A Project Report on Brand Awareness Level of Keshawa Cement Bagalkot

Brand Awareness level of Keshawa Cement

CONTENTS Sl.No

Part-A

1.

Executive summary •

Industry Profile

•

Company Profile

•

Need For Study

•

Objectives

•

Methodology Scope Findings Suggestion

• • •

Part-B 2.

3.

•

History of the company

•

Company profile

•

Growth of the company

•

Manufacturing process

•

Organization structure

Part-C •

Research Methodology

•

Objectives and scope

6

33-37

Need for for study

Part-D •

5

7-32

Introduction of the Study

•

4

1-6

Data collection method

38-39

Part-E Data Analysis and Interpretation

40-72

Part-F

73-83

Annexure and Bibliography

Babasabpatilfreepptmba.com

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EXECUTIVE SUMMARY INDUSTRIAL PROFILE: In 1838 a young chemical Engineer ‘Isac Johnson’ burned the cement raw material at high temperature until the mass was nearly vertified producing the ‘modern Portland cement’. The German chemist ‘Wilhelm michaelis’ proposed the establishment of cement standards in 1875. the use of concrete in construction grew rapidly from 1850 onwards, & was soon the dominant use for cements. Thus Portland cement began its predominant predominant role. role.

COMPANY PROFILE: Shri Keshav Cement & Infra. Ltd. (KCIL) is Public limited Company incorporated in

the year 1993 to manufacture 43 grade & 53 grade Ordinary Portland Cement. We went into Public during 1995. The company raised capital via IPO during 1995 to raise capital of 512.42 lakhs which was over subscribed by 12 times. The stocks are actively traded in Mumbai Stock Exchange. The company has posted profits since inception.

Need For The Study  The main purpose of the study is to the awareness level of the brand

The Study Study will will help help us to know know the effe effect ctive ivenes nesss of adve advert rtise iseme ment nt & sale saless  The promotion promotion activities activities on on the customers customers

 The study will help the company to set strategies for the Bagalkot city & emphasize

on their weaknesses & threat


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OBJECTIVES:

1

To identify identify the the Adverti Advertisement sement & Sales promotion promotion activities activities adopted by the Keshav Keshav Cements & Infra Ltd

2

To know know the the brand brand awarenes awarenesss leve levell of of Keshav Keshav Cement Cementss

3

To know know the the effect effective iveness ness of of Advert Advertise isement ment on custo customer merss

Scope Of The Study

In todays scenario Infrastructure is in boom, boom, so there is lot of construction works takes place in a broad way. For that the main raw material is cement. But there are many players & huge competition in cement industries. So it is very important to set a competitive strategies to beat the competitors, where Marketing plays a vital role

METHODOLOGY Research Design:

“ Descriptive” research design is used in the study Data Source: Primary Data Secondary Data

Research Approach : Survey Method

Field Study: Personal Interview


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FINDINGS  I found from secondary data that “Trade shows, Trade allowances & Contents &

Incentives” & “Wall paintings & Print Media” these are Advertisement & sales promotion promotion Activities Activities adopted by Keshav cements cements

use ACC cement & 4%  48% of the respondents use Ultratech cement, 25% of them use of them use Keshav cements

 It is found that 80%, 10% & 7% of the respondents look after Quality, Easily

availability & Reasonable Price while purchasing competitors brand cement. & While purchasing Keshav cements 17% of the respondents are influenced by Price, 15% from Quality & 6% from Easily Available

SUGGESTIONS  From the study I found that 86% of the respondents says that Advertisement &

sales promotion activities plays a very vital role in purchasing the competitors cement. Though customers see Quality first while purchasing the cement, but to know the quality of the brand they must use it, for that they must first know which brands is available available in the market, market, for which advertisement advertisement is essential. essential. So both advertising & sales promotion activities plays a vital role in purchasing the cement.


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INTRODUCTION OF CEMENT The word ‘CEMENT’ is a binder, a substance which sets & hardens independently, & can bind other materials together. The word ‘cement ’ is derived from the ‘Roman’ language “opus caementicium” to describe masonry which resembled concrete & was made from crushed rock with burnt lime as binder. Later it referred to as; cementum, cimentum, cament & cement.

Cement is a chemical compound existing of lime stone or chalk, clay, sand, & gypsum to form the end product we know as cement. Cement used in construction are characte characterize rized d as “hydrau “hydraulic lic & non hydraul hydraulic” ic” cement. cement. Cement is mainly mainly used used in the production production of ‘mortar & concrete’concrete’- the bonding of natural natural or artificial artificial aggregates aggregates to form a strong building material which is durable in the face of normal environmental effects. Cement should not be confused with ‘concrete’ as the term cement explicitly refers to the dry powder substance. Upon the addition of water & or additives the cement mixture is referred to as concrete, especially if aggregates have been added.

It is uncertain where it was first discovered the hydrate & non hydraulic cement, but concrete made from such mixtures was first used on a large scale by “Roman Engineers”. In the 18th century a big effort started in Europe to understand why some limes possess hydraulic properties. ‘John smeaton’ often referred to as ‘Father of Civil Engineering in England’ concentrated his work in this field. ‘James parker’ in the 1780s, founded the ‘Natu ‘Natura rall ceme cement nt’’ made made by burn burning ing septa septari ria. a. The The inven inventi tion on of ‘port ‘port land land ceme cement’ nt’ is generally credited to ‘Joseph Aspedin’ an English bricklayer in 1824.

In 1838 a young chemical Engineer ‘Isac Johnson’ burned the cement raw material at high temperature until the mass was nearly vertified producing the ‘modern Portland cement’. The German chemist ‘Wilhelm michaelis’ proposed the establishment of cement standards in 1875. the use of concrete in construction grew rapidly from 1850


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onwards, & was soon the dominant use for cements. Thus Portland cement began its predominant predominant role. role. Types of cement: 1) Port Portla land nd ceme cement nt 2) Port Portla land nd ceme cement nt blend blendss  Portland blast furnace cement  Portland fly ash cement  Portland pozzolan cement  Portland silica fume cement  Masonry cements  Expansive cements  White blended cements  Colored cements  Very finely ground cements

3) Non Portla Portland nd hydrauli hydraulicc ceme cements nts cements  Pozzolan-lime cements  Slag-lime cements  Super sulfated cements  Calcium aluminate cement  Calcium sulfo aluminate cement

Natural cement  Natural

Indian Cement industry

The cement industry is experiencing a boom on account of the overall growth of the Indian economy primarily because of increased industrial activity, flourishing real estate business, business, growing growing construction construction activity, activity, & expanding investment investment in the infrastructur infrastructuree sector. The performance of the industry, under different policy regimes, truly establishes that decontrol of the industry & liberalization of the economy has led to remarkable


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improvement in the indicators such as installed capacity, capacityutilization, per capita consumption & exports. . Cement is an essential component of infrastructure development & most important input of construction industry, particularly in the government’s infrastructure & housing programs, which are necessary for the country’s socioeconomic growth & development. It is also the second most consumed material on the planet. The Indian cement industry is the second largest producer of cement in the world just behind China, but ahead of the United States & Japan. It is consented to be a core sector accounting for approximately 1.3% of GDP & employing over 0.14 million people. Also the industry is a significant contributor to the revenue collected by both the central & state governments through excise & sales taxes.

The Beginning of Indian Cement Industry

The attempt to produce cement in India dates back to 1889 when a Calcutta Calcutta firm attempted attempted to produce cement from Argillaceous Argillaceous (kankar). (kankar). In 1914 the first commissione commissioned d cement-manufacturing unit in India was set up by India Cement Company Limited at Porbandar, Gujarat, with an installed capacity of 10,000 tonnes & production of 1000 tonnes. Subsequently two plants; one at Katni (M.P.) & another at Lakheri (Rajasthan) were set up.

The problem of supply outstripping demand was significant in early period of the industry. This was followed by a price war between the producers where they resorted to cutting down of prices & selling at below production cost.

It was then when the government of India intervened into the market & referred the cement industry to the Tariff Board. All these events resulted in formation of Indian Cement Manufacturers’ Association in 1925 whose main function was to regulate prices in the industry. industry. In 1927, Concrete Associatio Association n of India was formed whose two two main objectives were to educate public about the use of cement & to play an active role in popularizing popularizing Indian cement. cement. The next step in the direction direction of rescuing rescuing cement industry industry was


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the formation of Cement Marketing Company of India Limited in 1930 to promote & control the sale & distribution of cement at regulated prices.

In 1936, eleven companies, except Sone Valley Portland Cement Company Limited, merged to form Associated Cement Company Limited (ACC). In 1937, Dalmiya Jain Group set up five factories with installed capacity of 575000 tonnes & ACC added four more plants.

The price & distribution control system on cement, implemented in 1956, aimed at ensuring fair prices to producers & consumers all over the country, thus reducing regional imbalances, & at reaching self-sufficiency within a short time period (Schumacher & Sathaye 1999). In spite of the fact that government exercised exercised no control over the Indian cement industry industry all through the Third Five Year Plan (1961-1967), (1961-1967), growth was low due to inadequate retention price & lack of adequate financial resources to the existing companies

Control Period (1969-1982)

The Indian cement sector had been under strict government control for almost the whole of the period. During this period, many companies & their plants started off but still growth was not seen at the desired rate. In 1977, higher prices were allowed for cement produced by new plants or major expansions expansions of existing existing plants. Due to maintained maintained slow development, the uniform price imposed by the government, was substituted by a three-tier price system system in 1979. Differe Different nt prices were were assigned assigned to cement cement produced produced in low, medium medium & high cost plants.

