Synopsis IIP Report

8/4/2019 Synopsis IIP Report

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SYNOPSIS ONMARKET PERCEPTION

ABOUT BLENDED CEMENT

Under the Corporate guide:

Mr. G. Venkateswara Rao Area Sales Manager

The India Cements LimitedHyderabad

S UBMITTED TO: S UBMITTED BY:ARIJIT S ANTIKARY S ANTO SH S ING H ASS T. PROFE SS OR ( MARKETING) M5-34

2011


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INDUSRTY PROFILE

Cement Industry in India is on a roll at the moment. Driven by a booming real estate sector,global demand and increased activity in infrastructure development such as state and nationalhighways, the cement industry has witnessed tremendous growth. Production capacity has gone

up and top cement companies of the world are vying to enter the Indian market, thereby sparkingoff a spate of mergers and acquisitions. Indian cement industry is currently ranked second in theworld.

The origins of Indian cement industry can be traced back to 1914 when the first unit was set-upat Porbandar with a capacity of 1000 tonnes. Today cement industry comprises of 125 largecement plants and more than 300 mini cement plants. The Cement Corporation of India, which isa Central Public Sector Undertaking, has 10 units. There are 10 large cement plants owned byvarious State Governments. Cement industry in India has also made tremendous strides intechnological upgradation and assimilation of latest technology. Presently, 93 per cent of thetotal capacity in the industry is based on modern and environment-friendly dry process

technology. The induction of advanced technology has helped the industry immensely toconserve energy and fuel and to save materials substantially. Indian cement industry has alsoacquired technical capability to produce different types of cement like Ordinary Portland Cement(OPC), Portland Pozzolana Cement (PPC), Portland Blast Furnace Slag Cement (PBFS), OilWell Cement, Rapid Hardening Portland Cement, Sulphate Resisting Portland Cement, WhiteCement etc.

Some of the major clusters of cement industry in India are:Satna (Madhya Pradesh),Chandrapur (Maharashtra),Gulbarga (Karnataka),Yerranguntla (Andhra Pradesh),

Nalgonda (Andhra Pradesh),Bilaspur (Chattisgarh), andChandoria (Rajasthan). .

Cement industry in India is currently going through a consolidation phase. Some examples of consolidation in the Indian cement industry are: Gujarat Ambuja taking a 36 stake of 14 per centin ACC, and taking over DLF Cements and Modi Cement; ACC taking over IDCOL; IndiaCement taking over Raasi Cement and Grasim's acquisition of the cement business of L&T,Indian Rayon's cement division, and Sri Digvijay Cements. Foreign cement companies are also

picking up stakes in large Indian cement companies.

Issues concerning Cement IndustryHigh Transportation Cost is affecting the competitiveness of the cement industry.

Freight accounts for 17% of the production cost . Road is the preferred mode for transportation for distances less than 250km. However, industry is heavilydependant on roads for longer distances too as the railway infrastructure is notadequate.


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Cement industry is highly capital intensive industry and nearly 55-60 % of theinputs are controlled by the government.

There is regional imbalance in the distribution of cement industry, as Limestoneavailability is limited to certain pockets, the country has led to uneven capacityadditions.

Coal availability and quality is also affecting the production.

COMPANY PROFILE

India Cements Limited is a cement manufacturing company in India. It was established in 1946and the first plant was set up at Sankarnagar in Tamil Nadu in 1949. It has about seven cementmanufacturing plants spread over Southern India catering to major markets in South India andMaharashtra. The capacities of its plants are over 9 million tons per annum.

Sankar Cement and Coramandel Cement are the brands used by ICL to market their products.

The company is headed by N. Srinivasan, Vice Chairman and Managing Director. The day-to-day affairs of the company are managed by Executive President Mr. T.S.Raghupathy and other key personnel in each functional area.

India Cements Ltd. also owns Indian Premier League's Chennai franchise, Chennai Super Kings. N. Srinivasan is also involved in BCCI and AICF, the Indian administrative bodies for Cricketand Chess.

Coromandel Infotech India Ltd is an IT initiative of INDIA CEMENTS.

