Summer Internship Project “A Brand Preference Survey - JK Lakshmi Cement Ltd. in Comparison With Other Competitor ” and comsumer behaviour survey -

1. Summer Internship Project
“A Brand Preference Survey - JK Lakshmi
Cement Ltd. in Comparison With Other
Competitor ”
Submitted in partial fulfilment of PGDM program
2015-17
Submitted by
Amit Sharma
23003
Corporate Mentor Faculty Mentor
Mr. Gaurav Sharma Dr. Etinder Pal Singh
Deputy Manager ( Sales ) , Programme head
JK Lakshmi CementLtd.
Apeejay School of Management , New Delhi
June 2016

2. CERTIFICATE
This is to certify that I Amit Sharma Roll No. 23003 have carried out my Summer internship
in JK Lakshmi Cement ltd in the area Sales & marketing . It is also certified that the work
done by me is original with due references of sources, and has not been submitted elsewhere
for the award of any diploma or degree.
_____________________
Signature
Name of the Student
Date : _________________________
Faculty Mentor

3. ACKNOWLEDGEMENT
I Amit Sharma would firstly like to thank my faculty guide, Dr. Etinder Pal Singh as well as
my company mentor, Mr. Gaurav Sharma ( Deputy Manager , sales) for supervising and
guiding me during the internship program. This internship program helped me to apply my
theoretical knowledge in practical field, hence enhance my knowledge about various aspects
in Cement industry .
I would like to show my sincere appreciation to Mr. Gaurav Sharma ( Dy Manager , sales)
who was an ideal mentor in true sense. Sir guided me and helped me in areas such as, the
topic of the project, for suggesting alternative solutions and sharing his personal valuable
experience and knowledge with me.
Besides this, my sincere thanks go to the authority of JK Lakshmi Cement Ltd. for
facilitating me with a good working environment and required facilities to complete this
project. This project has been possible through the direct and indirect co-operation of various
staff members of JK Lakshmi Cement Ltd. as they took initiative to guide me wherever
required. I am thankful to Mr. Manish Shekhar ( HR ) , Mr Pankaj ( DGM , Sales ) who
guided me and cooperated with me during my training period.
Finally, I would like to express my gratitude to my parents and friends for their endearing
support and cooperation which has made me complete this project fruitfully

4. EXECUTIVE SUMMARY
During my 2 months internship, my job role was in Sales Executive and Market Research
Analyst.
As a Sales Executive
I arranged appointments from new dealers, retailers, wholesaler, and distributers,
teleconferencing with the prospective customers and in search of new customers. I also has
face to face interaction with new customers, convinced them to purchase our premium
cement JK Lakshmi PRO PLUS, which is of superior quality than the ordinary selling cement
(PPC). Basically my training was divided according to these procedures.
1. Network development
2. Demand generation
3. Outstanding realization
4. Logistics management
5. After sale services
6. Profit centre management
During my training I learnt how to find the prospective seller (dealers, retailers, distributors)
and customers for a particular product. According to my product which was premium cement,
my prospective customers were the people who look for the high quality and strength. To
deal with the customers in contest of the price was a difficult task, as price of this premium
cement is higher than the ordinary saleable cement. Also I learnt how to communicate with
them and convince them to buy the cranes and loaders.
I also learnt that in sales you have to be patient and wait until you are able to satisfy them and
sell the product.
Another important learning was it’s really hard to take out money from some bodies pocket .
The interesting part of my internship was to convince the customers who were from different
background. Since it was very interesting and a challenging task.
During my internship I sold 400 bags of the premium JK Lakshmi PRO PLUS Cement within
2 months period.

5. As a Market Research Analyst I did two assignments –
1. Brand preference survey with respect to JK Lakshmi Cements Ltd. in comparison with
the competitive brands .
Objective - to analyze brand position of JK Lakshmi Cement in Karnal market .
2. A study on customer satisfaction towards cement products with reference to JK Lakshmi
Cement Ltd.
Objective - to know the satisfaction level of the existing customers.
In these two assignments , I carried out primary research - by interaction with dealers of
different companies and existing customers of JK Lakshmi Cement .
From the first assignment, the company want to know about the market standings of JK
Lakshmi Cement Ltd. In the market and the brand preference influencing factors while
purchasing cement.
With this we want to know about market of premium cements and what are the perception
about the PRO PLUS cement in the market .
From the second assignment, we want to know whether the existing customers of JK
Lakshmi Cement are satisfied with the existing quality , price , after sale service etc and to
find in which field we are lacking behind , where we are doing good or bad , which area the
product need improvement .
This helps to find out the loyalty of the existing customers and area of improvement.

6. AREA OF INTERNSHIP
My area of internship was MARKETING AND SALES and MARKET RESEARCH.
I- My job position was SALES EXECUTIVE - I dealt with a premium cement
(PRO PULS) product .
II - As a research analyst I had given two assignments –
1. Brand preference survey with respect to Jk Lakshmi Cements Ltd. In comparison
with the competitive brands .
2. A study on customer satisfaction towards cement products with reference to
Jk Lakshmi Cement Ltd .
MARKETING AND SALES MANAGER JOB DUTIES:
 Accomplishes marketing and sales human resource objectives by recruiting, selecting,
orienting, training, assigning, scheduling, coaching, counseling, and disciplining
employees; communicating job expectations; planning, monitoring, appraising, and
reviewing job contributions; planning and reviewing compensation actions; enforcing
policies and procedures.

