Project Report on Retail Market and Market Scenario of Star Cement In Barak Valley


Published on

Published in: Marketing, Business, Technology
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Project Report on Retail Market and Market Scenario of Star Cement In Barak Valley

  2. 2. 2 | P a g e DECLARATION I, SUROJIT BHOWMICK, hereby declare that the project work “RETAIL MARKET AND MARKET SCHENARIO OF STAR CEMENT IN BARAK VALLEY” is the result of independent research carried out by me in partial fulfillment of the MBA Course of Assam University, Silchar. To the best of my knowledge and belief, this research is an original piece of my work and is the sheer outcome of my efforts, and has not been submitted to any other University or Institution for the award of any degree or diploma. Date : 06-12-2013 Surojit Bhowmick Place : Silchar MBA, 3rd semester Department of Business Administration Assam University
  3. 3. 3 | P a g e ACKNOWLEDGEMENT The blessing of the LORD brings wealth, and he adds no trouble to it. Glory and thanks to my Lord Almighty who has given wisdom, knowledge and understanding to make this Report. This piece of work is a fruit of the assistance of several people, while it is impossible to mention all by names. There are some whom investigator particularly wants to thank. I would like to show gratitude to CEMENT MANUFACTURING COMPANY LIMITED for giving me opportunity to work with the company as trainee and providing me with all possible requirements regarding the project. I would specially like to thank to my company guide Mr. DEBANJAN CHAKRABORTY, Area Sales Manager, Mr. DIBENDU KAR, Assistant Manager and Miss. SMRITIDHARA BARUAH Executive HR Manager Who give me the chance to my internship in their company. I would to thank my faculty guide Mr. DEEPJYOTI CHOUDHURY, Assistant Professor & Coordinator of “Jawaharlal Nehru School of Management Studies”ASSAM UNIVERSITY SILCHAR, for helping me by providing me valuable tips for successful completion of the project. I would also like to express sincere thanks to employees of “Cement Manufacturing Company Limited” who though being busy, have provided with me with instant help many times and also my parents and friends who helped me immensely for dealing the whole process of finalizing the summer training. Last but not the least I would like to thank the team of Jawaharlal Nehru School of Management Studies, Assam University Silchar for providing such an opportunity to have such excellent corporate exposure, socially our coordinator Mr. Deepjyoti Choudhury, for allowing me to attend the summer Training programme. Place: Silchar Surojit Bhowmick Date: 15-july-2013 (MBA 3rd semester) Department of Business Administration Assam University
  4. 4. 4 | P a g e PREFACE During the study of MBA we are going to have some knowledge of managing economy, finance, society, industry, market, Human Resource. It is evident that we have keep place with the recent trend with every nook and cranny of Management. To go through their paces, aspirant manager should gather real time experience from the practical field by working on some real time projects. This type of project enhance the managerial skill of an aspirant manager, such as hoe he can cope with the situation or how a manager can run with the hare & hunt with hounds of different controversial issues or how to deal with a project etc. Doing this type will gets the taste of some actual situation prevailing in the industry and we can also judge our own managerial abilities by give some fruitful suggestions. Actually this will help us in assimilation, how manager applies his common sense in performing his duties. These type of project put us in managers” shoe and we are encouraged & compelled to start thinking like a manager. I have got the opportunity to be trained at CEMENT MANUFACTURING COMPANY LIMITED. My institution, the school of management Authorities arranged the training. During our training we were given several data and we tried utmost to incorporate briefly those data. I eschew myself from putting unnecessary & ambiguous data. We worked in a sweet environment. All the data incorporated in my project report with prior permission from CEMENT MANUFACTURING COMPANY LIMITED authority and the project report is made in consultation with my project guide. Surojit Bhowmick
  5. 5. 5 | P a g e EXECUTIVE SUMMARY Title of the project “Retail Market and Market Scenario of Star Cement in Barak Valley ” Name of the Organization Cement Manufacturing Company Limited Project Site Cachar District , Assam Duration of the project 45 days Organizational Guide : Mr. debanjan Chakraborty (ASM) Mr. Dibyendu Kar (Asst. Manager) Scope of the study: The study covers sub dealers of Cachar District, Assam Objective of the study: To have a clear understanding of most preferable brand of cement in Barak Valley To identify the market penetration of star cement in Barak Valley market To know the effectiveness of Advertisement on customers To know the buyer seller relationship Major Findings : 1. The reviews from the survey suggest that price of star cement is more compared to any other brand available in the region. Also the profit earned by the sub dealers from the sales of star cement is lesser than that of the other brands. Despite these limitations preference level of star cement is the highest among all the available brands due to its superb quality.
  6. 6. 6 | P a g e 2. Average monthly sale of star cement is very good. Sale is much higher than other brands. 3. Star cement spends a huge amount in advertising. They also change their packaging color. This attracts customers most. 4. Star cement always maintains good relationship. Company representative always visits to the shops. After sale service is the most important thing to doing business. Star cement and also other company maintain this thing very well. Methods of data collection Questionnaire Method and Scheduling Method Sample size Survey consist of 100 sub dealers Limitation : The study of the area is vast. So within a short period of time its not possible to cover the whole area. The time provided for the study is not enough. So it may restrict to enter to depth of the study.
