Jitendra

Virahyas
JVIRAHYAS@GMAIL.COM
A
Project Study Report
On
Training Undertaken at
J.K.CEMENT
PRICE ANALYSIS OF VARIOUS CEMENT BRANDS
Submi!" i# $%&i%' (u'(i'm!# ()& *!
A+%&" )( "!,&!! )(
Master of Business Administration
Submi!" B-./ Submi!" T)./
****
MBA 0
#"
Y!%& 1HOD2
APE3 INSTITUTION OF ENGG. 4 TECHO.DEPARTMENT OF
MANAGEMENT 10556/0557 2
PREFACE
The objective of this project to evauate the product and study the behaviour of Marketing
and its enormous study in !ndia speciay in jaipur
Indeed this gives us a useful insight about the marketing strategy of this industry. Some interesting
factors were gathered during the survey in jaipur
"ere proved to be very usefu in understanding the "orking of any organi#ation and the
other aspects$ "hich decides the successfu "orking of an organi#ation%
! sincerey beieve that this research "i be usefu to the organi#ation and others as "e%
&%'%(ement )orks
ACKNO8LEDGEMENT
At the outset$ ! am thankfu to management of &'() for permitting me to pursue the
summer training and kind approva to take up the project%
The credit for the successfu competion of our project mainy goes to Mr% *%
RA+!S,A-'AR$ PR.S!*.-T /(hief e0ecutive$ ead pant1 ! "ish to e0press my sincere
gratitude *R% ' *A*,!(,, *2M /marketing1$for creating a critica e0amination of summer
training topic
3PR!(. A-A45S!S O6 +AR!OUS (.M.-T BRA-* !- (,!TTOR2AR, R.2!O-7
! )oud aso ike to thank MR% R%P%S!-2, /2M8,R*9RT(1 9 Mr% S,A!4.-*RA S,ARMA
/ASST% MA-A2.R1 RT($ -!MBA,.RA and a the staff member of &%'%cement "orks /Raj%1
9 RT($ -!MBA,.RA$ my parents and my friends "ithout "hose hep this report "oud be
incompete%
! aso pay my sincere gratitude to my friends "ho inspired me and guided me in competing
this task%
/////////////////////////////////////
TABLE OF CONTENTS
9. THE INDIAN NORTHEN CEMENT INDUSTRY
0. INTERODUCTION TO THE ORGANISATION
:. RESEARCH METHODOLOGY
:.9 TITLE OF THE STUDY
:.0 DURATION OF THE PROJECT
:.: OBJECTIVE OF STUDY
:.; TYPE OF RESEARCH
:.< SAMPAL SI=E AND METHOD OF SELECTING SEMPAL
:.> SCOPE OF STUDY
:.6 LIMITATION OF STUDY
;. FACT AND FINDING
<. ANALYSIS AND INTERPRETATION
>. S8OT ANALYSIS
6. CONCLUSION
?. SUGGESTION
7. APPENDI3
95. BIBLIOGRAPHY
CEMENT INDUSTRY IN NORTHERN INDIA
L!%"i#, $)@ii)# i# %&%AiB! N)&*!&# I#"i% ,&!- A!m!# m%&C!.
Based on (MA data$ -orthern !ndian cement manufactures have consistenty operated at
the highest eves of capacity utii#ation among !ndia:s five regions% )e beieve this refects
the strong demand in -orthern !ndia for cement products reative to suppy% 6urther$ based
on capacity e0pansions announced by cement manufacturers$ "e e0pect cement pants in
-orthern !ndia to continue to operate at high utii#ation eves and anticipate continued
strong demand for our grey cement products in the near and medium8term% )e beieve that
"e are "e positioned to take advantage of this demand$ as the fourth argest grey cement
manufacturer in -orthern !ndia$ and the argest grey cement manufacturer in the state of
Rajasthan%
S!A)#" '%&,!@ +*i! A!m!# $&)"uA!& i# I#"i%.
)hite cement accounted for ;<%<= of our tota cement revenue and >?%@= of adjusted
.B!T*A from our cement operations in fisca @AA?$ and ;?%?= of revenues and @<%B= of
our adjusted .B!T*A from our cement operations in the si0 months ended September >;$
@AA?% Unike grey cement$ the "hite cement industry in !ndia is highy concentrated "ith the
t"o argest payers accounting for the substantia majority of !ndia:s production capacity%
(onseCuenty$ prices of "hite cement have been reativey ess voatie and saes of "hite
cement have generated more stabe cash fo"s for us even during industry do"nturns in
grey cement% )e aso beieve our position as the second argest producer of "hite cement
in !ndia$ together "ith our nation"ide deivery net"ork$ significanty enhances the overa
brand image of &' (ement%
P&)Dimi- %#" %AA!@@ ) '%&,! &!@!&B!@ )( *i,* Eu%'i- 'im!@)#!.
operations$ "hich "e beieve are sufficient to sustain our operations "e into the future%
Based on independent geoogica surveys of different mines during ;DD< to @AA;$ "e
beieve that our imestone reserves are sufficient to support our current and panned
capacity for appro0imatey EA years for both grey and "hite cement% /Put in risk 8 assuming
"e are abe to rene" our e0isting eases upon their e0piry1 As one of the first cement
producers in -orthern !ndia$ "e "ere abe to choose our imestone reserves in an area "ith
high Cuaity imestone resources% !n addition to ao"ing us to produce "hite cement$ "hich
reCuires high Cuaity imestone$ it aso provides us "ith a cost advantage$ as "e are not
reCuired to purchase s"eeteners to improve the Cuaity of imestone% 6urther$ our
manufacturing pants are in cose pro0imity to our imestone reserves$ resuting in o"er
transportation costs% 6inay$ our mines that suppy our "hite cement pant at 2otan aso
have a suppy of "hite cay$ an important additive necessary for "hite cement production%
Fu%'i- )( $&)"uA@ %#" @&)#, b&%#" #%m!.
)e beieve that brand name and reputation are important to retai purchasers of cement in
!ndia% )e have buit a strong reputation among cement purchasers by consistenty providing
high Cuaity products% )e beieve that there is strong customer a"areness of our brands$ &'
(ement /3Sarvashaktimaan71$ for grey cement in our principa market in -orthern !ndia$ and
&' )hite /3(ame71$ for "hite cement across !ndia% 6urther$ "e beieve that our brand name
and our reputation for consistenty suppying high Cuaity products provide us "ith a
competitive advantage in ensuring that cement deaers carry our products%
ED!#@iB! m%&C!i#, %#" "i@&ibui)# #!+)&C.
)e have a "ide distribution net"ork for grey cement in -orthern !ndia% )e aso have a
strong a8!ndia distribution net"ork for "hite cement% Our distribution net"ork for grey
cement products consists of EE feeder depots serviced by seven regiona saes offices in
*ehi$ ,aryana$ Uttar Pradesh$ Punjab$ Rajasthan$ Madhya Pradesh and 2ujarat% Our "hite
cement net"ork comprises @A feeder depots serviced by ;> regiona saes offices in *ehi$
(handigarh$ Uttar Pradesh$ )est Benga$ Andhra Pradesh$ Tami -adu$ 'arnataka$ 'eraa$
Maharasthra$ 2ujarat$ Madhya Pradesh and Rajasthan% !n addition$ "e have more than
E$AAA retai stores that stock our grey and "hite cement products$ as "e as @@ saes
promoters and four handing agents% )e beieve that the e0tent of this net"ork$ and our
reationships "ith our deaers$ enabes us to maket and distribute our cement "idey and
efficienty
ED$!&i!#A! %#" !A*#iA%' C#)+/*)+.
)e have >A years of e0perience in the !ndian cement industry$ "hich "e beieve
provides us "ith the skis to ma0imi#e production efficiency$ e0pand production capacity
Cuicky and reduce costs% Over the years$ "e beieve that "e have deveoped ong8term
customer reationships and a strong reputation for Cuaity% !n addition$ "e have a proven
track record of upgrading and moderni#ing our production capabiities efficienty$ having
increased our production capacity at -imbahera by more than FA=$ from ;%?E miion
tons in ;DDF to @%F miion tons as of September >A$ @AA?% 6urther$ "e have a stabe
and e0perienced midde and senior eve management team$ many of "hom have been
"orking in our cement operations for more than @A years% Our -imbahera
manufacturing faciity "as chosen by the )ord Bank and the *anish !nternationa
*eveopment Agency as one of the four training centers in !ndia to serve as the
3Regiona Training (enter7 for -orthern !ndia% There are ony four regiona training
centers for the cement industry in !ndia$ and "e beieve our operation of the training
center provides us "ith access to state of art training aids$ ive "orking modes$ and
technica e0pertise deveoped by "e kno"n nationa and internationa cement
producers%
INTRODUCTION TO THE COMPANY
OVERVIE8 OF J K CEMENT 8ORKS
9.9 HISTORY BEHIND J K CEMENT
T*! i#ii%' GJ.K.G @%#"@ ()& % (%*!&/ @)# !%mH #%m!'-. Ju,,i'%' K%m'%$%* Si#,*%#i%
& %'% organi#ation started in the year ;FFE at (acutta% & %'% started their business as
a 6inancier$ !nvestor$ Trading Suppier of cotton bets and manufacturer of sma machinery
parts ike G+H bets$ etc% They estabished fe" sma cotton te0tie industries aso%
!n the year ;D;E they shifted their business from (acutta to 'anpur "here they
estabished many big industries ike &%'% cotton Mis$ Stra" product (o$ 4ohia Mach$ &%'%
Pup and Raymond:s )ooen$ etc%
!n the year ;D>E &%'% organi#ation started one more division$ as &%'% Synthetics 4td%
They estabished various big pants of -yon$ Acryic fiber$ etc% at 'ota and Tyre (ord$
(hemica and Pesticides at &haa"ar%
!n the year ;DBE under the same division one more unit "as started for
manufacturing of 2rey (ement at -imbahera%
The present cement factory "as commissioned in the year ;DBE% The pant started its
production from @Bth *ec ;DBE%
!st pant I kin "as commissioned in ;DBE and the capacity of this pant "as DAA tons per
day and > akh tons per year% After modification in Preheater$ its present capacity is ;@AA
TP*%
.0pansion of this pant took pace in the year ;DBD$ "hen @nd kin "as commissioned
"ith a capacity of ;@AA tons per day and B akh tons per year% After modification in
Preheater its present capacity is ;FAA TP*%
Again in the third phase$ a kin "as erected in the year ;DF@ and production of this kin
"as ;>?A tons per day%
consisted of precacination process$ "hich raised the capacity of this pant to >EAA tons
per day$ "hich "as earier ;>?A tons per day% !n Aug%8@AA> after again some modification in
Preheater and 6oe0 cooer its capacity is increased to ?AAA TP*%
Besides$ &%'% cement pant is having its o"n diese generator sets$ producing po"er to
meet the po"er energy reCuirements%
Main ra" materia for cement is 4!M.STO-.$ for imestone "e have our o"n open cast
mines adjoining to the pant% Besides "e have deveoped fe" more mines at Maiakhera$
'aroonda and Tiakhera for producing ;A$AAA tonnes imestone per day as needed%
& %'% (ement erected one more pant from &an% @AA; "ith the capacity of ;EAA tonnes
per day at viage M%#,&)'% !n -ov%8@AA> after modification in Preheater and instaation of
Mechanica eevator its capacity increased to @@AA TP*%
*ue to po"er shortage as imposed by Ajmer eectricity suppy board &%'% estabished its
o"n T*!&m%' P)+!& P'%# at viage Bamania$ near Shambhupura$ "hich is generating ;?
M%)% po"er every day$ "hich is consumed by &%'% (ement Pant%
& ' (ement aso has a pant of EAATP* instaed capacity of )hite (ement at 2otan$
-agaur /Raj1%
&%'% (ement has started the foo"ing projectsJ
Cement Project at Karnataka of over 5500 TPD and Thermal Power Plant of capacity 30
MW
T*!&m%' P)+!& P'%# % Nimb%*!&% )( 00 M8.
8%@! H!% R!A)B!&- P'%# % Nimb%*!&% )( 9< M8 A%$%Aii!@.
Bhumi Poojan of Dr Gaur Hari Singhania Technical University at Bhatewar, Udaipur
&%'% cement is one of the most productive$ cost efficient cement producing pant in the
country$ a company$ beieving in corporate responsibiity to society$
!ntegrity and fairness% The company:s cement is sod under the &%'% Sarva Shaktimaan
brand name$ enjoys good brand image and a price premium%
The foo"ing types of cements are produced by & ' (ement )orks%
/a1 Ordinary Portand (ement /OP(1
/b1 Portand Po##oana (ement /PP(1
/c1 Super Siicate (ement /SS(1
/d1 Masonry (ement /M(1
&% '% (ement manufactures and markets cement and cinker for both domestic as "e as
e0ports markets%
9.0 PRESENT CAPACITY AND PERFORMANCE

