Jaypee Cement Ltd.


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Jaypee Cement Ltd.

  1. 1. JAYPEE CEMENT LTD.Group 7
  2. 2. Table of ContentsExecutive Summary1. Company History2. Industry Structure3. Environment4. Products5. Price6. Distribution Network7. Promotion8. Customer Survey Analysis9. Suggestions10. Appendixa. Sample Dealer Questionnaireb. Sample Customer Questionnairec. BibliographyGroup 7
  3. 3. Executive SummaryThe purpose and scope of document is to study, analyze and understand the business andmarketing practices of Jaypee cement. In order to achieve this objective, two stages wereidentified –Data collection stage and the Analysis stage. The first stage includes the data collected from various sources regarding the following: 1. The History of the company, its subsidiaries, The board of Directors, Operation units in India. 2. The closest competitors in the cement industry –Binani cement, AMBUJA cement, ACC, Grasim, Utratech cement, Lafarge cement. 3. Information about the 4 P’s of marketing – Product, Price, Place and Promotion in the Punjab market. 4. A customer and dealer survey in Punjab to understand their decision making Process.The analysis stage includes understanding the implications and relevance of the data collectedand drawing conclusions about the company’s business and marketing decisions .The IndianCement industry is mainly divided into two segments – House Hold Cement Segment andIndustrial Cement Segment. Jaypee Cement being used in the construction of large dams andhydro electric power projects like the Tehri Dam in Uttarakhand, Dul Hasti and Bagliharprojects in J&K, Indra sagar dam in M.P, Teesta-V project in Sikkim, Baspa-ll, Nathpa Jhakri andChamera-ll projects in H.P, Tala project in Bhutan, Karcham-Wangtoo Project in H.P, SardarSarovar Project in Gujrat, Omkareshwar Hydro Electric Project in M.P and Vishnuprayag Projectin UttarakhandKnown for its innovative marketing and distribution strength the company is one of theconsistent performers in the Indian scene. The company has a track record of profitability,transparency in operations. Factors that have been given emphasis here include the low percapita consumption of cement .The impact of recent issues & trends (like raw material costs,excise duty rationalizations, quality consciousness in user segments) on the industry dynamicscan also be seen. Cement consumption has been growing at a CAGR of over 8% p.a. in the lastfive years and this trend is likely to continue in the coming years.At present industry requires highest efficiency in physical distribution as companies notworking on operational efficiency business models. Companies need to work on improvinginternal efficiencies to retain profits which are under pressure on account of dropping prices.The customer (retailer for the company) is seen to be dictating terms so companies have nochoice but to lure more customers through incentives. At the same time, companies also need toattract final consumers by offering value-added services. So we came up with the followingrecommendations: To take up trade promotions, to build up relations with the intermediaries, aneed to improve current inventory levels to cut down costs, a need to promote awarenessamong the customers, improve advertising strategies and a need to expand in industrialsegment by forming strategic partnerships to take advantage of the upcoming industrial growthat national and regional levels.Group 7
  4. 4. 1. Company History SHRI JAIPRAKASH GAUR JIWith a single mined focus to pioneer a myriad of feats in civil engineering ,Shri Jaiprakash Gaurji, the founding father of Jaiprakash Associated Ltd. Acquired a diploma in civil engineerig in1950 from the university of roorkee. After a stint with government of U.P he branched off on hisown, to start as a civil contractor in 1958 with the steadfast determination to contribute innation buliding. This has been possible with the active support of his honest colleagues such asShri S.K.Jain, Shri N.C. Sharma, Shri G.P. Gaur, Shri P.K Jainanad Ypung Generation Ably HeadedBy Shri Manoj Gaur And Shri Sunil K. Sharma. Transforming challenges into opportunities hasbeen the hallmark of the Jaypee Group, ever since its inception four decades ago.The JayPee group is a 15,000 crore well diversified infrastructure conglomerate with businessinterests in Engineering & Construction, Power, Cement, Real Estate, Hospitality, Expressways,Sports & Education (not-for-profit).The Group has always believed in “growth with a human face” and to fulfill its obligations it hasset up Jaiprakash Sewa Sansthan (JSS), a ‘not-for-profit trust’ which primarily serves theobjectives of socio-economic development,reducing the pain and distress in societyGroup 7
  5. 5. For over 4 decades now, Jaypee Group has supported the socio-economic development of thelocal environment in which it operates and ensured that the economically and educationallychallenged strata around the work surroundings are also benefited from the Group’s growth byproviding education, medical and other facilities for local development.The Group also undertakes Comprehensive Rural Development Programme (CRDP) whichcovers a wide range of projects such as free medical camps, health check-ups for village schoolchildren, literacy campaigns like Balwadi’s for young boys and girls, safe drinking water supply,creating huge water reservoirs in different villages, self employment which includes tailoringclasses for women and animal husbandry. Some other important activities undertaken includethe renovation of old temples, other schools and hospital buildings in the adjoining adoptedvillages.Today the group is the 3rd largest cement producer in the country .The groups cement facilitiesare located in the Satna Cluster (M.P.), which has one of the highest cement production growthrates in India. The group produces special blend of Portland Pozzolana Cement under the brandname ‘Jaypee Cement’ (PPC). Its cement division currently operates modern, computerizedprocess control cement plants with an aggregate capacity of 22.80 MnTPA. The company is inthe midst of capacity expansion of its cement business in Northern, Southern, Central, Easternand Western parts of the country and is slated to be 37.55 MnTPA by FY12 (expected) withCaptive Thermal Power plants totaling 672 MW.JayPee is the largest Cement producer in the state of Uttar Pradesh. For optimizing cost ofpower, 100% of the power requirement of cement plants are being sourced through captivethermal power plants.(MP-123MW, UP-65 MW, HP-30 MW and Gujrat-85 MW ). Jaypee Cementbeing used in the construction of large dams and hydro electric power projects like the TehriDam in Uttarakhand, Dul Hasti and Baglihar projects in J&K, Indra sagar dam in M.P, Teesta-Vproject in Sikkim, Baspa-ll, Nathpa Jhakri and Chamera-ll projects in H.P, Tala project in Bhutan,Karcham-Wangtoo Project in H.P, Sardar Sarovar Project in Gujrat, Omkareshwar Hydro ElectricProject in M.P and Vishnuprayag Project in Uttarakhand. List of prestigious clients includeReliance Energy, NTPC, NHPC, GAIL, DMRC, IOC, NFL, Indian Railways, DIAL, L&T, Gammon,HCC, Som Datt Builders. IRCON, UPSBC, Hindalco, GMR, OSEL, RIL to name a few. Awarded with"National Safety Award" by the national Safety Council of India for developing andimplementing very effective management systems and procedures and attaining very highperformance levels in occupational safety and health.Group 7
