C S

C I

CEMENT PRODUCT HISTORY CEMENT INDUSTRY 1. BHARATI CEMENT COMPANIES LTD 2. FIRM PROFILE (SRI SHABAREESH AGENCIES) SURVEY FINDINGS SUGGESTIONS AND CONCLUSION Annexure o Questionnaire o Bibliography

CHAPTER 1 INTRODUCTION Introduction

Aims and objective

Scope of the study Methodology Limitations CHAPTER 2 CEMENT PRODUCT HISTORY Introduction Portland cement Use of Portland cement Product history Production of cement Modern process of manufacturing cement The modern process Types of cement available Storage of cement CHAPTER-3 CEMENT INDUSTRY Cementing construction sector Coal requirements Transportation CHAPTER 4 The Bharathi Cement Company Profile CHAPTER 5 FIRM PROFILE (SRI SHABAREESH AGENCIES) Cement dealers in Shimoga Marketing and policies of the firm Marketing problems

CHAPTER 6 SURVEY FINDINGS Introduction Meaning of survey Objectives of the survey Limitations of the survey Analysis of the survey
2

Consumer survey findings

CHAPTER 7 SUGGESTIONS AND CONCLUSION Suggestions Conclusion Annexure Questionnaire Bibliography

CONSUMERS ATTITUDE TOWARDS Bharathi CEMENTS, A case study of SRI SHABAREESH AGENCIES, Shimoga

CHAPTER 1 INTRODUCTION
AIMS AND OBJECTIVE SCOPE OF THE STUDY METHODOLOGY LIMITATIONS

INTRODUCTION

CHAPTER 1 INTRODUCTION Indian Marketing Environment is largely described as

sellers market. We have chronic shortages and scarcities Demand is invariably particularly in convenience goods.

greater than supply. Purchase power do masses is limited more than 30% of our population have income below poverty line bulk of our population resides in villages and marketers have yet to capitalize rural marketing opportunities. The

consumers are ignorant, illiterate, unorganized and hence they have weak bargaining power. Most of our business

enterprises are still having selling concept, which is product oriented marketing approach. Bigger business houses

having national markets are adopting integrated corporate planning and market planning as well as strategic market

programmes.
Marketing Research and information as well as strategic marketing planning have very limited scope at present. A change is taking place in the marketing environment at a reasonable speed and many consumer oriented marketing companies are beginning to realize the pressure of

competition and buyers market.

But the transaction to marketing orientation is a long and difficult process. Marketing research has a bright future

in the feature of matured economy.

5

Marketers are caked upon to anticipate changes in the

marketing environment involving opportunities risks and uncertainties. They are regained to forecast the direction

and intensity of there future change plant to meet anticipated changes in the environment and secure favorable relationship with the changing environment. To do there Accurate

intelligent planning marketers need information.

sales forecasting involves collection and processing of information. We can have more accurate and reliable sales forecast, marketing plans and programmes through organized information system. We should have profitable

marketing activities, minimum risks and uncertainties.

This project report offers detailed regarding marketing of Cement in general and marketing performance and marketing share of Bharathi cement. It also deals with a

case study of SRI SHABAREESH AGENCIES, SHIMOGA, reference have been made to marketing of other Cements

also so as to bring out comparative cements.

In the modern world Cement has gained so much recognition that no building is built without Cement. It is

deemed to be the best and only construction material at present. Even though cement is used by almost every man

he does not know much about it.

This project report attempts to bring about details regarding history, manufacturing process, types of cement

available, problems in marketing if cement and other details

regarding cement. Efforts have also been made to get the opinion of dealers regarding marketing and other aspects of Cement etc., and consumers opinion regarding Bharathi

Cement.
Attempts have also been made to assess the marketing performance of SRI SHABAREESH AGENCIES and certain suggestions have also been given for improvement of marketing strategy by adopting suitable marketing

programmes. AIMS AND OBJECTIVE 1. To know about the process of manufacturing cement. 2. To know about the raw materials used in the process.
3. To analyze the sales performance of Bharathi cement in

General.
4. To analyze the sales performance of Cement by SRI

Shabareesh Agencies.
5. To assess marketing strategy adopted by SRI

Shabareesh Agencies.
6. To analyze the general problems in marketing of cements and specific problems confronted by Sri

Shabareesh Agencies.

7. To know consumer preference towards various brands of cement especially towards Bharathi Cement.
8. To give specific suggestions for improvement pf

marketing strategy of Sri Shabareesh Agencies. SCOPE OF THE STUDY

The scope of this report is restricted to the study of consumer preference and Dealers opinion regarding

marketing of Bharathi Cement in Shimoga City.

This report includes the efforts that have been taken up by the Bharathi cement Companies Limited to improve the quality and sales and also the efforts that have been taken up by Sri Shabareesh Agencies to increase the sales of

Bharathi cement in Shimoga city.

METHODOLOGY
The Method adopted to conduct this study may be classified into 2 types. The information has been gathered

through two sources. 1. Primary data. 2. Secondary data.

The primary data has been collected through personal interview and by observation. It has been collected directly from the Firm Proprietors information are collected by observational methods. Sources of Secondary data like News
8

papers, Magazines, Books, Internet helped a lot in preparing this case study. LIMITATIONS
Since Cement is used only in the process of construction. everywhere. It is rather difficult to get respondent It is also difficult to known the opinion of

respondences each and every one will have qualitative

knowledge about Cement.

There are channel of respondent issues being this chance whether it may be a wrong or right this; may create a bias in response. However it has been avoided as for as

possible.
The scope of study reconfirmed to shimoga only. The reference has been drawn with the help of opinion of both consumers and dealers of Shimoga town. There may be

channel of inference becoming unsuitable in, such marketing environments which have completely a different set up of

marketing friends.
As Cement is a product confirmed to person who are involved in the process of construction. It is very difficult to

get information for every one.

Even though it is difficult all attempts as have been made and necessary precisions have been taken to award

bias and get answer to make the report a relative one.

9

CHAPTER 2 CEMENT PRODUCT HISTORY INTRODUCTION

 PORTLAND CEMENT USE OF PORTLAND CEMENT

PRODUCT HISTORY PRODUCTION OF CEMENT

MODERN PROCESS OF MANUFACTURING CEMENT THE MODERN PROCESS TYPES OF CEMENT AVAILABLE STORAGE OF CEMENT

10

CHAPTER 2 CEMENT PRODUCT HISTORY INTRODUCTION [Origin of the word Cement] The word CEMENT is from the Swan to cut and
originally had reference to store cuttings used in lime mortar. Then it is logical that in to middle age of the substances known as MORTAR which is now used to the word was commonly called as CEMENT. In correct modern age, cement generally mean the substances which binds the stones or bricks with which are built and term may be used

with respect to any materials serving such a purpose. PORTLAND CEMENT

Port land Cement is a finely ground powder, usually grey which when mixed with water hardens and develops strength primarily because of a large content of hydrous calcium Silicates. There and other constitutes react

chemically with the water by hydration and hydrolysis. The most common raw materials are lime stone and clay or shell. It is produced by burning at high temperature materials containing lime, alumina, iron and silica in predetermined

proportion to given the desired and properties.

11

Normally, Gypsum or its derivatives are added during

grinding stage for set control. Portland cements with special properties are produced by varying the oxide composition and also by adding small amounts of chemicals agents at the clinker grinding stage or later. When mixed with water alone to form hard mass. Early investigators advanced divergent theories as to why Portland cement forms a rigid strong coherent mass when it reacts with water. It has since been established that a colloidal of high internal surface area is formed. Whatever the extent of direct chemical continuity, it is apparent that the large internal surface forces may also be

involved. USE OF PORTLAND CEMENT

A mixture of cement and water is called neat cement paste, whether fresh or hardens. In some grunting

operations, including oil well cementing, the paste is used as such. Generally however, it constitute two hardening

ingredient in mortar or concrete. This use of sand and stone filler called aggregate is an economy and also reduces shrinkage. Another use Portland cement is in soil cement mixtures used as pavement base. Portland cement is also mixed with asbestos fiber and water and processed to make special products. Like organize plastics it derives much of its utility from the fact that it is readily cost or molded into shape. Concrete is used, extensively for shielding against nuclear radiation. It is used around reactor and partial
12

accelerators and for construction of radiation shelters.

