a cement industry the company wants to know whether the Advertising & Salespromotion activities plays a vital role to boost the sales in Local market (Bagalkot) also,where people might knowing the brand”.Research ProblemDerived from the management problem“A study on Advertising & Sales promotion activities adopted by Keshav Cements inBagalkot city”. OBJECTIVES: 1 To identify the Advertisement & Sales promotion activities adopted by the Keshav Cements & Infra Ltd BABASAB PATIL 34
  • 2 To know the brand awareness level of Keshav Cements3 To know the effectiveness of Advertisement on customers4 To know the rivals Advertisement & Sales promotion strategies5 The factors that influencing customers to purchase the cement Purpose Of The Study The main purpose of the study is to the awareness level of the brand BABASAB PATIL 35
  •  The Study will help us to know the effectiveness of advertisement & sales promotion activities on the customers The study will help the company to set strategies for the Bagalkot city & emphasize on their weaknesses & threats To know the rivals Advertising & Sales promotion strategies The brand image of various competitors will be known. The company can know where their competitors stands in the minds of the people It reveals the factors that influence customers to purchase the cement Scope Of The Study BABASAB PATIL 36
  • In todays scenario Infrastructure is in boom, so there is lot of constructionworks takes place in a broad way. For that the main raw material is cement. But there aremany players & huge competition in cement industries. So it is very important to set acompetitive strategies to beat the competitors, where Marketing plays a vital role. So it isessential to study the effectiveness of Advertising & Sales promotion activities & toadopt the same to increase the Sales & beat the competitors. The study covers Dealers, Engineers, Contractors & Masons. We had chosen thistopic because it will help us to know the Quality, Awareness level & brand image of thecompany through the respondents. It will help the company to know the factors thatinfluence customers to purchase the cement. Limitations Of The Study BABASAB PATIL 37
  •  The research study is confined only to Bagalkot city The sample was chosen randomly which might not be the actual representatives of the total population, due to which there may be an error Information is partially based on secondary data & hence authenticity of the study can be visualized & is measurable BABASAB PATIL 38
  • DATA COLLECTION METHOD BABASAB PATIL 39
  • Primary Data: Questionnaire & personal interviewSecondary Data: Company report, Broacher & from InternetMeasurement Technique: QuestionnaireAnalytical Technique: By using SPSS software BABASAB PATIL 40
  • DATA ANALYSIS & INTERPRETATION1. Brand of cement preferred by customers BABASAB PATIL 41
  • 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 100 100.0Analysis & Interpretation: 48% of the respondents use Ultratech cement & 25% of the respondents useACC cement & 21 % of the respondents use Bagalkot shakti, & 4% of them use Keshavcements & 2% of them use other cements. It is interpreted as the following respondentsEngineers, Contractors, Dealers & Masons- prefer first Ultratech cement, then ACCcement & Bagalkot Shakti & give last preference to Keshav cements & others.2. Parameters used to purchase Competitors brand cement Frequency Percent Contents Quality 80 80.0 BABASAB PATIL 42
  • Reasonable Price 7 7.0 Discounts / Offers 3 3.0 Easily available 10 10.0 Total 100 100.0Analysis & Interpretation: 80% of the respondents sees Quality while purchasing the particular brandcement & 10% of them sees Easily availability of the cement, & 7% of the respondentssees Reasonable Price & only 3% of the respondents sees Discounts/Offers. It isinterpreted that the following respondents Engineers, Contractors, Dealers & Masons –purchase competitors Brand cement first by Quality as it is 80%, then Easily availabilityas it is 10% & last they give preference to Reasonable price & Discounts & offers.3. Extra benefit seek from competitors brand on bulk purchase? Frequency Percent Contents Yes 96 96.0 No 4 4.0 Total 100 100.0 BABASAB PATIL 43
