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A

Summer Training Project Report


On
“Study About Brand Loyalty &
Consumer Behavior of Lakshmi
Cement”

A report submitted in partial fulfillment for


requirement of three year full time under
graduate
Bachelor of Business Administration (BBA)
programme

Submitted to: Submitted by:


Ms.Poonam Swami Palak
Shah
Sr.Lecturer BBA
PART III
Batch (2008-2011)
Poddar International College
Jaipur

Preface

With increasing competition organization all over the world are under
tremendous pressure to improve their performance, survival and
growth in present market scenario. Brand Loyalty & Consumer
Behavior plays an important role to make them at a reputed place in
today’s competitive world.

Good brand instantly evoked the positive attitude of the consumer


towards it and this brand is almost unique among competitive brand.

In today’s business Brand Loyalty & consumer Behavior have high


attribute towards the success of product.

Today in the period of down swing of the economy I have decided to


do research work on cement industry as it effect directly to the
economic growth of the nation. This research study gives emphasis on
the comparative study of market status of various brands in Jaipur
city.

I have tried to make this report readable by suggested technique that


will help the reader to get an idea about the market share of JK
Lakshmi cement products.

(Palak Shah)
ACKNOWLEDGEMENT

“Helping nature always creates cooperation on cooperation is the key


to success.’’

I have joined this esteemed organization for 6 weeks. I am grateful to


each every member of jk lakshmi cement to whom I get interacted
during my training period.

I sincerely thanks to Mr. I.M. Tiwari (DGM Marketing) for giving me


opportunity of taking a view of whole organization.

I convey my sincere regards to Mr. Mukesh Jha for help and


cooperation during whole session.

I also wish to thanks Ms.Poonam Swami to give support during the


research.

Finally, I would thanks to all my colleagues who provided me certain


information for the fulfillment of the project.

(Palak Shah)
Executive summary

Times have never been so good for the Indian cement industry. The
robust earning growth posted by cement companies since last eight
quarters has been unprecedented. Strong demand and slower capacity
addition has resulted into cement prices perking up by almost 35 to 50
percent over last two years.

We believe the purple patch for cement companies is likely to


continue for another four to five quarters till the new capacities get
commissioned although the earnings would see moderate growth
going forward due to high base effect. There is no room for dramatic
rise that has been witnessed over past five quarters marked by reversal
in cement cycle. From longer tern perspective, we believe cement
companies would feel the pressure on margins post December 2007,
both on account of rising cost as well as vanishing pricingpower, at
least in some pockets across India.

Cement is a commodity business characterized by peak & trough


phases. After three years of boom, the industry is close to it’s peak &
the way cement companies are rushing up to cash in on the boom by
expanding furiously does not sound conducive from investment
perspective. In the given scenario, we remain neutral on the sector per
se. There is nothing to suggest pressing panic buttons as of now but
the outlook may turn negative in case supply continues to grow at
frenzied pace. From long term horizon, we believe it’s time to lighten
cement portfolio & adopt bottom up approach rather than going gung
ho about the sector.

Driven by solid earnings over next three quarters, cement stocks will
continue to attract the market fancy. That is the best time to reshuffle
cement portfolio in favor of potential frontrunners. Based upon
location, cost efficiency, competitiveness, cap-ex plans & financial
performance, we recommend a few winners that will outpace the
peers. The best Investment strategy would be to exploit every rise to
exit weak cement stocks & accumulate the winning stocks.
INDEX
S.No Topic Page
. No.
1. Introduction to the project 1
1. Industry Profile 2
1
1. Introduction to Indian Cement 3-7
2 Industry
1. Issues Concerning & 8-9
3 Recommendation on Cement
Industry
1. Brief History of Cement 10-12
4
1. Future Outlook & Current 13-14
5 Scenario
2. Company Profile 15-22
3. Manufacturing Process 23-26
4. Product Range 27-33
5. Market Share 34
6. Social Responsibility 35-36
7. Organization Chart 37
8. Distribution Network 38
9. Key Success Factors 39-40
10 Research Methodology 41-46
.
11 Data Analysis & Interpretation 47-56
.
12 SWOT Analysis 57-58
13 Recommendation 59
.
14 Conclusion 60
.
15 Annexure 61-64
.
16 Bibliography 65
.

Introduction to the project

The project is all about the brand loyalty and consumer behavior of
Lakshmi cement. In this project it is explained that how consumer act
towards the product & their reaction towards the brand.

Brand loyalty refers to the consumer reaction towards a particular


product. It also refers to the level of satisfaction of consumer that is
derieved by him after using it. Brand loyalty also states that after
purchasing the product once does the customer purchase it for the
second time.
Consumer behavior refers to the behavior of the consumer at the
time of purchasing the product. Several factors on which the
consumer behavior of consumer is based. It can be age, sex,
income level, demographic factors like the culture they are
following etc.
INDIAN CEMENT INDUSTRY

Introduction:

Cement Industry in India is on a roll at the moment. Driven by a booming


real estate sector, global demand and increased activity in infrastructure
development such as state and national highways, the cement industry
has witnessed tremendous growth. Production capacity has gone up and
top cement companies of the world are vying to enter the Indian market,
thereby sparking off a spate of mergers and acquisitions. Indian cement
industry is currently ranked second In the world.

The origins of Indian cement industry can be traced back to 1914 when
the first unit was set-up at Porbandar with a capacity of 1000 tonnes.
Today cement industry comprises of 125 large cement plants and more
than 300 mini cement plants. The Cement Corporation of India, which is
a Central Public Sector Undertaking, has 10 units. There are 10 large
cement plants owned by various State Governments. Cement industry in
India has also made tremendous strides in technological upgradation
and assimilation of latest technology. Presently, 93 per cent of the total
capacity in the industry is based on modern and environment-friendly dry
process technology. The induction of advanced technology has helped
the industry immensely to conserve energy and fuel and to save
materials substantially. Indian cement industry has also acquired
technical capability to produce different types of cement like Ordinary
Portland Cement (OPC), Portland Pozzolana Cement (PPC), Portland
Blast Furnace Slag Cement (PBFS), Oil Well Cement, Rapid Hardening
Portland Cement, Sulphate Resisting Portland Cement, White Cement
etc. Some of the major clusters of cement industry in India are: Satna
(Madhya Pradesh), Chandrapur (Maharashtra), Gulbarga (Karnataka),
Yerranguntla (Andhra Pradesh), Nalgonda (Andhra Pradesh), Bilaspur
(Chattisgarh), and Chandoria (Rajasthan).

