Integrated marketing communication

1. 1
Chapter 1
 INTRODUCTION
1.1 Introduction of Cement Industry
Cement Industry is one of the largest industries of the world and occupies
predominant place as one of the basic industries for development and its employment
generation capacity. Cement ranks next to steel in construction material and so is the
basis of all modern construction.
Contents
 Discovery of Cement
 First Cement Factory of India
 Key Other Landmarks in History
 Cement Expansion Scheme
Discovery of Cement
John Smeaton, who is also known as “father of civil engineering” and credited for
design of many bridges, canals, harbors etc. was the first proclaimed civil
engineer and pioneered the use of ‘hydraulic lime’, which led to discovery of modern
cement.
The common cement or Portland cement was prepared and Patented by Joseph
Aspdin in 1824.In the later part of 19th century, cement production was taken up by
many countries many decades after the first patent was taken by Aspdin in England.

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1.2 First Cement Factory of India
India entered into the Cement Era in 1914, when the Indian Cement Company Ltd.
started manufacturing Cement in Porbundar in Gujarat.
However, even before that a small cement factory was established in Madras in 1904
by a company named South India Industrial Ltd.
Indian Cement Company Ltd produced only one type of cement which was designed
by the British standard committee as “Artificial Portland Cement”. This company
marketed its product in Mumbai, Karachi, Madras and other parts and became a
financial success.
At that time India had to import cement from England. The price of the imported
cement was higher. Some other factors such as increase in domestic demand,
reduction in supply from abroad (due to war), availability of Indian Capital, ample
raw material, Cheap labour, support of the government etc. made it a leading industry
in India in a short period of time.
 In January 1915, a cement unit was started at Katni in Madhya Pradesh
 In December 1916, another unit at Lakheri in Rajasthan was started.
During the First World War period, cement production in these three important
factories was taken under control of the government and later the control was lifted
once the war was over. After the war, 6 more units were launched in India.
In 1924, India’s cement production was 267000 tons. However, initially this increased
production could not reduce the imports and the industry suffered a rate war.
This led to closure of many indigenous units. The Indian companies which were away
from ports or commercial centers faced the locational disadvantage.

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The above incidents led to the industry stakeholder approach to the government for
some kind of protection. The British government constituted a Tariff board, which
recommended protection of the indigenous industry against the dumping of the
imported cement.
It recommended raising of the customs duty to 41% which was around 15% at that
time, but this recommendation was not accepted by the government.
India is the second largest producer of cement in the world. No wonder, India's
cement industry is a vital part of its economy, providing employment to more than a
million people, directly or indirectly. Ever since it was deregulated in 1982, the Indian
cement industry has attracted huge investments, both from Indian as well as foreign
investors.
India has a lot of potential for development in the infrastructure and construction
sector and the cement sector is expected to largely benefit from it. Some of the recent
major government initiatives such as development of 98 smart cities are expected to
provide a major boost to the sector.
Expecting such developments in the country and aided by suitable government
foreign policies, several foreign players such as Lafarge-Holcim, Heidelberg Cement,
and Vicat have invested in the country in the recent past. A significant factor which
aids the growth of this sector is the ready availability of the raw materials for making
cement, such as limestone and coal.

4. 4
Market Size
Cement demand in India is expected to increase due to government’s push for large
infrastructure projects, leading to 45 million tone’s (MT) of cement needed in the next
three to four years…
India's cement demand is expected to reach 550-600 Million Tons Per Annum
(MTPA) by 2025. The housing sector is the biggest demand driver of cement,
accounting for about 67 per cent of the total consumption in India. The other major
consumers of cement include infrastructure at 13 per cent, commercial construction at
11 per cent and industrial construction at 9 per cent.
To meet the rise in demand, cement companies are expected to add 56 MT capacity
over the next three years. The cement capacity in India may register a growth of eight
per cent by next year end to 395 MT from the current level of 366 MT. It may
increase further to 421 MT by the end of 2017. The country's per capita consumption
stands at around 190 kg.
The Indian cement industry is dominated by a few companies. The top 20 cement
companies account for almost 70 per cent of the total cement production of the
country. A total of 188 large cement plants together account for 97 per cent of the
total installed capacity in the country, with 365 small plants account for the rest. Of
these large cement plants, 77 are located in the states of Andhra Pradesh, Rajasthan
and Tamil Nadu.

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6. 6
CementPriceList
Item Name
Wholesale
Price
Retail
Price U.O.M Description
Bigcem PPC Cement 300 315 Bag Bigcem PPC Cement
Ambuja PPC Cement 315 315 Bag Ambuja PPC Cement
Ultratech PPC Cement 305 305 Bag Ultratech PPC Cement
JK PPC Lakshmi 280 280 Bag JK PPC Lakshmi
Birla PPC Cement 280 280 Bag Birla PPC Cement
ACC PPC Cement 280 280 Bag ACC PPC Cement
Bangur PPC Cement 280 280 Bag Bangur PPC Cement
Binani PPC Cement 347 347 Bag Binani PPC Cement

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Key Other Landmarks in History of Cement
 In 1925, first association of the cement manufacturers was formed as “Cement
Manufacturers Association“.
 It was followed by “Concrete Association of India” in 1927.
 In 1930 “Cement Marketing Company of India” was started and this was followed
by a quota system on the basis of installed capacity of the factories.
 In 1936, all the cement companies except one i.e. Sone valley Portland Cement
Company agreed and formed Associated Cement Companies Ltd. (ACC).This
was the most important even in the history of cement industry in India. Many more
companies were established in the following years.
0
50
100
150
200
250
300
350
400
Bigcem
PPC
Cement
Bangur
PPC
Cement
Wonder
PPC
Cement
Binani
PPC
Cement
Lafarge
PPC
Cement
Shriram
PPC
Cement
Ambuja
53 Grade
Cement
Shriram
53 Grade
Cement
Ultratech
43 Grade
Cement
cement price
Wholesale Price Retail Price U.O.M Description

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 Before partition India had 24 factories, out of which India retained 19 factories,
which annual production of 2.1 million tons. Pakistan faced a problem at the supply
side as it had problem of disposal of the cement produced and India faced a problem
in demand side as production fell to 2.1 million tons from 2.7 million tons.
 After Independence, the partition of the country had a bad impact on the cement
industry.
Cement Expansion Scheme
In 1948, the government adopted the Cement Expansion Scheme which envisaged
new factories to increase the production. New factories were established at Jaipur,
Orissa, and Travancore etc. In 1950-51, there were 22 operating units with an
installed capacity of 3.3 million tons. Cement industry was given a great importance
in all the initial five year plans. The target of the first five year plan was to raise the
installed capacity to 5.4 million tons which was achieved. The industry has grown to
manifold since then.

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CHAPTER 2
 COMPANY PROFILE
2.1 Origin of organization
KANODIA GROUP of companies is a professionally managed company headed by
young and visionary entrepreneur Mr. Vishal Kanodia & Mr. Gautam Kanodia &
supported by the One of the IIT N & youngest CEO Mr. Manoj Kamboj.
KANODIA GROUP Cement balances the growing demand for cement and its
environmental implications by developing and championing sustainable solutions.
The Kanodia Group, a pioneer in the Cement Industry, has been in operation in the
cement industry for last 30 years. The Group has rich experience in this industry as a
retailer-dealer-distributor-sole selling agent and now as manufacturer for last 10
years.
Kanodia Group has established their three plant equipped with 100% automatic
grinding technique at Sikandrabad, Bulandshahr. The plant is located in the heart of
the country with just 35 KM away from the capital city of the country New Delhi,
Haryana. And one more automatic grinding unit has established in Bihar.
Today Kanodia Group has present capacity of 4.2 Million Tone / Annum
The 4.2 laces metric tonne plant is the model project of the Kanodia Group, which is
committed to the nation building. The group has proposed several other upcoming
project in the state of Assam, Bihar, Jammu & Kashmir and Uttar Pradesh. Today
Kanodia Group has established itself as one of the top companies in the industry in
terms of efficiency and performance.”

