Presented by

SAFEER P

About Company

The India Cement Ltd was established in 1946 and the first
plant was setup at sankaranagar in Tamilnadu in 1949.
India Cements was founded by S. N. N. Sankaralinga Iyer
The company is headed by N. Srinivasan, Vice chairman and
managing director.
The Company is the largest producer of cement in South India.
The Company's plants are well spread with three in Tamilnadu
and four in Andhra Pradesh which cater to all major markets in
South India and Maharashtra.
The Company is the market leader with a market share of 28%
in the South. It aims to achieve a 35% market share in the near
future. The Company has access to huge limestone resources
and plans to expand capacity by de-bottlenecking and
optimisation of existing plants as well as by acquisitions.
The Company has a strong distribution network with over
10,000 stockists of whom 25% are dedicated.

Factories At:

Market Leader in South India

Six decades of Experience

Professional and Experienced Management
Ability to acquire and integrate Plants and Processes
Continues focus on Improving Operating Efficiencies

Purpose of the study

To Study the number of cement or related counters

available in each centre
To Find Prospective Retailers and convert them as
Dealers or Sub dealers
To analyze the market position of Sankar cement in
Kozhikode Talk.
To Know the rural markets and their preferences in
cement.
To analyze the retailer preference of Sankar Cement
To understand services offered by other brands
To find the dealers suggestions if any with respect
to India Cements Ltd

Areas Covered

Chathamangalam
Koodaranji
Mavoor
Perumanna
Peruvayal
Olavanna
Thamarassey
Kodenchery
Kadalundi
Kakkoor
Nanmanda
Chelannur
Kizhakkoth
Kattippara
Kodenchery
Kunnamangalam
Koduvally
Madavoor
Narikkuni
Kodiyathur
Kuruvattoor

Shop wise Classification

Total number
of shops
covered

603

Cement shops

273

Hardware

228

Total Number of shops

covered
Cement Shops
Hardware Shops

Paints

42

Paint
Hollow Bricks
Contractors
Others

Hollow Bricks

36

Contractors

Others

16

Market Presence of Each Brand

No of Shops With Each
Brand

1Sankar
2Acc
3Ramco
4Chettinad
5Dalmia
6Malabar
7Ultratech
Andhra
8Brands

58
142
66
63
42
83
61
163

Sankar

24

Acc
21

Ramco
Chettinad
Dalmia

9
12

10
6

Malabar
Ultratech
Andhra Brands

Presence of Sankar
Cements

PANCHAYAT

MARKET POSITION

UNNIKULAM

AVERAGE

KATTIPARA

AVERAGE

THIRUVAMBADI

AVERAGE

PERUVAYAL

WEEK

PUDUPPADI

STRONG

NANMANDA

WEEK

MUKKAM

AVERAGE

OLAVANNA

AVERAGE

NARIKKUNI

STRONG

PERUMANNA

WEEK

MAVOOR

WEEK

KOODARANJI

STRONG

KUNNAMANGALAM

WEEK

KODUVLLY

WEEK

KADALUNDI

STRONG

OMASSERY

WEEK

CHATHAMANGALAM

WEEK

KURUVATTOOR

AVERAGE

Strength

Dominant player in all key south Indian

Markets
Brand Strength allow Premium Pricing
Value for money

Weekness

Not widely available

No Promotional Activities
No After Sales Service (Technical
Assistance)
Low demand
Rumors regarding the quality of Sankar
Cements
Sub dealers of Sankar cements are
Interested to sell other brands

Threats

Entrance of Andhra brands for cheap

price
High rivalry among firms
Increasing Bargaining Power of Dealers

Opportunities

Now a days cement industry is witnessing major change

in purchase quantity. The share of small purchase have
been rising. So, Direct retail selling will be helpful
Marketing campaign with the help of advertisement will
help to boost up the sales
Availability of sankar cement is very week in kozhikode
region. Concentration on small scale players in rural areas
will get wide reach
After sales service like, Technical assistance, will help to
boost sales
Consider contractors and concrete labors in Marketing
which will help to get Product reference
Change the dealers mind from satisfied to delighted

Competitor Analysis
ACC

Trusted brand
High demand
Widely available
Better service
Mass advertisement
Satisfied dealers and
customers.

RAMCO

Brand name
Widely available
Mass Advertisement
Better service

Competitors Promotional Activities

Advertisement
Technical Assistance
Concentrated
marketing
Flexible Pricing