market survey of retail market & sales promotion in area of bhubaneswar region for orissa cement...

A Project

On

Market Survey of Retail Market & Sales Promotion in area of Bhubaneswar Region

For

Orissa Cement Ltd

(OCL)

(Submitted in Partial Fulfillment of the Requirements of Bachelor of Business Administration Program under Utkal University)

By

Name of the Candidate: – Abhishek Mishra

University Roll No:–56317UT10037

Corporate Guide Faculty Guide

Sri.Jaganath Khuntia Prof.Sipra Karmaker

Human Resource (Head) ASBM Institute of BBA

Rajgangapur Bhubnaswar

1

DECLARATION

I hereby declare that project report titled “ Marketing Department(Promotion) of

OCL” submitted to the ASBM Institute of BBA for the partial fulfillment of the

requirement of the degree of Bachelors of Business Administration is my original work and

not submitted for the award of any other degree, diploma or similar title or prizes.

Date:- Abhishek Mishra

Roll no: - 56317UTI0037

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CERTIFICATE BY THE FACULTY GUIDE

This is to certify that the project work entitled “ Marketing Department( promotion)in OCl”

has been carried out under my guidance by Abhishek Mishra bearing U.U Roll No.-

56317UT10037 of ASBM Institute of BBA for the partial fulfillment of his Bachelor of

Business Administration for the year 2010-2013.

To the best of my belief and knowledge this is an original piece of work based on his own

research and methodology.

Date: - Prof. Sipra Karmakar

ASBM INSTITUTE OF BBA

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Acknowledgement

A project is a confluence of mind, imagination, fact, and concept of human being. It leads to treat a path from unrealistic realm (facts, concepts, and imagination) to a realistic realm (implementation).

First of all I would like to thank my beloved Director Prof. Biswajeet Pattanayak for providing me opportunity to work on this topic in Marketing Department(Promotion) in OCl.

I acknowledge my gratitude and indebtedness to my project guide, Prof.Sipra Karmakar . It is beyond my literal and material means to express my heartfelt thanks and deep gratitude to him. I am obliged to him for his constructive criticisms, patience and valuable comments and suggestions throughout my project making period.

I would also like to express my sincerest gratitude to the Department of BBA, Asian School of Business Management to provide me motivation for project training.

At last, this Project is incomplete without those, whose unbelievable amount of blessing, motivation, inspiration and the moral support, made my effort fruitful and they are absolutely my Parents

ABHISHEK MISHRA

Roll No.- 56317UTI0037

Contents4

Chapterization Page.NoChapter 1 7INTRODUCTION1.1 Review of literature 81.2 Meaning of the study 91.3 Objectives of the study 111.4 Significance of the study 111.5 Methodology 121.6 Sources of data collection 131.7 Limitation of the study 13

Chapter 2 14COMPANY PROFILE2.1 Brief history of the company 152.2 Vision,Mission and objectives of the company

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2.3 Organization structure & style of work of company

18

Chapter 3 20

RESEARCH METHODOLOGY3.1 Sampling Design 213.2 Methods of data collection 213.3 Tool or technique used 22

Chapter 4 23DATA ANALYSIS & INTERPRETATION

4.1 Data Analysis 244.2 Data Interpretation 24

Chapter 5 36CONCLUSION5.1 Findings 375.2 Suggestions 385.3 Conclusion 39References 39

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CHAPTER: 1 INTRODUCTION

1.1 Review of literature :-

The Promotion is an essential part of the marketing of an organization.

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The promotion is the marketing term used to describe all marketing communications activities & includes personal selling, sales promotion, public relations, direct marketing ,trade fairs & exhibitions ,advertising & sponsorship.

Promotion deals with four issues:-

Target Market: How promotion is determined? Product: How different products require different promotional approaches? Distribution: How selling is done through different channel? How it reaches the

customer? Price: How the prices help to the marketer for personalized promotion?

A Promotion Strategy adds up to the value of Organization if it:-

Push Strategy: A “Push Strategy makes use of a company’s sales force and trade promotion activates to create customer demand for the product.

Pull Strategy: A “Pull” selling strategy is one that requires high spending on advertisement and consumer promotion to build up consumer demand for the product.