  6. 6. SUBSIDIARIESThe Jaypee Group operates through its various subsidiaries in different business segments -Cement and Power Sector.Jaiprakash Power Ventures Limited (JPVL)The company with its operational power plants - 300 MW Baspa-II (Himachal Pradesh) and 400MW Vishnuprayag (Uttarakhand) is India’s largest Private sector Hydropower producer and ison its way to be an integrated power producer with expansion in Thermal & PowerTransmission.www.jppowerventures.comJaypee Karcham Hydro Corporation Limited (JKHCL)The Government of Himachal Pradesh again invited the group for the Karcham Wangtoo a 1000MW project. The group formulated JKHCL for this project. Still under execution, the project is tocommence its operations in the year 2011.Jaypee Arunachal Power LimitedThe company is setting up two hydropower projects - Lower Siang Project (2700 MW) and theHirong Project (500 MW) in Joint Venture with the Government of Arunachal Pradesh.Bina Power Supply Co. LimitedBPSCL, the wholly owned subsidiary of JPVL, is setting up a Coal based Thermal Power Plant of500 MW (2x250 MW) in the first phase against the total proposed capacity of 1500 MW at Bina,Distt. Sagar, MP.Jaypee Power Grid Ltd.(JPL)JPL has been formed for execution of the transmission system between Wangtoo in Kinnaurdistrict of Himachal Pradesh & Abdullapur in Yamuna Nagar district of Haryana for evacuationof 1000 MW power from Karcham Wangtoo HEP in Himachal Pradesh.www.jaypeepowergrid.comBhilai Jaypee Cement Limited (BJCL)Incorporated in the state of Chhattisgarh as a Joint Venture with Steel Authority of India Ltd.(SAIL). The said company is to produce a 2.2 MTPA split-located Cement Plant at Bhilai in theState of Chattisgarh and at Babupur, Satna in the State of Madhya Pradesh.www.bjcl.co.inGujarat Jaypee Cement & Infrastructure Limited (GJCIL)The Group has signed an Agreement with Gujarat Mineral Development Corporation Limited(GMDCL) for setting up of a 2.4 MTPA capacity cement manufacturing plant with captive powerstation and captive Jetty in district Kutch of Gujarat.Bokaro Jaypee Cement Limited (BOJCL)BOJCL, the second joint venture between the Company and SAIL with management controlvested in the Company, is incorporated to set up a 2.1 MTPA capacity cement plant at Bokaro inJharkhand.Madhya Pradesh Jaypee Minerals Limited (MPJML)A Joint Venture company between JAL and the Madhya Pradesh State Mining CorporationLimited (MPSMCL) to develop the Amelia (North) Coal block.Group 7
  7. 7. Jaypee Infratech Limited (JIL)A subsidiary of Jaiprakash Associates Ltd. which has undertaken the implementation ofprestigious Yamuna Expressway Project comprising of 165 KM, 6 Lane Access ControlledExpressway connecting Noida with Agra.www.jaypeeinfratech.comJaypee Ganga Infrastructure Corporation Limited (JGICL)JGICL a wholly owned subsidiary of the Company for implementation of the prestigious 1047km, long 8-lane Access-Controlled Expressway connecting Greater Noida with Ghazipur- Ballia.Himalayan Expressway Ltd.The Company will undertake the construction of Zirakpur-Parwanoo Highway connectingPunjab, Haryana & Himachal Pradesh on BOT basis. The total length of the highway would be28.690 kms.Jaypee Sports International Ltd.Jaypee Sports International Ltd. is incorporated for developing a Greenfield state-of-the-artSports Complex including Car Race track for motor sports with related integrated supportinfrastructure including townships, cricket stadium, go karting track and auxiliary facilities.www.jaypeesports.comSangam Power Generation Co. Ltd. (SPGCL) & Prayagraj Power Generation Co. Ltd. (PPGCL).Two super critical technology boiler based Thermal Power Projects are being implemented byJaiprakash Power Ventures Ltd. (JPVL), a subsidiary of your Company. 1980 MW KarchanaThermal Power Project in Tehsil Karchana of Allahabad District is being implemented bySangam Power Generation Company Ltd. (SPGCL) and 3300 MW Bara Thermal Power Project inTehsil Bara of Allahabad Distt is being implemented by Prayagraj Power Generation CompanyLtd. (PPGCL).Jaypee Agra Vikas Ltd. (JAVL)Jaypee Agra Vikas Limited is incorporated as a Special Purpose Vehicle to undertake the workfor development of section of Agra Inner Ring Road, with a length of about 20.5 KmBOARD OF DIRECTORSThe Board of Directors of the company have envisioned the organisation to new heights. Thecompany is well managed under the foray of these individuals: Shri Manoj Gaur, Executive Chairman & CEO Dr. J N Gupta Shri Sunil Kumar Sharma, Executive Vice Shri M S Srivastava Chairman Shri S K Jain, Vice Chairman Shri Sunny Gaur, Managing Director (Cement) Shri R N Bhardwaj Shri Pankaj Gaur, Jt. Managing Director (Constn.) Shri A K Sahoo (LIC Nominee) Shri R K Singh (Whole-time) Shri B K Goswami Shri Ranvijay Singh (Whole-time) Shri B K Taparia Shri S.D. Nailwal (Whole-time) Dr. B Samal Shri Rahul Kumar (Whole-time Director & CFO) Shri Viney Kumar (IDBI Nominee) Shri V K Chopra Shri S C Bhargava Shri S C GuptaGroup 7
  8. 8. PRESENCE ACROSS INDIAWith its solitary Mission is to achieve Excellence in every sector that the group operate in - be itEngineering & Construction, Cement, Real Estate or Consultancy, the Jaypee Group has markedits presence all over the nation overtaking the obstacles in path of achievement . The group hasnot only obtained sustainable development but also enhanced the shareholders value andfulfilled obligations towards building a better India.Group 7
