Vinod Project

BRAND IMAGE AND POSITIONING AT SRIKALAHASTI PIPES LIMITED
CHAPTER-I
INTRODUCTION
SHREE INSTITUTE OF TECHNICAL EDUCATION

R.VINOD(134A1E0060) Page 1
ABOUT THE BRAND IMAGE

The Brand is derived from the old norse word’ brandr’ which means to burn as branding was
a still used to mark the ownership of live stock today branding is used with a variety of
products,service ,people,place, ideas, concepts with the same purpose of mind’.
Brand is a collection of images and ideas representing an economic producer

,more specifically ,it refers to the such as name, sign, symbols, and combination of the
them which is intended to identify the goods and service .
Brand is a perceptual entity that lives in the consumers mind . The power of brand
to communicate message quickly and with emotional impact and the ability of brand to
attrach the media attention .
Branding is the basis of every great marketing campaign. Your branding

should stand out be recognizable and it should be standard across all forms of
advertising and communication.
MEANING OF BRAND
A Brand is the identity of a specific product service or business . A brand can take
many forms including a name , sign ,symbol ,colour combination or slogan .
DEFINATION OF BRAND
.A Brand is a term of having actually created a certain amount of awareness
By keller
BRAND= product +packaging + value
BRAND NAME
A legally protected Brand name is called trademark.The word of brand has
continued to evolve to encompass identity – it affects the personality of a product,
company or service.
The brand name is quite often used interchangeably with "brand",

although it is more correctly used to specifically denote written or spoken
linguistic elements of any product. In this context a "brand name" constitutes a
type of trade mark if the brand name exclusively identifies the brand owner
as the commercial source of products or services. A brand owner may seek to
protect proprietary rights in relation to a brand name through trademark
registration and such trademarks are called "Registered Trademarks". Advertising
spokespersons have also become part of some brand.
EXPANDING ROLE OF BRANDING
When the technique of branding first started, it was meant to make

identifying and differentiating a product easier. Over time, brands came to embrace a
performance or benefit promise for the product, certainly but eventually also for the
company behind the brand. Today brand plays a much bigger role
BRAND AWARENESS :
Brand awareness refers to customers' ability to recall and recognize the
brand under different conditions and link to the brand name, logo, and so on to
certain associations in memory.
Brand image is overall view of the product to the customers in the marketing.
And The perception of your product or your brand by the consumer
It is the essence of all the impressions or imprints about the brand that have got imposed on
the consumers mind. The impressions may be caused by the physical features performance
perceptions of the consumers who use it. The emotions and the associations aroused by the
brand and the imagery and the symbolic meanings it evokes in the mind of the consumers.
MANAGING THE BRAND IMAGE

Positioning and repositioning decisions are taken in managing the brand
image over time .That is ,brands are often repositioned to make them appealing in changing
market conditions . Image management necessitates coordination between sales indusing
activites and communication activities. The firm select the meaning of brand .It is derived
from basic consumer needs .
One way of looking in to consumer needs is to see them as
 Functional Needs
 Symbolic Needs
 Experiential Needs
Functional Needs
These concern the performance or functional aspects of living.
Symbolic Needs
The symbolic needs are Learned needs. These reflect desires for self – enhancement
,identification with a group or need for esteem.
Experiential Needs
These reveal the third aspect of human beings People seek pleasures thorough their senses.
some seek cognative stimulations or variety.

STAGES OF BRAND MANAGEMENT
Three stages of brand management
 Introduction stage
 Elaboration stage
 Fortification stage
The relationship between brand concept and brand image needs to be properly
managed over these stages of brand.
INTRODUCTION STAGE
At the time of brand’s entry , the key task is to establish the image or
position. Besides establishing the brand position or image at the introductory stage,brand
managers must utilize the marketing mix variables so that transaction barriers are reduced.
ELABORATION STAGE
After introduction , competition usually follows. from being a loner , the

brand now gets pitched against competitive brands. a brand can employ a number of
positioning strategies to enhance it s value at the elaboration stage .
FORTIFICATION STAGE
Over time the firm may branch out in to manufacturing products in other classes.
at the fortification stage, the elaborate brand image needs to be connected with the image of
their products.
BRAND IMAGE POSITIONING- DEFINATION AND CONCEPT
Brand positioning refers to “target consumer’s” reason to buy your brand in preference to
others. It is ensures that all brand activity has a common aim is guided, directed and delivered
by the brand’s benefits/reasons to buy and it focuses at all points of contact with the
consumer. In order to create a distinctive place in the market ,a niche market has to be
carefully chosen and a differential advantage must be created in their mind .Brand positioning
can be defined as an activity of creating a brand offer in such a manner that it occupies a
distinctive place and value in the target customers mind.
“ Designing the image of company’s offering in the mind set of prospect/customers ”
Brand positioning involves identifying and determining points of similarity

and difference to ascertain the right brand identity and to create a proper brand image .brand
positioning is the key of marketing strategy by explaining the brand details the uniqueness of
brand and it,s similarity with the competitive brands as well as the reasons for buying and
using that specific brand. Positioning is the base for developing and increasing the required
knowledge and perception of the customers it is the single feature that sets your service a part
form your competitors.

INDUSTRY PROFILE
Overview
1. Indian cement industry date back to 1914 first unit was set up at Predators with a capacity
of 1000 tones.
2. Currently India is ranked second in the world with an installed capacity of 114.2 million
tones.
3. Current per capita consumption – 85kgs. Against world standard of 256kgs.
4. Cement grade limestone in the country reported to be 86bt. A large proportion however
is unexplainable.
5. 55 – 60% of the cost of production is government controlled.
6. Cement sales primarily through a distribution channel. Bulk sales account for < 1% of the
total cement produced.
7. Ready mix concrete a relatively nascent market it India.
Cement Industry: Structure
Installed capacity 114.2mn tones per annum
Production around 87.8mn tones
Major Cement Plants Mini Cement Plants
Companies : 59 Nearly 300 plants
Plant : 116 Located in Gujarat, Rajasthan, MP ,AP
Typical installed capacity per plant Typical capacity < 200tpd installed
: Above 1.5 mnta capacity around gmm. Tones
Total installed capacity : 105 Production around : 6.2mn tones

mntpa
Production 98 – 99 : 81.6 mnta Excise : Rs250 / tone
Excise : Rs.408 tone Mini plans were meant to tap scattered

limestone reserves.

