Chapter I

INTRODUCTION

OBJECTIVES
METHODOLOGY
LIMITATIONS

SALES PROMOTIONAL ACTIVITIES

Promotion is true that products are manufactured to satisfy the
needs of the consumers.. But alone is not enough. Today the
responsibility of the manufacturers does not cease with physical
production whatever may be the nature of the product. The present
day marketers are consumer oriented where it is the duty of the
manufacturers to know from where, when, how and what price the
products would be available. Successful marketing consists in offering
the right product of the right price of the right place (and time) with
right promotion.
In course of time, various activities came into vogue designed
particularly to help easy sale of goods. These activities commonly
known as promotional Mix. The marketing communication Mix also
called as the Promotion Mix consists of four major tools.

1. Advertising.
2. Sales Promotion
3. Publicity
4. Personal Selling

MARKETING COMMUNICATION PROCESS:

Generally marketing communication is undertaken to pass on the
message of a product or sale to the ultimate consumers. Thus, there
are three elements in this process.

IMPORTANCE OF ADVERTISING:
The purpose of advertising is motivating but to sell something a
product, a service or an KESORAM CEMENTS. The real objective of
advertising

is

effective

communication

between

producers

and

consumers. In other words the ultimate purpose all advertising is

Increased awareness list of the following specific objectives of
advertising.

To make on immediate KESORAM CEMENTS

To build primary demand
To introduce a price deal
To inform about a products availability
To increase market share
To help salesman by building on awareness of a product among retailers
To increase the frequency use of a product.
To build overall company image
To build brand recognition

OBJECTIVES OF THE STUDY

To

know

the

customer

opinion

about

tariff

rates

of

KESORAM.
To know the brand loyalty of KESORAM.
To know the influencing factors of KESORAM.
To know the market share of the KESORAM.
To know the sources of awareness for the customers.
To know the customer satisfaction on network of KESORAM.
To know the satisfaction on Services Provided by KESORAM.
To know the satisfaction of customers on Recharge and Top
up cards when compare to other competitors.

RESEARCH METHODOLOGY
One

of

the

important

tools

for

conducting

marketing

researching is the availability of necessary and useful data. Data

collection is more of an than science the methods of marketing
research are in a way the methods of data collection. The sources of
information fall under two categories.

Internal sources:
Every company has to keep certain records such as accounts,
records, reports, etc., these records provide sample information
which can organizations usually keeps collecting in its working.

External sources:
When internal records are insufficient and required information
is not available, the organizations will have to depend on external
sources. The external sources of data are:

Primary data:
Primary data are data gathered for a specific purpose or for a
specific research report.
For

systematically

collecting

the

data

the

closed

end

questionnaire is used. The questionnaire consists of questions

relating to various aspects of the study for proper data collection the
5

questionnaire is divided into 2 sections. Both the sections are meant

for the respondent only.

Secondary data:
Secondary data are data that are collected for another purpose
and already exist somewhere. Data pertaining to company is
collected

from

company

web

site

company

catalogues

and

magazines. The company profile gives a detailed report of history

various products manufacture by its etc.

METHOD OF RESEARCH
SURVEY METHOD:
A survey is a complete operation, which requires some
technical

knowledge

survey

methods

are

mostly

personal

in

character. Surveys are best suited forgetting primary data. The

researcher obtains information from the respondents by interviewing
them.

SAMPLING:
It is not always necessary to collect data from whole universe.
A small representative sample may serve the purpose. A sample
means a small group should be emanative cross section and really
representative in character. This selection process is called
sampling.

SAMPLE SIZE:

Samples are devices for learning about large masses by observing a

few individuals. The selected sample is 25.

Sampling plan:
1.SAMPLING UNIT

-The business people, professionals are

survived
2. SAMPLING PROCEDURE

- Stratified random sampling method is

chosen.
The data collected from both the primary and secondary
sources is tabulated and presented in a systematic from prior to
classification and interpretation.
METHOD OF SAMPLING

RANDOM SAMPLING METHOD

The method adopted here is random sampling method. A
random sample is one where each item in the universe has as equal
chance of known opportunity of being selected.

RESEARCH INSTRUMENT

QUESTIONNAIRE:

A Questionnaire is carefully completed logical sequence of

question directed to a define objective. It is the out line of what
information is required and the framework on which the data is built 7

upon. Questionnaire is son commonly used in securing market

information that its preparation deserves utmost skill and care.

FORMS OF QUESTIONS

OPEN ENDED QUESTIONS:

They are descriptive in nature. Respondents are allowed to
answer in their own words. Such questions buying the actual opinion
of the respondent r
Regarding a product.

CLOSED ENDED QUESTIONS:

They are not descriptive in nature. They will be given certain
choices and the respondents have to choose choice among them.
They

make

analysis

easy

but

sometimes

they

restrict

the

respondents choices.

TYPES OF CLOSED ENDED QUESTIONS:

DICHOTAMS:

a question offering two answers choice.