  7. 7. 7 | P a g e Content Page No Chapter: 1 - Introduction 8-26 1.1 Origin of Cement 1.2 Indian cement industry 1.3 Beginning of Indian cement industry 1.4 Company profile 1.4.1 : Types of product 1.4.2 : Functional Analysis 1.5 Introduction of Marketing 1.6 Introduction of Retail market 1.7 Introduction of Retail market in India Chapter: 2 – Research Methodology 27-30 2.1 Introduction 2.2 Scope of the Study 2.3 Objective of the Study 2.4 Sources of data 2.4 research instrument 2.5 Research Technique 2.6 Sampling Unit 2.7 Sample size 2.8 Limitations Chapter: 3 Data interpretation and Analysis 31-45 Chapter: 4 – Finding and Suggestions 46-47 Chapter 5 – Conclusion 48-49 Appendix: 50-54 Reference Questionnaire
  8. 8. 8 | P a g e 1.1 Origin of Cement 1.2 Indian cement industry 1.3 Beginning of Indian cement industry 1.4 Company profile 1.4.1: Types of product 1.4.2: Functional Analysis 1.5 Introduction of Marketing 1.6 Introduction of Retail market 1.7 Introduction of Retail market in India
  9. 9. 9 | P a g e 1.1 – ORIGIN OF CEMENT The word „CEMENT‟ is a binder, a substance which sets & hardens independently, & can bind other materials together. The word „cement‟ is derived from the „Roman‟ language “opus caementicium” to describe masonry which resembled concrete & 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 are characterized as “hydraulic & non hydraulic” cement. Cement is mainly used in the production of „mortar & concrete‟- the bonding of natural or artificial aggregates to form a 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 the dry powder substance. Upon the addition of water & or additives the cement mixture is referred 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 “Roman Engineers”. In the 18th century a big effort started in Europe to understand why some limes possess hydraulic properties. „John smeaton‟ often referred to as „Father of Civil Engineering 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 land cement‟ is generally credited to „Joseph Aspedin‟ an English bricklayer in 1824. In 1838 a young chemical Engineer „Isac Johnson‟ burned the cement raw material at high temperature until the mass was nearly vertified producing the „modern Portland cement‟. The German chemist „Wilhelm michaelis‟ proposed the establishment of cement standards in 1875. the use of concrete in construction grew rapidly from 1850 onwards, & was soon the dominant use for cements. Thus Portland cement began its predominant role. Types of cement: 1) Portland cement 2) Portland cement blends  Portland blast furnace cement
  10. 10. 10 | P a g e  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 cement 1.2- Indian Cement industry The cement industry is experiencing a boom on account of the overall growth of the Indian economy primarily because of increased industrial activity, flourishing real estate business, growing construction activity, & expanding investment in the infrastructure sector. The performance of the industry, under different policy regimes, truly establishes that decontrol of the industry & liberalization of the economy has led to remarkable improvement in the indicators such as installed capacity, capacity utilization, per capita consumption & exports. Cement is an essential component of infrastructure development & most important input of construction industry, particularly in the government‟s infrastructure & housing programs, which are necessary for the country‟s socioeconomic growth & development. It is also the second most consumed material on the planet. The Indian cement industry is the second largest producer of cement in the world just behind China, but ahead of the United States & Japan. It is consented to be a core sector accounting for approximately 1.3% of GDP & employing over 0.14 million people. Also the industry is a significant contributor to the revenue collected by both the central & state governments through excise & sales taxes.
  11. 11. 11 | P a g e 1.3- The Beginning of Indian Cement Industry The attempt to produce cement in India dates back to 1889 when a Calcutta firm attempted to produce cement from Argillaceous (kankar). In 1914 the first commissioned cement- manufacturing unit in India was set up by India Cement Company Limited at Porbandar, Gujarat, with an installed capacity of 10,000 tonnes & production of 1000 tonnes. 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 the industry. This was followed by a price war between the producers where they resorted to cutting 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 of Indian Cement Manufacturers‟ Association in 1925 whose main function was to regulate prices in the industry. In 1927, Concrete Association of India was formed whose two main objectives were to educate public about the use of cement & to play an active role in popularizing Indian cement. The next step in the direction of rescuing cement industry was the formation of Cement Marketing Company of India Limited in 1930 to promote & control the sale & distribution of cement at regulated prices. The cement sector notably plays a critical role in the economic growth of the country and its journey towards conclusive growth. Cement is vital to the construction sector and all infrastructural projects. The construction sector alone constitutes 7 per cent of the country's gross domestic product (GDP). The industry occupies an important place in the Indian economy because of its strong linkages to other sectors such as construction, transportation, coal and power. India is the second largest producer of quality cement in the world. The cement industry in India comprises 183 large cement plants and over 365 mini cement plants. Currently there are 40 players in the industry across the country. The cement industry in India is experiencing a boom on account of overall growth in the economy. The demand for cement, being a derived one, depends mainly on the industrial activities, real estate business, construction activities and investment in the infrastructure sector. The Indian cement industry is involved in production of several types of cement such as Ordinary Portland Cement (OPC), Portland Pozzolana Cement (PPC), Portland Blast Furnace Slag Cement (PBFS), Oil Well Cement, Rapid Hardening Portland Cement, Sulphate Resisting Portland Cement, White Cement, etc.
