“A Study Of Marketing Strategies Adopted By Maihar Cement LTD.”

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DEVI AHILYA VISHWAVIDYALAYA, INDORE “A Study Of Marketing Strategies Adopted By Maihar Cement LTD.” (2009-2011) Gailendra Dwivedi

TABLE OF CONTENTS  :

TABLE OF CONTENTS INTRODUCTION REVIEW OF LITERATURE RATIONALE OF THE STUDY OBJECTIVES OF THE STUDY RESEARCH METHODLOGY The Study Sample design Tools for Data Collect REFERENCE

INTRODUCTION:

INTRODUCTION Maihar Cement is a division of Century Textiles and Industries Ltd, a flagship company of BK Birla Group . Maihar is 45 Kms. South - East of Satna on Howrah - Mumbai Central Railway Main Line.  Maihar is well known for Sharda Devi Temple and Maihar Gharana Music whose proponent was renowned Musician padma Vibhushan Baba Allaudin Khan. The company sells its cement under its  premium brand name - BIRLA GOLD. Maihar Cement is pioneer in producing Blended Cement i.e. Portland Pozzolana Cement. The motivation for the production of Blended cement has been primarily with the aim of preserving limestone reserves and environment.

REVIEW OF LITERATURE :

REVIEW OF LITERATURE Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage . The marketing policy of Maihar Cement is: Product Quality exceeding Customer's expectations Timely Dispatches Attractive and functional packaging Quick Business Response Prompt After-Sales service Adhering to fair and ethical business practices Customer service cells have been established at various marketing centers which are manned by qualified and experienced technical personnel.  They provide advice to customers on getting the best value from cement and offer assistance on civil construction related issues.

Rationale of study :

Rationale of study The purpose of this study is to develop knowledge about Maihar cement:- The infrastructural segment is growing very fast and therefore cement industry being feeder to Infrastructure has shown robust growth. Both Intrastate as well as cement industry provides good employment opportunity. I wish to interest to know which Causes constitute Cement industry. How big is the opportunity , What is the pace of growth. And how these Causes are sharing the market Pie. It is also important to understand the factors affecting the industry growth and overall structure of the industry .

Objective :

Objective To know the position of Maihar Cement with reference to sales as compared with the other brands. To find out the factors for the selection of a particular brand. To give the suggestions for improving the sales as well as level of customer satisfaction.

Research Methodology :

Research Methodology SAMPLE STUDY:- The samples are taken on the basis of Random sampling plan SAMPLING DESIGN:- Population –sample design collected from different customer (masons, builders & contractor ) of cement. sample size- 60 ( 20masons,20 builders & 20contractors)

Tools for Data collection:- :

Tools for Data collection :- Primary data - Self structured questioner with liker based scale Secondary data - Secondary data is known as ‘indirect means of data source’ when an investigator wants the data , which has already been collected by other . Such data are called as ‘secondary data Websites Published articles

Tools for data analysis :

Tools for data analysis Mean & Standard deviation Factor analysis through SPSS software Graphical representations

References :

References REFERENCES Sources of On-line Journals and Write ups: Economic Advisory Council, Review of the Economy 2009/10 Reserve Bank of India Trends and Progress Reports ‘Industry Analysis Service, Economic Intelligence Service and Prowess’- Centre for monitoring Indian Economy Pvt. Ltd (CMIE) Database. ICRA Report on Cement Industry. Annual Report of Century Textile, 2010-11 Fillip kotlar marketing management.

Sources of On-line Journals:

Sources of On-line Journals http://knol.google.com/k/marketing-strategy-differentiating-and-positioning-the-market-offering# http://www.maiharcement.co.in/Introduction.html http://en.wikipedia.org/wiki/Marketing_strategy http://www.maiharcement.co.in/Marketing.html http://marketing-guru.blogspot.com/2006/01/definition-of-marketing-by-philip.html