A STUDY ON ADVERTISING & SALES PROMOTION

ACTIVITIES ADOPTED BY DECCAN CEMENTS LTD

Deccan Cements Limited

Bhavanipuram, Janpahad P.O.
Nalgonda District - 508218
Telangana, India
Tel: 08683 2295 03/04/05/07
Fax: 08683 2295 02
 TABLE OF CONTENTS

CHAPTER TITLE
1 INTRODUCTION
2 INDUSTRY PROFILE & COMPANY
PROFILE
3 REVIEW OF LITERATURE
4 RESEARCH METHODOLOGY
NEED OF THE STUDY
OBJECTIVE OF THE STUDY
SCOPE OF THE STUDY
LIMITATIONS OF THE STUDY
RESEARCH DESIGN
5 DATA ANALYSIS &
INTERPRETATIOIN
6 FINDINGS, SUGGESTIONS &
CONCLUSION
7 BIBLIOGRAPHY & ANNUXURE
 CHAPTER-1
INTRODUCTION

INTRODUCTION:
Marketing is a social and managerial process by which individuals and groups obtain what they

need and want, through creating, offering and exchanging products of value with others.

- Philip Kotler.

Marketing includes all those activities having to do with effecting changes in the ownership and

possession of goods and services. It is that part of economics which deals with the creation of

time, place and possession utilities and that phase of business activity through which human

wants are satisfied, by the exchange of goods and services for some valuable consideration.

- American Marketing Association.

Marketing is the process of discovering and translating consumer wants into product and service

specifications and then in turn helping to make it possible for more and more of consumers to

enjoy more and more of these products and services.

Marketing consists of analyzing marketing opportunities, researching and selecting target

markets, designing marketing strategies, planning marketing programs and organizing,

implementing and controlling marketing effort.

Companies have to identify long and short term marketing opportunities and research the

selected market by measuring and forecasting attractiveness of the given market. Having selected

the market, the companies need to develop a differentiating and positioning strategy for the target

market. The marketing strategy must be transformed into marketing programs by deciding on
marketing expenditures and the marketing mix. The final step is organizing the marketing

resources and implementing and controlling the marketing plan.

It has been wrongly assumed that the advertising function is of recent origin. Evidences
suggest that the Romans practiced advertising; but the earliest indication of its use in this country
dates back to the middle Ages, when the use of the surname indicated a mans occupation. The
next stage in the evolution of advertising was the use of signs as a visual expression of the
tradesmans function and a means of locating the source of goods. This method is still in
common use. The seller in primitive times relied upon his loud voice to attract attention and
inform consumers of the availability of his services. If there were many competitors, he relied
upon his own personal magnetism to attract attention to his merchandise. Often it became
necessary for him to resort to persuasion to pinpoint the advantages of his products. Thus, the
seller was doing the complete promotion job himself.
Development of retail stores, made the traders to be more concerned about attracting
business. Informing customers of the availability of supplies was highly important. Some types
of outside promotion were necessary. Signs on stores and in prominent places around the and
notices in printed matters were sometimes used.
When customers were finally attracted to the store and satisfied with the service at least
once, they were still subjected to competitive influences; therefore, the merchants signs and
advertisements reminded customers of the continuing availability of his services. Sometimes
traders would talk to present and former customers in the streets, or join social organizations in
order to have continuing contacts with present and potential customers.

As the markets grew larger and the number of customers increased, the importance of
attracting them also grew. Increasing reliance was placed on advertising methods of informing

about the availability of the products. These advertising methods were more economical
in reaching large numbers of consumers. While these advertising methods were useful for
informing and reminding and reminding, they could not do the whole promotional job. They
were used only to reach each consumer personally. The merchant still used personal persuasion
once the customers were attracted to his store.
The invention of hand press increased the potentialities of advertising. By Shakespeares
times, posters had made their appearance, and assumed the function of fostering demand for
existing products. Another important event was the emergence of the pamphlet as an advertising
medium. The early examples of these pamphlets disclose their sponsorship by companies want to
generate goodwill for their activities. The low cost of posters and handbills encouraged a number
of publishers to experiment with other methods.
 CHAPTER-2
INDUSTRY PROFILE & COMPANY PROFILE

INTRODUCTION OF CEMENT
 The word CEMENT is a binder, a substance which sets & hardens independently,
& can bind other materials together. The word cement is derived from the Roman language
opus caementicium to describe masonry which resembled concrete & was made from crushed
rock with burnt lime as binder. Later it referred to as; cementum, cimentum, cament & cement.

Cement is a chemical compound existing of lime stone or chalk, clay, sand, &
gypsum to form the end product we know as cement. Cement used in construction are
characterized as hydraulic & non hydraulic cement. Cement is mainly used in the production
of mortar & concrete- the bonding of natural or artificial aggregates to form a strong building
material which is durable in the face of normal environmental effects. Cement should not be
confused with concrete as the term cement explicitly refers to the dry powder substance. Upon
the addition of water & or additives the cement mixture is referred to as concrete, especially if
aggregates have been added.

It is uncertain where it was first discovered the hydrate & non hydraulic cement, but
concrete made from such mixtures was first used on a large scale by Roman Engineers. In the
18th century a big effort started in Europe to understand why some limes possess hydraulic
properties. John smeaton often referred to as Father of Civil Engineering in England
concentrated his work in this field. James parker in the 1780s, founded the Natural cement
made by burning septaria. The invention of port land cement is generally credited to Joseph
Aspedin an English bricklayer in 1824.

