SUMMER TRAINING PROJECT REPORT ON

A STUDY OF CONSUMER BEHAVIOR &BRAND POSITIONING

A CASE STUDY OFAMBUJA CEMENT LTD. JAIPUR

SYNOPSIS
SUBMITTED IN PARTIAL FULFILLMENT OF BACHELOR OF BUSINESS MANAGEMENT TO INTERNATIONAL COLLEGE FOR GIRLS

SUPERVISED BY
PREETY SHARMA VANDANA SACHDEVA (assistance professor ) department of management studies

SUBMITTED BY
GARIMA JAIN BBM SEC A ICG/2009/9205 ROLL.NO=90896

TABLE OF CONTENTS
ACKNOWLEDGEMENT PREFACE INTRODUCTION COMPANY PROFILE Introduction History Awards Products PROJECT PROFILE Market analysis of company SWOT analysis REWIEW AND LITERATURE RESERCH METHODOLOGY Scope & objective Hypothesis Sampling technique Research design Data collection LIMITATIONS BIBLIOGRAPHY QUESTIONER

ACKNOWLEDGEMENT
A project report seems to be an individual effort is in fact teamwork. SUMMER INTERNSHIP at AMBUJA CEMENT LIMITED is just like an opportunity to shake hand with the practical world of business. I am highly indebted to MR. ASHOK GUPTA, director of INTERNATIONAL COLLEGE FOR GIRLS, JAIPUR (RAJ.), for his blessings and inspiration in completing this study. I would like to thanks ambuja cement ltd. jaipur for providing these opportunity in own company. The assigned title of the project is Consumer Behavior & Brand Positioning of Ambuja Cement in Jaipur city

I revel my deepest sense of gratitude to my project guide, Ms. Vandana and preety maam (department of business management) who provide constant and able support for accomplishment the task.

GARIMA JAIN BBM sem. 5th ICG/2009/9205

PREFACE
This report is the outcome of exhaustive training at AMNUJA CEMENT LTD. JAIPUR (RAJ.). The purpose of the training was to provide practical exposure of the working environment, along with learning theoretical as well as practical aspect of sales and marketing style. This project is not only for management knowledge but also for making good practical experience. Practical training is one of the most important aspects in the life of practicing managers, which not only decide the carrier of many young management students but also enhances their managing ability for analytical and rational thinking . Practical training is essentially based on achieve participation of management student in learning process through experimentation, supplement by demonstration by qualified managers and professionals conducting practical activity in presence of study.

GARIMA JAIN

Company profile
Introduction to Ambuja Cement
Ambuja Cements was set up in 1986. In the last decade the company has grown tenfold. The total cement capacity of the company is 18.5 million tonnes. Its plants are some of the most efficient in the world. With environment protection measures that are on p ar with the finest in the developed world. Ambuja Cements Limited, formerly known as Gujarat Ambuja Limited is a major Cement producing company in India. The Group's principal activity is to manufacture and market cement and clinker for both domestic and export markets.

The Company also operates a hotel through its subsidiary GGL Hotel and Resort Company. It has shown innovation in utilizing measures like sea transport, captive power plants, and imported coal and availing of govt. sops and subsidies to constantly check the costs.

The company's most distinctive attribute, however, is its approach to the business. Ambuja follows a unique homegrown philosophy of giving people the authority to set their own targets, and the freedom to achieve their goals. This simple vision has created an environment where there are no limits to excellence, no limits to efficiency. And has proved to be a powerful engine of growth for the company.

As a result, Ambuja is the most profitable cement company in India, and one of the lowest cost producers of cement in the world.

Its focus:Best quality cement Good packaging Logistic management - strong distribution network Customer service

Capacity built up from 0.7 Mn tonnes in 1986 to 18.0 Mn tonnes as of today at CAGR of 18% Organic growth and growth through acquisitions 2001 - Private equity investors (American International Group & Government of Singapore) invested in ACIL 2005 - ACIL restructured as a joint venture with Holcim 2006 Founder promoters sold part of their holding in ACL in favour of Holcim ACL is a Holcim Group company since May 2006 Capacity built up from 0.7 mn. Tonnes in 1986 to 16.0 mn. Tonnes today.