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2.2 Vision, Mission & Quality Policy
We aim to serve the building needs of people and find the best approaches to deliver
our items to customers. We aim to make the best quality cement that can solve the
needs of the construction industry.
We have a strong focus on the quality; and endeavor to work on quality,
dependability, simplicity of procurement, and usability.
We work with wholesalers and retailers, to achieve delivery to every place in the
country, and shorten the retails chain to make cement more affordable.
Our goal is to strive constantly for innovation, and improving cement quality, along
with increasing its value.
We also plan to work with our clients and leaders, to lessen their operational
expenses, and help them to do more in developing markets.
We are cost effective, and we have some exceptional working models that aim to
improve the overall product offerings and make an ideal utilization of our capital and
assets.
We understand that resources need to be utilized well, and our solid working
strategies help us follow the best practices available in the industry.

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2.3 Growth and development of the organization
Our Manageability goals include
1. Work to create new associations and products that are tailored to our customers and
clients.
2. Create astounding recyclable products for eco-system preservation.
3. Ensuring that the plants follow the best practices available, with an emphasis on
technology and work culture.
4. Quality control to improve the lifecycle and quality.
5. To utilize biomass, waste and water in the best possible way, and to aid in
restoration efforts.
6. We aim to create more cement industries in the country, helping provide
employment to the local population and ensuring speedy delivery of products to the
end user, at an affordable cost between 3200 to 3800 cm2/gm.

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2.4 Functional departments of the organization
MANAGEMENT TEAM
Mr. Vishal Kanodia
(Managing Director)
Mr. Vishal is the Managing Director of Kanodia Group. He aged 35 years. He has
achieved all this at a very young age. Their efforts have also won them ‘Young
Industrialist Award’ from the hands of Governor of Uttar Pradesh. He was also
awarded as the ‘Best Developing Businessman’ Award by the then Delhi Chief
Minister Mrs. Shiela Dixit in the year 2012. Talking about their future strategies and
vision Mr. Vishal Kanodiasays, “Our aim is to keep on expanding and establishing
more number of cement industries in all the required places of India. This not only
would provide employment to local population but would also ensure speedy and
quality delivery of product to the end user. We want to keep growing and adding more
establishments to our group till we can.”

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Mr. Gautam Kanodia
(Director)
Mr. Gautam Kanodia is the Director of Kanodia Group. He aged 34 years. He joined
the family business as a trader, later as a distributor and then as a sole selling agent of
the major cement player in North India. The day-to-day affairs of the company are
managed by him assisted by key experienced personnel in each functional area. He is
the pillars of strength leading the company towards its mission of being one of the
most efficient, competitive and premium Cement Brands of our region.

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Mr. Manoj Kamboj
(Chief Executive officer)
Mr. Manoj kamboj has over 18years of experience in the cement industry. He is one
of the IITn in a few in cement Industry management team He holds an MTech
(Industrial) & Master in Business Administration (Marketing) from IIT Roorkee,
Roorkee. Prior to joining the SCPL, Mr. Kamboj worked with Birla corporation
Limited , Heidelberg cement India limited , Shree cements , Star Cements ( Century
ply) , Dalmia Bharat cement limited & Binani cement limited He has the depth
experience of heading as a Sales n Marketing head of different states of India like
North East region, East Region ( West Bengal , Bihar, Sikkim &Jharkhand )n North
India region i.e. UP, Uttrakhand, Haryana, NCR. He is responsible for the overall
sales n marketing & operations of the Star Tech Cement limited. As per Mr. Kamboj
Bigcem cement has the highest quality standard due to efficient plant operation with
automated control, we are planning to caters the Up /Uk Part of Haryana from
Sikandarabad plant Eastern up N Bihar from Bihar plant n also planning to caters
the Delhi market in coming expansion Today Kannodia group has present capacity of
4.2 million tonne / Annum .As per our expansion plan it is estimated that Kannodia
group will be 5.50 mpa by 2016-1017 & will lead a north cement market with a
capacity of 10 million tons by 2020

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2.5 Organization structure and organization chart
Organization Structure
CEO
HR Manager Sales Manager Finance Manager Marketing Manager
Sales Person Sales Person Sales Person Sales Person

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2.6 Product and service profile of the organization/ competitors
PRODUCTS
We are introducing a World-class quality product which is not beyond of Indian
standard but also the above of International standard with the name of Bigcem
cement.
Bigcem cement has the highest quality standard due to efficient plant operation with
automated control, we are planning to cater the West up / Uttrakhand and part of
Haryana from Sikandarabad plant, Eastern up & Bihar from Bihar plant.
Our Some Special Features will provide one of the, best strength product which are
more than 50 % higher from the BIS Standard. we will also provide the fineness of
our product to 4k which will be the finest cement product not only of India also in
international level while in terms of fineness all cement brand available in India have
the finene.
1) PPC or Portland Pozzolana Cement is a kind of Blended Cement which is
produced by grinding the Portland clinker with gypsum and pozzolanic
materials in measured proportions or by blending Ordinary Portland Cement
(OPC), with Pozzolanic materials in certain proportions.

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Pozzolana is any natural or artificial material containing silica in a reactive form.
The pozzolana is in a finely divided state to allow silica to combine with calcium
hydroxide (liberated by the hydrating Portland cement) in the presence of water
forming stable Calcium Silicates Hydrate that have the cementitious properties.
The pozzolanic materials commonly used are Calcined clay Fly ash Silica fumes
The Indian standards for Portland Pozzolana Cement have been issued in two
parts based on the type of pozzolanic materials to be used in manufacturing of
Portland Pozzolana Cement as given below:
a. IS 1489 (Part 1) 1991, Portland Pozzolana Cement – specification (fly ash
based)
b. IS 1489 (Part 2) 1991, Portland Pozzolana Cement – specification (Calcined
clay based) the quality of fly ash or calcined clay to be used in manufacturing
of PPC is also specified by BIS in the following standards:
c. IS 3812 1981 – specification for fly ash as pozzolana and admixture IS 1344
1981 – specification for calcined clay pozzolana.
In view of the availability of good quality fly ash in abundant quantity, the use of
calcined clay based pozzolana cement is progressively decreasing.

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2) Manufacturing process OPC Cement
The manufacturing process of Ordinary Portland cement is made primarily from
calcareous and argillaceous materials, such as limestone or chalk, and from
aluminum oxide, silica oxide, ferric oxide and magnesium oxide found as clay or
shale. The Major Raw materials lime stone for the manufacture of Portland
cement is the best reserves in the region.
The raw materials are quarried from the local rock and first crushed to size less
than 50 mm than 16 mm. The raw materials are ground together in a raw mill.
Accurately controlled proportions of each material are delivered onto the belt by
weigh feeders. The raw mix is formulated to correct chemical composition.
Calcium and silicon combine together to form the strength producing compounds
such as tricalcium silicate and dicalcium silicate. Aluminum and iron combine to
form flux which acts as a solvent for silicate forming reaction.
The raw mix prepared must be frequently analyzed in our laboratory. This
analysis is used to make adjustments to raw materials feed rate.
The raw mixture prepared is heated in large rotary kiln up to about 1400-1450 °C.
A series of chemical reaction occurs as the temperature rises. The peak
temperature is maintained so that the material does not contain sinter products.
Sintering is the process of melting the mass of the material. Too low sintering
results in insufficient sintering and incomplete chemical reaction and too high
temperature results in formation of molten mass, destruction of kiln lining and
wastage of fuel.

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The resulting material formed in the kiln is the clinker having diameter of 10-20
mm in shape of balls. The clinker is allowed to cool and transported to ball mill
where it is ground to a fine powder. During grinding 5% of gypsum is added to
prevent quick setting of cement.
Clinker and Gypsum then fed in predetermined proportions with the help of
electronic weigh feeder to cement ball mills where grinding takes place and then
fed in to Dynamic separator and cyclone separator where Classification and
separation of material takes place, cores material return to recirculation and fines
to Cement Silo to produce product final cement. Cement so produce is conveyed
to large cement storage silo from there cement is packed by Rotary packer 12
spouts fully automatically in bags for dispatch through trucks.