9.0.9 CLINKER PRODUCTION
!st Pant I 'in ;@AA Tons Per *ay /TP*1
!!nd Pant I 'in ;FAA TP*
!!!rd Pant I 'in ?AAA TP*
!+th Pant at Mangro @@AA TP*
T)%' C%$%Ai- 95055 TPD

9.0.0 PRODUCTION ANALYSIS TABLE. IN TONS
Y!%& C'i#C!&
(ement
@AA?8A< >;BA@<F >?;;A@@
@AA<8AB @DAB;D< ><EAF@>
@AAB8AF @D;BAE? >B<?F??
9.0.: FINANCIAL ANALYSIS. IN R@. I C&)&!@
Y!%&
Tu&#)B!&
PBT
@AA?8A< ;;AF%B ?@%@
@AA<8AB ;?@D%B @B@%A
@AAB8AF ;F;@%F >E<%<
0. MANAGEMENT SET/ UP
0.9 C)&$)&%! L!B!'/ K%#$u&
(hairman 8 *r 2aur ,ari Singhania
Managing *irector 8 Shri 5 P Singhania
2roup .0ecutive President 8 Shri R 2 Baga
0.0 U#i H!%" L!B!'/ Nimb%*!&%
President 8 Shri *% Ravishankar
J K Organization
! " #ement $td
! " %hite #ement %or&s Gotan, 'agaur
! " #ement %or&s (Grey #ement)
* ! " #ement %or&s, 'im+ahera
, ! " #ement %or&s, -angrol
. ! " Thermal Power Plant, Bamania
/ Projects0
! " Thermal Power Project, 'im+ahera
! " #ement Project, "arnata&a
:.9 J K MARKETING ORGANI=ATION
The ,ead office of Marketing *epartment of & ' (ement 4td% is at *ehi$ "hich is headed by
Sr% + P /Marketing82rey (ement1 and Sr% + P /Marketing8)hite (ement1% The )hite
(ement is sod a over !ndia and the 2rey (ement is sod in the States of Rajasthan$ M%P%$
U%P%$ ,aryana$ Punjab$ 2ujarat and *ehi% )ith the commissioning of &% ' (ement Project$
'arnataka Southern region "i aso be covered for 2rey (ement%
:
.0 R!,i)#%' T&%i#i#, C!#&!
The Regiona Training (entre 8 -orth is a premier training centre of -orth !ndia promoted
"ith assistance from )ord Bank$ *A-!*A and 2ovt% of !ndia as a uniCue ,R* project in
(ement !ndustry is aso attached "ith & ' cement )orks as 4ead Pant% !t is eCuipped "ith
modern training aids and caters to the ski enhancement and competency deveopmenta
needs of more than @A cement and other pants% !t has trained over ?AAA technica and
manageria personne during the ast ;@ years%
The centre has conducted many taior8made in8house programs for cement and other
industries in !ndia and abroad incuding for Oman (ement$ Oman and Star (ement$ *ubai%
RT( has speciai#ed packages I modues in Mining$ Process$ Maintenance discipines ike
Operation 9 Maintenance of ,.MM I 2ear Bo0es I Pumps I (ompressors I .ectrica 9
.ectronics .Cuipments I .nergy (onservation I .nvironment Management and Machinery
Aignment$ etc% designed and deveoped by reno"ned !nternationa I -ationa agencies ike
64S *enmark$ -((BM$ TATA !nteractive Systems$ +.($ -!TTTR$ etc% More than ;AA
senior ine mangers from ten pants have been trained at *enmark$ -!TTTR$ Bhopa and
(hennai$ "ho act as resource persons for these programs% Besides$ O.M:s and
management e0perts of nationa repute are invited for various technica and management
programs to make them effective and gainfu e0perience for the participants%
;. SOCIAL RESPONSIBILITY
E"uA%i)#%' @!&BiA!@.
(onstruction of rooms in 2ovt% (oege at -imbahera%
Running &' !nstitute of Technoogy$ !T! in five trades affiiated to -(+T%
Running ;AK@ (BS. affiiated schoo
Running Regiona Training (entre for (ement technocrat:s aided by )B 9 *A-!*A%
+arious constructions in nearby govt% Schoos of (hittorgarh district%
)e are invoved in girs schoo /under construction1 and committed reasonabe
financia contribution for above
M!"iA%' @!&BiA!@

Rs% >< acks contribution for the construction of govt% ,ospita at -imbahera%
Ambuance to govt% ,ospita%
6ree faciity of pathoogica aboratory for the persons of surrounding area%
6inancia contribution to various -2OS for medica camps in the district%
6inancia contribution for construction of dispensary 9 heath centre in nearby
viages%
6ree ,omeopathic consutancyImedicines for the patients of nearby area%
R!'i,i)u@ @!&BiA!@

