OVERVIEW OF THE COMPANY

Jaypee Group is one of the major business groups in India. Here is a brief profile and history of Jaiprakash Industries Limited.

Shri Jaiprakash Gaur (Chairperson)

VISION STATEMENT To be dynamic and vibrant responsive to the changing economic scenario: and flexible enough to absorb Environmental and physical fluctuations. Harness and inherent strength of available human resource and material have a capacity to learn from success and, more than any thing else, ensure Growth with human face.

MISSION STATEMENT Our solitary Mission is to achieve Excellence in every sector that we operate in - be it Engineering & Construction, Cement, Real Estate or Consultancy. To augment our core competencies and adopt the most comprehensive modern technology to overtake the obstacles in our path of achievement. To obtain sustainable development and simultaneously enhancing the shareholders value and fulfilling our obligations towards building a better India".

HISTORY OF JAIPRAKESH ASSOCIATES LTD With a single minded focus in mind, to achieve pioneering myriads of feat in civil engineering Shri. Jaiprakash Gaur, the founding father of Jaiprakash Associates Limited after acquiring a Diploma in Civil Engineering in 1950 from the University of Roorkee, had a stint with Govt. of U.P. and with steadfast determination to contribute in nation building, branched off on his own, to start as a civil contractor in 1958.

Historical Milestones Year 1957 Completed first work as contractor in Kota (India).

Year 1979 Jaiprakash Associates Private Ltd. ( JAPL)

Year 1983 Establishment of Jaypee Rewa Cement Plant (JRCL) with an initial Capacity of 1 million tones.

Year 1980 Hotels Siddhartha and Vasant Continental set up.

Year 1986 Formation of Jaiprakash Industries Limited (JIL) by amalgamating JAPL Into JRCL.

Year 1992 Formation of Jaiprakash Hydro Power Ltd. (JHPL) and Jaiprakash Power 4

Venture Ltd. (JPVL)

Year 1996 Establishment of Jaypee Bela Cement Plant (JBCP) with an initial capacity of 1.9 million tones. Year 2000 Formation of Jaypee Cement Ltd. (JCL) by merging JRCL and JBCP.

Year 2003 Formation of Jaiprakash Associates Ltd. ( JAL) formed by merging JIL with JCL.

Year 2005 Shares of JHPL listed on BSE/NSE. First Hydropower Company to be publicly held and listed in the country.

Year 2006 Merger of Jaypee Greens with Jaiprakash Associates Ltd. ( JAL)

Jaypee Group.
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Jaypee Group is an infrastructure conglomerate with diverse business interests ranging from Engineering and Construction, Cement, Private Hydropower, Hospitality, Information Technology, and Real Estate Development to Expressways and Highways. The founder of Jaypee Group is Jaiprakash Gaur, who started as a civil contractor in 1958. In 1979, Jaiprakash Associates Private Ltd (JAPL) was formed.In1980; Jaypee Group entered into Hospitality sector and set up Hotels Siddhartha and Vasant Continental. In 1983, Jaypee Reewa Cement Plant (JRCL) was established with an initial capacity of 1 million tones. In 1986, Jaiprakash Industries Limited (JIL) was formed by amalgamating JAPL into JRCL.In 1996; Jaypee Bella Cement Plant (JBCP) was established with an initial capacity of 1.9 million tones. In 2000, JRCL and JBCP were merged to form Jaypee Cement Ltd. (JCL). In 2003, Jaiprakash Associates Ltd. (JAL) was formed by merging JIL with JCL. In 2005, shares of JHPL were listed on BSE/NSE and JHPL became the first Hydropower Company to be publicly held and listed in India.

COMPANY PROFILE
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Company Head office

- Jai Prakash associates - JA House, 63 basantlok

Vasant Expressways and Highways. The founder of Jaypee Group is Jaiprakash Gaur, who started as
a civil contractor in 1958. In 1979, Jaiprakash Associates Private Ltd (JAPL) was formed.In1980; Jaypee Group entered into Hospitality sector and set up Hotels Siddhartha and Vasant Continental. In 1983, Jaypee Reewa Cement Plant (JRCL) was established with an initial capacity of 1 million tones. In 1986, Jaiprakash Industries Limited (JIL) was formed by amalgamating JAPL into JRCL.In 1996; Jaypee Bella Cement Plant (JBCP) was established with an initial capacity of 1.9 million tones. In 2000, JRCL and JBCP were merged to form Jaypee Cement Ltd. (JCL). In 2003, Jaiprakash Associates Ltd. (JAL) was formed by merging JIL with JCL. In 2005, shares of JHPL were listed on BSE/NSE and JHPL became the first Hydropower Company to be publicly held and listed in India. Ihar New Delhi

Fax Contact No Email Website Factory

- +91-11-26145389/26143591 - +91-11-26141540/26143591 -jil@jalindia.co.in -www.jalindia.com - Reewa, Bela, Churk, Chunar Dala

Marketing head office Contact no Fax

- 64/4, side no.4 Sahibabad Industrial area Ghaziabad - 0120-2896705 - 0120-2896777

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Registered Office E-Mail Annual turnover

- Kanpur, Krishna tower - kanpur.r@jalindia.co.in - 7million tones per annum.

JAY PRAKASH ASSOCIATES LIMITED:-

Jaiprakash Associates Limited is engaged in the construction of multi-purpose river valley and hydropower projects, and has been involved in construction of engineering projects, including hydropower/river valley projects, expressways and real estate development. The Companys hydropower projects under execution include Vishnu-Prayag, Karcham Wang too, Baglihar (Stage-I & II), Omkareshwar, Dul-Hasti, Tehri, Teesta-V, Indira Sagar (Narmada Sagar), Sardar Sarovar (Narmada) and Tala. Jaiprakash Associates Limited has six subsidiaries: Jaypee Hotels Limited, Jaiprakash Hydro-Power Limited, Jaiprakash Power Ventures Limited, Jaypee Karcham Hydro Corporation Limited, Jaypee Cement Limited and Gujarat Anjan Cement Limited.The chairperson jai prakash associates limited is Shri jai prakash guar.

JAI PRAKASH ASSOCIATES LIMITED (CEMENT DIVISION KANPUR) IN U. P.

Product - JAYPEE CEMENT &ANJAN CEMENT 4

Chairperson Sales Turnover Product Units Area of Product line

- Mr. JAI PRAKASH GUAR - 565.55 Cr. - REEWA, CHURK, CHUNAR, DALA - Northern India (U.P, M.P, Bihar, Punjab Haryana, Rajasthan, Delhi)

In 1983 this company introduced CEMENT and this company is known as J.P CEMENT and the product have two brand BUNIYAD & BULAND. Managed by Mr. PRAKASH GUAR, who is Managing Director of Jai Prakash Industries? Brand name of product Head Office Marketing Head office Factory Workers Main Market - JAYPEE CEMENT - New Delhi - Sahibabad (UP) - Reewa, churk, chunar, dala - Near about 50,000 - U.P, M.P, Bihar, Punjab, Haryana, Gujarat Delhi, Chandigarh, Rajasthan, Jharkhand, Maharashtra,

MAJOR ACHIEVEMENT OF JAYPEE GROUP:-

Jaypee Group is the largest private sector hydro power producer in India with an installed capacity of 700 MW.

Sardar Sarovar Dam being executed by the group is the third largest in the world for volume of chilled concrete to be placed -nearly 7 million cum.

Indira Sagar a 1000 MW Power house is the second largest surface power house in the country. Nathpa Jhakri a 1500 MW Power House is the largest underground power house in India. Tehri Dam is the third tallest rockfill dam in the world, and the largest in Asia involving placement of over 25million cum of all types of fill material.

Year 2009 400 MW Vishnuprayag Hydropower Project of Jaiprakash Power Ventures Ltd (JPVL) was awarded 1st Prize in the category "Excellence in Fast Track Power Project Execution - Hydro" by the Indian Electrical and Electronics Manufacturers Association (IEEMA) Power Awards 2008.

