ACKNOWLEDGMENT

The satisfaction and delight that accompanies the completion of any task would be incomplete without mentioning the people who made it possible with their constant guidance and encouragement which put the finishing touch to all the efforts with success.

It is indeed of great moment of pleasure to express my sense of profound gratitude & indebtness to all the people who have been instrumental in making my Training a rich experience.

I got an opportunity to get a project in Wonder Cement. For this, I would like to thank Mr. Rakesh Motwani (AM- Sales) And Mr. Kunal bhansali (Financial executive) who talked to the concerned person and without whom an internship with the company would not have been possible . I Express my gratitude to my faculty guide Dr. Satish Kumar for giving me an opportunity to work and make the best out of my internship.

My heartfelt gratitude also goes out to the staff and employees at Wonder Cement for having co-operated with me and guided me throughout the training period. I thank my college, DMS-MNIT for having given me this opportunity to put to practice, the theoretical knowledge that was imparted to me at college.

TABLE OF CONTENTS

S. No. Particular Pg. No.

(a) Chapter as: Executive Summary 1 Introduction: Design of the Study

Introduction Of the research Statement of the problem Objective of the study Research design Practical/scientific utility of the study Limitation of the study

2 Profile of the organization Company profile Product profile Cement manufacturing process Corporate Offices Competitors Comparative analysis with competitors

3 Analysis and interpretation of the study 4 SWOT Analysis 5 Finding, conclusion & suggestion(b) Bibliography(c) Questionnaire

EXECUTIVE SUMMARY

A cement is a binder, a substance that sets and hardens independently, and can bind other materials together. The word "cement" traces to the Romans, who used the term opus caementicium to describe masonry resembling modern concrete that was made from crushed rock with burnt lime as binder.

Cements used in construction can be characterized as being either hydraulic or non-hydraulic. Hydraulic cements (e.g., Portland cement) harden because of hydration, a chemical reaction between the anhydrous cement powder and water. Thus, they can harden underwater or when constantly exposed to wet weather. The chemical reaction results in hydrates that are not very water-soluble and so are quite durable in water. Non-hydraulic cements do not harden underwater; for example, slaked limes harden by reaction with atmospheric carbon dioxide.

The most important uses of cement are as an ingredient in the production of mortar in masonry, and of concrete, a combination of cement and an aggregate to form a strong building material.

RK Marbel group a company with reputation for quality and trust built over a period time pleased to introduce Wonder Cement to cater your Cement needs, known for providing world-class products and services.

A wide network of Dealers of Wonder Cement takes care of your service needs.

The topic of researcher’s study was Survey of Wonder cement’s market in Jaipur which was to be conducted on the product given to me.

In the project, the researcher worked out with different dealers and customers of Wonder Cement and other brands. The project guide segmented the market accordingly. The researcher was mainly focusing to promote Wonder cement. Researcher was supposed to work out to create brand awareness through survey and comparative analysis with its competitors. Researcher have surveyed dealers and customers of Cement in Jaipur.

The Research includes 116 sample size. Research is Analytical in nature. Tool to be used for collecting data is Questionnaire. Survey will be carried out across the city. After analyzing the data I came to know about the Strength & Weaknesses of Wonder cement as well as Threats & Opportunities to the Company.

1.1 INTRODUCTION OF THE RESEARCH:-

A building material made by grinding calcined limestone and clay to a fine powder, which can be mixed with water and poured to set as a solid mass or used as an ingredient in making mortar or concrete

1.2 STATEMENT OF THE PROBLEM:-

The core problem in the project is “Survey of Wonder cement’s market in Jaipur.”

1.3 RESEARCH OBJECTIVES:-

1. To Know the Satisfaction level and expectations from cement provider.

2. To know awareness of people towards Wonder Cement.

3. To find out the market potential of cement.

1.4 RESEARCH METHODOLOGY:-

Marketing Research is the systematic gathering, recording, and analysis

of qualitative and quantitative data about issues relating to marketing products and services. The

goal of marketing research is to identify and assess how changing elements of the marketing

mix impacts customer behavior.