Sometimes special, heavy aggregates are used to reduce

required thickness.

PRODUCT HISTORY
The origin of cement dates back to the earlier centuries. The first people to use the materials for binding were the Egyptians. The Egyptians used impure Gypsum

plaster as mortar in constructing the famous pyramids once of the seven wonders of the world. Greeks used slacked lime for the purposes of construction. The Roman learned the use or the utility of the binding materials from Egyptians and Greeks. The Romans and Greek made a pozzolanic mortar by mixing finely ground volcanic material with lime. word Pozzoland is derived from the word pozzuoli, name The

of a place in Italy.
The Romans used powdered pottery fragments as possalana or binding materials. The pozzolanic cements as they were called were made by mixing the volcanic stuff and powdered pottery fragments with lime and water. This

mixture was found to have the resistance needed for exposing to water and air for a long times. At that time there were the only mixture or cement as thus are called were suitable for any type of exposure. Such cements are used to constructing the famous structures as the Roman Pantheon

and coliseum.
13

The middle ages the quality of mortar declined. It was

commonly a sand-mortar lime mixture. The decline in the

quality of the mortar was the insufficient burning of lime.

It was in the 17th century that the actual compositions by cement began to get its shape. In 1756 when John

Smeaton was commissioned to rebuild the Eddy stone light

house off the Cornwall port, in England.

At that time lime pozzalana was the only recognized material for under water construction. But he was not satisfied with the mixture semitone. Experimented with lime and he found that clay constituted a considerable part of lime. He is thus credited as the first person to find the

constituents of the hydraulic lime.

In 1796 James parker of England, patented a hard burned impure lime. He used it as the binding material. It did not slake (absorb water and crumble) when it was exposed to water or air. He called it as the Roman

Cement. But this type if cements required as they were in the form of crystals. This cement was the basis on which the National Cement as it was called was produced in the 1820s. But the only difference was the Natural Cement was the mixture of hard burned impure lime and cement rock. A type of rock which was available in U.S.A. thus the

foundation for the cement Industry was laid.

14

In 1824, a process of making cement was patented by

Joseph Apsdin in England. He named the cement as Portland cement. This was because the cement products had the

resemblance of the Portland in England Apsdin, so confirmed the name to the cement. Modern cement in logical and

scientific development from natural cement.

PRODUCTION OF CEMENT
Methods of production of cement have changed greatly over the years. It has changed so much that there old

process has no connection with the modern process. Earlier, the fire which was used to burn the raw materials was done in a fixed place i.e., it was stationer; it could not be moved or rotated. After a few years intermittently operated kilns were used. The production was done on a small scale. The kilns which were used for burning underwent great changes. The most notable was the introduction of the rotary kilns. 1877 T.R. Crompton obtained a British patent as a rotary kiln for the purpose was not a success. Fredrick Ransance In

obtained British and U>S> patents in 1885 and 1886

respectively.
This was the process that achieved the 1st success in the United States. Thi9s eventually led to complete adoption of rotary kiln for production of cement. But in Europe the

continuously operating staff kiln is even used today.

15

MODERN PROCESS OF MANUFACTURING CEMENT PREVIOUS PROCESS: Cement is a finely ground powder, usually grey which
when mixed with water hardens and develop-s strength primarily because of large content of a hydrous calcium silicates. The most common raw material is lime stone and clay or share. The raw mix in finely ground and heated to about 1500 degree celcious to decompose the calcium oxide poultry fused clinker of marble size is produce the clinker is then ground with the small amount of calcium sulphate

(gypsum). Then the content was obtained.

This was the type of manufacturing process which was

in use in the earlier days. THE MODERN PROCESS

The modern manufacturing process of cement is of two

type. 1. Dry process. 2. Wet process.

16

FLOW DIAGRAM SHOWING MIXING OF RAW MATERIALS DRY PROCESS

CALCAREOUS MATERIALS (LIME STONE ETC)

AGRELLACEOUS MATERIALS (CLAY ETC)

CRUSHING

CRUSHING

FUSE GRINDING IN BALL MILLS AND TUBE MILLS

FUSE GRINDING IN VALL MILLS AND TUBE MILLS

STORAGE

STORAGE

MIXING OF RAW MATERIALS IN CORRCT PROPORTION

STORAGE TANK

17

18

WET PROCESS
AGRILLACEOUS MATERIALS (LIM (CLAY ETC) E STO NE ETC)

CALCAREOUS MATERIALS

O SL CRUS HING WASH ING

STORAGE IN SIDE SILOS STORAGE IN BASINS

CHANN

GRINDI NG MILL

FERMENTATI

19

STORAGE TANK
The mixing of raw materials involves four stages. They are a. Size reduction. b. Blending. c. Liberating Carbon-di-oxide. d. Pulverizations.
The procedures are the phases are almost identical in

both the process.

The phases are step that are involved in the

manufacturing process is a. Mixing of raw materials b. Burning. c. Grinding.

TYPES OF CEMENT AVAILABLE

Till a few years back in India only ordinary Portland cement was produced. But they were not ideal for extreme weather in certain part of the country. Also this cement did give good outlook if not pointed therefore the manufacturers come to know about these factors and have manufacture

different types.

20

The list of cement is given here. 1. White cement 2. Color cement. 3. Water proof. 4. Acid Proof 5. Blast furnace. 6. High Alumina Cement 7. Ordinary Portland Cement 8. Expanding Cement 9. Pozzolana Cement. 10. Quick Setting Cement 11. Rapid Hardening Cement.

STORAGE OF CEMENT Cement should be stored very care fully.

huge closed containers that is silos. It is stored in closed placed to avoid contact with atmosphere. This so because if it gets mixed with the moisture in the atmosphere. It

That is in

becomes useless. It can also be stored in storage shed.

Cement was previously packed in gunny bags. But by the time it reached actual consumer half it would have been split over. This was compounded sealing problem. The bags were sealed with threads. But was not so strong. But after the polythene or Plastic bags came into scene the loss has been curtained. It has become easy for transportation. The

21

bags are sealed with the help of machine. problem of storing and transporting has been averted.

Hence major

HOW IS CEMENT USED?

A mixture of cement and water is called heat cement paste, whether fresh or hardened. In some granting

operations, so including oil well cementing. The paste used as such generally; however, it constitutes the hardening ingredient in mortar or concrete. This Cement paste

ordinarily amounts from 20% to 35% of the volume of the

concrete.

22

CHAPTER-3 CEMENT INDUSTRY

CEMENTING CONSTRUCTION SECTOR COAL REQUIREMENTS

TRANSPORTATION

23

CHAPTER-3 CEMENT INDUSTRY CEMENTING CONSTRUCTION SECTOR: Cement is the basis material required for all
constructional works. It is vital ingredient to the countries

development.
Indias Cement Industry has experience steady progress. Since its inception in 1914. The output of the

major and mini cement plants has increased from 57.6 million tons in 2001-02. The out put of cement may be high at 68 million tons in 2002-03. India is the fifth largest

cement production after China, Russia, Japan and U.S.A. With the turnover of Rupees 120 billion comprising 52

companies with 101 plants.

The cement industry in India is poised to scale new heights thanks to the liberalization policies of the Government adoption of state of the art Technology and the massive investment of rupees 100 billion. By the year 2010 A.D. capacity of this Industry to reach the impressive level of

120 million tons.

24

India is presently producing several varieties of

cement. These includes to ordinary Portland Cement(OPC), Portland Pozzalana cement (PPC), Portland Blast furnace slag cement (PBFS), Rapid setting cement , oil well cement and white cement. India is also producing high strength cement like 43 grades and 53 grades. Low heat cement is produce for the massive construction of Dames, Barrages, Deep

foundation for high rise building etc.

