A

Summer Internship Project Report

ON
BRAND IMAGE & BRAND AWARENESS

UNDERGONE AT:
“SAURASHTRA CEMENT LTD – HATHI CEMENT HOME’’

PREPARED BY: -
JOG SUBHASH H.

SY M.B.A. SEM.-3
ENROLLMENT NO.
237360592030

GUIDED BY: -
PROF.Dinker B Morvabiya
SUBMITTED TO: -

GUJARAT TECHNOLOGICAL UNIVERSITY

INSTITUTE: -

N.R. Vekaria Institute Of Business Management Studies – Junagadh

ACADEMIC YEAR: - 2024-2025

 DECLARETION

I, undersigned MR. JOG SUBHASH HAMIRBHAI a student of

S.Y. M.B.A. studying in Om N.R. Vekaria institute of business management,
Junagadh. Hereby declare that the project work presented in this report is my own
work and have been accomplished under the supervision of Prof. Dinkar B
Morvabiya.

I have prepared my training report independently. This work has

not been previously submitted to any other university for the any examination. In
case of any discrepancy, I shall be fully responsible and abide with the decision of
college/university in this regard.

Place

Date

SIGNATURE

JOG SUBHASH H.
 CERTIFICATE OF EXAMINER

This is certify that project work embodied in this report entitled Employee Welfare was
carried out by Harsh Babariya / 237360592002 OF N.R.VEKARIA INSTITUTE OF
BUSINESS MANAGEMENT STUDIES JUNAGADH. INSTITUTE CODE: 736
The report is approved / not approved.

Comments of External Examiner:

This report is for the partial fulfillment of the requirement of the award of the degree of
Master of Business Administration offered by Gujrat Technological University.

………………
(Examiner’s sign) Name of Examiner: Institute Name:
Institute Code:

Date : Place
 J.J.C. Education Trust Sanchalit
N.R. Vekaria Institute of Business Management Studies
M.B.A. COLLEGE
Approved by AICTE & Affiliated to GTU

Institute Certificate
Date: 21/12/2024

“This is to Certify that this Summer Internship Project Titled “Brand image and Brand
awareness PROGRAMME on Hathi cement Ltd.” is the bonafide work of Jog subhash,
237360592030, who has carried out the project under my supervision. I also certify further, that to
the best of my knowledge the work reported herein does not form part of any other project report
or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this
or any other candidate. I have also checked the plagiarism extent of this report which is ……… %
and it is below the prescribed limit of 30%. The separate plagiarism report in the form of html /pdf
file is enclosed with this.

Rating of Project Report [A/B/C/D/E]: (A=E xcellent; B=Good; C=Average; D=Poor;

E=Worst) (By Faculty Guide)

Signature of the Faculty Guide/s (Name Signature of Principal/Director with Stamp of

and Designation of Guide/s) Institute (Name of Principal / Director)

Bilkha Road Junagadh (Gujarat) P.O. Box : 09

Tele Fax : 91-285-2624540, Tele Phone : 91-285-2656058
E-mail : [email protected], Website : http://jjcet.edu.in
 : PREFACE:

This is an accepted fact that each and every work has two aspects and this universal
truth is also applicable so far as education is concerned, it also has two aspects one is
theoretical and another is practical. Theoretical knowledge with practical experience is must
for every student of Business Administration. Thus, practical experience plays a vital role in
acquiring real knowledge.

After looking to the importance of practical study, Gujarat Technological University

outlined the draft S.Y. M.B.A. program under which the students are required to visit any
one industry for 45 days to acquire some practical knowledge. It gives opportunity to increase
our knowledge and standard and also develops the ability.

I have visited ‘SAURASHTRA CEMENT LIMITED’ located at Ranavav, I visited the

company on 15/06/2024 to 30/07/2024. I collected general information regarding personnel,
marketing, production and financial field of management.

To the best of my effort to cover as much fresh information available to prepare this
project report with a very careful study, I tried my best to highlight and include all kinds of
information which is possible.

I hope that this report is in its present from would better serve the need of enriching
practical knowledge at S.Y. M.B.A. level.

6
 : ACKNOWLEDGEMENT :

It Is Great Pleasure for Me to undertake this Project Entitled “Brand image & Brand
Awareness’’

The Success And Final Outcome Of This Project Required A Lot Of Guidance And
Assistance From Many People And I Am Extremely Privileged To Get This All Along The
Completion Of My Project. All that I have done is only due to such supervision and
assistance and I am grateful to all of them.

I Am Thankful To My Project Guide: Prof. Dinkar Morvadia For Expert Guidance

Towards This Project.

I also express my due thanks to Mr. Vinod Pillai (Dy. Manager P.A. & H.R.D.), Miss
Shruti Sinha, Mr. Modha and their colleagues for rendering all necessary information and
extending finest hospitality to me.

Again I sincerely thanks to all who directly or indirectly contributed to me in my report

construction.

Place : JUNAGADH Yours faithfully

Date : JOG SUBHASH H.

7
 : HIGHLIGHTS OF MEHTA GROUP:

The Mehta Group – World Wide

The Mehta group, in spirit is truly an international Indian. The Mehta group
today has a multinational presence and its business cover a wide spectrum. Its
activities span all over the world with manufacturing activities in sugar, tea,
packing, international trade, cement and building materials, electric cables, power
capabilities in consultancy, management and financial services etc.

The Mehta group today is poised on the threshold of an exciting new phase of
its evolution, ready to grasp the opportunities offered by the recently globalized
economy.

The founder of Mehta group was late Shree Nanji Kalidas Mehta whose
courage and tenacity prevails even today. The main intension of the Mehta group to
help convert that potential into reality.

The Mehta Group – India

 SAURASHTRA CEMENT LIMITED

 GUJARAT SIDDHI CEMENT LIMITED

 AGRIMA CONSULTANTS INTERNATIONAL PVT. LTD.

 MEHTA PRIVATE LIMITE

8
 INDEX

Sr. Particulars Page No.

No.
1 Part – A General Information 1
1.1 Introduction about the unit 2
1.2 History & Development of Company 3
1.3 Company Profile 5
1.4 Size of Unit 7
1.5 Organization structure of the Company 8
1.6 Form of Organization 9
1.7 Board of Directors 10
1.8 Product of the Company 11
1.9 Production/Manufacturing Process 12
1.10 Time keeping System 13
1.11 Competitors 14
1.12 Vision & Mission of the Company 15
1.13 Location Chart 16
1.14 Employee benefit & Chart 21
2 Part -B Marketing 22
3 Part – C Brand Image 39
4 Part – D Research Methodology 48
5 Part – E Data Analysis 59
6 SWOT Analysis 70
7 Findings 72
8 Suggestions 73
9 Future Plans 74
10 Conclusion 75
11 Bibliography 77

9
General

Information

10
 1 – INTRODUCTION ABOUT THE UNIT

The flagship company of the Mehta group, SAURASHTRA CEMENT LIMITED is

one of the leading players in the Indian cement industry. Saurashtra Cement Limited is
situated at Ranavav near Porbandar. Saurashtra Cement Limited is one of the leading players
in Indian cement industry, manufacturing ordinary and Pozzolana Portland cement. ‘HATHI
CEMENT’ is the brand leader in Gujarat and has established itself over the decades as a
“Choice of every generation for its strength and durability.

Today, with large-scale modernization and expansion, SCL plant is comparable to the
best cement plant in the world. The quality of manpower, energy, efficiency and quality of
the product are on par with international standards, understandably it emerged as India’s
major export of clinker.

SCL exports its products i.e. clinker and cement in many foreign countries. For this
purpose SCL produces high strength cement. The major strength of SCL is its brand name
and strong quality.

SCL implements effective quality management system as per ISO 9002 for consistency
and progressive improvement in product quality. By its product quality, SCL enables to earn
foreign exchange.

11
 2 - HISTORY & DEVELOPMENT OF THE UNIT

History Of The Unit

History of the unit means the past performance of the industry.

