Brand Awareness level of Keshawa Cement
CONTENTS Sl.No Part-A 1.
Executive summary •
Industry Profile
•
Company Profile
•
Need For Study
•
Objectives
• • • •
Methodology Scope Findings Suggestion
Part-B 2.
3.
4
6
7-32
Introduction of the Study •
History of the company
•
Company profile
•
Growth of the company
•
Manufacturing process
•
Organization structure
Part-C •
Research Methodology
•
Objectives and scope
•
Need for study
33-37
Part-D •
5
1-6
Data collection method
38-39
Part-E Data Analysis and Interpretation
40-72
Part-F
73-83
Annexure and Bibliography
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Brand Awareness level of Keshawa Cement
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Brand Awareness level of Keshawa Cement
EXECUTIVE SUMMARY INDUSTRIAL PROFILE: In 1838 a young chemical Engineer ‘Isac Johnson’ burned the cement raw material at high temperature until the mass was nearly vertified producing the ‘modern Portland cement’. The German chemist ‘Wilhelm michaelis’ proposed the establishment of cement standards in 1875. the use of concrete in construction grew rapidly from 1850 onwards, & was soon the dominant use for cements. Thus Portland cement began its predominant role.
COMPANY PROFILE: Shri Keshav Cement & Infra. Ltd. (KCIL) is Public limited Company incorporated in the year 1993 to manufacture 43 grade & 53 grade Ordinary Portland Cement. We went into Public during 1995. The company raised capital via IPO during 1995 to raise capital of 512.42 lakhs which was over subscribed by 12 times. The stocks are actively traded in Mumbai Stock Exchange. The company has posted profits since inception.
Need For The Study The main purpose of the study is to the awareness level of the brand The Study will help us to know the effectiveness of advertisement & sales promotion activities on the customers The study will help the company to set strategies for the Bagalkot city & emphasize on their weaknesses & threat
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Brand Awareness level of Keshawa Cement
OBJECTIVES: 1
To identify the Advertisement & Sales promotion activities adopted by the Keshav Cements & Infra Ltd
2
To know the brand awareness level of Keshav Cements
3
To know the effectiveness of Advertisement on customers
Scope Of The Study In todays scenario Infrastructure is in boom, so there is lot of construction works takes place in a broad way. For that the main raw material is cement. But there are many players & huge competition in cement industries. So it is very important to set a competitive strategies to beat the competitors, where Marketing plays a vital role
METHODOLOGY Research Design: “Descriptive� research design is used in the study Data Source: Primary Data Secondary Data Research Approach: Survey Method Field Study: Personal Interview
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Brand Awareness level of Keshawa Cement
FINDINGS I found from secondary data that “Trade shows, Trade allowances & Contents & Incentives” & “Wall paintings & Print Media” these are Advertisement & sales promotion Activities adopted by Keshav cements 48% of the respondents use Ultratech cement, 25% of them use ACC cement & 4% of them use Keshav cements It is found that 80%, 10% & 7% of the respondents look after Quality, Easily availability & Reasonable Price while purchasing competitors brand cement. & While purchasing Keshav cements 17% of the respondents are influenced by Price, 15% from Quality & 6% from Easily Available
SUGGESTIONS From the study I found that 86% of the respondents says that Advertisement & sales promotion activities plays a very vital role in purchasing the competitors cement. Though customers see Quality first while purchasing the cement, but to know the quality of the brand they must use it, for that they must first know which brands is available in the market, for which advertisement is essential. So both advertising & sales promotion activities plays a vital role in purchasing the cement.
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Brand Awareness level of Keshawa Cement
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Brand Awareness level of Keshawa Cement
INTRODUCTION OF CEMENT The word ‘CEMENT’ is a binder, a substance which sets & hardens independently, & can bind other materials together. The word ‘cement ’ is derived from the ‘Roman’ language “opus caementicium” to describe masonry which resembled concrete & was made from crushed rock with burnt lime as binder. Later it referred to as; cementum, cimentum, cament & cement. Cement is a chemical compound existing of lime stone or chalk, clay, sand, & gypsum to form the end product we know as cement. Cement used in construction are characterized as “hydraulic & non hydraulic” cement. Cement is mainly used in the production of ‘mortar & concrete’- the bonding of natural or artificial aggregates to form a strong building material which is durable in the face of normal environmental effects. Cement should not be confused with ‘concrete’ as the term cement explicitly refers to the dry powder substance. Upon the addition of water & or additives the cement mixture is referred to as concrete, especially if aggregates have been added. It is uncertain where it was first discovered the hydrate & non hydraulic cement, but concrete made from such mixtures was first used on a large scale by “Roman Engineers”. In the 18th century a big effort started in Europe to understand why some limes possess hydraulic properties. ‘John smeaton’ often referred to as ‘Father of Civil Engineering in England’ concentrated his work in this field. ‘James parker’ in the 1780s, founded the ‘Natural cement’ made by burning septaria. The invention of ‘port land cement’ is generally credited to ‘Joseph Aspedin’ an English bricklayer in 1824. In 1838 a young chemical Engineer ‘Isac Johnson’ burned the cement raw material at high temperature until the mass was nearly vertified producing the ‘modern Portland cement’. The German chemist ‘Wilhelm michaelis’ proposed the establishment of cement standards in 1875. the use of concrete in construction grew rapidly from 1850 Babasabpatilfreepptmba.com
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Brand Awareness level of Keshawa Cement onwards, & was soon the dominant use for cements. Thus Portland cement began its predominant role. Types of cement: 1) Portland cement 2) Portland cement blends Portland blast furnace cement Portland fly ash cement Portland pozzolan cement Portland silica fume cement Masonry cements Expansive cements White blended cements Colored cements Very finely ground cements 3) Non Portland hydraulic cements Pozzolan-lime cements Slag-lime cements Super sulfated cements Calcium aluminate cement Calcium sulfo aluminate cement Natural cement
Indian Cement industry The cement industry is experiencing a boom on account of the overall growth of the Indian economy primarily because of increased industrial activity, flourishing real estate business, growing construction activity, & expanding investment in the infrastructure sector. The performance of the industry, under different policy regimes, truly establishes that decontrol of the industry & liberalization of the economy has led to remarkable improvement in the indicators such as installed capacity, capacityutilization, per capita consumption & exports. Babasabpatilfreepptmba.com
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Brand Awareness level of Keshawa Cement . Cement is an essential component of infrastructure development & most important input of construction industry, particularly in the government’s infrastructure & housing programs, which are necessary for the country’s socioeconomic growth & development. It is also the second most consumed material on the planet. The Indian cement industry is the second largest producer of cement in the world just behind China, but ahead of the United States & Japan. It is consented to be a core sector accounting for approximately 1.3% of GDP & employing over 0.14 million people. Also the industry is a significant contributor to the revenue collected by both the central & state governments through excise & sales taxes. The Beginning of Indian Cement Industry The attempt to produce cement in India dates back to 1889 when a Calcutta firm attempted to produce cement from Argillaceous (kankar). In 1914 the first commissioned cement-manufacturing unit in India was set up by India Cement Company Limited at Porbandar, Gujarat, with an installed capacity of 10,000 tonnes & production of 1000 tonnes. Subsequently two plants; one at Katni (M.P.) & another at Lakheri (Rajasthan) were set up. The problem of supply outstripping demand was significant in early period of the industry. This was followed by a price war between the producers where they resorted to cutting down of prices & selling at below production cost. It was then when the government of India intervened into the market & referred the cement industry to the Tariff Board. All these events resulted in formation of Indian Cement Manufacturers’ Association in 1925 whose main function was to regulate prices in the industry. In 1927, Concrete Association of India was formed whose two main objectives were to educate public about the use of cement & to play an active role in popularizing Indian cement. The next step in the direction of rescuing cement industry was the formation of Cement Marketing Company of India Limited in 1930 to promote & control the sale & distribution of cement at regulated prices. Babasabpatilfreepptmba.com
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Brand Awareness level of Keshawa Cement
In 1936, eleven companies, except Sone Valley Portland Cement Company Limited, merged to form Associated Cement Company Limited (ACC). In 1937, Dalmiya Jain Group set up five factories with installed capacity of 575000 tonnes & ACC added four more plants. The price & distribution control system on cement, implemented in 1956, aimed at ensuring fair prices to producers & consumers all over the country, thus reducing regional imbalances, & at reaching self-sufficiency within a short time period (Schumacher & Sathaye 1999). In spite of the fact that government exercised no control over the Indian cement industry all through the Third Five Year Plan (1961-1967), growth was low due to inadequate retention price & lack of adequate financial resources to the existing companies Control Period (1969-1982) The Indian cement sector had been under strict government control for almost the whole of the period. During this period, many companies & their plants started off but still growth was not seen at the desired rate. In 1977, higher prices were allowed for cement produced by new plants or major expansions of existing plants. Due to maintained slow development, the uniform price imposed by the government, was substituted by a three-tier price system in 1979. Different prices were assigned to cement produced in low, medium & high cost plants. Thus, controlled price did not reflect the true economic cost, & profit margins reduced increasingly, preventing essential investments in capacity & production expansion. A permit system introduced by 14 states & union territories in the period comprised direct control over public distribution of cement to ensure fair supplies to priority sectors. However, the system resulted in artificial shortages, extensive black marketing & corruption in the civil supply departments of the government.