Cement industry in India is currently going through a consolidation


phase. Some examples of consolidation in the Indian cement industry
are: Gujarat Ambuja taking a stake of 14 per cent in ACC, and taking
over DLF Cements and Modi Cement; ACC taking over IDCOL; India
Cement taking over Raasi Cement and Sri Vishnu Cement; and Grasim's
acquisition of the cement business of L&T, Indian Rayon's cement
division, and Sri Digvijay Cements. Foreign cement companies are also
picking up stakes in large Indian cement companies. Swiss cement
major Holcim has picked up 14.8 per cent of the promoters' stake in
Gujarat Ambuja Cements (GACL). Holcim's acquisition has led to the
emergence of two major groups in the Indian cement industry, the
Holcim-ACC-Gujarat Ambuja Cements combine and the Aditya Birla
group through Grasim Industries and Ultratech Cement. Lafarge, the
French cement major has acquired the cement plants of Raymond and
Tisco. Italy based Italcementi has acquired a stake in the K.K. Birla
promoted Zuari Industries' cement plant in Andhra Pradesh, and German
cement company Heidelberg Cement has entered into an equal joint-
venture agreement with S P Lohia Group controlled Indo Rama Cement.

Cement is a key infrastructure industry. It has been decontrolled from


price and distribution on 1st March, 1989 and delicensed on 25th July,
1991. However, the performance of the industry and prices of cement
are monitored regularly. The constraints faced by the industry are
reviewed in the Infrastructure Coordination Committee meetings held in
the Cabinet Secretariat under the Chairmanship of Secretary
(Coordination). Its performance is also reviewed by the Cabinet
Committee on Infrastructure.

Capacity and Production:

The cement industry comprises of 125 large cement plants with an


installed capacity of 148.28 million tonnes and more than 300 mini
cement plants with an estimated capacity of 11.10 million tonnes per
annum. The Cement Corporation of India, which is a Central Public
Sector Undertaking, has 10 units. There are 10 large cement plants
owned by various State Governments. The total installed capacity in
the country as a whole is 159.38 million tonnes. Actual cement
production in 2002-03 was 116.35 million tonnes as against a production
of 106.90 million tonnes in 2001-02, registering a growth rate of 8.84%.

Keeping in view the trend of growth of the industry in previous years, a


production target of 126 million tonnes has been fixed for the year 2003-
04. During the period April-June 2003, a production (provisional) was
31.30 million tonnes. The industry has achieved a growth rate of 4.86
per cent during this period.

Exports :

Apart from meeting the entire domestic demand, the industry is also
exporting cement and clinker. Major exporters were Gujarat Ambuja
Cements Ltd. and L&T Ltd.

As cement is a low value, high bulk commodity, freight cost becomes a


significant factor in determining the landed cost of cement. This has
resulted in a very low volume of international trade in cement. World
cement trade has averaged just around 6-7% of the total production.

Although, world trade in cement is limited because of high freight costs,


there are countries, which either import a significant share of their total
consumption or export a major share of their total production. Most of the
importing countries belong to the developing world. The Middle East
countries (although not falling in the developing world category) have
huge requirements of cement because of construction work in projects in
the oil sector. Also in these countries, unfavourable conditions (for
example, inadequate cement limestone reserves) have discouraged
cement capacity creation. Most of the exporting nations look for mass
transportation as mass transport leads to significant advantages such as
savings in freight costs and packing costs, avoidance of transit loss,
adulteration, pilferage, bursting of bags and damage to cement

Technological change :

Cement industry has made tremendous strides in technological


upgradation and assimilation of latest technology. At present ninety
three per cent of the total capacity in the industry is based on modern
and environment-friendly dry process technology and only seven per
cent of the capacity is based on old wet and semi-dry process
technology. There is tremendous scope for waste heat recovery in
cement plants and thereby reduction in emission level. One project for
co-generation of power utilizing waste heat in an Indian cement plant is
being implemented with Japanese assistance under Green Aid Plan.

The induction of advanced technology has helped the industry


immensely to conserve energy and fuel and to save materials
substantially. India is also producing different varieties of cement like
Ordinary Portland Cement (OPC), Portland Pozzolana Cement (PPC),
Portland Blast Furnace Slag Cement (PBFS), Oil Well Cement, Rapid
Hardening Portland Cement, and Sulphate. Resisting Portland cement,
White Cement etc. Production of these varieties of cement conform to
the BIS Specifications. It is worth mentioning that some cement plants
have set up dedicated jetties for promoting bulk transportation and
export.

Issues concerning Cement Industry:

The Indian Cement Industry is the world’s second largest after China’s
Cement Industry. But, percapita production and consumption are low as
compared to the world standards. On the technological front, Indian
cement Industry can be regarded as highly competitive and is
comparable with the best in the world, in terms of quality standards, fuel
consumption etc. Indian cement plants, which depended heavily on wet
technologies in the sixties and seventies, have subsequently shifted to
modern energy efficient dry technologies. This trend is more perceptible
in the last decade. The latest surge in the demand for cement is driven
by the boom in the housing sector and infrastructure sector. The post
deregulation scenario is marked by major reorganization of many of the
capacities in the Indian cement industry.
• High Transportation Cost is affecting the competitiveness of the
cement industry. Freight accounts for 17% of the production cost.
Road is the preferred mode for transportation for distances less
than 250km. However, industry is heavily dependant on roads for
longer distances too as the railway infrastructure is not adequate.
• Cement industry is highly capital intensive industry and nearly 55-
60% of the inputs are controlled by the government.
• There is regional imbalance in the distribution of cement industry.
Limestone availability in pockets has led to uneven capacity
additions.
• Coal availability and quality is also affecting the production.

Recommendations on Cement Industry :

For the development of the cement industry ‘Working Group on Cement


Industry’ was constituted by the Planning Commission for the formulation
of X Five Year Plan. The Working Group has projected a growth rate of
10% for the cement industry during the plan period and has projected
creation of additional capacity of 40-62 million tonnes mainly through
expansion of existing plants. The Working Group has identified
following thrust areas for improving demand for cement:

 Further push to housing development programmes;


 Promotion of concrete Highways and roads; and
 Use of ready-mix concrete in large infrastructure projects.
Further, in order to improve global competitiveness of the Indian Cement
Industry, the Department of Industrial Policy & Promotion commissioned
a study on the global competitiveness of the Indian Industry through an
organization of international repute, viz. KPMG Consultancy Pvt. Ltd.
The report submitted by the organization has made several
recommendations for making the Indian Cement Industry more
competitive in the international market. The recommendations are under
consideration.

Brief history of cement:


There is hardly any other product that has so greatly contributed to the
growth of modern human civilisation as Cement. The massive urban
infrastructure that we see today across the world would have been
unthinkable without cement. Cement is the root substance that has given
the essential element of strength and durability to our houses, schools,
offices and other buildings so that we can occupy them with peace of
mind.

The word Cement literally means a substance that can bind material
together and can acquire strength on hardening. The cement as we
know today is a specialised building material which is a result of various
innovations over the past and is made in sophisticated manufacturing
facilities.
Its use associated with ancient civilizations... The oldest use of cement
dates back to the thousands of years old Egyptian civilisation. The
Egyptians used natural cement made by combining limestone and
gypsum for the construction of their massive and highly impressive
pyramids. The fact that the Egyptian

Pyramids have proudly stood the test of time over such a long period of
human history is a testimony to the phenomenal strength of cement.
However it must be stated that the ancient Egyptian cement was very
different from the cement in use today.