  12. 12. 12 | P a g e They are produced strictly as per the Bureau of Indian Standards (BIS) specifications and their quality is comparable with the best in the world. Market Size The cement industry of India is expected to add 30-40 million tones per annum (MTPA) of capacity in 2013. The industry has a current capacity of 324 MTPA and operates at 75-80 per cent utilization. "It is anticipated that the cement industry players will continue to increase their annual cement output in coming years and the country's cement production will grow at a compound annual growth rate (CAGR) of around 12 per cent during 2011-12 - 2013-14 to reach 303 million metric tonne (MMT)," according to a report titled 'Indian Cement Industry Forecast to 2012', by research firm RNCOS. Investments The cement and gypsum products sector has attracted foreign direct investments (FDI) worth Rs 11,779.04 crore (US$ 2.12 billion) between April 2000 to February 2013, according to the data published by the Department of Industrial Policy and Promotion (DIPP). Some of the major investments in the sector are as follows:  Barings Private Equity Asia has picked up a 14 per cent minority stake in the Indian unit of cement major Lafarge, for Rs 1,427 crore (US$ 257.11 million)  Sinoma International Engineering (Hong Kong) Ltd, a part of the Chinese state-run National Materials Group Corp, has entered the Indian cement equipment industry by acquiring a majority stake in Chennai-based equipment manufacturer LNV Technology Ltd  Dalmia Cement plans to invest Rs 1,800 crore (US$ 324.32 million) to increase the company's cement manufacturing capacity over the next two years. The company also plans to set up a 2.5 million tonne (MT) greenfield unit in Karnataka  Ambuja Cements Ltd plans to invest Rs 2,000 crore (US$ 360.33 million) to enhance its cement capacities in Rajasthan and northern region. The proposed project at Rajasthan would add five MT capacity to the total cement production of India
  13. 13. 13 | P a g e  Reliance Cement Company Pvt Ltd (RCC), a subsidiary of Reliance Infrastructure Ltd, has commenced production of cement from its first manufacturing unit at Butibori, Nagpur in Maharashtra Government Initiatives India would require overall cement capacity of around 480 MT. The industry will have to add another 150 MT of capacity during the period, according to the latest report from the working group on the industry for the 12th Five Year Plan (2012-17). The major policy and fiscal initiatives are expected to catalyze infrastructure and industrial development in the region, spurring the demand for cement. Some of initiatives taken by the Government to further promote the sector are as under:  Excise duty rationalized for packaged cement, whether manufactured by mini cement plants or others  Packaged cement, whether manufactured by mini-cement plants or others, attracts differential excise duty depending on the Retail Sale Price per bag. It is proposed to prescribe a unified rate of 12 per cent + Rs 120 (US$ 2.16) PMT for non-mini cement plants and 6 per cent + Rs 120 (US$ 2.16) PMT for mini-cement plants. It is proposed to charge this duty on the Retail Sale Price less abatement of 30 per cent  The Indian construction industry has shown significant development over the years with eminent and efficient engineers at the helm and is among the best in the world, said Anand Sundaresan, Managing Director, Schwing Stetter (India) Pvt Ltd, while inaugurating a conference on 'Latest Trends in Construction Industry'  The private sector is expected to contribute 44 per cent of the total projected spend of US$ 100 billion on roads and highways over the Twelfth Five Year Plan (2012-17) period Cement industry in north east We can see that the cement industry is gradually increasing in Northeast India. Maximum of them are situated in Meghalaya. Meghalaya is a resource full state for cement. As we know northeast states also developing now a days. So market is also big. most important thing that
  14. 14. 14 | P a g e northeast is the gateway of doing business with Asian countries. These cement industries is also increase the employment. 1.4 - Company Profile Cement Manufacturing Company Limited (CMCL) is the largest cement manufacturer in north east India. Their plant is spread across 40 acres of land in the idyllic town of Lumshnong, a strategic location at Meghalaya that ensures easy availability of high-grade limestone. Their brand “Star Cement” has established itself as the most accredited brand of the region on grounds of both quality and fair pricing. It‟s a company of shyam group of industries. It has around 20% share in north east market. Cement Manufacturing Company Limited is one of the most profitable cement manufacturers in North East India.  Because of its prudent locational advantage  Because of its timely raw material linkage  Because of its proactive capacity expansion  Because of its expert brand positioning Parentage: CMCL is a 70.48% subsidiary of Century Plyboards (India) Limited. Product: CMCL‟s product range includes Ordinary Portland Cement (OPC 43-Grade) and (OPC 53-Grade) and Portland Pozzolana Cement (PPC) in line with evolving customer needs. Plant: CMCL‟s 0.6 MTPA integrated cement plant at Lumshnong (Meghalaya) is proximate to key raw material reserves of limestone, coal and shale. The company also added 0.46 MTPA cement unit in Meghalaya (via its subsidiary) aggregating an installed capacityof1.0MTPA. Pride: CMCL was recognized by the Meghalaya state government for its pioneering cement plant in the backward area of Lumshnong in 2005. The company is ISO 9001:2000certified. Penetration: CMCL‟s brand “Star Cement‟ is one of the largest in the Northeastern region. Its output is marketed through a 400 b dealer network resulting in the largest market share in North East India. The Company‟s institutional customers comprise Larsen & Tourbo, National Hydro Power Corporation, Public Works Department, Indian Railways and Ministry of Defence.The plant is located at village Lumshnong, situated on National Highway 44 and 135 Kms away from Shillong towards Silchar; in Jaintia Hills.Meghalaya.This plant has been producing clinker from
  15. 15. 15 | P a g e 23rd Dec.2004 and cement from 2nd Feb.2005. This is the largest cement plant in North East India, which is shortly to be expanded to 1 Million Ton per annum capacity. Board of Directors Shri Sajjan Bhajanka (Chairman) is a Commerce Graduate from Dibrugarh University, Assam. He has business and industrial experience of more than 25 years in the fields of Plywood, Ferro Silicon, Granite, export and import. He is the Managing Director of Century Plyboards (I) Limited, the largest producer of plywood, laminates and block-boards in India. Mr. Bhajanka is also the Chairman of Shyam Century Ferrous Ltd., one of the leading manufacturers of Ferro Silicon in India. Mr. Bhajanka is the President of the Federation of Indian Plywood and Panel Industry and All India Veneer Manufacturers Association. He is also a member of Governing Boards like Indian Plywood Industries Research and Training Institute, Bangalore and Bharat Chamber of Commerce. He is a promoter Director and also the Chairman of Cement Manufacturing Company Ltd. Mr. B. Bhusan Agarwal, is a commerce graduate by qualification, he is the main driving force behind the Shyam Group of Kolkata. Shyam Group of Kolkata is a very well reputed business house, which is the leader in steel manufacturing in the secondary sector in Eastern India. Mr. Agarwal is the Managing Director of M/s Shyam Sel Ltd., which has a number of Mini Steel Plants and Steel Rolling Mills in West Bengal. He is also a Director in M/s Shyam Ferro Alloys Ltd. and Shyam Century Ferrous Ltd., both of which are successfully manufacturing Ferro Alloy products. His vision, foresight and ability to execute projects in the fastest