In 1838 a young chemical Engineer Isac Johnson burned the cement raw
material at high temperature until the mass was nearly vertified producing the modern Portland
cement. The German chemist Wilhelm michaelis proposed the establishment of cement
standards in 1875. the use of concrete in construction grew rapidly from 1850 onwards, & was
soon the dominant use for cements. Thus Portland cement began its predominant role.
Types of cement:
1) Portland cement
2) Portland cement blends
 Portland blast furnace cement
Portland fly ash cement
Portland pozzolan cement
Portland silica fume cement
Masonry cements
Expansive cements
White blended cements
Colored cements
Very finely ground cements
3) Non Portland hydraulic cements
Pozzolan-lime cements
Slag-lime cements
Super sulfated cements
Calcium aluminate cement
Calcium sulfo aluminate cement
Natural cement

Indian Cement industry

The cement industry is experiencing a boom on account of the overall growth of the
Indian economy primarily because of increased industrial activity, flourishing real estate
business, growing construction activity, & expanding investment in the infrastructure sector. The
performance of the industry, under different policy regimes, truly establishes that decontrol of the
industry & liberalization of the economy has led to remarkable improvement in the indicators
such as installed capa, capautilization, per capita consumption & exports.
.
Cement is an essential component of infrastructure development & most
important input of construction industry, particularly in the governments
infrastructure & housing programs, which are necessary for the countrys socioeconomic growth
& development. It is also the second most consumed material on the planet. The Indian cement
industry is the second largest producer of cement in the world just behind China, but ahead of the
United States & Japan. It is consented to be a core sector accounting for approximately 1.3% of
GDP & employing over 0.14 million people. Also the industry is a significant contributor to the
revenue collected by both the central & state governments through excise & sales taxes.

The Beginning of Indian Cement Industry

The attempt to produce cement in India dates back to 1889 when a Calcutta firm
attempted to produce cement from Argillaceous (kankar). In 1914 the first commissioned
cement-manufacturing unit in India was set up by India Cement Company Limited at Porbandar,
Gujarat, with an installed capa of 10,000 tonnes & production of 1000 tonnes. Subsequently two
plants; one at Katni (M.P.) & another at Lakheri (Rajasthan) were set up.

The problem of supply outstripping demand was significant in early period of the industry.
This was followed by a price war between the producers where they resorted to cutting down of
prices & selling at below production cost.

It was then when the government of India intervened into the market &
referred the cement industry to the Tariff Board. All these events resulted in formation of Indian
Cement Manufacturers Association in 1925 whose main function was to regulate prices in the
industry. In 1927, Concrete Association of India was formed whose two main objectives were to
educate public about the use of cement & to play an active role in popularizing Indian cement.
The next step in the direction of rescuing cement industry was the formation of Cement
Marketing Company of India Limited in 1930 to promote & control the sale & distribution of
cement at regulated prices.

In 1936, eleven companies, except Sone Valley Portland Cement Company Limited,
merged to form Associated Cement Company Limited (ACC). In 1937, Dalmiya Jain Group set
up five factories with installed capa of 575000 tonnes & ACC added four more plants.

The price & distribution control system on cement, implemented in 1956,

aimed at ensuring fair prices to producers & consumers all over the country, thus reducing
regional imbalances, & at reaching self-sufficiency within a short time period (Schumacher &
Sathaye 1999). In spite of the fact that government exercised no control over the Indian cement
industry all through the Third Five Year Plan (1961-1967), growth was low due to inadequate
retention price & lack of adequate financial resources to the existing companies

Control Period (1969-1982)

The Indian cement sector had been under strict government control for almost the whole
of the period. During this period, many companies & their plants started off but still growth was
not seen at the desired rate. In 1977, higher prices were allowed for cement produced by new
plants or major expansions of existing plants. Due to maintained slow development, the uniform
price imposed by the government, was substituted by a three-tier price system in 1979. Different
prices were assigned to cement produced in low, medium & high cost plants.

Thus, controlled price did not reflect the true economic cost, & profit margins reduced
increasingly, preventing essential investments in capa & production expansion. A permit system
introduced by 14 states & union territories in the period comprised direct control over public
distribution of cement to ensure fair supplies to priority sectors. However, the system resulted in
artificial shortages, extensive black marketing & corruption in the civil supply departments of the
government.

The system of price control was accompanied by a policy of freight pooling. The price
control fixed a uniform price according to estimated production costs at which cement was
required to be sold all over the country. This freight pooling system promoted equal industrial
development all over the country. It supported regional dispersion.

Partial Decontrol (1982-1989)

On account of the above-mentioned difficulties in the cement industry the government
of India introduced a system of partial decontrol in 1982. A levy quota of 66.60 % for sales to
government & small house builders was imposed on existing units while for new & sick units a
lower quota at 50% was established. The balance of 33.40% could be sold in the free open
market to general consumers. A ceiling price was set for sales in the open market in order to
protect consumers from unreasonably high pricing of cement. Under the system of partial
decontrol, freight pooling no longer covered non-levy cement. Furthermore, specific mini units
were completely freed from price & distribution controls. Although overall profitability
increased substantially immediately after the introduction of partial decontrol, profits obtained
through non-levy sales decreased with greater availability of cement in the market &
continuously rising input costs.

To sustain an accelerating course, the government subsequently introduced changes in

levy obligations & retention prices regularly. As a result, in 1988 the levy quota was as low as
30% for units established before 1982 & the retention price had increased substantially. In 1987,
the Cement Manufacturers Association & the government decided that there was no further
necessity for a maximum price ceiling.

Total Decontrol (1989 onwards)

Finally in 1989, the cement industry was considered to be prepared for free
market competition, & all price & distribution controls on sale of cement were
withdrawn. The system of freight pooling was abandoned & a subsidy scheme to ensure
availability of cement at reasonable prices in remote & hilly regions of the country was worked
out. The industry was then de-licensed in July 1991 under the policy of economic liberalization.
By removing all controls on the cement sector the government hoped to accelerate growth &
induce further modernization & expansion investments. It was after this decontrol that the Indian
cement industry moved towards globalization, with increasing emphasis on the exports. The
expansion of the industry was evident after the decontrol where capa as well as production
increased many fold. Growth was seen from 91 plants and 43 million tonnes of production in
1989-90 boosting to 132 plants & 161.66 million tonnes production in 2006-07 (CMA 2007).
Total capa utilization for the industry has also increased from 78% to 91% during the same
period.

