Professional Documents
Culture Documents
Submitted by
Amit Sharma
23003
This is to certify that I Amit Sharma Roll No. 23003 have carried out my Summer internship
in JK Lakshmi Cement ltd in the area Sales & marketing . It is also certified that the work
done by me is original with due references of sources, and has not been submitted elsewhere
for the award of any diploma or degree.
_____________________
Signature
Name of the Student
Date : _________________________
Faculty Mentor
ACKNOWLEDGEMENT
I Amit Sharma would firstly like to thank my faculty guide, Dr. Etinder Pal Singh as well as
my company mentor, Mr. Gaurav Sharma ( Deputy Manager , sales) for supervising and
guiding me during the internship program. This internship program helped me to apply my
theoretical knowledge in practical field, hence enhance my knowledge about various aspects
in Cement industry .
I would like to show my sincere appreciation to Mr. Gaurav Sharma ( Dy Manager , sales)
who was an ideal mentor in true sense. Sir guided me and helped me in areas such as, the
topic of the project, for suggesting alternative solutions and sharing his personal valuable
experience and knowledge with me.
Besides this, my sincere thanks go to the authority of JK Lakshmi Cement Ltd. for
facilitating me with a good working environment and required facilities to complete this
project. This project has been possible through the direct and indirect co-operation of various
staff members of JK Lakshmi Cement Ltd. as they took initiative to guide me wherever
required. I am thankful to Mr. Manish Shekhar ( HR ) , Mr Pankaj ( DGM , Sales ) who
guided me and cooperated with me during my training period.
Finally, I would like to express my gratitude to my parents and friends for their endearing
support and cooperation which has made me complete this project fruitfully
EXECUTIVE SUMMARY
During my 2 months internship, my job role was in Sales Executive and Market Research
Analyst.
As a Sales Executive
1. Network development
2. Demand generation
3. Outstanding realization
4. Logistics management
5. After sale services
6. Profit centre management
During my training I learnt how to find the prospective seller (dealers, retailers, distributors)
and customers for a particular product. According to my product which was premium cement,
my prospective customers were the people who look for the high quality and strength. To
deal with the customers in contest of the price was a difficult task, as price of this premium
cement is higher than the ordinary saleable cement. Also I learnt how to communicate with
them and convince them to buy the cranes and loaders.
I also learnt that in sales you have to be patient and wait until you are able to satisfy them and
sell the product.
Another important learning was it’s really hard to take out money from some bodies pocket .
The interesting part of my internship was to convince the customers who were from different
background. Since it was very interesting and a challenging task.
During my internship I sold 400 bags of the premium JK Lakshmi PRO PLUS Cement within
2 months period.
As a Market Research Analyst I did two assignments –
1. Brand preference survey with respect to JK Lakshmi Cements Ltd. in comparison with
In these two assignments , I carried out primary research - by interaction with dealers of
different companies and existing customers of JK Lakshmi Cement .
From the first assignment, the company want to know about the market standings of JK
Lakshmi Cement Ltd. In the market and the brand preference influencing factors while
purchasing cement.
With this we want to know about market of premium cements and what are the perception
about the PRO PLUS cement in the market .
From the second assignment, we want to know whether the existing customers of JK
Lakshmi Cement are satisfied with the existing quality , price , after sale service etc and to
find in which field we are lacking behind , where we are doing good or bad , which area the
product need improvement .
This helps to find out the loyalty of the existing customers and area of improvement.
AREA OF INTERNSHIP
2. VALUE FOR MONEY - My next task was to help the customer believe that whatever
he is purchasing it has a value for his money.
3. AFTER SALES ENQUIRIES - When your product is sold to the customer it doesn’t
mean that your work is over. If there is a defect in the product and customer needs
immediate attention it’s the duty of the sales executive to solve his problem
4. SELF CONFIDENCE- You have to believe in your product. You have to believe that
whatever you are selling is best for the consumer
6. PATIENCE- Basic thing is patience. Travelling all day and finding the customer in
the market is a big task. Calling customer 50 times and asking for a meeting is a
boring task but you have to do it.