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3) Premium Plus
TEST
CERTICICATE

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Competitors Analysis
According to market players, the industry is saturated with too many companies
registered with an annual capacity of 23 million tons against demand for around 11-12
million tons as per the 2010 consumption pattern.
Bigcem cement totally depends on imported raw materials, of which clinker is the
main one. Clinker is also imported in small quantity from India by railway.
There are some competitors like -
Ambuja Cement
Ultratech Cement
JK Lakshmi
Birla Cement
ACC Cement
Bangur
Binani
The retail prices of each bag of cement of major brands are Ambuja Cement,
Ultratech Cement, JK Lakshmi, Birla Cement, ACC Cement, Bangur, Binani
etc. Will be315Rs, 305Rs, 280Rs, 305Rs, 280Rs, and 347Rs. per bag respectively.

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2.7 Market profile of the organization (Competitors’ information,
SWOT analysis, Future growth)
About Competitors
Binani Cement
Binani Cement is the flagship company of the Braj Binani Group. The company
manufactures and markets 'Ordinary Portland Cement' (OPC) and 'Pozzolana Portland
Cement' (PPC) under the Binani brand, which enjoys premium status amongst major
Indian cement brands with a significant market share in northern and western India.
Binani Cement is among India’s most reputed manufacturers of cement, possessing a
global manufacturing capacity of 11.25 million tonnes per annum (MTPA) with an
integrated plant in India and China, and grinding units in Dubai.
The Binani Cement Limited Plant was initially set up at Binanigram with a capacity
of 1.65 MTPA; today, the cement capacity is 6.25 MTPA. After its success in the
Indian market, Binani Cement has taken giant strides into the international arena.
Presently, it has manufacturing facilities in China – Shandong Binani Rongan Cement
Co Ltd (SBRCCL) and Dubai – Binani Cement Factory LLC that are setting global
benchmarks. Binani Cement has a well-established sales network in India, UAE, UK,
Sudan, South Africa, Tanzania and Namibia.
 Global manufacturing capacity of 11.25 MTPA
 Total revenue of Rs 22.8 billion (US$ 373.25 million) in FY 13
 Total profit of Rs 1.19 billion (US$ 19.48 million) In FY 13

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Ultratech Cement
'The Engineer's Choice' is India's largest and amongst the World's top manufacturers
of cement. The company provides an array of products ranging from grey cement to
white cement, from building products to building solutions and an assortment of ready
mix concretes catering to varied needs and applications.
Ultratech and its subsidiaries have a presence in five countries through 11 integrated
plants, one white cement plant, one clinkerisation plant, 15 grinding units, two rail
and three coastal terminals, and 101 ready mix concrete (RMC) plants. The company
is India's largest exporter of cement clinker spanning export markets in countries
across the Indian Ocean, Africa, Europe and the Middle East.
 Tenth largest producer of cement globally
 Annual installed capacity of 54 million tonnes (MT)
 Revenue base of about US$ 3.9 billion in FY13
 Profit after tax (PAT) stood at US$ 0.5 billion in FY13
ACC Limited
ACC Limited was established in 1936 by Mr. FE Dinshaw when 10 existing cement
companies came together under one umbrella. Since inception, the company has been
a trendsetter and important benchmark for the cement industry in many areas of
cement and concrete technology. ACC has a unique track record of innovative
research, product development and specialized consultancy services.

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The company's various manufacturing units are backed by a central technology
support services center.
 Formed from the country's first notable merger
 Largest user of limestone
 One of the biggest customers of the domestic coal industry
 Only cement company that figures in the list of Consumer Super brands of India
 Among the first companies to include commitment to environmental protection in its
corporate objectives
Ambuja Cements
Ambuja Cements Ltd, a part of a global conglomerate Holcim, is one of India’s
leading cement manufacturers. With over 25 years of operations, Ambuja plays a key
role in India’s development and its blueprint for the future. Today, it is one of the
major players in the country’s cement sector.
Ambuja has grown dynamically over the past decade. Its current cement capacity is
27.25 million tonnes. The company has five integrated cement manufacturing plants
and eight cement grinding units across the country. It is the first Indian cement
manufacturer to build a captive port with three terminals along the country’s western
coastline to facilitate timely, cost-effective and environmentally cleaner shipments of
bulk cement to its customers. Ambuja also has its own fleet of ships.

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 Over 25 years of operations
 One of the leading cement manufacturing companies in India
 Market leader in Northern India with 29 per cent of the total installed capacity
 Cement capacity of 27.25 million tonnes
The Kanodia Group, a pioneer in the Cement Industry, has been in operation in the
cement industry for last 30 years. The Group has rich experience in this industry as a
retailer-dealer-distributor-sole selling agent and now as manufacturer for last 10
years.
Today Kanodia Group has present capacity of 4.2 Million Tone / Annum. The group
has proposed several other upcoming project in the state of Assam, Bihar, Jammu &
Kashmir and Uttar Pradesh. Today Kanodia Group has established itself as one of the
top companies in the industry in terms of efficiency and performance.”

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SWOT Analysis of Bigcem Cement
The strength, weakness, opportunity and threat analysis of Premier cement in
company’s internal and external environment are given below:
Strengths
 Well established management
 Effective quality control policy and quality cement
 High R & D resources and cost efficient production management
 The plant is located in the heart of the country with just 35 KM away from the
capital city of the country New Delhi
 Perfect factory location; large riverfront and own jetty
 Effective sales team and channel support
Weaknesses
 Market coverage is low in compare to the competitor Brand
 Distribution set up is not covers the whole City
 Level of marketing program is very low
 Poor brand image and customer relations
 Management practice is very traditional Integrated Marketing
Communications of Bigcem Cement

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Opportunities
 Opportunity for export in the developing countries
 People are becoming conscious in purchasing local brand cement
 Infrastructural work are increasing day by day
 As the cities going towards urbanization so great potential for growth and
profitability in this industry
Threats
 Multinational competitors and intense competition between the local
producers
 Political instability in the country
 Transportation cost and other cost are increasing rapidly cause of high
inflation in the market

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CHAPTER 3
3.1 Statement & Introduction of the research problem
 Introduction of Research Problem
Integrated Marketing Communications of Bigcem cement
It is essential for organizations to promote their brands well among the end-users not
only to outshine competitors but also survive in the long run. Brand promotion
increases awareness of products and services and eventually increases their sales,
yielding high profits and revenue for the organization.
To understand integrated marketing communication, let us first understand what does
brand communication mean?
Brand communication is an initiative taken by organizations to make their
products and services popular among the end-users. Brand communication goes a
long way in promoting products and services among target consumers. The process
involves identifying individuals who are best suited to the purchase of products or
services (also called target consumers) and promoting the brand among them through
any one of the following means:
 Advertising
 Sales Promotion
 Public Relation
 Direct Marketing
 Personal Selling
 Social media, and so on

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Integrated Marketing Communication - Let us now understand what does
integrated marketing communication mean?
“Integrated marketing communication refers to integrating all the methods of
brand promotion to promote a particular product or service among target
customers”. In integrated marketing communication, all aspects of marketing
communication work together for increased sales and maximum cost effectiveness.
Let us go through various components of Integrated Marketing Communication:
1. The Foundation - As the name suggests, foundation stage involves detailed
analysis of both the product as well as target market. It is essential for
marketers to understand the brand, its offerings and end-users. You need to
know the needs, attitudes and expectations of the target customers. Keep a
close watch on competitor’s activities.
2. The Corporate Culture - The features of products and services ought to be in
line with the work culture of the organization. Every organization has a vision
and it’s important for the marketers to keep in mind the same before designing
products and services. Let us understand it with the help of an example.
Organization A‘s vision is to promote green and clean world. Naturally its
products need to be ecofriendly and biodegradable, in lines with the vision of
the organization.
3. Brand Focus - Brand Focus represents the corporate identity of the brand.
4. Consumer Experience - Marketers need to focus on consumer experience
which refers to what the customers feel about the product.

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A consumer is likely to pick up a product which has good packaging and
looks attractive. Products need to meet and exceed customer expectations.
5. Communication Tools - Communication tools include various modes of
promoting a particular brand such as advertising, direct selling, promoting
through social media such as Facebook, twitter, Orkut and so on.
6. Promotional Tools - Brands are promoted through various promotional tools
such as trade promotions, personal selling and so on. Organizations need to
strengthen their relationship with customers and external clients.
7. Integration Tools - Organizations need to keep a regular track on customer
feedbacks and reviews. You need to have specific software like customer
relationship management (CRM) which helps in measuring the effectiveness
of various integrated marketing communications tools.
Integrated marketing communication enables all aspects of marketing mix to work
together in harmony to promote a particular product or service effectively among end-
users.