Radhakrishna tempe at coony premises%

Prayer ha in hanuman tempe in -imbahera%
Bheemkesh"ar tempe in staff coony%
*harmashaa at Bhan"armata /touristI reigious pace1%
F rooms for *haramshaa at Pashupati -ath tempe in Mandsaur /M%P%1%
+arious tempes in number of nearby viages%
S$)&@ @!&BiA!@

Sports infrastructure ike "ooden badminton court$ tabe tennis court$ biiard room$
and cricket ground$ voeyba ground in coony campus%
Sponsoring a !ndia youth footba$ voey ba and badminton tournaments%
Sponsoring inter8district tournaments%
Arranging summer camps for various sports%
O*!& @)Ai%' @!&BiA!@

(onstruction of approach roads in and around viages of mining area%

*igging of tube "es%
Suppy of tube "e pumps%
(onstruction of "ater tanks%
Suppy of drinking "ater in tankers in nearby needy paces during summer%
Reguar pantation in pant$ coony and nearby viages%
*irect and indirect empoyment to thousands of persons of surrounding area%
6inancia heps to -2OS%
6inancia aid to organi#e reigious festivas by municipa board%
<. PO8ER 4 STRENGTH
"e enjoy a number of key competitive advantages$ "hich have heped us maintain our
position as one of the eading cement manufacturers in the -orthern !ndian cement
market%
MANUFACTURING PROCESS
CEMENT./
1. Mining
2. Crusher, Stacker & Reclaimers
3. Grinding
4. Kiln System
5. acking lant
!. "uality Characteristics #$ Cement
MANUFACTURING OF CEMENT./
There are three production ines invoving five significant manufacturing stages$ namey
crushing$ ra" mea grinding$ cinkerisation$ cement grinding and packing%
At crushing stage$ run of imestone mines is crushed to desired si#e so as to achieve
optimum grinding efficiency in the Ra" Mis% (rushed imestone is stacked by stacker in a
stockpie and recaimed by means of a recaimer% The stockpie serves as a buffer stock
storage% Partia Cuantity of aterite 9 bau0ite is aso added during crushing%
!n Ra" Mi$ crushed imestone "ith ate rite is fed through "eigh feeders% The feed Cuantity
and ratio of feeds are controed based on the chemica anaysis resuts from L(M /M8
ray1I4aboratory% The ra" materia is ground in ba mis and the fineness /residue1 is
controed by separator damper contro% The ra" materia is aso ground in +RM "here
fineness is controed by separatorHs speed% The ground ra" mea is bended for
homogeneity and stored in ra" mea storage sio or in (%6% Sio%
(inkerisation is the heart of cement manufacturing process$ "here the ra" mea is fed to
the preheater at controed rate through eectronic "eigh feeder andIor soid fo" meters%
The feed enters the kin through cycones /for Unit !$ !!1 and through Precaciner /for Unit !!!1
and the fue is fired at the kin outet end /aso in precaciner for unit 8;;;1% The counter
current of hot gases against the materia fo" right from preheater stage to kin outet
converts ra" mi0 to cinker by pyroprocessing stages ike cacination and cinkerisation% The
cinker is cooed in cooers%
(inker is transported to cinker yard for storage% (inker and gypsum are thereafter ground
to a specific fineness in bC mis to produce fina product i%e% (ement% The baine /fineness1
of cement is controed by separatorHs speed in cose circuit grinding and by mi fan damper
opening during open circuit grinding%
#ement is transported to cement silos for storage #ement is drawn from cement silos for pac&ing in
+ags +y mechanical rotary pac&ers
;%; *.6!-!T!O- O6 (.M.-T
(ement can be defined as any substance$ "hich can join or unite t"o or more pieces of
some other substance together to form a unit mass% (ement$ as used in construction
industries$ is a fine po"der "hich "hen mi0ed "ith "ater and ao"ed to set and harden can
join different components or members together to give a mechanicay strong structure%
Thus$ cement can be used as a bonding materia for bricks or for bonding soid partices of
different si#es /rubbe masonry1 to form a monoith%
9.0 HISTORY OF CEMENT
The history of cement is the story of civii#ation from primitive caves of pre8historic times to
the skyscrapers of the modern age% !t is said that the use of cement is form the period of
use of fire% .gyptians utii#ed gypsum paster as cementing materia as eary as >AAA
B( buiding their monuments%
,o"ever$ !t "as in ;F@E$ si0ty8eighty years after the discovery of hydrauic properties of ime
&oseph Aspdin patented his product$ "hich "as caed NPortand (ementN The pants
manufacturing portand cement outside .ngand "ere commissioned in Begium and
2ermany in ;F??% The interest that is evoked in the technoogy o f cement resuted in the
deveopment of Rotary kins in ;FF<%
Modern cement is the outcome of the combined research and deveopment efforts of
chemists$ technoogists and architects% The cement technoogy is an offshoot of the overa
deveopment in other industries$ technoogy$ constructiona activities and kno"edge and
the avaiabiity of ra" materia%
9.: TYPES AND USES OF CEMENT.
T-$!@ )( C!m!# A$$'iA%i)#
Ordinary Portand (ement /OP(1 2enera construction
Portand Sag (ement 2enera construction and marine "orks%
Portand Po##oona (ement
/PP(1
2enera construction$ hydrauic construction 9 marine%
)hite Portand (ement Architectura purposes$ decorative "ork and in
manufacturing of tites%
Oi )e (ement (onnecting the stee casing to the "as of gas oi "es at
high temperature and to sea porous formations in
petroeum industry%
4o" ,eat Portand (ement )here o" heat on hydration is reCuired as in mass
concrete for dams%
Super Suphated (ement !n a varity of aggressive conditions ike marine "orks$
concrete se"ers carrying industria effuents%
,igh Aumina (ement Mainy as refractory cement and as structura materia
giving high eary strength deveopment in cod regions%
9.; RA8 MATERIAL
9.;.9 R%+ M%!&i%'@/
4imestone /cacareous1 and cays /argiaceous1 are the conventiona ra" materias mosty
used in cement industry% Sometimes sandstone /siiceous1$bau0ite /auminous1 and iron ore
/ferruginious1 are used$ as corrective materia to maintain desired composition for potentia
property of cinker%
(ement manufacturing process invoves8
Preparation of ra" mi0 by crushing$ grinding and bending of ra" materias in definite
proportions%
Burning the ra" mea at cinker temperature /;E?A
A
(1 in a kin%
2rinding the resutant cinker to fine po"der "ith certain amount of gypsum to reguate
setting of cement%
9.;.0 T-$!@ )( R%+ M%!&i%'
!t is kno"n that ra" mea feed for cement manufacture basicay consists of t"o components 8
(acium carbonate
Aumino siicates
*ue to depetion of cement grade imestone$ it is necessary to go in$ more and more$ for
byproducts and "aste materias of chemica$ metaurgica$ coa and other industries as ra"
materia for cement manufacture%
9.;.: TECHNOLOGICAL ASSESSMENT OF RA8 MATERIAL
Ra" materias are characteri#ed by
/a1 (hemica composition
/b1 Minera composition
/c1 Physica composition
/d1 Mechanica characteristics
(omposition of Ordinary (ementJ
Ordinary Portand (ement is the basic cement and it has three grades namey >>$ E> and ?>
respectivey% 4imestone is the principa ra" materia for the manufacturing of cement% Our
country has enough reserve of ra" materia needed in the cement industry% (ement
consumption gro"th is highy correated to the 2*P gro"th and serves as a eading indicator%
More industria activity and greater purchasing po"er means more asset formation and
construction and thus more consumption of cement%
!ngredient
P!&A!#%,! R%#,!
4ime <E <E8<F
Siica @@ ;B8@?
Aumina ? >8<
(acium suphate E >8?
!ron O0ide > >8E
Magnesia @ A%;8>%A
Suphur ; ;8>
Akaise ; A%@8;%A
9.< TYPS OF PROCESS
Basicay there are t"o types of process for cement manufacturing that is 8
H-"&) P&)A!@@i#, 18! P&)A!@@2
P-&) P&)A!@@i#, 1D&- P&)A!@@2
)e are using Pyro Process in &' (ement )orks
9.<.9 PYRO PROCESSING
!n order to manufacture cement from the ra" mi0$ it is reCuired to heat ra" mea to a
temperature of ;E?A
O
($ thus carrying out S!-T.R!-2 OR (4!-'.R!SAT!O-% The burning
process reCuires an o0idising atmosphere in the kin$ as in the opposite case a cinker of
bro"n coour /contrary to the norma greenish Ogrey1 "i be formed and the resuting
cement "i be Cuicker setting and "ith o"er strength%