Saurashtra Cement Ltd. The flagship company of the Mehta group was set up on 11th
June, 1956. SCL obtained license at 9th January 1957 to commence the business under the
provision of the company’s act 1956. The actual production was started in1959.

Saurashtra Cement Ltd. Was originally promoted by LATE SHREE NANJI

KALIDAS MEHTA in 1956. On his expiry on1969, SHREE KHIMJIBHAI MEHTA
took over the reigns as chairman of SCL. As he was keeping indifferent health, SHREE
MAHENDRA N. MEHTA took over as chairman of SCL in early 1983.

Company has recognized as an export house by the Government of India and also
honored. The company also got the award for excellence in productivity, quality, innovation
and management. The company has been certified for ISO 9002 from RWTUV Germany.
There are so many achievements of company, which create HISTORY

12
Development of the Unit

Saurashtra Cement Ltd. Was established by Mehta Group. Mehta group was
and is of industrialist nature and may in future. By efficient efforts of Mehta group,
SCL is progressed up and up.

Saurashtra Cement Ltd. Produces ordinary and Pozzolana Portland cement.

As we all know that cement is a basic need for any kind of construction activity. The
company’s actual production started in 1959. At that time installed capacity was 600
tones per day. Because of the high potential and actual demand of cement, SCL had
increased their installed capacity is 4500 tones per day. This is a great development
of the unit.

Saurashtra Cement Ltd. Is the classic example of how the gray caters to the
specific needs of its economic environments in this case providing with an excellent
blue print of how a sick plant can be rapidly earned around providing high quality
raw material for building up India’s industrial infrastructure and bringing in
valuable foreign exchange which is the country’s No. 1 priority today.

Initially, the company was more of labour intensive but after the
modernization and installation of new technical machines, it has put the company
to the foot front.

A major expansion and modernization project is now under way, which

increase capacity, reduce energy consumption, improve product
quality and significantly control pollution levels by incorporating Bag house in the

system.

13
 3 - COMPANY PROFILE

Name : SAURASHTRA CEMENT LIMITED

Plant Address : SAURASHTRA CEMENT LIMITED

NEAR RAILWAY STATION,
RANAVAV - 360560
TEL: +91-2801-230824 / 27 / 28 /29
FAX: +91-2801-230830 / 230687
E-mail: [email protected]

Registered Office : SAURASHTRA CEMENT LIMITED

NEAR RAILWAY STATION,
RANAVAV - 360560
(GUJARAT)

Corporate Office : AGRIMA BUSINESS CENTER,

3rd FLOOR N. K. MEHTA INTERNATIONAL
HOUSE,
178, BACK BAY RECLAMATION,
MUMBAI - 400 020

Marketing Office : 302/305, SAKAR, 3rd FLOOR,

OPP. GANDHIGRAM RAILWAY STATION,
AHMEDABAD - 380 009

Central Marketing Office : “PELIKAN”, 7th FLOOR,

GUJ. CHAMBER OF COMMERCE,
COMPOUND,
ASHRAM ROAD,
AHMEDABAD - 380 009

Share Department : N. K. MEHTA INTERNATIONAL HOUSE,

5th FLOOR, 178, BACK BAY RECLAMATION
MUMBAI - 400 020
14
Website :- www.mehtagroup.com

Brand Name :- HATHI CEMENT

SIDDHI CEMENT
CHHOTU CEMENT

Products :- ORDINARY PORTLAND CEMENT (OPC)

53 GRADE CEMENT
43 GRADE CEMENT
POZZOLANA PORTLAND CEMENT (PPC)
SULPHATE RESISTANT CEMENT (SRC)

Year Of Establishment :- 11th June, 1956

Number Of Employees :- 875 Employees

(681 Skilled and 194 Unskilled)

Sister Concern :- GUJARAT SIDDHI CEMENT LTD.

Subsidiary Companies :- AGRIMA CONSULTANTS

INTERNATIONAL LTD.

CONCORDE CEMENT.
PVT. LTD.

RATI INVESTMENT LTD.

RIA HOLDINGS LTD.

PRACHIT HOLDINGS LTD.

PRANAY HOLDINGS LTD.

15
 4 - SIZE OF THE UNITS

In the consideration of the size of the unit, there are only three different
types of industry.

 LARGE SCALE INDUSTRIES

 MEDIUM SCALE INDUSTRIES

 SMALLSCALE INDUSTRY

Saurashtra Cement Ltd has set up itself as a Large Scale Industry. As a

general point of view, large-scale industry based upon a few criteria viz. on the
amount of investment in the industry or on the number of person employed or on
the number of person employed or on the production of the company etc.

As the investment point of view, ‘the industry which has share capital
more than Rs. 5 crores is the large scale industry’. In other word the amount of
investment invested by the owners is must be more than Rs. 5 crores. The investment
of SCL is lakhs; hence id is more than 5 crores.

Therefore, SCL is a Large Scale Industry.

16
 5- ORGANISATION STRUCTURE

Organization is a group of people working together cooperatively under authority

towards achieving goals and objectives that mutually benefits the organization. Company
creates suitable organization structure, which is suitable for it.

SCL is a large-scale industry. So Line and Staff organization is suitable for it.
Therefore, SCL follows Line and Staff organization structure.

Line and Staff organization is an ideal combination of staff members. Both together
enhance the organizations effectiveness significantly.

Line and Staff organization refers to an organization pattern in which individual

specialist and group of specialist advice line officer for the special aspect of their activity.

In SCL, line managers are guided by the qualified staff experts.

“TEAMWORK + PLANNING + EFFORT = SUCCESS”

17
 6- FORM OF THE ORGANISATION

There are so many of Business Organization. SCL is itself a ‘PUBLIC LIMITED

COMPANY’. The company is only indirectly defined in the Act Sec 3(i) (ii) states ‘Public
Limited Company means a company which is not a private company.

A public company may be said to be an association consisting of not less than 7

members registered under the companies act 1956 and which is not a private company within
the meaning of the act. Such company may invite the general public to subscriber for any
shares in or debentures of the company. The limit of 50 members is also not applicable to
public company. The shares of such company are freely transferable after some necessary
transaction. It should be noted that public company must add the word ‘LIMITED’ at the end
of its name.

So SCL is said to be PUBLIC LIMITED COMPANY.

18
 7-BOARD OF DIRECTRS

Personnel
M S Gilotra – Managing Director
R K Poddar – Dy. Managing Director
M N Rao – Director
M N Mehta – Chairman
J N Godbole – Director
H D Mehta – Director
A S Rathore – General Manager ( E & I )
Durga Prasad Gaur – Dy. Manager – Production
Umesh Paun – Sr. Officer – Purchase
Prashant Kumar Mishra – Asst. Manager – Mechanical
Harshil Gondia – Sr. Enginer – C&I
Anil Gadher – Manager – Electrical
Inderjit Singh Dogra – General Manager
Kamlesh Vainsh – Engineer – Instrumentation
Bajrang Rathore – Sr. Engineer – Mechanical
Harendra Sahrawat – Head- Technical Services
Jayesh Joshi – Dy. Production Manager
Subhash Khanna – Executive Director
Manish Sarupria – General Manager
Jayprakash Singh – Engineer – Process & Production
Pankaj Chavda – Engineer – Power Plant
Pratik Vadukar – Purchase Officer

8- PRODUCT OF THE COMPANY

19
 Saurashtra Cement Ltd (SCL) manufactures and distributes its range of cement. The
activities are strategically integrated to optimize distribution across all our markets and
providing a complete construction solution to customer's needs at the lowest possible cost.

Cement is made from a mixture of 80 percent limestone and 20 percent clay. These are
crushed and ground to provide the "raw meal�, a pale, flour-like powder. Heated to around
1450� C (2642� F) in rotating kilns, the �meal� undergoes complex chemical
changes and is transformed into clinker. Fine-grinding the clinker together with a small
quantity of gypsum produces cement. Adding other constituents at this stage produces
cements for specialized uses.