MULTIPLE CHOICE:

a question offering three choices.

RATING SCALE:

a scale that rates some attributes from

poor to excellent.

LIMITATIONS

1.

Time is the main limitation for the study, as project was

restricted only for 45 days.

2.

The methods used in this project are random sampling

methods and results obtained may not be accurately fully
accurate and believable.

3.

The research has been centered to only

Two hundred

Customers of KESORAM, rather than innumerable Customers

dealing with different products of different brands across the
globe.

4.

The analysis is purely based on closed ended questions and

due their deliberate manipulation, important information may
be lost and even barriers of communication would cause a
limitation.

5.

The whole project research was confined to only customers of

KESORAM

6.

The research was done with the help of employees of the

organization for some of the dealers and their barriers of
communication or way to represent the topic would differ and
actual information would be lost.

7.

The dealers responded during the survey were possessing

primary education and their views would not be able to provide
the required information.

10

CHAPTER-II

Company profile

11

COMPANY PROFILE

Kesoram Cement Industry is one of the leading manufactures of cement in India.

It is a day process cement Plant. The plant capacity is 8.26 lakh tones per annum It is
located at Basanthnagar in Karimnagar district of Andhra Pradesh. Basanthnagar is 8 km
away from the Ramagundram Railway station, linking Madras to New Delhi. The
Chairman of the Company is syt. B.K.Birla,

HISTORY:
The first unit at Basanthnagar with a capacity of 2.1 lakh tones per annum incorporating
humble suspension preheated system was commissioner during the year 1969. The second
unit was setup in year 1971 with a capacity of 2.1 lakh tones per annum went on stream in
the year 1978. The coal for this company is being supplied from Singereni Colleries and
the power is obtained from APSEB. The power demand for the factory is about 21 MW.
Kesoram has got 2 DG sets of 4 MW each installed in the year 1987.
Kesoram Cement has setup a 15 KW captor power plant to facilitate for uninterrupted
power supply for manufacturing of cement at 24th august 1997 per hour 12 mw, actual
12
power is 15 mw.

The Company was incorporated on 18th October, 1919 under the Indian Companies Act,
1913, in the name and style of Kesoram Cotton Mills Ltd. It had a Textile Mill at 42,
Garden Reach Road, Calcutta 700 024. The name of the Company was changed to
Kesoram Industries & Cotton Mills Ltd. on 30th
August, 1961 and the same was further changed to Kesoram Industries Limited on 9th
July, 1986. The said Textile Mill at Garden Reach Road was eventually demerged into a
separate company.

The First Plant for manufacturing of rayon yarn was established at Tribeni, District
Hooghly, West Bengal and the same was commissioned in December, 1959 and the
second plant was commissioned in the year 1962 enabling it to manufacture 4,635 metric
tons per annum (MTPA) of rayon yarn. This Unit has 6,500 metric tons per
annum(MTPA)capacityason31.3.2009.

The Company as of now is listed on three major Stock Exchanges in India i.e. Bombay
Stock Exchange Ltd., Mumbai, Calcutta Stock Exchange Association Ltd., Kolkata and
National Stock Exchange of India Ltd., Mumbai and at the Society de la Bourse de
Luxembourg, Luxembourg.
A further expansion upto 1.65 million tons of cement per annum in Vasavadatta Cement
at Sedam in Karnataka as unit IV at the same site is in progress, with a 17.5 MW Captive
Power Plant, involving a capital expenditure of about Rs. 783.50 crores (including the
cost of Captive Power Plant).
The commercial production of cement in the aforesaid unit IV has commenced in
June2009.
The work for the further expansion in the Tyres Section at Uttarakhand for radial tyres
with 100 MT per day capacity and bias tyres with 125 MT per day capacity involving an
13
estimated aggregate capital outlay of about Rs. 840 crores is under progress. The Board

has further approved a Motor Cycle Tyre Project of 70 MT per day capacity at the same
site involving a capital outlay of Rs.190 crore. The civil construction of both the Projects
is in full swing. The commercial production in both the Projects is likely to start by
December 2009/ January 2010.
Birla Supreme in popular brand of Kesoram cement from its prestigious plant of
Basantnagar in AP which has outstanding track record. In performance and productivity
serving the nation for the last two and half decades. It has proved its distinction by
bagging several national awards. It also has the distinction of achieving optimum capacity
utilization.
The plant lay out is rational to begin with. The limestone is rich in calcium carbonate a
key factor that influence the quality of final product. The day process technology uses in
the latest computerized monitoring overseas the manufacturing process. Samples are sent
regularly to the bureau of Indian standards. National council of construction and building
material for certification of derived quality norms.
The company has vigorously undertaking different promotional measures for promoting
their product through different media, which includes the use of news papers magazine,
hoarding etc.

