6296142 finding market potential of jaypee buland in the market

8/8/2019 6296142 Finding Market Potential of Jaypee Buland in the Market

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A Project Report ON FINDING MARKET POTENTIAL FOR JAYPEE BRAND IN SATNA MARKET FORJAIPRAKASH ASSOCIATES LIMITEDCEMENT DIVISION

SUBMITTED BYMR. OMRAJ SINGH

INDIAN INSTITUTE OF e-BUSINESS MANAGEMENT, (IIeBM) WAKAD, PUNE-57 MeBA-2007-2009

A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE DEGEE OF MASTER IN e-BUSINESS ADMINISTRATION(MeBA )

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DECLARATION

I have declared that this Project Report is an original unpublished work done atJaiprakash Associates Ltd. Rewa (M.P.) for the partial fulfillment of Masters o

f eBusiness Administration.

To the best of my knowledge, no piece of work has been done and submitted by anyone in this regard.

Place:- Rewa

Omraj Singh MeBA 3rd Sem.

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INDIAN INSTITUTE OF e-BUSINESS MANAGEMENT, (IIeBM) WAKAD, PUNE 57

This is to certify that Mr. Omraj Singh has successfully completed his Summer Project titled Finding Market Potential for JP Brand in Satna Market at JAIPRAKASH ASSOCIATES LIMITED. From 16th June to 30th July in partial fulfillment of the requirements of the Masters In e-Business Administration. (MeBA) 2007-09 Course.

Jai Singh Director

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PREFACE

As a management student of summer Training Project one of the pre-requisite forthe successful completion of MeBA. I have done my summer training as JaiprakashAssociates Ltd. The topic of my summer training is FINDING MARKET POTENTIAL FOR JAYPEE BRAND IN SATNA MARKET.

The study covers a brief introduction about cement marketing in rural area likeRampur, Nagud, Singhpur, Ucchra etc. of Satna deistic. The report is followed by

detailed study market Potential of Cement.

I am confident that this study meets the complete requirements of MeBA. Programit is quite possible that may be some error in the report. In the any suggestion

for the improvement of content of this project report

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ACKNOWLEDGEMENTSAt the outset I would like to express my deep gratitude to JAI SINGH Director for providing me an opportunity to take up this project and his genuine interest in the project & also I would like to thank Mr. RTT Antoni Sir (GM-TTG) and Mr. SKP Gupta Sir (GMMARKETING) for giving me the approval to this project in the organization JAIPRAKESH ASSOCIATES LIMITED for this encouragement and contributionof time, counsel, materials, and for coordinating the project work and giving me

guidance. This project would not have been possible without his help. I am verygrateful to Dr. Bs Ks Chopra Sir Chief of, Indian Instituted of e-Business Mana

gement for his assistance. I am thankful to many individuals in the marketing department of JAIPRAKESH ASSOCIATE LTD for the encouragement and professional assistance. A heartfelt thanks to the many respondents surveyed whose ideas, critical insights and suggestions have been invaluable in the preparation of this report. I feel highly obliged for the excellent and able guidance of Mr. RAVI GHATE (Field officer J.P. Cement Rewa in Satna Dump (R)); Guiding me all though the way

and helping me achieve the best of my performance. I have great pleasure in expressing my sincere thanks to the management and all the members of marketing department of Cement Division, REWA who had given their full support to bring the summer project to a completion.

OMRAJ SINGH

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CONTENTS

Executive Summary Section 1. Section 2. Section 3. Section 4. Section 5. Section6. Section 7. Introduction Company Profile Review of Literature Research Method

ology Analysis of Data Conclusion Bibliography

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EXECUTIVE SUMMRY

After getting the opportunity to undergo my 45 days summer training in Jaiprakash Associates LTD. I carried out my project concerning FINDING MARKET POTENTIAL FOR JAYPEE BRAND IN THE SATNA MARKET. The first week I spent in getting more about the company profile, about product

knowledge from company marketing department followed of various function, an howto find the target customer (Dealers ,sub-Dealers& Retailers). The remaining ti

me I spent in studying, analyzing and finding potential for Jaipee brand and other competitive brand in the SATNA segmented market (area wise segmentation). Myproduct was Cement .My aim was to search the Market Potency of particular brandand also find out what influence by the consumer to buy a particular brand.

My products cement complies with IS: 8112 -1989 for 43 Grade Ordinary Portland Cement and surpasses IS:1489:1991, the laid down BIS standards for fly ash based PPC cement. Features of my product are:

High Compressive Strength and rate of strength gain. The superfine particles ofcement provide great finish to the structure. Cement provides unsegregated concrete of better integrity. Impermeable concrete for durable construction. Resistant under aggressive environment even in costal areas. Resistance to corrosive attack on steel reinforcement. 7


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Resistant to lime leaching. Low heat of hydration Crackless construction. Reduces shrinkage and swelling. Beneficial effect on workability due to spherical shape of particles and their high fineness.

Pumpability provides more cohesive concrete and mortar. Modulus of elasticity ishigh especially at later ages. Improved bondage of concrete to steel.

We categories target costumers by Cement Company as Dealer, Sub-Dealer, and Retailer etc. Organization: - JAIPRAKESH ASSOCIATES LTD, REWA. Objective: - TO FINDOUT MARKET POTENTINAL FOR JAIPEE BRAND AND IMAGE MISMATCH BITWEEN CEMENT BRAND AND ONSUMER IN SATNA MARKET. Methodology:- Descriptive study, Dealers, sub-Dealers& Retailers interview, survey and questionnaire, which includes rural areas, sub-urban areas, urban areas.

Research Approach: - Observation, Focus group, Survey, Behavioral Data.

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SAMPLE PLAN: -

Universe Frame Sample Size Sampling Method Contract Method

Residents of SATNA Cement Seller Exclusive Dealer, SubDealer, Consign. Area Sampling PI (Personal Interview)

Theoretical aspect: - Most of the sellers are sales the JP-BULAND, PRISM CHAMPION, ACC and BIRLA SAMRAT. Because costumers more emphasis on JAIPEE, PRISM and ACC Company. Costumer also has faith in these companies. And all sellers well have

known about these big giants.

Analysis, Finding:-We found that customers are more determined on feature of theproduct and benefits. We also found that some customer is having brand awarenes

s like ACC, PRISM, JAIPEE and BIRLA. We also found that in which region there ismore promotional activity of particular Company there is more selling of that p

articular Company Brand.

Suggestion:-Dealers is most important for product selling because they have play

main role in the market and their should be provided good facility by the company like Insurance policy, Health facility with family, Children Education etc tofeature accepts. So that, Dealers becomes motivate and selling will be increaseCompany product and Profitability automatically increase.

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INTRODUCTION

TITLE OF THE PROJECT:TO FIND OUT MARKET POTENTINAL FOR JAYPEE BRAND IN SATNA MARKET Why have chosen this company & this project:This is like a dream come true working with such a big company in Cement Division. I enjoyed working with brand like Buland Cement .The Company is having 20% market

share in the Indian Cement Industry. JAYPEE is a largest Cement manufacturing company in India its capturing 5% of India market in cement division.

Right now JAYPEE GROUP doing Business in various Sectors: Civil Engineering, Private Hydropower, Cement, Hospitality, Integrated Township, Information Technology, Thermal, Transmission. The company realized that it was time to reinvent itsidentity. In its new avatar, the company is now known as JAIPRAKESH ASSOCIATE LIMITED A name that means many things. It is not merely the product of mass and acceleration but also the way the company conducts its business.

The JAIPRAKESH ASSOCIATE LTD is a well diversified infrastructural industrial conglomerate in India. Over the decades it has maintained its salience with leader

ship in its chosen line of businesses - Engineering and Construction, Cement, Private Hydropower, Hospitality, Real Estate Development, Expressways and Highways. The group has been discharging its respond sibilates to the satisfaction of all its

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shareholders and fellow Indians, summed by its guiding philosophy of "Growth with a Human Face" Today this Diversification in Different Area Like: Madhya Pradesh (Sidhi, Satna, Guna), Uttar Pradesh (Chunar, Dala) Himanchal Pradesh, Gujrat (

Bhuj, Jamnagar) etc. and also Establishing Cement Plant in Foreign like Bhutan,Afganistan, Irak (Bagdad) etc. concentrating on Human Growth in India and Forei

gn and also customer satisfaction through high quality, high utility and high technology products.