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Brand Awareness level of Keshawa Cement The system of price control was accompanied by a policy of freight pooling. The price control fixed a uniform price according to estimated production costs at which cement was required to be sold all over the country. This freight pooling system promoted equal industrial development all over the country. It supported regional dispersion. Partial Decontrol (1982-1989) On account of the above-mentioned difficulties in the cement industry the government of India introduced a system of partial decontrol in 1982. A levy quota of 66.60 % for sales to government & small house builders was imposed on existing units while for new & sick units a lower quota at 50% was established. The balance of 33.40% could be sold in the free open market to general consumers. A ceiling price was set for sales in the open market in order to protect consumers from unreasonably high pricing of cement. Under the system of partial decontrol, freight pooling no longer covered nonlevy cement. Furthermore, specific mini units were completely freed from price & distribution controls. Although overall profitability increased substantially immediately after the introduction of partial decontrol, profits obtained through non-levy sales decreased with greater availability of cement in the market & continuously rising input costs. To sustain an accelerating course, the government subsequently introduced changes in levy obligations & retention prices regularly. As a result, in 1988 the levy quota was as low as 30% for units established before 1982 & the retention price had increased substantially. In 1987, the Cement Manufacturers Association & the government decided that there was no further necessity for a maximum price ceiling. Total Decontrol (1989 onwards) Finally in 1989, the cement industry was considered to be prepared for free market competition, & all price & distribution controls on sale of cement were withdrawn. The system of freight pooling was abandoned & a subsidy scheme to ensure availability of cement at reasonable prices in remote & hilly regions of the country was Babasabpatilfreepptmba.com
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Brand Awareness level of Keshawa Cement worked out. The industry was then de-licensed in July 1991 under the policy of economic liberalization. By removing all controls on the cement sector the government hoped to accelerate growth & induce further modernization & expansion investments. It was after this decontrol that the Indian cement industry moved towards globalization, with increasing emphasis on the exports. The expansion of the industry was evident after the decontrol where capacity as well as production increased many fold. Growth was seen from 91 plants and 43 million tonnes of production in 1989-90 boosting to 132 plants & 161.66 million tonnes production in 2006-07 (CMA 2007). Total capacity utilization for the industry has also increased from 78% to 91% during the same period. Hence, the history of the Indian cement industry indicates the role of government played in influencing the twists & turns in the industry. It might be noted that government interventions have been a mix of fiscal instruments & direct control on production, pricing & distribution on the one hand & technological intervention through government promoted research institutions on the other hand. ACGR of Primary Performance Indicators (%) Indicators Installed Capacity Production Capacity Utilization Exports Per Capita Consumption
Total Period Control Period (1970-71 to 2006- (1970-71 to 1987-88)
Decontrol Period (1988-89 to 2006-
07) 7.28 7.39 0.10 13.10 5.15
07) 7.09 8.09 0.93 35.38 9.35
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7.47 6.69 -0.73 -5.52 1.11
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Brand Awareness level of Keshawa Cement Trend in Primary Performance Indicators of the Indian Cement Industry Year
Installed Capacity (Million tonne)
Production (Million tonne)
Capacity Utilization(%)
Export (Lakh tonne)
Per Capita Consumption (Kg.)
1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07
97.25 105.25 109.30 118.97 119.10 130.40 146.13 151.17 157.48 164.69 160.24 165.22
69.57 76.22 83.16 87.91 100.45 97.61 108.40 116.35 123.50 133.57 141.81 155.31
71.54 72.42 76.08 73.89 84.34 74.85 74.18 76.97 78.42 81.10 88.50 94.00
15.70 19.70 26.80 20.60 19.50 31.50 33.80 34.70 33.63 40.71 60.07 58.70
72 78 82 85 97 99 97 106 110 115 125 136
Regional Concentration Cement, being a bulk commodity, is freight intensive & transporting cement over long distances can prove to be uneconomical. This has resulted in cement being largely a regional play with the industry divided into five main regions, viz., North, South, West, East & the Central region. Until 1999-2000, Indian was divided in only four regions; centre came up only after that. Punjab, Rajasthan, Haryana & Himachal Pradesh fall in northern region whereas Bihar, Jharkhand, Orrisa, West Bengal & Chattisgarh are in eastern region. The west comprises of Gujrat & Maharashta & the central region has Uttar Pradesh & MP, thus leaving AP, Tamil Nadu, Kerala & Karnataka for southern region.
Region wise Capacity of Cement in India Year
North
East
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West
South
Center
Total % Page 13
Brand Awareness level of Keshawa Cement 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07
18.58 18.68 18.20 18.10 18.00 20.92 20.62
17.54 15.63 16.06 15.28 14.95 14.14 14.18
18.59 16.55 18.08 20.00 19.13 17.58 17.54
29.19 33.58 32.48 31.70 31.64 31.65 32.22
16.11 15.55 15.17 14.93 16.28 15.71 15.44
100.00 100.00 100.00 100.00 100.00 100.00 100.00
Globalization of Indian cement Industry The cement industry is witnessing a number of multinationals entering the market & mergers and acquisitions in domestic market itself, bringing smaller players under the umbrella of larger companies, & larger companies coming under the umbrella of global players. The booming demand for cement, both in India & abroad, has attracted global majors to India. In 2005-06, four of the top-5 cement companies in the world entered India through mergers, acquisitions, joint ventures or greenfield projects. The consolidation witnessed in the industry in recent times has resulted in two crucial domestic deals. First being the de-merger of L&T’s cement (renamed as Ultratech Cement Ltd.) division & its acquisition by Grasim. The other consolidation effort was seen when Gujarat Ambuja acquired 14.4% stake in ACC in 2000 (India Infoline 2003). Following this Holcim took a big stake in ACC in the year 2005. Thus, the top two groups in the industry, Aditya Birla Group (Grasim & Ultratech Cements Ltd. combine) & Holcim Group (Ambuja Cements Ltd. - ACC Ltd. combine) now control more than 45 % of total capacity in the country.
Top Cement Industries Ambuja Cements Ltd Grasim Industries Ltd A C C Ltd Babasabpatilfreepptmba.com
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Brand Awareness level of Keshawa Cement Ultratech Cement Ltd India Cements Ltd Prism Cement Ltd Madras Cements Ltd Birla Corporation Ltd Dalmia Cement (Bharat) Ltd Shree Cement Ltd J K Cement Ltd Chettinad Cement Corpn. Ltd. Century Textiles & Inds. Ltd Sanghi Industries Ltd. J K Lakshmi Cement Ltd. Binani Cement Ltd O C L India Ltd.
News about Cement industry of India The 207.81-million tonne cement industry in the country has witnessed “good growth�, despite a tumultuous financial year across most industry verticals. Cement consumption in the current year grew by 8%, compared to 9% last year. Industry experts say that given the current economic scenario, this growth is good. Babasabpatilfreepptmba.com
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Brand Awareness level of Keshawa Cement Cement dispatches (including exports) for the 11 months ended February 2009 were at 162.89 million tonne, against 151.89 million tonne during the year-ago period. Of this, exports contributed 2.86 milllion tonne, against 3.33 million tonne in the previous year. “The first half of the current year was bad, owing to the export ban & high cost of production, including a dip in prices. But it improved since from last November; it is expected to continue into the first quarter of the next financial year as well,” Cement manufacturers expect the industry to grow at 8% in the next financial year. Cement dispatches during the past four consecutive months have seen a healthy growth; it increased 11% year on year (y-o-y) in November, 12% y-o-y in December, 8.26% in January and 8.73% in February respectively. According to the Cement Manufacturers Association, growth in cement consumption during April ‘08 to February ‘09 was highest in the eastern region, at about 11%. This was followed by the southern & central regions, where consumption grew by 10% each. The western & northern region witnessed 6% & 4% growth, respectively. Meanwhile, the April ‘08 to February ‘09 period saw a 9.51 million tonne increase in cement capacities across the country, against 7.89 million tonne in the same period last year. With demand increasing across the country, cement prices are also firming up. This shows that despite of recession there is a growth in the cement industries in India. Where infrastructure is in boom.