300 MW Baspa II Hydropower project being awarded with Gold Shield by Honble President of India Smt. Pratibha Devisingh Patil in the prestigious National Awards for Meritorious Performance in Power Sector by the Ministry of Power for 2007-08. Year 2008 Entrepreneur of Year Award being conferred to Shri Jaiprakash Gaur, Founder Chairman for his exceptional contribution in Infrastructure & Construction sector by Ernst & Young . Award presented for Overall Performance, 'Use of Explosives & Dust Suppression and Safety Education during Award presented for Overall Performance, 'Use of Explosives & Dust Suppression and Safety Education during Metalliferous Mines Safety Week Celebration (Jabalpur Region) to Naubasta Limestone Mine of Jaiprakash Associates Limited. FLS (F.L. Smidth) Energy Award 2007 for 4

Maximum percentage reduction in Thermal Energy (Kcal) consumption per kg of Clinker production over year 2005-06 (Jaypee Rewa Plant) & Minimum % of Auxiliary power consumption with respect to Thermal power generation in M.P. ,Chhattishgarh states in the year 06-07 (Jaypee Bela Unit, Captive Power Plant, 2006-07) National Safety Award for the year 2006 to Jaypee Rewa Plant for longest Accident Free Period. Year 2003 National Safety Award, Presented By Govt. of India, Ministry of Labour to Jaypee Rewa Plant for Lowest Average Frequency Rate & Longest Accident Free Period. National Safety Award, Presented By Govt. of India, Ministry of Labour to Jaypee Bela Plant for Lowest Average Frequency Rate. Year 2002 National Safety Award, Presented By Govt. of India, Ministry of Labour to Jaypee Rewa Plant for Lowest Average Frequency Rate. National Safety Award, Presented By Govt. of India, Ministry of Labour to Jaypee Rewa Plant Longest Accident Free Period. Year 2001 National Safety Award, Presented By Govt. of India, Ministry of Labour to Jaypee Rewa Plant for Lowest Average Frequency Rate & Longest Accident Free Period. National Safety Award, Presented By Govt. of India, Ministry of Labour to Jaypee Bela Plant for Longest Accident Free Period. Fuller Energy Consumption Award by M.P. Cement Manufacturers Association for Lowest Thermal Energy Consumption in Clinker Production, Cat. 3 in M.P. / Chattisgarh. Year 2000 Gem Granite Award, Presented by FIMIs Environmental Award for Outstanding Performance in

Environmental Field for Mechanized Mines. National Safety Award (both units), Presented by Govt. of India, Ministry of Labour for Lowest Average Frequency Rate & Longest Accident Free Period. NSCI Safety Award, Presented by National Safety Council for the Overall Performance of the Cement division of Jaiprakash Associates Limited. Year 1999 National Safety Award, Presented By Govt. of India, Ministry of Labour for Longest Accident Free Period. Fuller Energy Consumption Award, Presented By Federation of Indian Mineral Institute for Lowest Thermal Energy Consumption in K Cal per kg. of Clinker Production. Year 1998 Fuller Energy Consumption Award, Presented By M.P. Cement Manufacturers Association for Lowest Thermal Energy Consumption in Clinker Production, Cat. 3 in M.P. / Chattisgarh. Year 1996 M.P. State Inter Industry Safety Award, Presented by National Safety Council for achievements in the Field of Industrial Health, Safety & Environment. Year 1994 M.P. State Inter Industry Safety Award, Presented by National Safety Council for achievements in the Field of Industrial Health, Safety & Environment. National Safety Award, Presented By Govt. of India, Director General, NCB, Ministry of Power for Best Improvement in Energy Performance. Year 1993 National Safety Award, Presented By Govt. of India, Ministry of Labour for Lowest Average

Frequency Rate. National Safety Award, Presented By Govt. of India, Ministry of Labour for Longest Accident Free Period. Year 1992 Corporate Excellence Award, Presented By Dalal Street Journal for Outstanding Performance in the Activity Category. Year 1991 Maharashtra Chapter of American Concrete Institute Award, Presented By Maharashtra Chapter of American Concrete Institute for Most Outstanding Concrete Structure in India Arch Cum Gravity Dam Chamera in H.P. National Safety Award, Presented By Govt. of India, Ministry of Labour for Longest Accident free period. Year 1986 OCCI Award, Presented by Overseas Construction Council of India for Maximum Foreign Exchange repatriated from Overseas Construction Contracts.

Business Interests of Jaypee Group:4

Civil Engineering: - jaiprakash Associates Ltd., the flagship company of the Group, is a pioneer in construction of river valley and hydropower projects on turnkey basis in India. Jaypee Group has executed 13 Hydropower projects spread over 6 states of India and neighboring Bhutan to generate 10,290MWofpower.

Hydropower:-Jaypee Group ventured into hydropower in 1992, with the formation of Jaiprakash Hydro Power Ltd (JHPL) and Jaiprakash Power Venture Ltd. (JPVL).The group has undertaken following hydro projects: Baspa Hydro - Electric Project Stage II (300 MW) on the river Baspa, in Kinnaur district of Himachal Pradesh; Vishnu Prayag, 400MW project on the river Alaknanada; and Karcham Wangtoo 1000 MW project.

Cement:-Jaypee Group is the 4th largest cement producer in the country. It produces Ordinary Portland Cement and Pozzolana Portland Cement under the brand names "Buland" and "Buniyad".The group has plants at Rewa, and Bela. Jaypee Group is poised to achieve cement production capacity of 20 MTPA by the year 2009.

Hospitality:-Jaypee Group owns and operates four Five Star Deluxe hotels through a subsidiary company, Jaypee Hotels Limited. These hotels are: Hotel Siddhartha and Hotel Vasant Continental in New Delhi, Hotel Jaypee Palace Agra, and Jaypee Residency Manor, Mussoorie.

Real Estate Development: - Jaypee Group is developing real estate in Greater Noida. Its property, Jaypee Greens, is spread over an area of 450 acres. It comprises golf resorts, villas, townhouses, penthouses, condominiums, studio apartments, commercial complexes and shopping malls.

Expressways & Highways:- Jaypee Group is constructing the prestigious 160 km long Expressway with Six lane access that would connect the historical city of Agra with Greater Naiad.

Information Technology:- Jaypee Group Company JIL Information Technology Limited (JILIT) specializes in: Hardware & Networking, Multimedia Services & Software, and Enterprise Resource Planning.

Thermal Power:-Jaypee Group has formed a Joint Venture company with Madhya Pradesh State Mining Corporation Limited (MPSMCL) to undertake coal production and sale of coal from coal block/blocks which might be allotted to MPSMCL. The company is called Madhya Pradesh Jaypee Minerals Limited. The company has plans to set up 1000 MW Thermal Power Plant in Madhya Pradesh.

Transmission System: - Jaiprakash Hydro-Power Limited has plans to venture into the development of transmission systems with the Power Grid Corporation of India Ltd (PGCIL).

FUNTIONAL AREAS OF JAYPEE GROUP

Cement Productions units

Jaypee Bela

Jaypee Rewa

Civil Engineering Design and Consultancy

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JVL was incorporated within the Jaypee Group in 1992, as a design and consultancy division for the hydro power, river valley project, and rail or road projects at low engineering and design costs. JVLs strength lies in its 150 highly experienced engineers in the field of hydropower and infrastructure development. Its collaboration with some of the best institutes in the country like the IIT, Roorkee, CWPRS Pune, IRI, Roorkee, National Institute of Rock Mechanics, Kolar Gold Fields, National Council for Cement and Building Materials etc. has further rendered it a surefire leadership position while tackling complicated problems encountered during the design and planning of the projects. The design office facilities boosts of state of the art technology equipped with the best in computer hardware, CAD systems, peripherals like Plotters, Printers, Scanners, Modems, CD Writers, etc. all interconnected by LAN/WAN using V- SAT. A Virtual Private Network further facilitates in transmission of engineering drawings, emails and other support data. Latest computer software for Structural Analysis and Designing (like NISA FEM, STAAD PRO 2000, PHASES -2, TAPS, GATE 123 ), Designing and Drafting( like MICROSTATION 95/J, AUTOCAD, GEOPAK CIVIL, DECARTS, IRASB, MODEL VIEW, PDS), Project Planning, Monitoring Scheduling ( like P3 M.S. Project ) assists in major stages of Civil, Hydro Mechanical and Electro- Mechanical works. Grading: ICRA the leading rating agency has awarded JVL CT1 grading indicating Very Strong Project Engineering Capacity, which takes into account JVLs adequately qualified and experienced human resources characterized by a strong familiarity and specialization in the hydropower sector, duly supported by strong and consistent design engineering and planning system.

