JAIPRAKASH ASSOCIATE LIMITED

(CEMENT DIVISION)

A
CORPORATE INTERNSHIP REPORT ON

“ENHANCEMENT OF DISTRIBUTION CHANNEL”

REPORT SUBMITTED AS A PARTIAL REQUIREMENT FOR THE AWARD

OF THE TWO YEAR PROGRAM OF

“MASTERS IN BUSINESS ADMINISTRATION”

Under the guidance of

Mr. Rakesh Rapariya Mr. Rahul Pratap Singh

Regional Manager (MARKETING) Asst. Officer (MARKETING)
JAYPEE REWA PLANT JAYPEE REWA PLANT

SUBMITTED TO: - SUBMITTTED BY:-

Mr. A.K.Nandi Shyamraj shukla

(G.M-TTG) I.I.P.M. college
Jaypee Rewa Plant New Delhi

CORPORATE INTERNSHIP 2013-JAYPEE REWA PLANT

(CEMENT DIVISION)

Shyamraj shukla
IIPM
(New Delhi)
 content
TITLE
preface……………………………………………………………………………………………..

Acknowledgement……………………………………………………………………………

Declaration………………………………………………………………………………………

Executive Summery………………………………………………………………………….

Chapter 1. History of cement …………………………………………….

1.1 Cement History.........................................................................

1.2 Cement worldwide……………………………………………………..

1.3 Cement in India…………………………………………………………..

1.4 Jaypee cement……………………………………………………………

Chapter 2. Jaypee Group…………………………………………………..

2.1 Company profile………………………….................................

2.2 Vision and Mission of company……………………………………..

2.3 Brand Ambassador of Jaypee………………………………………...

Chapter 3. Objective of the study………………………………………...

3.1 General Objective…………………………………………………………..

3.2 Specific Objective………………………………………………………….

Chapter 4. Limitation of study……………………………………………..

Shyamraj shukla
IIPM
(New Delhi)
Chapter 5. Scope of project………………………………………………………………….

Chapter 6. Problems faced by cement industry……………………………………..

Chapter 7. Research Methodology…………………………………………………………

7.1 Introduction……………………………………………………………………….

7.2 Sample Design, size and Data Collection……………………………..

7.3 Analysis& Interpretation………………………………………...

Chapter 8. Marketing management.............................................................

8.1 Definition and Objective of marketing management………………

8.2 Channel of Distribution………………………………………………………….

8.3 Deferent channel of Distribution…………………………………………..

Chapter 8. Data Analysis and Interpretation................... ……………………

Chapter 9. Conclusion……….........................................................................................

9.1 Findings………………………………………………………………………………..

9.2 Recommendations…………………………………………………………………

9.3 Limitations……………………………………………………………………………

SWOT Analysis…………………………………………………………………………………………

Bibliography…………………………………………………………………………………………….

Questionnaires................................................................................................................

Shyamraj shukla
IIPM
(New Delhi)
 Preface
Practical knowledge is an important suffix to theoretical knowledge. One
cannot merely rely upon the theoretical knowledge. Classroom make the
fundamental concept clear, but practical survey in a firm has a significant role
on play i.e. a subject of “business management” to develop managerial skills. It
is necessary that they combine their classrooms learning with the knowledge
of real business environment.

I am extremely happy to place before the esteemed teacher/officers the report

of the project and title “ENHANCEMENT OF DISTRIBUTION CHANNEL”.

It has helped me to enhance my knowledge about the function of all the

section of marketing department.

I tried my best to explore the truth in my project and reality regarding the
survey and understanding practical way of working.

Shyamraj shukla
IIPM
(New Delhi)
 ACKNOWLEDGE
This project has been an endeavor to integrate my knowledge, skills and
abilities in the pursuit of excellence in my chosen field. In the successful
completion of my efforts I have privileged to be guided, aided and supported
by individuals of higher class, caliber and authority.

The possibility of the completion of my study report has been transformed

into a reality only because of the combine effort, guidance and intellect of a
host of person. Firstly I own immense gratitude to my institute I.I.P.M. (New
Delhi) and Jaiprakash Associates Ltd. For giving me the opportunity to under
goes summer training in this esteemed organization.

I feel highly obliged for the excellent and able guidance of Mr. Rakesh
Rapariya and Mr. Rahul pratap Singh for providing the excellent topic of
the project, guiding me all through the way and helping me achieve the best of
my performance. I would like to extend my heartiest thanks to all the
employees of the marketing department of cement division, Rewa who had
given their full support to bring the summer project to a completion.

SHYAMRAJ SHUKLA

Shyamraj shukla
IIPM
(New Delhi)
 DECLARATION

I hereby declare that this project report is an original unpublished work done
at JAYPEE CEMENT LIMITED, REWA (M.P.) for the partial fulfillment of
master of business administration.

To the best of my knowledge, no piece of work has been done submitted by

anyone in this regard.

Place: Rewa SHYAMRAJ SHUKLA

YEAR: 2013

Shyamraj shukla
IIPM
(New Delhi)
 Objective of study
The objective of this study and project report is toward partial fulfilling of
the requirement of MBA course awarded by I.I.P.M. New Delhi.

General Objective:- To study efficacy of distribution channel, segmentation

promotional activity and customization adopted by Jaypee cement, which effect
demand.

Specific Objective:-
1. To study customer perceived value for Jaypee cement.

2. To study market segment of Jaypee cement.

3. To study efficiency of promotional means of Jaypee cement.

4. To know the DISTRIBUTION of JAYPEE CEMENT.

5. To know the MARKET SHARE of JAYPEE CEMENT.

6. To study Consumers Satisfaction from JAYPEE CEMENT.

7. To study about the factors which INFLUENCE the consumers to purchase

JAYPEE CEMENT.