  • Analysis & Interpretation: 96% of the respondents says that they get some Extra Benefit from Competitorsbrand on bulk purchase, & only 4% of the respondents wont get the Extra Benefits fromthe Competitors brand on bulk purchase. It is interpreted that the 96% of the customersseek Extra benefits & only4% of the customers don’t seek any Extra benefit.4. Extra Benefits received from Competitors brand…. Frequency Percent Contents Not received 4 4.0 BABASAB PATIL 44
  • Dicount /Offers 58 58.0 Incentives 4 4.0 Trade allowance 7 7.0 Price offs 27 27.0 Total 100 100.0Analysis & Interpretation: 58% of the respondents seek following Extra benefits Discounts/offers from theCompetitors brand, & 27% of the respondents seeks Price offs, 7% of the respondentsseek Trade allowance &, 4% of them gets Incentives. This shows that 58%, 27%, 7% ofthe respondents receives Extra benefits like; Discounts/Offers from the competitorsbrand, then price offs & last Trade allowance from the competitors brand.5. Are you satisfied by Schemes & offers provided by competitors brand Frequency Percent Contents Yes 96 96.0 No 4 4.0 BABASAB PATIL 45
  • Total 100 100.0Analysis & Interpretation: 96% of the respondents are satisfied with the schemes & offers competitors providesto them & 4% of them are not satisfied with the schemes competitors provides to them. Itis interpreted as 96% of the respondents are satisfied with the schemes & offerscompetitors brand provides to them & 4% of them are not satisfied with them.6. Sources from which competitors brand comes to know Frequency Percent Contents Advertisement 80 80.0 Sales person 17 17.0 Friends/Relatives 3 3.0 BABASAB PATIL 46
  • Total 100 100.0Analysis & Interpretation: 80% of the respondents are come to know about the competitors brand throughAdvertisement, & 17% through Sales person, 3% from Friends/Relatives. This shows that80% of the respondents come to know about the competitors brand from Advertisement& 17% of them comes to know from Sales person..7. From which Advertisement competitors brand comes to know Frequency Percent Contents Other source 20 20.0 TV Ads 48 48.0 Wall Paintings 24 24.0 BABASAB PATIL 47
  • Newspaper/Magazines 8 8.0 Total 100 100.0Analysis & Interpretation: 48% of the respondents come to know about the competitors brand from Tv ads. 24%of the respondents come to know about the competitors brand through Wall Paintings, &8% of them from Newspaper/Magazines. This shows that 48%, 24%, 8% of therespondents comes to know bout the competitors brand through Tv ads, then from wallpaintings, & last from newspaper/magazines.8. Competitors brand comes to know from which Tv ads Frequency Percent Contents Other source 52 52.0 E tv kannada 1 1.0 Udaya tv 3 3.0 Star tv 28 28.0 BABASAB PATIL 48
  • Chandana tv 16 16.0 Total 100 100.0Analysis & Interpretation: 28% of the respondents come to know from Star Tv, 16% from Chandana Tv, 3%from Udaya Tv & 1% from ETv Kannada. This shows that 28% of the respondents cometo know from star tv, & 16% of them from chandana tv & last from uday tv & E tvkannada.9. From Which Newspaper competitors brand will be known? Frequency Percent Contents Other source 92 92.0 Vijay Karnataka 2 2.0 Prajavani 2 2.0 Times of India 2 2.0 Deccan Herald 2 2.0 Total 100 100.0 BABASAB PATIL 49
  • Analysis & Interpretation: 2% of the respondents come to know about the particular brand from VijayKarnataka, 2% from Prajavani, 2% from Times of India & 2% from Deccan Herald. thisshows that among the 8% of respondents all are equally distributed & come to knowabout the particular brand. So it is clear from the above that the respondents comes toknow about the competitors brand from vijay Karnataka, prajavani, Times of India &decann herald.10. Awareness of ‘Keshav Cements’ brand Frequency Percent Contents Yes 54 54.0 No 46 46.0 Total 100 100.0 BABASAB PATIL 50