Thus, controlled price did not reflect the true economic cost, & profit margins reduced increasingly, preventing essential investments in capacity & production expansion. A permit system introduced by 14 states & union territories in the period comprised direct control control over public public distri distributi bution on of cement cement to ensure ensure fair fair supplie suppliess to priorit priority y sector sectors. s. Howe However ver,, the syste system m resu result lted ed in arti artifi ficia ciall shor shorta tage ges, s, exte extensi nsive ve black black mark market eting ing & corruption in the civil supply departments of the government.


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The system of price control was accompanied by a policy of freight pooling. The price control fixed a uniform uniform price according to estimated estimated production production costs at which cement was required to be sold all over the country. This freight pooling system promoted promoted equal industrial development all over the country. It supported regional dispersion.

Partial Decontrol (1982-1989)

On account of the above-mentioned difficulties in the cement industry the government of India introduced a system of partial decontrol in 1982. A levy quota of 66.60 % for sales to government & small house builders was imposed on existing units while for new & sick units a lower quota at 50% was established. The balance of 33.40% could be sold in the free open market to general consumers. A ceiling price was set for sales in the open market in order to protect consumers from unreasonably high pricing of cement. Under the system system of partial decontrol, freight pooling no longer covered non-levy cement. Furthermore, specific mini units were completely freed from price & distribution control controls. s. Althoug Although h overal overalll profitab profitabili ility ty increas increased ed substant substantiall ially y immedi immediatel ately y after after the introduction of partial decontrol, profits obtained through non-levy sales decreased with greater availability of cement in the market & continuously rising input costs.

To sustain an accelerating course, the government subsequently introduced changes in levy obligations & retention prices regularly. As a result, in 1988 the levy quota was as low as 30% 30% for for units units esta establ blis ished hed befor beforee 1982 1982 & the the rete retent ntion ion price price had incre increase ased d substantially. In 1987, the Cement Manufacturers Association & the government decided that there was no further necessity for a maximum price ceiling.

Total Decontrol (1989 onwards)

Finally in 1989, the cement industry was considered to be prepared for free market competition, & all price & distribution controls on sale of cement were withdrawn. The system of freight pooling was abandoned & a subsidy scheme to ensure availability of cement at reasonable prices in remote & hilly regions of the country was worked out. The industry was then de-licensed in July 1991 under the policy of economic liberalization. By removing all controls on the cement sector the government hoped to


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accelerate growth & induce further modernization & expansion investments. It was after this decontrol that the Indian cement industry moved towards globalization, with increasing emphasis on the exports. The expansion of the industry was evident after the decontrol where capacity as well as production increased many fold. Growth was seen from 91 plants and 43 million tonnes of production in 1989-90 boosting to 132 plants & 161.66 million tonnes production in 2006-07 (CMA 2007). Total capacity utilization for the industry has also increased from 78% to 91% during the same period.

Hence, the history of the Indian cement industry indicates the role of government played in influencing the twists & turns in the industry. It might be noted that government interventions have been a mix of fiscal instruments & direct control on production, pricing & distribution on the one hand & technological intervention through government promoted research institutions on the other hand.

ACGR of Primary Performance Indicators (%)

Indicators

Installed Capacity Production Capacity Utilization Exports Per Capita Consumption

Total Period (1970(1970-71 71 to 20062006-

07) 7.28 7.39 0.10 13.10 5.15

Control Period (1970-71 to 1987-88)

Decontrol Period (1988-89 to 2006-

7.47 6.69 -0.73 -5.52 1.11

07) 7.09 8.09 0.93 35.38 9.35

Trend in Primary Performance Indicators of the Indian Cement Industry Year

Installed

Production


Capacity

Export

Per Capita

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Brand Awareness level of Keshawa Cement Capacity (Million tonne)

(Million tonne)

Utilization(%)

(Lakh tonne)

Consumption (Kg.)

1995-96 1996-97

97.25 105.25

69.57 76.22

71.54 72.42

15.70 19.70

72 78

1997-98 1998-99 1999-00 2000-01

109.30 118.97 119.10 130.40

83.16 87.91 100.45 97.61

76.08 73.89 84.34 74.85

26.80 20.60 19.50 31.50

82 85 97 99

2001-02 2002-03 2003-04

146.13 151.17 157.48

108.40 116.35 123.50

74.18 76.97 78.42

33.80 34.70 33.63

97 106 110

2004-05

164.69

133.57

81.10

40.71

115

2005-06

160.24

141.81

88.50

60.07

125

2006-07

165.22

155.31

94.00

58.70

136

Regional Concentration

Cement, being a bulk commodity, is freight intensive & transporting cement over long distances can prove to be uneconomical. This has resulted in cement being largely a regional play with the industry divided into five main regions, viz., North, South, West, East & the Central region. Until 1999-2000, Indian was divided in only four regions; centre came up only after that. Punjab, Rajasthan, Haryana & Himachal Pradesh fall in northern region whereas Bihar, Jharkhand, Orrisa, West Bengal & Chattisgarh are in eastern region. The west comprises of Gujrat & Maharashta & the central region has Uttar Pradesh & MP, thus leaving AP, Tamil Nadu, Kerala & Karnataka for southern region.

Region wise Capacity of Cement in India Year

North

East

West

South

Center

Total %

2000-01 2001-02

18.58 18.68

17.54 15.63

18.59 16.55

29.19 33.58

16.11 15.55

100.00 100.00


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2002-03 2003-04 2004-05 2005-06 2006-07

18.20 18.10 18.00 20.92 20.62

16.06 15.28 14.95 14.14 14.18

18.08 20.00 19.13 17.58 17.54

32.48 31.70 31.64 31.65 32.22

15.17 14.93 16.28 15.71 15.44

100.00 100.00 100.00 100.00 100.00

Globalization of Indian cement Industry

The cement industry is witnessing a number of multinationals entering the market & mergers and acquisitions in domestic market itself, bringing smaller players under the umbrella umbrella of larger companies, companies, & larger companies companies coming under the umbrella of global players.

The booming demand for cement, both in India & abroad, has attracted global majors to India. In 2005-06, four of the top-5 cement companies in the world entered India through mergers, acquisitions, joint ventures or greenfield

projects. projects. The consolidation consolidation witnessed witnessed in the industry industry in recent times has resulted resulted in two crucial domestic deals. First being the de-merger of L&T’s cement (renamed as Ultratech Cement Ltd.) division & its acquisition by Grasim. The other consolidation effort was seen when when Gujar Gujarat at Ambuj Ambujaa acqui acquire red d 14.4% 14.4% stake stake in ACC ACC in 2000 2000 (Indi (Indiaa Infol Infoline ine 2003). 2003). Following Following this Holcim took a big stake in ACC in the year 2005. Thus, the top two groups in the industry, Aditya Birla Group (Grasim & Ultratech Cements Ltd. combine) & Holcim Group (Ambuja Cements Ltd. - ACC Ltd. combine) now control more than 45 % of total capacity in the country.

Top Cement Industries

Ambuja Cements Ltd Grasim Industries Ltd A C C Ltd Ultratech Cement Ltd


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India Cements Ltd Prism Cement Ltd Madras Cements Ltd Birla Corporation Ltd Dalmia Cement (Bharat) Ltd Shree Cement Ltd J K Cement Ltd Chettinad Cement Corpn. Ltd. Century Textiles & Inds. Ltd Sanghi Industries Ltd. J K Lakshmi Cement Ltd. Binani Cement Ltd O C L India Ltd.

News about Cement industry of India

The 207.81-million tonne cement industry in the country has witnessed “good growth” gro wth”,, des despite pite a tum tumult ultuous uous fina financia nciall yea yearr acr across oss mos mostt indu industr stry y ver vertica ticals. ls. Cem Cement ent consumption in the current year grew by 8%, compared to 9% last year. Industry experts say that given the current economic scenario, this growth is good.


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Cement dispatches (including exports) for the 11 months ended February 2009 were at 162.89 million tonne, against 151.89 million tonne during the year-ago period. Of this, exports contributed 2.86 milllion tonne, against 3.33 million tonne in the previous year. “The first half of the current year was bad, owing to the export ban & high cost of production, producti on, includi including ng a dip in prices. But it improve improved d since from last Novembe November; r; it is expected expe cted to continue continue into the fir first st quarter quarter of the next financia financiall year as wel well,” l,” Cem Cement ent manufact manu facture urers rs expe expect ct the industry industry to gro grow w at 8% in the next fina financia nciall year year.. Cem Cement ent dispatches during the past four consecutive months have seen a healthy growth; it increased 11% year on year (y-o-y) in November, 12% y-o-y in December, 8.26% in January and 8.73% in February respectively. Accordin Acco rding g to the Cem Cement ent Man Manufac ufactur turers ers Ass Associa ociatio tion, n, gro growth wth in cem cement ent cons consump umptio tion n during April ‘08 to February ‘09 was highest in the eastern region, at about 11%. This was followed by the southern & central regions, where consumption grew by 10% each. The western & northern region witnessed 6% & 4% growth, respectively. Meanwhile, the April ‘08 to February ‘09 period saw a 9.51 million tonne increase in cement capacities across the country, against 7.89 million tonne in the same period last year. With demand increasing across the country, cement prices are also firming up. This shows that despite of recession there is a growth in the cement industries in India. Where infrastructure is in boom.