The Planning will take the following issues under its fold if tucked properly:- Workforce planning issues Succession planning Workforce skill plans Employee equity plans Motivation & fair treatment issues

To make planning an integral part an organization the organization need to be:-

Identifies understanding to the market strategy Cultivate & develop allies & supporters promotion strategies through consultation Focus on promoting on implemented strategy Check if there is real commitment to the strategy

There has been a lot of undertaking done with respect to Promotion in India as well as all over the world. Promotion now is used in different sectors ranging from a commercial business to

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that of a hospital. There have been a lot of Articles on Marketing Department (Promotion) related topics.

So using the above set of resources I understand that there have researches on Promotion. Using the above sources I will try to follow up the Marketing practice in India and OCL in particular.

1.2 Meaning of the study :

Promotion

Promotion is a form of corporate communication that uses various methods to reach the targeted audience with a certain message in order to achieve specific organizational objectives. Nearly all organizations, whether for-profit or not-for-profit, in all types of industries, must engage in some short of promotion. Such efforts must range from multinational firms spending large sums on securing high-profile celebrities to serve as perfect spokespersons to the owner of a one-person enterprise passing out business card at a local businessperson’s meeting.

Like most marketing decisions, an effective promotional strategy requires the marketer understand how promotion fits with other pieces of marketing puzzle (e.g., product, distribution, pricing, target markets).Consequently, promotion decision should be made with an appreciation for how it affects other areas of the company. For instance, running a major advertising campaign for a new product without first assuring there will be enough inventory to meet potential demand generated by the advertising would certainly not go over well with the company’s production department. Thus, marketer should work in a vacuum when making promotion decision. Rather, the overall success of a promotional strategy requires input from others in impacted functional area.

In addition to coordinating general promotion decision with other business areas, individual promotions also must work together. Under the concept of Integrated Marketing Communication marketers attempt to developed a unified promotional strategy involving the coordination of many different types of promotional techniques. The key idea of marketer who employs several promotional options to reach objective for the product is to employ a consistent message across all options. For instance, sales people will discuss the same benefits of a product as mentioned in television advertisement s. In this way no matter how customers are exposed to a marketer’s promotional efforts they all receive the same information.

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Marketing Department (Promotion) and OCL

Promotion has been an integral part of OCL’s Marketing Department with the establishment of Marketers in OCL. The process of Promotion has been implemented from the preliminary period of the organization. The Promotion has been a vital aspect which has dealt the OCL’s how to promote its products. The people in Marketing have been working to develop the value of promotion as the product to make it’s effective for the organization. The results of improving promotion, increases the product and improve the Marketing Department in OCL. The group members for the Marketing team are chosen on the basis of their experience and work value. The members have no specified working period and the team can vary in number as per the requirement of the time.

At present there are three members of the Marketing Team at OCL. This team is lead by Shri Manas Mishra. The other members are Shri Md Shoab . Shri Manas Mishra is a prominent person who guides the marketing department people by seeing the market strategy. The team takes decision regarding the promotion at OCL’s different units.

The Promotion at OCL started with the sole objective of promotion, with age the company grew its product range increased, the requirement promoting its products was felt so as the quality and quantity of product was taken into account. The HRP has

National Aluminum Company, Believes that

Promotion is the most important asset for the company. While other assets will depreciate with time, the human resource alone can appreciate with

time in terms of competence, skills and experience. Human Resource have unlimited potential capabilities Development of Marketing (Promotion) is therefore most critical, if the organization has to

remain dynamic and growth oriented regarding its promoting in its product.

1.3 objective of the study :

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The objectives of Promotion in OCL are as follows

1. The prime objective of Promotion is to promote its product to increase its sales volume.2. To creating a great marketing leader. 3. To find out the importance of promotion in the market. 4. To study the various marketing department. 5. To find out the contribution of marketing department. 6. To find out various ways and means of utilization of Promotion in OCL.

1.4 SIGNIFICANCE OF THE STUDY:

As we know that Promotion is a weapon , if used properly it leads to the maximum the sales

volume in the organization . In this competitive age, all business sectors are raging a tough

competition against each other. The level of competition is actually mounting up at an increasing

pace. Moreover, the economic conditions are also poor in the present time. So, in order to be

successful in these harder times, it has become extremely crucial to look out for different and

innovative means of promoting your business.

