Analysis of Advertising and Sales Promotion Strategies of Keshav Cements & Infra Ltd

CONTENTS

Page No.
Part – A 1-28
 Executive summary 1
 Introduction of cement 3
 Organization profile 11
 Organization structure 19

Part – B 29-38
 Research methodology 30
 Topic of the study 32
 Objectives 33
 Purpose of the study 34
 Scope of the study 33
 Limitations 36
 Data collection method 38

Part – C 39-71
 Data analysis & interpretation 40
 Findings 64
 Suggestions 69
 Conclusion 71

Part – D 72-82
 Annexure 73
 Questionnaire 77
 Bibliography 82

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EXECUTIVE SUMMARY

Practical work plays a very significant role in the field of management.

Shri keshav cements & infra ltd is one of the leading manufacturer of cement
industry in Kaladgi, Bagalkot District. It is a public limited company incorporated in the
year 1993. formerly it was known as “Katwa Udyog Limited”. The companies shares are
are actively traded in Mumbai stock Exchange(BSE). The company manufactures 43 &
53 Grade Ordinary Portland Cement.

In today’s scenario infrastructure is in a boom so the engineering &
construction work is carried out rapidly for that the main raw material required is
Cement. In & around Bagalkot city there are many cement industries & which leads to
huge competition in the cement industry mainly in Bagalkot city. So it is necessary to
study the Advertisement & sales promotion activities & to adopt the effective Advertising
& sales promotion strategies to increase the sales & beat the competitors.

The study will enhance my knowledge about how the advertising & sales
promotion activities plays a very vital role in Cement industry to attract the customers &
increase the sales of the company. what competitive Advertising & sales promotion
strategies should the company adopt to beat the competitors.

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

4 To know the rivals Advertisement & Sales promotion strategies

5The factors that influencing customers to purchase the cement

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Here are some of the findings for the objectives given above which will be
very useful to the company; 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. It is found
that only 54% of the respondents are Aware of the Keshav Cements brand & 46% of
them are not Aware of the Keshav Cements brand. 86% of the respondents says that
Advertising plays a very vital role in purchasing competitors brand cement. it is very
effective while purchasing competitors brand cement. 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. It is found that 58% of the respondents
seek Discounts/offers from the competitors brand, & 27% of the respondents seeks
Price offs. It is found that 80% &10% of the respondents look after Quality, Easily
availability while purchasing competitors brand cement.

It gives me immense pleasure to present before you this entire project.

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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
of cement standards in 1875. the use of concrete in construction grew rapidly from 1850

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onwards, & was soon the dominant use for cements. Thus Portland cement began its
predominant 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
remarkable improvement in the indicators such as installed capacity, capacityutilization,
per capita consumption & exports.

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

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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
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

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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 (%)
Total Period Control Period Decontrol Period
(1970-71 to (1970-71 to 1987-88) (1988-89 to
Indicators
2006-07) 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

Trend in Primary Performance Indicators of the Indian Cement Industry

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Year Installed Production Capacity Export Per Capita
Capacity (Million tonne) Utilization(%) (Lakh tonne) Consumption
(Million tonne) (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.

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

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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)
& Holcim Group (Ambuja Cements Ltd. - ACC Ltd. combine) now control more than 45
% of total capacity in the country.

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

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

News about Cement industry of India

The 207.81-million tonne cement industry in the country has witnessed “good
growth”, 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.

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Cement dispatches (including exports) for the 11 months ended February 2009 were
at 162.89 million tonne, against 151.89 million tonne during the year-ago period. Of this,
exports contributed 2.86 milllion tonne, against 3.33 million tonne in the previous year.

“The first half of the current year was bad, owing to the export ban & high cost of
production, 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.