SCL produces Ordinary Portland Cement(OPC) 53 Grade, Portland Pozzolana Cement

and Portland Slag Cement & Clinker.

 Ordinary Portland Cement (OPC) 53 Grade

 Portland Pozzolana Cement (PPC)

 Portland Slag Cement (PSC)

 Clinker

9 – PRODUCTION PROCESS

 Mixing of raw material

20
 Calcium, Silicon, Iron and Aluminum are the raw materials used majorly in manufacture
of cement. There are two methods of mixing. Dry Process and Wet Process.

Dry Process: The both calcareous and argillaceous raw materials are firstly crushed in
the gyratory crushers to get 2-5cm size pieces separately. The crushed materials are again
grinded to get fine particles into ball or tube mill. After screening this finely grinded materials
are stored in hopper. Then powdered minerals are mixed and dry raw mix is stored in silos
and ready to be sent into rotary kiln.

 Burning of Raw Materials

This process is carried out in rotary kiln while the raw materials are rotated at 1-2rpm at
its longitudinal axis. The raw mix of dry process of corrected slurry of wet process is injected
into the kiln from the upper end. Powdered coal or oil or hot gases are used to be heated up
from the lower end of the kiln so that the long hot flames is produced. The lower part
(clinkering zone) have temperature in between 1500-1700 degree Celsius where lime and
clay are reacts to yielding calcium aluminates and calcium silicates. This aluminates and
silicates of calcium fuse to gather to form small and hard stones are known as clinkers. The
size of the clinker is varies from 5-10mm. The clinker coming from the burning zone are very
hot. To bring down the temperature of clinkers, air is admitted in counter current direction at
the base of the rotary kiln. The cooled clinkers are collected in small trolleys.

 Grinding of clinkers
The cooled clinkers are received from the cooling pans and sent into mills. The clinkers are
grinded finely into powder in ball mill or tube mill. Powdered gypsum is added around 2-3%
as retarding agent during final grinding. The final obtained product is cement that does not
settle quickly when comes in contact with water. After the initial setting time of the cement,
the cement becomes stiff and the gypsum retards the dissolution of tri-calcium aluminates by
forming tricalciumsulfo aluminate which is insoluble and prevents too early further reactions
of setting and hardening.

 Storage and packaging

The grinded cement is stored in silos, from which it is marketed either in container load or
50kg bags.

10 - TIME KEEPING SYSTEM

21
 Time keeping system is one of the important function of an organisation. It is an
important thing that for each and every employee working hours should be fixed. And as per
the government rules against exploitation of workers, a company does not forced to get
worked done through any employee more than 8 hours in a day. To maintain this rule,
company must determine its own simple time keeping system by which company gets more
benefits and it can successfully and effectively utilize available manpower.

So far as SCL is concerned, it is a continues process i.e. it carries 24 hours unbroken

manufacturing process and it requires big arrangement of time keeping system. SCL’s time
keeping system is classified into two parts.

Time Keeping System for Blue Collared Employees

Shift Time

First Shift 04:00 a.m. To 12:00 p.m.

Second Shift 12:00 p.m. To 08:00 a.m.
Third Shift 08:00 p.m. To 04:00 a.m.

During all these three shifts working period, workers get half an hour as a recess.
Time Keeping System for White Collared Employees

General Shift :- 08:00 a.m. To 05:00 p.m.

During this period, white collared employees get an hour as a recess.

11- COMPETITORS
22
 In today’s world, there is a competition in each and every field. Hence, the first priority
for any firm is not to attain maximum profit but to survive in the market.

Competitors are those who sell the goods and services of the same and similar
description in the same market. Apart from competition on price factor, there are other forms
of competition like product differentiation. It is therefore necessary for each firm to identify
and monitor its competitors.

According to PHILIP KOTLER “The best way for a company to grasp the full range
of its competition is to take the viewpoint of a buyer, what does a buyer think about that
which eventually leads to purchasing something.”

SCL’s main competitors are as follows;

GUJARAT AMBUJA CEMENT

ADITYA BIRLA’S KAMAL CEMENT
ALTRATECH CEMENT
TATA SUCH CEMENT

12- VISION AND MISSION

23
 To be the best

Cost effective
manufacturer

And

Distributor of cement

On the west coast of

India

 To cultivate mutually beneficial relationships with suppliers and customers.

 To develop system and processes which will allow us to control any level of business and evolve
with the company.

 To empower our employees to allow them to achieve their goals.

 To use innovative and alternative methods of distribution to reduce costs.

 To produce materials at the best possible price and quality.

 To utilize our financial and material resources in the most efficient manner

13 - PLANT LOCATION
24
 SAURASHTRA CEMENT LIMITED

PLANT

OFFICE
Limestone
Mines up OFFICE
to
27 km. of
the
company

RAILWAY CROSSING

RANAVAV TOWN

H
I
G
H
W
A
Y
PORBANDAR CITY

PORBANDAR PORT

25
 This is an acceptable fact that plant location is the most important decision for the
promoters of the industry. Any industry should be located only at that place which is
favorable for.

As a general point of view entrepreneur locate their industry at a place where the cost
of production is lowest and the infrastructure facilities are available easily and cheaply,
because they will directly affect the profit margin of the industry.

Sufficient stock of raw material, cheap labor, cheap power, cheap transport services,
cheap water, cheap capital are really essential for the location of the firm. Thus, the firm must
be located in such place where the production and distribution cost is minimum.

In short “Location means the facility, suitable and advantages surroundings which are
enjoyed by the company”.

SCL’s proprietors considered all the factors which are given below, so they established
their unit in Ranavav

26
 RAW MATERIAL L
O
LABOUR SUPPLY C
A
T
TRANSPORTATION
I
O
POWER SUPPLY N

FINANCE F
A
C
MARKET T
O
GOVERNMENT R
SUPPORT

1-Availability Of Raw Material

Raw material is very effective factor for the location of the industry. SCL
purchases raw material from different suppliers, they mainly deal from Porbandar
port as it near to the plant. So all impacts of raw material is easy and fast. They have
their own mines. So SCL gets main raw material easily and in a huge quantity.

2-Availability Of Labours

27
 Educated, skilled and unskilled labours are required for smooth running of
the industries. Labour is fundamental working element of the industry. It is essential
that adequate supply of labour must be available near the industry.

SCL has never felt difficulties regarding the labours, because it is located in
Ranavav near by Porbandar city. So labours are available easily. Even unskilled
labours are also available from the locality.

3-Transport Facility

Transport facilities generally influence the location of an industry. As we know

that transport facility must be well developed in the region where the industry is
located.
SCL is suitable for getting quick and easy transport facilities. In SCL goods are
sent by roadways in Gujarat and by waterways to abroad from Porbandar port.

Thus, SCL does not face any serious problem of transportation.

4-Availability Of Electricity (power supply)

Electricity is the life of industry because it plays a vital role of breath of

industrial life. To run a company, electricity is the basic need.

As concerned to SCL, it purchases power from GEB (PGVCL). The company

has also its own DG set (Diesel Generators). So it uses both powers. So electricity
can’t be a problem of SCL.

5-Financial Facility

28
 Finance is lifeline of any business. Finance is required for the setting up for an
industry for running and also at the time of its expansion. To run an industry, lot of
money is required. It is a large-scale industry, so it requires huge amount of finance.
As concerned to SCL, it gets sufficient finance by various sources of funds.

6-Proximity Of Closeness To Market

Quickness in marketing actions can be ensured by being close to the market.

When the market is near, the transport cost will be minimum. It will directly effect
on the profitability of the business. The greater the concentration of market, greater
is the pull of market on location.

SCL mainly deals in Gujarat and also exports beyond the boundaries and as
Porbandar port is near and they have their own jetty. Thus, market is near to SCL.