  • Analysis & Interpretation: 54% of the respondents are Aware about the Keshav Cements brand & 46% of themare not Aware about the Keshav Cements. This shows that many of them are not awareabout the keshav cements brand. It is interpreted as 54% of the respondents are awareabout th Keshav cements brand & 46% of them don’t know about the keshav cementsbrand.11. Through which source you come to know about keshav cements Frequency Percent Contents Not use 46 46.0 Advertisement 20 20.0 Sales person 16 16.0 Friends/relatives 18 18.0 BABASAB PATIL 51
  • Total 100 100.0Analysis & Interpretation: Among 54% of the respondents 20% of the respondents come to know about thekeshav cements brand through advertisement, 18% from Friends/Relatives &16% fromSales person. It is interpreted that 20% of the respondents first comes to know aboutkeshav cements from advertisement, then 18% of them from friends & relatives & 16%from Sales person.12. Advertisement through which you come to know about keshav cement Frequency Percent Contents Not use 81 81.0 Wall paintings 15 15.0 Newspapers/magazines 3 3.0 Trade shows 1 1.0 BABASAB PATIL 52
  • Total 100 100.0Analysis & Interpretation: Among 20% of the respondents, 15% of the respondents came to know about thebrand through Wall Paintings, 3% from Newspaper/Magazines & only 1% through Tradeshows. So we have to concentrate on Newspaper/Magazines & Trade shows to Advertisethe brand.13. Rate the keshav cements brand Frequency Percent Contents Not use 46 46.0 Good 34 34.0 Average 20 20.0 Total 100 100.0 BABASAB PATIL 53
  • Analysis & Interpretation: Among 54%, 34% of the respondents says that keshav cements brand is Good &20% of them says it is Average. It is interpreted as 34% of the respondents Engineers,Contractors, Dealers & Masons says that keshav cements is Good & 20% of them says itis Average .14. Factors influenced to purchase keshav cement brand Frequency Percent Contents Not use 62 62.0 Quality 15 15.0 Price 17 17.0 Easily available 6 6.0 Total 100 100.0 BABASAB PATIL 54
  • Analysis & Interpretation: Among 38%, 17% of the respondents are influenced by Price, 15% from Quality & 6%from Easily Available. Thus it is clear from the above graph that 17% of the respondentsare influenced to purchase keshav cements by Price, then 15% from Quality & 6% fromeasily availability.15. Advertisement by which keshav cement come to known Frequency Percent Contents Other source 80 80.0 Wall paintings 16 16.0 Newspapers/magazines 3 3.0 BABASAB PATIL 55
  • Trade shows 1 1.0 Total 100 100.0Analysis & Interpretation: Among 20%, 16% of the respondents came to know abou the keshav cementsthrough Wall Paintings, 3% through Newspaper/Magazines & 1% through Trade shows.This shows that 16% of the respondents first come to know about keshav cements fromwall paintings & 3% through newspapers/magazines & last Trade shows16. Advertising plays a very vital role in purchasing the competitors brand cement, whatis your opinion Frequency Percent Contents Strongly agree 40 40.0 Agree 46 46.0 BABASAB PATIL 56
  • Disagree 9 9.0 Neither agree nor disagree 5 5.0 Total 100 100.0Analysis & Interpretation: 46% of the respondents Agree with the opinion that Advertising plays a very vitalrole in purchasing competitors brand cement, 40% of the respondents Strongly Agreewith this opinion. 9% of the respondents Disagree with the opinion that Advertisingplays a very vital role in purchasing competitors brand cement & 5% of them NeitherAgree Nor Disagree with this opinion. This shows that 46% of the respondents Agreewith the opinion that advertising plays a vital role in purchasing competitors brandcement & 40% of them strongly agree with the opinion that advertisement plays a vitalrole & 9%, 5% of the respondents says Disagree & Neither Agree nor disagree.17.(a) Rate the brands on the basis of their Advertisement-“Hoardings”? BABASAB PATIL 57
