A SUMMER INERNSHIP PROJECT ON A STUDY ON THE ATTITUDE OF DEALERS TOWARDS RAYMOND CEMENT WITH RESPECT TO SOUTH GUJARAT REGION

UNDERTAKEN AT: RAYMOND CEMENT PVT.LTD. KIM SUBMITTED BY: MR. ANAGHAN HITESH ENRO. NO. 127920592004 GUIDED BY: PROF. SHANTANU CHAKRAVARTI MBA (PROGRAMME) YEAR 2012-2014 PARUL INSTITUTE OF MANAGEMENT & RESEARCH

CERTIFICATE
This is to certify that Mr. Anaghan Hitesh H , student of Master of Business Administration (Batch 2012-2014) at Parul Institute of Management & Research, Waghodia , Vadodara have undertaken a Project Titled A Study On The

Attitude of Dealers Towards Raymond Cement With Respect To South Gujarat Region in partial fulfillment of 2 years full time MBA
program of Gujarat Technological University, Ahmedabad.. The Summer Internship Project has been undertaken under the guidance of Prof. Shantanu

Chakravarty, faculty member of Parul Institute of Management & Research .

Faculty Guide

(Dr.P.G.K.Murthy ) Director

Date: Place: Vadodara

DECLARATION
I am ANAGHAN HITESH H, hereby declare that the summer internship project report on A STUDY ON THE ATTITUDE OF DEALERS TOWARDS RAYMOND CEMENT WITH RESPECT TO SOUTH GUJARAT REGION is purely an original work done by me toward the fulfillment of the award of degree of Master of Business Administration. Any information taken from different sources has been duly acknowledged.

Date:Anaghan Hitesh H Place:- SURAT (127920592004)

PREFACE
The cement industry is one of the main beneficiaries of the infrastructure boom. With robust demand and adequate supply, The industry has bright future. The Indian Cement Industry with total capacity 151.2 million tones is the second largest after China. Cement industry is dominated by 20 companies who account for over 70% of the market. Individually no company accounts for over 12% of the market. The major players like L&T and ACC have been quiet successful in narrowing the gap between demand and supply.

In brief we have covered Cement market including market size, composition, and market growth, latest Trends & Opportunities, different policies adopted by the government for the Indian cement industry, cement production and capacity utilization as well as the current scenario of demand and supply.

Indian economy is facing a boom in the real estate. This is directly related with the cement sector. During my project, I carried out a research for Raymond cement and tried to find out its current market position, reasons behind any shortcomings and also found out some methods of increasing Raymond sales. The report also gives a detailed idea about the Indian cement industry and the key players.

ACKNOWLEDGEMENT

Behind every success there are thousands. I wish to pay my gratitude to each one of them. At the outset, I wish to express my gratitude towards my lovable faculty & thankful to all whom contributed the completion of this report.

I am grateful to Mr. Ravibhai Kaswala, Owner of Raymond Cement Pvt. Ltd. Whose continuous encouragement & willing cooperation provided me a great help in the preparation of this report.

I personally would like to thanks my training coordinator Mr. Shantanu Chakravarty, for assisting me throughout the project period, guiding me and assisting at various stages and thus sharing her valuable knowledge with me to enhance my knowledge and helping me in preparing a project.

I would also like to thanks all the faculty members, who directly or indirectly help me to successfully complete my project.

I would also like to extend my thanks to all my friends who spared their valuable time and helped us for providing the needed sites and information regarding project.

EXECUTIVE SUMMARY
It is a general phenomenon that buyers in same market seek products for broadly the same function, but different buyers have different evaluative criteria about what contributes the right choice of performing the function. As a consequence different offering will attract different buyers.

Segment may differ also in their needs for information, reassurance, technical support, service, promotion, distribution and most of other non-products benefits that are part of their purchases; they may also differ in their capacity for these differences.

Raymond Cement is well-established brand in South Gujarat region. One of the major section, which requires or purchases cement in bulk quantity are engineers, architect, builders and contractors. This section or segment is known as the nontrader segment. And the retailers, stockiest, whole-sellers and dealers are known as trader segment. I have carried out my project concerning A study on the Attitude of Dealers towards Raymond Cement with respect to South Gujarat region. The project was carried out in the market of South Gujarat region .There are five major market players in cement industry of these areas. They are Indian, Birla, Ultratech, Sanghi, and Ambuja. The information about the market was gathered by visiting stockiest and non-stockiest in the market. Interview of stockiest and non-stockiest was taken depending upon their accessibility. Also opinion of engineers, contractors,

architects and builders (who posses knowledge regarding different brands available in the market) has been taken. While doing the project attempt was made to collect maximum information about the market. To get actual and correct information, it was not told stockiest and nonstockiest that the survey is conducted by Raymond Cement for confidentiality reasons. Large numbers of stockiest and non-stockiest were visited to get the actual picture of the market. Again, the stockiest and non-stockiest of each grade (according to the performance) were visited, to get each and every detail about the market.

TABLE OF CONTENTS
SR.NO. TOPIC INTRODUCTION OF INDUSTRY 1 1.1 1.2 1.3 Introduction of Cement Industry Profile of Cement Industry PESTEL Analysis of Industry PAGENO. 1 2 5 14 24 25 26 28 32 33 33 34 34 35 37 57 58 59 60 61 62

INTRODUCTION OF COMPANY 2 2.1 2.2 2.3 Profile of Raymond Cement SWOT Analysis Literature Review

RESEARCH METHODOLOGY 3.1 Problem statement 3 3.2 Research objectives 3.3 Research design 3.4 Sampling design 3.6 Data collection 4 5 6 7 8 9 10 DATA ANALYSIS & INTERPRETATION FINDINGS LIMITATIONS OF STUDY RECOMMENDATIONS CONCLUSIONS BIBLIOGRAPHY ANNEXURE