Snapshot of Works done by JVL (A) Private Hydropower Development Jaypee Group

Complete Design of Civil works of diversion barrage, tunnel, underground powerhouse and other appurtenant works has been done in the following:

Baspa II , 300 MW, Himachal Pradesh Vishnuprayag, 400 MW, Uttarakhand (Electro mechanical & Hydro mechanical works done as well)

Karcham Wangtoo, 1000MW, Himachal Pradesh (Electromechanical & Hydro mechanical works done as well)

(B) EPC Contracts Hydro electric sector Turnkey execution of all civil and hydro mechanical works for the following projects:

Chamera Stage II, 300 MW, Himachal Pradesh (Project commissioned one year ahead of Schedule in July 03)

Baglihar, 450 MW, Jammu and Kashmir

Balighar Stage II, 450 MW, Jammu and Kashmir (The project is the second stage development of Baglihar 450 MW project Stage I with common head works. The DPR was prepared by the JVL which on being accepted by the Owner, secured JAL the project.)

JVL has boosted the strength of JAL as a civil engineering company over the years since its inception and hopefully will continue to render its technical services in the future projects that will be awarded to the company.
BUSINBuEdddSSES BUSINES

Cement Industry
Jaypee group is the 3rd largest cement producer in the country. The groups cement facilities are located in the Satna Cluster (U.P), which has one of the highest cement production growth rates in India. The group produces special blend of Portland Pozzolana Cement under the brand name Jaypee Cement (PPC). Its Cement Division currently operates modern, computerized process control cement plants with an aggregate capacity of 14.70 MTPA. The company is in the midst of capacity expansion of its cement business in Northern, Southern, Central, Eastern and Western parts of the country and is slated to be a 23 MTPA cement producer by the year 2010 and 30 MTPA by 2011 with Captive Thermal Power Plants totaling 342MW. Keeping pace with the advancements in the IT industry, all the 140 cement dumps are networked using TDM/TDMA VSATs along with a dedicated hub to provide 24/7 connectivity between the plants and 4

all the 120 points of cement distribution in order to ensure track the truck initiative and provide seamless integration. This initiative is the first of its kind in the cement industry in India. In the near future, the group plans to expand its cement capacities via acquisition and Greenfield additions to maximize economies of scale and build on vision to focus on large size plants from inception. The Group is committed towards the safety and health of employees and the public. Our motto is ' Work for Safe, Healthy, and Clean & Green Environment '.

Civil Engineering
Facts and Figures

The group has executed 13 Hydropower projects spread over 6 states of India and neighboring country of Bhutan to generate 10,290 MW of power.

Only E & C Company in India with the capacity to execute EPC contracts on its own strength from concept to completion.

Has won three out of the five EPC contracts awarded in the last 20 years. The group is the largest private sector hydro power producer with an installed capacity of 700 MW.

Sardar Sarovar Dam being executed by the group is the third largest in the world for volume of chilled concrete to be placed -nearly 7 million cum.

Indira Sagar a 1000 MW Power house is the second largest surface power house in the country.

Nathpa Jhakri a 1500 MW Power House is the largest underground power house in India. 4

Tehri Dam is the third tallest rock fills dam in the world, and the largest in Asia invloving placement of over 25 million cum of all types of fill material.

Baglihar Hydroelectric project involved construction of 30km of project road along with three bridges.

Brahmaputra Guide Bund completed in a record time of 7 months. Baspa-II and Chamera-II projects involved continuous concrete shuttering for tunnel lining which is used for the first time in the country.

Teesta V project has been provided with Jet grouting curtain is being provided below the coffer dams for the first time in India.

Alimineti Madhva Reddy Irrigation project is the longest underground face to face tunnel in the world.

SOCEITAL PROGRAMMES OF JAYPEE GROUP Drinking water/Water Supply in selected areas Till date 235 hand pumps, 25 bore wells and 10 water taps have been provided in adopted villages and nearby areas of the cement complex, and 6 Nos.Community water supply schemes have been provided in these villages. Self Employment To help the ladies of adopted villages to become self-reliant, tailoring classes are organized by the Sansthan. Qualified lady teachers who are paid for their services by the Sansthan conduct these classes. On successful completion of the training course, each lady was is given one Sewing Machine free of cost. From 1996 onwards, 27 such classes were conducted and 493 ladies had been put through this training successfully. A group of selected village women were trained in making Papads and Wadis. Village Roads A noble scheme was launched to connect all villages covered under CRDP to the main arteries running to Cement Complex from Rewa/ Satna National Highway by proper all weather W.B.M. roads. 4

Literacy campaign
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One Balwadi was started on trial basis in village Atrauli in the year 1997. Having been overwhelmed with the success of this Balwadi, it was decided to start similar Balwadis in other villages also. Till date 166 balwadis organized & 6300 children admitted & all 26 are villages covered.

Young Girl Project Special attention is given to young girls [8 14 years] who have never attended school. A pilot project with 42 girls is progressing, which would enable these girls to become literate. First batch of 6 students have appeared in Class-V examination.

Adult Education

Conduct adult education campaign.

Renovation of School Buildings and Development of Village Infrastructure

o

On need basis, the Sansthan provide infrastructure to Govt. schools in and around Cement Complex like renovation of school building, construction of new school building, construction of boundary wall, installation of Hand Pump in school premises, etc

o o

Construction/renovation of fifty temples has already been completed in various villages. Construction of Baratghars, Panchayat Bhawan, Society Godown, Reconstruction of Village Kakarva , and Construction of Committee Bhawan is a continuous activity undertaken in various villages.

Various other campaigns to help the needy people are under taken like Flood Relief at Rewa, Flood Relief at Gorakhpur, Orissa Cyclone Relief, and Gujarat Earthquake.

Jal Sangrahan Yojana

Three Water Reservoirs have been developed in the Mines area. With these, not only the depleting water level in the surrounding villages has been arrested, but in fact the ground water level has increased by over 1 meter in last five years.

Comprehensive Rural Development Programme (CRDP)

People of resources must contribute towards making a better tomorrow for all who come in contact and we consider it our privilege to improving the lives of the people that come in contact with us around our project sites/ cement complex while we endeavor in the task of nation building. An altruistic CRDP based on a meticulously conducted survey was started in 1993 to assist in the development of 18 villages around Jaypeenagar, Rewa [M.P]. The activities of CRDP include free medical camps, free animal care camps, launching literacy campaign both for young girls and adult education, delivering safe drinking water supply and creating huge water reservoirs in different villages, creating opportunities for self employment and other social activities including renovation of old temples, other schools and hospital buildings in the adjoining adopted villages. Initially, when the programme was implemented 13 villages were covered but subsequently 13 more villages were added. The 26 villages till date covered under the CRDP programme are Naubasata, Garhwa, Atrauli, Sumeda, Kachoor, Chijjwar, Tewni, Madheypur, Sonra, Baijnath, Khamariya, Bholgarh, Turki, Bankuiyan, Sakarwat, Darhi, Marha, Sagoni, Narora, Hinoti, Bihara, Kauadhan, Jonhi, Dengrahat, Bela, and Devmaudaldal. The activities are carried out on a regular and continual basis and thus far the following initiatives have been undertaken.

Shareholder Information

This section furnishes, less than one roof, all the information for the shareholders. The companys shares are listed at the National Stock Exchange (NSE), Bombay Stock Exchange (BSE) and FCCBs on the Singapore Stock Exchange. The statutory information for the shareholders is provided in the statutory communications link. And shareholders have the facility of downloading the ECS mandate form and the Nomination forms as well.

Civil Engineering

initially, the Jaypee Group started as civil engineering contractors. Jaiprakash Associates Ltd., the flagship company of the Group, is a leader in Construction of river valley and hydropower projects on turnkey basis for more than 4 decades. The company is currently executing various projects in hydropower / irrigation / other infrastructure fields and has had the distinction of executing simultaneously 13 hydropower projects spread over 6 states and the neighboring country Bhutan for generating 10,290 MW of power. Jaypee Group undertakes projects involving:-

 Large quantities of rock excavation (both surface and underground) Controlled earth/rock fill Concrete manufacture and placement (including chilling) Fabrication and erection of penstock liners Hydro-mechanical equipment procurement and erection Steel Structures Expressway Construction Real Estate Development The projects that have been commissioned or in the advance stages of completion have been undertaken by it either as a successful EPC contractor or as a Non EPC contractor. The group also has secured three BOT contracts in the private hydropower generation sector after the opening up of the doors by the Government of India in 1991 for private sector power generation companies. It is not an embellishment to state that over the past three decades the company has not only successfully executed large and prestigious projects, but in this process has acquired a pool of knowledge, skills and experience in their field of technological excellence. The company has been assigned "CR 1" grade by ICRA Ltd indicating Very Strong Contract Execution Capacity with best prospects of timely completion of projects without cost overruns, etc.
for hydropower EPC contracts of value greater than Rs.2500 Crores.