SHRI KESHAV CEMENTS & INFRA LTD ORGANIZATION PROFILE COMPANY

INFORMATION


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Name of of the Company Company

M/s.Keshav M/s.K eshav Cement Cement Ltd Ltd

Adress

S.No. 346 Kaladgi, Dist- Bagalkot- 587313

Head office

“Jyoti Tower” 215/2, Karbhar Galli, 6th lane, Nazar camp, M. Vadgaon Belgaum- 590005

Constitution

Public Limited Company

Year of Incorporation

1993

Product Pro ductss

Ordinar Ord inary y Port Portland land Cem Cement, ent, Pozz Pozzolon olonic ic Cem Cement, ent, Blast furnace Cement, White Cement

Land Area

22 .36 Acres

size of the Industry

Medium scale Industry

Capacity

225 Tonnes Per Day (TPD)

Brand Names

Jyoti Gold, Jyoti Power &, Keshav Cements

Market reach

Karnataka, Maharashtra &, Goa

Technology used

West German VSK Technology

BACKGROUND Shri Keshav Cement & Infra. Ltd. (KCIL) is Public limited Company

incorporated in the year 1993 to manufacture 43 grade & 53 grade Ordinary Portland Cement. We went into Public during 1995. The company raised capital via IPO during


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1995 to raise capital of 512.42 lakhs which was over subscribed by 12 times. The stocks are actively traded in Mumbai Stock Exchange. The company has posted profits since inception.

Presently our “Jyoti Gold & Jyoti Power ” cement brands are very popular in the cement market. & now we are marketing as “Keshav cements” brand in the market. We supply our cement in North Karnataka, Goa & Maharashtra. Keshava Infotech Ltd. (KIL) is a medical transcription unit engaged in providing services

to American Hospitals and Clinics. The company commenced commercial operations in 2000 by appointing 50 professionals & today is a 250+ organization. Katwa Infotech Ltd. has paid up capital of Rs.50 lakhs. In FY 06-07, the company achieved sales & PAT of Rs. 354.50 Lakhs & Rs. 268.68 Lakhs respectively. KIL holds 100% stock in Scribe Care, a US based marketing firm. Scribe Care brings in value to the services provided by getting significantly higher prices & better realization. Both these companies are making profits & paying dividends. dividends.

Keshava Finlease Limited incorporated in 1995, commenced its business of hire purchase

finance for automobiles in 1996. The RBI granted registration to the Company under section 45IC of the reserve bank of India act, 1934 & classified it as a hire purchase Company under ‘A’ category.

Keshava Construction Co. Ltd. is engaged in construction of luxurious flats targeting

mainly to NRI’s. we have got site at Corlim, which is just 8 km from Goa in Panji.

INTRODUCTION

Shri H.D.Katwa & Katwa family from Belgaum have proposed to establish a 150 TPD mini cement cement plant plant based based on vertical vertical shaft kiln kiln technol technology ogy at “Kaladg “Kaladgi” i” village village Bagalkot district for this purpose the promoters incorporated a company in the name of


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Shri Keshav Cements & Infra Ltd with request of companies in Karnataka. It is registered under the companies act 1956 in the year 17th march 1993. There are five Directors & promoters they are: 1.

Shri H.D.Katwa (Chairman)

2. Shri Shri Venkat Venkatesh esh H. H. Katwa Katwa (vice (vice chair chairman man)) 3. Shri Shri Vilas Vilas H. H. Katwa Katwa (Manag (Managing ing Dire Director ctor)) 4. Smt. Smt. N H Katw Katwaa (Dir (Direct ector or)) 5. Shri Shri Deepak Deepak H. H. Katwa Katwa (Dir (Direc ector tor)) Shri H D Katwa, is an highly experienced entrepreneur & well-known industrialist in

region with vast commercial & industrial knowledge. With more than four decades of rich expertise, he started his career as a trader in textiles. In 1978 he moved to Belgaum city & promoted promoted a small scale industry in plastic materials. materials. In 1984 he entered into cement arena by setting setting up a small mini plant of 30 Tones Per Day (TPD). (TPD). Since then, there is not looking back & now he has spearheading 4 profit making organizations with cement capacity of 600 TPD. Currently, he is actively pursuing expansion of the cement plant to 3000 TPD - which is 100 times the capacity of the first unit set-up in 1984. A visionary & with perfect attitude, the chairman is heading the board who are currently finalizing setting up of Beneficiation plant, Spone Iron plant & Power Project of 15 MW.

Shri Venkatesh H Katwa , a graduate MBA from the University of Oklahoma, USA, is

having wide experience in Cement industry, International business & Health Care service automations. After returning from USA in 1997, he took up his responsibility of Executive Director at KCIL. He later moved to promote Katwa Infotech Limited, a ITES serving medical & health care industry in USA. He established business development office in USA which is growing over 120% every year. Under his leadership, Katwa Infotech Limited has earned a respectable image & has been awarded as the highest & best exporter in north Karnataka since the award has been designated for last three consecutive years. The company with over 250 associates is growing rapidly & looking for over 100% growth this year too. Mr. Venkatesh is the Vice-Chairman at KCIL & working on executing projects projects of expansion expansion & setting setting up up of power power project. project.


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Brand Awareness level of Keshawa Cement Shri Vilas Katwa, a graduate MBA from the University of Massachusetts, Boston stared

his career in Information technology working as the chief systems engineer, in McCormack Institute of Public Affairs at U-Mass Boston. On returning to India, he joined at the Jt. Managing Director. As he gained experience in cement manufacturing he initiated many IT drives that gave good control over the production, quality & management parameters.rs. Also being an engineer in Industrial & Production discipline, he has initiated many policies & systems that boosted production to its maximum capacity. He is now the managing director director of the company and handles all the affairs He is currently working on operation to impr improve ove the the produ product ct/s /ser ervic vices es whil whilee reduc reducing ing the cost cost by util utilizi izing ng instr instrum ument entat atio ion n techniques. techniques. One of the production facilities is completely completely electronically electronically controlled controlled making it the first production facility with such high level of automation in its category. Shri Deepak Katwa, is a graduate MBA from the University of Okalhoma, United States,

Having a very good commercial background he has made a very important contribution towards the finance and operations divisions of the company as well as the IT company that our group has established. It is during his time that the company continued to get three consecutive awards as the best exporter in North Karnataka for the IT division. His specialties are public relations, finance, operations & management. He is actively involved in settings up of the power plant to reduce the overall power cost for the cement plant. Keshav Cements & Infra Ltd(KCIL) is a reputed group manufacturing Keshav

Cement. The Company is public limited with stocks traded on various stock exchanges in India, India, with with over 15 years years of experien experience ce in cement cement manufact manufacturi uring ng and marketing. marketing. The company foresees to be a major player in the construction industry. Keshav Cement has a R & D team to continually improve the product and services. The company has posted profits since the inception & has been paying dividends regularly. The inception of the company began with acquisition acquisition of a sick cement plant of 20 TPD (Tons per day) in 1994. The capacity of the plant was gradually gradually increased year after year to reach 600 TPD. The recent acquisition has added 300 TPD to the existing capacity. The company is undertaking an expansion project to increase the output to 3000 TPD which is One million TPA. On the financial side the company is confident to achieve 100% growth in FY-08 and 400% in FY-09 owing to the recent acquisition and recently concluded expansion plans.


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The salient features of this plant: •

Located in the same premises & continuation of existing business, hence the fixed cost remains almost same

•

Use of existing civil structures & low machinery cost will enhance our economic feasibility

•

Already existing market base, expansion will quench the market demand & increase profitability profitability

•

Promoters having good experience running cement units for past 20 years & know in’s & out’s of the cement scenario

Motto of the Company To increase shareholder value & deliver the best product & service to the consumer Mission Statement To manufacture high quality Portland cement & help our society to build strong & Durable structures in every village & cities. We will make our cement available at least possible possible price through through constant constant application application of of state-of-art state-of-art technolog technologies, ies, efficient efficient management of resources & adoption of indigenous transportation system. Keshav Cements Speciality: OPC cement is the most appropriate cement ever used for construction of major projects. projects. OPC cement is costlier costlier than the Slag or Fly Ash cement. Though the slag cement has its own advantage advantage to offer, the benefits are at the cost of its initial strength. strength. Keshav Cement through its state of art technology offer Double Benefits; steel friendly alkali cement, as well as a super high strength OPC cement. we do not add Slag or Ash.