  9. 9. ACHIEVEMENTS FOR THE YEAR 2010 Jaypee Rewa Cement Plant and Jaype Bela Cement Plant in Madhya Pradesh of the Group have been awarded with renowned and most prestigious “SWORD OF HONOUR” award by the British Safety Council, UK. This is a well acclaimed and celebrated international award in the field of Health and Safety management system. 3.00 MnTPA Rewa and 2.40 MnTPA Bela are the only cement plants to be bestowed with this honour in India.(For Details) The garbage processing plant of Jaiprakash Associates Ltd. located in Dadumajra, Chandigarh was awarded “Excellence for the best solid waste management plant in the country” by Confederation of Indian Industry (CII). "Lifetime Achievement Award" being conferred to Shri Jaiprakash Gaur, Founder Chairman by Merchants’ Chamber of Uttar Pradesh, Kanpur for creating new milestones in Infrastructure development and his achievement in Corporate Social Responsibility for the year 2010. “Infrastructure Leader of the Year ” award being conferred to Shri Jaiprakash Gaur, Founder Chairman by Shri Kamal Nath, the Union Minister of Road Transport and Highways during the Essar Steel Infrastructure Excellence Awards 2010 in association with CNBC TV18. 400 MW Vishnuprayag Hydropower Project of Jaiprakash Power Ventures Ltd (JPVL) was awarded 1st Prize in the category “Energy & Power’’ by the Essar Steel Infrastructure Excellence Awards 2010 in association with CNBC TV18. 300 MW Baspa – II Hydropower project being awarded with “Silver Shield” by Shri Sushil Kumar Shinde, Union Minister of Power along with Shri Bharatsinh Solanki, Union Minister of State for Power in the prestigious National Awards for Meritorious Performance in Power Sector by the Ministry of Power for 2008-09.SWORD OF HONOUR Based on the OH&S performance and 5 Star Rating, both the units, Jaypee Rewa Plant and Jaypee Bela Plant, have been awarded with the most prestigious and renowned Sword of Honour by British Safety Council, UK. The Sword of Honour is the most prestigious international health and safety honour that a company can receive, and it is designed to encourageand reward organisations that abide to best practices. Each year only 40 organisations around the world are awarded with the Sword of Honour Award.Group 7
  10. 10. CERTIFICATIONSISO 9001 : 2008Jaiprakash Associates Ltd.is ISO 9001 : 2008 certified company, Accredited by UKAS andNABCB. The scope of certification covers processes for Business Development, forInfrastructure projects and Civil and Hydro – Mechanical works of Hydro – Electric Projects,Design and Engineering for Civil and Hydro Mechanical works of Hydro – Electric Projectsfacilitating and supporting execution of Projects by providing the required resources, ContractManagement and interaction with the clients. These processes are monitored, measured andanalyzed for identifying needs for continual improvement.Group 7
  11. 11. Jaypee Rewa Plant, Jaypeenagar ( Unit of Jaiprakash Associates Limited) been awarded Five StarRating by the British Safety Council, London, U.K. for Health and Safety Management System.Jaypee Bela Plant, Jaypeepuram (Unit of Jaiprakash Associates Limited) been awarded Five StarRating by the British Safety Council, London,U.K.for Health and Safety Management System.Group 7
  12. 12. 2. Industry Structure Today, India is the world’s largest, non-Chinese cement market and has seen strong growth over the years. Today, India is home to several large cement manufacturers that continue making their way to become part of the global production league tables and the trajectory is widely expected to continue. But, the history of the cement industry in India dates back to the 1889 when a Kolkata- based company started manufacturing cement from Argillaceous. But the industry started getting the organized shape in the early 1900s. In 1914, India Cement Company Ltd was established in Porbandar with a capacity of 10,000 tons and production of 1000 installed. The World War I gave the first initial thrust to the cement industry in India and the industry started growing at a fast rate in terms of production, manufacturing units, and installed capacity. This stage was referred to as the Nascent Stage of Indian Cement Company. In 1927, Concrete Association of India was set up to create public awareness on the utility of cement as well as to propagate cement consumption. The cement industry in India saw the price and distribution control system in the year 1956, established to ensure fair price model for consumers as well as manufacturers. Later in 1977, government authorized new manufacturing units (as well as existing units going for capacity enhancement) to put a higher price tag for their products. A couple of years later, government introduced a three-tier pricing system with different pricing on cement produced in high, medium and low cost plants. Cement Company, in any country, plays a major role in the growth of the nation. Cement industry in India was under full control and supervision of the government. However, it got relief at a large extent after the economic reform. But government interference, especially in the pricing, is still evident in India. In spite of being the second largest cement producer in the world, India falls in the list of lowest per capita consumption of cement with 125 kg. The reason behind this is the poor rural people who mostly live in mud huts and cannot afford to have the commodity. Despite the fact, the demand and supply of cement in India has grown up. In a fast developing economy like India, there is always large possibility of expansion of cement industry. Total cement production in world, in year 2010 was 3325 million tonnes³, with China being the leading producer followed by India. • China: 1800 million metric tonnes (54.13 %) • India: 220 million metric tonnes (6.61%) • US: 63.5 million metric tonnes (1.9%) • Other countries: 1241.5 million metric tonnes (37.33%) Cement production worldwide China India U.S OthersGroup 7
  13. 13. Cement Production & DispatchesIndian Cement industry is comprised of 148 large cement plants with around 46 membercompanies and more than 300 mini plants. The installed capacity of these large cement plants isestimated to be 219.17 million tonne during 2009-10 (as on March 2009) where majority of theproduction of cement (94%) in the country is by large plants.There are 95 large cement plants with capacity of of million tonnes and above and around 1,40,000 manpower is employed under these. Also, there are 365 mini and white cement plantswith an installed capacity of 11.10 million tonne 2010- Dec- 2009-10 Description Jan-11 Jan-10 11 10 (Apr-Jan) Cement 14.52 13.59 14.65 136.51 130.85 Production Cement 14.47 13.60 14.59 135.56 130.09 DespatchesGrowth PerspectiveIn general, the optimism is expected to continue over the coming year. 50 percent of the sampleexpect an improvement, 40 percent expect it to be much the same and the balance expect asmall decline in performance.Equipment manufacturing companies were more optimistic than the rest of the sector, perhapsin part as they were reflecting the optimism of the recent and sustained growth in capitalexpenditure. Overall 83 percent of equipment vendors believed that future performance wouldbe much or somewhat better in the coming year. In turn, 57 percent of analysts held this view(and a further 30 percent expected performance to be much the same’). 45 percent ofmanufacturers and 37 percent of cement traders expected the next 12 months to be somewhator much better. This response may reflect position in the production chain with cement tradersbeing closer to the consumer market and identifying potential changes in demand whileequipment suppliers are responding to existing demand for additional capital from themanufacturers.Group 7