It is the basic framework, which provides the guidelines to the study; it is the arrangement of

conditions & analysis in a manner that aims to combine relevance to the research purpose with

economy in procedure. It was a descriptive research and Analytic Research, which has been done

by making an in-depth study to get knowledge about the subject. Descriptive research includes

surveys of all kinds and fact finding enquiries. In analytical research a researcher has to use facts

and information already available (or secondary data), and analyze these to make a critical

evaluation related to the subject matter.

Maximum part of my research is based on Analytical research as I have to analyze the consumer

behavior and their response as well as dealer behavior and their response to identify various

aspects which may lead to the betterment of marketing operations of Wonder cement.

Some part of this research in based on Descriptive research.

1.4.1 RESEARCH AREA:

The study was conducted in JAIPUR in the following areas :

Sitapura Industrial Area.

Mansarovar Industrial Area.

Malviya Nagar.

Ajmer road.

Raja Park.

Durgapura.

Delhi road.

Vidhyadhar Nagar Industrial Area.

Vaishali Nagar.

Amer.

C-scheme.

Jamdoli.

Kanota.

Vaitka.

1.4.2 Universe Sample :

All Customers and dealers of Cement of Jaipur and nearby areas of Jaipur city like Vatika

city,Jamdoli etc..

1.4.3 Sample unit:This part of the sample plan involve the decision about the respondents which are Other

brand dealers , customers like from Manufacturing units & Industrial sectors, Construction houses or a combination of all of them. The researcher has chosen combination of these as his sample unit.

1.4.4 Sample size:

It involves project guide sample size decision about how many units to be surveyed. The sample size includes 116 respondents which is combination of different types of respondents.

1.4.5 Data Collection Method:There are 2 basic data collection approaches in the market research: Primary data. Secondary data.

Primary data gathered by the researcher afresh for the specific study undertaken by him. Primary data can be collected by three methods:

Observation Survey Personal Interview

Researcher has chosen the survey method with the help of Questionnaire for the data collection method. Researcher interacted with customer and dealers to understand their needs and information required by them.The secondary data refers to those data, which have been gathered, from the agency & Company itself. I had used only primary data.

Research Instruments: Research Instrument calls by the name of tool of collecting the data. As above said the

researcher has chosen questionnaire as research instrument, which gives most satisfactory results.

Sample plan:

Sample Size - 116 Sample Unit- Dealers and Customers of Cement. Sampling Design-

- Judgemental purposive Sampling

Type of Research-

- Descriptive & Analytical

Tools used for Data Analysis-

- Bar Chart

- Pie Chart

Time for the research - 45 DaysContact method:

The last issue to be decided in sampling plan is to determine the Contact method i.e. how

the selected unit be approached. Various methods available are mail survey, telephonic survey

and personal interviews. The researcher has used personal interviews and telephonic survey as

methods to get the information and questionnaire filled.

Field Work:

At the end after finishing up the problem definition and research design, researcher

conducted the actual data collection procedure. This is called fieldwork.

1.5 PRACTICAL /SCIENTIFIC UTILITY OF THE STUDY :-

For company: -

1. Useful for the company to know the level of awareness of Wonder Cement.

2. Study will help the company to know the customer profile.

3. It provides the information about the consumer behavior and their responses towards product.

4. Basis for strategy formation for the company to improve future growth.

5. Company can find out its position in the market in comparison to its competitors.

6. Helps in Indirect Promotion of the product.

7. It provides a detailed study of competitors, their market share, strategies, distribution network,

pricing etc.

For Researcher: -

1. To learn the practical skills of an effective sales manager.

2. To develop the convincing & communication skills.

3. To develop the leadership qualities.

4. To learn about the cement industry.

5. To understand the working of sales model in cement industry.

For Others: -

Secondary source of Information – This research report would act as a secondary source of information for any related subject in future.

1.6 LIMITATIONS OF THE STUDY:-

Every research has its own limitation. It is not possible that are search is accomplished without having bounding and limitations. There are always some short comings which come into the way of accomplishment of a particular research study. It is almost impossible for researcher to get away from it. Following are the few limitations of the particulars research study:-

1. People generally reluctant to disclose the prices of their cement brand, which causes hindrance in analyzing competitor prices.

2. Time constraint.

3. The respondents were in different areas so the time taken to interview with them was too much.

4. Busy schedule of dealers.

5. Conducting Research in Jaipur city & nearby is not an easy task due to distance travelled. The time was limited which made it even more difficult to visit far places like jamdoli,Kanota etc.

