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APROJECT REPORT

ON

ROLE, EFFECT AND OUTPUT OF ADVERTISINGAND SALES PROMOTION ON CEMENT SALES

KJS CEMENT LTD.

Submitted For the Partial FulfillmentOf Master Of Business Administration From

Barkatullah University, Bhopal

SUBMITTED TO:Professor X

SUBMITTED BY:RAHUL GUPTA

MBA III SEMESTER

INSTITUTE OF PROFESSIONAL EDUCATION ANDRESEARCH

BARKATULLAH UNIVERSITY, BHOPAL YEAR - 2013



PREFACE

The successful completion of this training was a unique experience for me

because by visiting many places and interacting with various persons, I achieveda better knowledge about the topic.

The experience, which I gained by doing this training, was essential at this

turning point of my career.

This training report is being submitted which contains detailed analysis of the

research undertaken by me.



ACKNOWLEDGEMENT

I would like to express my deep sense of gratitude to the respectable guide

distinguished personalities for their precious suggestions and encouragement

during the training.

The experience which is gained by me during this training is essential for me at

this turning point of my career.

I am thankful to Professor X, for his kind guidance, support and supervision.

Last but not the least I would like to thank company officials, my friends & family

members for their constant support.

RAHUL GUPTA

MBA (III SEMESTER)



DECLARATION

I RAHUL GUPTA hereby declare that the following summer training report titled

“ROLE, EFFECT AND OUTPUT OF ADVERTISING AND SALES PROMOTIONON CEMENT SALES KJS CEMENT LTD.” is my original authentic work.

The training report was undertaken as a part of the course curriculum of MBA

programme, Barkatullah University, Bhopal. This has not been submitted to any

other examination body earlier.

Date : Signature

Place : Bhopal RAHUL GUPTA

MBA (III SEMESTER)



CONTENTS

Chapter No. Title Page No.

CHAPTER - I CONCEPTUAL OVERVIEW

CHAPTER – II RESEARCH METHODOLOGY

• OBJECTIVES OF THE STUDY

• RESEARCH METHODOLOGY

• TOOLS OF ANALYSIS

• LIMITATIONS OF THE STUDY

CHAPTER – III THEORETICAL BACKGROUNDCHAPTER – IV COMPANY PROFILE

CHAPTER – V DATA ANALYSIS & INTERPRETATION

CHAPTER – VI FINDINGS

CHAPTER – VII CONCLUSION & SUGGESTIONS

BIBLIOGRAPHY

ANNEXURE



CHAPTER – I

CONCEPTUAL

OVERVIEW



CONCEPTUAL OVERVIEW

Another one of the 4P's is 'promotion'. This includes all of the tools available to

the marketer for 'marketing communication'. As with Neil H.Borden's marketing

mix, marketing communications has its own 'promotions mix.' Think of it like a

cake mix, the basic ingredients are always the same. However if you vary the

amounts of one of the ingredients, the final outcome is different. It is the same

with promotions. You can 'integrate' different aspects of the promotions mix to

deliver a unique campaign.

The elements of the promotions mix are:

• Personal Selling.

• Sales Promotion.

• Public Relations.

• Direct Mail.

• Trade Fairs and Exhibitions.

• Advertising.

• Sponsorship.



The elements of the promotions mix are integrated to form a coherent campaign.

As with all forms of communication. The message from the marketer follows the

'communications process' as illustrated above. For example, a radio advert is made

for a car manufacturer. The car manufacturer (sender) pays for a specific advertwith contains a message specific to a target audience (encoding). It is transmitted

during a set of commercials from a radio station (Message / media).

The message is decoded by a car radio (decoding) and the target consumer

interprets the message (receiver). He or she might visit a dealership or seek further

information from a web site (Response). The consumer might buy a car or express

an interest or dislike (feedback). This information will inform future elements of

an integrated promotional campaign. Perhaps a direct mail campaign would push

the consumer to the point of purchase. Noise represent the thousand of marketing

communications that a consumer is exposed to everyday, all competing for

attention.

The Promotions Mix.

Let us look at the individual components of the promotions mix in more detail.

Remember all of the elements are 'integrated' to form a specific communications

campaign.

1. Personal Selling.

Personal Selling is an effective way to manage personal customer relationships.

The sales person acts on behalf of the organization. They tend to be well trained in

the approaches and techniques of personal selling. However sales people are very

expensive and should only be used where there is a genuine return on investment.

For example salesmen are often used to sell cars or home improvements where the

margin is high.



2. Sales Promotion.

Sales promotion tend to be thought of as being all promotions apart from

advertising, personal selling, and public relations. For example the BOGOF

promotion, or Buy One Get One Free. Others include couponing, money-off promotions, competitions, free accessories (such as free blades with a new razor),

introductory offers (such as buy digital TV and get free installation), and so on.