INTRODUCTION
CEMENT INDUSTRY
Introduction
India is the second largest producer of cement in the world. No wonder, India's cement
industry is a vital part of its economy, providing employment to more than a million people,
directly or indirectly. Ever since it was deregulated in 1982, the Indian cement industry has
attracted huge investments, both from Indian as well as foreign investors.
India has a lot of potential for development in the infrastructure and construction sector and
the cement sector is expected to largely benefit from it. Some of the recent major government
initiatives such as development of 98 smart cities are expected to provide a major boost to the
sector.
Expecting such developments in the country and aided by suitable government foreign
policies, several foreign players such as Lafarge-Holcim, HeidelbergCement, have invested
in the country in the recent past. A significant factor which aids the growth of this sector is
the ready availability of the raw materials for making cement, such as limestone and coal
Market size
Cement demand in India is expected to increase due to government’s push for large
infrastructure projects, leading to 45 million tonnes of cement needed in the next three to four
years.
India's cement demand is expected to reach 550-600 Million Tonnes Per Annum (MTPA) by
2025. The housing sector is the biggest demand driver of cement, accounting for about 67 per
cent of the total consumption in India. The other major consumers of cement include
infrastructure at 13 per cent, commercial construction at 11 per cent and industrial
construction at nine per cent.
To meet the rise in demand, cement companies are expected to add 56 million tonnes (MT)
capacity over the next three years. The cement capacity in India may register a growth of
eight per cent by next year end to 395 MT from the current level of 366 MT. It may increase
further to 421 MT by the end of 2017. The country's per capita consumption stands at around
190 kg.
With nearly 390 million tonnes (MT) of cement production capacity, India is the second
largest cement producer in the world and accounts for 6.7 per cent of world’s cement output.
Of the total capacity, 98 per cent lies with the private sector and the rest with the public
sector. The Indian cement industry is dominated by a few companies. The top 20 companies
account for around 70 per cent of the total production.
A total of 188 large cement plants together account for 97 per cent of the total installed
capacity in the country, while 365 small plants make up the rest. Of the total 188 large
cement plants in India, 77 are located in the states of Andhra Pradesh, Rajasthan and Tamil
Nadu. India’s cement production increased at a compound annual growth rate (CAGR) of 6.7
per cent to 270.32 million tonnes over FY07–15. As per the 12th Five Year Plan, production
is expected to reach 407 million tonnes by FY17.
Demand–supply gap
Substantially lower per capita cement consumption as compared to developing countries (1/3
rd of world average) Per capita cement consumption in India . Additional capacity 2.2 of
million tons per annum will be required to match the demand.
Upcoming projects of Govt. Of India Make In India and Smart City
Company Profile
About JK Lakshmi Cement Ltd.
JK Lakshmi Cement (JKLC) was set up in 1982– in a village in District Sirohi, Rajasthan.
Today, the company stands tall with an annual turnover of about Rs. 2700 Crores and an
impressive production of 8.3 million tonnes per annum.
JK Lakshmi Cement is the strength behind structures that India is proud of – Indra Gandhi
Nahar Pariyojna, Sardar Sarovar Project, Golden Quadrilateral , Mundra and Kandla Port
stands to name a few. It partners India’s leading corporations such as L&T, Reliance, NTPC
and Essar to create the new India’s success story. It is the brand choice across all section of
customers such as housing projects, roads and bridges , airports , factories and as well as the
individual house builder (IHB). Behind these numbers and achievements lies a story of grit,
perseveranceh and a thirst to excel through innovations in products ,using world-class
technology , excellence in manufacturing by being the least cost producer , a robust
marketing and distribution network ; and the heart to give the society an opportunity to grow.
The true spirit of a leader lies in constant innovation and not resting on one’s laurels. JK
Lakshmi Cement proves it with “JK Lakshmi Pro+ Cement” in an all new avatar. A cement
with 7+ astounding benefits in terms of strength, durability, finish, setting speed, quality
assurance, service and economy.