7.  Achieves marketing and sales operational objectives by contributing marketing and
sales information and recommendations to strategic plans and reviews; preparing and
completing action plans; implementing production, productivity, quality, and
customer-service standards; resolving problems; completing audits; identifying
trends; determining system improvements; implementing change.
 Meets marketing and sales financial objectives by forecasting requirements; preparing
an annual budget; scheduling expenditures; analyzing variances; initiating corrective
actions.
 Determines annual and gross-profit plans by forecasting and developing annual sales
quotas for regions; projecting expected sales volume and profit for existing and new
products; analyzing trends and results; establishing pricing strategies; recommending
selling prices; monitoring costs, competition, supply, and demand.
 Accomplishes marketing and sales objectives by planning, developing, implementing,
and evaluating advertising, merchandising, and trade promotion programs; developing
field sales action plans.
 Identifies marketing opportunities by identifying consumer requirements; defining
market, competitor's share, and competitor's strengths and weaknesses; forecasting
projected business; establishing targeted market share.
 Improves product marketability and profitability by researching, identifying, and
capitalizing on market opportunities; improving product packaging; coordinating new
product development.
 Sustains rapport with key accounts by making periodic visits; exploring specific
needs; anticipating new opportunities.
 Provides information by collecting, analyzing, and summarizing data and trends.
 Protects organization's value by keeping information confidential.
 Updates job knowledge by participating in educational opportunities; reading
professional publications; maintaining personal networks; participating in
professional organizations.
 Accomplishes marketing and organization mission by completing related results as
needed.

8. LEARNING OBJECTIVES
1. CUSTOMER SATISFACTION- During my 2 months training I learned how to
convince my customer to buy my product and convince him to believe that the
product he is purchasing is best in the market .
For example, when I used to tell the customers about the premium cement product
they used to ask me different question like what is new in this product , what about
the quality strength. My job was to satisfy him with all responses as needed .
2. VALUE FOR MONEY - My next task was to help the customer believe that whatever
he is purchasing it has a value for his money.
3. AFTER SALES ENQUIRIES - When your product is sold to the customer it doesn’t
mean that your work is over. If there is a defect in the product and customer needs
immediate attention it’s the duty of the sales executive to solve his problem
4. SELF CONFIDENCE- You have to believe in your product. You have to believe that
whatever you are selling is best for the consumer
5. UNDERSTANDING THE CUSTOMER- We need to talk differently to different
customers according to their preferences. We need frame them upto the level they
would understand the same , we want to communicate to them .
6. PATIENCE- Basic thing is patience. Travelling all day and finding the customer in
the market is a big task. Calling customer 50 times and asking for a meeting is a
boring task but you have to do it.

10. INTRODUCTION
CEMENT INDUSTRY
Introduction
India is the second largest producer of cement in the world. No wonder, India's cement
industry is a vital part of its economy, providing employment to more than a million people,
directly or indirectly. Ever since it was deregulated in 1982, the Indian cement industry has
attracted huge investments, both from Indian as well as foreign investors.
India has a lot of potential for development in the infrastructure and construction sector and
the cement sector is expected to largely benefit from it. Some of the recent major government
initiatives such as development of 98 smart cities are expected to provide a major boost to the
sector.
Expecting such developments in the country and aided by suitable government foreign
policies, several foreign players such as Lafarge-Holcim, HeidelbergCement, have invested
in the country in the recent past. A significant factor which aids the growth of this sector is
the ready availability of the raw materials for making cement, such as limestone and coal
Market size

11. Cement demand in India is expected to increase due to government’s push for large
infrastructure projects, leading to 45 million tonnes of cement needed in the next three to four
years.
India's cement demand is expected to reach 550-600 Million Tonnes Per Annum (MTPA) by
2025. The housing sector is the biggest demand driver of cement, accounting for about 67 per
cent of the total consumption in India. The other major consumers of cement include
infrastructure at 13 per cent, commercial construction at 11 per cent and industrial
construction at nine per cent.
To meet the rise in demand, cement companies are expected to add 56 million tonnes (MT)
capacity over the next three years. The cement capacity in India may register a growth of
eight per cent by next year end to 395 MT from the current level of 366 MT. It may increase
further to 421 MT by the end of 2017. The country's per capita consumption stands at around
190 kg.
With nearly 390 million tonnes (MT) of cement production capacity, India is the second
largest cement producer in the world and accounts for 6.7 per cent of world’s cement output.
Of the total capacity, 98 per cent lies with the private sector and the rest with the public
sector. The Indian cement industry is dominated by a few companies. The top 20 companies
account for around 70 per cent of the total production.

