A

Summer Training Project Report

On

“Study About Brand Loyalty &

Consumer Behavior of Lakshmi

Cement ”

A report submitted in partial fulfillment for

requirement of three year full time under

graduate

Bachelor of Business Administration (BBA)

programme

Submitted to: Submitted by:

Ms.Poonam Swami Palak

Shah

Sr.Lecturer BBA

PART III

Batch (2008-2011)

Poddar International College

Jaipur

Preface

With increasing competition organization all over the world are under tremendous pressure to improve their performance, survival and growth in present market scenario. Brand Loyalty & Consumer Behavior plays an important role to make them at a reputed place in today’s competitive world.

Good brand instantly evoked the positive attitude of the consumer towards it and this brand is almost unique among competitive brand.

In today’s business Brand Loyalty & consumer Behavior have high attribute towards the success of product.

Today in the period of down swing of the economy I have decided to do research work on cement industry as it effect directly to the economic growth of the nation. This research study gives emphasis on the comparative study of market status of various brands in Jaipur city.

I have tried to make this report readable by suggested technique that will help the reader to get an idea about the market share of JK Lakshmi cement products.

(Palak Shah)

ACKNOWLEDGEMENT

“Helping nature always creates cooperation on cooperation is the key to success.’’

I have joined this esteemed organization for 6 weeks. I am grateful to each every member of jk lakshmi cement to whom I get interacted during my training period.

I sincerely thanks to Mr. I.M. Tiwari (DGM Marketing) for giving me opportunity of taking a view of whole organization.

I convey my sincere regards to Mr. Mukesh Jha for help and cooperation during whole session.

I also wish to thanks Ms.Poonam Swami to give support during the research.

Finally, I would thanks to all my colleagues who provided me certain information for the fulfillment of the project.

(Palak Shah)

Executive summary

Times have never been so good for the Indian cement industry. The

robust earning growth posted by cement companies since last eight

quarters has been unprecedented. Strong demand and slower capacity

addition has resulted into cement prices perking up by almost 35 to 50

percent over last two years.

We believe the purple patch for cement companies is likely to

continue for another four to five quarters till the new capacities get

commissioned although the earnings would see moderate growth

going forward due to high base effect. There is no room for dramatic

rise that has been witnessed over past five quarters marked by reversal

in cement cycle. From longer tern perspective, we believe cement

companies would feel the pressure on margins post December 2007,

both on account of rising cost as well as vanishing pricingpower, at

least in some pockets across India.

Cement is a commodity business characterized by peak & trough

phases. After three years of boom, the industry is close to it’s peak &

the way cement companies are rushing up to cash in on the boom by

expanding furiously does not sound conducive from investment

perspective. In the given scenario, we remain neutral on the sector per

se. There is nothing to suggest pressing panic buttons as of now but

the outlook may turn negative in case supply continues to grow at

frenzied pace. From long term horizon, we believe it’s time to lighten

cement portfolio & adopt bottom up approach rather than going gung

ho about the sector.

Driven by solid earnings over next three quarters, cement stocks will

continue to attract the market fancy. That is the best time to reshuffle

cement portfolio in favor of potential frontrunners. Based upon

location, cost efficiency, competitiveness, cap-ex plans & financial

performance, we recommend a few winners that will outpace the

peers. The best Investment strategy would be to exploit every rise to

exit weak cement stocks & accumulate the winning stocks.

INDEX

S.No.

Topic Page No.

1. Introduction to the project 1

1.1

Industry Profile 2

1.2

Introduction to Indian Cement Industry

3-7

1.3

Issues Concerning & Recommendation on Cement Industry

8-9

1.4

Brief History of Cement 10-12

1.5

Future Outlook & Current Scenario

13-14

2. Company Profile 15-22

3. Manufacturing Process 23-26

4. Product Range 27-33

5. Market Share 34

6. Social Responsibility 35-36

7. Organization Chart 37

8. Distribution Network 38

9. Key Success Factors 39-40

10. Research Methodology 41-46

11. Data Analysis & Interpretation 47-56

12. SWOT Analysis 57-58

13. Recommendation 59

14. Conclusion 60

15. Annexure 61-64

16. Bibliography 65

Introduction to the project

The project is all about the brand loyalty and consumer behavior of

Lakshmi cement. In this project it is explained that how consumer act

towards the product & their reaction towards the brand.

Brand loyalty refers to the consumer reaction towards a particular

product. It also refers to the level of satisfaction of consumer that is

derieved by him after using it. Brand loyalty also states that after

purchasing the product once does the customer purchase it for the

second time.

Consumer behavior refers to the behavior of the consumer at the

time of purchasing the product. Several factors on which the

consumer behavior of consumer is based. It can be age, sex, income

level, demographic factors like the culture they are following etc.

INDIAN CEMENT INDUSTRY

Introduction:

Cement Industry in India is on a roll at the moment. Driven by a booming

real estate sector, global demand and increased activity in infrastructure

development such as state and national highways, the cement industry

has witnessed tremendous growth. Production capacity has gone up and

top cement companies of the world are vying to enter the Indian market,

thereby sparking off a spate of mergers and acquisitions. Indian cement

industry is currently ranked second In the world.

The origins of Indian cement industry can be traced back to 1914 when

the first unit was set-up at Porbandar with a capacity of 1000 tonnes.

Today cement industry comprises of 125 large cement plants and more

than 300 mini cement plants. The Cement Corporation of India, which is

a Central Public Sector Undertaking, has 10 units. There are 10 large

cement plants owned by various State Governments. Cement industry in

India has also made tremendous strides in technological upgradation

and assimilation of latest technology. Presently, 93 per cent of the total

capacity in the industry is based on modern and environment-friendly dry

process technology. The induction of advanced technology has helped

the industry immensely to conserve energy and fuel and to save

materials substantially. Indian cement industry has also acquired

technical capability to produce different types of cement like Ordinary

Portland Cement (OPC), Portland Pozzolana Cement (PPC), Portland

Blast Furnace Slag Cement (PBFS), Oil Well Cement, Rapid Hardening

Portland Cement, Sulphate Resisting Portland Cement, White Cement

etc. Some of the major clusters of cement industry in India are: Satna

(Madhya Pradesh), Chandrapur (Maharashtra), Gulbarga (Karnataka),

Yerranguntla (Andhra Pradesh), Nalgonda (Andhra Pradesh), Bilaspur

(Chattisgarh), and Chandoria (Rajasthan).