7-Government Support

The government policy of Gujarat is good and favorable. Government

provides schemes for development and prompting the industries, situated in
Gujarat state. Government also provides long term and short-term financial terms.

Thus, government support is also an important factor for the location of the
SCL.

14 – Employee benefit & chart

 Offering pet insurance.

29
  Providing free meals and snacks.
 Offering laundry services.
 Giving employees and their families discounts on products and services.
 Providing free books and magazines.
 Offering flexible work hours.
 Helping employees pay off their student loans.
 Setting aside time for employees to volunteer in the community.
 Taking staff on all-inclusive trips.

The Saurashtra Cement Educational Trust imparting quality education, at a

nominal cost to Gujarati medium co-education school facilitating primary education to
around 400 students of the surrounding areas.

Added in the full fledged computer laboratory & amp with computers, printer, and
audio-visual systems for developing the children with the changing times and changing
needs.

The company organizes extra coaching classes though trained and dedicated
teachers in four nearby schools for the overall development of the children.

30
MARKETING

DEPARTMENT

31
 : MARKETING DEPARTMENT:
Contents

Sr No. Particulars Page No.

1 Introduction 24
2 Organisation Structure of marketing Department 25
3 Product Planning 26
4 New Product Development 27
5 Marketing Segmentation 28
6 Pricing Policy 29
7 Channel Of Distribution 30
8 Sales Promotion 31
9 Advertisement 32
10 Branding 33
11 Slogan 34
12 Market Share 35
13 Marketing Research 37
14 International Marketing 38

1 - INTRODUCTION

32
 In modern competitive age, Marketing plays an important role in the business for the
accomplishment of certain goal. Someone truly defines, “Nothing happens our economy until
somebody sells something.” It states the importance of the marketing. According to PHILIP
KOTLER, “Marketing as the human activity directed at satisfying needs and wants through
exchange process.” Every industry is in search of profitable market for its product.

Marketing department is the ‘Eye’ of the organisation. Marketing management may be

defined as a process of management of marketing programs for accomplishing organisational
goals and objectives. Marketing management represents an important functional area of
business management efforts for the flow of goods and services from the procedure to the
consumers.

“Marketing is the creation and delivery of standards of living to the society.”

Marketing management represents marketing concepts in action i.e. preplanned demand
management under customer oriented marketing philosophy.

In this competitive age, each firm tries to increase sales volume and market reputation
by providing consumer satisfaction and quality products.

2 - ORGANISATION STRUCTURE OF
MARKETING DEPARTMENT

33
 As we know that each company has its own marketing department. Marketing
organisation is made up of people activity, authority, responsibility and relationship for the
purpose of achieving marketing objects.

Marketing department has got most dynamic functions to do, which needs marketing
experts, enthusiastic sales personnel, target oriented and motivate sales manager etc.

The organisation chart of marketing department of Saurashtra Cement Limited

General Manager (Marketing)

Dy. Manager (Marketing)

Assistant Manager Sales Officer

(Marketing
Head Clerk

Dispatch Salesmen

3 - PRODUCT PLANNING

34
 Product planning is essential task of marketing department because of it is based stone
of the functions of marketing. In simple words, product planning means deciding about the
product in the present what to do in the future in term of product items, utilities of the product,
design of product, price of the product, modification of present product etc. Thus, product
planning is essential in the present dynamic market situation.

Today, there is tough competition prevailing among the cement manufactures. Thus,
each manufacturer has to planned its product in such a way that it own demand in the market.

In SCL, product planning is done keeping in view the demand as well as supply
factors.

If the company finds that the demand for cement is increasing than automatically it
increases the production and vice versa. However there are so many other factors which are
also considered while planning the product like availability of raw material, availability of
manpower electricity etc.

Lazo and Carbin truly defines that “Planning is looking ahead to where we want to
go and obstacles we are likely to encounter in doing it”.

4 - NEW PRODUCT DEVELOPMENT

35
 Frequent changes in the environmental conditions of the market take place in case of
all products, consumers’ needs, wants and their expectations changed from time to time. All
these changes make it compulsory for every businessman and industrialist to develop a new
product.

Every industrial enterprise wants to capture a major share of the market to defeat their
competitors. It is therefore necessary for the enterprise to represent its product in the market
in the new and improve style to attract the consumers. But new product development involves
greater risk and cost because the product is new for both the company as well as market.
Despite new product development is the life sources of the company’s future.

SCL produces the best quality of cement and clinker. So there is no need for them to
develop a new product but still for fulfilling the requirement of small and less quantity buyers,
company developed the new small pack available in 5kgs. And 10kgs. And brand name is
given as ‘CHOTU HATHI’

5 - MARKET SEGMENTATION

36
 Market segmentation represents an important recent advancement on marketing
thinking and strategy. The modern marketing is customer oriented. So it is very necessary to
have a clear picture of the customer’s characteristics, which are not alike. Customers are may
differ in their wants, purchasing power, geographic locations, buying attitudes, tastes, habits,
nature, interest etc. So all the needs of a consumer cannot be satisfied with the same product.
Such selection of subject as a homogeneous gray is called ‘Market Segmentation’

As viewed by WILLIAM J. STANTON, “Market segmentation consists of taking the

total heterogeneous market for a product and dividing it into several sub markets or segment,
each of which tends to be homogeneous in full significant aspects”.

As concerned to SCL, the customers who require cement in bulk quantity can buy
Hathi Cement and those who want cement in small quantity can have Chotu Hathi available
in 1 kg., 5kgs. and 10kgs. Packs. Generally, builders use Hathi Cement but sometimes small
packs are also required for repairs so they can go for the Chotu Hathi.

As per quantity of the cement

CHOTU HATHI
For Repairs & Small
Users

Market of SCL is also segmented according to demand.

6 - PRICING POLICY

37
 The term price is used to mean the money of any product or service. Price is an
important aspect of marketing. As defined by an economist, “Price is the exchange value of
a product or service always expressed in terms of money”. Thus, we can say that price is the
agreement between sellers and buyers concerning what each receives. Pricing is a very
critical decision in marketing management. The main objective of the firm, that is to earn a
profit very much depends upon the correct price decision.

In simple words, pricing decisions means decision of determining the price of a

product. The price of a product must be determined in such a matter as to after a reasonable
amount of profit to the manufacturer a reasonable remuneration to middlemen and the
maximum satisfaction to consumer.

The SCL has followed such pricing policy, which can promote its sales considerably.
While fixing the right price the company takes into account cost of production, prevailing
market trend pricing policy of competitors etc.

SCL has adopted flexible and reasonable pricing policy. At the end of every month,
directors of each zone, marketing officer meet together at the marketing office. They check
the suitability of the current price in the right of current degree of competition, changes in
demand, advertising and other services etc. then they fix up their product price.

7 - CHANNELS OF DISTRIBUTION

38
 Channel of distribution means the proper way or proper path through which the
distribution performs the work of moving goods from producers to consumers. As viewed by
Richard Buskirk, “Distribution channels are system of economic instruction through which
a producer of goods delivers them in to the hands of their users.” In other words, channel of
distribution is a route through which goods move from the place of production to the place
of consumption.

There are different channels of distribution, i.e. goods may be passed to the consumers
through wholesaler and retailer or only through retailers or only through wholesalers or
directly by producer to consumers. The producer may choose the best channel of distribution,
which is favorable for the company.

SCL has selected the following channel of distribution.

COMPANY

DISTRIBUTOR / STOCKIST / DEALERS

SUB-DEALERS

CUSTOMERS

8 - SALES PROMOTION

39
 Sales promotion is the step taken to increase the quantum of sales of the product. In
this competitive age, sales promotion is necessary for boosting up the sales and contributes
more market share. A vital link between personal selling and advertising is represented by
the function of sales promotion. Sales promotion helps salesmen to do a better job of selling
by making advertising work more effectively. It is a vital function of modern marketing.