12. A total of 188 large cement plants together account for 97 per cent of the total installed
capacity in the country, while 365 small plants make up the rest. Of the total 188 large
cement plants in India, 77 are located in the states of Andhra Pradesh, Rajasthan and Tamil
Nadu. India’s cement production increased at a compound annual growth rate (CAGR) of 6.7
per cent to 270.32 million tonnes over FY07–15. As per the 12th Five Year Plan, production
is expected to reach 407 million tonnes by FY17.
Following are the major players in the Indian cement industry
Company Sales Current Change P/E Market 52 week
Name ( Rs.in millons ) Price ( % ) ratio cap high / low
Ultratech Cement 241073.60 3295.10 -1.17 41.58 904300.25 3453/2581
Shree Cement 66241.50 14227.80 -1.24 108.95 495657.07 14800/9350
Ambuja Cement 94314.30 248.30 -0.22 48.55 385336.13 257/185
ACC 117968.30 1564.05 -0.69 50.36 293708.67 1580/1173
Samruddhi Cement 42906.30 520.50 0.00 22.04 136206.30 535/518
Century Textile &Ind 80696.10 615.20 -2.77 0.00 68715.18 748/404
Prism Cement 55938.80 92.55 -2.37 557.24 46585.65 128/56
JK Lakshmi Cement 23070.60 383.75 -0.25 719.04 45155.89 410/253
JK Cement 33485.93 638.60 -1.25 43.98 44655.54 742/425
Orient Cement 15938.81 158.75 -2.85 52.25 32522.92 190/129

13. Types of Cement IS No.
ORDINARY PORTLAND CEMENT-33 GRADE 269-1989
ORDINARY PORTLAND CEMENT-43 GRADE 8112-1989
ORDINARY PORTLAND CEMENT-53 GRADE 12269-1987
RAPID HARDINING CEMENT 8041-1990
PORTLAND SLAG CEMENT 455-1989
PORTLAND POZZOLANA CEMENT (P-1) 1489-1991
PORTLAND POZZOLANA CEMENT (P-2) 1489-1991
MASONARY CEMENT 3466-1988
HIGH ALUMINA CEMENT 6452-1989
SUPERSULPHATED CEMENT 6909-1990
WHITE PORTLAND CEMENT 8042-1989
HYDROPHOBIC PORTLAND CEMENT 8043-1991

14. S.NO CEMENT TYPE SPECIFIC USE
(1) OPC
(a) 33 GRADE
General construction work
where high strength Concrete
is not required, plastering,
finishing Works etc.
(b) 43 GRADE Used where M-15, M-20 and
above grade concrete is
required used for pre cast
items and general
construction work. Strength
development is faster than 33
grades.
(c) 53 GRADE High strength cement used
for multistory building, pre
cast and pre stressed items,
bridges, tall structures etc.
Development very fast
strength and speeds of
construction.

15. OPPORTUNITIES:
Demand–supply gap
Substantially lower per capita cement consumption as compared to developing countries (1/3
rd of world average) Per capita cement consumption in India . Additional capacity 2.2 of
million tons per annum will be required to match the demand.
 Upcoming projects of Govt. Of India Make In India and Smart City

16. Company Profile
About JK Lakshmi Cement Ltd.
JK Lakshmi Cement is a well-renowned name in the cement industry in India. JK Lakshmi
Cement Limited is a part of the 125 years old JK Organisation. An eminent industrial
house, with operations in India and abroad and having a leadership presence in the fields of
tyre, cement, paper, power transmissions and sealing solutions, dairy products and textile.
JK Lakshmi Cement (JKLC) was set up in 1982– in a village in District Sirohi, Rajasthan.
Today, the company stands tall with an annual turnover of about Rs. 2700 Crores and an
impressive production of 8.3 million tonnes per annum.
JK Lakshmi Cement is the strength behind structures that India is proud of – Indra Gandhi
Nahar Pariyojna, Sardar Sarovar Project, Golden Quadrilateral , Mundra and Kandla Port
stands to name a few. It partners India’s leading corporations such as L&T, Reliance, NTPC
and Essar to create the new India’s success story. It is the brand choice across all section of
customers such as housing projects, roads and bridges , airports , factories and as well as the
individual house builder (IHB). Behind these numbers and achievements lies a story of grit,
perseveranceh and a thirst to excel through innovations in products ,using world-class
technology , excellence in manufacturing by being the least cost producer , a robust
marketing and distribution network ; and the heart to give the society an opportunity to grow.
BUILDING BETTER PRODUCTS THROUGH BETTER TECHNOLOGY
The true spirit of a leader lies in constant innovation and not resting on one’s laurels. JK
Lakshmi Cement proves it with “JK Lakshmi Pro+ Cement” in an all new avatar. A cement
with 7+ astounding benefits in terms of strength, durability, finish, setting speed, quality
assurance, service and economy.

17. Today, JK Lakshmi Pro+ Cement is the talk of the town by being the best-in-class product
and has become the first choice among customers. Dealers across India have shown an
unprecedented enthusiasm and excitement towards this product.
JK Lakshmi Cement’s felt that traditional red bricks needed to evolve. Hence, it came up
with JK Smart Blox – Autoclaved Aerated Concrete Blocks. A green product- it replaces
traditional bricks , which uses cultivable top-soil and also consumes very high energy during
its manufacturing process. JK Smart Blox is manufactured using fly ash, a waste product and
is manufactured using world-class German Technology. They weigh less, are larger than
traditional bricks and easy to work, with their unique tongue and groove feature. JK
SmartBlox is also environment friendly as it offers better insulation allowing substantial
energy saving.
The further firsts in JK Lakshmi Cement’s innovative ideas basket were:
The concept of coloured bags for product differentiation .
 A waste heat recovery power plant.
 Introducing OPC 43 grade cement in North India.
Value Added Products which further fulfilled consumer needs from JK Lakshmi Cement’s
innovative ideas basket have been:
 Ready Mix Concrete (RMC) under the brand name ‘JK Lakshmi Power Mix’
 India’s first premium branded Plaster of Paris (POP), JK Lakshmiplast
 Introducing OPC 43 grade cement in North India.
Our real strength lies in our manufacturing units and people
The real fuel that keeps alive JK Lakshmi Cement’s fire to perform better, lies in its
manufacturing plants spread across India at :
 Sirohi (Rajasthan) - capacity – 2.23 mt. per annum
 Durg (Chattisgarh) – capacity - 9.3 mt . per annum
 Kalol (Gujarat) - capacity - 5 lac tonnes per month
 Jharli (Haryana). - , capacity - 5lac tonnes per month