Cement industry in India is currently going through a consolidation

phase. Some examples of consolidation in the Indian cement industry

are: Gujarat Ambuja taking a stake of 14 per cent in ACC, and taking

over DLF Cements and Modi Cement; ACC taking over IDCOL; India

Cement taking over Raasi Cement and Sri Vishnu Cement; and

Grasim's acquisition of the cement business of L&T, Indian Rayon's

cement division, and Sri Digvijay Cements. Foreign cement companies

are also picking up stakes in large Indian cement companies. Swiss

cement major Holcim has picked up 14.8 per cent of the promoters'

stake in Gujarat Ambuja Cements (GACL). Holcim's acquisition has led

to the emergence of two major groups in the Indian cement industry, the

Holcim-ACC-Gujarat Ambuja Cements combine and the Aditya Birla

group through Grasim Industries and Ultratech Cement. Lafarge, the

French cement major has acquired the cement plants of Raymond and

Tisco. Italy based Italcementi has acquired a stake in the K.K. Birla

promoted Zuari Industries' cement plant in Andhra Pradesh, and

German cement company Heidelberg Cement has entered into an equal

joint-venture agreement with S P Lohia Group controlled Indo Rama

Cement.

Cement is a key infrastructure industry. It has been decontrolled from

price and distribution on 1st March, 1989 and delicensed on 25th July,

1991. However, the performance of the industry and prices of cement

are monitored regularly. The constraints faced by the industry are

reviewed in the Infrastructure Coordination Committee meetings held in

the Cabinet Secretariat under the Chairmanship of Secretary

(Coordination). Its performance is also reviewed by the Cabinet

Committee on Infrastructure.

Capacity and Production:

The cement industry comprises of 125 large cement plants with an

installed capacity of 148.28 million tonnes and more than 300 mini

cement plants with an estimated capacity of 11.10 million tonnes per

annum. The Cement Corporation of India, which is a Central Public

Sector Undertaking, has 10 units. There are 10 large cement plants

owned by various State Governments. The total installed capacity in

the country as a whole is 159.38 million tonnes. Actual cement

production in 2002-03 was 116.35 million tonnes as against a production

of 106.90 million tonnes in 2001-02, registering a growth rate of 8.84%.

Keeping in view the trend of growth of the industry in previous years, a

production target of 126 million tonnes has been fixed for the year 2003-

04. During the period April-June 2003, a production (provisional) was

31.30 million tonnes. The industry has achieved a growth rate of 4.86

per cent during this period.

Exports :

Apart from meeting the entire domestic demand, the industry is also

exporting cement and clinker. Major exporters were Gujarat Ambuja

Cements Ltd. and L&T Ltd.

As cement is a low value, high bulk commodity, freight cost becomes a

significant factor in determining the landed cost of cement. This has

resulted in a very low volume of international trade in cement. World

cement trade has averaged just around 6-7% of the total production.

Although, world trade in cement is limited because of high freight costs,

there are countries, which either import a significant share of their total

consumption or export a major share of their total production. Most of the

importing countries belong to the developing world. The Middle East

countries (although not falling in the developing world category) have

huge requirements of cement because of construction work in projects in

the oil sector. Also in these countries, unfavourable conditions (for

example, inadequate cement limestone reserves) have discouraged

cement capacity creation. Most of the exporting nations look for mass

transportation as mass transport leads to significant advantages such as

savings in freight costs and packing costs, avoidance of transit loss,

adulteration, pilferage, bursting of bags and damage to cement

Technological change :

Cement industry has made tremendous strides in technological

upgradation and assimilation of latest technology. At present ninety

three per cent of the total capacity in the industry is based on modern

and environment-friendly dry process technology and only seven per

cent of the capacity is based on old wet and semi-dry process

technology. There is tremendous scope for waste heat recovery in

cement plants and thereby reduction in emission level. One project for

co-generation of power utilizing waste heat in an Indian cement plant is

being implemented with Japanese assistance under Green Aid Plan.

The induction of advanced technology has helped the industry

immensely to conserve energy and fuel and to save materials

substantially. India is also producing different varieties of cement like

Ordinary Portland Cement (OPC), Portland Pozzolana Cement (PPC),

Portland Blast Furnace Slag Cement (PBFS), Oil Well Cement, Rapid

Hardening Portland Cement, and Sulphate. Resisting Portland cement,

White Cement etc. Production of these varieties of cement conform to

the BIS Specifications. It is worth mentioning that some cement plants

have set up dedicated jetties for promoting bulk transportation and

export.

Issues concerning Cement Industry:

The Indian Cement Industry is the world’s second largest after China’s

Cement Industry. But, percapita production and consumption are low as

compared to the world standards. On the technological front, Indian

cement Industry can be regarded as highly competitive and is

comparable with the best in the world, in terms of quality standards, fuel

consumption etc. Indian cement plants, which depended heavily on wet

technologies in the sixties and seventies, have subsequently shifted to

modern energy efficient dry technologies. This trend is more perceptible

in the last decade. The latest surge in the demand for cement is driven

by the boom in the housing sector and infrastructure sector. The post

deregulation scenario is marked by major reorganization of many of the

capacities in the Indian cement industry.

High Transportation Cost is affecting the competitiveness of the

cement industry. Freight accounts for 17% of the production cost.

Road is the preferred mode for transportation for distances less

than 250km. However, industry is heavily dependant on roads for

longer distances too as the railway infrastructure is not adequate.

Cement industry is highly capital intensive industry and nearly 55-

60% of the inputs are controlled by the government.

There is regional imbalance in the distribution of cement industry.

Limestone availability in pockets has led to uneven capacity

additions.

Coal availability and quality is also affecting the production.

Recommendations on Cement Industry :

For the development of the cement industry ‘Working Group on Cement

Industry’ was constituted by the Planning Commission for the formulation

of X Five Year Plan. The Working Group has projected a growth rate of

10% for the cement industry during the plan period and has projected

creation of additional capacity of 40-62 million tonnes mainly through

expansion of existing plants. The Working Group has identified

following thrust areas for improving demand for cement:

Further push to housing development programmes;

Promotion of concrete Highways and roads; and

Use of ready-mix concrete in large infrastructure projects.

Further, in order to improve global competitiveness of the Indian Cement

Industry, the Department of Industrial Policy & Promotion commissioned

a study on the global competitiveness of the Indian Industry through an

organization of international repute, viz. KPMG Consultancy Pvt. Ltd.

The report submitted by the organization has made several

recommendations for making the Indian Cement Industry more

competitive in the international market. The recommendations are under

consideration.

Brief history of cement:

There is hardly any other product that has so greatly contributed to the

growth of modern human civilisation as Cement. The massive urban

infrastructure that we see today across the world would have been

unthinkable without cement. Cement is the root substance that has given

the essential element of strength and durability to our houses, schools,

offices and other buildings so that we can occupy them with peace of

mind.

The word Cement literally means a substance that can bind material

together and can acquire strength on hardening. The cement as we

know today is a specialised building material which is a result of various

innovations over the past and is made in sophisticated manufacturing

facilities.