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Components of a Successful Integrated Marketing Strategy
Integrated marketing strategy integrates relevant marketing tools to deliver similar
message to a larger audience. Remember, an integrated marketing strategy is
successful only when it creates awareness of a particular brand among a large number
of end-users.
Remember, a marketer needs to carefully blend and make the best possible use of all
promotional tools so that the right message reaches the right customer at the right time
and right place.
It is essential to ensure that an organization’s integrated marketing strategy
communicates similar message to target audience for them to invest in their brand and
also develop a sense of attachment and loyalty towards the same.
Let us go through several components of a successful integrated marketing
Strategy
1. Customer Focus - No strategy would yield results unless and until you value
your customers. Successful marketing strategies ought to start and end with
customers. Customers are indeed “Gods” who play a crucial role in the
success or failure of an organization. Do not ignore your customers while
formulating essential marketing strategies for brand promotion. The needs and
requirements of the end-users need to be kept in mind. Make sure your
products or services meet and exceed customer expectations. Understand, why
would an individual invest in your brand if you do not have anything new and
unique to offer? Integrated marketing strategy is successful only when the
features and benefits of the brands reach the target customers in the desired

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manner and prompt them to buy the products or services immediately.
Customer feedbacks are essential and need to be monitored regularly. Every
business has some set of customers who are loyal and would never think of
going to competitors. Design your initial marketing strategies around such
customers as you do not have to try too hard to convince them.
2. Co-operation - Remember, only marketing professionals are not responsible
for promoting brands and making them popular in the market. Infect, the
responsibility lies on the shoulders of each and every individual who is
directly associated with the organization. Interdepartmental cooperation is
essential. Individuals need to work in unison, brainstorm ideas and come to
innovative ideas and unique solutions.
All departments, example - marketing, sales, customer care, service delivery
need to work in close coordination for better results and maximum customer
satisfaction.
3. Database Communication - Employees need to communicate with each other
effectively. Information needs to reach all in its desired form. Employees
associated with a particular project need to have access to all relevant
information, data, figures and so on required for its successful implementation.
Managers need to share correct information with all related employees.
4. Leverage - Understand how each marketing channel promotes your brand
among target customers and also find out the costs associated with the same.
Analyze which all channels are the most cost effective for you to effectively

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integrate for promoting various products and services to yield maximum
profitability.
5. Profitability - Remember any strategy or idea is successful only when it
generates additional revenues for the organization. Every function and process
needs to contribute to the earnings of the organization. Make sure, marketing
strategies influence customer decisions who in turn remain loyal towards the
organization concerned, eventually yielding higher profits.
Integrated Marketing Communication Tools
Integrated Marketing Communication tools refer to integrating various marketing
tools such as advertising, online marketing, public relation activities, direct marketing,
sales campaigns to promote brands so that similar message reaches a wider audience.
Products and services are promoted by effectively integrating various brand
communication tools.
To implement integrated marketing communication, it is essential for the
organizations to communicate effectively with the clients. You need to know how
your products or services would benefit your end-users. The more effectively you
promote your brand, the more demand would it have in the market. Identify your
target audience. Remember, not everyone would need your product. Understand why
would an individual invest in your brand unless and until you have something unique
and interesting to offer? The benefits of the brand need to be communicated
effectively.

34. 34
Let us go through various integrated marketing communication tools: Integrated
marketing communication effectively integrates all modes of brand communication
and uses them simultaneously to promote various products and services among
customers effectively and eventually yield higher revenues for the organization.
1. Advertising
Advertising is one of the most effective ways of brand promotion. Advertising
helps organizations reach a wider audience within the shortest possible time
frame. Advertisements in newspaper, television, Radio, billboards help end-
users to believe in your brand and also motivate them to buy the same and
remain loyal towards the brand. Advertisements not only increase the
consumption of a particular product/service but also create brand awareness
among customers. Marketers need to ensure that the right message reaches the
right customers at the right time. Be careful about the content of the
advertisement, after all you are paying for every second.
2. Sales Promotion
Brands (Products and services) can also be promoted through discount
coupons, loyalty clubs, membership coupons, incentives, lucrative schemes,
and attractive packages for loyal customers, specially designed deals and so
on. Brands can also be promoted effectively through newspaper inserts,
danglers, banners at the right place, glorifiers, wobblers etc.

35. 35
3. Direct Marketing
Direct marketing enables organizations to communicate directly with the end-
users. Various tools for direct marketing are emails, text messages, catalogues,
brochures, and promotional letters and so on. Through direct marketing,
messages reach end-users directly.
4. Personal Selling
Personal selling is also one of the most effective tools for integrated marketing
communication. Personal selling takes place when marketer or sales
representative sells products or services to clients.
Personal selling goes a long way in strengthening the relationship between the
organization and the end-users.

36. 36
Personal selling involves the following steps
a. Prospecting - Prospecting helps you find the right and potential contact.
b. Making first contact - Marketers need to establish first contact with their
prospective clients through emails, telephone calls etc. An appointment is
essential and make sure you reach on time for the meeting.
c. The sales call - Never ever lie to your customers. Share what all unique your
brand has to offer to customers. As a marketer, you yourself should be
convinced with your products and services if you expect your customers to
invest in your brand.
d. Objection handling - Be ready to answer any of the client’s queries.
e. Closing the sale - Do not leave unless and until you successfully close the
deal. There is no harm in giving customers some time to think and decide
accordingly. Do not be after their life.
5. Public Relation Activities
Public relation activities help promote a brand through press releases, news,
events, public appearances etc. The role of public relations officer is to present
the organization in the best light.

37. 37
IMC Planning Process
You might be surprised at just how many businesses and organizations I talk with that
do not have an integrated marketing communications (IMC) strategy in place. From
B2B to B2C, large to small, an IMC strategy is as essential as a business plan.
There are typically six steps in the IMC planning process. Each are important in their
own right and can be applied to practically any business or organization, no matter the
size or industry.
While your plan might utilize each marketing communications function differently,
the overall idea remains the same.
Below are the major steps to keep in mind when developing your IMC strategy.
Step 1: Know your target audience
As a general rule, there is no “general audience”. You always want to communicate
with a specific audience to make the most effective use of your resources.
Segmenting specific audiences into groups based on characteristics will help you
identify who are most likely to purchase or utilize your products and services.
Step 2: Develop a situation analysis
Commonly referred to as a SWOT Analysis, this is basically a structured method of
evaluating the internal strengths and weaknesses, and external opportunities and
threats that can impact your brand.
A situation analysis can provide much insight into both internal and external
conditions that can lead to a more effective marketing communications strategy.

38. 38
Step 3: Determining marketing communication objectives
In this step, you basically want to document what you want to accomplish with your
IMC strategy. Objectives should be measurable if you truly want to map your
campaign’s effectiveness at the end of your plan’s term.
Step 4: Determining your budget
Having a realistic idea on what you have to work with is important as it will shape the
tactics you develop in the next step. Once you determine your overall budget, you will
want to come back to this after completing step five to further refine your budget
allocations.
Step 5: Strategies and tactics
Looking back at the objectives you created in step three, you will want to develop
strategies which are ideas on how you will accomplish those objectives. Tactics are
specific actions on how you plan to execute a strategy.
Step 6: Evaluation and measurement
Almost as important as the plan as a whole, you want to outline a method of how you
will evaluate the effectiveness of your IMC strategy. Sometimes elements of your
plan will not work. It’s important to know what did or didn’t, try to understand why,
and make note for future planning.
The more focused on how you will utilize your resources for promoting your
business, the more you will understand where you money is going and how it’s
performing. An IMC strategy is important for any business or organization.

