Brand Awareness level of Keshawa Cement CONTENTS Sl. No Part-A 1. Executive summary 1-6 Industry Profile Company Profile Need For Study Objectives Methodology Scope Findings Suggestion Part-B 7-32 2. Introduction of the Study History of the company Company profile Growth of the company Manufacturing process Organization structure 3. Part-C 33-37 Research Methodology Objectives and scope Need for study 4 Part-D Data collection method 38-39 5 Part-E Data Analysis and Interpretation 40-72 6 Part-F 73-83 Annexure and Bibliography Babasabpatilfreepptmba.com Page 1
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Brand Awareness level of Keshawa Cement
CONTENTSSl.No Part-A1. Executive summary 1-6
Industry Profile
Company Profile
Need For Study
Objectives Methodology Scope Findings Suggestion
Part-B 7-32
2. Introduction of the Study
History of the company
Company profile
Growth of the company
Manufacturing process
Organization structure
3. Part-C 33-37 Research Methodology
Objectives and scope
Need for study
4 Part-D Data collection method 38-39
5 Part-EData Analysis and Interpretation 40-72
6 Part-F 73-83Annexure and Bibliography
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EXECUTIVE SUMMARY
INDUSTRIAL PROFILE:
In 1838 a young chemical Engineer ‘Isac Johnson’ burned the cement raw
material at high temperature until the mass was nearly vertified producing the ‘modern
Portland cement’. The German chemist ‘Wilhelm michaelis’ proposed the establishment
of cement standards in 1875. the use of concrete in construction grew rapidly from 1850
onwards, & was soon the dominant use for cements. Thus Portland cement began its
predominant role.
COMPANY PROFILE:
Shri Keshav Cement & Infra. Ltd. (KCIL) is Public limited Company incorporated
in the year 1993 to manufacture 43 grade & 53 grade Ordinary Portland Cement. We
went into Public during 1995. The company raised capital via IPO during 1995 to raise
capital of 512.42 lakhs which was over subscribed by 12 times. The stocks are actively
traded in Mumbai Stock Exchange. The company has posted profits since inception.
Need For The Study
The main purpose of the study is to the awareness level of the brand
The Study will help us to know the effectiveness of advertisement & sales
promotion activities on the customers
The study will help the company to set strategies for the Bagalkot city &
emphasize on their weaknesses & threat
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OBJECTIVES:
1 To identify the Advertisement & Sales promotion activities adopted by the
Keshav Cements & Infra Ltd
2 To know the brand awareness level of Keshav Cements
3 To know the effectiveness of Advertisement on customers
Scope Of The Study
In todays scenario Infrastructure is in boom, so there is lot of construction
works takes place in a broad way. For that the main raw material is cement. But there
are many players & huge competition in cement industries. So it is very important to
set a competitive strategies to beat the competitors, where Marketing plays a vital role
METHODOLOGY
Research Design:
“Descriptive” research design is used in the study
Data Source:
Primary Data
Secondary Data
Research Approach:
Survey Method
Field Study:
Personal Interview
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FINDINGS
I found from secondary data that “Trade shows, Trade allowances & Contents &
Incentives” & “Wall paintings & Print Media” these are Advertisement & sales
promotion Activities adopted by Keshav cements
48% of the respondents use Ultratech cement, 25% of them use ACC cement &
4% of them use Keshav cements
It is found that 80%, 10% & 7% of the respondents look after Quality, Easily
availability & Reasonable Price while purchasing competitors brand cement. &
While purchasing Keshav cements 17% of the respondents are influenced by
Price, 15% from Quality & 6% from Easily Available
SUGGESTIONS
From the study I found that 86% of the respondents says that Advertisement &
sales promotion activities plays a very vital role in purchasing the competitors
cement. Though customers see Quality first while purchasing the cement, but to
know the quality of the brand they must use it, for that they must first know which
brands is available in the market, for which advertisement is essential. So both
advertising & sales promotion activities plays a vital role in purchasing the
cement.
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INTRODUCTION OF CEMENT
The word ‘CEMENT’ is a binder, a substance which sets & hardens
independently, & can bind other materials together. The word ‘cement ’ is derived from
the ‘Roman’ language “opus caementicium” to describe masonry which resembled
concrete & was made from crushed rock with burnt lime as binder. Later it referred to as;
cementum, cimentum, cament & cement.
