Project Synopsis

PROJECT SYNOPSIS
ON
“AN ANALYTICAL STUDY OF MARKETING STRATEGY
OF AMBUJA CEMENT LTD COMPANY”
Submitted to:
RASTRASANT TUKDOJI MAHARAJ NAGPUR UNIVERSITY
In partial fulfillment of the degree of Bachelor of

Business Administration (B.B.A) Course Specialization in
Marketing Management
Under the guidance of
Miss. PRITI HATWAR
(M.COM, M. A (ECO), M.PHIL, MBA)
Lecturer in Senior College
B.B.A Department
Submitted by:
Miss. KOMAL LODHE
B.B.A-III
Smt.Kaushalyadevi Maheshwari Mahila Mahavidyalaya
Hiwari Lay-out, Nagpur

ACADEMIC SESSION 2013-14
 INTRODUCTION OF MAKET :-
The term market is derived from the Latin word “MARCUTUS”

meaning to trade i.e, purchasing and selling of goods. It also means
merchandise, traffics, wares or a place of business. It is because of these
different meaning, that this word is used differently in different context.
The term is commonly used in any of the following senses:-
(1) A place where market is held.

(2) An assembly of people buyer and seller.
(3) An area of operation.
(4) An act of buying and selling.
 INTRODUCTION OF MARKETING STRATEGY:-
Marketing strategy is the complete and unbeatable plan designed

specially for attaining the marketing objectives of the firm.The
marketing objectives indicates what the firm wants to achieve , the
marketing strategy provides the design for achieving them.
It is the marketing strategy that decides the success at the business unit
level which in turn decides the total corpration’s success. The linkage
between marketing strategy and overall corporate’s success is indeed
and vital and in this linkage lies the significance of marketing strategy.
The Marketing strategy consist of analyzing the market and selecting

the target market. Once the target market have been identified, then the
market and the consumer characteristics are identified. The
identification of market and consumer characteristics of the target
market will help to finalize marketing mix planning. The market
segmentation and target market are important parts of the entire
marketing strategy. Therefore, firms internal strength, parties weakness
and potential would need to be analyzed and whether these factors
would be able to serve the market. These should be seen in long term
prospecting and not on short term planning process.
 INTRODUCTION OF THE COMPANY:-
Ambuja Cements Ltd (ACL) is one of the leading cement manufacturing

company in India. The company initially called Gujarat Ambuja Cement
Ltd was founded by NAROTAM SEKHSARIA in 1983 with a partner
SURESH NEOTIA. Sekhsaria’s business acumen and leadership skills put
the company on a fast track to growth. The company commenced
cement production in 1986.The global cement major Holcim acquired
management control of Ambuja Cement Ltd in 2006.Holcin today holds
little over 50% equity in Ambuja Cement Ltd. The company is currently
known as Ambuja Cement Ltd.
Ambuja Cement Ltd has grown dynamically over the past decade. Its
current cement capacity is about 27.25 million tones. The company has
five integrated cement manufacturing plants and eight cement grinding
units across the country. Ambuja Cement Ltd enjoys a reputation of
being one of the most efficient cement manufacturers in the world. Its
environment protection measures are on par with the finest in the
country. It is one of the most profitable and innovative cement
companies in India. Ambuja Cement Ltd is the first Indian cement
manufacturers to build a captive port with three terminals along the
country’s western coastline to facilitate timely, cost effective and
environmentally cleaner shipments of bulk cement to its customers.
Ambuja Cement Ltd has also pioneered the development of multiple
biomass eco-fired technology for generating greener power in its
captive plants.
Ambuja Cement Ltd has always met tough challenges and seized the
opportunities that have come its way. It has nurtured the same spirit of
enterprise and search for cutting-edge technology with which it started.
It thus continues to be the driving force and in many ways a bench mark
for the cement industry in India.
 REVIEW OF LITERATURE :-
The review of literature brings clarity and focus to research

problem. Some books journals and other are already available. Research
materials will be utilize for research purpose.
 RESEARCH METHODOLOGY:-
A research methodology defines what the activity of research have to

proceed, how to measure progress, and what constitutes success. It can
also be defined as a specific and systematic search for pertinent
information on specific topic.
“Research is the process of gathering, recording and analyzing of

relevant fact about problem in any branch of human activity.”
 AIMS AND OBJECTIVES:-
(1) To occupy important and benchmarked position in cement industry.
(2) To complete company’s ambitious projects at different locations to
optimize and enhance efficiency.
(3) To promote environment of innovation and excellence.
(4) To strengthen company’s position and enhance footprints in the
southern region.
(5) To find out product availability in the market.