Hence, the history of the Indian cement industry indicates the role of
government played in influencing the twists & turns in the industry. It might be
noted that government interventions have been a mix of fiscal instruments & direct control on
production, pricing & distribution on the one hand & technological intervention through
government promoted research institutions on the other hand.

ACGR of Primary Performance Indicators (%)

Total Period Control Period Decontrol Period
(1970-71 to 2006- (1970-71 to 1987-88) (1988-89 to 2006-
Indicators
07) 07)
Installed Capa 7.28 7.47 7.09
Production 7.39 6.69 8.09
Capa Utilization 0.10 -0.73 0.93
Exports 13.10 -5.52 35.38
Per Capita Consumption 5.15 1.11 9.35

Trend in Primary Performance Indicators of the Indian Cement Industry

Year Installed Production Capa Export Per Capita
Capa (Million tonne) Utilization(%) (Lakh tonne) Consumption
(Million tonne) (Kg.)
1995-96 97.25 69.57 71.54 15.70 72
1996-97 105.25 76.22 72.42 19.70 78
1997-98 109.30 83.16 76.08 26.80 82
1998-99 118.97 87.91 73.89 20.60 85
1999-00 119.10 100.45 84.34 19.50 97
2000-01 130.40 97.61 74.85 31.50 99
2001-02 146.13 108.40 74.18 33.80 97
2002-03 151.17 116.35 76.97 34.70 106
2003-04 157.48 123.50 78.42 33.63 110
2004-05 164.69 133.57 81.10 40.71 115
2005-06 160.24 141.81 88.50 60.07 125
2006-07 165.22 155.31 94.00 58.70 136
Regional Concentration
Cement, being a bulk commodity, is freight intensive & transporting cement over long
distances can prove to be uneconomical. This has resulted in cement being largely a regional
play with the industry divided into five main regions, viz., North, South, West, East & the
Central region. Until 1999-2000, Indian was divided in only four regions; centre came up only
after that. Punjab, Rajasthan, Haryana & Himachal Pradesh fall in northern region whereas
Bihar, Jharkhand, Orrisa, West Bengal & Chattisgarh are in eastern region. The west
comprises of Gujrat & Maharashta & the central region has Uttar Pradesh & MP, thus leaving
AP, Tamil Nadu, Kerala & Karnataka for southern region.

Region wise Capa of Cement in India

Year North East West South Center Total %
2000-01 18.58 17.54 18.59 29.19 16.11 100.00
2001-02 18.68 15.63 16.55 33.58 15.55 100.00
2002-03 18.20 16.06 18.08 32.48 15.17 100.00
2003-04 18.10 15.28 20.00 31.70 14.93 100.00
2004-05 18.00 14.95 19.13 31.64 16.28 100.00
2005-06 20.92 14.14 17.58 31.65 15.71 100.00
2006-07 20.62 14.18 17.54 32.22 15.44 100.00

Globalization of Indian cement Industry

The cement industry is witnessing a number of multinationals entering the market &
mergers and acquisitions in domestic market itself, bringing smaller
players under the umbrella of larger companies, & larger companies coming under the umbrella
of global players.

The booming demand for cement, both in India & abroad, has attracted
global majors to India. In 2005-06, four of the top-5 cement companies in the world entered
India through mergers, acquisitions, joint ventures or greenfield

projects. The consolidation witnessed in the industry in recent times has resulted in two crucial
domestic deals. First being the de-merger of L&Ts cement (renamed as Ultratech Cement Ltd.)
division & its acquisition by Grasim. The other consolidation effort was seen when Gujarat
Ambuja acquired 14.4% stake in ACC in 2000 (India Infoline 2003). Following this Holcim took
a big stake in ACC in the year 2005. Thus, the top two groups in the industry, Aditya Birla Group
(Grasim & Ultratech Cements Ltd. combine) & Holcim Group (Ambuja Cements Ltd. - ACC
Ltd. combine) now control more than 45 % of total capa in the country.

Top Cement Industries

Ambuja Cements Ltd
Grasim Industries Ltd
A C C Ltd
Ultratech Cement Ltd
India Cements Ltd
Prism Cement Ltd
Madras Cements Ltd
Birla Corporation Ltd
DECCAN CEMENTS (Bharat) Ltd
Shree Cement Ltd
J K Cement Ltd
DECCAN CEMENTS Corpn. Ltd.
Century Textiles & Inds. Ltd
Sanghi Industries Ltd.
J K Lakshmi Cement Ltd.
Binani Cement Ltd
O C L India Ltd.
News about Cement industry of India

The 207.81-million tonne cement industry in the country has witnessed good growth,
despite a tumultuous financial year across most industry verticals. Cement consumption in the
current year grew by 8%, compared to 9% last year. Industry experts say that given the current
economic scenario, this growth is good.

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

The first half of the current year was bad, owing to the export ban & high cost of
production, including a dip in prices. But it improved since from last November; it is expected to
continue into the first quarter of the next financial year as well, Cement manufacturers expect
the industry to grow at 8% in the next financial year. Cement dispatches during the past four
consecutive months have seen a healthy growth; it increased 11% year on year (y-o-y) in
November, 12% y-o-y in December, 8.26% in January and 8.73% in February respectively.

According to the Cement Manufacturers Association, growth in cement consumption during

April 08 to February 09 was highest in the eastern region, at about 11%. This was followed by
the southern & central regions, where consumption grew by 10% each. The western & northern
region witnessed 6% & 4% growth, respectively.

Meanwhile, the April 08 to February 09 period saw a 9.51 million tonne increase in cement
capacities across the country, against 7.89 million tonne in the same period last year. With
demand increasing across the country, cement prices are also firming up.