Its use associated with ancient civilizations... The oldest use of cement

dates back to the thousands of years old Egyptian civilisation. The

Egyptians used natural cement made by combining limestone and

gypsum for the construction of their massive and highly impressive

pyramids. The fact that the Egyptian

Pyramids have proudly stood the test of time over such a long period of

human history is a testimony to the phenomenal strength of cement.

However it must be stated that the ancient Egyptian cement was very

different from the cement in use today.

Later in the Roman era, the concept of cement advanced further.

Romans used a combination of slaked lime with Pozzolana, a volcanic

ash from Mount Vesuvius. The Romans made many impressive

structures using this cement. The Basilica of Constantine is one popular

example of Roman construction in which they used such cement mortar.

The Eddystone Lighthouse...In eighteenth century England, John

Smeaton, a British engineer, was assigned the task of re-constructing

the Eddystone Lighthouse, a structure that had witnessed repeated

structural failure. In 1756, Smeaton conducted a number of experiments

that led to the discovery that cement made from limestone containing a

considerable proportion of clay would harden under water. Based on this

discovery, Smeaton rebuilt this lighthouse in 1759 and this time, it stood

strong for 126 years.

Subsequently, until the early part of the nineteenth century, large

quantities of natural cement was used, that was made with a

combination of naturally occurring lime and clay.

The first patent for cement...In 1824, Joseph Aspdin, a British mason

obtained a patent on his hydraulic cement formula that closely

resembled the modern cement as we know today. He called this cement

Portland cement, and it was made through the proportionate mixing,

burning and the subsequent grinding of a combination of clay and

limestone.

Cement as we know today...Cement went through many more

improvements and developments in the nineteenth and twentieth

centuries. The industrial revolution and the subsequent development of

the rotary kiln paved the way for huge and sophisticated cement

manufacturing plants. These plants possess the capability of a

homogenous mixing and intense heating of the raw material thus vastly

improving the quality of the cement produced. The sophisticated quality-

testing equipment employed by modern cement plants further helps in

ensuring the quality of the cement produced.

Cement industry, in any country, plays a major role in the growth of the

nation. Cement industry in India was under full control and supervision of

the government. However, it got relief at a large extent after the

economic reform. But government interference, especially in the pricing,

is still evident in India. In spite of being the second largest cement

producer in the world, India falls in the list of lowest per capita

consumption of cement with 125 kg. The reason behind this is the poor

rural people who mostly live in mud huts and cannot afford to have the

commodity. Despite the fact, the demand and supply of cement in India

has grown up. In a fast developing economy like India, there is always

large possibility of expansion of cement industry.

Future outlook:

Outlook for the cement industry looks quite bright. Given the sustained

growth in the real estate sector, the government's emphasis on

infrastructure and increased global demand, it looks as if the juggernaut

of cement industry would continue to roll on the path of growth.

1. The future outlook for the cement industry looks more promising and

optimistic then ever before. This is because the cement industry grew by

8.5 per cent in FY05, while the economy grew by around seven percent.

The future could be a lot better. We believe that cement demand in the

country in FY06 will outpace the long-term average growth rate with

buoyant economy.

2. Demand-supply situation is now more or less in equilibrium and prices

could move up further as the demand growth will be much faster than

the supply growth. There are good reasons for their optimism. Housing,

which accounts for 55-60 per cent of the demand, remains the consistent

driving force behind sector growth.

3. Besides, demand from infrastructure projects and

industrial/commercial ventures account for 20 per cent each. An

incremental demand of two million tonnes is expected per year from

infrastructure projects in the country. So, even as the Golden

Quadrilateral project nears completion, demand in the port and airport

segments may pick up, keeping demand buoyant.

4. While demand side looks bright, there won’t be any large capacity

additions in near future, even as India would need 8-9 million tonnes

additional capacity every year till FY08 to meet the incremental demand.

Moreover, growing momentum in consolidation amongst the players is

expected to bring rationality in capacity addition. This would keep the

cement prices favorable for the companies.

Current scenario:

Cement being one of the key construction material used in creation of

infrastructure (whether it is road, dams, housings, airports or

multiplexes), has witnessed a robust growth of more than 8.5 percent in

volume terms during the third quarter of current financial year and about

10 per cent rise in dispatches in the first nine months of the year mainly

on the back of growing investment in infrastructure projects. The Indian

cement industry is the second largest producer of quality cement, which

meets global standards. The cement industry comprises 130 large

cement plants and more than 300 mini cement plants.

JK LAKSHMI CEMENTJK LAKSHMI CEMENT

FoundersFounders

LALA JUGGILAL SINGHANIA LALA KAMLAPAT SINGHANIA

(1857-1922) (1884-1937)

HARI SHANKAR SINGHANIA

PRESIDENT JK ORGANISATION

CHAIRMAN JK LAKSHMI CEMENT

Introduction:

The year 1982. The place - a remote area in the zero-industry district of

Sirohi in Rajasthan. The story of JK Lakshmi Cement Limited thus

began. And today as it completes 25 years of existence, it is a company

that’s renowned for its strength, quality and performance.

JK Lakshmi Cement Limited Formerly known as JK Corporation Limited.

The Group's principal activity is to manufacture and market cement in

India.

JK Lakshmi Cement is a cement company operating in India. It is a

public company quoted on the Bombay Stock Exchange and is part of

the JK Organisation. Its registered head office and its single

manufacturing plant are at Jaykaypuram, near Sirohi, Rajasthan, India.

One of the established names in the cement industry, JK Lakshmi

Cement Ltd has state of the art plants at Jaykaypuram, distt. Sirohi,

Rajasthan having a capacity of more than 3.5 million tonnes. With use of

the latest technology from M/s Blue Circle Industries and Modern

equipments from M/s Fuller International of USA, we are going from

strength to strength.

It is also the first grey cement producer of northern India to be awarded

an ISO 9002 certificate and be accredited by NABL (Department of

Science & Technology, Government of India) for its Lab Quality

Management systems.

Primarily a cement focused company, we have now diversified into a

variety of products including Cement (OPC & PPC), Ready to mix

Concrete and Plaster of Paris to meet the stated needs of our

customers. We are also in the midst of finalising certain customer centric

services to provide a much better cement purchasing experience

JK Lakshmi's journey towards excellence is being spearheaded by our

Chairman Shri. Hari Shankar Singhania closely supported by his Board

of Directors. They are the pillars of strength leading the company

towards its mission of being one of the most efficient, competitive and

premium Cement Brands of our region.

JK Lakshmi Cement manufacturing facility has been rated among the

topmost Greenest Cement Plant of India by CSE GRP 2005 thus

highlighting our commitment to the environment even while ensuring the

highest standards of quality for our products. We have also won the

Greentech Safety Award, the Pinnacle Cement 06 award by MTech Zee

TV and a place of pride amongst the top ten companies in India in HR as

per the TNS and Business Today survey.

