Dalmia Cement

Jeya Sri R
04-06-14
Summer Intern Leo Burnett
OUTLINE
Cement : Introduction
o Characteristics
o Industrial zone
o Globalization outcome
Cement : Product In-depth
o Raw materials
o Preparation Process
o Categories
o Usage
Dalmia Cement
o Company
o Certifications
o Product
o Price

04-06-2014 DALMIA Cement - Brief | Jeya Sri R | Summer Intern - Leo Burnett 2
OUTLINE (cont.)
o Place
o Promotion
o Value added service
o CSR Initiatives
o Competitors in South India
o Market share
o SWOT analysis
o Customers Feedback
Conclusion
References
Declaration

INTRODUCTION

CEMENT : Characteristics

A cement is a binder, a substance that sets and
hardens as the cement dries and also reacts with
carbon dioxide in the air dependently, and can bind
other materials together.

CEMENT : Characteristics

Characteristics
Product nature Homogeneous but branded to
differentiate
Product Usage Intermediary
Stability time Long period
Demand Derived
Pricing policy Agreement with competitors
Competition Imperfect - Oligopoly
CEMENT : Industrial Zones


5 Zones :
North Zone
East Zone
West Zone
Central zone
South Zone

CEMENT : Industry

CEMENT : Authority Board


Department of Industrial Policy and
Promotion (DIPP), under the Ministry of
Commerce and Industry.

Some of the rules and orders, administered by DIPP,
relating to the cement industry are:-
Cement Control Order, 1967
Cement Cess Rule, 1993
Cement (Quality Control) Order,1995
Cement (Quality Control) Order, 2003

CEMENT : Authority Board

For R&D : Development Council of Cement
Industry under the Industries (Development &
Regulation) Act, 1951.

Concentrates on :
Improvement
Optimum utilization
Modernization
Standardization
Development of bulk supply
Training and upgradation of the skill of the
personnel in the cement industry.

CEMENT : Globalization Outcome

Companies engaged in mergers and
acquisitions of Indian cement companies -
Heidelberg Cement - Indorama Cement Ltd. -(Joint
venture)
Holcim Cement - Gujarat Ambuja Cements(GACL)
(50% Takeover )
Italcementi cement - Zuari Cement Limited ( 49%
shareholding )
Lafarge India - Tisco and the Raymond cement
plants ( Take over )
CEMENT : PRODUCT
IN-DEPTH
CEMENT : Raw materials

Calcium Silicon Aluminum Iron
Limestone Clay Clay Clay
Marl Marl Shale Iron ore
Calcite Sand Fly ash Mill scale
Aragonite Shale
Aluminum ore
refuse
Shale
Shale Fly ash Blast furnace dust
Sea Shells Rice hull ash
Cement kiln dust Slag
CEMENT : Process

CEMENT : Categories
Green Cement - Less natural materials
Portland cement
o Portland cement blends - inter-ground mixtures
o Portland blastfurnace cement - 70% slag
o Portland flyash cement - 35% flyash
o Portland pozzolan cement contains flyash cement
o Portland silica fume cement 5-20% silica fume
Energetically modified cement replacement for
PPC with lower cost.
Masonry cements used for brick laying
Expansive cements does not shrink
White blended cements uses white clinker
Colored cements decorative purposes

CEMENT : Categories
Very finely ground cements 50% less cement due
to increased surface area.
Pozzolan-lime cements high strength
Slag-lime cements non-hydraulic
Supersulfated cements high temperature resistant
Calcium sulfoaluminate cements less energy req.
"Natural" cements contains 30-35% clay
Geopolymer cements - contains mixture of water-
soluble alkali metals

CEMENT : Usage

Classification Applications
Type I General purpose
General construction (most buildings,
bridges, pavements, precast units, etc)
Type II Moderate sulfate resistance
Structures exposed to soil or water
containing sulfate ions
Type III High early strength
Rapid construction, cold weather
concreting
Type IV
Low heat of hydration (slow
reacting)
Massive structures such as dams. Now
rare.
Type V High sulfate resistance
Structures exposed to high levels of
sulfate ions
White White color
Decorative (otherwise has properties
similar to Type I)

DALMIA CEMENT
DALMIA CEMENT : Company

Established in 1939 as the Dalmia-Jain Group.
Conglomerate Sugar, Power, Refractories, Cement
Dalmia Groups greatest contribution to national
development was in the emergence of the Indian
cement industry.
Dalmia companies together ranked third among
Indias major industrial groups after the Tatas and
the Birlas.
Holds a stake of 47.3 % in OCL India Ltd.,- Odisha a
major cement player in the Eastern Region.
Acquired Adhunik cement in 2012
Bought 74% stake in Bokaro unit from Jaypee group.