39. 39
The Different Types of Integrated Marketing Communication
 External: This is in the event where a company outsources the task of
marketing to a marketing firm or a public relations firm. The firms are then
tasked to design and develop the most effective strategies for the contracting
firm.
 Internal: Internal marketing integration involves the top level management
ensuring that the employees are happy and excited about developed new
products. This ensures that the workers leak the details prematurely hence
exciting prospective customers even before the product hits the target market.
 Horizontal: This contributes to a very crucial part in the development of a
product or service. This demands a lot of efficiency between the team tasked
to develop and the distribution team as well as the finance team. This open
flow of information provides the requisite synergy required to make the
strategy a success.
 Vertical: Under this, the strategy demands that the product developed to fit
with the corporate policy as well as the structure of the company. This means
that the product has to be within the breadth of the company’s mission and
goals.
In conclusion, it is safe to employ integrated marketing communication since it has
proven to be an ideal tool to reach out to potential customers.

40. 40
Implementing Integrated Marketing Communication Plan
Integrated marketing communication plan blends essential components of marketing
mix to promote brands effectively among end-users. Integrated marketing
communication plan integrates various methods of marketing such as advertising,
public relation, promotion through social networking sites and so on to create
awareness of products and services among target audience.
Brand communication methods instead of being used in isolation are all put together
under one umbrella to increase the visibility of a particular brand and eventually yield
higher profits for the organization.
Successful implementation of integrated marketing communication plan relies on
clear understanding of target customers - specifically their needs and
expectations.
Remember, your product must exceed customer expectations for customers to stay
loyal towards your brand. Know how your brand would benefit end-users. It is
essential to integrate the various components of marketing mix effectively and
sensibly for effective results. The blending needs to be done with utmost care.
Example - If you are giving an advertisement in the newspaper, make sure the
product details are also available on your company’s website, banners and hoardings
are displayed at proper places and so on.
Make sure products are promoted simultaneously at multiple places. Marketing
tactics, instead of being used in isolation, need to work in unison communicating the
same message to the end-users. Integrated marketing communication plan needs to
reflect similar strategies employed by organizations to promote their brands.

41. 41
Make sure you assign fixed time and resources to implement integrated marketing
communication plan. Marketers need to strive hard to implement integrated
communication plans within the stipulated time frame with the budget allocated for
the same. It is always advisable to focus on the best customers.
Best customers are those who generate maximum revenues for the organization.
Understand who all are the highest users of your brand (products and services)?
Promotional activities should not be undertaken just for the sake of it and as a mere
formality. What is the purpose of brand communication activities if the message does
not reach customers at the right time and the right place? Planning is important but
what is more crucial is executing the plan effectively for maximum results.
Find out how much business would the end-users bring to your organization, before
allocating budgets for the implementation of the plan.
Careful analysis is essential before you finally implement the plan. Integrated
marketing communication plans need to be implemented in the most cost effective
way.
“It is crucial to keep a close watch on the competitor’s activities as well”.
Once the integrated marketing communication plan is well implemented, it is
essential to measure its effectiveness as well.

42. 42
Managing Integrated Marketing Communication
Integrated marketing communication is an approach to promote products and services
(brand promotion) where various modes of marketing are integrated so that similar
message goes to the customers.
According to integrated marketing communication, all aspects of marketing
communication work together to promote brands more effectively among end-
users and also for better results.
Brands are promoted through advertising, sales promotions, banners, hoardings,
public relations, social networking sites and so on simultaneously to increase brand
awareness among potential end-users.’
One of the most effective ways to promote brands is through effective
communication. Organizations need to communicate well with not only the potential
customers but also existing customers.
Communicating effectively not only strengthens relationship with your clients but
also gives organizations an edge over competitors. Remember, effective
communication enables message and relevant information to reach the recipients in
the desired manner. Why would a customer invest in your brand if he/she is not aware
of the product’s features and benefits? The unique selling points of brands need to be
communicated well to the end-users by effectively integrating various brand
promotion tools.
Following are the various ways which enable organizations to communicate
effectively with customers.

43. 43
 Advertising
 Online Promotions
 Direct Marketing
 Hoardings, Banners
 PR Activities
 Internet, Emails and so on.
 Marketers need to promote two way communication with customers.
 The feedback of customers is essential and should be monitored regularly, if
you really wish to survive in the long run.
 Your customers must be able to reach you conveniently for them to develop a
sense of attachment and loyalty towards your brand.

44. 44
Various modes of brand communication need to be managed
effectively
The integration needs to be done smartly and effectively.
1) The first step towards managing integrated marketing communication is
to identify the target audience. You need to understand who all are the
customers, would actually benefit from your products. Understand their needs
and expectations.
2) The second step is to know what you intend to communicate. No brand
promotion tools would help unless and until you are really sure of what you
want to share with your potential and existing customers.
3) Carefully design your message. Check the content of the message, message
structure, format, spellings and so on.
4) The next step is to identify the various channels of communication. You
need to be really careful while selecting the channel of communication so
that the right message goes to the right customer at the right place and right
time.
5) Allocate right resources for brand promotion. Decide how much can you
spend on various marketing and promotional activities. A marketer needs to
wisely assign budgets for various promotional activities such as advertising,
PR activities, and banners and so on.
6) The most crucial step is to measure the results of integrated marketing
communication. Find out whether the combination of all marketing tools has
actually helped you reach a wider audience and promote your brands more
effectively.

45. 45
Importance of Integrated Marketing Communication
 Integrated marketing communication plays an integral role in
communicating brand message to a larger audience.
Integrated Marketing communication helps in integrating all essential
components of marketing to communicate similar message to potential and
existing end-users.
 Integrated marketing communication goes a long way in creating brand
awareness among customers at a minimal cost.
Integrated marketing communication is essential not only for business to
business marketing but also for direct interaction with customers.
Organizations implementing integrated marketing communication not only
successfully promote their brands among target audience but also develop trust
among them who would always stick to their brands, no matter what. Through
integrated marketing communication, similar message goes to customers
simultaneously, eventually creating a better impact on them. Believe me, the
end-user doesn’t even think of buying Brand B, if features and benefits of
Brand A are communicated well to the end-users. Integrated marketing
communication is more effective as it carefully blends various marketing tools
such as advertising, public relations, direct marketing and so on.

46. 46
 Integrated marketing communication scores over traditional ways of
marketing as it focuses on not only winning new customers but also
maintaining long term healthy relationship with them.
Integrated marketing communication ensures two way dialogue with
customers - a must in all business. Customer feedbacks need to be monitored
well if you wish to survive in the long run. Remember, their feedbacks are
valuable and need to be evaluated carefully. Gone are the days when
marketers used to rely only on advertising and simple promotions to make
their brand popular among end- users. In the current scenario of cut throat
competition, marketers need to promote their brands by effectively integrating
relevant marketing tools for better results and increased productivity.
Integrated marketing communication plays an essential role in delivering a
unified message to end-users through various channels and thus has better
chances of attracting customers. A single message goes to customers across all
marketing channels be it TV, Radio, Banners, hoardings and so on. Integrated
marketing communication ensures the brand (product or service) is an instant
hit among end-users. It also develops a sense of attachment and loyalty among
end-users.
Marketers do not also have to think really hard as to which marketing tool is really
effective in creating brand awareness. Integrated marketing communication saves
time which is often lost in figuring out the best marketing tool.
Through integrated marketing communication, marketers can smartly blend and
integrate all marketing tools for better response.

47. 47
In a layman’s language integrated marketing communication provides a wide range of
options which help marketers connect easily with their target customers.
Integrated marketing communication ensures that the customer gets the right message
at the right place and right time. Integrated marketing communication uses several
innovative ways to promote brands among customers such as newspaper inserts,
hoardings and banners at the most strategic locations, pamphlets, brochures, radio or
television advertisements, press releases, discount coupons, loyalty clubs,
membership clubs, PR Activities, sales promotional activities, direct marketing
initiatives, social networking sites (Face book. Twitter, Orkut), blogs and so on.

48. 48
3.2 Statement of the research objective
Research Objective
The objectives of the report are divided into two parts; broader objectives and specific
objectives. These are:
Broader Objectives:
 To analyze insights about integrated marketing communications and its
application in a company.
 To analyze about the effective strategy of communicating customer value that
creates brand equity in a real life scenario.
 To analyze about how company design and manage integrated marketing
communications to establish a strong brand in that industry.
Specific Objectives:
 To know about job environment and have a practical experience of job life.
 To find out the relevance and application of the theoretical knowledge in
practical life.
 To know about the real life scenarios and problems that occurs in workplace
and how to manage them properly.
 To gain in-depth knowledge about company particular department functions
and how it utilize its resources effectively.
 To prepare a report based on the experience that I gain.