1.5.2 Chemical Transformations
*uring heating of the ra" mea to the burning temperature ;E?A
o
( /cinkeri#ation or sintering1
certain physio8chemica processes take pace% These incudeJ
*ehydration of the argiaceous minerasP decomposition of the carbonates /decarbonisation or
e0pusion of (O@ commony kno"n as cacination1P reactions in soid phase and reactions "ith
the participation of one iCuid phase and crystai#ations%
These processes are infuenced by chemica factors in the ra" mea /such as its chemica
composition1$ by mineraogica factors /its mineraogica composition1$ by physica factors
/fineness or partice si#e in the ra" mea1$ homogeneity and other factors% The compete
course of these endothermic reactions pays a decisive roe in Cuaity of the resuting cement%
!n per8heater kin$ the first five transformations sho"s in figure E%; "i take pace in pre8
heater to"er% The decomposition of imestone and other carbonates "i primariy take pace
in the caciner vesse "here the cacination temperature is maintained by injection of fue%
The ast t"o transformations "i take pace in the rotary kin%
The carbonate (a (O> decomposes bet"een <AA O FAA
O
( to form (aO% Luart# and cay "i
have started decomposing sighty before that to iberate free reactive A@O> and SiO@
(aO to form (>S% Some (aO "i aso react "ith A@O> and 6e@O> to form various
intermediate components such as (A$ (;@AB and others$ "hich "i decompose at higher
temperature at ater stage%
(@S content is seen to gro" steadiy during the heating and reach ma0imum content at
appro0% ;>AA
O
( "hich is a point "here iCuid phase appears% The major part of (@S is then
transformed to (>S in the iCuid phase and the fina content of (@S in the cinker is ess than
the content of (>S%
T*! b%@iA @!$@ i#B)'B!" i# *! m%#u(%Au&! )( A!m!# %&!.
Mi#i#,
C&u@*i#,
S%ACi#, %#" &!A'%imi#,
R%+ m%!&i%' ,&i#"i#,
R%+ m!%' @)&%,! 4 b'!#"i#,
P&!*!%i#, %#" bu&#i#,
C'i#C!& A))'i#,
C'i#C!& @)&%,!
C'i#C!&
,&i#"i#,
JC!m!# @)&%,! i# @i')@
P%ACi#, 4 "i@$%A*
9 MINING
;%; 6unctionJ
Panning and e0ecuting a systematic e0poration programme%
*ra" scope of driing campaign% ,o" to carry out survey and perform
driing activities for e0poration purpose%
.stabish system for computeri#ed mine8panning in order to ensure suppy
of imestone "ith consistent Cuaity%
Panning and e0ecuting driing and basting programme in norma course at site
to take optimum output from basting as "e as achieving economy in
e0posive consumption%
/Appro0imate bouder si#eJ ;%A M Q ;%E M Q ;%;M1
4oading and transportation of ime stone bouders to crusher site%
!mpementing statutory reCuirement for safety and environment

R!@)u&A!@.
1%2 ED$')@iB!@
1b2 EEui$m!#.
*riing Machines
.0cavators I Shoves
*umpers
*o#ers
4oaders
O$!&%i)#@.
*riing and Basting
4oading and transportation
0 CRUSHERH STACKER 4 RECLAIMER
0.9 CRUSHER
0.9.9 Pu&$)@!.
Si#e reduction from ;%AM Q ;%EM Q ;%;M bouder to @?mm si#e imestone pieces%
0.9.0 C)mm)# -$! )( C&u@*!&@.
*oube Togge &a" (rusher /(apacityJ EAA TP,1J Used as primary crusher%
S"ing ,ammer (rusher /(apacityJ @AA TP,1 used as secondary crusher%
(ompound !mpactor /(apacityJ FAA TP,1 combined unit of primary and secondary crusher%
0.0 STACKER 4 RECLAIMER
Pu&$)@!.
,omogeni#ation of crushed imestone%
0.0.9 S%AC!&.
Type of PieJ 4ongitudina%
*etais of PiesJ @AAAA O >AAAA tonnes per pie%
,eight of pie upto ;;%AA meters%
The stacker moves on ongitudina rais%
0.0.0 R!A'%im!&
TypeJ Bridge Scrapper Type%
Rated (apacityJ <AA tonnes per hour !t "i vary from pant to pant depending on the
production reCuirement /in TP*1%
)orking PrincipeJ (uts Stack Pie in sice from parae to face of pie% Shifting materia
/imestone1 to bet "ith the hep of scrapper%
: GRINDING
INTRODUCTION/
:.9 M%!&i%'@ u@!" ()& ,&i#"i#,
4imestone and additives /Ra" Mi01
(oa and other fues
(inker
:.0 F!!" @iK! )( i#A)mi#, m%!&i%'@
4imestone
O @?mm Si#e for Ba Mis
- >?mm Si#e for +RM /Segregated1
/Secondary (rusher is used to feed Ba Mis1
(oa O @?mm si#e
(inker O @? to >? mm si#e%
:.: Fi#!#!@@ )( )u$u m%!&i%'@
Ra" Mi0J ;? O ;B = Residue On DA R
;%F O @%@ = Residue On @AA R
(oa Po"derJ ;? O ;B= Residue On DA R
F8@@ = Residue On DA R
/6or use in Pre8(aciner$ there is separate arrangement to grind coa1
(ementJ >> 2rade O @<AA To @FAA Baine
E> 2rade O @F?A To >AAA Baine
?> 2rade O >@AA To >EAA Baine
:.; G&i#"i#, S-@!m@
Ra" Mi0J
- Ba Mi
- +ertica Roer Mi
- (ombination of Roer Press and Ba Mi
/2eneray open circuit is used in "et process and cosed circuit is used in dry process% !n
cosed circuit systems$ fi0ed and dynamic separators are used%1
(oa and fueJ
Ba Mi
+ertica Roer Mi
/(osed circuit used1
(inker 2rindingJ
Ba Mi
(ombination of Roer Press and Ba Mi
/Open circuit and cosed circuit used% !n cosed circuit systems$ fi0ed and dynamic separators
are used%1
:.< M%!&i%'@ u@!" ()& ,&i#"i#,
4imestone and additives /Ra" Mi01
(oa and other fues
(inker
:.> G&i#"i#, )( C!m!#.
!n a modern cement pant$ the tota po"er consumption is about ;AA '"h I tonnes "hereas
cement grinding process accounts about EA=% The Cuaity of fina cement product depends on
operationa mode and parameters of cement grinding pant%
(ement has to be ground fine enough to meet the reCuirements for strength properties
specified in current standards% As it takes Cuite ong time to determine especiay the ate
strength$ the hour Oto8hour and day Oto8day contro of cement grinding has to be based on
cement fineness%
Strength deveopment of concrete is the resut of hydration of the partices% Smaer the
partices$ arger the specific surface and faster the hydration% Partices coarser than >AO?A
microns hydrate very so"y and "i ony affect ate strengths% On the other hand$ superfine
partice "ith @8> micron si#e may hydrate before the concrete has been cast and "i have
imited infuence on strength deveopment%
; KILN SYSTEMS
;.9 Pu&$)@!.
To transform Ra" Mi0 into (4!-'.R through P5RO8PRO(R.SS!-2.
;.0 S!Ai)#@ )( % T-$iA%' Ki'# S-@!m.
'!4- feed system%
Pre8heater /6our stage to si0 stage1
Pre8(aciner /!4($ S4(1
'in
(ooer /incuding (inker ,ammer1
Panetary (ooer
2rate (ooer
T-$! )( C!m!#.
2rey (ement
)hite (ement
;.: P&)A!@@!@.
)et Process
Semi8dry Process
*ry Process
< PACKING PLANT
<.9 Pu&$)@!.
To pack cement in appropriate packages suitabe for consumption at site%
<.0 C)mm)# $%AC@ %B%i'%b'!.
2rey (ementJ
?A 'g bags
Buk handing of cement has started at seected paces e%g% buk8handing project near
Mumbai by A((%
)hite (ementJ
?A 'g and sma si#e packs as per market demand%
<.: P%AC!&@.
Mechanica Packers
.ectronic Packers
> FUALITY CHARACTERISTICS OF
CEMENT
>.9 INTRODUCTION.
The surviva and "e being of the cement pants I companies in the market depends upon the
Cuaity of product and its cost% Luaity and cost together define the vaue of the product /i%e%
cement in this case1% The concept of Cuaity has undergone a sea change from mere Cuaity
contro of the product to tota Cuaity management /T%L%M%1 "ith emphasis on Cuaity defined
as 3totaity of features and characteristics of product I services that bears on its abiity to satisfy
the stated and impied needs7%
The Cuaity of the product depends on variety of factors such as technoogy$ Cuaity of ra"
materias and fues$ operation and Cuaity contro procedures to produced consistent product%
The broad quality parameters of cement relate to chemical and physical properties as per IS Code are as
mentioned below
>.0 CHEMICAL PROPERTIES.
4oss on ignition S4O!T
!nsoube residue S!RT
Suphur trio0ide SSO>T
Magnesium o0ide SMgOT
Tota choride S(T
4ime saturation factor S4S6T
Aumina moduus SAMT
>.: PHYSICAL PROPERTIES
6ineness
(onsistency
Setting time O initia and fina
Soundness
(ompressive strengths /> days$ B days and @F days1
,eat of hydration
*rying shrinkage Sfor PP(T