Later in the Roman era, the concept of cement advanced further.


Romans used a combination of slaked lime with Pozzolana, a volcanic

ash from Mount Vesuvius. The Romans made many impressive


structures using this cement. The Basilica of Constantine is one popular
example of Roman construction in which they used such cement mortar.

The Eddystone Lighthouse...In eighteenth century England, John


Smeaton, a British engineer, was assigned the task of re-constructing
the Eddystone Lighthouse, a structure that had witnessed repeated
structural failure. In 1756, Smeaton conducted a number of experiments
that led to the discovery that cement made from limestone containing a
considerable proportion of clay would harden under water. Based on this
discovery, Smeaton rebuilt this lighthouse in 1759 and this time, it stood
strong for 126 years.

Subsequently, until the early part of the nineteenth century, large


quantities of natural cement was used, that was made with a
combination of naturally occurring lime and clay.
The first patent for cement...In 1824, Joseph Aspdin, a British mason
obtained a patent on his hydraulic cement formula that closely
resembled the modern cement as we know today. He called this cement
Portland cement, and it was made through the proportionate mixing,
burning and the subsequent grinding of a combination of clay and
limestone.

Cement as we know today...Cement went through many more


improvements and developments in the nineteenth and twentieth
centuries. The industrial revolution and the subsequent development of
the rotary kiln paved the way for huge and sophisticated cement
manufacturing plants. These plants possess the capability of a

homogenous mixing and intense heating of the raw material thus vastly
improving the quality of the cement produced. The sophisticated quality-
testing equipment employed by modern cement plants further helps in
ensuring the quality of the cement produced.

Cement industry, in any country, plays a major role in the growth of the
nation. Cement industry in India was under full control and supervision of
the government. However, it got relief at a large extent after the
economic reform. But government interference, especially in the pricing,
is still evident in India. In spite of being the second largest cement
producer in the world, India falls in the list of lowest per capita
consumption of cement with 125 kg. The reason behind this is the poor
rural people who mostly live in mud huts and cannot afford to have the
commodity. Despite the fact, the demand and supply of cement in India
has grown up. In a fast developing economy like India, there is always
large possibility of expansion of cement industry.
Future outlook:

Outlook for the cement industry looks quite bright. Given the sustained
growth in the real estate sector, the government's emphasis on
infrastructure and increased global demand, it looks as if the juggernaut
of cement industry would continue to roll on the path of growth.

1. The future outlook for the cement industry looks more promising and
optimistic then ever before. This is because the cement industry grew by
8.5 per cent in FY05, while the economy grew by around seven percent.
The future could be a lot better. We believe that cement demand in the
country in FY06 will outpace the long-term average growth rate with
buoyant economy.

2. Demand-supply situation is now more or less in equilibrium and prices


could move up further as the demand growth will be much faster than
the supply growth. There are good reasons for their optimism. Housing,
which accounts for 55-60 per cent of the demand, remains the consistent
driving force behind sector growth.

3. Besides, demand from infrastructure projects and


industrial/commercial ventures account for 20 per cent each. An
incremental demand of two million tonnes is expected per year from
infrastructure projects in the country. So, even as the Golden
Quadrilateral project nears completion, demand in the port and airport
segments may pick up, keeping demand buoyant.

4. While demand side looks bright, there won’t be any large capacity
additions in near future, even as India would need 8-9 million tonnes
additional capacity every year till FY08 to meet the incremental demand.

Moreover, growing momentum in consolidation amongst the players is


expected to bring rationality in capacity addition. This would keep the
cement prices favorable for the companies.

Current scenario:

Cement being one of the key construction material used in creation of


infrastructure (whether it is road, dams, housings, airports or
multiplexes), has witnessed a robust growth of more than 8.5 percent in
volume terms during the third quarter of current financial year and about
10 per cent rise in dispatches in the first nine months of the year mainly
on the back of growing investment in infrastructure projects. The Indian
cement industry is the second largest producer of quality cement, which
meets global standards. The cement industry comprises 130 large
cement plants and more than 300 mini cement plants.
JK LAKSHMI CEMENT

Founders

LALA JUGGILAL SINGHANIA LALA KAMLAPAT SINGHANIA


(1857-1922) (1884-1937)
HARI SHANKAR SINGHANIA
PRESIDENT JK ORGANISATION
CHAIRMAN JK LAKSHMI CEMENT

Introduction:

The year 1982. The place - a remote area in the zero-industry district of
Sirohi in Rajasthan. The story of JK Lakshmi Cement Limited thus
began. And today as it completes 25 years of existence, it is a company
that’s renowned for its strength, quality and performance.

JK Lakshmi Cement Limited Formerly known as JK Corporation Limited.


The Group's principal activity is to manufacture and market cement in
India.

JK Lakshmi Cement is a cement company operating in India. It is a


public company quoted on the Bombay Stock Exchange and is part of
the JK Organisation. Its registered head office and its single
manufacturing plant are at Jaykaypuram, near Sirohi, Rajasthan, India.

One of the established names in the cement industry, JK Lakshmi


Cement Ltd has state of the art plants at Jaykaypuram, distt. Sirohi,
Rajasthan having a capacity of more than 3.5 million tonnes. With use of
the latest technology from M/s Blue Circle Industries and Modern
equipments from M/s Fuller International of USA, we are going from
strength to strength.

It is also the first grey cement producer of northern India to be awarded


an ISO 9002 certificate and be accredited by NABL (Department of
Science & Technology, Government of India) for its Lab Quality
Management systems.

Primarily a cement focused company, we have now diversified into a


variety of products including Cement (OPC & PPC), Ready to mix
Concrete and Plaster of Paris to meet the stated needs of our
customers. We are also in the midst of finalising certain customer centric
services to provide a much better cement purchasing experience

JK Lakshmi's journey towards excellence is being spearheaded by our


Chairman Shri. Hari Shankar Singhania closely supported by his Board
of Directors. They are the pillars of strength leading the company
towards its mission of being one of the most efficient, competitive and
premium Cement Brands of our region.

JK Lakshmi Cement manufacturing facility has been rated among the


topmost Greenest Cement Plant of India by CSE GRP 2005 thus
highlighting our commitment to the environment even while ensuring the
highest standards of quality for our products. We have also won the
Greentech Safety Award, the Pinnacle Cement 06 award by MTech Zee
TV and a place of pride amongst the top ten companies in India in HR as
per the TNS and Business Today survey.
The First Cement Manufacturer in Northern India to introduce coloured
bags JK Lakshmi Cement carries out regular contact programmes with
it’s Individual House Builders, masons, business associates to keep in
tune with their needs and requirements. Its wide network of about 1500
dealers spread across the states of Rajasthan , Gujarat, Delhi, Haryana ,
U.P., Uttaranchal , Punjab , J&K, H.P. and Mumbai and the vast pool of
highly trained and dedicated marketing and technical service team helps
the Company service its customers at their doorstep.