  • Contents Very Good Good Average Bad Very bad keshav cement 0 6 10 26 58 Vijay shakti 0 6 8 79 7 Bagalkot Shakti 0 7 17 15 61 Lokapur cement 0 21 9 57 13 ACC cement 11 35 49 5 0 Ultratech cement 21 40 32 7 0 90 79 80 70 61 58 57 Very Good 60 49 Good 50 40 35 Average 40 32 26 Bad 30 21 21 17 15 Very bad 20 13 11 10 9 6 6 8 7 7 5 7 10 0 0 0 0 0 0 0 keshav cement Vijay shakti Bagalkot Shakti Lokapur cement ACC cement Ultratech cementAnalysis & Interpretation:(The study is restricted only to “Keshav cements, Bagalkot shakti, Lokapur cement &Vijay shakti” ) 6% of the respondents says that “Hoardings” of keshav cements are Good, 10% saysthat it is Average, 26% says that it is Bad & 58% says that it is Very bad. 7% of therespondents says that “Hoardings” of Vijay shakti is Good, 8% says it is Average, says itis Bad & 7% of them says it is Very bad. 7% of the respondents says that “Hoardings” ofBagalkot shakti is Good, 17% of them says it is Average, 15% says it is Bad & 61% saysit is Very bad. 21% of the respondents says that “Hoardings” of Lokapur cement is Good,9% says it is Average, 57% says it is Bad & 13% says it is Very bad. This shows that thehoardings of the Keshav cements in bagalkot city is very bad, then comes vijay shakti,after that Bagalkot shakti & at last Lokapur cement through this graph.17.(b) Rate the brand on the basis of their Advertisement-“Tv ads”? BABASAB PATIL 58
  • Contents Very Good Good Average Bad Very bad keshav cement 0 0 0 33 67 Vijay shakti 0 0 0 29 71 Bagalkot Shakti 0 0 0 33 67 Lokapur cement 0 0 0 19 81 ACC cement 27 40 30 3 0 Ultratech cement 52 43 5 0 0 90 81 80 71 67 67 70 Very Good 60 52 Good 50 40 43 Average 40 33 33 30 29 27 Bad 30 19 20 Very bad 3 0 5 10 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 keshav cement Vijay shakti Bagalkot Shakti Lokapur cement ACC cement Ultratech cementAnalysis & Interpretation:(The study is restricted only to “Keshav cements, Bagalkot shakti, Lokapur cement &Vijay shakti” ) 33% of the respondents says that “Tv ads” of Keshav cements are Bad & 67% ofthem says that it is Very bad. 29% of the respondents says that “Tv ads” of Vijay shaktiare Bad & 71% of them says it is Very bad. 33% of the respondents says that “Tv ads” ofBagalkot shakti are Bad & 67% of them says that it is Very bad. 33% of the respondentssays that “Tv ads” of Lokapur cement are Bad & 67% of them says it is Very bad. Thisshows that Tv ads of the keshav cements is very bad, then comes vijay shakti , bagalkotshakti & last Lokapur cement.17.(c) Rate the brands on the basis of their Advertisement-“Newspaper/Magazine”? Contents Very Good Good Average Bad Very bad BABASAB PATIL 59
  • keshav cement 0 4 67 29 0 Vijay shakti 0 0 0 17 83 Bagalkot Shakti 0 0 9 84 7 Lokapur cement 0 0 11 17 72 ACC cement 17 67 11 5 0 Ultratech cement 17 37 44 2 0 100 83 84 80 72 Very Good 67 67 Good 60 44 37 Average 40 29 Bad 17 17 17 17 20 9 7 11 11 Very bad 5 04 0 000 00 00 0 20 0 keshav cement Vijay shakti Bagalkot Shakti Lokapur cement ACC cement Ultratech cementAnalysis & Interpretation:(The study is restricted only to “Keshav cements, Bagalkot shakti, Lokapur cement &Vijay shakti” ) 4% of the respondents says that “Newspaper/Magazine” of Keshav cements is Good,67% of them says it is Average & 29% of them says it is Bad. 17% of the respondentssays that “Newspaper/Magazine” of jay shakti is Bad & 83% of the respondents says thatit is Very bad. 9% of the respondents says that “Newspaper/Magazine” of Bagalkot shaktiis Average, 84% of them says it is Bad & 7% of them says it is Very bad. 11% of therespondents says that “Newspaper/Magazine” of Lokapur cement is Average, 17% ofthem says it is Bad & 72% of them says it is Very bad. It is interpreted that Keshavcements Ranks first in “Newspaper/Magazine” ads then comes, Bagalkot shakti, vijayshakti & lokapur cement.17.(d) Rate the brands on the basis of their Advertisement-“Wall paintings”? Contents Very Good Good Average Bad Very bad keshav cement 0 6 43 51 0 BABASAB PATIL 60
  • Vijay shakti 0 0 0 15 85 Bagalkot Shakti 37 59 4 0 0 Lokapur cement 0 47 31 22 0 ACC cement 11 17 59 9 4 Ultratech cement 30 41 29 0 0 85 90 80 70 59 59 Very Good 60 51 47 Good 50 43 41 37 Average 40 31 30 29 Bad 30 22 15 17 Very bad 20 11 9 6 4 4 10 0 0 0 0 0 0 0 0 0 0 0 0 keshav cement Vijay shakti Bagalkot Shakti Lokapur cement ACC cement Ultratech cementAnalysis & Interpretation:(The study is restricted only to “Keshav cements, Bagalkot shakti, Lokapur cement &Vijay shakti”) 6% of the respondents says that “Wall paintngs” of keshav cements are Good, 43%of them says it is Average & 51% of them says it is Bad. 15% of the respondents saysthat “Wall paintngs” of Vijay shakti is Bad & 85% of them says it is Very bad. 37% ofthe respondents says that “Wall paintngs” of Bagalkot shakti is Very good, 59% of themsays it is Good & 4% of them says it is Average. 