One among the industrial giants in the country today, serving the nation on the industrial
front. Kesoram industry ltd., has a checked and eventful history dating back to the
twenties when the Industrial House of Birlas acquired it.
With only a textile mill under its banner 1924, it grew from strength to strength and
spread its activities to newer fields like Rayon, Transparent paper, pipes, Refractors, tyres
and other products.
14

Looking to the wide gap between the demand and supply of a vital commodity cement,
which play in important role in National building activity the Government of India had
de-licensed the cement industry in the year 1966 with a review to attract private
entrepreneur to augment the cement production.
Kesoram rose to the occasions and divided to set up a few cement plants in the country.
Kesoram cement undertaking marketing activities extensively in the state of Andhra
Pradesh, Karnataka, Tamilnadu, Kerala, Maharashtra and Gujarat. In A.P. sales Depts., are
located in different areas like Karimnagar, Warangal, Nizamabad, Vijayawada and
Nellore. In other states it has opened around 10 depots.
Kesoram cement Industry is one of the leading manufactures of cement in India Kesoram
cement is a division of Kesoram Industries limited.
It is a dry process cement plant. It is located at Basant Nagar in Karimnagar District of
Andhra Pradesh with the plant capacity is 8.26 lakhs tones per annum. It is 8Kms away
from

the

Ramagundam

Railway

Station

Lining

Madras

to

NewDelhi.

The market share of Kesoram Cement in AP is 7.05%. The market share of the company
in various states is shown as under.

STATES

MARKET SHARE

Karnataka

4.09%

Tamilnadu

0.94%

Kerala

0.29%

Maharashtra

2.81%

Process and Quality Control:

15

It has been the endeavor of Kesoram to incorporate the Worlds latest technology
in the plant and today the plant has the most sophisticated.

X-ray Analysis:

Fully computerized XRF and XRD X-RAY analysis keep a constant round the clock vigil on
quality.

Supreme performance:

One of the largest Cement Plants in Andhra Pradesh, the plant in the corporate latest technology
in Cement - making.
It is professionally managed and well established Cement Manufacturing Company
enjoying the confidence of the consumers. Kesoram has outstanding track record in
performance and productivity with quite a few national and state awards to its credit.
BIRLA SUPREME, the 43 Grade Cement, is a widely accepted and popular brand in the
market, commanding a premium.
However to meet the specific demands of the consumer, Kesoram bought out the 53 grade
BIRLA SUPREME GOLD, which has special qualities like higher fineness, quicksetting, high compressive strength and durability.
Supreme Strength :
Kesoram Cement has huge captive Limestone Deposits, which make it possible to feed
high- grade limestone consistently, Its natural Grey colour is anion- born ingredient and
gives good shade.

16

Both the products offered by Kesoram, i.e. BIRLA SUPREME-43 Grade and BIRLA SUPREMEGOLD-53 Grade cement are outstanding with much higher compressive strength and durability. The
following characteristics show their distinctive qualities.

17

Comprehensive

Opc 43

Birla Supreme Opc 43 gr

Birla

Strength

grls 8112

43 grade

Is 1226987

Supreme

3 days mpa
7 days mpa
28 days mpa

1989
Min. 23
Min. 23
Min. 43

31 +
42+
50+

Min. 27
Min. 37
Min. 53

Gold 53 gr
38+
48+
60+

D.C. SYSTEM :
Clinker making process is a key step in the overall cement making process. In the case of
BIRLA SUPREME/GOLD, the clinker-making process is totally computer. control. The
Distributed Control System (DCS) constantly monitors the process and ensures operating
efficiency. This eliminates variation and ensures consistency in the quality of Clinker.

PHYSICAL CHARACTERISTICS

Ope 43

Birla

Ope 53 gr

Birla

Is 8 112-89

Supreme

Is 12269-87

Supreme

Setting time

Min30

43 grade
120-180

Min 30

Gold 53 gr
130-170

a. Initial (mats)

Max 600

180-240

Max 600

170-220

b. final (mats)

Min 225

270-280

Min 225

300-320

Fincncssm 2/Kg

Max 10

1.0-2.0

Max 10

0.5-1.0

Soundness

Max 0.8

0.04-0.08

Max 0.080.

0.04-0.2

a. le-chart (mm)
b. autoclave (%)

SUPREME EXPERTISE:
The Best Technical Team, exclusive to Kesoram, mans the Plant and monitors the process, to blend the cement
18
in just the required proportions, to make BIRLA SUPREME/GOLD OF Rock Strength.

18 MILLION TONES OF SOLID FOUNDATION :

Staying at the top for over a Quarter Century, Quarter Century is no less an achievement.
In fact. Kesoram is synonymous with for over 28 years.
Over the years, Kesoram has dispatched 18 million tons of cement to the nook and
corners of the country and joined hands in strengthening the Nation. No one else in
Andhra Pradesh has this distinction. The prestigious World Bank aided Ramagundam
Super Thermal Power Project of KESORAM and Mann air Dam of Pochampad project in
AP arc a couple of projects for which Kesoram Cement was exclusively uses: to cite an
example.
CHEMICAL CHARACTERISTICS

Opc 43 gr

Birla

Ope 53 gr

Birla

Is 81 132-989

Supreme

Is 12269-

Supreme

Loss on inflection %

Max 5

43
grade
<1.6

87
Max 4.0

Gold
<1.5 53 gr.