An integral part of Major Projects like IGNP, Sardar Sarovar Dam and
major corporations like L&T, Reliance, Essar and Airport Authority of
India, jk Lakshmi Cement also offers value added products like Plaster of
Paris known by the brand name ‘JK Lakshmiplast’ and Ready Mix
Concrete popularly known as JK Lakshmi Ready Mix Concrete’.

Today JK Lakshmi Cement has become the preferred choice among the
discerning customers, because of its consistency, high level of quality
and impeccable customer service.

A true showcase of ‘Mazbooti Guaranteed’ the Company has been able


to connect very strongly with it’s customers at an emotional level.With
this thought as a constant reminder of our values, we are sure that we
will keep up our standards and continue with the good work for many
years to come.

JK Lakshmi Cement today is one of the most preferred brands in its


marketing area with a network of about 1500 dealers spread in the
states of Rajasthan, Gujarat, Delhi, Haryana, U.P, Uttaranchal, Punjab,
J&K, H.P. and Mumbai. Our endeavour is always to give our best and
maintain the highest standards of customer satisfaction.

Major corporations like L&T, Reliance, Essar and Airport Authority of


India chose JK Lakshmi Cement over other brands. JK Lakshmi Cement
has also been used for important projects like IGNP and Sardar Sarovar
Dam.

The high standard of advertising has been another feather in the cap of
JK Lakshmi Cement Ltd. This has not only helped it to reach out to its
customers but also in connecting with them at an emotional level. No
wonder then that "Mazbooti Guaranteed" is now a term that is
synonymous with JK Lakshmi Cement.

Awards of JK Lakshmi Cement:

Excellence is a way of life at JK Lakshmi Cement Limited. The company


is deeply committed towards achieving the highest levels of product
quality and customer service. The ethos of outstanding performance
equally extends to the management functions such as Human Resource,
in which JK Lakshmi has set an example for other companies to follow.
Not surprisingly, JK Lakshmi Cement has been bestowed with some of
the most prestigious awards at national, as well as the international
level:

1. Mrs. Vinita Singhania receives Outstanding Businesswoman

Award:
December 23, 2009: Mrs. Vinita Singhania, Managing
Director, JK Lakshmi Cement was today conferred with the
prestigious Outstanding Businesswoman Award instituted by the
PHD Chamber. Ms. Singhania received the award from Finance
Minister Mr Pranab Mukherjee.

2. NATIONAL AWARD FOR SECOND BEST ENVIRONMENT

EXCELLENCE IN LIMESTONE MINES FOR THE YEAR 2008-


2009: instituted by NATIONAL COUNCIL FOR CEMENT
ANDBUILDINGMATERIALS(NCB),BALLABGARH.

This award was received by Shri Ganpat Singh Chief Executive


(Works) along with his senior technical team members from Mrs.
Renu Sharma, Joint Secretary & Shri Shashi Ranjan Kumar,
Director from Deptt. of Industrial Policy & Promotion (DIPP), New
Delhi and Shri M. Vasudeva, Director General (ACTG), NCB at the
Ashoka Hotel, New Delhi on 20th Nov, 2009.

3. CEO with HR Orientation:

Ms Vinita Singhania, Managing Director,


JK Lakshmi Cement, the flagship company of JK Organisation was
conferred with ‘CEO with HR Orientation’ award at the 16th Asia Pacific
HR Congress held at The Oberoi, New Delhi on 22 aug 2008. The award
was conferred by Mr Nick Hutton, CEO of U21 Global.

4. Energy Conservation Award - 2008:

Mr. S. Chouksey (WTD) and


Mr. Ganpat Singh(CE-Works) recieving the prestegious award from
Mr. Sushilkumar Shinde (Union Minister- Power).
5. ICWAI National Award – 2007:

JK LAKSHMI CEMENT LIMITED


bagged prestigious second prize in ICWAI National Award for
Excellence in Cost Management - 2007 (in category of Private
Manufacturing Organisation - Turnover less than Rs. 1000 Crores).
This award is recognised by a premier institute for Cost ICWAI. The
company’s relentless efforts of cost reduction over period of years are
truly reflected in this national award.

Future outlook:
Lakshmi cement is recognized as an efficient competitive &premium
cement brand. It is planning to increase its production to 12 millions
tones by 2012.

The Company continues to be optimistic about the growth of cement


industry in India. With the Indian economy registering an impressive
growth for the last two years and with the view to gainfully integrating it
in the main stream growth of global economy, the need to augment and
create a robust infrastructure has been fully realized. Emphasis on
development of housing, road, ports and other infrastructures is now
being seriously addressed. Cement is an important input in these
developmental needs. It is, therefore, expected that this industry will
register a double digit growth in the years to come and play its
meaningful role.
Manufacturing process:
JK Lakshmi Cement Limited's manufacturing facility at Sirohi, Rajasthan
is equipped with state-of-the-art equipment acquired from leading
vendors from across the world. Rated among the topmost Cement
Plants in India, our manufacturing facility is well positioned to deliver an
extremely superior quality of product that adheres to the highest quality
standards.

The JK Lakshmi cement manufacturing facility is spread across an area


of 8 square kilometres among the lush green Arravali ranges at
Jaykaypuram in Sirohi district of Rajasthan. The plant uses ultra modern
equipment acquired from M/s Fuller International of USA and M/s
Ventomatic of Italy.

The right combination of quality assurance, equipment and methodology


form the base for the Mazbooti advantage offered by our Cement. With
an annual production capacity of 3.5 million tonnes, our manufacturing
plant has the following highlights:
 JK Lakshmi's manufacturing facility in Sirohi, Rajasthan has
been rated among the top Greenest Cement Plants of India.

 The variety of limestone used in the manufacturing of JK


Lakshmi Cement is known to be of a highly superior quality
resulting in cement that is well recognised for strength and
durability.
 JK Lakshmi's manufacturing plant uses ultra-modern technology
and imported machinery.
 Use of high-end equipment such as the Gamma Metrics
Machine and the X-ray Analyser ensures that each product
passing out of JK Lakshmi's manufacturing facility adheres to
global standards of quality and performance.
 Electronic packing machines obtained from M/s Ventomatic of
Italy ensure that the customers obtain accurate quantities of JK
Lakshmi's products.
 The plant is fully computerised and centrally controlled by
programmable logic controller with colour VDU Control Stations

Process:
1. RAW Material:
Limestone is the basic raw material used in the
manufacturing of JK lakshmi cement. Good quality cement grade
limestone is abundantly available in mines within the JK Lakshmi factory
premises, which is spread over an area of 400 hectares.