49. 49
3.3 Scope of the study
The scope of this report is restricted to the study of consumer preference and Dealers
opinion regarding marketing of Bigcem Cement in Ghaziabad City.
This report includes the efforts that have been taken up by the cement company to
improve the quality and sales and also the efforts that have been taken up by Bigcem
Cement Private Ltd. to increase the sales of Bigcem cement in Ghaziabad city.
1. The study has been done for the Cement so more or less it helps in understanding
the consumer preference towards the cement market.
2. The study can help in analyzing certain weak point, improving on which a company
can overcome the low sales of its cement but only in Ghaziabad region

50. 50
3.4 Research design and methodology
The research methodology is the systematically solve the research problems. The
main objective of the product was to know the market condition of Bigcem Cement to
study the sales promotion activities undertaken by various cement companies. For
this, right at the beginning the research plan was prepared. This includes all the detail
of how to go about research work of Bigcem Cement.
RESEARCH PLAN
Definition of research problem the research problem can be defined as follows
1. What are the cement being used by various customer in the region of Ghaziabad
and what are their expectation from the cement.
2. What the market trend is of cement and brand awareness of Bigcem Cement.
RESEARCH INSTRUMENTATS
The Research instrument chosen for conducting the survey was structured
questionnaire was prepared. The questionnaire includes open ended as well as close
ended question, few open ended question were included to obtain the perception of
the retailers.

51. 51
RESEARCH DESIGN
Descriptive Research
Descriptive research studies are those studies which are concerned with describing the
characteristics of a particular individual, or of a group, whereas diagnostic research
studies determine the frequency with which something occurs or its association with
something else. The studies concerning whether certain variables are associated
SAMPLE PLAN
A sampling technique was chosen for the study was Random Sampling Technique.
This is the most common method of selecting the sample. This is because the retailers
are localized indifferent part of the marker a group of retailers are chosen are random
from large group. It gives all retailers in a group and equal chance of being selected
for the purpose of the survey.
SAMPLING DESIGN
Since it is not possible to study whole population, it is necessary to obtain
representative samples from the population to understand its characteristics.
Sampling Area
Indrapuram (Ghaziabad)
Sampling Unit
Individual’s respondents for studying consumer buying behavior selected
randomly from different parts of Indrapuram locality of Ghaziabad.

52. 52
Sampling technique
Random sampling
Sample size
100 respondents choose randomly through different parts of Indrapuram locality out
of 350 population.
Research instrument
Structured Questionnaire
Contact method
Direct Interview
DATA COLLECTION
The descriptive nature of research necessitates collection of primary data from
retailers through market survey, personal interview technique was used and
interview were conducted through structured questionnaire the question were asked in
prearranged manner. The market research was conducted over a period of 60 days.
Some data had been taken by observing and working with the company itself and also
from company previous records. However, the report is also consisting of information
obtained from mainly primary data and few secondary data.

53. 53
These are:
Secondary Sources:
 Company previous records, data, journal, brochure etc.
 Company website, internet, newspaper and various other sources provided by
the company and academic teacher.
 Books, article, literature, research related to the industry and the respective
topic.
Primary Sources:
 On the job experience obtained while working for the company and by
observing real work scenario.
 Talking with supervisor, senior personnel, office staff and also the in-hand
data.
 Data from visiting the factory and retail shops. The method that I applied to
prepare the report is an effective method that helps me to finish the project
successfully. Through observing and working with the real life scenario as
well as analyzing various internal and external data the report is prepared.
Data was tabulated, analyzed and suggestion and recommendation were given.

54. 54
Limitations
While working and preparing this report I faced some limitations. These are:
 Difficulty in having access of information and getting data because of
company confidentiality since I worked there as an intern.
 There are lack of market data available (journal, publications, company
magazines etc.) related to my topic in terms of cement company.
 Time constraint is another limitation of this report.

55. 55
ROL
1. Percy, L., 2014.
Strategic integrated marketing communications. Routledge.IMC is planning in a
systematic way in order to determine the most effective and consistent message for
the target audience. (Quoting 4As)
A concept of marketing communications planning that recognizes the added value of
a comprehensive plan that evaluates the strategic roles of a variety of communication
disciplines (e.g. general advertising, direct response, sales promotion, and public
relations) and combines these disciplines to provide clarity, consistency, and
maximum communication impact
2. Schultz, DE 1993 Integrated Marketing Communications: Maybe
definition is in the point of view, Marketing News, January 18, 17.
The goal of IMC is to influence or directly affect the behaviour of the
selected communications audience.
A strategic understanding of IMC must be based on a rigorous planning process that
will identify appropriate target audiences, set specific communication objectives for
these target audiences, and develop marketing communication that will accomplish
those objectives in a consistent way, and find the best way of delivering the message.

56. 56
The brain will process the words and images the same way regardless of how it
is delivered. Sound is sound, words are words, and pictures are pictures to the brain,
regardless of where the sense organs find them.
Strategic planning for IMC involves a five step process:
Step one: Identify and select the appropriate target audience
Step two: Determine how the target audience makes product or brand decisions
Step three: Establish how the brand will be positioned within its marketing
communication and select a benefit to support that position
Step four: Set communication objectives
Step five: Identify appropriate media options consistent with the communication
objectives to optimize message delivery and the processing of the message
3. Ang, L., 2014. Principles of Integrated Marketing Communications.
Cambridge University Press.
IMC is defined as a research-based, audience-focused, result-driven,
communication planning process that aims to execute a brand communication
program over time so that there is clarity and consistency in the positioning of the
brand. This is achieved by coordinating different communication disciplines and
integrating the creative content across different media.
IMC is only needed when there is complexity, which may come from having:
many communication disciplines (sales promotions, direct marketing, personal
selling, and so on many brand contact points more than one target audience more than

57. 57
one message to be communicated range of creative content to be used target audience
that habitually uses different media different geographic areas to be targeted the need
for trade support

58. 58
Chapter 4
 DATA ANALYSIS
4.1 Analysis and interpretation of the data Collected with relevant
tables and graphs.

59. 59
1. Which brand would you prefer?
Brand Preference customer
ShreeUltra Cement 7
Bigcem Cement 3
Bangur Cement 8
J.k. SupperCement 5
Binani Cement 5
Ultratech Cement 32
Ambuja Cement 22
Acc Cement 18
ShreeUltra
Cement
7% Bigcem Cement
3%Bangur Cement
8% J.k.
SupperCement
5%
Binani Cement
5%
Ultratech
Cement
32%
Ambuja Cement
22%
Acc Cement
18%
Brand Preference

60. 60
Interpretation
After collect the data and analysis the data I found that in the Ghaziabad region the
brand preference is less of Bigcem the leading bran in Ghaziabad is Ultratech cement
because the brand awareness and STP is good as compare to the Bigcem cement in
Ghaziabad.
The second & third leading brand prefer is Ambuja cement & Acc cement, the
percentages of the prefer brand is given below.
0
5
10
15
20
25
30
35
7
3
8
5
5
32
22
18
0
Brand preference
Series1 Series2

61. 61
Brand Preference Percentage
Shree Ultra Cement 7%
Bigcem Cement 3%
Bangur Cement 8%
J.K Supper Cement 5%
Binani Cement 5%
Ultra Cement 32%
Ambuja Cement 22%
ACC Cement 18%

62. 62
2. Are you Brand loyal customer for the products you buy?
Brand Loyal Customer Customer
Yes Always 30
Never 18
Only For Products 52
Yes always
30%
Never
18%
Only for quality
products
52%
BRAND LOYAL CUSTOMER TOWARDS BUY
CEMENT

63. 63
Interpretation
Personal Interview are conduct for know about the loyal customer towards buy the
Cement. I found that there are different-different opinion, there are some customer
those are loyal for the brand those are preferred by the different-different customer
and there are some customer are loyal only for quality products. Most of the customer
52% preferred only quality product &30% customer are loyal for Brand &18%are
not brand loyal customer towards buy a cement.
0
10
20
30
40
50
60
1 2
30
18
52
Brand Loyal customer towards buy
cement
Yes always Never Only for quality products

64. 64
3. Are you a price sensitive consumer?
Price sensitive Consumer Number of Customer’s
Yes 78
No 22
Yes
78%
No
22%
price sensitive customer
Yes
No

