A PROJECT REPORT

On

“A study of Brand Equity of Birla Uttam

In Distinct city of Hadoti”

For

“MANGLAM CEMENT LTD.”

By

“MAHONAR RATHORE”
Under the guidance of

“Mrs. Ashwini Sovani”

Submitted to

“University of Pune”

In the partial fulfillment of the requirement for the award of the degree of
Master of marketing Management (MMM)

Through
Vishwarkarma Institute of Management
Pune – 48
 ACKNOWLEDGEMENT

I wish to acknowledge my profound to the distinguished Vishwarkarma Institute of

Management, Pune which has given me an opportunity to do this project work.

I would like to express my gratitude Mr. N.K. Maheshwari (General mangaer) for giving
the opportunity to working a summer trainee in Mangalam cement ltd.

I am also committed to offer my thanks to Mr. K.D. Sharda (Marketing Officer) & Mr.
Sukesh Sharma who’s valuable and appropriate direction in all respect was very helpful
in preparing this report.
I specially wish to thank Mr. G.S. Chandak & other officers of Mangalam cement ltd.
Who supports during industry visit.
I am own a gratitude towards Mrs. Ashwini Sovani, Vishwakarma Institute of
management, Pune for giving guidance and expertise while preparing this report.
Finally I wish to thanks my family and friends who have encouraged me at every step,
without their inspiration I could not take this challenging task.

Manohar Rathore
 PREFACE

Good decisional research project result in helping to make the best decisions that
can be made at the least cost of making it.
Marketing is a subject for all people and all seasons. We all live be exchanging
something so marketing is the study of exchange process, how transitions are initiated,
motivated facilitated, and consummated.
Marketing management deals with how organizations and people can better manage their
exchange activities to produce income for themselves and satisfaction for others.
Marketing consist of asset of principles for choosing target markets, evaluating customer
needs, developing wants satisfying products and service, and delivering value to
customers and profit to the company. Effective marketing decisions are based on sound
information; the function of marketing research is to provide information that will assist
marketing managers in making decisions.
Today, in the period of down swing of the economy, I have decided to do research work
on cement industry as it effects directly to economic growth of a nation. The impact of
decision can be seen clearly in the cement industry so going through detailed study of the
Mangalam Cement Ltd. I have tried to make this report readable by suggesting
techniques to overcome this depression.

Manohar Rathore
 To whom So ever it may concern

This is to certify that Mr. Manohar Rathore is a bonafide student of our institute.
He has successfully carried out his summer project “A study of Brand Equity of Birla
Uttam in Distinct city of hadoti” at mangalam cement ltd. This is the original study of
Mr. Manohar Rathore & important sources of data used by him have been acknowledged
in his report.
This report is submitted in partial fulfillment of two years fulltime course of
Masters in marketing Management 2006-2008 as per the rules.

Mrs. Ashwini Sovani Dr. Sharad Joshi

(Project Guide) Director

(Vishwakarma Institute of management)

 To whom so ever it may concern

This is to certify that Mr. Manohar Singh Rathore second year student of MBA
(Autonomous) + MMM course from Vishwakarma Institute of Management has
successfully completed his summer training from 18th May, 2007 to 17th July 2007. He
was working on the project “A studey of brand equity of Birla Uttam in Distinct City of
hadoti.”
He has been sincere & committed towards the job undertaken by him. The overall
assessment of his performance has been rated as on outstanding.

We appreciate the efforts put in by him and wish him success in all his future endeavors.

For Mangalam Cemetn Ltd.

Mr. K.D. Sharda

(Marketing officer)
 CONTENTS

Sr. No. Topic Page No.

Chapter-I Executive Summery 1
Chapter-II company profile 3
 Mangalam cement – at a glance
 Corporate philosophy
 Marketing policy
 Objectives
 Vision-2000
 Organizational set up of manglam cement
 Organization structure
 Role & function of marketing department
 Management & key management personnel
 Achievements
 Swot analysis
 Quality certificate
 Extra-quality standard chart, ISO certificate
Chapter-III Objective of research 17
Conceptual frame work
 Brand equity- over view
 Brand equity & brand image
 Brand image creation
 Effect of brand image on sale
 Objective of research
Chapter-IV Research methodology 22
 Research design
 Date collection
 Sample design
Chapter-V Data analysis 25
Chapter-VI Findings 44
Chapter-VII Conclusion and suggestion 47
Chapter-VIII Limitation of research 51
Chapter-IX Bibliography
Appendices
Appendix-A- Questionnaires of dealers & retailer
Appendix-B- Questionnaires of end users
 EXECUTIVE SUMMARY

The word ‘cement’ may be defined as a substance, which can join two of more pieces of
some other substance together to form a unit mass. Cement is a fine power which when
mixed with water and allowed to set and harder can join different components together to
give a strong structure mechanically. Thus cement can be used as a founding material for
bricks of for founding solid particles of different sizes (rubble masonry) to form a
monolish.
Cement is an essential commodity , which is available in two types, the OPC and the
PPC. India is the second larges producer of cement.
In Rajasthan, mangalam cement limited, a unit of B.K. Birla group of companies in
having its monopoly in both, the market shares as weel as the customer confidence. This
is because of its superior quality product and excellent customer services. The compancy
runs round the clock and its policy of maintaining is helpful in providing better quality
clinker. The company is having its won limestone mines, which are spread in the area of
10 sq km.
The company is maintaining its TPM (Total productivity maintenance) policy TPM of
each and every activity in the industry with special care for profitability with the
investment of employees.
The assigned title of the project is “A study of brand equity of birla uttam in distinct city
of hadoti” that fofuses over the brand image of birla uttam cement in hadoti. It alos
fouses over the various factors like demand, sale, quality, reliability and consumer
expectations etc. the researches descriptive in nature for this purpose questionnaires and
direct communication with all the competitors as well as dealer and retailer is to be used.
Besided response of contractors and builders is also consider for determine the purpose of
research.
Ar last the project will be beneficial both for company as well as reader who want to gain
inside knowledge about current position of brand equity of Birla Uttam in cement market.
The questionnaire and direct interview are used as the sources of data. The current
problem that the company is facing is also identified with their probable suggestions are
included in the report. This report will be beneficial for both the company and for those
who want to gain knowledge about the cement industry and its prospects.
All cement having tow grades OPC & PPC generally the OPC cement is more preferred
by the wholesaler/ retailer. But in the case of final customer very few customer are
having knowledge about OPC & PPC. The various factors that affect the demand of
cement as well as particular brand sales are like quality, prices, season, promotion
strategy of company or competitors, relationship with suppliers, discounts and supply
position because all these helps to create demand of cement. But the quality is the factor,
which is considered by most of suppliers as well as customer. This is reason that all
cement company’s emphasis on quality in their advertising.
Price is the second consideration factor because the price difference among various
brands is generally very less as price determined for basis and CMA determine the prices.
There is no price elasticity of demand as cement is essential commodity its demand is not
influenced with increases or decreased prices in case of final consumer. But wholesales
and retailer are slightly influenced by prices.
There is no seasonal impact on demand but generally Apr., May and June are considered
as a peak time, promotional strategies of company/ competitors have a crucial role in
positioning the brand image as it is clear that quality is most important factor, so
advertisement mainly emphasis on quality (for Ambuja-Virat compressive strength and
for Birla plus har Nirman ki Jaan).
In kota city Birla Uttam is market leader due to its qulity and availability.
Company profile
MANGALAM CEMENT LTD. – An Introduction