2. Blasting:
Limestone is obtained from mines through the process of
heavy blasting conducted under strict supervision and safety
precautions. The limestone obtained from the JK Lakshmi mines is of
such superior quality that it removes the need to add clay or any
other additional raw material that is generally added during the
process of cement manufacturing.

3. Crushing:
The limestone in the form of huge stones is loaded in
dumpers and transported to the Crusher. The machine is used to crush
the huge stones into smaller and manageable chunks that are 20 mm in
size.

4. Quality Check:
Limestone obtained from the crusher undergoes a
rigorous quality check using Gamma Metrics Machine and Cross Belt
Analyser.

5. Circular pre-blending:
The engineers at JK Lakshmi ensure that only
the best quality of limestone is sent to the circuler pre-blending stock
pile.
6. Grinding:
Using an accurate weighing mechanism, the material is
fed into the Loesche mill/Vertical Roller Mill. It is a vertical ateel mill with
huge rollers used for grinding the material.

7. Blending Silo:
Powger form of raw material of different grade is
mixed homogeneously in the blending silo with the help of air slides.

8. Pre-heating:
The ground raw material is fed into a six-stage Pre-
heater, where it meets the hot gases rising from the kiln. The Pre-
heating of material before the calcinations stage helps save energy.

9. Calcination:

This is the most critical stage in the JK Lakshmi


cement manufacturing process. The raw material is fed into a kiln,
which is a huge rotating furnace. Using coal/ pet-coke as fuel, the kiln
at JK Lakshmi Cement factory heats the raw material to a
temperature of 1400 degress Celsius, which is almost one-fourth of
the mean surface temperature of Sun.

10. Cooling:
Subsequent to the intense heating, the raw material is
now sent to a CFG cooler that brings the temperature of the material
down to 200 degress Celsius. The sudden cooling of the material
results in the formation of grey-coloured nodules known as Clinkers.

11. Clinkers Storage:


Clinker, which is prestructured Reinforced
Cement Concrete, is now send to clinker silo to avoid the weathering
effects.

12. Cement Milling:


Clinker and Gypsum are fed to cement mill in
definite proportion with the help of weigh feeder.

13. Packing and Transportation:


JK Lakshmi cement is packed into
HDPE/PP bags with the help of automatic electronic packers supplied
by Ventomatic, Italy. Before the cement bags leave for the various JK
Lakshmi sites across the country, they pass through an Electronic
Weigh Bridge for final weight verification.

Product range:

Upholding the tradition of JK Organization for maintaining the highest


standards in quality, JK Lakshmi Cement today is one of the most
preferred brands in its marketing area with a network of about 1500
dealers spread in the states of Rajasthan, Gujarat, Delhi, Haryana, U.P.,
Uttaranchal, Punjab, J&K, H. P. and Mumbai. Our endeavor is always to
give our best and maintain the highest standards of customer
satisfaction.

No wonder the discernible buyers prefer this cement over other brands
owing to its consistency, higher level of quality and impeccable customer
service.

Also not surprising is the fact that the decision makers of the nation's
important projects like IGNP, Sardar Sarvorar Dam and major
corporations like L&T, Reliance, Essar and Airport Authority of India
chose JK Lakshmi Cement over other brands.
JK Lakshmi Cement Ltd was also the first Cement Manufacturer in North
India to use coloured bags to help the customer in segregating different
products. It also has a regular contact program with masons, dealers
and architects to keep in tune with their needs and requirements. One of
the many innovative initiatives the company took was to have a mason's
club that now has over 15000 members. Under this program the masons
are given an insurance cover against accidents absolutely free of cost,
besides educating them on the latest in construction activities.

The high standard of advertising has been another feather in the cap of
JK Lakshmi Cement Ltd. This has not only helped it to reach out to its
customers but also in connecting with them at an emotional level. No
wonder then that "Mazbooti Guaranteed" is now a term that is
synonymous with JK Lakshmi Cement.

Following are Products of JK Lakshmi cement:

 JK Lakshmi Cement 53 (blended)


 JK Lakshmi's 53 Grade O.P.C.
 JK Lakshmi's 43 Grade O.P.C.
 JK Lakshmi Plast
 JK Lakshmi Power Mix
JK Lakshmi Cement 53 (blended) :

JK Lakshmi Cement 53 (blended) has a minimum guaranteed strength of


53 MPa, and is used for critical applications that require the maximum
level of strength and durability.

A few applications of JK Lakshmi Cement 53 (blended) are:

 All Types of R.C.C. Work


 Plastering
 Underground structures
 Dams
 Heavy machinery foundations
 Marine structures
 Hydropower stations

With a minimum guaranteed strength of 53 MPa, JK Lakshmi Cement 53


(Blended) exceeds the standards set by BIS.

JK Lakshmi Cement 53 (blended), with higher strength than BIS


specified 53 grade Cement, is commonly being used in place of ordinary
Portland cement. Due to continuous conversion of liberated lime
[Ca(OH)2] into stronger C-S-H gel, the strength continues to increase
with time. It is the cement with features like super-strength, higher
fineness and corrosion resistance.

JK Lakshmi's state-of-the-art manufacturing facility yields cement with


higher fineness due to processed fly ash of uniform size. This gives
more cohesive and workable concrete. Plaster made with JK Lakshmi
Cement 53 (blended) has a very smooth finishing.

JK Lakshmi Cement 53 (blended) contains less C3A leading to less


evolution of heat during hydration. This does not allow development of
cracks during hydration process. Hence JK Lakshmi Cement 53
(blended) is highly recommended for mass concreting like dams, hydro-
power stations, heavy machinery foundation etc.

Concrete made with JK Lakshmi Cement 53 (blended) is impervious and


does not allow chemicals and water to penetrate. As water, chlorides
and other chemicals are effectively barred from contact with
reinforcement, concrete made with JK Lakshmi Cement 53 (blended)
becomes corrosion resistant.

Superior quality and controlled processed spherical grain size fly ash
results in concrete with increased workability, even at lower water-
cement ratio. This results in more strength of concrete and reduces
bleeding during concreting. Due to better workability at reduced water-
cement ratio, concrete becomes impermeable. This makes concrete
more resistant to chemical attacks.
The Ca(OH)2 produced during hydration is highly susceptible to sulphate
attacks. Perfectly processed fly ash which has reactive Silica reacts with
Ca(OH)2 and converts it into C-H-S gel. Thus JK Lakshmi Cement 53
(blended) yields concrete with moderate sulphate resistant quality

JK 53 GRADE

JK Lakshmi's 53 Grade O.P.C.

A few application of JK 53 Grade O.P.C.


JK Lakshmi's 53 Grade O.P.C. with superior compressive strength is
ideal for:

 High-rise buildings
 All types of R.C.C. works
 Industrial works
 Pre-stressed concrete work like bridges, silos, etc
 Pre-cast elements such as Railway sleepers and concrete poles

JK Lakshmi's 43 Grade O.P.C.