LOCATION The survey is conducted with the help of questionnaire method and survey is conducted in the Satna region. DURATION OF THE PROJECT:The project duration

was of 45 Days from 16/06/2008 to 31/07/2008.

HOW DID I CARRY OUT THE PROJECT? The project started from getting knowledge of the concerned product. The research objective is that the overall Dealers, sub-dealers feedback and personal customer visit which involves feedback of customers.

The Dealers requirement & finding new customer for my product I also took theirsuggestions .In the project there are many things to learn in the process and t

o have the market knowledge and finding new segment for my product; Because it is good opportunity for me to work with product in SATNA Market.

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OBJECTIVEIn the current scenario of cut-throat competition every company to service invest in some new technology for their expansion & to maintain the quality, reduce the cost & to produce the branded product. My objective in this survey is to determine the Market Potential of the cement in satna region, after determining thesatisfaction level of customer. Aims and objectives of sales analysis are mainly

divided into two terms, viz. 1. Main Objective 2. Supplementary Objective Primary Objective 1. TO FIND OUT MARKET POTENTINAL FOR JAYPEE BRAND IN SATNA MARKET 2. FIND OUT WHETHER THERE IS AN IMAGE MISMATCH BETWEEN THE CEMENT BRAND AND CUSTOMER. Secondary Objectives:1. To identify the potential area. 2. To identify thepotential customer. 3. To find out Brand Promotional activity in the Market. 4.To create the ways to promote JAYPEE as BRAND. 5. To determine the demand of the

Cement. 6. To design marketing Strategy.

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HISTORY OF JAIPRAKESH ASSOCIATES LTDWith a single minded focus in mind, to achieve pioneering myriads of feat in civil engineering Shri. Jaiprakash Gaur, the founding father of Jaiprakash Associates Limited after acquiring a Diploma in Civil Engineering in 1950 from the University of Roorkee, had a stint with Govt. of U.P. and with steadfast determination to contribute in nation building, branched off on his own, to start as a civil

contractor in 1958.

Historical Milestones Year 1957 Year 1979 Year 1983 Year 1980 Year 1986 Year 1992 Year 1996 Year 2000 Year 2003 Year 2005 Year 2006 Completed first work as contractor in Kota (India). Jaiprakash Associates Private Ltd. ( JAPL) Establishment

of Jaypee Rewa Cement Plant (JRCL) with an initial capacity of 1 million tones.Hotels Siddharth and Vasant Continental set up. Formation of Jaiprakash Industr

ies Limited ( JIL) by amalgamating JAPL into JRCL. Formation of Jaiprakash HydroPower Ltd.(JHPL) and Jaiprakash Power Venture Ltd. (JPVL) Establishment of Jayp

ee Bela Cement Plant (JBCP) with an initial capacity of 1.9 million tones. Formation of Jaypee Cement Ltd. (JCL) by merging JRCL and JBCP. Formation of Jaiprakash Associates Ltd. ( JAL) formed by merging JIL with JCL. Shares of JHPL listedon BSE/NSE. First Hydropower company to be publicly held and listed in the count

ry. Merger of Jaypee Greens with Jaiprakash Associates Ltd. ( JAL)13


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CIVIL ENGINEERING

PRIVATE HYDROPOWER

CEMENT

Captivating both EPC and Non EPC contracts in its stride, building on its year of expertise as an acknowledged leader in its field. Augmenting the nation to achieve its goal of Power for All by 2012 by harnessing on the countries rich water potential. Jaypee Buniyad and Jaypee Buland brands, all surpassing applicable BIS

standards.

HOSPITALITY

Indian hospitality at its best, experience the inimitable charm with the Groupsfinest boutique hotels in India. A world class ambience offering tranquility and

oneness with nature. An ideal golf centric home with top class amenities. The IT arm of the group specialising in educational content development, custom interactive eLearning, cell animation and flash games. Setting up of Thermal Power pl

ant in state of M.P. will help even out the demand-supply mismatch. Evacuation of power will be facilitated by setting up of transmission lines for the 1000 MWKarcham Wangtoo Project.

INTEGRATED TOWNSHIP

INFORMATION TECHNOLOGY

THERMAL

TRANSMISSION

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COMPANY PROFILETransforming challenges into opportunities has been the hallmark of the Jaypee Group, ever since its inception four decades ago. The group is a diversified infrastructure conglomerate and has a formidable presence in Engineering & Construction along with interests in the power, cement and hospitality. The infrastructure conglomerate has also expanded into real estate & expressways. ENGINEERING & CONSTRUCTION The Engineering and Construction wing of the group is an acknowledged leader in the construction of multi-purpose river valley and hydropower projects. It has had the unique distinction of executing simultaneously 13 hydropowerprojects spread over 6 states and the neighboring country Bhutan for generating10,290 MW of power. The key non-EPC projects completed/under execution across India is

1450 MW Sardar Sarover Project, the largest water resource project in India, 1000 MW Tehri Dam, Asia

s highest rockfill dam., 1000 MW Indira Sagar Power House,second largest surface power house in the country.

1500 MW Naptha Jhakri Power House, the largest underground surface power house in the country.

The in house Design and Consultancy company, Jaypee Ventures Pvt. Ltd. (JVPL), gives JAL a competitive edge over its rivals. The design and engineering arm hasbeen

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awarded CT1 grade by ICRA with CIDC (The Construction Industry Development Council). This is the highest rating assigned to consultants in the field of engineering. CEMENT Jaypee group is the 4th largest cement producer in the country. It produces Ordinary Portland Cement and Pozzolana Portland Cement under the brand names Buland and Buniyad. Its Cement Division currently operates modern, computerized process control cement plants with an aggregate capacity of 7.0 MTPA. The company

is in the midst of capacity expansion of its cement business in Northern, Central and Western parts of the country and is slated to be a 25 MTPA cement producer by the year 2010 and 30.5 MTPA by 2011 with Captive Thermal Power Plants totaling 250 MW. Post expansion the Group will have 8 integrated cement plants supported by 250 MW of Captive Thermal Power, 8 split location plants, 11 railway sidings and one jetty giving the Group a pan India presence in cement sector. POWERJaypee Group, an integrated power player in the country after having established

a strong presence in the Hydro-Power Sector has initiated its entry into Thermal Power Generation, Power Transmission and also forayed into Wind Power. The group with its operational projects of 300 MW Baspa-II (Himachal Pradesh) and 400 MW Vishnuprayag (Uttarakhand) is Indias largest Private sector Hydro-power producer. Besides this, 1000 MW Karcham Wangtoo project (Himachal Pradesh) is under advanced stage of implementation. In addition to these, with 2525 MW projects (2025

MW Lower Siang & 500 MW Hirong ) coming up in Arunachal Pradesh and 720 MW (270MW Umngot and 450 MW Kynshi Stage II) in Meghalaya , the Group will have 16


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total hydro-power generation capacity of over 5600 MW. The Group is also in theprocess of implementing 2 x 660 MW pit head based Nigrie Thermal Power Plant inDistrict Sidhi of M.P. and is setting up through M/s Suzlon, 50 MW of Wind Power

in two phases of 25 MW each in Maharashtra. The Group is setting up Transmission System associated with 1000 MW Karcham Wangtoo Hydro Electric Project. The Transmission Project will consist of a 230 km long transmission line between Wangtoo in Himachal Pradesh and Abdullapur in Haryana. HOSPITALITY The group owns andoperates four five star hotels, two in the national capital, New Delhi and one each in Agra and Mussorrie and also a five star Golf resort at Greater Noida, with a total capacity of 675 rooms. REAL ESTATE AND EXPRESSWAYS The real estate industry in India has been witnessing strong growth over the last 5 years mainly driven by positive growth in the economy with major areas of development including

retail, hospitality, entertainment industries (e.g. hotels, resorts, multicomplexes), economic and social services (e.g. hospitals, schools) and information technology-enabled services (e.g. call centers). The Group is a pioneer in the development of India

s first golf centric Real Estate. Jaypee Greens - a saga, a story - a world class integrated community with a sanctuary of homes with limitless hours of enchantment. Residences sculpted around an international championship

18 hole Greg Norman Golf Course with an integrated sports complex, a spa resort

, more than 16 lakes and water bodies, 60 acre nature reserve and other naturalgreens. A masterful creation spread over 7 million sq.ft. in over 450 acres of land at Greater Noida, it has become the most exclusive address for high end 17


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segment of homeowners. In addition to the construction and operation of 165 km,Noida to Agra expressway, a Ribbon Development of 2500 Hectares of land at fiveor more locations along the expressway for commercial, industrial, institutional

and residential and amusement purposes, will also be undertaken as an integralpart of the project. The company plans to develop such installations to international standards with state of the art technology. SOCIAL COMMITMENTS The group has always believed in growth with a human face and to fulfill its obligations it

has set up Jaiprakash Sewa Sansthan (JSS), a not-for- profit trust which primarily serves the objectives of socio economic development, reducing the pain and distress in society and providing education at all levels of the learning curve with sixteen schools, two ITIs and three universities. For over 3 decades now Jaypee

Group has supported the socio-economic development of the local environment inwhich they operate and ensure that the economically and educationally challenged

strata of the work surroundings are also benefited from the groups growth by providing education, medical and other facilities for local development. Apart from

this sustaining the ecological balance is of paramount importance. Our ecological management approach has led to efficient and optimum utilization of available

resources, minimization of waste. Our group has also taken green initiatives, afforestation drives, resources conservation, water conservation, air quality con

trol & noise pollution control and created a green oasis amidst the limestone beltat our cement complex in Rewa.