Each sales promotion should be carefully costed and compared with the next best

alternative.

3. Public Relations (PR).

Public Relations is defined as 'the deliberate, planned and sustained effort to

establish and maintain mutual understanding between an organization and its

publics' (Institute of Public Relations). It is relatively cheap, but certainly not

cheap. Successful strategies tend to be long-term and plan for all eventualities. All

airlines exploit PR; just watch what happens when there is a disaster. The pre-

planned PR machine clicks in very quickly with a very effective rehearsed plan.

4. Direct Mail.

Direct mail is very highly focussed upon targeting consumers based upon a

database. As with all marketing, the potential consumer is 'defined' based upon a

series of attributes and similarities. Creative agencies work with marketers to

design a highly focussed communication in the form of a mailing. The mail is sent

out to the potential consumers and responses are carefully monitored. For

example, if you are marketing medical text books, you would use a database of

doctors' surgeries as the basis of your mail shot.

5. Trade Fairs and Exhibitions.

Such approaches are very good for making new contacts and renewing old ones.

Companies will seldom sell much at such events. The purpose is to increase



awareness and to encourage trial. They offer the opportunity for companies to

meet with both the trade and the consumer. Expo has recently finish in Germany

with the next one planned for Japan in 2005, despite a recent decline in interest in

such events.

6. Advertising.

Advertising is a 'paid for' communication. It is used to develop attitudes, create

awareness, and transmit information in order to gain a response from the target

market. There are many advertising 'media' such as newspapers (local, national,

free, trade), magazines and journals, television (local, national, terrestrial, satellite)

cinema, outdoor advertising (such as posters, bus sides).

7. Sponsorship.

Sponsorship is where an organization pays to be associated with a particular event,

cause or image. Companies will sponsor sports events such as the Olympics or

Formula One. The attributes of the event are then associated with the sponsoring

organization.

The elements of the promotional mix are then integrated to form a unique, but

coherent campaign.



CHAPTER - II

RESEARCH

METHODOLOGY



RESEARCH METHODOLOGY

OBJECTIVES OF THE STUDY

• Role, effect and output of Advertising and Sales Promotion on Cement

Sales KIS Cement Ltd.

• To analyze the retailers view towards Advertisement and Sales Promotion

activities of KJS CEMENT.

• To know the schemes and factors influencing the retailers to promote

Products of KJS CEMENT.

RESEARCH METHODOLOGY

Research Methodology is a way to systematically solve the research problem.

When we talk to research methodology we not only talk of research methods but

also consider the logic behind the method we use in the context of our research

results are capable of being evaluated either by researcher himself or by other.

The purpose of this section is to describe the methodology carried out to complete

the work. The methodology plays a dominant role in any research work. The

effectiveness of any research work depends upon the correctness and effectiveness

of the research methodology.

This section deals with research design used, data collection, methods used and

sam pling methods used.

RESEARCH DESIGN

A research design specifies the methods and procedures for conducting a

particular research.

I have chosen descriptive research design for my study because I am interested in

analyzing the sales promotion strategies of the company.



To accomplish the predefined objectives of the research, descriptive research

design is used to collect the require information from the sources. It’s a fact

finding approach generalizing a cross sectional study of the present situation.

DESIGNING THE QUESTIONNAIRE

Structured questionnaires and observation method have been used to conduct the

research.

SAMPLE DESIGN

This project is special in nature and therefore method used for sample technique in

convenient sampling method.

SAMPLE SIZE

50 retailers.

TOOLS OF ANALYSIS

I have used Structured Questionnaire Method. Some of the software’s used for

making this project will be Ms Word and Ms Excel. The Data collected is shownthrough Graphs and Pie Charts.

DATA COLLECTION

Primary Data Sources:

Through interaction with retailers and customers with the help of questionnaire.

Secondary data sources:

Journals, Magazine Brochures,Website of the company.



LIMITATIONS

• 50 retailers cannot be treated as whole population.

• Inspite of Precautions taken there are certain procedural and technical

limitations.

• Secondary data collected may not be accurate.

• Respondents were limited and cannot be treated as whole population

• Resource was limited.

• Due to lack of time retailers are not willing to give proper response.



CHAPTER - III

THEORETICAL

BACKGROUND



THEORETICAL OVERVIEW

SALES PROMOTION

Sales promotion is one of the four aspects of promotional mix. (The other three

parts of the promotional mix are advertising, personal selling, and publicity/public

relations.) Media and non-media marketing communication are employed for a

pre-determined, limited time to increase consumer demand, stimulate market

demand or improve product availability. Examples include:

• contests

• point of purchase displays

• rebate (marketing)

• free travel, such as free flights

Sales promotions can be directed at either the customer, sales staff, or distribution

channel members (such as retailers). Sales promotions targeted at the consumer

are called consumer sales promotions. Sales promotions targeted at retailers and

wholesale are called trade sales promotions. Some sale promotions, particularly

ones with unusual methods, are considered gimmick by many.