All India reach through multiple However most set up in A.P.

plants
Export to Bangladesh, Nepal, Sri Most use vertical Kiln technology

Lanka, UAE and Mauritius
Strong marketing network, tie – Production cost / tone – Rs.1,000 to 1,400

ups with customers, contractors
Cement, the wonder material for binding stones and bricks, together has contributed to the
development of modern civilization in a number of ways, due to which it known as the
building of modern of modern civilization. It is a grayish powdered lime stones as the basis
material, mixed with clay, calculated to clinker, gypsum added ground to a powder called
cement. It has become the basis of all modern construction.
In past history times, lime stone was roasted in hot fire to have crude from of lime
which when mixed with water formed mortal. The use of burnt system and also lime dates
back to the fix Egyptians. The Greek civilization used some form of mortar but Roman
developed it. The cement has thus form the very early era contributed to the advancement of
the civilization in general measure.
When one speaks of cement today it invariably refers of Portland cement only.
Portland cement has its origin in England but until 19th century mixture of limestone with
pass-along a type of volcanic earth was known as cement. It was known as cement.
It was JOSEPH ASPDIN who in 1924 took out the first sample of cement, being an
improvement in the modes of product. In artificial stone and it came to bear the “Portland
Cement”. The first cement factory was established around 1890 in both Canada and
Australia, while it was found in 1884 in New Zealand.
Cement Industry in India
Cement was produced for the first time at washermanpet in madras in 1904 by South
India Industries Limited. This unit which had an installed capacity of 30 tons per day. Since
the partial decontrol in 1989 the cement industry has witness’s specular progress mainly due
to the forces of economic liberalization and the jettisoning of price controls and capacity
restriction.

Over two lakh persons are employed in the industry. India is the 4th largest producer
in the world with 106 large lands belonging to 34 companies. The per capital consumption of
cement in India however is one of the lowest in the world ranking i.e., 32 kgs in capital in
India ( in year 1979) compared to 689 kgs in Japan, 528 kgs in west Germany, 500 kgs in
France and 483 kgs in U.S.S.R.
Present Scenario of Cement Industry in India
The well developed Indian cement industry built almost totally on domestic capital
formations modern, efficient and reasonably new and today accounts for a total production of
around one hundred million tons. The industry is fully capable of meeting the needs of the
country.
In 1999-2000 the production of large plants was the order of 94.01 million tones as
against 81.66 million tons in the previous year. The capacity utilization of cement plants also
increased to 85% as 1999-2000 as against 78% in the previous years.
The cement industry witnessed a phenomenal demand growth of 15% in the fiscal
years 1999-2000. However the large scale capacity auditioned and upgraded to the tune of
around and up gradation to the tune of around 10.25 million tons in the last 2 years (4.4.
million tons in the south alone) led to capacity demand mismatch. The coupled with intense
competitive pressures.
The year under review also saw in an increased momentum in market consolidation
with major cement companies expanding their market share through the acquisition route. In
the current fiscal growth has been lower with production in April – August 2000, being of the
order of 40.90 million tons arise of only 3.62 as against 38.69 million tons in April – August
1999. A similar trend is noticeable in respect of cement dispatches grew by the 3.66% to
39.90 million tons as against 38.49 tons in the current fiscal.

COMPANY PROFILE
The name Srikalahasti pipes limited has been derived from the promoter of the
Group Shri. Lagadapati Amarappa Naidu. The Srikalahasti pipes limited group is a
diversified multi faced conglomerate with the business interests in Pig Iron, Cement, Power,
Graded Castings, Spun Pipes, Information Technology and Infrastructure Development.
Young technocrats with exceptional entrepreneur skills promote the Srikalahasti pipes
limited Group with a mission and a great vision and the top agenda to put the group on the
global corporate may be during the next 10 years.
"Economy builds the nation and industry builds the economy"
SRIKALAHASTI PIPES LIMITED are one of the best mini-blast furnace pig iron
manufacturing units in our country and it was 5th plant under TATA - KORE technology.
The company was incorporated on 1st November 1991 under company's act-1956, in the
name of SRIKALAHASTI PIPES FERRO LTD.,
THE COMPANY started construction work in august 1993. The entire construction
work was completed in a record time of 12 months. This was achieved by teamwork of
SRIKALAHASTI PIPES LIMITED collective and the best efforts of the contractors. With
this achievement the company started commercial productions in September 1994.
SRIKALAHASTI PIPES LIMITED is located in between Tirupathi and Srikalahasti with
an access of about 30kms from Tirupati and about Rachagunneri village, Srikalahasti
Mandal of Chittoor district Andhra Pradesh is as follows:
 Cheap availability of required land.
 There is more water resource.
 The distance between the harbor and present work spot is less.
 Proximity to raw materials.
 Proximity to marketing.
 To have financial subsidy.
 Nearer to the railway sidings.
 Well connected to the road, rail and port.
 Availability of labour.

SRIKALAHASTI PIPES LIMITED industries are importing coke from china, Japan
and Australia because; there is scarcity of prime cooking coal, which is the raw material for
producing coke. The coke, which is imported, comes to Chennai port.
Which is approximately 100km away from the site? And from there is brought to
site, and also fluxes. Which are required to produce pig iron like Limestone, Dolomite,
Quartzite and Manganese, are available in near by districts.
.
Plants under the group
The pig iron plant and SRIKALAHASTI PIPES LIMITED cement plant are two plants,
which are presently under of m/s. SRIKALAHASTI PIPES LIMITED and (Srikalahasti
pipes Construction limited) is the sister of concern of it.
Administration
The general administration of the company is carried out by managing director, and
general managers of finance. Commercial, operations, materials, purchase, human resource
and administration.
The chairman and managing director are holding Overall control on

administration in all aspects, with the help of Vice-President and-other General Managers.
The board consists of five member's directors, Vice-Chairman, a Managing Director and a
Company Secretary.
SRIKALAHASTI PIPES LIMITED
Established in the year of 1993. An ISO 9002 Company, it had setup a state of the
art integrated manufacturing facility for Pig Iron through mini-blast furnace route
conforming to the latest international technology with initial capacity of 1,00,000 TPA.
Its quality products of S G-Grade pig iron are being supplied to foundries in the south. As a
forward integration, it has utilized the slag produced in the Pig Iron are being supplied to
foundries in the south.
As a forward integration, it has utilized the slag produced in the Pig Iron manufacturing
process to install the cement plant is being met through a 2.5 mw co-generation power plant.
Due to severe completion and survival, company has increased the production capacity from
90,000 TPA to 1, 50,000 TPA from 2003.
Location