Shyamraj shukla
IIPM
(New Delhi)
 Research methodology
Introduction:-
Research is common parlance refers to a research of knowledge. Research is a
academic activity and as such term should be used in technological sense. According
to Clifford Woody “Research comprises definition and redefining problem,
formulating hypothesis or suggested solution, collecting, organizing and evaluating
data, making deductions and reaching conclusion, and at last carefully testing the
conclusion to determine weather they fit the formulating hypothesis.”

It is the search of the knowledge related to the common subject. Basically, it is

defined as the SCIENTIFIC & SYSTEMATIC SEARCH for the pertinent information on
a specific topic.

The search of the knowledge through:-

DESCRIPTIVE & ANALYTICAL,

APPLIED & FUNDAMENTAL,
QUANTITATIVE & QUALITATIVE,

For the successful completion of the project many respondents were

contacted through QUESTIONNAIRE/ SURVEY which is a descriptive technique. In
which, self administered questionnaire was prepared and after the data was
collected the statistical inference is recalled and conclusions were drawn based on
sample size. Direct contact and regular visits to the consumers were made so as to
complete the survey/ questionnaire on proper scheduled time.

Shyamraj shukla
IIPM
(New Delhi)
 The main objective of the product was to know the market sustainability of
JAYPEE CEMENT 7 to study the working of marketing sector of JAYPEE GROUP in
REWA region.

Shyamraj shukla
IIPM
(New Delhi)
Sample design:
1. Purposive for management.
2. Simple random sampling and snowball sampling for channel partner.

Sample size:
A total of 100 respondents/ consumers were approached in order to finish
the Market research on time which is also my sample size. This research was only
for the region of REWA and its touched cities.

Data collection:
The data collected from any techniques like surveys, Independent &
networked locations through data capture, data entry or data logging. The Data
collection has its two types:

1). Primary Data.

Questionnaires.
Exploratory cum desk study.

2).Secondary data.
Historical data collection from various sources, Policy
document.
Journals;
Reports;
Newspapers;
Books;
Companies;
Companies websites;

Shyamraj shukla
IIPM
(New Delhi)
 Other related websites;

PROJECT SCOPE

The study provides information about the preference and the choice of
consumers based on different attributes.

The study which is based on the survey, gives a very practical knowledge
about real market situation of different brands.

The study contains 100 respondents.

The study gives the brief idea about the reputation of different brands in
REWA region.

Shyamraj shukla
IIPM
(New Delhi)
 LIMITATIONS OF STUDY

As a student, only those things are written which were originally found in
the survey.

It is believed that whatever different Consumers said is true & biased.

This report is region bounded to REWA City only.

PERSONAL BIAS regarding to their interested brand could be seen.

DATA COLLECTED for my report is both PRIMARY & SECONDARY.

APPROXIMATION of the RESULT.

Shyamraj shukla
IIPM
(New Delhi)
 EXECUTIVE SUMMARY
Transforming challenges into opportunities has been the hallmark of JAYPEE
GROUP ever since its inceptions four decades ago. The group remain committed to
strategic business development in infrastructure which is the key to nation building
in 21st century. Aiming for perfection in everything undertaken by this group & the
commitment they have excelled in; had made them the 3RD LARGEST CEMENT
PRODUCER in the country.

It had set example for the corporate world by expanding its cement producing
captive plants and by seizing every good opportunity to ensure its growth with
“HUMAN FACE” that drives this group.

Having the cement producing facility located in Rewa cluster (M.P) I was
lucky to get two months corporate training in a 3.0 MTPA cement producing plant
which is a big unit near this area. The consumers in and around the region of Rewa
were surveyed for the purpose of analyzing different attributes about their
perception before and after buying of the cement and thus, Questionnaire was
prepared with the intention to generate quantitative data and the qualitative views
of each and every respondent/ consumer.

Questions regarding on topic such as area needed for the improvement of

JAYPEE GROUP and to what extent JAYPEE CEMENT as a brand is popular among
consumers were also included in the Questionnaire which were analyzed for which I
took each & every consumers feedback through a questionnaire. Then and there, I
had to explain them some of the questions for which they used to tell me their views
and experiences. I have spent mostly of my time in the marketing office in JAYPEE
REWA PLANT seeking information regarding the marketing process of JAYPEE
CEMENT.

Shyamraj shukla
IIPM
(New Delhi)
 Cement history
Throughout history, cementing materials have played a vital role. They were used
widely in the ancient world. The Egyptians used calcined gypsum as a cement. The
Greeks and Romans used lime made by heating limestone and added sand to make
mortar, with coarser stones for concrete.

The Romans found that cement could be made which set under water and this was
used for the construction of harbors. The cement was made by adding crushed
volcanic ash to lime and was later called” pozzolanic" cement, named after the
village of Pozzuoli near Vesuvius.

In places such as Britain, where volcanic ash was scarce, crushed brick or tile was
used instead. The Romans were therefore probably the first to manipulate the
properties of cementations materials for specific applications and situations.

Hadrian's Wall, England, a few miles east of Housesteads.

Marcus Vitruvius Pollio, a Roman architect and engineer in the 1st century BC wrote
his "Ten books of Architecture" - a revealing historical insight into ancient
technology. Writing about concrete floors, for example:

Shyamraj shukla
IIPM
(New Delhi)
"First I shall begin with the concrete flooring, which is the most important of the
polished finishing, observing that great pains and the utmost precaution must be taken
to ensure its durability".

"On this, lay the nucleus, consisting of pounded tile mixed with lime in the proportions
of three parts to one, and forming a layer not less than six digits thick."

And on pozzolana:

"There is also a kind of powder from which natural causes produces astonishing
results. This substance, when mixed with lime and rubble, not only lends strength to
buildings of other kinds, but even when piers are constructed of it in the sea, they set
hard under water."

(Vitruvius, "The Ten Books of Architecture," Dover Publications, 1960.)

His "Ten books of Architecture" are a real historical gem bringing together history
and technology. Anyone wishing to follow his instructions might first need to find a
thousand or so slaves to dig, saw, pound and polish...

After the Romans, there was a general loss in building skills in Europe, particularly
with regard to cement. Mortars hardened mainly by carbonation of lime, a slow
process. The use of pozzolana was rediscovered in the late Middle Ages.