This shows that despite of recession there is a growth in the cement industries in India.
Where infrastructure is in boom.
COMPANY PROFILE:

DCL was promoted and incorporated as a Public Limited Company in the year 1979 by a
technocrat entrepreneur Mr. M B Raju, who is also its current Executive Chairman. Mr. Raju,
who carries with him more than four decades of rich and valuable experience in the cement
industry, is an eminent, popular and highly revered personality in the cement circle. He has been
the pivot and main driving force behind the steady and successful growth of DCL over the years.

The cement plant which commenced commercial production in 1982, is located at Bhavanipuram
in Nalgonda District of Telangana, at around 165 kms from Hyderabad. The plant manufactures a
 wide variety of cements, including specialty cements for certain special applications, conforming
to BIS, British and ASTM standards, as per requirements. The regular grades of cement
manufactured include OPC 43, OPC 53, PPC and PSC. Specialty cements produced include S53
for railway applications, SRC (Sulphate Resistant Cement), Low Heat Cement, Low Alkali
Cement etc.

DCL has a very strong network of more than 1000 cement dealers and consignment agents
spread through out the length and breadth of Andhra Pradesh and Telangana and also, in the other
southern states of Tamilnadu, Karnataka and Kerala as well as the neighbouring states namely
Maharashtra, Madhya Pradesh, Chattisgarh and Odisha. The company's marketing strength is
derived mainly from its wide retail network having a strong presence in the rural market.

VISION:
To be an excellent 'role model' Corporate House known for its strong edifice of values and ethics
and, recognized for its high quality products / services; operational efficiency; people orientation;
customer focus; fulfillment of stakeholders' interests; and, discharge of corporate responsibilities.

MISSION:
To strive for excellence and attain leadership positions in all areas of its business
To build a reputation as a group with a strong edifice of values and ethics
To aim for sustained growth through optimum use of technological and intellectual
resources
 To deliver consistently high quality product(s) to the customers in the most efficient and
environmentally friendly manner.
To maximize value for all stakeholders
To set an example as a concerned corporate citizen by contributing to the community and
protecting the environment.

OUR ACHIEVEMENTS:

First to produce 'specialty' cements through 'in-house' development of technology

 First 'mini hydel' power project in A.P.
First to set up a 'wind power generation unit' in the private sector in Andhra Pradesh
First private sector recipient in India of equity participation from the Asian Development
Bank, Manila
Enviable track record of uninterrupted and attractive dividend payouts to shareholders
since the very first year of operation

AWARDS & RECOGNITIONS:

Mr. M B Raju is the recipient of the 'Best Entrepreneur for the Year' award presented
by the HyderabadManagement Association for the year 1991
Award for 'Corporate Initiatives in the field of Industrial Relations' from All India
Organisation of Employers,New Delhi in the year 1995-96
Award for 'Best effort on Environmental improvement in Industries located in the
State' received from the"Federation of Andhra Pradesh Chamber of Commerce & Industry" in
the year 1996-97.

ADDRESSES:
Head Office:
Deccan Cements Limited
Deccan Chambers
6-3-666/B, Somajiguda
Hyderabad 500082
Telangana, India
Tel: 040 2331 0168/ 0552/ 0555
Fax: 040 2331 8366
e -mail: info@deccancements.com

Cement Plant:
Deccan Cements Limited
Bhavanipuram, Janpahad P.O.
Nalgonda District 508218
Telangana, India
Tel: 08683 2295 03/04/05/07
Fax: 08683 2295 02
 CHAPTER- 3
RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Research Design:

Descriptive research design is used in the study

Data Source:

Primary Data

Secondary Data

Research Approach:

Survey Method

Field Study:

Personal Interview

SAMPLING

Sampling Method:

Stratified Random Sampling

Sampling Element:

Each individual Engineers, Contractors, Dealers & Masons

Sampling Unit:

Engineers, Dealers, Contractors & Masons

Sample Size:

100

OBJECTIVES OF THE STUDY

1 To identify the Advertisement & Sales promotion activities adopted by the DECCAN
CEMENTS & Infra Ltd

2 To know the brand awareness level of DECCAN CEMENTS

3 To know the effectiveness of Advertisement on customers

4 To know the rivals Advertisement & Sales promotion strategies

5 The factors that influencing customers to purchase the cement

Purpose Of The Study

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

The Study will help us to know the effectiveness of advertisement & sales promotion
activities on the customers
 The study will help the company to set strategies for the BHAVANIPURAM &
emphasize on their weaknesses & threats

To know the rivals Advertising & Sales promotion strategies

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

It reveals the factors that influence customers to purchase the cement

Scope Of The Study

In todays scenario Infrastructure is in boom, so there is lot of construction works takes

place in a broad way. For that the main raw material is cement. But there are many players &
huge competition in cement industries. So it is very important to set a competitive strategies to
beat the competitors, where Marketing plays a vital role. So it is essential to study the
effectiveness of Advertising & Sales promotion activities & to adopt the same to increase the
Sales & beat the competitors.

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

Limitations Of The Study

The research study is confined only to BHAVANIPURAM

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

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

DATA COLLECTION METHOD

Primary Data:
 Questionnaire & personal interview

Secondary Data:

Company report, Broacher & from Internet

Measurement Technique:

Questionnaire

Analytical Technique:

By using SPSS software

 CHAPTER-5
DATA ANALYSIS & INTERPRETATION

DATA ANALYSIS & INTERPRETATION

1. Brand of cement preferred by customers

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

Analysis & Interpretation:

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

2. Parameters used to purchase Competitors brand cement

Frequency Percent
Contents
Quality 80 80.0
 Reasonable Price 7 7.0
Discounts / Offers 3 3.0
Easily available 10 10.0
Total 100 100.0

Analysis & Interpretation:

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

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

Frequency Percent
Contents
Yes 96 96.0
No 4 4.0
Total 100 100.0
Analysis & Interpretation:

96% of the respondents says that they get some Extra Benefit from Competitors brand on
bulk purchase, & only 4% of the respondents wont get the Extra Benefits from the Competitors
brand on bulk purchase. It is interpreted that the 96% of the customers seek Extra benefits &
only4% of the customers dont seek any Extra benefit.