2.1COMPANY PROFILE

Corporate Profile:-

Wonder Cement is part of the RK Marble group, which has the distinction of being one of the leading names in the marble industry. Rk group was stated in May 25, 1989. Being in an industry, which is highly competitive, RK group aim to position their brand that stands apart from the clutter and establishes brand recall in a short span of time through impeccable quality and effective communication. To accomplish this, their endeavor is to create a extensive network of dealers that would enable the brand to achieve a place for itself in the premium segment.

Vision:-

We are committed to create a brand, which is extensively competitive, a brand associated with quality, trust and transparency. We also aim to be amongst one of the largest as well as the most preferred cement companies in the country.

Mission:-

To build a gilt-edged brand in the category through state-of-the-art technology, continuous innovation and most sustainable business practices thereby evoking trust among our stakeholders.

Plants:-

Wonder cement plant with a capacity to produce 3.25 Million Tons per annum is located in Nimbahera, District Chittorgarh, in Rajasthan. The cement produced from this plant which has been set up with technical collaboration from ThyssenKrupp and Pfeiffer Ltd., the world leader in cement technology, is at par with international standards. The entire design of the plant is based on the latest environment norms, with the help of Reverse air bag house and ESP and a number of nuisance bag filters installed having emission of below permissible unit. that enable the plant to be clean & dust free. Wonder Cement Limited has plans to expand its current capacity to 10 Million Tons in due course by setting up a 2nd and 3rd production line for which land and layouts are ready.

2.2PRODUCT PROFILE

Wonder cement is available in Two Types:1. OPC (43 grade and 53 grade),2. PPC

Ordinary Portland cement:-

Ordinary Portland Cement is prepared by fully automated dry manufacturing process using “state of art” technology under the strict quality assurance at all stages of manufacturing with the help of “ROBOTIC (POLAB)” system. The product comes in range of specification to suit various conditions and application specifically covers dry-lean mixes, general-purpose ready-mixes and even high strength pre-cast and pre-stressed concrete.

OPC-53 Grade OPC-43 Grade

Ideal Applications:-

High-rise Buildings, Residential, Commercial & Industrial Complexes Roads, runways, bridges and flyovers For heavy defense structures like Bunkers

Advantages:-

Produces highly durable and sound concrete due to very low percentage of alkalis, chlorides, magnesia and free lime in its composition.

Almost negligible chloride content results in restraining corrosion of concrete structure in hostile environment.

Significant saving in cement consumption while making concrete of grades M15, M20 M25, M35 and pre-cast segments due to high strength.

Portland Pozzolana cement:-

“Product of Future”  “Portland Pozzolana Cement” is prepared by fully automated dry manufacturing process using “state of art” technology under the strict quality assurance at all stages of manufacturing with the help of “ROBOTIC (POLAB)” system by inter-grinding well-burnt OPC Clinker with gypsum and pozzolanic materials like power-station fly ash or silicious earths.  

Ideal Applications:-

Plaster & Brickwork Marine work Mass concrete work - Dam, Canals RCC work in residential & construction

Advantages:-

Higher durability of concrete structure due to less permeability of water. More resistance towards the attack of alkalies, sulphates, chlorides, chemicals. Better work ability. Low heat of hydration. Due to high fineness, PPC have better cohesion with aggregates and make more dense

concreteness. Comparative lower Water-Cement ratio provides an added advantage for the further

increase of compressive strength of the concrete. Better surface finish.

Manufacturing Process

Wonder Cement started off as one of the projects of cement In India, which is a part of R.K.Marble Group. The project was commissioned in April 2012 with installed capacity of 3.25 MTPA of cement. Wonder Cement is truly a plant of 21st Century, The plant is fully automated with latest world best Germen technology and Quality Control by Automated Po- Lab (Robotic Lab) with AQCNET Software. Plant is centrally controlled and there are various technological features, which are hallmarks of the latest technical development.