Consumer sales promotion techniques

• Price deal: A temporary reduction in the price, such as happy hour

• Loyal Reward Program: Consumers collect points, miles, or credits for

purchases and redeem them for rewards. Two famous examples are Pepsi Stuff

and AAdvantage.

• Cents-off deal: Offers a brand at a lower price. Price reduction may be a

percentage marked on the package.



• Price-pack deal: The packaging offers a consumer a certain percentage more of

the product for the same price (for example, 25 percent extra).

• Coupons: coupons have become a standard mechanism for sales promotions.

• Loss leader: the price of a popular product is temporarily reduced in order to

stimulate other profitable sales

• Free-standing insert (FSI): A coupon booklet is inserted into the local

newspaper for delivery.

• On-shelf couponing: Coupons are present at the shelf where the product is

available.

• Checkout dispensers: On checkout the customer is given a coupon based on

products purchased.

• On-line couponing: Coupons are available on line. Consumers print them out

and take them to the store.

• Mobile couponing: Coupons are available on a mobile phone. Consumers show

the offer on a mobile phone to a salesperson for redemption.

• Online interactive promotion game: Consumers play an interactive game

associated with the promoted product. See an example of the Interactive

Internet Ad for tomato ketchup.

Trade sales promotion techniques

• Trade allowances: short term incentive offered to induce a retailer to stock up

on a product.

• Dealer loader: An incentive given to induce a retailer to purchase and display a

product.

• Trade contest: A contest to reward retailers that sell the most product.

• Point-of-purchase displays: Extra sales tools given to retailers to boost sales.

• Training programs: dealer employees are trained in selling the product.



• Push money: also known as "spiffs". An extra commission paid to retail

employees to push products.

• Trade discounts (also called functional discounts): These are payments to

distribution channel members for performing some function .

Need for Product Promotion

• To introduce a new product in the market.

• To influence the public with the help of new uses of the product.

• To increase the frequency of purchase by each buyer.

• To encourage dealers to stock more goods.

• To withstand in the competitive field.

• To increase the sales by imparting special training to salesmen and by window

display.

Effects of Promotion

• The present day market is very competitive due to the large number of rivals

and substitutes. With the help of promotion producer must create product

differentiation in the minds of consumers.

• Promotion is very essential to communicate the use of the product and the

nature of the product to consumers and middlemen

• Nowadays most of the consumers market their products in wider area and the

consumers are also very large in number. In such cases personal selling alone

cannot be used and so all the steps for promotion are to be followed.

• During the periods of depression it is essential to maintain at least some

minimum market. Therefore it is very essential to use promotion.



ADVERTISING

Advertising is an important tool of promotion. . Advertisement is a non-personal

presentation of an idea or a product (where as personal selling or salesmanship

help in personal promotional.) Advertisement supplements personal selling to agreat extent. Advertising has, acquired great importance in the modern India

characterized by tough competition in the market and fast changes in technology,

and fashion and taste customers. In this chapter, we shall study the nature,

functions and media of advertisement used by modern business firms.

Advertising is used for communicating business information to the present and

prospective customers. It usually provides information about the advertising firm,

its product qualities, place of availability of its products, etc. Advertisement is

indispensable for both the sellers and the buyers. However, it is more important

for the sellers. In the modern age of large scale production, producers cannot think

of pushing sale of their products without advertising them.

What is advertising

Advertising is the dissemination of information concerning an idea, product. or

service to induce action in accordance with the intent of the advertiser. According

to William J. Stanton, "Advertising consists of all the activities involved in

presenting to an audience a non-personal, sponsor-identified, paid-for message

about a product or organization.”

Advertising is any paid form of non-persona: presentation and promotion of ideas,

goods or services of an identified spocsor. The message which is presented or

disseminated is known as ‘advertisement'.



Features of Advertising

American Marketing Association has defined advertising as "any paid form of

non-personal presentation and promotion of ideas goods and services of an

identified sponsor". This definition reveals the following features of advertising:

1. It is a paid form of communication. Advertisements appear in newspapers,

magazines, television or cinema screens because the advertiser has purchased

some space or time to communicate information to the prospective customers.

2. It is non-personal presentation of message. There is no face-to-face direct

contact with the customers. That is why, it is described as non-personal

salesmanship. It; is a non-personal form of presenting products and promoting

ideas and is complementary to personal selling. It simplifies the task of sales-force

by creating awareness in the minds of potential customers

3. The purpose of advertising is to promote idea about the products and service,

of a business. It is directed towards increasing the sale of the products and services

of a business unit.