4. Extra Benefits received from Competitors brand.

Frequency Percent
Contents
Not received 4 4.0
 Dicount /Offers 58 58.0
Incentives 4 4.0
Trade allowance 7 7.0
Price offs 27 27.0
Total 100 100.0

Analysis & Interpretation:

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

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

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

Analysis & Interpretation:

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

6. Sources from which competitors brand comes to know

Frequency Percent
Contents
Advertisement 80 80.0
Sales person 17 17.0
 Friends/Relatives 3 3.0
Total 100 100.0

Analysis & Interpretation:

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

7. From which Advertisement competitors brand comes to know

Frequency Percent
Contents
Other source 20 20.0
TV Ads 48 48.0
 Wall Paintings 24 24.0
Newspaper/Magazines 8 8.0
Total 100 100.0

Analysis & Interpretation:

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

8. Competitors brand comes to know from which Tv ads

Frequency Percent
Contents
Other source 52 52.0
E tv kannada 1 1.0
Udaya tv 3 3.0
 Star tv 28 28.0
Chandana tv 16 16.0
Total 100 100.0

Analysis & Interpretation:

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

9. From Which Newspaper competitors brand will be known?

Frequency Percent
Contents
Other source 92 92.0
Vijay Karnataka 2 2.0
Prajavani 2 2.0
Times of India 2 2.0
Deccan Herald 2 2.0
Total 100 100.0
Analysis & Interpretation:

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

10. Awareness of DECCAN CEMENTS brand

Frequency Percent
Contents
Yes 54 54.0
No 46 46.0
Total 100 100.0
Analysis & Interpretation:

54% of the respondents are Aware about the DECCAN CEMENTS brand & 46% of them
are not Aware about the DECCAN CEMENTS. This shows that many of them are not aware
about the DECCAN CEMENTS brand. It is interpreted as 54% of the respondents are aware
about th DECCAN CEMENTS brand & 46% of them dont know about the DECCAN
CEMENTS brand.

11. Through which source you come to know about DECCAN CEMENTS

Frequency Percent
Contents
Not use 46 46.0
Advertisement 20 20.0
Sales person 16 16.0
Friends/relatives 18 18.0
 Total 100 100.0

Analysis & Interpretation:

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

12. Advertisement through which you come to know about DECCAN CEMENTS

Frequency Percent
Contents
Not use 81 81.0
Wall paintings 15 15.0
Newspapers/magazines 3 3.0
Trade shows 1 1.0
Total 100 100.0
Analysis & Interpretation:

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

13. Rate the DECCAN CEMENTS brand

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

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

14. Factors influenced to purchase DECCAN CEMENTS brand

Frequency Percent
Contents
Not use 62 62.0
Quality 15 15.0
Price 17 17.0
Easily available 6 6.0
Total 100 100.0
Analysis & Interpretation:

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

15. Advertisement by which DECCAN CEMENTS come to known

Frequency Percent
Contents
Other source 80 80.0
Wall paintings 16 16.0
Newspapers/magazines 3 3.0
Trade shows 1 1.0
Total 100 100.0
Analysis & Interpretation:

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

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

Frequency Percent
Contents
Strongly agree 40 40.0
Agree 46 46.0
Disagree 9 9.0
Neither agree nor disagree 5 5.0
Total 100 100.0
Analysis & Interpretation:

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

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

Contents Very Good Good Average Bad Very bad

DECCAN
CEMENTS 0 6 10 26 58
Vijay shakti 0 6 8 79 7
BHAVANIPURAM
Shakti 0 7 17 15 61
Lokapur cement 0 21 9 57 13
ACC cement 11 35 49 5 0
Ultratech cement 21 40 32 7 0
Analysis & Interpretation:
(The study is restricted only to DECCAN CEMENTS, BHAVANIPURAM shakti, Lokapur
cement & Vijay shakti )
6% of the respondents says that Hoardings of DECCAN CEMENTS are Good, 10% says
that it is Average, 26% says that it is Bad & 58% says that it is Very bad. 7% of the respondents
says that Hoardings of Vijay shakti is Good, 8% says it is Average, says it is Bad & 7% of
them says it is Very bad. 7% of the respondents says that Hoardings of BHAVANIPURAM
shakti is Good, 17% of them says it is Average, 15% says it is Bad & 61% says it is Very bad.
21% of the respondents says that Hoardings of Lokapur cement is Good, 9% says it is Average,
57% says it is Bad & 13% says it is Very bad. This shows that the hoardings of the DECCAN
CEMENTS in BHAVANIPURAM is very bad, then comes vijay shakti, after that
BHAVANIPURAM shakti & at last Lokapur cement through this graph.

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

Contents Very Good Good Average Bad Very bad

DECCAN
CEMENTS 0 0 0 33 67
Vijay shakti 0 0 0 29 71
BHAVANIPURAM
Shakti 0 0 0 33 67
Lokapur cement 0 0 0 19 81
ACC cement 27 40 30 3 0
Ultratech cement 52 43 5 0 0
Analysis & Interpretation:
(The study is restricted only to DECCAN CEMENTS, BHAVANIPURAM shakti, Lokapur
cement & Vijay shakti )
33% of the respondents says that Tv ads of DECCAN CEMENTS are Bad & 67% of
them says that it is Very bad. 29% of the respondents says that Tv ads of Vijay shakti are Bad
& 71% of them says it is Very bad. 33% of the respondents says that Tv ads of
BHAVANIPURAM shakti are Bad & 67% of them says that it is Very bad. 33% of the
respondents says that Tv ads of Lokapur cement are Bad & 67% of them says it is Very bad.
This shows that Tv ads of the DECCAN CEMENTS is very bad, then comes vijay shakti ,
BHAVANIPURAM shakti & last Lokapur cement.