9.9 I#"i%# C!m!# I#"u@&-
9.9.9 Cu&&!# @A!#%&i)
*ue to a booming housing sector$ increasing demand and acceeration in infrastructure
deveopment such as state and nationa high"ays$ the cement industry is progressing ahead
brisky% The production capacity has been ramped up and many top cement companies of the
"ord are finding it ucrative to invest in this sector% Mergers and acCuisitions are used to
achieve market share and gro"th faster%
(ement companies in !ndia currenty has an instaed capacity of more than ;BE miion tonnes
per annum /mtpa1% 4arge (ement pants account for neary D>= of the tota instaed capacity
in !ndia% The !ndian cement industry comprises ;>A arge cement pants and ><? mini8cement
pants%
!n &anuary @AAB$ the capacity utii#ation has been crossed the mark of ;AA= for the first time%
According to (ement Manufacturers Association /(MA1$ the average monthy capacity
utiisation during fisca @AA<8AB "as DE per cent% At the same time$ cement dispatches "ere at
the peak eve at ;?? miion tonnes /mt1$ up ;A= from the previous fisca year%
2obay$ !ndia is the second argest producer of cement% ,o"ever$ though the !ndian cement
industry is "itnessing a major gro"th at this moment$ !ndiaHs per capita production of ;;?
kiograms per year ags the "ord average of over @?A kiograms and (hinaHs production of
more than E?A kiograms per person% The per capita consumption of cement in !ndia is
appro0imatey ;?A kiogram per annum$ "hich is ess than one8third of (hinaHs per capita
consumption% This provides a considerabe opportunity for the producers and the investors
aike%The structure of the !ndian cement industry is highy fragmented% Majority of the cement
production is dominated by arge payers ike Ambuja cement$ Aditya (ement$ & ' (ement and
4 9 T cement% The fragmented structure occurred due to o" entry barriers in the post
decontro period and the ready avaiabiity of technoogy% ,o"ever$ cement pants are highy
capita intensive% Apart from meeting the entire domestic demand$ the country is aso an
e0porter of cement and cinker to other countries in the "ord%
4ot of consoidation and reorgani#ation has taken pace in the !ndian (ement !ndustry in the
recent past% Some of the consoidation "itnessed in the recent past incudes 2ujarat Ambuja
taking a substantia stake in A(( and 2ujarat Ambuja taking over *46 (ements and Modi
(ement% !ndia (ement took over Raasi (ement and Sri +ishnu (ement and 2rasimHs acCuired
the cement business of 49T% A(( took over !*(O4%
.ven the mutinationa companies have sho"n interest to be a part of one of the !ndia:s fastest
gro"ing sector% S"iss cement major ,ocim has picked up ;E%F= of the promoters stake in
2ujarat Ambuja (ements /2A(41% !n &anuary @AA<$ ,oderind !nvestments /,ocim Mauritius1$
an indirect$ "hoy8o"ned subsidiary of ,ocim$ acCuired @AA miion eCuity shares of 2A(4 at
a price of Rs%;A? per share from the promoters% ,ocim had entered into a strategic aiance
"ith 2A(4$ and acCuired a <B= controing stake in Ambuja (ement !ndia% Through this
hoding company$ ,ocim acCuired a majority in Ambuja (ement .astern and a substantia
stake in A((% Ambuja (ement !ndia hods a E@%<D= share in A((% As a resut these foreign
companies are controing more than @? per cent of the market%

PRO*U(T!O- O6 +AR!OUS (OMPA-5 !- @AA<8AB

State "ise position
9.9.0 C*%&%A!&i@iA@ )( C!m!# I#"u@&-
(ement is a homogeneous product% Most of its saes concern about haf a do#en
commercia varieties$ of "hich Portand cement/PP(1 is by far the eader% -o brand name
e0ists as differentiating product $ so that one suppier:s products can easiy be substituted for
another% (ement is$ ho"ever$ an e0perience goodP its Cuaity is guaranteed by standards /B!S1
"ith "hich the suppier has to compy% These standards are often nationa but in most cases
the products of one country can easiy be approved in neighboring countries% Standards
therefore do not constitute trade barriers as such$ even if they may hinder trade%

The demand for cement is geographicay "idey dispersed and corresponds roughy to
popuation density% Athough cement is an upstream industry$ it differs from other basic
industries such as auminium$ stee or gass$ for "hich demand id concentrated both
geographicay and in terms of the number of customers% !n the cement industry demand is by
contrast$ dispersed in mutipe #ones of consumption$ each of "hich comprises numerous
customers% 2eographica factors thus determine the structure of the market%

Suppy
T"o economic considerations are important in structuring suppy in a Market%
The trade8off bet"een fi0ed costs and transport costs "hich$ depending on the
economic si#e of the factories$ gives an initia idea of the density of the net"ork of
production units covering the territory$ in reation to the density of demand
The eve of investment costs and the ife8span of faciities "hich determine the
rigidity and the duration of the net"ork%
Major *emand *rivers
Present *emand drivers
Rea .state is the major demand drivers
.conomic gro"th
!ndustria activity
2ro"th in mortgage business in retai housing
,igher surpus income of househod
Roads $Bridges construction%
9.9.: I#"u@&- ,&)+*
!ndiaHs cement production increased ;;%@= during 65@AA< to ;E;%F; mt% By comparison$
production increased F%<= during 65@AA?$ and ?%?= during 65@AAE% Production has
increased at a >8year compound annua gro"th rate /(A2R1 of F%E=% On a decada basis$
!ndiaHs cement production increased at an annua average of F%@= during 65;DD<8@AA<$ as
compared "ith <%D= during 65;DF<8D<
*uring 65@AA<$ after the sack of the monsoon season$ cement production registered high gro"th since
October @AA?% ,igh gro"th in the cement sector refected robust demand from the construction sector
and high e0ports%
As cement is a basic construction materia "ith virtuay no substitute$ it is used "ord"ide for a
construction "ork% Thus$ the gro"th in the construction industry has a direct reation "ith the production
and consumption of cement% 2*P from the construction industry has gro"n at a high rate over the ast
three years8;@%;= during 65@AA<$ ;@%?= during 65@AA?$ and ;A%D= during 65@AAE% This has had a
positive impact on cement consumption$ "hich increased ;A%;= during 65@AA<$ as compared
"ith F%;= during 65@AA?%
The increased gro"th in cement consumption since @AAE has had a positive impact of the
capacity utii#ation of cement producers% (apacity utii#ation increased from B<= in 65@AA@ to
around DA= in 65@AA<%
!nstaed capacity 9 utii#ation
!ndian cement market O Profitabe market
9.9.; $'%# ')A%i)# @&%!,-
(ement being a high buk and o" vaue commodity$ out"ard freight accounts for cose to one
fifth of the tota manufacturing cost% !n addition$ for every tonne of cement produced$ cose to
;%B tonnes of ra" materia /incuding coa1 is transported% !n this scenario$ the ocation of the
cement pant becomes crucia% )hie deciding on the pant ocation$ there is a trade8off
bet"een pro0imity to ra" materia sources and pro0imity to markets% A spit8ocation cement
pant can be a good compromise bet"een the t"o options% The pant aso has to address
issues of ogistics /evacuation of cement by rai$ road or "ater"ays1$ po"er avaiabiity in the
region$ and avaiabiity of materias /imestone$ coa$ sag$ etc1%
9.9.< A!m!# $&)"uAi)#
Stages of cement production at a cement pantJ
;% Procurement of ra" materias
@% Ra" Miing 8 preparation of ra" materias for the pyroprocessing system
>% Pyroprocessing 8 pyroprocessing ra" materias to form cement cinker
E% (ooing of cement cinker
?% Storage of cement cinker
<% 6inish Miing
B% Packing and oading