A few application of JK 43 Grade O.P.C.


Some applications of JK Lakshmi's 43 Grade O.P.C. are:

 Commercial Buildings
 Industrial Constructions
 Multi-storied complexes
 Cement concrete roads
 Heavy Duty Floors

JK Lakshmi Plast

Plaster of Paris decorations add that special and personal touch to a


home. Be it decorative cornices, ceiling roses, columns and lots of other
possibilities if you allow your imagination to fly. JK Lakshmiplast offers
an ideal solution for all POP applications.

JK Lakshmi plast is a superfine POP with exceptionally superior


whiteness that can do wonders for your home interiors. The JK
Lakshmiplast brand also guarantees consistency not only in quality, but
also in post-sales services such as technical and logistic support.
If you are building a new home or simply renovating your existing home,
and are considering decorative features or fire-resistant cladding for
structural steel work, JK Lakshmiplast says Sundarta Guaranteed!

JK Lakshmi Power Mix

The concept of using site-mix concrete is fading away across the world.
This is because site-mix concrete is dependent on manual labour, on-
site mixing and overall supervision of construction. Moreover, how sure
are you of the quality of the Cement Bags being delivered? And does the
quantity match the promise? These and more invisible issues are
effectively removed by using RMC and with JK Lakshmi you are
guaranteed quality with quantity.

By using JK Lakshmi Power Mix, you not only get peace of mind on the
quality intangibles but also effect savings on your total cost of
construction. Our studies indicate that by using JK Lakshmi Power Mix,
you can achieve almost 15.5% savings in construction costs in terms of
factors such as quality and Wastage-avoidance.
Market Share of major cement
players:
M A R K E T S H A R E O F M A J O R P L A YE R S O F C E M E N T C O M P A N IE S

A m b uja c e m e nt e a s te rn ltd
A s s o c ia te d c e m e nt c o s ltd
B ina ni c e m e nt ltd
B irla c o rp o ra tio n ltd
C he ttina d c e m e nt c o rp .ltd
18% 2%
21% D a lm ia c e m e nt ltd
G ujra t a m b uja c e m e nts ltd
2%
Ind ia c e m e nt ltd
14% J K L a k s hm i c e m e nt ltd .
6%
M a d ra s c e m e nt ltd .
3% 2%
10% M ys o re c e m e nt ltd .
2% 4% 6%
2% O C L c e m e nt ltd .
2% P ris m c e m e nt ltd
2% S hre e c e m e nt ltd
4% ultra te c h c e m e nt ltd .
o the r c e m e nt c o m p a nie s

Social responsibility of lakshmi


cement
Recognizing its position in the Indian corporate arena, JK Lakshmi
Cement Limited is highly committed about its responsibility towards the
society and the environment. Various schemes and programs for social
welfare have been initiated by the management at JK Lakshmi and they
have received enormous response from the masses.

Naya savera
The integrated family welfare programme called Naya Savera was
launched in July 2004 in collaboration with the Population Foundation of
India, with the objective of providing health related and family planning
advice to the families of masons and villagers in general. In the year
2005-06, the Naya Savera team conducted 728 mobile clinic visits and
2168 household visits. There have been 12000 beneficiaries of this
programme till date.

Medical camps
JK Lakshmi Cement Limited frequently sets up medical camps for the
benefit of the physically challenged. As part of these camps, the patients
receive free medical help from qualified doctors and appropriate
supportive equipment are also distributed. The facilities of free eye
operations and post-operative treatment are also provided to eye
patients as per their requirement.

JK Lakshmi Sahyogi Sanrakshan Club


The Sahyogi Sanrakshan Club is an institution created by JK Lakshmi
Cement Limited that covers over 34000 members including masons,
small contractors and other skilled workers of the construction industry.
The members of the group are insured against accidental death and
permanent disability under the Group Personal Accident Insurance
Policy. The premium is paid by JK Lakshmi. As of now, the company has
managed to arrange a benefit of Rs. 11 Lacs as insurance proceeds to
various members of the club.

Environment
JKLakshmiCement Limited is deeply conscious of its responsibility
towards the environment. Extensive plantation of trees, keeping the
emissions within strict norms, treatment of the effluents and conservation
of water are some of the issues that are receiving regular focus from our
management.

Recognizing our efforts towards the conservation of the environment, the


Centre for Science and Environment (CSE) has rated our cement plant
in Rajasthan among the top Greenest Cement Plants of India.

ORGANISATIONAL CHART

Chairman

Vice Chairman &


Managing Director
Board of Directors

Chief Executive Officer

Functional General
Managers

Deputy General
Managers

Managers

Distribution network of JK Lakshmi


Cement
KEY SUCCESS FACTORS:

INTERNAL FACTORS:
Sound Internal Control System: The Company has a sound system of
internal controls for the recording & reporting of the various financial
transactions, efficiency of operations and compliance with relevant laws
and regulations.

Human Resource Development: On many of our initiatives and the


employees manifested this engagement in their strong belief and pride
in the Organization and their constant efforts to make things better.
The employee engagement and involvement has been focused.

Cost management: The Company has a good cost control system with
latest technology available with high production capacity.

Quality control: The company has a quality control system in which the
cement thus produced is examined and is separated from the low
quality.

Availability and penetration of market: Due to availability of vast


market the company has the good opportunity to have the high
production and high turnover.

Capacity utilization: The Company has the capacity of 3.5 million tones
and due to availability of high capacity production plant.

EXTERNAL FACTORS:
Raw material availability: Good quality of limestone availability is the
major advantage of the company. Due to the situation of the plant at the
base of Aravali.

Competitor behavior: The company has the 6% share in the total


Indian market and is the 3rd high production plant in India.

Regulatory environment: Due to a good favour of the regulatory


environment and due to high requirement of cement in the market
government policies has low effect on the cement manufacturing.
What is research?

The term research refers to an intensive search for knowledge. In the


modern sense it may be defined as a systematic method of arriving at
the solution to the problem taken up with some motive.

What is research methodology?


Research methodology is concerned with the collection, presentation,
description & analysis of data. It is the mean of taking decisions from the
results obtained from the collective, natural or social phenomena.

It is the combination of various methods which mainly aim to arrive at a


conclusive decision after overcoming the stage of uncertainty. With the
help of research techniques scientific decisions are taken relating to day-
to-day practical life.

It is the way to systematically solve the research problem. In this a


researcher uses various steps to solve the problem along with the logic
behind them.

Research objective:

 Explore business in corporate sector.

 Competitor analysis.

 Judge the brand loyalty of JK Lakshmi cement.

 Study the behavior of the consumer.


 Promote the company’s brand image in the market.

 Product design and product development.

 To identify opportunities and threats in the external environment


of the company.

 To search for and analyse information that can be used for


arriving at the best alternative marketing decision.