The First Cement Manufacturer in Northern India to introduce coloured

bags JK Lakshmi Cement carries out regular contact programmes with

it’s Individual House Builders, masons, business associates to keep in

tune with their needs and requirements. Its wide network of about 1500

dealers spread across the states of Rajasthan , Gujarat, Delhi, Haryana ,

U.P., Uttaranchal , Punjab , J&K, H.P. and Mumbai and the vast pool of

highly trained and dedicated marketing and technical service team helps

the Company service its customers at their doorstep.

An integral part of Major Projects like IGNP, Sardar Sarovar Dam and

major corporations like L&T, Reliance, Essar and Airport Authority of

India, jk Lakshmi Cement also offers value added products like Plaster of

Paris known by the brand name ‘JK Lakshmiplast’ and Ready Mix

Concrete popularly known as JK Lakshmi Ready Mix Concrete’.

Today JK Lakshmi Cement has become the preferred choice among the

discerning customers, because of its consistency, high level of quality

and impeccable customer service.

A true showcase of ‘Mazbooti Guaranteed’ the Company has been able

to connect very strongly with it’s customers at an emotional level.With

this thought as a constant reminder of our values, we are sure that we

will keep up our standards and continue with the good work for many

years to come.

JK Lakshmi Cement today is one of the most preferred brands in its

marketing area with a network of about 1500 dealers spread in the

states of Rajasthan, Gujarat, Delhi, Haryana, U.P, Uttaranchal, Punjab,

J&K, H.P. and Mumbai. Our endeavour is always to give our best and

maintain the highest standards of customer satisfaction.

Major corporations like L&T, Reliance, Essar and Airport Authority of

India chose JK Lakshmi Cement over other brands. JK Lakshmi Cement

has also been used for important projects like IGNP and Sardar Sarovar

Dam.

The high standard of advertising has been another feather in the cap of

JK Lakshmi Cement Ltd. This has not only helped it to reach out to its

customers but also in connecting with them at an emotional level. No

wonder then that "Mazbooti Guaranteed" is now a term that is

synonymous with JK Lakshmi Cement.

Awards of JK Lakshmi Cement:

Excellence is a way of life at JK Lakshmi Cement Limited. The company

is deeply committed towards achieving the highest levels of product

quality and customer service. The ethos of outstanding performance

equally extends to the management functions such as Human Resource,

in which JK Lakshmi has set an example for other companies to follow.

Not surprisingly, JK Lakshmi Cement has been bestowed with some of

the most prestigious awards at national, as well as the international

level:

1. Mrs. Vinita Singhania receives Outstanding Businesswoman

Award:

December 23, 2009: Mrs. Vinita Singhania, Managing

Director, JK Lakshmi Cement was today conferred with the

prestigious Outstanding Businesswoman Award instituted by the

PHD Chamber. Ms. Singhania received the award from Finance

Minister Mr Pranab Mukherjee.

2. NATIONAL AWARD FOR SECOND BEST ENVIRONMENT

EXCELLENCE IN LIMESTONE MINES FOR THE YEAR 2008-

2009: instituted by NATIONAL COUNCIL FOR CEMENT

ANDBUILDINGMATERIALS(NCB),BALLABGARH.

This award was received by Shri Ganpat Singh Chief Executive

(Works) along with his senior technical team members from Mrs.

Renu Sharma, Joint Secretary & Shri Shashi Ranjan Kumar,

Director from Deptt. of Industrial Policy & Promotion (DIPP), New

Delhi and Shri M. Vasudeva, Director General (ACTG), NCB at the

Ashoka Hotel, New Delhi on 20th Nov, 2009.

3. CEO with HR Orientation:

Ms Vinita Singhania, Managing Director,

JK Lakshmi Cement, the flagship company of JK Organisation was

conferred with ‘CEO with HR Orientation’ award at the 16th Asia Pacific

HR Congress held at The Oberoi, New Delhi on 22 aug 2008. The award

was conferred by Mr Nick Hutton, CEO of U21 Global.

4. Energy Conservation Award - 2008:

Mr. S. Chouksey (WTD) and

Mr. Ganpat Singh(CE-Works) recieving the prestegious award from

Mr. Sushilkumar Shinde (Union Minister- Power).

5. ICWAI National Award – 2007:

JK LAKSHMI CEMENT LIMITED

bagged prestigious second prize in ICWAI National Award for

Excellence in Cost Management - 2007 (in category of Private

Manufacturing Organisation - Turnover less than Rs. 1000 Crores).

This award is recognised by a premier institute for Cost ICWAI. The

company’s relentless efforts of cost reduction over period of years are

truly reflected in this national award.

Future outlook:

Lakshmi cement is recognized as an efficient competitive &premium

cement brand. It is planning to increase its production to 12 millions

tones by 2012.

The Company continues to be optimistic about the growth of cement

industry in India. With the Indian economy registering an impressive

growth for the last two years and with the view to gainfully integrating it

in the main stream growth of global economy, the need to augment and

create a robust infrastructure has been fully realized. Emphasis on

development of housing, road, ports and other infrastructures is now

being seriously addressed. Cement is an important input in these

developmental needs. It is, therefore, expected that this industry will

register a double digit growth in the years to come and play its

meaningful role.

Manufacturing process:

JK Lakshmi Cement Limited's manufacturing facility at Sirohi, Rajasthan

is equipped with state-of-the-art equipment acquired from leading

vendors from across the world. Rated among the topmost Cement

Plants in India, our manufacturing facility is well positioned to deliver an

extremely superior quality of product that adheres to the highest quality

standards.

The JK Lakshmi cement manufacturing facility is spread across an area

of 8 square kilometres among the lush green Arravali ranges at

Jaykaypuram in Sirohi district of Rajasthan. The plant uses ultra modern

equipment acquired from M/s Fuller International of USA and M/s

Ventomatic of Italy.

The right combination of quality assurance, equipment and methodology

form the base for the Mazbooti advantage offered by our Cement. With

an annual production capacity of 3.5 million tonnes, our manufacturing

plant has the following highlights:

JK Lakshmi's manufacturing facility in Sirohi, Rajasthan has

been rated among the top Greenest Cement Plants of India.

The variety of limestone used in the manufacturing of JK

Lakshmi Cement is known to be of a highly superior quality

resulting in cement that is well recognised for strength and

durability.

JK Lakshmi's manufacturing plant uses ultra-modern technology

and imported machinery.

Use of high-end equipment such as the Gamma Metrics

Machine and the X-ray Analyser ensures that each product

passing out of JK Lakshmi's manufacturing facility adheres to

global standards of quality and performance.

Electronic packing machines obtained from M/s Ventomatic of

Italy ensure that the customers obtain accurate quantities of JK

Lakshmi's products.