2.3 CEMENT MANUFACTURING PROCESS

Ordinary Portland Cement (OPC) is a binding agent mainly consisting of calcium oxide (CaO), silicon oxide (SiO2), aluminium oxide (Al2O3) and ferric oxide (Fe2O3). Limestone is the main raw material for manufacturing of cement. The whole process of manufacturing of cement can be divided in the following sections 

Mining Crushing Raw Material Grinding Coal Grinding Pyro-processing Cement Grinding Cement Packing

The core equipment supplies include

Stacker reclaimer for limestone, Raw mix additives, coal and Gypsum Pfeifer MPS 5600B raw mill Pfeifer 3070BK coal mill CF silo 6-stage two-string ILC preheater kiln (5.0 x 75 meters) designed for firing low volatile

fuels Swirlex burner Polytrack cooler Two Combi circuit cement mills

2.4 Corporate Office:

M/s Wonder Cement Ltd

17 Old Fatehpura, Near Seva Mandir, Udaipur-313004, Rajasthan

Central Marketing Office:-

M/s Wonder Cement Ltd

108-112, Ambadeep Building, 14, KG Marg, Connaught Place, New Delhi-110001

Regional Marketing Office:-

M/s Wonder Cement Ltd

402, 4Th Floor, Shail'S Mall, Behind Girish Cold Drinks, C.G Road, Navrangpura,

Ahemdabad - 380009, Gujrat

M/s Wonder Cement Ltd

408-410, 4Th Floor, Gaurav Tower-Ii, Malviya Nagar, Jaipur-302017, Rajasthan

M/s Wonder Cement Ltd

311, Milinda'S Manor, 02, R.N.T Marg, Opp Central Mall, Indore-452001, Mp

Plant Office:-

M/s Wonder Cement Ltd

RK Nagar, Tehsil-Nimbahera Distt- Chittorgarh, 312601,Rajasthan

Business Partners , Jaipur:-

Dharamraj Distributors

82-83, Jagannath Puri, Boring Road, Jhotwara, Jaipur Dist. Jaipur, Jaipur

Business Partner Name

Sh. Tanay Pratap Singh

Mobile: 9314942893

Officer Incharge Name

Sh. Sanjay Sharma

Mobile: 8003299611

G. K. Enterprises

1, Khandela House, Near Amber Tower, Sansar Chandra Road, Jaipur Dist. Jaipur, Jaipur

Business Partner Name

Sh. Shankar Kothari (Partners - Kishan Das Maheshwari, Shankar Kothari, Sumit Kumar

Chitlangia, Sarika Chitlangia)

Mobile: 9414089023, 9839037612

Officer Incharge Name

Sh. Sanjay Sharma

Mobile: 8003299611

Ritesh Enterprises

S-1, Jeevan Vihar Complex, New Colony, Near Panch Batti, Jaipur Dist. Jaipur, Jaipur

Business Partner Name

Sh. Sanjeev Gupta

Mobile: 9413331434, 9829843444

Officer Incharge Name

Sh. Rakesh Motwani

Mobile: 8003294510

2.5 COMPETITORS :

1. Ultratech2. Ambuja3. Binani4. ACC

5. Shree6. Bangur7. JK Laxmi8. Koromandal

Major Competitors:

2.6 COMPARATIVE ANALYSIS WITH OTHER CEMENTS:

2.6.1. Comparative study of Average Quantity sold :-

Competitors

Ambuja

Ultratech

Binani

Shree

Wonder

Cemen

t

Ultrate

ch Cem

ent

Ambuja Cem

ent

Binani C

emen

t

Birla Cheta

k

J.K. C

emen

t

J.K. La

kshmi C

emen

t

Others ( S

hree, B

angu

r )0

20000

40000

60000

80000

Average Quantity sold

Average Quantity sold

Average quantity sold of different cement brands was told during the training session.This shows that Ambuja is the market leader in this category.

2.6.2Comparative study of Average Billing Price :-

Wonder

Cemen

t

Ultrate

ch Cem

ent

Ambuja Cem

ent

Binani C

emen

t

Birla Cheta

k

J.K. C

emen

t

J.K. La

kshmi C

emen

t

Others ( S

hree, B

angu

r )255

265

275

285

295

Average Billing Price

Average Billing Price

Average billing price of different cement brands was told during the training session.This shows that Billing price of Ultratech cement is highest.