47% of the respondents says “Wallpaintngs” of lokapur cement is Good, 31% of them says it is Average & 22% of themsays it is Bad. This shows that “Wall paintings” of Bagalkot cement ranks first ascompared to their competitors Lokapur Cement come next, then Keshav cements & atlast Vijay shakti .17.(e) Rate the brands on the basis of their Advertisements-“Trade Shows”? Contents Very Good Good Average Bad Very bad keshav cement 0 4 16 57 23 BABASAB PATIL 61
  • Vijay shakti 0 0 0 18 82 Bagalkot Shakti 0 7 19 68 6 Lokapur cement 0 0 39 47 24 ACC cement 7 15 65 13 0 Ultratech cement 11 21 53 15 0 100 82 80 68 65 Ver y Good 57 53 Good 60 47 39 Aver age 40 24 23 21 Bad 16 18 19 15 15 13 11 20 4 7 6 7 Ver y bad 0 0 0 0 0 0 0 0 0 0 keshav cement Vijay shakti Bagalkot Shakti Lokapur cement ACC cement Ultr atech cementAnalysis & Interpretation:(The study is restricted only to “Keshav cements, Bagalkot shakti, Lokapur cement &Vijay shakti”) 4% of the respondents says that “Trade shows” of Keshav cements are Good, 16% ofthem says it is Average, 57% of them says it is Bad & 23% of them says it is Very bad.18% of the respondents says that “Trade shows” of vijay shakti are Bad & 82% of themsays it is Very bad. 7% of the respondents says that “Trade shows” of Bagalkot shakti isGood, 19% of them says it is Average, 68% of them says it is Bad & 6% of them says itis Very bad. 39% of the respondents says that “Trade shows” of Lokapur cement isAverage, 47% of them says it is Bad & 24% of them says it is Very bad. So it is clear thatBagalkot shakti is having good “Trade shows” then comes Keshav cements, thenLokapur cement & last Vijay shakti.18. Any offers or extra benefits seek from Keshav Cements on bulk purchases Frequency Percent Contents Not use 46 46 BABASAB PATIL 62
  • Yes 51 50 No 3 3 Total 100 100Analysis & Interpretation: 51% of the respondents seek Offers & Extra benefits from Keshav cements on bulkpurchase & 3% of them says no. 46% of them wont purchase Keshav cements. So it isclear that 51% of the respondents seek offers & Extra benefits from Keshav cements &only 3% of them wont seek any offers & extra benefits from keshav cements.19. Offers & Extra benefits received from keshav cements Frequency Percent Contents Not use 46 46 Discount/offers 46 46 BABASAB PATIL 63
  • Incentives 6 6 Buying allowances 2 2.0 Total 100 100.0Analysis & Interpretation: 46% of the respondents says they receives Discounts/Offers from Keshav cementson bulk purchase, 6% of them says Incentives & 2% of them says Buying allowances.This shows that 46% of the respondents receive Discounts/offers as extra benefit fromkeshav cements & 6% of they seek Incentives & 2% of them receives Buying allowancefrom keshav cements on bulk purchase as a Extra benefit.20. Are you satisfied with the offers & schemes provided by the keshav cements? Frequency Percent Contents Not use 46 46 Yes 50 50 No 4 4 BABASAB PATIL 64
  • Total 100 100.0Analysis & Interpretation: 50% of them says they are satisfied with the offers & schemes provided to them byKeshav cements & 4% of them says that they are not satisfied with it. So it is clear thatmajority of them are satisfied. 50% of them says that they are satisfied with the offers &schemes provided by the keshav cements & only 4% of them says they are not satisfiedwith the offers & schemes provided by the keshav cements.22. Role of Advertising & Sales promotion activities in cement industry Frequency Percent Contents Extremely important 58 52 Important 42 42 Total 100 100.0 BABASAB PATIL 65
  • Analysis & Interpretation: 58% of the respondents says that Advertising & Sales promotion activities areExtremely important & 42% of them says that it is important. This shows that 58% of therespondents says that Advertising & Sales promotion activities are Extremely importantin cement industry & 42% of the respondents also saying that it is important. BABASAB PATIL 66