“Nothing happens until somebody sells something”. The sales promotion activities
help in promoting the sales of the concern effectively. It plays an important role in today’s
competitive world.

SCL gives more weight age to sales promotion in comparison with other similar
companies. SCL is mostly concerned with dealers of cement, masons and contractors. They
are inspired by the company by giving following promotions.

 They arrange dinner for contractors, dealers and masons

 They conduct meeting with these persons and discuss about the quality, changes in
products as well as performance of cement sold by them.
 SCL gives cash discount as well as quantity discount to their dealers and contractors.
 SCL provides entertainment shows and invites contractors, dealers and masons with
their families.
 SCL gives valuable items to them based on their sales performance.

For e.g. Mr. Hasubhai Jadav of Mahadev Cement Sales, Dhandhuka receives two
motorcycles from Mr. Anil Srivastava. He was awarded for recording the highest sales for
Hathi Cement in Ahmedabad.

At Rajkot district dealers receive gold coins based on their sales performance.

In SCL, its dealers and customers are gifted valuable items. They are gifted useful
items like calendars, key chains, pens etc. as a part of sales promotion.

9- ADVERTISEMENT

40
 In this complex business world, no industry or company can survive without
advertisement. We have to believe that advertising is a form of mass communication. The
business needs the help of advertisement to make the business prosperous. It is paid for by a
seller or manufacturer who wants to communicate about his product or services to his
customers. The main role that advertising does is that it promotes the sales and therefore it is
also called promotional activity.

The American Marketing Association has defined advertising as “Any paid form of
non-personnel presentation and promotion of goods, services or ideas by an identified
sponsor”.

SCL advertise their product by the means like newspaper, wall paints, and hoardings
with effective slogan. To sand first in the market and increase popularity SCL has adopted
many advertising media.

 The Hathi Utsav at Mahua and Baroda saw important roads, cross roads and kiosks
decorated with banners. Cement shops belonging to dealers and sub-dealers were also
decked up.
 SCL also advertise by distributing gifts to masons, contractors etc. i.e. actual users of
cement.
 On the festival Navratri, Company distributes audiocassettes of Ras Garba free of cost
and in that cassettes slogans are also recorded for advertisement.

There are so many ways of advertising, which the company uses. The company uses
following media to advertise their product.

 Newspapers
 Magazines
 Radio
 Wall Paintings
 Hoardings
 Audio Visual Advertising
 Gift Articles

10- BRANDING

41
 In this age of competition, every producer wants to capture the major share of the
market. For this purpose, he wants that his product should have different image. So that it
may attract a maximum number of customers. To have a different image, the producers
determine a particular brand name of the product.

According to American Marketing Association, “A brand is a name, firm, sign, symbol

or design or a combination of them which is implemented to identify the goods or services
of one seller or group of sellers and to differentiate them from those of competitors”.

As concerned to SCL, it has adopted the suitable brand name for its product. The
cement produced by SCL is branded as ‘HATHI CEMENT’.

Thus, branding is a means of product identification. Popularity of brand creates a

separate market for the product. Really ‘The stronger the brand, the stronger its market’.

Branding is the management process covering various activities. In which adopting

brand mark is the most important activity. Brand mark is in the form of a symbol, design or
distinctive coloring or lettering. When a brand mark is registered and legalized it becomes a
‘Trade Mark’.

SCL has adopted following ‘Trade Mark’.

11- SLOGAN

42
 All the well-known companies have selected effective and meaningful slogan to
communicate with their customers about the product in few words. Company has selected
the slogan, which is easy to understand for the customers. The Slogan gives the main ideas
about the product. Sometimes, company puts the slogan in totally emotional way that directly
affects the customers’ feelings. The slogan attracts the customers which is beneficial for the
company.

SCL has also put forward some good slogans in Gujarati as well as in English, which
are as follows.

 “Hathi Cement, not Just Strength,

But Durability.”

 “Created with pride,

Build with Elephant.”

12 - MARKET SHARE

43
 Every industrial enterprise wants to capture a major share of the market to defeat their
competitors. Each firm always tries to expand its market share.

Market share of Hathi Cement compared to its competitors.

In Gujarat Region :-

Gujarat Ambuja Cement 26.50%

Hathi Cement 20.00%
ACC 18.00%
Sandhi Cement 14.50%
Kamal Cement 10.00%
Others 11.00%

In Saurashtra Region :-

Gujarat Ambuja cement 27.00%

UltraTech Cement 16.50%
ACC 13.50%
Hathi Cement 12.00%
Sandhi Cement 11.50%
Binani Cement 08.50%
Others 11.00%

From above we can say that Hathi cement is at on second position in Gujarat and
Fourth position in Saurashtra.

Market Share Of Hathi Cement :-

44
In Gujarat Region :-

13 - MARKET RESEARCH

45
 The American Marketing Association has defined marketing research as, “The
gathering, recording and analyzing of all facts about problem relating to the transfer and sales
of goods and services from producers to consumers”. Marketing research involves a study of
a consumer preferences, habits and attitudes. It helps us to decide how market operations
should be directed. It also involves an examination of trends, so that its findings indicate the
future pattern of the market and assist in shaping marketing policies.

In SCL, regular survey of dealers and customers are done to identify the need and
expectation of the customer to mark positive and negative points of their marketing strategies
and products. By this way company can come to know about the marketing problems and
remedies of it.

14 - INTERNATIONAL MARKET

46
 International Marketing means trade activity, which crosses the geographical boundary
of a country. In the other words, when buying and selling activity take place between two or
more countries this is known as International Marketing. The term buying refers to ‘import’
and selling refers to ‘export’ in international market. The modern transport services have
made international trade more speedy.

SCL exports its products to many foreign countries. Foreign purchases never accept
any fluctuations in the quality of cement. For export SCL has to produce high strength
cement. SCL exports to.

 MALAYSIA
 KOREA
 SRI LANKA
 BANGLADESH
 SOME CONTRIES OF GULF

BRAND IMAGE

47
Brand image

Brand awareness

Sr. no. Particulars Pg. no.

48
1 Introduction 41
2 Factors Contributing to Brand Image and Brand 42
awareness
3 Need of a Strong Brand Image and Brand awareness 43
4 Brand image importance 44
5 What Gives Rise To Brand Image and Brand 45
awareness
6 How to Build Brand Image and Brand awareness 46
7 How to Improve Brand Image and brand awareness 47

8 Brand Loyalty 48

INTRODUCTION

49
 A strong Brand Image helps to keep the organization in the mind of potential consumers
Customer loyalty is one of the main factors or ownership of the organization that is the major
result of brand image and the services level that they are providing to. Therefore, if the
company wants to compete with its competitor. They should provide quality products and
services to make the customer loyal to their products and services. Awareness and satisfaction
of the product increase the overall image of the brand. The satisfaction of the customer is the
concept of marketing. The satisfaction of the customer shows how products are delivered to
customers. The customer is more satisfied when he gets good quality products at low prices.
And when the customer is more satisfied it builds the image of the brand and makes the
customer loyal to that product. Brand awareness is something about the product, quality, and
price in the mind of the customer.

Brand awareness is something that represents the familiarity of your target audience
with your brand along with their knowledge and recognition of the same. Increasing and
marketing or promoting your brand through successful brand awareness is very crucial in
the early stages of a business. This makes it easy to establish your business and make it
popular and trustworthy.

It may seem that brand awareness is vague, although it is; for those marketers who
like to gauge success with easy numbers, brand awareness will come up as a challenge.
However, just because it does not have a metric that can be easily determined doesn’t mean
it does not carry value. Brand awareness proves to be extremely important for the success
of businesses and its overall marketing goals.

Factors Contributing to Brand Image and Brand awareness

50
 There are a lot of factors which can lead to a positive or a negative brand image
formation.

Following are the main factors:

1. Quality of the Product/Service

The quality of the product is paramount in defining the brand image. If the quality is good
and customer had a good experience while interacting with the brand will make the brand
identity clear to the customer. This will lead to formation of a positive brand image and lead
to repeat business and word of mouth. In case of the opposite scenario, a negative image will
lead to undesired results.