The domestic demand is assumed to grow at 8% per annum. The cement capacity which was 62.05 million tons in 1992-93 rise to 84.03 million ton in 2000-01. Around 7.85 million tons large cement capacity was proposed to add during 2006-07 of which 5.50 million ton was to be operational in 2008-09 and the remaining 2.35 million ton would be operational; in 2008-09. Cement consumption may

reach a level of 92.65 million tons by 2010.

Mini cement plants were setup at the governments insistence during the early 1980s due to the storage of cement. India has been one of the pioneering countries as for as mini cement plant sprouted up around restricted and scattered limestone deposit areas. Because of low

overheads and excise duty, the cement manufactured by mini plant is much cheaper. Mini plant enjoy concession in excise duty to the extent of rupees 7.50 per bag. However,

25

these plants depend upon traditional technology leading to poor quality of cement.
Cement Machinery segment is witnessing a boom. Segment is capable of manufacturing and supplying

complete cement plants based on the dry process and precalcinations technology for capacities upto 5000 tons per day. There are 18 units in the organized sector for the

manufacture of complete cement plant with total installed capacity worth rupees 2000 million per annum. The total production rise from rupees 1900 million in 2000-01 to

rupees 2250 million in 2001-02.

Inspite of some problem, the cement industry is at present well pleading. It looks 14 years to double the

capacity to 29 million tons in 1998. Since then upto the end of March 2000, it had gone upto 96.5 million tons and increase of 140 %. Like wise in 1999-2000 consumption has gone up by 6% after 1% fall in previous year of course, government consumption has down from 50% in the early

1980s to about 20%.

The Cement has great future however certain measures as needed to setup the space of growth of cement industry. There is need for accelerating the building of concrete road and multi purpose hydro project. units is currently at 35 million. The storage of dwelling Construction of houses

should priority area.

26

Currently India exporting cement to Bangladesh,

Srilanka, Nepal, U.A.E., Maldives, Philippines, Yemen, Dubai,

Qatar, and of few other countries.

The international cement rate is mostly in bulk for which, India has virtually no facilities either in the cement or

in the transportation and handling.

The infrastructural facility in our ports are inadequate for receipts, storage, handling, loading and unloading of cements for instance Japan loads over 10,000 tons of cement

clinker a day as compared to Indias 3,000 ton a day.

COAL REQUIREMENTS:
The availability and movement of coal has been of perennial problem of the cement industry. 90% of the coal deposits are located in four states in Bihar, Orissa, West Bengal, and Madhya Pradesh. Also burning Madhya Pradesh none of the other states have any sizable lime stones

deposit. This coal has to be handled or very long distance.

Coal requirement by the industry today stands at 13 million tons at the 6% of the coal production. Cement

manufacturer are left the mercy of traders in coal who charge exorbitant prices. The coal requirements may go

upto 21 million tons in 2006-07 and 25 million tons by 2010.

27

Transportation whether by rail, road or sea plays a

crucial role in the marketing and pricing of cement. Transportation cost has gone up by over 100% during the last 10 years. The bright for movement of cement for a

distance of 750 km was increased from rupees 134 per ton in May 1982 to rupees 456 in April 2001. This was further

stepped upto rupees 484 by the railway budget for 2006-07.

According to cement manufacturing association (CMA) on investment of rupees 500.00 million will be needed by the industry in the next 10 years in order to double its capacity, if it is to meet the countries demand on other rupees 150.000 million would be required for expansion and

modernization.
The cement industry has taken rapid strides in area like energy conservation, mining, cement manufact5urer and environment protection, thanks to efforts made by the nation council for cement and building material (NCBM) and other

research organization.
As a result of large scale modernization and technology up gradation, the industry is able to produce Cement at High quality comparable to the best in the world. During the last two decades the industry did experienced some

technological changes. This includes; 1. Introduction of pre-calcinations technology.

28

2. Computer controlled kiln operation. 3. Pre blending of lime stone / coal and 4. Online quality control system. The technological changes have resulted in reduction in
the overage energy consumption. The excise and transportation of cement need to be pruned particularly in the present context of liberalization and also the need for boosting exports. In respect of vital in put like cement and

any undue cost escalation needs to be checked.

TRANSPORTATION

The cost of transportation and distribution constitutes a large chunk of the price the customer pays for cement - it can be as much as 30% at many locations in the country. For a low value basic product like cement, minimizing of transportation and distribution is in national interest to make

the economy more cost competitive.

Today nearly 60% of cement of production units to supply points is transported by road and rest by rail. For long distance movement of cement, rail is still the preferred option due to its lower cost. Nearly all the cement from

supply points to customer is transported by road. The cost competitiveness of both rail and road transport has important bearing on the price of cement. Railways have

been steadily losing cement traffic due to the inflexibility of

29

freight and the operational; restrictions imposed on the

customer. The recent improvements of operational efficiencies of railways is indeed laudable but if this is achieved by passing on the entire burden to its customers, We fear that the cost competitiveness of railways will worsened in a long run - at least for a large volume low price product like cement. Railways must examine all secondary incurred by cement producer in transportation of cement from rail heads if the cost competitiveness of rail movement is to be improved. Railway should also consider allowing

cement producer to operate point-to-point rakes, with

multiple unloading points.

Road transportation during the last years was adversely effected due to sharp and repeated increase in the price of diesel. Taking advantages of the effective caring capacity of trucks, road transporter were offering competitive freight rate by carrying mare than stipulated loads. However the enforcement of carrying load restriction in the recent past in many states has seriously disrupted road transport system in the country. Freight has shot up with the demand for a

higher number of vehicles for the same impact on the cement industry will ever more severe. Also pollution and traffic will increase if the same volume is transported by

large number of vehicle.

It is apparent that motor Vehicles produced in the country have the capacity to carry large loans per axle than
30

is currently stipulated, with out compromising safety. It will

in the national interest to consider upward revision of the present stipulated permissible loads per axle is that the existing stock of vehicles is more productively used. This will also meet the needs of the cement industry which one of the largest used of road transport. Indian railway has revised upward the effective capacity of their wagons; a similar move is called for in respect of road transport to tie over the

looming crisis.

31

CHAPTER 4
The Bharathi Cement Company Limited

32

CHAPTER 4 The Bharathi Cement Corporation Limited

Bharathi Cement Corporation Limited Founded by the

promoters of Sakshi Telugu Daily & Sakshi TV,

Bharathi Cement Corporation Limited produces

superior quality cement which helps you to set new

standards in construction. Driving this venture is a dynamic team led by Sri Y.S. Jagan Mohan Reddy and senior
Founder

professionals with vast experience in power, cement and infrastructure.

Mission Statement To partner our customers in building the best, by delivering superior quality cement thats produced with best-in-class technology. To grow by building lasting relationships with business associates and contribute to the

well-being of society.

Directors
HARISH C KAMARTHY Mr. Harish C. Kamarthy, an Engineer in Electronics & Communications, has over 17 Years of Managerial, Operations & Administrative Experience and has served in Cement, Automobile, Infrastructure & Power Industries.

33

He served as a Chief Executive Officer in Someswara

Cements &
Chemicals from 1991-1994. He has also been a Chief Executive and Director in MG Brothers Ltd, reputed dealers of Telco, Ban Auto &

Volvo India Ltd.

He has been instrumental in setting up a Tech Park and executing other

infrastructure projects in Bangalore.

He is at present the Executive Director of Bharathi Cement Corporation Ltd and is on the Board of Sandur Power Company Ltd., Himurja Infra

Private Ltd & Jagati Publications Ltd. M RAVINDER REDDY

Mr. M. Ravinder Reddy, B.Com (Hons.) from Osmania University and an MBA (Mktg.) from Berhampur University has diverse work experience in

Cement Industry over 22 years.

As a Chief Manager (Marketing) worked with Priya Cement (Priyadarshini cements Limited) presently known as Rain Commodities Ltd, launched HDPE packing by replacing Jute packing, created brands for various grade like grade, OPC 43 grade, OPC 53 grade and SRPC,

introduced paper bag packing in Tamil Nadu and Kerala markets.