2.6.3. Comparative prices of Average Discount (incl.schemes):-

Wonder

Cemen

t

Ultrate

ch Cem

ent

Ambuja Cem

ent

Binani C

emen

t

Birla Cheta

k

J.K. C

emen

t

J.K. La

kshmi C

emen

t

Others ( S

hree, B

angu

r )0

5

10

15

20

25

Average Discount (incl.schemes)

Average Discount (incl.schemes)

Average discount of different cement brands was told during the training session.This shows that Shree and Binani cement is providing good discount to their dealers.

Data Analysis:-

For a deeper analysis Researcher has divided the data analysis part into 2 subparts & there are separate questionnaires for each subpart. The Sample size of 120 has also been divided into 2 parts – Those who were dealers of other cement brands & those who were customers of other cement brands.

Dealers Feedback:-

1. Experience in DealershipA. 1-3 years B. 4-7 yearsC. 8-10 years D. Above 10 years

TABLE:

S.No. Criteria No. of Respondents % of Respondents1 1-3 years 21 382 4-7 years 11 203 8-10 years 9 164 Above 10 years 15 27

TOTAL 56

1-3 years

4-7 years

8-10 years

Above 10 years

Experience in Dealership

1-3 years4-7 years8-10 yearsAbove 10 years

INTERPRETATION:-

This chart shows that out of 56 respondents 38% have experience of less than 3 years and 20% of respondents have experience of more than 10 years.

2. Which cement brand you are dealer of:

TABLE:

S.No. Criteria No. of Respondents

% of Respondents

1 Ambuja 12 212 Ultratech 11 203 Shree 10 184 Binani 9 165 Birla 4 76 JK 3 57 Bangur 3 58 Koromandal 2 49 ACC 2 4

TOTAL 56

Very Good Good Satisfactory Poor0

10

20

30

40

50

60

Dealer Of cement brand

Interpretation

This chart shows that out of 56 respondents which have dealership of cement, 12 are dealer of Ambuja cement whereas only 4% have dealership of koromandal and ACC cement this shows that Ambuja is the market leader in Jaipur Territory with 21% share of the sample studied and Ultratech is at the second place with 20%

3. Which factors enable you to be the dealer of that brand?A. Promotional Scheme B. QualityC. Company Policy D. MarginE. Demand

TABLE:

S.No. Criteria

No. of Respondents

% of Respondents

1Promotional Scheme 3 5

2 Quality 9 16

3 Company Policy 9 164 Margin 11 205 Demand 24 43

TOTAL 56

Promotional Scheme Quality

Company Policy

Margin

Demand

Factors enabling to be the dealer of other brand

Promotional SchemeQualityCompany PolicyMarginDemand

INTERPRETATION:-

This chart shows that out of 56 respondents 43% have said that they opt particular brand for dealership because of Demand and 5% said that they are dealer of particular brand because of promotional scheme..

4. What do you think about promotional activities given by the company?A.Very good B. GoodC. Satisfactory D. Poor

TABLE:

S.No. Criteria No. of Respondents % of Respondents1 Very Good 2 42 Good 31 553 Satisfactory 20 364 Poor 3 5

TOTAL 56

Promotional activities given by other brand

Very Good Good Satisfactory

Poor

Interpretation

This chart shows that out of 56 respondents which have dealership of cement, 55% said that promotional activities of their brand was good and 36% were satisfied with promotional activities of their brand, only 5 % were not satisfied.

5. What do you feel about the price of your brand?A. Very High B. HighC. Average D. Low

TABLE:

S.No. Criteria No. of Respondents% of Respondents

1 Very High 0 02 High 14 253 Average 35 634 Low 7 13

TOTAL 56

Very High High Average Low0

10

20

30

40

50

60

70

0

25

63

13

Prices of other brand

Prices of other brand

Interpretation

This chart shows that out of 56 respondents which have dealership of cement, 63% said that price of their brand was average and 13 % feels that the price was low and company should increase prices because a good no. of customer believes that good price means good quality.

6. What is the frequency of visit of Marketing Officer at your shop?

A. Every 3 daysB. Once in a week

C. Once in 2 weeks D. More than that

TABLE:

S.No. Criteria

No. of Respondents

% of Respondents

1 Every 3 days 9 162 Once in a week 20 363 Once in 2 weeks 21 384 More than that 6 11

TOTAL 56

Every 3 days

Once in a week

Once in 2 weeks

More than that

Frequency of visit of Marketing Officer

Every 3 daysOnce in a weekOnce in 2 weeksMore than that

Interpretation

This chart shows that out of 56 respondents which have dealership of cement, 38% said that frequency of visit of marketing officer is once in 2 weeks and 11% said that frequency of visit is more than 2 weeks. Dealers believed that marketing officer should visit on regular basis to increase sales and to solve sales related problems.