4. Advertisement a issued by an identified sponsor Non disclosure of the name

of the sponsor in propaganda may lead to distortion, deception and manipulation.

Advertisement should disclose or identify the sources of opinions and ideas it

presents.

FUNCTIONS OF ADVERTISING

Advertising has become an essential marketing activity in the modern era of large

scale production and serve competition in the market. It performs the following

functions:



1. Promotion of Sales. It promotes the sale of goods and services by informing

and persuading the people to buy them. A good advertising campaign helps in

winning new customers both in the national as well as in the international markets.

2. Introduction of New Product. It helps the introduction of new products in the

market. A business enterprise can introduce itself and its product to the public

through advertising. A new enterprise can't make an impact on the prospective

customers without the help of advertising. Advertising enables quick publicity in

the market.

3. Creation of Good Public Image. It builds up the reputation of the advertiser.

Advertising enables a business firm to communicate its achievements in an effort

to satisfy the customers' needs. This increases the goodwill and reputation of the

firm which is necessary to fight against competition in the market.

4. Mass Production. Advertising facilitates large-scale production. Advertising

encourages production of goods in large-scale because the business firm knows

that it will be able to sell on large-scale with the help of advertising. Mass

production reduces the cost of production per unit by the economical use of

various factors of production.

5: Research. Advertising stimulates research and development activities.

Advertising has become a competitive marketing activity. Every firm tries to

differentiate its product from the substitutes available in the market through

advertising. This compels every business firm to do more and more research to

find new products and their new uses. If a firm does not engage in research and

development activities, it will be out of the market in the near future.



6. Education of People. Advertising educate the people about new products and

their uses. Advertising message about the utility of a product enables the people to

widen their knowledge. It is advertising which has helped people in adopting new

ways of life and giving-up old habits. It has contributed a lot towards the betterment of the standard of living of the society.

7 Support to Press. Advertising provides an important source of revenue to the

publishers and magazines. It enables to increase the circulation of their publication

by selling them at lower rates. People are also benefited because they get

publications at cheaper rates. Advertising is also a source of revenue for TV

network. For instance, Doordarshan and ZeeTV insert ads before, in between and

after various programmes and earn millions of rupees through ads. Such income

could be used for increasing the quality of programmes and extending coverage.

SIGNIFICANCE OF ADVERTISING

Advertising helps in spreading information about the advertising firm, its products,

qualities and place of availability of its products, and so on. It helps to create a

non-personal link between the advertiser and the receiver of the message. The

significance of advertising has increased in the modern era of large scale

production and tough competition in the market. Advertising is needed not only by

the manufacturers and traders but also for the customers and the society. The

benefits of advertising to different parties are discussed in the following

paragraphs.

BENEFITS TO MANUFACTURERS AND TRADERS

It pays to advertise. Advertising has become indispensable for the manufacturers

and distributors because of the following advantages:

(i) Advertising helps in introducing new products. A business enterprise can

introduce itself and its products to the public through advertising.



(ii) It can create new taste among the public and stimulate them to I purchase the

new product through effective advertisement.

(iii) Advertising assists to increase the sale of existing products by entering into

new markets and attracting new customers.(iv) Advertising helps create steady demand of the products. For instance, a drink

may be advertised 'during summer as a product necessary to fight tiredness caused

by heat and during winter as an essential thing to resist cold.

(v) Advertising help in meeting the forces of competition in the market-place. If a

product is not advertised continuously, the competitors may snatch its market

through increased advertisementments. Therefore, in certain cases, advertising is a

necessity to remain in the market and remind the customer as done by soft drink

companies.

(vi)Advertising is used to increase the goodwill of firm by promising good quality

to the customers.

(uii) Advertisements increase the morale of the employees of the firm. The

salesmen feel happier because their task becomes easier if the product is

advertised and known to the public

(viii). Advertising facilitates direct distribution of the product through the retailers.

Retailers are encouraged to purchase and sell the advertised products.

BENEFITS TO CUSTOMERS

Advertising offers the following advantages to customers

(i)Advertising helps the customers to know the existence of various products and

their prices. They can choose from the various brands to satisfy their wants. Thus

they cannot be exploited by the sellers.

(ii) Advertising educates the people about new products and their diverse uses.

(iii) Advertising increased the utility of products for many people adds to the

amount of satisfaction which they are already enjoying.



(iv) Advertising induces the manufacturers to improve the quality of their products

through research and development This ensures supply of the products of better

quality to the consumers

BENEFITS TO SOCIETY

The society at large is also benefited because of advertisement:

(i) Advertising provides employment to persons engaged in writing, designing and

issuing advertisements. Increase in employment brings additional income with the

people which stimulates more demand. Employment is further generated to meet

the increased demand.