A Srikalahasti pipes limited is a rural based factory sprawling over many areas of land with
deep resources and congenial soil. It is located in Rachagunneri village near Tirupati. Nearly
50% of the consumption of electrical power is supplied by APSES, Government of Andhra
Pradesh and other 50% of power is maintained by the company owned Dg sets and power
plants.
Since it is a rural area labour potential is available and also company is enjoying the
subsides from state government.The Srikalahasti pipes limited group is a diversified
multifaceted onglo merale, with business interests in Pig Iron, Cement, Power Graded
Castings, Spun Pipes, Real Estate Development, Information Technology a past from
infrastructure use development promoted by entrepreneurial skills and the agenda to put the
group on the global corporate map during the next 10 years.
Kalahasti Castings Limited
Merged with SRIKALAHASTI PIPES LIMITED
Established in 1997 and strategically located in close proximity to the mini-blast furnace of
the Pig Iron Plant, it has a clear economic mileage over other casting sites.
The molten metal from the blast furnace is directly used as a basic raw material to
produce graded castings, cast iron pipes and Ductile iron spun pipes with a capacity of
60,000 TPA, which will be gradually expanded for the to meet the surging demand of the
products.
The ups to the pipe plant will be met through 10 MW captive power plants. To emerge to
enhance the necessities and the self-sufficiency, it was decided to enhance the production
capacity from 60,000 TPA to 90,000 TPA from 2003.
Brief History Of SRIKALAHASTI PIPES LIMITED Since Incorporation Till Date
Srikalahasti pipes limited was incorporated on 1st November 1991 by srikalahasti
pipes limited Group of Companies to manufacture Pig Iron using Korf (German) technology
and Cement. The unit is located at Rachagunneri Village on Tirupati Srikalahasti road,
which is about 30 Kms from Tirupati and 10 Kms from Srikalahasti. The installed capacity
of Pig Iron was 90,000 TPA and with similar capacity 90,000 TPA for cement.
Due to the poor demand and other reasons, the operations of the cement unit of the
Company were suspended and the unit was reengineered for producing a different product
mix having potential in South India.
As a measure of forward integration project for adding value to the Pig Iron manufactured
by the Company, SPL floated an another company named Kalahasti Castings Limited

(KCL) on 4th March 1997 to manufacture iron castings and spun pipes in the same campus
of the Company with an annual capacity of 40,000 TPA and 35,700 TPA respectively.
However, due to falling Pig Iron prices, increase additional capacity in the industry,
competition and the technical and financial assistance, the operations of both SPL and KCL
were affected and the Company was exploring financial and technical strategic alliance with
Indian 1st Foreign Partner.
During the same time Mrs. Electrosteel Castings Limited, was also looking for additional
capacities for producing spun pipes. Considering the synergies involved, srikalahasti
Limited entered into a strategic alliance partnership during December 2002, with MIs.
Electrosteel Castings Limited (ECL), Kolkatta a. leading manufacturer of CI, Pipes and DI
pipes. This was win-win situation for both L1L and ECL. After takeover, a financial re-
engineering and re-structuring of SPL was undertaken by ECL by implementing the
following:
 Immediately after take over an amount of RS.2200 lakhs was infused as share capital of
the Company by Mis ECL to strengthen the equity base of the company.
 During 2002, the capacity of Pig Iron was increased from 90,000 TPA to 150,000 TPA.
 With effect from 1st April, 2002 LKCL was merged with the company to take advantage
of the close synergy in the business of the two companies, since a large part of Molten
Iron/Pig Iron is consumed by LKCL for manufacture of 01 Pipes.
 After the merger, the share capital of LIL, the paid up share value of RS.101- was
reduced to RS.2.50 per share and accordingly one share of RS.101- each fully paid up in
LIL was issued to all the existing shareholders for every 4 shares held by them.
 During 2003, the capacity of the 01 pipe was increased to 90,000 TPA.
 During 2004, the company took the step of backward integration by setting up 150,000
TPA coke oven plant in the same complex, which was commissioned in June 2005.
 During 2005, the company started setting up of a Captive Power Plant of 12 MW by

using the waste heat recovered from the coke oven plant which is expected to be
commissioned by March 2006.
 An additional amount of RS.25 crores is being spent on other capital works like
revamping of bitumen coatings machine, balancing equipment and facilities for

production of higher diameter DI pipes etc. to increase the capacity of 01 pipes.
The above has resulted in the company witnessing a profitable years after a gap of 8 years
during the years ended 31st March, 2003, 2004 and 2005 and a dividend of 10% was declared
for the years ended 31 st March 2004 and 2005 to the shareholders.
COMPETITORS OF SRIKALAHASTI PIPES LIMITED
In the cement industry the Srikalahasti pipes limited are facing the competition from
the following cement industries:
 Sagar cements limited,
 Ambuja cements limited,
 Bheema cements limited,
 Sri Chakra cements limited,
 Priya cements limited,
 K C P cements limited,
 Ultratek cements limited,
 Maha cements limited,
 Raasi cements limited,
 Vishnu cements limited,
 Nagarjuna cements limited
Important Customers
 AP State Housing Corporation
 AP Transco
 Telugu Ganga Project
 AP Genco
 TTD Tirupati
 Gannon Dunkerly & Co Ltd
 Indian Railway Construction Co Ltd
 Indian Home Pipes Ltd
 APCO Concrete Blocks
 C.P.W.D.