9.9.> $&)"uA A!m!#
The types of cement in !ndia have increased over the years "ith the advancement in research$
deveopment$ and technoogy% As the !ndian cement industry is "itnessing a boom as a resut
of "hich the production of different kinds of cement in !ndia has aso increased%
By a fair estimate$ there are around ;; different types of cement that are being produced in
!ndia% The production of a these cement varieties is according to the specificationsofthebis
Some of the various types of cement produced in !ndia areJ
(inker (ement
Ordinary Portand (ement
Portand Bast 6urnace Sag (ement
Portand Po##oana (ement
Rapid ,ardening Portand (ement
Oi )e (ement
)hite (ement
Suphate Resisting Portand (ement
!n !ndia$ the different types of cement are manufactured using dry$ semi8dry$ and "et
processes% !n the production of (inker (ement$ a ot of energy is reCuired% !t is produced by
using materias such as imestone$ iron o0ides$ auminum$ and siicon o0ides% Among the
different kinds of cement produced in !ndia$ Portand Po##oana (ement$ Ordinary Portand
(ement$ and Portand Bast 6urnace Sag (ement are the most important because they
account for around DD= of the tota production in !ndia%
The Portand variety of cement is the most common one among the types of cement in !ndia
and is produced from gypsum and cinker% The Ordinary Portand cement and Portand Bast
6urnace Sag (ement are used mosty in the construction of airports and bridges% The
production of "hite cement in the country is very ess for it is very e0pensive in comparison to
grey cement% !n !ndia$ "hie cement is usuay utii#ed for decorative purposes$ marbe
foundation "ork$ and to fi up the gaps bet"een ties of ceramic and marbe% A positive trend
to"ards the increased use of bended cement can be seen "ith the share of bended cement
increasing to E>=% There is regiona imbaance in cement production in !ndia due to the
imitations posed by ra" materia and fue sources% The southern region is the most cement
rich region "hie other regions have amost same cement production capacity%
9.9.6 $)+!& ,!#!&%i)# 4 A)@ Aui#,
The !ndian cement industry is about DA years od and its main sources of energy are therma
and eectrica energy% The therma energy is generay obtained from coa 9 pet coke$ and the
eectrica energy is obtained either from grid or captive po"er pants of the individua
manufacturing units%
The !ndustry faces severa bottenecks in high cost of inputs ike fue and po"er$ high ta0es
and duties and transportation cost% More than BA= of the input cost in cement manufacture is
beyond the contro of the industry and is administered by reguatory authorities% These incude
royaties and cess on imestone$ tariff for coa$ rai transport and po"er$ duties on finished
goods$ namey$ centra e0cise$ oca saes ta0$ octroi$ etc%
The ony areas "here industry can induce cost contros and economy are reduction in
consumption of inputs ike fue and po"er through energy efficiency$ improved productivity
through panned maintenance and reduction of stoppages$ etc% The continuous efforts by the
industry in these areas have brought in good resuts% !t is note"orthy that the energy
consumption by the most efficient cement pants in !ndia at the eve of <<? 'ca per kg% of
cinker and <D k)h per tonne of cement are comparabe "ith the best achieved in the "ord%
The Poution (ontro and environmenta performance of the !ndustry is commendabe$ the
state8of8art pants achieved emission eve of beo" @? mgI-m>%
Particuars
Utratech
A((
2ujarat
Ambuja
Shree
(apacity
Utii#ation /=1
FD D> ;AA ;;E
Po"er (ons%
/'"hIt1
FD FF FE B>
Po"er
2eneration (ost
PIU
>%B< @%A; ;%D<Q ;%DE
6ue
(onsumption
8= of (inker
-A -A -A ;A%>B
Particuars A((
Utratech
2ujarat
Ambuja
Shree
(ement
Ra" materia >FF @;@ @;D @<A
Po"er 9 6ue ?;F <F> ?>A >D>
Tota +ariabe (ost DA< FD? BED <?>
6reight 9 Seing
.0penses
EA; ?E; E;A >BF
Annua @AA?8A<
(ompetitor profie
S%-A -AM.
; Shree cement/detai1
@ A(( 4imited/Brief1
> Ambuja (ement/Brief1
E &' (ement 4imited/Brief1
? &'4akshmi(ement/Brief1
< Utrarect/Brief1
0.0.9 S*&!! C!m!#
Shree (ement 4imited is a mong the top ;A cement producers in !ndia% The company enjoys a
market share of about ;; per cent in north !ndia% Over the years$ Shree (ement has
estabished a reputation as one of the "ord:s most efficient cement manufacturersJ one$
its production has been consistenty in e0cess of its rated capacity% T"o$ its per tonne
energy consumption is one of the o"est in the "ord% Three$ it has a uniCue distinction of
operating both its cement as "e as captive po"er pant on aternative fue%
The B2 Bangur famiy is the principa promoter of Shree (ement td% Shri ,% M% Bangur is the
Managing *irector "hie Mr% M% '% Singhi is the current e0ecutive director of Shree (ement%
Shree cement td% is ocated at Bea"ar$ ;F? 'ms% from &aipur off the *ehi8Ahmedabad high"ay%
Presenty Shree (ements has there units% T"o units are at Bea"ar /incorporated in ;DBD and;DDB1 and
third unit is at Ras /Started in @AA?1% T"o more units /at Ras and 'hushkhera1 are coming up to
enhance the capacity of the company to ;A mtpa from the present Cuantity of >%@ mtpa by the year
@A;A% The pro0imity to *ehi$ &aipur and ,aryana$ "hich are the most ucrative markets in the region$
makes it a strategic ocation%
4O(AT!O-
Shree (ement 4td% is an energy conscious 9 environment friendy business organi#ation% ,aving -ine
*irectors on its board under the chairmanship of Shri%B%2% Bangur$ the poicy decisions are taken under
the guidance of Shri% ,%M% Bangur$ Managing *irector% Shri% M%'%Singhi$ .0ecutive *irector of the
(ompany$ is ooking after a day8to8day affairs% The company is managed by Cuaified professionas
"ith broad vision "ho are committed to maintain high standards of Cuaity 9 eadership to serve the
customers to their fuest satisfaction% The board consists of eminent persons "ith considerabe
professiona e0pertise in industry and fied such as banking$ a"$ marketing 9 finance%
4ocation Map
Shree (ement Unit ! 9 !! is ocated at Bea"ar$ ;F? 'm% from &aipur off the *ehi8Ahmedabad high"ay%
Amongst the pants in the state it is nearest from its marketing centers%
Bangur (ement Unit /!!!$ !+$ + 9 +i1 is acated at RAS$@F 'm from Bea"ar in pai *ist%
Shree (ement 2rinding Unit /''2U1 is ocated at 'hush 'hera *ist% A"ar -earest to *ehi%
Regd% Office 9 )orksJ
Shree (ement 4td%
Bangur -agar$ Post Bo0 -o% >> Bea"ar >A?DA;
Rajasthan !ndia
(orp% OfficeJ
@;$ Strand Road$ (acutta8 BAAAA;%
6igure FJ (apacity .nhancement at Shree (ement 4td%
Marketing Mi0
Pace
.ach cement manufacturer has a primary and secondary market% The former is one$ "hich is the
cosest to the production centre "here it fetches the best reai#ations "hie the atter is usuay at a
distance "here reai#ations are o"er%
Markets cassification
Markets States
Primary Rajasthan
Secondary *ehi$ Punjab$ &'$ ,aryana$ )estern U%P% and Uttarancha
Tertiary 2ujarat$ M%P% and (entra U%P%
Table : Maret Classification of !hree Cement "t
Products
Shree manufacturesJ
Ordinary Portand (ement /OP(1
Red O0ide (ement /RO(1
!ts output is marketed under the GShree Utra Ordinary Portand (ement: and GShree Utra Red O0ide
jung rodhak (ement: brand names% The product today constitutes amost >Bper cent of S(4:s saes% !t
has aso aunched GBangur (ement: in recent past and a ne" brand G(emento: has been introduced in
the market in Apri: AB% The company positioned its brands around onger ife /durabiity1$ emphasising
product ongevity%
Shree manufacturesJ
Ordinary Portand (ement /OP(1
Red O0ide (ement /RO(1


Promotion
Strong saes net"ork of @F saes offices$ ;@AA deaers and EAAA retaiers$a very strong distribution
channe% (ompany mainy use its distribution channe for the promotion of the product% There is ot of
scope in promotion by advertisement "here Shree cement is far behind "ith his competitors %
Price
(ompany retai its products Rs @ ess than the competitors ike Ambuja$Binani$Utratech in the market%
As the price of cement varies every day due to suppy 9 demand of cement in market of a brands% The
variation in prices of different cement brand is not more then Rs @8>/considering major pants1%
MiningJ 4imestone being the predominant ra" materia$ Shree (ement pants are situated near
imestone Cuarry fieds% To minimi#e the transportation cost$ Shree (ements has eased t"o mines one
at Bea"er and other at Ras "ith reserves that "i ast for a ong time% The Ras mines give a imestone
of very good Cuaity "hich is easier to process%
(aptive Po"er 2eneration O Shree Po"erJ Shree (ements are sef sufficient in eectricity as they have
their o"n E?M) po"er generation pant% !t has @ 0 ;F M) and ; 0 < M) units and one @%? M) unit% !t
aso has a ine from State .ectricity *epartment in case of emergency% Shree Po"er has resuted in
making Shree (ements sef sufficient in its po"er needs and aso ets it produce eectricity at o"er
costs "hich in turn transates into better bottomine%
.nvironment sustainabiity
! 6irst !ndian (ement (ompany
8 To join (ement Sustainabiity initiative /(S!1 under )ord Business (ounci for Sustainabe
*eveopment /)B(S*1
8 To issue a (orporate Sustainabiity Report /(SR1
8 To have a structured Sustainabiity Poicy
! Member of (ement Sector Task 6orce of Asia Pacific Partnership on cimate change%
! Appointed eader of Taskforce for .nergy .fficiency in !ndian cement industry by Ministry of
Po"er$ 2O!
Progressive ManagementJ Shree (ement suppemented its attractivey o" capita investment
per tonne "ith one of the o"est manufacturing costs in the !ndian cement industry% The path
of sustainabe gro"th has been made possibe because of management strategy of taking
tripe bottom8ine approach of .conomic$ .nvironmenta and Socia performance isted beo"J