  14. 14. One area where there is fewer consensuses was the future trend for input costs. Around 43percent believed this would change for the better, 33 percent that it would stay the same and 24percent that input costs would increase.Contribution by statesAmong the states, Maharashtra has the highest share in consumption at 12.18 % followed byUttar Pradesh.In production terms, Andhra Pradesh is leading with 14.72% of total production followed byRajasthan.Major brandsSince cement is a high bulk and low value commodity, competition is also localized because thecost of transportation of cement to distant markets often results in the product beinguncompetitive in those markets.There are a number of players prevailing in the cement industry in India. However, there arearound 20 big names that account for more than 70% of the total cement production in India.Group 7
  15. 15. Few of which are as follows: 1. ACC 2. Gujarat Ambuja 3. Jaypee Group 4. Ultratech 5. Grasim 6. India Cements 7. JK GroupMergers and Recent Investments Gujarat Ambuja taking a stake of 14 per cent in ACC, and taking over DLF Cements and Modi Cement. ACC taking over IDCOL. India Cement taking over Raasi Cement and Sri Vishnu Cement. Grasims acquisition of the cement business of L&T. Swiss cement major Holcim has picked up 14.8 per cent of the promoters stake in Gujarat Ambuja Cements (GACL). Holcims acquisition has led to the emergence of two major groups in the Indian cement industry, the Holcim-ACC-Gujarat Ambuja Cements combine and the Aditya Birla group through Grasim Industries and Ultratech Cement. Lafarge, the French cement major has acquired the cement plants of Raymond and TiscoRama Cement.Overall, the industry remains optimistic about the immediate future and is aware of thepotential impact of more rigorous environmental regulations in the coming years. Broadly,these opinions are shared across the geographical and functional spread of the industry. Themain differences are expectations of cost increases for the large part of the industry based inWestern India and that equipment manufactures remain the most optimistic about growthprospects in the coming year.3. Environment The chief competitors to Jaypee Cement are – UltraTech Cement, ACC Cement, Binani Cement and Prism Cement. In order to understand the environment, we need to look at each of the Competitors. UltraTech Cement: UltraTech Cement Limited has an annual capacity of 52 million tonnes. It manufactures and markets Ordinary Portland Cement, Portland Blast Furnace Slag Cement and Portland Pozzalana Cement. It also manufactures ready mix concrete (RMC). The company has 11 integrated plants, one white cement plant, one clinkerisation plant in UAE, 15 grinding units – 11 in India, 2 in UAE, one in Bahrain and Bangladesh each and five terminals — four in India and one in Sri Lanka.Group 7
  16. 16. UltraTech Cement is the country’s largest exporter of cement clinker. The export markets span countries around the Indian Ocean, Africa, Europe and the Middle East. UltraTechs subsidiaries are Dakshin Cements Limited, Harish Cements Limited, UltraTech Ceylinco (P) Limited and UltraTech Cement Middle East Investments Limited. ACC Cement: ACC Limited is India’s foremost manufacturer of cement and ready mix concrete with a countrywide network of factories and marketing offices. Established in 1936, ACC has been a pioneer and trend-setter in cement and concrete technology. ACC’s brand name is synonymous with cement and enjoys a high level of equity in the Indian market. It is the only cement company that figures in the list of Consumer Super Brands of India. Among the first companies in India to include commitment to environment protection as a corporate objective, ACC has won several prizes and accolades for environment friendly measures taken at its plants and mines. The company has also been felicitated for its acts of good corporate citizenship. Binani Cement: Binani Cement Limited is the flagship subsidiary of Binani Industries Limited (BIL), representing the Braj Binani Group. The cement business started operations in 1997, in Sirohi District, Rajasthan with a 1.65 MTPA integrated cement facility and a 25 MW captive power plant with technological support from F. L. Smidth, Denmark and Larsen & Toubro Ltd. The capacity was raised to 2.25 MTPA in 2005 through advanced in-house R&D and de-bottlenecking and the Company was also certified to ISO 9001, ISO 14001 and OHSAS 18001 within a short span from commencement of operation. This is an achievement that clearly illustrates the managements commitment to quality, efficiency, environment, health and safety. In 2008, a split-grinding unit at Neem Ka Thana was commissioned, boosting the capacity in India to 6.25 MTPA. Today, Binani Cement has established itself as one of the top companies in the industry in terms of efficiency and performance. What truly sets Binani Cement apart is its clear focus on the core attributes of quality, strength and reliability of the end product. These have paid rich dividends and seen brand Binani growing in prominence and stature, poised to capture increasing market share globally. Prism Cement: Prism Cement Limited is an ISO 9001: 2008, ISO 14001: 2004, OHSAS 18001: 2007 & SA 8000 : 2008 Certified Company. It operates one of the largest single kiln cement plants in the country at Satna, Madhya Pradesh. Equipped with state-of-the-art machinery and technical support from F.L Smidth & Co A.S Denmark, the world leaders in cement technology, Prism Cement has successfully created a niche for itself in the Indian cement industry. The Company is managed by a focused Board comprising of eminent experts from diverse fields ably supported by a professional management team. The Management team ensures high levels of transparency, accountability and equity in all facets of the company’s operations.Group 7