QUALITY POLICY OF JAYPEE GROUP

SAFETY, HEALTH & ENVIRONMENT: CEMENT DIVISION

PLC OF JAYPEE GROUP

PRODUCT LIFE CYCLE:The JP BULAND is in the introduction stage for SATNA MARKET. This cement is Previous version of Tiger Cement. The Cement is introduced in the years 2004. The Cement is introduced after Tiger Brand then it is immediately capturing market. This time JP BULAND is Growth Stage in the market, high expanse on the advertising and sales is Less so as Profit Company is selective in its distribution.

Brand Life Cycle: Introduction: A period of slow sales growth as the product is introduced in the Market. Profits are nonexistent because of the heavy expenses of product Introduction.

Growth: A period of rapid market acceptance and substantial profit improvement.

Maturity: A slowdown in sales growth because the product has achieved Acceptance by most potential buyers. Profits stabilize or decline because of Increased competition.

Decline: Sales show a downward drift and profits erode.

CONSUMER BEHAVIOR FOR CEMENT PRODUCTS

Consumer buying behavior: The aim of marketing is to meet and satisfy target customers needs and wants. The field of consumer behavior studies how Individuals groups and organization select, Buy, use and dispose of goods, services Ideas, or experience to satisfy their needs and desire. Understanding consumer behavior is never easy. Customer may state their needs and Wants but act otherwise they may respond to influence that change their mind at last Minute. Philip Kotler in his book Marketing Management talks about an old Spanish saying that To be a bull fighter, fist learn to be a bull There are many factors which affect the consumer buying decision are1. CULTURAL FACTOR: - Culture is the most factors of a persons wants and behavior. In the culture include religions, geographical region, Nationality. 2. SOCIAL FACTOR: - Man is a social animal and generally each one of us Make our buying decision upon consultation with our peers and family members. The social factors include reference groups, family members and various information Sources.

3. PSYCHOLOGICAL FACTORS:Those factors that generate out of the persons perceptions. Motivation, learning beliefs and attitudes. Perception means the process by which an individual selects. Organizes and interprets information inputs to create a meaningful picture of the world.

4. PERSIONAL FACTOR: - In the personal factor includes buyers age, occupation, life style, economic circumstances; stage in the life cycle. I noticed that the buyer of the Cement is also affected by almost all these factors. The factors ranged from price, quality, brand Image, company image and host of perceptions that he had while making his purchase decision of Cement. The model of buying behaviors as proposed by Kotler is shown. The model also shows the five Stage model of buying process is also shown in the following diagram: Brand Image:We are Analysis that in the market JP having a good Brand image in Satna Market: Zone Sales % Satna City 30% Nagud & Singhpur 90% Davendra nager & Panna 25% Rampur baghaland & Madavgarh 50% Kotar & Birshinpur 40% Maihar & Ucchra 98% This selling is possible only for Brand Image Maihar and Nagud Area having good brand image of the Buland Cement and also promotional activity and Dealer Satisfaction activity is very high.

SWOT ANALYSIS
SWOT Analysis is an effective way of identifying your strengths and weaknesses and of examining the opportunities and threats. What makes it particularly powerful is that with a little thought, it can help my uncover opportunities that are well placed to take advantage of. And by understanding my weaknesses, I can manage and eliminate threats hat would otherwise catch unawares. More than this, buy looking at myself and competitors using the SWOT framework, I can start to craft a strategy that helps compete successfully in market.

STRENGTHS OF JAIPRAKESH ASSOCIATE LTD:

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

2. Branded products departments: JAIPRAKESH ASSOCIATES LTD having branded product department for brand promotional activities. It plays a crucial role in making awareness among the general public. They are unveiling new products time to time according to the latest trend. Some of the products offered by branded products to customers.

3. Sound Marketing strategy: JAYPEE personnel having versatile approach they persistent in pursing world class promotional strategies. They choose effective media to tap the untouched market. The sound marketing strategies follow up by the companies is coverage in world best leading newspaper like Business Standard, Times of India, and City. Express, Business Standard etc, standardization of dealers outlets as well as in local newspapers like Dainik Bhaskar, Dainik Jagran, and Navbharat etc.

4. International Presence: JAYPEE is word reckoned name in the Cement Division especially in India. JAYPEE took off by BULAND CEMENT and innovations and spread over many countries. JAYPEE of INDIA, which is ranked, wholly owns it in the top five manufacturers of CEMENT INDUSTRYS and power sector in the India. It is considered one of the Indias most impressive success stories. As Company having premium market share in CEMENT, its brand value is very high.

Weakness OF JAIPRAKESH ASSOCIATE LTD:

Although the company is self sufficient in economic resources but still it is lacking in taking initiative in brand promotional activities against its competitors. 1. ACC and PRISM are doing much promotional activity rather than JAYPEE thats why it facing more problems in selling of product in the market. 2. It doesnt satisfy to Dealers in period of time & not provide motivational offers in time to time. 3. Dealers are facing Billing problem by the company. 4. Price of JAYPEE cement high in comparison to other competitors 5. Lack of awareness programme for consumers. They think JAYPEE more use FLYASH 6. Not able to supply material on regular basis

OPPORTUNITIES OF JAIPRAKESH ASSOCIATE LTD:

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1.

Developing of Indian Economy:

It provides immense opportunities for the JAYPEE to uphold among general public by enhancing its brand promotional activities like exhibition, by deeper penetration of branded products.

2. BULAND CEMENT is a best product of the JAYPEE. It is having grat opportunity to penetrate in market with this product and to capture market potency. 3. A large demand of cement in India the cement market of Rewa gradually Developing Company is coming up with a new plant in Baghwar, Sidhi so they can more Penetration in M.P. 5. As company is coming up with a new plant in Himanchal Pradesh so they can make penetration into various parts of north India.

THREATS OF JAIPRAKESH ASSOCIATE LTD:

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

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

BRANDING Branding is more than just a business buzzword. It has become the selling of product in the new economy. If the old marketing mantra was, nothing happens until somebody sells something, the new philosophy could be nothing happens until somebody brands something. In its simplest form, a brand is a noun. It is the name attached to a product or service. However, upon close inspection, a brand represents many more intangible aspects of a product or a service: a collection of feelings and perceptions about quality, image, lifestyle and status. It creates in the mind of the customers and prospects the perception that there are no products or services in the market that is quite like yours. In short a brand offers the customers a guarantee and then delivers on it PRODUCTS AND BRANDS OF JAYPEE CEMENT

JAYPEE BULAND is a powerful brand, which in turn is able to create a powerful marketing program. However, if they cant convince customers that product is worthy of purchasing, no amount of advertising rupees, fancy packaging or public relations will help in achieving their sales goals? Therefore, successful branding programs begin with superior products and services, backed by excellent customer service that permeates an entire organization. A brand is the one thing that you can own that nobody can take away from you. Everything else your competitor can steal your trade secrets. Eventually, your patents will expire, physical plant will wear out, and technology will change, but my brand can go on and live. It creates a lasting value above and beyond all the elements of my business. For instance, if we owned the Marlboro Company and wanted to sell it. They are worth a small fraction of what you can sell that brand; the value of the brand is huge compared to those actual physical assets. The importance and value of branding becomes apparent when an entrepreneur wants to sell his or her company or to take it to Wall Street for a public offering or other infusion of capital. It is often the brand that a business owner has to sell in such cases.

When should you brand? Because of the competitive nature of business today, nearly all the industries can benefit from branded products. All of the traditionally brand-conscious including fashion, restaurants and consumer goods, are being forced to brand heavily perhaps even more strategically then they ever have in the past. Financial services, which were one of the last effronteries, are even beginning to see the importance of branding by tagging banking packages and even mutual funds with catchy names. Even industrial market, where the cost is usually more of loyalty building factor, has seen brand names creep in, for example, Tyke, a DuPont fiber, improbably one of the best-known industrial branded products. Similarly, JCB has recognized name in the construction industry.

Types of brands: A brand cannot be all things to all people, by definition; NO one brand is going to appeal to all customers. On the contrary, branding is based on the concept of singularity targeting individuals in a personal manner and therefore precludes the concept of universal appeal. This is why many brands broaden and widen their appeal by creating tertiary brands or line extenders. Although most industries and products or services can benefit from a brand not every product needs its own stand-alone brand. Brand can be separated into three categories.

Primary brands This is a companys core brand or umbrella brand. Primary brand typically garner a large percentage of a companys revenue potential and therefore needs to be given priority of advertising in order to root them firmly.

Secondary brands- These are often line extenders or flankers for a core brand. They dont need to have their own name; usually modifier to the brand name will suffice and strengthen the core brand. Take, for instance, a toothbrush called the crest deep sweep. Crest is the core Brand and deep sweep is the secondary brand.