65. 65
Interpretation
After analysis the data I found that in Ghaziabad how many customer are price
sensitive toward buy cement. The customer are pay according to brand, or for quality
product only. There are 72% customer are price sensitive and 22% customer are not
price sensitive.
0
10
20
30
40
50
60
70
80
Yes No
78
22
price sensitive customer

66. 66
4. Which factor influences you the most while choosing your cement brand?
Price
45%
Quality
37%
Advertisement
12%
Packaging
6%
Any other
0%
INFLUENCING FACTORS TOWARDS BRAND
Factors Numbers of customer
Price 45
Quality 37
Packaging 12
Advertisement 6
Any other 0

67. 67
Interpretation
There are some factors are analysis those are influence to the customer to buy a
cement. These factors are Price, Quality, Advertising, Packaging etc.
After the analysis the data I found that the price of the cement are mostly effect as
compare to another factors. The other factor Quality also influence to buy cement.
The percentage of which factor are most influence towards choosing the brand are
given below.
Factors Percentage of customer
Price 45%
Quality 37%
Packaging 12%
Advertisement 6%
Any other 0%
0
5
10
15
20
25
30
35
40
45
45
37
12
6
0
influencing factors towards brand

68. 68
5. How much do you care about using brands?
Care Using Brand Number of Customer’s
Slightly 43
Strongly 34
Not Much 18
Never 5
Slightly
43%
Strongly
34%
Not much
18%
Never
5%
CARE ABOUT USING BRAND

69. 69
Interpretation
To analysis the customer that how much they care about using a brand. There are
some customer those are slightly, care about using a brand and some customers are
strongly care about to using a brand and some other customers are Not much or
Never care about using a brand. In Ghaziabad customer mostly prefer Ultratech,
Ambuja Cement, or ACC Cement because of good brand image and good quality
product.
0
5
10
15
20
25
30
35
40
45
Slightly Strongly Not much Never
43
34
18
5
care about using brand

70. 70
6. Do you trust in our products?
Trust in Our Product Number of Customer’s
Yes 10
No 22
Can’t Say 65
Yes
10%
No
25%
Can’t say
65%
TRUST IN OUR PRODUCT

71. 71
Interpretation
After collect the data I found that our brand Bigcem cement are not so much popular
because of lack of awareness and customer are not easily ready to buy. The customers
of Ghaziabad region are not easily trust on new brand. There are some of lack of
promotions so the customer are also not aware about the brand and the dealers are
also not easily prefer the new brand.
There are 10% those have an experience after using the brand can trust rest of the
customer 25% customer are not trust in our brand and 65% customer are not sure
about the product that the product are trusted or not.
0
10
20
30
40
50
60
70
Yes No Can’t say
10
25
65
trust in our product

72. 72
7. Do you think our products get good word of mouth publicity?
Good Mouth of Publicity Number of Customer’s
Yes 10
No 20
Don’t Know 70
Yes
10%
No
20%
Don’t know
70%
PRODUCT GET GOOD WORD OF MOUTH
PUBLICITY

73. 73
Interpretation
The Bigcem cement is the new brand in Ghaziabad, so the brand value and brand
image of Bigcem cement is not good enough. The awareness about the product is less
so consumer are don’t know that the product is good word of mouth publicity or not.
After analysis the data I found 70%don’t know and 20% say no good for mouth
publicity and rest of 10% say yes for good word mouth publicity.
0
10
20
30
40
50
60
70
Yes No Don’t know
10
20
70
product get good word of mouth
publicity

74. 74
8. Do you experiment with different brands?
Experiment With Different Brand Number of Customer’s
Yes 34
No 21
Sometimes 45
Yes
34%
No
21%
Sometimes
45%
EXPERIMENT WITH DIFFERENT BRAND

75. 75
Interpretation
The customer always experiment with the using of new brand to analysis which brand
is suitable for use. Some customer will be brand loyal and some of customer will be
switcher to switch to another brand.
After analysis the data most of customer experiment with the different reason being
sale person recommendation, price of product or quality of product etc.43% customer
sometime use different brand and
34% customer switch to another brand and 21% will not experiment with another
brand.
0
5
10
15
20
25
30
35
40
45
Yes No Sometimes
34
21
45
experiment with different brand

76. 76
9. The price of our brand
Price of Brand Number of Customer’s
Is as per your Expectation 33
Is more than your Expectation 52
Is less than your Expectation 0
Can’t Say 15
Is as per your
expectations
33%
Is more
than your
expectations
52%
Is less than
your
expectations
0%
can’t say
15%
PRICE OF OUR BRAND

77. 77
Interpretation
After the collected the data I found that the customer the price sensitive and after the
survey I found that the price of Bigcem cement is more than as compare to other
brand as the perception of customer. The price of our brand Is as per customer
expectation will be 33% and Is more than customer Expectation will be 52% and
15% customer can’t say about price of Bigcem cement.
0
10
20
30
40
50
60
Is as per your
expectations
Is more than
your
expectations
Is less than your
expectations
can’t say
33
52
0
15
price of our brand

78. 78
10. Do advertisements change your perception about the cement?
Advertising Can Change then perception Number of Customer’s
Yes 55
No 13
May be 32
Yes
55%
No
13%
May be
32%
ADVERTISEMENTS CHANGE PERCEPTION

79. 79
Interpretation
The advertisement are change the perception about the buy a cement. The customer
are also influence with the advertisement, I found that 55% customer are influence by
advertisement and 32% may be and 13% are not influence with advertisement.
0
10
20
30
40
50
60
Yes No May be
55
13
32
advertisements change perception

80. 80
11. Do you buy a cement product after watching its advertisements?
Buy a cement after watching Advertising Number of Customer’s
Yes 53
No 20
May be 27
Yes
53%
No
20%
May be
27%
CEMENT BUY AFTER WATCHING ITS
ADVERTISEMENTS

81. 81
Interpretation
After collect and analysis the data I found that the after watching advertisement
consumer buy more cement there are 53% consumer buy cement after watching
advertising, and 27% consumer are not sure about it, and 20% consumer will not buy
cement after watching its advertisement.
0
10
20
30
40
50
60
Yes No May be
53
20
27
Cement buy after watching its
advertisements

82. 82
12. According to you what kind of advertisement has long lasting impact in terms
of cement?
What kind of Advertising has long lasting
effect
Number of Customer’s
T.V advertising 47
Radio advertisement 9
Print 19
Bill boards 25
T.V
advertisement
47%
Radio
advertisement
9%
Print Media
19%
Bill boards
25%
LONG LASTING IMPACT OF
ADVERTISEMENT

83. 83
Interpretation
After collect the data and analysis the data I found that the TV advertisement are long
lasting impact on the consumer. The 47% consumer say the TV advertisement are
long lasting impact, 25% bill board and 19% & 9% print media and radio
advertisement.
0
5
10
15
20
25
30
35
40
45
50
T.V
advertisement
Radio
advertisement
Print Media Bill boards
47
9
19
25
long lasting impact of advertisement

84. 84
13. What do you look first when you buy a cement?
Looks first when buy a cement Number of Customer’s
Price 43
Brand 37
Features 0
Packaging 5
Advertisement 15
Price
43%
Brand
37%
Features
0%
Packaging
5%
Advertisement
15%
LOOK FIRST WHEN BUY A CEMENT

85. 85
Interpretation
After analyses the data I found that the consumer firstly look price while to buy a
cement there are 43% consumer buy the cement after look the price of the cement and
37% consumer buy cement after look the brand of the cement and other 15%
consumer look advertisement and 5% look packaging of the brand.
0
5
10
15
20
25
30
35
40
45
Price Brand Features Packaging Advertisement
look first when buy a cement
Series1

86. 86
14. Does celebrity endorsement influence you to buy any cement brand?
Celebrity endorsement influence buy cement Number of Customer’s
Yes 62
No 21
May be 17
Yes
62%
No
21%
May be
17%
INFLUENCE BY CELEBRITY ENDORSEMENT

87. 87
Interpretation
There are out of 100 consumer 62% consumer influence bye celebrity endorsement
and 21% will not influence and 17% can’t say
0
10
20
30
40
50
60
70
Yes No May be
62
21
17
influence by celebrity endorsement