The great mediaeval cathedrals, such as Durham, Lincoln and Rochester in England
and Chartres and Rheims in France, were clearly built by highly skilled masons.
Despite this, it would probably be fair to say they did not have the technology to
manipulate the properties of cementitious materials in the way the Romans had
done a thousand years earlier.

The Renaissance and Age of Enlightenment brought new ways of thinking, which for
better or worse, led to the industrial revolution. In eighteenth century Britain, the
interests of industry and empire coincided, with the need to build lighthouses on
exposed rocks to prevent shipping losses. The constant loss of merchant ships and
warships drove cement technology forwards.

Smeaton, building the third Eddystone lighthouse (1759) off the coast of Cornwall in
Southwestern England, found that a mix of lime, clay and crushed slag from iron-
making produced a mortar which hardened under water. Joseph Aspdin took out a
patent in 1824 for "Portland Cement," a material he produced by firing finely-
ground clay and limestone until the limestone was calcined. He called it Portland

Shyamraj shukla
IIPM
(New Delhi)
Cement because the concrete made from it looked like Portland stone, a widely-used
building stone in England.

While Aspdin is usually regarded as the inventor of Portland cement, Aspdin's

cement was not produced at a high-enough temperature to be the real forerunner of
modern Portland Cement. Nevertheless, his was a major innovation and subsequent
progress could be viewed as mere development.

A ship carrying barrels of Aspdin's cement sank off the Isle of Sheppey in Kent,
England, and the barrels of set cement, minus the wooden staves, were later
incorporated into a pub in Sheerness and are still there now.

A few years later, in 1845, Isaac Johnson made the first modern Portland Cement by
firing a mixture of chalk and clay at much higher temperatures, similar to those used
today. At these temperatures (1400C-1500C), clinkering occurs and minerals form
which are very reactive and more strongly cementitious.

While Johnson used the same materials to make Portland cement as we use now,
three important developments in the manufacturing process lead to modern
Portland cement:

- Development of rotary kilns

- Addition of gypsum to control setting

- Use of ball mills to grind clinker and raw materials

Rotary kilns gradually replaced the original vertical shaft kilns used for making lime
from the 1890s. Rotary kilns heat the clinker mainly by radiative heat transfer and
this is more efficient at higher temperatures, enabling higher burning temperatures
to be achieved. Also, because the clinker is constantly moving within the kiln, a fairly
uniform clinkering temperature is achieved in the hottest part of the kiln, the
burning zone.

Shyamraj shukla
IIPM
(New Delhi)
 CEMENT WORLDWIDE
India is the world’s second largest cement producer and produced 181.4 million
metric tons (mMT) of cement in 2008-09 up to 301 (MT) in 2011-12. Production
grew at a compound Annual growth rate of 8.67 %, while installed capacity grew at
3.69 % during the tenth plan (2002-07). In 2007-08, the country exported 3.65
mMT of cement and2.37 mMT of clinker, while imports were negligible; in this year,
cement production was 168.3 mMT.

In 2008-09, the country-wide installed capacity was about 206 mMT per annum
(mMTpa). There were 104 integrated cement plants with an average installed
capacity of about 1.6 mMTpa and 35 grinding units with an average capacity of
about 1 mMTpa.

Globally, cement production in 2008 was 2,900 mMT, with china producing 1,450
mMT and US with 86.1 mMT. The manufacture of Ordinary Portland Cement offered
environmental benefits. In 2007 in India, blended cements had a market share of 67
%, compared to only 4 % in the US, 40 % in China, 26 % in Japan and 52 % in the EU.

Shyamraj shukla
IIPM
(New Delhi)
 TOP 10 GLOBAL CEMENT PRODUCING COUNTRIES

Rank Country Capacity (Mt)

1 China 1452

2 INDIA 301

3 USA (inc. Puerto Rico) 114

4 Turkey 82

5 Russia 80

6 Vietnam 73

7 Iran 71

8 Japan 70

9 Brazil 69

10 Pakistan 65

Shyamraj shukla
IIPM
(New Delhi)
 THE CEMENT MARKET IN INDIA
The industry occupies an important place in the national economy because of its
strong linkages to other sectors such as construction, transportation, coal and
power. The cement industry is also one of the major contributors to the exchequer
by way of indirect taxes.

Statistics

According to Ministry of Commerce & Industry data for November 2012, cement
production registered a negative growth of (-) 0.2 per cent in November 2012
against its 17.0 per cent growth in November 2011. The cumulative growth of
cement production was 6.7 per cent during April- November 2012-13 compared to
its 4.8 per cent growth during the same period of 2011-12.

Key Drivers of Cement Industry In India

Buoyant real estate market.

Increase in infrastructure spending.
Various governmental programmes like National Rural Employment
Guarantee.
Low-cost housing in urban and rural areas under schemes like Jawaharlal
Nehru National Urban Renewal Mission (JNNURM) and Indira Awash Yojana.

Shyamraj shukla
IIPM
(New Delhi)
 INDIAN CEMENT INDUSTRY (FY’11)

LARGE CEMENT PLANTS MINI & WHITE CEMENT PLANTS

> Cement plants 183 > Cement plants 360

> Installed capacity: 234.3mtpa > Installed capacity: 11.1 mtpa

> Cement production: 168.3 mtpa > Cement production: 6.0 mtpa

Production Of Cement (MT)

247
228
207
250
182
200 168
156
150

100

50 Production Of
Cement (MT)
0
FY'07 FY'08
FY'09 FY'10
FY'11 FY'12

Shyamraj shukla
IIPM
(New Delhi)
 KEY STATISTICS
India is now the second largest cement producer after China with a CAGR of
10% over FY 2007-2011.
Total turnover of the Indian cement industry is estimated at USD25 billion in
FY ’ 1 1 .
Major players contributed about 97% to the installed capacity during FY’11.