SHRI KESHAV CEMENTS & INFRA LTD ORGANIZATION PROFILE
COMPANY Babasabpatilfreepptmba.com
INFORMATION Page 16
Brand Awareness level of Keshawa Cement
Name of the Company
M/s.Keshav Cement Ltd
Adress
S.No. 346 Kaladgi, Dist- Bagalkot- 587313
Head office
“Jyoti Tower” 215/2, Karbhar Galli, 6th lane, Nazar camp, M. Vadgaon Belgaum- 590005
Constitution
Public Limited Company
Year of Incorporation
1993
Products
Ordinary Portland Cement, Pozzolonic Cement, Blast furnace Cement, White Cement
Land Area
22 .36 Acres
size of the Industry
Medium scale Industry
Capacity
225 Tonnes Per Day (TPD)
Brand Names
Jyoti Gold, Jyoti Power &, Keshav Cements
Market reach
Karnataka, Maharashtra &, Goa
Technology used
West German VSK Technology
BACKGROUND Babasabpatilfreepptmba.com
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Brand Awareness level of Keshawa Cement Shri Keshav Cement & Infra. Ltd. (KCIL) is Public limited Company incorporated in the year 1993 to manufacture 43 grade & 53 grade Ordinary Portland Cement. We went into Public during 1995. The company raised capital via IPO during 1995 to raise capital of 512.42 lakhs which was over subscribed by 12 times. The stocks are actively traded in Mumbai Stock Exchange. The company has posted profits since inception. Presently our “Jyoti Gold & Jyoti Power” cement brands are very popular in the cement market. & now we are marketing as “Keshav cements” brand in the market. We supply our cement in North Karnataka, Goa & Maharashtra. Keshava Infotech Ltd. (KIL) is a medical transcription unit engaged in providing services to American Hospitals and Clinics. The company commenced commercial operations in 2000 by appointing 50 professionals & today is a 250+ organization. Katwa Infotech Ltd. has paid up capital of Rs.50 lakhs. In FY 06-07, the company achieved sales & PAT of Rs. 354.50 Lakhs & Rs. 268.68 Lakhs respectively. KIL holds 100% stock in Scribe Care, a US based marketing firm. Scribe Care brings in value to the services provided by getting significantly higher prices & better realization. Both these companies are making profits & paying dividends. Keshava Finlease Limited incorporated in 1995, commenced its business of hire purchase finance for automobiles in 1996. The RBI granted registration to the Company under section 45IC of the reserve bank of India act, 1934 & classified it as a hire purchase Company under ‘A’ category. Keshava Construction Co. Ltd. is engaged in construction of luxurious flats targeting mainly to NRI’s. we have got site at Corlim, which is just 8 km from Goa in Panji.
INTRODUCTION Babasabpatilfreepptmba.com
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Brand Awareness level of Keshawa Cement Shri H.D.Katwa & Katwa family from Belgaum have proposed to establish a 150 TPD mini cement plant based on vertical shaft kiln technology at “Kaladgi� village Bagalkot district for this purpose the promoters incorporated a company in the name of Shri Keshav Cements & Infra Ltd with request of companies in Karnataka. It is registered under the companies act 1956 in the year 17th march 1993. There are five Directors & promoters they are: 1.
Shri H.D.Katwa (Chairman)
2. Shri Venkatesh H. Katwa (vice chairman) 3. Shri Vilas H. Katwa (Managing Director) 4. Smt. N H Katwa (Director) 5. Shri Deepak H. Katwa (Director) Shri H D Katwa, is an highly experienced entrepreneur & well-known industrialist in region with vast commercial & industrial knowledge. With more than four decades of rich expertise, he started his career as a trader in textiles. In 1978 he moved to Belgaum city & promoted a small scale industry in plastic materials. In 1984 he entered into cement arena by setting up a small mini plant of 30 Tones Per Day (TPD). Since then, there is not looking back & now he has spearheading 4 profit making organizations with cement capacity of 600 TPD. Currently, he is actively pursuing expansion of the cement plant to 3000 TPD - which is 100 times the capacity of the first unit set-up in 1984. A visionary & with perfect attitude, the chairman is heading the board who are currently finalizing setting up of Beneficiation plant, Spone Iron plant & Power Project of 15 MW.
Shri Venkatesh H Katwa, a graduate MBA from the University of Oklahoma, USA, is having wide experience in Cement industry, International business & Health Care service automations. After returning from USA in 1997, he took up his responsibility of Executive Director at KCIL. He later moved to promote Katwa Infotech Limited, a ITES serving medical & health care industry in USA. He established business development office in USA which is growing over 120% every year. Under his leadership, Katwa Infotech Limited has earned a respectable image & has been awarded as the highest & best exporter in north Karnataka since the award has been designated for last three Babasabpatilfreepptmba.com
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Brand Awareness level of Keshawa Cement consecutive years. The company with over 250 associates is growing rapidly & looking for over 100% growth this year too. Mr. Venkatesh is the Vice-Chairman at KCIL & working on executing projects of expansion & setting up of power project. Shri Vilas Katwa, a graduate MBA from the University of Massachusetts, Boston stared his career in Information technology working as the chief systems engineer, in McCormack Institute of Public Affairs at U-Mass Boston. On returning to India, he joined at the Jt. Managing Director. As he gained experience in cement manufacturing he initiated many IT drives that gave good control over the production, quality & management parameters.rs. Also being an engineer in Industrial & Production discipline, he has initiated many policies & systems that boosted production to its maximum capacity. He is now the managing director of the company and handles all the affairs He is currently working on operation to improve the product/services while reducing the cost by utilizing instrumentation techniques. One of the production facilities is completely electronically controlled making it the first production facility with such high level of automation in its category. Shri Deepak Katwa, is a graduate MBA from the University of Okalhoma, United States, Having a very good commercial background he has made a very important contribution towards the finance and operations divisions of the company as well as the IT company that our group has established. It is during his time that the company continued to get three consecutive awards as the best exporter in North Karnataka for the IT division. His specialties are public relations, finance, operations & management. He is actively involved in settings up of the power plant to reduce the overall power cost for the cement plant. Keshav Cements & Infra Ltd(KCIL) is a reputed group manufacturing Keshav Cement. The Company is public limited with stocks traded on various stock exchanges in India, with over 15 years of experience in cement manufacturing and marketing. The company foresees to be a major player in the construction industry. Keshav Cement has a R & D team to continually improve the product and services. The company has posted profits since the inception & has been paying dividends regularly. The inception of the company began with acquisition of a sick cement plant of 20 TPD Babasabpatilfreepptmba.com
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Brand Awareness level of Keshawa Cement (Tons per day) in 1994. The capacity of the plant was gradually increased year after year to reach 600 TPD. The recent acquisition has added 300 TPD to the existing capacity. The company is undertaking an expansion project to increase the output to 3000 TPD which is One million TPA. On the financial side the company is confident to achieve 100% growth in FY-08 and 400% in FY-09 owing to the recent acquisition and recently concluded expansion plans. The salient features of this plant: •
Located in the same premises & continuation of existing business, hence the fixed cost remains almost same
•
Use of existing civil structures & low machinery cost will enhance our economic feasibility
•
Already existing market base, expansion will quench the market demand & increase profitability
•
Promoters having good experience running cement units for past 20 years & know in’s & out’s of the cement scenario
Motto of the Company To increase shareholder value & deliver the best product & service to the consumer Mission Statement To manufacture high quality Portland cement & help our society to build strong & Durable structures in every village & cities. We will make our cement available at least possible price through constant application of state-of-art technologies, efficient management of resources & adoption of indigenous transportation system. Keshav Cements Speciality: OPC cement is the most appropriate cement ever used for construction of major projects. OPC cement is costlier than the Slag or Fly Ash cement. Though the slag cement has its own advantage to offer, the benefits are at the cost of its initial strength. Keshav Cement through its state of art technology offer Double Benefits;
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Brand Awareness level of Keshawa Cement steel friendly alkali cement, as well as a super high strength OPC cement. we do not add Slag or Ash. Following are the specialities: 1. Premium quality graded OPC cement 2. Double benefit quality 3. No Ash or Slag in the cement 4. Absolutely Crackless construction are possible 5. High resistant to chemical attacks. Protects steel from corprosion 6. All types of construction materials can be used along with keshav cements 7. Excellent workability when plastering giving an aesthetic outlook to the surface 8. cement is especially designed for aggressive & corrosive climatic conditions of Goa, Karnataka & Maharashtra 9. cement is available at low cost to the customers because of local manufacturing & indigenous transportation system. APPLICATIONS OF KESHAV CEMENT 1. Concrete slabs 2. RCC columns & structures 3. High raises building foundatio 4. Perfect for large Dams. 5. Flyover bridges. 6. Residential, Commercial & multi storied structures
SORGANIZATION STRUCTURE Chairman
Board of Directors
Managing Director
Technical Director Babasabpatilfreepptmba.com
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Brand Awareness level of Keshawa Cement
General Manager
Personnel Manager
Marketing Department
HR Manager
Marketing Manager
Office Staff
Area Sales person
Dispatch section Incharge
Manufacture Department Plant Incharge
Supervisor
security
Store Section Section
Guard
Account section
Chief Chemist
Assistant Plant Incharge
Chemist
Cashier Assistant Cashier
Supervisor Supervisor
security officer
R&D
Section Incharge Supervisor
Assistant Vehicle Incharge
Maintenance Incharge Mechanics
Incharge Assistant Incharge
Workers
Priors
Electrical Maintenance
Cleaners Incharge Supervisor
Supervisor
Supervisor
Plant Engineer
Helpers
Helpers
Shift supervisor
Helpers
Helper Functional Analysis There are six departments in the industry: 1. Engineering Department 2. Marketing Department 3. Accounts Department 4. Manufacturing Department 5. R&D Department 6. H R Department Babasabpatilfreepptmba.com
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Brand Awareness level of Keshawa Cement
Engineering Department: It is the primary & functional department in the factory. There are four sections inside the factory premises where all engineering works will takes place, they are: •
Weigh Bridge section
•
Vehicle section
•
Workshop section
•
Electrical section