  • FINDINGS I found from secondary data that “Trade shows, Trade allowances & Contents & Incentives” & “Wall paintings & Print Media” these are Advertisement & sales promotion Activities adopted by Keshav cements BABASAB PATIL 67
  •  48% of the respondents use Ultratech cement, 25% of them use ACC cement & 4% of them use Keshav cements It is found that 80%, 10% & 7% of the respondents look after Quality, Easily availability & Reasonable Price while purchasing competitors brand cement. & While purchasing Keshav cements 17% of the respondents are influenced by Price, 15% from Quality & 6% from Easily Available 96% of the respondents get some Extra Benefit from competitors brand on bulk purchase. Even I found that 51% of the respondents also seek Extra benefits from Keshav cements on bulk purchase It is found that 58% of the respondents seek Discounts/offers from the competitors brand, & 27% of the respondents seeks Price offs. Even I found that 46% of the respondents also receives Discounts/Offers from Keshav cements 96% of the respondents are satisfied with the schemes & offers provided by the competitors brand to the respondents. & 50% of the respondents are also satisfied with the offers & schemes provided by Keshav cements It is found that 80% of the respondents are come to know about the competitors brand through the sources of Advertisement,17% through Sales person. & also 20% of the respondents come to know about the keshav cements brand through advertisement, &16% from Sales person 48% of the respondents come to know about the competitors brand through Advertisements mainly from Tv ads, 24% of them come to know about the BABASAB PATIL 68
  • particular brand through Wall Paintings. Even 15% of the respondents came to know about the Keshav cements brand through Wall Paintings 28% of the respondents come to know about the competitors brand from the following Tv ads Star Tv, 16% from Chandana Tv, 3% from Udaya Tv & 1% from ETv Kannada. Among Newspaper & magazine 2% of the respondents come to know about the competitors brand from Vijay Karnataka, 2% from Prajavani, 2% from Times of India & 2% from Deccan Herald 54% of the respondents are Aware of the Keshav Cements brand & 46% of them are not Aware of the Keshav Cements 34% of the respondents says that keshav cements brand is Good & 20% of them says it is Average 46% of the respondents Agree with the opinion that Advertising plays a very vital role in purchasing competitors brand cement, 40% of them Strongly Agree with this opinion. It is found that 6% of the respondents says that “Hoardings” of keshav cements are Good, 10% says that it is Average, 7% of the respondents says that “Hoardings” of Vijay shakti is Good, 8% says it is Average. 7% of the respondents says that “Hoardings” of Bagalkot shakti is Good, 17% of them says it is Average, 21% of the respondents says that “Hoardings” of Lokapur cement is Good, 9% says it is Average 33% of the respondents says that “Tv ads” of Keshav cements are Bad, 29% of the respondents says that “Tv ads” of Vijay shakti are Bad, 33% of the BABASAB PATIL 69
  • respondents says that “Tv ads” of Bagalkot shakti are Bad, 33% of the respondents says that “Tv ads” of Lokapur cement are Bad 4% of the respondents says that “Newspaper/Magazine” of Keshav cements is Good, 67% of them says it is Average, 17% of the respondents says that “Newspaper/Magazine” of Vijay shakti is Bad, 9% of the respondents says that “Newspaper/Magazine” of Bagalkot shakti is Average, 11% of the respondents says that “Newspaper/Magazine” of Lokapur cement is Average 6% of the respondents says that “Wall paintngs” of keshav cements are Good, 43% of them says it is Average, 15% of the respondents says that “Wall paintngs” of Vijay shakti is Bad, 37% of the respondents says that “Wall paintngs” of Bagalkot shakti is Very good, 59% of them says it is Good, 47% of the respondents says “Wall paintngs” of lokapur cement is Good, 31% of them says it is Average 4% of the respondents says that “Trade shows” of Keshav cements are Good, 16% of them says it is Average, 18% of the respondents says that “Trade shows” of vijay shakti are Bad & 82% of them says it is Very bad. 7% of the respondents says that “Trade shows” of Bagalkot shakti is Good, 19% of them says it is Average, 39% of the respondents says that “Trade shows” of Lokapur cement is Average, 58% of the respondents says that Advertising & Sales promotion activities are Extremely important & 42% of them says that it is important SUGGESTIONS BABASAB PATIL 70