(An ISO 9001:2000 – company0

Mangalam cement ltd. Belongs to the Birla group companies. Mangalam was
incorporated in 1978 and commercial production was started in 1982. The total capacity
was 4500 tones/day. It was established at Morak, dist. Kota.
It is a professionally and well-established cement manufacturing company which has a
stron commitment for producting best quality cement, it is also satisfy its consumers by
its superior product and excellent customer service.
The company has established its new cement plan; name of plant was ‘neer Shree Cement
Plant” at the existing site at Morak, Kota. The company used new german technology for
producing capacity of 7 lacks tones per annum.
The MCL has made collaboration with german company which is known as Krupp plysis
grades & 53 mpa Portland cement using ultra modern technology. The MCL is
committed for producing quality product by ensures this entire manufacturing process has
been automatic and following latest equipments is used to achieve this goal.
Vibrating screen :- commencing with a 500 tph crusher with latest vibrating screen to
ensure that only very clean stone goes in manufacturing process
• Stacker Reclaimer :- to perfectly homogenize the main raw material i.e.
limestone.
• X-Ray Analyzer:- for quick and accurate analysis of all the raw material , clinker
and cement.
• Computerized central control room ;- for stable and efficient operation.
• Vertical roller mills :- latest roller mills for coal grinding and roller presses for
clinker grinding to ensure uniform particle size of cement for great strength.
• Electronic packing for consistent results and prompt delivery.

Main Objectives of MCL

 • To achieve their goals by making a continuous efforts to sustain and improve the
quality and productivity levels and attain consistent results.
• Maximum utilization of available resources.
• To adopt the knowledge and skill of new t4echnological development.
• To make a healthy working environment & encourage teamwork for finding
solutions to the problems of quality and productivity and their implementation
leading to enhanced commitment.
• Excellence in all spheres of management through consensus, consultation, system
perfection, delegation, decentralization and human resources development for
knowledge integration and skill development.

Corporate philosophy of MCL

• To adopt, the concept of total productivity management in all spheres of
excellence in the quality management, for attaining perfection.
• To derive, the advantage from the synergies of the group companies.
• To incorporate within the group a common business philosophy and management
practices.
• To aim at various strategies for growing challenges and opportunity.
• To promote friendship and camaraderie at all levels of individuals of group
companies.
• To develop knowledge by sharing and interacting with people within and outside
the world.
• To decentralize decision and delegate authority for freedom of value added
activity. Shouldering more responsibility to participate in decision making process
with autonomy at all levels.
• To produce quality cement and render services to entire satisfaction of the valued
customers and diversification in business.

MARKETING POLICY OF MCL

• Cover more market share
 • Always stay in profitability
• Maximum consumer satisfaction
• Make our brand more visible & different in the market
• To create market demand & proper supply

Total Productive maintenance (T.P.M.)

TPM is a maintenance program; there is done maintenance of each & every thing
& activity in the industry with the involvement of all employees.
Main concept of TPM
• Building up more effective maintenance
• All workers participation
• Culture preventive philosophy
• Automation & unmanned plant operations

VISION – 2000
We are the members of mangalam pariwar with persistent efforts pledge to produce
excellent quality cement as per the needs of our customers and to achieve optimum
utilization of our resources by; Striving for “zero” accidents, “zero” quality
complaints and “zero” down time.
• Enhancing individual competencies through continuous human resources
development aids and over all “excellence through people”
• Total motivated involvemtn through participative management activities with
high degree of professionalism.
• Creating clean, conductive, green, healthy and safe environment.
• Continuous efforts for total quality management and quality way of life.
• Endless efforts for total productivitiy & maintenance by creating the high
performing work culture and inculcating the feeling that this is my machine, “I
maintain it”
• Fulfillment of social responsibilities of the organization by continuous efforts for
rural development and social upliftment of the surrounding areas.
ORGANISATION SET UP OF MANGALAM CEMENT LTD.
Location : Morak 65 km from Kota
Year of incorporation : Mangalam Neer Shree
1978 1992
Commercial production : Mangalam Neer Shree
1982 1994
Total project cost : 400 Crores
Capacity : Mangalam Neer Shree
1200mt/day 300 mt/day
Man power : 750 workers
320 staff employees
Brand name : Birla Uttam
Product manufactured : Mangalam Cement Ltd.
OPC 43 Mpa
PPC 53 Mpa
Registered office and plant : P.O. Aditya Nagar Morak
Distt. Kota (Rajasthan)
Head office : 9/1, R.N. Mukherjee road
Kolkata - 700001
 ORGANIZATION STRUCTURE OF MANGALAM
Managing Director

President

Joint President

Sr. Vice president

Vice President

Senior General manager

D.G.M.

Personal Instrument Electrical Stores Accounts Mains

Manager

Assist. Manager

Officers

Assist. Officers
ROLE & FUNCTION OF MARKETING DEPARTMENT

In the hierarchy of marketing department overall control lies with the president. He forms
the policies, takes decisions on the key issues like prices, dispatch transportation
realization, outstanding etc. He also interacts and is answerable to the board of directors.
The Joint president carries out the policies framed by the president & reports directly to
the president.
Under president, tow AVPs marketing look after the day-to-day functioning of the
marketing department who are in direct control of the marketing staff. In addtion to
carrying out the policies of the company the Gms are responsible for sending the
feedback from the market to the joint president and the president. The AVPs also look
after the welfare of the staff families, and to send the sales reports to the head office.
Manager sales report directly to AVPs marketing
Manager sales report directly to AVPs marketing & look after the day-to-day functioning
of the department and the field staff under them, they implement the policies formulated
by the higher management and are responsible for the smooth functioning of the
marketing field staff.
Manager (Sales) also looks after the quality complaints and interacts with the other
department field staff is directly involved and is in regular contact with the end users for
marketing of product, for solution of problems, getting feedback from the customers,
assessing the marketing potential & reporting it to the higher authority, liasioning with
government departments and private builders, sales promotional activities and collection
of payments.
Planning
For marketing of cement, planning for dispatch is being done on month-to-month basis

looking to the demand & supply scenario, previous dispatch trend and forthcoming major

projects.