Insoluble residue %

Max 2.0

<0.8

Max 2.0

< 0.6

Magnesium oxide %

Max 6.0

< 1.3

Max 6.0

< 1.3

Lime saturation factor

0.66-1.02

0.8-0.9

0.8-1.02

0.88-0.9

Alumna: iron ratio

MinO.66

1.5-1.7

MinO.66

1.5-1.7

Sulfuric anhydride %

Max 2.5/3

1.6-2.0

Max 2. 5/3

1.6-2.0

Alkalis Chlorides

Max 0.05

Max 0.01

Max 0.05

Max 0.4

Kesoram Cement advantages :

Helps in designing sleeker and more elegant.

Structures, giving greater flexibility in design concept.

19

Due to its fine quality, super fine construction can be achieved.

Its gives maximum strength at Minimum use of cement with water in the
water cement ratio, especially the 53 grade Birlas supreme-gold.

Feathers in Kesoram's cap :

Kesoram has outstanding track record, achieving over 100%

capacity utilization I productivity and energy conservation. It has
proved its distinction by bagging several national and state awards,
noteworthy being.
NATIONAL :

National productivity award for 1985-86.

National productivity award for 1986-87.

National award for mines safety for 1985-86.

National award for mines safety for 1986-87 .

National award for energy conservation 1989-90.

STATE

A.P. State productivity award for 1988

State award for best industrial management 1988-89.

Best industrial productivity award of FAPCCI 1991

(Federation of A.P. chamber of commerce and industry)

Best management award of the state Govt. 1993

FAPCCI award for the workers welfare, 1995-96.

20

I.S.O. 9002
All quality systems of Kesoram have been certified under I.S.O. 9002/1.S. 4002, which
proves the worldwide acceptance of the products.
All quality systems in production and marketing of the product have been certified by
B.I.S. under ISO 9002/1S 14002.
The first unit was installed at basanthnagar with a capacity of 2.5 lakhs TPA (tones per
annum) incorporating humble supervision, preheated system, during the year 1969.
The second unit followed suit with added a capacity of 2 lakhs TPA in 1971.
The plant was further expanded to 9 lakhs by adding 2.5 lakhs tones in august 1978,
1.13 lakhs tones in January 1981 and 0.87 lakhs tones in September 1981.

Power:

Singarein collieries make the supply of coal for this industry and the power was
obtained from AP TRANSCO. The power demand for the factory is about 21MW.
Kesoram has got 2-diesel generator seats of 4 MW each installed in the year 1987.

Kesoram cement now has a 15MWcaptive power plant to facilities for uninterrupted
power supply for manufacturing of cement.

Performance:

The performance of kersoram cement industry has been outstanding achieving over cent
percent capacity utilization all through despite many odds like power cuts and which most
40% was wasted due to wagon shortage etc.
21

The company being a continuous process industry works round the clock and has
excellent records of performance achieving over 1005 capacity utilization.

Kesoram has always combined technical progress with industrial performance. The
company had glorious track record for the last 27 years in the industry.

Technology:

Kesoram cement uses most modern technology and the computerized control in the plant.
A team of dedicated and well- experienced experts manages the plant.
The quality is maintained much above the bureau of Indian standards.
The raw materials used for manufacturing cement are:

Lime stone

Bauxite

Hematite

Gypsum

Environmental and Social Obligations:

For environmental promotion and to keep up the ecological balance, this section has
planted over two lakhs trees on social obligation front, this section has undertaken various
social welfare programs by adopting ten nearly villages, organizing

family welfare

campus, surgical camps, animal health camps blood donation camps, children
immunization camps, seeds, training for farmers etc were arranged.
22

Welfare and Recreation Facilities:

For the purpose of recreation facilities 2 auditoriums were provided for playing indoor
games, cultural function and activities like drama, music and dance etc.
The industry has provided libraries and reading rooms. About 1000 books are available in
the library. All kinds of newspaper, magazines are made available.
Canteen is provided to cater to the needs of the employees for supply of snacks, tea,
coffee and meals etc.
One English medium and one Telugu medium school are provided to meet the educational
requirements.
The company has provided a dispenser with a qualified medical office and paramedical
staff for the benefit of the employees. The employees covered under ESI scheme have to
avail the medical facilities from the ESI hospital.
Competitions in sports and games are conducted every year for August 15 th Independence
Day and January 26th, republic day among the employees.

The power consumption per ton of cement has come down to 108 units against 113 units
last year, due to implementation of various energy saving measures. The performance of
captive power plant of this section continues to be satisfactory. Total power generation
during the year was 84 million units last year. This captive power plant is a major role in
keeping power costs with in economic levels.
The management has introduced various HRD programs for training and development
and has taken various other measures for the betterment of employees efficiency.
The section has installed adequate air pollution control system and equipment and is
ISO14001 such as Environment management system is under implementation.
23

PLANTS SETUP:
The first cement point of Kesoram with a capacity of 2.1 lacks tones per annum
incorporating Humboldts suspension preheated system was committed during the year 1969.
The second unit was setup in the year 1971 with capacity of 2.1lacks tons which added to
the above plant capacities.