Cement is a chemical compound existing of lime stone or chalk, clay, sand, &
gypsum to form the end product we know as cement. Cement used in construction are
characterized as “hydraulic & non hydraulic” cement. Cement is mainly used in the
production of ‘mortar & concrete’- the bonding of natural or artificial aggregates to form
a strong building material which is durable in the face of normal environmental effects.
Cement should not be confused with ‘concrete’ as the term cement explicitly refers to the
dry powder substance. Upon the addition of water & or additives the cement mixture is
referred to as concrete, especially if aggregates have been added.
It is uncertain where it was first discovered the hydrate & non hydraulic cement,
but concrete made from such mixtures was first used on a large scale by “Roman
Engineers”. In the 18th century a big effort started in Europe to understand why some
limes possess hydraulic properties. ‘John smeaton’ often referred to as ‘Father of Civil
Engineering in England’ concentrated his work in this field. ‘James parker’ in the 1780s,
founded the ‘Natural cement’ made by burning septaria. The invention of ‘port land
cement’ is generally credited to ‘Joseph Aspedin’ an English bricklayer in 1824.
In 1838 a young chemical Engineer ‘Isac Johnson’ burned the cement raw
material at high temperature until the mass was nearly vertified producing the ‘modern
Portland cement’. The German chemist ‘Wilhelm michaelis’ proposed the establishment
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of cement standards in 1875. the use of concrete in construction grew rapidly from 1850
onwards, & was soon the dominant use for cements. Thus Portland cement began its
predominant role.
Types of cement:
1) Portland cement
2) Portland cement blends
Portland blast furnace cement
Portland fly ash cement
Portland pozzolan cement
Portland silica fume cement
Masonry cements
Expansive cements
White blended cements
Colored cements
Very finely ground cements
3) Non Portland hydraulic cements
Pozzolan-lime cements
Slag-lime cements
Super sulfated cements
Calcium aluminate cement
Calcium sulfo aluminate cement
Natural cement
Indian Cement industry
The cement industry is experiencing a boom on account of the overall growth of
the Indian economy primarily because of increased industrial activity, flourishing real
estate business, growing construction activity, & expanding investment in the
infrastructure sector. The performance of the industry, under different policy regimes,
truly establishes that decontrol of the industry & liberalization of the economy has led to
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remarkable improvement in the indicators such as installed capacity, capacityutilization,
per capita consumption & exports.
.
Cement is an essential component of infrastructure development & most
important input of construction industry, particularly in the government’s
infrastructure & housing programs, which are necessary for the country’s socioeconomic
growth & development. It is also the second most consumed material on the planet. The
Indian cement industry is the second largest producer of cement in the world just behind
China, but ahead of the United States & Japan. It is consented to be a core sector
accounting for approximately 1.3% of GDP & employing over 0.14 million people. Also
the industry is a significant contributor to the revenue collected by both the central &
state governments through excise & sales taxes.
The Beginning of Indian Cement Industry
The attempt to produce cement in India dates back to 1889 when a Calcutta firm
attempted to produce cement from Argillaceous (kankar). In 1914 the first commissioned
cement-manufacturing unit in India was set up by India Cement Company Limited at
Porbandar, Gujarat, with an installed capacity of 10,000 tonnes & production of 1000
tonnes. Subsequently two plants; one at Katni (M.P.) & another at Lakheri (Rajasthan)
were set up.
The problem of supply outstripping demand was significant in early period of the
industry. This was followed by a price war between the producers where they resorted to
cutting down of prices & selling at below production cost.
It was then when the government of India intervened into the market &
referred the cement industry to the Tariff Board. All these events resulted in formation of
Indian Cement Manufacturers’ Association in 1925 whose main function was to regulate
prices in the industry. In 1927, Concrete Association of India was formed whose two
main objectives were to educate public about the use of cement & to play an active role
in popularizing Indian cement. The next step in the direction of rescuing cement industry
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was the formation of Cement Marketing Company of India Limited in 1930 to promote &
control the sale & distribution of cement at regulated prices.
In 1936, eleven companies, except Sone Valley Portland Cement Company
Limited, merged to form Associated Cement Company Limited (ACC). In 1937, Dalmiya
Jain Group set up five factories with installed capacity of 575000 tonnes & ACC added
four more plants.