As Asst. Vice President (Marketing), worked with Bagalkot Cement,

Karnataka (Kanoria Industries Limited) and achieved 100% capacity

utilization which as a record.

As Vice President (Marketing), worked with Penna Cement (Penna Cement Industries Limited), established Penna Brand in South Indian markets in the
year 1996. In 10 years time the capacity of the plant of 0.40 MT was

34

increased to 5.00 MT per annum. He was also an achiever by successfully launching and establishing Slag Cement in South India with premium price.

He is a Director in Bharathi Cement Corporation Limited from

September 2008 onwards. G BALAJI

Mr. G Balaji is a Fellow member of the Institute of Chartered Accountants of India and a Cost & Management Accountant having over 20 Years Experience in the fields of Finance, Accounts, Treasury, Management

Accounting, Audit, Taxation & Administration.

He has wide exposure across the major sectors of Manufacture & Service, Viz., Textiles, Engineering, Chemicals, Multi-Media &

Automotive, Event Management, ITES, etc.

Has specialized knowledge in Special Economic zones, EOUs &

Management Consultancy.

All through his Career, he has been go-getter and achiever of the tasks and contributed immensely in the field of Costing, Accounting,

Finance & Treasury wherever he has worked.

He has also had overseas exposure in Australia and has to his credit the graduation course wherein he has qualified in the Australian Tax

laws and Corporate laws. At present he is Director- Finance in Bharathi Cement Corporation Ltd.

35

ASHISH ROY CHOUDHURY Mr.Ashish Roy Choudhury, has completed B.Sc (Engineering) and an MBA
from Indian Institute of Management, Bangalore with 33 years of rich

experience out of which 23 years in Cement Industry.

Worked as Head in reputed Cement Companies like ACC, Zuari etc., at various places across the country, controlling Cement plants
ranging from 1.20 Million Tons to 4.50 Million Tons and also executed erection & commissioning of two Nos. of large Cement

Plants in India.
Currently, he is Heading Technical & Production facilities at BCCL as

Director Technical.

J J REDDY
Mr. J.J.Reddy, a post graduate in M.Sc (Agr), is associated with the Sakshi

group for more than a decade.

He has over 11 Years of Managerial & Administrative Experience. He was instrumental in setting up and successfully commissioning 3 Hydel Power

Projects in Karnataka & AP

36

Amogha Power Projects Pvt ltd, 1.5 MW mini hydel plant Saraswati Power & Industries a 2 MW mini hydel plant Sandur Power Company Limited a 37.5 MW plant

His exceptional project execution skills have been put to use very
successfully in establishing the Bharathi Cement plant. Presently he is
project- in charge of Himurja Infra Pvt Ltd, wherein a 480 MW Hydel

project is being proposed to be set-up in Sikkim.

He is at present on the Board of Bharathi Cement Corporation Ltd, Sandur Power Company Ltd.,Himurja Infra Private Ltd, Saraswati Power &

Industries Pvt Ltd & Jagati Publications Ltd.

37

STRENGTH
STATE OF THE ART PLANT Ultramodern Plant Bharathi cement corporation Limited has set up most modern cement plant
with state of the art technology at Nallalingayapalli, Kamalapuram mandal,

Kadapa district of Andhra pradesh.

This area is known for its superior quality Narzi lime stone deposits ,

possessing high lime content that gives high early strength and ultimate long term strength. Another characteristic feature of this lime stone is low alkali, magnesia and low chloride contents which are highly desirable

parameters for concrete durability.

The state of the art technology adopted at the plant consists of Vertical Roller mill of LOESCHE, Germany for grinding of cement to achieve the optimum fineness, and controlled particle size distribution of cement

particles

GERMAN TECHNOLOGY The Bharathi Cement plant has the most advanced Vertical Roller Mill (Type
63.3) from LOESCHE, Germany. This mill has a capacity of producing 360

tons per hour and is equipped with a 6,700 KW gear box.

The mill is designed to produce a range of high quality cements such as Ordinary Portland Cement (OPC), Portland Pozzolona Cement (PPC),Pozzolona Slag Cement (PSC) and Ground slag at varying fineness. It has a rated capacity of 360tph OPC at 3000 Blaine and 300tph of ground slag

at 4000 Blaine
38

Homogenized mining

Online process control Exclusive R&D facility for continuous product improvement

VRM Cement mill-The largest in the world Loesche vertical roller mills are the most efficient mills in the world and
achieve very high throughputs. They are extremely maintenance friendly.
Service tasks can be carried out quickly. Downtimes are reduced to a

minimum.
The Loesche grinding principle combines a horizontal grinding table with large tapered roller under hydropneumatic loading- the best possible compromise between output and wear. The product quality can be enhanced
by altering the classifier speed. All Loesche mills can be started with

grinding rollers raised. Metal to metal contact between grinding parts does

not occur. Their quiet, smooth operation is appreciated.

39

In Bharathi Cement the most advanced vertical roller mill from Loesche,
Germany has been commissioned. The mill has a capacity of producing 360 MT/hour and is equipped with 6,700 Kw gearbox. The mill is designed to produce a range of high quality cements such as Ordinary Portland Cement, Portland Pozzolana Cement, Portland Slag cement and ground slag at varying fineness. It has a rated capacity of 360 tph opc at 3000 Blaine and 300 tph of Ground slag at 4000 Blaine. The high flexibility of the system
enables to produce cements of 6 different types from the same mill.

Switching from one product to other can be done with in minutes. The great flexibility of Loesche mills:
A 6 roller mill can be operated as a 4 roller mill with a capacity of around 80%. A 4 roller mill can be operated as a 2 roller mill with a capacity of

60%.
The VRM technology offers several benefits over ball mill technology. With VRM technology faster initial and final setting times are achieved. This is evident from Bharathi Cement initial setting time of 13030 minutes when compared to that of 25030 minutes of competitor brands. The final setting

40

times of ours are 25030 minutes where as for competitor it is 32030

minutes.
It is obvious that lesser setting time would lead to high early strength

development, and quick removal of formwork is possible in construction

when good construction practices are followed.

The early setting times and the rapid strength gain makes Bharathi cement

ideal for

Residential, Commercial and industrial structures Bridges, Dams Prestressed concrete works Slipform concreting PQC works Concrete blocks, electric poles, paver blocks etc.
All other RCC works where early deshuttering of formwork is

necessary

41

ROBOTIC LABS QCX/RoboLab A typical QCX/RoboLab configuration consists of a standard industrial robot
placed in the centre of a circular arrangement of sample preparation and analytical equipment. Samples normally arrive automatically from the connected automatic
sample transport system, but may also be

entered via operator sample conveyors or

special input/output magazines.

QCX/RoboLab offers a very high flexibility in terms of the number and types of equipment handled by the robot.

Supported, fully automated preparation &

analysis disciplines relevant to the cement

industry include powder or fused bead preparation for X-ray analysis, particle sizing by laser or by conventional sieving,
colour analysis, Carbon/Sulphur/Moisture combustion analysis, physical testing and collection of shift/daily composites. For the typical cement lab
project a throughput capacity of 10-20 samples will apply; but higher

numbers in one robot cell are achievable.

The QCX computer integrates the system components. It identifies incoming samples, downloads the relevant sample-handling specification and controls

42

all intelligent devices in the configuration. Sequence control includes priority handling, intelligent handling of equipment failure situations and much more.
QCX/RoboLab (and QCX/AutoPrep) provides high quality in sample preparation and analysis. Quality not only meets the performance of 'the very best lab technician', but is highly consistent over time. Thus, there are no fluctuations from shift to shift in analytical levels due to small differences in

the practical procedures undertaken by human operators.