Tertiary brands- These brands typically have insignificant revenue potentials or expectations but they contribute to the companys overall image in some way. Therefore they sometimes dont sport registered brand names, but just descriptors. For example, a garbage bag manufacturer may a generic brand bag in addition to its flagship brand the generic line may bring n minimal revenue for the company. But it fills the need within a niche market so the company continues to manufacturer it under the unregistered name Household Trash bags. Therefore, the generic line is considered a tertiary brand for this company. 4

Brand identity is comprised of: 1. PRICING: A component of value; higher prices may signify to consumers higher quality and lower prices may suggest decreased value.

2. DISTRIBUTION: Availability; limited distribution of a product or service may imply exclusivity to discerning consumers.

3. QUALITY: Which impacts satisfaction; obviously, higher quality will translate to more satisfied customers who come back again and again to purchase my offerings.

4. PRESENCE: Prominence in the paid & unpaid media; products and services with a high profile market presence will lead to brand recognition and increased sales

5. AWARENESS: Top off mind awareness, residual awareness and recognition, which are directly related to presence; the higher your offerings awareness the better my sales results will be.

6. REPUTATION: Enduring public opinion of brand character, which is built over time and difficult to change once established.

7. IMAGE: Perception of brand traits or prototypical buyers; often represented by qualities the consumers relates to, like reputation, image is difficult to change once established.

8. BENEFITS: Consumers may equate certain positive and negative consequences with use of your product or service these may be warranted or unwarranted.

9. POSITIONING SILENCE: Differentiation from the competition, which is established by a combination of all elements of the brand.

10. SHARE OF MARKET: Increased market share is a direct result of a successful branding campaign.

11. CUSTOMER COMMITMENT: Loyalty is built through long term branding and close consumer contact.

Cement Brands

Jaypee produces a wide variety of cements, which are specifically designed to cater to the customers requirements for different types of cements in each of its markets. All the brands, which the Company produces, are so evolved in their characteristics and properties that they will surpass BIS Standards. For 4

each brand, the relevant BIS standards are mentioned in enclosed table along with a comparison with the BIS requirement. The state-of-the-art cement plants operated by the Jaypee Group are equipped with the most modern technology from the globally leading technology providers. Extensive Instrumentation & fully automatic and computerized process control system, custom designed Quality Control software like QSO Expert and CADES in the Mines, Cross Belt Expert Analyser using the Prompt Gamma Neutron Activation Analysis - for the first time in India, X-Ray Fluorescence and XRay Diffraction analysers and optical microscope, enable production of cement of the highest quality consistently on a sustained basis. Jaypee Rewa Plant Quality control laboratory is accredited laboratory from National Accreditation Board for Calibration & Testing Laboratories, for chemical and mechanical Cement testing. All brands are marketed in attractive HDPE bags, containing 50 Kgs of quality cement from Jaypee. Bags are identified with a conspicuous Jaypee Logo, which also over the years has come to be regarded as a Hallmark of quality Jaypee produces & markets both Portland Pozzolana Cement (PPC) & all grades of Ordinary Portland Cement (OPC). A brief introduction of each brand is enumerated as below:-

TYPES OF CEMENTS

PORTLAND POZZOLANA CEMENT

Jaypee Cement produces special blend of Portland Pozzolana Cement and markets it under the popular

brand name Jaypee Cement (PPC)

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

ORDINARY PORTLAND CEMENT (OPC). 4. Cement is a chemical, which when mixed with water allowed to set and hander. 5. Buland Cement gives strength more then 53 MPa in 28 days. 6. Buland cement gives strong shield against forces of nature like water & salts. 7. Buland Cement is superfine, which gives cohesive mass & mason experiences extra ease of working & better finishing. This makes buland cement ideal cement for all applications.

Effect of Buland on concrete properties: Durability: Jaypee Buland when used in correct proportion followed by proper curing of concrete, has a very positive effect on durability of concrete. The use of buland cement results in reduced permeability and reduced expansive 4

Stresses, therefore reduced tendency of cracking, thus freedom from cracking is related to concrete durability.

BULAND Cement

JAYPEE CEMENT (PPC)

Jaypee Cement (PPC) is a market leader among all blended/composite cements in the markets of U.P, Bihar, M.P., Punjab, Haryana, Delhi & Nepal. Its unique design and blend, with high strength clinker and superior quality flyash has made it the popular cement for construction of large number of strong and durable structures in these states.

Fine particles of Jaypee Cement (PPC) when mixed with water readily form a smooth paste, which results in a smooth surface. When used with sand and aggregates it yields a very strong & durable 4

concrete. Jaypee Cement (PPC) helps to produce more cohesive concrete and mortar which is also less prone to segregation and bleeding. Due to this quality, Jaypee Cement (PPC) is suitable for any type of structural application. *(Curing is done as per specified norms) Use of superior quality flyash in Jaypee Cement (PPC) not only reduces the incidence of lime leaching from concrete and mortar but also results in refined pore structure, reduced permeability and long term strength gain. These attributes make the construction strong, compact, impermeable and resistant to chemical attacks. Jaypee Cement (PPC) is being used for a number of applications like housing, commercial complexes, roads, wells, canals, dams etc. which establishes Jaypee Cement (PPC) as the preferred choice of the discerning customer. It is particularly well suited for the tropical climatic conditions of India.

ORDINARY PORTLAND CEMENT

33 Grade Conforming to IS: 269-1989 43 Grade Conforming to IS: 8112-1989 53 Grade Conforming to IS: 12269-1987 53 S Grade Conforming to IRST-40-(53 S)

Jaypee Cement (OPC-43 Grade)

Jaypee Cement (OPC-43 Grade) is produced from enriched limestone most suited to make high quality clinker, which on grinding gives a cement with characteristics surpassing those specified in IS: 8112 1989. (Please refer Table-2). Jaypee Cement (OPC-43 Grade) is available in 50 Kgs HDPE bags of a distinctive design and cover (bag shot). Jaypee Cement (OPC-43 Grade), has emerged as the top choice of Engineers and Engineering Companies engaged in construction of mega projects such as National Highways, Bridges, Transmission lines, power plants, Industrial and Residential structures.

Jaypee Cement (OPC-53 Grade)

OPC-53 Grade has been the mainstay for fast paced construction of high strength, heavy load bearing Structures viz., Bridges, prestressed elements, penstocks, precast elements etc. requiring very high strength to negotiate the heavy static & dynamic loads. Jaypee Cement (OPC-53 Grade), because of its fine nature, good particle size distribution, optimal phase composition, imparts the properties of higher strength to the structures. The Chemical & Physical properties of Jaypee Cement (OPC-53 Grade) surpass the properties of OPC 53 grade as defined in IS: 12269 1987. (Please Refer Table 3)

Jaypee Cement (OPC-53S Grade)

One of the very few cement manufacturers having the potential to manufacture this special grade of super fine cement which due to its enhanced quality and performance parameters has been approved by the RDSO of Indian Railways for manufacture of RAILWAY SLEEPERS.

Jaypee Cement (OPC-53 S Grade) is also used in heavily loaded or pre stressed structures, which are subjected to high dynamic loads due to rapidly moving volumes, be it a train passing on the railway sleepers or a great volume of water moving at high speed to generate electricity in a penstock. The characteristics of Jaypee Cement (OPC-53 S Grade) vis a vis the prescribed BIS Standards IS: 12269 1987 can be seen in Table-4.

Jaypee OPC-53S Grade cement

One of the very few cement manufacturers having the capability to manufacture this special grade of cement which due to its enhanced quality and performance parameters has been approved by the RDSO and is preferred by Indian Railways for manufacture of SLEEPERS. Jaypee OPC-53 S Grade is also used in heavily loaded or prestressed structures, which are subjected to high dynamic loads due to rapidly moving volumes, be it a train passing on the railway sleepers or a great volume of water moving at high speed to generate electricity in a Dam. The characteristics of OPC-53 S Grade cement with the prescribed BIS Standards IS: 12269 1987 can be seen in the table below

PRODUCTION DEPARTMENT:-

Excess capacity exists, though some units are sick. 09 - 2011 production expected to reach 30 mn tones. Exports around 8 mn tones. Cement manufactured through the wet, semi-dry or dry process. Dry process accounts for 90% of the installed capacity

Wet process popular in the past - better control over mixing of raw material .Dry process replacing wet process as it is space saving energy efficient and economical

Usage of jaypee cement

Private housing sector is the major consumer of cement (65%) followed by the government infrastructure sector at 15% down from 20%) < 1% of the cement produced is sold in bulk form unlike US & Japan.