2. Usability of the Product/Service

Quality is one aspect but functional value and usability is another. If the product or service is
too complicated or is not useful as per the customer's requirement then the brand image will
get affected. Hence usability along with quality should be core of the offering.

3. Perceived value
As brand image is based on how customer sees the brand, the perceived value becomes very
important factor in defining brand image. Quality and durability can be great but if the
perceived value is not what customer expects, then it will have impact.

4. Association
Strong associations with brand e.g. celebrity, team, cause etc. can lead to formation of a
strong brand image. It can also backfire sometimes as association between the both is now
formed and can keep impacting both parties leading to rise and fall in brand image.

5. Durability
Durability is equivalent to quality and usability when it comes to brand image. Durability
also indirectly shows quality of a product. If a thing is expected to run for a considerable
amount of time, stops working earlier will lead to a poor brand image.

Need of a Strong Brand Image and Brand awareness

51
 As a marketer or business owner, you might be putting so much effort into creating the
best product or service possible, that your brand image has had to take a bit of a back seat.
However, the quality of your product is not always the number one reason why a consumer
might make a purchase. Sure, it’s important, but in many cases, it’s actually your brand image
that’s going to encourage customers to stick around, make repeat purchases, and tell their
friends and family.

So, let’s take a look at some of the advantages of having a strong brand image:

 Creates a great first impression, grabs your target audience’s attention and
makes them eager to learn more.

 Sets you apart from your competitors. Otherwise, you might just blend into the
background.

 Enables consumers to make an easier, quicker buying decision, which equals

improved profits for your brand.

 A recognizable brand with a positive image is more easily trusted and gives
confidence to your customers.

 The ability to leverage the brand identity that has already been built to release
future products or services onto the market that can make a bigger impact in less
time.

52
 Brand image important

Building a strong, uniquely recognizable brand image helps to foster closer

relationships with a brand’s customers and drive higher brand equity. Particularly in the digital
era where competition for consumer attention is fierce, a strong brand personality that people
can relate with can make all the difference in differentiating a brand from its competitors.

That’s why it’s becoming increasingly common for organizations to hire brand
managers for the purposes of establishing a brand image that has maximum appeal to its
target audience, while also ensuring a brand’s identity is consistently communicated across
all customer touchpoints—both online and offline.

 Customers remember you : We’re visual creatures, and a recognizable logo and color
palette can really stick in the minds long after a customer has scrolled past your latest
marketing ad.
 It fosters credibility and consumer trust : We like what we’re familiar with. By building a
brand that audiences recognize and have had prior experience with, they’re much
more likely to purchase again and stay loyal to your brand.
 To start, brand awareness helps keep your brand top-of-mind with your audience. If
people know your brand, they can become familiar and comfortable with it. Then,
when faced with a decision to buy from you or your competitor, they are more likely
to buy from you.

 Brand awareness also helps you to achieve a range of business objectives and goals.
It can expand your audience, increase website traffic, build brand affinity, and
cultivate leads.

53
 What Gives Rise To Brand Image and Brand awareness

Companies spend most of their time, effort, and resources in building their brand
identity. They decide how their brand will look, how should the customer feel when they
contact the brand, where should the brand be located in consumers’ minds, and other
associations. All these, when summed up, give rise to a brand personality which eventually
gives rise to the brand image when the customer interacts with this brand or gets to know
about it.

Now, it is not always necessary that an image forms out of interactions and experience
with the brand. There are times when prospective customers form an image of the brand in
their mind after reading news about the brand or after watching an influencer review it.

This is just like with humans. When we meet a person, we assess his personality and
form a perception of him in our minds based on our interactions. Similarly, we also form
perceptions when we hear about that person from some of our friends.

54
 How to Build Brand Image and Brand awareness

1. Work on Your Brand Identity

A company cannot control its brand image but can manage its brand identity, amongst
other aspects of a brand strategy. Therefore it’s essential to truly understand what you want
your brand to stand for, and communicate this effectively to the market and beyond. This
ensures the company can build up positive associations, which are then converted into the
perceptions comprising brand image.

Sending out well-defined messages about the values and missions underpinning your
brand can, in turn, lead to positive external perceptions (brand image) which align closely
with your internally desired identity (brand identity).

2. Create Positive Customer Experiences

Brand image is primarily formed through direct experiences customers have with your
brand. Making a good impression at all customer touch-points therefore becomes crucial.

This might be a seamless online experience or a physical in-store experience comprised

of excellent customer service. This means well-trained and enthusiastic employees, as well
as ensuring that your store is clean and easy to navigate or that your packaging is attractive
and speaks to your desired identity.

3. Position Your Brand Well

Positioning concerns how you intend to deliver value to consumers in a unique and
personal way to your target customer

This immediately speaks to how Amazon wishes to be perceived by consumers, and

through this clear statement, if delivered to consumers successfully, Amazon can indirectly
build its brand image.

4. Invest in Effective Communications

There is no use in formulating your desired identity and attempting to shape a
consumer’s real image of you without adequate means of communication. Brand image can
be influenced by creatively advertising what you stand for, thereby creating strong, unique,
and relevant associations in consumers’ minds.

55
 How to Improve Brand Image and brand awareness

Building-brand-image :-

Since companies can only control brand image indirectly and to a limited extent, it’s
important to improve your existing brand image as best as possible. This can be done very
practically in several ways.

Monitoring word of mouth, which can contribute to the formation of perceptions that
comprise brand image Ensuring consistent delivery of the value you promise to consumers
in your positioning statement.

Continually communicating your unique values and attributes through marketing

strategies Providing high-quality products or services, focusing on the customer experience.

Building-brand-awareness :-

 Create a unique voice and identify for your brand that people remember.

 Make your logo recognizable by using it in as many ways as you can.

 Start a referral program to increase awareness about your brand through word of
mouth.

 Form partnerships with companies that have similar missions to share each other's
audiences and reach.

56
 Brand Loyalty

Brand Loyalty is a scenario where the consumer fears purchasing and consuming
product from another brand which he does not trust. It is measured through methods like
word of mouth publicity, repetitive buying, price sensitivity, commitment, brand trust,
customer satisfaction, etc.

Brand loyalty is the extent to which a consumer constantly buys the same brand within
a product category. The consumers remain loyal to a specific brand as long as it is available.
They do not buy from other suppliers within the product category.

Brand loyalty exists when the consumer feels that the brand consists of right product
characteristics and quality at right price. Even if the other brands are available at cheaper
price or superior quality, the brand loyal consumer will stick to his brand.

Brand loyal consumers are the foundation of an organization. Greater loyalty levels
lead to less marketing expenditure because the brand loyal customers promote the brand
positively. Also, it acts as a means of launching and introducing more products that are
targeted at same customers at less expenditure. It also restrains new competitors in the
market. Brand loyalty is a key component of brand equity.

Brand loyalty can be developed through various measures such as quick service,
ensuring quality products, continuous improvement, wide distribution network, etc. When
consumers are brand loyal they love “you” for being “you”, and they will minutely consider
any other alternative brand as a replacement.

Brand loyalty can be defined as relative possibility of customer shifting to another

brand in case there is a change in product’s features, price or quality. As brand loyalty
increases, customers will respond less to competitive moves and actions.

A company having brand loyal customers will have greater sales, less marketing and
advertising costs, and best pricing. This is because the brand loyal customers are less reluctant
to shift to other brands, respond less to price changes and self- promote the brand as they
perceive that their brand have unique value which is not provided by other competitive
brands.

57
Research

Methodology

58
 INDEX

Sr. no. Particulers Pg no.

1 Introduction 50
2 Objective of study 51
3 Importance of study 52
4 Meaning 53
5 Research problem 54
6 Research design 55
7 Data collection method 56
8 Analysis and interpretations of data 57
9 Limitations of study 59

59
 INTRODUCTION

Research methodology simply refers to the procedure or plan of action for conducting
a research. It defines techniques and tools used to collect, process and analyze data regarding
the research topic.