Reviewing

To review the present market position Mangalam cement is using the following internal
reports which they are reviewing time to time
Bulk lifting charts of dealers Monthly
Pending order list Daily
Outstanding position Daily
Review of cement deliveries Daily
Net realization basic Fortnightly

Feed back

For a company, customer, customer feedback is very important as it gives the idea about
the product so that if market demands a company can improve its products. Mangalam
cement has a system of customer satisfaction feedback. It gets the feedback through
customer satisfaction feedback from, through dealers meet & through mason meet.

MANAGEMENT
1 Mr. O.P. Gupta Chairman
2 Mr. T.S. Vishwanath Director-Nominee of UTI
3 Mr. N.G. Khaitan Director
4 Mr. K.K. Mudgil Director
5 Mrs. Aruna Makhan Special Director Appointed for BIFR
6 Mr. K.C. Jain Managing Director
KEY MANAGEMENT PERSONNEL
1 Mr. K.C. Jain Managing Director
2 Mr. Yashwant Mishra Sr. Vice President (marketing)
3 Mr. S.S. Khandgra President (Tech.)
4 Mr. R.C. Gupta President (F & A) and Co. Sec.
5 Mr. S.K. Agarwal Joint President
6 Mr. G.S. Chandak AVP (Marketing)
7 Mr. Anoop Walia AVP (Marketing)
8 Mr. Anil Mandot Vice President Commercial
9 Mr. G.S. Nathawat AVP (Stores)
10 Mr. R. Giri AVP (Elect.)
11 Mr. R.K. Sodhani AVP (Production)
12 Mr. J.R. Mehta AVP (Purchase)
13 Mr. D.D. Dutta AVP (Civil)
14 Mr. N.K. Maheshwari General manager (P & A)
15 Mr. S.B. Sharma AVP
16 Mr. K.D. Sharma Marketing Officer

ACHIEVEMENTS
(1) During mines environment and mineral conservation week (2005-2006)
• Overall performance - Third prize
• Reclamation, rehabilitation, restoration of land - Second prize
• Air pollution control - Thirds prize
• Poster competition - Second prize
(2) During mines safety week (2005)
• Transport road and clust suppession - Second prize
• Welfare amenities, and protective equipment, publicity propaganda and housing
keeping - Second prize
• Opencast working places and supervision - First prize

SWOT ANALYSIS

Strengths :

• It is best quality manufacturer of cement.

 • One of the best technologies in Rajasthan.
• Near Shree largest technology is giving the best output.
• It is attributed by healthy work environment and sound management system.
• Goodwill of B.K. Birla group is also strength of Mangalam cement limited.
• Its site selection is in a way its biggest strength for there is easy access to the raw
material, manual labor and electricity.
• Mangalam cements limited is an ISO 9002 certified company.
• Its strong dealers and retailers network is also its strength.
• Superior strength of its products.
• Superior fineness & consistent quality of its cement.
• Durability and soundness.
• Optimum setting time of cement.
• Ideal water cement ratio.
• Flexibility in design and usage.
• Specification in accordance with BIS standards.
• Electronic packaging system for prompt delivery.
• Sales depots and offices for prompt delivery and immediate attention for customer
grievances.
Weakness

• Worsening power situations, facing companies to invest huge amounts in captive

power plants.

• Infrastructure bottlenecks like transportation for raw material, fuel support and

cement.

• Inadequacy of finance for modernization.

• Increasing freight prices.

• Continuous losses may affect its goodwill and market value of its shares.
Opportunities

• Its superior quality attracts brand loyal and quality conscious customers.

• expected infrastructure growth will add to the current demand.

• By establishing their own power plant cost of production will be minimized.

• Mangalam cements limited can get profit by controlling its cost of production.

• experts quote that; only those companies will survive in cement industry, whose

cost of production is minimum.

• by increasing its investments in promotional activities, it can enhance its market

share.

Threats :

• Large companies are coming up. this may put pressure on realization in central

and north India.

• Cement industry is facing price war; it may compel Mangalam cement limited to

reduce its cement price.

• There is depressed market condition cause by demand recession and

commissioning of large capacity in cement resulting in higher competition.

• If excess supply conditions persist, it may lead to shut down of various cement

plants.ii
Objectives of the Research

COCEPTUAL FRAMEWORK
BRAND EQUITY – OVERVIEW
Brand equity is anything and everything that influence how brand or a company is
perceived by its target constituencies or even a single customer. Brand imager is a
combination of tangible and intangible traits-
An idea, Belief, Value, Prejudice, Interest, features etc.
Brand image is a mirror, which shows how much a company put efforts to
achieve its target. Image of particular brand visually & collectively represent all internal
& external characteristics-
*Name *Symbol *Packaging *Signs *Transportation etc.
Brand image is not limited to the consumer but company should maintain image
of its brand in the eyes of consumer as well as customers
Brand equity cover-
1. How are we perceived relative to other brand in the market? Which brand is most
like us and which do we complete most close?
2. Which image attributes derive customer loyalty?
3. How does our brand perform on key statistics relative industry norms?
4. What are the strength & weakness of our brand?
5. How do our customer perceptions of competition affect their buying behavior?
6. Which image attributes should be we be focusing or in our advertising?
7. How do what people think about our brand affect whether or not they will
continue to purchase our brand & switch to other?
BRAND EQUITY – BRAND IMAGE