  17. 17. 4. ProductsJaypee produces a wide variety of cements, which are specifically designed to cater to thecustomer’s requirements for different types of cements in each of its markets. All the brands,which the Company produces, are so evolved in their characteristics and properties that theywill surpass BIS Standards. For each brand, the relevant BIS standards are mentioned inenclosed table along with a comparison with the BIS requirement.The state-of-the-art cement plants operated by the Jaypee Group are equipped with the mostmodern technology from the globally leading technology providers. Extensive Instrumentation& fully automatic and computerized process control system, custom designed Quality Controlsoftware like QSO Expert and CADES in the Mines, Cross Belt Expert Analyser using the PromptGamma Neutron Activation Analysis - for the first time in India, X-Ray Fluorescence and X-RayDiffraction analysers and optical microscope, enable production of cement of the highest qualityconsistently on a sustained basis. Jaypee Rewa Plant Quality control laboratory is accreditedlaboratory from National Accreditation Board for Calibration & Testing Laboratories, forchemical and mechanical Cement testing.All brands are marketed in attractive HDPE bags, containing 50 Kgs of quality cement fromJaypee. Bags are identified with a conspicuous Jaypee Logo, which also over the years has cometo be regarded as a “Hallmark” of quality.Jaypee produces & markets both Portland Pozzolana Cement (PPC) & all grades of OrdinaryPortland Cement (OPC). A brief introduction of each brand is enumerated as below:-JAYPEE CEMENT (PPC)Jaypee Cement (PPC) is a market leader among all blended/composite cements in the marketsof U.P, Bihar, M.P., Punjab, Haryana, Delhi & Nepal. Its unique design and blend, with highstrength clinker and superior quality flyash has made it the popular cement for construction oflarge number of strong and durable structures in these states.Group 7
  18. 18. Qualities of Jaypee Cement PPCUnmatched characteristics of Jaypee Cement (PPC) which form the basis of sound & durable racteristicsconstruction are: Better workability due to spherical shape of fly ash particles and better slump retention. Better palpability – provides more cohesive concrete and mortar. Superfine particles provide great finish to the structure. Provides un-segregated concrete of better integrity. segregated Low heat of hydration. Reduced shrinkage and swelling. Better pore refinement, reduced permeability. Better resistance to chloride and sulphate attack Better resistance to alkali-silica reaction. silica Resistance to corrosive attack on steel reinforcement. Reduced lime leaching. High compressive strength. High modulus of elasticity especially at later ages. Improved bondage of concrete to steel. Long term strength gain.USAGE:-Jaypee Cement (PPC) is being used for a number of applications like housing, commercialcomplexes, roads, wells, canals, dams etc. which establishes Jaypee Cement (PPC) as thepreferred choice of the discerning customer. It is particularly well suited for the tropical climaticconditions of India.Group 7
  19. 19. ORDINARY PORTLAND CEMENT 43 Grade Conforming to IS: 8112-1989 53 Grade Conforming to IS: 12269-1987 53 S Grade Conforming to IRST-40(53 S) Jaypee Cement (OPC-43 Grade) Jaypee Cement (OPC-43 Grade) is produced from enriched limestone most suited to make high quality clinker, which on grinding gives a cement with characteristics surpassing those specified in IS: 8112 1989. Jaypee Cement (OPC-43 Grade) is available in 50 Kgs HDPE bags of a distinctive design and cover. Jaypee Cement (OPC-43 Grade), has emerged as the top choice of Engineers and Engineering Companies engaged in construction of mega projects – such as National Highways, Bridges, Transmission lines, power plants, Industrial and Residential structures. Typical Chemical and Physical Properties of Jaypee Cement (OPC-43 Grade) Requirement of Particulars Typical Range IS: 8112 - 1989 CHEMICAL PROPERTIES 1 Lime Saturation Factor (LSF) 0.88-0.90 0.66 To 1.02 2 Alumina to that of Iron oxide Ratio % (A/F) 1.40-1.60 0.66 Min. 3 In soluble Residue (% by mass) 1.20-1.60 3.00 Max. 4 Magnesium oxide (% by mass) 2.50-3.20 6.00 Max. 5 Sulphuric Anhydride (% by mass) 1.60-1.80 3.00 Max. 6 Total Loss On Ignition (% by mass) 1.20-1.60 5.00 Max. 0.10 Max.(For N.C.)* 7 Total Chloride ( % by mass) 0.010-0.014 0.05 Max.(For P.C.)* PHYSICAL PROPERTIES 1 Fineness (M2/Kg) 280-300 225 Min.Group 7
  20. 20. 2 Setting Time (Minutes) Initial 120-140 30 Min. Final 160-180 600 Max. 3 Expansion Le. Chatelier (mm) 1.00-2.00 10.00 Max. Auto clave (%) 0.10-0.20 0.8 Max. 4 Compressive Strength (MPa) 3 Days 32.0-34.0 23 Min. 7 Days 42.0-44.0 33 Min. 28 Days 52.0-54.0 43 in. Jaypee Cement (OPC-53 Grade) One of the very few cement manufacturers having the potential to manufacture this special grade of super fine cement which due to its enhanced quality and performance parameters has been approved by the RDSO of Indian Railways for manufacture of “RAILWAY SLEEPERS”. Jaypee Cement (OPC-53 S Grade) is also used in heavily loaded or pre stressed structures, which are subjected to high dynamic loads due to rapidly moving volumes, be it a train passing on the railway sleepers or a great volume of water moving at high speed to generate electricity in a penstock Typical Chemical and Physical Properties of Jaypee Cement (OPC-53 Grade) Requirement of Particulars Typical Range IS: 12269 - 1987 CHEMICAL PROPERTIES 1 Lime Saturation Factor (LSF) 0.90-0.92 0.66 To 1.02 2 Alumina to that of Iron oxide Ratio % (A/F) 1.20-1.40 0.66 Min.Group 7
  21. 21. 3 In soluble Residue (% by mass) 1.0-1.20 3.00 Max. 4 Magnesium oxide (% by mass) 3.0-3.50 6.00 Max. 5 Sulphuric Anhydride (% by mass) 1.80-2.00 3.00 Max. 6 Total Loss On Ignition (% by mass) 1.0-1.20 4.00 Max. 0.10 Max.(For N.C.)* 7 Total Chloride ( % by mass) 0.010-0.014 0.05 Max.(For P.C.)* PHYSICAL PROPERTIES 1 Fineness (M2/Kg) 320-340 225 Min. 2 Setting Time (Minutes) Initial 110-120 30 Min. Final 150-180 600 Max. 3 Expansion Le. Chatelier (mm) 1.00-2.00 10.00 Max. Auto clave (%) 0.10-0.15 0.8 Max. 4 Compressive Strength (MPa) 3 Days 40.0-42.0 27 Min. 7 Days 49.0-50.0 37 Min. 28 Days 60.0-62.0 53 Min.Group 7
  22. 22. 5. Price In Cement industry price is used only as a differentiator between the various Competitors brands. The prices of different brands in the same segment remain more or less similar, with just a difference of 2-5 rupee per bag. Sometimes price also varies with the order placed by the customer i.e order placed by him is in trade or in non- trade. Pricing decisions in the cement industry largely depend on the price of the inputs like clinker, other raw materials, excise duties and taxes and the general operating profits. Generally increase or decrease of prices is affected across all brands in the market. Most of the Cement companies offer a 5-10% margin to the dealer and particular amount of money against per Mt. of the sales to the Sales Organiser for promoting the sales in his region. Due to internal competition, the dealers pass on this advantage to the customers by reducing their own margins to 2- 3%. This is a cause of concern for the cement companies because they have to keep a constant check on the prices offered in the market. The dealers offer more of discounts and the companies are not able to firm up the prices. Cement companies offer a lot of discounts like cash discounts, volume discounts, seasonal discounts, foreign tours and allowances to dealers for promoting healthy sales. The dealers take advantage of these discounts to gather more business.As above Jaypee produces a wide variety of cements, which are specifically designed to cater tothe customer’s requirements for different types of cements in each of its markets. All the brands,which the Company produces, are so evolved in their characteristics and properties that theywill surpass BIS Standards.Thus basics prices for different brands of JAYPEE CEMENT from the dealer of Madhya Pradesh(Indore) are given below: JAYPEE CEMENT (PPC) PPC stands for PORTLAND POZZOLANA CEMENT Price of Jaypee Cement (PPC) contains 50 kgs is INR 300 per bag.Jaypee Cement (OPC-43 Grade) Jaypee Cement (OPC-53 Grade)OPC stands for Ordinary Portland CementPrice of Jaypee Cement (OPC-43 Grade) INR 290 Per bagcontains 50 kgs is INR 285 per bag.Group 7