Weigh Bridge Section : In this section weight age of vehicle & raw material is determined by weigh bridge. The main function of this section is to measure the weight age of the raw materials like; lime stone, coke, breeze, clay etc. this section is controlled by the security persons, but maintaining of books regarding this section are controlled by Vehicle- in charge. Vehicle Section: This is sub section of the Engineering department. It is controlled by the Vehicle – in charge. The factory owns: 10 Tippers 68 trucks 2 GCB (Ground Material Carry Vehicle) Total 80 vehicles The main function of this section is to control all vehicles & service centers & diesel bunk. Work shop section: This is another sub section under the Engineering department. This workshop is managed by 25 workers. The workshop contains the big machines like; Lathe machine, Grinding machine & wielding machine. The main function of the workshop is to maintain the vehicles occupied by the factory in a good condition. They will repair the machines & Babasabpatilfreepptmba.com
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Brand Awareness level of Keshawa Cement recondition the machines which are becoming weak & that are gradually slowing down the process. The main function of it is to recondition. Electrical Section: The Electrical section contains 10 workers & they are all technically skilled persons. It is controlled by the electrical – in charge. The Electricity required for the factory is 1650 KW. The Electricity department contains one Diesel Generator. One Generator is having capacity of 500 kw. In case of power supply break down the section – in charge puts on of the Generator on. The main function of this department is to supply the required power continuously during the production. Marketing Department: Presently the cement brands “JYOTI POWER” & “JYOTI GOLD” are very popular in the regional cement market. Company supplies in North Karnataka, North/South Canara, Goa and some parts of Maharashtra. A new brand with name “Keshav Cement” is launched on Jan 4th 2008. This brand will reach bigger markets like Bangalore, Pune & Mumbai. Currently due to aggressive marketing and using innovative techniques, the brand ‘Keshav Cement’ is being sold at premium prices & reached North Karnataka & South Maharastra. Due to capacity limitations the company is not able to supply to the bigger markets such as Pune, Mumbai & Bangalore. With the additional capacities added, the company is in a better position to supply to such bigger markets utilizing over 90% of the capacity. There was a commitment from store & purchase department of Karnataka for procurement of 1000 mt pm of cement from the unit, but the company could not supply due to its local market demand. Since there are no cement plants in Goa & near by Maharashtra area like; Kolhapur, Satara, Sangli district, the company has potential market in these areas. Since the promoters already have their own Trucks & Tippers & proposed to include additional fleet with loaders, it is felt that the company will not face any difficulty in both procurement of raw material & supply of cement in the market. With this arrangement the company will have an edge over other companies as for as selling price is concerned. Babasabpatilfreepptmba.com
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Brand Awareness level of Keshawa Cement
Selling price of the cement Bagalkot -
Rs 215
Goa
Rs 250
-
Maharashtra – Rs 235 Key Competitors of Keshav Cements Bagalkot Shakti Vijay Shakti Lokapur Cement Advertising & Sales Promotion Activities of Keshav Cements Sales Promotion Activities: •
Trade Allowance (Buying allowance): means it is a deal or discount offered to resellers in the form of a price reduction on Merchandise ordered during a fixed period. The company will give the buying allowance to their customers like;
40 Tonnes per month - Rs 2.00 per Bag 65 Tonnes per month - Rs 3.00 per Bag 105 Tonnes per month – Rs 5.00 per Bag
•
Trade Shows: it is a forum where manufacturers can display their products to current as well as prospective buyers. It will be carried out mainly by the Management Personnel, once in six
months. These are the details of the Trade Shows done by the keshav cements: Technical Meet Place
Month
Aminagad –
March 2008
Jamkhandi –
November 2008
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Brand Awareness level of Keshawa Cement Bilagi –
December 2008
Gaddankeri cross – October 2008 •
Contests & Incentives: it is developed to stimulate greater selling effort & support from seller management or sales personnel, it is directed sales persons, wholesalers, & distributors. For Example; prizes such as Trips or valuable merchandise as rewards for meeting sales quotas or other goals. Golden Scheme: 30 Tonnes cement for continuous 3 Months – 5 gm Gold 65 Tonnes cement for continuous 3 Months – 10 gm Gold 115 Tonnes cement for continuous 3 Months – 20 gm Gold 1000 Tonnes Cements purchased Rs 5 to 7 off Trips for 3 to 4 days to kerala Trips for 1 week any where in India Advertisements:
•
Wall Paintings
•
Print Media like; Newspapers(Vijay Karnataka & Deccan Herald)
•
Hoardings
Accounts Department: The Keshav Cements & infra ltd has maintained a separate department for the purpose of Accounting. The company has installed computers for the purpose of Accounting period of the company from 1st April to 31st March. The Accounting mainly deals with payment mode, cash receipts, salary paid & other miscellaneous receipts & payments. Manufacturing Department: Babasabpatilfreepptmba.com
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Brand Awareness level of Keshawa Cement The type of Manufacturing operations to produce the cement is continuous production process. The company manufacture mainly two types of cement they are 43 & 53 Grade. Inputs i.e. Raw materials which is used to produce the cement area:
PRODUCTION PROCESS Raw Material
Lime stone
Clay
Coke Breeze
Crusher Hopper Electrical Vibrator Babasabpatilfreepptmba.com
Hopper Electrical Vibrator
Hopper Electrical Vibrator Page 28
Brand Awareness level of Keshawa Cement
Belt Conveyor Raw Mill Grinding Blending Silo Vertical Shaft Kiln Burning 1400 C Clinker Gypsum Hopper
Hopper
Feed Table
Feed Table Belt Conveyor Cement Mill Cement Silo Packaging Loading
Raw Materials used: • Lime stone • Clay • Coke Breeze • Iron ore • Gypsum
73% 13% 10% 1% 3%
Environmental protection: There are four section in the plant. In each section suitable pollution control equipments are installed. Well experienced environmental engineers design these pollution control equipments since the dust burden is deferred in each section. Babasabpatilfreepptmba.com
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Brand Awareness level of Keshawa Cement
For Example; in a hammer mill section during the crushing of limestone dust is generated it is filtered through Nil one back fitters with electronic device. We have provided dust collection systems with automatic operations by the dolomite valves. R&D Department: The company has its separate R&D Department where all the tests are made & strive to maintain the quality of the cement. it has a Laboratory where all these activities are carried out. Laboratory: At the time of mixing lime stone, coke breeze, clay & iron ore, some adjustments are to be made, it will be made as per the directions of the laboratory. It is classified into two parts they are: 1. Chemical lab 2. Physical lab Chemical lab: This is one of the important section as the body of the production process. It is also called as quality control section, it is headed by the chief Chemist. The main function of the lab is to find out the CAO & loss of ignition of material & chemical analysis of the cement clinkers, Gypsum, & other Raw materials. The equipments used in chemical lab are: •
Electrical Balance
•
Blains Separator
•
Physical Balance
•
Oven
•
Water Bath Machine
Physical lab:
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Brand Awareness level of Keshawa Cement This is another section as body of the production process, it is also headed by chief Chemist. The main function of the physical lab is to find the residue strength of the finished cement. the equipments used in the physical lab are: •
Trading cat apparatus
•
Vibrating machine
•
Strength machine
•
Humidity chamber
HR Department Here Personnel Manager is the head in the Department. Personnel Department is usually doing Record keeping & Responding demand & giving suggestions to the line managers about how a subordinate should develop. & solving the employees problem & giving trainings & favourable work conditions. Welfare Facilities provided by the organization: 1. Canteen 2. Hospital 3. Bonus 4. Rest Room 5. Play Ground 6. Safety Measures •
Dress
•
Gloves
•
Gum Boots Goggles & Masks
The above facilities are provided to labours, Employees & Staff members. In addition to the above facilities the Employees are provided with Quarters facility. Time & Security Section:
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Brand Awareness level of Keshawa Cement This section comes under Administrative department. The section works for 24 hours divided into Three shifts they are as follows: 1st shift
8.00 am to 4.00 pm
2nd shift
4.00 pm to 12.00 pm
3rd shift
12.00 pm to 4.00 am
General shift 8.00 am to 5.00 pm Each shift contains 60 to 70 workers. This section Maintains various Registers & also shows about the workers working hours & performance. It also maintains discipline of the worker, Dress, Neatness, Workers In & out. They various Registers are as follows: •
Attendance Register
•
Salary Register
•
Leave Register
•
Absence Register
•
Employee record Register
Security: This is the sub section under the time section of the Administrative Department. The section has a security Guard i.e. 8+1, it means there are 8 Guards & 1 security officer. The main function of the security is controlling the incoming & out going Vehicles, workers & visitors. The register that are mentioned by the security officer are: •
Inward Register
•
Outward Register
•
Visitors Register
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Brand Awareness level of Keshawa Cement
RESEARCH METHODOLOGY
Research Design: Babasabpatilfreepptmba.com
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Brand Awareness level of Keshawa Cement
“Descriptive� research design is used in the study Data Source: Primary Data Secondary Data Research Approach: Survey Method Field Study: Personal Interview
SAMPLING Sampling Method: Stratified Random Sampling Sampling Element: Each individual Engineers, Contractors, Dealers & Masons Sampling Unit: Engineers, Dealers, Contractors & Masons Sample Size: 100 Sampling Extent: kaladagi
OBJECTIVES: 1
To identify the Advertisement & Sales promotion activities adopted by the Keshav Cements & Infra Ltd
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Brand Awareness level of Keshawa Cement
2
To know the brand awareness level of Keshav Cements
3
To know the effectiveness of Advertisement on customers
4
To know the rivals Advertisement & Sales promotion strategies
5
The factors that influencing customers to purchase the cement
Scope Of The Study In todays scenario Infrastructure is in boom, so there is lot of construction works takes place in a broad way. For that the main raw material is cement. But there are many players & huge competition in cement industries. So it is very important to set a competitive strategies to beat the competitors, where Marketing plays a vital role. So it is essential to study the effectiveness of Advertising & Sales promotion activities & to adopt the same to increase the Sales & beat the competitors. The study covers Dealers, Engineers, Contractors & Masons. We had chosen this topic because it will help us to know the Quality, Awareness level & brand image of the company through the respondents. It will help the company to know the factors that influence customers to purchase the cement.