'ey Operationa ,ighights
The cost of production of the (ompany is one of the o"est in !ndia
Operating profit margin is highest in )ord (ement !ndustry
;AA= sef sufficiency in meeting po"er reCuirement
;AA= sef dependent on imestone sourcing
(onsistent dividend paying company /@AA?8A< J ?A=1
Recogni#ed as one of the most .nergy .fficient units in !ndia
6astest gro"ing cement company in !ndia /capacity more than trebing in > years from @< 4TPA
in @AAE8A? to D? 4TPA in @AAF8AD1
Strong brand image O Bangur (ement$ Shree Utra &ungrodhak (ement and Shree Utra
Ordinary Portand (ement have high consumer reca
'ey 6iguresJ
Particuars 65@AA? 65@AA< 65@AAB
-et Saes ?F@A <<DE ;><FA
Operating Profit ;BA; @;@> <@@?
PAT @DE%> ;FE ;BBA
Operating
Margin/=1 @D%F >;%B E?%?
-et Profit Margin ?%< @%B ;@%D
/=1
Tabe J S(4 'ey 6igures /in Rs% miions1
Recognition and A"ards
! )hitehopeman U' 8 !nternationa (ement (onsutants have consistenty maintained E
star rating for Shree since @AAA /-o one in the "ord has been assigned a ? star ratingUU1
! .0ceence in .nergy Management A"ard @AA< from (onfederation of !ndian !ndustry
for the second time
! -ationa A"ards for .nergy (onservation and Best Therma and .ectrica .nergy from
Ministry of Po"er$ 2ovt of !ndia
! -ationa Safety A"ards by Ministry of 4abour$ 2ovt% of !ndia
! !()A! -ationa a"ard @AA? for e0ceence in cost management
! 2oden Peacock A"ard8@AA< in recognition of its e0ceent .nvironment Management
practices
The (ement Sustainabiity !nitiative .stabished in ;DDD$ the (ement Sustainabiity !nitiative is
a coming together of ;A eading internationa cement companies "orking in cose association
"ith the )ord Business (ounci for Sustainabe *eveopment to sustain deveopment%The
)B(S*$ estabished in ;DD;$ is a coaition of ;BE internationa companies united by a shared
commitment to sustainabe deveopment through economic gro"th$ ecoogica baance and
socia progress% !ts members are dra"n from more than >A countries and @A industria sectors%
!t has a goba net"ork of >F nationa and regiona business councis and partner organi#ations
invoving more than ;AAA business eaders gobay% NShree (ement is the third Asian cement
company and the first !ndian cement company to join the (S! movement%
The company:s Mission 8
The company continues to be one of the most operationay efficient and energy conserving
cements producers in the "ord% !ts mission statement isJ
To sustain its reputation as the most efficient cement manufacturer in the "ord%
To drive do"n costs through innovative pant practices%
To increase the a"areness of superior product Cuaity through a reaistic and
convincing communication process "ith consumers%
To strengthen reai#ations through inteigent brand buiding%
Business .thics O
.nforce good corporate governance practices%
!ncucate integrity of conduct%
.nsure transparency and credibiity in communication%
Remain accountabe to a stake hoders%
.ncourage sociay responsibe behavior%
Success *river
P.OP4. AS PRO2R.SS *R!+.RS
Shree beieves that "hat is present in the minds of peope is more vauabe than the assets on
the shop foor% A the company:s initiatives are directed to everage the vaue of this gro"ing
asset%
T.AM )OR'
Shree everages effective team "orking to generate a sustainabe improvement%
4.A*.RS AT .+.R5 4.+.4
Shree beieves in creating eaders 8not just at the organi#ationa ape0 but at every eve$
resuting in a strong sense of emotiona o"nership%
(U4TUR. O6 !--O+AT!O-
Shree beieves that "hat is good can be made better 8across the organi#ation%
(USTOM.R 6O(US
Shree is committed to deiver a superior Cuaity of cement at attractiveyaffordabe prices%
(OMMU-!T5 A-* .-+!RO-M.-T
Shree:s community concern e0tends from direct assistance to safe and dependabe operations
for its members and the environment%
6ive 6orce Mode of Shree cement 4td%
Michae Porter described a concept that has become kno"n as the Nfive forces modeN% This
concept invoves a reationship bet"een competitors "ithin an industry$ potentia competitors$
suppiers$ buyers and aternative soutions to the probem being addressed% )e used the five8
force mode as a basic structure and buit on it "ith concepts from the "orks of many resut
This mode describes the probems and opportunities for the organi#ation% !t states the
competitive environment of the organi#ation$ "hich incudesJ

MARKETING DEPARTMENT )( J.K. A!m!#
MARKETING DEPARTMENT SET UP
SALES DEPARTMENT SET UP

SALES DEPARTMENT SET UP AND DISTRIBUTION 8ORK

SALES DEPARTMENT NIMBAHERA PLANT./
+%P%/)OR'S1 AT -!MBA,.RA P4A-T
2%M%/)OR'S1
*%2%M% /MAR'.T!-21
Sr% MA-A2.R /MAR'.T!-21
MA-A2.R /MAR'.T!-21
*5% MA-A2.R /MAR'.T!-21
ASST% MA-A2.R /MAR'.T!-21
Sr% O66!(.R /MAR'.T!-21
O66!(.R /MAR'.T!-21
RESEARCH METHODOLOGY
;% R.S.AR(, OB&.(T!+.
@% A*OPT.* R.S.AR(, M.T,O*O4O25
>% ),5 LU.ST!O--A!R./LU.ST!O- *.TA!41
E%A-A45S!S
TITLE OF THE STUDY
3PRICE ANALYSIS OF VARIOUS CEMENT BRANDS7
DURATION OF PROJECT
! e0press my sincere gratitude to to"ards &' (.M.-T (ompany for giving me an opportunity
to undergo summer training in one of the eading !nsurance institution of !ndia%
! aso take the opportunity to thank my project guides Mr% R%P%S!-2, to provide me "ith
reevant insights to understand the project and guided at every step% )ithout his guidance and
undivided attention$ the project "oud not have taken this shape%
! sha be saiing in my duty if ! donHt thank the staff and my facuty "ho e0tended their heping
hand at every stage of the project%
4ast but not the east ! "oud ike to thank my coeagues for heping%
My summer Training duration is A;%AB%@AAF to @?%AF%@AAF
OBJECTIVE OF STUDY
THE RESEARCH OBJECTIVES ./
/ i1 To find out the brand performance of &%'% (ement in the market%
/ ii1 To find out the probems of deaers and retaiers in the business "ith
this brandIcompany%
/ iii1 To find out the scope of e0pansion of business by providing more ne"
deaerships%
TYPE OF RESEARCH
RESEARCH
Research in common parance refers to a search for kno"edge% One can aso define research
as a scientific and systematic search for pertinent information on a specific topic% !n fact$
research is an act of scientific investigation% The advanced earner:s *ictionary of (urrent
.ngish ays do"n the meaning of research as 3a carefu investigation or inCuiry especiay
through search for ne" facts in any branch of kno"edge%7 3A carefu investigation or enCuiry
especiay through search for ne" facts in any branch of kno"edge%7
!t is an academic activity "hich contributes to the e0isting stock of kno"edge$ making for its
advancement% !t comprises ofJ data coection$ observation$ comparison$ interpretation and
findings% !t refers to a systematic method of enunciating the probem%
Thus "hen "e tak about research or research methodoogy "e not ony tak about research
method but aso consider the ogic behind it%
RESEARCH DESIGN
!t is a pan of action to be carried out in connection "ith the research project% !t is the guideine
for the researcher to enabe him to keep track of his action and to kno" "eather he "as
moving in the right direction or not% !t is the frame"ork or
pan for a study that is used as guide in coecting and anay#ing the data% !t is the bue print
that is foo"ed in competing a study% There are various types of research "ith its pros and
cons% .ach is meant for its specific purpose% ,ence here in this project$ ! used the descriptive
type of research%
SAMPLE SI=E AND METHOD OF SELECTING SAMPLE
Sampe si#e Tota O EE
Samping units jaipur
Samping procedure &udgement samping
Research design .0poratory
*ata coection method Survey
Research instrument Luestionnaire
Type of Cuestionnaire Structured
Type of Cuestion (ose and open ended
Area covered *eaers$ Retaiers and contractor
SCOPE OF THE STUDY
A big boom has been "itnessed in (ement !ndustry in resent times% A arge number of ne"
payers have entered the market and trying to gain market share in this rapidy improving
market%
The research "as carried on in -imbahera% ! had been sent at one of the branch of &'
(.M.-T "here ! competed my Project "ork% ! surveyed on my Project Topic 3Price anaysis
of the various cement Brands7 on the visiting customers of the -imbahera Branch of &'
(.M.-T%
The study "i hep to kno" the preferences of the customers$ "hich company$ mode of
investment$ option for getting return and so on they prefer% This project report may hep the
company to make further panning and strategy%
LIMITATION OF STUDY.
The research conduct "as imited to chittorgarh region ony%
*ue to time constraints$ more time coud not be devoted to individua respondent%
*ue to un"iingness of providing any information$ the respondents fied the
Cuestionnaire casuay "hich might have effected the concusion%
Marketing manager being busy "ith his job% ,e "as not abe to spare enough time for
our proper guidance%
A busy schedue of deaers I retaiers aso makes the coection of information a very
difficut one%
6u district "as not covered as this is very tedious job to be done in B O days% ,o"ever
amost a main areas of the district "ere covered%
The projections are purey based on verba meetings and may be infuenced by
unprecedented factors%
-on O cooperative behaviour of the respondent "as a big probem in this survey%
FACT AND FINDING
2ood brands image of &%'% cement in e0isting market%
4o" saes as compared to market potentia$ "hich is around @B = of the tota market%
Bira$ Binani and Bangur have ma0imum market shares vi#%
4ess advertisement of the product as comp aired to other company%
4ack of sef O enthusiasm in "orking patterns of e0ecutives%
!mproper communication bet"een e0ecutives and deaers and other parties%
-o faciity for remova of companies from the side of deaers I retaiers on time%
There is a need of a depot at chittorgarh for timey deivery%
There is a compaint from the side of retaiers is that deaers dea customer directy and
se cement on o"er price$ due to this customer does not go to retaiers and purchase
from deaers% Thus the retaiers are not interested to keep stock of &%'% cement%
ANALYSIS 4 INTERPRETATION OF THE DATA
PRICE ANALYSIS AND DISCOUNT RATE OF VARIOUS CEMENT BRANDS ./
"
#"
$""
$#"
%""
%#"
&.'. (I)*+ (I,+,I (+,-.)
C/01+,2 1)IC3
45/*3 S+*3S 1)IC3
C+S5 6ISC/.,T
(OMPA-5 PR!(.
),O4. SA4.S
PR!(. (AS, *!S(OU-T
&%'% @A< @A@ E
B!R4A @;A @A? ?
B!-A-! @A> @AA >
BA-2UR @A@ @AA @
SALES PROMOTION AND ADVERTISMENT STATUS OF VARIOUS CEMENT
BRANDS IN CHITTORGARH REGION :-
!