manner with minimum cost implication, has been instrumental in the group‟s foray into Ferro Alloys. He has also carved out expansion plans for various units of the group and is putting up captive power plants. He has built a good reputation in the industry and government circles in Eastern India. He is also attached with various social organizations and industrial chambers. He is a promoter Director of Cement Manufacturing Company Ltd. Shri Sanjay Agarwal (Director Marketing), is a Commerce Graduate from Calcutta University. He has business and industrial experience of about 15 years. He is the Dy. Managing Director of Century Plyboards (India) Limited. He is the driving force behind the successful marketing of 'Century PF' Brand and its distribution besides his contribution to general management aspects of the company. He is also a promoter Director of Cement Manufacturing Co. Ltd. Mr. Sajjan Kumar Bansal, is a commerce graduate. He is an experienced industrialist, who played a key role in building up the brand name “BANSAL” and making it a front ranking player in the steel tube industry. Mr. Bansal has the credential of successfully implementing a number of projects. He is also a promoter director of M/s BMW Industries Limited, a reputed Company which manufactures the products like Black and Galvanized Steel Tubes/Poles, PVC Pipes, LPG Cylinders, Tubular and High Mast Poles, Transmission and Telecommunication Microwave
  16. 16. 16 | P a g e Towers and accessories. An active social worker, Mr. Bansal is the Vice-President and one of the founder members of the renowned NGO, Friends of Tribal Society. Mr. Rajendra Chamaria, is a Commerce graduate. He is a partner in Nefa Udyog, Banderdewa, and Arunachal Pradesh. Nefa Udyog Ltd., is engaged in the business of timber in a large scale in the state of Arunachal Pradesh. Mr. Chamaria is also a Director in M/s Donypolo Udyog Ltd. The company deals in concrete business i.e. manufacturing different types of concrete sleepers. He is also a promoter Director of Cement Manufacturing Company Ltd. Mr. S. B. Roongta, has an experience of more than 40 years in the Cement Industry. He is an engineer by qualification and was the Ex-President of Satna Cement Work, a unit of Birla Corporation Ltd. He has excelled in carrying out various technological developments and innovations at all the plants he has worked with. He is a Managing Director at Cement Manufacturing Company Limited and is responsible for project planning, selection of process and Machinery, Techno economic evaluation, execution, erection and commissioning, production and maintenance of dry process cement plant. He has written many articles on various aspects in the Cement Industry, which have been published at the National and International level. He has also held a number of honorary posts in Corporate Institutional Organizations and Govt. Institutions. Mr. Pankaj Kejriwal, is a Chemical Engineer by profession from (UDCT, Mumbai) which is a renowned institution of India. He started his career with Technimont ICB, Mumbai, a leading consultancy firm for chemical industries. He then joined as Executive Director in M/s Avanti Ampoules Pvt. Ltd., which is engaged in the business of manufacturing glass ampoules for all the major pharmaceutical companies of the country. From 1999 he associated himself with M/s Barak Valley Cements Ltd., a Rotary Kiln Cement Plant situated at Badarpur Ghat, Dist. Karim Ganj, Assam. In 2002, he joined M/s Cement Manufacturing Co. Ltd. as an Executive Director and played a major role in conceptualizing, erection and commissioning of the plant in a record time of 18 months. He has made a significant contribution to the company in achieving higher outputs and making it the largest manufacturer of cement in the entire North East. Ms. Payal Bhajanka, is a commerce graduate from Lancaster University, UK. After completing her degree in Business administration, she worked as a financial consultant for a year for a reputed consultancy firm in Kolkata. She is now an executive director in Cement Manufacturing Company Limited and is instrumental in the project planning of the various expansion activities of the company.
  17. 17. 17 | P a g e Corporate Vision "Continue to remain the best Cement Corporation in India with growth in allied areas" Business Mission To provide utmost satisfaction to the consumer through best quality and customer care To continuously upgrade the product through innovations and convergence of new technology and to produce the best quality at the lowest cost To safeguard and enhance shareholder value To respect the dignity of all employees and together to become instrumental in the development of the country while protecting the environment To utilize the surpluses for the welfare of employees and the society at large 1.4.1- Types of product ORDINARY PORTLAND CEMENT 53 & 43 Grade OPC 53 is a higher strength cement to meet the needs of the consumer for higher strength concrete. As per BIS requirements the minimum 28 days compressive strength of 53 Grade OPC should not be less than 53 Mpa. For certain specialized works, such as prestressed concrete and certain items of precast concrete requiring consistently high strength concrete, the use of 53 grade OPC is found very useful. 53 grade OPC produces higher-grade concrete at very economical cement content. 53 Grade OPC can be used for the following applications. RCC works(preferably where grade of concrete is M-25 and above)Precast concrete items such as paving blocks, tiles building blocks etc. Prestressed concrete components Runways, concrete Roads, Bridges etc. purpose cement in the country today. The production of 43 grade OPC is nearly 50% of the total production of cement in the country. The 43 grade OPC can be used for following applications. General Civil Engineering construction work.RCC works ( preferably where grade of concrete is up to M-30)Precast items such as blocks, tiles, pipes etc.Asbestos products such as sheets and pipesNon-structural works such as plastering, flooring etc. The compressive strength of PPC as per BIS code at present is equivalent to that of 33 grade OPC.
  18. 18. 18 | P a g e 1.4.2- Functional Analysis There are six departments in the industry: 1. Engineering Department 2. Marketing Department 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 : In this section weight age of vehicle & raw material is determined by weigh bridge. The main function of this section is to measure the weight age of the raw materials like; lime stone, coke, breeze, clay etc. this section is controlled by the security persons, but maintaining of books regarding this section are controlled by Vehicle- in charge. Vehicle Section: This is sub section of the Engineering department. It is controlled by the Vehicle – in charge. The factory owns: 10 Tippers 68 trucks 2 GCB (Ground Material Carry Vehicle) Total 80 vehicles
  19. 19. 19 | P a g e Work shop section: This is another sub section under the Engineering department. This workshop is managed by 25 workers. The workshop contains the big machines like; Lathe machine, Grinding machine & wielding machine. The main function of the workshop is to maintain the 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 down the 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 is 1650 KW. The Electricity department contains one Diesel Generator. One Generator is having capacity of 500 kw. In case of power supply break down the section – in charge puts on of the Generator on. The main function of this department is to supply the required power continuously during the production. Marketing department : CMCL is a very big company in northeast. In the company there is a marketing HEAD. Company divided in to five zones. In every zone there is a Area Sales manager, Assistant Area Sales manager, Marketing executives, Salaes Officers.