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

Contents Very Good Good Average Bad Very bad

DECCAN
CEMENTS 0 4 67 29 0
Vijay shakti 0 0 0 17 83
BHAVANIPURAM
Shakti 0 0 9 84 7
Lokapur cement 0 0 11 17 72
ACC cement 17 67 11 5 0
Ultratech cement 17 37 44 2 0
Analysis & Interpretation:
(The study is restricted only to DECCAN CEMENTS, BHAVANIPURAM shakti, Lokapur
cement & Vijay shakti )
4% of the respondents says that Newspaper/Magazine of DECCAN CEMENTS is Good,
67% of them says it is Average & 29% of them says it is Bad. 17% of the respondents says that
Newspaper/Magazine of jay shakti is Bad & 83% of the respondents says that it is Very bad.
9% of the respondents says that Newspaper/Magazine of BHAVANIPURAM shakti is
Average, 84% of them says it is Bad & 7% of them says it is Very bad. 11% of the respondents
says that Newspaper/Magazine of Lokapur cement is Average, 17% of them says it is Bad &
72% of them says it is Very bad. It is interpreted that DECCAN CEMENTS Ranks first in
Newspaper/Magazine ads then comes, BHAVANIPURAM shakti, vijay shakti & lokapur
cement.

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

Contents Very Good Good Average Bad Very bad

DECCAN
CEMENTS 0 6 43 51 0
Vijay shakti 0 0 0 15 85
BHAVANIPURAM
Shakti 37 59 4 0 0
Lokapur cement 0 47 31 22 0
ACC cement 11 17 59 9 4
Ultratech cement 30 41 29 0 0
Analysis & Interpretation:
(The study is restricted only to DECCAN CEMENTS, BHAVANIPURAM shakti, Lokapur
cement & Vijay shakti)
6% of the respondents says that Wall paintngs of DECCAN CEMENTS are Good, 43%
of them says it is Average & 51% of them says it is Bad. 15% of the respondents says that Wall
paintngs of Vijay shakti is Bad & 85% of them says it is Very bad. 37% of the respondents says
that Wall paintngs of BHAVANIPURAM shakti is Very good, 59% of them says it is Good &
4% of them says it is Average. 47% of the respondents says Wall paintngs of lokapur cement is
Good, 31% of them says it is Average & 22% of them says it is Bad. This shows that Wall
paintings of BHAVANIPURAM cement ranks first as compared to their competitors Lokapur
Cement come next, then DECCAN CEMENTS & at last Vijay shakti .

17.(e) Rate the brands on the basis of their Advertisements-Trade Shows?

Contents Very Good Good Average Bad Very bad

DECCAN
CEMENTS 0 4 16 57 23
Vijay shakti 0 0 0 18 82
BHAVANIPURAM
Shakti 0 7 19 68 6
Lokapur cement 0 0 39 47 24
ACC cement 7 15 65 13 0
Ultratech cement 11 21 53 15 0
Analysis & Interpretation:
(The study is restricted only to DECCAN CEMENTS, BHAVANIPURAM shakti, Lokapur
cement & Vijay shakti)
4% of the respondents says that Trade shows of DECCAN CEMENTS are Good, 16% of
them says it is Average, 57% of them says it is Bad & 23% of them says it is Very bad. 18% of
the respondents says that Trade shows of vijay shakti are Bad & 82% of them says it is Very
bad. 7% of the respondents says that Trade shows of BHAVANIPURAM shakti is Good, 19%
of them says it is Average, 68% of them says it is Bad & 6% of them says it is Very bad. 39% of
the respondents says that Trade shows of Lokapur cement is Average, 47% of them says it is
Bad & 24% of them says it is Very bad. So it is clear that BHAVANIPURAM shakti is having
good Trade shows then comes DECCAN CEMENTS, then Lokapur cement & last Vijay
shakti.

18. Any offers or extra benefits seek from DECCAN CEMENTS on bulk purchases

Frequency Percent
Contents
Not use 46 46
Yes 51 50
No 3 3
Total 100 100
Analysis & Interpretation:

51% of the respondents seek Offers & Extra benefits from DECCAN CEMENTS on bulk
purchase & 3% of them says no. 46% of them wont purchase DECCAN CEMENTS. So it is
clear that 51% of the respondents seek offers & Extra benefits from DECCAN CEMENTS &
only 3% of them wont seek any offers & extra benefits from DECCAN CEMENTS.

19. Offers & Extra benefits received from DECCAN CEMENTS

Frequency Percent
Contents
Not use 46 46
Discount/offers 46 46
Incentives 6 6
Buying allowances 2 2.0
Total 100 100.0
Analysis & Interpretation:

46% of the respondents says they receives Discounts/Offers from DECCAN CEMENTS on
bulk purchase, 6% of them says Incentives & 2% of them says Buying allowances. This shows
that 46% of the respondents receive Discounts/offers as extra benefit from DECCAN CEMENTS
& 6% of they seek Incentives & 2% of them receives Buying allowance from DECCAN
CEMENTS on bulk purchase as a Extra benefit.

20. Are you satisfied with the offers & schemes provided by the DECCAN CEMENTS?

Frequency Percent
Contents
Not use 46 46
Yes 50 50
No 4 4
Total 100 100.0
Analysis & Interpretation:

50% of them says they are satisfied with the offers & schemes provided to them by
DECCAN CEMENTS & 4% of them says that they are not satisfied with it. So it is clear that
majority of them are satisfied. 50% of them says that they are satisfied with the offers & schemes
provided by the DECCAN CEMENTS & only 4% of them says they are not satisfied with the
offers & schemes provided by the DECCAN CEMENTS.

