sip report (1)

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A

PROJECT REPORT

ON

Comparative study of different TMT brands with respect to Kamdhenu TMT

For

Linra! "amdhenu TMT

#ubmitted to

Mats University Raipur

IN PARTIAL FULFILLMENT OF THEREQUIREMENT OF THE AWARD FOR THE DEGREE OF

Bachelors of Business Management

$N%&' T(& )$*%ANC& OF

Company )uide Facu+ty )uide

Name, -isha+ Aarwa+ Name,.y/

%esination, Mar"etin Manaer %esination

Submitted by

0#T$%&NT NAM&1

2323M 4566768

1

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ACKNOWLEDEMENT

The writin of this research report has been one of the most sinificant academic cha++enes 9 *

have ever had to face3

* wou+d +i"e to ac"now+ede the contribution of a++ those who have been instrumenta+ in he+pin

and uidin me in the course of this effort3

* wou+d +i"e to than" -isha+ Aarwa+ Mar"etin Manaer9 for ivin me this opportunity3

* e.tend my heartfe+t ratitude to the team for their inva+uab+e support9 uidance and suestions3

* a+so ta"e this opportunity to profuse+y than"9 prof3:ai dewanan for her va+uab+e support and

encouraement durin the entire pro!ect duration3 Above a++9 * am ratefu+ to a++ respondent who

too" out time and he+ped to ma"e this pro!ect a rea+ity3

2

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3

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DECLARATION

I the undersigned solemnly declare that the report of the work entitled A study on

mar"etin stratey of "amdhenu TMT at 'aipur reion

is based my own work carried out during the course of my study under the

supervision of

I assert that the statements made and conclusions drawn are an outcome of the

project work. I further declare that to the best of my knowledge and belief that the

project report does not contain any part of any work which has been submitted for

the award of any other degree/diploma/certicate in this niversity or any other

niversity.

!!!!!!!!!!!!!!!!!!!

"#ignature

of the $andidate%

&ame of the

$andidate' (nkit #ingh )ajput

)oll

&o.'*11++*,21

-

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Certi!i"ate !r#m t$e uide

This is to certify that this pro!ect entit+ed 7777777777 submitted in partia+ fu+fi++ment

of the deree of 2ache+or of 2usiness manaement to the MAT# 9'aipur9 done by

Mr3;Ms3 77777777777 3'o++ No3 7777777 *s and is an authentic wor" carried out by

him;her at 77777777 under my uidance3 The matter embodied in this pro!ect wor" hasnot been submitted ear+ier for award of any deree or dip+oma to the best of my

"now+ede and be+ief3

#inature of the student #inature of the )uide

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Se%! Certi!i"ate

This is to certify that the dissertation;pro!ect report entit+ed A study on mar"etin

stratey of Kamdhenu TMT at 'aipur reion is done by me is an authentic wor"

carried out for the partia+ fu+fi++ment of the re

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61 =rite your )uides Name Correct > $se correct tit+es with the uide names

for e.amp+e3 0%r39 Mr39 Mrs39 Miss39 &tc13

41 A+ways put correct desination of the uides3 *f you have any confusions

c+ear it from them3

?1 A+ways ac"now+ede your facu+ties > uides who have he+ped you in thepro!ect3

81 &nsure to avoid spe++in mista"es > rammatica+ errors3

@1 Fo++ow the uide+ines iven to you in the +oboo" > handouts3

1 Brint your fina+ pro!ect after ettin the consent from your facu+ty uide3

1 )et your +oboo" sined by your Facu+ty uide > Company uide3

D1 %onEt foret to mention your achievements in the +oboo"3

1 #oft copy of Fina+ *nternship 'eport > BBT to be submitted in softcopy in

C%3

EXECUTIVE SUMMRY:-

Kamdhenu TMT has a+ways met touh cha++enes and sei/ed the opportunities that have come its

way3 *t has nurtured the same spirit of enterprise and search for cuttin7ede techno+oy with

which it started3 *t thus continues to be the drivin force and in many ways a benchmar" for the