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

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

Constitution Public Limited Company
Year of Incorporation 1993
Products Ordinary Portland Cement, Pozzolonic Cement,
Blast furnace Cement, White Cement

Land Area 22 .36 Acres
size of the Industry Medium scale Industry
Capacity 225 Tonnes Per Day (TPD)
Brand Names Jyoti Gold, Jyoti Power &, Keshav Cements
Market reach Karnataka, Maharashtra &, Goa
Technology used West German VSK Technology

BACKGROUND
Shri Keshav Cement & Infra. Ltd. (KCIL) is Public limited Company
incorporated in the year 1993 to manufacture 43 grade & 53 grade Ordinary Portland
Cement. We went into Public during 1995. The company raised capital via IPO during
1995 to raise capital of 512.42 lakhs which was over subscribed by 12 times. The stocks

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are actively traded in Mumbai Stock Exchange. The company has posted profits since
inception.

Presently our “Jyoti Gold & Jyoti Power” cement brands are very popular in
the cement market. & now we are marketing as “Keshav cements” brand in the market.
We supply our cement in North Karnataka, Goa & Maharashtra.

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

Keshava Finlease Limited incorporated in 1995, commenced its business of hire
purchase finance for automobiles in 1996. The RBI granted registration to the Company
under section 45IC of the reserve bank of India act, 1934 & classified it as a hire
purchase Company under ‘A’ category.

Keshava Construction Co. Ltd. is engaged in construction of luxurious flats targeting
mainly to NRI’s. we have got site at Corlim, which is just 8 km from Goa in Panji.

INTRODUCTION

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

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Shri Keshav Cements & Infra Ltd with request of companies in Karnataka. It is registered
under the companies act 1956 in the year 17th march 1993.
There are five Directors & promoters they are:
1. Shri H.D.Katwa (Chairman)
2. Shri Venkatesh H. Katwa (vice chairman)
3. Shri Vilas H. Katwa (Managing Director)
4. Smt. N H Katwa (Director)
5. Shri Deepak H. Katwa (Director)

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

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

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Shri Vilas Katwa, a graduate MBA from the University of Massachusetts, Boston stared
his career in Information technology working as the chief systems engineer, in
McCormack Institute of Public Affairs at U-Mass Boston. On returning to India, he
joined at the Jt. Managing Director. As he gained experience in cement manufacturing he
initiated many IT drives that gave good control over the production, quality &
management parameters.rs. Also being an engineer in Industrial & Production discipline,
he has initiated many policies & systems that boosted production to its maximum
capacity. He is now the managing director of the company and handles all the affairs He
is currently working on operation to improve the product/services while reducing the cost
by utilizing instrumentation techniques. One of the production facilities is completely
electronically controlled making it the first production facility with such high level of
automation in its category.

Shri Deepak Katwa, is a graduate MBA from the University of Okalhoma, United
States, Having a very good commercial background he has made a very important
contribution towards the finance and operations divisions of the company as well as the
IT company that our group has established. It is during his time that the company
continued to get three consecutive awards as the best exporter in North Karnataka for the
IT division. His specialties are public relations, finance, operations & management. He is
actively involved in settings up of the power plant to reduce the overall power cost for the
cement plant.

Keshav Cements & Infra Ltd(KCIL) is a reputed group manufacturing Keshav
Cement. The Company is public limited with stocks traded on various stock exchanges in
India, with over 15 years of experience in cement manufacturing and marketing. The
company foresees to be a major player in the construction industry. Keshav Cement has a
R & D team to continually improve the product and services. The company has posted
profits since the inception & has been paying dividends regularly. The inception of the
company began with acquisition of a sick cement plant of 20 TPD (Tons per day) in
1994. The capacity of the plant was gradually increased year after year to reach 600 TPD.
The recent acquisition has added 300 TPD to the existing capacity. The company is
undertaking an expansion project to increase the output to 3000 TPD which is One

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million TPA. On the financial side the company is confident to achieve 100% growth in
FY-08 and 400% in FY-09 owing to the recent acquisition and recently concluded
expansion plans.