The price & distribution control system on cement, implemented in 1956,
aimed at ensuring fair prices to producers & consumers all over the country, thus
reducing regional imbalances, & at reaching self-sufficiency within a short time period
(Schumacher & Sathaye 1999). In spite of the fact that government exercised no control
over the Indian cement industry all through the Third Five Year Plan (1961-1967),
growth was low due to inadequate retention price & lack of adequate financial resources
to the existing companies
Control Period (1969-1982)
The Indian cement sector had been under strict government control for almost the
whole of the period. During this period, many companies & their plants started off but
still growth was not seen at the desired rate. In 1977, higher prices were allowed for
cement produced by new plants or major expansions of existing plants. Due to
maintained slow development, the uniform price imposed by the government, was
substituted by a three-tier price system in 1979. Different prices were assigned to cement
produced in low, medium & high cost plants.
Thus, controlled price did not reflect the true economic cost, & profit margins
reduced increasingly, preventing essential investments in capacity & production
expansion. A permit system introduced by 14 states & union territories in the period
comprised direct control over public distribution of cement to ensure fair supplies to
priority sectors. However, the system resulted in artificial shortages, extensive black
marketing & corruption in the civil supply departments of the government.
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The system of price control was accompanied by a policy of freight pooling. The
price control fixed a uniform price according to estimated production costs at which
cement was required to be sold all over the country. This freight pooling system
promoted equal industrial development all over the country. It supported regional
dispersion.
Partial Decontrol (1982-1989)
On account of the above-mentioned difficulties in the cement industry the
government of India introduced a system of partial decontrol in 1982. A levy quota of
66.60 % for sales to government & small house builders was imposed on existing units
while for new & sick units a lower quota at 50% was established. The balance of 33.40%
could be sold in the free open market to general consumers. A ceiling price was set for
sales in the open market in order to protect consumers from unreasonably high pricing of
cement. Under the system of partial decontrol, freight pooling no longer covered non-
levy cement. Furthermore, specific mini units were completely freed from price &
distribution controls. Although overall profitability increased substantially immediately
after the introduction of partial decontrol, profits obtained through non-levy sales
decreased with greater availability of cement in the market & continuously rising input
costs.
To sustain an accelerating course, the government subsequently introduced
changes in levy obligations & retention prices regularly. As a result, in 1988 the levy
quota was as low as 30% for units established before 1982 & the retention price had
increased substantially. In 1987, the Cement Manufacturers Association & the
government decided that there was no further necessity for a maximum price ceiling.
Total Decontrol (1989 onwards)
Finally in 1989, the cement industry was considered to be prepared for free
market competition, & all price & distribution controls on sale of cement were
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withdrawn. The system of freight pooling was abandoned & a subsidy scheme to ensure
availability of cement at reasonable prices in remote & hilly regions of the country was
worked out. The industry was then de-licensed in July 1991 under the policy of economic
liberalization. By removing all controls on the cement sector the government hoped to
accelerate growth & induce further modernization & expansion investments. It was after
this decontrol that the Indian cement industry moved towards globalization, with
increasing emphasis on the exports. The expansion of the industry was evident after the
decontrol where capacity as well as production increased many fold. Growth was seen
from 91 plants and 43 million tonnes of production in 1989-90 boosting to 132 plants &
161.66 million tonnes production in 2006-07 (CMA 2007). Total capacity utilization for
the industry has also increased from 78% to 91% during the same period.
Hence, the history of the Indian cement industry indicates the role of
government played in influencing the twists & turns in the industry. It might be
noted that government interventions have been a mix of fiscal instruments & direct
control on production, pricing & distribution on the one hand & technological
intervention through government promoted research institutions on the other hand.
ACGR of Primary Performance Indicators (%)
Indicators
Total Period(1970-71 to 2006-
07)
Control Period(1970-71 to 1987-88)
Decontrol Period(1988-89 to 2006-
07)
Installed Capacity 7.28 7.47 7.09
Production 7.39 6.69 8.09
Capacity Utilization 0.10 -0.73 0.93
Exports 13.10 -5.52 35.38
Per Capita Consumption 5.15 1.11 9.35
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Trend in Primary Performance Indicators of the Indian Cement Industry
Year InstalledCapacity(Million tonne)
Production(Million tonne)
CapacityUtilization(%)
Export(Lakh tonne)
Per CapitaConsumption(Kg.)