CEMENT PRODUCING COMPANIES IN INDIA

There are a number of players prevailing in the Cement Industry in India. However,
there are around 20 big names that account for more than 70% of the total cement
production in India. The total installed capacity is distributed over around 183
plants, Owned by 54 major companies across the nation.

Following are some of the major names in the Indian Cement industry:

ACC LIMITED
AMBUJA CEMENTS LIMITED
ULTRATECH CEMENT
JAYPEE CEMENT LIMITED
INDIA CEMENT LIMITED
SHREE CEMENT LIMITED
PRISM CEMENT LIMITED
MADRAS CEMENT LIMITED
BIRLA CEMENT LIMITED
JK CEMENT LIMITED

Shyamraj shukla
IIPM
(New Delhi)
 Marketing management
Introduction:-
Most of the people think that marketing is only about the
advertising and/or personal selling of goods and services. Advertising and selling,
however, are just to streams of the many marketing activities.

In general, marketing activities are all those associated with identifying

the particular wants and needs of a target market of customer, and then going about
satisfying those customers better then the competitors. This involves doing market
research on customer, analyzing their needs, and then making strategic decisions
about product design, promotion and distribution.

Market tends to be seen as a creative industry, which includes

advertising, distribution and selling. It also concerned with anticipating the
customers future needs and wants, which are often discovered thought market
research.

Essentially, marketing is the process of creating or directing an

organization to be successful in selling a product or services that people not only
desire, but are willing to buy.

Therefore good marketing must be able to create a “proposition” or set of benefits

for the end customer that delivers value through product or services.

Shyamraj shukla
IIPM
(New Delhi)
 DEFINITION OF MARKETING
Marketing management is an art and a science of choosing
targets markets and getting, keeping and growing customers through creating,
delivering, and communicating superior customer value.

We do marketing of Goods, services, Events, Experiences, Persons, Places,

Properties, Organizations, Information, Ideas etc.

“Marketing is the performance of business activity

that directs the flow of goods and services from producer to
consumer or seller”.

American Marketing Association

Shyamraj shukla
IIPM
(New Delhi)
 OBJECTIVE OF MARKETING

Increases sales volume.

Increases revenue.
Achieve or increase profits.
Increase or maintain market share.
Eliminate competition.
Achieve advantage of mass production.

Shyamraj shukla
IIPM
(New Delhi)
 CHANNEL OF DISTRIBUTION
After production the next problem faced by producer that of selling and
distribution, because of production is made to satisfy the needs of the consumer, so
it must reach to the consumer for whom it is made. Thus a way through which goods
flow from the producer to the consumer is called channel of distribution.

There are different channel of distribution, i.e. goods may be passed on to

the consumer through wholesaler through retailer or only through retailers or
wholesaler or direct by producer to the consumer (services, agriculture product).

DEFINITION
“Any sequence of distribution from the producer to the consumer
including one or many number of middlemen is called channel of
distribution”.

MC. CARTHY.
“Distribution channel are system economic distribution through
which a producer of goods delivers them into the hand of their users”.

Richard Burskirk.

Shyamraj shukla
IIPM
(New Delhi)
FUNCTION OF DISTRIBUTION
Help in production function.
Making demand and supply.
 Contractual- finding out buyers & sellers.
 Marchanding- producing goods that will satisfy market requirement.
 Pricing- Process of attaching value to the product in monetary term.
 Propaganda- Sales promotion activities in future.
 Physical distribution- Distribution activities.
 Termination- Settlement contract that is paying the value of
receiving goods.
Financing the producer
Promotional activities.
Establishing the price.
Better communication.
Pricing.
Routinisation of decision.

Shyamraj shukla
IIPM
(New Delhi)
 DIFFERENT CHANNEL OF DISTRIBUTION

1) CONSUMER GOODS MARKETING CHANNEL:-

P R O D U C E R

AGENTS

WHOLESALERS AGENTS
DIRECT RETAILERS WHOLESALER

RETAILERS RETAILERS S
RETAILERS

U L T I M A T E C O N S U M E R

Jaypee group include all mediator i.e. agent, wholeseller, dealer, subdealer and
retailor to distribute our product..

Shyamraj shukla
IIPM
(New Delhi)
3).INDUSTRIAL PRODUCT MARKETING CHANNEL:-

MANUFACTURER OF INDUSTRIAL PRODUCT

MANUFACTURER’
S SALES BRANCH
MANUFACTURE
RREPRESENTIV
E
DIRECT MANUFACTURE
INDUSTRIAL RREPRESENTIV
DISTRIBUTO E
R INDUSTRIAL
DISTRIBUTO
R
INDUSTRIAL
DISTRIBUTO
R

INDUSTRIAL CUSTOMER

Shyamraj shukla
IIPM
(New Delhi)
 Jaypee Group
Jaypee Group is an infrastructure conglomerate with diverse business interests
ranging from Engineering and Construction, Cement, Private Hydropower,
Hospitality, Information Technology, and Real Estate Development to Expressway
and Highways.

The founder of Jaypee Group is Jaiprakash Gaur, who started as a civil contractor in
1958. In 1979, Jaiprakash Associates Private Ltd (JAPL) was formed. In 1980, Jaypee
Group entered into Hospitality sector and set up Hotels Siddharth and Vasant
Continental. In 1983, Jaypee Rewa Cement Plant (JRCL) was established with an
initial capacity of 1 million tones. In 1986, Jaiprakash Industries Limited (JIL) was
formed by amalgamating JAPL into JRCL. In 1992, Jaiprakash Hydro Power Ltd
(JHPL) and Jaiprakash Power Venture Ltd. (JPVL) were formed. In 1996, Jaypee Bela
Cement Plant (JBCP) was established with an initial capacity of 1.9 million tones. In
2000, JRCL and JBCP were merged to form Jaypee Cement Ltd. (JCL). In 2003,
Jaiprakash Associates Ltd. (JAL) was formed by merging JIL with JCL. In 2005, shares
of JHPL were listed on BSE/NSE and JHPL became the first Hydropower company to
be publicly held and listed in India.