Sampling S.No Sampling material 1 2
3 4 5 6

No.of samples per day

Frequency

Lime Stone Raw Mill Kiln Feed Clinker Cement(Grinding) Cement(Packing) Coal

Every 30 minutes 48 Every Hour Every Hour Every Hour Every Hour Every Hour Every 2 Hours 24 24 24 24 24 12 180

QCX/RoboLab, general features Sample receipt

Identification & registration Sample splitting & dosing Individual sample preparation recipes Priority management Alternative routing in failure situations

43

 o o o o

Integrated control & dynamic supervision of

Sample transport PLC Robot Prep equipment

Analysis instruments

FLSA experiences with robot automation :

mature technology; industrial robots have very high availability client dedication proper & detailed design is mandatory robotics equipment prices fall too high expectations for labor cost savings pay-back time :
o o o

1 to 3 years achievable Can be difficult to justify solely on manpower savings Difficult to put value on higher & consistent quality

unbalanced technologies : often too high client emphasis on sublime technology in the laboratory, while sampling quality is neglected

QCX(Quality Control through x-ray)/ Robo Lab Sampling is done at different stages like

Lime Stone Crusher sample Raw Mill sample C.F.silo sample Kiln feed sample Clinker sample
44

Ground cement sample

Despatch cement sample

Time Required for one sample analysis - Just 20 Seconds General Quality Assurance measures:

Virgin Lime stone deposits (Narzi lime stone) Known for their excellent compressive strength
Thorough Checking of all incoming raw materials as per the set

standards and rejection of sub standard material if any

Modern Cement plant with Proven German Technology World's largest vertical roller mill for cement grinding QCX/ Robo lab for automatic sampling and accurate testing Tamper proof packing

TAMPER-PROOF PACKING
When cement bags are dumped on the ground, the impact causes cement to spill out of the bag. This causes considerable loss, considering that some projects require thousands of bags, but you incur no such loss with Bharathi

Cement.
Bharathi Cement is packed in fully imported, tamper-proof PP laminated
bags, which do not allow the minutest of cement particles to spill. This

ensures accurate weight and also eliminates any possibility of pilferage. This

technique of packaging is also eco-friendly.

The cement religiously processed and produced is packed in specially designed imported polypropylene bags which are dust proof and tamper

45

proof. This special package ensures full quantity(i.e. 50Kg net) cement in every bag and chances of adulteration are totally eliminated.

Strength High tensile strength is the result of a tape stretching process, which give monoaxial orientation to polypropylene molecular chain.

Due to woven structure and lamination, sack

has more tear resistance compare toother

packaging.

Ordinary cement bags can be easily tampered, adulterated and restitched.

Moisture Resistant:

Manufactured from laminated fabric, the sack is water-resistant and

keeps its strength when in contact with water.

Sack provides better resistance to humid condition as compared to

kraft paper sack.

Environment Friendly:

Sack is made of polypropylene which is environment friendly

degradable thermoplastic material.

When incinerated or put to waste it does not pollute air, soil or water

with toxic residues.

Empty sack it recycled and can be used for producing new Sacks.

46

Bharathi Cement is packed in imported, tamper-proof, PP laminated

bags. There's no chance for any pilferage or adulteration.

47

Easy Handling: Sack is required with valve that facilitates easy filling

and self closing operation.

Brick shape of sack facilitates easy handling,

compact

storage, and efficient transportation.

Hermetical sealing instead of pasting or stitching:

Weak assembling methods based on stitching operations or sensitive and degrading adhesives have been avoided in production of the sack. Instead of this heat welding/ hermetical sealing is used to assemble the sack.

Special Printing:

High tech special printing, I.e. non fading, resistance to water/ moisture and high temperature makes the packaging attractive to the customer.

48

PRODUCTS Requirements as Bharathi per cement IS12269-1987 values

OPC 53 GRADE

Competitors values Fi ne ne ss (sq m/ kg ) atlier 225 325 method (min Autoclave ) 1 (%) 0.03 Setting 10m m time 150 (max Initial 260 ) (min) 0.8 Final (max (max) )

Properties a)Physical

So un dn ess (m m) Le ch

30 minu tes 600 minu tes

280

1.5

0.05 270 330

49

Compr essive Strengt h (MPa) 1 day 3

n) 27

20

16

39

32 45 60

28days 37 49 d a y s (min) 53 70

( m i n )
7

d a y s

( m i

b) Chemical 1) Lime saturation factor 0.8-1.02 0.9 0.88 2) 0.66 1.23 1.23 Al (min) 0.25 1 um 4 ina (max) M 6 od (max) ulu s 3) Ins olu ble res idu e (% ) 4) Ma gn esi a (% ) 5) Sulc ph uri 3 (max ) 1.5 1.1 1.23

1.95 anhydri deSO3 (%) 6) Loss on ignition (%) 7) Alkalies 8) Chlorid e (%) 9) C3A Content 10) Temper ature during Testing 11) Humidit y (%) 4 (max) 0.8 Durable concrete 0.1 (max) 0.002 7 272 272 655 655

1.5

0. 2 48 01 7. 27655

Eco no mic con cret e mix des ign s

50

Advant ages

Spe edy con stru ctio n

Lo w per cen tag es of alk alie s, chl ori des, ma gne sia and free lim e lea ds to the product ion of durable concret e.

OPC 43 GRADE Requirements as Bharathi per cement IS 8112-1989 values

Competitors values Fi ne ne ss (sq m/ kg ) atlier 225( 325 method min) Autoclave 1 (%) 10m 0.03 m Setting (max time 150 ) Initial 0.8 260 (min) (max Final ) (max) 30 minu tes 600 minu tes

Properties a) Physical

So un dn ess (m m) Le ch

280

1.5

0.05 280 340

51

Compr essive strengt h (MPa) 1 day 3

n) 23

17

14

35

30 40 51

28days 33 45 d a y s (min) 43 63

( m i n )
7

d a y s

( m i

b) Chemical 1) Lime saturation factor 0.6-1.02 0.9 0.8 2) Al um ina M od ulu s 3)I ns olu ble res idu e (% ) 4) Ma gn esi a (% ) 5) Sul ph 272 APPLICA TIONS: 655 uric 0.66 1.23 anhydride (min 0.25 SO3 ) 1 (%) 3 1.5 6)Loss on (max ignition 0.8 ) (%) 6 7)Alkalies 0.002 (max 8) 7 ) Chloride 272 3 (%) (max 655 9) C3A ) Content
10)Temper ature

5 )

(max

during

Testing 0.1 11)Humidi (max ty ) (%)

1.24 1.5 1.02

2.3 1.5

0.6 0.02

272 655

All types of R.C.C.works Residential and commercial complexes Industrial structures Bridges, dams, irrigation works For highways, runways etc.

52

PSC

Bharathi Portland Slag cement is manufactured by inter grinding high quality

clinker with carefully selected, good quality slag purchased from major steel plants

and using high quality gypsum.

Hydration of blended cement: Ordinary Portland Cement + water ----- C-S-H GEL+ Ca(OH)2 (Alkali)
This alkali is a byproduct in any OPC hydration process amounting to 25% of total

gel formation. This is like a weak link in strong chain. Sulphates and chlorides present in water, soil or surrounding atmosphere attacks this alkali causing deterioration of concrete. Secondary gel formation in Portland Slag cement:
Slag by itself is cementitious in nature and undergoes hydration in presence of

alkali resulting C-S-H gel formation

As a result of this secondary gel formation pore refinement takes place and the concrete becomes more impermeable to sulphate and chloride attacks leading to the

durability of concrete structures.