The third plant with a capacity of 2.5lacks tons per anum, which went on stream in the
year 1978.

The coal for this company is obtained by singareni collieries and the power is obtained
from APSEB. The power demand capacity for the factory is about 21M.W. Kesoram has
got 20G sets of 4MN each installed in the year1987.

Kesoram cement belongs to the Birla group companies one of the industrial giants in the
country. Kesoram cement industries distinguished itself among the cement factories in
India by bagging the national productivity award for two successive years i.e., in 198586 and 87. Kesoram cement also got the FAPCCI award for best family planning effort in
the state for the year 1987-88.

Kesoram also bagged NCBCNS national award for energy conservation for the year
1989-90. The Kesoram industries look for the welfare of the employees and it provide
various facilities which the employees and it provide various facilities which the
employee feels satisfied with in the organization and after the work they fees satisfies the
worker and works families by providing various welfare schemes and by providing
recreational facilities of a glace.

24

The company set up Recreation Club for the purpose of recrimination facilities two
auditoriums are provided for playing indoor games like chess, shuttle and caroms and for
organizing cultural functions and activities like drama, music, and dance centers etc.

It provides Library and reading rooms for the benefit of the

employees more than 5000 books are available in the library along with other
Newspapers and magazines.

They setup English and Telugu medium schools for the growth of workers child. The
company provides Dispensary with a qualified medical offer and Medical staff for the
benefit of the employees.
A House Journal in the name of Basant Nagar sam char is brought out quarterly where an
all important activities and information of the plant is published.

The company provides cooperative stores where the supply essential commodities like
rice, wheat, sugar, kerosene etc. at cash and credit basis.

The family planning camps are held regularly with the help of the District Medical and
Health Authorities at the Government Hospital. It has got on award for their excellent
service.

Not only the employees of the factory are taken care, but the company plays a lot of
attention towards the rural development activities. Twelve villages are adopted and the
company has extended help in constructing temples, road, and giving programmers to the
farmers, Eye surgical camps health checkup schemes etc.
25

To keep the ecological balance, company has also undertaken massive tree plantation in
and around Basant Nagar and nearby villages there by eliminating the pollution and they
have been nominated by the government of India for VRUKSHAMITRA AWARD but
effort of an industrial unit in the state for rural development 1994-95 presented by CM in
march 1996.

Awards:
Kesoram cement bagged many prestigious awards including national awards for
productivity, technology, conservation and several state awards since 1984. The following
are the some of important awards.
AWARDS OF KESORAM CEMENT:
National/
No
1

Year
1994

Awards
Best management award

state
State

1994-

Best industrial rebellion award

State

1995
1995

Rural development by chief minister

State

Environment and mineral conservation award

4

1995

Best industrial rebellion award

State

1995-96

Best effort of an industrial unit to development National

1996

rural economy shri.s.r.rungta award for social

Awareness for best rural development efforts

1999

Best workers welfare best family welfare State

2001

award
First prize for mine environment &pollution State

2002

control for the 3rd year in succession

Vana mithra award from AP Govt

State

10

2003

Company has got OHSAS-18001

State

11

2005

Certification from DNV, New Delhi.

State

State

26

12

2006

Award for pollution control and environmental State

protection FAPCCI award for best rural

13

2007

development in the state

Excellence in industrial productivity.

state

14

2008

Excellence in workers welfare

state

15

2009

Lowest injury frequency

State

16

2010

Excellence in water management

State

17

2011

Award for contribution given for rural State

economy

Products of the organization:

27

28

Chapter III

29

SALES PROMOTIONAL ACTIVITIES

Promotion is true that products are manufactured to satisfy the
needs of the consumers.. But alone is not enough. Today the
responsibility of the manufacturers does not cease with physical
production whatever may be the nature of the product. The present
day marketers are consumer oriented where it is the duty of the
manufacturers to know from where, when, how and what price the
products would be available. Successful marketing consists in offering
the right product of the right price of the right place (and time) with
right promotion.
In course of time, various activities came into vogue designed
particularly to help easy sale of goods. These activities commonly
known as promotional Mix. The marketing communication Mix also
called as the Promotion Mix consists of four major tools.

5. Advertising.
6. Sales Promotion
7. Publicity
8. Personal Selling

MARKETING COMMUNICATION PROCESS:

Generally marketing communication is undertaken to pass on the
message of a product or sale to the ultimate consumers. Thus, there
are three elements in this process.

30

IMPORTANCE OF ADVERTISING:
The purpose of advertising is motivating but to sell something a
product, a service or an KESORAM. The real objective of advertising is
effective communication between producers and consumers. In other
words the ultimate purpose all advertising is Increased awareness
list of the following specific objectives of advertising.