18. In North India, JK Lakshmi Cement was among the first ISO:9002 certified cement plants.
Did you know JK Lakshmi Cement is the first company to utilize 99 per cent of its
production capacity? It just shows how well the nation has taken to its products and remains
hungry for more. JK Lakshmi Cement leaves no stone unturned when it comes to embracing
the latest technologies. Each JK Lakshmi Cement plant uses state-of-the-art world class
technology and the best equipment. This quest to keep up with the best technologies has won
JK Lakshmi Cement several awards like :
 The Greentech Safety Award
 The Excellent Energy Efficiency Unit Award
BRINGING SUPERIOR PRODUCTS WITHIN CONSUMER’S REACH
The company’s wide network of 70-80 cement dumps and over 3000 dealers across the states
a of Rajasthan, Gujarat, Haryana, Delhi, Uttar Pradesh, Punjab, Jammu and Kashmir,
Madhya Pradesh, Chattisgarh, Odisha, South Bengal, Vidharbha, Mumbai and Pune, ensure
that its products and services reaches millions of customers. It has been named as amongst
top 100 most Admired Asian brands and has won the MTM Corporate Star Award for
programmes for its business associates .The company has come up with various innovative
initiatives in rural marketing which won several accolades from RMAI (Rural Marketing
Association of India).JK Lakshmi Cement not just reaches the door steps of the consumer,
but also has been able to build an emotional connect with them through its various media
campaigns. JK Lakshmi Cement’s baseline ‘Mazbooti Guaranteed’ brings alive the
company’s motto and builds an instant connect with the consumer. Keeping up with the
digital revolution, JK Lakshmi Cement was among the first cement companies to get into this
area. In fact, its Facebook page has almost 2.5 lakh likes, one of the largest among all cement
companies in the country and abroad. It has recently entered into e-commerce through a
strategic tie up with Snapdeal. Apart from Facebook, the company also reaches out to it's
valued customers through different digital media.

19. WE WANT INDIA TO GROW WITH US
Our success story will always remain incomplete if it remains limited to our company
and products. We believe in sharing our success with the society and helping them build a
better life on their own. Here are some of our initiatives:
 Naya Savera, a basic health care center
 Akshaya Kaleva, a food distribution programme
 Adult and Women Literacy Programmes for families in Sirohi Rajasthan.
 Sahyogi Sanrakshan Club for masons. The club offers insurance to masons, thus
securing the future of their families.
We are grateful that our initiatives have been appreciated and generously bestowed with
awards like :
 National CSR Golden Peacock Award 2013
 The National Award for Environment.

20. Organisational Structure

21. VISION AND MISSION:
Vision:
To be A Profitably growing Innovative and Caring Company, to become a significant player
in operating market and amongst the Top Ten in Indian cement market.
Mission:
 Double Sales and Profit (PBIDT) in 4 years
 Achieve Operational Excellence
 Create superior value for customer through Premium Products & Brand Positioning
 Be a workplace of choice-Attract, Retain and grow Talent Pool of change leaders
 Continuously enhance shareholders’ wealth and be a preferred portfolio among
investors
MANAGEMENT PHILOSOPHY :-
 Customer Satisfaction
 Always invest in Latest Technology
 Huge Distribution Network Creation
 Expansion through Balancing Equipment
 Constant focus on Cost Control & Quality
 Invest in Managers & Develop People Skills
 Stability of Executive Management & Low Employee turnover
 Social Welfare - A Priority

22. Marketing strategy of JK Lakshmi cements Ltd .
1.SEGMENTATION:- The company has segmented the market geographically . it sells its
products all ovwer India with major presence in northern region
2. PRICING STRATEGY 1. . Before deciding the price of the cement company has
considered the following points:--
Cost factor:-
 Manufacturing cost
 Transporting cost
 Storing and material handling
 Other cost
 Administrator
 Other expenses
 Tax and interest
 Competitor’s price and offering
3. MARKETING STARTEGY
Company conducts market surveys to identify market trends and customer’s response,
company position in the market etc. There is R and D department which continuously trying
to improve the quality of the product at the minimum cost and trying to meet the demand of
the customer.
4. MARKETRING STRATEGY FOR COMPETITORS
Company always keeps an eye over its competitors activities and its offerings like different
promotional schemes, product price etc. It also takes proper action according to competitors
strategy.