The salient features of this plant:
• Located in the same premises & continuation of existing business, hence the fixed
cost remains almost same
• Use of existing civil structures & low machinery cost will enhance our economic
feasibility
• Already existing market base, expansion will quench the market demand &
increase profitability
• Promoters having good experience running cement units for past 20 years & know
in’s & out’s of the cement scenario

Motto of the Company
To increase shareholder value & deliver the best product & service to the consumer

Mission Statement
To manufacture high quality Portland cement & help our society to build strong &
Durable structures in every village & cities. We will make our cement available at least
possible price through constant application of state-of-art technologies, efficient
management of resources & adoption of indigenous transportation system.

Keshav Cements Speciality:
OPC cement is the most appropriate cement ever used for construction of
major projects. OPC cement is costlier than the Slag or Fly Ash cement. Though the
slag cement has its own advantage to offer, the benefits are at the cost of its initial
strength. Keshav Cement through its state of art technology offer Double Benefits;
steel friendly alkali cement, as well as a super high strength OPC cement. we do not
add Slag or Ash.
Following are the specialities:
1. Premium quality graded OPC cement

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2. Double benefit quality
3. No Ash or Slag in the cement
4. Absolutely Crackless construction are possible
5. High resistant to chemical attacks. Protects steel from corprosion
6. All types of construction materials can be used along with keshav cements
7. Excellent workability when plastering giving an aesthetic outlook to the
surface
8. cement is especially designed for aggressive & corrosive climatic conditions
of Goa, Karnataka & Maharashtra
9. cement is available at low cost to the customers because of local
manufacturing & indigenous transportation system.

APPLICATIONS OF KESHAV CEMENT
1. Concrete slabs
2. RCC columns & structures
3. High raises building foundatio
4. Perfect for large Dams.
5. Flyover bridges.
6. Residential, Commercial & multi storied structures
7. Poles, pipes, tanks, blocks & tiles etc.

Compressive Strength (43Grade)

ORGANIZATION STRUCTURE
Days BIS Specification Keshav Cements
3 230 Mpa Chairman 290
7 330 Mpa 370
28 430 Mpa 490
Board of Directors

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Managing Director

Technical Director

General Manager

Personnel Marketing Dispatch Manufacture R&D Account
Manager Department section Department section

HR Marketing Incharge Plant Incharge Chief Cashier
Manager Manager Chemist
Supervisor Assistant Assistant
Office Area Sales Plant Incharge Chemist Cashier
Staff person Supervisor
Section Assistant
security Supervisor Incharge
Store Vehicle
security Supervisor
Section Incharge
officer
Section
Maintenance
Guard Incharge Incharge Mechanics

Assistant Workers Priors Electrical
Incharge Maintenance
Cleaners
Incharge

Supervisor Supervisor Supervisor Plant Engineer

Helpers Helpers Helpers Shift supervisor

Helper

Functional Analysis

There are six departments in the industry:
1. Engineering Department
2. Marketing Department

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3. Accounts Department
4. Manufacturing Department
5. R&D Department
6. H R Department

Engineering Department:
It is the primary & functional department in the factory. There are four sections
inside the factory premises where all engineering works will takes place, they are:
• Weigh Bridge section
• Vehicle section
• Workshop section
• Electrical section
Weigh Bridge Section :
In this section weight age of vehicle & raw material is determined by weigh
bridge. The main function of this section is to measure the weight age of the raw
materials like; lime stone, coke, breeze, clay etc. this section is controlled by the security
persons, but maintaining of books regarding this section are controlled by Vehicle- in
charge.

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

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

Work shop section:

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

Electrical Section:
The Electrical section contains 10 workers & they are all technically skilled persons.
It is controlled by the electrical – in charge. The Electricity required for the factory is
1650 KW. The Electricity department contains one Diesel Generator. One Generator is
having capacity of 500 kw. In case of power supply break down the section – in charge
puts on of the Generator on. The main function of this department is to supply the
required power continuously during the production.

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

Since there are no cement plants in Goa & near by Maharashtra area like;
Kolhapur, Satara, Sangli district, the company has potential market in these areas. Since

BABASAB PATIL 23

the promoters already have their own Trucks & Tippers & proposed to include additional
fleet with loaders, it is felt that the company will not face any difficulty in both
procurement of raw material & supply of cement in the market. With this arrangement
the company will have an edge over other companies as for as selling price is concerned.