Promotional items have always been an important aspect of marketing strategy. With the passing

time, people have started looking for different means to give away corporate gifts to their clients

and customers. Businesses have started looking for surefire ways that can generate good result

for the promotion of their brand.

One needs to be really competitive in every aspect of the business. You need to outshine your

contenders in every department including the customer base and your brand popularity, to

manage a secured position for your business. A great way to achieve this is through the use of

promotional products for business.

Promotional products not only give you brand recognition, but also draw a large number of

customers to your account. Whether you are implicated in traditional business, or an online

business, promotional items are an excellent mode of bringing the much required popularity for

your business.

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1.5 METHODOLOGY OF THE STUDY: Methodology refers to a body of methods which assist of which investigation is carried on, for the reach at the final conclusion of the study. Here a scientific method has been adopted for the data collection. In this study at the corporate office, OCL is considered as an universe.

Aim of the research:

The assigned task was to conduct a survey for a well reputed company. Research is concerned with the systematic and objective collection, analysis and evaluation of information about specific aspects in order to help management make effective decisions.

Once the aspect is identified and defined it is the responsibility of the researcher to chalk out a comprehensive plan explaining each step required to conduct the research in a successful manner.

Objective:The first step in research is setting the objectives for which their study is to be undertaken. It is essential that objectives are set before hand. The objectives are hierarchical, quantifiable, realistic and verifiable.

The main objective of this research is to study the Customer preference towards the cement brand of OCL

Area of the study

The scope of the present study is limited to the corporate office of OCL, the study has traced upon the functioning of marketing department and how to promote its cement brand in different area matching to the suitability. Promotion is an important aspect of the organization, around which the organization resolves and OCL has proved with effective promotion you can get handful results.

1.6 SOURCES OF DATA COLLECTION:

The type of data collected comprises of Primary data and Secondary data.

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Primary data is the first hand data collected from the dealer. It was collected through questionnaire and interviews.

Secondary data for the study has been compiled from the reports and official publication of the & the survey reports made by my study.

1.7 LIMITATION OF STUDY:

“Arts longs, vita Brevis”. This means Art was long and time [life] was short. Being a vast and one of the most important topics of Marketing Management it was surely impossible to cover the entire topic in a short span of four months.

Also to collect information from the dealer and other personnel in their working hours was a very tough and critical job. Very often the organizational secrecy stood in my way of the research to find out information in some aspect of the study. However, persuasion, not the force the wins, and trying the level best I able to complete the study. The entire study was conducted single handily like a ling voyager against a formidable ocean yet with single hope of success.

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CHAPTER 2

COMPANY PROFILE

2.1History of the Company :

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OCL is the flag ship company of ‘Dalmia Group’ of companies, set up and operating from eastern India. The emergence of ‘Dalmia’ group on the industrial scene of India can be traced back to pre-independence era. Prominent among the early entrepreneurs who laid the industrial foundation of India was Dalmia family. Established in 1932 with a sugar factory, the Dalmia groups gradually diversified into a broad spectrum of activities and were involved in many pioneering ventures. For reasons of operational efficiency, during fifties the Group split into separate entities.

Against the said background Sjt. Jaidayalji Dalmia, an industrialist of farsighted vision set up a cement plant at Rajgangpur during 1950-51 at the request of Government of Odisha to manufacture super grade cement for use in the construction of the prestigious Hirakud Dam. Orissa cement Ltd was incorporated on 11.10.1949 and its cement plant went on steam during 1952.

OCL commissioned its Refractory plant in the year 1954, which today has grown into one of the largest composite refractory plants in the country. It manufactures Silica, Basic Burnt Magnesia Carbon, Fireclay & High Alumina Bricks, Continuous Casting, Slide Gate Refractories , Castables and Precast blocks Basic, Silica high alumina Ramming Mases/Mortars. OCL's Refractory division is the first Indian refractory manufacturer to have secured the coveted ISO 9001 certification for all its refractory products. Globally OCL is amongst the few select

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producers of coke oven silica bricks. Over years OCL has collaborated with other world leaders in the respective fields and secured a place of pride for itself.

The company changed its name from Orissa Cement Ltd to OCL India Limited w.e.f. 15.01.1996 to reflect its multifarious activities.