88. 88
15. Do you purchase cement based on a recommendation of a sales person?
Buy cement on recommendation of a sales
Person
Number of Customer’s
Very often 4
Often 9
Sometimes 17
Very rarely 47
Never 23
Very often
4% Often
9%
Sometimes
17%
Very rarely
47%
Never
23%
BUY CEMENT ON RECOMMENDATION OFA
SALES PERSON

89. 89
Interpretation
After collect the data I found that out of 100 consumer 47% consumer very rarely buy
cement on recommendation of sales person and 23% never buy on sales person
recommendation and 17% sometime and 9% often and 4% very often
0
5
10
15
20
25
30
35
40
45
50
Very often Often Sometimes Very rarely Never
4
9
17
47
23
Buy cement on recommendation of a sales
person

90. 90
16. Rank our brand and product information with 1 being the excellent and 5
being the worst.
1 2 3 4 5
Excellent Batter Good Moderate Worst
Rank the brand and information of Bigcem Number of Customer’s
1 57
2 28
3 7
4 5
5 3
0
10
20
30
40
50
60
Excellent Batter Good Moderate Worst
1 2 3 4 5
3
5
7
28
57
Rankin of brand and product
information

91. 91
Interpretation
The consumer is not more aware about the brand of Bigcem cement. I found that
peoples don’t enough knowledge about the brand. Out of 100 consumer 57%
Consumer will give the rank 5 means worst and28% moderate and 7% good 5%
batter and 3% excellent.

92. 92
Chapter 5
5.1 Summary of learning experience/ Findings
Findings
The Finding related to my job and report topic, these are given below
 The media advertising (electronic & print media) that Bigcem Cement uses is
quite seasonal basis and limited, moreover related to only the promotional
campaign during the off peak season of cement sales. So, Bigcem have to
increase their media advertising and should have to do it throughout the year
in order to increase their sales as well as brand image. As such it will increase
their promotion cost but at the same time it will increases their sales as well.
 As corporate and government clients play a vital role in revenue generation
for the company but the direct response advertisement that the company using
for them is not so adequate.
 The trade promotion for the retailers that Bigcem Cement giving is not
properly communicated to the retailers. Bigcem Cement retailers are getting
incentives but sometimes they are not aware of it because of lack of market
communication and promotion. Thus direct sales incentives, credit facilities,
gifts or prizes are more motivating to the retailers that Bigcem can initiate.
 On the other hand the trade promotion for distributors and retailers that
Bigcem Cement using is not appealing in compare to the competitors’ brand.
So, proper planning and investment is required for the company in this area.

93. 93
 Bigcem Company should have to link up with the industry related
associations that help to increase the company’s brand image to its customer.
 The overall integration of marketing communication of Bigcem Cement is
effective but not efficient. Bigcem Cement has to be fast in their marketing
decision making and implementation.
 Another major observation that I found is that, in managing and evaluating
the IMC programs the company did not have any preset process to follow.
Whether marketing communication program is working to the plan or is it
really effective to generate more sales or brand value

94. 94
5.2 Conclusion and recommendations
Recommendations
Recommendations related to my job and report topic, these are given below
 On the other hand, in the promotion mix the company should employ new
tools of promotion and also should increase their brand tools to stand out in
the market. Beside these, the company should have to properly manage,
coordinate and evaluate the effectiveness of each marketing programs when it
finishes...
 The company should have to invest more on creating secondary associations,
supporting marketing programs, after sales service facilities, customer-based
engineer and technical support team, sponsorship and on CSR activities.
These programs can help to create strong brand association and brand equity
in customers mind.
 Bigcem Cement should have to coordinate appropriately between the inter
department so that there is no miscommunication and they can run in the
same direction to implement their objectives and can stick to their budget or
plan.
 For customer promotion Bigcem Cement initiate the Cash offer. A certain
cash discount is given to customer on the basis of their purchase. Thus, to
give the end customer a benefit the company should have to improve their
current market communication so that the customers are aware of the cash
discount offer and demand it to the retailers.

95. 95
Conclusion
The cement industry came into picture in India during the middle of 1914’s as some
infrastructural development projects took place. Within the time span of a decade, the
smaller companies shut down while the bigger ones expanded more and more, making
a more dominant place for themselves in the market of cement today. The industry
which was mainly import based till the year of 1999 to 2000, now not only makes
their own cement but also exports their products to countries abroad as well.
Marketing communication involves disseminating information about a product or
product line, brand or company as it is one of the four key aspects of the marketing
mix. As such the cement market is becoming more and more complicated, creative
and attractive promotional strategies are considered as the key to stay in the
competition and for a sustainable growth in this industry. Keep that in mind Bigcem
Cement is trying to establish a strong network with their customers and associates all
over the country to stay in the long run in the cement industry. Doing so, the company
should have to think about their integrated marketing communications program not in
a conventional way but in a contemporary way to stand out in competition. On the
other hand building powerful brands has its rewards. Marketing professionals can
look for an increased ROI, new efficiencies, channel cooperation and reduced
competition because of an established powerful brand.
As Bigcem Cement is still new in the industry and they are gaining the momentum
day by day, so there is a good opportunity ahead for the company to establish their
brand and become the ultimate choice for the customers.

96. 96
BIBILOGRAPHY
Website/Blog www.ibef.org
References: Media Reports, Press releases, Union Budget
2017-18, Edelweiss Securities Ltd.
Notes: – ‘India Cement’ report by Nomura Research dated
October 13, 2015
www.bigcement.in
customercare@bigcement.in
ManagementStudyGuide.com
MSG team comprises experienced faculty and professionals who
develop the content for the portal.
Books Written by C. R. Kothari
Research Methodology: Methods and Techniques
Second Revised Addition
Copyright © 2004, 1990, 1985, New Age International (P)
Ltd., Publishers

97. 97
Appendix

98. 98

99. 99

100. 100

101. 101
QUESTIONNAIRE
Name:
Gender: Male ( ) Female ( )
Occupation: _________________________ Age: _________
1) Which brand would you prefer?
a. Bigcem Cement ( )
b. Shree Ultra Cements ( )
c. Bangur Cement ( )
d. J.k. Supper Cement ( )
e. Others ( ) ____________________________________
2) Are you a loyal customer for the products you buy?
a. Yes always( )
b. Never ( )
c. Only for quality products( )
3) Are you a price sensitive consumer?
a. Yes ( )
b. No ( )

102. 102
4) Which factor influences you the most while choosing your cement brand?
a. Price ( )
b. Quality ( )
c. Packaging ( )
d. Advertisement ( )
e. Any other ( )
5) How much do you care about using brands?
a. Slightly ( )
b. Strongly ( )
c. Not much ( )
d. Never ( )
6) Do you trust in our products?
a. Yes ( )
b. No ( )
c. Can’t say ( )
7) Do you think our products get good word of mouth publicity?
a. Yes ( )
b. No ( )
c. Don’t know ( )
8) Do you experiment with different brands?
a. Yes ( )
b. No ( )
c. Sometimes ( )

103. 103
9) The price of our brand
a. Is as per your expectations ( )
b. Is more than your expectations ( )
c. Is less than your expectations ( )
d. can’t say ( )
10) Do advertisements change your perception about the cement?
a. Yes ( )
b. No ( )
c. May be ( )
11) Do you buy a cement product after watching its advertisements?
a. Yes ( )
b. No ( )
c. May be ( )
12) According to you what kind of advertisement has long lasting impact in terms of
cement?
a. T.V advertisement ( )
b. Radio advertisement ( )
c. Print Media ( )
d. Bill boards ( )

104. 104
13) What do you look first when you buy a cement?
a. Price ( )
b. Brand ( )
c. Features ( )
d. Packaging ( )
e. Advertisement ( )
14) Does celebrity endorsement influence you to buy any cement?
a. Yes ( )
b. No ( )
c. May be ( )
15) Do you purchase cement based on a recommendation of a sales person?
a. Very often ( )
b. Often ( )
c. Sometimes ( )
d. Very rarely ( )
e. Never ( )
16) Rank the packaging and product information of the product with 1 being the
excellent and 5 being the worst
1 2 3 4 5
Excellent Batter Good Moderate Worst