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ASSIGNMENT OF INTERNATIONAL MARKETING DG KHAN CEMENT INDUSTRY SUBMITTED TO: HINA IJAZ PROGRAM: BBA (HONS) SUBMITTED BY:

KOMAL MEHMOOD (38) NABILA MUKHTAR (39) MARYAM TAHIR (60)

Introduction
DG Khan Cement Company Limited (DGKC) is a producer and seller of ordinary Portland and Sulphateresistant cement. The company is a unit of Nishat group which is a leading and diversified business group with a strong presence in the three most important sectors of Pakistan: textiles, cement and financial services. The group also has considerable stake in insurance, power generation, paper products and aviation sectors. DGKCC is listed on the stock exchanges of Karachi, Lahore and Islamabad.

About
D.G. Khan Cement Company Limited (DGKCC), a unit of Nishat group, is the largest cementmanufacturing unit in Pakistan with a production capacity more than 5,500 tons clinker per day. It has a countrywide distribution network and its products are preferred on projects of national repute both locally and internationally due to the unparallel and consistent quality. It is listed on all the Stock Exchanges of Pakistan. D.G.Khan Cement Company has the largest cement manufacturing capacity in the country. Listed in 1992, D.G.Khan Cement was established by the State Cement Corporation of Pakistan (SSCP) at Dera Ghazi Khan in 1986. It was privatized to the Nishat group in 1994-95 at Rs35.90 per share.

Acquisition by Nishat Nishat acquired DGKCC in 1992 under the privatization initiative of the government. After privatization the company was listed on Stock Exchanges in September 1992.

Vision Statement
To transform the Company into modern and dynamic cement manufacturing company with qualified professional and fully equipped to play a meaningful role on sustainable basis in the economy of Pakistan.

Mission Statement
To provide quality products to customers and explore new markets to promote/expand sales of the Company through good governance and foster a sound and dynamic team, so as to achieve

optimum prices of products of the company for sustainable and equitable growth and prosperity of the Company.

Types of Cement:
The company has following types of cement: 1. Ordinary Portland Cement 2. Sulphate Resistance Cement 3. Black Cement 4. Heat Resistance Cement 5. White Cement 6. Slag Cement 7. Quick Setting Cement 8. under Water Setting Cement 9. Acid Resistant Cement

Future planning of company:


The company recently did two things: 1. Establishment of Expansion Plant 2. Getting ISO 9002 Certificate Both the measures to reveal the future planning of the company. The future planning of the company is to export their high quality cement. The existing plant is unable to cope with the demand of country. With the establishment of expansion plant, their supply is more than demand. So, they can easily export their high quality cement. The main purpose of ISO 9002 certificate it to get the approval from ISO, they can export their high quality cement according to international standards and can export after 2000 A. D. when only ISO certified companies can export their products.

DISTRIBUTION:
For the efficient distribution, the company opens his four sales offices in four different cities. Multan D. G. Khan Lahore Karachi

And dispatch department at the factory site. Mostly sales offices are located near the target market. Dealers are registered called stockiest. They have to deposit at least Rs. 50000 as security. Before the establishment of expansion plant a quota system is introduced. Each dealer has maximum and minimum limit of his quota.

Business Process
1. Cement acts as a binding agent, holding particles of aggregate together form concrete. 2. Cement production is highly energy-intensive process and involves the chemical combination of calcium carbonate (limestone), silica, alumina and small amounts of other materials. 3. Burning limestone to make clinker produces cement, and the clinker is blended with additives and then finely ground to produce different cement types.

Key Steps: There are following five steps given as under: The raw materials needed to produce cement are: 1) Shale 3) Bauxite 5) Iron ore 2) Limestone 4) Gypsum

Step 1:
Extraction of raw materials The raw materials are extracted from the quarry by digging the holes through machines in mountains containing limestone and other resources needed to be used in process then they do blasting.

Step 2:
Storage and blending of raw materials Then all these raw materials are to be stored for the further process. Those raw materials are then crushed and then blend with each other. Then these are transported to the plant where they are stored forming piles through machines and homogenized.

Step 3:
Raw grinding and burning

After that there will be grinding in a careful mixture which produces a very fine powder in a 2000 horse power roller mill, this fine powder is known as Raw Meal. Next, the fine powder is heated as it passes through the Pre-Heater Tower into a large kiln, which is over half the length of a football field and 4.2 meters in diameter. In the kiln, the powder is heated to 1500 degrees Celsius and cooled by bursts of air. Now this creates a new product, called Clinker. And is just like small black soft stones. It is the basic requirement for the production of all cements.

Step 4:
Cement grinding and storage
A small amount of gypsum (3-5%) is added to the clinker to regulate how the cement will set. The mixture is then very finely ground in a finishing mill. The mill is a large revolving cylinder containing 250 tons of steel balls that is driven by 4000 horse power motor. Then "pure cement" is obtained and is so fine that it can pass through a sieve that will hold water. During this phase, different mineral materials, called "cement additives", may be added alongside the gypsum. Used in varying proportions, these additives, gives the cement specific properties such as reduced permeability, greater resistance to sulfates and aggressive environments, improved workability, or higher- quality finishes. Finally, the cement is stored in silos before being packing and delivers to the sites.

Step 5:
Packing and delivering. After being stored in silos, there is a last phase of packing that cement and loading and delivering that very fine cement to the sites where it requires.

The cement manufacturing process consists of many simultaneous and continuous operations using some of the largest moving machinery in manufacturing. Over 5000 sensors and 50 computers allow the entire operation to be controlled by a couple of Operators from a central control room. Each tone of cement requires about 1.7 tone of limestone, gypsum and silica, etc. By volume limestone accounts for about 80% and clay 19% of the intermediate product clinker. Gypsum is later on added to clinker in the ratio of 4:96 to obtain cement.

Brands (Product)
Two different products are produced at DGKCC namely Ordinary Portland Cement and Sulphate Resistant Cement. These products are marketed through two different brands: DG brand & Elephant brand Ordinary Portland Cement (It is also called the OPC and its demand is about 92% because of commonly used).

DG brand Sulphate Resistant Cement (It is also called the SRC and its demand is about only 8% because it is only used in standing the foundations its main work is to finish the pours produced while standing the foundations and made the foundations much strong).

MAJOR COUNTRIES OF EXPORTS:


DG Khan Cement Director Marketing Fareed Fazal said that the cement producer is planning to expand to India despite non-tariff barriers put up by the Indian market. DG Khans major export destination in south Afghanistan and Kandahar has been taken over by Iranian cement; however, the company has developed its presence in Kabul and northern areas of the country. Moreover, the cement producer has also explored other potential export markets, which included South Africa, Mozambique, Ethiopia, Djibouti, Tanzania, Kenya, Sudan, Congo and West Africa. In Asia, the company is developing channels in Sri Lanka, India, Myanmar, and Tajikistan.