Today, JK Lakshmi Pro+ Cement is the talk of the town by being the best-in-class product
and has become the first choice among customers. Dealers across India have shown an
unprecedented enthusiasm and excitement towards this product.
JK Lakshmi Cement’s felt that traditional red bricks needed to evolve. Hence, it came up
with JK Smart Blox – Autoclaved Aerated Concrete Blocks. A green product- it replaces
traditional bricks , which uses cultivable top-soil and also consumes very high energy during
its manufacturing process. JK Smart Blox is manufactured using fly ash, a waste product and
is manufactured using world-class German Technology. They weigh less, are larger than
traditional bricks and easy to work, with their unique tongue and groove feature. JK
SmartBlox is also environment friendly as it offers better insulation allowing substantial
energy saving.
Value Added Products which further fulfilled consumer needs from JK Lakshmi Cement’s
innovative ideas basket have been:
Ready Mix Concrete (RMC) under the brand name ‘JK Lakshmi Power Mix’
India’s first premium branded Plaster of Paris (POP), JK Lakshmiplast
Introducing OPC 43 grade cement in North India.
The company’s wide network of 70-80 cement dumps and over 3000 dealers across the states
a of Rajasthan, Gujarat, Haryana, Delhi, Uttar Pradesh, Punjab, Jammu and Kashmir,
Madhya Pradesh, Chattisgarh, Odisha, South Bengal, Vidharbha, Mumbai and Pune, ensure
that its products and services reaches millions of customers. It has been named as amongst
top 100 most Admired Asian brands and has won the MTM Corporate Star Award for
programmes for its business associates .The company has come up with various innovative
initiatives in rural marketing which won several accolades from RMAI (Rural Marketing
Association of India).JK Lakshmi Cement not just reaches the door steps of the consumer,
but also has been able to build an emotional connect with them through its various media
campaigns. JK Lakshmi Cement’s baseline ‘Mazbooti Guaranteed’ brings alive the
company’s motto and builds an instant connect with the consumer. Keeping up with the
digital revolution, JK Lakshmi Cement was among the first cement companies to get into this
area. In fact, its Facebook page has almost 2.5 lakh likes, one of the largest among all cement
companies in the country and abroad. It has recently entered into e-commerce through a
strategic tie up with Snapdeal. Apart from Facebook, the company also reaches out to it's
valued customers through different digital media.
WE WANT INDIA TO GROW WITH US
Our success story will always remain incomplete if it remains limited to our company
and products. We believe in sharing our success with the society and helping them build a
better life on their own. Here are some of our initiatives:
We are grateful that our initiatives have been appreciated and generously bestowed with
awards like :
Vision:
Mission:
MANAGEMENT PHILOSOPHY :-
Customer Satisfaction
2. PRICING STRATEGY 1. . Before deciding the price of the cement company has
considered the following points:--
Cost factor:-
Manufacturing cost
Transporting cost
Storing and material handling
Other cost
Administrator
Other expenses
Tax and interest
Competitor’s price and offering
3. MARKETING STARTEGY
Company conducts market surveys to identify market trends and customer’s response,
company position in the market etc. There is R and D department which continuously trying
to improve the quality of the product at the minimum cost and trying to meet the demand of
the customer.
Company always keeps an eye over its competitors activities and its offerings like different
promotional schemes, product price etc. It also takes proper action according to competitors
strategy.
5. DISTRIBUTION STRATEGY
1. Whole seller
2. Retailer
AWARDS
JK Lakshmi Cement has been honoured with ‘Make In India Awards for Excellence –
2015’
This is just a glimpse into the diversity of awards we have received after the relentless hard
work of our team members and the inspiring leadership of our top management. As an
organization, it is our constant endeavor to excel in what to do. It is this relentless pursuit of
excellence that has helped us introduce clutter breaking products like the JK Lakshmi Pro+
and integrate cutting-edge cement technology in all our plants in different states of India.
