DESCRIPTIVE ANALYSIS OF BRANDING OF PRISM CEMENT IN THE SATNA REGION OF MADHYA PRADESH
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Abstract
The Indian Cement industry is the second largest cement producer in the planet. The industry undergone a very rapid technological upgradation and vibrant growth during the last two decades which is highly commendable.Prism cement a dominant cement producer in the central India. Prism Cement commenced its production in August 1997 and manufactures Portland Pozzollana Cement (PPC) with the brand name 'Champion' and Ordinary Portland Cement (OPC). It has the highest quality standards due to efficient plant operations with automated controls. It caters mainly to markets of UP, MP and Bihar, with an average lead of 340–370 km of its plant at Satna, MP. It has a wide marketing network with about 2,000 dealers serviced from 46 stocking points. This is an ISO 9001:2008, ISO 14001:2004, OHSAS 18001:2007 & SA 8000:2008 Certified Company.So analyzing this brand is of great challenge.It is very important too.In this brand of prism cement been analysed from customer and competitors point of view.Found to be a good brand of cement.References
In this modern era when globalization and liberalization has brought a tide of change and only those companies can survive, which will ride on it or which will keep them isolated and let the tide go. None of the organisations can be untouched from the storm of change and the pace of adaptive-ness will decide its success. The market share of company will be decided from the value it gives to the customer, the relations it has with its channel partners and end consumers, the number of innovative products it has in its basket and its position in consumers mind.
The company is having quality products but it is unable to harvest it because they haven't projected their advertisement on quality hence company should project its image through advertisements. Quality accreditation and awards got by the company can be projected.
Prism is having one of the best marketing supports, delivery term and packaging with which can tap the new opportunity thrown in market buy loss of market share of ACC, as well as Jaypee.
Company should increase its reach hence it should increase the numbers of dealers and emphasis must be given on retailing . But it should be careful in doing so because it may bring dissatisfaction among existing dealers.
It should increase the meets for reference groups like Engineers, Architects, and Builders & Constructions companies as they play major role in influencing buyers purchasing decision.
Company should give stress on the Price of cement.
The reach to the rural market need to be strengthened and transportation to rural areas need to be strengthened, a significant amount of business is lost because of this.
Effective Branding needs to be done. Cement is merely the means to an end—a dream home. The challenge, therefore, is to develop an identity or personality for the product that consumers can relate to. Hence innovative advertisements should be used to stand out in the crowd.
BIBLOGRAPHY
Prism Cement Brochures and published matters
www.prismcement.com
Analysis of Dealers , Sub Dealers, customers and consumers
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