Following are the specialities: 1. Premiu Premium m qual quality ity graded graded OPC cement cement 2. Doubl Doublee benef benefit it qual qualit ity y 3. No Ash Ash or or Sla Slag g in the ceme cement nt 4. Absolu Absolutel tely y Crackles Cracklesss construc construction tion are are possibl possiblee


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5. High resist resistant ant to chemical chemical attacks. attacks. Protects Protects steel steel from from corprosion corprosion 6. All types types of construction construction materia materials ls can be be used along with with keshav keshav cements cements 7. Exce Excell llent ent workabi workabili lity ty when when plas plaste teri ring ng givin giving g an aest aesthet hetic ic outl outlook ook to the surface 8. cement is especially especially designed designed for aggressi aggressive ve & corrosive corrosive climatic climatic conditions conditions of of Goa, Karnataka & Maharashtra 9. cement is available available at low cost cost to the the customers customers because of of local manufacturing manufacturing & indigenous transportation system. APPLICATIONS OF KESHAV CEMENT

1. Concrete slabs 2. RCC columns & structures 3. High raises building foundatio 4. Perfect for large Dams. 5. Flyover bridges. 6. Residential, Commercial & multi storied structures

SORGANIZATION STRUCTURE Chairman

Board of Directors

Managing Director

Technical Director

General Manager

Personnel Manager

Marketing Department

Dispatch section


Manufacture Department

R&D

Account section

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HR Manager

Marketing Manager

Incharge

Plant Incharge

Supervisor Office Staff

Area Sales person

security

Store Section

Guard

Cashier Assistant Cashier

Chemist

Supervisor Supervisor

security officer

Assistant Plant Incharge

Chief Chemist

Section Incharge Supervisor

Assistant Vehicle Incharge

Maintenance Incharge Mechanics

Incharge Assistant Incharge

Workers

Priors

Electrical Maintenance

Cleaners Incharge Super Supervis visor or Helpers

Super Supervis visor or

Super Supervis visor or

Helpers

Helpers

Plant Plant Engine Engineer er Shift supervisor Helper

Functional Analysis

There are six departments in the industry: 1. Engine Engineer ering ing Depar Departm tment ent 2. Marke arketi ting ng Depar Departm tmen entt 3. Acco Accoun unts ts Dep Depar artm tmen entt 4. Manuf Manufact acturi uring ng Depa Depart rtme ment nt 5. R&D Depart partme ment nt 6. H R Depa Depart rtme ment nt Engineering Department:

It is the primary & functional department in the factory. There are four sections inside the factory premises where all engineering works will takes place, they are: •

Weigh Bridge section

•

Vehicle section

•

Workshop section


Page 23


Electrical section

•

Weigh Bridge Section :

In this section weight age of vehicle & raw material is determined by weigh bridge. The main function of this section is to measure the weight age of the raw materials like; lime stone, coke, breeze, clay etc. this section is controlled by the security persons, but maintaining of books regarding this section are controlled by Vehicle- in charge. Vehicle Section:

This is sub section of the Engineering department. It is controlled by the Vehicle – in charge. The factory owns: 10 Tippers 68 trucks 2 GCB (Ground Material Carry Vehicle) Total 80 vehicles

The main function of this section is to control all vehicles & service centers & diesel bunk.

Work shop section:

This is another sub section under the Engineering department. This workshop is managed by 25 workers. The workshop contains the big machines like; Lathe machine, Grinding machine & wielding machine. The main function of the workshop workshop is to maintain the vehicles occupied by the factory in a good condition. They will repair the machines & recondition the machines which are becoming weak & that are gradually slowing down the process. process. The main main function function of it is to recondition. recondition.

Electrical Section: The Electrical section contains 10 workers & they are all technically skilled persons.

It is controlled by the electrical – in charge. The Electricity required for the factory is 1650 KW. The Electricity department contains one Diesel Generator. One Generator is having capacity of 500 kw. In case of power supply break down the section – in charge puts on of


Page 24


the Generator on. The main function of this department is to supply the required power continuously during the production.

Marketing Department:

Presently Presently the cement brands “JYOTI POWER ” & “ JYOTI GOLD” are very popular in the the regional cement cement market. market. Company Company supplies supplies in North North Karnataka, Karnataka, North/South North/South Canara, Goa and some parts of Maharashtra. A new brand with name “Keshav Cement Cement” is launched on Jan 4th 2008. This brand will reach bigger markets like Bangalore, Pune & Mumbai. Currently due to aggressive marketing and using innovative techniques, the brand ‘Keshav Cement’ is being sold at premium prices & reached North Karnataka & South Maharastra. Due to capacity limitations the company is not able to supply to the bigger markets such as Pune, Mumbai & Bangalore. With the additional capacities added, the company is in a better position to supply to such bigger markets utilizing over 90% of the capacity. There was a commitment from store & purchase department of Karnataka for procurement procurement of 1000 1000 mt pm of cement cement from the unit, unit, but the company company could could not supply supply due to its local market demand.

Since there are no cement plants in Goa & near by Maharashtra area like; Kolhapur, Satara, Sangli district, the company has potential market in these areas. Since the promoters promoters already have their own Trucks & Tippers Tippers & proposed to include additional additional fleet with loaders, it is felt that the company will not face any difficulty in both procurement procurement of raw material & supply of cement in the market. With this arrangement the company will have an edge over other companies as for as selling price is concerned.

Selling price of the cement

Bagalkot -

Rs 215

Goa

Rs 250

-

Maharashtra – Rs 235

Key Competitors of Keshav Cements

Bagalkot Shakti


Page 25


Vijay Shakti Lokapur Cement

Advertising & Sales Promotion Activities of Keshav Cements Sales Promotion Activities: •

Trade Allowance (Buying allowance): means it is a deal or discount offered to

resellers in the form of a price reduction on Merchandise ordered during a fixed period. The company will give the buying allowance to their customers like; 40 Tonnes per month month - Rs 2.00 per Bag Bag 65 Tonnes per month month - Rs 3.00 per Bag Bag 105 Tonnes per month – Rs 5.00 per Bag

•

Trade Shows: it is a forum where manufacturers can display their products to

current as well as prospective buyers. It will be carried out mainly by the Management Personnel, once in six months. These are the details of the Trade Shows done by the keshav cements: Technical Meet Place

Month

Aminagad –

March 2008

Jamkhandi – Bilagi –

November 2008 December 2008

Gaddankeri cross – October 2008

•

Contests & Incentives: it is developed to stimulate greater selling effort & support

from seller management or sales personnel, it is directed sales persons, wholesalers, & distribu distributor tors. s. For Example; Example; prizes prizes such such as Trips Trips or valuabl valuablee merchan merchandis disee as rewards for meeting sales quotas or other goals.


Page 26

Brand Awareness level of Keshawa Cement Golden Scheme:

30 Tonnes cement for continuous 3 Months – 5 gm Gold 65 Tonnes cement for continuous 3 Months – 10 gm Gold 115 Tonnes cement for continuous 3 Months – 20 gm Gold 1000 Tonnes Cements purchased Rs 5 to 7 off Trips for 3 to 4 days to kerala Trips for 1 week any where in India

Advertisements: •

Wall Paintings

•

Print Media like; Newspapers(Vijay Karnataka & Deccan Herald)

•

Hoardings

Accounts Department:

The Keshav Cements & infra ltd has maintained maintained a separate department for the purpose of Accounting. Accounting. The company has installed installed computers computers for the purpose of Accounting period of the company from 1st April to 31st March. The Accounting mainly deals with payment mode, cash receipts, salary paid & other miscellaneous receipts & payments.

Manufacturing Department :

The type of Manufacturing operations to produce the cement is continuous production production process. The company company manufacture manufacture mainly mainly two types of cement they they are 43 & 53 Grade. Inputs i.e. Raw materials which is used to produce the cement area:


Page 27


PRODUCTION PROCESS Raw Material

Lime stone

Clay

Coke Breeze

Crusher Hopper Electrical Vibrator

Hopper Electrical Vibrator

Hopper Electrical Vibrator

Belt Conveyor Raw Mill Grinding Blending Silo Vertical Shaft Kiln


Page 28


Burning 1400 C Clinker

Gypsum Hopper

Hopper

Feed Table

Feed Table Belt Conveyor Cement Mill Cement Silo Packaging Loading

Raw Materials used: Lime stone • Clay • Coke Breeze • Iron ore • Gypsum •

73% 13% 10% 1% 3%

Environmental protection :

There are four section in the plant. In each section suitable pollution control equipments are installed. Well experienced environmental engineers design these pollution control equipments since the dust burden is deferred in each section.

For Example; in a hammer mill section during the crushing of limestone dust is generate generated d it is filter filtered ed throug through h Nil one back fitters fitters with with electr electronic onic device. We have provided provided dust collection collection system systemss with automati automaticc operations operations by the the dolomite dolomite valves. valves. R&D Department:


Page 29


The company has its separate R&D Department where all the tests are made & strive to maintain the quality of the cement. it has a Laboratory where all these activities are carried out.

Labor Laborat ator ory: y: At the the time time of mixi mixing ng lime lime ston stone, e, coke coke bree breeze ze,, clay clay & iron iron ore, ore, some some adjustments are to be made, it will be made as per the directions of the laboratory. It is classified into two parts they are: 1. Chem hemical lab 2. Physic ysicaal la lab Chemical lab:

This is one of the important section as the body of the production process. It is also called as quality control section, it is headed by the chief Chemist. The main function of the lab is to find out the CAO & loss of ignition of material & chemical analysis of the cement clinkers, Gypsum, & other Raw materials.