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Because we know, the environment is the prime essence of healthy life and healthy living as what we do today will be reaped by the next generation. Last but not

the least, It is our dream of a brighter India that gives us the courage to brave the odds and emerge successful. Its no small dream. But then, its not too big either.

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BOARD OF DIRECTORS The Board of Directors of the company has envisioned the organization to new heights. The company is well managed under the foray of these individuals:

Executive Chairman Executive Vice Chairman Executive Vice Chairman

Vice Chairman

Vice Chairman

Joint Managing Director

Time Director

Time Director

Time Director

Departmental (GM)

Departmental (GM)

Departmental (GM)

1) Applicability: - This Code of Conduct is applicable and binding on the Directors and Senior Management Personnel of the levels of Presidents, Vice Presidents, who are Members of the Senior Management Team of the Company.

2) Code of Conduct The Board Members and Senior Management shall (a) Always act in the best interest of the Company. (b) Adopt highest standards of personal ethics and integrity in their dealings with the Company.

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(c) Make disclosures, to the Board of Directors, relating to all material financial and commercial transactions in which they have personal interest, and may have a potential conflict with the interests of the Company. (d) Ensure security of all confidential information made available to them in the course of discharge

of their duties or otherwise. (e) Follow all prescribed safety and environmental norms. (f) Not engage with any member of the Press or Media in the matters connected with the Company or its business unless specifically permitted by the Board of Directors of the Company or the Chairman & Managing Director of the Company.

PERFORMANCE AND ECONOMIC SITUATION OF THE COUNTRY The performance of the Companyduring the year under review cannot be considered satisfactory. 1. Present prod

uction Capacity -7.0 Million Tones/Annum. 2. Progressing Towards 22 Million Tones / Annum. 3. Single largest Cement Production complex at one location in India.

4. Three modern Cement Plants. 5. State of ART equipments Include: Computer aided deposit evaluation (CADE), Quarry scheduling and Optimization Package (QSO),as will as computerized online Bulk Material Analyzer (GAMMA MATRICS) etc. Stacker/ Reclaimed for Lime stone & Coal, Dynamic & high Efficiency Separators for RAW and FINISH Grinding.

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IMPORTANCE TO ECONOMY:

The cement industry accounts for approximately 1.4%of GDP and employs over 0.15million people .it is significant contributor to the revenue collected by both the central and state government through excise and sales taxes .cement has consistently figured among the top a 5-7commodities .It is heavily taxed commodity and the duties amount to round 30% of the selling price of cement.

India is the second largest producer of the cement in the world .In 2007-08 India (160mt) is the second largest producer behind china (1000mt);but ahead of the US (99mt)and Japan (66mt).Indias cement industry both installed capacity and actual

production has grown significantly over the past three accedes, with productionincreasing at an average rate of 8.1% per year between 1981 and 2006-07.also itis worth noticing that the demand for cement is still outstrips supply by at le

ast 5 million tones (1- June-2008)

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II.

PRODUCTS PROFILE

Jaypee produces a wide variety of cements, which are specifically designed to cater to the customers requirements for different types of cements in each of its markets. All the brands, which the Company produces, are so evolved in their characteristics and properties that they surpass BIS Standards. For each brand, therelevant BIS standards are mentioned in enclosed table along with a comparison with the actual parameters obtained during last 6 months. All brands are marketed

in attractive HDPE bags, containing 50 Kgs of quality cement from Jaypee. Bagsare identified with a conspicuous Jaypee Logo, which also over the years has come to be regarded as a Hallmark of quality. Jaypee markets both PPC & OPC grades of

cement. A brief introduction of each brand is enumerated as below:-

PORTLAND POZZOLANA CEMENT

Jaypee Cements produces two popular special blends of Portland Pozzolana cementknown as Buland & Buniyad

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BUNIYAD (Blended Cement)

Buniyad is being used for a number of applications like housing & commercial complexes, roads, wells, canals etc. which establishes that Buniyad cement has proven to be favorite choice of the discerning customer. It is particularly well situated to the tropical climatic conditions of India. Buland cement helps to produce better concrete & compressive strength keeps on growing with time.

Buland promotes workability in fresh concrete even with less water and hence yields high strength concrete of low permeability. Less bleeding better pumpability

and superior finish are thus attained by use of Buland. Hardened concrete madewith Buland benefits from continually improving compressive strength and related

properties like creep etc. Furthermore the concrete is very durable and effectively resists aggressive attack of sulphate and chloride ions. It is also resistant to Alkali aggregate reaction. The concrete is not subjected to attack by acidic GHGs as it contains low quantity of unutilized Ca(OH)2

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ORDINARY PORTLAND CEMENT

1. Jaypee OPC-43 Grade cement OPC-43 Grade is produced from enriched limestone most suited to make high quality clinker, which on grinding gives a cement with characteristics better than those specified in IS: 8112 1989. Table below may bereferred for the same. Jaypee OPC-43, has emerged as the top choice of Construction & Civil Engineering Companies engaged in construction of mega projects suchas National Highways, Bridges, Transmission lines or power plants. Cement tested

at temp.27

2C 2. Jaypee OPC-53S Grade cement Conforming to IS: 12269-1987 One ofthe very few cement manufacturers having the capability to manufacture this special grade of cement which due to its enhanced quality and performance parameters

has been approved by the RDSO and is preferred by Indian Railways for manufacture of SLEEPERS. Jaypee OPC-53 S Grade is also used in heavily loaded or prestressed structures, which are subjected to high dynamic loads due to rapidly moving volumes, be it a train passing on the railway sleepers or a great volume of watermoving at high speed to generate electricity in a Dam. Cement tested at temp.27

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What is PORTLAND CEMENT?

1. It is obtained by mixing in predetermined proportion such as calcareous (Limestone) and Argillaceous (Silica) material. 2. Burning them at high temperature (1400-1500oC ) to Produce clinker. 3. This is then grinding with Gypsum (4-5%) to

produce a fine powder called ORDINARY PORTLAND CEMENT (OPC). 4. Cement is a chemical, which when mixed with water allowed to set and hander. 5. Buland Cement gives strength more then 53 MPa in 28 days. 6. Buland cement gives strong shieldagainst forces of nature like water & salts. 7. Buland Cement is superfine, which gives cohesive mass & mason experiences extra ease of working & better finishing. This makes buland cement ideal cement for all applications. ITS MY PRODUCT WHICH IS GOT DURING SUMMER PROJCT

BULAND CEMENT

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Manufacturing Process:

MAIN COMPOUNDS OF CEMENT A. TRICALCIUM SILICATE (C3S) i. Early strength ii. Highliberation of heat. B. DICALCIUM SILICATE (C2S) i. Later strength ii. Low liber

ation of heat. C. TRICALCIUM ALUMINATE (C3A) i. Affects setting Behavior- flashset ii. High liberation of heat D. TETRA CALCIUM ALUMINO FERRITE (C4AF) i. NO CONTRIBUTION TOWARDS STRENGTH 27


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OXIDES COMPOUNDS: LIME SILICA ALUMINA IRON OXIDE MAGNESIA SULPHATE ALKALIES CaOSiO2 Al2O3 Fe2O3 MgO SO3 (Na2O + K2O)

IN OPC:

CEMENT + WATER

CEMENT + WATER

GLE (78-80%)

Ca(OH)2 (20-22)

IN BLENDED CEMENT: CEMENT + WATERHydration

STRENGTH

GEL (78-80%)

Ca(OH)2 (20-22)

After 15 Days

SILICATE REACTION STARTS

After 1 Year

HIGHER STRENTGH

GEL (97-98%)

Ca(OH)2 (2-3%)

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Effect of Buland on concrete properties: Durability: Jaypee Buland when used in correct proportion followed by proper curing of concrete, has a very positive effect on durability of concrete. The use of buland cement results in reduced permeability and reduced expansive stresses, therefore reduced tendency of cracking, thus freedom from cracking is related to concrete durability.