0

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TMT industry in *ndia3 My pro!ect is based on comparative study of different TMT brands&with

respect to Kamdhenu TMT in 'aipur city'

The pro!ect was carried out for "nowin prevai+in mar"et condition of Kamdhenu TMT in

'aipur 'eion 3The second ob!ective of the pro!ect was to study the brand awareness activities

underta"en by Kamdhenu and its other competitors3 The pro!ect was carried out in the mar"et of

'aipur of Chhattisarh state3 There are many mar"et p+ayers in TMT industry3 They are Na"oda

TMT9 'ea+ *spat9 )oe+ apart from these there are few other brands se++in in the mar"et3



underta"en by Kamdhenu and its other competitors3 Most of the time was spent in trave+in for

one retai+er were re+uctant to ive the information9 as they do not want to disc+ose their businessdetai+s3

The study has been done for the TMT0Thermo Mechanica+ Treatment1 so more or +ess it he+ps in

understandin the consumer preference towards the various brands in TMT mar"et3 The study can

he+p in ana+y/in certain wea" point9 improvin on which a company can overcome the +ow sa+es

of its TMT but on+y in 'aipur reion3

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Chapter I

Introduction

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('( )ntr#du"ti#n*+

Today it is fashionab+e to ta+" about the new economy3 =e hear that the business are operatin in

+oba+i/e economyG thins are movin at a nanosecond pace our mar"et are characteri/ed by

hyper competition and disruptive techno+oies are cha++enin every business and so business

must adopt to empower consumer

To become successfu+ in such a competitive environment the business orani/ations have to be

customer oriented3 Customers need and want must be ta"en care of3 2ui+t customer and not on+y

product3 Customer must be de+ihted3 This information about the mar"et cou+d be co++ected by

the way of proper mar"et survey3 'om the mar"et survey we et the feed about the ood or

services of the orani/ation 3For this purpose the said pro!ect wor" is underta"en3



underta"en by Kamdhenu and its other competitors3

The pro!ect was carried out in the mar"et of 'aipur of Chhattisarh state3The information about

the mar"et was athered by visitin retai+ers in the mar"et3 *nterview of retai+ers was ta"en

dependin upon their )oe+ TMTessibi+ity3

=hi+e doin the pro!ect attempt was made to co++ect ma.imum information about the mar"et3 To

et actua+ and correct information9 it was not to+d retai+ers that the survey is conducted by

Company for the obvious reasons3 Numbers of retai+ers were visited to et the actua+ picture of

the mar"et3 Aain9 the retai+ers of each rade 0)oe+ TMTordin to the performance1 were visited9

to et each and every detai+ about the mar"et3

Most of the time was spent in trave+in for one retai+er were re+uctant to ive the information9 as

they do not want to disc+ose their business detai+s3

1,

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STATEMENT O, T-E PRO.LEM

This pro!ect is main+y carried out in order to determine

=hat are the TMT bein used by various customer in the reion of 'aipur and what are

their e.pectation from the TMT3

=hat is the mar"et trend of TMT and brand awareness of Kamdhenu TMT

(ow much stab+e is the Kamdhenu TMT as compared to other TMT brands in 'aipur

reionH

Ob/e"tives*+

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This pro!ect was underta"en for three main ob!ectives3

A' To eva+uate the brand stabi+ity of Kamdhenu TMT in the mar"et3

.' To eva+uate the +eve+ of channe+ satisfaction with respect to brand Kamdhenu TMT in

'aipur reion3

C' To find out the +eve+ of preference iven by the respondents with respect to various

brands of TMT in 'aipur city3

S"#pe #! t$e study*+

63 The study has been done for the TMT so more or +ess it he+ps in understandin the

consumer preference towards the various brands TMT mar"et3

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43 The study can he+p in ana+y/in certain wea" point9 improvin on which a company can

overcome the +ow sa+es of its TMT but on+y in 'aipur reion3

Limitati#ns*

&very pro!ect report e.ecutes the resu+ts of the study but +i"e every report this pro!ect has its own