Need For The Study ďƒ˜ The main purpose of the study is to the awareness level of the brand
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Brand Awareness level of Keshawa Cement
The Study will help us to know the effectiveness of advertisement & sales promotion activities on the customers The study will help the company to set strategies for the Bagalkot city & emphasize on their weaknesses & threats To know the rivals Advertising & Sales promotion strategies The brand image of various competitors will be known. The company can know where their competitors stands in the minds of the people It reveals the factors that influence customers to purchase the cement
Limitations Of The Study The research study is confined only to kaladagi town Babasabpatilfreepptmba.com
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Brand Awareness level of Keshawa Cement
ďƒ˜ The sample was chosen randomly which might not be the actual representatives of the total population, due to which there may be an error ďƒ˜ Information is partially based on secondary data & hence authenticity of the study can be visualized & is measurable
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Brand Awareness level of Keshawa Cement
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Brand Awareness level of Keshawa Cement
DATA COLLECTION METHOD Primary Data: Questionnaire & personal interview
Secondary Data: Company report, Broacher & from Internet
Measurement Technique: Questionnaire
Analytical Technique: By using SPSS software
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Brand Awareness level of Keshawa Cement
DATA ANALYSIS & INTERPRETATION 1. Brand of cement preferred by customers Babasabpatilfreepptmba.com
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Brand Awareness level of Keshawa Cement
Contents
Frequency
Percent
Bagalkot shakti
21
21.0
Keshav Cement
4
4.0
ACC Cement
25
25.0
Ultratech Cement
48
48.0
Others
2
2.0
Total
100
100.0
Analysis & Interpretation: 48% of the respondents use Ultratech cement & 25% of the respondents use ACC cement & 21 % of the respondents use Bagalkot shakti, & 4% of them use Keshav cements & 2% of them use other cements. It is interpreted as the following respondents Engineers, Contractors, Dealers & Masons- prefer first Ultratech cement, then ACC cement & Bagalkot Shakti & give last preference to Keshav cements & others.
2. Parameters used to purchase Competitors brand cement Frequency
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Percent
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Brand Awareness level of Keshawa Cement Contents Quality
80
80.0
Reasonable Price
7
7.0
Discounts / Offers
3
3.0
Easily available
10
10.0
Total
100
100.0
Analysis & Interpretation: 80% of the respondents sees Quality while purchasing the particular brand cement & 10% of them sees Easily availability of the cement, & 7% of the respondents sees Reasonable Price & only 3% of the respondents sees Discounts/Offers. It is interpreted that the following respondents Engineers, Contractors, Dealers & Masons – purchase competitors Brand cement first by Quality as it is 80%, then Easily availability as it is 10% & last they give preference to Reasonable price & Discounts & offers.
3. Extra benefit seek from competitors brand on bulk purchase?
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Brand Awareness level of Keshawa Cement
Frequency
Percent
Yes
96
96.0
No
4
4.0
Total
100
100.0
Contents
Analysis & Interpretation: 96% of the respondents says that they get some Extra Benefit from Competitors brand on bulk purchase, & only 4% of the respondents wont get the Extra Benefits from the Competitors brand on bulk purchase. It is interpreted that the 96% of the customers seek Extra benefits & only4% of the customers don’t seek any Extra benefit.
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Brand Awareness level of Keshawa Cement
4. Extra Benefits received from Competitors brand‌. Frequency
Percent
Not received
4
4.0
Dicount /Offers
58
58.0
Incentives
4
4.0
Trade allowance
7
7.0
Price offs
27
27.0
Total
100
100.0
Contents
Analysis & Interpretation: 58% of the respondents seek following Extra benefits Discounts/offers from the Competitors brand, & 27% of the respondents seeks Price offs, 7% of the respondents seek Trade allowance &, 4% of them gets Incentives. This shows that 58%, 27%, 7% of the respondents receives Extra benefits like; Discounts/Offers from the competitors brand, then price offs & last Trade allowance from the competitors brand.
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Brand Awareness level of Keshawa Cement
5. Are you satisfied by Schemes & offers provided by competitors brand Frequency
Percent
Yes
96
96.0
No
4
4.0
Total
100
100.0
Contents
Analysis & Interpretation: 96% of the respondents are satisfied with the schemes & offers competitors provides to them & 4% of them are not satisfied with the schemes competitors provides to them. It is interpreted as 96% of the respondents are satisfied with the schemes & offers competitors brand provides to them & 4% of them are not satisfied with them.
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Brand Awareness level of Keshawa Cement
6. Sources from which competitors brand comes to know Frequency
Percent
Advertisement
80
80.0
Sales person
17
17.0
Friends/Relatives
3
3.0
Total
100
100.0
Contents
Analysis & Interpretation: 80% of the respondents are come to know about the competitors brand through Advertisement, & 17% through Sales person, 3% from Friends/Relatives. This shows that 80% of the respondents come to know about the competitors brand from Advertisement & 17% of them comes to know from Sales person..
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Brand Awareness level of Keshawa Cement
7. From which Advertisement competitors brand comes to know Frequency
Percent
Other source
20
20.0
TV Ads
48
48.0
Wall Paintings
24
24.0
Newspaper/Magazines
8
8.0
Total
100
100.0
Contents
Analysis & Interpretation: 48% of the respondents come to know about the competitors brand from Tv ads. 24% of the respondents come to know about the competitors brand through Wall Paintings, & 8% of them from Newspaper/Magazines. This shows that 48%, 24%, 8% of the respondents comes to know bout the competitors brand through Tv ads, then from wall paintings, & last from newspaper/magazines.
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Brand Awareness level of Keshawa Cement 8. Competitors brand comes to know from which Tv ads Frequency
Percent
Other source
52
52.0
E tv kannada
1
1.0
Udaya tv
3
3.0
Star tv
28
28.0
Chandana tv
16
16.0
Total
100
100.0
Contents
Analysis & Interpretation: 28% of the respondents come to know from Star Tv, 16% from Chandana Tv, 3% from Udaya Tv & 1% from ETv Kannada. This shows that 28% of the respondents come to know from star tv, & 16% of them from chandana tv & last from uday tv & E tv kannada.
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Brand Awareness level of Keshawa Cement 9. From Which Newspaper competitors brand will be known? Frequency
Percent
Other source
92
92.0
Vijay Karnataka
2
2.0
Prajavani
2
2.0
Times of India
2
2.0
Deccan Herald
2
2.0
Total
100
100.0
Contents
Analysis & Interpretation: 2% of the respondents come to know about the particular brand from Vijay Karnataka, 2% from Prajavani, 2% from Times of India & 2% from Deccan Herald. this Babasabpatilfreepptmba.com
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Brand Awareness level of Keshawa Cement shows that among the 8% of respondents all are equally distributed & come to know about the particular brand. So it is clear from the above that the respondents comes to know about the competitors brand from vijay Karnataka, prajavani, Times of India & decann herald.