23. 5. DISTRIBUTION STRATEGY
The company is distributing cement by following ways:-Direct to consumer Depot
1. Whole seller
2. Retailer
3. Corporate and bulk buyers .
AWARDS
 Socially Responsible Corporate Citizen "India’s Best Companies to Work for"
Award,
 Gold Award - National Institute of Personal Management, Star Brands 2011,
 Green Manufacturing Excellence Award by Frost & Sullivan,
 Greentech Safety Gold Award by Greentech Foundation,
 Golden Peacock HR Excellence Award,
 Safety Innovation Award,
 Leading Businesswoman of the Year Award,
 Greentech HR Excellence Award by Greentech Foundation,
 Leading CEO of the Year Award,
 Best Professionally Managed Company Award and
 Golden Peacock Award for CSR initiatives
 JK Lakshmi Cement has been honoured with ‘Make In India Awards for Excellence –
2015’

24. This is just a glimpse into the diversity of awards we have received after the relentless hard
work of our team members and the inspiring leadership of our top management. As an
organization, it is our constant endeavor to excel in what to do. It is this relentless pursuit of
excellence that has helped us introduce clutter breaking products like the JK Lakshmi Pro+
and integrate cutting-edge cement technology in all our plants in different states of India.
Being a member of the prestigious JK Organisation, a group known worldwide for its ages
old business legacy, we are ready to take new strides in our journey towards quality,
customer satisfaction and innovation.
Quality of products and strong brand name
We believe that brand name and reputation are important to retail purchasers of cement in
India. We have built a strong reputation among cement purchasers by consistently providing
high quality products. We believe that there is strong customer awareness of our brands, JK
Lakshmi Cement , for (PPC) cement and JK Lakshmi Cement , for (PRO PLUS) cement
across India.
Extensive marketing and distribution network
We are one of the most preferred brands in its marketing area with a network of about 3800+
dealers spread in the states of Rajasthan, Gujarat, Delhi, Haryana, Uttar Pradesh,
Uttarakhand, Punjab, Jammu & Kashmir, Maharashtra, Madhya Pradesh, Chhattisgarh,
Odisha and West Bengal. Our endeavour is always to give our best and maintain the highest
standards of customer satisfaction. We have a wide distribution network for cement in
Northern India. We also have a strong all-India distribution network for white cement. Our
distribution network for cement products consists of 44 feeder depots serviced by seven
regional sales offices in Delhi, Haryana, Uttar Pradesh, Punjab, Rajasthan, Madhya Pradesh
and Gujarat. Our cement
network comprises 20 feeder depots serviced by 13 regional sales offices in Delhi,
Chandigarh, Uttar Pradesh, West Bengal, Andhra Pradesh, Tamil Nadu, Karnataka, Kerala,
Maharasthra, Gujarat, Madhya Pradesh and Rajasthan. In addition, we have more than 4,000
retail stores that stock our products, as well as 22 sales promoters and four handling agents.
We believe that the extent of this network, and our relationships with our dealers, enables us
to market and distribute our cement widely and efficiently.

25. JK Lakshmi Cement Product –
Enquiry
This PRO PLUS cement was introduced in 2015 with premium qulaity and seven more
benefits -
1. 20% more strength ( plus strength )
2. long life ( plus durability )
3. small particals ( plus finish )
4. less time taken in setting ( plus speed )
5 . best quality ( plus security )
7. best delivery of services ( plus services )

26. JK Lakshmi Cement ‘s satisfied clients :-
At JK Lakshmi Cement, we are committed to 100% customer satisfaction.
We measure our success in terms of the success of our customers and we judge ourselves by
the ability of our customers to achieve their business objectives.
We have had the pleasure of working with many prestigious organizations and individuals.
We believe in building long lasting ties with our ever-growing clientele by providing world
class products with high level of quality and consistency and also by offering unmatched
service levels. A dedicated “Key Customer Cell” has been put up in place for this very
purpose, which continuously explores new horizons and strives to provide the very best to
our users.
JK Lakshmi Cement’s institutional clients range from Government departments to some of
the country’s largest corporations
All india medical sciences , airport authority of India , Indian oil , delhi government , ansal
api , super tech , Indian oil , Eros group , Tata housing , omaxe , sp group , dlf building ,
ahluwalia contractors ( india) ltd. , Unity infra projects ltd. , Larsen & toubro , creating
tomorrow , punj lioyd group , delhi metro rail corporation limited , RMC , LAFARGE , ACC
Concrete , lodha group .

27. MARKET RESEARCH WORK
ASSIGNMENT -1
PROJECT TITLE
Brand Preference Survey With Respect To Jk Lakshmi Cements Ltd. In Comparison
With the Competitive
Brands
Project Profile- Market Research & Analyst
Project Head- Mr. Pankaj Kumar , DGM , JK Lakshmi Cement Ltd.
Project Guide- Mr. Gaurav Sharma , DSM , JK Lakshmi Cement Ltd.
1. Research Objective:
To analyze brand position of JKLC in Karnal market .
2. Research Design:
(a) Research Approach: - Exploratory Research.
(b) Sample Size – 90 Retailers of various companies.
(c) Research Methodology-Interview person on one to one basis using structured
questionnaire.
3. Method of Data Collection:
Data collected by undergoing Primary Research.