  20. 20. 20 | P a g e PRODUCTION PROCESS Raw Material Lime stone Clay Coke Breeze Crusher Hopper Hopper Hopper Electrical 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 Loading
  21. 21. 21 | P a g e Raw Materials used:  Lime stone 73%  Clay 13%  Coke Breeze 10%  Iron ore 1%  Gypsum 3% Environmental protection: There are four section in the plant. In each section suitable pollution control equipments are installed. Well experienced environmental engineers design these pollution control equipments since the dust burden is deferred in each section. For Example; in a hammer mill section during the crushing of limestone dust is generated it is filtered through Nil one back fitters with electronic device. We have provided 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 activities are carried out. Laboratory: At the time of mixing lime stone, coke breeze, clay & iron ore, some adjustments are to be made, it will be made as per the directions of the laboratory. It is classified into two parts they are: 1. Chemical lab 2.Physical lab Chemical lab: This is one of the important section as the body of the production process. It is also called as quality control section, it is headed by the chief Chemist. The main function of the lab is to find out the CAO & loss of ignition of material & chemical analysis of the cement clinkers, Gypsum, & other Raw materials. The equipments used in chemical lab are:  Electrical Balance  Blains Separator  Physical Balance  Oven  Water Bath Machine
  22. 22. 22 | P a g e Physical lab: This is another section as body of the production process, it is also headed by chief Chemist. The main function of the physical lab is to find the residue strength of the finished cement. The equipments used in the physical lab are:  Trading cat apparatus  Vibrating machine  Strength machine  Humidity chamber HR Department Here Personnel Manager is the head in the Department. Personnel Department is usually doing Record keeping & responding demand & giving suggestions to the line managers about how a subordinate should develop. & solving the employees problem & giving trainings & favorable 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 & Masks The above facilities are provided to labours, Employees & Staff members. In addition to the above facilities the Employees are provided with Quarters facility.
  23. 23. 23 | P a g e Time & Security Section: This section comes under Administrative department. The section works for 24 hours divided into Three shifts they are as follows: 1st shift 8.00 am to 4.00 pm 2nd shift 4.00 pm to 12.00 pm 3rd shift 12.00 pm to 4.00 am General shift 8.00 am to 5.00 pm Each shift contains 60 to 70 workers. This section Maintains various Registers & also shows about the workers working hours & performance. It also maintains discipline of the worker, Dress, Neatness, Workers In & out. They various Registers are as follows:  Attendance Register  Salary Register  Leave Register  Absence Register  Employee record Register Security: 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 security officer. The main function of the security is controlling the incoming & out going Vehicles, workers & visitors. The register that are mentioned by the security officer are:  Inward Register  Outward Register  Visitors Register
  24. 24. 24 | P a g e 1.5 Introduction of Marketing Marketing is the process of communicating the value of a product or service to customers for the purpose of selling the product or service. It is a critical business function for attracting customers. From a societal point of view, marketing is the link between a society‟s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. It is the process of communicating the value of a product or service through positioning to customers. 1.6 Introduction of Retail Market Retail is the sale of goods and services from individuals or businesses to the end-user. Retailers are part of an integrated system called the supply chain. A retailer purchases goods or products in large quantities from manufacturers directly or through a wholesale, and then sells smaller quantities to the consumer for a profit. Retailing can be done in either fixed locations like stores or markets, door-to-door or by delivery. Retailing includes subordinated services, such as delivery. The term "retailer" is also applied where a service provider services the needs of a large number of individuals, such as for the public. Shops may be on residential streets, streets with few or no houses or in a shopping mall. Shopping streets may be for pedestrians only. Sometimes a shopping street has a partial or full roof to protect customers from precipitation. Online retailing, a type of electronic commerce used for business-to-consumer (B2C) transactions and mail order are forms of non-shop retailing. Types of retail outlet  Food products  Hard goods or durable goods ("hardline retailers") - appliances, electronics, furniture, sporting goods, etc. Goods that do not quickly wear out and provide utility over time.