Shyamraj shukla
IIPM
(New Delhi)
 Major Achievements of Jaypee Group

 Jaypee Group is the largest private sector hydro power producer in

India with an installed capacity of 700 MW.
 Sardar Sarovar Dam being executed by the group is the third largest in
the world for volume of chilled concrete to be placed -nearly 7 million
cum.
 Indira Sagar a 1000 MW Power house is the second largest surface
power house in the country.
 Nathpa Jhakri a 1500 MW Power House is the largest underground
power house in India.
 Tehri Dam is the third tallest rockfill dam in the world, and the largest
in Asia involving placement of over 25 million cum of all types of fill
material.

Shyamraj shukla
IIPM
(New Delhi)
 COMPANY PROFILE

Transforming challenges into opportunities has been the hallmark of the

Jaypee Group, ever since its inception five decades ago. The Group is a diversified
infrastructure conglomerate with business interests in Engineering & Construction,
Power, Cement, Real Estate, Hospitality, Expressways, Sports & Education (not-for-
profit).

ENGINEERING & CONSTRUCTION

The Engineering and Construction wing of the Group is an acknowledged leader in
the construction of multi-purpose River Valley and Hydropower projects. It has the
unique distinction of having simultaneously executed 13 Hydropower projects
spread across 6 states and the neighbouring country Bhutan for generating 10,290
MW power.

The Group has been assigned “CR1” grade by ICRA Ltd. indicating very “strong
contract execution capacity with best prospects of timely completion of projects,
without cost overruns for projects with average value of Rs. 2500 crore.” It is the
only Group in India, which pre-qualifies on its own for the bidding of various
projects t hat are awarded in the country.

A leader in Engineering and Construction of Hydropower projects in India,

the Group has the largest market share in the Indian Hydropower, E&C and EPC
sector having participated in 54% of Hydropower projects developed in 10th 5 Year
Plan in different capacities.

Shyamraj shukla
IIPM
(New Delhi)
 JAL is the only integrated solution provider for Hydropower projects in the
country with a track record of strong project implementation in different capacities
and has participated in projects that have added over 8840 MW of Hydroelectricity
to the National grid between 2002 to 2009. (AN UNPARALLEL FEATURE IN INDIAN
POWER SECTOR). The Group also has the distinction of executing three out of five
Hydropower projects contracted on an EPC basis in the country till March 2009.
Two of these, 300 MW Chamera - II and 520 MW Omkareshwar, have been
completed ahead of schedule.

The 900 MW Baglihar (Stage-I and II) Hydroelectric project in Jammu &
Kashmir, has been set up in the challenging environment of the State with 22 million
cubic meters of concrete, has been the largest EPC project executed in the country in
Hydropower sector, so far.

The key non-EPC projects completed across India are –

1450 MW Sardar Sarovar Project, the largest water resource

project in India,

1000 MW Tehri Dam, Asia's highest rockfill dam.

1000 MW Indira Sagar Power House, second largest surface

power house in the country.

1500 MW Nathpa Jhakri Power House, the largest underground

power house in the country.

Shyamraj shukla
IIPM
(New Delhi)
 The in-house Design and Consultancy Company, Jaypee Ventures Pvt. Ltd.
(JVPL), gives JAL a competitive edge over its rivals. The design and engineering arm
has been awarded “CT1” grade by ICRA with CIDC (The Construction Industry
Development Council). This is the highest rating assigned to consultants in the field
of Engineering.
3

POWER
The Group with its operational projects of 300 MW Baspa-II (Himachal
Pradesh), 400 MW Vishnuprayag (Uttarakhand) and 1000 MW Karcham Wangtoo
(Himachal Pradesh) is India’s largest private sector Hydropower producer. In
addition, with 3200 MW projects (2700 MW Lower Siang & 500 MW Hirong )
coming up in Arunachal Pradesh and 720 MW (270 MW Umngot and 450 MW
Kynshi Stage –II) in Meghalaya, the Group will have total Hydropower generation
capacity of over 5600 MW by 2020.

After having established a strong presence in the Hydropower sector the Group has
initiated its entry into Thermal Power Generation, Power Transmission and also
forward into Wind Power. The Group is in the process of implementing 2 x 660 MW
pit head based Nigrie Thermal Power plant in district Singrauli of M.P. and 5x 250
MW Thermal Power plant at Bina M.P. JAL has been awarded LOIs for 1980 MW (3 x
660 MW) Karchana Thermal Power Project and 3300 MW (5 x 660 MW) Bara
Thermal Power project in UP. Besides this, 49 MW of Wind Power plant is
operational in Maharashtra &Gujarat.

Shyamraj shukla
IIPM
(New Delhi)
The Group has also successfully implemented a Transmission system associated
with 1000 MW Karcham Wangtoo Hydro-electric project. The Transmission project
consists of a 217 km long transmission line between Wangtoo in Himachal Pradesh
and Abdullapur in Haryana.

CEMENT
Jaypee Group is the 3rd largest cement producer in the country. The group produces
special blend of Portland Pozzolana Cement under the brand name ‘Jaypee Cement’
(PPC). Its cement division currently operates modern, computerized process control
cement plants with an aggregate capacity of 28 MnTPA. The company is in the midst
of capacity expansion of its cement business in Northern, Southern, Central, Eastern
and Western parts of the country and is slated to be 35.90 MnTPA by FY13
(expected) with Captive Thermal Power plants totaling 672 MW.

HOSPITALITY
The Group’s hospitality business owns and operates 6 properties spread across New
Delhi, Uttar Pradesh and Uttarakhand. The 4 Five Star Hotels, two in New Delhi and one
each in Agra and Mussorrie have a total capacity of 644 rooms. Another 5 star luxury
with state-of-the-art resort and SPA has been set up in collaboration with SIX SENSES at
Greater Noida with 170 living spaces. Apart from this, Jaypee Delcourt at Greater Noida
has comfortable deluxe rooms, multiple dining options, state-of-the-art wellness centre
and a promenade of lifestyle stores indeed making it a viable destination for corporate,
entrepreneurs, expats business and leisure stays.