The most important aspect of any business are intangibles including it base of loyal
customer brand, symbol, slogan & the brand underlying image, personality identity,
attitude, familiarity, association.
The assets-along with patent, trademark and channel relationship comprises brand equity.
by developing strong and consistent image well-regarded brand generate hidden assets or
brand equity, which give them distinct advantage. Brand equity is for of wealth than
closely related to what accountant call goodwill.
brand equity plays an important role in creating an image in market of particular product.
Brand image of a particular precuts helps a company to achieve its target efficiency.
District feature of a product which is not available in other brand but essential for
customer create image in the eyes of customer.
Positive brand equity helps to generate a high level of a customer loyalty similarly
negative brand image reduce customer loyalty which directly affects the sale of product
so every company should try to generate a positive brand image to generate loyal
customer to achieve financial target.
For a company to create a good image or say goodwill & maintain it very different job,
just because of high competition & availability of large number of brand in market is
important for a company to create brand image.
Brand image creation essential for a company to get success in market. Brand image of a
product is created on the basis of various features such as product quality.
Product Price Place(distribution) Promotion Packaging
All these five P’s the base for creating positive image in the eyes of retailer/ dealer as
well as in the eyes of builder (end user) all five P’s are major characteristics of
marketing-
1. Product (quality) – product, whose quality is best one, play an important role for
creating a positive image, cement, is the product, which is mainly known on the
basis of quality.
A company should need to produce a quality product for generate demand in
market. Simply most out of 100%, 35% demand is based on quality. Quality
of a product helps a company to create image in market.
2. Price: - price is the amount of rupee, which a company recovers from purchaser
fro its product. Present generate are price conscious large number as fluctuation in
price create problem to sale a particular product. in India, most of the generation
is comes under middle class, which give first preference to price % than quality.
Price should be maintaining in market to capture it. A company needs to set
price or adjust it according to the target customer required if price is suitable say
 according to the target market than it will be beneficial for a brand. A company
always needs to compare away brand’s price with other brands and try to capture
market or the basis of it.
3. Place (distribution strategy):- This also helps to create goodwill in the eyes of
retailer/ dealer as well as in the eyes of end users timely availability of product
will help to generate an image in market.
Distribution of a product should be on time so product can use when requiring. A
company uses various channels to deliver its goods on the basis of various
conditions
4. Promotion: - This is the fourth important factor that affects the brand image.
Various promotional activities such as
For: Dealer/ Retailer
-Stationary -Gift -Meeting
-Scheme -Cash amount etc. -Direct contacts
For: End User
-Sample - Additional gifts -Price beneficial on bulk
-Direct contacts
Promotion activities help to create awareness of a brand in market, which later on
generate positioning which at the end helps to create image.
Advertisement is also a part of promotion.
5. Packaging: - packaging of a product should be informative as well as attractive
package should be protective. If all these are present in a packaging of abrade
than it well also help to generate \an image of brand in manner.
Packaging exhibits the quality of product as well as price suitable for it. For
different product, packaging is different.
All five P’s of marketing helps a company to generate and image in market.
EFFECT OF BRAND IMAGE ON SALE

Brand image helps to generate demand of product. Brand image as product whether
positive of negative effect highly on the sale of product brand image give support to a
company to sale product Eg two well known coffee Brands (1) Bru (2) Nescafe are major
competitors brand image of both are different in market for end user Nescafe is better
than Bru just because of quality as well as price for that quality Nescafe is older brand
and promotion strategy of Nescafe is effective than Bru due to this Nescafe is highly
sellable brand in coffee product.
Creating of brand awareness and give all information about band generate position in the
mind of use motivate him to purchase a particular product.

Positive brand image helps to generate high sale.

Objective of the study

• To find the perception of dealers & retailers
• To find out the way of creating brand image
• To analysis the comparative study of various brand.
• To suggest the activities which play an important role in creating brand image.
• To find out the effect of brand image on sale.
• To know the promotion and discount schemes of various brands.
• To know stocking pattern of the sub dealers of various brands and get the
feedback about performance of Birla Uttam cement.
Research Methodology
INTRODUCTION

Research methodology is a framework, a blue print for the research, which guide the
collection and analysis of data.
Research methodology is being framed in order to achieve the research objectives. it is
and expression of what is expected of the research exercise in terms of result and the
analytical input need to convert data into research findings.
Research methodology minimizes the degree of uncertainly involved in the management
decisions. Research lays the structure for decision-making.
RESEARCH DESIGN
• Type of Research: This research is descriptive in nature.
Descriptive research includes surveys and face- finding enquires of different kind.
The Major purpose of descriptive research is description of the state of affairs as it
exists at present. The main characteristic of this method is that the researcher has no
control over the variables.
The data collected here may relate to the demographic or the behavioral variables of
the respondents under study.
• Research Instrument:
In the survey method I have used questionnaire as a research instrument this is written
& organization format contemning the entire question relevant to solicited the
required information.
Because of its flexibility the data is collected from large population about their
awareness attribute, opinion past present behavior to check that the questionnaire
surveys the necessary purpose it should be tested as a limited scale and this is
technically known as pilot survey.
This questionnaire consist multiple choices and some this close-ended structured
question are easy to summarize and there is no scope for misinterpretation.
• Data Collection
The decision-making must be objective and fact based in nature. This is achieved by
collecting and analyzing appropriate data. Data may be broadly divided into two
categories namely primary data & secondary data. The primary data are those data,
which are collected for the first time by the organization, which having already been
collected by some other agency but also can be used by organization under
considering. Primary data may be collected by observation, oral investigation and
questionnaire method or by telephone interview. In this study, for primary data
collection we have used questionnaire method. This is written and in organized
format containing all question relevant to soliciting type, in which all questions and
answers is specified and comments in the respondents own words are held to a
minimum, the unstructured questionnaire is useful in carrying out in depth interviews
where the aim is to probe for attitudes and reasons. For this study we are using
structured questionnaire (annexure-A) and carry out the personal interviews with
users and dealer. Sometimes we have carried out in-depth interviews and observe the
situation to get more in depth information about the topic. In the structured personal
interview method the information is likely to be more accurate and reliable because
the interviewer can clear up doubts and cross check the respondents. Moreover this
method is most flexible, no response is very low. Supervision & control is possible.
For secondary data we have used the data prepared by Mangalam cement & other
data circulated by cement manufacturers association to its member companies.
• SAMPLE DESIGN
Sampling indicated the selection of a part of a group or an aggregate with a view to
obtaining the information about the whole. This aggregate or totality of all members
is known as population although they need not be human beings. For this study in
designing the sampling the sampling plan, we have used the non-probability
convenience sampling method. The sampling units for this study are dealers, big civil
contractors & builders concerning to cement industry.
The sample frame has different features covering a variety of units.
• Dealers locate in Kota proper and dealers at Tahsil and other places in Kota
district.
• Private contractors who are engaged in construction activities and repair works.
• Public contractors who are engaged in carrying out bit projects of government
such as construction, canals, road construction etc.
 • Builders those who are engaged in the activity of building construction.
• Domestic users who have their petty requirements for small repair and
construction activities.
The suggestion of all above users may be very useful to improve the sales promotion
activities.
Data Analysis