Being a member of the prestigious JK Organisation, a group known worldwide for its ages
old business legacy, we are ready to take new strides in our journey towards quality,
customer satisfaction and innovation.
We believe that brand name and reputation are important to retail purchasers of cement in
India. We have built a strong reputation among cement purchasers by consistently providing
high quality products. We believe that there is strong customer awareness of our brands, JK
Lakshmi Cement , for (PPC) cement and JK Lakshmi Cement , for (PRO PLUS) cement
across India.
Enquiry
This PRO PLUS cement was introduced in 2015 with premium qulaity and seven more
benefits -
We measure our success in terms of the success of our customers and we judge ourselves by
the ability of our customers to achieve their business objectives.
We have had the pleasure of working with many prestigious organizations and individuals.
We believe in building long lasting ties with our ever-growing clientele by providing world
class products with high level of quality and consistency and also by offering unmatched
service levels. A dedicated “Key Customer Cell” has been put up in place for this very
purpose, which continuously explores new horizons and strives to provide the very best to
our users.
All india medical sciences , airport authority of India , Indian oil , delhi government , ansal
api , super tech , Indian oil , Eros group , Tata housing , omaxe , sp group , dlf building ,
ahluwalia contractors ( india) ltd. , Unity infra projects ltd. , Larsen & toubro , creating
tomorrow , punj lioyd group , delhi metro rail corporation limited , RMC , LAFARGE , ACC
Concrete , lodha group .
MARKET RESEARCH WORK
ASSIGNMENT -1
PROJECT TITLE
1. Research Objective:
To analyze brand position of JKLC in Karnal market .
2. Research Design:
(a) Research Approach: - Exploratory Research.
(b) Sample Size – 90 Retailers of various companies.
(c) Research Methodology-Interview person on one to one basis using structured
questionnaire.
SAMPLE DESIGN
Considering the constraints, it was decided to conduct the study based on sample size of 90
respondents.
The selection was made through approach of random sampling. Scientific method was not
adopted in this study because of financial constraints and also because of lack of time, also
the basic aim of doing the research was academic, hence most convenient way was
selected.
TOOLS USED
There are several methods of collecting primary data, particularly in surveys and descriptive
research. Important are:-
Observation method.
Through questionnaires.
Interview method.
Data Analysis & Interpretation
ACC cement has the huge presence in the market with 16 authorised dealers which is almost
17.8 % of the total dealers / retailers present in the market , followed by Ultratech , Ambuja ,
Shree cement with 12 authorised dealers which is 13.3 % of the total . JK Lakshmi Cement
comes 5th with 4 dealers in the city and 3 in the adjacent areas which is 7.8 % .
31% of the total dealers think ultratech cement has grip over the market so, is the most
competitive brand. With 23.3% of the total dealers ACC and Ambuja cement is the second
largest competitor into the market . 4.4 % of the dealers thinks that Lafarge cement has a
presence in the market .
65.6 % of the total outlets are Cement Cum Building material outlets .
20 % of the outlets are solely Cement outlets.
11.1% of the outlets are Cement Cum Hardware stores.
3% of the total outlets are Cement CumPaint stores.
PPC is the usually saleable product by all the companies . But according to the study there is
a market for premium products although demand will not encourage .
Price is the major player in the market,
- with 44% thinks that the price is affecting the sales over the years.
- 31.1 % goes with the brand name .
- 14.4 % goes with the convenience .
- 10 % goes with the quality .
54.4 % of the total response having less than 25 % of the sale based on quality and strength .
only 6.7% says their more than 75 % sales are based on the type of Quality .
CAPACITY in MT
5000
4500
4000
3500
3000
2500
2000
1500
1000
500
0
The above graph shows the sales volume of cement for a month. Among all ACC is in the top
ranking in sales volume with about 4500 MT. BANGUR has the lowest sales volume of
about 500 MT. The above graph also shows the sales volume of JK LAKSHMI of around
1000 MT. The main competitor of JK Lakshmi is JAYPEE as it slightly above it. JK Lakshmi
Cement seventh in the overall market. JK Lakshmi is higher tha JK SUPER and Bangur.