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+imitations3 They are as fo++ows

0a1 The pro!ect was +imited by the period of study3

0b1 'esearcher not ets proper "now+ede because of time +imitations3

0c1 Co++ection of data throuh persona+ interview3 And researcher faced prob+ems to find out

data3

0d1 Company dea+er and wor"ers not provide proper information about the company3

0e1 The survey was main+y carried out by

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Colour "ream3. They also launched the 4co&5riendly paints Kamolite. The company ismanufacturing an entire decorati0e and designer range of products, such as emulsions, enamels,

distempers, te6tured and designer finishes, primers and ancillary products in their unit.

Kamdhenu Ispat Ltd, a flagship company ofthe Kamdhenu 'roup, was incorporated on

Septem#er (+, (--7 as a pu#lic limited company. In the year (--*, the company too2 their firstin the Infrastructure 8 Construction Sector #y esta#lishing a single einforT!T Steel Bar

manufacturing unit in Bhiwadi, a1asthan. In cto#er (--*, they commenced commercial

production. In the year (--*, the company o#tained the IS (9):&(-)* certification. In the year

(--9, they recei0ed IS -(/+ for quality management system. The company also recei0ed

;dyog atan

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Q: How TMT Saria is manufactured?

:This high quality saria is manufactured using most ad0anced technology of the +(st century called >Thermo

!echanical Treatment>.

Q: !"# s"ou$d #ou use TMT Saria?

:Because it is 0ery strong and economical.

Q: How it is economica$?

:Because of its + ? more strength.

Q: Is TMT Saria used for "i%" risin% &ui$din%' &rid%es and dams on$#?

:@ot at all. It is used for all types of construction wor2s ranging from #uildings to dams.

Q: So w"at are t"e ot"er s(ecia$ties of t"is saria?

: )*It is earth qua2e resistant #ecause of its high tensile strength and fle6i#ility.

+*It is less affected #y rust.

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,*It has 7 ? less weight per meter than normal that ma2es it economical.

* It has more strength to sustain fire.

.*It #onds strongly with T!T than other reinforT!T #ars.

/*It does not peel off the s2in while wor2ing with it.

Q: How can distin%uis" %enuine 0amd"enu TMT Saria?

:0amd"enustamp on e0ery meter of saria and red 0amd"enustrip on e0ery #undle pro0es the genuinenessof 0amd"enu TMTSaria. So watch out for these two things while purchasing 0amd"enu TMT Saria.

Q: Is t"ere du($icate TMT Saria a1ai$a&$e in t"e mar2et?

:Aes, "uplicate T!T Saria are 0ery much a0aila#le in the mar2et from local manufacturers who apply water oncheap saria during production to ma2e them loo2 ali2e T!T Saria. Some other #rands are sold saying it is product ofKamdhenu.

Q: How can du($icate TMT Saria &e detected?

:ust a0oid the local products. 'o for reputed #rands to a0oid any cheating and fa2e products.

Q: How man# %rades are t"ere in TMT Saria?

10

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: 5e & 7(*, 5e& * and 5e& ** are three grades in T!T Saria. 5e& ** is the strongest among the three. Kamdhenuhas the credit of manufacturing 5e & ** grade Saria first time in India. These three grades of Kamdhenu Saria comeat ) mm to +* mm range.