DATA INTERPRETATION & GRAPHICAL PRESENTATION

In this study we cover 15 dealers & 75 retailers in distinct city of Hadoti.
Different responses are given by different person. Similarly we collect data from 15
contractors who are using different cement. So I present different data in graphical form
by dividing whole study in two parts.
• Response from dealers & retailers.
• Response from contractors.
RESPONSE OF DEALERS AND RETAILERS

Cement brand on many outlets

Brand name No. of out lets

Birla Uttam 50
Birla plus 26
Ambuja 25
Binani 14
Bangur 15
ACC 22
Shriram 18
Others 10

No. of out lets

60
50
40
30 No. of out lets
20
10
0
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ni
a

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m

s
us

u
j

er
AC
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bu

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a
ta

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rir

th
Ut

Bi
Am

Ba
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Sh

O
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Bi
Bi

22 outlets are there ACC is available. Above table is based on single brand selling shop
as well as multi brand selling shop. In the survey of 90 outlets there were 50 outlets
where Birla uttam available. Out of 50 there are some outlets which selling single Birla
Uttam only and some are selling more than on brand. Similarly about 26 outlets are of
Birla plus and 25 outlets of Ambuja.
Cement brand demand

Brand name No. of out lets Percentage

Birla Uttam 27 30%
Birla plus 20 22.22%
Ambuja 18 20%
ACC 15 16.67%
Binani 4 4.44%
Bangur 4 4.44%
Others 2 2.22%

Percentage

Birla Uttam
Birla plus
Ambuja
ACC
Binani
Bangur
Others

The above table is shows 30% market of Birla Uttam and 22.22% market is of Birla Plus.
These two brands are highly demanded in market. The demand of Ambuja is slightly
down by 2% that is 20%.
Reason for demand

No. of Dealers & Retailers

Features Birla Uttam Ambuja Birla Plus Bangur ACC
Quality 38 40 45 20 20
Packagin
g 2 5 5 5 5
Price 8 10 10 50 45
Reliability 42 35 30 15 20

100
90
80
70
Reliability
60
Price
50
Packaging
40
Quality
30
20
10
0
Birla Ambuja Birla Plus Bangur ACC
Uttam

The above table and graphical presentation shows that 42 dealers say Birla Uttam
demanded just because of reliability and 38 dealers says Birla Uttam demanded because
of quality. Ambuja and Birla plus are in demand just because of quality but if we see
Bangur and ACC are demanded just because of low price. So in price both Bangur and
ACC is major competitor in market.
Computation of weighted mean on the basis of rank of demand

Brand name Weighted Quality Packaging Price Reliability

X1 Wx1 X2 Wx2 X3 Wx3 X4 Wx4
Birla Uttam 5 38 190 2 10 8 40 42 210
Birla Plus 4 45 180 5 20 10 40 30 120
Ambuja 3 40 120 5 15 10 30 35 105
ACC 2 20 40 5 10 45 90 20 40
Bangur 1 20 20 5 5 50 50 15 15
Total 550 60 250 490
Weight 15 550 60 250 490
Mean 15 15 15 15
=36.67 =4 16.67 =32.67

The above table shows the rank of different basis on which customer demand the cement
in cement market, according to this table 36.67% is of quality so quality is the first
preference, 32.67% is of reliability so reliability is second preference, 16.67% is of price
so price is third preference and 4% of packaging so packaging is the fourth and last
preference fro the demand of cement. (Data ref. from last table)
No. of brands has a Dealer/ Retailer

No. of brands No. of retailers/ dealer

1 14
2 24
3 26
4 14
more than 4 12

No. of retailers/ dealer

30

25

20

15 No. of retailers/ dealer

10

0
1 2 3 4 more
than 4

The above table and graphical representation shows that most of the dealers & retailers
deals in three brands. No. of shops on which brands are available are 26. there are very
few shop which sale 1, 4, more than 4 brands, these are 14, 14, and 12, respectively.
Brand preference of Dealers & Retailers

Brand name No. of dealers Percentage

Birla Uttam 22 30%
Birla Plus 20 22.22%
Ambuja 20 20%
ACC 15 16.67%
Bangur 12 4.44%
Others 1 4.44%

25

20

15
Series1
10

0
Birla Birla Plus Ambuja ACC Bangur Others
Uttam

On the basis of above table we justify that 22 dealers prefer Birla uttam to sale. Similarly
Birla plus and Ambuja are also high prefer brands in market because they all are demend.
Above graph depict only 15 dealers out of 90 prefer ACC and 12 prefer Bangur. That
shows Birla Uttam is highly preferable brand in district city of Hadoti.
Criteria to select a brand for Dealers & Retailers

Features No. of dealers Percentage

Margin 35 38.89%
Demand 30 33.33%
Supply 15 16.67%
Quality 10 11.11%

Percentage

Margin
Demand
Supply
Quality

Above table shows 38.89% dealers prefer cement brand on the basis of margin and 33.33
prefer just because of demand. Supply and quality is very few preferable reasons for a
dealer & retailer. This shows coming market will be of those brands which provide high
margin to these dealers and retailers.
Reference about different features of different Brands

Features Packaging Margin Demand Supply

Name of
Rank1 Rank 2 Rank 1 Rank 2 Rank 1 Rank 2 Rank 1 Rank 2
Brand
Birla Uttam 40% 60% 30% 70% 70% 30% 30% 70%

Birla Plus 60% 40% 30% 70% 60% 40% 55% 45%

Ambuja 65% 35% 35% 65% 60% 40% 60% 40%

Binani 50% 50% 49% 51% 51% 49% 60% 40%

Bangur 45% 55% 51% 49% 40% 60% 50% 50%

ACC 58% 42% 60% 40% 50% 50% 70% 30%

Others 51% 49% 50% 50% 50% 50% 60% 40%

70%

60%

50%

40% Rank1
30% Rank 2

20%

10%

0%
Birla Birla Ambuja Binani Bangur ACC Others
Uttam Plus

This graph shows packaging of different brand. 40% shopkeepers say packaging of Birla
Uttam is no. 1, but 60% that is highest in all brand, says packaging of Birla Uttam is not
so good. It comes in second position. Similarly packaging of Birla plus is no. 1 says by
65% of shopkeepers. Packaging of ACC cement is also better than Birla Uttam.
 80%

70%

60%

50%
Margin Rank 1
40%
Margin Rank 2
30%

20%

10%

0%
1 2 3 4 5 6 7

In case of margin Birla Uttam is far behind in comparison to other brand as reference
given by dealers & retailer. Only 30% dealers & retailers say margin of Birla Uttam is no.
1 but 70% dealers & retailers appose this situation. This condition is also available in
Ambuja cement. Margin in ACC cement, Bangur are high that why a dealer prefer to sale
it high.