REVIEW OF LITERATURE

Industry analysts have identified major trends that can lead to strong sales opportunities for operators. Ericsson has addressed these developments and strengthened its enterprise offering with focus on voice and data solutions. The markettrends include:

(Information planning) IP technology is increasing in private branch exchanges (PBXs, and changing infrastructure will play a stronger role within enterprises.

Since the enterprise market is still based on Quality services, it remains a major revenue stream for operators.

Technology Outsourcing and hosting are becoming viable options for enterprises.Company Mines and outsource Raw material of other mines are with their own equipment want to buy as a service, larger enterprises with CPE (Customer Premises Equipment) want to use their already existing investment. 29


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All the operations of cement is computerized through an ERP software containingmodules for Inventory, Purchase, Finance, Sales & Distribution, Costing, Excise& Taxation, HR & Payroll and MIS. These modules are fully integrated and any entry made in one module is readily available in another module The reach of this software widely spread and touching all manufacturing, distribution, marketing and selling point located in the states of MP, UP, Bihar, Jharkhand, West Bengal,Delhi, Uttaranchal, Chhatisgarh, Haryana, Punjab and HP. FUNCTIONS OF LITERATURE

REVIEWS The most popular patterning of chapters in theses and dissertations goes something like this: 1: Introduction 2: Review of the Literature 3: Methodology 4: Results/Findings 5: Analysis and Interpretation of the Findings 6: Summary,

Conclusions, Applications, and Recommendations for Further Study Such a patternimplies that the entire collection of information from the professional literat

ure belongs in. However, whether its wise to locate all references to the literature within a separate chapter is a matter of debate. Two questions worth answering are: (1) What function is material from the literature expected to perform in

your project? (2) Where in the final version of your thesis or dissertation cansuch material most reasonably be located? 30


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A typical answer to the first question is that faculty advisors want your project not only to display your ability to answer the particular question on which your research will focus, but also to demonstrate how skillfully you A recent joint study released by the National Association of Home Builders (NAHB) and McGraw-Hill Construction has discovered that some 85% of homeowners who currently own green homes are happier with their new homes than with their previous houses-andthose green Philadelphia:B.FranklinsPress: Journal article: Marx K. (1998). "Sociolo in the Third Reich". New European Social Thought, 14 ( 3), 123-142. The second, from the Chicago Manual of Style ( 1993), is often used for studies in the humanities. It sometimes is also found in educational and certain social-sciencepublications.Book: Raleigh Walter. A Complete History of the World. London: TheTower Press ( 62nd ed.), 1999. Joumal article: Johnson Ben. "W. Shakespeare andthe Kate who kissed". Elizabethan Archives, 8 ( 1604): 67-82. 1. Suggest ideas for research problems. Well before the time you actually start work on my project, can be on the lookout for potential research topics. While reading a textbook,

listening to a lecture, or browsing through a journal, my intuitive reaction toitems may signal potential topics. Such reactions can be recognized in my spont

aneous response to what encounter: "That may not be true in all cases" or "Surely thats an oversimplification of a complex situation" or "Now thats an idea worth

following detail" or "I cant draw such a broad conclusion from such a limited sampling of people" or "There must be a better way to test that theory." On these occasions, may find it worth the bother to jot down my reaction and to suggest, 31


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even in a vague way, the kind of study that could derive from my response. Adopting this habit enables to compile a list of research possibilities from which can select my thesis or dissertation problem. 2. Identify strengths and weaknesses

of others theories and empirical studies. Authors of books, articles, and book reviews in my discipline frequently offer assessments of work in that field. Those analyses can prove useful for my own work by alerting to weaknesses to avoid and suggesting good ideas to incorporate in my own study. By pausing in my reading to note these features and to identify the publication in which they appear (author, year, title, volume, number, publisher, page number), gradually accumulate references that may prove helpful for my project.

Identify theories that can be applied or tested. The word theory, as we use it throughout this book, is a proposal about (a) what variables are important for understanding some phenomenon and (b) how those variables interact to make the phenomenon turn out as it does. Thus, a political theory may be designed to explain

why people vote the way they do in elections. A sociological theory may show how and why people within a family may rise or fall on a social-status scale fromone generation to the next. An economic theory may explain stock market cycles of advance and decline. An anthropological theory may offer reasons for the appea

rance of particular religious practices within representative cultures. A psychological theory may identify factors affecting compulsive behavior. An educational theory may propose how teachers personality characteristics interact with pupils characteristics to affect pupils academic performance. Thus, in the professional

literature, may find theories which thesis or dissertation will test empirically,

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extend, revise, or replace. During your reading, as ideas about theories come tomind, may find it worthwhile to record my thoughts. Suggest methodological appr

oaches. The word methodology is used here to mean the steps I will follow in answering your research question, including the kinds of information collect, how collect it, and how you classify and interpret the results. The professional literature is a valuable source of methodological possibilities, including the advantages and limitations of different approaches. Such information not only can guide your choice of a research design but also can aid you in devising a defense of that choice. Therefore, as you browse through the literature, you can profitably take notes about (a) the components of a given method, (b) the kinds of research problems for which that method has been used, and (c) the methods strengths and weaknesses. Feedback from previous clients. Explain data-gathering techniques

and instruments. Each research design includes ways of collecting information,such as, analyzing the contents of documents, conducting an opinion survey, observing peoples behavior, administering tests, or carrying out an experiment. Journal articles or single chapters of an edited book, because they are restricted in

length, may mention the data collecting methods and instruments but not describe them in detail. I will find this practice satisfactory if the instrument thata writer mentions (such as a test or questionnaire) is a standardized, published

document whose specific nature you can discover by obtaining a copy and readingits instruction manual. But authors tests, questionnaires, or interview protocols are often ones they created on their own and may not be reproduced in the account of their research. In these cases, if 33


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it is important that you learn the specific nature of a data-gathering technique, you may need to hunt for the studys original, detailed description (perhaps ina book or dissertation) or else write directly to the author to request a copy of the account.

Provide typologies and taxonomies for classifying data. A quantity of collectedinformation - such as historical accounts, survey responses, and test scores - is typically an incomprehensible mess until its been classified and summarized. The professional literature contains alternative ways this can be done. Taking notes about different approaches, along with each ones advantages and limitations, prepares for writing the portion of my thesis or dissertation in which (a) Discuss alternative classification schemes (b) Tell which scheme you adopted, and (c)Defend the suitability of that scheme by comparing its features with the strengths and weaknesses of other options.

Suggest statistical and graphic treatments. Numbers, tables, diagrams, and pictures are among the devices useful for classifying and summarizing data. Therefore, as my peruse the literature, may benefit from contemplating the kinds of dataintend to collect and from taking notes about authors statistical techniques, kin

ds of tables, and graphic displays that might wish to include in my own study.Illustrate ways of interpreting research results. The word interpreting in the present context refers to explaining to readers what your classified informationmeans. This is the "so what?" phase of research. The professional literature can

help prepare you for the interpretation task by illustrating the diverse conclusions authors have drawn from 34


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their data. Its useful for me to note which modes of interpretation in the literature find most convincing, and why. Conversely, I can also determine which interpretations consider weak, and why. This exercise can aid in establishing criteria to guide the conclusions drawn from my own data.

Suggest outlets for publishing the completed product. I will reach a broader audience with my project if the results can be disseminated in some form other than

that of an unpublished thesis or dissertation. That form may be an abstract, asuccinct journal article, a microfiche or Microfilm version of the entire work,a chapter in someone elses book, or an entire book itself. During your review ofthe literature, you may locate potential outlets for the type of research my project involves. Recording the addresses of those outlets and noting the form that

each type assumes can prepare you for contacting sources of publication once your project is finished.

In summary, the professional literature has many potential functions for promoting the quality and speed of my work. Recognizing these functions at the outset of your project, then taking proper notes during the search, helps ensure that Iinvest my time economically. 1. In the following list, place an X on the line in

front of each function that your search of the literature is intended to perform. 2. For each of the functions that you checked under product, make a list of key terms I plan to use to guide my search of the literature.