22. Role of Advertising & Sales promotion activities in cement industry

Frequency Percent
Contents
Extremely important 58 52
Important 42 42
Total 100 100.0
Analysis & Interpretation:

58% of the respondents says that Advertising & Sales promotion activities are Extremely
important & 42% of them says that it is important. This shows that 58% of the respondents says
that Advertising & Sales promotion activities are Extremely important in cement industry & 42%
of the respondents also saying that it is important.
 CHAPTER-6
FINDINGS, SUGGESTIONS & CONCLUSION
 FINDINGS

I found from secondary data that Trade shows, Trade allowances & Contents &
Incentives & Wall paintings & Print Media these are Advertisement & sales
promotion Activities adopted by DECCAN CEMENTS

48% of the respondents use Ultratech cement, 25% of them use ACC cement & 4% of
them use DECCAN CEMENTS

It is found that 80%, 10% & 7% of the respondents look after Quality, Easily availability
& Reasonable Price while purchasing competitors brand cement. & While purchasing
DECCAN CEMENTS 17% of the respondents are influenced by Price, 15% from Quality
& 6% from Easily Available

96% of the respondents get some Extra Benefit from competitors brand on bulk purchase.
Even I found that 51% of the respondents also seek Extra benefits from DECCAN
CEMENTS on bulk purchase

It is found that 58% of the respondents seek Discounts/offers from the competitors brand,
& 27% of the respondents seeks Price offs. Even I found that 46% of the respondents also
receives Discounts/Offers from DECCAN CEMENTS

96% of the respondents are satisfied with the schemes & offers provided by the
competitors brand to the respondents. & 50% of the respondents are also satisfied with
the offers & schemes provided by DECCAN CEMENTS
 It is found that 80% of the respondents are come to know about the competitors brand
through the sources of Advertisement,17% through Sales person. & also 20% of the
respondents come to know about the DECCAN CEMENTS brand through advertisement,
&16% from Sales person

48% of the respondents come to know about the competitors brand through
Advertisements mainly from Tv ads, 24% of them come to know about the particular
brand through Wall Paintings. Even 15% of the respondents came to know about the
DECCAN CEMENTS brand through Wall Paintings

28% of the respondents come to know about the competitors brand from the following
Tv ads Star Tv, 16% from Chandana Tv, 3% from Udaya Tv & 1% from ETv Kannada.

Among Newspaper & magazine 2% of the respondents come to know about the
competitors brand from Vijay Karnataka, 2% from Prajavani, 2% from Times of India &
2% from Deccan Herald

54% of the respondents are Aware of the DECCAN CEMENTS brand & 46% of them are
not Aware of the DECCAN CEMENTS

34% of the respondents says that DECCAN CEMENTS brand is Good & 20% of them
says it is Average

46% of the respondents Agree with the opinion that Advertising plays a very vital role in
purchasing competitors brand cement, 40% of them Strongly Agree with this opinion.

It is found that 6% of the respondents says that Hoardings of DECCAN CEMENTS are
Good, 10% says that it is Average, 7% of the respondents says that Hoardings of Vijay
shakti is Good, 8% says it is Average. 7% of the respondents says that Hoardings of
 BHAVANIPURAM shakti is Good, 17% of them says it is Average, 21% of the
respondents says that Hoardings of Lokapur cement is Good, 9% says it is Average

33% of the respondents says that Tv ads of DECCAN CEMENTS are Bad, 29% of the
respondents says that Tv ads of Vijay shakti are Bad, 33% of the respondents says that
Tv ads of BHAVANIPURAM shakti are Bad, 33% of the respondents says that Tv
ads of Lokapur cement are Bad

4% of the respondents says that Newspaper/Magazine of DECCAN CEMENTS is

Good, 67% of them says it is Average, 17% of the respondents says that
Newspaper/Magazine of Vijay shakti is Bad, 9% of the respondents says that
Newspaper/Magazine of BHAVANIPURAM shakti is Average, 11% of the
respondents says that Newspaper/Magazine of Lokapur cement is Average

6% of the respondents says that Wall paintngs of DECCAN CEMENTS are Good, 43%
of them says it is Average, 15% of the respondents says that Wall paintngs of Vijay
shakti is Bad, 37% of the respondents says that Wall paintngs of BHAVANIPURAM
shakti is Very good, 59% of them says it is Good, 47% of the respondents says Wall
paintngs of lokapur cement is Good, 31% of them says it is Average

4% of the respondents says that Trade shows of DECCAN CEMENTS are Good, 16%
of them says it is Average, 18% of the respondents says that Trade shows of vijay
shakti are Bad & 82% of them says it is Very bad. 7% of the respondents says that Trade
shows of BHAVANIPURAM shakti is Good, 19% of them says it is Average, 39% of the
respondents says that Trade shows of Lokapur cement is Average,

58% of the respondents says that Advertising & Sales promotion activities are Extremely
important & 42% of them says that it is important
 SUGGESTIONS

From the study I found that 86% of the respondents says that Advertisement & sales
promotion activities plays a very vital role in purchasing the competitors cement. Though
customers see Quality first while purchasing the cement, but to know the quality of the
brand they must use it, for that they must first know which brands is available in the
market, for which advertisement is essential. So both advertising & sales promotion
activities plays a vital role in purchasing the cement.

I found from secondary that Trade shows, Trade allowances & Contests & Incentives &
Wall paintings & Print Media like;Newspapersthese are Advertisement & sales
Promotion Activities adopted by the DECCAN CEMENTS to promote their brand. But
only 54% of the respondents are aware about the DECCAN CEMENTS brand. Inspite of
all these Advertising & Sales Promotion activities nearly 50% of the respondents are not
aware about the DECCAN CEMENTS brand. This shows that there is lack of
Advertisements. Advertising done by the DECCAN CEMENTS is not at all effective So
you have to improve the Advertisements like; using Hoardings & doing Wall paintings in
the crowded areas where thousands of people were moving daily, find such places & do
the wall paintings & Hoardings their. & also use print Media ads like; giving ads in local
Newspapers Vijay Karnataka & Prajavani. Trade shows(Technical Meets) mainly of
Engineers Contractors, Dealers & Masons is also one of the effective advertising
technique. Where sales person plays a very important roleSo Try to do Trade shows
once in every Three months & do follow up. It will help to position in the minds of the
customers your brand & make the brand awareness & Identity in the market.