80%
70%
60%
50%
Demand Rank 1
40%
Demand Rank 2
30%
20%
10%
0%
r
ja

C
ni
m

s
us

er
AC
na
bu

ng
ta

Pl

th
Ut

Bi
Am

Ba

O
rla
rla

Bi
Bi

In case of demand Birla Uttam comes first. 70% of dealers says demand of Birla Uttam is
no. 1 and in case of Birla plus and Ambuja 60%dealers says demand is no. 1 as Bangur is
new brand so its demand is no. 1 says only 40% dealers. Other brand includes Shri ram,
J.K. Laxmi, Birla Chetak all these brands are demand not highly.

80%
70%
60%
50%
Supply Rank 1
40%
Supply Rank 2
30%
20%
10%
0% r
ni
ja

C
m

s
us

er
AC
na
bu

ng
ta

Pl

th
Ut

Bi
Am

Ba

O
rla
rla

Bi
Bi

In case of supply of different brand 30% dealers says supply of Birla Uttam is good and
rank it first but 70% dealers give it second rank it mean not up to mark. Supply of other
brands like Ambuja, Birla Plus, Binani, and ACC are good that is 55%, 60%, 60%, 70%
respectively dealers say supply of this brand is no. 1.
Dealers/ retailers satisfaction with problem solving strategy of different brand

Satisfies
Name of Brand Yes No
Birla Uttam 51% 49%
Birla Plus 60% 40%
Ambuja 55% 45%
Binani 50% 50%
Bangur 50% 50%
ACC 60% 40%
Others 55% 45%

70%
60%
50%

40% Yes
30% No

20%
10%
0%
m

r
ja
s

s
C
an

gu
lu

er
tta

bu

C
P

in

an

th
A
U

B
a

O
B
A
a

irl
irl

B
B

In case of Birla uttam 51% dealers and retailers says they are satisfied with problem
solving strategy of Birla Uttam. But in case of Birla plus and ACC 60% dealer says these
are better than Birla Uttam. Problem solving strategy of Binani and Bangur is not so good
only 50% dealers are satisfied.
RESPONSE OF CONTRACTORS & BUILDERS

No. of brands generally use in a construction

No. of brands No. of contractors

1 60%
2 33.33%
more than 2 6.67%

No. of contractors

1
2
more than 2

Above data depict most of contractors use single brand for construction a particular
building. Only 33.33% of contractors use two brands for a single construction.
Brand, which generally use by contractors at preset

Brand name No. of contractors Percentage

Birla uttam 6 40%
Birla plus 1 6.67%
Ambuja 5 33.33%
ACC 3 20.00%

No. of contractors

7
6
5
4
No. of contractors
3
2
1
0
Birla Birla Ambuja ACC
uttam plus

Above data depict out of 15 contractor, 6 contractor using Birla Uttam at present. Second
position is of Ambuja out 15, 5 contractors prefer to use it. It mean highest percentage of
contractors believe in Birla Uttam for use.
Criteria to select a brand

Features No. of contractors

Price 3
Quality 6
Timely Availability 4
Others 2

No. of contractors

Price
Quality
Timely Availability
Others

Price is not a main criterion to select a brand. But out of 15, 6 contractors prefer a cement
brand on the basis on quality and only 4 contractors prefer on the basis of timely
availability. Others include recommendation and the advertisement effect on end user.
Preference of contractors

Brand Name Preference

Rank 1 Rank 2
Birla Uttam 55% 45%
Birla plus 40% 60%
Ambuja 55% 45%
Bangur 60% 40%
ACC 55% 45%

70%

60%

50%

40% Rank 1
30% Rank 2

20%

10%

0%
Birla Birla Ambuja Bangur ACC
Uttam plus

Most preferable brand at present in contractors is Bangur just because of good quality and
low price. For Birla uttam 55% of contractors gives first preference and 45% contractors
give second preference. But for Birla plus 60% contractors gives second preference.
DEFINATION OF QUALITY BY CONTRACTORS

Quality features No. of contractors

Strength 9
Setting Time 6

No. of contractors

Strength
Setting Time

If cement is of high strength it mean it is of good quality this statement given by 9

contractors out of 15. Setting times of most of brand are same so contractors give
preference to the strength.
ROLE OF CEMENT FOR CONSTRUCTION

Response No. of contractors

Yes 3
No 12

No. of contractors

12

10

6 No. of contractors

0
Yes No

80% Contractors believe that colour does not matte while constructing a building but
only 20% percent contractors believes in colour.
CONTRACTORS APPROACH FOR CEMENT

No. of contractors Percentage

Direct company 7 46.67%
Dealer 8 53.33%

No. of contractors

Direct company
Dealer

7 contractors out of 15 approach directly the company for getting cement. Similarly 8
contractors believe to approach dealers for cement. This shows company needs to give
importance to contractors so more and more contractors will approach to company
directly.
Findings
• 22 outlets are there ACC is available. The data is based on single brand selling
shop s well as multi brand selling shop. In the survey of 90 outlets there were 50
outlets where Birla Uttam available. Out of 50 there are some outlets which
selling single Birla Uttam only and some are selling more than one brand.
Similarly about 26 outlets are of Birla plus 25 outlets of Ambuja.
• 30% market is of Birla Uttam and 22.22% market is of Birla plus. These two
brands are highly demanded in market. The market demand of Ambuja is slightly
down by 2% that is 20%.
• 42 dealers say Birla Uttam demanded just because of reliability and 38 dealers say
Birla Uttam demanded because of quality. Ambuja and Birla plus are in demand
just because of quality but if we see Bangur and ACC are demanded just because
of low price. So in price both Bangur and ACC is major competitor in market.
• 36.67% is of quality so quality is the first preference, 32.67% is of reliability so
reliability is second preference, and 16.67% is of price so price is third preference
and 4% of packaging so packaging is the fourth and last preference for the
demand of cement. (Data ref. from last table)
• Most of the dealers & retailers deals in three brands. No. of shops on which three
brands are available are 26. There are very few shop which sale 1,4, more than 4
brands, these are 14, 14, and 12, respectively.
• 22 dealers prefer Birla Uttam to sale. Similarly Birla plus and Ambuja are also
high prefer brands in market because they all are demand. Above graph depict
only 15 dealers out of 90 prefer ACC and 12 prefer Bangur. That shows Birla
Uttam is highly preferable brand in district city of Hadoti.
• 38.89% dealers prefer cement brand on the basis of margin and 33.33% prefer just
because of demand. Supply and quality is very few preferable reasons for a dealer
& retailer. This shows coming market will be of those brands which provide high
margin to these dealers and retailers.
• Packaging of different brand. 40% shopkeepers say packaging of Birla Uttam is
no. 1, but 60% that is highest in all brand, says packaging of Birla Uttam is not so
good. It comes in second position. Similarly packaging of Birla Plus is no. 1 says
by 65% of shopkeepers. Packaging of acc cement is also better than Birla Uttam.