To make on immediate KESORAM

To build primary demand
To introduce a price deal
To inform about a products availability
To increase market share
To help salesman by building on awareness of a product among retailers
To increase the frequency use of a product.
To build overall company image
To build brand recognition

PERSONAL SELLING
The process of selling is ensured by personal selling supposed
by advertising and sales promotion. Of these three methods personal
selling occupies the predominant role mainly because of the personal
element involves. It may be described as a personal source rendered to
the community in connection with marketing of goods. It is a marketing
process with which consumers are personally persuaded to by goods
and services offered by a manufacturer. The most powerful element31
in

the promotional mix is salesman ship, is not something very new. Even
centuraries ago salesman ship was practiced in Greece and Rome.
According to Peter Drucker Cyrus Mecornie was the first man to use
modern technique of selling.

Features:
1.

It helps to establish a cordial and obiding relationship between

the organization and its customers.

2.

It is a creative art. It creats wants a new.

3.

It is a science, in the sense that One human mind influences

another human mind.

4.

Personal selling imparts knowledge and technical assistance to

the consumers.

SALES PROMOTION
Promotion includes all those functions, which have to do with the
marketing of a product all other activities designed to increase and
expand the market. But it is clearly distinguished from advertising and
personal selling, through basic aim or all the three is one and the same
viz., to increase the volume of sales.

Sales Promotion :

Contests, Games

Sweep stakes, Lotteries

Premiums

32
Sampling

Fairs and Trade shows

Exhibs

Demonstrators

Couponing

Rebates

Low interest Financing

Entertainment

Trade in allowances

Trade stamps

Sales promotion in a specific sense, refers to those sales

activities that supplement both personal selling and advertising and coordinationate them and help to make them effective, such as displays,
shows and expositions, demonstrations and other non recurrent selling
efforts not in the ordinary routine.

In a general sense the sales promotion includes personal

selling, advertising and supplementary selling activities.
Evaluation of Sales Promotion:

Two decades ago, there was no agreement among the marketing

people that there was a separate sales promotion function. In those
days, promotion was a share- run to gain a short run good. The
importance of sales promotion is modern marketing has increased
mainly an account of its ability in promoting sales and preparing the
33

ground for future expansion. The main objective of sales promotion is

to attract the prospective buyer towards the product.

PUBLICITY

The publicity is derived as Any form of commercially significant

news about a product, and institution, a service, or a person published I
a space or radio i.e. not paid for by the sponsor. In short
advertisement is paid form of publicity. It is to be noted here that
though the terms ADVERTISING AND Publicity or differences in the
field of marketing, both are used interchangeably.
The media are broadly classified into direct indirect. Direct
method of advertising refers to such methods used by the advertiser
with which he could established a direct contact with the prospects.
Most of the media are indirect in nature EX: Free Publicity, cinema, etc.

Press Publicity :

This remains the most popular method of publicity to day. News

papers and magazines have become a part of cultural and political life
of the people. Now press publicity takes two forms.
(a)

News Papers

(b)

Magazines

(a)

New papers :

The abbreviation for news papers is North. East, West, South past
and present event report. News papers are bought largely for their
34

news value. As such they are appropriate for announcing new products
and new development of existing products. Because of their frequency
of publication, they are also well suited to opportunity makers, the
various advantages may be summed up as follows :

They reach nook and corner, so their coverage is high.

High frequency enables speedy preparation and publcation of

advertisement.

News papers offer a lot of flexibility. According to the convenience

and

necessity

of

the

advertises

the

shape

and

size

of

advertisement could be changed.

Advertising in news papers is a cheap method of advertising from

the company point of view.

The news papers advertising sponsor four kinds of advertising

Classified advertisement EX : House for sale etc.,

General advertisement

Teaser advertisement

News type advertisement

35
(b)

Magazines :

Another media under press publicity is magazines, and journals.

They also offer good facility because magazines are read leisurely when
the reader mentally prepared to receive the advertisement.
Magazines are periodicals (periodicals of publication is regular) but
different from news papers in two respects. One is that it pre-selects,
its readership through the nature its content: as mentioned above they
are read leisurely magazines, as a group may be subdivided from the
point of view of advertisers as follows:

Kinds of out-door publicity:

Rural Advertising:
It refers to posters which are often posted on walls. The size of
such poster would be big and might contain pictures etc. It is often
found in cinema advertising.

Advertisement boards :
These advertisement or posters but are kept at certain fixed
places especially at points. Where people frequently assemble bus
stages, railway stations etc., and Big hoardings will be placed at various
road sides with various offers using stars such as Sachin Ramesh
Tendulkar and Sharuk Khan who are the Brand Ambassadors for
KESORAM with various adds.

Vehicular Advertising :
36

This refers to moving advertisements. These advertisements on

moving vehicle such as buses and railway trains offer examples of this.
This type of advertising has such a very large circulation and is
considered to be very effective.