  25. 25. 25 | P a g e  Soft goods or consumables - clothing, apparel, and other fabrics. Goods that are consumed after one use or have a limited period (typically under three years) in which you may use them. There are the following types of retailers by marketing strategy:  Department stores- very large stores offering a huge assortment of "soft" and "hard goods; often bear a resemblance to a collection of specialty stores. A retailer of such store carries variety of categories and has broad assortment at average price. They offer considerable customer service.  Discount stores - tend to offer a wide array of products and services, but they compete mainly on price offers extensive assortment of merchandise at affordable and cut-rate prices. Normally retailers sell less fashion-oriented brands.  Warehouse stores - warehouses that offer low-cost, often high-quantity goods piled on pallets or steel shelves; warehouse club charge a membership fee;  Variety stores - these offer extremely low-cost goods, with limited selection;  Demographic - retailers that aim at one particular segment (e.g., high-end retailers focusing on wealthy individuals).  Mom-And-Pop : is a small retail outlet owned and operated by an individual or family. Focuses on a relatively limited and selective set of products.  Specialty stores: A typical speciality store gives attention to a particular category and provides high level of service to the customers. A pet store that specializes in selling dog food would be regarded as a specialty store. However, branded stores also come under this format. For example if a customer visits a Reebok or Gap store then they find just Reebok and Gap products in the respective stores.  General store - a rural store that supplies the main needs for the local community;  Convenience stores: is essentially found in residential areas. They provide limited amount of merchandise at more than average prices with a speedy checkout. This store is ideal for emergency and immediate purchases as it often works with extended hours, stocking everyday;  Supermarkets: is a self-service store consisting mainly of grocery and limited products on non food items. They may adopt a Hi-Lo or an EDLP strategy for pricing. The
  26. 26. 26 | P a g e supermarkets can be anywhere between 20,000 and 40,000 square feet (3,700 m2 ). Example: SPAR supermarket.  Malls: has a range of retail shops at a single outlet. They endow with products, food and entertainment under a roof.  Category killers or Category Specialist: By supplying wide assortment in a single category for lower prices a retailer can "kill" that category for other retailers. For few categories, such as electronics, the products are displayed at the centre of the store and sales person will be available to address customer queries and give suggestions when required. Other retail format stores are forced to reduce the prices if a category specialist retail store is present in the vicinity.  E-tailers: The customer can shop and order through internet and the merchandise are dropped at the customer's doorstep. Here the retailers use drop shipping technique. They accept the payment for the product but the customer receives the product directly from the manufacturer or a wholesaler. This format is ideal for customers who do not want to travel to retail stores and are interested in home shopping. However it is important for the customer to be wary about defective products and non secure credit card transaction. Example: Amazon, Pennyful and eBay. 1.7 Retail market in India Retailing in India is one of the pillars of its economy and accounts for 14 to 15 percent of its GDP. The Indian retail market is estimated to be US$ 450 billion and one of the top five retail markets in the world by economic value. India is one of the fastest growing retail markets in the world, with 1.2 billion people. As of 2013, India's retailing industry was essentially owner manned small shops. In 2010, larger format convenience stores and supermarkets accounted for about 4 percent of the industry, and these were present only in large urban centers. India's retail and logistics industry employs about 40 million Indians (3.3% of Indian population).Until 2011, Indian central government denied foreign direct investment (FDI) in multi-brand retail, forbidding foreign groups from any ownership in supermarkets, convenience stores or any retail outlets. Even single-brand retail was limited to 51% ownership and a bureaucratic process.In November 2011, India's central government announced retail reforms for both multi-brand stores and single-brand stores.
  27. 27. 27 | P a g e Research Methodology 2.1 Introduction 2.2 Scope of the Study 2.3 Objective of the Study 2.4 Sources of data 2.5 research instrument 2.6 Research Technique 2.7 Sampling Unit 2.8 Sample size 2.9 Limitations
  28. 28. 28 | P a g e 2.1 Introduction: Research is an academic activity as such the term should be used in a technical sense. Research is a scientific search for pertinent information on a specific topic. 2.2 Scope Of The Study In todays scenario Infrastructure is in boom, so there is lot of construction works takes place in a broad way. For 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 beat the competitors, where Marketing plays a vital role. So it is essential to study the present retail market and market scenario of cement. The study covers sub dealers of Cachar District Assam. Company had given this topic because it will help us to know the market penetration of the brand through the respondents. It will help the company to know the factors that increase the market share. 2.3 OBJECTIVE OF THE STUDY The objective of the study is to gain the complete knowledge of the issue which is related to the project. The objectives are summarized are below:  To have a clear understanding of most preferable brand of cement in Barak Valley  To identify the market penetration of star cement in Barak Valley market  To know the effectiveness of Advertisement on customers  To know the buyer seller relationship
  29. 29. 29 | P a g e 2.4 Sources of data: Data sources are classified as Primary and Secondary data. Primary data are those which are collected afresh and for the first time and thus happen to be original in character. The Primary data are being collected through Questionnaires. It is the most systematic method of gathering information. Secondary data refers to those data which have been collected earlier for some purpose other than the analysis currently being undertaken.The project report has been prepared compiling both primary and secondary data. 2.5 Research Instrument: The survey was conducted with help of questionnaire .The questionnaire was prepared with 13 questions. Scheduling method was also used. As due to the busy schedule of the respondents and lack of proper knowledge about the questions 2.6 Research Technique: The research technique used in the research is Descriptive Research Method. 2.7 Sampling Unit: To conduct the study on Retail Market and Market Scenario of Star cement in Barak valley, the samples were taken from Cachar district Assam 2.8 Sample Size: The survey was conducted by the method over 100 respondents.