Selling price of the cement
Bagalkot - Rs 215
Goa - Rs 250
Maharashtra – Rs 235

Key Competitors of Keshav Cements
Bagalkot Shakti
Vijay Shakti
Lokapur Cement

Advertising & Sales Promotion Activities of Keshav Cements
Sales Promotion Activities:
• Trade Allowance (Buying allowance): means it is a deal or discount offered to
resellers in the form of a price reduction on Merchandise ordered during a fixed
period.
The company will give the buying allowance to their customers like;
40 Tonnes per month - Rs 2.00 per Bag
65 Tonnes per month - Rs 3.00 per Bag
105 Tonnes per month – Rs 5.00 per Bag

• Trade Shows: it is a forum where manufacturers can display their products to
current as well as prospective buyers.
It will be carried out mainly by the Management Personnel, once in six
months. These are the details of the Trade Shows done by the keshav cements:

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Technical Meet
Place Month
Aminagad – March 2008
Jamkhandi – November 2008
Bilagi – December 2008
Gaddankeri cross – October 2008

• Contests & Incentives: it is developed to stimulate greater selling effort & support
from seller management or sales personnel, it is directed sales persons,
wholesalers, & distributors. For Example; prizes such as Trips or valuable
merchandise as rewards for meeting sales quotas or other goals.

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

Advertisements:
• Wall Paintings
• Print Media like; Newspapers(Vijay Karnataka & Deccan Herald)
• Hoardings

Accounts Department:
The Keshav Cements & infra ltd has maintained a separate department for the
purpose of Accounting. The company has installed computers for the purpose of
Accounting period of the company from 1st April to 31st March.

BABASAB PATIL 25

The Accounting mainly deals with payment mode, cash receipts, salary paid
& other miscellaneous receipts & payments.

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

PRODUCTION PROCESS
Raw Material

Lime stone Clay Coke Breeze

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Crusher

Hopper Hopper Hopper

Electrical Vibrator Electrical Vibrator Electrical Vibrator

Belt Conveyor

Raw Mill

Grinding

Blending Silo

Vertical Shaft Kiln

Burning 1400 C

Clinker

Gypsum

Hopper Hopper

Feed Table Feed Table

Belt Conveyor

Cement Mill

Cement Silo

Packaging

Loading

Raw Materials used:
• Lime stone 73%
• Clay 13%
• Coke Breeze 10%
• Iron ore 1%
• Gypsum 3%

BABASAB PATIL 27

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

For Example; in a hammer mill section during the crushing of limestone dust is
generated it is filtered through Nil one back fitters with electronic device. We have
provided dust collection systems with automatic operations by the dolomite valves.

R&D Department:

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

Laboratory: At the time of mixing lime stone, coke breeze, clay & iron ore, some
adjustments are to be made, it will be made as per the directions of the laboratory. It is
classified into two parts they are:
1. Chemical lab
2. Physical lab

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

The equipments used in chemical lab are:
• Electrical Balance
• Blains Separator
• Physical Balance
• Oven

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• Water Bath Machine
Physical lab:
This is another section as body of the production process, it is also headed by chief
Chemist. The main function of the physical lab is to find the residue strength of the
finished cement. the equipments used in the physical lab are:
• Trading cat apparatus
• Vibrating machine
• Strength machine
• Humidity chamber

HR Department
Here Personnel Manager is the head in the Department. Personnel Department is
usually doing Record keeping & Responding demand & giving suggestions to the line
managers about how a subordinate should develop. & solving the employees problem &
giving trainings & favourable work conditions.
Welfare Facilities provided by the organization:
1. Canteen
2. Hospital
3. Bonus
4. Rest Room
5. Play Ground
6. Safety Measures
• Dress
• Gloves
• Gum Boots
Goggles & Masks

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

Time & Security Section:

BABASAB PATIL 29

This section comes under Administrative department. The section works for 24
hours divided into Three shifts they are as follows:
1st shift 8.00 am to 4.00 pm
2nd shift 4.00 pm to 12.00 pm
3rd shift 12.00 pm to 4.00 am
General shift 8.00 am to 5.00 pm