10. Awareness of ‘Keshav Cements’ brand Frequency
Percent
Yes
54
54.0
No
46
46.0
Total
100
100.0
Contents
Analysis & Interpretation: 54% of the respondents are Aware about the Keshav Cements brand & 46% of them are not Aware about the Keshav Cements. This shows that many of them are not aware about the keshav cements brand. It is interpreted as 54% of the respondents are aware about th Keshav cements brand & 46% of them don’t know about the keshav cements brand. Babasabpatilfreepptmba.com
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Brand Awareness level of Keshawa Cement
11. Through which source you come to know about keshav cements Frequency
Percent
Not use
46
46.0
Advertisement
20
20.0
Sales person
16
16.0
Friends/relatives
18
18.0
Total
100
100.0
Contents
Analysis & Interpretation: Among 54% of the respondents 20% of the respondents come to know about the keshav cements brand through advertisement, 18% from Friends/Relatives &16% from Sales person. It is interpreted that 20% of the respondents first comes to know about
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Brand Awareness level of Keshawa Cement keshav cements from advertisement, then 18% of them from friends & relatives & 16% from Sales person.
12. Advertisement through which you come to know about keshav cement Frequency
Percent
Not use
81
81.0
Wall paintings
15
15.0
Newspapers/magazines
3
3.0
Trade shows
1
1.0
Total
100
100.0
Contents
Analysis & Interpretation: Among 20% of the respondents, 15% of the respondents came to know about the brand through Wall Paintings, 3% from Newspaper/Magazines & only 1% through Trade
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Brand Awareness level of Keshawa Cement shows. So we have to concentrate on Newspaper/Magazines & Trade shows to Advertise the brand.
13. Rate the keshav cements brand
Frequency
Percent
Not use
46
46.0
Good
34
34.0
Average
20
20.0
Total
100
100.0
Contents
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Brand Awareness level of Keshawa Cement
Analysis & Interpretation: Among 54%, 34% of the respondents says that keshav cements brand is Good & 20% of them says it is Average. It is interpreted as 34% of the respondents Engineers, Contractors, Dealers & Masons says that keshav cements is Good & 20% of them says it is Average .
14. Factors influenced to purchase keshav cement brand
Frequency
Percent
Not use
62
62.0
Quality
15
15.0
Price
17
17.0
Easily available
6
6.0
Total
100
100.0
Contents
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Brand Awareness level of Keshawa Cement
Analysis & Interpretation: Among 38%, 17% of the respondents are influenced by Price, 15% from Quality & 6% from Easily Available. Thus it is clear from the above graph that 17% of the respondents are influenced to purchase keshav cements by Price, then 15% from Quality & 6% from easily availability.
15. Advertisement by which keshav cement come to known Frequency
Percent
Other source
80
80.0
Wall paintings
16
16.0
Newspapers/magazines
3
3.0
Trade shows
1
1.0
Total
100
100.0
Contents
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Brand Awareness level of Keshawa Cement
Analysis & Interpretation: Among 20%, 16% of the respondents came to know abou the keshav cements through Wall Paintings, 3% through Newspaper/Magazines & 1% through Trade shows. This shows that 16% of the respondents first come to know about keshav cements from wall paintings & 3% through newspapers/magazines & last Trade shows
16. Advertising plays a very vital role in purchasing the competitors brand cement, what is your opinion Frequency
Percent
Strongly agree
40
40.0
Agree
46
46.0
Disagree
9
9.0
Neither agree nor disagree
5
5.0
Total
100
100.0
Contents
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Brand Awareness level of Keshawa Cement
Analysis & Interpretation: 46% of the respondents Agree with the opinion that Advertising plays a very vital role in purchasing competitors brand cement, 40% of the respondents Strongly Agree with this opinion. 9% of the respondents Disagree with the opinion that Advertising plays a very vital role in purchasing competitors brand cement & 5% of them Neither Agree Nor Disagree with this opinion. This shows that 46% of the respondents Agree with the opinion that advertising plays a vital role in purchasing competitors brand cement & 40% of them strongly agree with the opinion that advertisement plays a vital role & 9%, 5% of the respondents says Disagree & Neither Agree nor disagree. 17.(a) Rate the brands on the basis of their Advertisement-“Hoardings�? Contents
Very Good
Good
Average
Bad
Very bad
keshav cement
0
6
10
26
58
Vijay shakti
0
6
8
79
7
Bagalkot Shakti
0
7
17
15
61
Lokapur cement
0
21
9
57
13
ACC cement
11
35
49
5
0
Ultratech cement
21
40
32
7
0
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Brand Awareness level of Keshawa Cement
90
79
80 70
61
58
60
57
Very Good 49
50 35
40
26
30 20 10
0
6
10
6 8
0
7
0
7
Average
32
21
17 15
Good
40
Bad
21 9
13
11
5
0
Very bad 7
0
0
0 keshav cement
Vijay shakti
Bagalkot Shakti
Lokapur cement
ACC cement
Ultratech cement
Analysis & Interpretation: (The study is restricted only to “Keshav cements, Bagalkot shakti, Lokapur cement & Vijay shakti” ) 6% of the respondents says that “Hoardings” of keshav cements are Good, 10% says that it is Average, 26% says that it is Bad & 58% says that it is Very bad. 7% of the respondents says that “Hoardings” of Vijay shakti is Good, 8% says it is Average, says it is Bad & 7% of them says it is Very bad. 7% of the respondents says that “Hoardings” of Bagalkot shakti is Good, 17% of them says it is Average, 15% says it is Bad & 61% says it is Very bad. 21% of the respondents says that “Hoardings” of Lokapur cement is Good, 9% says it is Average, 57% says it is Bad & 13% says it is Very bad. This shows that the hoardings of the Keshav cements in bagalkot city is very bad, then comes vijay shakti, after that Bagalkot shakti & at last Lokapur cement through this graph. 17.(b) Rate the brand on the basis of their Advertisement-“Tv ads”? Contents
Very Good
Good
Average
Bad
Very bad
keshav cement
0
0
0
33
67
Vijay shakti
0
0
0
29
71
Bagalkot Shakti
0
0
0
33
67
Lokapur cement
0
0
0
19
81
ACC cement
27
40
30
3
0
Ultratech cement
52
43
5
0
0
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Brand Awareness level of Keshawa Cement
90
81
80
71
67
70
67
50 33
40
27
Good
43
40
33
29
30
Average
30
Bad
19
20 10
Very Good
52
60
0 0 0
0 0 0
0 0 0
0 0 0
Bagalkot Shakti
Lokapur cement
Very bad 3 0
5
0 0
0 keshav cement
Vijay shakti
ACC cement
Ultratech cement
Analysis & Interpretation: (The study is restricted only to “Keshav cements, Bagalkot shakti, Lokapur cement & Vijay shakti” ) 33% of the respondents says that “Tv ads” of Keshav cements are Bad & 67% of them says that it is Very bad. 29% of the respondents says that “Tv ads” of Vijay shakti are Bad & 71% of them says it is Very bad. 33% of the respondents says that “Tv ads” of Bagalkot shakti are Bad & 67% of them says that it is Very bad. 33% of the respondents says that “Tv ads” of Lokapur cement are Bad & 67% of them says it is Very bad. This shows that Tv ads of the keshav cements is very bad, then comes vijay shakti , bagalkot shakti & last Lokapur cement.