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3. Specify the bibliographic form you will adopt for listing references at the end of your thesis or dissertation. For each type of resource that you will use in the literature, prepare a sample reference to guide note-taking during the literature search. Specifically, prepare a sample for (a) A book by a single author, (b) A book by multiple authors, (c) An edited book, (d) A journal article by a

single author, (e) A journal article by multiple authors, (f) A periodical article with no specified author, (g) An encyclopedia entry, (h) A newspaper article, (i) An unpublished conference paper, (j) An unpublished thesis or dissertation, (k) A personal communication (letter, phone call, e-mail), (l) A report on the

Internet, and any other type of resource you plan to use. Specify the form in which you will cite references within the body of your thesis or dissertation. Create a sample of this form for each type of literature resource that you intendto consult. 36


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Do plan to use a code system for identifying the functions that material from the literature is expected to perform? If so, describe the form that the codes will assume, and specify the meaning of each item in your code system. What to Record and How to Record It

If I have used function questions to guide your search, then the problem of whatto record from the literature is obviously solved. Simply write answers to yourquestions. It is also the case that, as survey the literature, contents of the

article or chapter are reading may suggest further search questions that had notoccurred to me before. Thus, not only record the information I have found but a

lso add to my search strategy the question generated by that information.

The matter of how to record what I find can involve considering both what form to use and how to code what record.

Search Strategies An approach some students use is the generally-browse-and-peruse strategy. They hunt for books and journals in the broad area of their topic,Then read the sources in detail, hoping to find material that might apply to their project. In my experience such a method is very inefficient. A specify-and-lo

ok-up strategy is far more productive because it saves lots of time, eliminateswading through pages that will be of no use, and guides to where relevant material should be located in my project. When employing a specify-and-look-up approach, first decide which functions intend literature survey to serve. Those functions can be cast as questions you plan to answer, such as:

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What studies have already been conducted about my topic, and what conclusions did the authors draw? What key terms did the author use that can relate to my study, and how were those terms defined? What are methodological strengths and limitations of previous studies relating to my topic? On what theories have previousstudies been founded? Or, which theories have been applied in previous studies?Additional questions of this sort can focus on the other functions we describedearlier in this chapter. Armed with your guide questions, you skim through bookchapters, journal articles, or newspaper accounts to find the answers you seek.As a result, rarely, if ever, read a book straight through. Instead, you hunt up

answers to my questions. In some instances this will require a detailed perusalof one or more chapters - sometimes an entire book or monograph - as when wish

to thoroughly understand the theory on which the study was grounded. In other cases, my task consists of hunting only for a key word or phrase in the books index

(as in learning how an author defined a term that will be important in my project); then read only the pages whose numbers appear for that word in the index. Sometimes my search will be guided by a single question. In other cases, I will find it economical to look up answers to several questions at the same time in order to make the most efficient use of a book, dissertation, or journal that would be difficult or inconvenient to obtain on a future occasion.

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RESEARCH METHODOLOGY

Meaning of Research

The term research is composed of two words RE and Search which means to search againResearch is conducted to search for new facts or to modify the existing facts. The obvious function of research is to add new knowledge to the existing store as

well as to remove the misconceptions and ignorance of mankind. Thus, research is a process and means to acquire knowledge about any natural or human phenomena.

It is the pursuit of the truth with the help of study, observation, comparisonand experiment.

Definition of Research

Research is the process of systematically obtaining accurate answers to significant and pertinent questions by the use of the scientific method of gathering andimplementing information. By Clover and Balsely

Research is a method of studying, analyzing and conceptualizing social life in or

der to extend, modify, correct and verify knowledge whether that knowledge aidsin construction of theory or in practice of an art By P.V.Young

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Type of Research There are three type of research on the basis of purpose:-

1. Descriptive Research:-This kind of research merely describes and depicts thecurrent state of affairs of different variables. The research has no control over these variables. He only reports what has happened and what is happening. E.g:-Census in India

2.Exploratory Research :- This research attempts to gain better understanding ofdifferent dimensions of the problem. It studies the subject about which either

no information or a little information is available. In this kind of research the assumption is that the researcher has little or no knowledge about the problem

or situation under the study. Exploratory studies are appropriate for some persistent phenomena like sickness of an industry, deficiencies in education system,

corruption prevailing in government departments, rural poverty and so on.

3.Explanatory research :- This kind of research explains the causes of social and economic phenomena. Describing or exploring the nature of a phenomena is one thing but explaining the cause for the same is its explanatory aspect. E.g :- what are the cause for decline in productivity and profitability of a business, why

and What are the causes of industrial backwardness of a state.40


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Meaning of Research Design

Research design is a working plan prepared by the researcher before the actual start of research work. It is the conceptual structure within which research activity is conducted. It is a strategic plan of research. Research design includesan outline of what the researcher will do from writing the hypothesis and its operation to collection, analysis and interpretation of data. E.g :- A house builder prepares a blueprint of the entire building before commencing the actual construction.

Type of Research Design

1. Exploratory design: - The main objective of exploratory studies is to achievenew insights into phenomena. The major emphasis in these studies is on the disc

overy of new insights and ideas. They are mostly carried out when the researcherhas either no knowledge or a limited knowledge about the phenomena under study.E.g :- The impact of television on behavior of youth, Impact of globalization o

n Indian culture and social life.

2. Descriptive design: - The descriptive research design enables the researcherto describe a present picture of a phenomenon under investigation. The methodology involved in such designs is mostly quantitative in nature producing descriptive data.

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3. Diagnostic design: - A diagnostic study is directed towards the solution of aspecific problem by the discovery of relevant variables or causes that are asso

ciated with the problem in varying degrees. It consists of a. The emergence of aproblem b. A diagnosis of its causes c. Formulation of all the possible of reme

dial measures d. Recommendations for a possible solution. E.g:- This study may at discovering or analyzing the specific problems of farmers, college teacher, or

working women or pensioners. Its aim to identify the relevant variables associated with the problem.

4. Experimental design: - It is a design in which some of the variables being studied are manipulated. It is a design which seeks to control conditions within which persons are observed. Here control means holding one factor constant whileothers are free to vary in the experiment. One variable is manipulated are its effect upon another variable is measured, while other variables which may confound such a relationship are eliminated or controlled. The purpose of experimentalstudies is to test a hypothesis of casual relationship between variables.

Meaning of sample A part of the population which is studied for making judgementabout the entire population is called a sample. Different Methods of drawing a

sample out of a given population have been developed by the statisticians. Thesemethods with the help of which a sample is drawn out of a given population arecalled as a techniques of sampling. 42


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Type of Sampling

A. Probability Sampling

1. Simple random sampling 2. systematic random sampling 3. stratified random sampling 4. cluster sampling

B. Non-probability sampling.

1. Convenience sampling. 2. Judgment sampling. 3. Quota sampling. 4. Snowball sampling

Meaning of Data Collection Method

The collection of data means a purposive gathering of information relevant to the subject-matter of investigation from the unit of population under investigation.

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Collection of data makes the most important step of any research enquiry or statistical enquiry. If data collection is not correct, reliable, relevant and appropriate, one cannot obtain valid and useful result from the enquiry.

Type of Data

#Primary Data

# Secondary Data

Primary Data: - If the investigator collects the data originally for the investigation, the data is called primary data.

Secondary Data: - If this investigator does not collect the data originally butuses data collected by other investigator or agency and available in published or unpublished form, the data is called secondary data.

Method of collecting Primary Data 1. Observation Method. 2. Interview Method. 3.Mailed questionnaire Method. 4. Questionnaire (or schedule) sent through enumer

ators. 5. Information from correspondents.44


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Method of Collecting Secondary Data Published Sources a. Govt.Publications b. Semi-Govt.Publications c. Publications of Universities and Research Institutions d. Publications of commercial and Financial Institutions e. Reports of Committees

and Commissions f. Newspapers and Periodicals g. Internet Unpublished Sources All statistical material is not always published. Such records are maintained by

various government, post offices and research institutions. Such sources can beused where necessary.

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RESEARCH DESIGNBecause the objective of a research is to find new hypothesis, flexibility and ingenuity characterize the investigation. However, three lines of attack may aidin finding hypothesis of value: 1. Study of secondary sources of information. 2.

Survey of individuals who are apt to have ideas on the general subject. 3. Analysis of selected cases.