"

B
1
2
$
3
B
1
'
3
'
1
B
3
'
G
U
2
S3$4S
P25-5T15'
67
,67
/67
867
967
S3$4S
P25-5T15'
3:42ST1S-4'T
SA4.S PROMOT!O- A+.RST!SM.-T
&%'% ><= ;?=
B!R4A FA= <?=
B!-A-! <<= <A=
BA-2UR ?F= ?@=
= STATUS
A8@? POOR
@?8?A 2OO*
?A8B? +.R5 2OO*
MARKET SHARE OF VARIOUS BRANDS IN CHITTORGARH REGION ./
Sales
!"
B12$3
B1'3'1
B3'GU2
5TH42S
BRA-* Saes
&%'% >A=
B!R4A EA=
B!-A-! @A=
BA-2UR B=
OT,.RS >=
S ./ STRENGTH
8 ./ 8EAKNESS
O ./ OPPORTUNITY
T ./ THREATS
S8OT ANALYSIS
S O STR.-2,TS
&%'% (ement possess good brand image in the e0isting market "hich is definitey
a part of pavement brick for it%
4ocation has a"ays been an important factor in Rajasthan e0tensive
/about @?AA MT1 of cement grade imestone avaiabe%
Oder pant has "e kno"n brand name in market%
2ood pant having ;A$AAA tones per day%
) O ).A'-.SS
4o" saes as compared to market potentia% The market potentia of the Udaipur
market is high but as compared to it the saes of &%'% (ement is o"%
4ack of sef O enthusiasm in the "orking pattern of the e0ecutives as a resut the
aggressiveness to"ards saes is o"%
,igh compaints of Cuaity deterioration in &%'% super brand%
4ess advertisement and negigibe saes promotion schemes as compared to
other brands%
Monopoy of deaers is affecting the saes%
O O OPPORTU-!T5
.0posure of Cuaity$ "hich is aready god but not dispayed in market%
More advertisement%
(ompetitive prices%
Making good deaers and penetrate the market up to retaier eve%
May increase the discount and margin structure for the retaiers and deaers%
T O T,R.ATS
Some deaers are avaiabe at present$ "hich "ere not reputed I efficient%
Other companies advertising poicy%
Price fuctuation and price "ar "hich is genera phenomenon in this cement
industry%
Luick avaiabe I suppy of other cement industries are creating for &%'% (ement%
C ONCLUSION
(ement is sti a seing product in country ike !ndia% !t is the company "ho has to find the
market and go the prospect rather then the cient directy approaching to the company% The
opening up of the sector has aso resuted in stiff competition as many private companies are
entering in% so it becomes very important to be the best out of the market % this $ the company
can achieve by offering vaue added services to the customers by giving them ma0imum
benefits% (ompany is trying to given more assured returns to the investors% Mosty products are
based on the -A+ or they unit 4inked so a"areness$ kno"edge and brand image of the "i be
product the first priority for the company%
SUGGESTION
A company "oud b "ise to measure customer satisfactions reguary the key to
customer retention is customer satisfaction%
(ompany can increase the roe of the retaier by considering their suggestions or
compaints about service or product$ so that necessary action can be taken%
Revie" meetings shoud be often hed so that the "orking pattern of the e0ecutives can
be checked and improved if needed%
.0ecutives need to be more sef8enthusiastic and aggressive to"ards saes for these
appraisas shoud be gives to those e0ecutives "ho "orked hard%
(ompany representatives shoud visit retaiers and shoud make a ong term
reationship "ith the retaier so that they can push the product%
Since customer are vaue ma0i miser and their e0pectation to this brand is high$ as the
brand image sho"s their compaints shoud be attended immediatey to make then
remain brand oya%
!t shoud be checked that the non8 trade consignment is not sod in the market$ so that
is does not disturb the retai price of the market%
Since transportation forms the major part of the cement cost$ market potentia of the
region shoud be propery accessed so that emphasis can be more on high retention
#one$ "hich can be done by empoying more authori#ed retaiers%
Stockiest shoud be convinced to pass the incentives to the retaiers so that they are
motivated to promote this brand%
(ompany shoud increase the promotiona and advertisement activities for giving the
popuarity to the product%
(ompany shoud set the poicy on pricing% There shoud be certain time period for
increment and decrement in the pricing% (ompany shoud aso give the prior information
for this to deaers and retaiers%
There shoud be proper oading faciity in the pant and out side the pant$ deivery of
goods shoud be on time%
Top management and e0ecutives shoud maintain proper communication "ith deaers
and retaiers%
!ncrease the number of deaers and retaiers as this "i hep in making high saes
voume%
(ash discount shoud be competitive and uring%
Try to remove deaer:s monopoy%
ANNE3URE
NAME.
CONTACT NO.
L;% )hich brand you preferV
L@% )hat you consider before purchasing cementV
L>% )hich brand is more sod among the customerV
LE% )hat is your monthy turn overV
L?% )hat are the reason to adopt the particuar cement 9 )hyV
L<% Are you satisfied "ith company:s serviceV
LB% )hich type of advertising do you fee is more effectiveV

LF% )hich company:s saes promotion do you ikeV
LD% *o you think it is fruitfuV
L;A% Are you satisfied "ith your brandV
T
L;;% )hich company provides ma0imum discount rateV
L;@% *o you fee any change in &%':s discount structureV
L;>% 2enera probem faced by you in this tradeV
L;E% Are you interested to take deaership of &%'% (ementV
L;?% )oud you ike to give any suggestionV
BIBLIOGRAPHY
F!!"in# $%r&'$ "'r' %n('rtak'n in &m)!'tin# )r*'&t r')rtJ8
BOOKS./
Marketing management 'oter Phiip
Principes of marketing 'oter Phiip
Making marketing "ork 2ard ears and Patrick 6orsyth
Business research method (ooper and Schinder
Marketing research Beri 2 %(%
Statistics 2upta S%(
(ement journa of (MA
8EB.
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Jitendra
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