(ii) Advertising promotes the standard of living of the people by increasing the

variety and quality in consumption as a result of sustained research and

development activities by the manufacturers.

Advertising educates the people about the various uses of different products and

this increases their knowledge. Advertising also helps in finding customers in the

international market which is essential for earning foreign exchange.

Advertising sustains the press, and other media. It provides, all important source

of income to the press, radio and television network. The customers are also

benefited because they get newspapers and magazines at cheaper rate. The

publishers of newspapers and magazine; are benefited because of increased

circulation of their publication;. Lastly advertising also encourages commercial

art.



CHAPTER - IV

COMPANY PROFILE



COMPANY PROFILE

THE GROUP

KJS Cements Ltd. has been promoted by Kamal Group of Industries under the

leadership of Shri. Kamaljeet Singh Ahluwalia, Shri. Pawan Kumar Ahluwalia and

Shri Prashant Ahluwalia. The group initially started with mining operations and

thereafter diversified to Iron & Steel, Power, Media (Sadhna News Channel) etc.

The group is further envisaging entering into the sectors of Telecommunications,

Infrastructure development such as Housing, Hotels, Commercial space

development etc., financial services, Logistic & Transportation.

KJS CEMENT LTD. – THE COMPANY

Diwan Lime Company was incorporated in 1983 and was into the business of

extracting limestone since then. Our promoters looking at the future prospects and

no dearth of proven quality of limestone in the area decided to change and role

over the name KJS Cement Ltd. in 2007 to put up an integrated 2.27million ton

cement plant.

The Present project is for setting up a Greenfield integrated 2.27million ton per

annum, Cement plant at Maihar, Distt. Satna (Madhya Pradesh) along with captive

power plant of 27 MW. The envisaged product mix is 10% Ordinary Portland

Cement (OPC) and 90% Pozzolana Portland Cement (PPC) grade of Cement. The

limestone mines are adjacent to the plant which is sufficient enough to cater the

need for next 50years.

Timely mobilization of resources has not only facilitated the process of achieving

targets but also round the clock working ensures the successful completion of the

plant ahead of the schedule. The team of professional executives which is best of



talent available in the industry is at project site and is fully competent to take up

the challenge and their assignments under the continuous guidance of Shri Pawan

Kumar Ahluwalia, the Managing Director of the company who is always prepared

for their hand holding in case of any difficulty and keep the team fully motivatedwith his continued support. He virtually has become the part and partial of the

team..



KEY FACTS

Date of Incorporation

19.05.1983

Constitution

Limited Company

Industry

“2.27million Ton Greenfield Integrated Cement Plant with 27MW Captive Power

Plant”

Registered Office:

GROUND FLOOR, UNIT NO-005, COPIA CORPORATE

SUITES, JASOLA, New Delhi-110044

Works:

RAJNAGAR, TEHSIL-MAIHAR, DISTRICT SATNA,

MADHYA PRADESH-485771



PRODUCT

An integrated 2.27 Million Ton Cement Plant with 27MW captive power plant

(And the pictorial representation of Cement, Clinker & Power should appear).



BUSINESS

1. Mining of iron ore, manganese and limestone.

2. Iron & Steel plant with Captive Power Plants.

3. Real Estate Business, Hospitality (Entered in MoU with Hayat Andaz) and

Manufacturing of other building materials.



CHAPTER - II

DATA ANALYSIS

& INTERPRETATION



DATA ANALYSIS & INTERPRETATION

RETAILERS SURVEY

Q1. Are you selling KJS CEMENT?

Options Percentage of RespondentsYes 92

No 8

0

10

20

30

40

50

60

70

80

90

100

Yes No

Options

P e r c e n t a g e o f R e s p

o n d e n t s

Interpretation:

92% of the respondents are selling KJS CEMENT and 8% of the respondents say

that they are not selling KJS CEMENT.



Q2. Reason for Selling KJS CEMENT ?

Options Percentage of Respondents

Margin 20

Promotional Schemes 22

Demand 36Dealer relationship 6

Credit Policy 12

Other Reasons 4

0

5

10

15

20

25

30

35

40

Margin Promotional

Schemes

Demand Dealer

relationship

Credit Policy Other

Reasons

Options

P e r c e n t a g e o f R e s p o n d e n t s

Interpretation:

20% of the respondents are selling KJS CEMENT because of margin, 22% of the

respondents say that respondents are selling KJS CEMENT because of

Promotional Schemes, 36% of the respondents say that they are selling KJS

CEMENT because of Demand, 6% of the respondents are selling KJS CEMENT

because of Dealer Relationship, 12% of the respondents are selling KJS CEMENT

because of Credit Policy.