PRICING STRATGIES OF JAYPEE CEMENT

Price fluctuations high Essentially determined by demand Prices also vary with grades

MARKET POSITION OF JAYPEE CEMENT:

Over 370 companies in the organized sector However, industry dominated by 20 companies who account for over 70% of the market

Individually no company accounts for over 12% of the market

Jaypee Cement is world 4th and India 2nd emerging cement industry.

MARKET SHARE OF JAYPEE CEMENT:Jaypee cement: - 16.98% Acc cement: - 20.67%

Gujarat Abuja: - 12.09% Madras cement: - 4.7% India cement: - 6.8%

L&T cement: - 10.34% Grism cement: - 8.11% 4

Other cement: - 20.31%

DISTRIBUTION CHANNEL OF JAYPEE CEMENT:-

l Strategy

Distribution Channel Strategy:Market Factors Buyer behavior- do they prefer to buy from retailers or directly. Buyer needs- for product information and service.
Intermediary cost- mark up or commission for participating in the channel.

Producer factors Whether the producer has the systems to perform the functions neededCustomer based skills to dist the prods. Extent to which producers want to maintain control over how, to whom and at what price a product is sold. Direct dist gives producer a much better control over these issues.
Nowadays companies are shifting to company owned stores as intermediaries only push

products which have higher margins).

Distribution intensity
Intensive dist- aims to provide saturation coverage of the market using all available channels. Selective dist- limited number of outlets in a geographical area. A advantage of this approach is that the producer can choose the most appropriate or the best performing outlets. Exclusive Dist- only one wholesaler, retailer etc handles a particular area.

DISTRIBUTION STRATEGY OF JAYPEE CEMENT

TRANSPORTATION OF JAYPEE CEMENT: Transportation costs high - freight accounts for 17% of the production cost Road preferred

mode for transportation for distances less than250kms.

However, industry is heavily dependent on roads as the railway infrastructure is not adequate -

shortage of wagons. Nearly 55-60% of the inputs controlled by the government Facing problems due to power shortage Coal availability and quality affecting production
Mini plants realization of revenue lower than large plants, survival difficult.

FUTURE DEMAND OF JAYPEE CEMENT:-

Infrastructure & construction sector the major demand drivers. Some demand determinants Economic growth Industrial activity Real estate business Construction activity
Investments in the core sector.

FUTURE OF JAYPEE CEMENT:-

Growth in the housing sector Central road fund established for national highways and railway over bridges to provide the

necessary impetus expansion plans, Greenfield projects on the anvil Capacity likely to be 146.9 mn. tones by 2007 - 2009 By 2008 8 mn tones addition expected 2008-2009 - 10 mn tones 2010 - 2011 - 30 mn tones Demand - supply balance expected in the next 12 - 15 months
Higher capacity utilization likely in the future

 Encouraging trend in demand due to pick-up in rural housing demand and industrial revival Industry likely to grow at 8-10% in the next few years

DUTIES AND RESPONSIBILITY OF MARKETING DEPARTMENT:Market planning: to divide the overall dump territory into smaller segment on the basis of

districts, markets etc to facilitate comprehensive market coverage and review of our participation of market across the entire territory including non trade customer.

Classify the stockiest:1. Authorized- active 2. Non authorized-active 3. authorized-inactive 4. None of the above but having high sale potential

Identify target stockiest from the above and break up the monthly sales target among the stockiest. Priorities market and stockiest from the above and break up the monthly sales target among the stockiest. Pay special attention to weaker market and maintain continuous focus on strengthening stockiest network. Continuous update of the market constituting stockiest, total cement outlet, professionals such as architects, structure engineers etc. and bulk user such as builders contractor and government buyers. Based on the customer profile plan for market visits for the month which may be further spilt up in weekly and daily customer coverage programmers.

Receipt storage and sale of material:

Keep an up to date knowledge of economical route. Visiting godowns to ensure proper unloading, stocking and analysis of entries in stock inward

and stock outward register.

Matching of physical stock with booked stock. Grade wise matching of physical stock with booked stock. Proper compliance of the prescribed quality procedure. Maintenance of godown register. Verify the stock of empty bags. To check the practice of misuse of cements bags. Visits the railway siding on arrival of cement by sail to check the following: 4

Condition of material Verify the quantity of cut and torn bags. Ensure coverage of all stock by waterproof tarpaulins in all season. Due compliance of all insurance formalities arrangement of all security and safely of material at

the siding.

Ensure proper record of all direct and indirect sales scrutinizing the record on weekly basis at

the sales promotes office. Ensure recovery in respect of damages from the freight payable to the truckers. Check the diversion of road consignments.

Control of non conforming products:On receipt of stock at the dump office the field offices assesses the same for any damage deterioration or loss during transit and propose a go down discrepancy report(GDR) At the end of each month field officer proposes monthly statement of cut and torn bags on the basis of GDR and submit to concerned HOS/by HOD/ HOD who consolidates the report in the prescribed format for their respective zone and submit the same to HGRO-marketing with a copy to customer-CPAC for necessary corrective and preventive action. Field officer sends a salvage /disposal proposal in the beginning of the month for last month for seeking permission for salvaging of confirming product to respective by HOS of AMO. The

respective by HOD /HOD Authoresses field officer to undertake the process of salvaging of conforming stock and segregation of non conforming products .

Verification of challan:The field officer should ensure that when the cement is received at the godown it should have a proper challan .A proper challan should also be made at the time of dispatch of the cement from the dump there are four copies ofchallan Customer copy:-this copy is retained by the customers. Acknowledgement copy:-this copy is retained by the customer of receiving and signing the copy. Sales a/c copy:-this copy is send to the sales a/c for faster processing and billing. Dump copy:-this copy is maintained at the dump freer record. The field officer should verify each and every challan. If he is a tour then he should verify the challan as soon as he is back. Field officer should also ensure that there is no back dating of challan and the stock is being sent to designated place maintained in the challan. Monitoring the credit limit:The field officer should ensure that no stockiest should cross its credit limit at any point of time. If under special circumstances excess credit is to be given them the FO should take a prior approval. The AMO I/C has the power to extend the credit limit unto 50% and the RMO I/C has the power to extend the same unto 100%.in this case the field officer should also frame out the recovery of these credit within the stipulated. Pricing:The field officer has to maintain a price register at the dump which shows the price of w/s and retail of all the brands available in the market. The FO should enter the prevailing prices of all the brands a daily

basis. The prices have to be cross checked by regular interaction with the stockiest, competitors staff and sales promotes. Based on the price register the FO can send their proposal for billing price to their respective AMO me /C.

Insurance formalities:On the arrival of cement rake the FO should unload the cement in his presence. If any damage occur during the unloading it has to be communicated to MR Anuran sir (DGM accounts) jaypee nagar Reewa in the rake arrival report. If the loss is loss then Rs. 1lack then final survey can be done by any local survey else intimate the insurance company through for final survey. If there is any seal of damage when rake is unloaded then damage /shortage delivery certificate has to be taken from the railway officer. In case the seal of wagon is found open an arrival of rake then an open delivery certificate has to be taken from railway authorities. If railway officer to give the certificate then a protest letter has to be send to the chief goods superintendent/station by registered post.

Important information which and field officer should keep.

Salespromotees names Phone no. Family details of sp. No of worker. Security deposit of sp. Potential of dump. Area covered through dump. 4

Mode of supply by rake and road Plant from which supply is provided. S P staff details. Weakness of dump.

Profile of the dealers: Firm name. Proprietor. Phone no. Average monthly sales. Target of the current financial year. Limit being availed. Security deposit. 4

Payment cycle.

Competitors:

Major Player. Market structure. Discount structure. Incentive structure. Pricing. Source of supply. Mode of supply. Feedback of competitor. Weakness of competitors.

Untapped market: Details of the market. Potential of the market. Force of action to be taken.

SALES PROMOTION ACTIVITIES

What is sales?
Every producer, every dealer and every businessman want to maximum his sales. For achievement of the object, they adopt advertisement. Sales promotion includes all the activities that are performed by a producer or by a dealer or by a businessman to increase his sales. The main purpose of sales promotion activities is to encourage the consumer to buy a particular product. Definition:4

Sales promotion encompasses the entire tool in the marketing mix whose major role is persuasive communication. PHILIP KOTLER

Sales promotion means any steps that are takes for the purpose obtaining or increasing sales. A.H. R. DELENS

Sales promotion includes all these activities (except advertising, publicity and personal selling) which attract both the attributers towards goods and services of the enterprise.