The plant is fully computerised and centrally controlled by

programmable logic controller with colour VDU Control Stations

Process:

1. RAW Material:

Limestone is the basic raw material used in the

manufacturing of JK lakshmi cement. Good quality cement grade

limestone is abundantly available in mines within the JK Lakshmi factory

premises, which is spread over an area of 400 hectares.

2. Blasting:

Limestone is obtained from mines through the process of

heavy blasting conducted under strict supervision and safety

precautions. The limestone obtained from the JK Lakshmi mines is of

such superior quality that it removes the need to add clay or any

other additional raw material that is generally added during the

process of cement manufacturing.

3. Crushing:

The limestone in the form of huge stones is loaded in

dumpers and transported to the Crusher. The machine is used to crush

the huge stones into smaller and manageable chunks that are 20 mm in

size.

4. Quality Check:

Limestone obtained from the crusher undergoes a

rigorous quality check using Gamma Metrics Machine and Cross Belt

Analyser.

5. Circular pre-blending:

The engineers at JK Lakshmi ensure that only

the best quality of limestone is sent to the circuler pre-blending stock

pile.

6. Grinding:

Using an accurate weighing mechanism, the material is

fed into the Loesche mill/Vertical Roller Mill. It is a vertical ateel mill with

huge rollers used for grinding the material.

7. Blending Silo:

Powger form of raw material of different grade is

mixed homogeneously in the blending silo with the help of air slides.

8. Pre-heating:

The ground raw material is fed into a six-stage Pre-

heater, where it meets the hot gases rising from the kiln. The Pre-

heating of material before the calcinations stage helps save energy.

9. Calcination :

This is the most critical stage in the JK Lakshmi

cement manufacturing process. The raw material is fed into a kiln,

which is a huge rotating furnace. Using coal/ pet-coke as fuel, the kiln

at JK Lakshmi Cement factory heats the raw material to a

temperature of 1400 degress Celsius, which is almost one-fourth of

the mean surface temperature of Sun.

10. Cooling:

Subsequent to the intense heating, the raw material is

now sent to a CFG cooler that brings the temperature of the material

down to 200 degress Celsius. The sudden cooling of the material

results in the formation of grey-coloured nodules known as Clinkers.

11. Clinkers Storage:

Clinker, which is prestructured Reinforced

Cement Concrete, is now send to clinker silo to avoid the weathering

effects.

12. Cement Milling:

Clinker and Gypsum are fed to cement mill in

definite proportion with the help of weigh feeder.

13. Packing and Transportation:

JK Lakshmi cement is packed into

HDPE/PP bags with the help of automatic electronic packers supplied

by Ventomatic, Italy. Before the cement bags leave for the various JK

Lakshmi sites across the country, they pass through an Electronic

Weigh Bridge for final weight verification.

Product range:

Upholding the tradition of JK Organization for maintaining the highest

standards in quality, JK Lakshmi Cement today is one of the most

preferred brands in its marketing area with a network of about 1500

dealers spread in the states of Rajasthan, Gujarat, Delhi, Haryana, U.P.,

Uttaranchal, Punjab, J&K, H. P. and Mumbai. Our endeavor is always to

give our best and maintain the highest standards of customer

satisfaction.

No wonder the discernible buyers prefer this cement over other brands

owing to its consistency, higher level of quality and impeccable customer

service.

Also not surprising is the fact that the decision makers of the nation's

important projects like IGNP, Sardar Sarvorar Dam and major

corporations like L&T, Reliance, Essar and Airport Authority of India

chose JK Lakshmi Cement over other brands.

JK Lakshmi Cement Ltd was also the first Cement Manufacturer in North

India to use coloured bags to help the customer in segregating different

products. It also has a regular contact program with masons, dealers

and architects to keep in tune with their needs and requirements. One of

the many innovative initiatives the company took was to have a mason's

club that now has over 15000 members. Under this program the masons

are given an insurance cover against accidents absolutely free of cost,

besides educating them on the latest in construction activities.

The high standard of advertising has been another feather in the cap of

JK Lakshmi Cement Ltd. This has not only helped it to reach out to its

customers but also in connecting with them at an emotional level. No

wonder then that "Mazbooti Guaranteed" is now a term that is

synonymous with JK Lakshmi Cement.

Following are Products of JK Lakshmi cement:

JK Lakshmi Cement 53 (blended)

JK Lakshmi's 53 Grade O.P.C.

JK Lakshmi's 43 Grade O.P.C.

JK Lakshmi Plast

JK Lakshmi Power Mix

JK Lakshmi Cement 53 (blended) :

JK Lakshmi Cement 53 (blended) has a minimum guaranteed strength of

53 MPa, and is used for critical applications that require the maximum

level of strength and durability.

A few applications of JK Lakshmi Cement 53 (blended) are:

All Types of R.C.C. Work

Plastering

Underground structures

Dams

Heavy machinery foundations

Marine structures

Hydropower stations

With a minimum guaranteed strength of 53 MPa, JK Lakshmi Cement 53

(Blended) exceeds the standards set by BIS.

JK Lakshmi Cement 53 (blended), with higher strength than BIS

specified 53 grade Cement, is commonly being used in place of ordinary

Portland cement. Due to continuous conversion of liberated lime

[Ca(OH)2] into stronger C-S-H gel, the strength continues to increase

with time. It is the cement with features like super-strength, higher

fineness and corrosion resistance.

JK Lakshmi's state-of-the-art manufacturing facility yields cement with

higher fineness due to processed fly ash of uniform size. This gives

more cohesive and workable concrete. Plaster made with JK Lakshmi

Cement 53 (blended) has a very smooth finishing.

JK Lakshmi Cement 53 (blended) contains less C3A leading to less

evolution of heat during hydration. This does not allow development of

cracks during hydration process. Hence JK Lakshmi Cement 53

(blended) is highly recommended for mass concreting like dams, hydro-

power stations, heavy machinery foundation etc.

Concrete made with JK Lakshmi Cement 53 (blended) is impervious and

does not allow chemicals and water to penetrate. As water, chlorides

and other chemicals are effectively barred from contact with

reinforcement, concrete made with JK Lakshmi Cement 53 (blended)

becomes corrosion resistant.

Superior quality and controlled processed spherical grain size fly ash

results in concrete with increased workability, even at lower water-

cement ratio. This results in more strength of concrete and reduces

bleeding during concreting. Due to better workability at reduced water-

cement ratio, concrete becomes impermeable. This makes concrete

more resistant to chemical attacks.

The Ca(OH)2 produced during hydration is highly susceptible to sulphate

attacks. Perfectly processed fly ash which has reactive Silica reacts with

Ca(OH)2 and converts it into C-H-S gel. Thus JK Lakshmi Cement 53

(blended) yields concrete with moderate sulphate resistant quality

JK 53 GRADE

JK Lakshmi's 53 Grade O.P.C.