  23. 23. 6. Distribution NetworkJaypee cement has around 156 cement dumps and all are networked using State-of-the-artTDM/TDMA VSATs along with a dedicated hub to provide 24x7 connectivity between the plantsand all the 156 points of cement distribution in order to ensure “track – the – truck” initiativeand provide seamless integration. This initiative is the first of its kind in the cement industry inIndia.JAL has set up new capacities in Northern, Central, Western & Southern parts of the country andis targeting a capacity of 26 MTPA in 2010 and 32.80 MTPA by 2011, along with CaptiveThermal Power Plants (CPPs) totalling 375 MW.Now the Group have 12 Integrated Cement Plants supported by 375 MW of captive thermalpower, 9 split location plants, 11 Railway sidings and a jetty, giving the Group a pan-Indiapresence in the cement sector.Geographical Spread of the Jaypee CementGroup 7
  24. 24. Jaypee Rewa Plant (JRP) Jaypee Bela Plant (JBP)Jaypee Nagar P.O. Jaypee Nagar Jaypee Puram P.O. Jaypee PuramRewa 486450 (M.P) Rewa 486450 (M.P)Tel : (07662) 400700, 229601-09 Tel : (07662) 409301Fax : (07662) 229218 Fax : (07662) 229662CAPACITY – 3.0 MTPA CAPACITY – 2.4 MTPAJaypee Cement Blending Unit (JCBU) Jaypee Ayodhya Grinding Operations (JAAGO)Village-Sadwa Khurd, Paragana Arail P.O Husainpur Sudhana, Village KhanauraTehsil-Bara, Distt. Allahabad (U.P.) Teh : Tanda, Distt. Ambedkar Nagar (U.P)Phone: (0532) 2425012 Phone: (05273) 284809, 281020, 281015Mob: 09956290958 Fax : (05273) 284609Mob: 09935522345 CAPACITY – 1.0 MTPACAPACITY – 0.6 MTPADalla Cement Factory (DCF) Chunar Cement Factory (CCF)(A Unit Of Jaiprakash Associates Ltd.) (A Unit Of U.P Cement Plant)S.H.5,Kota, PO: Dalla, Sonebhadra(UP) P.O. Chunar, Mirzapur (U.P)-231311Phone : (05445) 265778, 265801 Tel: (05443) 222926, 222265, 222602Fax : (05445) 265776 Fax:(05443) 225079CAPACITY – 0.5 MTPA CAPACITY – 2.5 MTPAJaypee Cement Grinding Unit (JCGU) Jaypee Himachal Cement Blending UnitVillage Khukhrana, P.O: Asan Kala, (JHCBU)Teh: Madlauda Vill. – Tikari (Pandiyana)Distt.Panipat (Haryana) P.O. – Khilian, Tehsil – Nalagarh,Phone: (0180) 2566811 Solan (H.P.)-174101Phone: (0180)2566812 Phone: (01795) 229100, 266937,266934Fax: (0180) 2566164 Fax: (01795) 266935CAPACITY – 1.5 MTPA CAPACITY – 2.5 MTPAJaypee Sidhi Cement Plant (JSCP) Gujarat Anjan Cement Limited (GACL)Jaypee Vihar, Majhigawan “Sewagram” Vill. Vayor, Taluka – AbdasaP.O. Bharatpur, Sidhi – 486776 Distt.. Kutchh (Bhuj), Gujarat – 370511Phone: (07802) 276701 - 276714 Phone: (02831) 279200Fax: (07802) 276715 Fax : (02831) 279279CAPACITY – 2.0 MTPA CAPACITY – 2.4 MTPAGroup 7
  25. 25. Regional Marketing OfficesGroup 7
  26. 26. North Zone Chandigarh Panipat Sco no. 407-408, Village Khukhrana, P.O. Asan Kalan, 1st Floor, above City Financial Bank, Teh : Madlauda, Sector 35C, Chandigarh Distt. Panipat - 132103 (Haryana) Tel: (0172) 4343100, 4343115 Tel: (0180) 2520160 FAX: (0172) 4343116 FAX: (0180) 2520100 Shimla Jaiprakash Associates Ltd. Magad (Khasra No-104/549 Upmohal) Shiv Nagar, Kasumti Shimla - 171009East Zone Raipur Nagpur Bhilai Jaypee Cement Ltd., F4 Achraj Tower –II, Magneto, The Mall 6th Floor, Labhandi, Chaoni, Sadar, G. E. Road, Nagpur 440013 Raipur - 492010 (C.G.) Tel: (0712) 2582242 – 43 Orissa Patna M/s Ganpati Marketing, 5th Floor, Ashiana Chambers, “Aurashree” 13-14 Govind Vihar, Exhibition Road, Bomikhal, Patna-800001(Bihar) Bhubaneswar – 751010 Tel: (0612) 2501089, 2500236, Mobile: +91 9674441380 2501167 Fax: (0612) 2224497 Ranchi West Bengal Rukmani Tower, 2nd Floor, L&T Chambers, 5th Floor, Near Gaushala, Harmu Bypass Road, Unit 502, 16, Camac Street, Ranchi – 834001 (Jharkhand) Kolkata - 700017 (W.B.) Tel: (0651)-2280070, 2280039 Tel: (033) 22895103 – 06 Fax: (033) 22895107Group 7
  27. 27. West Zone Ahmedabad Mumbai Jaiprakash Associates Limited, Office no. 218, Vashi Infotech Park, B/2, Safal Profitaire Corporate Road Sector 30 A, Behind Raghu Leela Prahlad Nagar, Satellite, Mall, Ahmedabad - 380 015 (Gujarat) Vashi, Navi Mumbai Telefax: (079) 26937591- 93 Tel: (022)-67215021-23Central Zone Allahabad Bhopal 45/21, Muir Road, 131/3, 3rd floor, Zone-II, Near Traffic Police Line Crossing, M.P. Nagar, Allahabad - 211002 (U.P) Bhopal - 462011 (M.P) Tel: (0532) 2266002 - 04 Tel: (0755) 4002952-54 FAX: (0532) 2266008 Fax: (0755) 40029251 Delhi (Noida Office) Lucknow JA Annexe, Vishnu Sadan, Sector 134 Wajiidpur, 5 Park Road, Noida - 201304(U.P) Hazratganj, Lucknow - 226001 (U.P) Tel: (0120) 4516000 Tel: (0522) 2238953, 2238524 FAX: (0120) 4516101 Fax: (0522) 2238557 Rewa Jaypee nagar, P.O., Jaypee Nagar, Rewa - 486450 (M.P) Tel: (07662) 400700, 229601 - 09 Fax: (07662) 229218Group 7
  28. 28. Distribution ChannelCompanies invariably hire c & f agents or transport cements to own or government warehouseseither via roadway or railways. Incase of exports, cement reaches the nearest port via roadwaysor railways and is then transferred to the importing country. Domestically, from c & f agents orwarehouses the cement is transported to the dealers/distributors and in turn to sub dealerswho finally sell it to the end users. There may or may not be physical ownership of goods. In thesecond case, dealers and sub dealers take order from buyers and place it to the companies, coordinate and monitor the timely dispatch of said orders, transportation of goods and finaldelivery. Distributor network in cement industry is highly dominating and companies arecompelled to hire as they do not really have that rapport and touch with the end consumer oftheir product. Apart, from this, the distributors have storage facilities as well which help controlwell in the entire supply chain as they are the ones who bring orders and therefore are directlyresponsible for the business that a manufacturer would do. Manufacturing Unit Warehouse Dealers/Distributor Sub Dealers RetailersGroup 7