The equipments used in chemical lab are: •

Electrical Balance

•

Blains Separator

•

Physical Balance

•

Oven

•

Water Bath Machine

Physical lab: This is another section as body of the production process, it is also headed by chief

Chemist. The main function of the physical lab is to find the residue strength of the finished cement. the equipments used in the physical lab are: •

Trading cat apparatus

•

Vibrating machine

•

Strength machine

•

Humidity chamber


Page 30

Brand Awareness level of Keshawa Cement HR Department

Here Personnel Manager is the head in the Department. Personnel Department is usually doing Record keeping & Responding demand & giving suggestions to the line managers about how a subordinate should develop. & solving the employees problem & giving trainings & favourable work conditions. Welfare Facilities provided by the organization: 1. Canteen 2. Hospital 3. Bonus 4. Rest Ro Room 5. Play Ground 6. Safe Safety ty Me Measur asures es •

Dress

•

Gloves

•

Gum Boots Goggles & Masks

The above facilities are provided provided to labours, Employees & Staff members. In addition to the above facilities the Employees are provided with Quarters facility.

Time & Security Section :

This section comes under Administrative Administrative department. department. The section works for 24 hours divided into Three shifts they are as follows: 1st shift

8.00 am to 4.00 pm

2nd shift

4.00 pm to 12.00 pm

3rd shift

12.00 pm to 4.00 am

General shift

8.00 am to 5.00 pm


Page 31


Each shift contains 60 to 70 workers. This section Maintains various Registers & also shows about the workers working working hours & performance. It also maintains discipline of the worker, Dress, Neatness, Workers In & out. They various Registers are as follows: •

Attendance Register

•

Salary Register

•

Leave Register

•

Absence Register

•

Employee record Register

Security:

This is the sub section under the time section of the Administrative Administrative Department. The section has a security Guard i.e. 8+1, it means there are 8 Guards & 1 security officer. The main function of the security is controlling the incoming & out going Vehicles, workers & visitors. The register that are mentioned by the security officer are: •

Inward Register

•

Outward Register

•

Visitors Register


Page 32


RESEARCH METHODOLOGY

Research Design:

“ Descriptive” research design is used in the study Data Source:


Page 33

Brand Awareness level of Keshawa Cement Primary Data Secondary Data

Research Approach : Survey Method

Field Study: Personal Interview

SAMPLING Sampling Method:

Stratified Random Sampling

Sampling Element:

Each individual Engineers, Contractors, Dealers Dealers & Masons Sampling Unit:

Engineers, Dealers, Contractors & Masons Sample Size:

100 Sampling Extent: kaladagi

OBJECTIVES: 1

To identify identify the the Adverti Advertisement sement & Sales promotion promotion activities activities adopted by the Keshav Keshav Cements & Infra Ltd

2

To know know the the brand brand awarenes awarenesss leve levell of of Keshav Keshav Cement Cementss

3

To know know the the effect effective iveness ness of of Advert Advertise isement ment on custo customer merss


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4

To know know the rival rivalss Adverti Advertisem sement ent & Sale Saless promotio promotion n strateg strategies ies

5

The facto factors rs that that influ influenci encing ng custo customer merss to purcha purchase se the cement cement

Scope Of The Study

In todays scenario Infrastructure is in boom, so there is is lot of construction works takes place in a broad way. For that the main raw material is cement. But there are many players & huge competition competition in cement industries. industries. So it is very important important to set a competitive strategies to beat the competitors, where Marketing plays a vital role. So it is essential to study the effectiveness of Advertising & Sales promotion activities & to adopt the same to increase the Sales & beat the competitors.

The study covers Dealers, Engineers, Contractors & Masons. We had chosen this topic because it will help us to know the Quality, Awareness level & brand image of the company company through through the respondent respondents. s. It will will help the company company to know the factors factors that influence customers to purchase the cement.

Need For The Study  The main purpose of the study is to the awareness level of the brand

The Study Study will will help help us to know know the effe effect ctive ivenes nesss of adve advert rtise iseme ment nt & sale saless  The promotion promotion activities activities on on the customers customers


Page 35

Brand Awareness level of Keshawa Cement  The study will help the company to set strategies for the Bagalkot city & emphasize

on their weaknesses & threats

 To know the rivals Advertising & Sales promotion strategies

 The brand image of various competitors will be known. The company can know

where their competitors stands in the minds of the people

 It reveals the factors that influence customers to purchase the cement

Limitations Of The Study  The research study is confined only to kaladagi town

randomly which might not be the actual representatives representatives of  The sample was chosen randomly the total population, due to which there may be an error


Page 36

Brand Awareness level of Keshawa Cement  Information is partially based on secondary data & hence authenticity of the study

can be visualized & is measurable


Page 37


DATA COLLECTION METHOD

Primary Data:

Questionnaire & personal interview


Page 38


Secondary Data :

Company report, Broacher & from Internet

Measurement Technique:

Questionnaire

Analytical Technique :

By using using SPSS software


Page 39


DATA ANALYSIS & INTERPRETATION 1. Brand of cement preferred by customers Contents

Frequency Fr

Percent

Bagalkot shakti

21

21.0

Keshav Cement

4

4.0

ACC Cement

25

25.0

Ultratech Cement

48

48.0

Others

2

2.0

Total

100

100.0


Page 40


Analysis & Interpretation:

48% of the respondents use Ultratech Ultratech cement & 25% of the respondents use ACC cement & 21 % of the respondents use Bagalkot shakti, & 4% of them use Keshav cements & 2% of them use other cements. It is interpreted interpreted as the following following respondents Engineers, Engineers, Contract Contractors ors,, Dealers Dealers & MasonsMasons- prefer first first Ultrate Ultratech ch cement cement,, then then ACC cement & Bagalkot Shakti & give last preference to Keshav cements & others.

2. Parameters used to purchase Competitors brand cement

Frequency

Percent

Quality

80

80.0

Reasonable Price

7

7.0

Discounts / Offers

3

3.0

Easily available

10

10.0

Total

100

100.0

Contents


Page 41


Analysis & Interpretation :

80% of the respondents sees Quality Quality while purchasing purchasing the particular particular brand cement & 10% of them sees Easily availability of the cement, & 7% of the respondents sees Reasonable Price & only 3% of the respondents sees Discounts/Offers. It is interpreted that the follow following ing responde respondents nts Enginee Engineers, rs, Contrac Contractor tors, s, Dealer Dealerss & Masons Masons –purchas –purchasee competitors Brand cement first by Quality as it is 80%, then Easily availability as it is 10% & last they give preference to Reasonable price & Discounts & offers.

3. Extra benefit seek from competitors brand on bulk purchase?

Frequency

Percent

Yes

96

96.0

No

4

4.0

Total

100

100.0

Contents


Page 42



96% of the respondents says that they get some some Extra Benefit from Competitors brand on bulk purchase, & only 4% of the respondents wont get the Extra Benefits from the Competitors brand on bulk purchase. It is interpreted that the 96% of the customers seek Extra benefits & only4% of the customers don’t seek any Extra benefit.

4. Extra Benefits received from Competitors brand…. Frequency

Percent

Not received

4

4.0

Dicount /Offers

58

58.0

Incentives

4

4.0

Trade allowance

7

7.0

Price offs

27

27.0

Contents


Page 43

Brand Awareness level of Keshawa Cement Total

100

100.0


58% of the respondents seek following Extra benefits Discounts/offers from the Competitors brand, & 27% of the respondents seeks Price offs, 7% of the respondents seek Trade allowance allowance &, 4% of them gets gets Incentives. Incentives. This shows shows that 58%, 27%, 27%, 7% of the respondents receives Extra benefits like; Discounts/Offers from the competitors brand, then price offs offs & last last Trade Trade allowance allowance from the competitor competitorss brand.

5. Are you satisfied by Schemes & offers provided by competitors brand Frequency

Percent

Yes

96

96.0

No

4

4.0

Total

100

100.0

Contents


Page 44



96% of the respondents are satisfied with the schemes schemes & offers competitors provides to them & 4% of them are not satisfied with the schemes competitors provides to them. It is interpreted as 96% of the respondents are satisfied with the schemes & offers competitors brand provides provides to them & 4% of them them are not satisfied satisfied with with them.

6. Sources from which competitors brand comes to know Frequency

Percent

Advertisement

80

80.0

Sales person

17

17.0

Friends/Relatives

3

3.0

Total

100

100.0

Contents


Page 45



80% of the respondents are come to know know about the competitors brand through Advertisement Advertisement,, & 17% through Sales person, 3% from Friends/Relat Friends/Relatives. ives. This shows that 80% of the respondents respondents come to know about the competitors brand from Advertisement Advertisement & 17% of them comes to know from Sales person..

7. From which Advertisement competitors brand comes to know know

Frequency

Percent

Other source

20

20.0

TV Ads

48

48.0

Wall Paintings

24

24.0

Newspaper/Magazines

8

8.0

Total

100

100.0

Contents


Page 46



48% of the respondents come to know about about the competitors brand from Tv ads. 24% of the respondents come to know about the competitors brand through Wall Paintings, & 8% of them from Newspaper/Magazines. This shows that 48%, 24%, 8% of the respondents comes to know bout the competitors brand through Tv ads, then from wall paintings, & last from newspaper/magazines.

8. Competitors brand comes to know from which which Tv ads

Frequency

Percent

Other source

52

52.0

E tv kannada

1

1.0

Udaya tv

3

3.0

Star tv

28

28.0

Chandana tv

16

16.0

Total

100

100.0

Contents


Page 47



28% of the respondents come to know from Star Tv, 16% from Chandana Tv, 3% from Udaya Tv & 1% from ETv Kannada. This shows that 28% of the respondents come to know from star tv, & 16% of them from chandana tv & last from uday tv & E tv kannada.