 HYPOTHESIS:-
(1) The market position of Ambuja Cement Ltd company is good.

(2)Ambuja Cement facing cut throat competition with rival products.
(3)It creates brand image in customers mind.
(4) Dealers and retailers are satisfied in company’s product.
 AREA AND LIMITATION OF STUDY:-
Time limitation was an important aspect. As there is limitation of time

and the area of study is very vast, the researcher has limited her study
and is not possible to find out the aspects of the company.
 SAMPLING:-
A sample as the name implies, is a smaller representative of a large

whole. In other word, a section of the population selected from the later
in such way that they are representative of the universe called sample. A
single member of population is referred to as a population element.
When some of the elements are selected with the intention of findings
out something about the population from which they are taken, that
group of elements is referred as a sample and the process is of selection
is called “SAMPLING”.
 SAMPLE SIZE:-
SAMPLE SIZE
Dealers 3
Retailers 6
 COLLECTION OF DATA:-
There are two sources of data collection:-
 PRIMARY DATA:-
The primary data are those which are collected for the first time
and they are original in character. The researcher will collect the data
will be collected by Sampling Method, Questionnaire Method and
Interview Method.
The researcher will collect data by sampling method, questionnaire
method and interview method.
 QUESTIONNAIRE METHOD:-
Questionnaire is a printed list of questions sent to the
respondents to be returned by the respondents after filling up the
questionnaire.
 SECONDARY DATA:-
The secondary data are those which are already collected by someone
for some purpose and are available for present study. The data will be
collected from Newspapers, Journals, Libraries and Internet.
 DATA ANALYSIS AND INTERPRETATION:-
Once the data is collected, the next step is to analyze and interpret the
data of marketing strategy with a view to receive meaningful
information. The researcher will analyze and interpret the data through
tabulation of data collected.
 CONCLUSION AND SUGGESTIONS:-
After conducting the research the researcher will give the result of her
study that it is positively proved or not. The researcher will also give the
suggestions for improving the marketing strategy of the Ambuja Cement
Ltd.
 BIBLIOGRAPHY:-
 BOOKS:-
 KarunaKaran Dr. K. Marketing Management, Himalaya

publishing Home Mumbai, first edition 2007.
 D.C.Kapoor, Marketing and Sales Management, S.Chand and
Company Limited Revised Edition 2007.
 WEBSITES:-
 www.google.com
 www.AmbujaCement.com
 MAGAZINES:-
 MBA education and career, edition 2009.


 ANNEXURES:-

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PROJECT SYNOPSIS

“AN ANALYTICAL STUDY OF MARKETING STRATEGY

OF AMBUJA CEMENT LTD COMPANY”

RASTRASANT TUKDOJI MAHARAJ NAGPUR UNIVERSITY

In partial fulfillment of the degree of Bachelor of

Under the guidance of

Miss. PRITI HATWAR

(M.COM, M. A (ECO), M.PHIL, MBA)

Lecturer in Senior College

Miss. KOMAL LODHE

Smt.Kaushalyadevi Maheshwari Mahila Mahavidyalaya

Hiwari Lay-out, Nagpur

The term market is derived from the Latin word “MARCUTUS”

(1) A place where market is held.

 INTRODUCTION OF MARKETING STRATEGY:-

Marketing strategy is the complete and unbeatable plan designed

The Marketing strategy consist of analyzing the market and selecting

 INTRODUCTION OF THE COMPANY:-

Ambuja Cements Ltd (ACL) is one of the leading cement manufacturing

The review of literature brings clarity and focus to research

A research methodology defines what the activity of research have to

“Research is the process of gathering, recording and analyzing of

 AIMS AND OBJECTIVES:-

(1) To occupy important and benchmarked position in cement industry.

(2) To complete company’s ambitious projects at different locations to

optimize and enhance efficiency.

(3) To promote environment of innovation and excellence.

(4) To strengthen company’s position and enhance footprints in the

(5) To find out product availability in the market.

(1) The market position of Ambuja Cement Ltd company is good.

 AREA AND LIMITATION OF STUDY:-

Time limitation was an important aspect. As there is limitation of time

A sample as the name implies, is a smaller representative of a large

There are two sources of data collection:-

 DATA ANALYSIS AND INTERPRETATION:-

 KarunaKaran Dr. K. Marketing Management, Himalaya

 MBA education and career, edition 2009.

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