VISION&MISSION
COMPANY VISION
We aim to be World-class,committed to customer satisfaction and to encourage the

spirit of leadership amongst our dedicated team by creating a Healthy environment for
continuous growth,profit and prosperity.
COMPANYMISSION
Our principles ,that help us to grow,thrive ,prosper and realize our vision.
Integrity. We strongly abide by integrity in our work. We demand the highest ethical
standards of our employees.We always strive to improve the quality our products.
Transparency and share holders value

The company recognizes it s primary obligation to generate a superior return
for its share owners through a prudent strategy reasonable pay outs of divided and a fair
degree of corporate transparency that does not threaten its competitive position in the
market place.
Community development
We do not live for bread alone.The company is committed to contributing meaning

fully to the community and society in which It lives.
Respect for people
People represent our intellectual capital.We provide an excting working

environment .We recognizes that learning is an important part of the growing process.
Leadership
Electrosteel’s focus is to great company-with leaders not only at the top ,but every level.
Environment
Electrosteel’s world does not end with the permeter of its office and factory. It extends
beyond:to conducting its various manufacturing processes with adequate respet for a safe
and pollution –free environment.

Performance
The company,s performance speaks.With in seven years, from scratch ,grew the DI pipe
market in India to over one lac tones per annum.
Team work: The company,s ductile pipe was the first of its kind in India.The commissiong
and success continues to be the result not of individual brilliance but of a collective
intiative.

CHAPTER-II
REVIEW OF
LITERATURE

REVIEW OF LITERATURE
Bhimrao M. Ghodeswar (November 1, 2008)
The purpose of this conceptual paper is to identify important elements of brand building
based on a literature review and case studies of successful brands in India. This paper is
based on a review of the literature and takes a case study approach. The paper suggests the
framework for building brand identity in sequential order, namely, positioning the brand,
communicating the brand message, delivering the brand performance, and leveraging the
brand equity.
Madalena Abreu (2006)
Brand Positioning and image development are important topics for wishing to provide an
effective service to the public.The brand position statement are essential aspects of a fully
responsive. To investigate these issues, the author presents the findings of the study that
compared the brand position of a Catholic shrine in Portugal, i.e., the sanctuary of Fatima,
with the image perceived by the pilgrims. The paper also attempts to an offer a definition of
brand marketing and brand positioning with the particular field
Whan park (1986)
Conveying a brand image to a target is a fundamental market activity. The author presents a
normative framework, termed brand concept management for selecting, implementing and
controlling a brand image over time. The framework consists of a sequential process of
selecting, introducing and elaborating a brand concept. The concept guides positioning
strategies, and hence the brand image, at each stages. The method for maintaining this
concept image linkage depends on whether the brand concept is functional, symbolic, or
experimental. Maintaining this linkage should significantly enhance the brands market
performance.
Parikshat S. Manhas (2010)
A Brand requires making choices; whereas having a position means people will prefer a
brand over another. A brand can be positioned in several ways: offering a specific benefit,
targeting a specific segment, price or distribution. This article analyzes the market position
held by a competitive set of brands in the hair oil marketing management, In turn, conation
will be stated intent of the consumers to purchase the hair oil brands under study.
Dr Steven Pike(2004)
Brand positioning slogans, which represent the interface between brand identity and brand
image. Brand positioning is an inherently complex process brand miage is a strongest when it
is highly relevant to you customore what custmore want as they choose their relator strong
brands are also brands that have a very clear image the high equity brand is very clear and

easily to understand we should think of brand equity as an asset that we will receive today
tomorrow and the days to come as with an asset you have to decide how how best to invest it.
William E. Davis(2011)
. The current study aims to develop and test a theoretical model of destination branding,
which integrates the concepts of the branding and destination image. The study suggests
unique image as a new component of destination brand associations. It is proposed that the
overall image of the destination (i.e., brand image) is a mediator between its brand
associations (i.e.,cognitive, affective, and unique image components) The results confirmed
that overall image is influenced by brand associations.
John Quelch and Katherin Jocz 2004
Having a clear, differentiated positioning gives a country an advantage in attracting

INVESTMENT, business and tourism, and in building markets for its exports. Countries like
Greece, Spain and Chile are successfully repositioning themselves using coordinated
marketing and highly visible events like the Olympics. Positioning and national image also
matter greatly in public diplomacy and cannot be taken for granted. Recommendations are
given for positioning a nation-state based on a frank appraisal of perceptions and realities.
Chieng Fayrene Y.L in the year 1983
Brand equity is a concept born in 1980s. A brand equity is closely related with brand loyalty
and brand extensions. Besides, successful brands provide competitive advantages that are
critical to the success of companies. Brand equity has been examined from customer-based
perspectives. This paper will only study the customer-based brand equity which refers to the
consumer response to a brand name. The aims of the study are to review the dimensions of
customer-based brand equity. A conceptual framework for measuring customer based brand
equity is developed to provide a more integrative conceptualization of brand. .

CHAPTER-III
RESEARCH
METHODOLOGY

NEED OF THE STUDY
 Brand image is the most important of the any type of product.

 Any product purchase the customer first time they can identity the company brand
name in the market.
 Customer buy the any product first choose the company brand name.
 To find out the consumer brand preferences.
 To find out the consumer awareness impact of advertisement and consumer
satisfaction level with respective of srikalahasti cement.
 To analyze pricing of Srikalahasti cement.
 The above stated reason has lead to conduct the survey

OBJECTIVES OF THE STUDY
 To study the Brand image and positioning of Srikalahasti cement

 To study about the Brand attributes of Srikalahasti cement.
 To find the consumers awareness and preference relating to Srikalahasti cement.
 To know the customer pereception level on quality, price of Srikalahasti cement.

SCOPE OF THE STUDY
 This study gives the information about consumer preferences on different brands of
Srikalahasti industries.
 This study gives information about consumer awareness on Srikalahasti cement.
 This study gives information about to determine the brand Images and brand
positioning of the Srikalahasti cement.
 The study is useful to know the consumer preference and their reasons to prefer and
not to prefer Srikalahasti cement.
 This study is useful to analize the price position of their cement.
 This study is useful to know the impact of brand image on consumers.
 This study is useful to know the level of different attributes of Srikalahasti
cement.
 This study to calculate the brand name of the product and image of the company.