During the year 2002 OCL set up its Sponge Iron unit at Rajgangpur State of Odisha, with an installed capacity of 1, 20,000 MT P.A and later on developed Steel making facility by installing 3 sets of Induction Furnaces each of 250 MT/ day capacity and Steel Billet Casting Machine as a forward integration activity for the Sponge Iron plant & Pig Iron plant.

In the year 2007 the Hon’ble High Courts of Odisha and Guahati have approved the Scheme of Arrangement involving demerger of Steel Undertaking of the Company with OCL Iron and Steel Limited and Real Estate Undertaking of the Company with Landmark Property Development Company Limited (formerly “Konark Minerals Limited) and merger with Dalmia Cement (Meghalaya) Limited.

OCL's Cement Plant is one of the most modern dry process cement plants in India. ‘Konark’ brand cement manufactured by OCL is the market leader in the State of Odisha and has emerged as a brand synonym of premium quality cement. Presently its installed capacity for the factories located at Rajgangpur Cement Works & Kapilas Cement Works is 5.35 Million Tonne per annum.

OCL’s Refractory plant is situated at Rajgangpur with a total installed capacity of 106400 MT per annum to produce the various types of refractories.

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2.2 Vision, Mission and Objective of the Company: The Mission & Vision:-

The mission of OCL is to increase the cement production in the so as to meet the growing demands, to contribute to improve its technological and competitive edge in the market, to emerge over a period of time as a major cement producer with the considerable export and to establish itself as a dynamic business organization providing growth and satisfaction to its marketer, excellent service to its customers so as to increase its sales volume.

Mission

OCL is in the business of Cement & Refractories . These will continue to be our prime business focus area.

We shall strive to improve our image in the eyes of all stakeholders – present & potential.

We shall endeavour to build a vibrant and responsive organization with a team of motivated people driving for excellence , achievement and high performance.

We will create condition & climate for empowerment through enhancement of Knowledge , Attitudes, and Skills with emphasis on multiskilling..

Vision

Growth profitability with commitment to customer satisfaction. Strive for excellence. Be #1 in chosen areas. Continuously develop a committed team of people. Build good corporate image & high customer esteem. Endeavour to serve society.

“To be reputed global Company in the Cement Sectors. “

Objectives:-

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The basic objectives of OCL are as follows:-

1. To provide a steady growth to business by progressive expansion and diversification.

2. To evolve a suitable strategy to achieve a reasonable and adequate return to net worth.

3. To maintain international standards of excellence in product quality, performance and customer service & emerges as a major international company.

4. To maximize foreign exchange earnings.

5. To maintain and improve the share in the domestic market.

6. To strive for the technological excellence in respect of process, machines and men, achieve operational efficiency, capacity utilization & improved productivity.

7. To participate in the R&D programmes in technology both in-house and with other Cement producers and agencies.

8. To encourage & to regard innovative ideas from the employees.

9. To strengthen the managerial competence in the direction of self reliance.

10. To regularly upgrade the quality of promotion strategy.

11. To achieve high level of safety standards.

12. To promote result oriented organizational ethos, motivates all levels of employees to give their best for fulfillment of organizational objectives.

13. To develop harmonious employer & employee relationship.

14. To provide prompt, courteous & dependable customer service.

15. To act as a catalyst for the growth of other cement brands.

2.3 Organization structure & style of work of company:

KONARK ORGANISATION

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Konark Cement – IndiaKonark India provides a professional and excitement environment to its employees and is consistently able to attract the best talent in the industry. Konark has always put its employee at the heart of the strategy. Its management style has for practice years been termed “participative management” open to the culture of the companies it has acquired on all five continents. The key words are Participation , Efficiency and Example .As part of Konark’s training philosophy , it conducts regular exchange of personnel between its operations in Europe .Other part of Asia along with India to ensure that the Indian operation reach operating efficiencies comparable with the best in the world .

The organization structure of OCL:

Here in this organization CEO is the head. Below the CEO the President presides. They are all dived into six types they are: VP(Manufacturing) VP(Human Resource) VP(Marketing) VP(Control & Performance) VP(Finance & Legal) VP(Business Development) Then they are dived it into RSM Then ASM At last Summer Training

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CHAPTER – 3 RESEARCH METHODOLOGY

3.1 SAMPLE DESIGN:In designing the sample the researcher must specify three things.

1) Sampling Unit

2) Sample Size

3) Sampling Technique

Sampling Unit:

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The sampling unit comprises of all the details of the cement brands by different dealer & their ranks.