  30. 30. 30 | P a g e 2.9 LIMITATIONS OF THE STUDY  The study of the area is vast. So within a short period of time its not possible to cover the whole area.  The time provided for the study is not enough. So it may restrict to enter to depth of the study.
  31. 31. 31 | P a g e Data interpretation and Analysis
  32. 32. 32 | P a g e Objective 1 : Most preferable brand of cement in Barak Valley Brand prefer by the Sub dealers or retailers Analysis & Interpretation 49% of the respondents prefer star cement 19% of the respondents prefer Topcem cement & 18 % of the respondents prefer Valley strong cement, 8% of them prefer Amrit cement, 5% of them prefer newly launched in Barak Valley market Dalmia cement, 1% of them prefer max cement and no one we find in our survey that they like others like Crown and ultratech cements .It is interpreted as the following respondents. Most of the sub dealers prefer Star cement first, then Topcem cement ,then Valley strong, after that Amrit, Dalmia, give last preference to max, Ultratech and crown. Star cement 49% Topcem 19% Dalmia 5% Valley Strong 18% Amrit 8% Max 1% Crown 0% Ultratech 0%
  33. 33. 33 | P a g e Whole sale Price (WSP) and Retail selling price (RSP)of different cements Brand name WSP RSP STAR CEMENT 315 325 TOPCEM CEMENT 310 320 DALMIA CEMENT 313 320 VALLEY STRONG 310 320 AMRIT 307 315 CROWN 320 335 MAX 300 310 Analysis & Interpretation: Here we can see that the price of Star cement is quite higher than others except Crown. Because crown cement imports from Bangadesh. In the survey we observe that Dalmia is gradually capture the market and it’s a strong competitor of Star cement. Topcem is in the position where price is not so high and also not so low. 280 290 300 310 320 330 340 STAR CEMENT TOPCEM CEMENT DALMIA CEMENT VALLEY STRONG AMRIT CROWN MAX WSP RSP
  34. 34. 34 | P a g e Maximum profit get in sales of different brand of cement Analysis and interpretation From the 110 respondents 26% of them told that they get maximum profit by selling Topcem cement, 18% of them told that its Star cement, 3% told that they get maximum profit from ultratech.5% in the favor of Crown cement. 11% told that the get maximum profit from Max cement. 8% told that they get maximum profit from Amrit cement. 16% in the favor of Valley Strong cement and 13%told that its Dalmia cement. So here we can see that profit margin from Star cement is low than others. According to and sub dealers they get maximum profit from Topcem cement. 18% 26% 13% 16% 8% 11% 5% 3% Star cement Topcem Dalmia Valley Strong Amrit Max Crown Ultratech
  35. 35. 35 | P a g e Delivery of cement of different companies on time Analysis and Interpretation 25% respondents told that star cement delivered their product on time. 21% told that Topcem is better to delivered their product. 13% told that Dalmia delivered their product on time.11% in the favor of Valley strong. 15% of the total respondent told that Amrit cement delivered the product on time. 13 % told that its Max cement and 2% respondent told its Crown cement.So here we can see that star cement is top in the product delivery point of view. I observed one thing during the survey only in the Lakhipur Bazar in Cachar district that they told the product should not delivered on time. So it may create problem. 25% 21% 13% 11% 15% 13% 2% 0% Star cement Topcem Dalmia Valley Strong Amrit Max Crown Ultratech
  36. 36. 36 | P a g e Objective 2 :Market penetration of star cement in Barak Valley market Average monthly sale of different brand of cement Analysis and Interpretation Here we can see that the average monthly sale of Star Cement is 49700 bags per month, Topcem 30655 bags, Dalmia 9270 bags , Valley Strong 20575 bags, Amrit cement 6770 bags, Max cement 3115 bags, crown cement 1800 bags and ultra tech 0 bags. Here one interesting thing that there is not a single store who sell Ultratech cement and only one counter for crown cement. 0 10000 20000 30000 40000 50000 60000 Star cement Topcem Dalmia Valley Strong Amrit Max Crown Ultratech
  37. 37. 37 | P a g e Objective : 3 To know the effectiveness of Advertisement on customers Advertisement by the different companies Data Analysis and Interpretation Advertisement plays a vital role to aware, educate the customers .which also increase the sale. In this factor respondents told that Star cement always gives attractive banners, posters 39% told that the advertising of star cement is very attractive . 12% told that its Topcem. Dalmia cement is new in Barak valley market so they also gives good advertisement.25 % told that its Dalmia cement. 7% respondent told that valley strong cement.9% told that Amrit cement. 6% and 4% accordingly told that its Max and crown Cement. 39% 12% 25% 7% 9% 6% 2% 0% Star cement Topcem Dalmia Valley Strong Amrit Max Crown Ultratech
  38. 38. 38 | P a g e company’s self promotion activity is good Analysis and Interpretation 34% respondents told that self-promotion activity of Star cement is very good. 21% told that self-promotion activity of Topcem is good. After that 13% told that Dalmia cement is good for self-promotion activities.10% from total respondent told that Valley Strong cement is good for self-promotion activities. 8%,11% and 3% accordingly told that Amrit Cement , Max cement and Crown cement is good in self-promotion activities. Maximum of respondent told that the gift given by Star Cement is very good. Star cement 34% Topcem 21% Dalmia 13% Valley Strong 10% Amrit 8% Max 11% Crown 3% Ultratech 0%
  39. 39. 39 | P a g e Objective 4 : To know the buyer seller relationship Maintaining relationship in proper manner on sale and esteem Analysis and Interpretation In every business maintain proper relationship is very important. 31% dealers and sub-dealers told that Star Cement always maintains relationship in proper manner on sale and esteem. 18% told that Topcem cement maintains relationship in proper way. Dalmia Cement stands on 3rd Position with 20%. 8% told that Valley Strong cement maintains in proper way. 11% in the favor of Amrit Cement and 8% told that its Max cement. 4% told that Crown cement maintains relationship in proper manner. 31% 18%20% 8% 11% 8% 4% 0% Star cement Topcem Dalmia Valley Strong Amrit Max Crown Ultratech
  40. 40. 40 | P a g e Companies official visits most and make phone calls Analysis and Interpretation From the sample 24% told that Star cement visits most and make phone call, 21% told that Topcem Cement,16% told Dalmia cement, 11% told that its valley strong cement, 14% in the favor of Amrit cement, 10% told that Max cement visits most and only 4% from total respondent told that its Crown cement. From the data we can easily understand that Star cement always concern about their customer. 24% 21% 16% 11% 14% 10% 4% 0% Star cement Topcem Dalmia Valley Strong Amrit Max Crown Ultratech