LIMITATION OF THE STUDY
 The first and foremost limitations was time constraint which was only one months, but
still efforts have been made to put the picture as clear and as possible.
 Samples were randomly selected as per convenience so error is bound to creep in the
observation.
 The conservative attitude of the respondents was a limiting factor in gaining
information.
 Time with in which the study is been conducted is to short to carry out a detailed
analysis.
 The research was contained in the chittoor district only. Hence the resulting data may
not be appropriate to total population.
 Most of the data for collected from primary source. Because it is very difficult to take
appointments with departmental head due to their busy schedule

RESEARCH METHODOLOGY
Research as careful investigation or inquiry, especially though search for new facts in
any brand of knowledge. Research methodology is a way to systematically solve the research
problem. It may be understood as a science of study how research is done scientifically. In it
we study the various steps that are generally adopted by a research in studying his research
problem along with. It is necessary for the researcher to know not only the research method
techniques but also methodology
. RESEARCH TYPE
This study is of descriptive type. Descriptive research is marked by the prior formulations of
specific research questions. The investigator already knows a substantial amount about the
research problem before the project. For this study, descriptive research has been used, it
involves surveys and fact-finding.The main objective of study is to acquire knowledge.
SOURCES OF DATA:
PRIMARY DATA
Primary data is known as the data collected for the first time through field
survey and thus happens to be original in character. Such data are collected with
specified set of objectives to assess the current status of any variable studied. The
primary data used for this project was collected using questionnaires. The information
was collected form the customers.
SECONDARY DATA
Secondary data refers to the information or facts already collected and
available for reference from sources such as library, websites etc., secondary data about
the company profile and other details were collected from the company website and
through personal discussion with the company manager.
SAMPLING PROCEDURE
Convenience sampling is the sampling procedure used in the survey.
Convenience sampling of homogeneous sample for the study. It refers to selecting a
sample of study objects on convenience. The researcher may make use of any convenient
base to select the required number of samples. The procedure is known as non-
probability sampling technique.during the period of study the sample size will be taken
150

CHAPTER-IV
DATA ANALYSIS &

INTERPRETATION

DATA ANALYSIS AND INTERPRETATION
TABLE 4.1
Brand preference by the respondent
Brands No .of Respondents Percentage

Zuari 50 33.3
Coromondal 25 16.6
Srikalahasti cement 60 40
Ultratech 15 10
150 100
TOTAL
No .of Respondents
160 150
140
120
100
80 60
60 50
40 25
15
20 No .of Respondents’
0
INTERPRETATION:
The above graph shows 33.3% of the respondents are zuari and while 40% of the
respondents are srikalahasti cement ,and 16.6% are coromomdal ,and while 10% are
ultratech.
Inference
Majority 40% of customores prefer the most srikalahasti cement

TABLE 4.2
Options in case of unavailability of the brand
Brand No.of Respondents Percentage
Shift to other band 50 33.3

Wait for the same brand 60 40
Any other specify 40 26.6
TOTAL 150 100
Unavailability of Brand
150
160
140
120
100
80 60
50
60 40 No.of Respondents
40
20
0
Shift to Wait for Any other TOTAL
other the same specify
band brand
INTERPRETATION:
The above graph shows 33.3% of the buliders respond to the shift to other brand and
40% responds to the wait for the same brand, and 26.6% are not aware of the lanco.
Inference
Majority 40% of respondents wait for the same brand

TABLE 4.3
Influence of brand image on the product
Brand image No.of respondents Percentage
Highly influential 50 33.3
Influential 45 30
Nuetral 30 20
Highly not influential 25 16.6
TOTAL 150 100
Influence of Brand image

150
150
100
50 45
30 25
50
0 No.of respondents
INTERPRETATION:
The above graph shows 33.3% respondness to the highly influential and 30% are respond
to the influential and 20% customers are respond to the neutral,and 6.6% customers are
respond to the highly influential .
INFERENCE
Majority 33.3% of customers highly influential by Srikalahasti cement.

TABLE 4.4
Rating of srikalahasti cement on its attributes
Factors No.of respondness Percentage
Quality 45 30
Price 40 26.6
Packaging 35 23.3
Avaibility 30 20
TOTAL 150 100
Rating of srikalahasti cement

50 45
45 40
40 35
35 30
30
25
No.of respondness
20
15
10
5
0
Quality Price Packaging Avaibility
INTERPRETATION:
The above graph shows 30% respondness to the quality and,while.26.6% are respond
to the price and 23.3% are respond to the packaging ,and 20% are respond to the availability .
Inference:
Majority 30% of customores more respondents for the quality of srikalahasti cement.

TABLE 4.5:
promotional activities that are followed mostly by srikalahasti cement
Promotional activities No.persons respondents Percentage
Advertisement 35 23.3
Wall painting 30 20
News paper 20 13.3
Sales promotion 65 43.3
Total 150 100
Promotional activities
150
160
140
120
100
80 65
60 35 30
40 20 No.persons respondents
20
0
INTERPRETATION:
The above graph shows 23.3% respondent to the advertisement and,while.20% are
to the wallpainting and13.3% are respond to the News paper and 43.3% o are respond to the
sales promotion.
Inference:
Majority 43.3% of the respondents followes the sales promotion.

TABLE 4.6:
How many years do you been using the srikalahasti cement for the Construction
Competitors brand No.of respondents Percentage
0-5 25 16.6
6-10 33 22
11-15 63 42
15 above 29 19.3
TOTAL 150 100
Usage of Srikalahasti cement

150
160
140
120
100
80 63
No.of respondents
60
33 29
40 25
20
0
0-5 6--10 11--15 15 TOTAL
above
INTERPRETATION:
The above graph shows 16.6% respondent to the 0-5years andwhile.22% of buliders
are respond to the 6-10 years ,and 42% are respond to the 11-14years and 19.3% of persons
respond to the 15 years above.
Inference:
Majority of respondent using the srikalahasti cement is 11-15 years.