1995-96 97.25 69.57 71.54 15.70 72
1996-97 105.25 76.22 72.42 19.70 78
1997-98 109.30 83.16 76.08 26.80 82
1998-99 118.97 87.91 73.89 20.60 85
1999-00 119.10 100.45 84.34 19.50 97
2000-01 130.40 97.61 74.85 31.50 99
2001-02 146.13 108.40 74.18 33.80 97
2002-03 151.17 116.35 76.97 34.70 106
2003-04 157.48 123.50 78.42 33.63 110
2004-05 164.69 133.57 81.10 40.71 115
2005-06 160.24 141.81 88.50 60.07 125
2006-07 165.22 155.31 94.00 58.70 136
Regional Concentration
Cement, being a bulk commodity, is freight intensive & transporting cement
over long distances can prove to be uneconomical. This has resulted in cement being
largely a regional play with the industry divided into five main regions, viz., North,
South, West, East & the Central region. Until 1999-2000, Indian was divided in only four
regions; centre came up only after that. Punjab, Rajasthan, Haryana & Himachal Pradesh
fall in northern region whereas Bihar, Jharkhand, Orrisa, West Bengal & Chattisgarh are
in eastern region. The west
comprises of Gujrat & Maharashta & the central region has Uttar Pradesh & MP, thus
leaving AP, Tamil Nadu, Kerala & Karnataka for southern region.
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Region wise Capacity of Cement in India
Year North East West South Center Total %
2000-01 18.58 17.54 18.59 29.19 16.11 100.00
2001-02 18.68 15.63 16.55 33.58 15.55 100.00
2002-03 18.20 16.06 18.08 32.48 15.17 100.00
2003-04 18.10 15.28 20.00 31.70 14.93 100.00
2004-05 18.00 14.95 19.13 31.64 16.28 100.00
2005-06 20.92 14.14 17.58 31.65 15.71 100.00
2006-07 20.62 14.18 17.54 32.22 15.44 100.00
Globalization of Indian cement Industry
The cement industry is witnessing a number of multinationals entering the market
& mergers and acquisitions in domestic market itself, bringing smaller
players under the umbrella of larger companies, & larger companies coming under the
umbrella of global players.
The booming demand for cement, both in India & abroad, has attracted
global majors to India. In 2005-06, four of the top-5 cement companies in the world
entered India through mergers, acquisitions, joint ventures or greenfield
projects. The consolidation witnessed in the industry in recent times has resulted in two
crucial domestic deals. First being the de-merger of L&T’s cement (renamed as Ultratech
Cement Ltd.) division & its acquisition by Grasim. The other consolidation effort was
seen when Gujarat Ambuja acquired 14.4% stake in ACC in 2000 (India Infoline 2003).
Following this Holcim took a big stake in ACC in the year 2005. Thus, the top two
groups in the industry, Aditya Birla Group (Grasim & Ultratech Cements Ltd. combine)
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& Holcim Group (Ambuja Cements Ltd. - ACC Ltd. combine) now control more than 45
% of total capacity in the country.
Top Cement Industries
Ambuja Cements Ltd
Grasim Industries Ltd
A C C Ltd
Ultratech Cement Ltd
India Cements Ltd
Prism Cement Ltd
Madras Cements Ltd
Birla Corporation Ltd
Dalmia Cement (Bharat) Ltd
Shree Cement Ltd
J K Cement Ltd
Chettinad Cement Corpn. Ltd.
Century Textiles & Inds. Ltd
Sanghi Industries Ltd.
J K Lakshmi Cement Ltd.
Binani Cement Ltd
O C L India Ltd.
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News about Cement industry of India
The 207.81-million tonne cement industry in the country has witnessed “good
growth”, despite a tumultuous financial year across most industry verticals. Cement
consumption in the current year grew by 8%, compared to 9% last year. Industry experts
say that given the current economic scenario, this growth is good.
Cement dispatches (including exports) for the 11 months ended February 2009 were
at 162.89 million tonne, against 151.89 million tonne during the year-ago period. Of this,
exports contributed 2.86 milllion tonne, against 3.33 million tonne in the previous year.