  29. 29. 7. PromotionJaypee Cement’s advertising has created brand awareness, highlighted what the brand has tooffer and has consistently brought all of it top-of-the-mind for the customer. But the outreacheffort does not end there. JayPee Cement has recognized the importance of communicating toand involving key players who influence the final brand choice. These include channel partners,contractors and masons, on whom Jaypee cement focuses by initiating and developinginnovative activities and promotions. This helps build the Jaypee cement family so thatcustomers get a high degree of personalized service and professional guidance to facilitate theirfinal decision. Our Motto “Work for Quality, Safety, Health & Environment”Jaypee produces a wide variety of cements, which are specifically designed to cater to thecustomer’s requirements for different types of cements in each of its markets.All brands are marketed in attractive HDPE bags, containing 50 Kgs of quality cement fromJaypee. Bags are identified with a conspicuous Jaypee Logo, which also over the years has cometo be regarded as a “Hallmark” of quality.Group 7
  30. 30. Advertisement Jay pee Cement launches a new campaign to redefine the concept of solidity and trust with an emotional connect that the Jaypee Group has come to be known for “Andar se onal Solid” as the tagline to consolidate the brand’s core values of Trust, Resilience & Stability and the brand’s core promise of superior strength, durability and withstanding the test of time. Campaign would reinforce and further build on the brand’s virtues of strength, endurance and fortitude – values that shall propel Jaypee Cement to a capacity of 25 million tonnes by 2010 and then 35 million tonnes per annum by 2011 Jaypee Cement is India’s 3rd largest cement player and To communicate the company’s leadership stature and premium positioning, an aggressive multimedia campaign has been drawn upNew Delhi, April 14, 2009 2009:“ The Master Blaster, Sachin Tendulkar To Endorse Ja ypee Cement” JaypeeGroup 7
  31. 31. Jaypee Cement – India’s leading cement brand, today launched its new brand campaign andannounced its association with the Master Blaster, Sachin Tendulkar. The new campaign looksto redefine the concept of solidity and trust with an emotional connect that has come to beassociated with all Jaypee Group campaigns. “JAYPEE CEMENT ONE OF ASSOCIATE COMPANIES OF JAYPEE GROUP, TODAY ENDORSED FAMOUS LYCRIST JAVED AKHTAR AS BRAND AMBASSADOR 2. NEWSPAPER PRINTGroup 7
  32. 32. 3. PRESS RELEASES 1. Jaiprakash Associates to set up cement plant in Assam. Total project cost is Rs 1050 crore 2.00 MMTPA plant in JV with Assam Mineral Development Corporation LimitedNew Delhi; July 31, 2009; Jaiprakash Associates Ltd (JAL), the flagship company of the welldiversified industrial conglomerate Jaypee Group having interests in the fields of CivilEngineering, Cement, Power, Real Estate & Hospitality, today signed an MOU for setting up a 2.0million tonnes per annum capacity cement plant in joint venture with Assam MineralDevelopment Corporation Limited (AMDC). The joint venture company, to be incorporatedshortly, shall set up cement project at Umrangshu District Halflong North Cachhar Hills inAssam based on the limestone reserves of 157 Mn Tonne in the region.2. Hon’ble CM of Gujarat, Shri Narendra Modi inauguratesJaiprakash Associates cemet plant in Gujarat JAL invested Rs 1500 crore in the cement plant having capacity of 2.4 MTPA JAL’s first cement plant in GujaratNew Delhi/Sewagram (Kutch, Gujarat); December 02, 2009: The Honourable ChiefMinister of Gujarat, Shri. Narendra Modi today dedicated Jaiprakash Associates’ 2.4 milliontonnes per annum capacity cement plant in Sewagram, Kutch, Gujarat in the presence of otherdignitaries, to the nation.3. Jaypee Group to Invest Rs 33,000 Crores in Gujarat New Delhi, January 15: Jaiprakash Associates Ltd (JAL) has committed to invest Rs 33,000 crore more in Gujarat over the next 3 to 5 years.The company signed 6 MoUs at the just concluded Vibrant Gujarat investors meet. The plansinclude setting up of an Alumina plant (Rs 14,000 crores), 1 thermal power plant and grindingunit (Rs 6000 crores), development and mining of a coal block (Rs 8000 crores), development of2 jetties (Rs 1000 crore), and expansion of cement production (Rs 4000 crores).All these projects are slated for Gujarat’s Kutch region where the company has already investedover Rs 6000 crores in a Greenfield cement plant and creating health and educational facilitiesfor the local people. The plant is of 2.4 million tones per annum capacity, which will beenhanced to 4.8 MTPA in a few months time.Expressing his pleasure over the signing of the MoUs, Jaypee Group’s Executive Chairman, MrManoj Gaur, said “These MoUs represent our continuing commitment to the development ofGujarat and creating thousands of new employment opportunities for the people.”Group 7
  33. 33. 8. Customer Survey Analysis:The objective of this survey is to understand the consumer’s decision making process. Weapproached few customers and analyzed their purchasing behaviour. This is a very samplesmall size and covers customers in the Gurdaspur District only. We cannot vouch that theresponses of customers all over the country will be the same. As we found that customer hadlittle awareness and say in the final purchase of a particular product, we met about ten dealersto understand the customers’ perceived behaviour and their influence on the final decisionmaking by the customer. The generic buying process of a consumer is given below. However, allthese stages do not occur in every purchase as the customer skips some of them.The buying process starts with need or problem recognition. At this stage, the customerrecognizes a problem or need and in this case for example: I have to construct/repair the houseso I need to buy some cement.An “aroused” customer then needs to decide how much information (if any) is required.If the need is strong and there is a product or service that meets the need close to hand, then apurchase decision is likely to be made there and then. If there is a deficiency in information, thecustomer is likely to start a process of information gathering.He/she can gather information from several sources:• Personal sources: family, friends, neighbours etc• Commercial sources: advertising; salespeople; retailers; dealers• Public sources: newspapers, radio, television, consumer organizations; specialist magazines• Experiential sources: handling, examining, using the productGroup 7