Shyamraj shukla
IIPM
(New Delhi)
 REAL ESTATE AND EXPRESSWAYS
The Group is a pioneer in the development of India’s first golf
centric Real Estate. Jaypee Greens - a world class fully integrated complex consists
of an 18 hole Greg Norman Golf Course. Stretching over 452 acres, it also includes
residences, commercial spaces, corporate park, entertainment and nature in
abundance. Jaypee Greens also launched its second project in Noida in November
2007. India’s First Wish Town, is an Integrated Township spread over 1162 acres of
land comprising one 18 hole and two 9 hole golf facility & world class residences.

The Group is constructing 165 km long 6 lane Yamuna Expressway project

from Noida to Agra and ribbon development on 6175 acres at five or more locations
along the expressway for commercial, industrial, institutional, residential and
amusement purposes, will also be undertaken as an integral part of the project.

SPORTS
The Group has hosted India’s first ever Formula 1TM Grand Prix on 30th October,
2011. In addition to F1, the track is also expected to host other top-level
international motorsports events from 2012 onwards like paracycling etc.

EDUCATION
“People of resources must contribute towards making a better tomorrow for all”.
Shri Jaiprakash Gaur ji, Founder Chairman of the Group firmly believes that
quality education on an affordable basis is the biggest service which, as a corporate
citizen, we can provide. Education is the cornerstone to economic development and
the strength of 1 billion Indians can be channelized by education alone to build India

Shyamraj shukla
IIPM
(New Delhi)
into a developed nation.

The Group currently provides education across all spectrum of the learning curve
through 27 Schools, 5 ITC’s, 1 Post Graduate College, 1 B.Ed College and 3
Universities catering to learning of over 23,000 students. The Jaypee education
system plans to take the vision of service to society through quality education to
another plane by expanding its infrastructure to provide education to a universe of
200,000 students in less than a decade from now.

SOCIAL COMMITMENTS
The Group has always believed in “growth with a human face” and to fulfill its
obligations it has set up Jaiprakash Sewa Sansthan (JSS), a ‘not-for-profit trust’
which primarily serves the objectives of socio – economic development, reducing
the pain and distress in society.

For over 5 decades now, Jaypee Group has supported the socio-economic
development of the local environment in which it operates and ensured that the
economically and educationally challenged strata around the work surroundings are
also benefited from the Group’s growth by providing education, medical and other
facilities for local development.

The Group also undertakes Comprehensive Rural Development Programme (CRDP)

which covers a wide range of projects such as free medical camps, health check-ups
for village school children, literacy campaigns like Balwadi’s for young boys and
girls, safe drinking water supply, creating huge water reservoirs in different villages,
self employment which includes tailoring classes for women and animal husbandry.

Shyamraj shukla
IIPM
(New Delhi)
Some other important activities undertaken include the renovation of old temples,
other schools and hospital buildings in the adjoining adopted villages.

ENVIRONMENT
“Every time we borrow from nature, we return it with interest.”

The group believes that harmony between the man and his environment is the
prime essence of healthy life and living. The sustenance of our ecological balance is
therefore of paramount importance.

Efforts are made to conserve ecological balance without any harm done to the local
flora and fauna. The Group has also taken green initiatives, afforestation drives,
resources conservation, water conservation, air quality control and noise pollution
control and created a “green oasis’’ amidst the limestone belt at the cement complex
in Rewa.

Shyamraj shukla
IIPM
(New Delhi)
 VISION AND MISSION OF COMPANY

VISION
“As a group, we are committed to strategic business development in
infrastructure, as the key to nation building in the 21st century. We aim to achieve
perfection in everything we undertake with a commitment to excel. It is the
determination to transform every challenge into opportunity; to seize every
opportunity to ensure growth and to grow with a human face”

MISSION
“Our solitary mission is to achieve excellence in every sector that we
operate in-be it engineering & construction, cement, real, estate or consultancy. To
augment our core competencies and adopt the most comprehensive modern
technology to overtake the obstacles in our path of achievement. To obtain
sustainable development and simultaneously enhancing the shareholder value and
fulfilling our obligation towards building a better India.”

Shyamraj shukla
IIPM
(New Delhi)
BRAND AMBASSADOR OF JAYPEE

SACHIN TENDULKAR IS THE BRAND AMBASSADOR .

Shyamraj shukla
IIPM
(New Delhi)
Clinker imported by Mother Vessel >> Clinker
Storage >> Grinding >> Packaging >>Distribution

Cement manufacturing process description

Quarrying
Two types of materials are necessary for the production of cement: one rich in
calcium or calcareous materials such as limestone, chalk, etc., and one that is
rich in silica or argillaceous materials such as clay. Extensive quarry drilling
and analysis are being undertaken to reduce the variability of the raw
material quality. The quality check that starts from the quarry ensures
optimization in the utilization of the reserves. Limestone and clay are either
scraped or blasted from the quarry and then transported to the crusher.

Shyamraj shukla
IIPM
(New Delhi)
Crushing
The crusher is responsible for the primary size reduction of the quarried materials.
Boulders as big as 1 meter are being crushed to material sizes less than 80 mm.

Pre-blending
The crushed materials pass through an on-line analyzer to determine the pile
composition. A stacker is then used to create different piles of materials and to
reduce variation in material beds.

Raw grinding and blending

A belt conveyor transports the pre-blended piles into individual bins where a
weighing feeder proportions it according to the type of clinker to be produced.

The materials are then ground into the desired fineness by the raw mill equipment.

The powdered raw meal is then transported into a continuous blending storage silo
where variations are further reduced by mixing using aeration.