7. Are your discounts credited on time?A. Yes B. No

TABLE:

S.No.Criteria No. of Respondents % of

Respondents1 Yes 54 962 No 2 4

TOTAL 56

Yes No0

20

40

60

80

100

120

96.4285714285714

3.57142857142857

Discounts credited on time

Discounts credited on time

Interpretation

This chart shows that out of 56 respondents which have dealership of cement, 96% said that discounts credited was on time and 4% said that their brand was not providing discounts on time. It means most of the cement brands are giving discounts on time.

8. Are discounts and schemes properly communicated to you on time?A. Yes B. NoC. Sometimes

TABLE:

S.No. Criteria

No. of Respondents

% of Respondents

1 Yes 51 912 No 2 43 Sometimes 3 5

TOTAL 56

Yes

NoSometimes

Discounts and schemes properly communicated

YesNoSometimes

Interpretation

This chart shows that out of 56 respondents which have dealership of cement, 91% said that discounts and schems were properly communicated to them and 4 % said that discounts and schemes were not properly communicated to them. It shows that cement brand are communicating their new schemes and discount related information to their dealers properly and it also helps to motivate dealers.

9. Would you like to work with Wonder Cement?A. Yes B. No

TABLE:

S.No. Criteria No. of Respondents% of Respondents

1 Yes 17 302 No 39 70

TOTAL 56

Yes No0

10

20

30

40

50

60

70

80

30.3571428571429

69.6428571428571

Dealers interested to work with Wonder Cement

Dealers interested to work with Wonder CementInterpretation

This chart shows that out of 56 respondents which have dealership of cement, 70% said that they were happy with their brand and would not like to work with wonder cement but 30% showed interest to work with wonder cement. Those who showed interest were contacted by marketing officers of the respective areas.

10. Major Reasons for not working with Wonder Cement till date:

TABLE:

S.No. Major Reasons No. of Respondents % of Respondents1 New 36 592 Demand Low 25 413 Loyal 11 184 Target High 2 35 Marketing 6 10

TOTAL 61

New Demand Low Loyal Target High Marketing0

10

20

30

40

50

60

59

41

18

3

10

Reasons for not working with Wonder Cement

Reasons for not working with Wonder Cement

Interpretation

This chart shows that out of 56 respondents which have dealership of cement, 59% said that they were not working with wonder cement earlier because it was a new brand in market and 3% said that the targets were higher in wonder cement. In reality mostly respondents are even not aware that Wonder cement is a part of RK Marble group.

11. Current Billing

Prices:

S.No.

ParticularsAverage Quantity sold

Average Billing Price

Average Discount (incl.schemes)

1 Wonder Cement 4850 272.2 132 Ultratech Cement 37800 291.07 123 Ambuja Cement 68400 287.23 144 Binani Cement 34150 279.7 205 Birla Chetak 10100 268.8 176 J.K. Cement 11000 281.5 18

7J.K. Lakshmi Cement

4000 286 16

8Others ( Shree, Bangur )

19500 282 20

Interpretation

This chart shows average billing price,average quantity sold and average discount.

Customer’s Feedback:-

1. How did you come to know about your cement brand?A. TV Advertisement B. HoardingsC. Recommended by other usersD. Others

TABLE:

S.No. Criteria No. of Respondents % of Respondents1 TV Advertisement 21 352 Hoardings 10 16.66666667

3 Recommended by others 14 23.333333334 Others 15 25

TOTAL 60

010203040

35

16.6666666666667

23.3333333333333 25

Known Current Cement Brand through

Known Wonder Cement through

Interpretation

This chart shows that out of 60 respondents, 35% said that came to know about particular cement brand through TV advertisement and 23% said that they were recommended by others. This shows that TV advertisements are more useful to spread awareness.