45.6 % are very confident about sale of the cement in the future , 37.8 % are confident about
the demand of the cement and 16.7% are not confident about the growth of the sale of cement
.
75 dealers are confident about the future growth because of the following reasons –
38 dealers says the reason is brand preference .
23 dealers says because of personal relations .
14 dealers says because of upcoming projects .
15 dealers are not confident about the sale in the future , following are the reasons –
11 dealers says because of the low demand in the market .
4 dealers says because of the lack of support from the company , they are not confident.
Most of the JK Lakshmi cement retailers don’t face any complaints from
consumers in any product
Price is the most influencing factor while purchasing cement
Company should concentrate on direct meeting with the customer as they are
the most vital element in deciding the growth or decline of any company.
The company should fix certain amount of cement especially for the dealers
and give them free of cost as incentives.
The company should appoint more and more persons for the promotions of the
brands.
PROJECT TITLE
DESIGN
1. Objective of study
To find out the customer satisfaction level through scientific tools like interviews and
questionnaire.
To finding the customer satisfaction level through direct interaction with the knowing
their preference. This will include all the processes like asking questions from the
customer through questionnaire which will be included in the primary survey once
the primary survey is done.
2. QUESTIONNAIRE DESIGN
The structured questionnaires that were framed and designed consist of close ended,
open ended, multiple choice , ranking , rating questions .
3. Date collection
Selected around 50 persons for the interview from the secondary data
To help of the questionnaire, personal and telephonic interview.
Collected the data through focus interviews.
General consumer------100%
The survey was descriptive and sample chosen was mainly on the judgments of the researcher
with the help and proper consultation of project guide.
In this kind of sampling method, the population elements are based on the judgments of the
researcher. The researchers’ exercises judgment or expertise chooses the elements to be
included in the sample, because he or she believes appropriate.
In this survey, visited the dealers of the cement also to know the strategy of the companies,
especially JK Lakshmi Cement to satisfy the customer as they buy the cement of any
particular company…The main purpose of the descriptive research is description of the state
of affairs as they exist at present.
4. SAMPLE SIZE
Pertaining to the limitations of the study, and in consultation with the company guide
and the project guide, the sample size is taken as 50. Due to time and resource constrains the
sample size is taken as 50 People in consultation with the industry Project guide.
The questionnaire did not cover the whole aspect of the market potential of JK
Lakshmi Cement.
Data Analysis & Interpretation
Maximum ( 68 % ) users are of ppc and pro plus also got a good response even this is
introduced to the market a year ago .
Maximum of the persons got to know about JK Lakshmi cement from the whole seller ,
this graph also shows how JK Lakshmi cement’s marketing strategies are ineffective.
Price Driven market though quality and convenience sitll matters while purchasing the
cement in some cases .
This results shows all the customer are fully satisfied with the quality of the cement . they
will definitely go for second time . but if they got into any problem they definitely go for
another brand .
Convenience matters while purchasing cement . At least these result interpretat the same .
About 88% of the customer will shift to the other brand if the JK Lakshmi cement is not
convenient to them only 12 % are the loyal customers .
56 % of the customers finds the price is not a problem as other companies too providing the
cement approximately same rates .Left 44% are clearly giving their view in disagreeance .
In my experience while collecting the data 90% of the persons feel that the price of the
cement is quite high .
Out of the 49 responses approximately 82% of the customers feels the quality that JK
Lakshmi cement is providing is really good as compared to many of the established and
unestablished brands
90 % of the existing customers are satisfied with the perfomence of the JK Lakshmi cement.
They are satisfied with the services of the technical and non- technical team and can rely on
JK Lakshmi cement in the future also.
About 47 % of the persons finds the JK Lakshmi lakshmi cement good , followed by 26.5%
of better and 26.5% of average . The good news is no negative responses from the customer ,
which gives alot of encouragement .