BHAVANIPURAM shakti , Vijay shakti & Lokapur cement are the rivals for DECCAN
CEMENTS, among which BHAVANIPURAM shakti has used very Good
Advertisements & Sales promotion strategies, & acquired maximum customers in
BHAVANIPURAM . As compared to BHAVANIPURAM shakti, DECCAN CEMENTS
sales promotion strategies are good but it only lacks in Advertisements. So adopt the
Advertisement & sales promotion strategies given above to beat the competitor.
 The main factor influencing customers to purchase their product is Quality, then later
comes Price & Easily availability. So there is great opportunity for the DECCAN
CEMENTS if they improve & maintain quality, others price & easily availability is
already there. So Improve & maintain Quality.
 CONCLUSION

From this study it is concluded that both Advertising & Sales Promotion activities plays a
vital role in cement industry. But we must determine which Advertisement strategies should be
adopted to acquire potential customers & beat the competitors. Here Advertisement like; Wall
paintings, Hoardings & also Newspapers should be adopted & also Two Important
Advertisements like; Sales person & Trade Shows plays a very vital role in Cement industry
mainly in BHAVANIPURAM as it is local area. This counts much to get the brand recognition
& brand awareness & also make brand Identity in the local market. Competitors like
BHAVANIPURAM Shakti who is the main competitor in the cement industry in
BHAVANIPURAM so try to benchmark it.

As there is lack of effectiveness in the Advertisement adopted by DECCAN

CEMENTS. So improve it by using the above strategies suggested.
 CHAPTER- 7
BIBLIOGRAPHY & ANNUXURE

BIBLIOGRAPHY

1. Marketing Management
By: Philip Kotler

2. Marketing Research
 By: A. Parsuraman

3. Advertising & Sales Promotion

By: Belch & Belch

4. Websites
www.google.com
www.katwa.com
www.icra.in
www.hindu.com
www.cemnet.com
www.ibef.com
www.fundoodata.com
www.economywatch.com

5. Newspapers & Magazines

Economic times
Times of India
Business World (magazine)

6. Materials
Company Broachers & Reports

QUESTIONNAIRE

Name __________________________________________________________

Type of Respondent: Engineer/Dealer/Contractor/Mason

Name of the Firm _________________________________________________

Address __________________________________________________________

Telephone/Mobile No ______________________________________________

1. Which brand of cement do you prefer or advice others to use?

a) BHAVANIPURAM Shakti b) Vijay Shakti

c) Lokapur cement d) DECCAN CEMENTS

e) ACC cement f) Ultratech cement

g) Others _______________

2. What made you to purchase that particular brand cement?

a) Quality b) Reasonable Price

c) Advertisement d) Discounts/Offers

e) Easily Available f) Others _______________________

3. Do you seek some extra benefit from that particular company on bulk purchases?

a) Yes b) No c) Not at all

4. If yes then mention it?

a) Discounts/Offers b) Incentives

c) Trade allowances d) Trade shows

e) Training programs f) Price offs

g) Premiums

5. Are you satisfied with the schemes or offers company provides to you?

a) Yes b) No

6. If No, then mention the schemes & offers you are expecting from the particular
company?
7. How do you come to know about that particular brand?

a) Advertisement b) Sales person

c) Friends/Relatives d) Others ______________

8. If Advertisement, then mention the type?

a) Hoardings b) TV Ads

c) Wall paintings d) News papers/Magazines

d) Others _________________________

9. If TV Ads then mention which channels?

a) E tv Kannada b) Uday tv

c) Surya tv d) Star tv

e) Chandana Tv f) Others ______________________

10. If News paper, then mention it?

a) Vijay Karnataka b) Prajavani

c) Sainyukt Karnataka d) Times of India

e) Deccan Herald f) others _________________

11. Are you aware of DECCAN CEMENTS?

a) Yes b) No c) Not at all

12. If yes, then how you come to know about the DECCAN CEMENTS?

a) Advertisement b) Sales person

c) Friends/Relatives d) Others___________________
 13. If Advertisement then mention the type?

a) Tv Ads b) Hoardings

c) Wall paintings d) Newspaper/Magazine

e) Trade shows f) Others __________________

14. Rate the DECCAN CEMENTS brand?

Excellent Good Average Bad Very bad

15. What influenced you to purchase the DECCAN CEMENTS?

a) Quality b) Price

c) Advertisement d) Discounts/Offers

e) Easily available f) Others _______________

16. If Advertisement, then mention it?

a) Hoardings b) Tv Ads

c) Wall paintings d) Newspaper/Magazine

e) Trade shows

17. Advertising plays a very vital role in purchasing the particular brand cement? What is your
opinion?

a) Strongly agree b) Agree

c) Disagree d) Strongly disagree

e) Neither agree nor disagree

18. Rate the brands on the basis of their advertisements?The study is restricted only to
DECCAN CEMENTS, vijay shakti, BHAVANIPURAM shakti, lokapur cement)

a) 10 very good b) 8 Good

c) 6 Average d) 4 Bad
 COMPANIES/BRANDS

ADVERTISEMENT DECCAN Vijay BHAVANIPURAM Lokapur ACC Ultratech

CEMENTS shakti shakti cement cement cement

Hoardings

Tv Ads

Newspaper/Magazine

Wall paintings

Trade shows

e) 1 Very bad

19. Do you seek any offers or extra benefits from DECCAN CEMENTS on bulk or often
purchases?

a) Yes b) No

20. If yes, then mention it?

a) Discounts/Offers b) Incentives

c) Buying Allowances d) Training programs

e) point of purchase f) Bonus packs

displays g) Others _____________________

21. Are you satisfied with the offers or schemes provided by the DECCAN CEMENTS to you?

a) yes b) No

22. Advertising & sales promotion activities plays a vital role in cement industry? What do you
say?

a) Extremely important b) Important

c) Not very important d) Not at all important

23. Your Suggestion if any to DECCAN CEMENTS ?

_________________________________________________________________

__________________________________________________________________

THANK YOU

Place : Signature

Date :