TABLE 4.7
Usage of srikalahasti cement for the construction
Brand No.of Respondness Percentage

Maha cement 18 12
Jaypee cement 15 10
Indian cement 14 9.3
Bharathi cement 11 7.3
Anjani cement 22 14.6
Ramco cement 19 12.6
srikalahasti cement 31 20.6
Coromondal cement 20 13.3
TOTAL 150 100
Name of the cement

150
160
140
120
100
80
60 31
40 18 15 14 22 19 20
11
20 No.of Respondness
0
INTERPRETATION :
The above graph shows 12% respond to the maha cement , andwhile.10% of buliders are
respond to the jaypee cement, and 9.3% are respond to the Indian cement and 7.3% are
bharathi cement and anjani cement are14.6% and 12.6 are respond to the ramco cement and
20.6 % are respond to the srikalahasti cement and 13.3 %are respond to the coromondal
cement.
Inference:
Majority 20.6% of consumers using the srikalahasti cement at present

TABLE 4.8
What is the position of srikalahasti cement in your mind
Position No.of respondents Percentage

Good 46 30.6
Very Good 34 22.6
Average 40 26.6
Poor 30 20
TOTAL 150 100
Position of srikalahasti cement

50
45
40
35
30
25
46 No.of respondness
20 40
34
15 30
10
5
0
Good Very Good Average Poor
INTERPRETATION:
The above graph shows 30.6% respondness to the Good, and,while.22.6% of customers are
respond to very good , and 26.6% are respond to average and 20% are poor.
Inference:
majority 30.6% of consumers having the good position about the srikalahasti cement.

TABLE 4. 9
package preference
Packages No.of Customers Percentage

respondness
Gunny bags 20 13.3
Plastic bags 30 20
Guessted bags 35 23.3
Wove bags 15 10
Valve bags 34 22.6
Multi colour bags 16 10.6
TOTAL 150 100
package preferences
160 150
140
120
100
80
60 35 34
40 30
20 15 16 No.of Customers
20
respondness
0
INTERPRETATION:
The above graph shows 13.3% respondents to the Gunny bags of cement
andwhile.20% of customers are respond to the plastic bags and 23.3% are respondents to
the Guessted bags and 10% of customers respond to the wove bags and 22.6% are
respondent to valve bags and 10.6 are respond to the multi colour bag
Inference:
Majority 22.6% of consumers respondents the valve bags

TABLE 4.10
Credit facilities
Credit facilities No.of customer respondents Percentage
Credit 35 23.3
Discount 45 30
Transporation 55 36.6
Others 15 10
TOTAL 150 100
Credit Facilities
150
160
140
120
100
80 55
60 45
35 No.of customer
40 15 respondents
20
0
INTERPRETATION:
The above graph shows 23.3% customers respondness to the credit and,while.30% of
customers are respond to the discount and 36.6% are respond to the transporation and others
respond to the 10%.
Inference:
Majority 36.6% of consumers need the credit transporation from the company.

TABLE 4.11
Opinions on the negative of srikalahasti cement
Negative points No.of customers Respondents Percentage
Advertisement 70 46.6
Colour less 55 36.6
Packaging 25 16.6
TOTAL 150 100
Negative points of the Srikalahasti

cement
150
160
140
120
100 70
80 55
60 25
40 N.of customers
20 Respondents
0
INTERPRETATION:
The above chart shows 46.6% customers respondent to the Advt , and,while.36.6% of
customers are respond To the colour less , and 16.6% customer respond to the packaging.
Inference:
Majority 46.6% of consumers respondents to the advt is the negative point.

TABLE 12:
Opinion on srikalahasti cement publicity
Publicity No.of Percentage

Customers respondents
Strongly agree 54 36
Agree 26 17.3
Neutral 30 20
Strongly disagree 40 26.6
TOTAL 150 100
No.of Customers respondents

160 150
140
120
100
80 No.of Customers
60 54 respondents
40
40 26 30
20
0
Strongly Agree Neutral Strongly TOTAL
agree disagree
INTERPRETATION:
The above Graph shows 36% customers strongly agree and,while.17.3% of customers
are Agreed and 20% of customers are .neutral and 26.6% are strongly disagreed
Inference:
Majority 36% of consumers are strongly agreed by the srikalahasti cement have good
publicity33

TABLE 4.13
Suggestion on Brand
Suggestion N.of customers Percentage

Respondents
Professional 65 43.3
Buliders 55 36.6
Others 30 20
TOTAL 150 100
Suggestion On Brand
150
160
140
120
100
80 65
55
60 No.of
30 customersRespondents
40
20
0
INTERPRETATION:
The above Graph shows 43.3% of customers respondness to the professional,

and,while.36.6% of customers are respond To the buliders, and 20% of customers respond
to the others
Inference:
Majority 43.3% of consumers respond professionals are suggested to buy the srikalahasti
cement .

TABLE 4.14
Recommendation of brand to the consumers
Brand recommended No.of respondness Perecentage
Maha 10 6.6
Sagar 40 26.6
Srikalahasti cement 65 43.3
Others 35 23.3
TOTAL 150 150
Recommendation of Brand
150
160
140
120
100 65
80
60 40 35
40 10
20 No.of respondness
0
INTERPRETATION:
The above Graph shows.6.6% customers respondent to the maha cement and,while.26.6%
of customers are respond to the sagar cement brand, and 43.3% of customers respond to
the srikalahasti cement brand, ,and while 23.3% of customers respond to the others
Inference:
Majority 43.3% consumers recommended to the srikalahasti cement

TABLE 4.15
Awareness creating by srikalahasti cement
Create Awarness No.of customers respondents Percentage
Compaign 20 13.3
Advt 50 33.3
Sales promotion 20 13.3
Competative price 60 40
TOTAL 150 100
Awareness creating by Srikalahasti

cement
150
160
140
120
100 60
80 50
60 20 20
40 No.of customers
20
0 respondents
INTERPRETATION:
The above Graph shows.13.3% of customers are respondents to the compaign of

brand and,while.33.3% of customers are respond To the advertisement, and 13.3% of
customers respond to the sales promotion, and while 40% of customers are respond to the
competitive price.
Inference:
Majority 40% of consumers respondents competitive price create awareness for the
product.
TABLE 4.16
Opinion on the improvement of Advertisement
Advertisement need No .of customers Percentage

respondents
Strongly agree 55 36.6
Agree 40 26.6
Strongly disagree 25 16.6
Neutral 30 20
TOTAL 150 100
Improvement of advertisement
60 55
50
40
40
30
30 25 No .of customers
respondents
20
10
0
Strongly Agree Strongly Neutral
agree disagree
INTERPRETATION:
The above Graph shows the advertisement is strongly agreed by 36.6% of customers and
26.6% agreed and 16.6% strongly disagree and 20% is neutral
Inference:
Majority 36.6% of consumers strongly agree advertisement is need to improve the brand
image of srikalahasti cement.