History
The history of cement is the voyage of civilization from primitive caves of prehistoric times to the skyscraper of the modern age. It is said that the use of cement is old as the knowledge of fire to man. Egyptians utilized gypsum plaster as Cementing material as early as 3000BC, building monuments.

However, it was in the 1824, roughly a period of 60-80 years after the discovery of hydraulic properties of limestone, Joseph Aspdin patented his product, which was called Portland Cement. The plants manufacturing Portland cement out side England were commissioned in Belgium and Germany in 1855. The interest that evoked in the technology of cement resulted in the development of rotary kilns in 1886.

Modern cement is the outcome of the combined researches and development efforts of chemists, technologists & architects as well. The cement technology is an Offshoot of the overall development in other industries, technology, constructional Activities and knowledge aided by the availability of raw material.

AWARDS
2oo3-2oo4:- business word and FICCI corporate social responsibility (CSR) award for recognizing the impact of business on environment and society: second runner-up. 2003-2004:- Asian institute of management CSR award for poverty alleviation. 2004-2005:- Asian institution of management award for environment excellence. 2005-2006:- Award won by the Maratha limestone mine of Maratha cement works (a unit of ambuja cement ltd.) upparwahi. 2007:-corporate excellence award 2007 awarded to ACL by the Indian institute of material management, Chandigarh 2007:- dun and Bradstreet American express corporate award 2007 to ACL. 2008:-certificate of merit by Rajasthan state production council, jaipur. 2008:- gobar times green schools programme award by center for science and environment (CSE) for the year 2008: ambuja public school :rabriyavas 2009:- ambujanagar has won best environment excellence in plant operation: national award by NCBM 2009 certificate of application for accident free million man hour our worked Gujarat safety council Baroda 2009.

PRODUCT
Some of the products of Ambuja
WATERPROOF CEMENT COATING POZZOCRETE - A CEMENT REPLACEMENT PRODUCT CEMENT CONCRETE BLOCKS-APPLICATION SUPERGRIP PVC SOLVENT CEMENT Cement Mosaic Tiles Birla White Cement Starlight a white cement based plaster Interior Wall Finishes (CEMENT PRIMER OIL BASE) Interior Wall Finishes (CEMENT PRIMER WATER BASE) DECORATIVE WATERPROOF CEMENT COATING (Supremcem)

PROJECT PROFILE
The project entitled "Consumer behavior and brand positioning Ambuja Cement in Jaipur revolves around the customer, who is the optimal decision maker of a firm's future.

Since the cement is a core product and used by all consumers; it is very necessary for the company to know about their brand's position and customer expectations.

Earlier Marketers aimed at satisfying the customer's need but the present day of Marketing requires something more that is customers delight. In this era of globalization Company can survive only when he knows the fast of consumer, which is changing day by day. A company can get an edge other its competitors in these cutthroat competitions through superior quality, innovations and better customer responsiveness.

Hence this project aims to analyze how a cement manufacturing company can create value to all its stakeholders to achieve a leading position in the market. In order to get competitive advantage in core Industries, A firm will have to not only take care of consumers taste but also delight its channel partners, which is its external resource. Normally it takes years to build, and is not easily changed. It ranks in importance with key internal resources such as manufacturing, research, engineering and field sales processional etc. It represents a significant corporal commitment to a large number of intelligent companies whose business is distribution and to the particular market they serve. It represents to a commitment to a set of policies and practices that constitute the basic fabric on which is woven

an extensive of long-term relationship intermediaries smooth the flow of goods and services. This procedure is necessary in order to bridge the discrepancy between the assortments of goods and services generated by the producer and the assortment demanded by the consumer. The discrepancy results from the fact that manufacturers typically produce a large quality of limited variety of goods, where as consumers usually desire only a limited quantity of a wide variety of goods.