A few application of JK 53 Grade O.P.C.

JK Lakshmi's 53 Grade O.P.C. with superior compressive strength is

ideal for:

High-rise buildings

All types of R.C.C. works

Industrial works

Pre-stressed concrete work like bridges, silos, etc

Pre-cast elements such as Railway sleepers and concrete poles

JK Lakshmi's 43 Grade O.P.C.

A few application of JK 43 Grade O.P.C.

Some applications of JK Lakshmi's 43 Grade O.P.C. are:

Commercial Buildings

Industrial Constructions

Multi-storied complexes

Cement concrete roads

Heavy Duty Floors

JK Lakshmi Plast

Plaster of Paris decorations add that special and personal touch to a

home. Be it decorative cornices, ceiling roses, columns and lots of other

possibilities if you allow your imagination to fly. JK Lakshmiplast offers

an ideal solution for all POP applications.

JK Lakshmi plast is a superfine POP with exceptionally superior

whiteness that can do wonders for your home interiors. The JK

Lakshmiplast brand also guarantees consistency not only in quality, but

also in post-sales services such as technical and logistic support.

If you are building a new home or simply renovating your existing home,

and are considering decorative features or fire-resistant cladding for

structural steel work, JK Lakshmiplast says Sundarta Guaranteed!

JK Lakshmi Power Mix

The concept of using site-mix concrete is fading away across the world.

This is because site-mix concrete is dependent on manual labour, on-

site mixing and overall supervision of construction. Moreover, how sure

are you of the quality of the Cement Bags being delivered? And does the

quantity match the promise? These and more invisible issues are

effectively removed by using RMC and with JK Lakshmi you are

guaranteed quality with quantity.

By using JK Lakshmi Power Mix, you not only get peace of mind on the

quality intangibles but also effect savings on your total cost of

construction. Our studies indicate that by using JK Lakshmi Power Mix,

you can achieve almost 15.5% savings in construction costs in terms of

factors such as quality and Wastage-avoidance.

Market Share of major cement

players:

MARKET SHARE OF MAJOR PLAYERS OF CEMENT COMPANIES

2%21%

2%

6%

2%

2%10%6%4%

4%

2%

2%

2%

3%

14%

18%

Ambuja cement eastern ltd

Associated cement cos ltd

Binani cement ltd

Birla corporation ltd

Chettinad cement corp.ltd

Dalmia cement ltd

Gujrat ambuja cements ltd

India cement ltd

JK Lakshmi cement ltd.

Madras cement ltd.

Mysore cement ltd.

O C L cement ltd.

Prism cement ltd

Shree cement ltd

ultra tech cement ltd.

other cement companies

Social responsibility of lakshmi

cement

Recognizing its position in the Indian corporate arena, JK Lakshmi

Cement Limited is highly committed about its responsibility towards the

society and the environment. Various schemes and programs for social

welfare have been initiated by the management at JK Lakshmi and they

have received enormous response from the masses.

Naya savera

The integrated family welfare programme called Naya Savera was

launched in July 2004 in collaboration with the Population Foundation of

India, with the objective of providing health related and family planning

advice to the families of masons and villagers in general. In the year

2005-06, the Naya Savera team conducted 728 mobile clinic visits and

2168 household visits. There have been 12000 beneficiaries of this

programme till date.

Medical camps

JK Lakshmi Cement Limited frequently sets up medical camps for the

benefit of the physically challenged. As part of these camps, the patients

receive free medical help from qualified doctors and appropriate

supportive equipment are also distributed. The facilities of free eye

operations and post-operative treatment are also provided to eye

patients as per their requirement.

JK Lakshmi Sahyogi Sanrakshan Club

The Sahyogi Sanrakshan Club is an institution created by JK Lakshmi

Cement Limited that covers over 34000 members including masons,

small contractors and other skilled workers of the construction industry.

The members of the group are insured against accidental death and

permanent disability under the Group Personal Accident Insurance

Policy. The premium is paid by JK Lakshmi. As of now, the company has

managed to arrange a benefit of Rs. 11 Lacs as insurance proceeds to

various members of the club.

Environment

JKLakshmiCement Limited is deeply conscious of its responsibility

towards the environment. Extensive plantation of trees, keeping the

emissions within strict norms, treatment of the effluents and conservation

of water are some of the issues that are receiving regular focus from our

management.

Recognizing our efforts towards the conservation of the environment, the

Centre for Science and Environment (CSE) has rated our cement plant

in Rajasthan among the top Greenest Cement Plants of India.

ORGANISATIONAL CHART

Chairman

Vice Chairman & Managing Director

Distribution network of JK Lakshmi

Cement

Managers

Board of Directors

Chief Executive Officer

Functional General Managers

Deputy General Managers

KEY SUCCESS FACTORS:

INTERNAL FACTORS:

Sound Internal Control System: The Company has a sound system of

internal controls for the recording & reporting of the various financial

transactions, efficiency of operations and compliance with relevant laws

and regulations.

Human Resource Development: On many of our initiatives and the

employees manifested this engagement in their strong belief and pride

in the Organization and their constant efforts to make things better.

The employee engagement and involvement has been focused.

Cost management: The Company has a good cost control system with

latest technology available with high production capacity.

Quality control: The company has a quality control system in which the

cement thus produced is examined and is separated from the low

quality.

Availability and penetration of market: Due to availability of vast

market the company has the good opportunity to have the high

production and high turnover.

Capacity utilization: The Company has the capacity of 3.5 million tones

and due to availability of high capacity production plant.

EXTERNAL FACTORS :

Raw material availability: Good quality of limestone availability is the

major advantage of the company. Due to the situation of the plant at the

base of Aravali.

Competitor behavior: The company has the 6% share in the total

Indian market and is the 3rd high production plant in India.

Regulatory environment: Due to a good favour of the regulatory

environment and due to high requirement of cement in the market

government policies has low effect on the cement manufacturing.

What is research?

The term research refers to an intensive search for knowledge. In the

modern sense it may be defined as a systematic method of arriving at

the solution to the problem taken up with some motive.

What is research methodology?

Research methodology is concerned with the collection, presentation,

description & analysis of data. It is the mean of taking decisions from the

results obtained from the collective, natural or social phenomena.

It is the combination of various methods which mainly aim to arrive at a

conclusive decision after overcoming the stage of uncertainty. With the

help of research techniques scientific decisions are taken relating to day-

to-day practical life.

It is the way to systematically solve the research problem. In this a

researcher uses various steps to solve the problem along with the logic

behind them.

Research objective:

Explore business in corporate sector.

Competitor analysis.

Judge the brand loyalty of JK Lakshmi cement.

Study the behavior of the consumer.

Promote the company’s brand image in the market.

Product design and product development.

To identify opportunities and threats in the external environment

of the company.