Characteristic of Sales Promotion:Sales promotion dose not includes advertising, personal selling and publicity. Sales promotion helps in selling and it makes advertisement and personal selling easy and effective Sales promotions encourages dealers and distributors to sell the product. Sales promotion encourages consumers also to by the product.

Objective of Sales Promotion:-Some important objective of sales promotion is given below To achieve predetermined marketing objective. To introduced a new promotion into the market. To attract new customer to by the product. To maintain the present consumers and to encourage them to buy more. To encourage dealer and distributer to purchase the product in

Bulk quantity. To minimize the reduction in sales during of season. To establish effective co-ordination between advertisement and sales. To face the competition successfully.

DIFFERENT PROGRAMMES OF SALES PROMOTION

SACHIN IS THE BRAND AMBASSADOR OF JAYPEE CEMENT for making

brand value and promoting the JAYPEE GROUP

While launching its new brand campaign, cement maker Jaypee Cement, a wholly owned arm of the Jaypee Group, has appointed master blaster Sachin Tendulkar as its brand ambassador.Mr. Manoj Gaur, Jaypee Group Executive Chairman, said, Sachin and Jaypee Cement are a perfect fit as they stand for similar values of inner strength, endurance and everlasting performance. These value have spurred both to set new benchmarks and made good the dreams and aspirations of all those who believe in Sachin and Jaypee Cement. Sachin would get around Rs 4 crore per endorsement on a yearly basis.The companys new campaign featuring Cricket legend is being released today, and it will make use of TV, print and OOH media. The brand also sports a new tag line, Andar Se Solid that consolidates the brands core values of faith, buoyancy and steadiness. Previously, there were two products under the Jaypee Cement banner, named Buland with the tag line Buland Bharat ka Buland Cement, and Buniyaad, which had the tag line Yugon Yugon ka Saathi. At the present, both the products have been faded out, and there is only single cement product from the Jaypee Group. The marketer must make 4

some additional decision to define the full promotion program. How much incentive to offer? Who can particular? How to advertise sales promotion? How long should last? When it should start? How much to budget?

INCENTIVE PRPGRAMME:A certain minimum incentive is necessary, if the promotion is to succeed, a higher incentive level will produce more sales response, but a diminishing rate some of the large consumer packaged, good fire have a sales promotion. Manager who studies the effectiveness of past promotion and recommends appropriate incentive of brand manager.

CONDITION FOR PARTICIPATION:Incentives might be offer only to those who turn in box top. Sweepstakes might not be offered in certain states or to families of company personal or to person under a certain age.

DISTRIBUTION VEHICLE FOR PROMOTION:The marketer must decide how to promote and distribute the promotion program. A fifteen cent of coupon could be distributed in the packaged, store, mail and advertising media. Each distribution methods involve a different level of reach and cost.

DURATION OF PROMOTION:-

If the sales promotion period is too short, many prospects will not be able to take advantage since they may not be repurchasing at the time. If the promotion turns too long the deal will lose some of its act now force according to one researcher the optimal frequency that about there week per quarter and optimal duration is the length of the coverage purchase cycle

TIMING OF PROMOTION:Brand manager need to develop calendars date for the promotion. The date will be used by production, sales and distribution. Some unplanned promotion will also be need and require co-operation on short notice.

TOTAL SALES PROMOTION BUDGET:The marketer can be developed total sales promotion budget in two ways. The marketer can choose the promotion and estimate their total cost. The most common way is to take a conventional percentage of use for sales promotion. Lack of consideration is cost effectiveness. Use of simple decision rules such as extension of last years spending percentage of expected sales maintain of fixed ratio of advertisement. Advertisement and sales promotion budgets being prepared independently.

PRE-TESTING:-

Sales promotion tools should be pre-tested when possible to determine, if they are appropriate and of the right incentive size.

IMPLEMENTING:Companies should established implementation plan for each promotion covering lead time and sell of time. Sell of time is the time necessary to prepare the time beings with the launches and ends when the deals close.

ADVANTAGE OF SALES PROMOTION:There are three main specific advantage of promotion To communicate To convince To compete

Communication is the basis of all marketing in fact. It involves much in addition to the stimulation sales, more over and most marketing communications are promotional. It is not enough nearly to communicate ideas must be convincing, so that action would follow. In other word distribution of information should be capable of producing marketing result. Promotion is the mode of communication adopted by business community for achieving specific objective.

According to the view point of seller such communication may become necessary to modify consumer behaviors and thought. Thus, the objective of promotion is under to provide information to prospective customer about the availability, features and used product. To stimulate demand by creating awareness 4

and interest among customers. To differentiate product from competitive products by creating brand loyalty. To established sales by highlighting the utility of the product. It is a source of education to the customers.

BRANDING AND ADVERTISING

4

The overall annual budget for branding and advertising is decided by the managing director of the company and then the overall budget is divided RMO wise. Finally at the RMO level the approved budget for that RMO is divided for each dump falling under that RMO.While dividing the dump wise budget following criterias are taken into account: Total geog Jaypee cement in that area.

DIFFERENT MODES OF BRANDING AND ADVERTISING:Wall / shop Painting:- In this mode a wall or shop at a suitable visible location is selected and painted with the logo and punch line of Jaypee Cement.

Flex Hoardings:- It is also an effective tool of brand promotion. Flex Hoardings are of large size. These boards can have single sided visibility as well as double sided visibility depending upon the space where it has been put up.

Stockiest Meet:- A stockiest meet is approved for each AMO during a financial year. It also includes family meet where every authorized stockiest come Along with his spouse. In these meetings a corporate CD is shown to the stockiest who tells about the past, present and future plans of one camp any quality of one cement and prevailing and upcoming schemes of the company. The food is also served along with it gifts are also distributes.

Sub Dealer Meet:- The activities in these meetings are generally the same as in stockiest meet. Those sub dealers / consignee who are having more than 30MT average monthly sale are invited in these meets. 4

Technical Meet:- In these types of meet engineers and contractors are invited. These are interactive meets where the engineers of one company tells about the technical and quality aspects of one cement and the views and the opinions of the invited engineers are taken as the feedback.

Architect Meet:- In this meet architects are invited. The activities are the same as the technical meet.

Mason contact programmed (MCP):- In these type of meets aim is to create brand awareness and loyalty at the grass root level itself as most of the end customers sack the masons advise before buying a particular brand of cement. So in these meets masons are invited and briefed about the using of cement i.e. the ratio of cement and the mixture. Prevision for snacks and gifts is also made.

Maha Mason Contact Programme (MMCP):- The basic objective of MMCP is same as the MCP but this is organized at a large scale. 200 Masons are invited and the activities are same as that of MCP.

Audio Visual Programme (AVP):- Venue of AVP can be dealers point, Market place and other strategic location. A companys open van Casio a projector and screen on which the companys adds are shown. In between film songs are also played to attract the views. Flex Dealer Board: - These are provided to each and every authorized stockiest. These boards are help full in dealing priority one stockiest from the stockiest of other brands. These boards should be placed in front area of the shop from where it has maximum visibility.

Retailer / Consignee Boards:- The basic purpose of these boards are same as flex dealer board but these boards are given only to these consignee for whom the concerned field officer has recommended. 4

Glow Shine Boards: - These boards are given only to JAP members. GSB has a very good visibility and effect in night homes also.

Local Press Advertisement: - In this mode the advertisement of one company related to prees media coverage is printed through news papers. It is the most effective tool as its reach is large.

Television Advertisements: - This is the most effective but costly mode of brand promotion. It has the maximum reach and its the only mode to reach the national as well as the international land.

Railway Station Activities: - Under this mode the platform of railway station is used as effective medium for brand promotion. The railway platform utilized for placing hoardings kiosks and GSBs by means of which the brand awareness is done.

Other Activities: - Other activities includes tree garden, JAP member meets, Film show, Sponsorship Festival functions etc

PART B

OBJECTIVES OF THE STUDY

4

1. To find out awareness of retailers for various schemes of Jaypee Cement. 2. Survey of Distribution channel of Jaypee cement. 3. Analysis of selected cases. i.e. Effect of incentives on sales of cement. 4 To find out effects of advertising strategies on brand image of Jaypee cement.

RESEARCH AND METHODOLOGY

During our field survey we find out the supply of jaypee cement is gradually increasing day by day with the help of advertisement and to make better relation among to our consignee. Their consignee demand is fulfill properly they are satisfied with the company supply system and demand increase day

by day. We saw their advertised in different-2 place that advertisement of the company plays dominant role in enhancing in business of the company. The company has adopted very proper method of advertising such as wall writing and painting in different places. Through this method people are aware about the jaypee cement performance. The people are show attractive about the performance of jaypee cement that they have become interested in using this cement because its anti crack cement quality.

