This document is a summer training project report submitted for a Master of Business Administration program. It examines the integrated marketing communications of Bigcem Cement company. The report includes an executive summary, introduction to the cement industry, company profile of Bigcem Cement, research methodology used, data analysis and interpretation including tables and graphs, findings, conclusions and recommendations. Descriptive research was conducted by surveying 300 respondents in Ghaziabad region to analyze Bigcem Cement's brand communications, marketing strategy, and impact on brand equity. The report provides a critical evaluation of Bigcem Cement's marketing programs and suggestions for strategic improvements.

1. SUMMER TRAINING PROJECT REPORT
Submitted in partial fulfillment of Master of Business Administration
Session- 2017-2018
“Integrated Marketing Communications of Bigcem Cement”
Company Guide Submitted By:
Mr. Mahendra Singh Paritosh Chaudhary
Sr. Sales Manager 1634870033
Internal Guide
Ms. Anila Khalid
Faculty-Business Administration
PSIT COLLEGE OF ENGINEERING
Affiliated to Dr. APJAKTU

2. DECLARATION
I hereby declare that this submission is my own work. It contains no material previously
published or written by another person, nor has this material to a substantial extent been
accepted for the award of any other degree or diploma of the university or other institute
of higher learning.
Paritosh Chaudhary
1634870033

3. ACKNOWLEDGMENT
Research Project Report is the one of the important part of MBA program, which
has helped me to gain a lot of experience, which will be beneficial in my succeeding
career.
For this with an ineffable sense of gratitude I take this opportunity to express my
deep sense of indebtedness and gratitude to Dr. S. K Bhalla, Director PSIT COE,
and Mr. Gopal Trivedi, Professor and Head of Business Administration
Department, for the encouragement, support and guidance in carrying out the
project.
I am very much thankful to, my Project Guide Mr. Mahendar Singh, Senior Sales
Manager for his interest, constructive criticism, persistent encouragement and
untiring Guidance throughout the development of the project. It has been my great
privilege to work under his/her inspiring guidance.
I am also thankful to my Parents and my friends for their indelible Co-operation for
achieving the Goal of this study.

4. EXECUTIVE SUMMARY
Integrated marketing communication (IMC) has emerged as a new concept in marketing in
the twenty-first century. Its customer focus, intended to grow and retain customers, is more
than just advertising and promotion, and it takes into consideration more than just
customers or clients. This report examines how IMC is more than simply the integration of
advertising and promotional activities in perspective of one of the cement brand Bigcem
Cement.
In this report the Descriptive Research is the research methodology use because descriptive
study embrace a large portion of market research. The purpose is to provide an accurate
snapshot of some aspect of Market environment. And the sample will be taken from the
Ghaziabad Region, and the sample size will be 300 respondent out of 100 will be choose
randomly.
This report firstly provides an overview of integrated marketing communications, its
concept, current trends and how it is important to build a strong brand. Next, the report
contains about the analysis of major tenets of Bigcem Cement brand communications, its
functions, current strategy, how it related to the company’s brand equity and lastly a brief
evaluations of the marketing communication programs of the company. Also provides a
critical observations and recommendations according to my point of view on the basis of
findings on integrated marketing communications of the company.
However, Bigcem Cement required lots of improvement and strategic development in their
communication programs. As I mentioned, the IMC programs of the company are quite
conventional and not sustainable in a long run.

5. CONTENTS
PART-I
Chapter
No. SUBJECTS COVERED
PAGE NO.
1.
 INTRODUCTION
1.1 General introduction about the sector
1.2 Industry Profile
1
2
2.
 COMPANY PROFILE
2.1 Origin of the organization
2.2 Vision, Mission & Quality Policy
2.3 Growth and development of the organization
2.4 Functional departments of the organization
2.5 Organization structure and organization chart
2.6 Product and service profile of the organization/
competitors
2.7 Market profile of the organization (Competitors’
information, SWOT analysis, Future growth)
9
10
11
12
15
16
21

6. PART-II
Chapter
No. SUBJECTS COVERED
PAGE NO.
3.
STUDY OF THE SELECTED RESEARCH
PROBLEM
3.1 Statement & Introduction of the research problem
3.2 Statement of the research objective
3.3 Scope of Study
3.4 Research design and methodology
3.5 Limitations of the research
28
48
49
50
54
4.
 DATA ANALYSIS & INTERPRITATION
4.1 Analysis and interpretation of the data Collected
with relevant tables and graphs.
59
5.
 SUMMARY AND CONCLUSIONS
5.1 Summary of learning experience/ Findings
5.2 Conclusion and recommendations
 BIBILOGRAPHY
 APPENDICES
92
95
96
97

7. List of Tables
Table No. Title Page No.
1 Cement Price 6
2 Brand preference 59
3 Loyal customer towards buy cement 62
4 price sensitive customer 64
6 influencing factors towards brand 66
8 care about using brand 68
9 trust in our product 70
10 product get good word of mouth publicity 72
11 experiment with different brand 74
12 price of our brand 76
13 advertisements change perception 78
14 Cement buy after watching its advertisements 80
15 long lasting impact of advertisement 82
16 look first when buy a cement 84
17 influence by celebrity endorsement 86
18 purchase cement based on recommendation of sales person 88
19 Rankin of packaging and product information 90

8. List of Figures
Figure No. Title Page
No.
1 Top cement producer in fy16 5
2 Production of cement 5
3 Brand preference 59
4 Loyal customer towards buy cement 62
5 price sensitive customer 64
6 influencing factors towards brand 66
7 care about using brand 68
8 trust in our product 70
9 product get good word of mouth publicity 72
10 experiment with different brand 74
11 price of our brand 76
12 advertisements change perception 78
13 Cement buy after watching its advertisements 80
14 long lasting impact of advertisement 82
15 look first when buy a cement 84
16 influence by celebrity endorsement 86
17 purchase cement based on recommendation of sales person 88
18 Rankin of packaging and product information 90

9. List of Abbreviations
S No. Abbreviated Name Full Name
1 PPC PORTLAND POZZOLANA CEMENT
2 OPC ORDINARY PORTLAND CEMENT
3 IS INDIAN STANDARDS
4 BIS BUREAU OF INDIAN STANDARDS
5 IMC INTEGRATED MARKETING COMMUNICATION