  •  From the study I found that 86% of the respondents says that Advertisement & sales promotion activities plays a very vital role in purchasing the competitors cement. Though customers see Quality first while purchasing the cement, but to know the quality of the brand they must use it, for that they must first know which brands is available in the market, for which advertisement is essential. So both advertising & sales promotion activities plays a vital role in purchasing the cement. I found from secondary that “Trade shows, Trade allowances & Contests & Incentives” & “Wall paintings & Print Media like;Newspapers”these are Advertisement & sales Promotion Activities adopted by the keshav cements to promote their brand. But only 54% of the respondents are aware about the keshav cements brand. Inspite of all these Advertising & Sales Promotion activities nearly 50% of the respondents are not aware about the Keshav cements brand. This shows that there is lack of Advertisements. Advertising done by the Keshav cements is not at all effective So you have to improve the Advertisements like; using Hoardings & doing Wall paintings in the crowded areas where thousands of people were moving daily, find such places & do the wall paintings & Hoardings their. & also use print Media ads like; giving ads in local Newspapers –‘Vijay Karnataka & Prajavani’. Trade shows(Technical Meets) mainly of “Engineers Contractors, Dealers & Masons” is also one of the effective advertising technique. Where ‘sales person’ plays a very important roleSo Try to do Trade shows once in every Three months & do follow up. It will help to position in the minds of the customers your brand & make the brand awareness & Identity in the market. BABASAB PATIL 71
  •  Bagalkot shakti , Vijay shakti & Lokapur cement are the rivals for Keshav cements, among which Bagalkot shakti has used very Good Advertisements & Sales promotion strategies, & acquired maximum customers in Bagalkot city. As compared to Bagalkot shakti, Keshav cements sales promotion strategies are good but it only lacks in Advertisements. So adopt the Advertisement & sales promotion strategies given above to beat the competitor. The main factor influencing customers to purchase their product is Quality, then later comes Price & Easily availability. So there is great opportunity for the keshav cements if they improve & maintain quality, others ‘price & easily availability’ is already there. So Improve & maintain Quality. BABASAB PATIL 72
  • CONCLUSION From this study it is concluded that both Advertising & Sales Promotion activitiesplays a vital role in cement industry. But we must determine which Advertisementstrategies should be adopted to acquire potential customers & beat the competitors. HereAdvertisement like; Wall paintings, Hoardings & also Newspapers should be adopted &also Two Important Advertisements like; “Sales person & Trade Shows” plays a veryvital role in Cement industry mainly in Bagalkot city as it is local area. This counts muchto get the brand recognition & brand awareness & also make brand Identity in the localmarket. Competitors like Bagalkot Shakti who is the main competitor in the cementindustry in “Bagalkot city” so try to benchmark it. As there is lack of effectiveness in the Advertisement adopted by Keshavcement. So improve it by using the above strategies suggested. BABASAB PATIL 73
  • Keshav Cement Plant BABASAB PATIL 74
  • Kiln - MachineryHybrid Power Unit BABASAB PATIL 75
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  • Brands of Keshav Cements BABASAB PATIL 78