Sample Size:

The size of the sample is 200.

Sampling Technique:

The technique adopted here is the non probability sampling.

3.2 Method of data Collection:

Methodology refers to a body of methods which assist of which investigation is carried on, for

the reach at the final conclusion of the study. Here a scientific method has been adopted for the

data collection. In this study at the corporate office, OCL is considered as an universe.

So far as method of data collection is concerned, there are two types of data viz. Primary and

Secondary. The Primary data are those which are collected afresh and for the first time and thus

happen to be original in character. The Secondary data, on the other hand, are those which have

already been collected by someone else and which have already been passed through the

statistical process. I have adopted the secondary method of data collection, I have been careful to

ensure about the reliability of data, suitability of data and accuracy of the data for a meaningful

analysis and I have tried to understand its meaning and limitations.

3.3 Tool or Techniques Used :

The major part of any research work is based on the data collection. In this regard , a researcher

needs to use certain tools and techniques in the research work .

The technique adopted here is the probability sampling & simple random sampling.

The Statistical tools applied

Questionnaires

Charts:Charts are the graphical representation of data. It is mainly to give a clear picture of the collected

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data. Charts helped communicate the data effortlessly without consuming much time. It is done with more care and well planned before representing the data in a pictorial form.

Report Presentation:

Analysis and evaluation of data transform the raw data collected during the field survey into management information. This has communicated in attractive and effective information. Report is planned and also relevant to the information needed. It is clearly represented, effectively illustrated with tables, diagrams etc. Printing and binding is done with special care.

Research Process:

My research work is done through survey reports i.e through questionnaire. I have made an survey by going to different dealers in bhubaneswar and asking them by the ten different question. From that question I found out my data.

In this survey report i came to know through different cement brands and whats their market value .Which cement is best sold in the competitive market and among them the view of the Konark cement among all the cements in the markets.

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CHAPTER – 4Data analysis & interpretation

4.1 data analysis & interpretation:Survey of the OCL Promotion on their awareness towards Marketing Department in OCL

QuestionnaireSurvey of the Cement Brands on their awareness towards the Promotion in OCL

GRAPHICAL REPRESENTATION OF DATA:

This survey has been conducted to study the perception of dealers towards the practice of Promotion in OCl. Questionnaires were used to collect the response from the sample population of the corporate office of OCL, Bhubaneswar.

Research Design: Descriptive

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Sampling Design: Convenient Sampling

Sample Size: 200

Data collection: Primary data through Questionnaire

Tabulation of the Survey:-

Here I have taken total ten Questions. From the below questions I surveyed the different cement brands and I have taken the views of different dealers of Bhubaneswar and made the graphs to show how the Konark cement is being used in today’s competitive as compared to other cement brand in the markets.

Q1 Which brand do u prefer most?

Konark Lafrarge Ambuja Century Ramco Acc Ulteratech Duncan Grasim

ANALYSIS PRESENTATION AND INTERPRETATION 1:-

Dealers brand preference:-

Company No. of Dealers PercentageKonark 60 30%Lafarge 21 12%Ultratech 36 18%ACC 36 18%Ambuja 14 7%Century 12 6%Grasim 8 4%Duncan 10 5%Total 200 100

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Dealer preference towards the cements brands

KonarkLafargeUltratechAccAmbhujaCenturyGrasimDuncan

Analysis and Interpretation:-

Obviously, maximum dealer, which are about 78 percent, come with Konark , Acc , Ultratech or lafarage and 22 percentage either confused or dependent on seasonally available brand for the cement.

Q2 Which brand do u store ?

Konark Lafarge Ambhuja Century Ramco Acc Ultratech Duncan Grasim

ANALYSIS PRESENTATION AND INTERPRETATION2 :-

Brand stored by dealer:-

Company No. of Dealers PercentageKonark 50 25%Lafarge 40 20%Ultratech 22 11%ACC 24 12%

24

Ambuja 18 9%Century 24 12%Grasim 12 6%Duncan 10 5%Total 200 100

Dealer prefernce towards storage of brand



Most of the dealer prefer to store either Lafarge or Konark 20% of dealer choice is Lafrage where as 25% of dealers choice is Konark . Remaining 35% of dealers inclined towards the Acc, Ultratech , Century . Remaining 20% of dealer gives equally importance to the Ambhuja , Acc and Grasim.