 To know about the reactions of the people in the market about the
existing or newly introduced products of the company.

Research design:

Research design for my project was a mix. It was descriptive as the data
was collected from a sample size of 50 dealers in the area. A survey was
conducted taking a sample and the answers were taken out. The affairs
related to the product, which exists at present, were all derived from the
sample size. It was analytical as the data, which already exist, were
considered.
It was also a quantitative as well as qualitative as the particular piece of
sample was selected and the survey was carried out. The qualitative
approach of the project was to judge the behavior of the sample size
taken towards the different products produced by the company.

Sample design:

Sample design for the project was started clearly after deciding the
objectives of the research. The sample was from the finite number from
the population. The survey was conducted in the city among the various
dealers of Lakshmi cement of different areas.

The sample unit was taken from the dealers in the city from different
areas. The source list was the agents dealing in Lakshmi cement of
particular area. Few dealers of each area of survey were selected
randomly. Different dealers from Raja Park, Durgapura, Bani Park, Tonk
Phatak, Vaisahli Nagar, Pratap Nagar, Bhankrota, Gopal Pura, and
Mansarovar were taken into consideration.

The sample size for the project was 50, and each time of survey they
were selected randomly. The parameter was to consider the population
size on their individual behavior on the basis of quality, margin and
preference of the dealer. One area for the survey was selected for each
day to lower down the cost of the project.

Area Sampling:

The area of my project report was a non-probability sampling as the


sample size was the different dealers of Lakshmi cement in different
area of the city. The area of sampling includes Durgapura, Bani Park,
Tonk Phatak, Vaishalli Nagar, Pratap Nagar, Bhankrota, Gopal pura,
Mansarovar, were taken into consideration. The sample size was 50
units selected from the different part of the city.
Data collection:
The source from which the data was collected were from primary and
secondary sources:

Primary sources:
Interview: Face to face interview was conducted with the dealer.
Questions were asked to the dealer and different answers were collected
and were arranged randomly.
Questionnaire: a particular pattern for the questionnaire was decided
and on the basis of that some answers were derived.

Secondary sources:
Company Journals: Data was also collected from company yearly
journals of JK corp. and also from monthly journal Lakshmi darpan.
Magazine: also magazines like icfai monthly journal were used as a
source for data collection.

Data Analysis & Interpretation:

1) Which product of JK Lakshmi cement do customers prefer?

1. JK Lakshmi Cement 53 (blended)


2. JK Lakshmi's 53 Grade O.P.C.
3. JK Lakshmi's 43 Grade O.P.C.
4. others
Person

JK Lakshmi
Cement 53
(Blended)
JK Lakshmi's 53
Grade O.P.C.

JK Lakshmi's 43
Grade O.P.C.

Others

Interpretation:

When the question was asked overall result for each product was as
follows:
More than 50 % of the sample size agreed for 53 grade blended. Around
20% agreed for 53 grade OPC, 10 % for 43 grade OPC and more than
10% preferred other brands.

2) Who are the customers of lakshmi cement?

1. Builders
2. Institutional buyers
3. Households
4. Others
person

Builders
Institutional buyers
Households
others

Interpretation:

35% of the customers are builders with 30 % customer as the


institutional buyers. Dealers have 20% customer as the household
buyer. And more than 8% are other buyer.

3) What is your monthly consumption level and of which product?

1. JK Lakshmi Cement 53 (blended)


2. JK Lakshmi's 53 Grade O.P.C.
3. JK Lakshmi's 43 Grade O.P.C.
4. Others
consuption (1000 tonnes)

JK Lakshmi Cement 53
(blended)
JK Lakshmi's 53 Grade
O.P.C.
JK Lakshmi's 43 Grade
O.P.C.
others

Interpretation:
More than 50% of the dealers had the monthly consumption of 53 grade
blended at a high rate. More than 20 % sale is of 53 grade O.P.C.
around 10% agreed for 43 grade O.P.C and around 10% agreed for the
other products in the market.

4) Which product do you generally prefer customer should buy?

1. JK Lakshmi Cement 53 (blended)


2. JK Lakshmi's 53 Grade O.P.C.
3. JK Lakshmi's 43 Grade O.P.C.
4. Others
dealer's preference

JK Lakshmi Cement 53
(blended)
JK Lakshmi's 53 Grade
O.P.C.
JK Lakshmi's 43 Grade
O.P.C.
others

Interpretation:
More than 50% of the sample size prefers 53 grade blended to the
customer to buy due to high compressive strength. Around 25% agree
for 53 grade O.P.C.. Only 20% of the sample agreed for 43 grade O.P.C.
less than 10 % agreed for other brand in the market.

5) What are the sales promotion activities do you adopt?

1. Pamphlets
2. Banners & hoardings
3. Trade fairs
4. Others
pamphelets

banners & hoarding

trade fairs

others

Interpretation:
Around 20% dealers do their sales promotion by pamphlets but more
than 50% prefer hoardings & banners. More than 15 % adopts trade fair
and less than 10 % follows other techniques.

6) What is the distribution channels do you use?

Direct to the customer


1. Retail chain
2. Agents
Others
Direct to the
customer

Retail ch ain

Agents

others

Interpretation:
Around 75% dealers use direct customer selling. More than 10% uses
retail chain distribution. Only 6% uses agents as the distribution channel
and 4% uses other channels.

7) What is the packet size do customer buy?

1. 100-1000
2. 1000-2000
3. 2000-5000
4. ABOVE 5000
100-1000

1000-2000

2000-5000

above 5000

Interpretation:
60% customer buys bags between 100-1000. 20% dealers agree that
there are customer who buys between 1000-2000. Only 10% customers
of each are there who purchases between 2000-5000 & above 5000.

8) Which cement other than Lakshmi Cement does a customer prefer?

1. Gujrat Ambuja
2. Binani
3. Birla
4. Others
Gujarat Ambuja
Binani
Birla
Others

Interpretation:
60% prefer Gujrat Ambuja other than Lakshmi cement as their choice.
20% prefer Binani. 10 % support Birla and other 10% prefer other
brands.

FINDING & OBSERVATION:

Customers are loyal towards one brand but not in cement. According to
the findings Gujarat Ambuja has major share in Rajasthan. It is also
found that JK Lakshmi cement has 4 % share in the total Indian market.
Housing sector is expected to remain the largest cement consumer in
coming years. Cement consumption in India is forecasted to grow by
over 22% by 2010-11 from 2008-09. As the real estate sector is at
boom many new companies are entering into cement industry. The
cement companies that are playing today have great opportunity.

LIMITATION OF RESEARCH:

• Waiting line: For the data required some time problem of waiting
line use to occur. Dealers were not available at time. Some time
problem also occurred that dealers had no time.

• Difficulty of non availability of published data: Not every time


during the research, published data was available.
• Lack of code of conduct: Due to lack of code of conduct
research was not able to be conducted in a systematic manner.