2. Satisfaction rate of your product with regard to qualityA. Very Satisfied B. SatisfiedC. Moderate D. Unsatisfied

TABLE:

S.No. No. of Respondents % of Respondents1 Very Satisfied 12 202 Satisfied 39 653 Moderate 9 154 Unsatisfied 0 0

TOTAL 60

Very Satisfied

Satisfied

Moderate

Satisfaction rate with respect to quality

Very SatisfiedSatisfiedModerateUnsatisfied

Interpretation

This chart shows that out of 60 respondents, 65% were satisfied with quality of cement.

3. Main reasons for opting current cement brand:A. Quality B. PriceC. Availability D. Dealer MotivationE. Others

TABLE:

S.No. Criteria No. of Respondents % of Respondents1 Quality 29 482 Price 9 153 Availability 13 224 Dealer Motivation 9 155 Others  0 0

TOTAL 60

Quality

Price

Availibilty

Dealer Motiva-tion

Reasons for opting Current Cement Brand

QualityPriceAvailibiltyDealer MotivationOthers

Interpretation

This chart shows that out of 60 respondents, 48% were choose particular brand because of quality of cement. While 22% choose cement on the basis of availability.

4. Has the dealer taken the order and delivered the same on timeA. Yes B. No

TABLE:

S.No. Criteria No. of Respondents % of Respondents1 Yes 56 93.333333332 No 4 6.666666667

TOTAL 60

Yes No0

20

40

60

80

100

93.3333333333331

6.66666666666667

Has the dealer taken order and delivered the same on time

Dealer taken the order on time

Interpretation

This chart shows that out of 60 respondents, 93% said that dealer delivered cement on time.

5. Has the customer used wonder cement brand before?A. Yes B. No

TABLE:

S.No. Criteria No. of Respondents % of Respondents1 Yes 24 402 No 36 60

TOTAL 60

Yes

No

Any other brand used by customer

YesNo

Interpretation

This chart shows that out of 60 respondents, 40% said that they had used wonder cement earlier and 60% said they had never used wonder cement.

6. Would you like to buy Wonder Cement product in next purchase:A. Yes B. No

TABLE:

S.No. Criteria No. of Respondents % of Respondents1 Yes 37 622 No 23 38

TOTAL 60

Yes

No

Comparison of Wonder Cement with Other brand

YesNo

Interpretation

This chart shows that out of 60 respondents, 62% said that they would prefer wonder cement for their next purchase while 38% were satisfied with their existing brand.

7. Would you refer Wonder Cement product to your relative/friends:A. Yes B. No

TABLE:

S.No. Criteria No. of Respondents % of Respondents1 Yes 32 53.333333332 No 28 46.66666667

TOTAL 60

YesNo

Refer wonder cement to others

YesNo

Interpretation

This chart shows that out of 60 respondents, 53% said that they would refer others for wonder cement.

SWOT ANALYSIS:-

SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. The technique is credited to Albert Humphrey, who led a convention at Stanford University in the 1960s and 1970s using data from Fortune 500 companies.

A SWOT analysis must first start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model.

S trengths : Characteristics of the business or project that give it an advantage over others.

Weaknesses : are characteristics that place the team at a disadvantage relative to others.

Opportunities : elements that the project could exploit to its advantage.

Threats : elements in the environment that could cause trouble for the business or project.

Strengths

· Use POLAB technology in their cement operations. · Logistic management · Presence in prime market. · Well diversified fuel mix and efficient operation. · Geographically positioned, which gives flexibility to its operations. · It has strong presence in high growth market like west, north which does not suffer from

oversupply. ·It has extensive dealership and retailers network. · Captive logistic and transport management for efficient delivery and optimal cost.

Weaknesses Its cyclical industry · High transport cost. · Highly regionalized and localized market. · There are no operations in southern market. Capacity constraints to limit sales. · Lack of timely capacity addition to restrict sales. · Dependent on govt. for license of mines. Levy of royalty over and above the technical services fees.

Opportunities:-

· Huge govt. expenditure in infrastructure development to boosts the cement demand high. · Low cost housing loan increased the real estate and individual housing also. · Rising population works as a catalyst for housing boom. · As per govt. budget, tax free income increased to Rs. 200000/- which create saving and

boost up the housing. · Low per capita consumption as 176kg where as 256kg on developed country. · Long term growth for cement industries are favorable and it may grow at the rate of 7%

to 8%

Threats:-

· Rising input cost of material like limestone, gypsum, and mart. Due to high duty and high mining cost. ·

Gypsum are imported, due to low quality of gypsum in India, which impact on price of production by paying the import duty.