“The first half of the current year was bad, owing to the export ban & high cost of
production, including a dip in prices. But it improved since from last November; it is
expected to continue into the first quarter of the next financial year as well,” Cement
manufacturers expect the industry to grow at 8% in the next financial year. Cement
dispatches during the past four consecutive months have seen a healthy growth; it
increased 11% year on year (y-o-y) in November, 12% y-o-y in December, 8.26% in
January and 8.73% in February respectively.
According to the Cement Manufacturers Association, growth in cement consumption
during April ‘08 to February ‘09 was highest in the eastern region, at about 11%. This
was followed by the southern & central regions, where consumption grew by 10% each.
The western & northern region witnessed 6% & 4% growth, respectively.
Meanwhile, the April ‘08 to February ‘09 period saw a 9.51 million tonne increase in
cement capacities across the country, against 7.89 million tonne in the same period last
year. With demand increasing across the country, cement prices are also firming up.
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This shows that despite of recession there is a growth in the cement industries in
India. Where infrastructure is in boom.
SHRI KESHAV CEMENTS & INFRA LTD
ORGANIZATION PROFILE
COMPANY INFORMATION
Name of the Company M/s.Keshav Cement Ltd
Adress S.No. 346 Kaladgi, Dist- Bagalkot- 587313
Head office “Jyoti Tower” 215/2, Karbhar Galli, 6th lane,
Analysis & Interpretation:(The study is restricted only to “Keshav cements, Bagalkot shakti, Lokapur cement &
Vijay shakti”)
6% of the respondents says that “Wall paintngs” of keshav cements are Good, 43%
of them says it is Average & 51% of them says it is Bad. 15% of the respondents says
that “Wall paintngs” of Vijay shakti is Bad & 85% of them says it is Very bad. 37% of
the respondents says that “Wall paintngs” of Bagalkot shakti is Very good, 59% of them
says it is Good & 4% of them says it is Average. 47% of the respondents says “Wall
paintngs” of lokapur cement is Good, 31% of them says it is Average & 22% of them
says it is Bad. This shows that “Wall paintings” of Bagalkot cement ranks first as
compared to their competitors Lokapur Cement come next, then Keshav cements & at
last Vijay shakti .
17.(e) Rate the brands on the basis of their Advertisements-“Trade Shows”?
Contents Very Good Good Average Bad Very bad
keshav cement 0 4 16 57 23
Vijay shakti 0 0 0 18 82
Bagalkot Shakti 0 7 19 68 6
Lokapur cement 0 0 39 47 24
ACC cement 7 15 65 13 0
Ultratech cement 11 21 53 15 0
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0 0 0 07 11
4 07
0
15 2116
0
19
39
655357
18
68
47
13 1523
82
6
24
0 00
20
40
60
80
100
keshav cement Vi jay shakti Bagalkot Shakti Lokapur cement ACC cement Ultr atech cement
Ver y Good
Good
Aver age
Bad
Ver y bad
Analysis & Interpretation:(The study is restricted only to “Keshav cements, Bagalkot shakti, Lokapur cement & Vijay shakti”) 4% of the respondents says that “Trade shows” of Keshav cements are Good, 16% of
them says it is Average, 57% of them says it is Bad & 23% of them says it is Very bad.
18% of the respondents says that “Trade shows” of vijay shakti are Bad & 82% of them
says it is Very bad. 7% of the respondents says that “Trade shows” of Bagalkot shakti is
Good, 19% of them says it is Average, 68% of them says it is Bad & 6% of them says it
is Very bad. 39% of the respondents says that “Trade shows” of Lokapur cement is
Average, 47% of them says it is Bad & 24% of them says it is Very bad. So it is clear that
Bagalkot shakti is having good “Trade shows” then comes Keshav cements, then
Lokapur cement & last Vijay shakti.
18. Any offers or extra benefits seek from Keshav Cements on bulk purchases
Contents Frequency Percent
Not use 46 46
Yes 51 50
No 3 3
Total 100 100
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Analysis & Interpretation:
51% of the respondents seek Offers & Extra benefits from Keshav cements on bulk
purchase & 3% of them says no. 46% of them wont purchase Keshav cements. So it is
clear that 51% of the respondents seek offers & Extra benefits from Keshav cements &
only 3% of them wont seek any offers & extra benefits from keshav cements.