CHAPTER-V
FINDINGS
SUGGESTIONS
CONCLUSION

FINDINGS
 Majority 40% of customores prefer the most srikalahasti cement. and 33.3% of the
custmores likes the zuari cement and ,while 16.6% are prefer the coromomdal ,and
only 10% of custmores prefer the ultratech.
 Majority 40% of respondents wait for the same brand because the srikalahasti cement
gives the good benefits for the construction and 33.3% of the buliders respond to the
shift to the other brand and, remaining 26.6% are respond not aware of the cement
.
 Majority 33.3% of customores highly influential by srikalahasti cement 30%
are respond to the influential and 20% customers are respond to the neutral ,and
6.6% customers are respond to the highly influential
.
 Majority 30% of customores more respondents for the quality of srikalahasti cement
the and,while.26.6% are respond to the price of cement is reasonable and 23.3% are
respond to the packaging is good and 20% are respond srikalahasti cement is available
for all the areas
 Majority 43.3% of the respondents followes the sales promotion and 23.3%
respondent to the electric advertisement is good and,while.20% are to the
wallpainting and13.3% are respond to the News paper.
 Majority of respondents using the srikalahasti cement is 11-15 years because it gives
very strongnes for all construction16.6% respondent to the 0-5years andwhile.22% of
buliders are respond to the 6-10 years , and 19.3% of persons respond to the 15 years
above.
 Majority 20.6% of consumers using the srikalahasti cement at present and 12%
respond to the maha cement , andwhile.10% of buliders are respond to the jaypee
cement, and 9.3% are respond to the Indian cement and 7.3% are bharathi cement
and anjani cement are14.6% and 12.6 are respond to the ramco cement.
 majority 30.6% of consumers having the good position about the srikalahasti cement
and,while.22.6% of customers are respond to the very good , and 26.6% are respond
to the average and remaining 20% are respondents to the poor.
 Majority 22.6% of consumers respondents the valve bags. 13.3% respondents to the
Gunny bags of cement and while.20% of customers are respond to the plastic bags
and 23.3% are respondents to the Guessted bags and 10% of customers respond to
the valve bags and 10.6 are respond to the multi colour bags.
 Majority 36.6% of consumers need the credit transporation from the company 23.3%
customers respondents to the credit and,while.30% of customers are respond to the
discount need.

 46.6% of customers respondent to the Advt and while.36.6% of customers are

respond to the colour less is the major negative points of srikalahasti cement and
16.6% customer respond to the packaging.
 Majority 36% of consumers are strongly agreed by the cement have good publicity
and,while.17.3% of customers are Agreed and 20% of customers are respond the
neutral and 26.6% are strongly disagreed about the publicity.
 Majority 43.3% of consumers respond professionals are suggested to buy the
srikalahasti cement and while, and,while.36.6% of customers are respond to the
buliders, are suggested to buy the srikalahasti cement and 20% of customers
respond to the others..
 Majority 43.3% of consumers recommended to the srikalahasti cement 6.6%
customers respondent to the maha cement and,while.26.6% of customers are respond
to the sagar cement brand, and 43.3% of customers respond to the ultra cement
brand, ,and while 23.3% of customers respond to the others
 Majority 40% of consumers respondents competitive price create awareness for the
product13.3% of customers are respondents to the compaign and,while.33.3% of
customers are respond advertisement create awarness and 13.3% of customers
respond to the sales promotion.
 Majority 36.6% of consumers strongly agree advertisement is need to improve the
brand image of lanco cement. and 26.6% of customers agreed and 16.6% strongly
disagree and remaining 20% customers is neutral.

SUGGESTIONS
• The company has to make more brand awareness among consumers.
• In coming days the product should improve the attributes of quality, and quantity
• Product should be available in each and every small town in chittoor.
• Srikalahasti pipes Ltd should emphasis the dealer to replace defective packs more
effectively
• First of all, the price can be maintained reasonably that is according to Consumers
after getting boom in market, it should be company’s choices Whether increasing or
decreasing.
• For any company’s success, ‘distribution’ plays one vital roles. So the company
Should concentrates on intensive distribution plays one of the vital roles. So the company
concentrated on intensive distribution policy.
• Retailers must be maintain the good relationship to the consumers..
• Packages needs to be attractive for any products.
• The company to awareness to the Consumer’s best usage of srikalahasti cement.
• Advertisements may be given in print media to increase the sales and provision of some
free samples for the dealers who orders for huge quality
• According to My survey the SRIKALAHASTI PIPES LTD has good future and Growth
In market in coming days.

CONCLUSION.
It is seen that the consumers Opinion srikalahasti cement is the Good brand image in
the market. Each 150 numbers of customer 40 numbers agree the srikalahasti cement is a
Good brand image.And also company is maintaining good quality compare to another cement
brands. The majority of respondent wait for the same brand because the srikalahasti cement
gives the good benefits for the costructions .and also the srikalahasti cement is available in
each and every small town in all over areas. Advertisements may be given in print media to
increase the sales and provision of some free samples for the dealers who orders for huge
quality.The main thing is, the price can be maintained reasonably that is according to
Consumers and the company Should concentrates on intensive distribution plays one of the
vital roles.

QUESTIONNAIRE

QUESTIONNAIRE
Name :
Age :
Gender :
Address :
occupation :
Email id :
1.Which brand do you prefer the most?

(A) Zuari
(B) Coromondal
(C) srikalahasti
(D) Ultratech
2.If your brand is not available in the market?