• In case of margin Birla Uttam is far behind in comparison to other brand as

reference given by dealers & retailer. Only 30% dealers & retailers say margin of
Birla Uttam is no. 1 but 70% dealers & retailers appose this situation. This
condition is also available in Ambuja cement. Margin in acc cement, Bangur are
high that why a dealer prefer to sale it high.

• In case of demand Birla Uttam comes first. 70% of dealers says demand of Birla
Uttam is no.1 and in case of Birla plus and Ambuja 60% dealers says demand is
no. 1 as Bangur is new brand so its demand is no. 1 says only 40% dealers. Other
brand includes Shri Ram, j.k. laxmi. Birla Chetak all these brands are demand not
highly.

• In case of supply of different brand 30% dealers says supply of Birla Uttam is
good and rank it first but 70% dealers give it second rank it mean not up to mark.
Supply of other brands like Ambuja, Birla plus, Binani, and acc are good that is
55%, 60%, 60%, 70% respectively dealers say supply of this brand is no. 1.

• In case of Birla Uttam 51% dealers and retailers says they are satisfied with
problem solving strategy of Birla Uttam. But in case of Birla plus and acc 60%
dealer says these are better than Birla Uttam. Problem solving strategy of Binani
and Bangur s not so good only 50% dealers are satisfied.

• Most of contractors use single brand for construction a particular building. Only
33.33% of contractors use two brands for a single construction.
• Out of 15 contractor, 6 contractor using Birla Uttam at present. Second position is
of Ambuja out of 15, 5 contractors prefer to use it. It means highest percentage of
contractors believe in Birla Uttam for use.

• Price is not a main criterion to select a brand. But out of 15, 6 contractors prefer a
cement brand on the basis on quality and only 4 contractors prefer on the basis of
timely availability. Others include recommendation and the advertisement effect
on end user.

• Most preferable brand at present in contractors is Bangur just because of good

quality and low price. For Birla Uttam 55% of contractors gives first preference
and 45% contractors give second preference. But for Birla plus 60% contractors
gives second preference.

• If cement is of high strength it mean it is of good quality this statement given by 9

contractors out of 15. Setting times of most of brand are same so contractors give
preference to the strength.

• 80% Contractors believe that color does not matter while constructing building
but only 20% percent contractors believe to approach dealers for cement. This
shows company need to give importance to contractors so more and more
contractors will approach to company directly.
Conclusion & Suggestions

CONCLUSION

The maximum cement sales are done through trade channel and minimum through
intuitional or non-trade. Graphic and fining show that among various brand the Birla
Uttam is that brand which is most available at various counters due to nearly production
or its plant is situated near by kota city (at 65 km far from kota). So there is no problem
of availability of this brand.
The secondary data proved it in district city of of hadoti and its demand as well as sale is
maximum.
All cement having two grades Opc & PPC generally the PPC cement is more preferred by
the wholesaler/ retailer. But in the case of final customer very few customer are having
knowledge about OPC & PPC .

The various factors that affect the demand of cement as well as particular brand sales are
like quality, prices, season, promotion strategy of company or competitors, relationship
with suppliers, discounts and supply position because all these helps to create demand of
cement. But the quality is the factor, which is considered by most of suppliers as well as
customer. This is reason that all cement company’s emphasis on quality in their
advertising.

Price is the second consideration factor because the price difference among various
brands is generally very less as price determined for basis and CMA determine the prices.
There is no price elasticity of demand as cement is essential commodity its demand is not
influenced with increases or decreases prices in case of final consumer. But wholesales
and retailer are slightly influenced by prices.
There is no seasonal impact on demand but generally Apr., May and June are considered
as peak time. Promotional strategies of company/ competitors have a crucial role in
positioning the brand image as it is clear that quality is most important fact, so
advertisement mainly emphasis on quality (for Ambuja- Virat compressive strength and
for Birla plus har Nirman ki Jan).
Statistically it can be proved that cement consumption is on rising trend the sales of
Mangalam cement in year 2004-05 in Rajasthan.
In kota city Birla Uttam is market leader due to its quality and availability.
SUGGESIONS
1. The order billing system is not satisfactory so there should be changes from
the rate prevailing on date of dispatch to the rate prevailing on date of order.
2. Current pricing system is not up to the mark as some time price difference is
very high tan previous prices it has bad impact on sales, pricing should base on
ex. factory system.
3. Company should increase their network in such area’s where Birla Uttam
sales is very low.
4. Retailer are facing the problem of changing prices they are not getting
information about current cement prices at right time if company has good
information network they can solve this problem.
5. MCL should try to reduce its cost of production.
6. Company should provide training to retailer to give them the basic knowledge
and technique of marketing to increase sales.
7. Companies target market is Kota city or area near by Kota city then there is no
need to spend more on promotions but company want to capture whole Rajasthan
as well as other states then it should give their major consideration towards media
advertisement. (to capture the market share of its rivals)
8. Mason meeting should be conducted in rural area.
9. Packaging should be improved.
10. Colour of HDPE bags should be change, so that it create different image in
customer mind.
11. Regular survey should be conducted.
12. Non-trade should be started.
13. Birla Uttam is well known brand but still peopleare confused and think that
Birla Uttam & Birla plus belong to same brand. So it is necessary for Birla uttam
to create separate image in customer mind.
14. Company dealer or representative should regularly meet contractor, builders
so as to give them complete knowledge about our brand, once the contractor,
builders have full knowledge of our brand and they are well versed with the
quality of our brand. Them they definitely prefer the Birla Uttam cement.
15. In cement market, many new companies have entered; they are selling their
product at low price, so company should pay attention for it and try to sell Birla
Uttam cement at competitive yet economical price.
Limitations of the Study