Research methodologies tell the systematic method for acquiring data and studying it
for deriving out crucial findings. This is an important process that helps in solving problems
and making business decisions. It enables management for properly organizing their efforts
in a right direction for generating an idea.

Methodology of research indicates and influences the overall validity and reliability of
whole research to be conducted. Methodology answers mainly two questions regarding
research that are how the data used for study was acquired and how it was analyzed to derive
out the findings.

Research methodologies are broadly classified into two main categories: Quantitative
research methods and Qualitative research methods. Quantitative research is one which is
based on quantitative terms and involves collection of numerical data, analyzing it and
drawing conclusions using numbers. Qualitative research on other hand, is one which is done
using non-numerical and unquantifiable elements like feelings, emotion, sound etc.

60
 OBJECTIVE OF STUDY

There are several objectives for research methodology. It should be taken into
consideration that such objective for research methods as data collection is a basic and
obligatory step for a successful paper. Every research starts with the information that is
relevant to the topic of the writing. Moreover, from the viewpoint of objectives any research
paper may be classified as: 1) correlational, 2) explanatory, 3) exploratory, and 4) descriptive.
Correlational research is conducted, in order to prove the existence of a relationship between
two or more issues. Explanatory research is necessary to find out why and how the
relationship between the aspects takes place. Exploratory research is applied to explore the
field, where little is known. As for descriptive research, it is conducted to give a description
and explanation of a certain situation or problem. All the data is gathered in the dependence
on the research objective. The research question may be answered in two ways – by means
of structured (quantitative research) or unstructured approach (qualitative research).

Among the objectives for research is that the paper must be organized so that it will be
easy for a reader to find a particular section or paragraph. It is very important to complete the
writing in a required style. It is also necessary to make a summary of the work done and
present it in the past tense. All the sentences and phrases must have correct spelling and
grammar. Research writers must not use abstract information and provide the readers with
strong arguments concerning the problem under analysis. If necessary, one should present
tables and schemes.

61
 IMPORTANCE OF STUDY

A research methodology gives research legitimacy and provides scientifically sound

findings. It also provides a detailed plan that helps to keep researchers on track, making the
process smooth, effective and manageable. A researcher's methodology allows the reader to
understand the approach and methods used to reach conclusions.

Having a sound research methodology in place provides the following benefits:

 Other researchers who want to replicate the research have enough information
to do so.
 Researchers who receive criticism can refer to the methodology and explain
their approach.

 It can help provide researchers with a specific plan to follow throughout their
research.

 The methodology design process helps researchers select the correct methods
for the objectives.

 It allows researchers to document what they intend to achieve with the research
from the outset.

62
 MEANING

A basic research definition is data collected to enhance knowledge. The main

motivation is knowledge expansion. It is a non-commercial research that doesn’t facilitate in
creating or inventing anything.

Research is defined as the creation of new knowledge and/or the use of existing
knowledge in a new and creative way so as to generate new concepts, methodologies and
understandings. This could include synthesis and analysis of previous research to the extent
that it leads to new and creative outcomes.

63
 RESEARCH PROBLEM

Among all research activities, defining the research problem is considered as the most
crucial and important step for conducting a research. A common statement which defines the
issue, upon which a research is to be conducted, is known as a research problem. It proposes
the line of investigation which is taken by the researcher for conducting a research. A research
problem usually includes areas of researcher's concern, any modification or improvement
that the researcher wants to create, any problem or difficulty that has to be resolved by
researcher, answer, of any unanswered question, handling an undesirable organisational
situation, hurdle against management of the organisation, etc. Thus, in simple terms, a
research problem is the set of unanswered questions that the researcher wants to answer,
explore and study. This set of questions can be theoretical or practical in nature, depending
upon the research and the type of problem. For example, if a researcher wants to study the
impact of telecommunication industries on a particular region, then be will answer questions
such as consumer perception about telecommunication technology, their preferences among.
different modes of communication, benefits and problems received from
telecommunications, etc.

64
 RESEARCH DESIGN

By the term ‘research‘, we can understand that it’s a collection of data that
includes critical information by taking research methodologies into consideration. In other
words, it is a compilation of information or data explored by setting a hypothesis and
consequently coming up with substantive findings in an organised way. Research can be done
on an academic as well as on a scientific basis as well. Let’s first understand what a research
design actually means.

A Research Design is simply a structural framework of various research methods as

well as techniques that are utilised by a researcher.

The research design helps a researcher to pursue their journey into the unknown but
with a systematic approach by their side. The way an engineer or architect frames a design
for a structure, likewise the researcher picks the design from various approaches in order to
check which type of research to be carried out.

65
 Data collection methods

Data collection is the process of gathering, measuring, and analyzing accurate data
from a variety of relevant sources to find answers to research problems, answer questions,
evaluate outcomes, and forecast trends and probabilities.

Our society is highly dependent on data, which underscores the importance of

collecting it. Accurate data collection is necessary to make informed business decisions,
ensure quality assurance, and keep research integrity.

During data collection, the researchers must identify the data types, the sources of data,
and what methods are being used. We will soon see that there are many different data
collection methods.

 Primary

As the name implies, this is original, first-hand data collected by the data researchers.
This process is the initial information gathering step, performed before anyone carries out
any further or related research. Primary data results are highly accurate provided the
researcher collects the information. However, there’s a downside, as first-hand research is
potentially time-consuming and expensive.

 Secondary

Secondary data is second-hand data collected by other parties and already having
undergone statistical analysis. This data is either information that the researcher has tasked
other people to collect or information the researcher has looked up. Simply put, it’s second-
hand information. Although it’s easier and cheaper to obtain than primary information,
secondary information raises concerns regarding accuracy and authenticity. Quantitative data
makes up a majority of secondary data.

66
 ANALYSIS AND INTERPRETATION OF DATA

What Is Data Interpretation?

Data interpretation refers to the process of using diverse analytical methods to review
data and arrive at relevant conclusions. The interpretation of data helps researchers to
categorize, manipulate, and summarize the information in order to answer critical questions.
The importance of data interpretation is evident and this is why it needs to be done
properly. Data is very likely to arrive from multiple sources and has a tendency to enter the
analysis process with haphazard ordering. Data analysis tends to be extremely subjective.
That is to say, the nature and goal of interpretation will vary from business to business, likely
correlating to the type of data being analyzed. While there are several different types of
processes that are implemented based on individual data nature, the two broadest and most
common categories are “quantitative analysis” and “qualitative analysis”.

 Regression analysis: Essentially, regression analysis uses historical data to understand

the relationship between a dependent variable and one or more independent variables.
Knowing which variables are related and how they developed in the past allows you
to anticipate possible outcomes and make better decisions going forward. For example,
if you want to predict your sales for next month you can use regression analysis to
understand what factors will affect them such as products on sale, the launch of a new
campaign, among many others.

 Cohort analysis: This method identifies groups of users who share common
characteristics during a particular time period. In a business scenario, cohort analysis
is commonly used to understand different customer behaviors. For example, a cohort
could be all users who have signed up for a free trial on a given day. An analysis would
be carried out to see how these users behave, what actions they carry out, and how
their behavior differs from other user groups.

 Predictive analysis: As its name suggests, the predictive analysis method aims to
predict future developments by analyzing historical and current data. Powered by
technologies such as artificial intelligence and machine learning, predictive analytics
practices enable businesses to spot trends or potential issues and plan informed
strategies in advance.
67
  Prescriptive analysis: Also powered by predictions, the prescriptive analysis method
uses techniques such as graph analysis, complex event processing, neural networks,
among others, to try to unravel the effect that future decisions will have in order to
adjust them before they are actually made. This helps businesses to develop responsive,
practical business strategies.