Q3. Reason for not selling KJS CEMENT?


Credit Policy 6



Promotional Material Not Supplied on Time 10

Schemes are not conveyed on time 16

Supply of product is not proper 22

Don’t Wish To Specify 46

0

510

15

20

25

30

35

40

45

50

Credit Policy Promotional

Material Not

Supplied on

Time

Schemes are

not conveyed on

time

Supply of

product is not

proper

Don’t Wish To

Specify

Options

P

e r c e n t a g e o f R e s p o n d e n t s

Interpretation:

46% of the respondents have not specified the reason for not selling KJS

CEMENT, 6% of the respondents say that they are not selling KJS CEMENT

because of Credit Policy, 10% of the respondents are not selling KJS CEMENT

because promotional material is not supplied on time, 16% of the respondents are

not selling KJS CEMENT because schemes are not conveyed on time.



Q4. Which type of promotional activities attract customers?


Discounts 34

Extra Offer 22

1+1 Offer 24Advertisements 16

0

5

10

15

20

25

30

35

40

Discounts Extra Offer 1+1 Offer Advertisements

Options

P e r c e n t a g e o f

R e s p o n d e n t s

Interpretation:

Most of the respondents say that customers want discounts, 22% of the

respondents say that customers are attracted towards extra offer for example 10%

extra or 20% extra, 24% of the respondents say that customers are attracted

towards 1+1 offer and 16% of the respondents say that customers are attracted

towards advertisements.



Q5. Do you think advertisement motivates people to use a particular product?


Yes 68

No 32

0

10

20

30

40

50

60

70

80

Yes No

Interpretation:

68% of the respondents say that advertisement motivates people to use a particular

Product.



Q6. Which medium of advertisement attracts more customers?


Radio 24

Television 36

Hoardings 20Others 20

0

5

10

15

20

25

30

35

40

Radio Television Hoardings Others

Interpretation:

Most of the respondents say that television advertisement attract more number of

customers.



Q7. Rate the message in the advertisement of KJS CEMENT?


Good 44

Average 40

Poor 16

0

5

10

15

20

25

30

35

40

45

50

Good Average Poor

Interpretation:

Most of the respondents say that Message of KJS CEMENT advertisement is

good, 40% of the respondents have rated the message of advertisement as average.



Q8. Rate the Attractiveness of the advertisement of KJS CEMENT?


Very Attractive 88

Less Attractive 10

Not at All Attractive 2

0

10

20

30

40

50

60

70

80

90

100

Very Attractive Less At tractive Not at All Attractive

Interpretation:

88% of the respondents say that advertisement of KJS CEMENT is attractive, 10%

of the respondents say that advertisement of KJS CEMENT is less attractive.



Q9. Rate the Quality as per the advertisement of KJS CEMENT?


Highly Satisfactory 38

Satisfactory 56

Averagely Satisfactory 4Dissatisfactory 2

Highly Dissatisfactory 0

0

10

20

30

40

50

60

Highly

Satisfactory

Satisfactory Averagely

Satisfactory

Dissatisfactory Highly

Dissatisfactory

Interpretation:

Quality of KJS CEMENT Clothing is satisfactory as per the advertisement.



Q10. Do you think Sales of KJS CEMENT increased due to the advertisement ?


Yes 88

No 12

0

10

20

30

40

50

60

70

80

90

100

Yes No

Interpretation:

Most of the respondents say that sales of KJS CEMENT increased due to

advertisement.



Q11. Does the company provides you promotional materials ?


Yes 78

No 22

0

10

20

30

40

50

60

70

80

90

Yes No

Options


Interpretation:

78% of the respondents say that company provides promotional material and 22%

of the respondents say that company do not provide promotional

material.Company is providing Leaflets, Displays and Hoardings to the retailers.



Q12. How do you rate the promotional offers of the company?


Good 58

Average 32

Poor 10

0

10

20

30

40

50

60

70

Good Average Poor

Options

P e r c e n t a g e

o f R e s p o n d e n t s

Interpretation:

58% of the respondents are satisfied with the promotional offers of the company

and 32% of the respondents are averagely satisfied with the promotional offers of

the company.



Q13. How do you rate the customer schemes of the company?


Good 46

Average 32

Poor 22

0

5

10

15

20

25

30

35

40

45

50

Good Average Poor

Options

P e r c e n t a g e


Interpretation:

46% of the respondents say that customer schemes offered by the company is

good, 32% of the respondents say that customer schemes offered by the company

is average and 22% of the respondents are not satisfied with the schemes offered

by the company.



Q14 How do you rate the credit policy of the company?