To search for and analyse information that can be used for

arriving at the best alternative marketing decision.

To know about the reactions of the people in the market about the

existing or newly introduced products of the company.

Research design:

Research design for my project was a mix. It was descriptive as the data

was collected from a sample size of 50 dealers in the area. A survey was

conducted taking a sample and the answers were taken out. The affairs

related to the product, which exists at present, were all derived from the

sample size. It was analytical as the data, which already exist, were

considered.

It was also a quantitative as well as qualitative as the particular piece of

sample was selected and the survey was carried out. The qualitative

approach of the project was to judge the behavior of the sample size

taken towards the different products produced by the company.

Sample design:

Sample design for the project was started clearly after deciding the

objectives of the research. The sample was from the finite number from

the population. The survey was conducted in the city among the various

dealers of Lakshmi cement of different areas.

The sample unit was taken from the dealers in the city from different

areas. The source list was the agents dealing in Lakshmi cement of

particular area. Few dealers of each area of survey were selected

randomly. Different dealers from Raja Park, Durgapura, Bani Park, Tonk

Phatak, Vaisahli Nagar, Pratap Nagar, Bhankrota, Gopal Pura, and

Mansarovar were taken into consideration.

The sample size for the project was 50, and each time of survey they

were selected randomly. The parameter was to consider the population

size on their individual behavior on the basis of quality, margin and

preference of the dealer. One area for the survey was selected for each

day to lower down the cost of the project.

Area Sampling:

The area of my project report was a non-probability sampling as the

sample size was the different dealers of Lakshmi cement in different

area of the city. The area of sampling includes Durgapura, Bani Park,

Tonk Phatak, Vaishalli Nagar, Pratap Nagar, Bhankrota, Gopal pura,

Mansarovar, were taken into consideration. The sample size was 50

units selected from the different part of the city.

Data collection:

The source from which the data was collected were from primary and

secondary sources:

Primary sources:

Interview: Face to face interview was conducted with the dealer.

Questions were asked to the dealer and different answers were collected

and were arranged randomly.

Questionnaire: a particular pattern for the questionnaire was decided

and on the basis of that some answers were derived.

Secondary sources:

Company Journals: Data was also collected from company yearly

journals of JK corp. and also from monthly journal Lakshmi darpan.

Magazine: also magazines like icfai monthly journal were used as a

source for data collection.

Data Analysis & Interpretation:

1) Which product of JK Lakshmi cement do customers prefer?

1. JK Lakshmi Cement 53 (blended)

2. JK Lakshmi's 53 Grade O.P.C.

3. JK Lakshmi's 43 Grade O.P.C.

4. others

Interpretation:

When the question was asked overall result for each product was as

follows:

More than 50 % of the sample size agreed for 53 grade blended. Around

20% agreed for 53 grade OPC, 10 % for 43 grade OPC and more than

10% preferred other brands.

2) Who are the customers of lakshmi cement?

1. Builders

2. Institutional buyers

3. Households

4. Others

Person

JK LakshmiCement 53(Blended)

JK Lakshmi's 53Grade O.P.C.

JK Lakshmi's 43Grade O.P.C.

Others

person

Builders

Institutional buyers

Households

others

Interpretation:

35% of the customers are builders with 30 % customer as the

institutional buyers. Dealers have 20% customer as the household

buyer. And more than 8% are other buyer.

3) What is your monthly consumption level and of which product?

1. JK Lakshmi Cement 53 (blended)

2. JK Lakshmi's 53 Grade O.P.C.

3. JK Lakshmi's 43 Grade O.P.C.

4. Others

consuption (1000 tonnes)

JK Lakshmi Cement 53(blended)

JK Lakshmi's 53 GradeO.P.C.

JK Lakshmi's 43 GradeO.P.C.

others

Interpretation:

More than 50% of the dealers had the monthly consumption of 53 grade

blended at a high rate. More than 20 % sale is of 53 grade O.P.C.

around 10% agreed for 43 grade O.P.C and around 10% agreed for the

other products in the market.

4) Which product do you generally prefer customer should buy?

1. JK Lakshmi Cement 53 (blended)

2. JK Lakshmi's 53 Grade O.P.C.

3. JK Lakshmi's 43 Grade O.P.C.

4. Others

dealer's preference

JK Lakshmi Cement 53(blended)

JK Lakshmi's 53 GradeO.P.C.

JK Lakshmi's 43 GradeO.P.C.

others

Interpretation:

More than 50% of the sample size prefers 53 grade blended to the

customer to buy due to high compressive strength. Around 25% agree

for 53 grade O.P.C.. Only 20% of the sample agreed for 43 grade O.P.C.

less than 10 % agreed for other brand in the market.

5) What are the sales promotion activities do you adopt?

1. Pamphlets

2. Banners & hoardings

3. Trade fairs

4. Others

Interpretation:

Around 20% dealers do their sales promotion by pamphlets but more

than 50% prefer hoardings & banners. More than 15 % adopts trade fair

and less than 10 % follows other techniques.

6) What is the distribution channels do you use?

1. Direct to the customer

2. Retail chain

3. Agents

4. Others

Interpretation:

Around 75% dealers use direct customer selling. More than 10% uses

retail chain distribution. Only 6% uses agents as the distribution channel

and 4% uses other channels.

7) What is the packet size do customer buy?

1. 100-1000

2. 1000-2000

3. 2000-5000

4. ABOVE 5000

Interpretation:

60% customer buys bags between 100-1000. 20% dealers agree that

there are customer who buys between 1000-2000. Only 10% customers

of each are there who purchases between 2000-5000 & above 5000.

8) Which cement other than Lakshmi Cement does a customer prefer?

1. Gujrat Ambuja

2. Binani

3. Birla

4. Others

Gujarat Ambuja

Binani

Birla

Others

Interpretation:

60% prefer Gujrat Ambuja other than Lakshmi cement as their choice.

20% prefer Binani. 10 % support Birla and other 10% prefer other

brands.

FINDING & OBSERVATION:

Customers are loyal towards one brand but not in cement. According to

the findings Gujarat Ambuja has major share in Rajasthan. It is also

found that JK Lakshmi cement has 4 % share in the total Indian market.

Housing sector is expected to remain the largest cement consumer in

coming years. Cement consumption in India is forecasted to grow by

over 22% by 2010-11 from 2008-09. As the real estate sector is at

boom many new companies are entering into cement industry. The

cement companies that are playing today have great opportunity.

LIMITATION OF RESEARCH:

Waiting line: For the data required some time problem of waiting

line use to occur. Dealers were not available at time. Some time

problem also occurred that dealers had no time.

Difficulty of non availability of published data: Not every time

during the research, published data was available.

Lack of code of conduct: Due to lack of code of conduct

research was not able to be conducted in a systematic manner.