19. Offers & Extra benefits received from keshav cements
Contents Frequency Percent
Not use 46 46
Discount/offers 46 46
Incentives 6 6
Buying allowances 2 2.0
Total 100 100.0
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Analysis & Interpretation:
46% of the respondents says they receives Discounts/Offers from Keshav cements
on bulk purchase, 6% of them says Incentives & 2% of them says Buying allowances.
This shows that 46% of the respondents receive Discounts/offers as extra benefit from
keshav cements & 6% of they seek Incentives & 2% of them receives Buying allowance
from keshav cements on bulk purchase as a Extra benefit.
20. Are you satisfied with the offers & schemes provided by the keshav cements?
Contents Frequency Percent
Not use 46 46
Yes 50 50
No 4 4
Total 100 100.0
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Analysis & Interpretation:
50% of them says they are satisfied with the offers & schemes provided to them by
Keshav cements & 4% of them says that they are not satisfied with it. So it is clear that
majority of them are satisfied. 50% of them says that they are satisfied with the offers &
schemes provided by the keshav cements & only 4% of them says they are not satisfied
with the offers & schemes provided by the keshav cements.
22. Role of Advertising & Sales promotion activities in cement industry
Contents Frequency Percent
Extremely important 58 52
Important 42 42
Total 100 100.0
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Analysis & Interpretation:
58% of the respondents says that Advertising & Sales promotion activities are
Extremely important & 42% of them says that it is important. This shows that 58% of the
respondents says that Advertising & Sales promotion activities are Extremely important
in cement industry & 42% of the respondents also saying that it is important.
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FINDINGS
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I found from secondary data that “Trade shows, Trade allowances & Contents &
Incentives” & “Wall paintings & Print Media” these are Advertisement & sales
promotion Activities adopted by Keshav cements
48% of the respondents use Ultratech cement, 25% of them use ACC cement &
4% of them use Keshav cements
It is found that 80%, 10% & 7% of the respondents look after Quality, Easily
availability & Reasonable Price while purchasing competitors brand cement. &
While purchasing Keshav cements 17% of the respondents are influenced by
Price, 15% from Quality & 6% from Easily Available
96% of the respondents get some Extra Benefit from competitors brand on bulk
purchase. Even I found that 51% of the respondents also seek Extra benefits from
Keshav cements on bulk purchase
It is found that 58% of the respondents seek Discounts/offers from the
competitors brand, & 27% of the respondents seeks Price offs. Even I found that
46% of the respondents also receives Discounts/Offers from Keshav cements
96% of the respondents are satisfied with the schemes & offers provided by the
competitors brand to the respondents. & 50% of the respondents are also
satisfied with the offers & schemes provided by Keshav cements
It is found that 80% of the respondents are come to know about the competitors
brand through the sources of Advertisement,17% through Sales person. & also
20% of the respondents come to know about the keshav cements brand through
advertisement, &16% from Sales person
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48% of the respondents come to know about the competitors brand through
Advertisements mainly from Tv ads, 24% of them come to know about the
particular brand through Wall Paintings. Even 15% of the respondents came to
know about the Keshav cements brand through Wall Paintings
28% of the respondents come to know about the competitors brand from the
following Tv ads Star Tv, 16% from Chandana Tv, 3% from Udaya Tv & 1%
from ETv Kannada.
Among Newspaper & magazine 2% of the respondents come to know about the
competitors brand from Vijay Karnataka, 2% from Prajavani, 2% from Times of
India & 2% from Deccan Herald
54% of the respondents are Aware of the Keshav Cements brand & 46% of them
are not Aware of the Keshav Cements
34% of the respondents says that keshav cements brand is Good & 20% of them
says it is Average
46% of the respondents Agree with the opinion that Advertising plays a very vital
role in purchasing competitors brand cement, 40% of them Strongly Agree with
this opinion.