Good 42

Average 36

Poor 22

0

5

10

15

20

25

30

35

40

45

Good Average Poor

Options

P e r c e n t a g e


Interpretation:

42% of the respondents say that credit policy of the company is good, 36% of the

respondents say that credit policy of the company is average and 22% of the

respondents say that credit policy of the company is poor.



Q15. How do you rate the Margin of the company?


Good 44

Average 36

Poor 20

0

5

10

15

20

25

30

35

40

45

50

Good Average Poor

Options

P e r c e n t a g e


Interpretation:

44% of the respondents say that margin on the products is good, 36% of the

respondents say that margin is averagely satisfactory and 20% of the respondents

are not satisfied with the margin of the company.



Q16. How do you rate the Brand Pull of the company?


Good 56

Average 34

Poor 10

0

10

20

30

40

50

60

Good Average Poor

Options

P e r c e n t a g e


Interpretation:

Most of the respondents say that brand pull of the company is good.



Q17. How do you rate the Supply norms of the company?


Good 60

Average 30

Poor 10

0

10

20

30

40

50

60

70

Good Average Poor

Options

P e r c e n t a g e


Interpretation:

Most of the respondents are satisfied with the supply norms of the company, 30%

of the respondents say that supply norms of the company are averagely

satisfactory.



Q18. Does the company executives convey promotional schemes on time ?


Yes 60

No 30

0

10

20

30

40

50

60

70

Yes No

Options


Interpretation:

Most of the respondents say that company executives convey promotional

schemes on time.



Q19. Do you think promotional activities of the company attract customers?


Yes 92

No 8

0

10

20

30

40

50

60

70

80

90

100

Yes No

Options


Interpretation:

92% of the respondents say that promotional activities of the company attract

customers and their sales has increased due to promotional activities of the

company and 8% of the respondents say that promotional activities of the

company is not attractive.



Q19. Please specify the increase in sales after promotion and advertising?


1 to 10% 46

10 to 30% 38

More than 30% 16

0

5

10

15

20

25

30

35

40

45

50

1 to 10% 10 to 30% More than 30%

Options

P e r c e n t a g e


Interpretation:

46% of the respondents say that after sales promotion and advertising there is a

growth of 1-10% percent, 38% of the respondents say that after sales promotion

activities of the company sales has increased by 10 to 30%.



CHAPTER - II

FINDINGS



OBSERVATIONS & FINDINGS

• 92% of the respondents are selling KJS CEMENT and 8% of the

respondents say that they are not selling KJS CEMENT.

• 20% of the respondents are selling KJS CEMENT because of margin, 22%

of the respondents say that respondents are selling KJS CEMENT because

of Promotional Schemes, 36% of the respondents say that they are selling

KJS CEMENT because of Demand, 6% of the respondents are selling KJS

CEMENT because of Dealer Relationship, 12% of the respondents are

selling KJS CEMENT because of Credit Policy.

• 46% of the respondents have not specified the reason for not selling KJS

CEMENT, 6% of the respondents say that they are not selling KJS

CEMENT because of Credit Policy, 10% of the respondents are not selling

KJS CEMENT because promotional material is not supplied on time, 16%

of the respondents are not selling KJS CEMENT because schemes are not

conveyed on time.

•

Most of the respondents say that customers want discounts, 22% of therespondents say that customers are attracted towards extra offer for

example 10% extra or 20% extra, 24% of the respondents say that

customers are attracted towards 1+1 offer and 16% of the respondents say

that customers are attracted towards advertisements.

• Most of the respondents say that customers want discounts, 22% of the

respondents say that customers are attracted towards extra offer for

example 10% extra or 20% extra, 24% of the respondents say that

customers are attracted towards 1+1 offer and 16% of the respondents say

that customers are attracted towards advertisements.

• Most of the respondents say that television advertisement attract more

number of customers.



• Most of the respondents say that Message of KJS CEMENT advertisement

is good, 40% of the respondents have rated the message of advertisement as

average.

•88% of the respondents say that advertisement of KJS CEMENT is

attractive, 10% of the respondents say that advertisement of KJS CEMENT

is less attractive.

• Quality of KJS CEMENT Clothing is satisfactory as per the advertisement.

• Most of the respondents say that sales of KJS CEMENT increased due to

advertisement.

• 78% of the respondents say that company provides promotional material

and 22% of the respondents say that company do not provide promotional

material.Company is providing Leaflets, Displays and Hoardings to the

retailers.

• 58% of the respondents are satisfied with the promotional offers of the

company and 32% of the respondents are averagely satisfied with the

promotional offers of the company.

•

46% of the respondents say that customer schemes offered by the companyis good, 32% of the respondents say that customer schemes offered by the

company is average and 22% of the respondents are not satisfied with the

schemes offered by the company.