53

Properties a) Physical

Requirements as Bharathi per cement IS 455-1989 values

Competitors values Fi ne nes s (sq m/ kg) So un dn ess (m m) Le cha tlie r me tho d Au toc lav e (% ) Set tin 30 minu tes 600 minu tes g 225 time 350 Initial(mi n) 10m 1 m 0.03 Final(ma (max x) ) 0.8 160 (max 250 )

290

1.5 0.05 Compr essive strengt h (MPa) 3 days (min) 16 7 22 in) 33 b) d a y s 33 280

340

37

60

1.08

0.3

2.4

3.3 0.02

Sul 1.62 2.87 phu 25 r Trio xide (SO 3) 3 (ma 44 65 lp hi de Su lp he r ( % by m as s) In so lu bl e x) Su 1.5 (%) 0.2 due (max Magnesia 0.75 ) (%) 1 4 Chloride 0.002 (max (%) ) 6 (max ) 0.1 (max )

Temp d 272 272 272 eratur ur 655 655 655 e in Testi g ng Humi dity (%)

Appli cation s
54

Chemic al 5 0.3 (max) Loss on ignition (%)

( m i n ) 2 8 d a y s

( m

re si

Mass concrete works Marine works Residential and commercial high rise buildings Industrial structures Suitable for wide range of applications as a substitute for OPC

Technical Support MOBILE CONSTRUCTION ADVISOR At Bharathi we believe in total customer satisfaction. Bharathi cement offers
laboratory testing facilities of concrete at your door step. Your concrete is tested

under standard laboratory conditions and test certificates are issued. The services of experienced civil engineers can be availed. Constructor Mobile van Facilities offered

Demonstrations, Tips on good construction practices, informative lectures

and onsite video presentations Onsite training for masons and site supervisors Advice on concrete mix proportion Testing of fresh and hardened concrete ensuring its superior quality NDT(Non Destructive Testing) facilities

Good Construction Practices Congratulations on your new home!

We are happy for you. A dream youve cherished for very long will soon come

alive. To help you realize it without any compromises we offer you our expertise.
At Bharathi Cement, we are obsessed with quality. From the first stage to the last, our cement is tested at every stage. Using the world renowned Narzi limestone we

produce cement that has higher strength, low manganese and low alkalies.
Today, we bring the same expertise and commitment to quality, as we offer you the

following suggestions to make a beautiful home.

55

CHAPTER 5 FIRM PROFILE

(SRI SHABAREESH AGENCIES) CEMENT DEALERS IN SHIMOGA
MARKETING AND POLICIES OF THE FIRM

MARKETING PROBLEMS

56

CHAPTER 5 FIRM PROFILE SRI SHABAREESH AGENCIES was opened in 1985. It

is situated on balraj urs road for being more convenient to interact with transports. Mr. C.P. SUNDAR RAJ, is the

MANAGING PARTNER of SRI SHABAREESH AGENCIES, he is a young man aged 48, S/O C.V. Puttanna shetty. His Qualification is P.U.C. His native is Arsikere Hassan District Karnataka. He migrated to shimoga in 1985. He Knows

English, Kannada, Hindi, Tamil and Telugu language.

Mr. C.P. Sundar Raj has 30 years experience in trading activities. He started business in 1976 as a small shopkeeper at Arsikere taluk. After 2 years of experience he started

wholesale business also in the age of 20th he moved to north India for purchase of Hardware in wholesale and retail market. He started his business in and around Arsikere

covering about 150 km in radius.

In 1985 he got separated from his family and came and settled down in shimoga with the small cash in hand started in 9-9-1985 He had his own circle of friends and relatives

and improved the business royally good competing with local

market.
He made his name to be at the top of the town. He mainly dealing with constructions steel equipments and cement in the name style of Sri Karthik Hardwares. First it was situated in 3rd cross, Garden area and after one year he shifted for his own premises situated at Durgigudi, main
57

road. He was dealing with number of brands of cement with quality, such as. 1. ACC 2. BAGALKOT 3. DIOMOND 4. RAASHI 5. CORAMANDAL etc.,
After a long successful carrier in business. Bharathi

recognizes him from being a good seller in 1990 and

appointed him as C&F agent (clearing and forwarding agent).

Bharathiording to the saying of Mr. Sunder raj, a dealer may not be a highly qualified but highly sensitive to assess the customer and his requirements the best service

possible given will be recognize.

Any convinced customer will be a free advertiser. He explains also he had well experience with co-traders, Engineers, Financiers, Contractors and even with Politicians, no body can guess the business at any time may get affected

with any of the agency said above.

And as C&F agent he has got 9 staff members in the Office, and 80 Hamals at the godown, and 100 at the Railway station, and he has owned by 20 Lorries for clearing the

Cement.

58

CAPITAL STRUCTURE At that time the initial capital of the firm was 5, 00,000.
The firm started this by taking Loans from Vysya bank shimoga. It includes the cost of Furniture, advance of

building, lighting arrangements etc., the firm involves in dealing with cement products according to the customer

behavior with reference to various brands of the products. CEMENT DEALERS IN SHIMOGA AUTHORISED DEALER: 1. Ganesh steels. 2. K.S. Narayana setty and sons. 3. Salamath Enterprises. 4. Sri Veerabhadreshwara traders. 5. Hampee virupaksha traders. 6. Chowthy traders. 7. Anand trading company 8. Sagar traders. 9. Banashankary traders. 10. Sri Venkateshwara traders. 11. Nutan agencies. 12. U.K.S. Sitaram Acharya.

13. Sri Gurukaribasaveswara Traders.

59

Table No-1
Table showing the number of dealers in some districts
who have dealing with Shabareesh agencies as C&F agents.

They are shown by percentage. Districts South canara Udupi Shimoga Chikmagalore Hassan No. Of dealers 29 12 20 17 10

From the above table Sri Shabareesh agencies have

dealing with dealers in some districts. Among 5 districts South canara has 37% of large number of dealers, shimoga and Udupi has 16% of dealers respectively, and Chickmagalore has 17% dealers and Hassan has small

number dealers by 10%. MARKETING AND POLICIES OF THE FIRM

Modern market is consumer oriented market. Consumer is the king of the market begins with consumer needs and ends with consumer satisfaction. Such market is conditioned by two set of factors. Controllable and

uncontrollable factors. Controllable factors are those factors which are with in the hold of the firm. The success of the

product depends upon these factors. 1. Product Mix policy 2. Price Mix policy
60

3. Promotional Policy 4. Distribution Policy 1. PRODUCT MIX POLICY: Shabareesh agencies are promoting their business as
C&F agents of M/s Bharathi company Ltd with dealing with cement. The firm deals with cement according the order As the product which the firm is

given by the dealers.

dealing is exclusively under the category of cement. 2. PRICE MIX POLCY

Pricing is the most important marketing mix policy. It has strategic importance as pricing is marketing weapon. It required by the firm to undertake a good pricing policy because it is an important factor which influences the

customer in purchasing of product.

Shabareesh agencies are exclusively C&F agents for M/s Bharathi Ltd and they act according to the norms of the firm by pricing, collection, service documentation, reporting,

and acknowledgements etc. 3. PROMOTIONAL MIX POLICY

M/S The Bharathi Ltd has adopted several promotional activities to move forward the cement product in market. It has undertaken advertising of the product through broad advertisement. The company has adopted broad advertising because it acts as an effective sales man. The other

measures through which the company has taken to

popularity,
61

Its name is, a) News paper advertisement b) Calendar c) Cable advertisement. 4. DISTRIBUTION MIX POLICY Distribution means transfer of the product from C&F
agents to dealers to final consumer. Shabareesh agency supplies goods directly to the consumer or contractor. The company directly deals with the final consumer and some time takes the help of middleman like contractors or Home

builders. MARKETING PROBLEMS M/S The Bharathi Ltd directly involves in marketing problem and looks in to the depth of all the fallowing problems.

1. Competitive market. 2. Price fluctuation 3. Consumer awareness 4. product advertisement 5. Location of the Firm 6. Size of the firm.

62

CHAPTER 6 SURVEY FINDINGS

INTRODUCTION MEANING OF SURVEY OBJECTIVES OF THE SURVEY LIMITATIONS OF THE SURVEY ANALYSIS OF THE SURVEY CONSUMER SURVEY FINDINGS

63

CHAPTER 6 SURVEY FINDINGS INTRODUCTION: Today the consumer is the king of the market.
Consumer is the only judge, the reputation or otherwise of a product is entirely dependent upon his attitude towards the product so his satisfaction should be ultimate motto of the producer and the marketer. Consumers interest should be taking into co-ordination while taking marketing decision. It is through consumer satisfaction only the producers and

marketers can improve their sales profit.