 Conjoint analysis: Typically applied to survey analysis, the conjoint approach is used
to analyze how individuals value different attributes of a product or service. This helps
researchers and businesses to define pricing, product features, packaging, and many
other attributes. A common use is menu-based conjoint analysis in which individuals
are given a “menu” of options from which they can build their ideal concept or product.
Like this analysts can understand which attributes they would pick above others and
drive conclusions.

 Cluster analysis: Last but not least, cluster analysis is a method used to group objects
into categories. Since there is no target variable when using cluster analysis, it is a
useful method to find hidden trends and patterns in the data. In a business context
clustering is used for audience segmentation to create targeted experiences, and in
market research, it is often used to identify age groups, geographical information,
earnings, among others.

As we have seen, quantitative and qualitative methods are distinct types of data analyses.
Both offer a varying degree of return on investment (ROI) regarding data investigation,
testing, and decision-making. Because of their differences, it is important to understand how
dashboards can be implemented to bridge the quantitative and qualitative information gap.

68
 Limitations of Study

Every research has its limitations. These limitations can appear due to constraints on
methodology or research design. Needless to say, this may impact your whole study or
research paper. Most researchers prefer to not discuss their study limitations because they
think it may decrease the value of their paper in the eyes of the audience.

Remember that it’s quite important to show your study limitations to your audience
You need to notice that you know about these limitations and about the impact they may
have. It’s important to give an explanation of how your research limitations can affect the
conclusions and thoughts drawn from your research.

In this guide, you can read useful tips on how to write limitations on your future
research. Read great techniques on making a proper limitations section and see examples to
make sure you have got an idea of writing your qualitative research limitations. You need to
understand that even if limitations show the weaknesses of your future research, including
them in your study can make your paper strengthen because you show all the problems before
your readers will discover them by themselves.

69
Data

Analysis

70
 Question – 1 What do you think are the most important elements of our brand
image and brand awareness?

No. Particulars Percentage

1 Packing 20%
2 Quality 50%
3 Trust of customers 30%
Total 100%

Interpretation :- This table determine packing 20% Quality 50% Trust of customer
30%.

71
 Question – 2 what do you think is the most important factor in building a strong
brand image?

No. Particulars percentages

1 Quality 60%
2 Price 30%
3 Quantity 20%
Total 100%

Column1

Quality Price Quantity

Interpretation :- This table determine Quality 60% Price 30%and quantity 20%.

72
 Question – 3 How do you measure the success of your brand?

No. Particulars Percentages

1 By name of brand 40%
2 By less competition 30%
3 By market respond 20%
4 By demand of product 10%
Total 100%

Interpretation :- This table determine by name of brand 40% By less competition

30% By market respond 20% By demand of product 10%.

73
 Question – 4 How do you maintain a positive brand image ?

No. Particulars Percentages

1 By advertisement 50%
2 By good quality 20%
3 By less pricing 20%
4 By discounts 10%
Total 100%

Interpretation :- This table determine advertisement 50% good quality 20% less
pricing 20% discount 10%.

74
 Question – 5 What kind of customer feedback have you received?

No. Particulars Percentages

1 Excellent 60%
2 Good 20%
3 Average 10%
4 Bad 10%
Total 100%

Interpretation :- This table determine excellent 60% good 20% average 10% bad
10%.

75
Question – 6 Brand image increase in selling ?

No. Particulars Percentage

1 Yes 50%
2 No 30%
3 Maybe 20%
4 Total 100%

Interpretation :- This table determine yes 50% no 30% maybe 20%.

76
Question – 7 How do you feel design of hathi cement packing?

No. Particulars Percentages

1 Attractive 72%
2 Non attractive 28%
Total 100%

Interpretation :- This table determine attractive 72% non attractive 28%.

77
 Question – 8 Do you agree that hathi cement product are best than other cement
brand?

No. Particulars Percentages

1 Yes 66%
2 No 34%
Total 100%

Interpretation :- This table determine yes 66% and no 34%.

78
Question – 9 Which product do you prefer the most?

No. Particulars Percentages

1 Hathi cement 73%
2 Chotu hathi 27%
Total 100%

Interpretation :- This table determine Hathi cement 73% and chotu hathi 27%.

79
 Question – 10 How do you feel about the advertisement of hathi cement when
compared to other brand?

No. Particulars Percentages

1 Very satisfied 58%
2 Satisfied 18%
3 Dissatisfied 24%
Total 100%

Interpretation :- This table determine very satisfied 58% satisfied 18%

dissatisfied24%.

: SWOT ANALYSIS :
80
 ‘SWOT ANALYSES’ calls for strength, weakness, opportunities and threats in
relation to a business.

1-Strength :-

The major strength of SCL is its brand name and strong quality. It has got the reputation
of strength like elephant.

SCL exports its product to many foreign countries. For export SCL has produce high
strength cement. There are so many customers who buy Hathi Cement due to its brand name.

2-Weakness :-

The main limitation of SCL is the inefficient management of finance. It does have the
strong support of Mehta Group generating the enough funds. Yet the utilization of the same
is not comprehensive. Also the marketing management of SCL is not well developed as it
has to continuously effort of to fight with the competitors yet it can not get percent success.

3-Opportunities :-

Cement is vital building material. Cement is one of the most important material for
constructing building, pools, bridges, roads etc. Without cement one could not thing even of
constructing a building. With growth in population, the need of demand for shelter also goes
up which ultimately affects significantly to the whole cement industry.

Thus, construction and reconstruction activities are increasing day by day. Therefore
it is an opportunity for the company to increase its demand.

4-Threats :-

The main threat is the demand generation for the company and the hot news is that
above 50% are not using ‘Hathi Cement’. Now a days there is a competitions, many cement
companies incurring losses. For SCL, there is a main threat of competitors.

FINDINGS
81
  Adoption of waste management technique to reduce the amount of wastage.

 Staff of the company is very helpful, co-operative and hardworking.

 They are using less advertisement for their product in to the market.
.
 They given more quality in reasonable price.

 They using proper selection and management of employees.

SUGGESTION
82
 To give suggestion to Hathi Cement Pvt. Ltd which is so systematic
and well organized is really very difficult, but yet I have tried my best.

 The company should carry out more research activities to reduce the cost of
production.

 The company should try to cover maximum market with the help sales
promotion.

 The company should try to develop its market in foreign countries too.

83
 FUTUREPLAN

The promoters of the company, Mehta Group is well known group in all over the
world. The company has a great support of Mehta Group. Now a days the company suffers
the losses. But it does not mean that there is no chance of future progress.

As we all know that the cement is a basic necessity of any constructional activity. The
need or demand of cement increases day by day. From this angle we may say that SCL would
have better prospects in future. Also SCL exports its products in many foreign countries. It
is considered that SCL enables to earn precious foreign exchange which makes its future
bright.

From seeing the above we can say that company’s future is bright and its market will
increase day by day.

84
 CONCLUSION

Conclusion is the finishing or final touch to the whole report for the visited unit.
Industrial training at Saurashtra Cement Limited is my experience which has enriched my
knowledge regarding the practical aspects.

The SCL is the company which suffers losses since few years. It does not mean that
the working condition of the company is not good.

I found that there is a good administration in the firm and good utilization of total
capacity. Its personnel department suggests that they are aware from the value of personnel
and so manage them very systematically. Its production departments makes determine efforts
to maintain the best quality of product. Marketing department always tries to expand its total
market shares. Beyond doubt, we can say that financial department works so well but finance
position of the company is not so good.

Now a days, company suffers losses due to many invisible reasons. But it tries to
progress slowly and gradually by reducing the losses. We may say that the present working
condition of the SCL is well.

I will them all my heartiest best of luck for their future.

85
 BIBILIOGRAPHY

Marketing Management
- Philip Kotler

Marketing Management
- Dr. M. M.ma
- R. K. Agrawal

Marketing Management
- William Stanton

Website :-
www.google.com
www.mehtagroup.com

86
87