Every research has its limitations; this research is not an exception in this manner there
are certain factors in conducting this research also, these are
• Time constraint – as we as using interview method that is more time
consuming especially when sample is scattered in large geographical area.
• Skilled manpower required – in interview method the interviewer has to visit
the individuals, put question to them, which elicit the relevant information about
the subject of enquiry. This requires costly skilled manpower.
• Financial constraint – the method used for this study is very expansive
• Secrecy of data – some of the data are confidential and not to be published so
we have limitation of information.
BIBLIOGRAPHY

BOOKS :-
• Agarwal, P.K., marketing management, Pragati Prakashan, Meerut, Second
Editon 1999.
• Gupta S.P., Statistical methods, Sultan Chand, Thirty-Fourth, 2005
• Jain Khandelwal Pareek, Statistical management, Ramesh Book Depot
• Kotler, Philip, marketing Management, Pearson Education (Singapore) Pte. Ltd;
New Delhi, Eleventh Edition.
• Kothari C.R., “Research Methodology” Methods & Techniques, New Age
International Publishers, New Delhi, Seconds Edition.
WEB SITE SAMPLE :
• www.mangalamcementltd.com
• www.answer.com
• Annual report of Mangalam cement ltd.
www.mangalamcementltd.com

Introduction Brochure of MCL

APPENDIX

MANGALAM CEMTN LIMITED

Customer satisfaction survey (For Dealers & Retailers)

Name of Firm………………………………………………………..

Name of Owner……………………………………………………..

Address………………………………………………………………

Q.1 What is your sales of previous month?

(A) 00-250 bags (B) 250-500 bags

(C) 500-1000 bags (D) more than 1000 bags

Q.2 How many brands are you selling at this time & name them?

(A) 1 (B) 2-4

(C) 4-6 (D) more than 6

………………………………………………………………..

Q.3 Which brand is more demanded?

1. ….………………. 2. ….………………. 3. ….……………….

Q.4 Rank the brand on the basis of price? (Lowest to highest price)

1. ….………………. 2. ….………………. 3. ….……………….

Q.5 Which brand you want to sale more & why?

(A) Ambuja (B) Vikram (C) Birla Uttam

(D) Shree Cement (E) Any other

Q.6 Rank the brand the quality basis (setting time strength etc.)

(1) ….………………. (2) ….………………. (3) ….……………….

Q.7 Give rank to the following brand on the basis of-

Brand/ Feature Packaging Demand Margin Supply Total Rank

Vikram
Ambuja
Shree
Birla Uttam
ACC
Birla Plus

Q.8 What attribute for more demanded?

(A) Quality (B) Packaging

(C) Price (D) Reliability

Q.9 What criteria do you use to select a brand for sale?

(A) Margin (B) Demand (C) Supply (D) Company Response

Q.10 Are you satisfied with problem solving strategies of company?

(A) Yes (B) No

Q.11 What is your opinion regarding ‘Birla Uttam’ in terms of distribution strategy

adopted by the company?

(A) Excellent (B) Very Good

(C) good (D) Satisfactory

(E) Poor

Q.12 Reason for above answer?

………………………………………………………………………………

Q.13 Which type of sales motivation you get from ‘Birla Uttam’ and what is your

response?
 (A) Cash Discount (B) Promotional Schemes

(C) Quantity Discount(D) Timely Schemes

(E) Satisfaction Yes: No:

Q.14 What do you expect from the company to improve the sale?

………………………………………………………………………………

………………………………………………………………………………

Signature Date
MANGALAM CEMENT LIMITED

Brand Equity Survey (For Contractors & Builders)

Name of the Contractor………………………………………………………………

Address………………………………………………Contact no…………………..

Q.1 How many brand you generally using for construction?

1. 1-2……………………… 2. 3-5…………………………..

Q.2 Which brand you to use more?

(A) Ambuja (B) Birla Uttam (C) Birla Plus

(D) Binani (E) Any other

Q.3 What criteria you have to select a brand?

(A) Price (B) Quality

(C) Timely availability (D) Any Other

Q.4 Ranking brand on the basis of your preference –

1……………………………………………………………..

2…………………………………………………………….

3…………………………………………………………….

Q.5 Ranking brand on the basis of quality –

1……………………………………………………………..

2…………………………………………………………….

3…………………………………………………………….

Q.6 What do your mean by quality?

…………………………………………………………..…………………………

…………………………………………………………….
Q.7 What is plus & minus point of brand you are using?

Plus: 1………………… 2…………………….. 3…………………

Minus: 1………………… 2…………………….. 3…………………

Q.8 Is Colour plays and important role in purchasing?

(a) Yes…………………….. (b) No……………………….

Q.9 Where you approach for cement you are using?

(a) Direct company (b) Dealer

Q.10 Any additional benefits you are getting from you brand?

(a) Yes……………………… (b) No ………………………

Q.11 Any Suggestion –

………………………………………………………………………………………

………………………………………………………………………………………

………………………………………………………………………………………

Signature Date :
COMPARISON OF SALES PROMOTION ACTIVITIES

(For Consumers – At a Glance)

Gift Item Birla Shree JK

Binani Shree Vikram Ambuja
Distribution Uttam Ram Cement
Calendars ü ü ü ü ü ü ü
Diaries ü ü ü ü ü ü ü
Per/ Pen
Stand ü ü ü ü ü ü ü
Slip Pads ü ü ü ü ü ü ü
Key Rings ü ü ü ü ü ü ü
Stepny
Covers ü ü ü ü ü ü ü
Danglers ü ü ü ü ü ü ü
Telephone
Indexes ü ü ü ü ü ü ü
Shopping
Bags ü ü ü ü ü ü ü
Paper Weight X X X X X X X
Diwali Poojan
X X X X X X
Box ü
Wrist Watch X X X X ü X X
Wall Clock ü ü ü ü ü ü ü
Calculators ü X X ü X X X
Telephone
X X X X
Instrument ü ü ü
Mason Meet ü ü ü ü ü ü ü
Architect/
Builder/
Contractors ü ü ü ü ü ü ü
COMPARISON OF SALES PROMOTION ACTIVITIES

(For Dealers) – At a Glance

Gift Item Birla JK

Binani Shree Vikram Shree Ambuja
Distribution Uttam Cement
Dealers Meet ü ü ü ü ü ü ü
Picnic ü ü ü ü ü ü ü
Retailer Meet ü ü ü ü ü ü ü
Cash
Discount ü ü ü ü ü ü ü
Quantity
Discount ü ü ü ü ü ü ü
Indian Tour ü ü ü ü X ü ü
Foreign Tour ü X X ü X X ü
Silver Coin X X X X ü ü X
Gold Coin X X X ü X X X
Excursion ü ü ü ü ü ü ü