· Rising cost of logistics. · Rising cost of power. · Shortage of fly ash. · Increasing diesel price are the another threat which increase the transportation cost,

which may create a material effect in freight and forwarding cost. · Penalty threats of cartel by competition commission of India. · New entrant threats due to high potential market.

FINDINGS:

1. Ambuja is the market leader in Jaipur territory followed by Ultratech and Shree cement respectively.

2. PPC grade cement is the most preferred cement by the consumers.3. The researcher found Ambuja, Ultratech and local brands as main competitors.4. Price of Wonder cement is average more as compared to its competitors.5. Dealers are ready to switch their dealership due to unsatisfactory services of current

Cement brands. 6. Quality and availability provided are major attributes that affect customer’s purchase

decision.7. It has been seen that most competitors are making their Cement available to dealers

without charging delivery cost.8. Most of the customers are influenced for particular cement brand by their contractor.9. Tv advertisement is the best media for sales promotion.10. Most of the respondents are not aware about the Wonder cement.11. Quality is the most preferred factor for consumers.12. Consumer’s dissatisfaction level increases with time. The more they use the cement, the

more they get dissatisfied due to quality.13. The researcher found that RK Marble brand name has very good image in consumer’s

and customer’s mind and they consider it as reliable brand.

Conclusion: -

In the study I have done market research of Cement and found that most of the customers are quality conscious.

There are lots of customers who are not aware of the fact that Wonder cement is a part of RK Marble group.

As already mentioned in the above that customers are quality conscious and the quality of Wonder cement is high from the other players (Koromandal,Shree)which are available in the market.

Ambuja and Ultratech are the market leaders have maximum market share respectively of the total sample studied. This Industry is affected by the low cost cement which are manufactured by local players.

Customers are not loyal with particular brand because of few reasons and they are:-

1. Dealer motivation:- Most of the customers get influenced by dealer of cement and they make their purchase because of dealer motivation.

2. Contractor:- Customers are motivated for a particular brand through their contractor. Contractor ask for a particular brand and then customer would have to switch from brand of his/her choice.

3. Advertisement:- Customers are also influenced by the Advertisement of cement brands.

Suggestions: -

Most of the customers of Jaipur market are quality conscious and some of the customers are price-conscious. There are lots of customers who are not aware about the Wonder cement and they depends upon the local and other brands like Ambuja , Ultratech and Shree etc.

The customers are ready to switch over on Wonder cement due to its brand name and services provided to the customers. On the basis of data analysis the researcher has concluded that there is market for wonder cement but due to unawareness about Wonder cement there is requirement of effective advertising and marketing strategies to make aware the customers about Wonder cement.

Research reached on this conclusion that there is demand of Wonder cement in market. The customer always in need of Cement brand those can give a satisfactory service with good quality. Through the evaluation of the project the market of Cement always there, just the market players have to emerge with latest technologies with less cost to the customer & best quality products. These are some suggestions:

The Company should advertise more to spread awareness. Today Price based competition is skyrocketing, so if it is possible the Company should

cut down its price. Company should promote its cement through canopy and product demonstration.

Company should introduce some kind of finance scheme like payments in instalments etc. if possible.

The Company should give efficient and effective services to the customer, so that the product performance improves. This will lead to Customer satisfaction.

Company should promote their product at various business website. Company should give free demonstration at various places. Should approach Educational Institutes, Organizations at the time of set up. Should make their sub-dealers at smaller cities to penetrate market. RK Marble as a company have a very good brand image in the mind of customers but

still they prefers other brands cement so Wonder cement need to advertise more its products and need to come up with more innovative products.

Improve the marketing strategies i.e. advertising, promotion etc. This will surely help Wonder cement to penetrate the tough Indian market and to keep the market share intact.

Process of follow up for the potential customers can be done in a more effective way.

Bibliography:-

Books Kotler Philip (1990), “Marketing Management”, Prentice Hall Publications India, New

delhi, Pp- 123-236.

Web References

http://www.wondercement.com

http://www.scribd.com

http://www.wikipedia.com

Others

Wonder Database