Burning and clinker cooling

The homogenized raw mix is fed into the pre-heater, a heat exchange equipment
composed of a series of cyclones wherein heat transfer between the raw mix feed
and the counter current hot gases from the kiln take place. Calcination partially
takes place in the preheater. Raw meal is fed directly from the preheater to the

Shyamraj shukla
IIPM
(New Delhi)
rotary kiln. The slight angle of inclination and rotation of the kiln causes the raw
feed to slowly make its way through the kiln counter current to the burner flame.
The heat of the kiln breaks the chemical components and brings the raw mix into a
semi-molten state. At this point, raw materials form compounds that produce the
cementitous properties. After the burning section of the kiln, the materials turn into
solid nodules known as clinker and discharge into the clinker cooler. Clinkerization
occurs between 1350-1400 °C wherein fine coal, pulverized by coal milling, is often
used as heating fuel.

The clinker cooler cools the hot granular mass of clinker by quenching air into it
bringing the temperature down to 100 °C. So air becomes hot and clinker cold. This
hot air is then utilized as combustion air for the firing system of the kiln. Conveyors
transport then the cooled clinker to the clinker storage silo.

Finish grinding
Either the mixture of clinker and gypsum for Type-1 cement or the mixture of
clinker, gypsum and pozzolan material for Type-P cement is pulverized in a
closed circuit system in the finish mills to the From the clinker silo, clinker is
transferred to the clinker bin. It passes through the weighing feeder, which
regulates its flow in proportion with the additive materials. At this stage,
gypsum is added to the clinker and then fed to the finish grinding mills.
Gypsum serves as a retarder in the too rapid setting or hardening of cement.

desired fineness, usually about 87% minimum passing 325 mesh sieve.
Cement is now piped to cement silos.

Shyamraj shukla
IIPM
(New Delhi)
Packing and distribution
The cement from the cement silos are packed into bags by rotary packers or loaded
as bulk and are distributed either by land using forwarder trucks and bulk trucks or
by sea using barges or bulk ships.

Shyamraj shukla
IIPM
(New Delhi)
Shyamraj shukla
IIPM
(New Delhi)
Q1- of channel Which type partner you are?

Chart Title
RETAILER WHOLE SELLER
35% 16%

SUB DEALER
DEALER
5%
44%

INTERPRETATION:

After the survey it is found that 44% mediator are dealer, 35% are retailer,
16% are wholesalers and rest are of sub dealer i.e. 5%..

Shyamraj shukla
IIPM
(New Delhi)
Q2:- In which cement brand are you dealing?

Chart Title JAYPEE

CEMENT
OTHER 18%
KJS CEMENTCEMENT
13% ACC CEMENT
10% 9%

PRISM CEMENT BIRLA GOLD

43% CEMENT
7%

INTERPRETATION:
The study reveals that 18% of respondent are dealing jaypee
cement,,9% are deal ACC CEMENT ,7% are of Birla Gold Cement,10% of kjs
Cement,43% are deal Prism Cement, which are higher then all and only 10%
are respondent deal other brand of cements.

Shyamraj shukla
IIPM
(New Delhi)
Q3- Which factors help you to selling these brands?

Chart Title
Series1

79

33
15 35
15

INTERPRETATION:
The study reveals that demand is the biggest factor which help to sell
different brand of cement i.e 79 respondent..35 respondet say quality,15 say
product availability,33 says brand image and 15 respondent says price.

Shyamraj shukla
IIPM
(New Delhi)
Q4- Which cement brand provide maximum profit for you?

Chart Title
OTHER CEMENT jaypee cement
8% 15%

KJS CEMENT
7% ACC CEMENT
5%

BIRLA GOLD
CEMENT
3%

PRISM CEMENT
62%

INTERPRETATION:
. In a survey 62% respondent says prism cement provide maximum profit
for him, 5% says acc,15% respondent says Jaypee, 3% says birla gold, 7% says
kjs and 8% says to other cement give him maximum profit.

Shyamraj shukla
IIPM
(New Delhi)
Q5- In which area Jaypee cement need to improvement?

Chart Title
ADVERTISEMENT
8% QUALITY
45%

PRODUCT
AVAILABILITY
19%

PRICE
28%

INTERPRETATION:
Jaypee cement need to improvement in quality 45 respondent says this,
28% says price,19% says product availability and 8% says to advertisement.

Shyamraj shukla
IIPM
(New Delhi)
Q6- Does Jaypee cement help you to sell the product?

Chart Title

yes
21%

No
79%

INTERPRETATION:
21% respondent said yes Jaypee cement help him to sell the product and rest of
say no i.e. 79%.

Shyamraj shukla
IIPM
(New Delhi)
Q7-If yes, how it helps you?

Chart Title
ADVERTISEMENT
OTHERS
14%
0%

PROMOTIONAL
ACTIVITY SALES TEAM
57% 29%

INTERPRETATION:

Shyamraj shukla
IIPM
(New Delhi)
 Jaypee cement help to sale our product in different ways 14% respondent
says by doing good advertisemen,,57% says by promotional activity and 29%
said sales team, and others factor are 0%.

Q8- Are you getting technical team support from the company?

Chart Title
NO
10%

YES
90%

INTERPRETATION:
After the analysis of 100 respondent it is found that 90 % of
respondent getting technical support & 10% are not getting any technical
team support from the company.

Shyamraj shukla
IIPM
(New Delhi)
Shyamraj shukla
IIPM
(New Delhi)
Q9-If yes,from which brand?

Chart Title
OTHERS
7%
KJS CEMENT
8%
JAYPEE CEMENT
ACC CEMENT
19%
8%
BIRLA
GOLD
CEMENT
3%

PRISM CEMENT
55%

INTERPRETATION:
55% respondent says prism cement provide technical team support, 19%
says jaypee cement , 3% says birla gold,8% says acc and kjs and other are 7%.

Shyamraj shukla
IIPM
(New Delhi)
Q10- How do you rate Jaypee cement?

Chart Title
Series1

54
43

1
2

HIGHLY SATISFIED UNSATISFIED HIGHLY

SATISFIED UNSATISFIED

INTERPRETATION:
.

