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