• 42% of the respondents say that credit policy of the company is good, 36%

of the respondents say that credit policy of the company is average and 22%

of the respondents say that credit policy of the company is poor.

• 44% of the respondents say that margin on the products is good, 36% of the

respondents say that margin is averagely satisfactory and 20% of the

respondents are not satisfied with the margin of the company.

• Most of the respondents say that brand pull of the company is good.



• Most of the respondents are satisfied with the supply norms of the

company, 30% of the respondents say that supply norms of the company

are averagely satisfactory.

•Most of the respondents say that company executives convey promotional

schemes on time.

• 92% of the respondents say that promotional activities of the company

attract customers and their sales has increased due to promotional activities

of the company and 8% of the respondents say that promotional activities

of the company is not attractive.

• 46% of the respondents say that after sales promotion and advertising there

is a growth of 1-10% percent, 38% of the respondents say that after sales

promotion activities of the company sales has increased by 10 to 30%.



CHAPTER - II

CONCLUSION &

SUGGESTIONS



CONCLUSION

Role, effect and output of Advertising and Sales Promotion on Cement Sales KJS

Cement Ltd. 20% of the respondents are selling KJS CEMENT because of margin,

22% of the respondents say that respondents are selling KJS CEMENT because of

Promotional Schemes, 36% of the respondents say that they are selling KJS

CEMENT because of Demand, 6% of the respondents are selling KJS CEMENT

because of Dealer Relationship, 12% of the respondents are selling KJS CEMENT

because of Credit Policy.

46% of the respondents say that after sales promotion and advertising there is a

growth of 1-10% percent, 38% of the respondents say that after sales promotion

activities of the company sales has increased by 10 to 30%.

Advertising and sales promotion activities of KJS Cement is attracting customers.



SUGGESTIONS

• Frequency of advertisement must be more.

• Advertisement must be at right location and right time.

• KJS Cement must provide schemes to its retailers.

• KJS Cement must revise its Promotion strategy.

• Retailer Sales Promotion activities must be more aggressive.

• Retailers must be provided with Glow Sign Boards and Danglers.

• Margin of the retailers must be increased

• Customer Sales Promotion offers must be attractive.

• Customer Sales Promotion activities must be increased.



BIBLIOGRAPHY



BIBLIOGRAPHY

Books:

• Kotler, Philip. (1999):’Marketing Management’ Prentice Hall Of India Pvt.

Ltd., New Delhi.

• Kothari, C.R (2001):’Research Methodology’, Vishwa Publication., New

Delhi

• Saxena, Rajan. (2003):’Marketing Management’ Tata Mcgraw-Hill

Publishing Company Limited. New Delhi

• Verma H.V(1993):’Marketing Of Services’, Gobal Business Press, New

Delhi

Websites :

• www.kjscement.com



ANNEXURE



RETAILERS SURVEY

Name : __________________________________________

Address : __________________________________________

Contact No : __________________________________________

Q1. Are you selling KJS CEMENT?

a. Yes b. No

Q2. Reason for Selling KJS CEMENT ?

a. Margin b. Promotional Schemes

c. Demand d. Dealer relationship

e. Credit Policy f. Other Reasons

Q3. Reason for not selling KJS CEMENT?

a. Credit Policy

b. Promotional Material Not supplied on Time

c. Schemes are not conveyed on time

d. Supply of product is not proper

e. Don’t Wish To Specify

Q4. Which type of promotional activities attract customers?

a. Discounts b. Extra Offer

c. 1+1 Offer d. Advertisements

Q5. Do you think advertisement motivates people to use a particular product?

a. Yes b. No

Q6. Which medium of advertisement attracts more customers?

a. Radio b. Television

c. Hoardings d. Others

Q7. Rate the message in the advertisement of KJS CEMENT?

a. Good b. Average c. Poor



Q8. Rate the Attractiveness of the advertisement of KJS CEMENT?

a. Very Attractive b. Less Attractive

c. Not at All Attractive

Q9. Rate the Quality as per the advertisement of KJS CEMENT?a. Highly Satisfactory b. Satisfactory

c. Averagely Satisfactory d. Dissatisfactory

e. Highly Dissatisfactory

Q10. Do you think Sales of KJS CEMENT increased due to the advertisement ?

a. Yes b. No

Q11. Does the company provides you promotional materials ?

a. Yes b. No

Q12. How do you rate the promotional offers of the company?


Q13. How do you rate the customer schemes of the company?


Q14 How do you rate the credit policy of the company?


Q15. How do you rate the Margin of the company?


Q16. How do you rate the Brand Pull of the company?


Q17. How do you rate the Supply norms of the company?


Q18. Does the company executives convey promotional schemes on time ?

a. Yes b. No

Q19 Do you think promotional activities of the company attract customers?

Date post:	14-Apr-2018
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