Jaypee cement has achieved everbonding, unflenching and incredible (attut, ading, attulya) status among the jaypee cement consumer. As per the field survey the company has captured 16.86% UP cement market .we also found that the other competitors ACC, Mycem, Gujarat ambuja etc their credit and reputation is decreasing day by day. We also find out that these suppliers of different brand of cement losing their faith among cement user due to adulteration which is being done by dealer.

RESEARCH DESIGN Because the objective of a research is to find new hypothesis, flexibility and ingenuity characterize the investigation. However, three lines of attack may aid in finding hypothesis of value: 1. Study of secondary sources of information. 2. Survey of individuals who are apt to have ideas on the general subject. 3. Analysis of selected cases. 4

COLLECTION OF DATA 1. Method of Collecting Primary Data a. Questionnaire

2. Method of Collecting Secondary Data Published Sources a. Govt.Publications b. Semi-Govt.Publications c. Publications of Universities and Research Institutions d. Publications of commercial and Financial Institutions e. Reports of Committees and Commissions f. Newspapers and Periodicals g. Internet

Unpublished Sources `All statistical material is not always published. Such records are maintained by various government, post offices and research institutions. Such sources can be used where necessary.

METHODOLOGY: -

In order to come to a conclusion regarding the requirement level of the customer, area sampling was done and I have prepared a questionnaire consisting of 12-question, both structured as well as Unstructured. Some of the questions are close ended where as others are open-ended. After critically analyzing the responses, I have used excel sheet to come to a conclusion regarding his preference and behavior of particular respondent an after continuing this procedure for 100 correspondents from different walks of life, I used pie charts to come to the inal conclusion as to determine the positive and negative attitudes of customer towards the

FINDINGS:The findings to which I have reached is that the cement market o Kanpur area is dominated by ACC cement and the rest player like J P ,Prism Birla gold etc. are enjoying more or less the same position . The ACC with its instant and timely delivery of cement is the no.1 choice of dealers and consignees. Whereas talking about our product i.e. jaypee cement the main problem that is being faced is the non availability of the stocks and late delivery of the already booked order.

The price difference between the jaypee and Acc cement is more or less of Rs.5-6 both either in wholesale or retail. Probably the thing is that our company has recently focused on new plants for more production. New plants are being set up which in long run will give a huge supply and the non availability problem which is being faced be no longer a problem.

RECOMMENDATION

1. The approach of jaypee cement is meager specifically in rural areas. 2. By applying hard labour and attention the rural market can also be tapped very easily.

3. The customer relationship management needs more attention in rural areas to attract dealer ship in dealer areas the company should provide more incentives to the rural and urban dealer ship.

4. The dump facility should be enhance and wall kept, square and safe.

CONCLUSION

Our survey analysis is this that jaypee cement has made it reputable place in the cement market. It is an emerging brand and its future is bright .the day will come when this jaypee cement will shore up high in the consumer mind and itll be prevailed on the Indian market as well as foreign also.

LIMITATIONS OF STUDY

The jaypee cement goodwill is exclusively is far better in entire U P state in journal but particularly in Kanpurs specific areas south, west, east, north is somewhat not up to the mark. Due to the faulty system of transportation when the supply chain is distributed the dealer become confuse in contracting other brand therefore the supply chain need proper hilling attention.

MARKET SURVEY Market survey is an essential and efficient strategy to keep an up to date awareness of the market. The direct interaction with dealer and distribution makes a field officer come to know about the present scenario of the market i.e. the demand of our product, the wholesale and retail rate, the price of competitor, potential of dealer, any untapped market or any complaint towards the product. An F O should regularly and consistently visit the market to know the pulse of the market. I was given the opportunity to visit the dealer and consignees of a particular market. 4

I visited the market at four different location north Kanpur, south Kanpur, east Kanpur, west Kanpur on 12th may09 to 29th may o9 the daily market report related to the survey attached behind.

DATA ANALYSIS INTERPRETION

1. WITH HOW MANY BRAND RETAILER DEAL?

Analysis: - Most of the retailer is having more than two brands.

2. HOW MUCH CAPACITY IN STOCK IN A MONTH?

Analysis:-Most of the retailer stores 100-500 bags in their stock.

3. WHICH BRAND DOES U PREFER TO SELL?

40% 25%

ACC CEMENT JAYPEE CEMENT PRISM CEMENT MYCEM CEMENT OTHERS CEMENT

10%

10%

15%

Analysis: - According to the sales most of retailer used ACC Cement.

4. WHICH CEMENT BRAND IS MORE PROFITABLE THAN OTHERS?

Analysis: - According to our survey Jaypee cement is the most profitable brand.

5.. WHICH CEMENT BRAND HAVE MORE POTENTIALITY IN MARKET?

Analysis: - Potentiality of ACC cement is more in comparison to its competitors.

6. WHICH CEMENT IS MORE DEMANDED BY PEOPLE IN KANPUR AREA?

Analysis: - According to the graph ACC cement is having more demand in Kanpur area.

7. PRIORITY GIVEN TO DEAL WITH A CEMENT BRAND?

Analysis:-According to the graph most of the retailer gives the priority to the performance of the product.

8. HOW MUCH YOUR TOTAL SALE IN A MONTH?

Analysis:-According to the survey appx. 1000-1500 bags were sold out in a month.

9. HOW MUCH SALE OF JAYPEE CEMENT IN A MONTH?

Analysis:-68% retailer sell 200-500 bags of Jaypee cement in a month

10. WHICH COMPANY IS PROVIDING BEST SERVICES?

Analysis: - ACC is providing is providing best service to its retailers.

11. MARKET SHARE OF JAYPEE CEMENT AT KANPUR.

Analysis:-Jaypee cement is having 16.86% market share in the market.

BIBLIOGRAPHY:-

BOOKS: Beri, GC; Marketing research; New Delhi; Tata Mc GrawHill; 1993 Kotler Philip; Marketing Management; Asia; Pearson Education Asia; 1992. Saundus; Research Method For Business Students; Singapore; Pearson Education Asia; 2000

MAGAZINES, JOURNALS AND NEWSPAPERS: Journals published by j.p.association, Annual Report Cement India, Business World, 4p etc. company prospectuses.

INTERNET: www.jal.com www.google.com www.wikipedia.com www.wikianswer.com www.jalindia.com

ANNEXURES
QUESTIONNAIRE on Retailer Scheme of Jaypee Cement
QUESTIONNAIRE OF CONSUMER

Date:

Name of the firm: . Name of the Owner: .. Address: . Retailer Type (Exclusive/Multigrain) . Code of the Retailer Contact Details: Ph. .. Mob.. Fax ... E - Mail: .

1. Are you aware of Jayvees Retailer Scheme of Jan 09-Dec09?

a. Yes b. No

( (

) )

2. Who Communicated the Scheme to You? a. FO b.SP c.SR ( ( ( ) ) ) )

d.Wholesaler (

3. When was the Scheme communicated to you? a. Jan 09 b.Feb 09 c.March 09 d.April 09

4. How were the Targets for January-March and April-June communicated to you? a. In Writing b.Orally c.Telephonically d.All the above

5. What amount of incentive is available under this scheme to a consignee if the target is achieved?

6. What additional amount of incentive is available to exclusive consignees?

7. Under the scheme, a retailer shall be entitled to the incentive on material lifted through

a. The Wholesaler he is attached with b. Any Wholesaler

8 You will be entitled to the incentive if you complete the target in a. All quarters b. Even in one quarter c. At least two quarter d. At least three quarter

9. Does the retailer Posses the yellow card? a. Yes b. No

10. Are particulars like name, address, code, wholesalers name, code, etc entered on the card? a. Fully b. Partially C .Fully blank

11. Is the passport size photograph affixed to the yellow card? a. Yes b. No

12. Who all have verified the yellow card from time to time? a. Fo b. Wholesaler

c. AMO d.SR e.Others

13. Was the status (excl/multi) mentioned by the visitors while signing the card?

a. Yes b. No c. Sometimes

14. Status of updation of Yellow card: Updated till (dd/mm/yy)

15. Price positioning of various brands: Name of the Brand Retail Price PB

16. Brand positioning: Name of the Brand Retail Price PB

17. Four suggestions on improvement of Retailer Scheme/Networking: a. b. c. D.

Signs of trainee.