REPORT OF SUMMER INTERNSHIP PROJECT
AT AMBUJA CEMENT LIMITED
TITLE OF SUMMER INTERNSHIP REPORT
MARKET SURVEY FOR PREMIUM PRODUCT & NEW PRODUCT
SPECIALIZATION : MARKETING MANAGEMENT
SUBMITTED BY : PRAVIN A. SANKADE
INTERNAL GUIDE : DR. RAHUL KHARABE SIR
Ambuja Cements Ltd is India’s foremost cement company known for its hassle-free, home-building
solutions. Unique products tailor-made for Indian climatic conditions, sustainable operations and
initiatives that advance the company’s philosophy of contributing to the larger good of the society,
have made it the most trusted cement brand in India.
SERVICES : Ambuja Cement's support and services are tailor-made to suit the requirements of each of its three main
customer segments: Individual Home Builders, Masons and Contractors, and Architects and engineers.
SECTOR SIZE : Ambuja Cement has a cement capacity of 29.65 million tones with five integrated cement manufacturing
plants and eight cement grinding units across the country.
MAJOR PLAYERS : Ambuja Cement, Ultratech Cement, ACC Cement, Shree Cement, Dalmia Bharat Cement, JK Cement.
PERFORMANCE : Revenue from operations rose by 50.25 per cent to Rs 6,978.24 crore during the quarter compared to Rs
4,644.17 crore in the lockdown-hit April-June quarter of 2020. ... Moreover, Ambuja Cements' sales volume also increased 51.07 per
cent to 6.33 million tonnes as against 4.19 million tones of the corresponding quarter.
MARKET SHARE :
KEY LEARNING :
Communication
Strategic thinking
Leadership skills
Teamwork
Time management skills
Work Details :
WEEK 1. I started my internship journey by meeting with my managers & various employees in my marketing & technical department.
Firstly my managers gave me the details about the company & products. They gave me a company catalog to understand
what types of products they make & target customers.
WEEK 2. In the second week, my manager toughs me various techniques & procedures how to generate inquiries from the market.
WEEK 3. In the Third week, Jointly visited the market & detailed the Company application (Abhiman app for Contractor) & Distributed
rewards gifts to the Contractor.
WEEK 4. In the fourth week, Individually meet with Direct Customers for a market survey for Premium Product & New Product &
generate leads/Order.
WEEK 5. In the fifth week, Individually meet with contractors & Engineers for a market survey for Premium Product & New Product &
generate leads/Order.
WEEK 6. In the Sixth week, Individually meet with Dealer, Distributor, & Retailer for a market survey for Premium Product & New
Product & generate leads/Order.
WEEK 7. In the Seventh week, Individually meet with Turnkey Contractor (Waterproofing ) for a market survey for Premium Product &
New Product & generate leads/Order.
WEEK 8. Submission for all Market Survey reports to Manager.
Findings : Customer satisfaction with respect to the AMBUJA CEMENT is satisfactory. Despite the increasing cost of the raw
material the company is able to bring down the cost of the manufacturing through procurement of raw materials by the mines
which are located nearby. Customers come to know about AMBUJA CEMENT mainly from hoardings many people are illiterate.
Dealers required contractor Meet & motivational Schemes. Bulk consumers want Special discount.
Suggestions : The company should concentrate on more aggressive advertisement to promote their products. He company
should launch more and more promotional schemes like two for the price of one or more discount coupons. Company should do
more to promote their brand as customers prefer good brand while buying any cement. Customers prefer price as an important
factor while buying any cement so the company should fix the price accordingly.
Conclusion : From my internship at Ambuja Cement Ltd, I was able to get a better understanding of how the marketing industry
works and how effective it is. I enjoyed working with the Ambuja Cement Ltd marketing team to devise and implement different
marketing strategies. However, I still have a long way to go in understanding the psychological aspects of marketing, and I need to
build up my public speaking skills as well.
Overall, I found the marketing internship experience to be positive, and I'm sure I will be able to use the skills I learned in my
career later.