0)S)ON,7

To be *ndiaEs most admired company

M)SS)ON,7

%e+ihted customers9 inspired emp+oyees9 &mpowered partners9 eneri/ed society3

O.JECT)0ES, 7

2etter

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Chapter 2

Review Of Literature

1

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1'( T$e#reti"a% .a"23r#und*+

.RAND

The American mar"etin association defines abrandas a name9 term9 sin9 symbo+9 or desin or

combination of them9 intended to identify the oods or services of one se++er or roup of se++ers

and to differentiate them from those of competitors3

2randin has been around for centuries as a means to distinuish the oods of one producer from

those of another3

ROLE O, .RANDS

2rands identify the source or ma"er of a product and a++ow consumers7either individua+s or

orani/ations7to assin responsibi+ity for its performance to a particu+ar manufacturer or

distributor 3consumers may eva+uate the identica+ product different+y dependin on how it is

branded3 They +earn about brands throuh past e.periences with the product and its mar"etin

proram9 findin out which brands satisfy their needs and which do not3

SCOPE O, .RAND)N

(ow do you brand a productH A+thouh firms provide the impetus to brand creation throuh

mar"etin prorams and other activities9 u+timate+y a brand resides in the minds of consumers3 *t

is a perceptua+ entity rooted in rea+ity but ref+ectin the perceptions and iodeosin cra/iesE of

consumers3

.randin3 is endowin products and services with the power of a brand3 *tEs a++ about creatin

differences between products3 Mar"eters need to teach consumerswhothe product is7by ivin

it a name and other brand e+ements to identify it7as we++ as what the product does and why

consumers shou+d care3 2randin creates menta+ structures that he+p consumers orani/e their

"now+ede about products and services in a way that c+arifies their decision ma"in and9 in the

process9 provides va+ue to the firm

2,

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21

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Chapter 3

Research Methodology

RESEARC- MET-ODOLO4

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The research methodo+oy is the way systematica++y so+ve the systematica++y so+ve the research

prob+ems3 The main ob!ective of the product is to "now the mar"et condition of Kamdhenu TMT

and to study the activities underta"en by various TMT companies3 For this9 riht at the beinnin

the research p+an was prepared3 This inc+udes a++ the detai+ of how to o about research wor" of

Kamdhenu TMT3

RESEARC- PLAN

The pro!ect was main+y based on the descriptive research desin3

DATA COLLECT)ON

63 A primary source of data inc+udes the persona+ interview from various respondents

throuh

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RESEARC- )NSTRUMENTS

The 'esearch instrument chosen for conductin the survey was structured

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To come at the conc+usion9 tota+ of each a+ternative of a++ the samp+e si/e retai+ers was made3 Thus

the sum of an a+ternative havin +east score considered to be most favorab+e3 *n this manner9

resu+t is prepared for various important parameters of the survey3 =ith the he+p of resu+ts

sustained9 the findins are recorded in the form of raphs3 The mar"et of TMT Chanes as the

area chanes3 The demand for particu+ar TMT for particu+ar TMT is much +ess3 This is because of

the cra/ier Trend of particu+ar mar"et3 Thus the demand for the TMT is not that much price

sensitive3 Brice is not the criterion for se+ection of re!ection of particu+ar brand is adapted on the

type of app+ication of TMT and the brand name in mar"et3 Thus the awareness amon the

customers about the particu+ar TMT p+ays a vita+ ro+e3 The individua+ customers are there9 but

their demand is not more3 The customers are ready to ive s+iht+y hih price9 but he wants

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Chapter 4

Data nalysis ! Interpretation

Data Ana%ysis and )nterpretati#n*

2

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Tab%e (' Ran2in3 #! vari#us brands #n t$e basis #! pri"e 6 s"$emes 3iven by

t$e resp#ndents

1

3,

1

1,

3,

Favourable Surveys (Out of 100)

*nterpretation,

*t can be inferred from the above tab+e > raph that Kamdhenu TMT has ot

favorab+e ran"in in case of price> schemes with comparison to other brands of

TMT as per the ran"ins iven by the respondents3whereas Na"oda TMT and #aini

*ndustry Ltd has et most favourab+e ran"in3

20

Compay Name Favourable Surveys (Out of 100)