Type Private Sector Industry ConstructionFounded 1946Headquarters Sankarnagar, Tamil Nadu, IndiaKey people N.Srinivasan Vice Chairman


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and Managing Director Products CementEmployees 7500Website www.indiacements.co.in

ON JOB TRANING:

I used to repot Mr. G. Venkateswara Rao , Area Sales Manager , The India Cements Limited ,Hyderabad . I used to discuss about the industry and the company all about in my initial days.

After some days he allotted me a research work. He told me to do my research on the topicMarket perception about blended cement.

I prepared a questionnaire for both retailers and customers and get it approved from mycorporate guide Mr. G. Venkateswara Rao and my faculty guide Arijit Santikary.

After that I started my research work, I used to go on the field in different areas of Hyderabad as per my corporate guide to get my questionnaire filled by retailers and customers.

I faced various problems on the job like :

y Few retailers and customers were not co-operative.

y Deliberate falsification of answers by the retailers and customers due to time pressure.

y Inability of the retailers to answer few questions.

y My lack of knowledge on local language made my interactions with the retailers andcustomers difficult which affected the data collection.

y Due to time pressure few questions were skipped.

At the end I learned various things like:

y Building a good relation within small interaction is also important otherwise it may affectthe goodwill of India cement ltd and I successfully did it.

y How to interact with people ?

y How to convince them to get your work done ?

y You need to be polite and have patience to get your work done.


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y Way of communication and personality has immense importance in pursuing and get theattention of respondent.

Lastly, I analyzed and interpreted the data collected by me through questionnaire and tried my

best to give something valuable to the company and I successfully did it, my corporate guide hasappreciated my findings and suggestion, and console me that he will communicate mysuggestion and recommendation to upper level management.

OBJECTIVE OF THE STUDY

To Study about the perception of the customer and dealers for India cements ltd.

To Study about the customer and dealer knowledge about blended cement

To get an idea of effective media through which customer and dealers came to know

about blended cement.

To get an idea of satisfaction level of customers and dealers about the price of blended

cement available in market.

To know about the most influencing factor which influences the customers and dealerswhile choosing any brand of blended cement.

To check out the satisfaction level of customers and dealers about the product of India

cement (RAASI GOLD PPC cement).


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RESEARCH METHODOLOGY:

This research involved a study, which was descriptive as well as explorative in nature. It

basically aims at gathering data about the perception of blended cement in market from retailersand customers.

Sample Profile: - Sampling plan consists of:

a) Sampling Unit: - The retailer of cement and customers was selected from different

places of Secunderabad/Hyderabad.

b) Sampling Procedure: - Simple Random sampling procedure was followed.

c)

Sampling Method: - Data was collected from retailers and customers. Theretailers and customers are directly contacted and interviewed.

d) Sample Size: Sample size of the project is 1oo.

Research Design: -

The primary data was collected through the surveys. For the survey the personal interview of

retailers and customers were targeted in various regions of Hyderabad/Secunderabad. Survey

was undertaken to find out the information that was needed for the study.

The research instruments used for collecting the primary data were the questionnaires prepared.


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DATA ANALYSIS & DATA INTERPRETATION:

Which type of cement you used?

Do you know the advantages of Blended cement over OPC cement?

How do you come to know about Blended cement?

0

20

40

60

80

No. of respondent

514

71 OPC 43 Grade

OPC 53

PPC cement / Blendedcement

0

20406080

100

No.of respondent

84

16

Yes

No

01020304050607080

No. of respondent

3 514

78Print Media

Electronic Media

Hordings

Wall Paintings


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Which cement gives you more durability?

Which cement gives you more strength?

Which cement gives you more workability?

0

20

40

60

80

100

No. of respondent

18

82OPC

Blended Cement

0

20

40

60

80

No. of respondent

22

78OPC

Blended Cement

0

2040

60

80

No. of respondent

73

27

OPC

Blended Cement


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Rate the availability of Blended cement in the market?

Are you satisfied with the price of Blended cement available inmarket?

Will brand image of any company will influence you while choosing any brand of Blended cement?

0

10

20

30

40

50

60

No. of respondent

21

57

157

0

Very good

Good

Average

Poor

Very poor

0

20

40

60

80

No. of respondent

36

64 Yes

No

0

20

40

60

80

No. of respondent

79

21

Yes

No


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Whose advice will influence you while choosing any brand of Blended cement?