DALMIA CEMENT : Certification

Merited for
Energy Conservation & Efficiency
Safety, Health & Environment issues
American Petroleum Institute (API) certification
In 2004, Dalmia became an ISO 14001 Certified
company.
DALMIA CEMENT : Product

Brands
Dalmia Vajram
Dalmia Ultra
Dalmia SUPEROOF
Dalmia SRPC

Categories for House
DALMIA 53 GRADE | SUPEROOF
- Designed to provide extra protection and
strength, compared to ordinary cements. Guards
against cracks and water leaks, ensuring that the roof
lasts for generations.
DALMIA 43 GRADE
- superior level of quality, Low heat of hydration,
Corrosion Resistance, Volume stability, Gigantic
compressive strength
DALMIA PPC | VAJRAM
- protected from the chemical effects of
sulphates, chlorides, etc. as it contains standard
flyash. Prevents corrosion of rods used in construction.


DALMIA SRPC
- The Sulphate Resisting Cement of Dalmia is a
unique product specially designed to stand the
challenges of aggressive environments.

Categories for Special Application
AIRSTRIP CEMENT
- used extensively in cementing airstrips due to
its high impact load bearing capacity. Used for
defence airstrips by the Indian government in Punjab.


OIL WELL CEMENT
- used for cementing the walls of 'on-shore' and
'off-shore' oil wells of reputed companies such as
ONGC and Oil India Ltd. Made under strict quality
control systems
RAILWAY SLEEPER CEMENT
- The Sulphate Resisting Cement of Dalmia is a
unique product specially designed to stand the
challenges of aggressive environments.


INNOVATION

DALMIA CEMENT : Price

Raw materials
Raw material source close to Dalmia cement plants in
Tamil Nadu (Dalmiapuram & Ariyalur) and Andhra
Pradesh (Kadapa).

Freight
Location of raw materials decreases freight &
transportation cost to great extent

Fuel & Power
Over 53 windmills in Muppandal (Tamil Nadu) for
generating eco-friendly captive power

All these gives an edge over competition

Type Price (Rs/Kg) (Chennai)
Dalmia Vajram 315 .00
Dalmia PPC 315.00
Ramco Cements 325.00
UltraTech 320.00
DALMIA CEMENT : Place
Manufacturers -> Distributors -> Retailers
Distribution to selective dealers from manufacturing
plants in Tamil Nadu (Dalmiapuram & Ariyalur) and
Andhra Pradesh (Kadapa),
Combination of Push and Pull strategy based on the
demand information from downstream
supplychain.

DALMIA CEMENT : Promotion
Advertisement - Print ads ( celebrity Advertising)

Advertisement - Print ads ( Reinforcement Advertising)

Advertisement TVC ( Reinforcement Advertising)

Presence in Social Network




Events

Events

Events

Trade Promotions
Credit sales
Quantity discounts
Trade fairs
Direct selling

DALMIA CEMENT : Value Added Service



DALMIA CEMENT : CSR Initiatives

Tree guard distribution program
- In order to support TamilNadu Government 'Full Green
Envo'Scheme - about 250 Tree Guards worth of Rs.90,000/-was donated.
Volley ball tournament
- The tournament was conducted by DRC (Dalmia recreation
club) in association with the Trichy District Volleyball Association.
Scholarship
- Scholarship to the Toppers of Government High school.
Diabetic Screening Camp
- Scholarship to the Toppers of Government High school.
Eye checkup camp

DALMIA CEMENT : Competitors
Anjani Portland Cement Ltd. A.P
Bangalkot Cement and Industries Ltd. - Maharashtra
Binani Cement Ltd. Maharashtra
Birla Corp. Ltd. West Bengal
Cement Manu. Co. Ltd. New Delhi
Chettinad Cement Corporation Ltd. Tamil Nadu
Cement Corporations Of India Ltd. - New Delhi
Century Cement Maharashtra
Gujarat Sidhee Cement Ltd. Maharashtra
Heidelberg Cement India Ltd. - Haryana
Jaiprakash Associates Ltd. U.P