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

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

BABASAB PATIL 30

RESEARCH METHODOLOGY

Research Design:

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“Descriptive” research design is used in the study

Data Source:

Primary Data

Secondary Data

Research Approach:

Survey Method

Field Study:

Personal Interview

SAMPLING

Sampling Method:

BABASAB PATIL 32

Stratified Random Sampling

Sampling Element:

Each individual Engineers, Contractors, Dealers & Masons

Sampling Unit:

Engineers, Dealers, Contractors & Masons

Sample Size:

100

Sampling Extent:

Bagalkot

Topic Of The Study:

“A STUDY ON ADVERTISING & SALES PROMOTION ACTIVITIES
ADOPTED BY ‘KESHAV CEMENTS & INFRA LTD’ IN BAGALKOT”

BABASAB PATIL 33

Problem Definition

Management Problem
“As it is a cement industry the company wants to know whether the Advertising & Sales
promotion activities plays a vital role to boost the sales in Local market (Bagalkot) also,
where people might knowing the brand”.

Research Problem
Derived from the management problem
“A study on Advertising & Sales promotion activities adopted by Keshav Cements in
Bagalkot city”.

OBJECTIVES:

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

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2 To know the brand awareness level of Keshav Cements

3 To know the effectiveness of Advertisement on customers

4 To know the rivals Advertisement & Sales promotion strategies

5 The factors that influencing customers to purchase the cement

Purpose Of The Study

 The main purpose of the study is to the awareness level of the brand

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 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 & threats

 To know the rivals Advertising & Sales promotion strategies

 The brand image of various competitors will be known. The company can know
where their competitors stands in the minds of the people

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

Scope Of The Study

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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. So it is
essential to study the effectiveness of Advertising & Sales promotion activities & to
adopt the same to increase the Sales & beat the competitors.

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

Limitations Of The Study

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 The research study is confined only to Bagalkot city

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

 Information is partially based on secondary data & hence authenticity of the study
can be visualized & is measurable

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DATA COLLECTION METHOD

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Primary Data:

Questionnaire & personal interview

Secondary Data:

Company report, Broacher & from Internet

Measurement Technique:

Questionnaire

Analytical Technique:

By using SPSS software

BABASAB PATIL 40

DATA ANALYSIS & INTERPRETATION

1. Brand of cement preferred by customers

BABASAB PATIL 41

Contents Frequency Percent
Bagalkot shakti 21 21.0
Keshav Cement 4 4.0
ACC Cement 25 25.0
Ultratech Cement 48 48.0
Others 2 2.0
Total 100 100.0

Analysis & Interpretation:

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

2. Parameters used to purchase Competitors brand cement

Frequency Percent
Contents
Quality 80 80.0

BABASAB PATIL 42

Reasonable Price 7 7.0
Discounts / Offers 3 3.0
Easily available 10 10.0
Total 100 100.0


80% of the respondents sees Quality while purchasing the particular brand
cement & 10% of them sees Easily availability of the cement, & 7% of the respondents
sees Reasonable Price & only 3% of the respondents sees Discounts/Offers. It is
interpreted that the following respondents Engineers, Contractors, Dealers & Masons –
purchase competitors Brand cement first by Quality as it is 80%, then Easily availability
as it is 10% & last they give preference to Reasonable price & Discounts & offers.