(A) Shift to other brand
(B) Wait for the same brand
(C) Any other specify
3.Do you agree the quality of srikalahasti cement is influential in creating a brand image for
the product?
(A) Highly influential (B) Influential
(C) Nuetral (D) Highly not influential
4.How do you rate srikalahasti cement based on the following attributes?
FACTORS EXECELLENT V GOOD GOOD POOR
Quality
Price
Packaging
Availability

5.What are the promotional activities tha are followed mostly by srikalahasti cement?
(A) Advertisement
(B) Wall painting
(C) News papers
(D) Sales promotion
6.How many years do you been using the srikalahasti cement for the construction?
(A) 0-5
(B) 6-10
(C) 11-15
(D) 15 Above
7.Can you tell me which branded cement are using at present?

(A) Maha cement
(B) Jaypee cement
(C) Century cement
(D) Indian cement
(E) Bharathi cement
(F) Anjani cement
(G) Ramco cement
(H) srikalahasti cement
(I) Coromondal cement
8.What is the position of srikalahasti cement in your mind?

(A) Good
(B) Very good
(C) Average
(D) Poor

9.what type of packages you prefer to handle?

(A)Gunny bags
(B) Plastic bags
(C) Guessted bags
(D) Wove bags
(E) Valve bags
(F) Multi colour bags
10.What type of credit facilities you need from the company?

(A) Credit
(B) Discount
(C)Transporation
(D)Others
11.In your view what are negative points of srikalahasti cement?

(A) Advertisement
(B) Colour less
(C) Packaging
12.Do you agree srikalahasti cement have good publicity?

(A) Strongly Agree
(B) Agree
(C) Neutral
(D)Strongly disagree
13.Who gives suggestion to buy the srikalahasti cement?

(A) Professional
(B) Buliders
(C) Others

14.which company brand do you recommended to the consumers?

(A) Maha
(B) Sagar
(C) srikalahasti
(D) others
15.How should lanco cement create awareness for their product?

(A) Compaign
(B) Advt
(C) Sales promotion
(D) competitive price
16.Do you agree that advertisement need to be improved to create brand image for
srikalahasti cement?
(A) Strongly agree
(B) Agree
(C)Strongly disagree
(D)Neutral
17.Give your suggestion to improve the Brand image srikalahasti cement?

…………………………………………………………………………………………………
………………………………………………………………
…………………………………………………………………………………………………
…………………

BIBLIOGRAPHY
1. Marketing management Philip kotler
- Millennium edition
2. Marketing research C.R.Kothari
- Second edition
3. Marketing research Boyd Westfall&Stasch
- Sixth edition
4. Brand Management Harsh V Verma and YLR moorthy

- Second edition
WEBSITES:
www.srikalahastipipesltd.com
www.scribd.com


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BRAND IMAGE AND POSITIONING AT SRIKALAHASTI PIPES LIMITED

SHREE INSTITUTE OF TECHNICAL EDUCATION

ABOUT THE BRAND IMAGE

Brand is a collection of images and ideas representing an economic producer

Branding is the basis of every great marketing campaign. Your branding

BRAND= product +packaging + value

The brand name is quite often used interchangeably with "brand",

EXPANDING ROLE OF BRANDING

When the technique of branding first started, it was meant to make

MANAGING THE BRAND IMAGE

One way of looking in to consumer needs is to see them as

These concern the performance or functional aspects of living.

SHREE INSTITUTE OF TECHNICAL EDUCATION

After introduction , competition usually follows. from being a loner , the

BRAND IMAGE POSITIONING- DEFINATION AND CONCEPT

“ Designing the image of company’s offering in the mind set of prospect/customers ”

Brand positioning involves identifying and determining points of similarity

SHREE INSTITUTE OF TECHNICAL EDUCATION

Cement Industry: Structure

Installed capacity 114.2mn tones per annum

Production around 87.8mn tones

Major Cement Plants Mini Cement Plants

Companies : 59 Nearly 300 plants

Plant : 116 Located in Gujarat, Rajasthan, MP ,AP

Total installed capacity : 105 Production around : 6.2mn tones

Production 98 – 99 : 81.6 mnta Excise : Rs250 / tone

Excise : Rs.408 tone Mini plans were meant to tap scattered

SHREE INSTITUTE OF TECHNICAL EDUCATION

All India reach through multiple However most set up in A.P.

Export to Bangladesh, Nepal, Sri Most use vertical Kiln technology

Strong marketing network, tie – Production cost / tone – Rs.1,000 to 1,400

Cement Industry in India

SHREE INSTITUTE OF TECHNICAL EDUCATION

Present Scenario of Cement Industry in India

SHREE INSTITUTE OF TECHNICAL EDUCATION

SHREE INSTITUTE OF TECHNICAL EDUCATION

The chairman and managing director are holding Overall control on

SHREE INSTITUTE OF TECHNICAL EDUCATION

SHREE INSTITUTE OF TECHNICAL EDUCATION

 During 2005, the company started setting up of a Captive Power Plant of 12 MW by

SHREE INSTITUTE OF TECHNICAL EDUCATION

 AP State Housing Corporation

SHREE INSTITUTE OF TECHNICAL EDUCATION

We aim to be World-class,committed to customer satisfaction and to encourage the

Transparency and share holders value

We do not live for bread alone.The company is committed to contributing meaning

Respect for people

People represent our intellectual capital.We provide an excting working

SHREE INSTITUTE OF TECHNICAL EDUCATION

SHREE INSTITUTE OF TECHNICAL EDUCATION

SHREE INSTITUTE OF TECHNICAL EDUCATION

Bhimrao M. Ghodeswar (November 1, 2008)

Madalena Abreu (2006)

Whan park (1986)

Parikshat S. Manhas (2010)

SHREE INSTITUTE OF TECHNICAL EDUCATION

John Quelch and Katherin Jocz 2004

Having a clear, differentiated positioning gives a country an advantage in attracting

Chieng Fayrene Y.L in the year 1983

SHREE INSTITUTE OF TECHNICAL EDUCATION

SHREE INSTITUTE OF TECHNICAL EDUCATION

NEED OF THE STUDY