Jammu & Kashmir Cements Ltd. J & K
Jaypee cements M.P
JK Lakshmi Cement Ltd. - New Delhi
J.K. Cement Ltd. New Delhi
Kalyanpur Cements Ltd. - Bihar
Khyber Industries (P) Ltd. J & K
Kesoram Industries Ltd. - A.P
Lafarge India Pvt. Ltd. Maharashtra
My Home Indus Ltd. A.P
Meghalaya Cements Ltd. - West Bengal
Mawmluh-Cherra Cements Ltd. Kerala
Malabar Cements Kerala

Mangalam Cements Rajasthan
OCL India Ltd. New Delhi
Orient Cement Ltd. - New Delhi
Penna Cement Industries A.P
Parashakthi cements A.P
Panyam Cement and Mineral Industries A.P
Prisim Cement Ltd. Maharashtra
Rain Cements Ltd.- A.P
Sanghi Indus. Ltd. Gujarat
Shriram Cement works - New Delhi
Shree cement limited West Bengal
Shree Digvijay cement co. Ltd. Gujarat

Saurashtra cement ltd. - Maharashtra
India cements Tamil Nadu
Tamil Nadu Cements Corporation Ltd. Tamil Nadu
The Ramco Cements Ltd. Tamil Nadu
The K.P.C. Ltd. Tamil Nadu
The India Cements Ltd. Tamil Nadu
UltraTech cement Ltd. - Maharashtra
Zuari Cement Ltd. - Karnataka

In South India
Zuari cements
Chettinad cement
UltraTech cement
Jaypee Cements
Rain cements
Parashakthi Cements
Penna cements
Anjani Portland Cement Ltd.
The India Cements Ltd.

In South India
Kesoram Industries Ltd.
My Home Indus Ltd.
Mawmluh-Cherra Cements Ltd.
Malabar Cements
Panyam Cement and Mineral Industries
India cements
Tamil Nadu Cements Corporation Ltd.
The Ramco Cements Ltd.
The K.P.C. Ltd.

DALMIA CEMENT : Market Share
Overall by demand drivers
Housing sector accounts for 64 per cent of the total cement demand in
India.

In South India by supply



( Source : Business Today June 2013 )

DALMIA CEMENT : SWOT Analysis
Strengths
Asset leverage
Effective communication

Strengths
Innovation
Strong financial position
Pricing
Reputation management
Unique products

Weakness
Comparatively low market share
Slow dispatching
Lack of frequent updates online

Weakness
Weak presence in Google+
Customer difficulty to contact
marketing offices

Opportunities
Acquisitions
Financial markets (raise money through debt, etc)
Acquiring dealership through social presence.

Opportunities

Opportunities
Emerging markets and expansion abroad
Innovation
Moving into Karnataka and Andhra markets rather
than concentrating more on Kerala and Tamil
Nadu.

Threats
Competition
Cheaper technology
Economic slowdown
External changes (government, politics, taxes, etc)
Exchange rate fluctuations
Lower cost competitors or imports

DALMIA CEMENT : Customer Feedback
Facilities

Response

Response

CONCLUSION
CONCLUSION
Being the pioneer of development of Cement
manufacturing no wonder Dalmia can outwit its
competitors by concentrating on effective distribution
and communication in the niche market.
REFERENCES
REFERENCES
http://en.wikipedia.org/wiki/Cement
www.ibef.org
media.web.britannica.com
iti.northwestern.edu
www.dalmiacement.com
www.ocl.in
chennai.quikr.com
business.gov.in
business.mapsofindia.com
economictimes.indiatimes.com
www.cmie.com

REFERENCES
www.cmaindia.org
www.indiamart.com
www.cementcorporation.co.in
www.facebook.com
twitter.com
www.linkedin.com
www.scribd.com
www.thehindu.com
kspcb.kar.nic.in
www.dnaindia.com
www.tendersinfo.com

DECLARATION
DECLARATION
All the above details and suggestions are purely
based on my background study. I kindly apologize if
any of them deviated from your line of thinking. Any
modifications, expectations or change in the view are
most welcome and I assure to accomplish them
effectively during the internship period by coming up
with a deeper background study and pre-preparation
from my side.

Dalmia Cement

Hochgeladen von

Dokumentinformationen

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

Dalmia Cement

Hochgeladen von

Copyright:

Verfügbare Formate

Jeya Sri R

Das könnte Ihnen auch gefallen