Any suggestions to JK Lakshmi Cement for the better customer satisfaction ?
(37 responses)
In all 37 responses increasing prices is a major concern . As in Indian cement market price is
the most important factor . as in the above response it is mentioned the general customer is
not able to differentiate between different qualities of cement . Convenience can a factor in
decision making . customers can shift to the other brands if they find even the slight variation.
So, company must be taken immediate steps to avoid the problem of loosing potential
customers .
SUMMARY OF FINDINGS
Despite the increasing cost of the raw material the company is able to bring down the
cost of the manufacturing through procurement of raw materials by the mines which
are located nearby.
Customers come to know about JK Lakshmi cement mainly from the whole seller.
Customers want more prizes and dealers want more incentives, gift and tours.
Dealers also want more meeting with officials of the cement companies.
Constant supply of the cement is the matter of concern in case of JK Lakshmi cement
.
Quality doesn’t makes such a huge difference as customers can’t differentiate
between two quality of cements . but yes, they can differentiate between them on the
basis of brand name .
RECOMMENDATIONS
The company should launch more and more promotional schemes like two for
the price of one “or more discount coupons.
Customer prefer price as an important factor while buying any cement so the
company should fix the price accordingly.
Company should concentrate on direct meeting with the customer as they are
the most vital element in deciding the growth or decline of any company.
The company should fix certain amount of cement especially for the dealers
and give them free of cost as incentives.
The company should appoint more and more persons for the promotions of the
brands.
Books referred:
Journals/newspapers:
Web sites:
www.jklakshmicement.com
http://www.ibef.org/industry/cement- india.aspx
https://www.nseindia.com/live_market/dynaContent/live_watch/get_quote/GetQuote.j
sp?symbol=JKLAKSHMI&illiquid=0&smeFlag=0&itpFlag=0
www.drive.google.com
ANNEXURE - 1
(Cement industry)
Address :-
1.
2.
3.
1. Whole seller
2. Retailer
1. Cement outlet
2. Cement cum hardware
3. Cement cum building material
5. No. Of years in business
1. PPC
2. OPC
3. Premium
1. Price
2. Quality
3. Convenience
4. Brand Name
1. Less than 25 %
2. Between 25% to 50%
3. Between 50% to 75%
4. More than 75%
1. Yes
2. No
11. How you supply the current bags to customers ?
1. Own transportation
2. Company transportation
3. Other mode
12. What is your opinion about the quality of the cement you offering to your customers ?
1. Very good
2. Good
3. Satisfactory
4. Bad
1. Very confident
2. Confident
3. Not confident
14. Reason for the option you selected in the above question ?
15. At what price billing is taking place ? And how much is the price ?
1. Yes
2. No
17. Which type of motivation you get from the company to increase the sale ?
1. Cash discount
2. Promotional schemes
3. Quantity discounts
4. Annual scheme
5. Short term scheme
18. Please rate the cement company on the following attributes on the scale of 1 to 5
Where ..
1 – very good
2 – good
3 – fair
4 – below the mark
5 – very poor
Basis 1 2 3 4 5
Price
Availability
Customer’s satisfaction
Packaging
Promotion
19. What is the premium price the customer is willing to pay on the premium cement ?
20. What are the attributes customer looks in the premium cement ?
23. Any specific comments on the company or on whole of the cement industry ?
ANNEXURE -2
Address :- ..........................................................................................
Yes
No
Yes
No
1. Tv commercials
2. Other advertisements
3. Whole seller
4. Architect
5. Builder
5. What are the influencing factors for your preference ?
1. Price
2. Quality
3. Convenience
4. All of the above
Yes
No
Yes
No
8. If JK Lakshmi Cement is not convenience to you then will you shift to any other brand ?
Yes
No
Yes
No
10. If yes , do you think the quality is better as compared to the competitors ?
Yes
No
11. Is the JK Lakshmi Cement is reliable as compared to the competitors ?
Yes
No
1- Good
2- Better
3 - Avg
4- Bad
5 – No Reply