17.(c) Rate the brands on the basis of their Advertisement-“Newspaper/Magazine”? Contents
Very Good
Good
Average
Bad
Very bad
keshav cement
0
4
67
29
0
Vijay shakti
0
0
0
17
83
Bagalkot Shakti
0
0
9
84
7
Lokapur cement
0
0
11
17
72
ACC cement
17
67
11
5
0
Ultratech cement
17
37
44
2
0
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Brand Awareness level of Keshawa Cement
100
84
83
80
72
67
Very Good
67
Good
60 40 20
37
29 17 04
0
000
00
9
7
11
17
17
00
11
44
Average Bad
17 5
Very bad
20
0
0 keshav cement
Vijay shakti
Bagalkot Shakti Lokapur cement ACC cement Ultratech cement
Analysis & Interpretation: (The study is restricted only to “Keshav cements, Bagalkot shakti, Lokapur cement & Vijay shakti” ) 4% of the respondents says that “Newspaper/Magazine” of Keshav cements is Good, 67% of them says it is Average & 29% of them says it is Bad. 17% of the respondents says that “Newspaper/Magazine” of jay shakti is Bad & 83% of the respondents says that it is Very bad. 9% of the respondents says that “Newspaper/Magazine” of Bagalkot shakti is Average, 84% of them says it is Bad & 7% of them says it is Very bad. 11% of the respondents says that “Newspaper/Magazine” of Lokapur cement is Average, 17% of them says it is Bad & 72% of them says it is Very bad. It is interpreted that Keshav cements Ranks first in “Newspaper/Magazine” ads then comes, Bagalkot shakti, vijay shakti & lokapur cement. 17.(d) Rate the brands on the basis of their Advertisement-“Wall paintings”? Contents
Very Good
Good
Average
Bad
Very bad
keshav cement
0
6
43
51
0
Vijay shakti
0
0
0
15
85
Bagalkot Shakti
37
59
4
0
0
Lokapur cement
0
47
31
22
0
ACC cement
11
17
59
9
4
Ultratech cement
30
41
29
0
0
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Brand Awareness level of Keshawa Cement
85
90 80 70
59
60
59
51
47
43
50
37
40
10
0
6
0
30 22
15 4
0 0 0
11 0 0
Good
41 31
30 20
Very Good
0
Average 29
Bad
17
Very bad 9
0
4
0 0
0 keshav cement
Vijay shakti
Bagalkot Shakti
Lokapur cement
ACC cement
Ultratech cement
Analysis & Interpretation: (The study is restricted only to “Keshav cements, Bagalkot shakti, Lokapur cement & Vijay shakti”) 6% of the respondents says that “Wall paintngs” of keshav cements are Good, 43% of them says it is Average & 51% of them says it is Bad. 15% of the respondents says that “Wall paintngs” of Vijay shakti is Bad & 85% of them says it is Very bad. 37% of the respondents says that “Wall paintngs” of Bagalkot shakti is Very good, 59% of them says it is Good & 4% of them says it is Average. 47% of the respondents says “Wall paintngs” of lokapur cement is Good, 31% of them says it is Average & 22% of them says it is Bad. This shows that “Wall paintings” of Bagalkot cement ranks first as compared to their competitors Lokapur Cement come next, then Keshav cements & at last Vijay shakti .
17.(e) Rate the brands on the basis of their Advertisements-“Trade Shows”? Contents
Very Good
Good
Average
Bad
Very bad
keshav cement
0
4
16
57
23
Vijay shakti
0
0
0
18
82
Bagalkot Shakti
0
7
19
68
6
Lokapur cement
0
0
39
47
24
ACC cement
7
15
65
13
0
Ultratech cement
11
21
53
15
0
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Brand Awareness level of Keshawa Cement
100
82
80
68 57
60
39
40 20
23
16 0
4
18 0 0 0
7
53
47
6
Good Aver age
24
19 0
Ver y Good
65
7
0 0
15
21
13
11
Bad
15
0
0
Ver y bad
0 keshav cement
Vijay shakti
Bagalkot Shakti
Lokapur cement
ACC cement
Ultr atech cement
Analysis & Interpretation: (The study is restricted only to “Keshav cements, Bagalkot shakti, Lokapur cement & Vijay shakti”) 4% of the respondents says that “Trade shows” of Keshav cements are Good, 16% of them says it is Average, 57% of them says it is Bad & 23% of them says it is Very bad. 18% of the respondents says that “Trade shows” of vijay shakti are Bad & 82% of them says it is Very bad. 7% of the respondents says that “Trade shows” of Bagalkot shakti is Good, 19% of them says it is Average, 68% of them says it is Bad & 6% of them says it is Very bad. 39% of the respondents says that “Trade shows” of Lokapur cement is Average, 47% of them says it is Bad & 24% of them says it is Very bad. So it is clear that Bagalkot shakti is having good “Trade shows” then comes Keshav cements, then Lokapur cement & last Vijay shakti. 18. Any offers or extra benefits seek from Keshav Cements on bulk purchases Frequency
Percent
Not use
46
46
Yes
51
50
No
3
3
Total
100
100
Contents
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Brand Awareness level of Keshawa Cement
Analysis & Interpretation: 51% of the respondents seek Offers & Extra benefits from Keshav cements on bulk purchase & 3% of them says no. 46% of them wont purchase Keshav cements. So it is clear that 51% of the respondents seek offers & Extra benefits from Keshav cements & only 3% of them wont seek any offers & extra benefits from keshav cements.
19. Offers & Extra benefits received from keshav cements Frequency
Percent
Not use
46
46
Discount/offers
46
46
Incentives
6
6
Buying allowances
2
2.0
Total
100
100.0
Contents
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Brand Awareness level of Keshawa Cement
Analysis & Interpretation: 46% of the respondents says they receives Discounts/Offers from Keshav cements on bulk purchase, 6% of them says Incentives & 2% of them says Buying allowances. This shows that 46% of the respondents receive Discounts/offers as extra benefit from keshav cements & 6% of they seek Incentives & 2% of them receives Buying allowance from keshav cements on bulk purchase as a Extra benefit.
20. Are you satisfied with the offers & schemes provided by the keshav cements? Frequency
Percent
Not use
46
46
Yes
50
50
No
4
4
Total
100
100.0
Contents
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Brand Awareness level of Keshawa Cement
Analysis & Interpretation: 50% of them says they are satisfied with the offers & schemes provided to them by Keshav cements & 4% of them says that they are not satisfied with it. So it is clear that majority of them are satisfied. 50% of them says that they are satisfied with the offers & schemes provided by the keshav cements & only 4% of them says they are not satisfied with the offers & schemes provided by the keshav cements.
22. Role of Advertising & Sales promotion activities in cement industry Frequency
Percent
Extremely important
58
52
Important
42
42
Total
100
100.0
Contents
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Brand Awareness level of Keshawa Cement
Analysis & Interpretation: 58% of the respondents says that Advertising & Sales promotion activities are Extremely important & 42% of them says that it is important. This shows that 58% of the respondents says that Advertising & Sales promotion activities are Extremely important in cement industry & 42% of the respondents also saying that it is important.
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Brand Awareness level of Keshawa Cement
FINDINGS
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Brand Awareness level of Keshawa Cement I found from secondary data that “Trade shows, Trade allowances & Contents & Incentives” & “Wall paintings & Print Media” these are Advertisement & sales promotion Activities adopted by Keshav cements 48% of the respondents use Ultratech cement, 25% of them use ACC cement & 4% of them use Keshav cements It is found that 80%, 10% & 7% of the respondents look after Quality, Easily availability & Reasonable Price while purchasing competitors brand cement. & While purchasing Keshav cements 17% of the respondents are influenced by Price, 15% from Quality & 6% from Easily Available 96% of the respondents get some Extra Benefit from competitors brand on bulk purchase. Even I found that 51% of the respondents also seek Extra benefits from Keshav cements on bulk purchase It is found that 58% of the respondents seek Discounts/offers from the competitors brand, & 27% of the respondents seeks Price offs. Even I found that 46% of the respondents also receives Discounts/Offers from Keshav cements 96% of the respondents are satisfied with the schemes & offers provided by the competitors brand
to
the respondents. & 50% of the respondents are also
satisfied with the offers & schemes provided by Keshav cements It is found that 80% of the respondents are come to know about the competitors brand through the sources of Advertisement,17% through Sales person. & also 20% of the respondents come to know about the keshav cements brand through advertisement, &16% from Sales person
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Brand Awareness level of Keshawa Cement 48% of the respondents come to know about the competitors brand through Advertisements mainly from Tv ads, 24% of them come to know about the particular brand through Wall Paintings. Even 15% of the respondents came to know about the Keshav cements brand through Wall Paintings 28% of the respondents come to know about the competitors brand from the following Tv ads Star Tv, 16% from Chandana Tv, 3% from Udaya Tv & 1% from ETv Kannada. Among Newspaper & magazine 2% of the respondents come to know about the competitors brand from Vijay Karnataka, 2% from Prajavani, 2% from Times of India & 2% from Deccan Herald 54% of the respondents are Aware of the Keshav Cements brand & 46% of them are not Aware of the Keshav Cements 34% of the respondents says that keshav cements brand is Good & 20% of them says it is Average 46% of the respondents Agree with the opinion that Advertising plays a very vital role in purchasing competitors brand cement, 40% of them Strongly Agree with this opinion. It is found that 6% of the respondents says that “Hoardings” of keshav cements are Good, 10%
says that it is Average,
7% of the respondents says that
“Hoardings” of Vijay shakti is Good, 8% says it is Average. 7% of the respondents says that “Hoardings” of Bagalkot shakti is Good, 17% of them says it is Average, 21% of the respondents says that “Hoardings” of Lokapur cement is Good, 9% says it is Average
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Brand Awareness level of Keshawa Cement 33% of the respondents says that “Tv ads” of Keshav cements are Bad, 29% of the respondents says that “Tv ads” of Vijay shakti are Bad, 33% of the respondents says that “Tv ads” of Bagalkot shakti are Bad, 33% of the respondents says that “Tv ads” of Lokapur cement are Bad 4% of the respondents says that “Newspaper/Magazine” of Keshav cements is Good, 67% of them says it is Average, 17% of the respondents says that “Newspaper/Magazine” of Vijay shakti is Bad, 9% of the respondents says that “Newspaper/Magazine” of Bagalkot shakti is Average, 11% of the respondents says that “Newspaper/Magazine” of Lokapur cement is Average 6% of the respondents says that “Wall paintngs” of keshav cements are Good, 43% of them says it is Average, 15% of the respondents says that “Wall paintngs” of Vijay shakti is Bad, 37% of the respondents says that “Wall paintngs” of Bagalkot shakti is Very good, 59% of them says it is Good,
47% of the
respondents says “Wall paintngs” of lokapur cement is Good, 31% of them says it is Average 4% of the respondents says that “Trade shows” of Keshav cements are Good, 16% of them says it is Average, 18% of the respondents says that “Trade shows” of vijay shakti are Bad & 82% of them says it is Very bad. 7% of the respondents says that “Trade shows” of Bagalkot shakti is Good, 19% of them says it is Average, 39% of the respondents says that “Trade shows” of Lokapur cement is Average, 58% of the respondents says that Advertising & Sales promotion activities are Extremely important & 42% of them says that it is important
SUGGESTIONS
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Brand Awareness level of Keshawa Cement From the study I found that 86% of the respondents says that Advertisement & sales promotion activities plays a very vital role in purchasing the competitors cement. Though customers see Quality first while purchasing the cement, but to know the quality of the brand they must use it, for that they must first know which brands is available in the market, for which advertisement is essential. So both advertising & sales promotion activities plays a vital role in purchasing the cement. I found from secondary that “Trade shows, Trade allowances & Contests & Incentives” & “Wall paintings & Print Media like;Newspapers”these are Advertisement & sales Promotion Activities adopted by the keshav cements to promote their brand. But only 54% of the respondents are aware about the keshav cements brand. Inspite of all these Advertising & Sales Promotion activities nearly 50% of the respondents are not aware about the Keshav cements brand. This shows that there is lack of Advertisements. Advertising done by the Keshav cements is not at all effective So you have to improve the Advertisements like; using Hoardings & doing Wall paintings in the crowded areas where thousands of people were moving daily, find such places & do the wall paintings & Hoardings their. & also use print Media ads like; giving ads in local Newspapers –‘Vijay Karnataka & Prajavani’. Trade shows(Technical Meets) mainly of “Engineers Contractors, Dealers & Masons” is also one of the effective advertising technique. Where ‘sales person’ plays a very important roleSo Try to do Trade shows once in every Three months & do follow up. It will help to position in the minds of the customers your brand & make the brand awareness & Identity in the market.