It is found that 6% of the respondents says that “Hoardings” of keshav cements
are Good, 10% says that it is Average, 7% of the respondents says that
“Hoardings” of Vijay shakti is Good, 8% says it is Average. 7% of the
respondents says that “Hoardings” of Bagalkot shakti is Good, 17% of them says
it is Average, 21% of the respondents says that “Hoardings” of Lokapur cement is
Good, 9% says it is Average
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33% of the respondents says that “Tv ads” of Keshav cements are Bad, 29% of
the respondents says that “Tv ads” of Vijay shakti are Bad, 33% of the
respondents says that “Tv ads” of Bagalkot shakti are Bad, 33% of the
respondents says that “Tv ads” of Lokapur cement are Bad
4% of the respondents says that “Newspaper/Magazine” of Keshav cements is
Good, 67% of them says it is Average, 17% of the respondents says that
“Newspaper/Magazine” of Vijay shakti is Bad, 9% of the respondents says that
“Newspaper/Magazine” of Bagalkot shakti is Average, 11% of the respondents
says that “Newspaper/Magazine” of Lokapur cement is Average
6% of the respondents says that “Wall paintngs” of keshav cements are Good,
43% of them says it is Average, 15% of the respondents says that “Wall paintngs”
of Vijay shakti is Bad, 37% of the respondents says that “Wall paintngs” of
Bagalkot shakti is Very good, 59% of them says it is Good, 47% of the
respondents says “Wall paintngs” of lokapur cement is Good, 31% of them says it
is Average
4% of the respondents says that “Trade shows” of Keshav cements are Good, 16%
of them says it is Average, 18% of the respondents says that “Trade shows” of
vijay shakti are Bad & 82% of them says it is Very bad. 7% of the respondents
says that “Trade shows” of Bagalkot shakti is Good, 19% of them says it is
Average, 39% of the respondents says that “Trade shows” of Lokapur cement is
Average,
58% of the respondents says that Advertising & Sales promotion activities are
Extremely important & 42% of them says that it is important
SUGGESTIONS
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From the study I found that 86% of the respondents says that Advertisement &
sales promotion activities plays a very vital role in purchasing the competitors
cement. Though customers see Quality first while purchasing the cement, but to
know the quality of the brand they must use it, for that they must first know which
brands is available in the market, for which advertisement is essential. So both
advertising & sales promotion activities plays a vital role in purchasing the
cement.
I found from secondary that “Trade shows, Trade allowances & Contests &
Incentives” & “Wall paintings & Print Media like;Newspapers”these are
Advertisement & sales Promotion Activities adopted by the keshav cements to
promote their brand. But only 54% of the respondents are aware about the keshav
cements brand. Inspite of all these Advertising & Sales Promotion activities
nearly 50% of the respondents are not aware about the Keshav cements brand.
This shows that there is lack of Advertisements. Advertising done by the Keshav
cements is not at all effective So you have to improve the Advertisements like;
using Hoardings & doing Wall paintings in the crowded areas where thousands of
people were moving daily, find such places & do the wall paintings & Hoardings
their. & also use print Media ads like; giving ads in local Newspapers –‘Vijay
Karnataka & Prajavani’. Trade shows(Technical Meets) mainly of “Engineers
Contractors, Dealers & Masons” is also one of the effective advertising technique.
Where ‘sales person’ plays a very important roleSo Try to do Trade shows once in
every Three months & do follow up. It will help to position in the minds of the
customers your brand & make the brand awareness & Identity in the market.
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Brand Awareness level of Keshawa Cement
Bagalkot shakti , Vijay shakti & Lokapur cement are the rivals for Keshav
cements, among which Bagalkot shakti has used very Good Advertisements &
Sales promotion strategies, & acquired maximum customers in Bagalkot city. As
compared to Bagalkot shakti, Keshav cements sales promotion strategies are good
but it only lacks in Advertisements. So adopt the Advertisement & sales
promotion strategies given above to beat the competitor.
The main factor influencing customers to purchase their product is Quality, then
later comes Price & Easily availability. So there is great opportunity for the
keshav cements if they improve & maintain quality, others ‘price & easily
availability’ is already there. So Improve & maintain Quality.
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Brand Awareness level of Keshawa Cement
CONCLUSION
From this study it is concluded that both Advertising & Sales Promotion activities
plays a vital role in cement industry. But we must determine which Advertisement
strategies should be adopted to acquire potential customers & beat the competitors. Here
Advertisement like; Wall paintings, Hoardings & also Newspapers should be adopted &
also Two Important Advertisements like; “Sales person & Trade Shows” plays a very
vital role in Cement industry mainly in Bagalkot city as it is local area. This counts much
to get the brand recognition & brand awareness & also make brand Identity in the local
market. Competitors like Bagalkot Shakti who is the main competitor in the cement
industry in “Bagalkot city” so try to benchmark it.