37

Chapter IV

38

ANALYSIS
THE TYPES OF CONSUMERS OF PURCHASE OF
KESORAM
FACTORS
EMPLOYEES
BUSINESS

NO.OF RESPONDENTS PERCENTAGE

15

30%

26

52%

PROFESSION

6%

STUDENTS

12%

50

100%

PERSONNEL

TOTAL

According to my survey, it can be seen from the above table that indicates
Employees 15 (30%), Business Personnel 26 (52%), Profession 3 (6%) and Students 6
(12%), are preferring to purchase KESORAM.

39

FACTORS

NO.OF RESPONDENTS

PERCENTAGE

FRIENDS

11

22%

ADVERTISEMENTS
GOODWILL/FAME

10
14

20%
28%

PERSONAL CHOICE

15

30%

50

100%

26

30 TOTAL
25
20

15

15

10
5

3
30%

52%

12%

6%

0
Employees

Business

Profession

NO.OF RESPONDENTS

Students

PERCENTAGE

BAR GRAPH REPRESENTING THE TYPES OF

CONSUMERS OF PURCHASE OF KESORAM

Influencing factors to purchase of KESORAM

40

As per my survey, the above table reflects that Friends 11 (22%),

Advertisements 10 (20%), Goodwill/Fame 14 (28%), Personal Choice 15
(30%) are the factors influencing to purchase of KESORAM.

Blue Pie Graph representing influencing factors to purchase of KESORAM

NO.OF RESPONDENTS
11
15

10

14
FRIENDS

ADVERTISEMENTS

GOODWILL/FAME

PERSONAL CHOICE

41

The following table indicates the level of satisfaction of

consumers towards the purchase of KESORAM.

NO.OF
ATTRIBUTES

PERCENTAGE
RESPONDENTS

VERY GOOD

10%

GOOD

20

40%

AVERAGE

19

38%

12%

50

100%

SATISFACTORY
TOTAL

PIE EXPLOSION GRAPH REPRESENTING THE LEVEL OF

SATISFACTION OF CONSUMERS IN VIEW OF PRICE

25
20

20

19

15
10
5
0

5
10%
VERY GOOD

40%
GOOD

38%
AVERAGE

NO.OF RESPONDENTS

12%
SATISFACTORY

PERCENTAGE

42

The following table indicates the level of satisfaction of

consumers towards the purchase of KESORAM.

Attributes
Very Good
Good
Average
Not Satisfied
Total

No. of Respondents
10
21
16
3
50

Percentage
20%
42%
32%
6%
100%

THE FLOATING GRAPH REPRESENTING SERVICES OF

KESORAM TO THE CONSUMERS

25

21
20

16
15
10

10

20%

42%

32%

6%

0
Very Good

Good

No. of Respondents

Average

Not Satisfied

Percentage

43

Type of Promotional Activity towards To Purchasing

KESORAM
FACTORS

NO.OF RESPONDENTS

PERCENTAGE

Advertisement

11

22%

Publicity

10

20%

Sales Promotion

14

28%

Word of Mouth

15

30%

TOTAL

50

100%

As per my survey, the above table reflects that advertisements

11 (22%), publicity 10 (20%), sales promotion 14 (28%), word of mouth
15 (30%) are the factors influencing to purchase of KESORAM.

44

Blue Pie Graph representing influencing factors to purchase of KESORAM

NO.OF RESPONDENTS

11

15

10
14

The Connection that Most Prefer By Advertisements

Attributes
Reliance
KESORAM
Idea
Vodafone
Total

No. of Respondents
9
21
10
10
50

Percentage
18%
42%
20%
20%
100%

THE FLOATING GRAPH REPRESENTING THE CONNECTION THAT MOST

PREFER BY ADVERTISEMENTS

45

FACTORS

NO.OF RESPONDENTS PERCENTAGE

PREPAID
POSTPAID
TOTAL

35

70%

15

30%

50

100%

PREPAID & POSTPAID CONNECTIONS OF KESORAM

According to my survey, it can be seen from the above table that indicates
PREPAID 35 (70%), POSTPAID 15 (30%), prefer to purchase KESORAM.

BAR GRAPH REPRESENTING PREPAID & POSTPAID

CONNECTIONS OF KESORAM

FACTORS

NO.OF RESPONDENTS
PERCENTAGE

PREPAID

35

70%

POSTPAID

15

30%

50

100%

TOTAL

35

25

21
20
35

15
10

30
25

15 10

10

20

5
0

15

70%

10

Reliance

5
0

20%

42%

18%
Airtel

20%
30%

Idea

Vodafone

NO.OF RESPONDENTSPERCENTAGE
PREPAID
POSTPAID

46

SWOT ANALYSIS

STRENGTH

KESORAM - CONCEPT, ATHOUGHT, A NOTION. KESORAM IS

ABOUT

SIMPLE

THOUGHTS

THAT

HAVE

THE

POWER

TO

ENHANCE LIFE

The KESORAM chitchat is rechargeable SIM card easily available across

a host of dealer and retail outlets all over your city.