9. From Which Newspaper competitors brand will be known? Frequency

Percent

Other source

92

92.0

Vijay Karnataka

2

2.0

Prajavani

2

2.0

Times of India

2

2.0

Deccan Herald

2

2.0

Total

100

100.0

Contents


Page 48



2% of the respondents come to know about the particular brand from Vijay Karnataka, 2% from Prajavani, 2% from Times of India & 2% from Deccan Herald. this shows that among the 8% of respondents all are equally distributed & come to know about the particular brand. So it is clear from the above that the respondents comes to know about the competitors brand from vijay Karnataka, prajavani, Times of India & decann herald.

10. Awareness of ‘Keshav Cements’ brand Frequency

Percent

Yes

54

54.0

No

46

46.0

Total

100

100.0

Contents


Page 49



54% of the respondents are Aware about the Keshav Cements brand & 46% of them are not Aware about the Keshav Cements. This shows that many of them are not aware about the keshav cements brand. It is interpreted as 54% of the respondents are aware about th Keshav cements brand & 46% of them don’t know about the keshav cements brand.

11. Through which source you come to to know about keshav cements

Frequency

Percent

Not use

46

46.0

Advertisement

20

20.0

Sales person

16

16.0

Friends/relatives

18

18.0

Total

100

100.0

Contents


Page 50



Among 54% of the respondents 20% of the respondents come to know about the keshav cements brand through advertisement, 18% from Friends/Relatives &16% from Sales Sales person. person. It is interpret interpreted ed that 20% of the responde respondents nts first first comes to know about keshav cements from advertisement, then 18% of them from friends & relatives & 16% from Sales person.

12. Advertisement through which you come to know about keshav cement

Frequency

Percent

Not use

81

81.0

Wall paintings

15

15.0

Newspapers/magazines

3

3.0

Trade shows

1

1.0

Total

100

100.0

Contents


Page 51



Among 20% of the respondents, 15% of the res pondents came came to know about about the brand through Wall Paintings, 3% from Newspaper/Magazines & only 1% through Trade shows. So we have to concentrate on Newspaper/Magazines & Trade shows to Advertise the brand.

13. Rate the keshav cements brand

Frequency

Percent

Not use

46

46.0

Good

34

34.0

Average

20

20.0

Total

100

100.0

Contents


Page 52



Among 54%, 34% of the respondents says says that keshav cements brand is Good & 20% of them says it is Average. It is interpreted as 34% of the respondents Engineers, Contractors, Dealers & Masons says that keshav cements is Good & 20% of them says it is Average .

14. Factors influenced to purchase keshav cement brand

Frequency

Percent

Not use

62

62.0

Quality

15

15.0

Price

17

17.0

Easily available

6

6.0

Total

100

100.0

Contents


Page 53



Among 38%, 17% of the respondents respondents are influenced by Price, 15% from Quality & 6% from Easily Available. Thus it is clear from the above graph that 17% of the respondents are influenced to purchase keshav cements by Price, then 15% from Quality & 6% from easily availability.

15. Advertisement by which keshav cement come to known Frequency

Percent

Other source

80

80.0

Wall paintings

16

16.0

Newspapers/magazines

3

3.0

Trade shows

1

1.0

Total

100

100.0

Contents


Page 54



Among 20%, 16% of the respondents came to know abou the keshav cements through Wall Paintings, 3% through Newspaper/Magazines & 1% through Trade shows. This shows that 16% of the respondents first come to know about keshav cements from wall paintings & 3% through newspapers/magazines & last Trade shows

16. Advertising plays a very vital role in purchasing the competitors brand cement, what is your opinion

Frequency

Percent

Strongly agree

40

40.0

Agree

46

46.0

Disagree

9

9.0

Neither agree nor disagree

5

5.0

Total

100

100.0

Contents


Page 55



46% of the respondents Agree with the the opinion that Advertising plays a very vital role in purchasing competitors brand cement, 40% of the respondents Strongly Agree with this opinion. 9% of the respondents respondents Disagree Disagree with the opinion that Advertis Advertising ing plays a very vital role in purchasing competitors brand cement & 5% of them Neither Agree Nor Disagree with this opinion. This shows that 46% of the respondents Agree with the opinion that advertising plays a vital role in purchasing competitors brand cement & 40% of them strongly agree with the opinion that advertisement plays a vital role & 9%, 5% of the respondents says Disagree & Neither Agree nor disagree. 17.(a) Rate the brands on the basis of their Advertisement-“Hoardings”? Contents

Very Good

Good

Average

Bad

Very bad

keshav cement

0

6

10

26

58

Vijay shakti

0

6

8

79

7

Bagalkot Shakti

0

7

17

15

61

Lokapur cement

0

21

9

57

13

11

35

49

5

0

21

40

32

7

0

ACC cement Ultratech cement


Page 56


90

79

80 70

6

58

60

5

Very Go 4

Good

50 35

40 26

30 20 10

40

6

10

0

2

17 15 6 8

7

0

0

B ad

2 9

7

Averag

32

13

Very ba

1

7

5

0

0

0

0 k e sh av c e m en t

V i j a y sh sh a k t i

B a g a lk l k o t S h a k t iL iL o k a p u r c e m e n t A C C c e m e n t

U l t ra ra t e c h c e m e n t

Analysis & Interpretation: (The study is restricted only to “Keshav cements, Bagalkot shakti, Lokapur cement &

Vijay shakti” ) 6% of the respondents respondents says that “Hoardings” “Hoardings” of keshav cements cements are Good, 10% says that it is Average, 26% says that it is Bad & 58% says that it is Very bad. 7% of the respondents says that “Hoardings” of Vijay shakti is Good, 8% says it is Average, says it is Bad & 7% of them says it is Very bad. 7% of the respondents says that “Hoardings” of Bagalkot shakti is Good, 17% of them says it is Average, 15% says it is Bad & 61% says it is Very bad. 21% of the respondents says that “Hoardings” of Lokapur cement is Good, 9% says it is Average, 57% says it is Bad & 13% says it is Very bad. This shows that the hoardings of the Keshav cements in bagalkot city is very bad, then comes vijay shakti, after that Bagalkot shakti & at last Lokapur cement through this graph. 17.(b) Rate the brand on the basis of their Advertisement-“Tv ads”? Contents

Very Good

Good

Average

Bad

Very bad

keshav cement

0

0

0

33

67

Vijay shakti

0

0

0

29

71

Bagalkot Shakti

0

0

0

33

67

Lokapur cement

0

0

0

19

81

27

40

30

3

0

52

43

5

0

0

ACC cement cement Ultratech cement


Page 57


90

8

80

7

6

70

6 Very G 5

60 50 3

40

3

2

2

30

Good

4

4

Avera

3

B ad

19

Very b

20 10

0 0 0

0 0 0

0 0 0

0 0 0

3 0

5

0 0

0 k e s h a v c e m e n t V iji j a y sh sh a k t i

B a g a l k o t S h a k Lt io k a p u r c e m e n tA tA C C c e m e n t U l t r a t e c h c e m e n t


Vijay shakti” ) 33% of the respondents respondents says that that “Tv ads” of Keshav cements cements are Bad & 67% of them says that it is Very bad. 29% of the respondents says that “Tv ads” of Vijay shakti are Bad & 71% of them says it is Very bad. 33% of the respondents says that “Tv ads” of Bagalkot shakti are Bad & 67% of them says that it is Very bad. 33% of the respondents says that “Tv ads” of Lokapur cement are Bad & 67% of them says it is Very bad. This shows that Tv ads of the keshav cements is very bad, then comes vijay shakti , bagalkot shakti & last Lokapur cement.

17.(c) Rate the brands on the basis of their Advertisement-“Newspaper/Magazine”? Contents

Very Good

Good

Average

Bad

Very bad

keshav cement

0

4

67

29

0

Vijay shakti

0

0

0

17

83

Bagalkot Shakti

0

0

9

84

7

Lokapur cement

0

0

11

17

72

17

67

11

5

0

17

37

44

2

0



Page 58


100

84

83

80

7

6

V e ry G

67

Good

60 40 20

3

2 1 04

0

000

9

7

00

1 11

1

00

11 5

44

Averag Bad

1

V e ry b

20

0

0 k e s h a v c e m Ve inj at y s h a kB tai g a l k o t S Lh oa kk at ip u r c e mA eCnCt c e m Ue nltl t rt a t e c h c e m e n t Analysis & Interpretation: (The study is restricted only to “Keshav cements, Bagalkot shakti, Lokapur cement &

Vijay shakti” ) 4% of the respondents says that “Newspaper/Magazine” of Keshav cements is Good, 67% of them says it is Average & 29% of them says it is Bad. 17% of the respondents says that “Newspaper/Magazine” of jay shakti is Bad & 83% of the respondents says that it is Very bad. 9% of the respondents says that “Newspaper/Magazine” of Bagalkot shakti is Average, 84% of them says it is Bad & 7% of them says it is Very bad. 11% of the respondents says that “Newspaper/Magazine” of Lokapur cement is Average, 17% of them says it is Bad & 72% of them says it is Very bad. It is interpreted that Keshav cements Ranks first in “Newspaper/Magazine” ads then comes, Bagalkot shakti, vijay shakti & lokapur cement. 17.(d) Rate the brands on the basis of their Advertisement-“Wall paintings”? Contents