• Overlapping of information: During research sometime


information thus collected were miss managed which at the time of
summarizing overlapped giving undesired results.

SWOT ANALYSIS:
Strength
1. Availability of raw material in abundance

2. Good quality control system

3. Good management system

4. Sound internal control system

5. Exclusive access to high grade natural resources


6. Has an efficient network of qualified and experienced operators

and engineers.

7. Favorable access to distribution networks

8. Strong brand names

9. Strong customer base through provision of value added service

and maintaining good relations

Weakness
1. Limited market.

2. Distribution network is not wide spread.

3. Lack of patent protection

4. High cost structure

5. Heavily financed by debt and hence any rise in interest rates will

have a negative impact on the profitability.

6. Lack of access to the best natural resources

Opportunity
1. Growth in real estate sector

2. Removel of international trade barriers

3. Arrival of new technologies

4. An unfulfilled customer need

5. Loosening of regulations
6. With the growing competition the company has also the

opportunity of early start and well established market.

Threat
1. Entry of new competitor in the cement manufacturing.

2. Competition in the crane hiring business may affect the operations

of the company

3. dual dealership agents who are selling JK Lakshmi Cement

4. New regulations

5. Increased trade barriers

6. Shortage of trained operators and engineers

7. Emergence of substitute produts

8. Shifts in consumer tastes away from the firm’s products

RECOMMENDATION:

Based upon the time spent by me in the market, usefull suggestions of


the dealers & retailers and the findings from the survey, following
recommendations can be suggested for increasing sales and
effectiveness of JK LAKSHMI Cement:
• The number of retailer and sub dealers for Jk lakshmi cement is

very less as compared to the main competitors ACC, Ultra Tech

etc. So JK lakshmi need to be oriented in this direction. They need

to increase the no. of retailers as much as possible.

• What matters for most of the cement buyers is the price of the

cement and then the quality. While visiting market for cement

purchase, they don’t care about which brand they are going to buy.

So the extra is the main reason behind lower sales.

• To grow its market in the area where it does not have its network.

• With the growing relevance in the real-estate sector Lakshmi

cement can have high potential of growth.

• To keep its tag line ‘Mazbooti Guarantee’ alive it has to check its

quality time to time.

CONCLUSION:

It can be concluded from the research that customer has a preference of


Lakshmi cement due to its quality availability and strength. Due to good
distribution network in jaipur Lakshmi cement is widely used cement
brand in Jaipur. Also it has its network spread in the entire eastern part
of the country.Several conclusions are derived:
• Quality matters a lot in buying JK Laxmi in Jaipur.

• Dealers and Sub dealers have lot of knowledge about the

product.

• It has goodwill in the market.

• To improve further the company should margin. They think in

term of getting low margin and facing intensive competition

as retailer face in it.

• Contractor gives emphasis on price so price decreases for

contractor for bulk purchase.

• Lack of advertising of JK laxmi Cement in Jaipur which

directly affected the sale in Jaipur.

Annexure: (1)

1. Which cement other than Lakshmi Cement does a customer

prefer?
1) Gujrat Ambuja
2) Binani
3) Birla
4) Others

2. What is the packet size do customer buy?


1) 100-1000
2) 1000-2000
3) 2000-5000
4) ABOVE 5000

3. What is the distribution channels do you use?


Direct to the customer
1) Retail chain
2) Agents
Others

4. What are the sales promotion activities do you adopt?


1) Pamphlets
2) Banners & hoardings
3) Trade fairs
4) Others

5. Which product do you generally prefer customer should buy?


1) JK Lakshmi Cement 53 (blended)
2) JK Lakshmi's 53 Grade O.P.C.
3) JK Lakshmi's 43 Grade O.P.C.
4) others

6. What is your monthly consumption level and of which product?


1) JK Lakshmi Cement 53 (blended)
2) JK Lakshmi's 53 Grade O.P.C.
3) JK Lakshmi's 43 Grade O.P.C.
4) others

7. Who are the customers of Lakshmi cement?


1) Builders
2) Institutional buyers
3) Households
4) Others

8. Which product of JK Lakshmi cement do customers prefer?


1) JK Lakshmi Cement 53 (blended)
2) JK Lakshmi's 53 Grade O.P.C.
3) JK Lakshmi's 43 Grade O.P.C.
4) Others

Annexure:(2)
(Questionnaire)

SOLICITATION

Dera Sir/Madam,
We are conducting a survey on behalf of JK
Lakshmi cement as a part of my ‘summer training project.’ I would be
extremely benefited if you answer the following questions. I assure you
that the information provided by you will be used for my project work
only.

NAME: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
ADDRESS & CONTANT NO: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

_____________________________________

_ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

WHICH CEMENT YOU DEAL IN: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

YOU ARE A:
>DEALER
>RETALIER
>SUB DEALER

YOUR AVERAGE MONTHLY SALE (IN BAGS): _ _ _ _ _ _ _ _

HOW MUCH ARE YOPU SATISFIED WITH THE SERVICES


PROVIDED TO YOU BY THE BRAND YOU DEAL IN:
>HIGHLY SATISFIED
>SATISFIED
>AVERAGE
>DISSATISFIED
>HIGHLY DISSATISFIED

WHAT TYPE OF PROBLEMS ARE YOU FACING WITH YOUR


CURRENT BRAND(IF ANY): _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ __ _ __ _ _ _ _ _ _ _ _ _ _

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ __ __ _ _ __ _ __ _ _ _ _ _ _ _ _ _

WHAT ARE THE REASONS FOR SELLING THIS PARTICULAR


BRAND: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ __ _ _ _ _ _ _ __ _ _ __ _ _ _

_ _ _ _ _ __ _ _ _ _ __ _ _ _ _ _ _ __ _ _ _ __ _ _ _ _ _ _ __ _ _ _ _ _

DO YOU WANT TO SHIFT TO ANY OTHER BRAND:


>YES
>NO
>MAY BE

USEFUL COMMENTS: _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ __ _ _ _

_ _ _ _ _ _ _ __ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

_ _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _ _

THANKS A LOT

SONU AGARWAL

Bibliography

Book Refrence
• Research Methodology by C.R.Kothari
• Marketing Management by Ramaswami &
Namakumari

Internet
• www.jklaxmi.com
• www.google.com

Journals
• JK Corp monthly journal
• Business today

To whom so ever it may concern

This is to certify that Mr. Palak Shah has undergone summer training for 45
days i.e. 15.5.2010 to 30.6.2010 in our esteem organization and his topic was
brand loyalty and customer behavior of JK Lakshmi Cement at Jaipur.
He had been sincere and dedicated to the project assigned to him and we wish
him good luck for his future.

For JK Lakshmi Cement Ltd.

I.M.TIWARI
Dy. General Manager(Mktg.)

Regd. Office :: Jaykaypuram Distt. Sirohi,(Rajasthan) Phone : 02971-


244409/10.Fax : 244501.