4amdhenu 1

&akoda 5*5 3,

)eal Ispat 1

6789 5*5 1,

#aini Industry 9td 3,

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Tab%e1 .ene!its !r#m t$e TSO visit #! di!!erent brands t# retai%ers 6 dea%ers


4amdhenu 3

&akoda 5*5

)eal Ispat 2,

6789 5*5

#aini Industry 9td 3

-

-

2

1

1

*nterpretation,

*t can be seen from the above raph that Kamdhenu TMT>Lafar e

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Tab%e 7* s$#8in3 !r#m 8$i"$ "#mpanies t$e dea%ers 6 retai%ers 3et t$e advanta3e #! t$e

s$#p disp%ay

32

3

2

s!op a"vt "#splay

*nterpretation,

2


4amdhenu 2,

&akoda 5*5 3,

)eal Ispat 1,

6789 5*5 3,


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*t can be inferred from the above raph that Kamdhenu TMT has ot most

unfavorab+e ran"in for shop advantae disp+ay hinderin the brand stabi+ity as

compared to other TMT brands 0Na"oda TMT9 )oe+ TMT9 #aini *ndustry Ltd etc31

Tab%e9 ',r#m 8$i"$ "#mpany t$e "$anne% partners 3et better use!u% 3ivea8ays

*nterpretation,

*t can be seen from the above tab+e > raph that Kamdhenu TMT has ot

unfavorab+e ran"in in case of providin usefu+ ateways to retai+ers > dea+ers as

compared to other brands on the basis of the data received by the respondents3

Tab%e:*s$#8in3 Sa%e #! t$e vari#us TMT brands as per t$e resp#ndents

3,


4amdhenu 2

&akoda 5*5 3,

)eal Ispat

6789 5*5 3,



4amdhenu 2

&akoda 5*5 3,

)eal Ispat 1

6789 5*5 1


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-

32

2

-

Sales

*nterpretation,

*t can be inferred from the above raph that Kamdhenu TMT has ot unfavorab+e

ran"in 04@I1 in case of sa+es as compared to Na"oda TMT TMT 0?5I1 havin

favorab+e ran"in3

Tab%e;'s$#8in3 "as$ dis"#unt s"$emes #! vari#us TMT brands as per t$e resp#ndents

31


4amdhenu 2

&akoda 5*5 2,

)eal Ispat 2

6789 5*5 2,


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3

-2

3

1

$as! "#s$out s$!eme

)nterpretati#n

*t can be referred from the above tab+e that Kamdhenu TMT has ot favorab+e

a+ternative with respect to cash discount schemes to respondents 0retai+ers> dea+ers1

as compared to other TMT brands3

Tab%e

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2,

2

1

22

12


)nterpretati#n*

*t can be inferred from the above tab+e > raph that pac"ain

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Tab%e >* s$#8in3 t$e "$an3es in sa%es 8it$ respe"t t# n#n+ avai%abi%ity #! TMT brands'

2,

321

1

1

Favourable survey out of(100)

)nterpretati#n*

*t can be c+ear+y seen from the above tab+e >raph that 45 respondent fee+ that sa+eof Kamdhenu TMT is hampered due to non7avai+abi+ity of TMTs3 #imi+ar+y Na"oda

TMT 0?4I19 'ea+ *spat 06@I19 )oe+ TMT 06DI19 >#aini *ndustry Ltd 06@I1

respondents3

3-


4amdhenu 2,

&akoda 5*5 32

)eal Ispat 1

6789 5*5 1


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Tab%e (?*Tab%e s$#8in3 t$e resu%t #! resp#ndents 8it$ respe"t t# TMT brands 8it$ 8$i"$

t$ey 8#u%d %i2e t# stay 8it$

2

3

1-

1

11


)nterpretati#n*

*t can be *nferred from the above tab+e >raph that0 4@I1respondents +i"e to stay

with Kamdhenu TMT9 simi+ar+y 0?@I1 to Na"oda TMT9068I1 to 'ea+ *spat906@I1

to )oe+ TMT and 066I1 respondents to #aini *ndustry Ltd3

3


4amdhenu 2

&akoda 5*5 3

)eal Ispat 1-

6789 5*5 1


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Tab%e ((* s$#8in3 t$e resu%t #! t$e resp#ndents t$at 8$i"$ "#mpany 8i%% d#minate in

