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ultratech cement
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A SUMMER TRAINING REPORT ON
“INITIATIVES TO INCREASE CUSTOMER FOOTFALL AT UBS, AND WAYS TO INCREASE
PROFITIBILITY FROM OFFERED ALLIED PRODUCT, AND BRANDING.”
Submitted in partial fulfillment of
MASTERS IN BUSINESS ADMINISTRATION
By:
Mudit Mathur
CAM (2009-11)
R A PODAR INSTITUTE OF MANAGEMENT
GANDHI CIRCLE, JAIPUR
DECLARATION
I hereby, declare that this project report is based on the summer training
undertaken by me in ULTRA TECH CEMENT LIMITED
MARKETING DIVISION from 26th June 2010 to 25th August 2010
under the able guidance of Mr. Rajeev Chordia in partial fulfillment of
for the award of degree of Masters in Business Administration from
R A PODAR Institute of Management, Jaipur.
DATE: Mudit Mathur
ACKNOWLEDGEMENT
It is not possible to prepare a project report without the assistance and
encouragement of other people. This one is certainly no exception; I
would like to express my sincere gratitude towards my project guide Mr.
Rajeev Chordia for guiding me during my entire report.
I would also like to thank Mr Bhuvnesh Jain, Mr Akshay Singh and Mr.
Pankaj for providing me valuable insight into my project.
I am thankful to the staff of Ultra Tech Jaipur for the help and
cooperation during my project.
At last, thanks to my family members and friends for being so supportive.
Yours Sincerely,
Mudit Mathur
CERTIFICATE
To Whom it May Concerns
This is to certify that the project report titled
“INITIATIVES TO INCREASE CUSTOMER FOOTFALL AT UBS, AND WAYS TO INCREASE
PROFITIBILITY FROM OFFERED ALLIED PRODUCT, AND BRANDING.”
Is bonafide work carried out by MUDIT MATHUR of R A PODAR Institute of Management towards partial fulfillment of MBA degree. He has worked under our guidance and direction.
Project Guide
EXECUTIVE SUMMARY
The construction goods retail in India unlike developed countries is at a
very nascent stage dominated by small retailers with low quality
products on offer and poor services .Today one who is seeking to build
his own house has to face a lot of difficulties as he has to buy different
products from different places and he is also not assured of the quality as
there is less standardization.
Surging ahead of competition, Grasim industries ltd. (UltraTech
division) introduced a new concept in cement marketing — UltraTech
Building Solutions, It is a one-stop shop for all construction needs. As a
business model, UltraTech Building Solutions offers home building
solutions from planning to completion. The UltraTech Building
Solutions retail stores work on a ‘Plan, Build and Support’ philosophy.
They are equipped with software that helps home owners ‘Plan’ as well
as budget their project. The stores help the customers ‘Build’ their
dream homes by providing them with end-to-end home-building
solutions and high quality construction materials under one roof. They
‘Support’ them with value-added services such as Mobile Concrete
Testing Vans, masons and contractors etc.
The products on offer include cement (white and grey), paint,
construction chemicals, waterproofing adhesives, and PVC pipes, steel.
The services include vaastu consultancy, legal advisory, technical
assistance, mobile concrete testing and budgeting a house by use of a
software .A list of all engineers, architects, masonry workers is also
available for all customers for reference.
To accomplish my project I prepared two questionnaire one for the UBS
dealers and the other for the customers. Interviews were conducted with
all the UBS dealers around Jaipur and around 90 customers were
surveyed. By using interviews and observational analyses different
issues and problems were assessed, which are
To decide upon the advertising techniques suitable for UBS
To device a promotional strategy for the UBS
To find the measures to solve the issues related to the allied
products.
To give suggestions on the launching of UBS website.
To discuss the problems associated with branding and find the
solutions for such problems.
PREFACE
There is immense competition in cement sector today. UltraTech the
market leader is facing tough competition with other rival firms. Surging
ahead of competition, Grasim industries ltd. (UltraTech division)
introduced a new concept in cement marketing — UltraTech Building
Solutions.
I am pleased to present this report which is the outcome of the hard
workput in by me for the last two months. I have been assigned with a
research topic by my project Guide Mr. Rajeev Chordia.
During my project, I carried out research for UltraTech Building
Solutions and find out the measures to increase the customer footfall and
ways to increase the profitability from the allied products.
The report also gives an idea about the concept of cement and the
cement industry in INDIA.
TABLE OF CONTENT
Chapter No: CONTENT PAGE NO.
Chapter 1 Introduction 1
Cement Industry In India 7
Chapter 2 Company Profile 15
UltraTech Building Solutions 21
Chapter 3 Research Methodology 33
3.1 Research Definition 33
3.2 Research Objectives 33
3.3 Research Design 34
Chapter 4 Analysis of data/findings 36
4.1 Dealer Research 36
4.2 Consumer Research 39
4.3 Steps For Franchising a UBS Outlet 40
Chapter 5 Suggestions and Recommendations 43
5.1 Advertising Techniques 43
5.2 Promotional Activities 45
5.3 Suggestions Regarding Allied
Products
47
5.4 Suggestion for Website 50
5.5 Suggestions Regarding Branding 52
Chapter 6 Conclusion 53
Chapter 7 Limitations Of the Study 54
Bibliography 55
Annexure 56