  41. 41. 41 | P a g e Company gives better after sale service Analysis and Interpretation After sale service is very important task for every company. I observed that in this term all the company gives more or less same service. Here also star cement stands on the top position with 25%. 17% told that Topcem cement . 13% respondent told that Dalmia cement gives better after sale service. 15% told that its Valley Strong. 14% respondent told that Amrit cement.12 % told that max cement gives best after sale service and 4% told that its Crown cement. 25% 17% 13% 15% 14% 12% 4% 0% Star cement Topcem Dalmia Valley Strong Amrit Max Crown Ultratech
  42. 42. 42 | P a g e Frequency of different company representatives visiting sub dealers Analysis and interpretation Here also Star cement capture most of the total market of Barak Valley. 24% of the total respondents told that representative of Star cement visits most. 21% sub-dealers told that representative of Topcem cement . 16% told that its Dalmia cement. 14% in the favor of Amrit cement. Rest of 11%, 10% and 4% are accordingly Valley Strong, Max and Crown cement. Star cement 24% Topcem 21% Dalmia 16% Valley Strong 11% Amrit 14% Max 10% Crown 4% Ultratech 0%
  43. 43. 43 | P a g e company gives best response to any query Analysis and Interpretation From the market survey I observed that on this question respondents gives more or less same response. 27% told that Star cement gives always good response. 17% told that Topcem cement gives good response. 15% respondents told that Amrit cement gives response on time. Dalmia cements is on forth position with 14%. Valley strong, max and crown cements are accordingly 12%, 11% and 4%. Star cement 27% Topcem 17% Dalmia 14% Valley Strong 12% Amrit 15% Max 11% Crown 4% Ultratech 0%
  44. 44. 44 | P a g e Companies officials inform first about various scheme Analysis and Interpretation 33% of respondents told that Star cement always informs about their new scheme. 20% told that Topcem, 17% told that its Valley strong cement, 13% told that its Dalmia cements. 8% in the favor of Amrit cement and 8% told that Max cement inform most. 1% told that its Crown cement. Here also the first choice of the Dealers and sub dealers is Star cement. Star cement 33% Topcem 20% Dalmia 13% Valley Strong 17% Amrit 8% Max 8% Crown 1% Ultratech 0%
  45. 45. 45 | P a g e
  46. 46. 46 | P a g e Findings and Suggestions
  47. 47. 47 | P a g e Findings 1. The reviews from the survey suggest that price of star cement is more compared to any other brand available in the region. Also the profit earned by the sub dealers from the sales of star cement is lesser than that of the other brands. Despite these limitations preference level of star cement is the highest among all the available brands due to its superb quality. 2. Average monthly sale of star cement is very good. Sale is much more higher than other brands 3. Star cement spends a huge amount in advertising. They also change their packaging color. which attracts customers most. 4. Star cement always maintains good relationship. Company representative always visits to the shops. After sale service is the most important thing to doing business. Star cement and also other company maintain this thing very well. . Suggestions As we know Star cement is Very renowned brand in north east. But now a days the main competitor is Dalmia Bharat cement. So company should keep it mind that any time Dalmia cement can overtake them. Price of the product is also little higher than other brand. It creates problem among the sellers to sell the product. So company must take care of the price. Profit margin is low as dealers and sub dealers told. Company must try to give little more profit to dealers and sub dealers. Lakhipur is a very big market but because of the delivery problem customers are preferred others brand. Company must be tried to solve the problem.
  48. 48. 48 | P a g e Conclusion
  49. 49. 49 | P a g e Conclusion The training process was a big learning experience for me as it was for the first time I have had such sort of real market exposure. Learning with real life experience was immensely helpful to me. The survey conducted under the guidance of Mr. Debanjan Chakraborty (Area sales manager) and Mr. Dibyendu Kar (Asst. manager) helped me and the CMCL company learn various interesting facts about their product star cement and the market scenario hampering their product preference and sales. The survey started with certain objectives that could help the organization learn various facts about their selected brand „star cement‟ and gradually moving ahead with the survey, the required findings were revealed which mentioned already in the project.
  50. 50. 50 | P a g e Appendix BIBLOGRAPHY & QUESTIONAARIE.
  51. 51. 51 | P a g e BIBLOGRAPHY 1.Internet websites    2. Personal manual of CMCL 3. Research Methodology by C.R Kothari.
  52. 52. 52 | P a g e Questionnaire Questionnaire No……… Date /05/2013 I Surojit Bhowmick a student of DBA – JNSMS, Assam University Silchar, conducting a survey based research on “Retail Market and Market Scenario of Star Cement in Barak Valley”. Thus in this regard I need your valuable responses on the questions incorporated in the questionnaire below Store Name: type of Store: dealer / sub dealer. Place: Block: District: Q1. Which brand do you prefer most?) (Rank 1,2,3… ) Star cement [ ] TOPCEM [ ] Dalmia [ ] Valley Strong [ ] Amrit [ ] Max [ ] Crown [ ] Ultra Tech [ ] Q2. Wholesale Price and retail Price of different cements.( in Rs.) WSP RSP STAR CEMENT TOPCEM DALMIA VALLEY STRONG AMRIT MAX CROWN ULTRA TECH Q3. What is the Avg monthly sale of cement different cement? (in bags) Star cement Amrit TOPCEM Max Dalmia Crown Valley Strong Ultra Tech
  53. 53. 53 | P a g e Q4. Which companies official visits most or make phone calls? (Brand names) Q5. Which companies SP/Official inform about various scheme? (Brand names) Q6. Maximum profit you get in sale of different brand of cement? (in Rs.) Star cement Amrit TOPCEM Max Dalmia Crown Valley Strong Ultra Tech Q7. Rank self-promotion activity (PUP) of a different companies is good according to you. (Rank 1,2,3) Star cement [ ] TOPCEM [ ] Dalmia [ ] Valley Strong [ ] Amrit [ ] Max [ ] Crown [ ] Ultra Tech [ ] Q8. Which cement company is best on delivering product on time? (Rank 1,2,3) Star cement [ ] TOPCEM [ ] Dalmia [ ] Valley Strong [ ] Amrit [ ] Max [ ] Crown [ ] Ultra Tech [ ] Q9. Rank of company basis of representative frequency on visit. (Rank 1,2,3) Star cement [ ] TOPCEM [ ] Dalmia [ ] Valley Strong [ ] Amrit [ ] Max [ ] Crown [ ] Ultra Tech [ ]
  54. 54. 54 | P a g e Q10. Which company gives better after sale service? (Rank 1,2,3) Star cement [ ] TOPCEM [ ] Dalmia [ ] Valley Strong [ ] Amrit [ ] Max [ ] Crown [ ] Ultra Tech [ ] Q11.which company people gives you best response to any query. (Rank 1,2,3) Star cement [ ] Dalmia [ ] Amrit [ ] Crown[ ] Topcem [ ] Valley Strong [ ] Max [ ] Ultra Tech [ ] 12. Which company’s advertisement attracts most? (Rank 1,2,3) Star Cement [ ] Dalmia [ ] Amrit [ ] Crown [ ] Topcem [ ] Valley Strong[ ] Max [ ] Ultratech [ ] 13. which company is Maintaining relationship in proper manner on sale and esteem? (Rank 1,2,3) Star Cement [ ] Dalmia [ ] Amrit [ ] Crown [ ] Topcem [ ] Valley Strong[ ] Max [ ] Ultratech [ ] Date : Respondent’s Signature