Many opinion will come when survey is made for preference, improvements etc., of the product, but the

opinion of the consumer is important.

This report gives an analysis of opinion collected from the customer regarding marketing of cement especially

BHARATHI cement as against other brand. MEANING OF SURVEY

Survey means going into department of

respondent and collecting his inner expression for the purpose of knowing his

attitude about which the survey is conducted.

Customer faced problems while dealing with the Bharathi cement. There

fore to study to their problems, Questionnaire was prepared and given to the selected customer. The selecting of customer is made on the basis of
64

sampling method and to those4 selected customer are given

the format of questionnaire and are requested to fill it on

return to us.
I have conducted a survey about 100 customers. Who have their dealing with Bharathi cements in Shabareesh

agencies? OBJECTIVES OF THE SURVEY

1. To know the general opinion of the customers about the

BHARATHI cements.
2. To know the opinion of the customers about the

customer service rendered by agencies.

3. To know the effectiveness of the service provided by the Shabareesh agencies in comparison with other

dealers.
4. To know whether the service provided by the agency is

satisfactory or not.
5. To know whether the service provided by the Bharathi

is improving in the recent years. LIMITATIONS OF THE SURVEY 1. 100 number of respondents contacted.
2. Lack of prompt reply given by the customer or more

precisely biased reply given by the customer.

3. Hesitation among the customer to freely express their

views.

65

4. Lack of awareness among the customer about the procedure carried out by the bank.
5. Indefinite and vague problems and suggestion provide

by the customer etc., ANALYSIS OF THE SURVEY

The analysis of the survey was done by dividing the total respondents into different categories are on the basis of

income and occupation.

During the time of surveying the customer was not clear about their demand nor they had clear comprehension of their problems and definite in their suggestion for the solving the problem. However the following problems were found out at the time of the survey, and the same was to Bharathi authorities. The Bharathi authorities were enough

to give answer to those problems faced by the customers. CONSUMER SURVEY FINDINGS:
The total number of respondents interviewed had used cement fully and it was observed that the Bharathi cement

was quite well known in the city.

66

Table No-1 Table showing the Distribution of cement consumer interviewed in different areas in Shimoga district. Regions Shimoga Thirtahalli Bhadravathi Soraba Sagar Hosanagara Total No. Of respondents 25 30 20 14 10 5 100 Percentage 25% 30% 20% 14% 10% 5% 100%

From the above table it is clear that major number if

respondents contacted from Thirtahalli and minimum from

Hosanagara. Graph showing the Distribution of cement consumer interviewed in different areas in Shimoga district
Hosanagara 5%

Sagar 10% Soraba 13%

Shimoga 24%

Bhadravathi 19%

Thirtahal i 29%

67

Table No-2 Table showing the distribution of cement consumer according to brand and area interviewed.
REGION Shimoga Bhadravathi Sagara Hosanagara NUMBER OF CONSUMERS 38 25 20 17 10 5 6 3 Bharathi INDIAN CEMENTS 3 1 2 2 8 7 2 2 2 1 Grashim OTHERS

The table gives maximum details regarding the

respondents interviewed, i.e, and brand wise in different parts in shimoga. In this table out of 100 respondents 38 in Shimoga, 25 in Bhadravathi, 20 in Sagar, and 17 in

Hosanagar Respectively.

68

Graph showing the distribution of cement consumer Bharathiording to brand and area interviewed
NUMBER OF

A.C.C

INDIAN CEMENTS

Grashim

OTHERS

CONSUMERS

40
35 30 25 20 15 10 5 0

69

Table No-3 Table showing the distribution of respondents under Income groups. INCOME GROUP P/M Below 10,000 10,000-15,000 15,000-25,000 Above 25,000 Total NUMBER OF RESPONDENTS 26 32 24 18 100 PERCENTAGE 26% 32% 24% 18% 100%

Out of the 100 respondents contacted 32% of them

from 10,000-15,000 which constitute the largest portion of the respondents and the lowest group is of the income group

above 25,000 which is of 18% only.

70

Graph showing the distribution of respondents under Income groups.

35 26

32

30

24
25

18
20

15

10

Below 10,000

10,000-15,000

15,000-25,000

Above 25,000

71

Table No-4 Table showing consumers opinion about the Bharathi cement in Shimoga as per their Occupation
BUSIN OPINION ESS MAN % SALA RIED EMPL OYES BETTER GOOD SATISFACTORY NOT GOOD 10 13 15 3 24 32 36 8 8 9 11 29 32 39 7 11 6 1 28 44 24 4 4 1 1 66 17 17 29 34 32 05 % PRO FES SION % OTH RS % TOTAL

The above table shows that the classification of respondents

according to their occupation and their opinion of the service

towards Bharathi cements.

In the first group 41 respondents are Business man and among 41 respondents, 10 respondents opinion that the service provided by the Bharathi ltd is Better, 13 respondents opinion is good and majority that is 15 respondents opinion is satisfactory and the last very few that

is 3 respondents opinion is not bad.

In the second group 28 respondents are salaried Employees. Among 28 respondents majority of respondent that is 11 opinions is satisfactory, 8 of them is Better and 9

have respond good.

72

In third group, that is 25 respondents are from

Profession and it shows their opinion about service among 25 respondents 7 have respond Excellent, 11 have respond

good and only 1 responded Not bad.

In fourth group, that is 6 have responded who are Engaged in some other occupations, among 6 respondents 4 responds that the service is Better, only 1 responded have

good opinion and another responded also have good opinion.

73

TABLE NO-5 Table showing the respondents using Bharathi cements as per their occupations. Uses Used Not used Total
21 32

Business Man 11

Salaried employees 13 12 25

Professio n 8 10 18

Others 10 15 25

Total 42 58 100

Above table show that out of 100 respondents 42

respondents were used Bharathi cements and 58 have not used it. Out of 42 respondents 11 were from Business man, 13 from salaried employees, 8 from Profession and 10 from

other Occupations.
Among 58 Respondents who were not used Bharathi cements, among them 21 from Business mans, 12 from other

occupations.

74

Graph showing the respondents using Bharathi cements as per their occupations

25 21 20 15 15 11
10

13

12 10 8 10

00
0

Uses

Business

Salaried employees

Profession

Others

75

Table No-6 Table showing the distribution of cement consumers according to their occupations.
Brands Bharati Indian Cement Grashim Others TOTAL 8 6 10 36 6 8 4 28 8 4 6 32 5 7 9 29
27 25 29

Business man 12

Salaried employees 10

Profession 14

Others 8

Total 44

100

The above table show that the first occupation group

i.e, Business mans are using 36 in that, 12 respondents are using Bharathi, 8 were Indian Cements, 6 were Raashi and

10 were other Cements.

In second group i.e, 28 respondents are salaried employees. Among them 10 were using Bharathi, 6 were using Indian cements, 8 were using Grashim and 4

respondents using other cements respectively.

In third occupation, 32 respondents are using cements, among them 14 respondents using Bharathi, 8 respondents using Indian cements, 4 were using Raashi and other

respondents are using other cements.

In fourth occupation i.e, 29 respondents are using Cements, among them 8 were using Bharathi, 5 were using Indian cements, 7 respondents were using Raashi and other

respondents were using other cements respectively.

76

Graph showing the distribution of cement consumers according to their occupations

Acc B h a r a ti Indian Cement Grashim Others

Business man

Salaried employees Others

Profession

14

12

10

77

Table No 7 Table showing the opinion of the consumers about Bharathi cements from the following aspects. Aspects Quality Price Demand Total Better 14 8 8 28 Good Satisfactor y 8 6 10 22 16 8 11 35 Not bad 5 7 4 15 43 29 35 100 Total

According to the above table the consumers opinions

about Bharathi is very good. In the first aspect Quality 43 respondents were responds very well. 14 responds better, 8 responds good, 16 responds satisfactory and 5 responds Not

bad respectively.
In the second aspects Price is also in very good condition. Among 29 respondents 8 responds better, 6

responds good, 8 responds satisfactory and 7 respondents

respond not bad.