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

Frequency Percent
Contents
Yes 96 96.0
No 4 4.0
Total 100 100.0
BABASAB PATIL 43


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

4. Extra Benefits received from Competitors brand….

Frequency Percent
Contents
Not received 4 4.0

BABASAB PATIL 44

Dicount /Offers 58 58.0
Incentives 4 4.0
Trade allowance 7 7.0
Price offs 27 27.0
Total 100 100.0


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

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

Frequency Percent
Contents
Yes 96 96.0
No 4 4.0

BABASAB PATIL 45

Total 100 100.0


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

6. Sources from which competitors brand comes to know

Frequency Percent
Contents
Advertisement 80 80.0
Sales person 17 17.0
Friends/Relatives 3 3.0

BABASAB PATIL 46

Total 100 100.0


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

7. From which Advertisement competitors brand comes to know

Frequency Percent
Contents
Other source 20 20.0
TV Ads 48 48.0
Wall Paintings 24 24.0

BABASAB PATIL 47

Newspaper/Magazines 8 8.0
Total 100 100.0


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

8. Competitors brand comes to know from which Tv ads

Frequency Percent
Contents
E tv kannada 1 1.0
Udaya tv 3 3.0
Star tv 28 28.0

BABASAB PATIL 48

Chandana tv 16 16.0
Total 100 100.0


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

9. From Which Newspaper competitors brand will be known?

Frequency Percent
Contents
Vijay Karnataka 2 2.0
Prajavani 2 2.0
Times of India 2 2.0
Deccan Herald 2 2.0
Total 100 100.0
BABASAB PATIL 49


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

10. Awareness of ‘Keshav Cements’ brand

Frequency Percent
Contents
Yes 54 54.0
No 46 46.0
Total 100 100.0

BABASAB PATIL 50


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

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

Frequency Percent
Contents
Not use 46 46.0
Advertisement 20 20.0
Sales person 16 16.0
Friends/relatives 18 18.0

BABASAB PATIL 51

Total 100 100.0


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

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

Frequency Percent
Contents
Not use 81 81.0
Wall paintings 15 15.0
Newspapers/magazines 3 3.0
Trade shows 1 1.0

BABASAB PATIL 52

Total 100 100.0


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

13. Rate the keshav cements brand

Frequency Percent
Contents
Not use 46 46.0
Good 34 34.0
Average 20 20.0
Total 100 100.0

BABASAB PATIL 53


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

14. Factors influenced to purchase keshav cement brand

Frequency Percent
Contents
Not use 62 62.0
Quality 15 15.0
Price 17 17.0
Easily available 6 6.0
Total 100 100.0
BABASAB PATIL 54


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

15. Advertisement by which keshav cement come to known

Frequency Percent
Contents
Wall paintings 16 16.0
Newspapers/magazines 3 3.0

BABASAB PATIL 55

Trade shows 1 1.0
Total 100 100.0


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

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

Frequency Percent
Contents
Strongly agree 40 40.0
Agree 46 46.0

BABASAB PATIL 56

Disagree 9 9.0
Neither agree nor disagree 5 5.0
Total 100 100.0


46% of the respondents Agree with the opinion that Advertising plays a very vital
role in purchasing competitors brand cement, 40% of the respondents Strongly Agree
with this opinion. 9% of the respondents Disagree with the opinion that Advertising
plays a very vital role in purchasing competitors brand cement & 5% of them Neither
Agree Nor Disagree with this opinion. This shows that 46% of the respondents Agree
with the opinion that advertising plays a vital role in purchasing competitors brand
cement & 40% of them strongly agree with the opinion that advertisement plays a vital
role & 9%, 5% of the respondents says Disagree & Neither Agree nor disagree.

17.(a) Rate the brands on the basis of their Advertisement-“Hoardings”?

BABASAB PATIL 57

Contents Very Good Good Average Bad Very bad
keshav cement 0 6 10 26 58
Vijay shakti 0 6 8 79 7
Bagalkot Shakti 0 7 17 15 61
Lokapur cement 0 21 9 57 13
ACC cement 11 35 49 5 0
Ultratech cement 21 40 32 7 0

90
79
80

70 61
58 57 Very Good
60
49 Good
50 40
35 Average
40 32
26 Bad
30 21 21
17 15 Very bad
20 13 11
10 9
6 6 8 7 7 5 7
10 0 0 0 0 0 0
0
keshav cement Vijay shakti Bagalkot Shakti Lokapur cement ACC cement Ultratech cement