METHODOLOGY: - In order to come to a conclusion regarding the requirement levelof the customer, area sampling was done and I have prepared a questionnaire consisting of 12-question, both structured as well as unstructured. Some of the questions are close ended where as others are open-ended.

After critically analyzing the responses, I have used excel sheet to come to a conclusion regarding his preference and behavior of particular respondent and after continuing this procedure for 100 correspondents from different walks of life, I used pie charts to come to the final conclusion as to determine the positive

and negative attitudes of customer towards the JAIPRAKASH ASSOCIATE LTD. 46


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SUCCESS KEY PROMISE We remain committed, as a Group to strategic business Development in infrastructure, as the key to nation building in the 21st century. We aim to achieve perfection in everything we undertake and we have a commitment toexcel. It is the determination to transform every challenge into opportunity; to

seize every opportunity to ensure growth and to grow with a Human face that drives us. Jaiprakash Gaur -Chairman

VISION STATEMENT To be dynamic and vibrant responsive to the changing economic scenario: and flexible enough to absorb Environmental and physical fluctuations. Harness and inherent strength of available human resource and material have a capacity to learn from success and, more than any thing else, ensure Growth with human face. MISSION STATEMENT Our solitary Mission is to achieve Excellence in every sector that we operate in - be it Engineering & Construction, Cement, Real Estate or Consultancy. To augment our core competencies and adopt the most comprehensive modern technology to overtake the obstacles in our path of achievement. To

obtain sustainable development and simultaneously enhancing the shareholders value and fulfilling our obligations towards building a better India".

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QUALITY POLICY

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OTHER POLICY STATEMENT

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PRODUCT LIFE CYCLE:-

The JP BULAND is in the introduction stage for SATNA MARKET. This cement is previous version of Tiger Cement. The Cement is introduced in the years 2004. The Cement is introduced after Tiger Brand then it is immediately capturing market. This time JP BULAND is Growth Stage in the market, high expanse on the advertising

and sales is less so as Profit Company is selective in its distribution. BrandLife Cycle:

Growth

Maturity

Decline

Introduction

2004

20052008

-----

Introduction: A period of slow sales growth as the product is introduced in themarket. Profits are nonexistent because of the heavy expenses of product introduction. Growth: A period of rapid market acceptance and substantial profit improvement. Maturity: A slowdown in sales growth because the product has achieved acceptance by most potential buyers. Profits stabilize or decline because of increased competition. Decline: Sales show a downward drift and profits erode.

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Consumer buying behavior: The aim of marketing is to meet and satisfy target customers needs and wants. The field of consumer behavior studies how Individuals groups and organization select, Buy, use and dispose of goods, services Ideas, or

experience to satisfy their needs and desire. Understanding consumer behavior are never easy. Customer may state their needs and wants but act otherwise they may respond to influence that change their mind at last minute. Philip Kotler inhis book Marketing Management talks about an old Spanish saying that To be a bull

fighter, fist learn to be a bull There are many factors which affect the consumer buying decision are1. CULTURAL FACTOR: - Culture is the most factors of a persons wants and behavior. In the culture include religions, geographical region, Nationality. 2. SOCIAL FACTOR: - Man is a social animal and generally each one ofus Make our buying decision upon consultation with our peers and family members.

The social factors include reference groups, family members and various information sources. 3. PSYCHOLOGICAL FACTORS:- Those factors that generate out of thepersons perceptions. Motivation, learning beliefs and attitudes. Perception means the process by which an individual selects. Organizes and interprets information inputs to create a meaningful picture of the world. 4. PERSIONAL FACTOR:- Inthe personal factor includes buyers age, occupation, life style, economic circumstances; stage in the life cycle. I noticed that the buyer of the Cement is also

affected by almost all these factors. The factors ranged from price, quality, brand Image, company image and host of perceptions that he had while making his purchase decision of Cement. The model of buying behaviors as proposed by Kotler,

is shown. The model also shows the five stage model of buying process is also shown in the following diagram: 51


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MODEL OF BUYER BEHAVIUR:Marketing Other stimuli

Product Price Place Promotion

Economic Technological Political Cultural

Buyers characteristics Cultural Social Personal Psychological

Buyers Decision Process Problem Recognition Information Search Evaluation of Alternatives Purchase Decision & Post Purchase Behaviors

Buyers Decisions Product choice Brand choice Dealer choice Purchase timing Purchase Amount

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This selling is possible only for Brand Image Maihar and Nagud Area having goodbrand image of the Buland Cement and also promotional activity and Dealer Satisfaction activity is very high.

SWOT ANALYSIS

SWOT Analysis is an effective way of identifying your strengths and weaknesses and of examining the opportunities and threats. What makes it particularly powerful is that with a little thought, it can help my uncover opportunities that arewell placed to take advantage of. And by understanding my weaknesses, I can manage and eliminate threats hat would otherwise catch unawares. More than this, buy

looking at myself and competitors using the SWOT framework, I can start to craft a strategy that helps compete successfully in market.

STRENGTHS OF JAIPRAKESH ASSOCIATE LTD:

1. Old entrant: As Jaypee Company; is oldest entrant in field of Cement Division, it carrying a long lasting brand image in India, JAIPRAKESH ASSOCIATES LTD isa generic name for Cement Sector. Today the single largest selling Brand in the

North Indian Market.2. Branded products departments: JAIPRAKESH ASSOCIATES LTD having branded product department for brand promotional activities. It plays a crucial role in making

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awareness among the general public. They are unveiling new products time to timeaccording to the latest trend. Some of the products offered by branded productsto customers.

3.

Sound Marketing strategy: JAYPEE personnel having versatile approach they

persistent in pursing world class promotional strategies. They choose effectivemedia to tap the untouched market. The sound marketing strategies follow up by the companies is coverage in world best leading newspaper like Business Standard,

Times of India, and City. Express, Business Standard etc, standardization of dealers outlets as well as in local newspapers like Dainik Bhaskar, Dainik Jagran,Navbharat etc.

4. International Presence: JAYPEE is word reckoned name in the Cement Division especially in India. JAYPEE took off by BULAND CEMENT and innovations and spreadover many countries. JAYPEE of INDIA, which is ranked, wholly owns it in the top

five manufacturers of CEMENT INDUSTRYS and power sector in the India. It is con

sidered one of the Indias most impressive success stories. As Company having premium market share in CEMENT, its brand value is very high.

Weakness Although the company is self sufficient in economic resources but stillit is lacking in taking initiative in brand promotional activities against its

competitors. 1. ACC and PRISM are doing much promotional activity rather than JAYPEE thats why it facing more problems in selling of product in the market.

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2. It doesnt satisfy to Dealers in period of time & not provide motivational offers in time to time. 3. Dealers are facing Billing problem by the company. 4. Price of JAYPEE cement high in comparison to other competitors 5. Lack of awareness

programme for consumers. They think JAYPEE more use FLYASH 6. Not able to supply material on regular basis

Opportunities

1. Developing of Indian Economy:

It provides immense opportunities for the

JAYPEE to uphold among general public by enhancing its brand promotional activities like exhibition, by deeper penetration of branded products. 2. BULAND CEMENT

is a best product of the JAYPEE. It is having grat opportunity to penetrate inmarket with this product and to capture market potency. 3. A large demand of cement in India the cement market of Rewa gradually developing 4. As company is coming up with a new plant in Baghwar, Sidhi so they can more penetration in M.P. 5. As company is coming up with a new plant in Himanchal Pradesh so they can make

penetration into various parts of north India.56


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Threats

a. Branded product: As promotional products demand is increasing significantly,it creates threat to the JAYPEE, as it may takeover ACC Cement brand image and might be recognized as branded products. b. Entering of new entrant: In India, as

globalization took place it brings immense opportunities for Cement companies.So numbers of competitors are increasing, which might follow unexpected marketing strategy in terms of rumors for grasping the market share of JAYPEE COMPANY and hamper the brand image of the company. c. The company faces competitions to some small players how are sale cement by offering more incentives to dealers because they are not long run players.

BRANDING

Branding is more than just a business buzzword. It has become the selling of product in the new economy. If the old marketing mantra was, nothing happens until somebody sells something, the new philosophy could be nothing happens until somebody brands something. In its simplest form, a brand is a noun. It is the name attached to a product or service. However, upon close inspection, a brand represents

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intangible aspects of a product or a service: a collection of feelings and perceptions about quality, image, lifestyle and status. It creates in the mind of the

customers and prospects the perception that there are no products or services in the market that is quite like yours. In short a brand offers the customers a guarantee and then delivers on it.