In order to attain the market share it is necessary to satisfy the channel members. Channel members are having better knowledge of consumers buying behavior hence their suggestions regarding the product distributors are of high values.

MARKET ANALYSIS OF COMPANY

Markets classification Markets States Primary Rajasthan Secondary Delhi, Punjab, JK, Haryana, Western U.P. and Uttaranchal Tertiary Gujarat, M.P. and Central U.P. Challenges Due to the nature of the product - bulky, low priced - it became increasingly difficult to sell the product across a large territory. Besides, higher realizations in distant territories did not mean that the gain would accrue to the company since the incremental freight would neutralize the price advantage. As a result, it became important to arrive at a median between realizations and distribution costs and earn a comfortable margin. Marketing presence over the last three years, ambuja cement considerably strengthened its marketing presence.

SWOT ANALYSIS
Strength o Growth at approx CAGR of 9% in last 5 years o Growing Domestic cement consumption at approx CAGR of 8% in last 3 years o Highly Capital Incentive so difficult for small entrant o Not much restriction by govt. o Market consolidation taking place

Weakness o High Oil Prices, Cost of Power increase production cost o Supply exceeds Production lead to competition in price o Low Quality as compared to international standard but improving.

Opportunity o High Mortgage Penetration - Low Interest Rates o Easy loan availability for housing finance o Increased investments in Infrastructure o Increased govt. outlay on BHARAT NIRMAN, GOLDEN QUADRILATERAL etc

Threat o Further Hike in Oil Prices o Use of plastic engineering in construction

o Subprime market loss may affect

REWIEW AND LITERATURE

Senior company officials have said that with the construction activity related to the Commonwealth Games gradually coming to an end along with the onset of monsoon, there were pressure onn cement realisations in the quarter. Going forward, ambuja cement realisations are not likely to pick up on a per tone basis in the short term. This is because its additional capacities are coming on stream in the northern region at a time when there is little clarity on implementation of large construction projects in the region over the medium term. The companys ability to manage its operating costs will be a key parameter to watch for. Imports of cement from Pakistan by rail, started in September 2007 and seen as a friendly gesture between India and its neighbor, have become a matter of concern following the recent terror attacks in Mumbai. The Indian cement industry is now sensing an opportunity to demand a curb on Pak imports of the commodity, which, of late, has created oversupply and pulled down prices in North India. The industry now wants the Indian government to review its trade talks with Pakistan, especially with respect to cement, as it believes that lack of meticulous check of the commodity entering India may spell trouble for the country. I am collecting the data of book of Philip kootler in marketing management and C.R. kotare in research methodology. And any other websites are collected data and magazine.

RESEARCH METHODOLOGY
SCOPE OF THE STUDY
The research had been conducted in Jaipur in the month May-June 2010. We contacted builders, contractors, masons and common people in different areas of Jaipur city for fieldwork.

The research not only partially fulfilled the requirement of BBA degree program but also learned a lot in the field of marketing research. This project gives an opportunity of implementing his theoretical knowledge of management curriculum in practical life and will learn a lot from practical experiences during this research.

OBJECTIVES OF THE STUDY

The main objective of the project was as follows: To find out the market position and brand image of Ambuja Cement at Jaipur. To study consumer behavior and their perception. Getting an insight on the influence of technical / after sales support and promotional services provided to the dealers/ retailers / masons / contractors.

It was done with the help of questioner, survey and current information of the company and taking into consideration the current market scenario of the cement industry at Jaipur.

HYPOTHESIS
A hypothesis may be defined as a proposition or a set forth as an explanation for the occurrence of some specific group of phenomena either asserted merely as a provisional conjecture to guide some investigation or accepted as highly probable in the light of establishment facts. Quite often a research hypothesis is a predictive statement, capable of being tested by scientific methods, that relates an independent variable to some dependent variable. Ho brand positioning of ambuja cement ltd. is good & its consumer are happy with it. H1 brand poisoning of ambuja cement ltd. Is not good & its consumer are not happy with it .