In the third aspect demand is also in very good condition. Among 35 respondents 8 responds Better, 10

responds Good and 11 responds satisfaction and 4 members

responds not bad.

78

Graph showing the opinion of the consumers about Bharathi cements from the following aspects

Not bad 12% Better 33%

Satisfactory 36% Good 19%

79

Table No-8 The table showing the consumers purchased cements from different dealers in shimoga. Number of Dealers in Shimoga Sri Ganesh Steels K.S. Narayana settee & sons Salamath enterprises Sagar traders Total consumers 36 20 28 16 100 Percentage 36% 20% 28% 16% 100%

From the above table 36 respondents were purchase

cements in Ganesh steels, 20 respondents were purchase cement in KS.N. & sons, 28 respondents were purchase cements in Salamath Enterprises and 16 respondents were

purchase in Sagar traders out of 100 respondents.

80

Table No-9 Table showing the consumers are come to know about
Shabareesh agencies from different aspects they are shown

below. Aspects Friends Advertisement Dealers Contractors Total Number of respondents 26 38 18 10 92 Percentage 28.26% 41.30% 19.56% 10.86% 100%

From the above table consumers do purchase cement

according to Shabareesh agencies from the opinion of Friends in 28%, and 38 consumers purchase cements by seeing advertisement, and 19% consumers are purchase by the suggestion of the dealers and 10% consumers are taking

the suggestion from the contractors.

81

Graph showing the consumers are come to know about Shabareesh agencies from different aspects they are shown below

38 40
35 30

26

25

18
20

15

10

10 5

Friends

Advertisement

Dealers

Contractors

82

Table No-10 Table showing the factors which have influenced the
consumers to buy Bharathi cements they are shown in the

table. Factors Price Brand Image Quality Door Delivery Total Number of respondents 24 12 42 22 100 Percentage 24% 12% 42% 22% 100%

Above table showing that the factors influenced the

consumers to buy Bharathi cements by some important factors, they are 24% in Price factor, 12% in Brand Image, 42% in Quality of the product, and 22% were influenced by

the service provided by the Company.

83

Graph showing the factors which have influenced the consumers to buy Bharathi cements they are shown in the table

Door Delivery

Price 24%

22%

Brand Image 12% Quality 42%

84

SUMMARY OF OBSERVATION In the present world the human being as a consumer

should have the knowledge of every product he uses. This is because he should not become an easy pray for the seller

trap.
From this sample it was found that few respondents do not know much about cement. They said that they do as their contractor or Engineers say. But majority of them said

they purchased on their own.

According to the dealer, they said that it is its first or craze that was driving people to buy popular brand cement. It is said that previously people use to OK just for the cement they were not bothered about the brand. But in the present

market the consumer consider the price preference.

It was also found that a few respondent of poor families said that they wanted to build their houses with cement, but due to high pricing of cement and which is going on increasing they had to give up. We can also infer that Bharathi cement has got a good scope for marketing in

shimoga.

85

In shimoga, there are many cement dealers of almost

all the brands in the market. But the major brands of cement

according to the consumer are, 1. ACC 2. RAASHI 3. DIOMAND 4. BAGALKOT.

In Shimoga Bharathi is the first Cement sold in terms of

quality.
Thus Bharathi cement has got a good reputation and a good place in the shimoga market. The number of dealers for Bharathi cement is more than dealers for any other

cement in Shimoga.
This shows that Bharathi cement has got a great

demand in the Shimogas market.

86

CHAPTER 7 SUGGESTIONS AND CONCLUSION SUGGESTIONS

CONCLUSION

87

SUGGESTIONS AND CONCLUSION SUGGESTIONS Bharathi cement company, sales officer visit the dealer regularly that is once in every month.
Bharathi cement company should give credit facility to its

dealers.
Bharathi cement company should pay much attention

towards warehousing and transportation facilities.

Bharathi cement has earned a good name in the market. It should maintain and improve the same its price is high than the other cements. Some types consumers

observe only price of the product in this regard BHARATHI fails to participate in the cement market so product price will

be maintain and economic level.

A Sri Shabareesh agency has appointed As C & F agents for their good selling performance. So these agencies

should maintain their good performance in selling of

Bharathi cements.
Sri Shabareesh should provide conveying service activities

to dealers.
Sri shabareesh agencies should adopted different media of advertising in shimoga city in addition to the effort of

the manufacturer.

88

The prospective customer should be given promotional

benefit. There fore promotional efforts are to be taken in effect continuously so that as prospective customer will

develop a linking towards the product.

Sri Shabareesh agencies should have sufficient vehicle to deliver the cement bag to the dealers who comes from

outside villages. Sri Shabareesh Agencies should give regular Service.

CONCLUSION
The finding of the survey is enough proof to show that Bharathi cements ranks high in quality, composition etc., It is observed that Bharathi cement has a maintained better product image among the person who have used it and are using it. The company has also vast network of

salesmanship no doubt these things will have a long way in improving not only product image but also the corporate image. But in competitive field one should not satisfy In order to maintain

himself with present performance.

higher competitive efficiency there should be continuous

product planning and market improvement.

Bharathi cement producer and their dealers in shimoga city may consider the preference analysis in the report and suggestions given in the report for achieving higher

standards of marketing performance in the future.

89

Annexure

Questionnaire Bibliography

90

CONSUMER QUESTIONNAIRES

I am a student PRABATH INSTITUTE OF BUSINESS MANAGEMENT, Shimoga studying in final year M.B.A. As apart of my course, I have selected Marketing of Bharathi Cements A case study of Shabareesh agencies, Raghu Sir , kindly fill it up the questionnaire and give suggestion for the study. The information supplied by you will be kept conditional and will be used for only academic purposes Your Sincerely S.M.Farook
1. Name 2. Address 3. Occupation : 4. Annual Income:
a) Below 10,000 [ ] c) 15,000-25,000 [ ] b) 10,000-15,000 [ ] d) Above 25,000 [ ]

: :

91

5. Have you ever purchase cement? a) Yes [ ] [ ] b) No [ ] b) Indian Cement [ ] d) Others [ ] 6. Which brand of cement do you purchase? a) Bharati cement c) Raashi [ ]

7. If you purchase Bharati Cement what is your opinion? 1. Quality

a) Better [ ] c) Satisfactory [ ]

b) Good 2. Price a) High b) Low 3. Demand a) Bette

b) Good

[ ] [ ] [ ] [ ]
[ ]

d) Not ba [ ] c) Satisfactory [ ] d) Not bad [ ]

c) Satisfactory [ ]
d) Not bad

[ ]

8. Where do you purchase cement? a) Shabareesh agencies b) K.S.Narayana settee & sons c) Salamath Enterprises d) Sagar Traders [ ] [ ] [ ] [ ]

9. If you purchase in Shabareesh agencies, how do you come

to know about the Shabareesh agencies? a) Friends b) Dealers [ ] [ ] c) Advertisement [ ] d) Contractors [ ]

92

10. What are the factors which have influenced to buy Bharathi cement? a) Price b) Quality a) Yes [ ] [ ] [ ] c) Brand Image [ ] d) Door Delivery [ ] b) No [ ]

11. Do you get any facilities?

12. What is your opinion about regarding the regularity

supply from Sri Shabareesh agencies a) Regular c) Not bad a) Yes [ ] [ ] [ ] b) No [ ] b) Irregular [ ]

13. Will you recommend Bharathi cements to others?

14. Are you satisfied with the service offered by the dealers? a) Yes 15. Any suggestions: -------------------Date: Place: Signature [ ] b) No [ ]

93

BIBLIOGRAPHY

Marketing Management
Marketing Management

By: Sherleker By: Philep Kottler By: B.S Raman Business Line Times of India

Marketing and Salesmanship News papers

www.google.com www.bharathiindia.com

94