As there is lack of effectiveness in the Advertisement adopted by Keshav
cement. So improve it by using the above strategies suggested.
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Brand Awareness level of Keshawa Cement
Keshav Cement Plant
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Brand Awareness level of Keshawa Cement
Kiln - Machinery
Hybrid Power Unit
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Brand Awareness level of Keshawa Cement
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Brand Awareness level of Keshawa Cement
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Brand Awareness level of Keshawa Cement
Brands of Keshav Cements
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Brand Awareness level of Keshawa Cement
QUESTIONNAIRE
Dear Sir/Madam
Name __________________________________________________________
Type of Respondent: Engineer/Dealer/Contractor/Mason
Name of the Firm _________________________________________________
Telephone/Mobile No ______________________________________________
1. Which brand of cement do you prefer or advice others to use?
a) Bagalkot Shakti b) Vijay Shakti
c) Lokapur cement d) Keshav cement
e) ACC cement f) Ultratech cement
g) Others _______________
2. What made you to purchase that particular brand cement?
a) Quality b) Reasonable Price
c) Advertisement d) Discounts/Offers
e) Easily Available f) Others _______________________
3. Do you seek some extra benefit from that particular company on bulk purchases?
a) Yes b) No c) Not at all
4. If yes then mention it?
a) Discounts/Offers b) Incentives
c) Trade allowances d) Trade shows
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e) Training programs f) Price offs
g) Premiums
5. Are you satisfied with the schemes or offers company provides to you?
a) Yes b) No 6. If No, then mention the schemes & offers you are expecting from the particular
company?
7. How do you come to know about that particular brand?
a) Advertisement b) Sales person
c) Friends/Relatives d) Others ______________
8. If Advertisement, then mention the type?
a) Hoardings b) TV Ads
c) Wall paintings d) News papers/Magazines
d) Others _________________________
9. If TV Ads then mention which channels?
a) E tv Kannada b) Uday tv
c) Surya tv d) Star tv
e) Chandana Tv f) Others ______________________
10. If News paper, then mention it?
a) Vijay Karnataka b) Prajavani
c) Sainyukt Karnataka d) Times of India
e) Deccan Herald f) others _________________
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Brand Awareness level of Keshawa Cement
11. Are you aware of ‘keshav cements’?
a) Yes b) No c) Not at all
12. If yes, then how you come to know about the keshav cements?
a) Advertisement b) Sales person
c) Friends/Relatives d) Others___________________
13. If Advertisement then mention the type?
a) Tv Ads b) Hoardings
c) Wall paintings d) Newspaper/Magazine
e) Trade shows f) Others __________________
14. Rate the keshav cements brand?
Excellent Good Average Bad Very bad
15. What influenced you to purchase the keshav cements?
a) Quality b) Price
c) Advertisement d) Discounts/Offers
e) Easily available f) Others _______________
16. If Advertisement, then mention it?
a) Hoardings b) Tv Ads
c) Wall paintings d) Newspaper/Magazine
e) Trade shows
17. Advertising plays a very vital role in purchasing the particular brand cement? What is your opinion?
a) Strongly agree b) Agree
c) Disagree d) Strongly disagree
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e) Neither agree nor disagree
18. Rate the brands on the basis of their advertisements?The study is restricted only to “Keshav cements, vijay shakti, bagalkot shakti, lokapur cement”)
a) 10 – very good b) 8 – Good
c) 6 – Average d) 4 – Bad
ADVERTISEMENT
COMPANIES/BRANDS
Keshav cements
Vijay shakti
Bagalkot shakti
Lokapur cement
ACC cement
Ultratech cement
Hoardings
Tv Ads
Newspaper/Magazine
Wall paintings
Trade shows
e) 1 – Very bad
19. Do you seek any offers or extra benefits from keshav cements on bulk or often purchases?
a) Yes b) No
20. If yes, then mention it?
a) Discounts/Offers b) Incentives
c) Buying Allowances d) Training programs
e) point of purchase f) Bonus packs
displays g) Others _____________________
21. Are you satisfied with the offers or schemes provided by the keshav cements to you?
a) yes b) No
22. Advertising & sales promotion activities plays a vital role in cement industry? What do you say?
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a) Extremely important b) Important
c) Not very important d) Not at all important
23. Your Suggestion if any to Keshav cements industry?