Very Good

Good

Average

Bad

Very bad

keshav cement

0

6

43

51

0

Vijay shakti

0

0

0

15

85

Bagalkot Shakti

37

59

4

0

0

Lokapur cement

0

47

31

22

0

11

17

59

9

4

30

41

29

0

0



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8

90 80 70

5

60

59

5

47

4

50

Good 4

37

40

3

30

3 2

6 0

0

0 0 0

1 4

0 0

0

Averag 2

B ad

17

15

20 10

Very G

0

Very ba 9

4

0 0

0 k e s h a v c e m e n t V ija y sh a k t i

B a g a l k o t S h a k t Li o k a p u r c e m e n t A C C c e m e n t U l t r a t e c h c e m e n t


Vijay shakti”) 6% of the respondents says that “Wall paintngs” of keshav cements are Good, 43% of them says it is Average & 51% of them says it is Bad. 15% of the respondents says that “Wall paintngs” of Vijay shakti is Bad & 85% of them says it is Very bad. 37% of the respondents says that “Wall paintngs” of Bagalkot shakti is Very good, 59% of them says it is Good & 4% of them says it is Average. 47% of the respondents says “Wall paintngs” paintngs” of lokapur cement is Good, 31% of them says it is Average & 22% of them says it is Bad. This shows shows that that “Wall “Wall paintings paintings”” of Bagalk Bagalkot ot cement ranks first first as compared compared to their their competitors Lokapur Cement come next, then Keshav cements & at last Vijay shakti .

17.(e) Rate the brands on the basis of their Advertisements-“Trade Shows”? Contents

Very Good

Good

Average

Bad

Very bad

keshav cement

0

4

16

57

23

Vijay shakti

0

0

0

18

82

Bagalkot Shakti

0

7

19

68

6

Lokapur cement

0

0

39

47

24

7

15

65

13

0

11

21

53

15

0



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100

8

80

6

V e r y

6

5

5

60

G o o d

4 3

40

2

1

1 20 0

0 0 0

2

1 7

4

A v er

0

1 6

7 0 0

2 1

1

B ad

1

0

0

V e r y

0 k e s h a v c e m e n tV t V i j a y s h a k t i B a g a l k o t S h a k Lt oi k a p u r c e m e n At C C c e m e n t U l t r a t e c h c e m e n t

Analysis & Interpretation: (The study is restricted only to “Keshav cements, Bagalkot shakti, Lokapur cement & Vijay shakti”) 4% of the respondents says that “Trade shows” of Keshav cements are Good, 16% of

them says it is Average, 57% of them says it is Bad & 23% of them says it is Very bad. 18% of the respondents respondents says that “Trade shows” shows” of vijay shakti are are Bad & 82% of them says it is Very bad. 7% of the respondents says that “Trade shows” of Bagalkot shakti is Good, 19% of them says it is Average, 68% of them says it is Bad & 6% of them says it is Very bad. 39% of the respondents says that “Trade shows” of Lokapur cement is Average, 47% of them says it is Bad & 24% of them says it is Very bad. So it is clear that Bagalkot shakti is having good “Trade shows” then comes Keshav cements, then Lokapur cement & last Vijay shakti.

18. Any offers or extra benefits seek from Keshav Cements on bulk purchases Frequency

Percent

46

46

Yes

51

50

No

3

3

Total

100

100

Contents Not use


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51% of the respondents seek Offers & Extra benefits benefits from Keshav cements on bulk purchase & 3% of them says says no. 46% of them wont purchase purchase Keshav Keshav cements. cements. So So it is clear clear that 51% of the respondents seek offers & Extra benefits from Keshav cements & only 3% of them wont seek any offers & extra benefits from keshav cements.

19. Offers & Extra benefits received from keshav cements Frequency

Percent

Not use

46

46

Discount/offers

46

46

Incentives

6

6

Buying allowances

2

2.0

Total

100

100.0

Contents


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46% of the respondents says they receives Discounts/Offers Discounts/Offers from Keshav cements on bulk purchase, purchase, 6% of them says Incentives Incentives & 2% of them says Buying allowances. This shows that 46% of the respondents receive Discounts/offers as extra benefit from keshav cements & 6% of they seek Incentives & 2% of them receives Buying allowance from keshav cements on bulk purchase as a Extra benefit.

20. Are you satisfied with the offers & schemes provided by the keshav cements?

Frequency

Percent

46

46

Yes

50

50

No

4

4

Total

100

100.0

Contents Not use


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50% of them says they are satisfied with the offers & schemes provided to them by Keshav cements cements & 4% of them says that they are not satisfied satisfied with it. So it is clear that that majority of them are satisfied. 50% of them says that they are satisfied with the offers & schemes provided by the keshav cements & only 4% of them says they are not satisfied with the offers & schemes provided by the keshav cements.

22. Role of Advertising & Sales promotion activities in cement industry

Frequency

Percent

Extremely important

58

52

Important

42

42

Total

100

100.0

Contents


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58% of the respondents says that Advertising Advertising & Sales promotion activities are Extremely important & 42% of them says that it is important. This shows that 58% of the respondents says that Advertising & Sales promotion activities are Extremely important in cement industry & 42% of the respondents also saying that it is important.


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FINDINGS


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Brand Awareness level of Keshawa Cement  I found from secondary data that “Trade shows, Trade allowances & Contents &

Incentives” & “Wall paintings & Print Media” these are Advertisement & sales promotion promotion Activities Activities adopted by Keshav cements cements

use ACC cement & 4%  48% of the respondents use Ultratech cement, 25% of them use of them use Keshav cements

 It is found that 80%, 10% & 7% of the respondents look after Quality, Easily

availability & Reasonable Price while purchasing competitors brand cement. & While purchasing Keshav cements 17% of the respondents are influenced by Price, 15% from Quality & 6% from Easily Available

 96% of the respondents get some Extra Benefit from competitors brand on bulk

purchase. purchase. Even I found that 51% of the respondents also seek Extra benefits benefits from Keshav cements on bulk purchase

Discounts/offers from the competitors competitors  It is found that 58% of the respondents seek Discounts/offers brand, & 27% of the respondents respondents seeks Price offs. Even I found that 46% of the respondents also receives Discounts/Offers from Keshav cements

 96% of the respondents are satisfied with the schemes & offers provided by the

competitors brand to the respondents. & 50% of the respondents are also satisfied with the offers & schemes provided by Keshav cements

 It is found that 80% of the respondents are come to know about the competitors

brand through the sources sources of Advertisement Advertisement,17% ,17% through through Sales person. & also 20% of the respondents come to know about the keshav cements brand through advertisement, &16% from Sales person


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the respo responde ndents nts come come to know know about about the the compet competit itors ors brand brand throu through gh  48% of the Adve Advert rtise iseme ments nts mainl mainly y from from Tv ads, ads, 24% of them them come come to know know about about the the particular particular brand through through Wall Paintings. Paintings. Even 15% of the respondents respondents came to know about the Keshav cements brand through Wall Paintings

respondents nts come to know about about the competit competitors ors brand brand  28% of the responde

from from the

following Tv ads Star Tv, 16% from Chandana Tv, 3% from Udaya Tv & 1% from ETv Kannada.

 Among Newspaper & magazine 2% of the respondents come to know about the

competitors brand from Vijay Karnataka, 2% from Prajavani, 2% from Times of India & 2% from Deccan Herald

 54% of the respondents are Aware of the Keshav Cements brand & 46% of them

are not Aware of the Keshav Cements

 34% of the respondents says that keshav cements brand is Good & 20% of them

says it is Average

 46% of the respondents Agree with the opinion that Advertising plays a very vital

role in purchasing competitors brand cement, 40% of them Strongly Agree with this opinion.

 It is found that 6% of the respondents says that “Hoardings” of keshav cements are

Good, 10% says that it is Average, Average, 7% of the responde respondents nts says that that “Hoardings” “Hoardings” of Vijay shakti is Good, 8% says it is Average. 7% of the respondents says that “Hoardings” of Bagalkot shakti is Good, 17% of them says it is Average, 21% of the respondents says that “Hoardings” of Lokapur cement is Good, 9% says it is Average


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the  33% of the respondents says that “Tv ads” of Keshav cements are Bad, 29% of the respondents says that “Tv ads” of Vijay shakti are Bad, 33% of the respondents says that “Tv ads” of Bagalkot shakti are Bad, 33% of the respondents says that “Tv ads” of Lokapur cement are Bad

 4% of the respondents says that “Newspaper/Magazine” of Keshav cements is

Good Good,, 67% 67% of them them says says it is Aver Averag age, e, 17% 17% of the resp respon onde dent ntss says says that that “Newspaper/Magazine” of Vijay shakti is Bad, 9% of the respondents says that “Newspaper/Ma “Newspaper/Magazine” gazine” of Bagalkot shakti is Average, 11% of the respondents says that “Newspaper/Magazine” of Lokapur cement is Average

 6% of the respondents says that “Wall paintngs” of keshav cements are Good, 43%

of them says it is Average, 15% of the respondents says that “Wall paintngs” of Vijay shakti is Bad, 37% of the respondents says that “Wall paintngs” of Bagalkot shakti is Very Very good, 59% of them them says it is Good, Good, 47% of the respondents respondents says says “Wall paintngs” of lokapur cement is Good, 31% of them says it is Average