28. METHODS OF DATA COLLECTION
 Through interaction with retailers.
 Through questionnaires filled from the dealers.
SAMPLE DESIGN
Considering the constraints, it was decided to conduct the study based on sample size of 90
respondents.
The selection was made through approach of random sampling. Scientific method was not
adopted in this study because of financial constraints and also because of lack of time, also
the basic aim of doing the research was academic, hence most convenient way was
selected.
TOOLS USED
There are several methods of collecting primary data, particularly in surveys and descriptive
research. Important are:-
 Observation method.
 Through questionnaires.
 Interview method.

29. Data Analysis & Interpretation
ACC cement has the huge presence in the market with 16 authorised dealers which is almost
17.8 % of the total dealers / retailers present in the market , followed by Ultratech , Ambuja ,
Shree cement with 12 authorised dealers which is 13.3 % of the total . JK Lakshmi Cement
comes 5th with 4 dealers in the city and 3 in the adjacent areas which is 7.8 % .
31% of the total dealers think ultratech cement has grip over the market so, is the most
competitive brand. With 23.3% of the total dealers ACC and Ambuja cement is the second
largest competitor into the market . 4.4 % of the dealers thinks that Lafarge cement has a
presence in the market .

30. 65.6 % of the total outlets are Cement Cum Building material outlets .
20 % of the outlets are solely Cement outlets.
11.1% of the outlets are Cement Cum Hardware stores.
3% of the total outlets are Cement CumPaint stores.
PPC is the usually saleable product by all the companies . But according to the study there is
a market for premium products although demand will not encourage .

31. Price is the major player in the market,
- with 44% thinks that the price is affecting the sales over the years.
- 31.1 % goes with the brand name .
- 14.4 % goes with the convenience .
- 10 % goes with the quality .
54.4 % of the total response having less than 25 % of the sale based on quality and strength .
only 6.7% says their more than 75 % sales are based on the type of Quality .

32. The above graph shows the sales volume of cement for a month. Among all ACC is in the top
ranking in sales volume with about 4500 MT. BANGUR has the lowest sales volume of
about 500 MT. The above graph also shows the sales volume of JK LAKSHMI of around
1000 MT. The main competitor of JK Lakshmi is JAYPEE as it slightly above it. JK Lakshmi
Cement seventh in the overall market. JK Lakshmi is higher tha JK SUPER and Bangur.
45.6 % are very confident about sale of the cement in the future , 37.8 % are confident about
the demand of the cement and 16.7% are not confident about the growth of the sale of cement
.
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
CAPACITY in MT

33. 75 dealers are confident about the future growth because of the following reasons –
38 dealers says the reason is brand preference .
23 dealers says because of personal relations .
14 dealers says because of upcoming projects .
15 dealers are not confident about the sale in the future , following are the reasons –
11 dealers says because of the low demand in the market .
4 dealers says because of the lack of support from the company , they are not confident.
53.3 % cash based motivation
6.7 % non – cash motivation
36.7 % both cash and non – cash motivation

34. From the study there no such a huge market for premium cement but if convinced they may
pay upto 5% – 7% .
Few of the dealers ( 30%) says customer may pay upto 10% .
77.8 % of the total responses says that they know about
ACC – GOLD .
60 % of the responses says that they are aware of JK Lakshmi PRO PLUS .
42.2 % of the total responses says that they are aware of ACC - CONCRETE

35. As we can see price fluctuation is the major problem and after that next big problem is -
Demand fluctuation and competition.

36. Summary of findings
 JK Lakshmi cement is no. 5 by no. Of outlets
 JK Lakshmi cement has 7 dealers in the market not even the half of ACC
which is the market leader with Ultratech cement.
 JK Lakshmi cement is no where in competition with top 4 .
 According to retailers while making purchase decision the customer is the
most sensitive to the brand name, followed by quality, followed by whiteness.
By brand name customer mean a reputed company having goodwill .
 Most of the JK Lakshmi cement retailers don’t face any complaints from
consumers in any product
 Price is the most influencing factor while purchasing cement
 Majority are confident about the growth in sales .
 60 % of the responses says that they are aware of JK Lakshmi PRO PLUS
 From the study there no such a huge market for premium cement but if
convinced they may pay upto 5%.
Few of the dealers ( ) says customer may pay upto 10% .
 Majority are seeking for the best quality and convincing price in the premium
cement .
 As we can see price fluctuation is the major problem and after that next big
problem is - Demand fluctuation and competition.
 Lack of suppy is the problem with JK Lakshmi cement , it largely
Effecting the sale of JK Lakshmi cement .
 JK Lakshmi cement too provide cash and non- cash motivation .
 Worst rating has been given to JK Lakshmi cement on promotion by their
dealers .

37. Recommendations
 Although JK Lakshmi Cement Ltd is an established and known brand in the
market scenario. They need to work on Promotional Activities and Marketing
Strategies for differentiating advantage enjoyed by the competitors.
 JK Lakshmi Cement needs to really plan heavy and systematic investments
for promotions of their products if they really want to excel in the retail
market. This is primarily recommended because promotional support is the
back bone of marketing and sales.
 Company should develope distributors in karnal Area as early as possible. So
that market can be covered as and sale can be increased in that area as
compared to other brands.
 There is a scope of improvement in post sale services.

38. Conclusion
 Company should concentrate on direct meeting with the customer as they are
the most vital element in deciding the growth or decline of any company.
 Company should decrease the response time to the complaint received.
 The company should fix certain amount of cement especially for the dealers
and give them free of cost as incentives.
 The company should appoint more and more persons for the promotions of the
brands.
 Company should decrease delivery time of the cement.
 Company should improve the quality of after sale services.
 More promotional programme should be organised.
 Price must be designed in convincing manner.