  • QUESTIONNAIREDear Sir/MadamName __________________________________________________________Type of Respondent: Engineer/Dealer/Contractor/MasonName of the Firm _________________________________________________Address __________________________________________________________Telephone/Mobile No ______________________________________________ 1. Which brand of cement do you prefer or advice others to use? a) Bagalkot Shakti b) Vijay Shakti c) Lokapur cement d) Keshav cement e) ACC cement f) Ultratech cement g) Others _______________ 2. What made you to purchase that particular brand cement? a) Quality b) Reasonable Price c) Advertisement d) Discounts/Offers e) Easily Available f) Others _______________________ 3. Do you seek some extra benefit from that particular company on bulk purchases? a) Yes b) No c) Not at all 4. If yes then mention it? a) Discounts/Offers b) Incentives c) Trade allowances d) Trade shows e) Training programs f) Price offs BABASAB PATIL 79
  • g) Premiums5. Are you satisfied with the schemes or offers company provides to you?a) Yes b) No6. If No, then mention the schemes & offers you are expecting from the particular company?7. How do you come to know about that particular brand?a) Advertisement b) Sales personc) Friends/Relatives d) Others ______________8. If Advertisement, then mention the type?a) Hoardings b) TV Adsc) Wall paintings d) News papers/Magazinesd) Others _________________________9. If TV Ads then mention which channels?a) E tv Kannada b) Uday tvc) Surya tv d) Star tve) Chandana Tv f) Others ______________________10. If News paper, then mention it?a) Vijay Karnataka b) Prajavanic) Sainyukt Karnataka d) Times of Indiae) Deccan Herald f) others _________________ BABASAB PATIL 80
  • 11. Are you aware of ‘keshav cements’? a) Yes b) No c) Not at all 12. If yes, then how you come to know about the keshav cements? a) Advertisement b) Sales person c) Friends/Relatives d) Others___________________ 13. If Advertisement then mention the type? a) Tv Ads b) Hoardings c) Wall paintings d) Newspaper/Magazine e) Trade shows f) Others __________________ 14. Rate the keshav cements brand? Excellent Good Average Bad Very bad 15. What influenced you to purchase the keshav cements? a) Quality b) Price c) Advertisement d) Discounts/Offers e) Easily available f) Others _______________ 16. If Advertisement, then mention it? a) Hoardings b) Tv Ads c) Wall paintings d) Newspaper/Magazine e) Trade shows17. Advertising plays a very vital role in purchasing the particular brand cement? What isyour opinion? a) Strongly agree b) Agree c) Disagree d) Strongly disagree BABASAB PATIL 81
  • e) Neither agree nor disagree18. Rate the brands on the basis of their advertisements?The study is restricted only to“Keshav cements, vijay shakti, bagalkot shakti, lokapur cement”) a) 10 – very good b) 8 – Good c) 6 – Average d) 4 – Bad e) 1 – Very bad COMPANIES/BRANDSADVERTISEMENT Keshav Vijay Bagalkot Lokapur ACC Ultratech cements shakti shakti cement cement cementHoardingsTv AdsNewspaper/MagazineWall paintingsTrade shows19. Do you seek any offers or extra benefits from keshav cements on bulk or oftenpurchases? a) Yes b) No20. If yes, then mention it? a) Discounts/Offers b) Incentives c) Buying Allowances d) Training programs e) point of purchase f) Bonus packs displays g) Others _____________________21. Are you satisfied with the offers or schemes provided by the keshav cements to you? a) yes b) No22. Advertising & sales promotion activities plays a vital role in cement industry? Whatdo you say? BABASAB PATIL 82
  • a) Extremely important b) Important c) Not very important d) Not at all important23. Your Suggestion if any to Keshav cements industry? _________________________________________________________________ __________________________________________________________________ THANK YOUPlace : SignatureDate :BIBLIOGRAPHY 1. Marketing Management By: Philip Kotler BABASAB PATIL 83
  • 2. Marketing Research By: A. Parsuraman3. Advertising & Sales Promotion By: Belch & Belch4. Websites • www.google.com • www.katwa.com • www.icra.in • www.hindu.com • www.cemnet_com • www.ibef.com • www.fundoodata.com • www.economywatch.com5. Newspapers & Magazines • Economic times • Times of India • Business World (magazine)6. Materials • Company Broachers & Reports BABASAB PATIL 84