!uture

21

312

1

11


)nterpretati#n*

*t can be seen from the above tab+e >raph that 046I1 respondents say that the

brand Kamdhenu TMT wi++ dominate in future9 simi+ar+y 0?DI1 say to Na"oda

TMT9064I 1to 'ea+ *spat096DI1 to )O&L TMT and0 66I1to #aini *ndustry Ltd3

3


4amdhenu 21

&akoda 5*5 3

)eal Ispat 12

6789 5*5 1


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Chapter "

#indings ! Conclusions

30

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,indin3s*

On the basis of our survey my findin are as fo++ows

061 Communication and interaction by the TMT companies with the distributors and retai+ers

is recommended as it he+ps in deve+opin a hea+thy professiona+ re+ationship and

encourain the distributors and retai+ers to maintain ood stoc" of the products of that

manufacturer and thus improvin the sa+es3

041 The main wor" of the distributors was to manae the demands of the retai+ers and provide

them with the desired

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C#n"%usi#n*

As customers we buy a +ot of thins every day we buy not on+y havin any pre7assumption about

the product but a+so havin nothin needs must be fu+fi++ed3 Beop+e o anywhere to fu+fi++ his

dreams in such a time a++ business +eaders are strivin hard to et more customers and spare no

effort to et them satisfied3

The era is not +i"e past3 Customers are the +eaders of the business9 not the company3 The

customers wi++ decide to ma"e a product success or not they are the "ey p+ayers3 #o that9 every

companies are runnin behind these customers offerin them +are priorities and convincin them

its pecu+iarities3 2ui+din brands9

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Chapter $

%uggetions ! Reco&&endtions

-,

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SUEST)ONS

The company shou+d focus on the pac"ain

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'I'LIO(R)*+

-2

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.ib%i#3rap$y*

888'Kamd$enuTMT'"#m

888'8i2ipedia'"#m'

Mar2etin3 mana3ement+P$i%ip 2#t%er

-3
http://www.ambujacement.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.ambujacement.com/

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)),-DIC,%

--

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@uesti#nnaire

Name of the Firm, City Jone,

Bosta+ Address,

Contact no,

Number of years in TMT 2usiness

%ea+er; Authori/ed #toc"iest;'etai+er

63 'an" various brands re+ative to each other in the fo++owin Attributes 067@ ratin sca+e9 6E7

Min3 and @E7Ma.31

Attributes ;

2rands

Order

e.ecution

Time

'eu+ar

supp+y ?@

days

&ffective #a+es

Meetins

2y T#O or Co3

&ffective

'e+ationshi

p Activity

by #a+es

T3O3 effective

-isit fre

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$T

Kamdhenu

'ea+ *spat

)O&L TMT

#aini *ndustry

Ltd

-

Attrib

utes ;

2rand

s

=i++ ur sa+eo down if

it is not

avai+ab+eH

=hich Co3Es wi++dominate in future

=hich wi++$ +i"e to

#tay with

$T

Kamd

henu

'ea+

*spat

)O&L

TMT

#aini

*ndust

ry Ltd

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43 *f iven an opportunity which other Company 0Companies1 wi++ you +i"e to be associated

with #t$er brandBs9 what is the reasonH

?3 *f your current brandBsuarantees you reu+ar time+y supp+y within your area of operation

wi++ you be ab+e to ive 655I of your counter share to current brandBs3

a1 Certain+y es

b1 es

c1 CanEt say

d1 No

e1 Certain+y No

83 #uestion if any for current brandBs9

'

sip report (1)

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