(The study is restricted only to “Keshav cements, Bagalkot shakti, Lokapur cement &
Vijay shakti” )
6% of the respondents says that “Hoardings” of keshav cements are Good, 10% says
that it is Average, 26% says that it is Bad & 58% says that it is Very bad. 7% of the
respondents says that “Hoardings” of Vijay shakti is Good, 8% says it is Average, says it
is Bad & 7% of them says it is Very bad. 7% of the respondents says that “Hoardings” of
Bagalkot shakti is Good, 17% of them says it is Average, 15% says it is Bad & 61% says
it is Very bad. 21% of the respondents says that “Hoardings” of Lokapur cement is Good,
9% says it is Average, 57% says it is Bad & 13% says it is Very bad. This shows that the
hoardings of the Keshav cements in bagalkot city is very bad, then comes vijay shakti,
after that Bagalkot shakti & at last Lokapur cement through this graph.

17.(b) Rate the brand on the basis of their Advertisement-“Tv ads”?

BABASAB PATIL 58

ACC cement 27 40 30 3 0

90 81
80 71
67 67
70
Very Good
60 52
Good
50 40 43
Average
40 33 33 30
29 27 Bad
30 19
20 Very bad
3 0 5
10 0 0 0 0 0 0 0 0 0 0 0 0 0 0
0

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

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


BABASAB PATIL 59

ACC cement 17 67 11 5 0

100
83 84
80 72 Very Good
67 67
Good
60
44
37 Average
40 29
Bad
17 17 17 17
20 9 7 11 11 Very bad
5
04 0 000 00 00 0 20
0

Vijay shakti” )
4% of the respondents says that “Newspaper/Magazine” of Keshav cements is Good,
67% of them says it is Average & 29% of them says it is Bad. 17% of the respondents
says that “Newspaper/Magazine” of jay shakti is Bad & 83% of the respondents says that
it is Very bad. 9% of the respondents says that “Newspaper/Magazine” of Bagalkot shakti
is Average, 84% of them says it is Bad & 7% of them says it is Very bad. 11% of the
respondents says that “Newspaper/Magazine” of Lokapur cement is Average, 17% of
them says it is Bad & 72% of them says it is Very bad. It is interpreted that Keshav
cements Ranks first in “Newspaper/Magazine” ads then comes, Bagalkot shakti, vijay
shakti & lokapur cement.

17.(d) Rate the brands on the basis of their Advertisement-“Wall paintings”?


BABASAB PATIL 60

ACC cement 11 17 59 9 4

85
90
80
70
59 59 Very Good
60 51
47 Good
50 43 41
37 Average
40 31 30 29 Bad
30 22
15 17 Very bad
20 11 9
6 4 4
10 0 0 0 0 0 0 0 0 0 0 0
0

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”?


BABASAB PATIL 61

ACC cement 7 15 65 13 0

100
82

80 68 65 Ver y Good
57 53 Good
60 47
39 Aver age
40 24
23 21 Bad
16 18 19 15 15
13 11
20 4 7 6 7 Ver y bad
0 0 0 0 0 0 0 0 0
0

keshav cement Vijay shakti Bagalkot Shakti Lokapur cement ACC cement Ultr atech 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

Frequency Percent
Contents
Not use 46 46

BABASAB PATIL 62

Yes 51 50
No 3 3
Total 100 100


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

Frequency Percent
Contents
Not use 46 46
Discount/offers 46 46

BABASAB PATIL 63

Incentives 6 6
Buying allowances 2 2.0
Total 100 100.0


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?

Frequency Percent
Contents
Not use 46 46
Yes 50 50
No 4 4

BABASAB PATIL 64

Total 100 100.0


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

Frequency Percent
Contents
Extremely important 58 52
Important 42 42
Total 100 100.0

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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

 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

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 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

 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

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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

 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

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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.

BABASAB PATIL 71

Analysis of Advertising and Sales Promotion Strategies of Keshav Cements & Infra Ltd

Analysis of Advertising and Sales Promotion Strategies of Keshav Cements & Infra Ltd

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Analysis of Advertising and Sales Promotion Strategies of Keshav Cements & Infra Ltd