Dalmia Cement Report Marketing

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  • Topic: Portland cement, Cement, Ground granulated blast furnace slag
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  • Published : March 15, 2011
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A REPORT
ON

BRAND PERCEPTION OF DALMIA CEMENTS IN RELATION TO COMPETING BRANDS AND
MARKET ANALYSIS OF 4(P) AND STUDY THE FACTORS AFFECTING THE SALES OF DALMIA CEMENTS TO SUGGEST WAYS TO ENHANCE THE MARKET SHARE IN NON-TRADE SEGMENT

BY
VYOM SHAKTI NIGAM
PG20095502
DALMIA CEMENTS (BHARAT) LIMITED

A REPORT
ON
BRAND PERCEPTION OF DALMIA CEMENTS IN RELATION TO COMPETING BRANDS AND
MARKET ANALYSIS OF 4(P) AND STUDY THE FACTORS AFFECTING THE SALES OF DALMIA CEMENTS TO SUGGEST WAYS TO ENHANCE THE MARKET SHARE IN NON-TRADE SEGMENT

BY
VYOM SHAKTI NIGAM
PG20095502
DALMIA CEMENTS (BHARAT) LIMITED

A Report submitted in partial fulfillment of
The requirements of
PG Program of
IILM GURGAON
Distribution list:
Company guide: Mr. PUNEET DHIR
Date of submission: 14 May, 2010

ACKNOWLEDGEMENT

I owe my thanks to many people who helped and supported me in making this project report a success. Any attempt at any level can’t be satisfactorily completed without the support and guidance of learned people. I would like to express my immense gratitude to the head of my internship organization and my company guide Mr. PUNEET DHIR (GM-SALES AND MARKETING-DALMIA CEMENT (BHARAT) LIMITED) for his constant support and motivation that has encouraged me to come up with this project. I am also grateful to my faculty guide Ms. SHRUTI SINGH for her guidance throughout the project and who rendered her whole hearted support at all times for the successful completion of this project. My heartfelt thanks to MR. PUNEET DHIR and MR. AMOGH AGARWAL who were there to help, guide and encourage me throughout the training period. They gave their precious time to teach me the ways of the organization and also provided me with the company insight. I acknowledge my alma mater IBS-HYDERABAD, as the college provided me with an opportunity to learn and understand the corporate culture. My sincere thanks to my parents, friends and the people working in DALMIA CEMENT as their support was extremely important for the completion of this project report.

VYOM SHAKTI NIGAM PG20095502 EXECUTIVE SUMMARY

It is a general phenomenon that buyers in same market seek products for broadly same function, but different buyers have different evaluation criteria about what constitute the right choice of performing the function. As a consequence different offering will attract different buyers. A market segment is explained is explained to mean homogeneous group consisting of buyers who seek the same offering. Brand is a, “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem. The objectives a good brand will achieve include: * Delivers the message clearly.

* Confirms your credibility.
* Connects your target prospects emotionally.
* Motivates the buyer
* Concretes user loyalty.
To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact. Your brand resides within the hearts and minds of customers, clients and prospects. It is sum total of their experiences and perceptions, some of which you can influence and some that you cannot. A strong brand is invaluable as the battle for customers intensifies day by day. It’s...
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