SAMPLING TECHNIQUES
Sampling is the part of statistical practice concerned with the selection of an unbiased or random subset of individual observation within a population of individuals intended to yield some knowledge about the population of concern, especially for the purpose of making predictions based on statistical inference. Sampling is an important aspect of data collection. Researcher rarely survey the entire population for two reasons : the cost is too high, and the population is dynamic in that the individuals making up the population may change over time. The three main advantages of sampling are that the cost is lover, data collection is faster, and since the data is smaller it is possible to ensure homogeneity and the accuracy and quality of the data. Sampling Method non parametric Sample Size 60

RESEARCH DESIGN
The design of the research project, popularly known as the research design. Research design is a basis of framework, which provides guideline for the rest of research process.

There are three basic types of research design via: exploratory, descriptive and environmental. A research design helps to define the problem, method of data collection and analysis, time and requirement for the project to estimate the expenses to be incurred. It is purely and simply the framework or plan for a study that guides data collection. This project based exploratory research design. Exploratory research provides insights into and comprehension of an issue or situation. Exploratory research often concludes that a perceived problem does not actually exist.

Data Collection
Primary Data For this project primary data was collected from consumers, contractors, masons and builders by using survey method. Data collection from respondents was carried out with the help of a structured interview schedule (Questionnaires). We made a survey based on the questionnaire, which consist of 8 questions. The mode of survey was directly contacting the people and recording their response based on well-defined questions and also through telephone.

Secondary Data, such as procedures of marketing for cement, marketing conditions, brief details of AMBUJA Cement and other competitors, price, quality, and other strategy and planning, specification in relation to other cement companies, all other information which can be useful to complete this project, was collected from different resources.
Type of Data Primary Method of Data collection Survey

LIMITATION OF THE STUDY

Lack of co-operation from consumers in regard to giving interview. It was found in some cases influencers showed inclination towards certain Brands which gave them more margins when compared to others. It was experienced during the survey that it was difficult to convince or make consumers and influencers understand the importance of the project. Some time the emotional attachment and brand loyalty of respondents prohibited to give correct information. The time constraint faced in the project might have affected the comprehensiveness of its findings.

BIBLIOGRAPHY
BOOKS: Author : PHILIP KOTLER Title : MARKETING MANAGEMENT

Author : IBS Text book Title : CONSUMER BEHAVIOR

Author: C.R. KOTHARI Title : RESEARCHAND METHODOLOGY NEWSPAPERS: TIMES OF INDIA DAINIK BHASKAR

INTERNET:Websites www.britannia.co.in www.parleagro.com www.itcportal.com www.priyagold.com www.scribd.com www.google.com www.yahoo.com www.msn.co

QUESTIONER
Name Age: Address:
Q-1 which cement brand which firstly strikes in your mind when you think of it? A. ACC B. Ambuja C. Bangur D. Birla E. Binani F. JK G. Shree H. Ultratech

Q2 which Brand of Cement have you used?

A. ACC B. Ambuja C. Bangur D. Birla E. Binani F. JK

G. Shree H. Ultratech Q3 which Brand you suggest the most? A. ACC B. Ambuja C. Bangur D. Birla E. Binani F. JK G. Shree H. Ultratech Q4 most seen cement advertisements in market? A. ACC B. Ambuja C. Bangur D. Birla E. Binani F. JK G. Shree H. Ultratech Q5 Rank the medium of advertisements? A. Television commercials B. Wall painting C. Hoarding

D. Newspaper E. Radio F. Cinema hall G. Cricket ground

Q6 during which month/period construction work is more /less? 1. Jan-mar 2. April-June 3. July-sept 4. oct-dec Q- 7 Why do you prefer ambuja cement? 1. prices 2. quality 3. services 4. other Q-8 Are you satisfied with the prices of ambuja cement? 1. Yes 2. No Q-9 Are you satisfied with the services provided by ambuja cement? 1. Yes 2. No

Q10 have you notice any advertisement of cement on radio? ..