39. Assignment – 2
PROJECT TITLE
“A STUDY ON CUSTOMER SATISFACTION TOWARDS CEMENT PRODUCTS
WITH REFERENCE TO JK LAKSHMI CEMENT LTD”
Project Profile- Market Research & Analysis
Project Head- Mr. Pankaj , RSM , JK Lakshmi Cement Ltd.
Project Guide- Mr. Gaurav Sharma , DSM , JK Lakshmi Cement Ltd.
DESIGN
1. Objective of study
 To find out the customer satisfaction level through scientific tools like interviews and
questionnaire.
 To finding the customer satisfaction level through direct interaction with the knowing
their preference. This will include all the processes like asking questions from the
customer through questionnaire which will be included in the primary survey once
the primary survey is done.
2. QUESTIONNAIRE DESIGN
The structured questionnaires that were framed and designed consist of close ended,
open ended, multiple choice , ranking , rating questions .

40. 3. Date collection
 Selected around 50 persons for the interview from the secondary data
 To help of the questionnaire, personal and telephonic interview.
 Collected the data through focus interviews.
 General consumer------100%
The survey was descriptive and sample chosen was mainly on the judgments of the researcher
with the help and proper consultation of project guide.
In this kind of sampling method, the population elements are based on the judgments of the
researcher. The researchers’ exercises judgment or expertise chooses the elements to be
included in the sample, because he or she believes appropriate.
In this survey, visited the dealers of the cement also to know the strategy of the companies,
especially JK Lakshmi Cement to satisfy the customer as they buy the cement of any
particular company…The main purpose of the descriptive research is description of the state
of affairs as they exist at present.
4. SAMPLE SIZE
Pertaining to the limitations of the study, and in consultation with the company guide
and the project guide, the sample size is taken as 50. Due to time and resource constrains the
sample size is taken as 50 People in consultation with the industry Project guide.
5. LIMITATION OF THE STUDY
 Some customers were not able to understand some of the questions.
 The sample size was not enough and it failed to give the picture or the result of the
survey (sample size=50)
 Some customers or dealers did not co-operate well.
 The questionnaire did not cover the whole aspect of the market potential of JK
Lakshmi Cement.

41. Data Analysis & Interpretation
Maximum ( 68 % ) users are of ppc and pro plus also got a good response even this is
introduced to the market a year ago .
Maximum of the persons got to know about JK Lakshmi cement from the whole seller ,
this graph also shows how JK Lakshmi cement’s marketing strategies are ineffective.

42. Price Driven market though quality and convenience sitll matters while purchasing the
cement in some cases .
This results shows all the customer are fully satisfied with the quality of the cement . they
will definitely go for second time . but if they got into any problem they definitely go for
another brand .

43. Convenience matters while purchasing cement . At least these result interpretat the same .
About 88% of the customer will shift to the other brand if the JK Lakshmi cement is not
convenient to them only 12 % are the loyal customers .

44. 56 % of the customers finds the price is not a problem as other companies too providing the
cement approximately same rates .Left 44% are clearly giving their view in disagreeance .
In my experience while collecting the data 90% of the persons feel that the price of the
cement is quite high .
Out of the 49 responses approximately 82% of the customers feels the quality that JK
Lakshmi cement is providing is really good as compared to many of the established and
unestablished brands

45. 90 % of the existing customers are satisfied with the perfomence of the JK Lakshmi cement.
They are satisfied with the services of the technical and non- technical team and can rely on
JK Lakshmi cement in the future also.
About 47 % of the persons finds the JK Lakshmi lakshmi cement good , followed by 26.5%
of better and 26.5% of average . The good news is no negative responses from the customer ,
which gives alot of encouragement .

46. Any suggestions to JK Lakshmi Cement for the better customer satisfaction ?
(37 responses)
In all 37 responses increasing prices is a major concern . As in Indian cement market price is
the most important factor . as in the above response it is mentioned the general customer is
not able to differentiate between different qualities of cement . Convenience can a factor in
decision making . customers can shift to the other brands if they find even the slight variation.
So, company must be taken immediate steps to avoid the problem of loosing potential
customers .

47. SUMMARY OF FINDINGS
 Customer satisfaction with respect to the JK Lakshmi cement is satisfactory.
 Despite the increasing cost of the raw material the company is able to bring down the
cost of the manufacturing through procurement of raw materials by the mines which
are located nearby.
 Customers come to know about JK Lakshmi cement mainly from the whole seller.
 Customers want more prizes and dealers want more incentives, gift and tours.
 Dealers also want more meeting with officials of the cement companies.
 Bulk consumers want more and more cash discount.
 Price is a bigger concern between the customers .
 Constant supply of the cement is the matter of concern in case of JK Lakshmi cement
.
 Quality doesn’t makes such a huge difference as customers can’t differentiate
between two quality of cements . but yes, they can differentiate between them on the
basis of brand name .

48. RECOMMENDATIONS
 The company should concentrate on more aggressive advertisement to
promote their products.
 The company should launch more and more promotional schemes like two for
the price of one “or more discount coupons.
 Company should do more to promote their brand as customers prefer good
brand while buying any cement.
 Customer prefer price as an important factor while buying any cement so the
company should fix the price accordingly.
 No. Dealers should be increased in order to increase the overall sale .
 Attention should be given to the prospective customer , although existing
customers all equally important to retain with the company .
 There is a scope of improvement in post sale services .