  34. 34. We found that the Personal sources play the major role in the customer decision makingprocess. The friends were found to be the most dominant. Decision-Influencers 25 20 15 10 No.of customers 5 0 Family Friends NeighboursPublic sources also play a significant role in “pull” strategy for the consumer. Of the public forsources, Television plays the most influential role as is shown below. Many customersidentified, Television as the most effective media in influencing buyer’s decisions for thepurchase of Cement.. It scores much higher than t other audio-visual sources of media the Media Advantage 30 25 20 15 No. of Customers 10 5 0 Tv Hoarding News PapersGroup 7
  35. 35. Few others factors that reflect Customer Purchase behaviour are as follows:BRAND APPEAL:When customers were surveyed for naming any 4 brands in terms of quality ,price and trust inthe cement industry that first came to their mind, majority of the respondents gave ACC as theirfirst preferred choice as its the oldest brand and people has trust in it. On the other hand theychoose Jaypee as second choice in terms of respect but fi in quality. first 30 25 20 quality 15 trust 10 price 5 0 Ambuja Grasim JayPee AccDealer questionnaire analysis:Since dealers turned out to be the major influencers in the decision making process, wequestioned all the Asian Paints dealers in Bhubaneshwar. The objective was to understand thedealers perception of Asian Paints and the competing brands. These are the responses from thedealers.Market Pull: On being asked, how they decide which brand to sell, most of them repliedthat customer demand for the brand was the major deciding factor. Some o them were also ofinduced by profit margins and incentives.Prevalence of the brand: Most dealers responded that Jaypee cement will be the mostprevalent brand because its brand awareness is the high and the product is appreciated alotbecause of its quality.Incentives given to dealers: Incentives include cash discounts on bulk buys, foreign tripsand expensive gifts on surpassing sales targets. This is indicative of the companies aggressivetrade promotion.Who is the influencer of the customer decision: It was observed that customers aremostly influenced by Friends. This shows that the customers are not informed themselves anddepend more or less on advice from the above. One more observation was that many of thecustomers were brand loyal and therefore did not switch brands.Dealer feedback: The dealer is not taken into consideration for marketing decisions.Since the intermediaries play a very vital role in the value chain of Cement the companyshould devise methods to map the views of the dealers iseGroup 7
  36. 36. 9. Suggestions • Large number of players in cement industry makes it more competitive for JAYPEE CEMENT to carefully price its product and at the same time satisfy its dealers and customers. • The emergence of small players in this market may increase the competition and start the malpractices, and heavy discounts to retailers. They can also influence many retailers by giving better profit margin, and other Benefits. • People are opting for more stable structures and intensive use of cement is taking place, even government is spending heavily on infrastructure projects. Thus, this is the right time to fully tap these markets. • Foreign direct investment in infrastructure sector going to increase in coming years, which will increase the demand of cement. Therefore JAYPEE CEMENT should try to create a goodwill in the market so that they can attract more customersGroup 7
  37. 37. Appendix Dealers QuestionnairePersonal data: 1. Name (Optional) :___________________ 2. Age : i) Below 35yrs ii) 35-45yrs iii) Above 45yrs 3. Educational Level : i)Below Pre degree ii)UG/Diploma iii)PG 4. Nature of the Shop o Cement Outlet o Cement Cum Hardware o Cement / Building materials 5. No of Years in Business? o Less than 5 years o 6 – 10 years o 11 – 15 years o More than 15 years 6. What are the grades you are dealing with? o 43 grade cement o 53 grade cement o Blended cement o All grade cement 7. Which grade is more Saleable? o 43 grade cement o 53 grade cement o Blended cement 8. Which influence you to buy this product? o Quality o Price o Brand ImageGroup 7
  38. 38. 9. How much quantity of cement you sell per month? o 200 – 400 tons o 400 – 600 tons o 600 – 800 tons o More than 800 tons 10. How often you are getting the supply of product? o Daily o Once in a week o Once in 15 days o Once in a month 11. Reason for selling cement? o Customer Acceptance o Increased profitability o Availability of product 12. What is the mode of payment? o Cash o Cheque 13. Does the company provide any Incentive Scheme? o Yes o No 14. If yes then mention the scheme? ________________ 15. Opinion about the company’s Incentive Scheme? o Very Good o Good o Satisfactory o Poor 16. Comparing to other brand cements how is the price of Jaypee cement? o High o Normal o Low 17. Which type of customer buying the product constantly? o Retailers & Contractors o Retailers & EngineersGroup 7
  39. 39. 18. Do Consumer generally request cement? o Always o Frequently o Sometimes o Never 19. Does the company give any advertisement for the product if yes through what medium? o TV o Radio o Newspaper o Magazines o Others ___________ 20. Does the company give information about the different grades and their quality standards periodically? o Yes o No 21. If yes through what medium? o Letters o E mail o Phone 22. Apart from the company did you take any steps to increase the sales? o Manson meeting o Discount o Credit Facility 23. Whether the company conduct dealers meet regularly? o Yes o No 24. If yes specify the frequency in which the meets were conducted? o Once in a year o Twice in a year o More than twice 25. Opinion on the timely distribution system? o On time o Not on timeGroup 7
  40. 40. Customer Questionnaire 1. Name (Optional) :___________________ 2. Educational Level : i)Below Pre degree ii)UG/Diploma iii)PG 3. Occupation :__________ 4. How you do you know about this brand? o Advertisement o Dealers o Experience o Personal sources 5. What influence you to buy this product? o Quality o Price o Brand Image o Availability 6. Comparing to other cement brands how is the price of Jaypee cement? o High o Normal o Low 7. Have you ever used Jaypee Cement? o Yes o No 8. If yes, then Opinion about the product? o Very Good o Good o Satisfactory o Poor 9. Do you think Jaypee cement need more advertisement? o Yes o No 10. When you think of cements what are the brand names that come to your mind? 1................... 2....................... 3......................... 4.........................Group 7
  41. 41. Bibliography http://jalindia.com/index.htm www.digisoft.in/demo/jaypee en.wikipedia.org/wiki/Jaypee India in Business, ITP division, Ministry of external affairs, Govt of India RNCOS, Indian Cement Industry, Forecast to 2012. http://business.mapsofindia.com/cement/ http://www.cemweek.com www.alacra.com www.bseindia.com www.moneycontrol.com http://www.calmac.org/ www.researchandmarkets.comGroup 7