JAYPEE BULAND is a powerful brand, which in turn is able to create a powerful marketing program. However, if they cant convince customers that product is worthyof purchasing, no amount of advertising rupees, fancy packaging or public relations will help in achieving their sales goals? Therefore, successful branding programs begin with superior products and services, backed by excellent customer service that permeates an entire organization.

A brand is the one thing that you can own that nobody can take away from you. Everything else your competitor can steal your trade secrets. Eventually, your patents will expire, physical plant will wear out, and technology will change, butmy brand can go on and live. It creates a lasting value above and beyond all the

elements of my business. For instance, if we owned the Marlboro Company and wanted to sell it. They are worth a small fraction of what you can sell that brand;

the value of the brand is huge compared to those actual physical assets.The importance and value of branding becomes apparent when an entrepreneur wants

to sell his or her company or to take it to Wall Street for a public offering or other infusion of capital. It is often the brand that a business owner has tosell in such cases. 58


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When should you brand? Because of the competitive nature of business today, nearly all the industries can benefit from branded products. All of the traditionally brand-conscious including fashion, restaurants and consumer goods, are being forced to brand heavilyperhaps even more strategically then they ever have in the

past. Financial services, which were one of the last effronteries, are even beginning to see the importance of branding by tagging banking packages and even mutual funds with catchy names. Even industrial market, where the cost is usuallymore of loyalty building factor, has seen brand names creep in, for example, Tyke, a DuPont fiber, improbably one of the best-known industrial branded products.

Similarly, JCB has recognized name in the construction industry.

Types of brands: A brand cannot be all things to all people, by definition; NO one brand is going to appeal to all customers. On the contrary, branding is based

on the concept of singularity targeting individuals in a personal manner and therefore precludes the concept of universal appeal. This is why many brands broaden and widen their appeal by creating tertiary brands or line extenders. Although most industries and products or services can benefit from a brand not every product needs its own stand-alone brand. Brand can be separated into three categories.

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2. DISTRIBUTION: Availability; limited distribution of a product or service mayimply exclusivity to discerning consumers. 3. QUALITY: Which impacts satisfaction; obviously, higher quality will translate to more satisfied customers who come

back again and again to purchase my offerings. 4. PRESENCE: Prominence in the paid & unpaid media; products and services with a high profile market presence will lead to brand recognition and increased sales 5. AWARENESS: Top off mind awareness, residual awareness and recognition, which are directly related to presence; the higher your offerings awareness the better my sales results will be. 6. REPUTATION: Enduring public opinion of brand character, which is built over timeand difficult to change once established. 7. IMAGE: Perception of brand traits or prototypical buyers; often represented by qualities the consumers relates to,like reputation, image is difficult to change once established. 8. BENEFITS: Consumers may equate certain positive and negative consequences with use of your product or service these may be warranted or unwarranted. 9. POSITIONING SILENCE:Differentiation from the competition, which is established by a combination of all elements of the brand. 10. SHARE OF MARKET: Increased market share is a direct result of a successful branding campaign. 11. CUSTOMER COMMITMENT: Loyalty isbuilt through long term branding and close consumer contact. 61


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DATA ANALYSIS INTERPRETION1. Which types of Brand cement you sales?

JAYPEE-BULAND PRISM-CHAMPION ACC BIRLA-SAMRAT (SATNA) BIRLA-GOLD (MAHAR)

Total Responses

% of customer 34.11 35.31 14.12 09.40 07.06 100%Sales Brand

40 30 20 10 0

34.11

35.31

14.12 9.4 7.06Birla-Sam rat

JaypeePris m

ACC

Birla-Gold

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InterpretationMost of the Business in SATNA deals in construction and building.Least Business activities took place in Cement Sector, most of the dealers are sells PRISM & JAYPEE some dealers are sells ACC cement but few dealers are sellsother brand in SATNA market.

2. In a month how many cement you sales above chosen brand?

BRAND NAMEJAYPEE-BULAND PRISM-CHAMPION ACC BIRLA-SAMRAT (SATNA) BIRLA-GOLD (MAIHAR)

Total Responses

% Sales in a month 41.53 31.75 21.01 4.03 2.01 100%

AVERAGE SALES PER MONTH

50 40 30 20 10 0

41.53 31.75 21.01 4.03 2.01

-S am ra t Pr is -G ol d B irl a A CC mB ul an d

B irl a

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InterpretationAccording to my survey Average sale of the SATNA market is captureby the JAYPEE Buland 41.53%. In the Satna market some area like MAIHAR, Naguad,Singhpur JAYPEE sales 95-99%. But some area of SATNA Zone like SATNA City Captu

re by the PRISM & ACC Maximum than other cements JAYPEE in Third position in this area.

3. Re-arranged the importance of following attempt done by JAYPEE on technical status under the brand promotion?

Technical promotion Engineer meet Architect Meet / builders meet Masson meet T.S.E. visit Total4.3

% of customer 10 30 55.7 04.3 100%

Rank 3 2 1 4 ------

10

30 55.7Note: - I pointed only No.1 Ranking known by percentage.

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InterpretationMost of the Dealer and sub-dealers are given higher purity of Masson Meet. Some of the dealer and sub-dealer said that Builder meet and Engineer meet activity is very less by all company. 4. What is the comparative situation of JAYPEE and other companies on the view of technical attempts which was discussed above?

Table: 1 This table shown ranking to all company. Technical promotion Engineer meet Architect Meet / builders meet Masson meet T.S.E. Visit ACC C B A C Jaype eB B A B Prism Maihar A A A B D E C E Satna E D B D

Note:- Different Ranking Shown below: 1 to 5 = E 6 to 10 = D 11 to 15 = C 16 to20 = B 21 to 25 = A All company got different Number and different promotional activity out of 25.Engineer Meet Architect / Builder meet Masson meet TSE Visit

ACC Jaypee Prism Maihar Satna

12 17 21 7 3

18 16 23 2 521 23 24 12 18

14 16 17 3 6

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A ACC JAYPEE PRISM MAIHAR SATNA

B

C

D

E

Table 2: This table shown that overall performance of promotional activity by all company

Technical Activity Engineer Meet Architect Meet/ Builders Masson Meet T.S.E. Visits

Sign

Score 12+17+21+7+3=60 18+16+23+2+5=64 21+23+24+12+18=98 14+16+17+3+6=56

Interpretation Most of the Dealers are suggested a Masson meet and also all company are mostly focus on this field because Masson is a most user and suggested of the cement. 66


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Builder meet and Engineer meet are second position in the market to influence customer to buy a particular brand of Cement. Technical level promotional activity

also affected by the marketing officer Visit. Because most of the Dealers are said that officer of Jaypee Cement are seen very less in the market field.

5. What are your views for correction in technical attempt and excluding it which technical attempt can be beneficial? No Suggestion point 1 Dealer Sub-dealer should do the Visit so that they observed and got better knowledge company and 23 4 5 product profile Meeting should be held in timely Take the suggestion to the engineers time to time Marketing officer should do help the dealer, sub-dealer

and consigning to sell the product. No suggestion Total35 30 25 20 15 10 5 0 1 2 3 4 5 20 10 12 23 35

Customer (%) 20

10 12 35 23 100

InterpretationOut of 100 Dealer and Sub-dealer counter: I got in 35% counter want to take help of Marketing officer to every company related problem and Goods d

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7. What are the comparative steps of attempt done by Jaypee on dealer status incomparison of other companies? Table: 1 This table shown ranking to all company.

Dealer Level Dealer meet Sub-dealer Meet Gift Items Foreign Visit Jaype e B B CD Prism ACC Maihar A A B C B C A C C E D E Satna C D D E

Note:- Different Ranking Shown below: 1 to 5 = E 6 to 10 = D 11 to 15 = C 16 to20 = B 21 to 25 = A

All company got different Number and different promotional activity out of 25. Dealer Meet Jaypee Prism ACC Maihar Satna 19 24 18 14 15 Sub-Dealer meet 17 21 15

5 9 Gift Items 15 20 24 9 10 Foreign Visit 8 14 15 4 5

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A Jaypee Prism ACC Maihar Satna

B

C

D

E

Table 2: This table has shown that overall performance of promotional activity by all company.