49. CONCLUSIONS
 Company should concentrate on direct meeting with the customer as they are
the most vital element in deciding the growth or decline of any company.
 Company should decrease the response time to the complaint received.
 The company should fix certain amount of cement especially for the dealers
and give them free of cost as incentives.
 The company should appoint more and more persons for the promotions of the
brands.
 Company should decrease delivery time of the cement.
 Company should improve the quality of after sale services.
 More promotional programme should be organised.
 Price must be designed in convincing manner

50. BIBLIOGRAPHY
Books referred:
 Marketing research-----Naresh kumar malhotra, Pearson edition.
 Marketing management --------Philip kotler, Pearson edition.
 Customer satisfaction research management------Derek allen,Pearson edition
Journals/newspapers:
 Annual journal of JK Lakshmi Cement Ltd.
 Labour and industrial chronicle
 Indian cement review
Web sites:
 www.jklakshmicement.com
 http://www.ibef.org/industry/cement-india.aspx
 https://www.nseindia.com/live_market/dynaContent/live_watch/get_quote/GetQuote.j
sp?symbol=JKLAKSHMI&illiquid=0&smeFlag=0&itpFlag=0
 www.drive.google.com

51. ANNEXURE - 1
BRAND PREFRENCE SURVEY
(Cement industry)
1. Name of the company:-
Name of the dealer / retailer:-
Address :-
E-mail :- Contact No. :-
2. Which the most competitive brands ?
1.
2.
3.
3. Type of seller ..................
1. Whole seller
2. Retailer
4. Nature of outlet .................
1. Cement outlet
2. Cement cum hardware
3. Cement cum building material

52. 5. No. Of years in business
1. Less than 5 years
2. 6-10 years
3. 11-15 years
4. More than 15 years
6. Which grade of cement usually saleable ?
1. PPC
2. OPC
3. Premium
7. Average monthly sale ?
1. 1000 – 3000 bags
2. 3000 – 5000 bag
3. 5000 – 1000 bags
8. What are the factors affecting sale over the years ?
1. Price
2. Quality
3. Convenience
4. Brand Name
9. How much of your sale is based on quality and strength ?
1. Less than 25 %
2. Between 25% to 50%
3. Between 50% to 75%
4. More than 75%
10. Is the company providing supply on time ?
1. Yes
2. No

53. 11. How you supply the current bags to customers ?
1. Own transportation
2. Company transportation
3. Other mode
12. What is your opinion about the quality of the cement you offering to your customers ?
1. Very good
2. Good
3. Satisfactory
4. Bad
13. Are you confident of the growth in sale of cement in future ?
1. Very confident
2. Confident
3. Not confident
14. Reason for the option you selected in the above question ?
15. At what price billing is taking place ? And how much is the price ?
1. Above the price set for billing by the company
2. Below the price set for billing by the company
Billing Price ...............
16. Whether the company conducts any dealer’s promotion programme ?
1. Yes
2. No

54. 17. Which type of motivation you get from the company to increase the sale ?
1. Cash discount
2. Promotional schemes
3. Quantity discounts
4. Annual scheme
5. Short term scheme
18. Please rate the cement company on the following attributes on the scale of 1 to 5
Where ..
 1 – very good
 2 – good
 3 – fair
 4 – below the mark
 5 – very poor
Basis 1 2 3 4 5
Price
Availability
Customer’s satisfaction
Packaging
After sale services
Promotion

55. 19. What is the premium price the customer is willing to pay on the premium cement ?
20. What are the attributes customer looks in the premium cement ?
21. Which companies are selling the premium cement ?
22.Any major problems faced by you in the business ?
23. Any specific comments on the company or on whole of the cement industry ?

56. ANNEXURE -2
JK Lakshmi Cement Customer’s Feedback
1. Name of the customer ........................................................................
Address :- ..........................................................................................
Contact no. ..........................................................................................
2. Have you ever purchased JK Lakshmi Cement ?
Yes
No
3. If no, would you like to purchase JK Lakshmi Cement in future ?
Yes
No
If no , any specific reason
...................................................................................................................................................
4. If yes , how did you came to know about JK Lakshmi Cement ?
1. Tv commercials
2. Other advertisements
3. Whole seller
4. Architect
5. Builder

57. 5. What are the influencing factors for your preference ?
1. Price
2. Quality
3. Convenience
4. All of the above
6. Are you satisfied with JK Lakshmi Cements ?
Yes
No
7. Do you think convenience matters while purchasing cement ?
Yes
No
8. If JK Lakshmi Cement is not convenience to you then will you shift to any other brand ?
Yes
No
9. Are you satisfied with the price you paying ?
Yes
No
How much ...............
10. If yes , do you think the quality is better as compared to the competitors ?
Yes
No

58. 11. Is the JK Lakshmi Cement is reliable as compared to the competitors ?
Yes
No
12. Out of 5 which rank you like to give to JK Lakshmi Cements ?
1- Good
2- Better
3 - Avg
4- Bad
5 – No Reply
13. Any suggestions to JK Lakshmi for the better customer satisfaction ?