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Brand Awareness level of Keshawa Cement Bagalkot shakti , Vijay shakti & Lokapur cement are the rivals for Keshav cements, among which Bagalkot shakti has used very Good Advertisements & Sales promotion strategies, & acquired maximum customers in Bagalkot city. As compared to Bagalkot shakti, Keshav cements sales promotion strategies are good but it only lacks in Advertisements. So adopt the
Advertisement & sales
promotion strategies given above to beat the competitor. The main factor influencing customers to purchase their product is Quality, then later comes Price & Easily availability. So there is great opportunity for the keshav cements if they improve & maintain quality, others ‘price & easily availability’ is already there. So Improve & maintain Quality.
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Brand Awareness level of Keshawa Cement
CONCLUSION From this study it is concluded that both Advertising & Sales Promotion activities plays a vital role in cement industry. But we must determine which Advertisement strategies should be adopted to acquire potential customers & beat the competitors. Here Advertisement like; Wall paintings, Hoardings & also Newspapers should be adopted & also Two Important Advertisements like; “Sales person & Trade Shows” plays a very vital role in Cement industry mainly in Bagalkot city as it is local area. This counts much to get the brand recognition & brand awareness & also make brand Identity in the local market. Competitors like Bagalkot Shakti who is the main competitor in the cement industry in “Bagalkot city” so try to benchmark it. As there is lack of effectiveness in the Advertisement adopted by Keshav cement. So improve it by using the above strategies suggested.
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Brand Awareness level of Keshawa Cement
Keshav Cement Plant Babasabpatilfreepptmba.com
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Brand Awareness level of Keshawa Cement
Kiln - Machinery
Hybrid Power Unit
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Brand Awareness level of Keshawa Cement
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Brand Awareness level of Keshawa Cement
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Brand Awareness level of Keshawa Cement
Brands of Keshav Cements
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Brand Awareness level of Keshawa Cement
QUESTIONNAIRE Dear Sir/Madam
Name __________________________________________________________ Type of Respondent: Engineer/Dealer/Contractor/Mason Name of the Firm _________________________________________________ Address __________________________________________________________ Telephone/Mobile No ______________________________________________ 1. Which brand of cement do you prefer or advice others to use? a) Bagalkot Shakti
b) Vijay Shakti
c) Lokapur cement
d) Keshav cement
e) ACC cement
f) Ultratech cement
g) Others _______________ 2. What made you to purchase that particular brand cement? a) Quality
b) Reasonable Price
c) Advertisement
d) Discounts/Offers
e) Easily Available
f) Others _______________________
3. Do you seek some extra benefit from that particular company on bulk purchases? a) Yes
b) No
c) Not at all
4. If yes then mention it? a) Discounts/Offers
b) Incentives
c) Trade allowances
d) Trade shows
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Brand Awareness level of Keshawa Cement e) Training programs
f) Price offs
g) Premiums 5. Are you satisfied with the schemes or offers company provides to you? a) Yes
b) No
6. If No, then mention the schemes & offers you are expecting from the particular company?
7. How do you come to know about that particular brand? a) Advertisement
b) Sales person
c) Friends/Relatives
d) Others ______________
8. If Advertisement, then mention the type? a) Hoardings c) Wall paintings
b) TV Ads d) News papers/Magazines
d) Others _________________________ 9. If TV Ads then mention which channels? a) E tv Kannada
b) Uday tv
c) Surya tv
d) Star tv
e) Chandana Tv
f) Others ______________________
10. If News paper, then mention it? a) Vijay Karnataka
b) Prajavani
c) Sainyukt Karnataka
d) Times of India
e) Deccan Herald
f) others _________________
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Brand Awareness level of Keshawa Cement 11. Are you aware of ‘keshav cements’? a) Yes
b) No
c) Not at all
12. If yes, then how you come to know about the keshav cements? a) Advertisement
b) Sales person
c) Friends/Relatives
d) Others___________________
13. If Advertisement then mention the type? a) Tv Ads
b) Hoardings
c) Wall paintings
d) Newspaper/Magazine
e) Trade shows
f) Others __________________
14. Rate the keshav cements brand?
Excellent
Good
Average
Bad
Very bad
15. What influenced you to purchase the keshav cements? a) Quality
b) Price
c) Advertisement
d) Discounts/Offers
e) Easily available
f) Others _______________
16. If Advertisement, then mention it? a) Hoardings
b) Tv Ads
c) Wall paintings
d) Newspaper/Magazine
e) Trade shows
17. Advertising plays a very vital role in purchasing the particular brand cement? What is your opinion? a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree
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Brand Awareness level of Keshawa Cement e) Neither agree nor disagree 18. Rate the brands on the basis of their advertisements?The study is restricted only to “Keshav cements, vijay shakti, bagalkot shakti, lokapur cement”) a) 10 – very good
b) 8 – Good
c) 6 – Average
d) 4 – Bad
e) 1 – Very bad COMPANIES/BRANDS ADVERTISEMENT Keshav cements
Vijay shakti
Bagalkot shakti
Lokapur cement
ACC cement
Ultratech cement
Hoardings Tv Ads Newspaper/Magazine Wall paintings Trade shows 19. Do you seek any offers or extra benefits from keshav cements on bulk or often purchases? a) Yes
b) No
20. If yes, then mention it? a) Discounts/Offers
b) Incentives
c) Buying Allowances
d) Training programs
e) point of purchase
f) Bonus packs
displays
g) Others _____________________
21. Are you satisfied with the offers or schemes provided by the keshav cements to you? a) yes
b) No
22. Advertising & sales promotion activities plays a vital role in cement industry? What do you say? Babasabpatilfreepptmba.com
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Brand Awareness level of Keshawa Cement a) Extremely important
b) Important
c) Not very important
d) Not at all important
23. Your Suggestion if any to Keshav cements industry? _________________________________________________________________ __________________________________________________________________
THANK YOU
Place :
Signature
Date :
BIBLIOGRAPHY
1. Marketing Management By: Philip Kotler Babasabpatilfreepptmba.com
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Brand Awareness level of Keshawa Cement
2. Marketing Research By: A. Parsuraman 3. Advertising & Sales Promotion By: Belch & Belch 4. Websites •
www.google.com
•
www.katwa.com
•
www.icra.in
•
www.hindu.com
•
www.cemnet_com
•
www.ibef.com
•
www.fundoodata.com
•
www.economywatch.com
5. Newspapers & Magazines •
Economic times
•
Times of India
•
Business World (magazine)
6. Materials •
Company Broachers & Reports
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