Overlapping of information: During research sometime

information thus collected were miss managed which at the time of

summarizing overlapped giving undesired results.

SWOT ANALYSIS:

Strength

1. Availability of raw material in abundance

2. Good quality control system

3. Good management system

4. Sound internal control system

5. Exclusive access to high grade natural resources

6. Has an efficient network of qualified and experienced operators

and engineers.

7. Favorable access to distribution networks

8. Strong brand names

9. Strong customer base through provision of value added service

and maintaining good relations

.

Weakness

1. Limited market.

2. Distribution network is not wide spread.

3. Lack of patent protection

4. High cost structure

5. Heavily financed by debt and hence any rise in interest rates will

have a negative impact on the profitability.

6. Lack of access to the best natural resources

Opportunity

1. Growth in real estate sector

2. Removel of international trade barriers

3. Arrival of new technologies

4. An unfulfilled customer need

5. Loosening of regulations

6. With the growing competition the company has also the

opportunity of early start and well established market.

Threat

1. Entry of new competitor in the cement manufacturing.

2. Competition in the crane hiring business may affect the operations

of the company

3. dual dealership agents who are selling JK Lakshmi Cement

4. New regulations

5. Increased trade barriers

6. Shortage of trained operators and engineers

7. Emergence of substitute produts

8. Shifts in consumer tastes away from the firm’s products

RECOMMENDATION:

Based upon the time spent by me in the market, usefull suggestions of

the dealers & retailers and the findings from the survey, following

recommendations can be suggested for increasing sales and

effectiveness of JK LAKSHMI Cement:

The number of retailer and sub dealers for Jk lakshmi cement is

very less as compared to the main competitors ACC, Ultra Tech

etc. So JK lakshmi need to be oriented in this direction. They need

to increase the no. of retailers as much as possible.

What matters for most of the cement buyers is the price of the

cement and then the quality. While visiting market for cement

purchase, they don’t care about which brand they are going to buy.

So the extra is the main reason behind lower sales.

To grow its market in the area where it does not have its network.

With the growing relevance in the real-estate sector Lakshmi

cement can have high potential of growth.

To keep its tag line ‘Mazbooti Guarantee’ alive it has to check its

quality time to time.

CONCLUSION:

It can be concluded from the research that customer has a preference of

Lakshmi cement due to its quality availability and strength. Due to good

distribution network in jaipur Lakshmi cement is widely used cement

brand in Jaipur. Also it has its network spread in the entire eastern part

of the country.Several conclusions are derived:

Quality matters a lot in buying JK Laxmi in Jaipur.

Dealers and Sub dealers have lot of knowledge about the

product.

It has goodwill in the market.

To improve further the company should margin. They think in

term of getting low margin and facing intensive competition

as retailer face in it.

Contractor gives emphasis on price so price decreases for

contractor for bulk purchase.

Lack of advertising of JK laxmi Cement in Jaipur which

directly affected the sale in Jaipur.

Annexure: (1)

1. Which cement other than Lakshmi Cement does a customer

prefer?

1) Gujrat Ambuja

2) Binani

3) Birla

4) Others

2. What is the packet size do customer buy?

1) 100-1000

2) 1000-2000

3) 2000-5000

4) ABOVE 5000

3. What is the distribution channels do you use?

1) Direct to the customer

2) Retail chain

3) Agents

4) Others

4. What are the sales promotion activities do you adopt?

1) Pamphlets

2) Banners & hoardings

3) Trade fairs

4) Others

5. Which product do you generally prefer customer should buy?

1) JK Lakshmi Cement 53 (blended)

2) JK Lakshmi's 53 Grade O.P.C.

3) JK Lakshmi's 43 Grade O.P.C.

4) others

6. What is your monthly consumption level and of which product?

1) JK Lakshmi Cement 53 (blended)

2) JK Lakshmi's 53 Grade O.P.C.

3) JK Lakshmi's 43 Grade O.P.C.

4) others

7. Who are the customers of Lakshmi cement?

1) Builders

2) Institutional buyers

3) Households

4) Others

8. Which product of JK Lakshmi cement do customers prefer?

1) JK Lakshmi Cement 53 (blended)

2) JK Lakshmi's 53 Grade O.P.C.

3) JK Lakshmi's 43 Grade O.P.C.

4) Others

Annexure:(2) (Questionnaire)

SOLICITATION

Dera Sir/Madam, We are conducting a survey on behalf of JK Lakshmi cement as a part of my ‘summer training project.’ I would be extremely benefited if you answer the following questions. I assure you that the information provided by you will be used for my project work only.

NAME: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

ADDRESS & CONTANT NO: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

_ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

WHICH CEMENT YOU DEAL IN: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

YOU ARE A:>DEALER>RETALIER>SUB DEALER

YOUR AVERAGE MONTHLY SALE (IN BAGS): _ _ _ _ _ _ _ _

HOW MUCH ARE YOPU SATISFIED WITH THE SERVICES PROVIDED TO YOU BY THE BRAND YOU DEAL IN:>HIGHLY SATISFIED>SATISFIED>AVERAGE>DISSATISFIED>HIGHLY DISSATISFIED

WHAT TYPE OF PROBLEMS ARE YOU FACING WITH YOUR CURRENT BRAND(IF ANY): _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ __ _ __ _ _ _ _ _ _ _ _ _ _

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ __ __ _ _ __ _ __ _ _ _ _ _ _ _ _ _

WHAT ARE THE REASONS FOR SELLING THIS PARTICULAR BRAND: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ __ _ _ _ _ _ _ __ _ _ __ _ _ _

_ _ _ _ _ __ _ _ _ _ __ _ _ _ _ _ _ __ _ _ _ __ _ _ _ _ _ _ __ _ _ _ _ _

DO YOU WANT TO SHIFT TO ANY OTHER BRAND:>YES

>NO>MAY BE

USEFUL COMMENTS: _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ __ _ _ _

_ _ _ _ _ _ _ __ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

_ _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _ _

THANKS A LOT

SONU AGARWAL

Bibliography

Book Refrence

Research Methodology by C.R.Kothari

Marketing Management by Ramaswami &

Namakumari

Internet

www.jklaxmi.com

www.google.com

Journals

JK Corp monthly journal

Business today

To whom so ever it may concern

This is to certify that Mr. Palak Shah has undergone summer training for 45

days i.e. 15.5.2010 to 30.6.2010 in our esteem organization and his topic was

brand loyalty and customer behavior of JK Lakshmi Cement at Jaipur.

He had been sincere and dedicated to the project assigned to him and we wish

him good luck for his future.

For JK Lakshmi Cement Ltd.

I.M.TIWARIDy. General Manager(Mktg.)

Regd. Office :: Jaykaypuram Distt. Sirohi,(Rajasthan) Phone : 02971-244409/10.Fax : 244501.