Technical Activity Dealer Meet Sub-Dealer meet Gift Items Foreign Visit

Sign

Score 19+24+18+14+15=90 17+21+15+05+09=67 15+20+24+9+10=78 8+14+15+4+5=46

InterpretationOut of 100 observation: I observed that Jaypee is performing wellin dealer in compare to other company but ACC & Prism are also performing in this field and all are given higher priority to this meet. All company comparatively similarly provide gift Items to motivate Customer and promote company image. Few counter said that foreign tour only got after achieving target by scheme.

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8. What program can helpful in dealer promotion excluding above attempts. No Suggestion of Activity % of Dealer 1 Future security is must like Insurance policyto dealer 34 2 Give a member card so that, they can use in the Visit of 27 3 4 India and other country Van program is also necessary All Company should be provide fixed rate of the cement 5 Example: Diesel rate, LPG etc No suggestion Total35 30 25 20 15 10 5 0 1 2 3 3 4 5 20 16 34 27

16 3

20 100

InterpretationOut of 100 observation 34% counter are suggested that to provide facility to dealer & sub-dealer in future aspects like an Insurance Policy to dealer or his family. Some of the counters are suggested that to provide a member card by company to use different purpose.

9. Re-arranged the following attempts done for mass publicity on the basis of itsimportance under brand promotion?

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Advertisement Level Hoarding Wall painting T.V. advertisement Advertising in Newspaper Radio advertisement Banners & Hording

% of customer 10 30 8 25 5 22

Rank 4 1 5 2 6 3

10% 25%

30%

22% 5% 8%

Note: - I pointed only No.1 Ranking known by percentage.

Interpretation Wall painting is playing important roll in the mass publicity; this observation is done by bulk amount of counters are given higher priority. News paper advertisement in second position and hording and Banner is place in third rank in for mass publicity. Because brand image is depend on the promotional a

ctivity.10. What is the comparative step of attempts done by JAYPEE for mass publicity in comparison of other companies? Table: 1 This table shown ranking to all company. Dealer Level Hording Jaype e C Prism ACC A B Maihar E Satna D 72


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Wall painting T.V. Advertisement News paper Advertisement Radio Advertisement Hording and Banner using in different program

A C A D B

A D B D A

A D B D B

D E C E D

C E D E D

Note:- Different Ranking Shown below: 1 to 5 = E 6 to10 =D 11 to 15 = C 16 to 20= B 21 to 25 = A All company got different Number different promotional activit

y out of 25 Hording Wall TV Add. News paper Radio Hording Jaypee Prism ACC Maihar Satna 15 22 17 5 8 Painting 23 22 21 10 12 14 10 9 3 5 Add 22 18 17 11 10 Add10 9 7 4 5 Banner 20 22 19 10 9

A Jaypee Prism ACC Maihar SatnaB

C

D

E

Table 2: This table shown that overall performance of promotional activity by all company 73


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Technical Activity Hording Wall panting T.V. advertisement News paper Advertisement Radio advertisement Hording and Banner using in different Program

Sign

Score 15+22+17+05+08=67 23+22+21+10+12=88 14+10+9+3+5=41 22+18+17+11+10=78 10+9+7+4+5=35 20+22+19+10+9=80

InterpretationMost of the counters are suggested that PRISM, JAYPEE & ACC Cementare playing well performance to other Cement company in the market. All the Cem

ent Company mostly focused on wall painting and second priority given hording, Banner and news paper advertisement. 11. Which attempts are helpful for mass publicity excluding above attempts and give the suggestion for amendment? Suggestion

Activity of Mass publicity Spots programs done by company like cricket, Football & Hockey play by girl in different level like: City, State as well as National

level. T.V. advertisement in different channel and News paper advisement ( regional, National) should be increase Company owner & director meet to dealer through email and directly Improve quality, change brand and price will fluctuate according to market situation No suggestion Total 22 12 11 20 100 % of Dealer 35

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35 30 25 20 15 10 5 0

35

22 12

20 11

1

2

3

4

5

InterpretationOut of 100 observation 35% counter are suggest Spots activity of n

ational level to promote mass level publicity. TV advertisement in different channel is suggested by bulk amount of counter. Because they think that National level of activity is possible only for this activity.

12. Which five attempts are most important from above which was done under brandpromotion. Re-arranged these attempts on the basis of their important? No 1 2 34 5 Promotion Activity Dealers & Sub-dealers Meet & masons meet New year calend

ar, Dairy & gift Items News paper Advertisement, Hording & Banner Wall panting Van program Total % of customer 31 15 22 26 6 100 Rank 1 4 3 2 5

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35 30 25 20 15 10 5 0 1 2 3 4 5 6 15 31 26 22

Note: - I pointed only No.1 Ranking known by percentage.

InterpretationIn all the survey of the SATNA market I found that Technical levelpromotional activity Masson meet is foremost important in all level of other pr

omotional activity. Secondly I found that wall panting is mass level activity play a major roll in the market. And in third position comes all other different type of promotional activity under it.

13. What is your suggestion for brand promotion of JAYPEE?

Suggestion: 1. Dealers profit should be more so that he suggest for particular JAYPEE brand to customer. 2. Motivational activity also responsible for brand promotion 3. Price should be comparably similar and little a bit high to other brand

4. Future security is must like Insurance policy to dealer 5. Give a member card so that, they can use in the Visit of India and other country

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FINDINGS

Brand Preference1. First I found that most of the people purchase cement from market for purpose

of builds House, Buildings, Road and construction etc. Mostly people are usingPRISM & JAYPEE Cement In SATNA area but in sum particular area in Satna like:

NAGUD,SINGHPUR,MAIHAR,UCCHARAHA, BIRALA ROAD AND RAMPUR there are mostly uses ofJaypee (buland )cement for different-different purpose. 2. Secondly I found tha

t users are more in the market but they want in less price and also commission in hole sell. 3. After survey, I found that dealer has a capacity to sell the Cement and exclusive dealers are also important in selling the Cement. 4. I also found that different type of promotional active play a crucial roll in selling the

cement.

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Utility.5. There are much utility of the cement and use for multipurpose. In this case our product

(BULAND) fits for all the cases and gives full performance thats why peoples arelike more & using this cement.

Demand of Cement customer 6. Most of the customer demand various type of cementlike Bulund, prism ,Maihar ,ACC,BIRLA and other type of cement which is use for same purpose and do same work .7. Awareness about the features of our product is very much than others thats why

there is high demand of our product. 8. In buying influence the factor which affects the customer in choosing the Brand. In case of other, reference plays an important role in strong concrete power. 9. Most of the people demand the cementseason by season in bulk but its minimum use in all season. 10. Most of the cement company is found to be existing in the sub urban areas.

ConclusionDuring two months of my training I have studied the various strategies of Cement

brand positioning for generating awareness among the people. As such allpromotional tools are effective. Promotional department plays a significant role in Cement brand building. It generates high revenue for company. It plays a crucial role in making awareness to the general public. They offer variety of good quality

product, which lure the customers for buying. It produce new brand time to timeaccording to the latest trend. The amendment in the personnel of the company an

d any achievement of the company due to their valuable contribution leads to enhance the moral of the employees. The company conducted the customer satisfaction

survey for strengthens relationship with the customers. This will help the company on three ways: 78


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Firstly; it will let company know where it lacks, how it could be rectified. Secondly; it make the customers make them feel that they are important for the company and lastly in assessment of the sales executives performance. About the Cement industry: The Indian Cement is also increasing in manner. The main reason behind this is the ever-developing Indian economy. With the economic development, the frequencies of the changing Infrastructure in Cement sector have increased tremendously because of the old players are increasing their capacity and new players are emerging at very rate. Although the new players cannot harm the old once

but what they can do is that they can eat away some of the market share of thecompanies. Thus, big players take this point into consideration and develop their strategies. During my project I have realized that the India has vast potential for the Cement industry and it needs aggressive marketing strategies to tap the untouched areas and to withhold position in the market.

Recommendations

The demand of buland cements more than other cement but being a shortage of bula

nd cement continue supply is affected into the market. So strictly give attention of the supply of buland cement in the rural area and towns.

The population of rural areas no more educated he always require to suggestion ofmasons, friends and dealer so arrange the meeting with dealers and other relatedcustomer s of JAYPEE (buland) during between 1 to 2 months in year periods abou

t the selling of JAYPEE(buland).

In the quality main problem of fly ash, because of fly ash the cement bleakish.79


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Jaypee more require advertisement in rural area, more ads in out side less in city especially in shops.

In Satna region the supply is week so more attention on supply. Prices the matter of price fluctuations should be looked in

6296142 finding market potential of jaypee buland in the market

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