 4% of the respondents says that “Trade shows” of Keshav cements are Good, 16%

of them says it is Average, 18% of the respondents says that “Trade shows” of vijay shakti are Bad & 82% of them says it is Very bad. 7% of the respondents says that “Trade shows” of Bagalkot shakti is Good, 19% of them says it is Average, 39% of the respondents says that “Trade shows” of Lokapur cement is Average,

 58% of the respondents says that Advertising & Sales promotion activities are

Extremely important & 42% of them says that it is important

SUGGESTIONS  From the study I found that 86% of the respondents says that Advertisement &

sales promotion activities plays a very vital role in purchasing the competitors cement. Though customers see Quality first while purchasing the cement, but to


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know the quality of the brand they must use it, for that they must first know which brands is available available in the market, market, for which advertisement advertisement is essential. essential. So both advertising & sales promotion activities plays a vital role in purchasing the cement.

found from from seco seconda ndary ry that that “Tra “Trade de shows shows,, Trade Trade allo allowa wance ncess & Conte Contests sts &  I found Ince Incenti ntive ves” s” & “W “Wal alll painti paintings ngs & Print Print Media Media like like;Ne ;News wspap paper ers”t s”thes hesee are are Advertisement & sales Promotion Activities adopted by the keshav cements to promote promote their brand. But only 54% of the respondents respondents are aware about the keshav cements brand. Inspite of all these Advertising Advertising & Sales Promotion activities activities nearly 50% of the respondents are not aware about the Keshav cements brand. This shows that there is lack of Advertisements. Advertising done by the Keshav cements is not at all effective So you have to improve the Advertisements like; using Hoardings & doing Wall paintings in the crowded areas where thousands of people were moving daily, find such places & do the wall paintings & Hoardings their. & also use print Media ads like; giving ads in local Newspapers –‘Vijay Karnataka & Prajavani’. Trade Trade shows( shows(Tec Technic hnical al Meets) Meets) mainly mainly of “Enginee “Engineers rs Contract Contractors ors,, Dealer Dealerss & Masons” is also one of the effective advertising technique. Where ‘sales person’ plays a very very important important roleSo roleSo Try to do Trade shows shows once in in every Three Three months months & do follow up. It will help to position in the minds of the customers your brand & make the brand awareness & Identity in the market.

 Bagalkot shakti , Vijay shakti & Lokapur cement are the rivals for Keshav cements,

among among whic which h Baga Bagalko lkott shakt shaktii has used used very very Good Good Adver Adverti tise seme ments nts & Sale Saless promotion promotion strategies, strategies, & acquired acquired maximum maximum customers customers in Bagalkot Bagalkot city. As compared to Bagalkot shakti, Keshav cements sales promotion strategies are good


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but it only lacks lacks in Advertiseme Advertisements. nts. So adopt the the Advertisement Advertisement & sales sales promotion promotion strategies given above to beat the competitor.

 The main factor influencing customers to purchase their product is Quality, then

later comes Price & Easily availability. So there is great opportunity for the keshav cements if they improve & maintain quality, others ‘price & easily availability’ is already there. So Improve & maintain Quality.

CONCLUSION From this study it is concluded that both Advertising & Sales Promotion activities plays a vital role in cement industry. industry. But we must determine determine which Advertisement Advertisement


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strategies should be adopted to acquire potential customers & beat the competitors. Here Advertisement like; Wall paintings, Hoardings & also Newspapers should be adopted & also Two Important Advertisements like; “Sales person & Trade Shows” plays a very vital role in Cement industry mainly mainly in Bagalkot city as it is local area. This counts much to get the brand recognition & brand awareness & also make brand Identity in the local market. Competitors like Bagalkot Shakti who is the main competitor in the cement industry in “Bagalkot city” so try to benchmark it.

As there is lack of effectiveness in the Advertisement adopted by Keshav cement. So improve it by using the above strategies suggested.


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Keshav Cement Plant


Page 73


Kiln - Machinery

Hybrid Power Unit


Page 74



Page 75



Page 76


Brands of Keshav Cements


Page 77


QUESTIONNAIRE Dear Sir/Madam

Name ____________ _______________________ ______________________ ____________________ ___________________ _______________ _____ Type of Respondent: Engineer/Dealer/Contractor/Mason Name of the Firm ___________________ ____________________________ ___________________ ___________________ ___________ __ Address __________________________________________________________ Telephone/Mobile No ______________________________________________

1. Which Which brand brand of cement cement do you you prefer prefer or advice advice other otherss to use? a) Bagalkot Shakti

b) Vijay Shakti

c) Lokapur cement

d) Keshav cement

e) ACC cement

f) Ultratech cement

g) Others _______________ 2. What What made you you to purchase purchase that that partic particular ular brand brand cement cement?? a) Quality

b) Reasonable Price

c) Advertisement

d) Discounts/Offers

e) Easily Available

f) Others _______________________ _______________ ________

3. Do you seek seek some extra benefit benefit from from that particul particular ar company on bulk purchases purchases?? a) Yes

b) No

c) Not at all

4. If yes yes then then men menti tion on it? it? a) Discounts/Offers

b) Incentives

c) Trade allowances

d) Trade shows


Page 78


e) Training programs

f) Price offs

g) Premiums 5. Are you you satisfied satisfied with with the schemes schemes or offers offers company provides provides to you? you? a) Yes

b) No

6. If No, then then mention mention the schemes schemes & offers offers you are expectin expecting g from the partic particular ular company?

7. How do do you come come to know know about about that that parti particula cularr brand? brand? a) Advertisement

b) Sales person

c) Friends/Relatives

d) Others ______________

8. If Adver Advertise tisement ment,, then then mentio mention n the type? type? a) Hoardings c) Wall paintings

b) TV Ads d) News papers/Magazines

d) Others _________________________ 9. If TV TV Ads Ads then then ment mention ion which which channel channels? s? a) E tv Kannada

b) Uday tv

c) Surya tv

d) Star tv

e) Chandana Tv

f) Others ______________________ _______________ _______

10. If News News paper, then then mention mention it? a) Vijay Karnataka

b) Prajavani

c) Sainyukt Karnataka

d) Times of India

e) Deccan Herald

f) others _________________ ______________ ___


Page 79


11. Are you aware aware of ‘keshav ‘keshav cements’? cements’? a) Yes

b) No

c) Not at all

12. If yes, then how you come come to know about the keshav keshav cements? cements? a) Advertisement

b) Sales person

c) Friends/Relatives

d) Others_____________ Others___________________ ______

13. If Advertisement then mention the type? a) Tv Ads

b) Hoardings

c) Wall paintings

d) Newspaper/Magazine

e) Trade shows

f) Others __________________ _______________ ___

14. Rate the keshav cements brand?

Excellent

Good

Average

Bad

Very bad

15. What influenced you to purchase the keshav cements? a) Quality

b) Price

c) Advertisement

d) Discounts/Offers

e) Easily available

f) Others _______________

16. If Advertisement, then mention it? a) Hoardings

b) Tv Ads

c) Wall paintings

d) Newspaper/Magazine

e) Trade shows

17. Advertising plays a very vital role in purchasing the particular brand cement? What is your opinion? a) Strongly agree

b) Agree

c) Disagree

d) Strongly disagree


Page 80


e) Neither agree nor disagree 18. Rate the brands on the basis of their advertisements?The study is restricted only to “Keshav cements, vijay shakti, bagalkot shakti, lokapur cement”) a) 10 – very good

b) 8 – Good

c) 6 – Average

d) 4 – Bad

e) 1 – Very bad COMPANIES/BRANDS ADVERTISEMENT

Keshav cements

Vijay shakti

Bagalkot shakti

Lokapur cement

ACC cement

Ultratech cement

Hoardings Tv Ads Newspaper/M Newspaper/Magazine agazine Wall paintings Trade shows 19. Do you seek any offers offers or extra extra benefits benefits from keshav keshav cements cements on bulk or often often purchases? purchases? a) Yes

b) No

20. If yes, then mention it? a) Discounts/Offers

b) Incentives

c) Buying Allowances

d) Training programs

e) point of purchase

f) Bonus packs

displays

g) Others _____________________ _________________ ____

21. Are you satisfied with the offers or schemes provided by the keshav cements to you? a) yes

b) No

22. Advertising & sales promotion activities plays a vital role in cement industry? What do you say?


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a) Extremely important

b) Important

c) Not very important

d) Not at all important

23. Your Suggestion if any to Keshav cements industry? _________________________________________________________________ __________________________________________________________________

THANK YOU

Place :

Signature

Date :

BIBLIOGRAPHY

1. Mark Market etin ing g Manag Managem emen entt

By: Philip Kotler


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2. Mark Market etin ing g Rese Resear arch ch

By: A. Parsuraman

3. Advertising & Sales Promotion By: Belch & Belch

4. Websites •

www.google.com

•

www.katwa.com

•

www.icra.in

•

www.hindu.com

•

www.cemnet_com

•

www.ibef.com

•

www.fundoodata.com

•

www.economywatch.com

5. News Newspa pape pers rs & Maga Magazi zine ness •

Economic times

•

Times of India

•

Business World (magazine)

6. Materials •

Company Broachers & Reports


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A Project Report on Brand Awareness Level of Keshawa Cement Bagalkot

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