Q3 Which brand does your customer prefer ?


ANALYSIS , PRESENTATION AND INTERPRETATION 3:-

Customer inclination towards the cement brand:-

Company No. of Dealers Percentage

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Konark 60 30%Lafarge 24 12%Ultratech 36 18%ACC 36 18%Ambuja 14 7%Century 12 6%Grasim 8 4%Duncan 10 5%Total 200 100

Customer preference towards cement Brand



78% of customers are brand loyal. And 22% of customers are price sensitive they go with those brands which are fewer prices. In case of brand equity Konark lies.

Q4 What is the average monthly salary of different brands of cement?

C.o Konark Lafarge Ambhuja Century Ramco Acc Ultratech Duncan GrasimTones/bags


Average Monthly sale of cement:-

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Company Consumption PercentageKonark 2651 26%Lafarge 1365 13%Ultratech 1548 15%ACC 1890 19%Ambuja 640 6%Century 750 7%Grasim 625 6%Duncan 685 7%Total 10154 100

Average Monthly consumptionKonarkLafargeUltratechAccAmbhujaCenturyGrasimDuncan


This data show the maximum consumption of cement brand in the region of Bhubaneswar is Konark cement which is about 26% of total sale of cement.

Q5 Rank the company stockist on the basis frequency of making personal visit & phone calls.

C.o Konark Lafarge Ambhuja Century Ramco Acc Ultratech

Duncan Grasim

Ranks


Dealers rank the companies stockiest on the basis of frequency of making personal visit & phone call

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Company Total of RanksKonark 656Lafarge 582Ultratech 430ACC 450Ambhuja 515Century 380Grasim 420Duncan 470Total 3883

Rank of the Company Stockist



From the above data we can conclude that the above stockist are preferred by retailers. Strong brand stockist are not given the proper consideration towards the retailers. All the giant brands are ranked as 3 or 4 where as all the loose brands retailers are ranked as 1 or 2.

Q6 Which companies stockiest inform u about the change in the market price faster?



Dealers rank the companies stockiest on the basis of frequency of making personal visit & phone call

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Information provided to the retailer about future change in price



More than 100 of Retailers said that Century or Grasim or Duncan provide the preinformation about the future price changes . This helps them to take precautionary action against the future happening.

Q7 How much credit in days do u enjoy from the stockist of following companies?


Duncan Grasim

Ranks


Credit period facilitate by the companies stockiest to the retailer:-

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Credit period facilitate by thecompanies stockiest to the retalier



The entire market leaders (Konark,Lafarge,Acc,Ultratech) of cement industries provides relatively less credit period (i.e. less than 50 days) to their stockiest due to which the stockiest are not able to provide sufficient credit in days to their retailers . Where as the newly entered cement brand provide sufficient credit in term of quantity as well as in days to their retailers. That’s why their growth rate is relatively high.

Q8 Maximum profit u get out of selling various brands rank them?


Duncan Grasim

Ranks

30


Maximum share of profit of retailers comes through the selling of the cement:-


Maximum profit earned by selling of brands



Only 35 retailers said that their maximum profit comes through Konark . Similarly 35, 38 and 37 retailers said that their maximum profit comes through Lafarge, Acc and Ultratech respectively .

Q9 Give your ranking to the cement companies in their sales promotion activities

Company RankKonarkLafarge

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UltratechAccAmbhujaCenturyGrasimDuncan

Analysis and Interpretaion9:-

`Retailers rank the cement company on the basis of the sales promotional activities:-

Company Rank1 Rank2 Rank3 Rank4 Rank5 Total(Retailers)Koanrk 60 55 47 38 0 200Lafarge 20 40 80 25 35 200Ultratech 20 25 32 78 45 200ACC 20 71 57 27 25 200Ambhuja 12 14 45 68 61 200Century 13 45 68 52 22 200Grasim 50 68 58 24 0 200Duncan 30 62 88 26 0 200

Konark Lafarge Ultratech Acc Ambhuja Century Grasim Duncan

60

20 20 20 12 13

5030

5540

25

71

14

45

68 6247

80

32

5745

6858

88

3825

78

27

6852

24 26

0

3545

25

61

22

Retailers rank the cement co on th basis of theier sales promotional activity

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5


From the interpretation of the data, we come to know that Konark and Acc are no.1 and no.2 respectively. Century, Grasim and Duncan are making extra effort to penetrate the market. Every retailer mentioned their name and mentioned their considerable effort.