After the analysis of acquired data of 100 respondentS. it was found that 43% of
the respondents were SATISFIED with JAYPEE CEMENT . The other left share
was among the HIGHLY SATISFIED- 1%, UNSATISFIED- 54% & HIGHLY
UNSATISFIED- 2%.

Shyamraj shukla
IIPM
(New Delhi)
Shyamraj shukla
IIPM
(New Delhi)
 Finding recommendation &limitation
Findings:
1. Jaypee has good market share in REWA region.
2. Jaypee cement is rated as high quality and high price cement.
3. Jaypee ensures profitability of their channel partner in long run(6 month),
but most of the seller wanted to go for net profit in short run.
4. In a road show in REWA, I have observed that company want to increase
sell of their product at high price but seller wanted to reduce it on billing so
that they can increase their profitability.
5. Jaypee has laboratory testing vehicle as NIRMAN MITRA to some specific
region.
6. Jaypee is not providing any trade credit to their channel partner.
7. Sachin Tendulkar has endorsed Jaypee, he is Brand ambassador of Jaypee
Group it shows that Jaypee is making strong investment to advertise their
product.
8. Jaypee is doing intensive marketing and promotional activity to promote
their brand.
9. Jaypee has recorded “LAST MILE DISTRIBUTION”, its distribution channel is
so strong, I have found that ACC is stronger than Jaypee into their
promotional activity, due to their laboratory testing vehicle which comes
construction site, on demand of good nos of dealers and whole sellers in
that area.
10. Jaypee is use Push & Pull strategy to sell their product into segment market.
11. Jaypee has strong supply channel. so that, it is rated as 70% in availability in
market.

Shyamraj shukla
IIPM
(New Delhi)
recommendation:
1. Although Jaypee is positioned as high quality product, they ensure
profitability of their channel partners. But also, Jaypee should drow
its attention to low income group market segment.

2. Laboratory testing vehicle ”Nirman Mitr” should be in practical

sense, in order to give customer oriented facility and to provide
customize services to their valuable customer. As I have seen by my
respondent.

3. They should give strong advertisement by using electronic media,

print media, road show, paintings, hoardings, masons meet. in order
to prospect ”Jaypee ”, into mind of the customers. So that Jaypee will
be able to state that, there is no difference between Buland and
Jaypee, only name has been changed.

4. Company should start online help center, in order to give customized

services to their prospect customers.

Shyamraj shukla
IIPM
(New Delhi)
 5. Jaypee should create data base for their valued customers. As
maintaining regular customers is more cost effective then going after
new one.

SWOT ANALYSIS

Shyamraj shukla
IIPM
(New Delhi)
 SWOT ANALYSIS

Shyamraj shukla
IIPM
(New Delhi)
SWOT Analysis has been carried out to understand the future, or rather the
present status of the company. The weaknesses could be converted to
strengths and this would help the company to prosper and gain maximum
share in the market.

STRENGTH
a) Good advertising.
b) Establishing brand historical advantage.
c) Consistent good quality of cement.
d) Prompt customer service.

WEAKNESS
a) Price of Jaypee cement is higher than competitors.
b) Supply of material is not done on regular basis.
c) Consumer think Jaypee use more fly ash.

OPPORTUNITY
a) Growing market.
b) Well establish brand will be help in increase sale.
c) Get big contract of infrastructure by the government.

Shyamraj shukla
IIPM
(New Delhi)
THREATS
a) Competition from ACC & Prism.

b) Other brands of cement provide maximum profit to both customer as well as

retailers & dealers.

Shyamraj shukla
IIPM
(New Delhi)
 Bibliography
BOOK:-

Kotler Philip 2009, Marketing Management ,13th edition

Prentice hall publishers.
Kothari C.R. ‘research methodology’ New Age International
(p) Ltd.,publishers, 2004 edition.
Different magazines.

WEBSITE:-

 www.jilindia.com
 www.understanding.cement.com
 www.google.com

Shyamraj shukla
IIPM
(New Delhi)
 JAIPRAKASH ASSOCIATES LIMITED
(CEMENT DIVISION)
QUESTIONNAIRE
NAME: .............................................................................................
ADDRESS: ..………………………………………………………………………………………

CONTACT NO.: ………………………………………………………………………………………..

Q1) Which type of channel partner you are?

a) WHOLESALER b) DEALER

c) SUB DEALER d) RETAILER

Q2) In which cement brand are you dealing?

a) JAYPEE CEMENT b) ACC CEMENT

c) BIRLA GOLD CEMENT d) PRISM CEMENT

e) KJS CEMENT

Q3) Which factors help you to selling these brands?

a) PRICE b) DEMAND

c) PRODUCT AVAILABILITY d) QUALITY

e) BRAND IMAGE

Shyamraj shukla
IIPM
(New Delhi)
Q4) Which cement brand provide maximum profit for you?

a) JAYPEE CEMENT b) ACC CEMENT

c) PRISM CEMENT d) BIRLA GOLD

e) KJS CEMENT

Q5) In which area JAYPEE CEMENT need to improvement?

a) QUALITY b) PRICE

c) PRODUCT AVAILABILITY d) ADVERTISEMENT

Q6) Does JAYPEE CEMENT help you to sale the product?

a) YES b) NO

Q7) If yes, How it helps you?

a) ADVERTISEMENT b) SALES TEAM

c) PROMOTIONAL ACTIVITY d) OTHERS

Q8) Are you getting technical team support from the company?
a) YES b) NO

Q9) If yes from which brand?

a) JAYPEE CEMENT b) PRISM CEMENT

c) BIRLA GOLD CEMENT d) ACC CEMENT

e) KJS CEMENT

Q10) How do you rate JAYPEE CEMENT?

a) HIGHLY SATISFIED b) SATISFIED

C) UNSATISFIED d) HIGHLY UNSATISFIED

Thank you for your kind cooperation and valuable time.

Shyamraj shukla
IIPM
(New Delhi)
Shyamraj shukla
IIPM
(New Delhi)