The KESORAM is like an ocean full of technology and information

full of mobile world.

It has good research and development will equipped with efficient

work force.
47

 National and international roaming.

KESORAM is the leading cellular service provider, with a footprint,

in 20 states covering all four metros It has over Ten million
satisfied customers.

An KESORAM network connects its user to the other network

within seconds compared to other networks.

KESORAM completes the formalities of the Government by

fulfilling the statutory requirements in taking the proof of the
customer.

WEAKNESS
An KESORAM network is weak in rural places.

KESORAM is stricter in govt. statutory proofs that should be made

flexible to the customer.

Poor available of recharge coupons for the customer in the city

and some other places.

Unlike the other operator (BSNL) billing pulse is 60 sec.

48

 Poor knowledge to the retailers about KESORAMs packages,

schemes and promotional activities.

OPPORTUNITIES

Huge

sales

can

be

expected

if

proper

eye

catching

advertisements, promotional activities are designed for new

customers.

By giving quick and proper services KESORAM can become the

No.1 operator in India in cellular industry.

THREATS

The product is at the growth stage of the company has to stay

ahead of its competitors and persuade the customer to prefer the
product.

Company personnel should be taken but it should be customer

friendly, otherwise the company may lose the sales.

49

 The company should give priority to the rural customers, so as

get good business otherwise, other

Operator may capture the market.

50

Chapter V

FINDINGS
SUGGESTIONS

51

FINDINGS
The company is advertisement is not fair and is not reaching to
all people.
The advertisement is difficult to understand.
KESORAM is not concentrating on the promotional activities for
the customers and for the retailers.
KESORAM is not giving gifts for the customers.
The company is not concentrating on other types of advertising
media.
The package design is not communicative and eye catching, so
package design and color have to blend harmoniously to make
the package communication effective.
Network is not reaching to rural villages.
Talk time is very less in Prepaid Cards.
The company is not conducting road shows so as to get
awareness in the public about the product and services.
Improve the marketing personnel and they should give full
knowledge to the customers and retailers.
KESORAM must improve their personnel selling direct contacting
customers to give awareness of their products.

52

SUGGESTIONS
KESORAM is not giving gifts for the customers.
The company is not concentrating on other types of advertising
media.
The package design should be communicative and eye catching,
so package design and color have to blend harmoniously to make
the package communication effective.

Network should be expanding to rural villages.

Talk time must be increased in Prepaid cards.
Reduce the Tariff rates to increase the market share.
The company should conduct road shows so as to get awareness
in the public about the product and services.

Improve the marketing personnel and they should give full

knowledge to the customers and retailers.

KESORAM should Introduce Top Up cards from 10 rupees on

wards to Increase more sales.

The offers should be fairer and should also necessary to bring

new SIIM cards with fascinating offers.

53

 It will help full in Increasing of Sales if The KESORAM brings cards

for the different groups of people such as, Students, Employees,
Girls etc.,

CONCLUSION

54

CONCLUSION

I, . from project conclude that promotion of any

service can be successfully executed by creating awareness through
word of mouth and by maintaining the service according to
Advertising and Sales Promotional Activities.

55

QUESTIONNAIRE
BIBLIOGRAPHY

56

QUESTIONNAIRE
1.

2.

Name:

Occupation:
Employee

Business

3.

Addresses for Communication:

4.

Monthly Income (or) Income Level

2000-4000

More than 12000

Are you the user of Mobile?

Yes

No

6.

Mobile Number:

7.

If yes which connection you had?

KESORAM
Reliance

8.

Student

4000-8000

8000-12000

5.

Profession

Others
Idea

Hutch

If you have KESORAM Connection, how are their services?

Very god

Satisfied

Good

Average

Not
57

9.

Are you satisfied with KESORAM pulse rate

Yes

10.

You are pre-paid customer (or) post paid customer?

Prepaid

11

No

Postpaid

If postpaid you are satisfied with KESORAM rental plans?

Yes

No

58

12.

13.

Who influenced you to take KESORAM connection?

Advertisement

Friends/Relatives

Goodwill/Fame

Personal Choice

What type of promotional activity you preferred in purchasing

KESORAM?
Advertisement

14.

Sales Promotion Word of Mouth

Which of the connection that you most prefer by advertisements?

KESORAM

15.

Publicity

Reliance

Idea

Hutch

Specify your level of satisfaction?

Very

Averag

Satisfacto

ry

Good
Good
Maintenance
Price
Performance
After Sales
Service
16.

Any Suggestions?
....................................................

..............
....................................................
..............
....................................................
..............

59

BIBLIOGRAPHY

COMPANY PROFILE

----

www.bharati.com

MANAGEMENT

----

PHILIP KOTLER

MODERN MANAGEMENT

----

R.S.N.PILLAI

NEWSPAPERS

----

THE HINDU

PRINCIPLES OF MARKETING

THE ECONOMIC TIMES

DECCAN CHRONICLE
THE TIMES OF INDIA

60