Q10 Rank the company on the basis of the Marketing Representative’s frequency of visit?

Company Rank

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Analysis and Interpretaion10:-

`Retailers rank the cement company on the basis of the sales promotional activities:-

Company Rank1 Rank2 Rank3 Rank4 Rank5 Total(Retailers)Koanrk 78 65 40 15 0 200Lafarge 85 75 42 0 0 200Ultratech 45 66 74 15 0 200ACC 47 52 41 51 9 200Ambhuja 23 45 65 25 42 200Century 62 68 47 23 0 200Grasim 23 42 37 47 51 200Duncan 65 74 54 0 0 200


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7885

45 47

23

62

23

656575

66

5245

68

42

74

40 42

74

41

65

4737

54

15

0

15

51

25 23

47

00 0 09

42

0

51

7

Companies are ranked on the basis of the visit of the marketing representative

Rank 1 Rank 2 Rank 3 Rank 4 Series 5

Konark’s marketing representatives are too much concern towards the customer’s welfare. So they visit most retailers ones in a week. Where as other companies’ marketing representative visit the retailers twice in a month.

CHAPTER – 534

Conclusion

5.1finding:OTHER REASONS STATED BY RETAILERS FOR BRAND PREFERENCE:-

KONARK

Better quality Good name in the market Timely available Immediately respond to the competitors strategy Relatively less price Better packing

ULTRATECH

Sells easily in the market the customer demand for them Customer choice Good name in the market as it carries the good will High market awareness Sells more

CENTURY

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Good relationship with company people Price is low and affordable to people Low price help to sell easily Quality is good More profit selling the brand Good service and relationship

ACC

People ask for ACC Service is good “Dhalai karne ke liye” people ask for ACC Very superior quality cement as compared to others They have same price prevailing for wholesale at dealer\stockiest retailers end

AMBHUJA

Customers preference Good cement , plastering work is good

GRASIM (Birla Plus)

Customers choice Price is suitable as per customer pocket Rate & profit Good relationship with the people at Grasim Birla is a very renowned name so people trust it

DUNCAN

Rate & profit Price is suitable as per customer pocket Service is good

5.2 SUGGESTION:

1. A very exhaustive study has been made, keeping in the essence of objective of the project .With the efforts put on the project a detailed analysis was conducted and result was derived, based on the result and market response few suggestions are discussed below.

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2. A Price fluctuation creates problems for the retailers as they cannot keep commitment of price to customer.

3. The reach to the rural market need to be strengthened.

4. Transportation to the rural area need to be strengthened, a significant amount of business is lost due to this.

5. As time it has been seen that the delivery commitment on the side of the company is not prompt, this creates a bad name & again business is lost.

6. On interviewing Dealers\Retailers the most important thing they said was about the price flexibility, they want that company should give them price flexibility to play in the market. (As the company has outlined that the price offered by the company should only be offered to the customer , it should not increase the customer , it should not be increased or decreased)

7. The brand name Konark is quite popular in the market, so it should be sort & easy for the rural masses to remember it.

5.3CONCLUSION:

To attain the objective of the project detailed information was collected from the market of Bhubaneswar . The market research has revealed many facts and figures about the cement scenario in the market prevailing.

In the market, Konark cement is well known brand of cement. This is the result of the good quality of the Konark cement along with their effective marketing efforts, which covers the whole market customers of Konark cement are highly satisfied with the use of it , as they do not face any problem after using it .

There are seven more major players in the market but the major completion is between the two brands of cement. But because of good marketing efforts, Konark cement is able to grasp some share of various other brands.

The market survey undertaken shows that effective efforts play a vital role in creating the good will brand . The distribution channel of cement industry must be well designed and made effective this ensures timely availability of cement to customers.

Good marketing creates good image i.e. brand building. Konark also cherish the good will in the market.

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REFERENCES:-

OCL metallic bulletinOCL at a glanceOfficial website of OCLwww.oclindia.com

WEBSITES:-

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market survey of retail market & sales promotion in area of bhubaneswar region for orissa cement...

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