For what type of work you generally use Blended cement?

What factor will influence you to prefer Blended cement?

010203040506070

80

No. of repondents

6 3

74

141

Self

Mason

Engineer

Friend'ssuggestionDealer

010

203040506070

No. of respondents

26

66

8

Entirerequirement

Plastering andbrick work

Small reguirement

010203040506070

No. of respondent

20

68

93

Price

Availability

Quality

Above all


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Are you satisfied with Blended cement?

How do you rate RAASI GOLD PPC cement?

0

20

40

60

80

100

No. of respondent

94

6

Yes

No

05

1015202530354045

No. of respondents

17

44

31

7

1

Very good

Good

Average

Poor

Very poor


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FINDINGS OF THE PROJECT

y 8 4% of respondent are aware of advantages of PPC cement over OPC cement.

y 64% respondents say that they are not satisfied with the price of blended cementavailable in the market.

y 79% of the respondents say that brand image of any company will influence us whilechoosing any brand of Blended cement.

y 74% of the respondents say that engineer advice will influence us while choosing any brand of Blended cement.

y 78 % of respondent came to know about Blended cement through wall paintings.

y Respondents are somewhat satisfied with the availability of blended cement.

y 68 % of the respondents say that Availability will be the most important factor whichinfluence them to prefer Blended cement.

y 94% of the respondents say that they are satisfied with Blended cement.

y 44% of the respondents rated good and 31% of the respondents rated average to RAASI

GOLD PPC cement.


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RECOMMONDATIONS :

y If industry wants to further increase the demand of cement in market, it can take the helpof promotion and advertising to minimize the gap of customer point of view of using of

blended cement from plastering and brick work to entire requirements as the difference isof only 40%.

y Industry can relate its promotional and advertisement strategies with social status or security point of view to further increase the demand of cement in market.

y Brand equity should be created.

y Prices should go with the volume and according to the competitors.

y Service stands should be given top priority.

y Technical Services should be provided by the companies to create awareness of brands tothe consumers.

y Company should make stocks available on demand at all times with product mix.

y Dealer oriented schemes giving moral boost should be encouraged on par with other companies.

y Logistic arrangements should be assured to dealers/ consumers for intercity movements.

y The periodical meetings with the retailers will help to know about expectations .

y company should give more importance in Brand Building.


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ANNEXURES AND QUESTIONNAIRE:

1. Have you ever used any cement?

( ) Yes ( ) No

1. Which type of cement you used? ( ) OPC 43 Grade ( ) OPC 53 Grade( ) PPC cement / Blended cement ( ) Any other

2. Do you know the advantages of Blended cement over OPCcement?

( ) Yes ( ) No

3. How do you come to know about Blended cement?( ) Print Media ( ) Electronic Media( ) Hoardings ( ) Wall Paints/POP

4. Which cement gives you more durability? ( ) OPC ( ) Blended cement

5. Which cement gives you more strength? ( ) OPC ( ) Blended cement

6. Which cement gives you more workability? ( ) OPC ( ) Blended cement

7. Rate the availability of Blended cement in the market? ( ) Very good ( ) Good ( ) Average( ) Poor ( ) Very poor


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8 . Are you satisfied with the price of Blended cement available inmarket?

( ) Yes ( ) No

9. Will brand image of any company will influence you whilechoosing any brand of Blended cement?

( ) Yes ( ) No

10. Whose advice will influence you while choosing any brandof Blended cement?

( ) Self ( ) Mason( ) engineer ( ) Friends suggestion( ) Dealer ( ) Any other

11. For what type of work you generally use Blended cement?( ) Entire requirement ( ) Plastering and brick work ( ) Small requirement

12. What factor will influence you to prefer Blended cement?( ) Price ( ) Availability

( ) Quality ( ) Above all 13. Are you satisfied with Blended cement?

( ) Yes ( ) No

15. How do you rate RAASI GOLD PPC cement?

( ) Very good ( ) Good ( ) Average

( ) Poor ( ) Very poor

Documents

Synopsis IIP Report